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.
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Issues:
» 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 limitations of time, place, and choice..
» 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..
Introduction
In December 2016, the US-headquartered e-commerce giant, Amazon.com (Amazon), launched its content streaming service, Amazon Prime Video (APV), in India. This happened almost a year after Netflix, another such popular service, was launched (in January 2015) in India. Analysts believed that with the tagline “India ka naya prime time” (India’s new prime time), APV intended to communicate the message to the audience that they could ‘watch latest and exclusive content, anywhere and anytime they want to, thus making any time – their prime time’. Through this campaign, Amazon endeavored 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 limitations of time, place, and choice.
Amazon, an American e-commerce and cloud computing company based in Seattle, Washington, was founded in 1994 by Jeff Bezos. It was launched as an online platform which sold books. Later, it diversified into several other categories such as DVDs, music, video games, electronics, apparel, and many other things. After two decades of operation, it had grown to become the largest online retailer in the world in terms of sales and market capitalization and was soon listed as a Fortune 500 company....
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Key words:
Positioning Strategy,Competitive frame of reference,Marketing Strategy,Amazon India,Amazon Prime Video,Content Streaming,Differentiation Strategy,Brand">
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