1. Public Relations and Corporate
Communication Strategies
A case study of

2. Campaigns
1. Amazon took the advantage of Raksha bandhan to propagate their new
campaign “#DeliverTheLove”. It’s rare to find a brand that is happy to talk
about its limitations, yet stealing your heart while they do so.
With the campaign #DeliverTheLove, the company is trying to communicate
that while they can deliver anything their customer wants, anywhere they want,
nothing is more important than cherishing the relationship one has with their
sibling, by meeting them in person.

3. Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy
commented, “This is a brilliant piece of work. It is a wonderful leadership statement,
brilliantly written, acted and directed.
Mahesh Gharat, Executive Creative Director, Ogilvy Bangalore added, “With this
campaign, brand Amazon has taken a higher ground. This is an example of brand
courage, where an online brand says that sending a gift is not the same as going
and giving it yourself.”

4. 2. Amazon India has rolled out a new campaign for Ganesh Chaturthi, a festival
celebrated extensively in Maharashtra. The campaign showcases how Lord
obstacles eliminates the obstacles. For all the big troubles, pray to Lord Ganesha,
but for the smaller problems Amazon is there with you to take care of them.

5. 3. Bloomberg believes that Amazon is considering buying the rights to a variety of
live sporting events as a way of bringing more people into Prime. Amazon is hoping
that bundling its own platform with Prime means that it’s retail customers are going
to want to check out its more populist shows.
4. It is also in the news that Amazon has plans to invest in food startup company
called Swiggy.

6. Competitors
Because of the diversified nature of the company, it has various competitors.
Competes with:
● Netflix
● ESPN
● Flipkart, Snapdeal, Alibaba, Ebay
● Online portals for Used book sellers
● Walmart
● Apple

7. PR Strategies
● Amazon Prime
● Amazon Choice - Amazon Choice recommends specific products based on the
need of the buyer. It is currently available for laptops in India.
● Amazon Chai Carts and Amazon Tatkal - Unique initiative to help small and
medium businesses to sell on its platform
● Amazon Vehicle - an extension of Amazon Automobiles, online platform for
consumers to research on cars, auto-parts, etc.
● Allows sellers to advertise first and sell later
● Launch of “Used books” category - Aims to tap small town readers
● Amazon walk-in opportunities

8. Crisis
● Foremost crisis for a company like Amazon was to adopt itself for the Indian
market. Why, you ask? Because:
- Underdeveloped infrastructure
- 67% rural population; only 35% connected to internet
- An FDI policy restricting foreign multi brand retailers from selling directly to
consumers online
- Delivery and fulfillment
- Fear of store owners that the online behemoth will put them out of business

9. Crisis Management
Amazon reinvented its ecosystem to address the challenges it faced.
- Launched the user friendly website in 2013
- Developed a program to recruit suppliers and convince them that they could
be a trustworthy partner that could help them expand the market for their
products.
- Introduced Amazon Chai Cart: Mobile tea carts, serving refreshments to
small-shop owners and teaching them the virtue of e-commerce
- Introduced Fulfillment by Amazon (FBA), Easy Ship and Seller Flex
- Partnered small mom-and-pop shop owners in its delivery platform

10. Corporate Communication
● Vision: “Relentlessly focus on customer experience by offering our customers
low prices, convenience, and a wide selection of merchandise.
● This is communicated both on-site and through offline communication.
● Editorials and customer reviews
● Web pages tailored to individual preferences such as recommendations and
notifications.
● Communicate the fulfillment promise in ways such as inventory availability
information, delivery date estimates, and options for expedited delivery.
● Focuses on customer satisfaction metrics

11. Corporate Social Responsibility
● Frustration Free Packaging
- Multi year initiative designed to make it easier for customers to liberate
products from their packages
- Easy to open and recyclable
- No plastic-coated wire
● Amazon in Community
- Contribute to communities where their employees and customers live
- Support local and national organisations through donations: American Red
Cross, St. Jude Children Research Hospital

12. ● Disaster Relief
- Amazon has dedicated homepage placement
- Have contributed more than $35 million to global relief programs since 2001
- 9/11 - $6.9 million
- Tsunami relief in South and Southeast Asia in 2004- $15.7 million

13. Target Audience
● Targets each customer individually, allowing the company to convert visitors
into long term, high value customers.
● Target middle class and upper class people who have got hands on
experience in basic technology but don’t have time or prefer convenience over
shopping from physical outlets
● Amazon has successfully positioned itself as a “Glocal” e-commerce giant.
● Using the catchphrase #AurDikhao in a campaign in India, it has further helped
carve a distinct space in the consumer’s mind.
● Logo: arrow emphasizing A to Z

14. Marketing Strategy
● Achieved economies of sales through extensive product offerings which
include electronics, games, apparels etc
● These offerings help them keep its prices low thereon passing the benefits to
the consumers
● Customer centric approach has helped them to have a competitive edge over
their competitors. More than 50% of the consumers are repeat buyers at
Amazon.com
● Amazon one of the longest players in the online sector and has a solid hold in
European countries and US. This helping them to expand in new markets.

15. Reference
● http://www.navhindtimes.in/how-amazon-adapted-its-business-model-to-india/
● http://economictimes.indiatimes.com/industry/services/retail/regulatory-restricti
ons-slowing-investments-no-bumper-sales-for-e-tailers-this-festival-season/arti
cleshow/53834281.cms