Marketing Strategy of Google

7/31/2019 Marketing Strategy of Google

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Presenters : Usman Hamid & Muhammad Bilal

EMBA-II


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COMPANY AT A GLANCE

Founded1998

Founders

Larry Page and Sergey Brin

Vision

Organize the worlds information and make it universally

accessible and useful

Brand Equity

Google has topped a list of the world's most powerful brands, withnew research estimating its value to be $86bn


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GOOGLE PRODUCTS


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Opportunity Operating System for PC

Powered with Google Applications


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PEST Analysis

Information Technology Industry of

Pakistan

Political and Legal Favorable Governmental Policies

Pakistan Software Export Board (PSEB) June, 19

Ministry of Science and Technology (MoST) March, 2000

Ministry of Information Technology (MoIT) November, 2002 Tax exemption for IT companies till 2016.

Seven years' tax holiday for venture capital funds.

Economical: Real GDP growth 3 % to 3.7 % Inflation rate 13.8 % to 10.7 %

Pakistan's IT industry's global share is estimated at US$2.8 billionwith $ 25 million in export earnings.


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Social:

Rapid adoption of latest Telecom and Computer

technologies

Piracy not considered a theft

Pirated Software Usage 83%Broad Categorization of Computer Usage

Technological:

Telecom services comparable to those available in anydeveloped country.

Software industry lagging behind

Availability of key factors available in India


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Strengths

Effective and Efficient Search Engine

Technology

Sound Financial Position

Wide Range of Innovative Services e.g Maps

Platforms ( Gmail , Andoid , Youtube etc)

Brand Equity

Quality, reputation

Adwords (major revenue generating source)

Opportunities

Strategic alliances, partnerships

Product development

PC Operating System Market ( as Microsoft

is only the sole major provider of OS)

NonInternet Markets

Outsourcing development to regions with

cheap skilled labor

Threats

Strong Competition e.g Microsoft , Apple etc.

Virus / spywares affect on internet safety

Economic Downturn

Political Risk / New Govt. Regulations

Retention of skilled staff

Weaknesses

Low penetration in the Asian Markets

No Hardware Manufacturing e.g Chipsets etc.

Currently have products that customers are not

aware of

S W

TO

SWOT ANALYSIS


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S O

Strengths Sound Financial Position

Extensive Line of

Application Software

Developed OS for Mobile

Opportunities

PC Operating System

Market


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Porters Five Forces Analysis

COMPETETIVE

RIVALRY

(High,

Unfavorable)

THREAT OF NEW

ENTRANTS

BARGAINING

POWER OF

SUPPLIERS

THREAT OF SUBSTITUTE

PRODUCTS

BARGAINING

POWER OF

BUYERS

(Low , favourable)

(Hardware Manufacturers

have limited alternative

choices of OS)

(Low, Favorable)Many Open Source

Service Providers

(Low, Favorable)

Industry Requires HighTechnology and Investment

( Low , Favorable) as there are no well known OSavailable except Windows, Mac etc )


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Core CompetenciesGoogle People / Environment / Culture

Quality, Popularity, overwhelming awareness

of name Brand Equity ; Google is now a verb in

Webster's dictionary and is one of the most

recognized brand


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New Product

+ =Expanding

Profit byexploiting

Opportunity

Android OS for

Mobile / Tablets


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ANDROID for PC

Open Source ,Better flexibility

and Compatibility

Low Cost, Less

Hardware Requirement,

User Friendly

Fast, Reliable ,Graphical &

Power efficient


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Marketing Objectives

To create product awareness to 70 % of our

target market within first 6 months of launch.

To achieve a user volume of 10% of the target

market within 1 year of launch

To promote a trend of using licensed software


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Market Segmentation

Segmented our market on the basis of Usage, Occupation andBenefits Sought from the Operating System.

Usage

Desktops

Laptops

Apple Mac

Tablets

Occupation Benefit SoughtCorporateWorkers Presentation, OfficeTools

NetworkOperators Data Basis, Security

SoftwareDevelopers Open Source, Speed,Compatibility

Gamers Ease of Networking

Students Socializing,Browsing, Pictures,Videos

Housewives Basis Usage, ContentFiltering


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Desktops

Laptops

Target Market

Mass Marketing Strategy: single product

to address the needs of various segments

selected above and highlighting attributes

essential to each occupation through

multiple versions and promotionalactivities.


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0

2

4

6

8

10

PreinstalledSoftware

Open Source Less Hardware Graphical Security User Friendly Price

Value Curve MS Windows

Value Curve Pirated Windows

Value Curve Mac

Value Curve Google OS


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Marketing Mix

ProductThe product is an Operating System for Laptops and Desktop

Computers based on Linux as the Android for Mobiles. The product

will be released in 3 basic versions Google Corporate, Google Basic

and Google Plus

Google Corporate A single OS copy can install on 25 or 50 machines (additional cost formore)

Pre-installed comprehensive security tool for 100% security

1 Year free and future paid access to Google support team

Possibility of Customization as per organizational requirements at a fee

Google Prime A single OS copy can install on 5 machines with further installation at a cost

Pre-installed comprehensive security tool for most security breaches

1 Month free access to Google Support Team

All Google Application pre-installed

Google Basic A single copy can install on only 1 machine Basic security tool for internet and

USB viruses Only basic applications pre-installed Upgradable to Google Plus

paying a fee.


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PriceThe price has been set keeping in view the competitors pricing and

the trend of using free and pirated software in the market.

Product Base Price Up gradationto future

versionsInstallation on

multiple

ComputersSupport Costs Applications Customization

And SolutionsGoogle

Corporate200,000 2,000 per

Machine

Free if support

is paid

25 Free

3,000 per each

new InstallFree for 1 Year.

200,000 per

year for basic

and 700,000 for

advanced

Variable Charges

Free if support fee

paid

Variable Depending

on Assignment

Google

Corporate300,000 2,000 per

Machine

Free if support

is paid

50 Free

3,000 per each

new InstallFree for 1 Year.

400,000 per

year for basic

and 1400,000

for advanced

Variable Charges

Free if support fee

paid

Variable Depending

on Assignment

Google Prime 5,000 Free for next 2Versions

1,000 for

Further

5 free

3,000 for

Further

1 Month free

basic supportVariable N/A

Google Basic 1,000 1,000 forUpgrade

Only 1 Allowed

1,000 for

furtherN/A Variable N/A


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Placement Online availability of the operating system would be made through a

dedicated server. The support teams will be available online and on call,

however for corporate clients the visits will also be arranged.

CDs of the OS will be distributed to major computer shops

Promotion TV Commercials

Print Adverts

Direct Selling


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Protection


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Networking


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Faster Than Your Imagination!


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Marketing Budget

Budget Xcel Sheet
http://marketing%20budget.xlsx/http://marketing%20budget.xlsx/

Documents

Marketing Strategy of Google