2.5 Positioning OptionsThe main ways of positioning a product or brand are: By product attribute – This positioning focuses on a few of the benefits or advantages product characteristics. By product class – Search for a leading position of the product in the market. By user – This approach focuses on the ideal consumer. Suggesting that the product is perfect for this type of person and even contributes to social identity. Against competition – Here the company uses comparison with competitors. By quality/value – positioning the product based on a quality high. It can also be argued that the product has high value. By application - The product or brand positions itself as the best solution for a particular task or use. By using combinations of the above - But this approach must be carried out with caution. , because confusion may appear in the message. Compared to the competition, Amazon's products are of high quality and lower price. The Ansoff Matrix below shows which growth strategies for new and existing products and markets can be used by the company. BCG MatrixRelative Market ShareAmazon's marketing plan focuses on increasing customer traffic to its website, strengthening and growing the brand, encouraging repeat purchases, developing revenue opportunities, creating awareness to products and services, improved customer experience and free delivery options. This leads to more customer visits and word of mouth promotion. They use various advertising methods including online and portal advertising, email campaigns and others. 3.1 Competitive advantage Competitive advantage, which is also a strategic advantage, allows the company to ...... middle of paper ...... competition. 4.1 Marketing Mix for Two Different Market SegmentsBuying everything from books to electronics to food online is something very common today. People from different demographics and backgrounds shop at Internet retailers. Some of them are more likely to buy online than others. Demographic marketing mix: Product – Price – Place – Promotion – Lifestyle Marketing mix: Product – Price – Place – Promotion – 3.4 How promotional activity is integrated to achieve marketing objectives Promotion is the way to inform the customers about a product or service. This element of the marketing mix is ​​important to generate customer interest and convince them to purchase the product. Important elements for promotional activities to achieve marketing objectives are consistency, coordination, scope and repetition..