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Complete Coursework on Principles and Practices of Marketing
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You are to assume a junior marketing executive of an existing company/brand in ONE of the three industries: • Fitness/Sportwear product or service • Digital product or service • Beauty/grooming product or service Approved BBS Coursework Brief Template 2019/20 1 of 5 Brunel Business Schoo...

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  • February 17, 2022
  • 13
  • 2020/2021
  • Case
  • Anonymous
  • A+

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, REPORT ON AMAZON




EXECUTIVE SUMMARY

The subsequent/following report is a digital service proposal for a music and fitness app that
should be launched by amazon.com, inc. The app ‘Amazon Mousika’ will have both the
music streaming services and a fitness tracker configured as one. The report outlines how the
app fills all the gaps in macroenvironment and microenvironment factors after analysing the
current market trend. The fitness segment of the app will address the rising concern among
the health-conscious population. The main USP for the app will be its rewarding system,
users can earn rewards for streaming music and burning calories. While using the fitness
segment the users can compete with their friends or can complete daily targets set by the app
to earn rewards. Rewards will be in the form of vouchers or discount coupons which can
redeemed on the official amazon site or app.


The app will outperform its competitors, as none of the competitors offer both the features of
entertainment and health in the same app. Amazon’s established brand image and a vast user
base will provide a boost to the popularity of this unique digital service innovated by
Amazon.


Penetrative pricing strategy which our app undertakes will allow it to gain competitive
advantage over its competitors. Mousika can be downloaded on smart devices and the
promotion of the app will be done through advertisements on popular social media platforms.
Celebrity endorsements will also prove successful in gaining popularity for the app.
Mousika will revolutionize the music and fitness industry for the future years.




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