Chinmay Sangale – 103 Rashmi Somwanshi – 110

Sumati Shende – 108 Priti Srivastav – 111

Shriya Singh – 109 Sameer Surve – 112
Shubham Zanwar – 119 Atul Zore – 120
 CONTENT
• Introduction
• Value Proposition
• Brand Association
• Brand Personality
• Brand Identity, Image,
Perception, Position
• Articulating the Brand Identity
• Executing the Brand Identity
• Brand Laddering
• Brand Positioning
• Crafting the Brand Position
• Brand Portfolio Strategies
• Brand Architecture
• Brand Equity Model
• Brand Identity Prism
• Cult Branding
 How it started..

Amazon started as an online book store (1994-98)

Diversified to CDs, DVDs, electronics, toys and other
categories (1998-2004)
Redefined itself in cloud computing infrastructure;
kindle (2005-11)
Added Amazon Music & Amazon Video into the
services (2011-15)
 •The e-commerce market is expected to
grow at a compound annual growth
rate (CAGR) of 44.77 per cent from
2016-20 to touch US$ 63.7 billion by
2020

•Internet users growing @ CAGR of

44.77% from 391 million (2016) to 700
million(2020)

Source: Economic Times, PWC, Source: indiaretailing.com

Financial Express
 Value proposition
Functional Economic Emotional

Quality Service Convenience Self expression

Prompt Settlement Value for money Trendy

Fulfillment
Range of Products

Also the 6Cs namely :

Content, Customization, Community, Convenience, Choice, Cost reduction
 Brand Associations

Wide
Loyalty
Range

Advocacy Reliable
Latest
Fashion
 BRAND IDENTITY
• Brand Identity: Reliable, Innovative
• Brand Image: Fast, Effective CRM
• Brand Personality:
– Competence (Reliable & Efficient)
– Sincere (Honest, Joyful)
– Exciting (Innovative, updated)
• Brand Perception: Availability and Convenient
 Articulation

• Tagline- "Earth's Most Customer- centric

Company“
• Logo- A to Z

• Slogan- “Apni Dukaan hai”, “Aur Dikhao”

• Theme- Variety & Convenience
 Execution
• Product: Online, variety, delivery, CRM
• Place: Online market, Couriers & post, drones,
strategically placed warehouses
• Price:
– Market oriented pricing strategy
– Price Discrimination pricing strategy
– Value based pricing strategy
• Promotion: Advertising, sales promotion, PR,
dire
BRAND LADDERING
ABSTRACT
BENEFITS
Reliable,
Reducing burden
EMOTIONAL BENEFITS
Self-reward
Independence
ECONOMICAL BENEFITS
Saves time
Value for money
FUNCTIONAL BENEFITS
Fast, Reliable
Affordable price range
A to Z, convenience
FEATURES
Online, large product catalogue, reviews, customized suggestions, one
day delivery, one-click ordering, 24/7 toll free customer service
 Crafting the positioning
Amazon
Target segment Working professionals, people preferring
convenience over shopping from physical
outlets, Innovators
Consumer behavior Price sensitive, value seeking

Nature of competition Intense competition from flipkart, snapdeal

Specialized e-commerce portals like firstcry
D-mart, BigBazar
Points of parity Wide range of products, Customer experience,
Value pricing, Ecommerce
Points of difference Customer relationship, Wide brand portfolio,
prime, personalized shopping experience,
innovative technology
Brand position Easy to use shopping platform, Highly-
attentive customer service, Innovation
 Validation of brand position

RUB Amazon

Relevant Consumers seek all kind of products to be shopped

online

Unique Amazon gives extensive product offerings

Believable More than 50% of consumers are repeat buyers

 Brand Portfolio Strategies
Brand Portfolio Role Core Brand Promise Area Focus

Daily need items

Availability and
Retail Goods to things for Global
secured Delivery
special purpose

Unlimited video Europe, India,

Amazon Prime One-day delivery
streaming Japan, Canada, USA

original and
Online marketplace
limited edition
Amazon Art and assurity of the Shipping from USA
fine art from
art
selected galleries

Broad platform, USA, Asia Pacific,

Cloud services
Amazon Web services innovation, global South America,
platform
infrastructure Canada, Europe,
 Line Branding

Retail Goods Consumer Prime Kindle AWS Services

Electronics
 Source Branding

Amazon Prime Amazon Air Amazon Amazon

Fresh Associates
Amazon Web Services Amazon Kindle
 Brand Extension strategies

Product category

Old New
Line extension Category extension
Old
Amazon Prime, Amazon Fresh, Amazon Go
Amazon kindle,
Brand

AmazonMp3
Sub Brand New Brand
New
Amazon Basics,
Instant video,
Amazon
Diapers.com
WarehouseDeals
 Brand architecture

Branded house strategy

House of brands
Blended house strategy
Keller's Brand Engaging,
Equity Model Community
RESONANCE
for

Quality, trust, Personal,

Amazing deals Secure, Easy to use
JUDGMENTS FEELINGS

Reliable, Convenient Friendly, Simple,

Customer satisfaction Easy approach

PERFORMANCE IMAGERY

Huge selection, High awareness

SALIENCE

The Brand Resonance Model

 Kapferer’s Brand Identity Prism
•Wide range
•High service •Honest
•Reliability •Timely
•Value for money •Friend

•Punctual
Relationship

•Values and ethics

•Helpful

Culture
•Erasing
inquisitiveness – •Caring for every
“Aur Dikhao” needs

•Availability
•Buy anything , easy transaction •Innovative
•Recommendations •Customer friendly
•Trustworthy
•Accessible
 CULT BRANDS
• Cult brands are brands that command a
religious royalty and following with their
customers.
• These brands have been around for a long
time; their customers feel a sense of
community or bonding amongst them linked
by these products.
 Introduction
• In 1963, Sante Mazzarolo, a leather craftsman
started the motocross giant Alpinestars
• The first product was a high quality boot that
revolutionized the motocross industry
• Alpinestars is now the world-leading
manufacturer of professional racing products,
motorcycling airbag protection, high-
performance apparel and technical footwear.
 What makes Alpinestars a cult ?
• When Mazzarolo decided to use his skills in the
newly flourishing motocross segment he ended up
revolutionizing the entire motocross protection gear
segment
• The design and quality was unmatched in the
market, eventually making this Italian brand the
global leaders in the motocross guard and apparel
segment
• Over the 28 years of its existence Alpinestars has
earned the cult status with the events and globally
famous riders they have sponsored
 “The invent of the simple a-star logo and the
branding gives a sharp easily recognisable hook
that means hardcore motorcyclists, brand new
bikers, car race fans, mountain bikers, bmx
riders, skaters or just people who are brand
aware know the name and the logo on sight”
THANK YOU!