Group 5 assignment #6
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The document analyzes the opportunity for Amazon to market the Kindle Fire more towards college students. It notes that while the Kindle Fire is attractive as a low-cost e-reader for textbooks, it has more potential functionality for college life by allowing students to access textbooks, apps, the internet, email and streaming media more conveniently than traditional backpacks full of heavy textbooks. However, it also notes some potential downsides like competition from the iPad, difficulty typing on the Kindle's virtual keyboard, its smaller screen size, and the ability for iPad users to access the Kindle app on their own device.
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1. The document profiles two buyer personas - Lisa, a 25-year old married financial analyst from Seattle, and Brian, a 42-year old married mechanical design engineer from Kirkland.
2. Lisa purchased a Kindle Fire because she liked the color screen, light weight, and low cost. She uses it for reading on weekends. Brian purchased a Kindle Fire for its competitive price and quality, and uses it while traveling for work and pleasure to check emails and keep his children entertained.
3. Both Lisa and Brian are described in terms of their demographics, goals, attributes, and information sources. They represent the target market segments of new age boomers, careful spenders, and weekend readers.
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- 1. Opportunity Analysis Group 5 Kindle Fire
- 2. College with the Kindle • Not Enough focus on the College age Demographic. Ages 20-29 •Tech savvy, early adopters who are looking to make their lives easier. •Kindle Fire is attractive to college students as a low cost e-reader. •Kindle Fire can do more!
- 3. Lighten The Load! Traditional College Kindle Fire College • Textbooks can weigh 1-5 lbs each Weight: 14.6 ounces • Each Textbook Cost $50- $300 Cost: $199 + Tax • Average Backpack Weight • Instant Access to – 10 lbs for Women – Textbooks/Books – 11.5 lbs for Men – Apps • 50-70% of college students reported – Internet pain from backpacks depending on – Email the style used. – Streaming Media
- 4. Transitioning • Add more Textbooks to the Kindle Library. • Work closely with colleges in order to build relationships • Create a Student Discount. • Promote free apps for frequently used college sites
- 5. Potential downside, drawbacks, risks 1. Many College Students are already committed to the IPad. 2. Typing on a virtual keyboard can be difficult 3. The Screen is not large enough. 4. Some IPad users can crack the kindle app and make it available on an IPad.
- 6. Questions?