RETAIL MARKETING

GROUP ASSIGNMENT

Amazon Retail Mix

Submitted to: Prof. Sapna Parashar
Group No: 3

Aman Bohra 214107

Ronak Patalia 214135
Rushi Patel 214138
Tushar Puri 214146
 A MA ZON
AMAZON WHICH STARTED IN THE YEAR
1994,SIMPLY PROMISED MORE BOOKS
THAN ANYONE ELSE BUT TODAY ITS
COMPETITIVE THREAT SPREADS FAR
BEYOND BOOKSTORES OFTEN AT LOWER
PRICES THAN EVEN THE LOW PRICE
MODEL. AMAZON PROVIDES SMALL-
BUSINESS OWNERS AN UNPARALLELED
EXPOSURE TO SELL THROUGH IT'S
WEBSITES MAKING IT A LESS THREAT AND
A GOLDEN OPPORTUNITY FOR EVERYONE.
 VValue Chain Parameters
• Warehousing
This is a critical part, hence the vast number of warehouses and distribution centres, all located near large cities.
Currently, Amazon has 175 fulfilment centres (warehouses) worldwide.  Amazon also has a network of partner
distribution Centres and wholesalers. If an order cannot be fulfilled from its own distribution centres, Amazon can
easily depend on its partners to fulfil instead.

• Shipping
On-time, fast delivery is a significant factor and is one of the biggest differentiators between Amazon and other online
retailers.
• Pricing-
Remaining cost-effective is a crucial part of the Amazon 
Cleverly, Amazon differentiates its customer base by segmenting its Prime and standard customers and offering different delivery
options to each, at varying prices .So, for example, Prime members may pay more for the cost of the product but have the benefit
of receiving ‘free’ and super-fast delivery. In contrast, standard shoppers only have the option of standard or slower delivery.
Likewise, when it comes to its FBA program, Amazon is acutely aware that having a large amount of inventory will raise storage
costs and crucially will slow fulfilment down.

• Selection
Private Label
The priority of private labels of amazon such as Solimo and amazon essentials is not to win over their consumers with high-quality
marketing and a strong brand story—it is to sell the cheapest products possible to consumers who value low prices.

• Customer Experience
1. Facilitating Voice and Multilingual Search
2. Early Access to Deals for Prime Users

• Customer Convenience
1. Get Refund on Late Delivery
2. Live Chat and Customer Call Back Option
3. Seller Selection Option for Faster Delivery
 CSR Activities
• 10,000 Electric Vehicles
Will be added to Amazon India's existing fleet by 2025. The roll-out will include 3-wheeler and 4-wheeler electric vehicles
designed and manufactured in India.

• 40 Solar Energy Systems Donated

Serving 19 government schools and one mini planetarium in Maharashtra, these solar energy systems support the needs of
2,500 school children and community members in 24 villages.

• Community Engagement
Partnered with local organizations and engaged Amazon volunteers to construct a sewage treatment plant in Bangalore to
support the clean-up of Mahadevapura Lake. Also planting more than 10,000 saplings around fulfilment centres as part of
reforestation efforts.
 Retail Mix
1 CUSTOMER SERVICE
Amazon c u s t o m e r s have an easier t i m e
d i sc o v e r i n g p r o d u c t s t h e y ar e
lo o k i n g f o r and able t o see new
brands.

2 DESIGN AND DISPLAY

Amazon’s design succeeds because it makes use

of four key principles that all great shopping
experiences embody—
Transparen
t Tangible
Trust wort h
y Helpful
 Retail Mix
3 COMMUNICATION MIX
Am azo n m ar k e t i n g c o m m u n i c at i o n m i x
d e al s w i t h individuals elements
of t h e m a r k e t i n g mix s u c h as
Pr i n t an d m e d i a
ad v e r t i s i n g Sales
promotions
Ev e n t s an d
e xp e r i e n c e s Public
relations
Direct
m a r k et i n g.
4 MERCHANDISING
MANAGEMNET
M e r c h an d i si n g o n Am azo n i n c lu d e s a
num b er of tools that drive sales
 VALUE
PROPOSITION

1 Seamless Ordering of Products of

) Any Category

2) Varied Price Range Across

Categories
3 Easy and Friendly
) UI
4 ) Facilitates Delivery of Wide Range of
Product
THANK YOU