Marketing Plan #1
Douglas A. Stanford
Principles of Marketing
June 20, 2014
The Amazon Kindle Fire – sized somewhere between an iPhone and an iPad and with an irresistibly low price, the Kindle Fire has real appeal for anyone on a low income, particularly young people and students, who want a tablet that does a lot but doesn’t retail for a lot. For regular Amazon customers, the Kindle Fire tablet is also a dream come true, because it automatically links your Amazon account with the easily accessed bookstore, app store, music store, and Lovefilm, not to mention the traditional Amazon store where you actually buy physical items. The Kindle Fire tablet also allows you to view an unlimited stream of your personal photos and documents, as long as they’re stored on the Amazon Cloud.
The Kindle Fire tablet was named by some, upon its launch, ...view middle of the document...
Amazon’s tablet hardware and software is much improved from last year’s offerings but where Amazon really brings value to their tablet customers is in the one-two combo of low tablet prices and an unsurpassed online shopping experience.
Amazon is able to keep their tablet prices low because they don’t intend to make any (or much) money on the initial sale of their devices. They can give their customers more tablet for less because they are making it up in content and advertisement sales. Amazon wants to lure you into their store with their tablet and then keep you there with their service and overall shopping experience.
And while it’s true that Amazon is making money off of you when you shop in their online store, people LIKE to shop at Amazon. Amazon’s selection is world class. Their prices are rock bottom. And their Amazon store software provides customers with one of the finest online shopping experiences anywhere.
The Kindle Fire appeals mostly to younger adults and students, who are on a low income. The price of the Kindle Fire gives an appeal to bargain shoppers, while giving them a “bang for their buck”. The product itself isn't all that exciting: it's a lot like the iPad, in that it can play movies and music. It retains its bookish roots by storing media on virtual shelves. The real news about the Kindle Fire is its bargain-basement price: $199. As you can see below, the Kindle Fire is quite desirable for its price, if you wanted a tablet but can’t afford an expensive tablet, the Kindle Fire is the one to buy.
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Chart Picture. (2013).
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Kindle Fire Comparison Chart. (2011).
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Kindle Fire Picture. (2012).
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