AMAZON Marketing Strategy Axente Sabina Gabriela 1719 D

AMAZON: Marketing Strategy Axente Sabina Gabriela 1719 D

How Amazon Got Started The year was 1994 and Bezos was working vigorously on Wall Street. At 30 years old, he began to see the internet revolution take place, and made the decision to quit his job and start an internet company. After making a list of the ‘top 20’ products that he could potentially sell on the internet, he decided on books because of their low cost and universal demand. It turns out, it was just the beginning…. .

CUSTOMER SERVICE - AN ASPECT AMAZON RELIES ON • the customer is the centre of their attention - “customer obsessed” company • personalised recommendations and recent browsing history combine efficency and their customer centric worldview • no time wasted, seamless, easy and instant gratification • “The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company. ”

Customer Loyalty In terms of its v alue proposition, Amazon’s brary. Amazon Prime - a paid membership it creates a certain sense of prestige and extra worth convenience for the customer increased sales for the retailer

Amazon’s Wide, or Even Widest Range of Products hundreds of milions of products in the USA alone widest product range online and offline competitive prices, fast delivery and exceptional customer service make up the core of its marketing communication messages

Amazon segmentation targeting and positioning practices Amazon segmentation, targeting and positioning involves a set of activities aimed at determining specific groups of people as customers and developing products and services attractive to this group. This strategy is associated with targeting the widest customer segment. The retail giant does this with the application of multi-segment, adaptive and anticipatory positioning techniques. Multi-segment positioning. Amazon offers a wide range of products and services, successfully exploiting more than one segment at the same time. Anticipatory positioning. This refers to positioning to a market segment that has low turnover with the anticipation that the turnover will increase in the future.

MARKETING COMMUNICATION Amazon uses print and media advertising extensively in order to communicate its marketing message to the members of the target customer segment. TV commercials promoting Amazon feature cute animals in order to associate the brand image with qualitative values. Amazon also uses celebrity endorsement on occasional manner: • chef Gordon Ramsey, • rapper Cardi B, • comedian Rebel Wilson • actor Anthony Hopkins to show the fact that Alexa is irreplaceable The company places a particular focus on print and media advertising and sales promotions elements of the marketing communication channels.

HOW AMAZON MANAGED THE CORONAVIRUS CRISIS AND CAME OUT STRONGER • EXCEPTION FROM THE CORONAVIRUS GLOBAL ECONOMY DEVASTATION • CLOSED STORED AND EMTY SHELVES MADE CUSTOMERS TURN TO AMAZON FOR HOUSEHOLD PRODUCTS, GROCERIES, OFFICE SUPPLIES AND FITNESS GEAR • SALES GROWTH BETWEEN FEBRUARY AND MARCH: • TOILET PAPER SALES JUMPED 186% ON AMAZON FROM A YEAR AGO • COUGH AND COLD MEDICINE SALES SURGED 862% YEAR OVER YEAR, ACCORDING TO E-COMMERCE SERVICES PROVIDER COMMERCEIQ.

While the U. S. navigated widespread unemployment and economic turmoil, Amazon kept hiring. The company brought on more than 175, 000 new warehouse and delivery workers between March and mid. April to be able to fulfil customer orders. Amazon added 36, 400 people in the three months ended June 30, bringing its head count to 876, 800, an increase of 34% year over year. Amazon prioritised hand sanitizer and paper towels in its warehouses. In April also nonessential orders, but in limited quantities.

Jeff Bezos’s Startup Advice “If you’re not stubborn, you’ll give up on experiments too soon. And if you’re not flexible, you’ll pound your head against the wall and you won’t see a different solution to a problem you’re trying to solve. ” “We are stubborn on vision. We are flexible on details…. We don’t give up on things easily. Our third-party seller business is an example of that. It took us three tries to get the third-party seller business to work. We didn’t give up. ”

Bibliography ■ https: //research-methodology. net/amazon-marketing-strategy-2/ ■ https: //www. fundable. com/learn/startup-stories/amazon ■ https: //www. cnbc. com/2020/09/29/how-amazon-managed-the-coronavirus-crisis-andcame-out-stronger. html#close ■ https: //www. amazon. jobs/en/principles