Final Marketing

1

Part B: Amaze Marketing Plan

Ihsan Haq

MKT500 Marketing Management

Strayer University

Dr. Lisa Amans

May 15, 2021

PART B: MARKETING PLAN 2

Introduction

Every business in the current era needs to understand how well it operates in the market

and the way it effectively serves the market niche (Christophers, 2020). The feedback received in

the previous work on the Amaze company was a good feedback that indicated a good foundation

on the marketing concept of Amaze and future works. Through the feedback it is easy to analyze

the marketing strategy of the Amaze company in depth as well as comprehensively for feasibility

purposes. Amaze Company is a leading company in the e-commerce market. It has been able to

attain a powerful competitive edge in the market over the years due to a strong marketing strategy

and brand management.

Amaze company is based on online sales solely and has positioned itself as a strong online

retail company with a high number of customers. As with many online retailers in the market, there

are a variety of aspects associated with carrying out business over the internet which is associated

with the creation of issues along with the need for having a market plan. This Amaze company

marketing plan entails a comprehensive analysis of the branding strategy concept along with the

concept of primary as well as secondary consumer, brand positioning and consumer behavior

regarding the Amaze Company target market.

Branding Strategy

Branding Strategy is identified as being the method that an organization uses to brand itself

uniquely in the market it serves (Christophers, 2020). The branding strategy of Amaze Company

has been focused on three key strategies which have helped it in having a competitive edge in the

market. First and foremost, it has been using a long-standing policy that allows the customers to

review the products it sells including both positive as well as negative reviews on the website.

These reviews help in increasing the customer purchasing decisions.

PART B: MARKETING PLAN 3

Nonetheless, another key strategy is the use of instant order update which has been used in

the notification of the clients when they made an order on the same product and this has been

effective in enhancing the success of the future operations in the company. The final strategy is

that Amaze Company often credits the credit card of the customer if the product they ordered has a

price down from the moment they ordered it to the shipping time. All these strategies have helped

in building a powerful brand identity.

Brand Name

Amaze Company usually puts into consideration a brand to be identified as being a name

which acts as a representing of a Product. Products that are in the same brand in the same company

usually have the same logo as well as slogan and other types of identifying marks. The Amaze

Company brand name is identified as being Amaze Basics. The brand name is used to portray the

basic and general products that the Amaze company offers and is derived from a comprehensive

understanding of the brand as well as products and even market.

Logo

A company logo is a pictorial representation of the company (Christophers, 2020). The

company logo is a simple letter ‘a’ that is inserted in a search symbol. The ‘a’ is used to represent

the first letter of the Amaze Company while the search symbol is used as a design element. The

design element has become a recognizable company logo since it helps in illustrating that the

Amaze company is a viable online retail business that has just anything that the customer needs

and the customer just needs to make a search on the internet.

PART B: MARKETING PLAN 4

Figure 1: Amaze Company Logo: The company logo is recognizable by the market for its

simplicity as well as creativity and how it incorporates its key operations in a single logo.

Slogan

A slogan is used by a company to signify an organization that is aspirational as well as

enjoyable (Chkoniya et al., 2020). The slogan of the Amaze Company has helped it to attain

efficiency in the company. The slogan acts as a clear and direct representation of the vision of the

Amaze Company. The slogan is “Work Smart. Making promises and working towards achieving

those promises.” The slogan is aimed at emphasizing on how the company is committed at

fulfilling the promises that it makes to the customers.

Brand Extension

PART B: MARKETING PLAN 5

Brand extension is when an organization utilized one of the established brand names on a

current product or even a current product associated category (Christophers, 2020). The strategy

that is usually utilized behind a brand extension is to utilize the already established brand equity of

the firm to assist it in launching its most current product. The brand extension of Amaze Company

is AmazeFresh which emphasizes on how all the goods it sells especially the food products are

always fresh and shows how the company uses innovative techniques.

Primary and Secondary Target Markets

The primary target market is identified as being the group of customers a firm covers the

most or even feels is highly likely to be the buyer of the product. On the other hand, secondary

target market is the next market which is highly appealing to the firm (Chaffey & Ellis-Chadwick,

2019). The company was established with a key aim of gratification as well as catering to the

people who had a voracious love for online purchases. Over time Amaze Company has wideners

its identified marketing net to effectively encompass people of a variety of tastes along with

hobbies and even lifestyles. The company has grown to be the everything store that offers wide

range of inventory.

Primary Target Market

Amaze company does have a broad primary target market. Amaze Company considers ever

person who has sufficient basic internet associated usage as well as old enough for them to make

the online purchases so as to be a part of the target market. This inadvertently offers a restriction to

the target market age group to being an average of 18-60 years because an individual needs to be

18 years for them to legally make online purchases and many older people do not have the

familiarity to be comfortable in doing online shopping.

Market Segmentation

PART B: MARKETING PLAN 6

Geographic All US States

Urban & Rural Population

Demographics Age: 18 years and above (18-

60 years)

Gender: Male and Female

Life Cycle Stage Bachelor Stage, The Younger,

Single individuals who are not

at home, Newly Married

Couples that are young,

Couples with or without

children, in the labor force,

Retired.

Occupation Students, Employees and

Professionals

Behavioral In terms of Degree of their

loyalty that is the Hard core

loyal as well as the Soft Core

Loyal and the Switchers

Personality: all types of

personality

Psychographic All the social classes

Secondary Target Market

PART B: MARKETING PLAN 7

While the Amaze Company has been known mostly for the sale of products as well as in

the attraction of building the entrepreneurs too. Merchants who have the desire to sell their

products on the identified website can so that is after making payment of the nominal fee.

Independent types of merchants usually do not bring in as much amount of revenue as is compared

to the primary target market, however the Amaze Company usually values them since they possess

the high level of potential to effectively attract the current customers to the given site through the

sale of the items that the company may not currently carry. For this reason, this group is considered

as being the secondary target market.

Positioning Statement

Figure 2: Perception Map Representing the Amaze Company in relation to Wayfair Company and

Light in The Box Holding Company. For the Customers who desire High level of Online Retail

Products from a Highly Innovative Company and one that considers high level of customer

satisfaction, Amaze Brand is unique at this.

Brand positioning is vital to a company for ensuring that it stands out from the rest for a

Light In The Box Holding

Company:

 High amount of Products

 Low level of Innovation

Wayfair Company:

 Numerous Product Websites

 Low level of Innovation

Amaze Company:

 Customer Focus  High level of Innovation

PART B: MARKETING PLAN 8

higher competitive advantage over the rivals (Chkoniya et al., 2020). The USP of Amaze

Company is effective customer service as well as high level of continuous innovation. Amaze

company Segmentation as well as targeting and even positioning entails a variety of activities

which are aimed at the Determination of the particular groups of individuals as well as clients and

in the development of commodities along with services that are attractive to the target group.

Positioning is used to define the selection of the identified marketing mix that is the most

appropriate for the identified target customer associated Segment.

The key positioning Strategies for Amaze Company entails the multi segment type of

positioning whereby the firm is involved in the provision of a wide variety of products effectively

exploitation more than a single segment simultaneously. Nonetheless, it also uses adaptive type of

positioning. The online retail company is involved in the closet as well as careful Monitoring of the

various changes that are experienced in the external marketplace along with it effectively addresses

the Increment of the customer associated expectations through the periodic repositioning

associated with the commodities in accordance with the given changes in the market Segment.

There is also the use of the anticipatory type of positioning. This is used to define the

aspect of positioning to an identified type of market Segment which possesses a low turnover with

the identified anticipation that the identified turnover will be higher in the future. The web services

for the Amaze Company are a good example of the anticipatory brand positioning. The brand

positioning statement of the Amaze Company is “To be the most customer-oriented company

whereby clients can attain along with discover anything they wish to purchase online as well as the

endeavors to provide to its identified clients the lowest probable prices for the same.”

The online retail stores rivals for the Amaze Company are the Light In The Box Holding

Company along with Wayfair Company. The positioning statement for Light In The Box Holding

PART B: MARKETING PLAN 9

Company is, “Offering Convenient way for Customers to shop from a wide range of

commodities.” This is different from the Amaze company in that the key focus of this company is

to offer a wide range of goods unlike the Amaze Company that focuses on satisfaction of the

customers with the commodities they offer and not the quantity they offer them. Wayfair USP is

“Offering high volume of items for the customers through numerous websites for the Company.”

This company is different from Amaze because the focus of Amaze has never been quantity but

quality and that is why it has a key interest in the high level of innovation.

Consumer Behavior of Target Market

Consumer behavior is considered as being the series of the behaviors or even patterns

which the consumers usually follow prior to making any kind of purchase. It begins when the

identified consumer is aware of the need or even the desire for a commodity then makes a

conclusion with the identified purchase associated transaction (Chaffey & Ellis-Chadwick, 2019).

Understanding the consumer behavior regarding the Target market for any company is vital for the

future success of the management along with monitoring of the behavior of the consumers.

The brand name as well as the logo and the slogan have played a key role in enhancing the

effective consumer behavior from the identified target market as is desired by the Amaze Company

which has in turn helped the company to be highly competitive due to its popularity among the

target market. The brand name plays a key role in the consumer behavior regarding the target

market because the target market can associate themselves with a well-established brand just like

that one of Amaze Company. The slogan as well as logo help in the easy as well as efficiency in

the recognition of the brand of the Amaze Company under distinct types of conditions. In general,

all these key aspects have helped in effective brand awareness which has in turned promoted

positive consumer purchasing behavior.

PART B: MARKETING PLAN 10

Looking at the demographic’s aspect specifically by age, the following graph shows how

frequent the consumers make purchases of the products online as per the age factor. These types of

shoppers make purchases at least once weekly with about 1/3 of them buying more frequent.

When it comes to the loyalists, it is evident that the younger loyalists are the ones that make

more purchase daily and weekly and make up about 55% of the total sales weekly. The females

make up a percentage of 75% when it comes to the gender factor in consumer purchasing behavior.

According to an online type of survey, 89% of the consumers voted that they are active buyers

from the company and are loyal. This gives the company a competitive edge in the market. For the

company to attain higher consumer behavior from the target market and to eradicate competition,

there is the need that they have a comprehensive customer support as well as offer a more

comparison Branding Strategy reinforcement for enhanced efficiency (Chaffey & Ellis-Chadwick,

2019).

Conclusion

PART B: MARKETING PLAN 11

A marketing plan is essential for any business that is striving at being highly competitive in

the market with a high level of Competitive Advantage over its rivals in the market ( Waller,

2020). Amaze company has been using marketing plan to help it in the identification of the

various customer needs via carrying out a comprehensive market research as well as the manner in

which the company can effectively satisfy the various needs of the target market while at the same

generating an acceptable level of return.

The marketing plan presented in this paper offers a comprehensive review of the brand

strategy of Amaze company as well as the brand positioning, the target market and the consumer

behavior regarding the market that Amaze serves. With the presented marketing plan for Amaze

company, it is easier for the company to analyze the various types of metrics that can be utilized in

the assessment of the efficiency of the marketing initiatives and how to improve the various

aspects of the Amaze Company highlighted in the marketing plan paper.

PART B: MARKETING PLAN 12

Sources

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing.

Christophers, B. (2020). Rentier capitalism: Who owns the economy, and who pays for it?.

In Chkoniya, V., In Madsen, A., & In Buxrašvili, P. (2020). Anthropological approaches to

understanding consumption patterns and consumer behavior.

Waller, T. (2020). Personal brand management: Marketing human value. Cham: Springer.