Amazon's Marketing Strategy & Techniques

This assignment delves into Amazon's marketing strategy, focusing on its below-the-line promotional techniques. It examines methods like internet marketing (social media, email), outdoor advertising, sales promotions, and pamphlets. The analysis also covers the impact of mobile marketing on these strategies, budget planning, target audience identification, SWOT analysis, and campaign effectiveness measurement through customer feedback. Additionally, it includes a visual representation of Amazon's budget plan.

Advertising and
Promotion in Business
Resubmission

Table of Contents
3.1 Identification of primary below the line techniques.........................................................1
3.2 Evaluating the impact of M marketing on below the line techniques..............................1
4.1 Budget plan used by Amazon...........................................................................................2
4.2 Objectives, target audience and situational analysis........................................................2
4.3 Strategy for Amazon.........................................................................................................3
4.4 Technique used to measure the effectiveness of the campaign........................................3
REFERENCES................................................................................................................................4

3.1 Identification of primary below the line techniques
Below the line techniques are the methods of promoting the product of company without
making use of mass media. There are different tools which are used by amazon to promote the
integrated strategies.
Internet marketing:
Amazon has used social media, email marketing to promote its products. These
techniques help the company.
Outdoor advertisements:
These advertisements are done with the help of televisions and pixel screens in public
areas. This will help the company to determine the views of their customers (Garifova, 2014).
Sales promotions:
This technique helps in expanding the business not only to the customer's but it also
assists in promoting different products to the dealers.
Using pamphlets and brochures:
Through pamphlets and brochures, Amazon can promote its business in every city and
village as this can be pasted on the vehicles which moves in different cities.
3.2 Evaluating the impact of M marketing on below the line techniques
Amazon has used many other techniques which are defined as follows:
Mobile marketing:
Mobile marketing has affected by consumer decisions. Consumers decision and reviews
are very necessary for the organisation to understand their needs and culture. Mobile marketing
helps in understanding their needs as all consumers are using mobiles and give their comments
through mobile phones (Lam and et.al., 2015).
Impact of mobile marketing:
Mobile marketing has affected the business of the organisation as employees and
customers are able to interact with each other through mobiles which helps Amazon to know
about their experience for that particular product. Further, it helps in growing the business
rapidly as most the people are using digital devices.
1

4.1 Budget plan used by Amazon
4.2 Objectives, target audience and situational analysis
Objectives:
The main objective is to increase its productivity. Further it has focused on providing the
best customer services. The focus of the organisation is to increase their sale by promoting their
products.
Target audience:
The organisation has targeted youngsters as they are more familiar of using online services.
Further, the organisation has also targeted adults and children to increase their sale (Marinescu
and Frincu, 2015).
Situational analysis:
SWOT:
2
Illustration 1: Budget plan of Amazon

Strengths:
Amazon is providing free home delivery services to the customers. It is also providing wide
variety of products with the best quality which has increased its customer base.
Weaknesses:
Amazon is operating its business with low margin and it is facing criticism for its working
conditions (Patel, AlShourbaji and Al-Janabi, 2014).
Opportunities:
It is expanding to more products segments. The firm has also made various partners to increase
its sale.
Threats:
The great threat to the organisation is from online services.
4.3 Strategy for Amazon
The organisation has used product development strategy to promote its products. Th main
objective of using this strategy is to provide goods and services with the best quality and at lower
price so that every category of people can easily afford it (Patel, Nossel, Alexander and Yach,
2013). This will help the organisation to win the trust of old and new customer's.
4.4 Technique used to measure the effectiveness of the campaign
The technique used by the organisation is taking regular feedbacks and review of the
customers. This will help the organisation to know the views, demands and choice of their
customers. Further, it will help the organisation to make products according to their needs.
3

REFERENCES
Books and Journals
Garifova, L. F., 2014. Tendencies of small business development in the Russian information
economy. Mediterranean Journal of Social Sciences. 5(24). p.336.
Lam, K. Y. and et.al., 2015. A pervasive promotion model for personalized promotion systems
on using wlan localization and nfc techniques. Mobile Information Systems. 2015.
Marinescu, N. and Frincu, C., 2015. The importance of online promotion for tourism
SMEs. Studia Universitatis Babeş-Bolyai Negotia. 1. pp.15-25.
Patel, A., AlShourbaji, I. and Al-Janabi, S., 2014. Enhance business promotion for enterprises
with mashup technology. Middle-East Journal of Scientific Research. 22(2). pp.291-299.
Patel, D. N., Nossel, C., Alexander, E. and Yach, D., 2013. Innovative business approaches for
incenting health promotion in sub-Saharan Africa: progress and persisting
challenges. Progress in cardiovascular diseases. 56(3). pp.356-362.
4