Integrated Marketing Communication for Amazon

Running Head: Integrated Marketing Communication
Amazon
Integrated Marketing Communication
Individual Report

Integrated marketing Communication P a g e | 1
Table of Content
Identification and Analysis.....................................................................................................................2
Segmentation Analysis..........................................................................................................................2
Highlight of Amazon segmentation analysis......................................................................................2
Persuasion Analysis...............................................................................................................................3
Analysis of Current Advertisement........................................................................................................4
Current IMC Practices............................................................................................................................5
References.............................................................................................................................................6

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Identification and Analysis
This section of the study will focus on primarily four Aspects in relation to Amazon.com:
 Segmentation Analysis
 Persuasion Analysis
 Analysis of current advertisement
 Current IMC Practices
Segmentation Analysis
The underlying purpose of segmentation analysis is to identify a group or set of people who will be
interested in the offering of the company; it is the first step of STP process which further leads to
development of IMC strategies for the company. Hence, segmentation is the process of dividing the
population into groups with certain characteristics (Kingsnorth, 2016). Amazon uses 4 strategies to
segment its market;
 Geographical Segmentation-As the name suggests, this type of segmentation is based on
the geographical location of the customers.
 Demographic Segmentation-Segmentation on the basis of demographic elements like; age,
nationality, culture, religion, income, family size and so on
 Psychographic Segmentation-Segmenting the customer on the basis of value and lifestyle
(Grant, 2016).
 Behavioural Segmentation-Classification of customers according to their buying behaviour.
Highlight of Amazon segmentation analysis
Geographic- Product selling and distribution in more than 180 countries, penetration in both urban
and rural market (Liang, Ma, Wang & Yan, 2017).
Demographics- Sells product to people over the age of 18 who are bachelors, families, young couple,
labour force and retired people and are either students, working professionals and
employees(Brotspies & Weinstein,2017).
Behavioural-People are hard core, soft core loyal and switchers, people looking for wildest range of
products, convenience of online shopping and seeking benefits (Tu, Tung & Goes, 2017).