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Assignment 14

Amazon's marketing strategy relies on four pillars: offering the widest range of products, using a customer-friendly interface, scaling easily from small to large, and exploiting affiliate products and resources. The strategy integrates targeted online marketing channels and focuses on product selection and distribution. It aims to target the widest customer segment through multi-segment positioning and communication that emphasizes its large selection, competitive prices, fast delivery, and customer service.

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Balraj Deshmukh
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318 views

Assignment 14

Amazon's marketing strategy relies on four pillars: offering the widest range of products, using a customer-friendly interface, scaling easily from small to large, and exploiting affiliate products and resources. The strategy integrates targeted online marketing channels and focuses on product selection and distribution. It aims to target the widest customer segment through multi-segment positioning and communication that emphasizes its large selection, competitive prices, fast delivery, and customer service.

Uploaded by

Balraj Deshmukh
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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EDE Assignment No: - 14

Assignment name:- Prepare a marketing strategies for your chosen products.

Amazon marketing strategies

Amazon marketing strategy relies on the following four pillars:

1. Offering the widest range of products. The largest internet retailer in the world by
revenue offers hundreds of millions of products. The majority, 58% of products offered
in Amazon platform are from third-party sellers.
2. Using customer-friendly interface. The tech giant has an advanced interface that
integrates personalized recommendations and recent browsing history, among others.
3. Scaling easily from small to large. The e-commerce and cloud computing company has
experience and competence in scaling from small to large. This factor plays in
instrumental role exploring new business segments.
4. Exploiting affiliate products and resources. Up to date, the tech giant has taken a full
advantage of affiliate products and resources to contribute to the bottom line of the
business.

Amazon marketing strategy integrates a number of targeted online marketing channels, such as
Associates program, sponsored search, social and online advertising, television advertising, and
other initiatives.

Generally, Amazon marketing strategy is based on the following principles:

 Amazon 7ps of marketing mainly focuses on product and place elements of the marketing
mix. Offering hundreds of millions of products in the USA alone, Amazon product range
is the widest among online and offline retailers. Moreover, the company is able to offer
its products for competitive prices due to massive cost savings based on online nature of
business operations.
 Amazon segmentation targeting and positioning practices are associated with targeting
the widest customer segment. The retail giant does this with the application of multi-
segment, adaptive and anticipatory positioning techniques.
 Amazon’s unique selling proposition integrates the widest choice of products and
services offered at competitive prices, fast delivery and exceptional customer service.
The e-commerce giant places these unique selling propositions at the core of its
marketing communication messages.

Conclusion: we can understood what are the marketing strategies behind the products.

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