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    A Case Study On Amazon

    Uploaded by

    riku
    This document summarizes Amazon's social media strategy and an advertising campaign called "Aur Dikhao". It discusses Amazon's large user base and social media presence. A SWOT analysis finds strengths in Amazon's brand and size but also weaknesses in imitability and limited physical presence. The "Aur Dikhao" campaign used an entertaining video and social media engagement to promote Amazon's large product selection in India. The campaign was very successful due to its relatable content and catchy jingle, increasing Amazon's customer base and number of vendors.

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    A Case Study On Amazon

    Uploaded by

    riku
    318 views11 pages
    This document summarizes Amazon's social media strategy and an advertising campaign called "Aur Dikhao". It discusses Amazon's large user base and social media presence. A SWOT analysis finds strengths in Amazon's brand and size but also weaknesses in imitability and limited physical presence. The "Aur Dikhao" campaign used an entertaining video and social media engagement to promote Amazon's large product selection in India. The campaign was very successful due to its relatable content and catchy jingle, increasing Amazon's customer base and number of vendors.

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    A Case Study on Amazon

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    This document summarizes Amazon's social media strategy and an advertising campaign called "Aur Dikhao". It discusses Amazon's large user base and social media presence. A SWOT analysis finds strengths in Amazon's brand and size but also weaknesses in imitability and limited physical presence. The "Aur Dikhao" campaign used an entertaining video and social media engagement to promote Amazon's large product selection in India. The campaign was very successful due to its relatable content and catchy jingle, increasing Amazon's customer base and number of vendors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    318 views11 pages

    A Case Study On Amazon

    Uploaded by

    riku
    This document summarizes Amazon's social media strategy and an advertising campaign called "Aur Dikhao". It discusses Amazon's large user base and social media presence. A SWOT analysis finds strengths in Amazon's brand and size but also weaknesses in imitability and limited physical presence. The "Aur Dikhao" campaign used an entertaining video and social media engagement to promote Amazon's large product selection in India. The campaign was very successful due to its relatable content and catchy jingle, increasing Amazon's customer base and number of vendors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    A case study on

    Social Media Strategy


    Introduction-
    • Amazon is an American multinational technology company based in
    Seattle, Washington.
    • It focuses on E-commerce ,cloud computing ,digital streaming and AI.
    • Jeff Bezos is the Founder and CEO.
    • Amazon’s popularity is widespread around the globe. It has over 310
    million active users and 100 million subscribers worldwide. Being the
    world’s leading online retailer, Amazon bags many achievements, eye-
    popping profits, and successful launches.
    SWOT Analysis-
    Strengths-
    • Strong brand name
    • Brand valuation ($125 Billion)
    • Wide Coverage( Covers small villages in India)
    • Largest Merchandise Selection
    • Large numbers of sellers
    • Innovation
    • Cost Leadership
    • Go Global and Act Local strategy (Example- Aur Dikhao)
    Weaknesses-

    • Easily imitable business model


    • Losing margins in few areas
    • Product Flops and failure
    • Limited brick-and-mortar presence
    • Overdependence on distributors
    Opportunities-
    •  Amazon can gain the opportunity to penetrate or expand its
    operations in developing markets.
    • By expanding physical stores, Amazon can improve competitiveness
    against big box retailers and engage customers with the brand.
    •  More acquisitions of e-commerce companies can increase the
    company’s market share and reduce the competition level
    • Launching own brands
    • Self Driving Cars
    • Launch of E-Rickshaws in India
    Threats-
    • Other E-Com competitors (Flipkart)
    • Traditional Market
    • Fake products
    • Fake reviews
    • Limitations
    • Government regulations
    Social Media Strategy
    • Amazon has over 27 million likes on Facebook and 2.63 million followers
    on Twitter. They markets their own products ,deals and offers through
    their social media accounts.
    • Amazon has specific Facebook accounts related to their products , like
    Prime Video.
    • Amazon allowed customers to order product using hashtag
    #AmazonCart
    • Amazon has clear grip on both B2C and B2B.
    • Amazon provided snap deals on Snapchat and visually appealing content
    and products on Instagram
    “Aur Dikhao” Digital Campaign
    I’s of the campaign-

    • Involvement- A 2 minute film was created by popular director and popular artists.
    In the ad different comical situations were portrayed and a catchy tune playing in
    the background (Hindustani dil kehta hai…aur dikhao…aur dikhao..)
    • Interaction- The Twitter handle of Amazon was changed to #Aur Dikhao and the
    hashtag became viral. Twitter community and celebrities, comedians engaged with
    the campaign. This was showed on TV as well as Print. People participate in the
    contests were engaged with the creative,memes,tweets throughout campaign.
    • Intimacy- The campaign wanted to make people aware of the availability of more
    than 2 crore products on the Amazon site, to expand its reach to its customers and
    to create a personal connect With them. The brand was able to do so by an easily
    hummable background Score and with the funny and relatable situations in the ad.
    • Influence- This campaign was so popular that people started keeping
    “Aur Dikhao” jingle as their ringtone and that helped Amazon to gain
    a mass brand publicity across the country. With the campaign, the
    number of vendors on the site also increased.
    • Individual- To an individual, the abundance of products on the
    website became clearer and the relatable scenarios in the ad was able
    to create a bond.
    Conclusion-
    • Aur Dikhao campaign was designed to promote the various products
    available on Amazon, such that the customer is always spoilt for
    choices. Amazon was appealing to people to download its app and
    enjoy various products and offers.
    • The campaign was extremely successful. As the situations were
    relatable to the people, they engaged so easily with the campaign.
    Numbers of consumer and vendors also increased after the campaign.
    • The video got more than 2 million hits in very short period.
    Thank You !

    Presented By-
    Ashrafur Rahman
    MBA 2020-22 Batch
    ARGUCOM

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