Developing A Comprehensive Marketing Strategy to Drive Business Growth and Brand Visibility: A Case Study on Amazon

1.S. Geethika,

MBA, Department of Management Studies, CMR Institute of Technology, Bengaluru

2.Rahul Krishna P,

MBA, Department of Management Studies, CMR Institute of Technology, Bengaluru

3.Prof. Vivek Vijayan,

Department of Management Studies, CMR Institute of Technology, Bengaluru

ABSTRACT

The present study is about the marketing strategy of Amazon India and its effect on business growth, customer loyalty and brand visibility. The primary data was collected from 30 respondents through structured questionnaires, and the secondary data was collected through reports, journals and industry publications using mixed-method approach. The findings show Amazon’s success is driven by digital marketing, AI-driven personalization, Amazon Prime, influencer collaborations and omnichannel engagement. Most respondents reported positive attitudes toward personalized recommendations, high brand familiarity, and repeat purchase behavior. The study also reveals opportunities for further regional localization, sustainability-oriented marketing, improved loyalty programs and voice-commerce adoption. The study finds that Amazon’s integrated marketing approach has been fairly successful in strengthening customer retention and brand awareness in India.

KEYWORDS

Digital Marketing Amazon Prime Brand Visibility Customer Loyalty AI Personalization

Influencer Marketing Omnichannel Marketing