Amazon Ads - Problem Statement

Challenge Round 2: Case Study
Digital advertising in India
Owing to increased stay at home in the last two years, a large base of Indian consumers,
who have had access to internet are now spending more time online consistently. This has
encouraged advertisers to tilt their marketing strategy towards digital, and digital advertising
now has a close to ~35% share in overall media spends in India.
Digital advertising is effective across the customer journey. The customer journey or
purchase funnel is a framework used for the different stages of the customer decision-
making process leading towards a purchase. Advertising is often referred to as “the first
step” used by advertisers in the discovery stage of the product or the brand. In reality,
advertising can play a much more active role. Formulating a customer journey-based ad
strategy with the help of various digital advertising formats can transform a brand’s
advertising into a driving force at every stage of the customer decision-making process.
Unlike traditional modes of advertising, digital advertising makes it possible to serve ads that
adapt to each stage of the customer journey and deliver the right message at the right time.
As a result, ads effectively demonstrate the brand’s value and establish credibility through a
series of personalized communication.
Amazon Ads helps grow businesses and brands of all sizes
Amazon has ~72% reach in the digital population of India1 and is the #1 product research
destination2. Amazon is an efficient platform for brands to drive awareness and product
discoverability by means of various advertising solutions and services. Amazon Ads
leverages first-party insights to help advertisers across industries like consumables, BFSI,
telecom, automobile, consumer durables, etc. to fulfil their marketing objectives. Amazon has
a deep understanding of how shoppers engage with products and brands as they discover,
browse, and purchase online. Amazon Ads helps advertisers to reach customers at various
stages of their purchase journey and thus helps to drive brand awareness, consideration,
purchase and increase loyalty for the product and the brand. Amazon Ads provides a variety
of solutions3like search ads, display ads, video ads, programmatic ads, etc. to drive
measurable outcomes in the following various use cases:
• 360-degree campaigns for product launches
• Building consideration/engagement
• New customer acquisition
• Upselling/cross-selling
• Driving conversions
Problem statement
You have joined an FMCG company as a Brand Manager of a well-known consumer hygiene
brand. The company had conceptualized an aromatic sanitiser product and conducted a digital
launch in India in October 2021. This new product tackled the issues of dryness of skin and
strong odour of alcohol after using the sanitizer. The product had 3 variants for different skin
types in the price range of Rs. 400-500 for 500 ml packs and was available across e-
commerce platforms only. However, despite the initial traction, the growth of new customers
for the product has plateaued whereas the category is growing at 30% YOY (online sales).
Sources:
1. As per ComScore MyMetrix data, India, April 2021;
2. As per a Nielsen study on the Indian shopper journey, November 2019
3. https://advertising.amazon.com/en-gb
You have been tasked with building a digital marketing plan which will help grow the business
by 50% in the next year. Apply your learnings from our launch session, recommended
sources and courses listed on our learning console while addressing the following
questions:
Q1) Design your target consumer group and the communication theme you’ll use to
reach out to them. (Maximum 150 words)
Q2) Which digital channels will you leverage to reach your customer and why? (Both
organically and through advertising) (Maximum 250 words)
Q3) Basis the objectives, and the target group defined above assuming you have a budget of
Rs. 1 crore, define a high-level annual digital media advertising plan. How will you measure
the success of your media plan? What metrics will you use as Key Performance Indicators
and why? (Maximum 500 words)
Q4) What challenges do you foresee in the execution of your media plan? (Maximum 100
words) Feel free to mention the assumptions taken while solving the case study.
Recommendations:
a) We suggest you get in touch with your college alumni who are in a similar role and have
related experience.
b) We suggest you 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 necessary assumptions and clearly mention your assumptions
wherever required while answering the above questions.
d) For knowledge about Amazon Ads products, we recommend you to visit our global
website which covers various advertising products along with case studies.
e) Amazon Ads offers certifications that allow advertisers and marketing professionals to
validate their proficiency in specific topics. Individuals who successfully pass an Amazon
Ads Certification Assessment will earn an Amazon Advertising Digital Certification Badge
for that topic.

Amazon Ads - Problem Statement

Uploaded by

Copyright:

Available Formats

Amazon Ads - Problem Statement

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Amazon Ads - Problem Statement

Uploaded by

Copyright:

Available Formats

Challenge Round 2: Case Study

Digital advertising in India

You might also like