A Case Study on Google Inc

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This case study will help to understand 7P's of services marketing.

Transcript of A Case Study on Google Inc

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ASeminar PaperOnA Case Study On Google Inc.: 7ps Of Marketing Mix And Comparative Analysis With Other Search Engines

Presented By: Devika Ashok ShindeB. Pharm, M.B.A., NET/JRF Under the Guidance :Prin. Dr. Praveen N. ChougaleM.COM, LL.B,P.HD.

Googles Mission Statement In 2014 Googles mission: Googles mission is to organize the worlds information and make it universally accessible and useful.

Introduction & Objective of caseThis case study about Google Inc. 7Ps of Marketing mix gives insights to each Ps of services marketing. It elaborates how 7Ps of marketing makes service distinct from other services. Today we use term Just Google It for our every query. What makes it stand for such position is its product mix. It has very large product mix. Innovation and intelligence people pool is second biggest strength of google. In this article researcher has also given statistical analysis on Alexa ranking of search engine, monthly visitors to site and searching trends.This case study will help to understand what 7Ps of marketing are and how one can use it to stand as leader in the market.

Company ProfileName: Google Inc. Industry: Internet ,Computersoftware, Telecoms equipmentCompany Product: Web-based productsCompetitors: Yahoo search, ask.com, AOL, Bing, etcFounded: Menlo Park, California (September4,1998) Founder(s): Larry Page, Sergey BrinBrin Head quarters :Googleplex,Mountain View, California U.S.Employees: 49,829 (Q1) 2014Website: google.comRevenue in 2014: US $ 59.82billion77offices located in 43 countries

How does it work ?

Larry Page, co-founder and CEO, once described the perfect search engine as something that understands exactly what you mean and gives you back exactly what you want.Googles Philosophy:Focus on the user and all else will follow.Its best to do one thing really, really well.Fast is better than slow.Democracy on the web works.You dont need to be at your desk to need an answer.You can make money without doing evil.Theres always more information out there.The need for information crosses all borders.You can be serious without a suit.Great just isnt good enough.


Parameters/Search EngineGoogleYahoo SearchBingAOLAlexa Traffic Ranks1NA22NA% of total visitors from India8.8NA6.2NAEstimated Unique Monthly Visitors 11,00,000,0002,50,000,000300,000,00075,000,000Data Source: http://www.ebizmba.com/articles/search-engines & http://www.alexa.com/Organic Traffic Source visitors (In Millions)

Organic Traffic SourceApr-10May-10Jun-10Jul-10Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11TotalGoogle14871302134310571647141511541121110014081405187516314Bing4013703752763934153412291923183362743920Yahoo2081652131872802341941461251491541562211AOL39182317262213118211620234Other313662324836363733314836466Source: http://www.nextanalytics.com/monthly-excel-report-of-google-analytics-traffic-sources/

Organic Traffic Source visitors (In Millions)

Graph Showing Trend of Search Engine

On x Axis: Month and yearOn Y Axis: Organic Visitors (In Millions)

Full Year2014(unaudited)Revenues201220132014Q1Google Websites$31,221$37,422$10,469Y/Y Growth Rate19%20%21%Q/Q Growth RateNANA-1%Q/Q Growth RateNANA-1%Google Network Members' Websites$12,465$13,125$3,397Y/Y Growth Rate20%5%4%Q/Q Growth RateNANA-4%Total Advertising Revenues$43,686$50,547$13,866Y/Y Growth Rate20%16%17%Q/Q Growth RateNANA-1%Other Revenues$2,354$4,972$1,554Y/Y Growth Rate71%111%48%Q/Q Growth RateNANA-6%Total Revenues$46,039$55,519$15,420Y/Y Growth Rate21%21%19%Q/Q Growth RateNANA-2%As % of RevenuesGoogle Websites68%67%68%Google Network Members Websites27%24%22%Other Revenues5%9%10%Product MixWebWeb Search :Search billions of web pagesGoogle Chrome : browser built for simplicity Toolbar :Add a search box to your browserMobileMobile: Get Google products on your mobileMaps for mobile: View maps ,location Search for Mobile: Search anywhereSpecialized SearchBlog Search: Find blogsScholar: Search scholarly papersAlerts:Get email updates on the topics of choiceTrends: Explore past and present search trendsMediaYouTube: Watch, upload and share videosBooks: Search the full text of booksImage Search : Search for images on the webNews:Search thousands of news storiesPicasa: Find, edit and share your photosGeoMaps: View maps and directionsPanoramio: Explore and share photos of worldBusinessAdWords Attract more customers and only pay for resultsHome & OfficeGmail: Fast, searchable email with less spamDocs: Open, edit, and create documentsCalendar: Organize schedule and share eventsTranslate: Instantly translate over 50 languagesGoogle Cloud Print: Print anywhereGoogle Keep: Save whats on your mindSocialBlogger: Share your life online with a blog - its quick, easy and freeGroups Create mailing lists and discussionHangouts: Conversations that come to life. Anytime, anywhere, for free.

Price MixPricing Feature: list price, discounts, allowance, payment period and credit terms.AdWords plan: Set on the amount of advertisement per day it provides to its consumers. Ranges( 5 Cent to $50.00 per day)Pricing depend on Views by customer, page ranking, place of ad etc.The payment period based on its relationship with their customers. Payments: with a credit card or by direct debit payments.

Place Place refers to how an organization will distribute the product or service to the target consumer. It must be delivered to the end user at the right place and the right time. The platform of the Google is the internet. The best way to target the consumers on the Internet is Google. "The rate of the adoption of the Internet in all its forms is increasing, not decreasing," says Eric Schmidt, Google's C.E.O. The search results of Google on the web are more accurate than any other search engine because Google always concentrate on quality rather than quantity.

PromotionPower of viral marketing, without the need for massive advertising budgets. Simple but effectiveE.g. Google dongle

Source: www.idiva.comPhysical EvidenceOffices of the Google Inc : Neat ,Clean, decorative, Ambiance

Employee Dress Code Casual dress as to feel free in their jobs and there is a proper dressing for lower management and bottom line staff.

Source: https://www.google.co.in/intl/en/about/company/facts/culture/Process

PeopleRight People at Right Place Provide a standard package of fringe benefits, First-class dining facilities, gyms, laundry rooms, massage rooms, haircuts, carwashes, dry cleaning, commuting buses; just about anything a hardworking employee might want. Fortune Names Google the 2014 Best Company to Work For

References BooksMarketing Insights from A to Z: 80 Concepts Every Manager Needs to KnowBy Philip KotlerPublished by John Wiley and Sons, 2003, ISBN 0471268674, 9780471268673 Page 108, 109 and 110 FROM MARKETING MIX TO RELATIONSHIP MARKETING By: Gronroos Christian, Management Decision, 00251747, 1997, Vol. 35, Issue 3/4Source: Business Source EliteMarketing: David Steuart Mercer, Edition: 2, illustrated, revisedPublished by Blackwell Publishing, 1996ISBN 0631196382, 9780631196389Page 29, 30 and 31

ArticlesMarketing and the 4P's May 07, 2007By Andrew GettlerSource: http://www.associatedcontent.com/article/233129/marketing_and_the_4ps_product_price_pg2.html?cat=35The 7 Ps of Marketing,May 17, 2004,By Brian TracySource: http://www.entrepreneur.com/marketing/article70824.htmlWorry about your margins (or not)December 3rd, 2007By JoeSource: http://www.pondermarketing.com/category/4ps-price Is Google too powerful? March 29, 2007, By: Rob HofSource: http://www.businessweek.com/the_thread/techbeat/archives/2007/03/is_google_too_p.html?chan=search

Web sourceshttp://learnmarketing.net/Place.htmhttp://www.cim.co.uk/mediastore/FactFiles/Factifile7ps.pdfhttp://www.google.com/support/jobs/bin/static.py?page=benefits.htmlhttp://mms-notes.blogspot.com/2008/12/marketing-mix-4ps.htmlhttp://www.google.co.uk/corporate/tech.htmlhttp://www.mcafee.cc/Classes/BEM106/Papers/UTexas/2003/Google.pdf