RFP: Invitation to Submit Proposal: Community Brand Perception Study for Amazon

✅ Summary of the RFP: Brand Value and Equity Study for Amazon India Operations

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📌 What Is the Requirement?

Amazon India Operations (INOPs) is inviting qualified research agencies to conduct a Brand Value and Equity Study to evaluate Amazon’s community impact and perception across three key locations:

• Manesar (Haryana)

• Bhiwandi (Thane, Maharashtra)

• Coimbatore (Tamil Nadu)

This study is part of their community engagement strategy and aims to assess:

• The brand perception of Amazon as an employer and community partner

• Improvements in literacy, women empowerment, economic prosperity

• Benchmarking Amazon's community impact vs Flipkart, Delhivery, Meesho

• Mitigating risks and enhancing brand reputation

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📅 Study Period:

3 months – May to July 2025

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🎯 Key Objectives:

1. Evaluate Amazon’s community engagement efforts

2. Measure brand value and social equity

3. Compare with peers (e.g., Flipkart, Meesho)

4. Provide data to improve strategy for future impact

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🔍 Scope of Work Includes:

• Stakeholder mapping & feedback

• Risk assessment

• Impact measurement

• Engagement of media and policymakers

• Final reporting and dissemination

Target Respondents:

• 1,250–1,400 people

• Diverse stakeholders (women, youth, panchayat members, businesses, community leaders, etc.)

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📊 Study Requirements (What Amazon Needs the Agency to Do):

1. Design & Conduct Mixed-Method Research:

   • Surveys, interviews, FGDs, rural appraisal, etc.

   • 95% confidence level, 5% margin of error

   • Include 40% women and 25% youth (18–35)

2. Use Data Tools:

   • SPSS, R, NVivo, etc.

   • Real-time dashboards, compelling reports

3. Ensure Cultural Sensitivity:

   • Local language, customs, norms, gender sensitivity

4. Provide Case Studies:

   • Past experience with similar community-based research (last 3 years)

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🧾 Proposal Submission Details:

• Submit To: inopsamazon@gmail.com

• Deadline: May 25, 2025

• What to Include:

  • Detailed methodology

  • Timeline with milestones

  • Team composition

  • Budget breakdown

  • Relevant experience & case studies

  • Quality assurance plan

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✅ What You Have to Do:

1. Identify if you/your organization or someone in your network is a good fit.

2. Forward this RFP to any relevant research or impact assessment agencies.

3. Email Arunima with the correct contact person or team to handle this RFP.

4. (Optional) Help facilitate connections within Sattva or other networks.

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