Amazon Kindle fire

Formulating a successful marketing strategy involves a thorough field survey in order to understand the nature of competitive environment (Kimmel, 2015). Amazon’s Kindle Fire exist in market that is full of alternative competing  tablets which have similar features and can perform the same functions . It is therefore necessary that Kindle Fire tablet differentiates its self from other products so that to win the loyalty and admiration from customers who have a wide pool of selection. The strategies selected should focus on customer needs and affordability, aspects which will give Kindle Fire a competitive advantage.    With usability and functionality as the major focus, the Kindle Fire experience should incorporate aspects which offer a rich and emotional experience that shows an entertainment oriented perception of the user.

There are three main strategies that marketers can apply in presenting this product to the market. These include a design for touch for the purpose of physical interaction between the customer and the product, defining the product’s features by developing a goal on what should be achieved in the tablet for the consumers and developing an engaging and rich customer experience especially among those who use it for entertainment purpose.  The design of the product and packaging is a very important aspect when it comes to developing a competitive product image (Kimmel, 2015). This is true considering that many of the tablets that compete with Kindle Fire are usually based on emotions in a market where the customer is uncertain and has to choose among many brands.  If Amazon can master the aesthetic art, it can ensure that its tablet will remain to have a competitive advantage. When the customers find themselves having to select among many products, they normally start to compare and after remembering any information they have seen in adverts, they associate. Whether the product is associated with someone or an advert due to its appearance and functionality, they customer tries to choose appropriately (Kimmel, 2015). If the tablet has an excellent design in terms of function and form, it implies the start of brand experience with the customer. This can be a very major trigger for customer loyalty since it affects the perception of the brand.  Product design is a vital aspect of a brand strategy given that it reaches consumers through both tact and sense of sight.  Therefore, the design for the product and its packaging is a coherent approach where manufactures and designers can collaborate with marketers of Kindle fire to come up with a product whose presence will be highly noticed by potential customers.

The second strategy involves a proper definition of tablet features in order to identify the selling point for the product. Features refer to those characteristics of the product which will satisfy the customer needs. The tablet unique features should be well communicated to the potential customers since they imply the capability of the product. The features are only valuable if the customer is aware of them and can associate their needs with them.  The features of the Kindle Fire have to be viewed by the customers as having valuable benefits and therefore while they are highlighted in sales and marketing efforts which will in turn lead to increased sales and thus profits.  The potential user of the product will always wondering what the product is and there continuous emphasis of the benefits will make it easier for them to a choose it.  Features matter in marketing because they give customers an idea of how well the tablet will deliver its benefits (Mello, 2002).  The other strategy involves having a customer experiences which focuses on the customer satisfaction. This involves developing a good customer care service where they can communicate with the marketers about any issues that may arise after purchasing the product. This means that any problems or defects recognized in the features of the tablet can be referred to the firm or any representatives such as retailers where they can be addressed or corrected. This strategy involves developing a communication system where feedback from the customers can be captured in real time. The strategy will also ensure that development of other tablets will address the defects and problems experienced by the buyers (Barnes, 2006).

The most promising market for Kindle Fire consists of individuals who have an interest in reading especially books, magazines and newspapers. The market is expanding with increased number of people who need to download reading materials for online reading. To position this product in a competitive environment, Amazon marketers should focus on including applications for easier download and reading of online materials such as books an important feature which will differentiate it from other products. A proper definition of the product features is the main strategy which will enhance its selling point and which will point out its ability to offer a platform for better reading.  

In conclusion, a proper product and packaging design, emphasis on product features and establishing customer experience will help in creating customer loyalty   given that they are focused on satisfying the clients’ needs.  A satisfied customer will refer others to the uniqueness of the Kindle Fire tablet and thus a bigger market share will be achieved. 

References

Kimmel, J. (2015).People and Products: Consumer Behavior and Product Design. Routledge .152

Mello, S. (2002). Customer-centric product definition: The key to great product development. Boston: PDC Professional Pub. 23

Barnes, J. G. (2006). Build your customer strategy: A guide to creating profitable customer relationships. Hoboken, N.J: John Wiley. 15