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Amazon.Com Marketing


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This is a promotion case study for my marketing class in Fall, 2008.

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Amazon.Com Marketing

  1. 2. <ul><li>Amazon is spending too much money on promotions. </li></ul><ul><li>Stockholders feel as though they aren’t getting their fair share of benefits due to overspending on promotions. </li></ul>
  2. 3. <ul><li>How to cut promotional costs but also keep our loyal customers coming back to </li></ul><ul><li>How to continue to attract new customers. </li></ul><ul><li>Keep our “steady” and new customers happy. </li></ul><ul><li>Make sure stockholders are getting their share. </li></ul>
  3. 4. <ul><li>Customers will only be able to use one promotion per transaction. </li></ul><ul><li>First-time users get free shipping. </li></ul><ul><li>Providing discount incentives to loyal customers. (spend $250 and get $50 off) </li></ul><ul><li>Seasonal promotions </li></ul><ul><li>Email notifications based on purchases (coupons and ID numbers) </li></ul><ul><li>Create point system for buying and selling. Available only to sellers. </li></ul>
  4. 5. <ul><li>Emails (saves on cost of mailing) </li></ul><ul><li>Seasonal Promotions </li></ul><ul><li>Point system </li></ul>
  5. 6. <ul><li>Keep coupons in emails to print out </li></ul><ul><li>Ask for email upon a purchase and inform the customers of why it’s important. </li></ul><ul><li>Make all promotions visible (free shipping codes) </li></ul><ul><li>Create a point system. </li></ul>
  6. 7. <ul><li> needs to make a few changes to make our shareholders happy. </li></ul><ul><li>By following our recommendations they can bring in new customers, cut promotional costs and keep loyal customers coming back. </li></ul>
  7. 8. <ul><li>Received orders for over 108 Million products during the holiday season </li></ul><ul><li>Single Day record during the holiday season was 3.6 million products ordered (41 products ordered pre second) </li></ul><ul><li>Shipped 99% of orders on time </li></ul><ul><li>Offers $10 certificates towards future purchase for every $50 spent </li></ul>