Branding and eCommerce

Essay by lordguhaUniversity, Master'sA, June 2004

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Table of Contents

Table of Contents 2

Introduction 3

Marketing Strategies 3

Retaining Customers and Building Brand Loyalty 4

Strategic Alliances 7

Opportunities and Threats 7

Conclusion 9

Bibliography 9


In the few years that internet shopping has been around in Australia its popularity has grown quite considerably. According to ABS (,ecommerce) figures over 1.3 million Australian regularly shop online. Despite the growing number of consumers, myriad online shops have disappeared during the same period. The Australian Internet landscape is littered with the carcasses of online stores like dstore, David Jones Online, estore,, wineplanet among others. Wishlist, however, has not only emerged through the dot com crash unscathed but has kept growing and increasing its revenues.

Marketing Strategies

Human needs are must-have's and critical to enable a person to continue to live. These needs could either be physical (food, clothing, shelter), social (friendship, love) or individual (knowledge, self-belief).

Human wants on the other hand are items that are not essential for survival but desired for comfort, convenience or status. And finally demands, are human wants that are backed by the ability to acquire them.

Wishlist recognised this social need of acceptance and friendship and the requirement of users to be able to send quality and thoughtful gifts to near and dear ones. It started as a simple idea to provide a gift shopping site, and they have remained loyal to this initiative. While most of their competitors like dstore and, tried to sell everything and be the solution to everyones needs, Wishlist have stuck to their niche market and this is one of the prime reasons for their success.

The following two Marketing philosophies seem to be very fundamental to the running of Wishlist and they can be defined as

1. The Production Concept: The philosophy that...