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Author Name jatin

Title research
Paper/Submission ID 482378
Submission Date 2022-03-31 12:49:06
Total Pages 53
Document type Research Paper

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 AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY

DISSERTATION REPORT ON

“BRAND EXTENSION STRATEGIES OF AMAZON”

Submitted By:

JATIN SACHDEVA

(A30101920009)

Master of Business Administration (MBA)

2020 – 2022

Under the guidance of

Dr. Aparajita Dasgupta Amist

i
 STATEMENT

I, Jatin Sachdeva, student at Amity University (Amity Global Business School, Noida

campus), hereby declare all the information facts and figures in this report are based on my

own findings.

I hereby also declare that the work done me has not been copied, it is my original work.

ii
 ACKNOWLEDGEMENT

5
I would like to acknowledge and give my warmest thanks to my supervisor (Dr. Aparajita
9
Dasgupta) who made this work possible. His/her guidance and advice carried me through all

the stages of writing my project.

I would also like to thank my committee members for letting my defence be an enjoyable

moment, and for your brilliant comments and suggestions, thanks to you.

34
I would also like to give special thanks to my family as a whole for their continuous support
42
and understanding when undertaking my research and writing my project.

5 9
Your prayer for me was what sustained me this far. Finally, I would like to thank God, for
15 13
letting me through all the difficulties. I have experienced your guidance day by day. You are

the one who let me finish my degree. I will keep on trusting you for my future.

iii
Table of Contents Page Number
Front Page i
Statement Ii
Acknowledgment iii
Executive Summary vi - viii

Chapter - 1
Introduction to Dissertation 1-8
Meaning of Dissertation 1
Objective of Dissertation 1-2
Planning of Dissertation 2-4
Problems of Dissertation 5-6
Methodological Issues 6-7
Limitations of Dissertation 7-8

Chapter - 2
Introduction to Amazon 9 -16
About Amazon 9
History 10
Products and Services 10 - 11
Subsidiaries 11 - 12
SWOT Analysis 13 – 16

Chapter - 3
Marketing Strategies of Amazon 17 - 22
Search Engine Optimization 17 - 18
Advertising 19 - 21
External Strategy 22

Chapter - 4
Brand Extension Strategies of Amazon 23 - 25
Drivers of Corporate Strategy 23
Identify Core Competencies 23
17
Diversify into Cloud Based Services 24
Expand Globally 24
Building on the Strength of their brand 25
Unaware of the launch 25

iv
Chapter - 5
Marketing Strategies of Flipkart 26 - 28
Segmentation, targeting 26
SWOT Analysis 26
Competitive advantage 27
Distribution Strategy 27
Brand Equity 28
Competitive Analysis 28
Customer Analysis 28

Chapter - 6
Research Methodology 29 - 31
Meaning 29
Area of Study 29
Sources of Data 29 - 30
Research Design 30
Research Sample 31
Data Collection Tool 31

Chapter - 7
Data Analysis 32- 43

Conclusion 44

References 45

v
 EXECUTIVE SUMMARY

Amazon is an American technology company focused on commerce, cloud computing,

12
digital broadcasting, and virtualization. It has been called "one of the most powerful

economic and cultural forces in the world", and is one of the world's most important products.

Amazon was founded by Jeff Bezos in July 1994, who chose Seattle over a multitude of

technical talent, as Microsoft was in the area.

Amazon's product lines available on its website include a wide range of media (books,

DVDs, music CDs, videocassettes and software), clothing, children's products, consumer

electronics, beauty products, delicacies, groceries, health and more personal care, industry &

science equipment, kitchen appliances, jewellery, watches, grass and garden items, musical

instruments, sports equipment, tools, car accessories, and toys and games.

The strengths of Amazon is that they have a strong brand name, brand evaluation, it is

customer oriented and it is innovated. The weaknesses of Amazon is has easy business

model, it is losing margins in few areas, it’s products flops and fails and it has tax avoidance

controversy. The opportunities that can build Amazon as a better brand are that they can

expand physical stores, they can improve technological measures , they can do backward

integration, can acquire more acquisitions and can introduce self – driving technology. The

threats that can Amazon face are they have faced few controversies, they can face

vi
government regulations, can create links to exploit labour and can face aggressive

competition.

The marketing strategies of Amazon includes Amazon Search Engine Optimization, in that it

includes keywords, product texts, product images, product reviews, delivery method and

prices.

The advertising strategies of Amazon includes paid advertising that includes Amazon

Marketing Services, Amazon Advertising Platform, Amazon Media group. The Amazon also

has some discount deals that includes free of charge sales prices, promotions, free shipping. It

also has subject to a fee that includes lightning deals, coupons, brand stores.

The external strategies of Amazon includes pay-per-click advertising, newsletter/ emails,

content targeting, deals sites.

18
The Amazon can make its brand more popular as a driver of corporate strategy, by
17 16
identifying core competencies, by diversifying into cloud based services and by expanding

their business globally.

In comparison to Amazon there are some marketing strategies that are followed by Flipkart.

The marketing strategies followed by Amazon are Segmentation, targeting, positioning,

distribution strategy in the Marketing strategy, have equity as a brand and have customer

analysis.

There are two sources of data. The first is the primary source in that the google form was

floated among 100 people. The questions were related to what’s the age of the respondent,

vii
 22
what’s the profession of the respondent, the reason why they choose Amazon, how frequently

they order from Amazon, how was the services of Amazon, how was the quality of the

products that they received, did they received the delivery of the products on time or not, how

are the prices of products, do they think that the marketing strategies of Amazon is good or

not, and do they think that Amazon should open public stores.

20
The second source of data is secondary source. In that a depth study was done from the

various sources.

viii
 CHAPTER -1

INTRODUCTION TO DISSERTATION

 MEANING OF DISSERTATION

Dissertation is a file submitted in support of candidature for an academic diploma or

professional qualification presenting the writer's research and findings.

The word "dissertation" can sometimes be used to describe a book without having to do with

getting a degree.

The term "thesis" is used to refer to a common claim for the same article or work.

 OBJECTIVE OF DISSERTATION

Where the research objective determines what your research will respond to, the research

objectives determine how your research will respond.

They divide your research objective into several smaller sections, each representing an

important part of your research project. Because of this, almost all research objectives take

the form of a numbered list, each item usually having its own chapter in dissertation or thesis.

1
  To examine the brand extension strategies of Amazon.

 To examine the brand extension strategies of competitors of Amazon i.e. Walmart,

Flipkart, Netflix.

 Compare the brand extension strategies of Amazon and its competitors.

 PLANNING OF DISSERTATION

It is probably the most important piece of research and writing you will do during your

graduation career - so the thought of writing your own research book can be scary. Starting
11 2
with a solid plan will focus on your research, use your time well and keep the work under

control.

 Choose the favourite field

11 2
First things first: what topics did you enjoy most in your study? Investigating a topic, you

really enjoy will make dissertation research less effective.

18
Read first in the title area as much as possible to make sure there are plenty of books that

support your original ideas.

Take a good look at the latest texts in the areas of interest. They will help you identify the

best angle you can take and can highlight gaps in the current question that you can fix.

2
  Choose a method and a title
31
If we wish to expand on research that has already been done, apply theory to some real-life

experience and analyse its effectiveness, or analyse closely the idea or object using a

particular method.
24
The approach will inform your topic. The title should clearly indicate the line of inquiry it

will take. If you are unsure, make a working title. You can even name a few different topics

each with different emphasis and keep them all in mind as you do your research.

 Make an outline plan

The general essay structure is as follows:

- Introduction – say what you are going to say

- Main body – say it

- Conclusion – say what you've said

You can break down each of these three areas further. In the introduction, your subheadings

could include:

- What you are examining

- How to do it (ideas / ideas / lessons)

The main body might break down into:

- Definitions, placement of research areas, anticipation of problems

- Main argument or theme

- Alternative argument or theme

3
And your conclusion would include:

- Summary of your findings

- Is there a solution?

- What remains unresolved?

 Start a list of sources

When organizing your sections, include the full text of the letters and page numbers wherever

you can to help you retrieve information as soon as you write your draft. It is also helpful to

start compiling a list of books during the planning phase.

 Review and adjust the plan as we go

Even the best-laid plans go awry - so don't worry! As you read and research your key areas,

the structure and direction of your initial plan may change. This is the beauty of having a

plan. As new focus arises, you can customize your topic, category headings and content notes

to incorporate your new ideas before you start your draft writing. A good plan means you will

not lose focus on the end result.

4
  PROBLEMS OF DISSERTATION

 Choosing a Broad Research Topic

38
Many new master's students start their first year with enthusiasm and want to deal with major

issues related to their field of study, the kinds of problems they often read in academic
41
journals and books. But these students should understand that the professional researchers
32
they study are usually from universities that set aside a large budget and provide the

researcher with large collaborative teams, advanced research tools, and a host of other

resources that the student can dream of.

 Straying from the Purpose

26 25
Students often enter their thesis at the beginning of their paper but, in many cases, begin to
21
deviate from the main subject as they continue their study. There is a tendency for many
40 26
medical students to engage in discussions about topics that are not directly related to their

thesis. They may do this to demonstrate their expertise in a particular subject or simply

because they do not follow the details of their research.

 Not Seeking Help When You Need It

We will no doubt have access to parts of your research that you will completely lose. It is a

terrible mistake to start procrastinating on difficult parts of your research, but more

importantly, it can be detrimental to your speech if you fail to get professional help.

5
  Finding Data

Another problem that many students face is finding the right information to support their

arguments. You can use basic or secondary data in your dissertation. If you plan to use basic
36
data, you can collect it using a list of questions, phone conversations or focus groups, which

are time consuming and costly.

 Poor Planning and Time Management

Universities give students enough time to write their dissertation. For many students, this

seems like a long time, and they are failing to plan their time properly. However, time is
28
running out, and you may experience some unexpected delays from your management. You

should submit a research proposal so that your supervisors can approve it before they allow

you to start writing. You will also submit your first draft and other subsequent to your

supervisors, who may request certain changes before allowing you to proceed.

 METHODOLOGICAL ISSUES

 Sample Size
4
The number of analysis units we use in our research is determined by the type of research

problem you are investigating.

If the sample size is too small, it will be difficult to find significant relationships from the

data, as statistical tests usually require a larger sample size to ensure a dispersed distribution

of the population and to be considered representative of the groups the results will get. made

general or transmitted.

6
  Lack of reliable data
21
Quoting previous research studies forms the basis for reviewing your books and helps lay the

foundation for understanding the problem of research. Depending on the type of funding or
7
the scope of your research topic, there may be little, if any, previous research on your topic.

 Measure used to collect the data

After completing your description of your findings, you discover that the way you collected

data hindered your ability to analyse results.

 Self – reported data

35 7
Whether we rely on pre-existing data or you perform high-quality research and self-data

collection, the data you report is limited by the fact that it is rarely independent.

 LIMITATIONS OF DISSERTATION

 Access
4
If our research relies on access to individuals, organizations, data, or documents and, for any

reason, access is restricted or restricted in some way, the reasons for this need to be

explained. Also, include an explanation of why the restriction or limited access did not

prevent you from tracking your study.

7
 33
 Fluency in a language

In estimating the estimated amount of after-school teaching among students and unfamiliar
19
with Spanish, you are limited in being able to read and translate Spanish language research

subjects on a topic or speak to these students in their main language. This shortage must be

acknowledged.

8
 CHAPTER – 2

INTRODUCTION TO AMAZON

Amazon is an American technology company focused on commerce, cloud computing,

digital broadcasting, and virtualization. It has been called "one of the most powerful

economic and cultural forces in the world", and is one of the world's most important products.

14
It is one of the Big American technology companies, along with Alphabet, Apple, Meta, and

Microsoft.

It was founded by Jeff Bezos in Washington, on July 5, 1994.

It has several subsidiaries including Amazon Web Services (as a cloud computing), Zoox (as

an independent vehicles), Kuiper Systems (as a satellite Internet), Amazon Lab126 (as a

computer hardware R&D).

Other subsidiaries includes Ring, Twitch, IMDb, and Whole Foods Market. Its acquisition of

Whole Foods in August 2017 for $ 13.4 billion has significantly expanded its position as a

portable retailer.

9
  HISTORY OF AMAZON

Amazon was founded by Jeff Bezos in July 1994, who chose Seattle over a multitude of

technical talent, as Microsoft was in the area.

Mackenzie Scott also participated in its establishment, and drove the whole country with

Bezos to start it.

When Scott graduated, he applied for a D.E. Shaw & Co., a quantitative hedge fund in New

York City, as a research partner to "pay off debts while working on his novels".

Amazon became public in May 1997. It began selling music and videos in 1998, and began

operating internationally by finding online booksellers in the United Kingdom and Germany.

The following year, it began selling video games, consumer electronics, home improvement

items, software, games, and toys.

 PRODUCTS AND SERVICES

Amazon's product lines available on its website include a wide range of media (books,

DVDs, music CDs, videocassettes and software), clothing, children's products, consumer

electronics, beauty products, delicacies, groceries, health and more personal care, industry &

science equipment, kitchen appliances, jewellery, watches, grass and garden items, musical

instruments, sports equipment, tools, car accessories, and toys and games.

Amazon has a variety of international marketing websites and offers export of some of its

products to other countries.

10
 AMAZON

Electronic Devices Amazon Prime Digital Service’s Amazon Studio’s

Alexa Music Amazon Drive Original Web -

Echo Amazon Fresh Video Games series

Kindle Mobile Phones Amazon Pay

Fire Tablets Movies, Web Series

Fire TV Stick

 SUBSIDIARIES OF AMAZON

 A9.com

A company that focused on researching and building innovation technology.

 Amazon Maritime

This company holds a Federal Maritime Commission license to operate as a non-vessel –

owning common carrier (NVOCC), which enables the company to manage its shipments.

 Audible.com

This company is a seller and producer of spoken audio entertainment, information, and

educational programming on the Internet. The company sells digital audiobooks, radio and

television programs, and audio versions of magazines and newspapers.

11
  Goodreads
6
This website allows individuals to freely search Goodreads extensive user-populated database

of books, annotations, and reviews.

 Junglee

Junglee is a pre-existing online shopping service provided by Amazon that enables customers

to search for products from online and offline retailers in India. Junglee started out as a

virtual website that was used to extract information from the internet and bring it to business

plans.

 Shelfari

Shelfari was a social media catalog website. Users of Shelfari created shelves of original

books on topics they had or had read and can evaluate, review, tag and discuss their books.

Users can also create groups that other members can join, create discussions and discuss

books, or other topics.

 Twitch

This company is a live streaming platform for videos, primarily oriented towards gaming

content. Its prominence was eclipsed by that of Twitch, and Justin.tv was eventually shut

down by its parent company in August 2014 in order to focus exclusively on Twitch.

12
  SWOT ANALYSIS

 STRENGHTS

1. Strong Brand Name

As a global e-commerce giant, Amazon has a strong position and a successful brand image in

the market.

2. Brand Valuation

Amazon is ranked # 2 (Apple is # 1 and Google is # 3), with a product value of $ 249 Billion.

3. Customer Oriented

Amazon offers a large number of customers with daily needs at affordable prices. This has

made it a customer-focused brand.

4. Differentiation and Innovation

13
Amazon often brings creative ideas and new additions to its product line and service offerings

such as the magnificent drone delivery service and the Wings Aura Smart Sleep System. This

makes a difference to other companies.

 WEAKNESS

1. Easily Imitable Business Model

Online retail businesses are becoming more and more popular in this digital world. So

imitating Amazon's business model in rival firms is not that difficult. Few businesses even

give Amazon a hard time. These include Barnes & Noble, eBay, Netflix, Hulu, and Oyster

etc.

2. Losing Margins in Few Areas

In a few places like India, Amazon has suffered a loss. Free shipping to customers can be one

of the reasons exposing the risk of losing genes in some markets.

3. Product Flops and Failures

The launch of its Fire Phone in the US was a major setback when its Kindle fire device did

not grow well.

4. Tax Avoidance Controversy

Tax evasion in Japan, the UK and the US has created a negative Amazon spread. President

Trump has criticized Amazon for taxes on social media.

14
  OPPORTUNITIES

1. Expanding Physical Stores

By expanding visible stores, Amazon can improve competition against large-box retailers and

engage customers and brand.

2. Improve Technological Measures and Organizational Policies

Amazon has the opportunity to develop organizational techniques and organizational policies

to reduce fraudulent sales. One case of fraudulent sales came about when Amazon sold a fake

My Critter Catcher. The product is sold for $ 1 less than the original product.

3. Backward Integration

Amazon can create backlinks by increasing its production of in-house products as the basis of

Amazon to diversify its offerings and improve profit margins.

4. More Acquisitions

Additional purchases of e-commerce companies can increase the company's market share and

reduce the level of competition.

5. Self – Driving Technology

Amazon recently acquired California-based self-driving start-up Zoox Inc with a $ 1 billion

investment. It can now use independent technology to take advantage of increased demand

for train services or use it to improve its delivery network.

15
  THREATS

1. Few Controversies

Few controversies have caused the Amazon product image to bend. People reacted negatively

and boycotted Amazon sites in 2010 when they found out it was selling the book "The

Pedophile's Guide to Love & Pleasure: A Child's Code of Conduct for Children."

2. Government Regulations

Government regulations could also threaten Amazon's continued business in some critical

countries. Amazon does not ship to Cuba, Iran, North Korea, Sudan and Syria.

3. Links to Exploitative Labour

Links to exploitative workers - Amazon is one of three shopping malls facing US Department
29
of Governance for maintaining chains and human resources associated with human rights

abuses. This exposes the ecommerce tycoon to social, economic, and legal risks.

4. Aggressive Competition

Strong competition with major retail firms such as Walmart, Target, Home Depot, eBay

could give Amazon a tough time in the future. In addition, Amazon now competes with the

following companies:

- In the video streaming service: Apple TV +, Netflix, Disney +

- In Logistics: FexEx, UPS

- In self-driving technology: Tesla, Uber, Ford

16
 CHAPTER – 3

MARKETING STRATEGIES OF AMAZON

 AMAZON SEARCH ENGINE OPTIMIZATION

Search Engine Optimization (SEO) is one of the most popular forms of online marketing.

SEO helps you appear as high as possible in the search results for specific queries. Today,

more product searches are launched directly on Amazon rather than Google. So this is the

reason why Amazon is the number 1 product search engine on the internet.

As a result, Amazon SEO is one of the most important elements in Amazon's marketing

strategy.

The below are the key factors for a successful ranking on Amazon:

 Keywords

Researching and selecting the best brand keywords is the foundation of Amazon SEO

marketing and is an integral part of all Amazon marketing strategies. Once all the keywords

have been researched and assigned to a product, many search queries may indicate a product

in search results. The product is very visible.

 Product Text

Follow these Amazon marketing strategies when creating product descriptions and labels:

- Information: Provide all the information needed to make a purchase decision

- Communication (Benefits / Benefits): Highlight the benefits and USP title in the

description. How do the features of your product help potential customers? How do

they really benefit from it?

17
 - Presentation: Present and edit information for customers to access quickly and easily

 Product Images

Pictures often mean more than a thousand words. That’s why attractive, custom-designed

product images play a strategic role in Amazon advertising. The first thing a customer sees in

a product is their pictures. Professional and deliberate product images create a better image

and thus increase click-through rate and conversion.

 Product Reviews

Amazon reviews can boost the product in a way that they can waste it. That means it's

important to respond to negative reviews. Best of all, careful review management converts

negative ratings into positive ones.

 Delivery Method

The use of FBA shipping service (Fulfilment by Amazon) also has a positive impact on

ratings. More and more buyers are members of Amazon Prime who prefer to buy FBA

products because they do not pay shipping fees.

 Price

An attractive price is in line with the quality of living things. Whether the price is "attractive"

or not depends on the competitive location of the keyword. Retailers should compare the

prices of products above and below their product and, if possible, position themselves in a

competitive manner. The best way to determine the “perfect” price setting for a product

during your Amazon marketing campaign is ultimately a simple test.

18
  ADVERTISING

 Paid Advertising

- Amazon Marketing Services

Different types of ads can be displayed on search results and on product pages on the

Amazon website using Amazon Marketing Services (AMS). These ads link to product pages

or other pages within Amazon (On-Amazon marketing).

AMS costs are click-based (PPC - pay-per-click or CPC - cost-per-click).

Amazon Marketing Services communicates with targeted audiences more accurately. It

works very well and should be a part of every Amazon marketing strategy.

- Amazon Advertising Platform

Amazon Advertising Platform (AAP) is an advertising network from Amazon. With AAP,

banners and other advertising formats are displayed on Amazon, but also on external sites

(On + Off Amazon campaigns). Both Amazon products and external specials / websites can

be advertised or linked (Link In + Link Out).

The cost of AAP is based on ideas (CPM). AAP is accessible to all advertisers (sellers,

sellers, or third parties) but requires a minimum of Amazon marketing budget.

19
 - Amazon Media Group

Amazon Media Group (AMG) is Amazon's marketing department. All the different services

in the field of advertising meet here. As a managed service, AMG also offers complete

planning and deployment of advertising services across multiple channels. This includes

AMS and AAP advertising formats as part of the AMG package.

 Discount Deals

- Free of Charge

o Sale Price

Limited price reduction, reduced is one of the controlling actions. On the product page, the

customer sees the normal price as a knock value, followed by the selling price and savings.

o Promotions

. Percentage – off

The price of the item will be reduced by the price or percentage you choose. Discounts can be

offered for a single product, for a specific number of products, or for a specific combination

of articles.

. Free Shipping

With this promotion, free shipping to your customers. Instead you take the cost.

20
 - Subject to a Fee

o Lightning Deals

"Amazon Lightning Deals" is a special form of discount. Here, the pre-determined quota of

the item is entered for a shorter period of time (4 to 12 hours) at very low prices. Consider the

support of past Amazon marketing promotions.

Lightning Benefits: Offers are listed on the middle page of the Amazon Deals. This unique

page is often directly accessible to customers (especially promotions like Prime Day), which

is why, for a while, products in Lightning Deals are very visible. In addition, the special label

highlights products with lightning deals in search results.

o Coupons

Coupon promotions have long been reserved for retailers. From recently on, retailers can use

them as well. Coupons will be displayed on Amazon in the search results, on product pages,

in the Amazon central arrival page, in the shopping cart, and on Amazon's dedicated sales

pages. With a coupon, you can offer customers a discount of your choice on one or more

products.

- Brand Stores

Retailers and sellers registered with the Amazon brand can build a product store. This type of

store is integrated with a modular system and may contain a few layers to introduce a variety

of goods. Use unique images and text to present your product in an attractive way. The

product store has its own URL so it is as good as the external traffic landing page.

21
  EXTERNAL STRATEGY

 Pay-per-click Advertising

One-click payment models like Google AdWords, Facebook ads, or banners are an easy way

to place external links. Ads link to a product on Amazon. When a user clicks on an ad, they

go directly to the product on Amazon.

 Newsletter/ E-Mails

Newsletters are also ideal for Off Amazon marketing. Retailers can offer their customers new

products regularly with newsletter. If these products are connected to Amazon, recipients can

easily purchase the products. So a retailer generates more sales on Amazon, which they

would not have gained without Off-Amazon marketing.

 Content Targeting

Another possibility is marketing content products on Amazon. If you provide well-known

bloggers, YouTube users, or Instagramers with your product for testing, they may publish test

results to their fans and link to the product. You can also actively participate in expert forums

and discussions related to Amazon marketing on social media.

 Deals Sites

Amazon coupon codes can be published on popular coupon sites (for example coupons.com,

retailmenot.com, frugaa.com). Users can redeem coupons on Amazon, which leads to more

sales. Pay close attention to the terms of use of coupon pages. Some sites restrict deals for

each product.

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 CHAPTER – 4

BRAND EXTENSION STRATEGIES OF AMAZON

 DRIVERS OF CORPORATE STRATEGY

Any strategic options choice should be in line with business strategy drivers. For the purposes

of this article, six business strategy drivers have been identified. They are a growth need or

need for growth, alignment with the firm's internal resources and resources, aimed at

implementing and identifying market strategies, integrating strategies with those of their

competitive sources of profit, and long-term considerations as well as short-term profit

factors.

 IDENTIFY CORE COMPETENCIES

As the previous discussion makes it clear, Amazon has its mission cut for the next five to ten
23
years. It has established a position of global market leadership and therefore, it must now turn

its attention to the next step of evolution.

Indeed, it’s very essence may be its relevance as a quest for market dominance; it is very

divisive and grows without a clear and stated strategy.

Therefore, they should now identify his key skills and guide them rudely. For example, its

entry into the Tablet computer market with its Kindle Fire device has been a failure and

therefore, it should now move to eliminate this and other non-essential variants.

23
  DIVERSIFY INTO CLOUD BASED SERVICES

There may be no better strategic option than to grow and diversify into a cloud-based

business. Like the cloud, computer programming is expected to emerge as a hot topic in the

decade and with some increasing trend of Big Data use by retailers, Amazon can clearly

identify itself in these categories and gain market leadership positions.

Amazon follows this strategy through its AWS or Amazon Web Services where it provides a

suite and portfolio of services to SMEs (Small and Medium Enterprises) that include data

management, storage, hosting services, and other cloud-based services. The expansion of

AWS will be in line with business strategy drivers as previously identified including growth

value, expanding customer base diversification, compliance with its internal resources, and

entering the market segment recording record growth rates.

 EXPAND GLOBALLY

In order to grow faster and make the economy more realistic and gain synergies, Amazon

needs to expand globally. Although it is its current business model, catering to a global

audience, it should also establish local portfolios in the countries it wishes to enter. For

example, Amazon now has dedicated platforms in many countries including India and this

model can be followed in other countries as well. In addition, it needs to use the Global

method where its main land delivery model adapts to local conditions thus making it possible

to integrate the whole world with the area or Global.

Next, certain regions can identify and expand into Scandinavian countries where most people

in those countries are highly connected and have high incomes. The combination of high

levels of online access and high losses is a sure-fire way to gain more business.

24
  BUILDING ON THE STRENGHT OF THEIR BRAND STRATEGY

39
Amazon has a clear brand and marketing strategy that "aims to fill key market gaps". They

simply give their customers what others can do and make life easier all in one place, online.

The company's rapid growth rate was astounding, according to Forbes online, with Amazon

still growing at almost 20% despite reaching $ 100 billion in revenue. And in early 2016 they

are expected to continue their clear strategy of winning and retaining customers in order to

see an increase in market share.

 UNAWARE OF THE LAUNCH

Amazon was very quiet about the announcement and simply revealed that this was what they

were looking for.

Amazon will be highlighting this on its site and taking a covert approach to its marketing and

marketing. Their strategy is to build on what they know and allow the customer to market

their products to them. mobro apk 2017 They do this with online feedback, quick comment

and using their digital algorithms they can monitor consumer behaviour and make their

“appropriate suggestions” of what you would like to watch.

25
 CHAPTER – 5

MARKETING STRATEGIES OF COMPETITORS OF AMAZON

 MARKETING STRATEGIES OF FLIPKART

 Segmentation, targeting, positioning

Behavioural & Psychographic separation techniques used by Flipkart to differentiate the

market to provide changing client’s needs & requirements. With the increase in per capita

income and changing shopping patterns, customers are becoming more and more comfortable

with online shopping.

Flipkart uses a seamless targeting strategy, as people of all types of people buy items online

that are available to everyone where delivery is possible.

SWOT Analysis

STRENGTHS WEAKNESSES

Experienced Founders Limited Distribution Channel

Acquisition Cost of Acquisition

High Brand Recall Power in the hand of buyers

OPPORTUNITIES THREATS

Expansion of buyers Competition

Expanding their product categories Government Regulations

Supply Chain

26
  Competitive advantage in the Marketing Strategy

India's most competitive E-commerce market. companies find it difficult to distinguish their

contribution from others.

Flipkart gained several competitive advantages over others:

- They have found companies like Myntra, Jabong, Appiterate, Letsbuy, Mine360,

chakpak.com, read and the latest first UPI-based payments. These companies help

him improve his performance skills.

30
- The developers are Ex-Amazon employees and therefore have the necessary e-

commerce knowledge.

- Flipkart received $ 700 million in funding last year after which its estimate reached $

15 billion.

 Distribution Strategy in the Marketing Strategy

Having its own distribution firm (Ekart) and a payzippy payment gateway has helped the

company in managing its costs and transferring profits to the end customer.

The very disadvantage of Flipkart distribution channel is its reach compared to peer-to-peer

E-commerce companies such as Amazon, Snapdeal, eBay etc. that can deliver customer

orders even to remote locations.

27
  Brand Equity in the Marketing Strategy

Flipkart gained market leadership position through its fraudulent strategies. “Big Billion

Day”, “No Kids, No Problems”, “Myth”, “Naya Shopping Address”, “Buy Anytime,

Anywhere” are successful campaigns that help the company build high mental awareness.

Flipkart’s product value is $ 15 billion in 2015.

 Competitive Analysis in the Marketing Strategy

In India most companies are facing a government policy crisis where only 26% of FDI was

previously approved and now increased to 100% in the latest FY16-17 budget. Flipkart

expands their segment which helps us gain more and more customers.

 Customer Analysis in the Marketing Strategy

Flipkart customers include intermediate community groups that are comfortable with online
27
shopping and find it easy. Most clients are busy with their business / career and find it easier

to buy anything online than to visit a thrift store to save time and money.

28
 CHAPTER – 6
3
RESEARCH METHODOLOGY

Meaning

It is a set of various methods to be followed to find out various information regarding re

market status of different products. It is required in every industry for acquiring knowledge

for their products.

Area of Study

The study is exclusively done only in the area of marketing. It is a process of caring,

experience, business judgement, and imagination for which there can be no mechanical

substitutes.

Sources of Data

 Primary Source

The primary data was collected by means of survey. A list of inquiries was made with

Amazon customers who were contacted to complete this form. The questions were prepared

which reflect what’s the age of the respondent, what’s the profession of the respondent, the

reason why they choose Amazon, how frequently they order from Amazon, how was the

services of Amazon, how was the quality of the products that they received, did they received

29
the delivery of the products on time or not, how are the prices of products, do they think that

the marketing strategies of Amazon is good or not, and do they think that Amazon should

open public stores.

The responses of the customers were recorded on a scale of Bad/ Fair/ Average/ Good/ Very

Good and Yes/ No

3
 Secondary Source

In order to have a proper understanding of the customer service, a depth study was done from

the various sources.

10
RESEARCH DESIGN

5
The research design explores until the parameters of customer service are identified.

Later it becomes descriptive when it comes to assessing customer service perception of

customer service.

Descriptive research also known as, statistical research, it describes data and characteristics

about the population being studied.

10
Although it is accurate and systematic, factual, research cannot describe what caused the
10
situation. It used be caused to create a causal relationship we have one variable reflects other.

30
RESEARCH SAMPLE

SAMPLING PLAN:

Since it is not possible to study whole universe, it becomes necessary to take sample from the

universe to know about it characteristics.

 Sampling units: customers of Amazon

 Sample technique: random sampling

 Contact method: Google Forms

SAMPLE SIZE:

The Google form was distributed among few of the people in the neighbourhood, few of the
10 3
people in the college. The survey was conducted through the Google form with around 100

people.

DATA COLLECTION TOOL

Information is collected from various customers through personal communication. Some

37
other information is collected through secondary source. Data was collected through a

Google form.

31
 CHAPTER – 7

DATA ANALYSIS

Q1: Which age group do you belong to?

SCALE FREQUENCY

15-19 17

20-29 60

30-39 9

40-49 7

50-59 7

FREQUENCY
70
60
50
40
30
20
10
0
15-19 20-29 30-39 40-49 50-59

INTERPRETATION
8 1
This is aimed at understanding that which age group the customers of Amazon belong to. The

highest responses have been attributed to 20 – 29. The second highest responses have been

attributed to 15 – 19. The third highest responses have been attributed to 30 – 39. And the

lowest responses have been attributed to 40 – 49 and 50 – 59.

32
Q2: What is your profession?

SCALE FREQUENCY

Student 45

Service 25

Business 16

Professional 7

Housewife 7

FREQUENCY
50

40

30

20

10

0
Student Service Business Professional Housewife

INTERPRETATION
8
This is aimed at understanding that what is the profession of the customers of Amazon belong
1
to. The highest responses have been attributed to students. The second highest responses have

been attributed to service. The third highest responses have been attributed to business. And
3
the lowest responses have been attributed to professional and housewife.

33
Q3: The reason why you choose Amazon.com?

SCALE FREQUENCY

Website credit 20

Low price 35

Convenient and fast using 15

Free shipment 10

Safety payment 20

FREQUENCY
40
35
30
25
20
15
10
5
0
Website credit Low price Convenient and Free shipment Safety payment
fast using

INTERPRETATION
1
This is aimed at understanding that why did they choose Amazon while shopping. The

highest responses have been attributed to low prices. The second highest responses have been

attributed to website credit and safety payment. The third highest responses have been
3
attributed to convenient and fast using. And the lowest responses have been attributed to free

shipment.

34
Q4: Which elements you care most about the Amazon?

SCALE FREQUENCY

Safe payment 25

Reliable information 30

Quality of service 10

Quality of products 20

Others 15

FREQUENCY
35
30
25
20
15
10
5
0
Safe payment Reliable Quality of Quality of Others
information service products

INTERPRETATION
8 1
This is aimed at understanding that why did the customers care about Amazon the most. The

highest responses have been attributed to reliable information. The second highest responses

have been attributed to safe payment and quality of products. The third highest responses
3
have been attributed to others. And the lowest responses have been attributed to quality of

service.

35
Q5: How frequently you order from Amazon?

SCALE FREQUENCY
1
Twice in a week 25

Once in a week 15

During special offers 25

Whenever the need arises 35

FREQUENCY
40
35
30
25
20
15
10
5
0
Twice in a week Once in a week During special offers Whenever the need
arises

INTERPRETATION
8 1
This is aimed at understanding that how frequently do the customer’s order from Amazon.

The highest responses have been attributed to whenever the need arises. The second highest

responses have been attributed to twice in a week and during special offers. And the lowest

responses have been attributed to once in a week.

36
Q6: How do they order from Amazon?

SCALE FREQUENCY

Android App 40

iOS App 25

Website 35

FREQUENCY
45
40
35
30
25
20
15
10
5
0
Android App iOS App Website

INTERPRETATION

8 1
This is aimed at understanding that how does the customer’s order from Amazon. The highest

responses have been attributed to Android users. The second highest responses have been
3
attributed to website users i.e. Amazon.com. And the lowest responses have been attributed

to iOS users.

37
Q7: How was the services of Amazon?

SCALE FREQUENCY

Bad 10

Fair 15

Average 15

Good 20

Very Good 40

FREQUENCY
45
40
35
30
25
20
15
10
5
0
Bad Fair Average Good Very Good

INTERPRETATION
8 1
This is aimed at understanding that how are the services of Amazon. The highest responses

have been attributed to very good. The second highest responses have been attributed to

good. The third highest responses have been attributed to fair and average. And the lowest
3
responses have been attributed to bad.

38
Q8: How was the quality of the products ordered from Amazon?

SCALE FREQUENCY

Bad 15

Fair 15

Average 20

Good 20

Very Good 30

FREQUENCY
35
30
25
20
15
10
5
0
Bad Fair Average Good Very Good

INTERPRETATION
8 1
This is aimed at understanding that how are the quality of products on Amazon. The highest

responses have been attributed to very good. The second highest responses have been
3
attributed to good and average. And the lowest responses have been attributed to bad and fair.

39
Q9: Did you received the delivery of the products from Amazon on time?

SCALE FREQUENCY

Yes 55

No 45

FREQUENCY
60

50

40

30

20

10

0
Yes No

INTERPRETATION
8 1
This is aimed at understanding that did the customers received the delivery on time or not.

The highest responses have been attributed to yes. And the lowest responses have been

attributed to no.

40
Q10: How is the prices of products on Amazon?

SCALE FREQUENCY

Bad 10

Fair 10

Average 25

Good 20

Very Good 35

FREQUENCY
40
35
30
25
20
15
10
5
0
Bad Fair Average Good Very Good

INTERPRETATION
8 1
This is aimed at understanding that how are the prices of products on Amazon. The highest

responses have been attributed to very good. The second highest responses have been

attributed to average. The third highest responses have been attributed to good And the

lowest responses have been attributed to bad and fair.

41
Q11: Do you think that the Marketing Strategies of Amazon is good?

SCALE FREQUENCY

Yes 55

No 45

FREQUENCY
60

50

40

30

20

10

0
Yes No

INTERPRETATION

This is aimed at understanding that did the customers received the delivery on time or not.

The highest responses have been attributed to yes. And the lowest responses have been

attributed to no.

42
Q12: Do you think that the Amazon should open public stores for their products?

SCALE FREQUENCY

Yes 55

No 45

FREQUENCY
60

50

40

30

20

10

0
Yes No

INTERPRETATION

This is aimed at understanding that did the customers received the delivery on time or not.

The highest responses have been attributed to yes. And the lowest responses have been

attributed to no.

43
CONCLUSIONS

 They are also intending to build long- term relationship with all its stake holders

which is very essential for successful business venture.

 To attract customers, they should open more stores in the city.

 According to research, I found that the most people were affected & attracted with

offers and schemes.

 The people who use Amazon for shopping are mainly from 20 – 29 age group.

 The people who use Amazon for shopping are mainly students.

 Many people have chosen Amazon for shopping because of low prices on its website.

 Many people shop on Amazon whenever the need arises.

 Many people have chosen Amazon for shopping because of the good services they

offer to their customers.

 The quality of products the Amazon are very good.

 Many people have chosen Amazon for shopping because of early delivery from

Amazon.

44
REFERENCES

Chapter - 1 -> Introduction to Dissertation

https://en.wikipedia.org/wiki/Thesis - Meaning

https://ablesim.com/aims-and-objectives-for-masters-dissertations/ - Objectives

https://www.theguardian.com/education/2013/mar/21/how-to-plan-your-dissertation -

Planning

https://dissertationgenius.com/three-common-fatal-dissertation-mistakes-and-how-to-avoid-

them/ - Problems

https://libguides.usc.edu/writingguide/limitations - Methodological

https://libguides.usc.edu/writingguide/limitations - Limitations

Chapter - 2 - Introduction to Amazon

https://en.wikipedia.org/wiki/Amazon_(company)

Chapter - 3 -> Marketing Strategies of Amazon

https://sellics.com/blog-on-amazon-advertising-marketing-overview/

Chapter -4 -> Brand Extension Strategies of Amazon

https://www.managementstudyguide.com/how-amazon-can-improve-its-strategy.htm

https://www.thebrandingjournal.com/2016/04/brand-extension-for-amazon-fashion-labels/

Chapter - 5

https://www.marketing91.com/marketing-strategy-flipkart/

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