Internal Assessments

NAME KALEESWARAN R
REGISTER NO 225012301172
COURSE MBA (INFORMATION SYSTEMS)
SUBJECT NAME DIGITAL MARKETING
SUBJECT CODE MMBA22013

Program – MBA

Subject – DIGITAL MARKETING

Subject Code: MMBA22013

Assessment Type – Internal Assessment

Guidelines:

● The response sheet should be written in Word format and then upload in the learning

management system.

● Students should use the plagiarism checker software provided in the learning

management system to check for plagiarism.

● Permissible plagiarized limit is 10%. The response sheet will not be reviewed for the

evaluation if it contains more than 10%.

● Passing criteria is 50% for every assignment.

1. SWOT Analysis – 10 Marks

The Great Indian Freedom Sale by Amazon India

You can’t overlook e-commerce enterprises when it comes to digital marketing strategies.
During the same Independence Day celebrations, Amazon India, the world’s largest online
retailer, used new marketing methods such as product advertisements and deals and judicious
 use of social media. The campaign we’ve been discussing may serve as an excellent example
of internet marketing efforts, particularly in the e-commerce industry.

The tournament was held as part of Amazon India’s The Great Indian Freedom Sale, which
included entertaining activities, and the winner received Amazon India shopping cards. The
campaign was dubbed 10KeBaadKarenge, and it encouraged consumers to postpone their
buying plans until after August 10th due to an Amazon deal.

Even their background, if you look at Amazon’s digital marketing case studies, we can see
that they have always been intelligent and witty, which has resulted in increased engagement
rates and brand exposure.
Questions :
a. What kind of opportunities and threats exist in Amazon India's campaign?
b. How did Amazon India utilize new marketing methods such as product
advertisements, deals, and social media during Independence Day celebrations to
enhance its digital marketing strategies?
c. Can you explain the significance of Amazon India's campaign 10KeBaadKarenge and
how it contributed to their overall digital marketing efforts during The Great Indian
Freedom Sale?

Answer :
SWOT Analysis: The Great Indian Freedom Sale by Amazon India

Strengths:
1. Brand Recognition: Amazon is a globally recognized brand, which inherently attracts a
large customer base.
2. Innovative Marketing: Use of creative campaigns like 10KeBaadKarenge, which adds an
element of fun and engagement.
3. Large Customer Base: With millions of users in India, Amazon has a vast audience for its
sales.
4. Variety of Products: A wide range of products available, making it a one-stop-shop for
consumers.
5. Advanced Technology: Use of sophisticated algorithms for personalized advertisements
and deals.

Weaknesses:
1. High Competition: Strong competition from other e-commerce giants like Flipkart.
2. Dependency on Internet: Limited reach in areas with poor internet connectivity.
3. Logistical Challenges: Issues with delivery times and managing returns efficiently.
4. Price Wars: Aggressive pricing strategies may affect profit margins.

Opportunities:
1. Growing E-commerce Market: With increasing internet penetration, the potential
customer base is expanding.
2. Festive Sales: Leveraging festivals and national holidays for special sales and promotions.
3. Social Media Influence: Greater use of social media for targeted marketing and consumer
engagement.
4. Partnerships: Collaborations with local brands and influencers to boost market presence.
5. Technological Advancements: Implementing AI and machine learning for better customer
insights and experience.

Threats:
1. Regulatory Changes: Government regulations on e-commerce operations and foreign
investments.
2. Data Privacy Issues: Concerns over customer data protection and privacy.
3. Economic Fluctuations: Economic downturns affecting consumer spending.
4. Cybersecurity Threats: Risk of cyber-attacks and fraud.
5. Market Saturation: Increasing number of players in the e-commerce sector leading to
market saturation.

Analysis of Amazon India's Campaign

a. Opportunities and Threats

Opportunities:
- Expansion: The campaign can help Amazon India tap into new customer segments by
leveraging the festive spirit of Independence Day.
- Customer Engagement: Interactive and entertaining activities can significantly increase
customer engagement and loyalty.
- Market Penetration: Offering deals and discounts encourages more frequent purchases
and can attract price-sensitive customers.
- Brand Loyalty: Engaging campaigns enhance brand loyalty and encourage repeat
purchases.

Threats:
- Competitive Pressure: Similar sales by competitors could dilute the impact of Amazon’s
campaign.
- Economic Factors: Economic instability could affect consumer spending power.
- Consumer Skepticism: Over-reliance on discounts might lead to consumer skepticism
about the regular pricing strategy.
- Operational Risks: Potential logistical challenges during high-demand periods could
impact customer satisfaction.

b. Utilization of New Marketing Methods

Product Advertisements:
- Targeted Ads: Amazon used personalized product advertisements based on user browsing
and purchase history to increase relevance and conversion rates.
- Cross-Platform Advertising: The campaign utilized advertisements across various
platforms including social media, email, and Amazon’s own site.

Deals and Discounts:

- Exclusive Offers: Limited-time deals and discounts on a wide range of products created
urgency and incentivized purchases.
- Flash Sales: Timed flash sales created buzz and drove significant traffic to the site.

Social Media:
- Hashtag Campaign: The 10KeBaadKarenge hashtag created a viral effect, encouraging
users to share their thoughts and plans post-August 10th.
- Influencer Collaborations: Collaborations with influencers helped in amplifying the
campaign’s reach and engagement.
- Interactive Content: Quizzes, polls, and interactive posts kept the audience engaged and
interested in the campaign.

c. Significance of 10KeBaadKarenge
Campaign Significance:
- Creating Anticipation: The campaign cleverly built anticipation by encouraging consumers
to wait for the sale, ensuring a spike in traffic and sales post-August 10th.
- Brand Engagement: By incorporating a social media trend, Amazon increased engagement
rates and brand visibility.
- Consumer Behavior: It influenced consumer behavior by creating a sense of urgency and
exclusivity around the sale period.
- Cultural Relevance: Tying the campaign to Independence Day celebrations made it
culturally relevant and resonated well with the Indian audience.

Contribution to Digital Marketing Efforts:

- Enhanced Reach: Leveraged the festive period to reach a broader audience.
- Increased Sales: Strategic use of deals and marketing created a significant increase in sales.
- Improved Brand Recall: The innovative campaign left a lasting impression on consumers,
improving brand recall and loyalty.
- Data Collection: The campaign provided Amazon with valuable consumer data that can be
used for future marketing strategies.

Overall, Amazon India’s Great Indian Freedom Sale, particularly the 10KeBaadKarenge
campaign, exemplifies how e-commerce platforms can effectively use digital marketing
strategies to enhance engagement, drive sales, and build brand loyalty during key festive
periods.