Digital Strategy Analysis Report: Snapdeal vs. Amazon (MKT302)

This report analyzes Snapdeal's digital marketing strategies, evaluating its current offerings, positioning, and target audience. It examines the company's use of social media, online advertisements, and other digital marketing tactics. The report identifies weaknesses in Snapdeal's approach, such as a lack of innovative strategies and limited use of various digital platforms to engage customers. Furthermore, it compares Snapdeal's strategies to those of its competitor, Amazon, highlighting Amazon's successful use of customer engagement, social media, and diverse digital platforms to enhance brand awareness and drive sales. The report concludes by explaining the reasons behind Snapdeal's digital marketing failures and Amazon's success in the e-commerce market.

Marketing
Digital Marketing
Student’s name
8/10/2019

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Introduction
Snap deal is an Indian e-commerce company, which is based in Delhi, India. The mainly deal in
800 plus diverse categories from all over region, national and international brands and retailers
and the reach of 6000 towns and cities all across the country. It has a huge customer’s base,
which mainly sells all things of the customers, needs online just as amazon. However, when we
talk about amazon and snap deal these two are different while offering its services. Amazon is
the world largest company, which is the most famous company for its offerings (Chauhan, 2015).
Current offerings, positioning and target audience
Market segmentation of the snap deal company, which mainly highlights about the identified
desirable market segment in which, demographics aspects teens and young adult are grouped
together into one segment. Moreover, college students or people who have recently started
earning are also targeted in this aspect. Geographically aspect highlights about the Indian urban
class. Moreover, people in upper class are also targeted. Some of the various strategies, which
snap deal follows, are the social media, online advertisements word of mouth marketing and
people who do more of online shopping are also targeted at the large base. Other than this, snap
deal is also targeting the small and medium enterprise to display their products and services for
greater visibility.
In terms of positioning, snap deal is currently positioned as the bets advertising and the
discounted platforms, not only these they aims at delivering the right products to its customers
before finally delivery to them. After repositioning its marketing strategies it was seen that snap
deal is able to grow at the fast pace and increasing their customers base at large. But when we
talk about Amazon, it is totally different in terms of snap deal. Hence,. They are applying more
of digital marketing strategies in comparative to the snap deal, by tapping all the requirements,
which a customer’s wants, and delivering it with the perfect delivery systems (Chalotra, &
Midha, 2017).
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Digital marketing strategies, by analyzing and evaluating social media
platforms
Digital marketing strategies of snap deal mainly highlights about the actively promoting its
products over Facebook and twitter and Instagram by generating various advertisements,
uploading videos and photos of the products so that customers gets attracted and get to know
about the product. On twitter they use to promote the products by providing offers and discounts
through which customers gets attracted and acquire the products (Thilagavathi, & Archanaa,
2018). They also started with various offers just as “get your first deal free” in which the
company attracted many customers through this deal. Other than this, when we sees the website
of snap deal, they according to the festive seasons they comes up with the various advertisements
such as “Diwali dil Ki deal wali” which background songs which also helps them in promoting
their brands on television at attract the large customers base. Moreover, preview Monday sale is
on are also the ways though which they wants to target the large customers by setting heavy
discounts on products (Kannan, 2017).
Why brand is unsuccessful with their digital marketing strategies
Snap deal was failed or was unsuccessful in its digital marketing strategies because, snap deal
has never comes with its new strategies to target the customers, there were old digital marketing
strategies such as promotion on social media, Instagram with certain videos all this is done was
done by almost all the other e-commerce business. They never tapped pint-rest or the other
sources through which the customers have to know about the deal and discounts rather they only
focused on advertisements on face books, televisions, certain videos and deals to be shown over
Instagram. Hence, such less sources of digital marketing did not attract more customers towards
deals or the companies set dealings. Hence, due to less awareness generation about the brand and
the offering make the company unsuccessful in its digital marketing aspect (Patrutiu-Baltes,
2016).
Identify competitors which is successful in enhancing awareness-
The competitor of snap deal is the well-renounced brand that is Amazon, as it is on the top three
online selling companies, which by the application of the various digital strategies generates

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more profits than as compared to its competitors. As they are driving customers engagement at
every level, right from collecting online customers reviews and feedbacks about the product,
hence, this helps the companies to know about the customers preferences and choices and they
set the products offerings accordingly. Amazon on social media, through Facebook, they
provide the useful information, links to customers and reply to the customers if any situation
arises. They also offer date related coupons and discounts to encourage sales. On Twitter, they
provide additional services such as prime videos and amazon music. As such, activities help in
creating and nurturing the engaged community and encourage them towards being prime
membership (Chakraborty, & Bhat, 2018).
Moreover, amazon also uses pinterest site to promote the handmade items, home services and
amazon style for women’s which set up to drive pinterest users towards the amazon purchases.
Therefore, this is also one of the well-known digital platforms which amazon affects its sales.
Spark is the other digital social media platform which amazon applies to create and generate the
social engagement that directly leads to the product purchase. In this through pictures and detail
information about the products which makes it earlier for customers to make purchase online.
Lastly, from above all, amazon key to success is to promote itself and it products through social
channels, customers’ engagement, facilitate conversations and targeting millions of customers to
generate success at large (Kingsnorth, 2019).
References
Chakraborty, U., & Bhat, S. (2018). Credibility of online reviews and its impact on brand
image. Management Research Review, 41(1), 148-164.
Chalotra, N., & Midha, O. P. (2017). investigation of amazon, flipkart, snapdeal, jabong &
myntra: a comparative study. Asia Pacific Journal of Research in Business Management, 8(10).
Chauhan, P. (2015). A Comparative study on consumer Preferences towards online retail
marketers-with special reference to Flipkart, Jabong, Amazon, Snapdeal Myntra and fashion and
you. IJAR, 1(10), 1021-1026.

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Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2),
61.
Thilagavathi, M., & Archanaa, P. (2018). customer’s preference and satisfaction towards
snapdeal. international journal of management and social sciences (ijmss), 8(1.3), 125-127.