Amazon Kindle Marketing Strategy
Launching any product requires a lot of planning and forethought. Without a proper plan, it becomes difficult to design the most appropriate marketing strategy than can lead the way towards success. The 4 P’s We must analyze the 4 P’s i.e. the product, price, place and promotion. In the case of Kindle DX launch, the type of product is relatively new in the market. For this unique kind of product, which seems to be an advanced version of book, it might take time before the target market can realize the importance of the product to them. To cross this stage, promotion of the product is necessary. The product is an enhancement over its predecessors in terms of its screen size which changes it target market more towards college students, who can interpret this device as ebook reader. Promotion
The company is using the below the line marketing strategy. One aspect of this strategy is the word-of-mouth method, which involves the promotion undertaken by the buyers of product themselves. The company firmly believes that this method can bring more success than other methods. However, relying to the large extent on just one method exposes the company to risks of negative publicity because unsatisfied buyers can spread negative information about the product. The company virtually has no control over this method of marketing unless they supplement it with above the line advertising such as internet advertising and through select print media, especially those which are more often viewed by the target market.
The price of the product seems to be high for the chosen target market. The lighter backpack is one advantage paid off from the high price but the device does not fully addresses the requirements of a college student. A college student with a cheaper mini or a laptop has far more options than the one having just the E-book reader. The device lacks a browser, color display and also the advantage of viewing a video.
Cited: Fowler, Geoffrey A. Ovide, Shira. Amazon Hopes Its Bigger Kindle Ignites Demand, Wall Street Journal, New York City, 2009 Page B12 Mohr, Jakki J. Sengupta, Sanjit. Slater, Stanley F. Marketing of high-technology products and innovations Edition: 2, illustrated. Missoula. Jakki Mohr, 2004 450 pages Mahajan, Vijay. Muller, Eitan. Kerin, Roger A. Introduction Strategy for New Products with Positive and Negative Word-of-Mouth, Management Science, Vol. 30, No. 12 (Dec., 1984), pp. 1389-1404 Reid, Calvin. Kindle DX: Bigger Screen, Higher Price, Many Questions, Publishers Weekly. New York: May 11, 2009. Vol. 256, Iss. 19; pg. 5,1 pgs Taylor, Paul. Amazon 's Kindle DX set to test next generation e-reader market. Financial Times. London (UK): May 8, 2009. pg. 21 Vaknin, Sharon. E-textbooks vs. Kindle DX: What will college kids pick?. E-textbooks vs. Kindle DX: What will college kids pick? -Crave-CNET, 2009, 10 June 2009,