com for executives

The 48 Hour Game-Changer

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