Group Information at a Glance

Group number: 4

Members:

First Name Last Name Email Phone

1 Komal Gupta komalg.mba08@iimamritsar.ac.in 9532528282

2 Arshnoor Bhalla arshnoorb.mba08@iimamritsar.ac.in 9780353377

3 KHS Harsha harshav.mba08@iimamritsar.ac.in 6304933579

Vardhan

4 Sharique Akhtar shariquea.mba08@iimamritsar.ac.in 7667321709

5 Ravi Ranjan Choudhari ravic.mba08@iimamritsar.ac.in 9472616395

• Group primary contact: K H S HARSHA VARDHAN

• Project Title: Relaunching AMAZON “FIRE Phone”

Exhibit 1: Preliminary Project Proposal

Title of the Proposed Study Amazon relaunches it’s FIRE Phone.

Summary of the study In this study we will analyse the reason for the failure of FIRE
phone. We will relaunch the phone with new features. We will
discuss on the markets which we are getting into i.e B2C and
Selective B2B. We will also do brand repositioning of the phone.
We will be doing different value propositions for the target
segments.

Industry of the Study E-Commerce and Electronics and Home Automation.

Fundamentals of Marketing mix (4Ps); STPs; Marketing Myopia, New product

Marketing development (NPD); B2C markets, Selective B2B market, 5C’S,
Porter’s five forces of Analysis, SWOT Analysis, Brand

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Management to be Repositioning, A framework for Revitalizing a dead brand,
applied Marketing plans and strategies.

Methodology Secondary data analysis, Marketing Frameworks.

Exhibit 2: Final Project Proposal

Title of the proposed Amazon relaunches its FIRE phone.

Study

Summary of the Study AMAZON is a company in E-Commerce industry which has

grown from an Online book selling website to the one of the huge
online shopping sites. It had the early mover advantage and it
capitalized on all the opportunities which came in its way. It started
expansion of the company and introduced AWS, Amazon GO,
Amazon prime video etc. Amazon tasted success in many aspects
but there are some failures too. Amazon FIRE mobile phone is one
such failure.

Amazon launched its FIRE mobile phone in 2014. It was a huge

disaster and it did not penetrate the market even after having a huge
E-Commerce retail chain and huge customer base. There are some
marketing mistakes which happened and due to that Amazon paid
the price. There are lessons which can be learnt from these
mistakes. In this project we will frame new marketing strategies
based on the mistakes happened and we will be relaunching the
FIRE phone of AMAZON.

What’s new in the Fire Phone now?

Amazon will be introducing a new User Interface like Android

and IOS. Amazon will make sure that the new interface will be user
friendly. There will be premium inbuilt apps which can be used in
only Fire Phone such as AMAZON CHIME (for meetings and
video calling). Amazon makes sure that switching cost would be
lower.
Think of having the whole room integrated and automated (smart
home). Amazon will now enable FIRE phone to control fire stick,

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 Alexa. Amazon will tie up with electrical firms and invest in them
to manufacture new smart appliances which are economical and
can ONLY be integrated with FIRE phone. By doing this,
converting a normal home to Smart home would get cheaper.

Objectives of the • To identify the reason for the failure of the Amazon FIRE
study mobile.
• To identify the target segment for the mobile phone
industry.
• To frame the new marketing strategies to penetrate the
already highly competitive Smart phones segment.

Questions to be • What are the reasons for FIRE Phone failure?

addressed • What is the target segment for the product?
• How are we communicating the differentiator in the new
FIRE phone with the target segment?