Brand Strategy for Alexa: Reinforcement and Implementation

This presentation discusses the proposed brand strategy for Alexa, the virtual assistant to Amazon's Echo and Dot products. It covers the current brand positioning, highlights from the last assessment, and the justification for the proposed strategy. The presentation also includes the implementation of the strategy, risks associated, and evaluation of the strategy using valid sources. The subject is marketing and the course code is not mentioned. The college/university is not mentioned.

Transcript
Slide 1
The presentation is an extension of the assessment two which has been made on the
brand Alexa, which is the virtual assistant to the products Echo and Dot of Amazon.
Within the purview of the presentation, overview of the organization will be provided
encompassing the current brand positioning, and the highlights from the last
assessment. Next it will be discussed on the proposed brand strategy for Alexa and the
justification of the strategy. Towards the end, implementation of the strategy, risk
associated and evaluation of the strategy will be discussed using valid sources.
Slide 2
Amazon is a Seattle based Internet company which is the largest e-commerce company
on the planet earth. The company which was founded by Jeff Bezos in the year 1994 is
the market leader when it comes to consumer electronics, durables, home décor and
many other categories. Jeff Bezos describes the success of the company is the resultant
of its customer centric policies and its efforts to push the service ecosystem for the
customers. Alexa is an example of one such innovative and creative product
manufactured and developed by Amazon.
Slide 3
The devices in the category of virtual assistant or smart home devices have increased in
the last couple of years. Companies like Google, Apple, and Microsoft have been
leveraging the machine learning and artificial intelligence to create smart home
products for the customers. However, none of the company, except Amazon has been
able to create a dent in the universe. It is the High end tech product of Amazon, which is
the current market leader defeating all the major giants in the similar space.
Slide 4
The last assignment was based on brand audit report of Alexa in comparison to other
competitors. The findings of the assignment can be summarized in the following points:

 Alexa is far superior product in comparison to other competitors.
 Alexa has a wide presence than any of its competitors.
 Alexa is widely used by Millennial, tech enthusiasts, Business executive and
family audience who perceive the device as value for money.
 USP of Alexa lies in storing customer information on the cloud, which is highly
secure and is independent of the device. Additionally, Alexa will roll few more
variants to further tap the Smart home appliance market.
Slide 5
The slide will focus on the reinforcement strategy created on the basis of increasing the
brand awareness, building brand image and focus on creativity and innovation.
Brand Awareness- Alexa is a Smart speaker and act as a virtual private assistant for
their users. There are numerous benefits of Alexa as it is capable enough to make to-do
list for their users along with executing multiple tasks like providing regular updates on
traffic, weather, sports, etc. along with satisfying the curiosity of its users. It also
provides option to the users to play music, control music, set temperature, book
appointment and many more.
Brand Image-Alexa is a smart speaker and a product under the brand name Amazon.
Thus, it has acquired good start in comparison to the other new start-ups. Apart from
this, organizational customer-centric approach is one of the most effective strategy that
helped the organization to set up its brand image amongst the target audience and the
other sections of the market.
Slide 6
A Brand which is clear with its 7P’s of marketing including the People, Process and
Physical evidence, and is clear with its Goals; the brand surely reaches towards
sustainability. Amazon is clear on its brand strategy, it has already identified its target
market and now the company aims to create a top of the mind recall and make customer
buy the product. All these factors most definitely culminate to equity growth of Alexa.
Slide 7

SMART objectives are Specific, Measurable, Attainable, Realistic and time bound.
Amazon for Alexa has created one objective which clearly states that Alexa has to get
into at least 10 emerging markets, especially in the APAC region. The objective has to be
achieved in just 6 months due to strong competitive landscape. It is advised that the
international expansion strategy to be based on the concept of GLOCAL (Go Global and
Think Local).
Slide 8
The slide will talk about the ways; Alexa intends to implement its brand strategy. Alexa
does not have much high storage capacity and it stores their users’ data on cloud
storage and Amazon has their own cloud storage as Amazon Web Services. This is the
most secured and safest platform which provides assurances to its users in terms of
keeping their data safe and secure.
Slide 9
The slide will talk about the marketing plan which is set for Alexa in order to implement
its brand strategy. The plan is bifurcated into three stages, which are:
 Creating a marketing plan on the Basis of 7P’s of marketing.
 The marketing program is directed towards the target audience and will use
platforms such as Facebook, Twitter and other affiliate marketing tools for
driving brand awareness and brand image.
 The communications will intent to touch the customers touch points, primarily
using the interactive and engaging tools of digital media.
Slide 10
The slide will focus on the Branding techniques used for the implementation of Alexa
Branding strategy, it goes on as:
 Alexa’s key features will be highlighted
 Demo sessions will be conducted through different platforms in order to attract
the target audience.

 Effective messages will be used in the advertisement tools used by the
organization for the motive of generating demand amongst their target audience.
 Appropriate after sale services will be provided to their users in order to build
an effective reputation for the organization.
Slide 11
There is plethora of risk associated with the implementation of the brand strategy
related to brand equity, some of the risks are related to loyalty, reputation of the brand,
customer, perception, positioning and others. The two identified risks for Alexa are as:
 Reputation- Goodwill of Amazon is quite high, and so does Alexa. Still,
organization is required to adopt appropriate pricing strategy because high
pricing could affect the demand of Alexa.
 Positioning- Currently, Alexa is the market leader of virtual assistant industry
but their primary competitors Google, Microsoft, Apple, etc. are also strong
players of this industry.
 Customer Perception- Alexa is launched in the form of smart speakers and these
speakers have micro-phones built in through which it hear its users and in order
to enhance the performance of these devices, it is required to fit more number of
micro-phones.
Slide 12
The job does not get over by just implementing the brand strategy, in actual, the work
really gets started. The organization has to ensure that they continuously evaluate and
monitor the brand strategy and take appropriate actions if the results are not in
accordance to as expected.
Measuring Brand Strategy
○ Social media and other digital tools will be used.
Effectiveness of Brand Strategy
○ This has to be done on the basis of Cost per click, Reach of the campaign, Return
on investment and number of impression achieved.

○ If the campaign reaches to 75% of its campaign target it can be seen as a
successful brand strategy.
Slide 13
In order to bring the Presentation to a logical conclusion, it is extremely important to
understand how reinforcement is the best strategy for Amazon. Alexa will be able to
focus on creating brand awareness, strengthening the brand image and create a
spectrum of innovation and creativity amongst the customers, and make them
appreciate the product of the company. The focus lies on creating a top of the mind
recall by targeting customer in his internet journey. Along with this, organization will
also focus on customer’s feedback in order to improve the performance of Alexa. This
will help the organization to generate demand amongst their target audience.