1.
OUTLINES
 Introduction-Company Background
 Brand Identity
 Productions
 Competitors-Competitive
Advantages-Competitive
Disadvantages
 Financial Information
 SWOT Analysis
 Marketing Strategies of Amazon
 Supply Chain Management
Y O U C A N G E T A N Y T H I N G , E V E R Y T H I N G A T
A M A Z O N . C O M 1

2.
INTRODUCTION
 Amazon.com is a US based multinational electronic commerce company.
 Headquartered in Seattle, Washington, it is the world's largest online
retailer.
• Jeff Bezos founded Amazon.com, Inc. in 1994 and the site went online in
1995.
• The name Amazon.com was chosen because the Amazon River is one of
the largest rivers in the world.
 Amazon.com started as an online bookstore but soon diversified into
selling DVDs, CDs, MP3 downloads, computer software, video games,
electronics, apparel, furniture, food, and toys.
 Amazon.com listed with the tagline, ‘Earth’s biggest bookstore’.
 Worldwide Company
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T
A M A Z O N . C O M 2

3.
BRAND IDENTITY
Y O U C A N G E T A N Y T H I N G , E V E R Y T H I N G A T
A M A Z O N . C O M 3
Brand as
Product
• Wide range
• Lowest price
• High service
• Reliability
• Value for
money
Brand as
Organization
• Innovative
• Customer
friendly
• Global
• Trustworthy
Brand as Person
• Honest
• Reliable
• Timely
• Energetic
• Friend
Brand as symbol
• Symbol for
reliability
• Functional
appeal
• Modern/With
less heritage

4.
Y O U C A N G E T A N Y T H I N G , E V E R Y T H I N G A T
A M A Z O N . C O M 4
PHYSIQUE Relationship
• Internet-based
• Started as an online bookstore
• Sells a wide range of products now
• Attractive Prices
PERSONALITY
 World's largest online retailer
• Established separate websites in different countries
• Acquired multiple organizations and websites
CULTURE
 Punctual
• Environment-friendly

5.
Y O U C A N G E T A N Y T H I N G , E V E R Y T H I N G A T
A M A Z O N . C O M
5
Relationship
RELATIONSHIP
 Offers international shipping to certain
countries for some products
REFLECTION
• Buy everything at the click of a button
• Easy shopping in less time
SELF -IMAGE
• Accessible
• Customer centric
• Exclusive
products

6.
ALL THESE COMPANIES BELONG TO AMAZON
Y O U C A N G E T A N Y T H I N G , E V E R Y T H I N G A T
A M A Z O N . C O M
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7.
PRODUCTIONS AND SERVICES
PRODUCTIONS SERVICES
Appstore Online Shopping
The Book Depository Web Hosting
Game Studios Content Distribution
Instant Video
Instant Video UK
Audible
Instant Video German
Kindle
Lab126,Studios, Twitch.tv, Woot, My.habit.com ,Shopbop, Askville
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N 7

8.
COMPETITORS
DIRECT COMPETITORS
 Target
 Walmart
 Overstock.com
 Barnes and Noble
 Apple(Media)
 Samsung(Media)
 Ebay
 Netflix(Media)
INDIRECT COMPETITORS
 Google
 Brick and Mortar store
 Third –Party Wholesale
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N 8

9.
COMPARISON I
Y O U C A N G E T A N Y T H I N G – E V E R Y T H I N G A T
A M A Z O N . C O M 9
 Auction model of retailing
 More number of sellers
and buyers
 Lesser inventory cost
 Better reach and global
presence (Amazon still
doesn’t have a
specialized unit in India
where as ebay.in is doing
well)
 Good customer service
and very less error rate
 Multiple listing per
product.
 Normal retailing model of
business
 Faster search and transaction
speed
 More trusted brand by
customers
 Products are on an average
cheaper than any other site
 Late in global entry and not
fully utilized global
distribution
 Best in the industry in
customer service
 Simplicity due to one listing
per product
 More repeat purchase

10.
COMPARISON II
Y O U C A N G E T A N Y T H I N G – E V E R Y T H I N G A T
A M A Z O N . C O M 10
 Largest retailer
 Online sales of 4 billion in
2010
 Store sales around 400
billion in 2010
 Better brand value due to
store presence
 17% growth in 2010
 Low profit margin
 Customer base of 200 million
 Subsidiaries in 14 countries
 Customer service ranking is
10
 Largest online retailer
 No store presence
 Online sales of 34 billion in
2010
 40% growth in 2010
 Better prices than Walmart
!!! (cheaper by almost 19 %)
 Diversified portfolio with
futuristic outlook
 Customer base of 137 million
 Customer service ranking is
1

11.
COMPETITORS
COMPETITIVE
ADVANTAGES
 Differentiator-
Process
 Cost Leadership-
Products-Pricing
 Convenience
 Technological
Capabilities
COMPETITIVE
DISADVANTAGES
 E-Commerce limitation
 Too many business lines
 Dependency on Partners
 Government Regulation-
Lawsuits
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N 11

12.
KEY DRIVERS OF GROWTH
 Third Party or Seller Business is a key driver of growth for Amazon
It allows Amazon to increase selection and grow faster
It also helps push down prices on Amazon as Third Parties fight for
buyers
 Another key driver of growth is Amazon Prime - Amazon's program that
gives annual free two-day shipping for a $79 subscription
Amazon prime is driving significant growth internationally (primarily
Europe)
 The e-commerce market is growing at 14% and every Amazon segment
is growing faster
 Electronics and General Merchandise market in US is growing five
times the US
e-commerce market
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T
A M A Z O N . C O M 12

13.
FINANCIAL INFORMATION -2014
REVENUE 88988 billion
OPERATING INCOME 178 million
NET INCOME 241 million
TOTAL ASSETS 54505 billion
TOTAL EQUITY 10 741 billion
TOTAL EMPLOYEES 154 100
13
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T
A M A Z O N . C O M

14.
SWOT ANALYSIS
Y O U C A N G E T A N Y T H I N G - E V E R Y T H I N G A T
A M A Z O N . C O M 14
America's largest online retailer
Diversified into product lines other
than books to strengthen customer
reach
Kindle builds strong presence in the
eBooks
Free shipping offers would be a
challenge in the long run
Late in entering emerging markets like
China and India
Acquisitions extend product line and
strengthen technical platform
Increase in online retail sales in the US
Poor publicity with publishers due to the
pricing model
Launch of Apple's iPad intensifies
competition
STRENGT
HS
WEAKNESS
ES
OPPURTUNITIE
S
THREATS

15.
BSC MATRIX
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M 15
MarketGrowthRate
HIGH LOW
LOWHIGH
STARS
• Amazon Kindle
• Amazon Fresh
• Amazon.com
• Diapers.com
• Instant Video
CASH COW
•IMDB
•Alexa
•Audible.com
•Createspace
QUESTION MARK
•Pinzon- Private Label
•Amazon Web Services
•Zappos.com
•Lovefilm.com
DOGS
•Amazon mp3
•Amzon Cloud
•Pets.com

16.
MARKETING STRATEGY
Amazon.com bases its marketing strategy on six pillars.
 It freely proffers products and services.
 It uses a customer-friendly interface.
 It scales easily from small to large.
 It exploits its affiliate’s products and resources.
 It uses existing communication systems.
 It utilizes universal behaviours and mentalities
 Much of its marketing is subliminal or indirect
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M 16

17.
MARKETING OBJECTIVES
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M 17
Corporate
• Build Brand equity and grow the company
Marketing
• Increase market share
• Enhance brand awareness and top of mind recall
Distribution
• Increase the reach internationally and increase the product assortments
Promotional
• Communicate brand promises of Amazon
• Leverage parent brand name for new businesses
Pricing
• To be cheaper than the competitors

18.
MARKETING PLAN
ONLINE MARKETING
18
PAY PER CLICK ADVERTISING
 Purchases PPC ads on Google to
direct browsing customers to their
websites.
 Buys space on the left side of
Google’s search listing results, and
pays a fee for each visitor to
Amazon.com who clicks on their
sponsored link
AFFILIATE MARKETING
 Links to various products in
Amazon.com is kept in the websites
of third parties or of other retailers.
 Amazon.com pays a certain fee for
each customer visit through these
links.
EMAIL MARKETING
• Amazon.com engages in permission
marketing, where customers give the
company permission to send them e-
mails detailing product promotions
ONLINE ADS
 In various social networking sites
such as Facebook, Orkut etc
 In various communities and
discussion forums for specific
products and services such as
dpreview, goodreads etc
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M

19.
MARKETING PLAN
OFFLINE MARKETING
19
MEDIA
1. TV – ads showing benefits of
products like Kindle
2. Radio – sponsoring various radio
programs
EVENTS
1. Shopping Malls: competitions like
reading speed challenges
2. Helps in customer experiencing the
product (Kindle)
PROMOTION
1. Events
2. Online buying experience
3. Online games
4. Free delivery on special occasions
OTHERS
1. Sponsored T-shirts pens, mugs etc
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M

20.
SUPPLY CHAIN MANAGEMENT
 Items displayed online are unique to each country
 Customer Service Representative localized to each country
 Each country has access to different kinds of products
 Repetitive Inventory at different locations.
 Excellent postal services for local shipping but unreliable
cross-border logistics
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Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M

21.
OTHER AMAZON INITIATIVES
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M
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Amazon Cloud
drive
Cloud computing
Amazon Instant Video
Video on Demand Service
Amazon Web Services
Collection of web services giving
cloud computing platform
Amazon Appstore
Interactive venue for developers and
buyers
Amazon Cloud Player
lets you sync music and playlists across
computers
Amazon mp3
Online music store

22.
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M
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AmazonBasics
Amazon-branded
electronic products
AmazonFresh
sells and delivers
groceries in Seattle
Amazon
Warehouse Deals
offers discounts on
refurbished products
Amazon Studios
online social movie studio
Amazon Kindle
E- book reade
Amazon prime
Prime membership program

23.
THANK YOU 
23
Y O U C A N A N Y T H I N G - E V E R Y T H I N G A T A M A Z O N . C O M