Question

i Choose amazon organization and analyze it accordingly. Attempt all Questions related to your organization. (Note: Questions should be in the serial order with references wherever is required.

C. Market tools and Application( MA )

a) Core Marketing Concepts and define value chain

b) Use of Branding and video marketing

c) E mail Marketing and Social Media Marketing

d) Available tools of E Commerce

Answer 1

Amazon is an American electronic commerce and cloud computing company based in Seattle, Washington that was founded by Jeff Bezos on July 5, 1994. It is the largest Internet retailer in the world as measured by revenue and market capitalization and the second largest Alibaba Group in terms of total sales. It started as an online bookstore but soon diversified selling DVDs, CDs, MP3 downloads, software, video games, electronics, apparel, furniture, toys, and Jewelry.

(a) The core marketing concepts of Amazon can be defined in one term itself .i.e RACE.

Let us elaborate this term further:-

1. Reach -Amazon's initial business growth based on a detailed approach to SEO and Adwords targeting millions of keywords.
2. Act - Clearing clear and simple experiences through testing and learning.
3. Convert - Using personalization to make relevant recommendations and a clear checkout process that many now imitate.
4. Engage - Their focus is on "customer obsession.

Value chain analysis is an analytical framework that assists in identifying business activities that can create value and competitive advantage to the business.

Amazon's Value Chain Analysis consists of the following:-

(i) Amazon Inbound Logistics

(ii) Amazon Operations

(iii) Amazon Outbound Logistics

(iv) Amazon Marketing and Sales, and

(v) Amazon Services

(b) Amazon uses various Branding and Video marketing techniques to promote its business. According to a report from ROI Revolution, roughly twice as many shoppers begin their searches on Amazon versus Google. Amazon has been offering paid/promoted placement search for a while. They want to expand offering brands and algorithms to ensure their items get in front of the ideal customer . They are also selling custom pages with built-in videos and stories to help brands stand out from the competition.

CNBC's Michelle Castillo reports that while the immediate focus is totally focused on Amazon's search and video products, they also have plans to increase advertising sales of its platform including partnering with third-party technology companies to sell partnered TV and Mobile Ads. Amazon is also working with third-party mobile advertising companies such as Kargo to pair advertising on television and on mobile screens.

They have placed their Ads and sites even on social platforms like Youtube and has sponsored content in the form of branded videos to be created by established media publishers or Amazons own internal production.

(c) EMAIL MARKETING AND SOCIAL MEDIA MARKETING

Email marketing can help Amazon sellers take their business to the next level. Emails are a direct line to the customer, but selling on Amazon alone does not allow sellers to develop customer relationships in the same way that email enables. Yet collecting emails and employing the basics of email marketing can allow Amazon sellers to get more sales on their enormous retail platform. It also gives them the option to drive sales off of Amazon and build a more robust brand that is less vulnerable to penalization threats from Amazon

Amazon also uses certain social marketing techniques to promote its business. It posts product promotions across its various social networks. Talking about its Facebook page, Amazon currently has over 28.7 million likes on its Facebook page. The company also has a widespread reach on Twitter also. Amazon's Twitter campaign is today less heavy on promotions than it used to be, and it is driving almost 2.7 million of its followers towards Amazon's additional services such as Prime Video and Amazon Music.

(d) AVAILABLE TOOLS OF E-COMMERCE

The 10 most used tools in e-commerce marketing are as follows:-

• Hotjar
• Google Analytics
• MailChimp
• Unbxd
• Optimizely
• Crazy Egg.
• SEMRush
• Zendesk
• Search Spring
• Shopify

While Amazon uses the following 6 E-commerce Tools to promote its business. These are as follows:-

(i) Sell on Amazon.com -Where a person can sell items directly on Amazon.com utilizing the "Sell on Amazon " program, either as an individual or as a "Pro- Merchant".

(ii) Advertise on Amazon

(iii)Amazon Webstore

(iv)Amazon Payments

(v)Amazon Fulfillment

(vi)Amazon Web Services