Marketing concept of Amazon regarding Segmentation, Targeting and Positioning

1. By: Vinayak Nanda
SID: 16107064

2. History
•Started in 1995 globally with books.
•Came to India in 2004 with jungle.com
•But started retail in 2013

3. Mission &Vision
•Vision is “To leverage technology and the expertise of our invaluable employees to
provide our customers with the best shopping experience on the internet”
•Mission statement is “To be Earth’s most customer-centric company, where
customers can find and discover anything they might want to buy online, and
endeavours to offer its customers the lowest possible prices”
 Global reach  Customer-centric
approach
 Widest selection of
products
 Lowest prices  Best selection  Utmost convenience

4. Tag line
AUR DIKHAO AUR DIKHAO

5. Segmentation
•Actual purchase behaviour.
•Amazon’s micro-level segmentation targets each customer individually, allowing the
company to convert visitors into long-term, high-value customers.
Type of Segmentation Segmentation Criteria
Geography Region Density
Demographic
Age
Life-Cycle
Gender
Occupation
Behavioural
Loyalty
Personality
Benefits sought
User Status
Psychographic Social class Lifestyle

6. Targeting
• Two way – customer & producer
•13- to 17-year-olds, who are part of Generation Z
•More than 50% of the consumers are the repeat buyers

7. Positioning
- Niche market of books
- Everything
Low-price, extraordinary convenience, instant access, and comprehensive
selection

8. Thank You