Amozon Kindle Fire Marketing
Introduction
In this paper, we are going to continue investigating Amazon Kindle Fire, the newest tablet in the market. It is interesting to analyze this to the strongest competitor, Apple iPad. We will discuss what kind of category Kindle Fire belongs to, how is its product life cycle and its branding strategy. And we will take a look at what distribution strategy it applies, what the pricing strategy is as well as its promotion strategy. Finally, we will make some recommendations to Amazon Kindle Fire’s marketing mix, which are product, price, place and promotion.
Classification of products
Amazon Kindle Fire belongs to the Shopping product category.
• Purchase behavior of Consumers: Consumers will only buy Kindle Fire occasionally. Once they own one tablet, they can use it for a long period of time and don’t need to buy it again. Consumers will also be comparing the prices. They would like to compare Kindle with other similar products to see which one is better and which one satisfies their needs the most before they make a decision.
• Product: The products of shopping goods are cameras, TVs, briefcases and clothing. As an electronic device, Kindle Fire tablet belongs to this category without doubt.
• Price: The products of shopping goods are fairly expensive. The price of $199 in the market is lower than any similar product. But it is still higher than those products we use frequently. So it is fairly expensive.
• Place (distribution): There are many places where you can buy Kindle, such as FutureShop, BestBuy and Wal-mart. You can also order online. In a word, anywhere with electronic devices potentially has Kindle for sale.
• Promotion: There are many commercials are available on YouTube to promote Kindle Fire. And there are many websites that give out the comparison between Kindle Fire and iPad. Consumers will easily see what the differences are.
Product life cycle
Introduction Stage: When Amazon Kindle Fire was first introduced to the
In this paper, we are going to continue investigating Amazon Kindle Fire, the newest tablet in the market. It is interesting to analyze this to the strongest competitor, Apple iPad. We will discuss what kind of category Kindle Fire belongs to, how is its product life cycle and its branding strategy. And we will take a look at what distribution strategy it applies, what the pricing strategy is as well as its promotion strategy. Finally, we will make some recommendations to Amazon Kindle Fire’s marketing mix, which are product, price, place and promotion.
Classification of products
Amazon Kindle Fire belongs to the Shopping product category.
• Purchase behavior of Consumers: Consumers will only buy Kindle Fire occasionally. Once they own one tablet, they can use it for a long period of time and don’t need to buy it again. Consumers will also be comparing the prices. They would like to compare Kindle with other similar products to see which one is better and which one satisfies their needs the most before they make a decision.
• Product: The products of shopping goods are cameras, TVs, briefcases and clothing. As an electronic device, Kindle Fire tablet belongs to this category without doubt.
• Price: The products of shopping goods are fairly expensive. The price of $199 in the market is lower than any similar product. But it is still higher than those products we use frequently. So it is fairly expensive.
• Place (distribution): There are many places where you can buy Kindle, such as FutureShop, BestBuy and Wal-mart. You can also order online. In a word, anywhere with electronic devices potentially has Kindle for sale.
• Promotion: There are many commercials are available on YouTube to promote Kindle Fire. And there are many websites that give out the comparison between Kindle Fire and iPad. Consumers will easily see what the differences are.
Product life cycle
Introduction Stage: When Amazon Kindle Fire was first introduced to the