Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.
1. Target Customers/Users
The target customers of Amazon are all those individuals who like to make an online purchase. Its target customers can be a high school student who is interested in buying a book, and it can be a housewife who wants to buy a vacuum for his house.
How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?
The company is reaching its customers via its online existence. The company is attracting customers by promoting products online via its webpage. In order to make ads attractive, Amazon is promoting products on top of its homepage, for example, Amazon Kindle. Further, the company is also using television in order to advertise its products. It is also focusing on email advertising and internet advertising for reaching its customers.
What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?
The appealing ads of Amazon grab attention of customers. The company is using social media such as Twitter for grabbing attention of customers. Customers of Amazon are low class, upper class and middle class social groups who are keen for using E-commerce portals, and want to shop online. Amazon target people of both genders having ages 18 to 70 years. Majority of customers of Amazon are businessmen or professionals. According to Guftason (2015), Amazon buyers have an average household income of about 62,900 dollars, and have a median age of 40.
What do these target customers’ value?
The target customers of the company value convenience, one stop shopping, broader selection of products, and operations at international level.
2. Competitors
Who are the brand’s competitors?
In media segment, the competitors of Amazon are auction sites such as Netflux, ebay, Google, Apple, and Media Game-changer.
It has also brick and mortal competitors in general merchandize and electronics section such as WalMart, Family Dollar, Best Buy, Target, Sears, Delia, Big Lots, and Systemacs. Online competitors in general merchandise and electronics are Alibaba, Vipshop Holdings, Zulily, JD.com, Overstock.com, and Wayfair Inc.
What product category does the brand fit into?
Amazon fits into several product categories such as Books, Music, and Movies, Consumer electronics, Computer and Office, Food and Household, Home Improvement, Tools and Automotive, Toys and Video Games, clothing and jewelry, kindle, sports, and Fitness, clothing and jewelry.
What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?
People consider brand name and price of products. customers compare the products available on Amazon with the products available on websites of competitors such as on Ebay.
3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?
The company is better than its competitors because it is offering wider selection range. For example, the selling widest range of books online is Unique selling proposition of Amazon, Further, the company is providing consistently low price, the price of products offered by Amazon is low as compared to competitors, it is facilitating customer with exceptional service, majority people have given positive reviews regarding company, it is very easy to purchase things with one click service, the company is offering several delivery options on the basis of urgency of need, and it is also providing secure transactions facility.
What is the brand’s uniqueness?
Availability of large variety of options is uniqueness of Amazon.
What is the competitive advantage of the brand? How is it different from other competing brands?
Wel-developed delivery network with the warehouses and capability of offering low price indicate competitive advantage of brand. Amazon is different from other brands in a way that it comprises of huge investment of retailers, which is allowing the company to reduce its shipping cost. Additionally, Amazon has its robot company that is wholly owned by Amazon, and it has deployed many non-human workers who are working in warehouses, and retailer is getting several advantages, which would be very difficult for other companies to duplicate.
Does the brand have any attributes or benefits that dominate competitors?
Low price, wide variety of products, effective delivery, and secure payment options are all benefits of Amazon that dominate competitors.
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.
Amazon Positioning Statement
Amazon.com is developed for giving you an exceptional online shopping experience with wide variety of best quality products at affordable price.
Amazon Moto
Amazon is for making customers happy.
References
Gustafson, K. (2015). Amazon vs. Target: These shoppers skew wealthier. CNBC. Retrieved from:http://www.cnbc.com/2015/12/03/amazon-vs-target-these-shoppers-skew-wealthier.html
