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Public Relations and Corporate Communication Strategies

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Public Relations and Corporate Communication Strategies

  1. 1. Public Relations and Corporate Communication Strategies A case study of
  2. 2. Campaigns 1. Amazon took the advantage of Raksha bandhan to propagate their new campaign “#DeliverTheLove”. It’s rare to find a brand that is happy to talk about its limitations, yet stealing your heart while they do so. With the campaign #DeliverTheLove, the company is trying to communicate that while they can deliver anything their customer wants, anywhere they want, nothing is more important than cherishing the relationship one has with their sibling, by meeting them in person.
  3. 3. Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy commented, “This is a brilliant piece of work. It is a wonderful leadership statement, brilliantly written, acted and directed. Mahesh Gharat, Executive Creative Director, Ogilvy Bangalore added, “With this campaign, brand Amazon has taken a higher ground. This is an example of brand courage, where an online brand says that sending a gift is not the same as going and giving it yourself.”
  4. 4. 2. Amazon India has rolled out a new campaign for Ganesh Chaturthi, a festival celebrated extensively in Maharashtra. The campaign showcases how Lord obstacles eliminates the obstacles. For all the big troubles, pray to Lord Ganesha, but for the smaller problems Amazon is there with you to take care of them.
  5. 5. 3. Bloomberg believes that Amazon is considering buying the rights to a variety of live sporting events as a way of bringing more people into Prime. Amazon is hoping that bundling its own platform with Prime means that it’s retail customers are going to want to check out its more populist shows. 4. It is also in the news that Amazon has plans to invest in food startup company called Swiggy.
  6. 6. Competitors Because of the diversified nature of the company, it has various competitors. Competes with: ● Netflix ● ESPN ● Flipkart, Snapdeal, Alibaba, Ebay ● Online portals for Used book sellers ● Walmart ● Apple
  7. 7. PR Strategies ● Amazon Prime ● Amazon Choice - Amazon Choice recommends specific products based on the need of the buyer. It is currently available for laptops in India. ● Amazon Chai Carts and Amazon Tatkal - Unique initiative to help small and medium businesses to sell on its platform ● Amazon Vehicle - an extension of Amazon Automobiles, online platform for consumers to research on cars, auto-parts, etc. ● Allows sellers to advertise first and sell later ● Launch of “Used books” category - Aims to tap small town readers ● Amazon walk-in opportunities
  8. 8. Crisis ● Foremost crisis for a company like Amazon was to adopt itself for the Indian market. Why, you ask? Because: - Underdeveloped infrastructure - 67% rural population; only 35% connected to internet - An FDI policy restricting foreign multi brand retailers from selling directly to consumers online - Delivery and fulfillment - Fear of store owners that the online behemoth will put them out of business
  9. 9. Crisis Management Amazon reinvented its ecosystem to address the challenges it faced. - Launched the user friendly website in 2013 - Developed a program to recruit suppliers and convince them that they could be a trustworthy partner that could help them expand the market for their products. - Introduced Amazon Chai Cart: Mobile tea carts, serving refreshments to small-shop owners and teaching them the virtue of e-commerce - Introduced Fulfillment by Amazon (FBA), Easy Ship and Seller Flex - Partnered small mom-and-pop shop owners in its delivery platform
  10. 10. Corporate Communication ● Vision: “Relentlessly focus on customer experience by offering our customers low prices, convenience, and a wide selection of merchandise. ● This is communicated both on-site and through offline communication. ● Editorials and customer reviews ● Web pages tailored to individual preferences such as recommendations and notifications. ● Communicate the fulfillment promise in ways such as inventory availability information, delivery date estimates, and options for expedited delivery. ● Focuses on customer satisfaction metrics
  11. 11. Corporate Social Responsibility ● Frustration Free Packaging - Multi year initiative designed to make it easier for customers to liberate products from their packages - Easy to open and recyclable - No plastic-coated wire ● Amazon in Community - Contribute to communities where their employees and customers live - Support local and national organisations through donations: American Red Cross, St. Jude Children Research Hospital
  12. 12. ● Disaster Relief - Amazon has dedicated homepage placement - Have contributed more than $35 million to global relief programs since 2001 - 9/11 - $6.9 million - Tsunami relief in South and Southeast Asia in 2004- $15.7 million
  13. 13. Target Audience ● Targets each customer individually, allowing the company to convert visitors into long term, high value customers. ● Target middle class and upper class people who have got hands on experience in basic technology but don’t have time or prefer convenience over shopping from physical outlets ● Amazon has successfully positioned itself as a “Glocal” e-commerce giant. ● Using the catchphrase #AurDikhao in a campaign in India, it has further helped carve a distinct space in the consumer’s mind. ● Logo: arrow emphasizing A to Z
  14. 14. Marketing Strategy ● Achieved economies of sales through extensive product offerings which include electronics, games, apparels etc ● These offerings help them keep its prices low thereon passing the benefits to the consumers ● Customer centric approach has helped them to have a competitive edge over their competitors. More than 50% of the consumers are repeat buyers at Amazon.com ● Amazon one of the longest players in the online sector and has a solid hold in European countries and US. This helping them to expand in new markets.
  15. 15. Reference ● http://www.navhindtimes.in/how-amazon-adapted-its-business-model-to-india/ ● http://economictimes.indiatimes.com/industry/services/retail/regulatory-restricti ons-slowing-investments-no-bumper-sales-for-e-tailers-this-festival-season/arti cleshow/53834281.cms

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