The Marketing objective
To launch the unfamiliar product of Amazon Echo in India, therefore create a category for smart speaker in an un-anticipating market. This about sums up the herculean task Amazon Echo undertook in 2018.
- Building awareness about the product that was not mostly heard before
- Creating a category from the scratch ushering a new era for the voice assistant eco-system
- To drive penetration across key markets
- To change the consumer behaviour through driving real-life relevance
The Target audience
Identifying our TG required more deep diving than simply focusing on gadget enthusiasts. To...