The promotional strategy of a company Кужель Алина Альбертовна Студент ИМЭС Аннотация: Аннотация: Speaking about brand positioning, it is always important to take into account exactly how its development is connected with modernity, since often the media image of a certain organization is made up of cumulative internal reasons for development. It is also important to consider the goals of the marketing strategy, which is why the purpose of this work is to explore the development of Amazon based on its previous marketing strategy, and the possibility of forming a new one. As a result, it was found that the brand focused on online services, which today are very popular among customers around the world. Говоря про позиционирование бренда, всегда важно учитывать каким именно образом его развитие связано с современностью, так как зачастую медиа образ определенной организации складывается из совокупных внутренних причин развития. Также важно учитывать цели маркетинговой стратегии, именно поэтому цель данной работы исследовать развитие Амазона исходя из его прежней маркетинговой стратегии, и возможности формирования новой. В результате было установлено, что бренд сделал упор на онлайн услуги, которые в современности пользуются большой популярностью среди клиентов по всему миру. Key words: brand development, Amazon, marketing, strategic positioning, advertising, branding. Ключевые слова: Развитие бренда, позиционирование, реклама, брендирование. Амазон, маркетинг, стратегическое Today, most companies pay more and more attention to ensure that the company's brand is constantly present in the daily life of its consumers and becomes an integral part of their lives. Positioning is a tool for brand promotion, the purpose of which is to occupy a separate place in the mind of the consumer. The concept behind brand positioning: A brand is more than just a product name. This special meaning is a perception that can be created and built upon. Once a brand has taken its "position" in the mind of the consumer, it will remain there for a long time, and if the brand is properly managed and constantly kept afloat, it is almost impossible to dislodge it. Many companies focus on the mind of the potential customer first and only then on the product and their competitors. In marketing, positioning is a classic marketing strategy principle that brands use either to penetrate a market or to constantly emphasize their identity in front of masses of consumers. The current information age is changing the way marketers develop their strategies, especially when it comes to positioning. The main task of positioning is the formation in the mind of the consumer of the uniqueness and significance of the brand, as well as its significant difference from other brands. The purpose of brand positioning is to have an idea, thanks to which the company will firmly take its place in the mind of the consumer [4, 22]. Positioning can be divided into the following main types: Attribute positioning. It is quite common, but not suitable for everyone. You need to find an appropriate attribute that will allow you to build a positive reaction from the consumer. For example, Germany is famous for producing high-quality household appliances and, when promoting a product marked “Made in Germany”, gives that worthy attribute to the brand. Positioning merit. This type involves highlighting the benefits and features of the product. A brand attracts a target market because of the potential benefits that a product or service can bring to it. It is also a marketing strategy in which the manufacturer creates value for the buyer that is inherent not in the product, but in its use and merits. Using this type of company positioning, the dignity of their product is emphasized, but this does not always work. Each consumer himself evaluates the dignity of the product based on his or her preferences. For example, the Volvo brand positions itself as a manufacturer of the safest cars and confirms this with actual test data, while BMW highlights its main advantage - driving comfort. Positioning of quality/prestige; this type of positioning is one of the main forms of brand positioning. When people know that a product is of good quality, they will turn to that brand all the time because they will know that the product will last a long time. Companies that produce premium products more often use this type of positioning. There will always be a consumer willing to pay for prestige, for having the best and most expensive product in its category. Price positioning. The concept of value is to create a psychological effect by increasing or decreasing prices. For example, a lower price than competitors for a product will generate interest due to availability. Amazon.com Inc. is an American multinational technology company that specializes in ecommerce. It is the largest company selling a huge number of goods over the Internet. It is also a leader in online sales of consumer goods and one of the big five companies in the US information technology industry, along with Google, Apple, Facebook and Microsoft. Amazon follows its core four principles: they are customer focused, not competitive, they have a passion for invention, excellence in work, and a long-term mindset. Amazon strives to be the world's most customercentric company, the best employer, and the safest place to work. Amazon.com is not only an online store, but also an e-reader manufacturer and web service provider that has become a cult example of e-commerce. The headquarters is located in Seattle, Washington. Amazon.com is a vast online business that sells books, music, movies, homewares, electronics, toys, and more, either directly or as an intermediary between other retailers and millions of consumers. Its web services business includes data storage and computing resources, the so-called "cloud computing". Its presence on the Internet is so significant that in 2012, 1% of all Internet traffic in North America was in Amazon data centers [1]. Jeff Bezos founded Amazon in his garage in Bellevue, Washington on July 5, 1994. It started as an online book marketplace but has expanded to sell electronics, software, video games, clothing, furniture, food, toys, and jewelry. In 2015, Amazon surpassed Walmart as the most valuable retailer in the US by market cap. The company is the world's largest online marketplace, artificial intelligence provider, real-time streaming platform, and cloud computing platform. Amazon is also the world's largest internet company by revenue and the second largest private employer in the United States. As of 2020, Amazon has the highest brand valuation in the world. It manufactures consumer electronics, including Kindle e-readers, Fire tablets, Fire TV and Echo devices. Amazon is currently buying film and TV studios Metro-Goldwyn-Mayer. Established in 1994, Amazon is still the world market leader in selling all kinds of product categories online. The founder of the company, Geoff Bezos, began his journey with a simple book sale. Bezos, after doing his research, concluded that books would be the most logical product to sell online, but Amazon was not the first company to do so. The Computer Literacy bookstore in Silicon Valley began selling books from its range to its customers back in 1991. Amazon.com had the advantage at the time of delivering any book to the reader anywhere. Three years after the opening, the company expanded the scope of its services and began to sell music records, as well as various video products. Amazon.com has become a vast Internet enterprise that sells not only books, but also electronics, various household goods, music, movies and other products directly or through intermediaries. Bezos argued from the start that the site was more than just a consumer goods seller [2]. He argued that Amazon.com is a technology company whose business makes online transactions easier for consumers. The company was one of the first to see on the Internet the possibility of appealing to a wide audience, which does not even have to leave the house to buy goods. A characteristic feature of this online store is that each buyer can leave his own review about the product he purchased. This system allows you to select the best quality products and place them in the most popular positions. It also helps to weed out low-quality products with the help of negative reviews. Many critics have argued that Amazon.com will end up losing out in the market to established retail chains like Borders and Barnes & Noble after they launch competing ecommerce sites. However, Bezos dismissed naysayers who did not understand the Internet's enormous growth potential. He argued that in order to succeed as an online store, a company needed to watch not competitors, but consumers. After adopting this strategy, Amazon.com accelerated its growth, reaching 180,000 customer accounts by December 1996, and less than a year later, in October 1997, it had 1,000,000 customer accounts. In 1997, the company's revenue amounted to 148 million, and the next year, 1998, the company reached a record high of $610 million [3]. The company quickly began sales in other areas. In the same year, the company launched international activities with the acquisition of online bookstores in the UK and Germany. By 1999, the company was also selling consumer electronics, video games, software, household items, toys and games, and more. Although offering more products increased its appeal, Amazon.com gave it customer loyalty and maximum profitability. Its personalization tools recommended buying other products based on the customer's purchase history. The publication of customer reviews of products helped create a "community of consumers" who helped each other find everything from the right book to the best blender. The company currently has a market capitalization of over $1 trillion. This was achieved thanks to the growth of shares. The initial share price in 1997 was $18, and now the price per share of the company is about $3,561. Amazon has warned that the company has large planned expenses due to the coronavirus pandemic. Despite this, all of Amazon's core businesses, such as e-commerce and the cloud business remain profitable. Analysts have estimated the company's global retail sales in 2020 at $25 trillion. One of the company's projects aimed at improving the logistics of goods is the creation of its distribution centers near large settlements. To do this, they buy the buildings of bankrupt tiger centers or large stores, turn them into their warehouses, and transport hubs. Because timely and fast delivery is one of the company's advantages over its competitors. Given the current market situation, it is safe to say that the company will continue to grow; this will also be facilitated by the restrictive measures caused by the coronavirus pandemic, as a large number of people prefer to stay at home and shop online. Amazon can hardly be called a traditional or conservative company; its ideology is based on the desire for innovation in various areas, not limited to core businesses. Such promising areas at Amazon are healthcare, global logistics, drone production, diagnostic testing, and others. Given all the opportunities that Amazon has, it is almost certain that in 10 years the company will be much larger and more profitable. It is hard to predict what share of global retail sales Amazon will achieve in 10 years, but it will almost certainly grow. Today, with a share of just over 1%, the company has huge potential. The COVID-19 pandemic has only accelerated the growth of e-commerce, giving millions of people a preference for online shopping over physical stores [5, 2]. Amazon is currently successful because at the beginning of its journey, the company was able to discern the prospects for the development of the then new concept of the Internet for everyone. Having successfully established a dominant position in online retail, the company is now focused on expanding its services as well as expanding the number of physical stores. 25 years after its founding, Amazon is one of the most valuable public companies in the world, and founder Bezos became the richest man in the world thanks to his invention. What started as an online bookstore has grown into a global online sales giant, with its own physical stores, its own smart devices, and a delivery system that can deliver goods to customers anywhere in the world. Last year it became the world's second public company with a $1 trillion valuation behind Apple, and it has the second highest market valuation in the world behind Microsoft. The success of the company is also due to the expansion of its share in other different sectors. Video streaming services and devices, cloud services and most recently acquired grocery stores have placed the company in direct competition with tech giants such as Facebook, Apple, Google and Netflix. Bibliography: 1) David, Streitfeld Jeff Bezos and Amazon Employees Join Debate Over Its Culture / Streitfeld David. — Текст: электронный // The New York Times: [сайт]. — URL: https://www.nytimes.com/2015/08/18/technology/amazon-bezos-workplacemanagement-practices.html (дата обращения: 28.11.2022). 2) Daniele, Palumbo Amazon at 25: The story of a giant / Palumbo Daniele. — Текст: электронный // BBC News: [сайт]. — URL: https://www.bbc.com/news/business48884596 (дата обращения: 28.11.2022). 3) Mark, Hall Amazon.com / Hall Mark. — Текст: электронный // Britannica: [сайт]. — URL: https://www.britannica.com/topic/Amazoncom (дата обращения: 28.11.2022). 4) Будак Н.А. Управление маркетинговой компетентностью. – Коломия: ИнтеллектНова, 2015, 22. 5) Кензина Ц.З., Манджиев Б.А. Интернет-маркетинг как инструмент развития предприятия // Молодой ученый, 2016. – № 27-2(131).
