com for executives
TRANSCRIPT
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The 48 Hour Game-Changer
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Agenda❖ Company Overview
❖ CEO Overview
❖ Features & Benefit
❖ Brand Identity
❖ Motivational & Emotional Appeals
❖ Conclusion
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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”
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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.
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FeaturesTwo-Day Shipping
Same Day Delivery
Prime Video
Prime Music
Prime Pantry
Prime Photo
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BRAND COLORS
Black: power, formality, elegance
Blue: trust, loyalty, wisdom Orange: energy, joy,
happiness
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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.
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“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.
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Consistency Constantly reinforce service benefits as anExclusive offering of the parent brand.
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Effectiveness
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- 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.
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Motivational/Emotional AppealsUses a WARMTH appeal.- Diversity- Inclusive- Friendly- Sense of belongingAn emotional connection
between brand + customer = growth & sales.
- Harvard Business Review
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Summary
Services and perks
Brand image
Effective promotion
Emotional draw in
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Join Now!Free Prime membership trial
Savings and discounts
48 hour guaranteed shipping
Online access and mobile app
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The Way We Shop
Different kind of shopping
Relationship with customers
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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