Google 10 step marketing plan gozarin

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.


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


http://www.google.com/about/company/facts/management/



http://www.google.com/about/company/

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


http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4

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)


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%


http://www.internetworldstats.com/stats.htm





To be informed right away

To be “in” the circle


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.


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


Positioning MapAGE 5- 12 13- 16 17-27 28-up

Asia

US/CANADA

EUROPE

Australia

GOOGLE

Yahoo! / BING

MSN

AOL

AGE vs. Location Matrix


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.


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


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/


https://www.microsoft.com/en-us/news/features/2012/may12/05-10Bing.aspx




http://techcrunch.com/2009/07/29/microsoft-yahoo-search-deal-the-official-press-release/

5.b Market Internet UsageAs of Year 2012 (January – October)

Source: http://www.netmarketshare.com/browser-market-share.aspx?qprid=0&qpcustomd=0


http://www.netmarketshare.com/browser-market-share.aspx?qprid=0&qpcustomd=0

http://www.netmarketshare.com/browser-market-share.aspx?qprid=0&qpcustomd=0

Google, Yahoo, Bing, AOL

Google’s

Products and

Services


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


6.B Google’s Products and Services


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.


8. Google Uses…

WORD OF MOUTHEvents and Experiences


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


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


9. Place

• Google is available widely through the use of:* Desktop* Laptop

* Smart Phones * TabletsFor as long as there is an internet connectivity!


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 .


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


http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4

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)


10 STEPMarketing Plan for GOOGLE

Mignonette Joy GozarinNovember 2012


Google 10 step marketing plan gozarin

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