Amazon Kindle Marketing Strategy Essay Example

Amazon Kindle Marketing Strategy Essay Example Amazon Kindle Marketing Strategy Paper Amazon Kindle Marketing Strategy Paper 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 target market more towards college students, who can interpret this device as ebook reader. Promotion The company is using the below the line marketing strategy. One aspect of this strategy is the word-of-mouth method, which involves the promotion undertaken by the buyers of product themselves. The company firmly believes that this method can bring more success than other methods. However, relying to the large extent on just one method exposes the company to risks of negative publicity because unsatisfied buyers can spread negative information about the product. The company virtually has no control over this method of marketing unless they supplement it with above the line advertising such as internet advertising and through select print media, especially those which are more often viewed by the target market. Price The price of the product seems to be high for the chosen target market. The lighter backpack is one advantage paid off from the high price but the device does not fully addresses the requirements of a college student. A college student with a cheaper mini or a laptop has far more options than the one having just the E-book reader. The device lacks a browser, color display and also the advantage of viewing a video. Learning today is becoming more integrated; a college student today may often view videos related to studies such as lectures and documentaries. Thus a college student with a laptop or mini may find it heavier to carry an additional device (Vaknin). Here we can also make it clear that the company should have looked upon the requirements of the target market before deciding whether they should launch the product in the first place. One can argue that the free access to wireless internet and highly discounted prices of electronic textbooks can justify the high price, however, the manufacturer has failed to take account of the second hand books market where a printed textbook can be purchased for half the price and this could be cheaper than an electronic book or just as expensive as a electronic book offered by Amazon. But still, the device cannot display the colors in the book which might not be liked by the readers. Another justification to high price is the larger screen which is capable for reading newspapers coupled with an agreement with the major US newspapers to provide newspapers to Kindle DX. This advantage led to speculations that the device is destined for newspaper readers, but it was made clear that this device is designed for the college students. Place The company has decided to distribute the device in a large pilot project. Reid, 5) Under that, the company will supply the device to about five universities instead of the books it usually supplies. This mode of distribution has several advantages. It is one of the ways to somehow make the product ubiquitous and assert that the device is as essential to a college student as textbook have been till date. If the pilot project succeeds as planned, then the device would be voluntarily be bought by the students. Amazon defends the positio n that the pilot project is designed to lead students to later make voluntary purchases. They say that the device is already popular and present the evidence that kindle version of electronic textbooks ordered on their website are one third of all purchases, although they do not produce further information as to what number of the previous version of the device has been sold. 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 USP, the device is pioneered to be a perfect replacement of a typical text book. Additional features such as the ability to display newspapers has been downplayed by the projected proposition in an attempt to keep the focus on the target market. This proposition can be projected into the minds of the target market through advertisements because an advertisement is a constant reminder that leads to the creation of an appropriate image in the minds of consumers. The product can be position largely through this method. However, in order to frame the image in the consumer’s mind, it would not be a good idea to use the way iPod is positioned because the target market of the e-book reader is narrower than that of iPod. It is in fact a even smaller segment of the iPod target market itself. What the company seems to have failed is to counter the perception that iPhone and other such gadgets can replace the need for having a electronic textbook reader. They have little to respond to such a question as to what additional features they have over the iPhone which can also act as a e-book reader although with a smaller display and low battery life. What more it has failed is to counter the cheaper mini-laptops which can provide more features than the Kindle DX. Target Market By limiting the target market to just college students, the company is compromising on its other potential markets such as daily newspaper readers especially those working in professions such as executives and entrepreneurs. They are also losing other markets. However the company has considered the most heavy users of book i. e. college students as having the requirement of books either in paper or electronic form, to benefit from lighter backpacks. They have decided to pursue this target market due to its large size, which can atleast provide a sustainable market. The company has missed out the requirements of their intended target market and may also have made assumptions without having evidence. It would have been better if they could have conducted an extensive market survey in all potential markets before assessing which one would respond better. Announcing the launch to see negative comments and then being defensive is not a viable solution. It creates more negative publicity. Rather the company should have properly addressed the comments Pricing Because the device is expensive to develop, it is highly priced. Fowler and Ovide, B12) Technology products are usually expensive in the beginning and become inexpensive as successive versions are launched. The wireless option does not seem to be very vital for such a device because users can download from their personal computers and simply transfer the files to the device. This will reduce the price. Following a subscription option will make the device cheaper but it will be expensive to the us ers in the long run if they read a lot of books. It would be better if the company issues two packages, one with subscription option. Those readers who have a few books to read will take the cheaper option where they can buy the electronic books to read. Availability Because the product is new, it is best if the distribution is done directly by the company. This will provide the company with more control over the promotion of the same because they can easily control the message. Having the product for sale on the website can also help the company resolve issues of negative publicity, which can be quite common in the case of new products. (Mahajan, Muller and Kerin , 1390) Forscasting of Future Sales It would be the best strategy to conduct a market survey where the target market is asked disguised questions as to what would influence them to buy the product. For the survey, the secondary data analysis can be done to find the probable variables or factors affecting the purchase decision. Then a seasonal regression analysis, semester by semester can be used to forecast from the change in the variables with account to their intensities of influence on purchase decisions. Competitors For now, Kindle seems to be stronger that its competitors in terms of features. Taylor, 21) To face competition, the company should let the competitors respond to its new product. This can provide them with information that can be helpful for developing better versions. They can change their market strategy in the future. They can widen their distribution to other online shopping websites and retail outlets in an attempt to reach more of their target market. Agreements with several universities can prov ide protection for the short term and the company should take advantage of these periods to continuously improve their products. As with many other technology products, it will have to reduce its price. Mohr, Sengupta and Slater, 13) Conclusion Launching a new product is a difficult task. It requires a lot of forethought. But what is more difficult is to make is successful and prolong its life. This can involve continuous improvement in the product, its distribution and its marketing strategy. Fowler, Geoffrey A. Ovide, Shira. Amazon Hopes Its Bigger Kindle Ignites Demand, Wall Street Journal, New York City, 2009 Page B12 Mohr, Jakki J. Sengupta, Sanjit. Slater, Stanley F. Marketing of high-technology products and innovations Edition: 2, illustrated. Missoula. Jakki Mohr, 2004 450 pages Mahajan, Vijay. Muller, Eitan. Kerin, Roger A. Introduction Strategy for New Products with Positive and Negative Word-of-Mouth, Management Science, Vol. 30, No. 12 (Dec. , 1984), pp. 1389-1404 Reid, Calvin. Kindle DX: Bigger Screen, Higher Price, Many Questions, Publishers Weekly. New York: May 11, 2009. Vol. 256, Iss. 19; pg. 5,1 pgs Taylor, Paul. Amazons Kindle DX set to test next generation e-reader market. Financial Times. London (UK): May 8, 2009. pg. 21 Vaknin, Sharon. E-textbooks vs. Kindle DX: What will college kids pick?. E-textbooks vs. Kindle DX: What will college kids pick? -Crave-CNET, 2009, 10 June 2009,

Choose a narrow topic of Public Relations within marketing Assignment

Choose a narrow topic of Public Relations within marketing communication, then write a critical review of theory relating to tha - Assignment Example According to various observations from different scholars, it has been identified that PR is regarded as one of the major, effective as well as versatile tools of marketing communication that enables to enhance as well as to develop the efficiency of each marketing activity. It can be executed by taking into concern both internal as well as external business environment of a specific organisation (Zerfass & Duhring, 2012; Xifra & Huertas, 2008). Based on the various literatures concerning determining the role and the significance of PR in the arena of marketing communication, the paper intends to critically analyse the contribution of public relation to the efficiency of marketing communication. The discussion of this report will mainly focus on critically reviewing different literatures concerning the role and the influences of PR in the field of marketing communication process. Moreover, different theories or models concerning the function of PR in marketing communication will also be critically reviewed throughout this discussion. With this concern, the description in this report will further focus on identifying the importance and oversights of conducting PR practices in the segment of marketing communication, especially concerning the events industry. Critical Review of the Literatures The emergence of modern trends that are followed by the global organisations has been found to be highly focused on enhancing the capability of the marketing communication through involving an effective PR process. With regard to the notion of marketing communication efficiency, Stroh (2007) revealed that PR is one of the major and widely used approaches for the modern organisations. According to the observation of the study made by Zerfass and Duhring (2012), it has been viewed that both marketing communication and PR simultaneously have been passing through a dramatic and evolutionary growth during the past few decades. Both these aspects have been noted to experience amaz ing developments in the global business world. PR can be recognised as one of the major independent functions of the modern business organisations. The concept of PR, being an element of marketing communication, insists the global organisations should practice different strategies to effectively develop the significant concern of PR in the marketing process (Cochrane & Hazou, 2012). Moreover, Arnoldi (2012), Prindle (2011), and Grunig and Grunig (1998) stated that PR is recognised to be one of the major contributory factors for an organisation to efficiently perform its broad assortment of marketing activities. According to Grunig and Grunig (1998), it has been apparently observed that PR offers two major benefits to different organisations that include increasing sales and raising business reputation that in turn could lead the organisations towards accomplishing their predetermined business targets to a greater extent. Watson (2011) and Grunig and Grunig (1998) noted that PR canno t be considered as a sales tool; rather, it can be viewed as an extensively effective approach that enables an organisation to

William Bradfords Relationship with the Indians Essay

William Bradfords Relationship with the Indians - Essay Example o would later come to the New World and interact with the Native Americans, the Pilgrim’s relationship with them was â€Å"largely peaceful, despite profound cultural misunderstandings† (â€Å"Plymouth Colony†). Bradford and his followers became friends with Native American leaders and established a policy of tolerance and trust between their cultures. Native Americans in the area had previously interacted with English traders and fisherman before Bradford’s arrival. Relations were not positive and 20 Indians were kidnapped by Thomas Hunt, who tried to sell them as slaves. In 1621, the Indian, Somoset, came to the Plymouth colony and began speaking with the Pilgrims; he had previously learned some of the English language from those earlier traders and fisherman. He returned a few days later with the famous Indian, Squanto, who was one of the Indians kidnapped by Thomas Hunt. Squanto and Somoset talked with Bradford and other Pilgrim leaders and arranged a meeting with their Chief, Massasoit. The Pilgrims then established a peace treaty with the Indians that, under the Governorship of Bradford, would last for over 50 years. Later in 1621, when Bradford became Governor of the Plymouth colony, he invited Massasoit to what would later become known as one of the most famous events in American history, called Thanksgiving ( "Plymouth Colony†). Before the plentiful harvest of that first Thanksgiving, Plymouth was struggling to survive. The Indians played a significant role in saving the colony from starvation. Because of his ability to speak fluent English and his willingness to help the Pilgrims, Squanto was revered by the people of the Plymouth colony. He taught the Pilgrims how to plant their corn, where to fish, and led them to places where they could more easily live off the land. In his History of Plymouth Plantation, Bradford explains his belief that the Indian, Squanto, was sent as an â€Å"instrument of God† to help them (95). Bradford was a devoted friend

Best companies to work for Essay Example | Topics and Well Written Essays - 2250 words

Best companies to work for - Essay Example Additionally, the company also engages in advertising services, operating systems provisions hardware and enterprise product selling. People think of Google as the number one search company on the internet; it acquired that reputation by helping people find the right thing, summarizing it, and allowing them to go deeper. The company has an auction-based system of running ad words where the number of click-throughs generates revenues for users and itself. Furthermore, Google has an open source software platform; this relies on the Android system and enables users to apply it in various elements of service. It also has a range of products for business enterprises as well as a mobile segment of wireless services. Zappos is an internet retailer that specializes in the sale of shoes; it is recognized as the biggest online shoes store in the world. The firm started in 1999 under the leadership of Tony Hsieh, who is the current CEO as well as Nick Swinmurn. The organization was acquired by Amazon.com in a deal worth $1 billion, but retains its usual operations, leadership and independence. The firm is mostly known for its customer service with call-center employees having the freedom to use their own scripts in order to meet consumer needs. Google started in 1998 under the leadership of Larry Page and Sergey Brin; the firm later had one of the most successful public offerings with a record $1.67 billion being raised in the process. Currently, the firm has about 25,507 employees who enjoy working for the organization owing to its challenging environment as well as its casual approach to work. Likewise, Zappos now employs about 38,421 employees who enjoy the autonomy they access at work as well as the freedom. Google is a highly innovative company that models its human resources practices using this approach as well; everything in the company’s people management follows this strategy. First, of all its overall approach to people

Hepatitis C Essay -- essays research papers

Hepatitis C has been referred to as a "Silent Epidemic," since it usually progresses slowly over many years. Most people who are infected with hepatitis C are not aware of any noticeable symptoms for as long as one to two decades after they are infected. In fact, by the time symptoms appear, the virus has probably already begun to damage the liver. If the liver is injured and stops functioning, death will always be the outcome (Lieber). Liver failure from chronic hepatitis C is one of the most common causes of liver transplants in the United States. Hepatitis C is an inflammation of the liver’s cells and tissues caused by the hepatitis C virus (HCV). Hepatitis C virus is blood-borne, which means it is spread through blood and blood products (Grady). After the discovery of hepatitis A virus in 1973 and hepatitis B in 1963, any cases of acute or chronic hepatitis or cirrhosis without identifiable causes were placed into the category of non-A non-B (NANB) hepatitis(Palmer108) . In 1989, a major breakthrough regarding this mysterious and intriguing disease occurred, the hepatitis C virus was identified. Now, most hepatitis C viruses are believed to be the viruses responsible for about 90 percent of all cases of NANB. According to the U.S. Centers for Disease Control and Prevention, approximately 1.8% of the U.S. population, or 3.9 million Americans, have been infected with this chronic blood-borne virus. About 50,000 new cases of hepatitis C are estimated to occur in the United States each year. Without proper and effective treatment the death rate is expected to triple in the next fifteen years (Turkington 9). Seventy-five percent of those infected with the virus will develop chronic hepatitis and half of those people will develop cirrhosis of the liver Due to the fact that Hepatitis C is blood-borne there are many ways a person can contract HCV, and many types of people who are more prone to it than others. The most effective mode of transmission is when an infected persons blood gets into the bloodstream of another person. HCV can only enter the bloodstream by first getting through the protective covering skin, this is called percutaneous route. Common routes of infection include needle stick accidents among healthcare workers, shared needles that are used during body piercing, injecting illegal drugs, and tattooing (Turkington 19). Another common ... ...eek so many people ignore them and go back to their normal lives. Once most people become infected with acute hepatitis C and are untreated, patient will develop chronic hepatitis. In fact 85 percent of infected people develop chronic hepatitis C (Palmer 118). Chronic hepatitis can lead to cirrhosis of the liver, liver failure, and liver cancer (Hoofnagle). If Chronic hepatitis does not reverse itself, and a liver transplant is not done the liver will shrink, the kidneys will fail, and the patient will lapse into a coma (Bushie). The main symptom for chronic hepatitis in jaundice. The result is the yellowish appearance of the skin and eyes and the urine will become a brownish color (Leiber). Many patients have complained of red itchy rash on their bodies and pain in their lung and abdominal areas (Bushie). The limbs often swell, and many experience brain fogs, where they forget what is happening around them. There are many symptoms that hepatitis C shares with other viruses, this is what makes it difficult to diagnose. After the diagnosis is made from the necessary blood tests, the doctor will perform a liver biopsy to determine the extent of inflammation and damage in the liver.

What is the purpose of the agency?

The purpose of the Arizona Medical Board is â€Å"to protect public safety through the judicious licensing, regulation and education of all allopathic physicians† (Arizona Medical Board, 2013). This means that the physicians in Arizona are monitored by the Medical Board for the sole purpose of protecting the public. What services does the agency perform? The Board is responsible for investigating patient complaints against physicians and when appropriate, taking disciplinary action against their licenses. This means that if a patient has a complaint about a specific doctor or a medical facility, the Board will review the complaint and then investigate the situation. Appropriate discipline will be administered, ranging from practice restrictions to revocation of their licenses. How does the agency maintain the integrity of the profession? The agency maintains the integrity of allopathic physicians (MD) by making sure their practices are ethical and safe. They pay attention to any complaints that are made, and they investigate them to the best of their ability. They make sure that the physicians are not risking or causing harm to themselves, their patients, or their practices. If or when the Board gets wind of a problem with a physician or facility, they waste no time before they investigate. Whom does the agency support? The agency supports the public. Their main focus is making sure that the public has access to competent health care professionals that are capable of providing safe, effective services to their patients. Identify education, licensure, or certification requirements. Physicians who have graduated from an approved medical school are required to have one year of training in an approved hospital internship, residency or fellowship program. Physicians who have graduated from an unapproved medical school are required to have 3 years of training in an approved hospital internship, residency or fellowship program. Physicians are required to complete 40 credit hours of Continued Medical Education during the two calendar years preceding biennial renewal. To become bored certified, a physician must take and pass an oral and written examination given by the American Board of Medical Specialties in a particular field of expertise or specialty. The Arizona Medical Board does not automatically give a license to a physician just because they have a license in a different state. They are still required to become licensed in Arizona (Arizona Medical Board, 2013).

Reading Achievement And Difficulties Of Students Essay

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