Marketing Essentials Report: Amazon, Flipkart, and Marketing Mix

This report provides a comprehensive analysis of marketing essentials, focusing on the e-commerce giants Amazon and Flipkart. The report begins with an introduction to marketing and its importance in the modern era, emphasizing customer relationships and innovation. It then delves into the key roles and responsibilities of the marketing function within Amazon, including market research, product idea generation, resource utilization, and strategy development. The analysis extends to the market environment, highlighting how marketing strategies help Amazon achieve its goals. The report also examines the roles of marketing in the broader organizational context, including its interrelationships with departments such as research and development, sales, human resources, and technical support. Furthermore, the report compares the marketing mix strategies of Amazon and Flipkart, analyzing aspects like pricing and product offerings. Finally, the report includes the creation of a cohesive marketing plan for Amazon, providing a detailed, evidence-based approach. The report concludes by summarizing the key findings and implications of the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function............................................................3
M1 Analyse roles & responsibilities of the marketing in context of the market environment...5
P2 Roles and responsibilities of marketing related to wider organisational context..................6
M2 Analyse the significances of an interrelationships between marketing and other functional
units of the business firms...........................................................................................................7
TASK 2............................................................................................................................................7
P3 Compare the ways in which different organisation applies the marketing mix to the market
planning process to accomplishes business objectives...............................................................7
M3 Evaluate different tactics applied by organisation to demonstrates how business objectives
can be achieved or accomplishes..............................................................................................10
TASK 3..........................................................................................................................................10
P4 & M4 Produces a detailed coherent evidences based marketing plan.................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a crucial tool in this modern era. It involves understanding of marketplace,
demands of consumer & generating new idea for business efficiency. The business organisation
have realised that importance of a customer relationship and also they are trying to get things to
be done using innovation (Melanthiou, 2012). An awareness regarding marketing essential is too
large in the current market world. In the current era, marketing essential is recognised as
necessary concept using to makes generation of the new product idea or takes part in suggesting
best strategy to expand existing products. This report will be carry on Amazon Plc, which is a
leading e-commerce firm selling consumer based goods or services through internet platform.
This e-commerce provides its services using websites & mobile apps.
Also, this report will be carry on roles & responsibilities of a marketing function and also
marketing in relation to the wider organisational context. Along with this, report will also led
comparison of marketing mix to do comparison with other organisation. Lastly, assessment will
also covers making of an cohesive marketing plan for the Amazon.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing function can be defined as the roles and responsibilities of to the business firm
which helps to do identification and sourcing potentially successful products for market and
helps in its promotion as well. These function are common for business organisation and also
involves marketing research, doing planning for the product, development process, promotion,
sales finances, customer services etc. Marketing functions have major responsibilities to business
firm and relevant for growth of a business firm (Papasolomou, 2015). In context with Amazon,
marketing function is having its having own strength or suitability to act into the way for
business development & rise growth for success of business firm. Amazon is already a market
leader in selling online goods or services with support of supply chain management and also
business logistics. Roles and responsibilities of marketing function needs to have clear
understanding and analysis of first marketing function and its impacts on business environment.

Marketing functions such as selling, financing, pricing, promotion, distribution, MIS etc.
Selling can be performed, if marketing is at its right point and hits the right customer's. Pricing is
also part of the marketing function which utilises promotion of a business has been done on right
point of time. In context of Amazon, roles & responsibilities of these given marketing function
are as follows:
Performing market research: This is one necessary roles of marketing, in which
extensive information research of the market structures, customer expectancy and product
identification will be done (Moons and et. al. , 2010). For Amazon, marketing research will helps
this leading e-retailer to identify new level of services such as 24 hour instant delivery, payment
services along with launching its own products. Extensive research would assists in checking
scope for new product development and also how entire environment is relevant to handles new
products or services. Support research will assist Amazon to checks out growth of an existing
products or services of this leading e-retailer business.
Generating new product idea or information: Marketing function such as MIS which is
management information system have its usages about sharing information of the customer's, a
Illustration 1: Marketing function

full analysis of a market and its share as well as product information into the given point of time
(Mihart, 2012). Using of marketing research, target customer, potential product can be identify
and would stores in technology based computing such as cloud technology etc. Amazon which is
the renowned firm of e-retailing has their own management information system (MIS) where
they stored info of marketing information as well as knowledges of its customer.
Optimum utilisation of the resources: Marketing function having its own relevant info
and status to arranges resources for business functioning and enhances market identification to
gather relevant info about potential customer in given time period. Amazon utilises marketing
function to do planning for how much resources business wants, time requires to acquires it in
given point of time and how it will be acquires to gather strategic objectives and development of
an action plan to do clear and completes structuring as well as planning of the marketing goals or
targets.
Development of the strategies: Support of the business function is to do planning for use
of marketing strategies to achieves target markets and rises business efficiency to ensures growth
and durability of a business operation (Harmsen, 2014). Function such as financing will put
emphasis on planning for strategies to allocates resources and finances to sustain functioning for
longer time period. Amazon can takes strategies such as using of cloud computing as well as
informative structures to do planning for an effective information system.
Summary: This is useful to do critical analysis of these roles & responsibilities to realises
how longer marketing function of the Amazon will be carry on and analyse its suitability for how
these functions such as selling, management information system, promotion will be helpful in
achieving business goals or targets. In addition to this, function will help Amazon to ensure on
growth and sustainability of the business operation onto the wider context.
M1 Analyse roles & responsibilities of the marketing in context of the market environment
In market environment, where there exists large number of the customer's or people who
buys or sells product and pays out the prices in return of that. Marketing plays necessary role in
understanding flexible and valuable strategies with help of which Amazon can accomplishes its
own desired goals or targets in given point of time (Martin, 2018). Roles of the marketing
functions such as doing extensive research, optimum utilisation of the resources etc., have longer
expectancy to accomplishes its own goals or targets in given point of time. Th significance of the

roles of the marketing function is to gather and accomplishes business goals or targets in given
point of time.
With the support of these marketing functions, Amazon have the longer suitability to rise
long working and positively forcing them to accomplishes its business targets.
P2 Roles and responsibilities of marketing related to wider organisational context
Amazon is big e- commerce organisation operating all over the world which best services
to consumers. In order to provide best services, there is requirement of different activities and
proper conducting planning related to business activities (Lipsman and et. al., 2012). Managers
of Amazon Inc. has to plan operations of different departments which assistant in conducting
business in proper and appropriate manner. As there are many others organisations which deals
in E- commerce sector such as E- bay, Flip-kart, etc. hence it is important to market product and
services to consumers. Managers of Amazon Inc. has to make alteration in their product and
services so consumer get new variety and its advertisement is important. Marketing department
is related with other departments as well as purchase, sales, research and development, etc.
Relationship between marketing and other departments is as under-
Marketing Department and Research and Development Department - Research and
development department analyse market to know what has to be launched or trending in
industry. There are many changes taking place in online business because of trends and
preference of consumers, hence it has to implemented by managers of Amazon Inc. So research
and development department communicate to marketing department for advertising new trend.
Hence these both departments are related to each other directly.
Marketing department and sales department - Sales department of Amazon Inc. works
to provide product asked by consumers. But marketing department works to communicate about
new launch and change in current feature to consumers. When new product is prepared by
manufacturing departments, then marketing manager of Amazon Inc. has to make effective
advertisement through which they can communicate changes in better and effective manner to
targeted consumers (Massingham, 2010). When advertisement is effective, then consumers are
ready to purchase or avail services from Amazon Inc. Hence there is increment in sales because
of marketing of product and services.
Marketing department and Human resources department- There is requirement of
different employees in marketing department who have good interpersonal skills, impressive

personality, etc. so marketing manager of Amazon Inc. has to communicate with HR manager.
Marketing manager must communicate about speed skills and characteristics to HR, so best
candidate can be selected for specified post. With the help of this interrelation, best candidates
will be selected at Amazon Inc. and this makes positive environment within organisation.
Marketing department and technical department- Amazon Inc. is e- commerce
organisation where business operations are performed through online media. Hence there is
requirement of all time technical assistance (Lancaster, 2017). These days marketing is done
through different sources such as social media, television advertisement, etc. so in this case there
is requirement of technical assistance in case of any issue. Technical department takes care of
timing of advertisement, slot of marketing, etc. which assist to conduct marketing operations in
better and effective manner.
As per above mentioned points, it is clear that marketing activities are important and it is
related with different departments of Amazon Inc. Hence all the departments work in sequential
way because their activities are inter- related with each other.
TASK 2
P3 Compare the ways in which different organisation applies the marketing mix to the market
planning process to accomplishes business objectives
Marketing mix is the tool, which comprises of 7P's mainly price, product, promotion,
places, peoples, physical evidences, process etc. Every have its own marketing mix of which
main focus is on only 4P's of the marketing mix such as price, product, prices and promotion.
People, process and physical evidences comes under manufacturing business P's (Rowley, 2011).
Amazon which is a leading e-retailing firm have to be consider all 7P's of the marketing mix,
before going for final implementation of a business strategies to ensures of the business. In
context with Amazon, comparison of Amazon with Flipkart are as follows:
Basis Amazon Flipkart
Price
Amazon business is highly essential
and generates most of its revenue
selling fashion, mobile, gadgets
along with providing Amazon
Kindle. Amazon's pricing strategy is
Flipkart built its own pricing model,
in such a way to competes with other
players. Flipkart is focused on using
price skimming to focus attracting
local sellers as part of an ecosystem

comprises of cost leadership to
reach to high target audiences to sell
its own product in less time period.
Due to cost leadership, this
leadership has been succeeds to rise
its market share onto the longer
phases.
of this online businesses for longer
period of time. But Flipkart believes
in understanding customer
psychology, on they decides on price
of the goods or services.
Product
Amazon is the USA largest online
selling platform to sell goods or
services to its own customer saving
its own time or cost in given time
period (Jones, 2017). There
products or services is divided into
four categories such as Amazon
websites, electronic devices, media
content and also its own web
services.
Flipkart sells products in more than
80 plus categories which is ranging
from books, clothing to electronics,
mobiles and home appliances using
its own websites platform and
mobile apps. They are well known
for its replacement policies and post
product selling strategies.
Places
It is one of the major elements of
the marketing mix. Amazon doesn't
have its own physical stores, so they
relies on selling through online
sales due to e-commerce in natures.
There focus is majorly on price
skimming strategies to sell their
online products. They uses amazon
apps, as e-shop to sell its products
to the customer's.
Flipkart focuses on hub and spoke
model. Here, products are initially
sorted and packed. They have made
their own warehouses and storage
point to once receives goods from
different locations and stores at one
common point. From this, item will
be distributed to its consistent
customer's at a major point of time.
Amazon uses aggressive marketing
campaign to promotes its own
brand. Its focuses is on promotion
Flipkart has started marketing
campaign in year 2011 as like “Non
kidding no worries”. Flipkart is also

Promotion
or advertising through print aids in
the newspaper have increased
exponentially of late. Amazon uses
creative television commercials and
social media using SEO and also
targeting customer's using browsing
pattern. Amazon is mastered in arts
and also an effective promotions.
aggressive in its promotion and also
advertising strategies as part of its
marketing mix. Flipkart is using
focus strategy to relies on selling
smartphones more and keep continue
selling of their regular products such
as price, places, promotion and
products.
People Amazon uses their employees to
creates contact with seller and try to
convinces by explaining about an
entire procedures, benefits and also
comfort zone (Hsu, 2011). Peoples
of the Amazon are expertises in
doing the same. Gifts and rewards
are major strategy to retain seller
for longer period of time.
Flipkart has direct contact with the
buyers to receives product post order
and sent it to customer's in lesser
period of time. Also, this level of
buying is considered cost saving for
both customer and Flipkart. This
leading e-retailer of India has given
seller apps or using of the platform
where, seller can creates its own
credential to sell its own product.
Physical evidences Amazon has its own hub, in which
seller can sent their products and
after that product will be gone for
quality check at the same time. In
that, hub, supervisor and head
people will also ensures that
packaging and placement of a
product is doing into most complete
and productive manner.
Flipkart offices, delivery boxes and
also its packaging materials are all
part of the physical evidences. They
have their own warehouses,
packaging setup and structures
delivery personnel. During process is
undergoes six quality check of items
to be sold to customers and ensures
about the quality status.
Process Process of the Amazon starts from
receiving orders, confirms it, listing
it to most priority to lesser one,
Most probably processes of both
Amazon and Flipkart is similar, but
one thing is not common that,

contacts the seller to sent ordered
pieces and then from packaging to
the final delivery. Amazon have
pre-analysis of the entire process
and then they implements the right
ones.
Flipkart gives equally importances to
each and every order to provides
product to customer's in less point of
time and also even without incurring
any high cost or money on delivery
process to save an entire cost to rises
profits.
M3 Evaluate different tactics applied by organisation to demonstrates how business objectives
can be achieved or accomplishes
Amazon which is a leading e-retailer and online platform to sell products which people
can buys from traditional platform also. This was realised that traditional seller where selling on
high pricing and even they comprised with quality also. From this scope for this business idea
has comes into an existence. From starting of a business to leading online selling market-leader,
Amazon has been leading consistently focused on quality of what they are selling to its customer
and focused on maintenance of quality on the top level. Amazon has tried always to be focused
on quality management and maintaining pricing composition of their products to be sold and also
acquires customer's new and even retained an existing ones.
TASK 3
P4 & M4 Produces a detailed coherent evidences based marketing plan
Marketing plan is a report that outlines your marketing strategies for the coming year,
weekly or quarterly. This is a kind of the structured plan which consists of the marketing aims or
strategies, strength or weaknesses, vision & mission etc., of a business firm for longer period of
time (Griffitts, 2016). In context of Amazon, marketing plan will assists to get proper
information on strategic aim or objectives of a business at the longer side. Also, this will be
assist in recommending new products which this leading e-retailer can launch to acquires global
market customer's attention and achieves customer bases for longer time period. A fully-fledged
and cohesive structured marketing plan is as follows:

Overview of the company: Amazon is one of a leading online platform which deals in
selling products or services with using of an Internet platform and headquartered in Los Angeles,
USA. This was founded by its CEO and founder Jeff Bezos and he is now renowned as most
richest person in the world. Amazon is well known for its quality management, time to time
delivery and innovative way to makes final payments. Along with this online seller, Amazon has
tried to focus on reading as well as other zones of the peoples such as reading Kindle and also
other electronic product such as Amazon Echo “Alexa”.
Products or services: Amazon is highly specialised to consumer choices based product
using Internet platform, Amazon Kindle, Amazon Echo etc. The main business of the Amazon is
selling through clothing, shoes, books, food item, mobile & gadgets and even groceries also. In
lump-sum, Amazon has been succeeded to target all group of their customer and also they are
succeeded in doing so (Eslinger, 2014). Amazon is also known for its innovation and also
creativity in serving peoples by giving new idea. Currently, they comes with Amazon “Echo”
named Alexa. Amazon Kindle was another success to acquires reader customer's to give brand a
big push to sustain into the market. The Amazon is looking to launch Amazon tracking App to
track whether order is reached or not. The main purpose is to expands product portfolio and
brings new customer's to business to find out scope for business development or strategic
development of the Amazon.
Vision & mission: The vision of the Amazon is “ to become people first thinking” and
mission to add on customer every year. The moral idea of the Amazon is slow and steady win the
race. This actually means that management of the Amazon was asked targets other segments
slowly and steadily to accompanies business success for longer time duration.
Analysis of the firm or its market:
SWOT analysis:
Strength Weaknesses
One of the major strength of the Amazon is
strong background image and deep funds
pocket to handle business risk at any time or
any point of duration. There focal purpose is to
focuses on customer centric rather than profit
matters (Durmaz, 2011). Along with this, cost
Shrinking of the margins is the major weakness
of the Amazon which they are finding tough to
handle its own seller to retain. This is because
of rise in cost of transportation and
maintenance by the sellers. Rise in legal cases
such as Tax avoidances in both UK and USA

leadership is one necessary advantage of the
Amazon to give priority to cost effectiveness
than earning high profitability.
and also rise in business debt from last two
year.
Opportunities Threats
More and more global expansion will be an
opportunity for the Amazon to sell product
online and also strategic strength to market.
Along with this, opportunity is to open
physical stores outside of the US to target
those customer's who have choices of the
traditional buying process.
For Amazon, major threat will be less entry
barrier in this industry, this is why because
online selling industry needs more and more
manpower to operates and government seen it
as job opportunities for countries peoples.
Also, government regulation in the UK such as
import duty, high VAT and filing profit
disclosure on time to time basis.
Strategic objectives: Amazon is a leading online seller have strategic goals to increases
market share by minimum of 3 percent, launching new product to the customer's and rise supply
chain management (Draelos, 2010). This covers the concept of the SMART objectives which
consists of specific, measurable, attainable, realistic and time based. As, this objective is
attainable, specific, realistic etc. This goals would assist in accomplishing business goals or
objectives in given point of time. This strategic objectives would ensures about business
growth and increasing business profit making capacity for longer time duration. Also, concern is
to rise role of the leadership such as democratic to enhances effective working in the Amazon to
gather business objectives a long term or time.
Strategies: For successful selling of tracking apps, Amazon have an expectancy to target
its existing customer's who purchases online products or services from the Amazon. Using this
product, Amazon can people to brings In-trust in them to buy products online from Amazon.
Also, this would helps to acquire attention of those people who used to buys thing from
traditional stores.
Also, this new product will be position using social media as a solidarity tool to first
informs people about this new products, then targets telling its benefit and link it to the Amazon
online order to be reach on time.

Action plan: This will cover complete budget allocation for this marketing plan which is
as follows:
Particulars 1st year 2nd year
Initial money 7000 10000
Investment 3000 18000
Total 10000 28000
Marketing outlay
Promotion 12000 4000
sales publicity 4000 4000
Direct selling 4000 15000
Total 20000 23000
In context of the Amazon, distribution channels will be made productive using this track
apps and also to acquire new customer, so that competitive position of a business can be acquires
and also business to at its strategic in given time duration.
Forecasts: Using this marketing plan, sales is forecasted to reach at its strategic position
of ascertained sales of 10 percent in online product to accompanies higher probability of the
businesses. Also, profit can also be raised with suitability for coming five year along with this,
increases in market share of a business at to the higher point of time.

Control: Amazon have to takes an effective step to control or monitor an entire plan to
rises goals or targets to launch Amazon tracking system, so as to convinces customer's to satisfy
their fear of product lost or damages. For, leadership is necessary to summarise this entire plan to
be applied effectively in terms of democratic to check how long this marketing plan will be go
and what is its sustainability to en-richness the market.

CONCLUSION
From the above given project report, it can be concluded that for achieve success, it is
very essential for enterprise to ensure effective execution of all activities of marketing
department. This is known as one of the significant department of every enterprise, one of the
main reason behind this is that it is the one which carry out promotional activities of a product.
Different methods are use by marketing manager to communicate with target customers and
make them inform about company's products and its features in order to influence them, to
purchase the same. Various roles and responsibilities of marketing department should be perform
in an effective manner as this support firm in achieve its sales target. Further, all activities of
marketing department should be decide by consider various other function of company because it
is interrelate with all other activities of enterprise. In addition to this, it is also very important
that all elements of marketing mix should be effectively apply by entity as support in achieve end
results.

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