Marketing Plan for Amazon Alexa: Segmentation, Targeting, Positioning and Marketing Mix

Marketing Practice 1 | P a g e
Marketing Practice

Marketing Practice 2 | P a g e
Table of Contents
Introduction......................................................................................................................................3
Mission and vision...........................................................................................................................3
Marketing and Financial Objectives................................................................................................4
Marketing objectives....................................................................................................................4
Financial objectives......................................................................................................................4
Segmentation, Targeting and Positioning........................................................................................5
Marketing Mix.................................................................................................................................6
Product.........................................................................................................................................6
Price.............................................................................................................................................6
Place.............................................................................................................................................6
Promotion.....................................................................................................................................6
Budget Allocation............................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
Marketing plan is a crucial part of business plan which includes marketing and financial
objectives along with the strategies to attain those goals and objectives. Primary objective of
marketing plan is to enhance the demand for the organizational existing or new products and
services in the existing or in the new target market. This marketing plan will focus over
enhancing the demand for the Amazon’s Alexa in the global market. Amazon Alexa is a smart
speaker and based on the concept of artificial intelligence. With the effect of globalisation, every
organization is trying to be unique with the objective of developing unique image in the global
market in order to attain competitive advantage. Amazon has plethora of product offering
through which the organization has been able to target a different customer segments. In order to
target millennials and tech enthusiasts, organization has recently launched Alexa which is a
smart speaker which has the capability of acting as a personal artificial assistant. Motive of
launching this device is to enhance their customer base along with enhancing their customer
satisfaction through which effective brand image could be developed amongst the target
audience (Alexa, 2018).
This marketing plan will include mission, vision, marketing and financial objectives with regards
to the Alexa followed by segmentation, targeting, positioning strategies to analyse the suitable
customer segments for the organization. Next part of the report will include marketing mix
strategy for promoting Alexa in the target market along with describing the budget allocation for
the promotional campaigns.
Mission and vision
Organizational vision is to “be the earth’s most customer centric company” and with regards to
the introduction of Alexa, organization is implementing its strategies and designing its goals and
objectives on the basis of customer’s satisfaction and their requirements. As Alexa falls under
the luxurious product category, Amazon has made their mission to target upper middle and upper
class customer segments for enhancing the demand for Alexa along with accomplishing desired
goals and objectives (Business Insider, 2018).

Marketing Practice 4 | P a g e
Organization has made their mission and vision clear with respect to the introduction of Alexa.
Alexa is a smart speaker capable of doing things like streaming podcasts, making to-do-lists,
music playbacks, voice intercalation, providing information regarding sports updates, weather,
traffic, etc. Apart from this, Alexa could also control various other smart devices with the help of
home automation system. It was launched in November 2014 in the United States and till
February 2018, Alexa is being launched in 8 countries and till the end of 2018. With regards to
this, organizational mission is to launch Alexa in all those parts of the globe where Amazon
operates in terms of enhancing the demand of the product in the international market along with
gaining competitive advantage over its competitors i.e. Microsoft’s Cortana, Apple’s Siri, and
Google’s Home (Canbek & Mutlu, 2016).
Marketing and Financial Objectives
Marketing plan’s main motive is to enhance the demand amongst the target audience regards to
the products and services introduced by the organization. In this scenario, marketing plan is
being designed for enhancing demand for the Alexa in the other global parts through which its
approachability in the global market could be enhanced. Alexa is a smart speaker with various
functionalities and in order to spread awareness amongst their major target segments i.e.
millennials and tech-enthusiast, organization will adopt relevant digital media strategies through
which desired financial and marketing objectives could be attained. With regards to the
introduction of Alexa in the other global markets, following are their marketing and financial
objectives:
Marketing objectives
 Spreading awareness amongst the target customer segments along with making them
realise the significance of Alexa (Chen, et. al., 2014).
 Approaching to large part of the customer segments in developed and emerging
economies.
 Enhancing the demand of Alexa by 30% by introducing it into other different countries
and with the use of digital media strategies.
 Attaining competitive advantage in the global artificial assistance market.
 Developing a practice amongst the target audience for the use of virtual assistant.