Marketing Essentials Report: Amazon's Marketing Strategies and Plan

This report provides a comprehensive analysis of Amazon's marketing strategies. It begins with an introduction defining marketing and highlighting Amazon's business model. The main body covers the roles and responsibilities of marketing functions, including brand management, customer listening, innovation, communication, trend tracking, and social media management. It then explores the interrelationships between marketing and other functional units, such as finance, HR, IT, and operations. The report includes a marketing plan for Amazon, focusing on a new herbal beauty product, detailing the product description, situational analysis (STP), and SWOT analysis. The report also considers PESTLE factors influencing the product launch. The report concludes by summarizing the key findings and recommendations for Amazon's marketing efforts.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1: Roles and responsibilities of marketing functions.................................................................3
P2: Interrelationship between marketing and other functional units...........................................5
P3: Marketing mix of different organisation (Covered in presentation)......................................6
P4 : Marketing plan for Amazon ................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing means the place where people buy and sell their products and services.
Marketing can be done through various channels such as advertising, selling, delivering goods to
consumer or some other business. It also known as exchanging of offerings that have value by
customer, clients, society and partners of products and services (Sakyi, 2020). Amazon is
multinational technology company which have main focused on digital streaming, e-commerce
and cloud computing. It has started from selling online book and expanded their business in such
ways that it has become worlds the largest selling of online products across the world. This
report explain about roles and responsibilities of marketing along with that interrelationship and
other function units. This report also examine about marketing mix planning for achieving
business objective furthermore evaluation of marketing plan.
MAIN BODY
P1: Roles and responsibilities of marketing functions.
The marketing functions on Amazon plays an important role for developing them more in
business and promoting their organization. Here are some marketing function-
Managing and defining brand:-
This involves in defining about brand images along with that experience of customer in
using their sites through ordering anything online. Amazon has good brands image with their
customer and partners to have interacted in business. Brand values help company for being
making their organization developed and that lead to identify better opportunities for company.
Listening to customer needs:-
To develop marketing strategies it is important for Amazon to gets closer with clients and
customer to listen over their needs and wants. Company capture information from customer
support team or sales team to relevant the directing marketing strategies. While taking feedback
from their customer through having online sites that could be help them in playing important
roles in market and make their better market position (Heggde and Shainesh, 2018). Company
should understand their customer needs, according to them company have to keep some discount
and offers for selling their more products and earning huge profits in form of customer
satisfaction.

Innovative:-
Customer in their products needs some surprise, offers and discount, as they are
demanding for more. Amazon marketing should know more about new promotions, customer
retention techniques and improving the messages plus actions. If products in company at time of
selling will be more creative than it could be big opportunities for company in achieving their
marketing strategies.
Proper communication in organization:-
A chain in pursing goals for company that should not be week and must be clear about
their projects as well to their sales in market. If communication would be maintained the goals or
objectives will be achieved specifically in their company (Krings, Palmer and Inversini, 2021).
Supply chain of work ensures about their actions and aligning towards overall company
objectives and states work they are actually doing. Employee in company also needs to
understand their values and goals in which they can easily make more strategies plan for
business. Marketing is quietly often better communication for employee through newsletter or
intranet.
Tracking trends:-
It is very important to know more about trending products in market. Amazon should
keep in mind about new trending and the competition. While by watching out that company have
to learn the best or identify their some mistakes in order to avoid them to falling. In tracking
something new trending employee along with companies come to know more about their
customer strategies. Company mainly conduct online business from various stores furthermore
they are required to track new fashion and discount from other competitors.
Controlling and monitoring social media:-
Amazon has to maintain their social; media pages in which they can make their more
customer for having huge amount of profits and make their customer more satisfaction. It can
also use in managing their social media networking accounts as well as for posting their pages
online (Assa, 2021). As company can attract more customer with having their blogs on social
media platforms and offers various types of products and gain feedback in form of comments
from peoples.
Market research and targeting customer:-

While conducting research Amazon come to know more about their targeting customer
and new products in which they are required to have research for developing goods and services.
Amazon can conduct their market research for having better opportunities along with that helps
in understanding various products and services that are perceived. Market research allows
company to develop their target market and other feedback from consumer that could keep them
more interesting in products and services which they are delivering.
P2: Interrelationship between marketing and other functional units.
Marketing departments help companies to develop them in various sector through which
they can gain more market position with having strategies. The interrelationship between
marketing and other functional units are:
Marketing and finance department:-
Both department are closely in ensuring that budgeting in finance area meet the need of
promotion, selling and distribution. Finance department play an important role in developing
their financial system of company (Krizanova and et.al., 2019). Amazon finance has more
responsible for managing their organization cash flow and funds which they ensure day to day in
form of payments. Marketing department in company research about their more marketing
strategies in which they can help their company for being more developed in market. There must
be interrelated of finance and marketing department on Amazon as one helps in preparing report
and other for research in market so that could keep support towards their company for having
huge amount of profits. Furthermore, finance department come in order to understand financial
position of business so that market department could help them in preparing their marketing
activities.
Marketing and Human resource department:-
Marketing and HR of Amazon thought that have completely separate entity in their
business, and they both owned organization for achieve goals. Nowadays time business seeks to
new ways to remain with innovative, grow which make proper use of both functions in company.
This can be results that both the functions are closely enough for Amazon company. Human
resource in company may often their recruitment so that can promoted through having marketing
department (Knein and et.al., 2020). Amazon have to increase their concern than they will used
marketing tools for communicating their employee rather than directly promoted to products and

services. HR of company knows that employee is internal customer for them. External marketing
helps more to come at time of hiring new employee or conducting recruitment activities than
marketing of company will support them in advertising company brand through having
employments ads and describe more about that which can be advantage to Amazon.
Marketing and IT department:-
Communication between IT and marketing department is important when the business
based on online and that is necessary for level in organization. Amazon business have their open
communication between both function. The advance technology and digitalization help company
for being more developed along with that forcing company just to invest more in some other
foreign companies. Both department have good coordination of doing work and have the highest
impact on project. For marketing, IT department help in creating valuable websites,
enhancements of products and analysing of data (Varadarajan, 2020). Their relationship are
becoming more and more important in growing, it will go up to open-ended communication
between both department along with that maintaining accountability for better results.
Marketing and Operation department:-
Marketing is more responsible for developing and researching of marketing plan.
Operation play roles in developing of good quality of products and marketing roles for making
that product with more values in customer. So the marketing needs, the quality of products with
reasonable prices and operation department produce good quality of products with the lowest
prices. They both have interrelationship company for building up their marketing strategies
better. As marketing understand customer needs and help operation department in making their
products packaging much attractive along with supplies in market.
P3: Marketing mix of different organisation (Covered in presentation)
P4 : Marketing plan for Amazon
Definition
Marketing plan is a document and report which shows the marketing strategy of the
company and what they are about to do in the upcoming year (Nuraini and et.al, 2021).
Basically it is an overview of advertisement goal of the company and key performance indicator.
objective
To increase customer satisfaction in herbal beauty product by 15% at the end of 2021.
Product description

Amazon will introduce herbal beauty product to target new customer. This herbal beauty
product will include – herbal cream and herbal soaps. As the people are getting conscious about
their skin.
Situational analysis
Segmentation, targeting and positioning
STP, of Amazon involves particular group of people whom the company wants to target
for new products.
Geographic
As Amazon sells it product through its website and apps, so the company is targeting half
of the countries of the world (Jain, 2020). Apart from this they are targeting Urban and Semi-
Rural areas for herbal beauty product as well.
Demographic
For demographic segment, Amazon is targeting both Male and Female for the launch of
their new product. Besides this, they are focusing on age, and income level of the people as well.
Targeting
Amazon is targeting male and female both between the age group of 20 to 45 for their
herbal beauty cream and soap.
Positioning
After selecting the target people next step is positioning of the new herbal product in the
mind of the customer, for that amazon will do marketing, advertising and promotional activities
of the product (Adeola and et.al, 2019).
Swot analysis of new herbal product
Strength
As amazon is the oldest and iconic brand in e-commerce so it has won the hearts and trust
of the people. So this will be an advantage for the new product that this product will get already
set and loyal customer base.
Weakness
As it is a herbal product and have not used any chemical which is harmful for the skin
therefore it can be expensive as compared to usual beauty products and all customer can't afford
this product.
Opportunities

As people are conscious about their skin so it is a good opportunity to for amazon to
launch eco- friendly and herbal product to grab the market. Due to pandemic, consumers
preferred to buy goods online instead of visiting to physical stores. So it is an opportunity for
amazon to earn high profit from this herbal product.
Threat
Competition is the biggest threat for this new product as many companies are dealing in
herbal products. For example body shop is the competitor as they are also offering herbal
products to the customer.
Pestle of herbal beauty product
Political
Product safety specially in skin care is the hot topic in many countries where Amazon
operates (Moongvicha, 2017). So before introducing these herbal products in US, they have to
follow the rule made by government of US which is personal care product safety act which
ensure that this product is safe for use and will not harm the skin.
Economic
In the time of pandemic customer has become very price conscious and now they want to
buy only those products which are less expensive and useful for them, but on the other hand that
don't want to take any risk towards their skin therefore they buy soap and cream which has
become necessary products nowadays.
Social
The customers of Amazon has become brand loyal because they have trust on the
products of Amazon and they expect innovative product from amazon (Madhavi and et.al,
2019). So this is an advantage for the company to expand more in the herbal product.
Technological
As amazon is technologically advanced so it has used technology in manufacturing the
herbal products.
Legal
Selection of Ingredients for herbal beauty product is very complex and before launching
herbal products company need to take license for selling such product to public (Matovic, 2020).
Environmental

As it is herbal product so the labelling and packaging of such products are also eco –
friendly so that its doesn't harm the environment.
Marketing mix of herbal beauty product
Price
As this herbal beauty product has made from eco-friendly and herbal ingredients and
have not used any chemical in it so the prices of such product is little sensitive and expensive.
Place
As amazon sells it's all products through online websites and app, so the place for herbal
beauty product is also their online website (Mohapatra and et.al, 2018).
Promotion
For the promotion of this product Amazon will use its social media platform such as
Facebook and twitter apart from this it will provide free shipping on the first purchase of herbal
beauty product.
Product
Amazon deals in all the products such as- electronic, clothing, jewellery, groceries and by
the launching of this new herbal product amazon will enter in the market of herbal and organic
products(Průša and et.al, 2019).
People
The people behind this product is the delivery agents and suppliers who bring the product
to customers.
Physical appearance
The physical appearance of this product will be the website and app of Amazon customer
can simply visit the app and buy this product.
Process
The process for buying this product is simple, customer will place order on the website of
amazon and will provide all the information regarding their location, payment method etc. and
amazon will deliver them the product (Sen and et.al, 2017).
Financial plan for herbal beauty products
Particulars Amount

Raw- material €100000
Manufacturing cost €200000
Storage cost €150000
Advertisement €50000
Others €300000
Total €800000
Key performance indicator
 The objective of Amazon was to increase the satisfaction among people by offering them
herbal product such as herbal cream and soap.
 The aim of amazon is to increase the market share by entering into the market of herbal
products.
 As the people are getting conscious about their skin and want to avoid the use of such
beauty products by which they skin is getting affected.
 By keeping this in mind they introduce herbal products to increase the revenue and sells
for the year 2021.
CONCLUSION
It is concluded that this report speaks about the roles and responsibilities of marketing
function for the company and how the interrelation of marketing and other department is
beneficial for the success of the company. Apart from this, comparison of marketing mix
between two companies have been elaborated in this report and what changes can be
implemented by the company has been discussed in this report. Besides this, marketing plan,
segmentation, targeting, positioning, swot, pestle and budget has been defined for the new
product in this report.

REFERENCES
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