Presentation of Ciao Food

 Understanding the Customer

What is the ad? Company, product, country, medium (TV, magazine, Internet, etc.)

Company: amazon

Amazon, the biggest online shopping website, has amount of wholesales from different countries around the world, it sells variety goods such as clothes, shoes, technology goods, food, books, jewelry, and other accessories.        

With the E-commerce growing, more and more people used to shop on their phone when they are free. To keep their owned business and get more customers, Amazon, the biggest online shopping website begins to build their own on-phone App. This App is making people buy whatever they consider no matter where they are and whenever they take with a smart phone. Even though Amazon has been already doing online shopping business successfully, it is still important to make people aware its new business on phone and trust to use it. So, Amazon uses the advertisement “Apni Dukaan” to show their App in India to through TV, magazines, Internet and many other social media.

 The word “Apni Dukaan” is a phrase from Indian popular culture “Yeh Apni Dukaan Hai”, it means a store where customers can feel like it is their own, it also means a store that makes customers be more familiar with and have completely trust in. Amazon uses this adds to introduce their new own app with three advantages—one day delivery, cash on delivery, and easy return, to make people aware it is one of the store they can trust to buy. In addition, it shows different situations to use the app to get whatever they want. Through the advertisement drivers people feeling convenient to use the app doing shopping, people can get goods with one-day delivery, people can get their goods through a reliable delivery and cash on delivery. The advertisement completely solves the problems of customers, which are hesitate to buying goods online, and makes the customers, who already used to bower Amazon website to go shopping on computer, begin to aware the Amazon app on phone. With Indian style music and simple word, people can easily remember the content of the advertisement. The total time of the commercial is only 30 seconds, but it captures customers’ feeling and push them to think about purchasing goods online directly.

Why this ad was selected from the many alternatives you identified? 

Easy to Relate: The plot set up of the advertisement introduces the use of the product in different situations/backgrounds.

Funny: The scenario of the advertisements is not bored then the consumers will be patient and interested in the ads.

Attractive: The funny plot design some funny scenes which could capture the attention of the customers and this make the company easy to attach their target people.

Local culture: The ads fully presents the local culture like dancing and stand highlight the sense of humours of Indians. The ads closely connect their product to the daily of Indians.