Amazon Kindle Marketing Strategy

1967 Words Dec 31st, 2011 8 Pages
Kindle DX Marketing Strategy Analysis

Launching any product requires a lot of planning and forethought. Without a proper plan, it becomes difficult to design the most appropriate marketing strategy than can lead the way towards success. The 4 P’s We must analyze the 4 P’s i.e. the product, price, place and promotion. In the case of Kindle DX launch, the type of product is relatively new in the market. For this unique kind of product, which seems to be an advanced version of book, it might take time before the target market can realize the importance of the product to them. To cross this stage, promotion of the product is necessary. The product is an enhancement over its predecessors in terms of its screen size which changes it
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The distribution is designed to make sure that the product reaches the target market and there are greater chances of the product being associated with the target market. To make sure that people link the device to the target market, the company makes claims that the predecessor device is being purchased mostly by readers than gadget lovers. Any potential buyer has to visit the Amazon.com in order to acquire the device. Limiting the source of supply is important because the website itself can be used as promotional tool and the message can be effectively controlled. With the control over distribution, the company has control over the sales if any buyback has to be issued for any reason. For instance if after a month or so, a defect has been detected for a certain batch of the device, the device can be called off much easily because the website stores information about the buyer who can be contacted for a buyback or replacement. With their own distribution, the company has the advantage of knowing whether its products are being bought by its intended target market.

Value Propositions The device USP i.e. unique selling proposition is a large screen e-book reader that is lighter than a typical textbook and can replace many of students’ textbooks in the backpacks. This is the USP that the company is projecting into the minds of their target market. To further describe the
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