Question

Which promotional tools would be most effective in Alexa’s promotional mix? Why?

Answer 1

The Direct marketing is the most popular promotional tool that is used in the Alexa’s promotional mix. This is because Alexa is directly brought to the customers by Amazon on its e-commerce website and application, though the product is available on the counters of all leading electronic stores worldwide as well. Besides, Alexa heavily relies upon ‘Advertising’ campaigns too. The newspapers and Television commercials keep reaching out to the consumers with the latest Alexa version and its new set of features so that the consumers are pulled towards the purchase of the same. The investment on these advertisements are considerably high. There are also various ‘Sales promotional offers’ introduced by Alexa such as in India, the month of October and November are dedicated to the grand and vibrant cultural festivals of the nation. The general sales in terms of shopping of electronic goods, apparels, etc. is high. Alexa tapped upon this opportunity by introducing various perks for the Developers or Designers through its incentive programs. These perks included the limited version of Developer T-shirt of Alexa by making the Developers publish at least one skill of Alexa, etc. In this manner, various promotional mix are used to make it most effective to boost the sales of Alexa in the Global market.