Amazon Echo

A presentation on marketing strategies

undertaken by Amazon. Presented by
group 3.

Name ID
Himanshu Bohra 22A1HP015
Ritwik Mitra 22A1HP037
Piyus Kumar 22A1HP064
Rishabh Pandey 22A1HP101
Pranjul Mishra 22A1HP123
Abhinav Vats 22A1HP142
 01 Product Strategy &
Designing

Amazon Echo 02 Pricing Strategies

03 Promotion Strategies
04
Distribution Strategies
Amazon Echo

Product Strategy:
• Integration
• Positioned as an all-
round assistant
Target market:
• 25- to 50-year-old
working
professionals
• Senior Dominance

https://maxsanderssite.files.wordpress.com/2016/06/the-amazon-echo-final-project.pdf
https://www.insiderintelligence.com/content/siri-alexa-google-assistant-popularity-varies-across-us-age-gr
oups
Unique 01 First of its kind
Value Propositions of
02 Encouraging social
Amazon Echo atmosphere

03 Home facilities

04 Partnering with
companies

05 the Amazon effect

https://d3.harvard.edu/platform-digit/submission/amazon-a-winning-strategy-continues-with-ale
xa/

https://www.zdnet.com/home-and-office/smart-home/amazons-device-ecosystem-is-vast-heres-
why-its-going-to-get-even-bigger/

https://www.retaildive.com/news/amazon-product-updates-retail-tech-strategy-kindle-echo-h
Echo Product Mix

Echo Plus Dot Show Studio Buds Input

Length
Gen. 1 Gen. 1 Gen. 1 Show 5
Gen. 2 Gen. 2 Gen. 2 Show 8
Gen. 3 Gen. 3 Show 10
Gen. 4 Gen. 4

Product width
 Product Mapping
The Mapping is done on three aspects – Pricing,
Technical/Functional and, Practicality.

• Amazon has placed its echo line-up

throughout the segment and has
scattered and positioned its product
from the economic range
variant to the premium variant.

• Amazon has planned its product for

the current and the future also.
 Product Mapping
• Practical products at the right price to gain an edge over
competitors.

• Products for the future, like a studio, show in the premium

category with many features, technical aspects, and
functionality to show its vision and tech-based company brand
image.

• Apple placed its product in the premium category and has a

balance of functionality and practicality.

• Google placed its products in mid and economical ranges with a

mix of functionality and practicality at the right price.
 Pricing Strategy

Amazon always follow a different strategy on

different occasions, such as

• Pricing cues
• Discounts to early buyers
• Initiating price cuts
• Price reduction during Pre-order sales
• Big discounts at different times.
• Product- Bundling pricing.
 Promotion Mix
Amazon in order to sell echo speakers utilizes various marketing
techniques. The main goal of the company is to increase the traffic
to its online store.

1) Advertising
2) Sales Promotion
3) Direct marketing
.
"HEY ALEXA, CAN you
make some money?"
Road Ahead....
By Offering additional services or features for
a fee, such as cloud storage for voice
recordings or premium voice recognition
capabilities

Use data collected from the Amazon Echo to

improve the product and develop new
marketing strategies

Built-in safeguards to prevent

unauthorized access to user data

Use of encryption to protect user data

for compliance with privacy laws and
regulations.

License the technology used in the Amazon

Echo to other companies.
Thank you!!