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10 STEPMarketing Plan for GOOGLE
Mignonette Joy GozarinNovember 2012
ph.linkedin.com/in/mignonettejoy
Disclaimer
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. De Ungria’s marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
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Brief HistoryFounders Larry Page and Sergey Brin met at Stanford University in 1995.
By 1996, they had built a search engine (initially called BackRub) that used links to determine the importance of individual webpages.
• Founded1998
• FoundersLarry Page and Sergey Brin
• IncorporationSeptember 4, 1998
Source: http://www.google.com/about/company/
• Initial public offering (NASDAQ)August 19, 2004
• Headquarters1600 Amphitheatre ParkwayMountain ViewCA 94043
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Finding information with ease and get things done
1. Primary Target Market: the people who uses the internet– the general public
2. NWD: People who wants to do what they want to do(search) online the easy and fast way.
3. COMPETITORS: Yahoo!, Bing, AOL, MSN4. GAP: Preference of the user (which is easier to use),
Popularity5. MARKET: Total Search Engine Market Share of Google
is at 83% as of 2012. source: http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4
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Getting Ahead..
6. Search Engine, Browser, and Email7. Using Google search, browser and mail are
generally free! So as the other competition8. Online Marketing(Display Ads, PPC), Content
Promotion, Word of Mouth9. Internet Wide (Worldwide)10. Uses the technology and its market needs to
win (they became the number 1 most used searched engine today)
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1. Primary Target Market• Demographics: Anyone who has the access to the internet and can do search.
Anyone who has a need to seek/find information
• Lifestyle: Varies from Students, Professionals, other individuals who love staying online also called “netizens”.
• Behavior: Internet Usage according to Makeuseof.com, people use the internet for an average of 6 hours a day
Internet UsageAs of June 30, 2012 Asia: 44% Europe: 21.5% N. America: 11.4% Latin Am/Carrib: 10.4%
Source:http://www.internetworldstats.com/stats.htm
Africa 7.0% Middle East: 3.7% Oceana/ Australia: 1.0%
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To be informed right away
To be “in” the circle
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2. Needs, Wants and Demands
• Needs: People needs to be informed right away to be “in” the crowd and gain information.
• Wants: People wants to get information fast, to be the first to know the latest, to have their own “space” online.
• Demands: Information availability 24/7. Fresh information. Get accurate results fast.
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3a. Direct and Indirect Products
• Direct: Yahoo, Bing, AOL, Firefox
• Indirect: Newspaper, Encyclopedia, Magazines, TV, Radio, Billboards, Word of Mouth
• Variables: Platform(where they are surfing the net), Speed of the Internet, Device used
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Positioning MapAGE 5- 12 13- 16 17-27 28-up
Asia
US/CANADA
EUROPE
Australia
Yahoo! / BING
MSN
AOL
AGE vs. Location Matrix
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Functional Benefits GOOGLE YAHOO!/BING MSN AOL
Ease of Use
Relevant Results
Safe (No Viruses or threats)
Fast Delivery
Popularity (Word of Mouth)
Benefi t Positioning vs. Brand Matrix
Google has championed with regards to people’s needs or functional benefits.
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4. GAP Positioning
Google able to give to its market the following:* Quick/fast information* Relevant / latest
* Safe browsing * Giving its other services such as PPC, Google +, and email
Yahoo and Bing tried to win back its loss market by providing the same product
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5.a Competitor Data
• May 2012, Bing (Powered by Microsoft) unveils its major update designed for users to act quickly.
Source:https://www.microsoft.com/en-us/news/features/2012/may12/05-10Bing.aspx
• In July 2009, Microsoft and Yahoo announced their partnership to improve web search experience of its users
Source: http://techcrunch.com/2009/07/29/microsoft-yahoo-search-deal-the-official-press-release/
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5.b Market Internet UsageAs of Year 2012 (January – October)
Source: http://www.netmarketshare.com/browser-market-share.aspx?qprid=0&qpcustomd=0
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Google, Yahoo, Bing, AOL
Google’s
Products and
Services
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6. What makes Google Different from its competitors
• Google able to get out of its box by developing products that fits its users’ needs.
• The widely trusted brand to do online marketing (PPC)
• Because of its search rankings, Google was able to open a new job for internet enthusiast: SEARCH ENGINE OPTIMIZATION
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6.B Google’s Products and Services
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7. Price
• Google’s products and services are majorly for free, except for products that are for promotions such as PPC, Business, etc.
• Google (and its competitors) are very flexible when it comes to advertising(online promotions). The payment depends on their client’s budget.
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8. Google Uses…
WORD OF MOUTHEvents and Experiences
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8a. What Google is Doing?
• Interactive Doodle• Offers discounts to its valued clients for them
to try its service• Offers the most user-friendly, and trusted tool
for analysis (Google Analytics)• Always giving their user’s needs
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8b. Competitor Promo
• Yahoo! And Bing tries to get close to the fast growing market of Google by offering services for Search Engines
• Created its own tools as well• Partnered with biggest IT companies to
support their needs
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9. Place
• Google is available widely through the use of:* Desktop* Laptop
* Smart Phones * TabletsFor as long as there is an internet connectivity!
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10. Niche Leader
• Google’s main strategy is to dominate the market to be the most used search engine
• Google benefited by supplying the need of its users– giving them tools, information, and service .
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Finding information with ease and get things done
1. Primary Target Market: the people who uses the internet– the general public
2. NWD: People who wants to do what they want to do(search) online the easy and fast way.
3. COMPETITORS: Yahoo!, Bing, AOL, MSN4. GAP: Preference of the user (which is easier to use),
Popularity5. MARKET: Total Search Engine Market Share of Google
is at 83% as of 2012. source: http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4
ph.linkedin.com/in/mignonettejoy
Getting Ahead..
6. Search Engine, Browser, and Email7. Using Google search, browser and mail are
generally free! So as the other competition8. Online Marketing(Display Ads, PPC), Content
Promotion, Word of Mouth9. Internet Wide (Worldwide)10. Uses the technology and its market needs to
win (they became the number 1 most used searched engine today)
ph.linkedin.com/in/mignonettejoy
10 STEPMarketing Plan for GOOGLE
Mignonette Joy GozarinNovember 2012
ph.linkedin.com/in/mignonettejoy