Amazon Advertising S.M.A.R.

T Challenge

Round 2: Case Study

Problem statement

You have joined a consumer electronics company as a brand manager of a highly advanced air purifier called ‘Oxifiltr’.
The company has recently forayed in the air purifier category and hence aims to mark its presence in the category with
an aggressive digital launch in India. The air purifier has models within the price range of Rs. 15,000 to 40,000 and is
available for sale on e-commerce platforms only, including brand’s online store.
As a brand manager you are responsible for developing strategies and managing digital marketing campaigns across
online platforms. Apply your learnings from our launch session, recommended sources and courses listed on our
learning console while addressing the following questions:

Q1) Define objectives of your digital marketing plan. (Maximum 100 words)
A1)

Q2) Who is your ideal customer and what communication do you plan to send across to them. (Maximum 100 words)
A2)

Q3) Which digital channels will you leverage to reach your customer and why? (Maximum 200 words)
A3)

Business Digital Marketing

Segment Target Audience Channel
Systems Justification
For Awareness,
E-Mail Consideration &
Conversion
Businesses with Display – TVF, News
Corporate IT Parks like For awareness
customers or outlets
DLF, Airbnb/Oyo, Hotel
B2B employees who are For driving awareness,
Chains in cities with
environmentally SEO & SEM consideration & lead
high AQI
conscious generation
Landing Page – website
Content for Awareness &
Consideration
 Social Media:
Facebook – Youngsters
& Middle Age
Instagram – Youngsters
from Lower to Upper For driving awareness
middle class & Affluent & consideration
households
Youtube – Youngsters
& Middle Age across
Youngsters, Middle Age
social classes
of social classes from
Website, Blogs –
lower middle class to Content
landing page
affluent households
For driving awareness,
Display – OTT (TVF),
consideration &
News outlets,
Conversion
To drive awareness &
Lower middle class to SEO
consideration
affluent households
B2C Gamification to drive
situated in cities with
user engagement thus
higher AQI indexes
Quizzing encouraging users to
consider and buy the
product
Senior citizens, middle Awareness &
agers of social classes Consideration: Listing
Advocacy from
from lower middle in pharmaceutical
healthcare platforms &
class to affluent platforms (eg
professionals
households in need of Netmeds), Doctor’s
the product recommendations
Youngsters & middle Rental Platforms (like To drive consideration
agers of social classes Rentomojo) & conversion
from lower middle
class to affluent
households moving to APP with AQI Index To drive awareness
a city with high AQI
Index

References:
1) https://khoros.com/resources/social-media-demographics-guide

Q4) Assuming you have a budget of Rs. 1 crore to spend on your online launch which is due in the next 1 month, come
up with a high level digital media plan to build brand awareness and drive market share in the air purifier category. How
will you measure success of your media plan? (Maximum 500 words)
A4)
Q5) What challenges do you foresee in your digital marketing plan for the launch of the product? (Maximum 100 words)
A5)
 Changing Customer Perception: Awareness in AQI index to consider “Oxifiltr”
 Tangibility: For a product driven digitally customers may not get the feel of the product prior to buying
 Ramping up an interactive platform & after sales support: Sales & service to ensure continuous interaction &
personal attention in online channels
 Driving Sales Conversion in the “Need” Category Customers: Limited Information literacy with customers
having health risk and in need of air purifiers in household & community
 Price Sensitivity: Air purifier can be closest compared to water purifier market a decade ago. In a price sensitive
market converting customers to consider Air Purifier in same league as a home appliance investment is a
challenge.

Recommendations:
a) We suggest you to get in touch with your college alumni who are in a similar role and have related experience.
b) We suggest you to go through the following blogs that will help you in answering the above questions.
i. How to create your new product launch strategy
ii. The importance of marketing metrics in digital advertising
iii. What is media planning? A complete guide
iv. What is a media mix and why is it important?
c) Feel free to make the necessary assumptions and clearly mention your assumptions wherever required while
answering the above questions.
d) For knowledge about Amazon Advertising products, we recommend you to visit our global website that covers
knowledge on various advertising products along with case studies.
e) Amazon Advertising offers certifications that allow advertisers and marketing professionals to validate their
proficiency in specific topics. Individuals who successfully pass an Amazon Advertising Certification Assessment will earn
an Amazon Advertising digital certification badge for that topic.