Abstract

This case study discusses the positioning strategy adopted by the Indian arm of US-headquartered e-commerce giant, Amazon, to promote its content streaming service, Amazon Prime Video (APV), in India. The case explores the Video-On-Demand (VoD) market scenario in India along with the competitive frame of reference for APV, and the various market conditions it had to face in the country. The case also reviews the tagline used by Amazon in its latest campaign ‘India ka naya primetime’, to position APV in the Indian market. The case also presents the measures adopted by APV to differentiate itself from its competitors. At the end, it facilitates a critical discussion on the sustainability of APV in India in the long run, given the competition, consumption pattern, and outlook of the Indian market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Critically analyze the positioning strategy adopted by Amazon India in order to position APV as the go to service for content seekers, to enjoy quality streaming of content in their preferred genres and in different languages, without having to face limit
• Study the competitive frame of reference and its importance in developing a positioning strategy to fight competition.
• Understand how Amazon India came up with a marketing strategy to differentiate APV from other OTT service providers in India.

Keywords

Positioning Strategy, Competitive frame of reference, Marketing Strategy, Amazon India, Amazon Prime Video, Content Streaming, Differentiation Strategy, Brand tagline