emarketing ppt

1. E-MARKETING
PRESENTATION
To: Dr. Asif Ali Syed

2. Nasreen Ahmad
Bilal Khan
Amgad Saeed
Yousif Elataya
Submitted By:
The Website’s First Look!

3. Flow of Presentation
What is
Amazon?
Amazon
Facts!
Marketing
Strategy
Marketing
Mix
SWOT
Analysis
The Road
Ahead!

4. What is Amazon??

5. What is
Amazon?It is an American international electronic commerce
company that started as an online book store but later it
expanded and became largest online retailer.
Vision
They relentlessly focus on customer experience by offering
customers low prices, convenience and a wide selection of
merchandise.

6. The Owner!
 Jeffrey Preston Bezos is an
American entrepreneur and
investor.
 Owner and CEO of
Amazon.com.
 He did two bachelor of science
degree in electrical engineering
and computer science from
prinston university
 He is technology entrepreneur
and played important role in the
growth of Amazon.
 Founded Amazon China, Bezos

7. The Company
 It came online on 1995 with the original name of
Cadabra inc.
 It is a pure dot-com company.
 Its headquarter is in Seattle Wahsington, USA. It
operates in Asia, North America and Western Europe.
 The name was changed to Amazon because Amazon
river is the largest river in the world and beginning with
the letter “a” will help the company to appear first on the
search engine.

8.  It is an international shopping website that offers wide
range of products from books, music, movies to furniture,
beauty products, clothing and food etc.
 Amazon is ranked 29th in Fortune 500.
 Amazon issued its initial public offering of stock on May
15, 1997, trading under the NASDAQ stock exchange
symbol AMZN.
The Company History Contd.

9. The Company History Contd.
 Amazon survived dot-com burst, and grew on to become
a huge player in online sales.
 In 1999, Time magazine named Bezos the Person of the
Year, recognizing the company's success in
popularizing online shopping.
 It earned its first profit in the fourth quarter of 2001 that
was $5 million.

10. Amazon Facts!

11.  B to C model
B2C model in which the
consumer searches for a
book or any product on
its site and places an
order.
 B to B model
Amazon creates business
relationships with businesses
of all sizes. New and un-
established businesses can
start with personal accounts
and then upgrade to a
business account when their
sales increase.
Business model: Agent Model

12.  Online sales
Amazon’s online retail services allow businesses to sell
their products on the same platform as the Amazon retailer,
Amazon.com.
 Amazon’s fulfillment program allows businesses to store
and ship their products from Amazon’s fulfillment center.
Business model contd.

13.  Affiliate programs
Amazon offers an affiliate program that allows businesses
to earn income by advertising Amazon’s products and its
online retailers.
Business model contd.

14. The Financials
 Amazon’s revenue comes from
Online retail
Internet service
Own hardware
 Total revenue of amazon in 2011 was $48.1 billion and in
2014 it was $88.9 billion.

15. The Customers
 Amazon has a vast customer base; it added 30 million new
customers in 2014 bringing its total active user base to 244
million.

16. Partnerships
 Amazon enjoys partnership with a
range of companies in different
sectors.
 Its partners are:
Drugstore.com (pharmacy), Living.com
(furniture), Pets.com (pet supplies),
Wineshopper.com (wines),
HomeGrocer.com (groceries),
Sothebys.com (auctions), Kozmo.com

17. Critical success factor
 High focus on customers
and their needs
 Delivery system
 Brand awareness
 Convenience
 First mover advantage
 Continuous innovation

18. Marketing Strategy!

19. The Marketing Strategy
Amazon.com bases its marketing strategies on six
pillars.
• It freely offers 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.

20. The Marketing Strategy contd.
Amazon.com relies on
• wily online ploys
• strong partner relations
• constant declaration of quality to market itself
to the masses

21. The Marketing Strategy contd.
Other Strategies:
• Pay Per Click Advertising
• Continual Website Improvement
• Offline Advertising
• Streamlined Ordering Process
• The Customer’s Opinions
• Email Marketing

22. Amazon in the light of 4Ps!

23. The Products and Services
 It offers wide range of retail
goods like baby
products, consumer
electronics, beauty products,
groceries, health and
personal-care item,
industrial & scientific
supplies, kitchen
items, jewellery and

24.  It launched zshop
service, it was a
venue for people to
sell things on Amazon.
It is now defunct and
Amazon Marketplace
has taken its place.
The Products and Services contd.

25.  Amazon market
place let customers
sell used books, CDs,
DVDs, and other
products alongside
new items.
The Products and Services contd.

26. Amazon Prime is a paid
service that gives Amazon
shoppers a few distinct
advantages. Members of
Amazon Prime are eligible for
free one- or two-day shipping on
most items, among several
other perks.
It also added amazon prime
The Products and Services contd.

27. The Products and Services contd.
 Amazon Kindle is a series of e-book readers designed and
marketed by Amazon. This devices enable users to shop for,
download, browse, and read e-books, newspapers,
magazines and other digital media via wireless networking.
 Its latest version is Kindle paperwhite 3rd generation.

28. The Products and Services contd.
 Amazon Web Services (AWS)
began offering IT infrastructure
services to businesses in the
form of web services -- now
commonly known as cloud
computing.
It can instantly spin up
hundreds or thousands of
servers in minutes and deliver
results faster.

29.  Other services like
amazon’s new book
content production,
amozon prime air,
amazon fresh, prime
now , amazon art,
amazon video,
amazon games etc.
The Products and Services contd.

30. The Pricing Strategies
Amazon makes millions of price changes daily.

31. Lowest Price in the market!
 A recent study from
Boomerang Commerce
showed that, in an effort
to be perceived as a low
price leader,
Amazon purposefully
undercuts the Walmart
price on products with a
high star rating. (A high
rating is anything over
four stars.)
 Another category of
products that Amazon
sells cheaper than
Walmart is highly visible
and popular items. In
other words, items that
have a lot of buzz
around them and are
often featured on the
Amazon homepage or
highlighted on specific
product category pages.

32. Items That Are Bad Buys
at Amazon
 Amazon often raises the
prices on other products to
make up the difference.
These "other products"
are items that are not very
glamorous in nature and
tend to be more "needs"
than "wants."
Consumer Electronic Add-Ons
 If you score a great deal on a
HDTV from Amazon, beware
of add-ons like cables, wall
mounts, and screen cleaners,
as they're typically marked-
up. Other examples of add-
ons that can be marked up
include things like a wireless
mouse when buying a laptop,
and a protective case or
charging station for your new
Kindle. In many cases,
Amazon will try to pad their
profits on these add-ons
making them not such a great
deal for shoppers.
The Pricing Strategies contd.

33. Household Items
 Amazon has the
reputation of being up
to 20% more expensive
than Walmart when
shopping for household
items like laundry
detergent, paper
towels, toilet paper, and
the like. While this
margin is definitely
getting smaller in recent
years, you'll still
typically end up paying
more.
Clothing
 The problem with
buying brand name
apparel from Amazon is
they rarely mark down
prices and seldom have
coupons. You'll typically
score a much better
deal by shopping at
discount clothing stores
like TJ Maxx, Ross, and
Marshalls.
The Pricing Strategies contd.

34.  Amazon has separate retail websites for United
States, United
Kingdom and Ireland, France, Canada, Germany,Italy,Spai
n,
Netherlands, Australia, Brazil, Japan, China, India and Mex
ico.
Place

35. Communication Mix
Sale in Festive
Season
Sale for Special
Customers!

36. Communication Mix contd.

37. Communication Mix contd.

38. Indian Entrance!
Ad by Leo Burnett!

39. • With ‘Aur Dikhao,’ conveyed the message about
wide range of products
• Now it was time to get them to act and hence
they launched whattasale, with the message that
Amazon had the range and that they needn’t wait
any longer to go ahead and shop.
• As Indians are always price conscious, they
announced the three-day sale where attractive
discounts were given.
Indian Entrance! Contd.

40. • In a bid to gain some traction on its mobile app,
Amazon also shot out a clear-cut message that app
user would get added benefits.
• Amazon’s ads were shot in Indian localities to
ensure connect and familiarity amongst
consumers. The props used in the TVCs were also
very ordinary. While every ad had a television in it,
none of them were modern day LEDs or smart TVs.
Indian Entrance! Contd.

41. SWOT Analysis

42. SWOT Analysis
Strengths Weakness
es
Opportunitie
s
Threats
 Strong background and deep pockets
 Customer centric
 Cost leadership
 Efficient delivery network
 GLOCAL strategy
 Acquisitions
• Shrinking margins (359 Crores $)
• Tax Avoidance issue
• High Debt
• Product flops
• Backward Integration
• Global Expansion
• Acquisitions
• Opening physical stores outside U.S
• Low entry barriers of the industry
• Government regulations
• Local competition

43. Road Ahead!

44. Performance and way forward
 Based on
Amazon's
current
performance, it is
projected that
the company will
have a strong
growth
supported by the
low pricing
strategy.

45.  Amazon web service
will soon become its
biggest business.
 It has build a large
computing
infrastructure to keep
track of its massive
online order.
Performance and way forward
contd.

46.  Unmanned air vehicle
(UAV) for delivery within
30 minutes of ordering.
 In March 2015 US
Federal Aviation
Administration (FAA)
granted Amazon
permission to begin US
testing of prototype.
Performance and way forward
contd.

47. References
 wikipedia.org
 NASDAQ.com
 Techtimes.com
 Forbes 500
 Investopedia.com
 www.ukessays.co.uk
 Business Standard
 Indiantelevision.com

48. Questions?