Hello bro
I need 4 slides ( it should have only the main points about specific subject).
I need it by tomorrow 04/09/2019 at 12 pm. ( through 24 hours from know)
I need 4 pages that has all details ( it should single space).
I need it by Wednesday 04/10/2019 at 12 pm.
I need 4 slides ( it should have only the main points about specific subject).
I need it by tomorrow 04/09/2019 at 12 pm. ( through 24 hours from know)
I need 4 pages that has all details ( it should single space).
I need it by Wednesday 04/10/2019 at 12 pm.
Solution
Amazon
Marketing
Contents
Introduction to
Marketing
Marketing is the management of exchange relationship
as well as it is the process of developing a relationship with customers to
satisfying them. Marketing is one of the premier components of business
management in terms of focus on the customers. In addition, marketing is
directly related to the needs, wants and demands of the customers. Need can be
physically, or objectives, for example, need of food, water, shelter, etc.
while the wants are shaped by the culture and demands are based on the ability
to pay, for this reason, the organizations focus on these three basic factors
of marketing.
Introduction to
Amazon
The company was incepted in 1994. Amazon is an American
based multinational technology company which is based on satellite as well as
it is one of the largest e-commerce marketplace and platform of cloud computing
in the world in terms of revenue and market capitalization.
Six pillars of
Amazon’s marketing
·
The marketing of the Amazon is based on
the six pillars such as:
·
A wide range of products which the company
is offered to its customers.
·
Effective scaling from the small to the
large.
·
Use of existing communication systems.
·
Use of customer-friendly interface.
·
Exploit the affiliate products and
resources.
·
Utilization of universal mentalities as
well as universal behaviors.
Annual global marketing expenses of Amazon
The above figures show the annual global marketing
expenses of Amazon. Based on the above figure, for the past 7 years, the
marketing expenses of Amazon has been increasing which has exceeded 10 billion
US dollars in 2017. In the year 2015, 2016, and 2017, the expenses also include
the advertising as well as promotional costs which is 3.8, 5.0 and 6.3 billion
US dollars. The main aim of the Amazon marketing strategies to integrate the
targeting online marketing channels as online marketing is the main source of
marketing for Amazon. The online marketing channels include online advertising,
associates programs, television advertising, and sponsored search.
Marketing methods
of Amazon
The company have three basic marketing methods; these
are as follows;
Based on the search results Amazon search engine
optimization (SEO) is on the high rank as it is the well-known method of online
marketing. The customer can be directly searched the products through Amazon
rather than to search on google. While on the other side, Amazon advertising
includes promotions, sales, daily deals and coupons. In addition, the marketing
formats are not directly offered by the company as these are conducted through
the external channels.
Principles of
Amazon marketing strategies
The marketing strategies of Amazon relies on the
following principles; these are as follows;
7 P’s of marketing
The Amazon is applying the 7P’s of marketing which
consists of price, place, process, people, promotion, product and physical
evidence. Amazon 7P’s of marketing is mainly focusing on the product and place
elements of the marketing mix. There are more than 480 million products which are
offering by the Amazon alone in the United States of America while among the
online and office retailers the Amazon has a wider range of products. The
Amazon also has the ability to offer its products at competitive prices because
the massive cost savings of the Amazon are based on the online nature of
business operations. The main focus of the marketing mix of Amazon are as
follows;
Product
The Amazon has divided its products into four
categories; these are as follows;
Websites of Amazon
The Amazon has enabled millions of products through
its website to sell by itself and by third parties. Based on the annual report
of 2107, the Amazon has sold the majority of its products from third-party
sellers as well as the paid prime members of Amazon has exceeded with 100
million in the same year while the Amazon has shipped more than 5 billion of
its products globally in 2017.
Media content
The Amazon is offering the cloud-based services along
with its wide range of products and services which the company use on its
content production due to which the company has increased its profit
margin.
Amazon Web services (AWS)
Under this segment, Amazon is offering a wide range of
database, storage and global compute, in addition, with the AWS the company is
serving the developers as well as all sizes of enterprises such as academic
institutes, government agencies and startups. In the single year of 2017, the
AWS has announced the 1400 services along with its features (fortune.com, 2017) .
Electronic devices
Based on the annual report of 2017, the Amazon has
sold 10 million of echo devices and echo dots as well as fire TV stick. In the
same year, the developers based on the outside from Amazon has introduced
30,000 new skills to Alexa through which the Amazon’s customers can be
controlled more than 4000 smart home devices which are produced by the 1200
brands (Chaffey & Fiona, 2019) .
Price
The business of the Amazon is based on the seasons. In
the for the quarter of the year of 2015, 2016, and 2017 the Amazon has
generated 33 per cent, 32 per cent and 34 percent annual revenue. The revenues
of the Amazon has increased with the time due to its effective pricing
strategies as the Amazon describes its pricing strategy as cost leadership and
a larger internet retailer in the world. In addition, the cost leadership is considered
as the fundamental pricing strategy of the Amazon as for all products the
company has lower prices until they beat its competitors (Ari, 2016) .
During the last five years, the Amazon has changes the
prices of its products more than 100 times. Furthermore, Amazon is also using
the premium pricing strategy for its range of products and services, due to
which the company has possessed a solid market shares as well as effectively
met the competitive advantage, while on the other side, the Amazon is also
using the other pricing strategies such as penetration pricing (the product
introduced at low price at the initial stage but after its expansion the price
of that product increase), product line pricing, price skimming, geographical
pricing strategies, and promotional pricing. The giant e-commerce has earned
fixed fees, per unit activity fees, the percentage of sales, and interest based
on the seller programs (John, 2018 ) .
Segmentation
targeting and position of Amazon
There is a set of activities involved in the
segmentation, positioning and targeting of Amazon with the aim to determine the
specific group of customers as well as to develop the products and services
attractive to that group. The Amazon s sin the three types of position such as
multi-segment positioning, anticipatory positioning and adaptive positioning.
In the multi-segment positioning, the Amazon is offering its products and
services with more than one segment such as online retail giant has sold more
than 562 million products based on the needs and wants of its potential
customers. While on the other side, in the adaptive positioning the Amazon
monitors the changes which is occurred in the external marketplace as well as
addresses the expectations of customers to reposition the products and services
based on the changes in the segment. With the use of anticipatory positioning,
the Amazon has reduced the turnover in its Amazon web services including Amazon
rekognition, comprehend and sage maker. The Amazon has developed these services
with the anticipation through which the demand for these products will be
increased (Kamiński & Przemysław, 2015) .
Unique selling proposition
of Amazon
The marketing strategies of Amazon is based on the
cost leadership which is taken on extreme. Due to the combination of economies
of scale, diversification in business, and innovation in the business process
Amazon is operating with the razor thin profit. The basic business strategies
of the company are based on the customer obsession instead of competitors,
excellence in its operations, long-term thinking and passion for invention.
Marketing
communication mix of Amazon
The Amazon communication mix deals with the individual
marketing mix such as media and print advertising, events, public relations,
direct marketing and sales promotions but the main focus of the Amazon is on
the print and media advertising and on the sales promotions. For the purpose of
communicating its marketing messages to its targeted customer segment, the
Amazon is using the print and media advertising which includes TV ads. It has
reported that the Amazon has done a promotional deal to promote its fire TV
with the cost of 160 million (Jeremy, 2015 ) . In addition, for the purpose of
associating the brand image with the qualitative values the Amazon is using the
features of cute animals, through which the company has changed its marketing
message.
The Amazon is also using the print adverting through
journals, billboards, newspapers, and magazines. The Amazon is also using the
viral marketing by creating its first affiliate program such as a new service
of company Prime air. While on the other side, the company is also endorsed the
celebrities to promote its products and services. For the marketing strategy of
Amazon, the sales promotion is one of the main tools. The main sales promotions
techniques which are used by the Amazon include loyalty cards, money off
coupons, and seasonal sales promotions (Kingsnorth, 2019) .
Conclusion
By summing up all, it can be said that Amazon is using
effective marketing strategies for the purpose to meet and increase the
competitive edge, through which the profitability of the company can also be
increased along with the higher customer’s satisfaction.
References
Angela,
Y. (2018, June 20). Amazon Marketing Strategy 2018 – The Ultimate
Overview. Retrieved from sellics.com:
https://sellics.com/blog-on-amazon-advertising-marketing-overview
Ari, S. (2016, March
18). Three ways to optimize for Amazon’s pricing strategy. Retrieved
from econsultancy.com:
https://econsultancy.com/three-ways-to-optimize-for-amazon-s-pricing-strategy/
Chaffey, D., &
Fiona, C. (2019). Digital marketing. . Pearson UK.
fortune.com. (2017,
April 28). 5 Reasons Why Amazon Is Experimenting With Physical Stores.
Retrieved from fortune.com:
http://fortune.com/2017/04/28/5-reasons-amazon-physical-stores/
Jeremy, C. (2015 ,
October 30 ). Jeremy Clarkson sticks it to the BBC in Amazon Fire TV ad.
Retrieved from theguardian.com:
https://www.theguardian.com/media/mediamonkeyblog/2015/oct/30/jeremy-clarkson-bbc-amazon-fire-tv-ad-top-gear
John, D. (2018 , August
3). Amazon Marketing Mix (Amazon 7Ps of Marketing). Retrieved from
methodology.net:
https://research-methodology.net/amazon-marketing-mix-amazon-7ps-marketing/#_ftnref11
John, D. (2018, August
4). Amazon Segmentation, Targeting and Positioning: Widest Range of Target
Customer Segment. Retrieved from research-methodology.net:
https://research-methodology.net/amazon-segmentation-targeting-positioning-widest-range-target-customer-segment/
Kamiński, B., &
Przemysław, S. (2015). "On optimization of simulation execution on
Amazon EC2 spot market." . Simulation Modelling Practice and Theory
58 , 172-187.
Kingsnorth, S. (2019). Digital
marketing strategy: an integrated approach to online marketing. . Kogan
Page Publishers.
2
Speech
notes
Slide # 1: Title
Slide # 2:
Amazon is one of the leading
companies of e-sector above slide reflect six pillars of Amazon marketing
strategy. These 6 pillars include A wide range of products, Effective scaling,
communication systems, customer-friendly interface, affiliated products and
resources and Utilization of universal mentalities.
Slide# 3:
This slide reflects
that management of Amazon has started giving significant importance to its
marketing and promotional strategies, so
that is the reason marketing expense of the company has raised in last one
decade. company is still investing more resources in its marketing campaigns to
get the fruitful results
Slides # 4:
Amazon is using different marketing channels of which
one is using SEO to promote amazon company on the internet. The company is also
using adverting channels like PPC, CPM, AAP and AMG marketing. Management is
also using blogs, social media and branding strategy for marketing itself
Slides #5:
Principles of Amazon
marketing strategies include the Marketing mix by using 7Ps, segmentation of
marketing and customers, use of unique selling proposition
in all markets and better communication channels to make sure that message of
the company is well received in the market
to its targeted audience
Slide# 6:
Thank you
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