Repositioning the Amazon Kindle Fire Case Study

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First, Amazon needs to humanize this device more and open up a Youtube contest to get their customers across each customer segment to produce a story of how they use their Kindle Fire HDs. Not only is this great research into how their customers are using their devices, it provides a wealth of digital content they can use for advertising and promotion. Second, the insights shared by customers and the most interesting stories can become the basis of a new campaign. Every video produced by customers will be uploaded to a special site so customers get to also "own" the campaign. Third, the marketing campaign will also show how ebooks, videos, and digital content from literally anywhere can be used on the Kindle Fire HD. This is to show that the device is much more egalitarian than it is perceived to be (Kastner, Stangl, 2012).

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Fourth, the campaign needs to also concentrate on those who produce digital content as well, as this is a major part of any business model focused on ebooks (Tian, Martin, 2011). This element of the marketing strategy needs to show how any author can be published on the Kindle in literally hours after the content is produced and prepared. This strategy will unify the digital content consumers and producers equally as a result. Each of these steps of the strategy are digitally-oriented as well, making them easily measured over time.

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Kindle Fire HD: Ignite the Flames of Your Passion to Know and Create.....

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"Repositioning The Amazon Kindle Fire" (2013, April 21) Retrieved May 22, 2025, from
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"Repositioning The Amazon Kindle Fire" 21 April 2013. Web.22 May. 2025. <
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"Repositioning The Amazon Kindle Fire", 21 April 2013, Accessed.22 May. 2025,
https://www.aceyourpaper.com/essays/repositioning-amazon-kindle-fire-90034
   

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