Marketing Mix Analysis

Marketing Mix of Asus – 4Ps of Asus

by Faizul Haque

Marketing Mix of Asus – 4Ps of Asus

The marketing mix of Asus will elaborate the 4ps such as product, price, place, and promotion strategies used by AsusTek.

Asustek Company Overview

Asustek is a Taiwanese multinational computer electronics and hardware company. It was founded in  April 2, 1989; 27 years ago by Ted Hsu, Wayne Tsiah, M.T. Liao, T.H. Tung. It produces and distributes include desktops, laptops, netbooks, mobile phones, and many more, elaborated in the product section.

Marketing Mix of Asus – 4Ps of Asus

Product Strategy of Asus

The product lines of AsusTek are given below. Each product line has its own genre of products.

The detailed product lists of Asus are given below.

  • Phones – ZenFone, ZenFone AR, ZenFone Deluxe, ZenFone Ultra, ZenFone Zoom, ZenFone Selfie, ZenFone Laser, ZenFone Max, ZenFone Go, and Other Phones
  • Phone Accessory – Photography Accessories, Power Banks, Cases, Covers & Sleeves, Adapters, Headphones & Headsets, Docks, Screen Protectors, Battery Charger, Storage, and Miracast.
  • Intel platform
  • Notebooks – ZenBook Series, Gaming Series, N series, K/A series, X series, E Series, Taichi Series, VivoBook Series, S Series, Chromebook, and FX / ZX Series.
  • Tablets – Tablets, ZenPad, Fonepad, Transformer Pad, Vivo Tab, Nexus, and MeMO Pad.
  • Tablet Accessory – Cases, Covers & Sleeves, Adapters, Headphones & Headsets, Keyboards, Docks, Stylus, and Miracast.
  • Motherboard – ASUS (Signature), ROG(Premium-gaming & Overclocking), , ASUS Prime, ROG – Republic of Gamers, Pro Gaming, TUF – 24/7 Durability, Commercial, Workstation, Intel platform, & AMD platform.
  • Graphics Cards – STRIX Series, NVIDIA Series, and ROG Series
  • Desktop, All in One PC – Vivo AiO, Mini PCs, and All-in-One PCs
  • Wearable –ZenWatch, ZenWatch Accessory, VivoWatch
  • Display – Wide-Viewing, 3D & Gaming, Projectors, & Eye Care, Monitors, Professional, Designo, ZenScreen, 4K UHD & 2K WQHD, Business, Touch, Essential, and Monitor Accessory
  • Networking – Wireless Routers, Wireless AP/Repeater/Bridges, xDSL Modem Routers, Wireless Adapters, Wired Networking, Powerline Networking, 4G LTE / 3G Routers, Bluetooth & Antennas, Cable Modems & Routers, Security Cameras, and Wi-Fi System.
  • Business Networking – Business Switches and Business Wireless Routers
  • Sound – Essence Hi-Fi Audio, Sound Cards, Wireless & Bluetooth Audio, and Headphones & Headsets.

There are 14 product lines under AsusTek.

Asus has main line of products such as Zenfone, Desktop, and Notebook Pcs. And they also have the supporting products of the main products. if the main line of product gets popularity, the supporting products such as Zenfone accessories will have greater sales. From the product lists, we can easily understand that Asus has a diversified portfolio. By this well diversified portfolio, Asus can reduce the risk of product failure and can stabilize its revenue earning.

Pricing Strategy of Asus

For the price strategy, Asus always tries to keep the price as same as its competitors. Sometimes, price is lower than that of its competitors namely AMD etc. For both of the cases, the quality remains high. But still the price is high is the average buyers’ capability is considered.

For some cases, Asus uses market penetration pricing strategy. Market penetration pricing is the price at which a company enters to a new market with a new product. That means, for introducing a new product a company can use this pricing strategy. We know Asus recently entered to the smartphone market with a strong phase. It used the penetration pricing strategy. For its smartphone series in India, it kept the smartphone price lower that of the competitors’. The android phone Zenfone C is available for around Rs 7000. Also, some high quality phones are priced at Rs 15000 such as Zenfone 2 & 6. [1]

And in laptops segment the range starts from Rs 17500 for basic features and economical range ones and for premium laptops with excellent storage and processors it goes above Rs 1 lac.

In the case of launching a new product, Asus uses premium pricing strategy. This works as it has distinctive competitive advantages in the case of graphics cards.

Also, they keep the pricing for all level of customers, so that everyone can buy one. The computer price range anywhere from USD 300 to USD 10,000.

Place Strategy of Asus

First, Asus sell its products directly to its customers through Asus stores. Second, it uses 3rd parties to be their resellers. They buy the products at lower price and sell it to the end customers. Retailers get the products directly from Asus where they are fully functional. Retail buyers buy from the retail shops where they find all the parts and peripherals available.

Asus has alliance with many distributor companies worldwide. In the year 2015, Asus made alliance with one of the giant distributors of South Africa, Mustek. They are now able to distribute its products all over the country. In UK, Asus distributes it product through Mentor Computer Systems Plc’s distribution channel.

Asus also has online selling system where they take orders and make home deliveries.

Promotion Strategy of Asus

Asus uses information spreading promotional strategies. As these products are of modern technology, information about these products is very much valuable. And the success of the business depends on how you educate the customer about the products. Asus educate its customers through publishing posters, brochures, and paper printing. In this case, printing media gives a great advantage to Asus. Mainly, they inform about the price and product through these advertisements.

It also uses sales promotion with some of its products. They use discounting strategies.

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