marketing plan analysis and presentation part 2 amazon

Table of Contents

The 4ps of amazon's marketing strategy, amazon marketing channel types, amazon's digital marketing strategy, become a digital marketer in 2022, amazon marketing strategy 2024: a case study.

Amazon is the largest online store in the world based on sales and market value. This online business has changed how people all over the world do business. Jeff Bezos started the company in Washington, USA on July 05, 1994. He was the CEO of the company till July 2021. Andy Jassy took over as the President and CEO of Amazon on July 05 2021. 

The first success for Amazon came along very quickly. It began as an online bookstore and kept adding to what it could do. In 1997, the company went public and is now on the NASDAQ in the US. Without help from the press, the company could sell books in 45 countries in less than two months. Amazon is now in more than 200 countries, and its website sells almost everything. Its subsidiaries include Audible, Twitch, IMDb, and Amazon Web Services.

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Amazon looks at the " marketing mix " of a company or brand, which comprises the 4Ps - 

Here is a comprehensive explanation of each factor's function.

Amazon used only to sell books online, but now it sells millions of different products in many categories. Shoes, jewelry, clothes, toys, home and kitchen appliances, electronics, books, the great outdoors, sports, car accessories, and works of art are some of the most popular products. Amazon sells goods from small businesses and shops but promotes its brand , Amazon Basics.

A company can price its products in several different ways. Here are some to remember: 

• Cost-plus pricing 
• Value pricing 
• Competitor pricing 
• Price discrimination

Amazon often uses a pricing strategy called "competitive pricing," in which it looks at the prices of its competitors and bases its prices on those. It helps keep costs low and gives customers a lot of choices.

Amazon also uses the following methods to set prices:

• Promotional pricing
• Behavioral pricing

Amazon can change its products daily because of how it runs its business. This is its best feature, making it hard for other companies to compete with Amazon.

Amazon's online store has grown over the past few years in many parts of the world. Millions of products are now more accessible to customers worldwide to get. Even if you live in a remote part of the world, you can get packages quickly from Amazon. Part of the company's success comes from the fact that it ships fast and has fulfillment hubs.

4. Promotion

When it comes to marketing, Amazon knows how important communication is. It uses a lot of different kinds of advertising to reach people who might buy or use its products. Amazon has a lot of sales and discounts, which is a great way to build its brand. It has regular ads on websites, newspapers, TV, billboards, and social media , among other places. There are also affiliate sites that work with Amazon.

Also Read - What are the 7 Ps of Marketing? Read this article and find out! 

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PPC advertising on Amazon can be put into three groups:

1. Headline Search Ads

If you want to get your brand out there, it's best to use headline search ads. Amazon now has two ways to promote brands, especially during the holiday season:

• Headline Search Ads
• Amazon Stores

Title and Amazon Stores Together, Search Ads can help people know more about your brand and the products you sell. It also builds trust with customers and makes sure that your products are shown in the right way.

By combining Headline Search Ads, Amazon Stores, and Sponsored Products into a single Pay-Per-Click (PPC) marketing campaign, you can easily reach many shoppers in less time.

2. Product Display Ads

Another type of effective PPC ad is a "Product Display Ad," which is placed next to the product or in the "similar items" section on the product page. This kind of ad is only meant to be self-service. It is linked to the ASINs of the products, which gives sellers many options for focusing on different types of customers based on how they act.

3. Sponsored Product Ads

One of the best ways to get more people to see and buy your product is to pay for an advertisement. Sponsored product ads appear on the top when you search for something on Amazon.

Amazon's digital marketing strategy is comprehensive, and they reach the customers through digital marketing. Today, everyone uses social media. Amazon advertises its products on social media, taking advantage of those who use those sites and sending them to their product pages to help them sell more. It has teamed up with several big and small influencers in the country to reach its audience more effectively. It uses Twitter, Instagram, YouTube, Pinterest, and Facebook.

Amazon on Facebook

There are 10 million people who follow Amazon India on Facebook . It primarily uses Facebook to share company news and advertising. It uses strong advertising to get the word out about its Sale Days. It also stays up-to-date by publishing posts on different topics.

Amazon on Instagram

Interviews with artists from different backgrounds and key advertising are the main parts of Amazon's Instagram marketing plan. It has more than 2.8 million Instagram followers. The company's strategies for Instagram and Facebook are very similar, except that it doesn't post updates about company news on either platform. Both platforms have posts from the company that are very similar. 

Amazon on Twitter

Amazon India has a different plan for getting new customers through Twitter. It stays in touch with its followers, using a wide range of content, holding contests to get new customers, and following and creating trends. It is one of the biggest in its field, with two million Twitter followers. Twitter content makes it sound less like advertising and more like personal recommendations. 

Amazon on YouTube

The best thing about Amazon's YouTube ads is that they immediately grab people's attention. Amazon makes sure that its ads are always interesting and valuable. Most of the time, it does this by trying to make the customer feel special. 

Amazon on Pinterest

More than a million people follow Amazon on Pinterest. They use Pinterest to promote their products based on a wide range of themes to grab people's attention.

The way Amazon uses digital marketing is unparalleled. To stay competitive, they should keep making more exciting content and putting it out in the best way possible. Amazon Marketing Strategy gets updated periodically to stay ahead of the curve. Competing in the retail industry is complex, and Amazon's marketing strategy has helped the company stay ahead of the competition.

This is the best time to make a career in Digital Marketing . Everyone is going digital, and the demand of experts in this industry is shooting the sky. If you are a fresher, or a working professional planning to switch to Digital Marketing then we might have the best program for you! Sign-up for our Digital Marketing Job Guarantee program and land at your dream job within 180 days of graduating. Meet industry experts  and connect with like-minded peers. Take the right step forward towards your career goals, enrol now! 

Our Digital Marketing Courses Duration And Fees

Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

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15 Lean Canvas – The Marketing Plan Template

The Lean Canvas EXCEL Workbook consists of the Lean Canvas worksheet template, Customer Personas worksheet, Channel Implementation worksheet, and the Value Proposition worksheet.

Step 1: Fill Out the Lean Canvas Worksheet. 

The Lean Canvas is a marketing plan outline. Originally created as a way to pitch venture capitalists in 30 seconds or less, it gets you 80 percent of the marketing plan you need in about 20 percent of the time you would normally need to create a highly detailed plan.

The Lean Canvas template that you can use is found in the file Lean Canvas EXCEL Workbook  posted at the end of this chapter. The Lean Canvas worksheet will be found in a tab called Blank Lean Canvas. 

As shown below, the Lean Canvas is divided into 10 sections that should be easy to fill out if you have done the prior marketing frameworks:

• Outlining the problem that needs to be solved.
• Describing the customer segment(s).
• Providing the solution to the customer’s problem.
• Using metrics to evaluate the success of your program.
• Defining the Unique Value Proposition of your solution.
• Identifying the competition.
• Discussing your product or service’s Unfair Advantage.
• Delivering your message via which media channels/Selling your product in which channels of trade.
• Summarize the cost structure needed to deliver your product or service.
• Detail revenue streams as in how your company will generate revenue.  Should these 2 be -ing like the rest of the list or should the rest of the list not be -ing words?

To learn how to use a Lean Canvas, begin with the PPT How to Create a Lean Canvas Part 1  that takes you through sections 1 to 4 of the Lean Canvas workbook where you will need to identify the problem you are trying to solve, the audience segments, the solution you are offering in order to solve the problem you have identified, and the metrics you will use to measure success.

The second PPT, Part 2, takes you through sections 5 to 10, including the need to identify your unique value proposition, your unfair advantage, competition, channels you will communicate through and sell through, costs associated with your product and service, and sources of revenue.

Step 2: Fill out the Lean Canvas Personas and Value Proposition Worksheets.  

Once you finish filling out the Lean Canvas, you will then create personas, outline an implementation plan, and go in depth into your value proposition from the point of view of your company and then the prospects and customers. The instructions will be found in the PPT entitled Creating Customer Personas, Outlining Channel Implementation, and Defining Value Proposition.  Then from the point of view of your prospects and customers?

You will find these worksheets in the same file, Lean Canvas EXCEL Workbook. They are in tabs entitled Customer Personas Canvas, Channel Implementation Canvas , Value Proposition Canvas I,  and Value Proposition Canvas II.

To Begin   How to Proceed?

Listen to the two PPTS: How to Create a Lean Canvas Part 1 and Part 2 . Next, work on the Blank Lean Canvas worksheet within the Lean Canvas EXCEL Workbook, and then work on the Personas, Channel Implementation, and Value Proposition worksheets. The EXCEL Workbook file is posted at the end of this chapter.

Lean Canvas EXCEL Workbook

A Marketing Handbook Copyright © by jmoritz is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License , except where otherwise noted.

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Marketing plan for amazon

Mar 18, 2019

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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

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• online buying
• amazon kindle
• line retailer
• read books online
• market segmentation amazon kindle

Presentation Transcript

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 • 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)

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

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

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

Layers of brand Self-expression New generation of shoppers -

Porter’s 5 force model

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

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

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

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

Customer profile

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

SWOT Analysis :

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

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

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

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

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

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

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

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

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

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

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/

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

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Advertising strategy

How to build an effective marketing strategy.

A marketing strategy is a plan for businesses that outlines its products, advertising, and customers. Marketing and advertising strategies are essential for a long-term business plan.

Start using Amazon Ads to display your products and create campaigns.

If you have limited experience, contact us to request services managed by Amazon Ads. Budget minimums apply.

What is an advertising strategy?

Why are advertising strategies important, marketing strategies vs. marketing plans, what is an adaptation marketing strategy, what is a go-to-market strategy, what is a market penetration strategy, key marketing channels, building a marketing strategy in four steps, examples of successful marketing strategies.

The term advertising strategy refers to a brand's long-term plan to reach their target audience. A marketing strategy encompasses products and pricing offered, as well as brand marketing and the promotion of products . Your brand’s marketing strategy should cover everything from advertising and raising the awareness of your brand to new customers , all the way to purchases and transforming customers into repeat visitors . A marketing strategy will be an invaluable resource internally as you chart your brand’s growth and marketing efforts, and it could also be adapted into a pitch deck or presentation to showcase your brand to external audiences. There’s a wide variety of types of marketing strategies: editorial strategies, mobile strategies , content strategies, social media strategies, influencer strategies, and so on. Basically, you can create a marketing strategy for any type of product, whether it’s physical or digital content. Having a strategy will help get that product in front of the consumers who want or need it most. An important component of a marketing strategy is its tactics, or the tools used to complete and enhance your strategy. Examples of marketing tactics include case studies, paid marketing, or other categories for your brand’s products or content. These tactics will vary based on the type of marketing strategy you choose to pursue. The duration of a marketing strategy can vary, whether it’s updated yearly or quarterly or for any other time frame. You can also adapt your overarching marketing strategy into different iterations for individual campaigns. Regardless, having a dedicated outline for the marketing goals, products, and promotions of your brand is vital.

An advertising strategy can help make your brand better. There are plenty of resources for creating a marketing strategy, and a good one will explain all the details of what your products are, who your potential customers are, and how you’ll reach them. A proper marketing or advertising strategy will outline all three aspects for your business, and it could also address market research on your brand’s competitors or related companies. Having a marketing strategy will help you answer the question of what to do first: For example, should you begin by raising awareness of your brand’s message, or do you have existing audiences you want to introduce to a new product ? Your marketing strategy could also help raise awareness of the pain points customers face and how your brand can help resolve them. Once you have a clear vision of your marketing goals, you can begin achieving them and measuring your progress every step of the way.

Marketing plans fall within marketing strategies. The marketing strategy is the big-picture view of a company’s goals for potential customers, and marketing plans fall within the strategy as smaller steps for achieving these goals. For example, a touchpoint in a marketing strategy would be to expand reach, and an effective marketing plan would outline how to utilize social media to increase reach by a certain percent as an initial goal.

Marketing strategies provide an overarching view of your brand, but if you want a more specific option, an adaptation marketing strategy is one that adjusts your brand’s marketing to steer it toward a new goal. Adaptive marketing considers the specific needs of audiences and custom tailors your ads and content marketing toward them, and an adaptation marketing strategy can help hone in on the specific goal you want to achieve. For example, brands looking to reach new demographics would use an adaptation marketing strategy to outline their updates, or acquired brands may use an adaptation marketing strategy to become integrated within their parent company.

A go-to-market strategy falls within a marketing strategy. It’s a plan that outlines the steps from ideation to launch of new products or services for your brand. Required elements of a go-to-market strategy include planning, of course, to outline how it fits within your brand’s overall strategy. It should also include competitor analysis, and it can include both internal and external resources, such as distribution partners. Naturally, different products or services will have different go-to-market plans, but all should fall beneath the goals outlined in your market strategy.

A market penetration strategy illustrates a plan to integrate your brand or products into an existing market. Initial research for a market penetration strategy should try to assess the areas of opportunity for your brand, and then it should outline the steps to both start and maintain that growth. Examples of market penetration strategies would include brands adjusting their prices based on demand or updating products based on gaps where there are consumer needs.

An effective marketing strategy should address all channels your brand plans to utilize to reach audiences. That could include in-store channels as well as digital content marketing channels such as apps, email marketing, social media, video advertising , display advertising , and digital advertising . Each of those could have their own strategy, as well, and specific tactics assigned to each to fully optimize them. For example, online news publications can create a content marketing strategy that addresses email campaigns, social media shares of blog posts, and external content collaborations as well. You don’t need to only provide physical products; marketing strategies can apply to a wide variety of companies and customers. It could also help to map out a plan for omnichannel marketing , which is marketing to all available channels, or for multichannel marketing, which is a marketing strategy aimed at more than one channel. These two types of marketing strategies include the channels within your overall marketing strategy and are organizational descriptors.

Here are four steps to get started with creating the template for a marketing strategy for your brand.

Grocery marketing goes online

One example of a success story is for online grocery shopping . By following consumers’ behaviors in shopping online for groceries, Whole Foods Market eventually opened its first-ever permanent online-only store in 2020. By looking at trends in their industry, they were able to create and execute an effective marketing plan and strategy.

Marketing seasonal toys and games

When it comes games and toy marketing , your brand’s strategy should be closely tied to the calendar. Using a marketing plan to outline the spikes and dips in the interest of customers can help lead to success. For example, 32% of holiday shoppers purchased at least one toy during Black Friday/Cyber Monday, making it a great time for brands to focus their advertising efforts. 1

If you have limited experience, contact us to request services managed by Amazon Ads . Budget minimums apply.

1 National Retail Federation, Retail Holiday and Seasonal Trends, 2020

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