E-Marketing Project: Market Plan for Amazon India Grocery

This e-marketing project presents a market plan for launching a new service, specifically focusing on Amazon India's online grocery market. The project includes a situational analysis of the market, an industry analysis examining the competitive landscape and growth potential, and a segmentation and positioning strategy. It outlines the drivers of the industry, such as same-day delivery and low-cost pricing, and explores web-enabled supply chains, including SEO and SEM techniques, and the usage of Amazon Web Services. The project also addresses the scope and limitations of digital marketing, including challenges in tracking customer complaints and ROI. It details the market tools and applications used, such as marketing mix, email marketing, YouTube channels, blogs, mobile marketing, and SEO/SEM. The project emphasizes strategies like low pricing, online discounts, big data analytics, influencer marketing, and offline strategies to promote Amazon's grocery store. The analysis also incorporates references to relevant research papers supporting the strategies and techniques. The document is a comprehensive overview of the digital marketing strategies for the e-commerce industry.

E-Marketing
Project WOrk

Purpose of the Study
● Prepare a market plan to launch a new product or services in
the market
● Analyzing the tools and techniques used to support the
business.
● Strategies to be implemented to tackle the competition.
● Projecting the business plan with the use of:
○ Situational Analysis
○ Market and Cost analysis
○ Market tools and applications
○ Web Enabled Supply Chain
○ Scope and limitations of Digital marketing in E-commerce
2

Market Plan
Web Promotions 6 Months before the actual date,
promotional material has to be
sent across all the digital media
channels and focus to be on
affiliate marketing
Social Media Promotions Target audience to be engaged
using highly targeted relevant
content. The idea is to increase
the engagement and conversation
around online grocery store(Kaur
& Jain, 2016)
Offline Promotions 3 Months before the launch, TV
commercials to be aired in Prime
slots. The content of the ad will be
targeting the working class
families
Influencer Marketing Get on board 3 celebrity from
Entertainment, sports and general
public respectively to promote
Amazon’s offering on Twitter

Tools and Techniques to support
business
Web based tools Combination of lifestyle,
entertainment, news , sports, live
streaming content and other
shopping websites to promote
company’s new offering.
Social Media Facebook, Instagram, Snapchat
and Twitter to be used in closed
integration to create the buzzword
on the new product offering and
initiate conversation around online
grocery market
Offline Channels TV and Daily newspaper to direct
target the families, working class
families, independent bachelors and
city people

Strategy Implication of Amazon
• India is a price sensitive market, hence the company’s strategy
is to go with the low pricing model to make an impact in the
online grocery market.
• Online discounting strategy- Company to offer discount and
promotional schemes through online channels of promotion.
• Usage of Big data analytics to reach the right customer with
right content(Kalia, 2015)
• Offline strategy is to make Amazon the official online store to
shop grocery and fresh fruits and vegetables.
• Influencer marketing to tap the user base of the influencer and
drive conversation around Amazon’s grocery store.

Situational Analysis
• Collection of method used to analyse the internal and external
environment of the organization to assess its capabilities,
customer, resources and the business environment.
• The Strength and weakness are internal to the organization,
hence the company should focus on the strength and put in
efforts to minimize the weakness.
• Opportunities and threats are external to the organization,
hence a continuous assessment of the environment will help in
creating proactive strategies to protect the business

Strength
Strong background, experience and
deep pockets.
Customer centric approach
Efficient delivery network
Acquisition strategy
Assured timely delivery
Biggest collection of products
Economies of scale
Weakness
Shrinking profit margins
High debt from the investors
Product failures like Firefly
Unable to cater the needs of
tier 3 market
Less differentiation in services
Opportunity
Backward integration
Global expansion
Acquisitions
Threat
Low entry barrier in the industry
Increased government
regulations
Competition from local
manufacturers
Emergence of new players in
the industry space
SWOT

Industry Analysis
The year 2016 the Indian e-commerce market was standing at 12
Billion (GMV).
The industry is expected to grow t 25% CAGR.
Indian market dominated by Big Basket and Grofers.
Inability of the Indian players to cater to the unsatiated needs of
the Indian Consumers.
Grocery market is poised to grow at the 20% CAGR.

Segmentation & Positioning Strategy
Amazon is positioned as a customer centric company, ensuring
quality product and services to its customers(Kaur & Wadhera,
2017)
Geographic Tier 1 cities of India
Demographic Male and Female
Age group 20-45 years
Behavioural Working professionals, Newly wed couples and
individual bachelors
Lifestyle Millennial, Online shoppers, high affinity towards
digital platforms, smartphone users.

Drivers of the Industry
Same day delivery of Vegetable Products.
Tie up with local stores for procurement.
Low cost pricing to penetrate the market.
Usage of Amazon web services to better target the consumers
Social media marketing to play a key role in engagement and
conversation around the topic of online grocery.

Web Enabled Supply Chains
SEO- Organic promotion by placing in relevant and popular
keywords appearing in the search query.
SEM- Inorganic promotion, or paid promotion to appear on top of
the search query.
Usage of Amazon web services to understand and analyse big
data for enhanced consumer shopping experience.
Seamless integration with domestic logistic partners to ensure
the tracking and timely delivery of the goods

Scope and Limitation of Digital Marketing
Difficult to track down real time customer complaints.
Company always under public scrutiny due to open platform
functionality.
Companies easily become a victim of negative influence.
Return on Investment is difficult to track.
The success of the digital marketing platform is yet to be proven
as it is still an evolving platform