Sign In
Not register? Register Now!
You are here: HomeResearch PaperBusiness & Marketing
2 pages/≈550 words
4 Sources
Business & Marketing
Research Paper
English (U.S.)
MS Word
Total cost:
$ 10.37

Marketing and Branding (Research Paper Sample)


Chapter 10 of your textbook explores how the personality and motivations of targeted consumers influence the brand identity and marketing strategies of a company or product. Choose a company or product and discuss its marketing and branding using insights from this week’s readings. In your paper, ensure to address the following:
What personality traits does the target market or market segmentations have?
How have these been integrated into the campaign?
What are the consumer motivations driving this marketing strategy? Be specific with your examples and use insights from your reading.
500 words with 4 peer-reviewed articles. The references are not included in the 500-word count.


Alibaba Group Holding Limited Marketing and Branding
Student’s Name
Affiliate Institution
Alibaba Group Holding Limited Marketing and Branding
Alibaba Group Holding Limited is a Chinese multinational corporation that focuses on e-commerce, retail, the Internet, and technology. The company runs an online and mobile shopping platform (Taobao), an online shopping and auction platform (Tmall), and the wholesale platform ( (Naidu et al., 2019). As one of the world's largest e-commerce enterprises, Alibaba Inc. has a wide variety of customers and customers' needs, which is reflected in its marketing and branding strategy.
The target market segments for Alibaba Inc. are identified as entrepreneurs and business owners, young, tech-savvy individuals, and price-sensitive consumers (Lu et al., 2021). These segments have specific personality traits that have been taken into account in Alibaba's marketing and branding strategy. Entrepreneurs and business owners are ambitious, self-driven, and focused on growth and expansion. Young, tech-savvy individuals are early adopters of technology and have a strong inclination towards digital platforms. Price-sensitive consumers prioritize value for money and are always on the lookout for deals and discounts (Lin et al., 2020).
This target market has been integrated into Ali Baba's marketing strategy through a number of different campaigns and initiatives. For example, the company has launched several targeted advertising campaigns that highlight the convenience and affordability of shopping on its platform and the wide variety of available products and services (Lu et al., 2021). Additionally, the company has invested heavily in technology and logistics to ensure that orders are delivered quickly and efficiently, which appeals to the tech-savvy and highly connected target market.
The consumer motivations driving Ali Baba's marketing strategy are largely centered around convenience and affordability. According to a peer-reviewed article by Lin, R., Chen, J. J., & Xie, L. (2020), Ali Baba's products and services are designed to meet the needs of busy, urban Chinese consumers who are looking for a quick and easy way to shop for a wide variety of products and services. Moreover, the company's focus on technology and logistics appeals to consumers who value convenience and efficiency. Additionally, the company's low prices and a wide variety of products and services are highly appealing to consumers who are looking for value for money.
One example of how Alibaba has integrated these motivations into its marketing strategy is through its "11.11 Global Shopping Festival." This annual event, which takes place on November 11th, offers a wide range of deals and discounts for consumers (Naidu et al., 2019). This event appeals to price-sensitive consumers by allowing them to purchase products at a discounted price. It also appeals to entrepreneurs and business owners by providing a platform for them to increase sales and reach a larger audience. Another example is the "Alibaba Cloud," which provides access to cutting-edge technology for businesses and individuals (Everything Alibaba does differently - and better, 2018). This service appeals to young, tech-savvy individuals by providing them with access to the latest technology.
In conclusion, Ali B

Get the Whole Paper!
Not exactly what you need?
Do you need a custom essay? Order right now:

Other Topics:

  • How Coca-Cola Company Used the Balanced Scorecard for Strategic Performance Measurement
    Description: The balanced scorecard is an effective strategic management performance metric applied to improve and identify internal business functions and external outcomes. It is beneficial in providing feedback and measures enabling the management to interpret and gather the necessary information. The obtained...
    3 pages/≈825 words| 2 Sources | APA | Business & Marketing | Research Paper |
    Description: BUSINESS Business & Marketing Research Paper...
    5 pages/≈1375 words| 4 Sources | APA | Business & Marketing | Research Paper |
    Description: TAXES Business & Marketing Research Paper...
    5 pages/≈1375 words| 5 Sources | APA | Business & Marketing | Research Paper |
Need a Custom Essay Written?
First time 15% Discount!