Strategy and Positioning Analysis part 2
Jeremy McNair
MKT/421
March 29, 2016
Mara Murphy
Strategy and Positioning Analysis part 2
Beginning with the development stage, Amazon Prime Air is in the process of developing a new product or building the idea of venturing into a new market. Amazon Prime Air seeks to not only speed up delivery times but also expand their target market by providing convenient and speedy services to the consumer that might not otherwise choose to use them. Following this, the marketing mix is usually in the planning phase; hence, Amazon Prime Air is researching on various marketing methods and plans which the company intends to use in the launch of the new product, such as coverage on their drones. The marketing mix (which is a function of this particular phase) entails the various methods implemented by the business with the intention of bringing awareness to the prospective customers about the new product (Kerin, 2015). Special promotions and campaigns provide this knowledge of Prime Air. Amazon Prime Air has marketed this product via tv commercials, magazines, online media, and newspaper ads.
Following the development of the product, a business must introduce it to the market. A consumer is not initially familiar with this product. Hence, sales are minimal. Therefore, within the introduction stage, the marketing mix offers the implementation of strategies which aims at establishing a market and bringing a considerable level of demand.
Once the “growth stage” is reached, the consumer is now aware of the product and the sales are on a constant rise. The marketing moves which when applied within this period includes branding. Branding helps differentiate the product introduced from other products that exist within the market (Kerin, 2015); such as UPS or Fed Ex. Due to possible market saturation, the brand must demonstrate to the consumers the various benefits of the product over that of the competitors,...