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Marketing- Strategic Planning- IT Roll No: M140039MS Ajay Ram K P

Google Marketing Strategy

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Page 1: Google Marketing Strategy

Marketing- Strategic Planning- IT

Roll No: M140039MS

Ajay Ram K P

Page 2: Google Marketing Strategy

Introduction

• SEARCH ENGINE,CLOUD COMPUTING, SOFTWARE AND ADVERTISING TECHNOLOGIES• LARRY PAGE AND SERGEY BRIN IN 1998• PAGE RANKING NO.1 IN THE WORLD•OVER 1 BILLION SEARCH REQUIREMENTS DAILY• 52.07K EMPLOYEES

Page 3: Google Marketing Strategy

Introduction

• RATED NO.1 OF ‘BEST COMPANY’S TO WORK FOR’ IN THE WORLD• RANKING NO. 2 OF THE TOP 100 BRANDS IN THE WORLD•MAY 2012, DOMINATE THE SEARCH ENGINE WORLD, MARKET SHARE

OF 87.6%• TOTAL REVENUE MORE THAN $50 BILLION,2012• PRIMARY REVENUE SOURCE: ADVERTISING (97%)

Page 4: Google Marketing Strategy

Products & Services

GOOGLE PRODUCTS

AND SERVICES

194

WEB BASED

110

OPERATING

SYSTEMS

6DESKTOP

APPS

15

MOBILE

APPLICATIONS

44

HARDWARE

17

SERVICES

5

Page 5: Google Marketing Strategy

Discontinued Products And Services

• 84 PRODUCTS SINCE 2006 UPTO DATE.

• Orkut – Social networking service scheduled to be discontinued on September 30, 2014

Page 6: Google Marketing Strategy

: Vision & Mission

•VISION• To make search engines so powerful they would understand “everything in the world”

•MISSION• To organize the world’s information and make it accessible and useful.

Page 7: Google Marketing Strategy

‘s Marketing Strategy

• Continues to focus on innovation and on the user experience.

• FOCUS on SEARCH ENGINE marketing. • Indexing every website on the web, giving faster results with

accuracy.

Page 8: Google Marketing Strategy

• GOOGLE’S Ad-Sense and Ad-Word helped Google to generate huge revenue from the internet market.

• DIFFERENTIATION FACTORS:

• Robust data centers around the world

• Unique page search algorithm

• Ad-Sense & Ad-Word

‘s Marketing Strategy

Page 9: Google Marketing Strategy

• Google’s secondary strategy is to focus on other related segments with innovative product development like-Social Media, Gmail, Google books, mobiles & cloud computing etc.

• Growth strategy:Mergers & Acquisitions( YouTube, android, Motorola)

This strategy is preferred because it allows Google to quickly adopt new technologies and process rather than to develop them internally.

‘s Marketing Strategy

Page 10: Google Marketing Strategy

• Research organization studying Life sciences.

• Division of Google X, which is a project of Google with the mission to make major technological advancements.

• Undertakes Google Contact Lens project announced by Google on January 16th, 2014.

‘s Marketing Strategy

SBU LEVEL

Life sciences division of Google X

Google Contact Lens Prototype

Page 11: Google Marketing Strategy

• To accelerate innovation and strengthen brand

loyalty through transformational changes while

creating an open source environment.

‘s Marketing Strategy

CORPORATE LEVEL STRATEGY

ACTION

PLAN

Page 12: Google Marketing Strategy

BUSINESS LEVEL STRATEGY

‘s Marketing Strategy

• Google currently pursues the generic business level strategy of

differentiation.

• Offering so many distinct products and services, Google is able to

achieve a competitive advantage.

• Google's web search engine differentiated itself from competing search engines by utilizing a

patented system called PageRank.

Page 13: Google Marketing Strategy

Ad clippings

• The Reunion Ad • Google Zeitgeist 2013 Year Review

• Google pitches emotion in separated-by Partition-united-by-Google ad Reunion of two old friends from India and Pakistan

• Google Zeitgeist is a snapshot in time of what people are searching for on Google all over the world.

Page 14: Google Marketing Strategy

• Doodles are the fun, surprising and

sometimes spontaneous changes that

are made to the Google logo to

celebrate holidays, anniversaries and

the lives of famous artists, pioneers

and scientists.

DOODLEs

India Independence Day 2014 doodle by

Google

Page 15: Google Marketing Strategy

Michael Porter’s Five Forces Model

Bargaining

Power of

Suppliers

Bargaining

Power of

Buyers

Threats of

New

Entrants

Threat of

Substitute

Product

Competitive

Rivalry within

Industry

Page 16: Google Marketing Strategy

Michael Porter’s Five Forces Model

• Google have the

power to buy out

any ad-technology

the wish.

• Suppliers of

telecommunicatio

n infrastructure

may change

contracts and

relationships.

• Apple/Microsoft’s

new software

releases are a

threat.

• Yahoo &

Microsoft have

radically

improved their

search engines.

• Online marketing

governing rules

are still evolving

which may effect

Google’s strategy

• Not a big

competition in ad

technologies.

• Currently there

are only a few

rivals. So rivalry

is more of an

oligarchy.

• Brand Identity.

• Very big number

of substitutes in

mobile

technology.

• Many of the

important Ad

Technologies are

owned by

Google but other

useful ones do

exist.

• Limited choices

in search

engine.

• Limited choices

in online Ad

technology.

• Limited choice

in mobile OS.

• Good amount of

choices when

selecting

browser.

Supplier’s Power Barriers to EntryCompetitive

Rivalry

Threat of

SubstitutesBuyers Power

Page 17: Google Marketing Strategy

Search Engine Market Share (November 2013)

71%

17%

6% 7%

0%0%

1%

Sales

Google

Baidu

Yahoo-Global

Bing

AOL-Global

Ask-Global

Other

Page 18: Google Marketing Strategy

SWOT Analysis

• Search Engine Leader.

• Management Style.

• Effective advertising model.

• Loyal Customers.

• Innovation.

• One source of income. (97% of revenue from

advertising)

• Unprofitable products.

• Sustainable growth in search advertising.

• Fast growing social media market.

• New products & services.

• Strategic acquisitions.

• Growing mobile advertisement market.

• Strong competition( Apple, Microsoft, Facebook).

• Microsoft & Yahoo possible partnership.

• Advertising space is becoming more competitive.

• Political risk & EU antitrust law.

SWOT

Strength

Opportunities Threats

Weaknesses• Brand name.

• Smartphone King.

• Financial Situation.

Page 19: Google Marketing Strategy

BCG Matrix

Mobiles Chrome

Gmail YouTube

Images Blogger

Google Drive

Maps

Picasa

Cloudprint

Google Fiber

Web Search

Docs

Groups

Orkut

Google Wave

Translate

Books

Relative Market Share

Mark

et

Gro

wth

Rate

HIGH LOWLO

WH

IGH

Page 20: Google Marketing Strategy

Conclusion

Google is a firm that has great potential to expand its market position. N

Need to adopt an open mind in conducting its businesses.

Practice a strategy that will benefit them in the long run.

FOCUS ON THE SEARCH ENGINE BUSINESS SERVICE QUALITY.

PORTAL BUSINESS IS NOT AN OPPORTUNITY.

REINFORCE ITS CORE COMPETENCIES.

CUTTING EDGE SEARCH TECHNOLOGY.

HIGHLY QUALIFIED WORKFORCE<==>INNOVATION.

Page 21: Google Marketing Strategy

THANK YOU…