Zappos Marketing Strategy
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This document provides an overview of Zappos.com, including its history, corporate culture, business strategy, marketing approach, and focus on customer loyalty. It discusses Zappos' target markets, value proposition, supply chain, and competitors. It also outlines Zappos' holistic marketing strategy involving internal, integrated, performance, and relationship marketing. The document emphasizes Zappos' core competencies in its value chain and services, as well as its brand equity and efforts to protect market share through proactive and defensive marketing strategies.
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- 2. What’s Zappos.com • History • Mission statement • Corporate culture • SWOT analysis
- 3. Business Strategy • Target markets • Offers • Value • Supply chain • Competitors • Marketing strategy
- 4. Retailing Transformation • Services • Free shipping and returns • Pure play firm • Marketing intelligence • Marketing research
- 5. Holistic Marketing Strategy • Internal Marketing • Integrated Marketing • Performance Marketing • Relationship Marketing
- 6. Core Competencies • Value chain • Services • Differentiation
- 7. Brand Equity The added value endowed on products and services reflected in the way consumers think, feel and act with respect to the brand, its prices, market share and the profitability the brand command.
- 8. Hi, thank you for calling ZAPPOS!
- 9. Protecting Market Share Proactive Marketing The distinction between responsive marketing, anticipative marketing and creative marketing.
- 10. Defensive Marketing ● Position Defense ● Flank Defense ● Preemptive Defense ● Counteroffensive Defense ● Mobile Defense ● Contraction Defense
- 11. Customer Loyalty & Customer’s Satisfaction • Unbelievable return policy (no question asked) • Specific training about satisfying customer
- 13. • Responds to emails under 5 minutes • Answering the phone (under 20 sec) • Treats customers as individuals (18 hour of phone call)
- 17. Employees • Free meals • Training of 3 weeks • A life coach • Recognition • Empowerment