Kindle Fire Marketing Plan Analysis - Essay Example

It has unique marketing strategies to attract customers. Along with the new hardware, Amazon has also added many other apps and services to raise the value of the tablet with richer services and content. According to its marketing strategies, Amazon is no more pushing its price downwards rather it is maintaining the standard with the core market by advanced applications and hardware specifications. It has been redesigned by 7- inch screen and the selling price is the US $139. Although the new Kindle Fire has no extra advantages as compared to other similar products the hardware. But the service of Amazon is much better than others which allows the demand to be increased for the new product. The 7 inch Kindle Fire HDX has similar specifications and price points as the second-generation Nexus 7. The 8.9-inch Kindle Fire HDX is competing with the iPad. Both the 7-inch and 8.9-inch Kindle Fire are made to improve the user experience and to compete in the price segment. Amazon is no more competing with other brands on hardware issues rather it is concentrating on improving the services and specifications to differentiate its products from others which helps to increase its value (Hsiao, 2013).

Amazon is competing on content and commerce and price. The Kindle Fire has a 7-inch Wi-Fi-enabled device has a retail value of $199 which is lower than the price of the iPad and also less than HTC Flyer, Blackberry Playbook, and Barnes & Noble Nook Color. Amazon is attracting customers on its content and assets including music, games, videos, and as well as apps, services, and magazines. Along with this, Kindle Fire also provides 30 days free subscription and a pre-installed shopping app from Amazon. It also has a spiffy in-built browser known as Amazon Silk which coordinates with the cloud server and EC2 for faster performance.

Amazon is overcoming various challenges in partnerships, channels, and supply. It has already overcome its weaknesses in product strategy: 1. Supply - Dave Limp who is VP of Kindle has said they are expecting to sell millions of this product. 2. Channel - it will be selling the product with its retail partners like Radio Shack, Best Buy along with Amazon.com which has got more than 80 million visitors per month in the USA alone. 3. Partnerships - Amazon needs to overcome the challenges of co-branding with Android/Google (Epps, 2011).

Amazon has covered various media to advertise its product. It has provided advertising in various magazines, newspapers, TV, and radio shows about the features of their new e-book and how it is relevant to the customers.

It has also used popular social media like Facebook, Twitter sites to connect with its Facebook fans and groups, Twitter followers, LinkedIn groups to let the customers know about the unique features and rich content of their new e-book (Wald, 2013).

The unique marketing plan of Kindle Fire HDX has helped the organization to attract customers towards the new Kindle Fire. It did not compete in the price segment with other brands rather it has provided richer content and services which will improve the user experience and satisfaction of customers. It has also set its price according to the quality of the product which is also reasonable for the customers. Amazon has already sold more than 5 million units of Kindle Fire in 9 months after launching the product. The starting prices of new Kindles are $229 to $479 and these are capable to use over 4G networks. According to large retail stores, Kindle Fire has captured 22% of the tablet selling market in the USA (Whitney, 2012). It indicates that the perfect marketing plan has proved to be profitable in the market. It has got a dominant market position in the tablet segment in the USA with the launch of Kindle Fire and it is also planning to launch a more upgraded version of Kindle Fire. It has also got huge sales in the intentional market.