Amazon's Marketing Strategy: A Case Study on Customer-Centric Approach

This case study delves into Amazon's marketing strategies, examining the various approaches the company employs to attract customers and achieve organizational goals. It discusses different types of marketing, including influencer marketing, relationship marketing, viral marketing, green marketing, keyword marketing, and guerrilla marketing. The study critically analyzes the statement that the best marketing strategies are outside-in, starting with customer needs and wants, and contrasts this with top-down approaches. Ultimately, it argues that the most effective marketing strategy is adaptable and depends on the specific situation, highlighting the importance of practical applicability. The case study uses Amazon as an example to illustrate these concepts and demonstrate how the company utilizes various marketing techniques to promote its products and services while emphasizing customer satisfaction and environmental consciousness.

MARKETING
STRATEGY

INTRODUCTION
Marketing is a set of activities that covers all functions related to selling products and
services to the consumers. It is not only selling a product or services, but also covers all related
functions which are starting from the idea of product or service and end after making their
customers permanent user. So it is very clear that marketing concepts very wider concept that
needs proper study and analysis. Most of the people think that sale of article is marketing but it is
not correct because marketing is much more than that. Marketing is the function or activity that
creates, communicate and deliver the information related to the article. It is also include
exchange offerings that are important for customer’s values. Marketing is focusing on
satisfaction of customers which requires a deep study. So that's why it is not a simple or easy
topic. In this report or assignment, Amazon is undertaken for as a case study to understand that
what is marketing or their implications on market. Amazon is a multinational company of
America that mainly focuses on e-commerce business. This report covers best strategies or
approaches of marketing which are applied by the organization in their practical life. It also
covers there consequences that faced by organization whether it is good or bad and their impact
on organizational growth or success.
MAIN BODY
Now marketing becomes a wider concept whereas earlier it just a selling of article to the
customers. Due to changing behavior of environment i.e. dynamic environment influence the
marketing of organizations. It's just not a topic but more than that because the success or growth
of organization almost depends upon their marketing strategies and approaches which they used.
So it is very necessary for every individual or organization that they should understand the
marketing concept and their strategies or approaches. Marketing is set of all activities that create
something new which satisfy the consumer needs and wants. It’s just not satisfied the consumer
needs and wants but also it creates their needs. So it is very clear that marketing needs more deep
knowledge to understand their practicality. Marketing have many approaches or strategies that
applied by organization in their business so they can achieve their target and goals successfully.

Marketing needs research i.e. marketing research that helps to analyze the market needs and
wants and marketing manager takes action according to them.
Marketing research is the function where the marketer acquires all types of knowledge
when they analyze the market situation and problems. It is very necessary function because in
this function market identifies the actual problems and analyzes the situation after that take
measures to capture the market and lead their business. For this marketer use many types of
strategies and approaches that are helpful for making the problem easy to solve. Marketing has
many types which are explained in following points:
Influencer marketing
Influencer marketing is the type of marketing in which marketer does not do marketing
directly but they focuses on those individuals who influence others to buy their products. For
example Amazon do their marketing from celebrities like Ranbir Kapoor, etc. so this is the basic
method which Amazon and many more companies uses marketing so that their potential buyers
get attracted from selected individuals and make their decision to purchase products or services.
In this time it is very common for big organizations that be give higher amount to celebrities so
that they are convinced to do their marketing on behalf of company. It is very helpful in case of
the potential buyers trust on celebrities. People thought that if celebrities buy Amazon's product
so why they are not doing that. This type of marketing in spice of motivates companies’ potential
buyer to purchase their products or services.
Relationship marketing
It refers to the marketing where the marketer focuses on making good relations with the
customers so that they transfer the message for buying their products and services. It basically
loyalty in the customers that companies provide best quality of products or services which
automatically inspires others people which are the relative of their customers. It is one of the
important methods that every company should adopt to build loyalty. Amazon provides best
quality of products or services so that they build loyalty in the customers. It can directly or
indirectly promotes their goods or services.
Viral marketing

As their name tells the meaning to spread the message or information speedily as the
disease of viral spread from one person to another. It's just transferring information from one
person to another speedily.
Green marketing
Green marketing refers to the marketing where the market focuses on healthy
environment. In this type of marketing customers get attracted through their main objective is to
make the balance of ecological system. In such type of marketing marketer use those tactics
which influence the customers through their message of negative effect of their products or
services on environment. Amazon also do this type of marketing where de promotes E-
Commerce business which reduces the paperwork to save trees. It is actually good for human
being that companies are also focuses on greenery or environmental friendly products or
services.
Keyword marketing
In this type of marketing the marketer focuses on the word that use in there
advertisements which directly influence the right people with their right message. Marketer
choose a keyboard and use that keyword in every situation so that consumers that right
information. It is very helpful to reach on right buyers.
Guerrilla marketing
It is the creative and unconventional marketing strategy that gets maximum results to
influence the potential buyers for purchasing their products or services.
From the above discussion it is analyzed that there are many kinds of marketing that used
by organization to attract the customers and their potential buyers. These types of marketing
have to achieve their organizational goals and objectives. Amazon uses many types of marketing
for promoting their products and services in the market.
The mentioned statement in this assignment i.e. "The best marketing strategy are not top
down, they're outside-in, starting with customers needs and wants" is tell many things that should
be understand. This statement states that effective marketing strategy is not to adopt a single

strategy that is top down strategy or outside in strategy. The basic meaning of a factor strategy is
to use the strategy which is applied or suited on that moment. It is because the environment is in
dynamic nature so it is not fix that every time organization faces same type of problems or
situations. So that's why one strategy is not fixed to every situation.
In the mentioned statement top down strategy refers to marketing strategy where the
marketer focuses on transferring their messages to the very few people who are ready to invest
on their businesses. In simple words top down strategy is a strategy where marketers choose
selected group of people where they try to attract wealthiest peoples of targeted market. So that
they generate interest on those peoples and convince them to invest in their organizations. This
type of strategy helps to identify their potential buyers. It also helps to find commonalities in the
selected area. But it is not much as easy because it is time consuming for convincing wealthiest
persons. In today's market the competition gets tougher which increase the competition in
marketing strategy so to select very few people, it is a maybe possibility that it can work or not.
Because it is not easy to find right person from which marketers can get right information. So
that's why effective and best marketing strategy is not a top down strategy.
Where is outside in strategy is the strategy of the marketer focuses on customer's needs
and wants. They did from putting themselves in the situation of customers so that they can
analyze their perception and behavior related to the products or services. In outside any strategy
customer value is taken as starting or end point. That means the main focus is customers value
which they generate from identifying and satisfying their wants and desire. It becomes the
approach where marketers’ thoughts that it is the best approach to satisfying customers demand
or wants. But sometimes it cannot be effective because it is not easy to put themselves in the
position of customers. Because customers have different kinds of opinions and thoughts which
cannot be possible to thought exact like them. It also occurs one of big problem for marketers
that they have no back who support them. So it is very clear that the best marketing approaches
not to apply top down or outside in strategy. Actually there is no best marketing strategy
available in the market that gives best results to the organization. Because it totally depends upon
the upcoming situation or problem where the marketers choose best strategy according to the
situations. The practical applicability helps to people to understand that which marketing strategy

is appropriate for organization. It can be better understand from the case study of Amazon that
mentioned below.