Amazon Echo Dot

IMC Presentation
Carinna Arenas, Suhee Cho, Anna Perez
Tim Davidson, Jordan Cruz
BUS2:134A
Spring 2018
Situation Analysis

❖ Trends
- Economic: Since 2008 market crash, the market has gone up
- Cultural: Capitalist Society, Individualist
- Technological: Rise and Need for Innovation
- Social: Social Media, Modernity, Belonginess
Current Brand Positioning
❖ Tech-Savvy

❖ Affordable

❖ Convenient

❖ Personal Assistant

❖ Currently Targeting Millennials

Current Advertising & Promotion Strategies

❖ Website Banners

❖ Commercials

❖ Social Media

❖ Word-of-Mouth Advertising

❖ Reviews
Key Competitors

❖ GoogleHome

❖ Apple Homepod

❖ Microsoft Invoke
Current Marketing Problems

❖ No specific target market

❖ Failure to communicate Echo’s user-friendliness

❖ As international product, language recognition is

necessary
Targeting Market
❖ Generation X from ages 39-53 (2018)
❖ Population in the U.S. is 64.6 million
❖ Achievers
➢ Fully scheduled, goal orientated,

professional

❖ Thinkers
➢ Plan, research, consider before acting,

financially established,use technology

Prototypical Profile
This is Tanya and her family

❖ Housewife with a busy schedule

❖ Live in Denver, CO
❖ 48 years old
❖ Values
➢ Exercise
➢ Work-life balance
➢ Efficiency
➢ Research of her products
Brand Positioning

Provides customers with many skills

❖ Family & User-friendly

➢ Connects with various applications
■ Playing Spotify, home security,etc.
❖ Affordable
Communication Objectives

❖ Increase product awareness

➢ Top-of-the-mind
■ Our product comes to mind first
❖ Inform people about product attributes
➢ Persuading them to buy the product
❖ Reduce brand switching
➢ by showing that we are superior to the competition
Message Strategy and Tactics

Key Selling Benefit

● Capable, compatible and convenient to assist with day-to-day tasks.

● Slogan: “Life made simple.”

● Alexa’s superior competence

 Message Strategy and Tactics
Creative Strategy
Video ad
-Brand ambassador: Sofia Vergara
(Gloria) from Modern Family

-establish credibility and highlight its

convenience.

-Planning for her son Manny’s

birthday party with the help of Alexa

-Ending scene
Gloria: “Thank you, Alexa. I could
not have done this without you.”
Alexa: “You are welcome.” (smile)

Print ad
-Direct comparative advertising with
Google Home
:Capable vs incapable

-Portrayed as real assistants

(Humor) Video Ad Print Ad
Message Strategy and Tactics
Psychological Effects
● Brand image : versatile, cool, smart, and capable
● Brand personality: excitement and competence
● Competitor: Google Home -incapable, awkward

● Attitude formation/change
○ Based on cognition
○ Imagine themselves using Alexa at home
○ Compare
○ Expectancy Value model :
1) Beliefs - reliable, capable, smart, convenient to use.
2) Evaluation of those beliefs - good to have those traits
Media Strategy and Tactics
● Media Strategic Plan
○ Performance reassurance
○ Functionality
○ None gender specific
● Media Vehicles
○ Traditional television viewing
○ Prime Time ad placement
○ Email marketing
○ Lifestyle magazines
Media Strategy and Tactics
● Consumer Promotion
○ Back-to-school
○ Packaged multiples
○ Bundling services
■ Amazon Fire TV
■ Amazon Prime
● Public Relations
○ Managing superior reputation
○ Staying relevant with media/app trends
Integration and Evaluation

● Sales Number
○ Increase in sales, ROI
● Market & Competitors response
○ Frequency, quality, profit
● Google Metrics
○ Searches, visits, inbound links
○ Click through rate
 Evaluation: Gantt Chart

Start Due
Task Duration
Date Date May June Jul. Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar.
Media Vehicles Television Oct Dec 90
Email Jan Oct 270
Facebook Sept Dec 150
Print Ads May Jul 90
Promotions Amazon Prime Nov Dec 60
Amazon Fire TV Oct - 30
Back-to-School Aug Sept 60
Effectiveness Feedback: Survey
Thank You