Com for Executives
19
The 48 Hour Game- Changer
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Transcript of Com for Executives
The 48 Hour Game-Changer
Ye Aung
done with all the slides everyone?
Ye Aung
For hundreds of years, consumers like all of us had to find a location to get something when the necessity for a product arose. If we needed groceries, we go to the market. If we need a new shirt, we go to the department store. College student like us, if we need books, we had go to book stores like Barnes & Noble. Then along came the Internet due to advance and progressive technology, the subsequent boom of online retailer and e-commerce, Amazon, changed the consumer journey by being able to access virtually any product or service that we need from any mobile devices and being delivered to our door step.
Ye Aung
my intro with impact, any comments?
Anonymous
309
Ye Aung
which room are you guys in
Anonymous
The same room.
Agenda❖ Company Overview
❖ CEO Overview
❖ Features & Benefit
❖ Brand Identity
❖ Motivational & Emotional Appeals
❖ Conclusion
Company Overview➢ Largest Internet-based retailer in the world
➢ Founded on 5th July 1994, company name “Cadabra”
➢ An American electronic commerce and cloud computing company
➢ Based in Seattle, Washington, U.S. and also operates worldwide
➢ July 1995, the company began service with the name “Amazon.com”
CEO ‘Jeff Bezos’● Founder,Chairman & CEO of Amazon.com, Inc.
● Former Vice-President of D. E. Shaw & Co.
● Graduated from Princeton University (B.S.E)
● Born in 12th January 1964, Albuquerque, New Mexico, U.S.
FeaturesTwo-Day Shipping
Same Day Delivery
Prime Video
Prime Music
Prime Pantry
Prime Photo
BRAND COLORS
Black: power, formality, elegance
Blue: trust, loyalty, wisdom Orange: energy, joy,
happiness
Brand Story & LoyaltyIn 2004, Jeff Bezos challenged a small group of employees to find a way to expand and speed up free shipping, he told them, as a way to increase customer loyalty.
Two months later, Amazon unveiled Prime.
“Our focus is on customer obsession rather than competitor obsession, eagerness to invent and pioneer, willingness to fail, the patience to think long-term, and the taking of professional pride in operational excellence.”
Differentiation
This dedication, is what sets Amazon apart as a company.
Consistency Constantly reinforce service benefits as anExclusive offering of the parent brand.
Effectiveness
- Incentivize customers to participate by creating a feeling of accessible exclusivity (or scarcity).
- Service’s compliment one another (i.e. Amazon Prime Video, Music, Owner’s Lending Library, Kindle, Fire TV).
- Message is consistent, clear, simple, and persuasive.
Motivational/Emotional AppealsUses a WARMTH appeal.- Diversity- Inclusive- Friendly- Sense of belongingAn emotional connection
between brand + customer = growth & sales.
- Harvard Business Review
Summary
Services and perks
Brand image
Effective promotion
Emotional draw in
Join Now!Free Prime membership trial
Savings and discounts
48 hour guaranteed shipping
Online access and mobile app
The Way We Shop
Different kind of shopping
Relationship with customers
Bibliography"Jeff Bezos." Biography.com. A&E Networks Television, 18 July 2016. Web. 19 Jan. 2017.
Carter, L. (2016, May 22). Branding Amazon: 3 Lessons to Learn For Your Brand Success. Retrieved January 22, 2017, from http://www.personadesign.ie/branding-amazon-3-lessons-to-learn-for-your-brand-success/
Donahoe, S. (2015, March 11). Amazon's Prime Marketing Strategy. Retrieved January 22, 2017, from http://imsuccesscenter.com/amazons-prime-marketing-strategy
Mangalindan, J. (2015, February 03). Inside Amazon Prime. Retrieved January 21, 2017, from http://fortune.com/2015/02/03/inside-amazon-prime/
Zorfas, A., & Leemon, D. (2016, August 29). An Emotional Connection Matters More than Customer Satisfaction. Retrieved January 22, 2017, from https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
