Amazon Fresh is a digitally integrated grocery store, merchandised for today’s customers, that provides a seamless shopping experience. This ppt tells about the strategies Amazon.in follows mainly for its grocery division to stand in India e-commerce market.

1. AMAZON
FRESH
ADVANCED MARKETING
MANAGEMENT
GROUP 6

2. ABOUT
• Launched August 2007 in Seattle
• Initial AmazonFresh's value proposition- a great
selection and great prices and a really convenient
experience"
• Partnered with local merchants to sell their products
• Amazon tapped seasoned executives with
experience in both e commerce and retail operations
to lead AmazonFresh
• Amazon India launced ultra-fast delivery networks
• Sold groceries under the Amazon Fresh Store on
Amazon.in.

3. Specialty, local and
gourmet products.
Cost based pricing, skim
pricing, competition based
pricing
PRICE
MARKETING MIX
Advertising, Sales, online
Promotion,
Omni channel, and Direct
Marketing.
Use direct to- consumer model
Distribution mix- online
retailing, and stores
PROMOTION
PLACE
PRODUCT

4. MARKETING
STRATEGY
• Amazon Fresh India has more than 25 Amazon Fresh
centres.
• It offers a wide range of products and services to its
customers with the convenience of ordering from home
through their devices.
• Social media- Uses Facebook, Instagram, Twitter mainly
for posting company updates and promotions; keeping
consumers engaged.
• YouTube advertisements to hook people, Pinterest
promoting their products based on various themes.
• Amazon’s Website Analysis- 7.6 Crore organic keywords,
36 Crore organic monthly traffic, product lists promoted by
popular bloggers, YouTubers.
• Amazon has 11 crores of backlinks associated with its site.

5. COMPETITOR
ANALYSIS
BigBaske
t
37%
Other
s
20%
Amazon.i
n
15%
Blinki
t
13%
Flipkart
grocery
11%
Jio
mart
4%
Amazon.in - tough competition to the Indian e-tailers like
Blinkit, Big Basket and Reliance’s Jio Mart.
Strategy- Amazon Fresh stores offer 4-hours delivery slots
between 6 am to midnight on Amazon.in.
VALUE FOR
CONSUMERS
• User friendly Wbsite/ mobile app design
• Availability of multiple payment options
• Customer service- return policy, Live chat,
Reviews and testimonials
• Quality check- Suppliers and Vendors
credibility, QA
• Wide range of consumable products.

6. THANK YOU