The first thing a company can do is to identify those members of the potential audience that are most likely to move to a substitute. This group may collectively have an unmet need or a weak spot. An example could be unhappiness with the business practices of a company or an industry.
The Fire TV Stick costs Â£35 but for those with a Prime membership it will cost just Â£19 if ordered on 24 or 25 March. Those signing up for new Prime memberships will also get the discounted price of Â£19 and later receive a refund of Â£12 meaning the Fire TV Stick will only cost them Â£7.
Thomas Palladino, 23, in public relations in New York, snapped up an Amazon Fire TV stick marked down from $39 to $15 and Ray-Ban Wayfarer sunglasses marked down from $142 to $57. He said the sale made him feel like Amazon appreciated its Prime members.