Reverse engineering is the process of dismantling an existing structure in order to carefully observe and study the work in order to use it for engineering purposes. The same principle applies to reverse marketing. This technique entails observing and studying the work of the world's best marketers in order to deduce their intentions from the stories and strategies they implement. In most marketing techniques, the observation is mostly made through the eyes of the customer, but in this technique, the observation is made through the eyes of the marketer. "A fool learns from his mistakes, but a genius learns from the mistakes of others," as the famous quote goes. This is what Reverse Marketing is all about.
Amazon (Aurdikhao) Reverse marketing strategies
Keep in mind the Amazon jingle, "Aurdikhao, aurdikhao." We couldn't get this jingle out of our heads. Now, let's dissect this campaign to see how Amazon managed to gain a foothold in the Indian market.
Business Objective
The first step in the Reverse Marketing technique is to figure out what the brand team's business goal was when they launched this campaign. The brand team envisions a source of growth as the business objective. The growth equation, which looks like this (Market x Penetration x Frequency x Average weight of consumption) if the price is constant, is a good place to start.
You multiply all of these together to get the brand's or category's size.
This equation is used because it narrows down the goal to one of three possibilities: whether the brand is trying to increase Penetration, Increase Consumer Buying Frequency, or Increase Average Weight of Purchase. This Amazon campaign is unmistakably a penetration campaign. When this campaign began, Amazon had a much smaller market share than Flipkart. As a result, they attempted to attract users to their platform by providing a variety of options. Now we need to figure out whether Amazon was going for category penetration (i.e., is Amazon talking to people who have never used an e-commerce platform before) or brand penetration (i.e., is Amazon talking to people who are already on one of Amazon's competitors' platforms and grabbing users from there). We can make an argument for both of these if we look at the ad closely.
The primary benefit that Amazon provides is virtually unlimited options, but they could be pitching the user by saying, "Look, we have two crore products," which is nearly double what your current service provider offers, as they only have one crore products listed on their platform. So go ahead and choose us, or they could be talking to a user who only shops offline and saying, look, we have two crore products, whereas the shops you'll be visiting will only have a few thousand, so choose us. If we want a definitive answer, we can look at Amazon's previous campaign, which was launched just before this one.
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reverse marketing, reverse marketing strategy, reverse marketing techniques
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