Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Amazon Brand Audit

No description
by

kate papania

on 9 October 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Amazon Brand Audit

P
ricing
Lower margin-mass selling
Value pricing strategy "Brand wide low pricing"
Charging a constant low price with few or no temporary price discounts

P
romotion
“Availability”
Maximum presence across most platforms and best accessibility
Brand Audit
AMAZON
Sue-Ann Reid
Alisha Merchant
Art George
Luis Gonzalez
Sean Kwon
Kate Papania

Advertising
Strategy
Product
Category
Brand
Equity
Brand Equity Assessment
Assets:

Liabilities:

Amazon vs. eBay Brand Equity
Recommendation
Marketing Strategy
Amazon.com bases its marketing strategy on six pillars.
It freely proffers products and services.
It uses a customer-friendly interface.
It scales easily from small to large.
It exploits its affiliate’s products and resources.
It uses existing communication systems.
It utilizes universal behaviors and mentalities.
Advertising Strategy
Amazon uses Pay Per Click advertising.
Through companies like google.
Based on certain searches, Amazon ads will show up on the side of the web page.
Stays away from big banners, Loud colors.
Product Category: E-commerce
Electronic Commerce (E-commerce)
any form of commerce via electronic
introduced early 1990s
first E-commerce app developed in the 1970s as EFTs
3 main types of e-commerce organizations
Click-and-mortar
Virtual business
E-marketplace

S
egmentation
Consumers, sellers, enterprises, and content creators
Geographically managed:
North America and International
T
argeting
General market targeting
P
ositioning
Amazon is seller of products, product & sales related services and service platform
Online service provider
Best offering in product and price
Exposure & access provider

P
lace:
Online shopping platform with largest selection of products and services
Sales, including logistics & distribution
P
roduct:
Consumer Goods in 20 categories,
Amazon/Non-Amazon New, Refurbished, Used, Collectible, Unlocked (i.e. cell phone)
Shopping service and tech platform
“Internet of Amazon”
Mobile smart devices (app)
Sales and Distribution platform
FBA
4P: Place & Product
Advertisement
Pay per click advertisement
Publicizing the robotic logistics, drone delivery, launch of e-reader/tablet and smartphones
Largest selection of products and services
-
--

Amazon started as the biggest bookstore online, evolved into a brand of broad spectrum online shopping service platform and branded products.

Description of brand
Sub brands of the Brand
Family of sub-brands through acquisition, partnership, and extension of services:
STP
4P: Pricing & Promotion
4P: Pricing & Promotion
SWOT Analysis
LUIS place holder image/tag
Brand management issues

Too much diversification
They are the best book store

Brand Extension could make the brand weaker


Fire Phone
Food
Cosmetics
Acquisitions and Partnerships bring liabilities

Toys-r-us
Exclusive online retail outlet
Amazon signed deals with Competitors, such as Target
Lost $50 million in fees from Toys “R” Us and a percentage in sales

Third Party Vendors
Force Amazon to lowers prices to remain competitors
Takes control away from Amazon
Counterfeit claims
i.e. "Black market" in China
Seller problems
Shipping, quality, service

Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
About Amazon
Past
July 1995 - Jeff Bezoz - garage in Bellevue, WA
online bookstore
1994 incorporated - Cadabra.com
By October (3 months) 100 orders per day
July 2000 - "100 order minute"
Present
HQ in Seattle
Annual revenue is $34 Billion
Web sales 5 times Walmart, Target,
and buy.com
1/10 of North American e-commerce pie
Competitive
Analysis
Marketing
Comm.
eBay vs. Amazon (-12.75 vs 12.25)
eBay: focus on improving quality and brand loyalty
website navigation
Amazon: strong brand awareness (10.8) and perceived quality (15), low loyalty (7.7)
loyalty programs
Significant Suppliers
Limited or single-sources of supply
No long-term arrangements
Inability to timely procure alternative merchandise

SUPPLIERS
Majority undifferentiated products
Price sensitive and deal savy customers
Customers face few switching costs

BUYERS
Brand management issues
Brand Management Issues
Low capital requirements
Network effect
Network effects discourage entry
Incumbent advantages

THREAT OF NEW ENTRANTS
THREAT OF SUBSTITUTES
Pirated media and counterfeit products
In-person buying experience
Wholesale buying clubs
Mobile and online shopping

Wal-Mart Stores Inc
eBay Inc
Best Buy Co Inc
Barnes & Noble Inc
Oyster (Netflix of Books)
Apple

EXISTING COMPETITORS
-
Full transcript