1 / 29

Marketing plan for amazon

Marketing plan for amazon. Presented by Group 3 Varun Kanoi Ishtiba Meeajane Aditya Mehta Aaina Jain. Background. Founded in 1995 Started as an on-line book store Became America’s largest on-line retailer

caron
Download Presentation

Marketing plan for amazon

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Marketing plan for amazon • Presented by Group 3 • Varun Kanoi • Ishtiba Meeajane • Aditya Mehta • Aaina Jain

  2. Background • Founded in 1995 • Started as an on-line book store • Became America’s largest on-line retailer • Now products sold are CD, MP3s, computer software, video games, electronics, apparel, furniture, food and toys • Amazon.com's market position – ranked 272 compared to 303 ealier (recent Fortune 500 ranking)

  3. Background • Revenues in 2008 US$ 19.166 billion • Free shipping for some products • Latest products available at affordable prices • In 2008 Amazon had 76 million active customers • Launched new product: Kindle e-reader - innovative, simple to use, user friendly

  4. Market analysis • Amazon’s competitors • Barnes & Noble.com • physical bookstores also • designed with comfort and convenience • Ebay.com • much larger than Amazon.com • offers live auctions and bidding for customers. • User friendly and reliable • Affiliate programs – make customers get money • The Book Depository • User friendly, better usability • Columbia House • Can buy music • Google Book Search • Can read books online

  5. Target segment • Online users • New generation of online convenient shoppers • New lifestyle • Age group • 17 above • Both male and female • Educated, technology savvy • No fear of using credit cards for online purchasing

  6. Layers of brand Self-expression New generation of shoppers -

  7. Porter’s 5 force model

  8. Bcg model

  9. Kano model Customer reviews Kindle e-reader One click service Online shopping

  10. Trend analysis WELL-BEING CLAIM VALIDATION Reliable online service Door-to- door delivery FUNCTIONAL

  11. Brand Analysis MODERN Amazon.com website Amazon website 1995-2009 Amazon Kindle e-reader 2009 SP.OCASSION EVERYDAY EVERYDAY

  12. Brand perception The best and convenient online book store Make Amazon synonymous to Books and Accessories • customer • Reviews • Safe online buying • ‘see inside’ features for books • shows other books bought in same genre

  13. Customer profile

  14. CUSTOMER COMPLAINTS • CUSTOMER BLOG • LOOK FOR THEIR FEEDBACK • CALL THEM instead of mailing them back • CARESS OFFICERS

  15. SWOT Analysis :

  16. Product Life cycle Curve for Amazon 2009 1994 2000 • By 2000, Internet penetration & usage higher • Online purchasing start to grow • In 2009, online buying is more popular • Easy, reliable and more convenient mode

  17. Amazon.com • Gap • Position • Brand Image • Brand Identity • Price • Advertising Strategy • Place • Design • Make shopping easier • Convenient Online retailer • Convenient and Reliable • Reliable, cheapest and convenient • Cheapest prices • Image - Online • Mass • User-friendly, customer driven

  18. Amazon new product KINDLE • USP • Download any book in less than 60sec • Most Best sellers and new releases for only • $9.99 • In-built 3G wireless – no annual subscription • Just less than 1 cm thick • More than 300 000 available for download • Stores up to 3500 books • Weakness • Available only in black and white display • No backlight for display • Available only in US

  19. Objectives for the year 2009 • Achieve a 200% increase in sales per year for books, music, movies and electronics & software • Achieve a 30% sales for their new product Kindle e-reader

  20. How? • Use the Kindle e-reader to build the brand image of Amazon throughout the year • Associate Kindle-reader with simplicity, convenience and new lifestyle • Associate reading to fun

  21. Market segmentation Amazon Kindle • Target audience • 17-45 , both male and female • Higher income groups • The Technology savvy and reading lovers • Understanding the customers • new generation of Internet users • High willingness to shop online • A generation that spends huge amount of time online • Gathers information mostly online about all products • Trust in e-commerce sites • Find them reliable, fast and so convenient

  22. Strategy • To make Amazon Kindle e-reader the most user friendly product synonymous to convenient & new life style

  23. Marketing plan • Channels used • Media • TV • Radio • Internet - online sites for ads like Facebook , Orkut • Promotion • Outdoor Events • Online buying experience • Online games • Free delivery on special occasions • Corporate Social responsibility • Contribute to poor children education – NGO’s , orphanage

  24. Promotion • Competition at malls - • Highest number of pages one can read in 5 min • Make customers experience the product • Gift Amazon prices like T-shirts- pens • Reading in the metro • Read the news on Kindle as you travel • Exchange a newspaper for Kindle reader on a metro on one normal office day- read the news during travel – see how easy • Supermarkets –listen and shop • Be present in Shop • Enjoy the latest/ favourite book while shopping as can use the listen feature

  25. Promotion EVENTS • Libraries • Sponsor library events, have stall where Amazon can show its new product on a book launching activity • Make people browse for their favourite book on Amazon.com and make them read from the e-reader • @Beach • Trials at the beach- surprise the customer with the benefits of having wireless device at the beach..can check news • Promotional stuffs- stationary, T-shirts, pens • Packing with an Amazon wrapping paper

  26. Media • TV ads • Show the benefits of this new e-reader • like throwing books and reason for it is the new e-reader • First 10 to come at a different library on different days win the Kindle • Teaser • Like its time to throw your books – don’t need it now! • Show the reason after: Kindle e-reader with its benefits • Radio • Sponsor radio programs, same like TV ad come and win at your local library • Internet • Banners through other websites like Facebook , on blogs, websites associated to reading • Online gaming sites – play word games/

  27. Corporate social responsibility • Tie-up with UNICEF or any NGO that promote children education • For each purchase of Kindle- $ 0.5 will go to an NGO providing education for poor children

  28. EVALUATION OF MARKETING PLAN INVOLVED ACTIVE PASSIVE IMMERSED

  29. Questions

More Related