May 14, 2010 Nexus One Marketing Planning Ankan Jain James Wade Peter You Satya Dash.

May 14, 2010

Nexus One Marketing Planning

Ankan JainJames WadePeter YouSatya Dash

p

Table of content: Upfront Analysis

Product Overview 1- 5

Industry Analysis 6 – 10

Competitive Analysis 11 – 12

Smartest/Dumbest Competitive Tactics

13 - 18

Past Marketing CampaignsWhat Worked & What Didn’t

19 – 21

Marketing Research 22 – 24

Perceptual Maps 25 – 29

SWOT Analysis 30 - 35

p

Table of content: Marketing Plan

Brand Positioning Statement 1- 5

Sources of Volume 6 – 10

Product Line Identification 11 – 12

Geography 13 - 18

Seasonality 19 – 23

Media 24 - 26

Consumer Promotions 1- 5

Public Relations 6 – 10

Special Events/ Experiential Marketing

11 – 12

Marketing Research Plan 13 - 18

Marketing Metrics 19 – 23

Risks and Hedges 24 - 26

p

PART 1: UPFRONT ANALYSIS

p

INDUSTRY ANALYSIS

p

Mobile Phone & SmartPhone Market in U.S.

Mill

ions

of p

hone

s so

ldM

arke

t for

new

Sm

artp

hone

eMarketer – SmartPhone sales in North America 2008-2012

p

M-commerce Market in U.S.

M-c

omm

erce

mar

ket i

n $

billi

ons

eMarketer – US Mobile Advertising and E-Commerce Revenues

p

3rd Party Apps Take Over

Since launch of iTunes App Store, 3rd party applications have skyrocketed in popularity

Creates additional revenue stream for app developers and OS developers

VoIP apps threaten to disrupt market structure by competing with carriers

Business & consumer mobile applications pendingWorldwide, 2009 – 2010 (billions)

Source: eMarketer 2009 report

p

Top Five Mobile Content and Services

Slide 9

p

Trend – Switch from Feature Phones to Smartphones

Slide 10

Since launch of iPhone in 2007, consumers are increasingly moving from feature phones to Smartphones

Shipments of Smartphones are projected to exceed feature phones in 2012

p

Smartphone Industry Trends

Switch from feature phones to Smartphones

Skyrocketing popularity of 3rd party apps

Shift from business to personal and mixed use

Fierce competition at all levels of industry

p

Trend – Shift from Business to Personal Use

●Smartphones were originally used mostly for business applications such as constant e-mail access

●Since launch of iPhone and iTunes App Store, biggest growth has been in phones for personal use

●Many consumers use Smartphones for both business and personal use

p

Trend – Ferocious Competition and Innovation

● Just since February 2010, handset and OS makers have announced the following new products:●Palm Pre Plus and Pixi Plus

●Can create mini-hotspots to connect other WiFi devices to 3G●Microsoft Windows Phone 7 Series

●Completely redeveloped OS from Microsoft

●HTC Evo 4G●4.3” screen

●Wi-Max 4G service

●8 MP camera

p

Trends - Social Media Makes SmartPhone a Necessity

p

Communication Industry Market Structure

CommunicationCommunication

Fox, CNBC, CNNFox, CNBC, CNN

WirelessWirelessWiredWired

TelevisionTelevision

InternetInternet

PhonePhone

Comcast, Time WarnerComcast, Time Warner

AT&T, MCIAT&T, MCI

PagingPaging CellularCellular PCS - Personal CommunicationPCS - Personal

Communication

Wireless Phone

Wireless Phone VOIPVOIP Tablet PCs/

eReadersTablet PCs/eReaders

iPhone, Droid, Palm, LG, Samsung, Google

iPhone, Droid, Palm, LG, Samsung, Google

Vonage, Comcast, Skype, CoxVonage, Comcast, Skype, Cox iPad, Kindle, NookiPad, Kindle, Nook

p

Wireless Digital Convergence

InternetBook

Reader

Games

Music

MoviesEmail

Chat

VOIP

TV

Phone

Technology is breaking down industry walls. The convergence is creating brand new opportunities.

p

Market Structure – Eco System

Operating SystemOperating System

Handset MakersHandset Makers

CarriersCarriers

RetailersRetailers

ConsumersConsumers

3rd Party App Developers

3rd Party App Developers

3rd Party Accessory Makers

3rd Party Accessory Makers

One firm may be all 3 or any combination

Apple, RIM, Google, MS, Palm, Nokia

Apple, RIM, HTC, Samsung, LG, Palm, Nokia, Motorola

Verizon, AT&T, T-Mobile, Sprint

Carrier Stores, Web sites, Best Buy, Wal-Mart

p

COMPETITIVE ANALYSIS

p

Competition

Other Wireless MediaOther Wireless Media

IndirectDirect

Leader

Emerging

GPS/CamerasGPS/Cameras Smart DevicesSmart Devices Feature PhonesFeature Phones Smart PhonesSmart Phones

Motorola Droid

Palm

Blackberry

iPhone

LG Samsung

Nokia

iPad

Kindle

Sony camera phone

Garmin nuvi GPS phoneLaptop connect cards

Nintendo DS

Competition Impact on Business Strategy

pSlide 20

Smart Phone Competitive Landscape

Personal Use Business Use

Nokia

Samsung

LG

PalmDroid

BlackberryiPhone

p

Market share of Smartphone players

Note: ages 18+; among those who own a smartphone Source: Razorfish, "FEED: Digital Brand Experience Study," Nov10, 2009

p

Operating System Players

Slide 22

p

Carriers

Slide 23

p

SMARTEST & DUMBEST COMPETITIVE MARKETING TACTICS

p

Smartest – Apple iPhone Hype Cycle

●Months of rumors and speculation.

● Jan 2007 – Steve Jobs announces the iPhone.

●The hype built up even more between Jan and Jun 2007.

●Thousands of people waited anxiously for iPhone premiere.

●Endless line on day of launch – Jun 27 2007.

p

Smartest – iPhone Network Externality

● iPhone has a huge positive externality effect.

●Apple advertises that only iPhone has 100,000+ apps.

●More buy iPhone because of apps.

●More developers develop apps only for iPhone.

●And more people buy iPhone.

●Apple marketing has expanded Smartphone market.

p

Smartest – Droid Does what iPhone doesn’t

●Droid positioned itself directly against iPhone.

●Advertised all its features that iPhone doesn’t support.

Motorola Droid

p

Dumbest – Rage? 802.1x Authentication?

●Too technical for users.●Doesn’t explain benefits.●No call for action.●Not necessarily clear why

only Palm can have these features.

p

Smartest – Apple Store Invites Trial

●Apple in-store trial is a unique experience for customers.

●Customer experience results in repeat customers.

●Customers drop by just to hang out.

●Genius bar for hands-on technical support.

●High customer satisfaction results in very high brand loyalty.

Apple retail store. Come to shop and return to learn.

Got a technical question? Step up to the Genius Bar.

p

Dumbest – Retail Store Invites Confusion

●General retail stores do a poor product display.

●All phones are given equal importance.

●Nobody answers “why this phone”?

p

Dumbest – Palm Rests on an Old Apple core

●An indirect shot at iPhone, but doesn’t call out why Palm Pre is more attractive.

●Target audience is not clear.

●No call for action.

p

Dumbest – Nice colors, but why?

● Just attractive backgrounds, but doesn’t explain phone features.

●Why this phone?●Who is the target audience?

p

Dumbest – Subtle Approach

●Droid promotions appeared on Google search results.

●Bad placement as it doesn’t even say that Droid is a phone.

●No targeted message.

p

Smart – Free Publicity

●Blackberry built free publicity out of President Obama’s passion for Blackberry.

●The messaging is clean and powerful.

p

Not-so-smart – Why Palm?

●Doesn’t explain why you could organize your life only with Palm.

●Doesn’t call out Palm’s features.

●No targeted message.

p

Not-so-smart – Is it a phone advertisement?

p

Not-so-smart – Can you even see it?

Nobody can notice the tiny Palm Pre logo at above 200mph speed.

p

Not-so-smart – Shoe or Blackberry ad?

p

WHAT WORKED & WHAT DIDN’T

p

What has worked for Nexus so far?

●Google BRAND.●Partnership with T-Mobile.

Those who prefer T-mobile carrier now have a better phone choice.

●Effective online advertisements. http://www.youtube.com/watch?v=I6COwgigJ-g

http://www.youtube.com/watch?v=I6COwgigJ-g



p

What has not worked so well?

● Is sold ONLY on Google website.

●Carriers rejected such partnership. Verizon and Sprint didn’t want to offer Nexus phone.

●No mainstream advertisement

●Conflicts-of-interest with open source Android platform development.

●Very low product recognition

p

MARKETING RESEARCH RESULTS

p

Mobile phones used today

●Kinds of phone used today●100% of people use a cell phone.●30% of people use a land line●19% of people use Skype phone

●Kind of cell phone used●94% of people use a cell phone with advanced features: text, camera, internet

and video

●6% of people use a cell phone without advanced features.

p

Google features being used by People

Search Google Mail Google Office Google Maps Picasa Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% of People Using Google Features

p

Willingness to pay for Dream Phone

Zero $1 - $100 $101 - $200 $201 - $300 $301 - $400 More than $4000%

5%

10%

15%

20%

25%

30%

35%

40%

Willingness to pay for Dream Phone

p

Insights from Market Research

● 78% of people would like to test drive a phone in the store before buying it.

● 64% of people would like to pay subsidized price for their phone instead of full price.

● 51% of people have never heard of Nexus One smart phone

p

Wordle – iPhone

p

Wordle - Blackberry

p

Wordle - Google

p

PERCEPTUAL MAPS

p

GPS Navigation versus Camera

5 Mega Pixel + Flash

2 Mega Pixel + No Flash

iPhone

Palm Pre

Droid Nexus One

Voice Activated GPS Navigation

Blackberry

Maps

p

Internet Experience versus Search Capabilities

Full Internet Experience

Mobile Browser

iPhoneBlackberry Palm Pre

Droid Nexus One

Search Capabilities (Voice + Camera)

Basic Search Capabilities

p

QuickTime™ and a decompressor

are needed to see this picture.





Price versus Number of Google Services (integrated)

iPhone

Blackberry

Palm Pre

Droid

Nexus One

p

SWOT ANALYSIS

p

Strengths

●Google recognition and dominance in internet searches● iPhone / Android Gaining Mobile Internet Usage Share - Symbian (Nokia) +

RIM + Windows Mobile Losing Share●Processor speed (1 GHz)●Available on multiple mobile carrier networks●7 Hr Battery life●Camera resolution (5 MP)●Expandable Memory●Open-Source Smartphone Platform-of- Choice

● Most robust open-source alternative to iPhone platform with incentivized partners ● Free software for device manufacturers / carriers

p

Strengths (continued)

●Second Most Vibrant Developer Community● 10K+ apps in Android Market, second only to iPhone App Store ● Least restrictive application approval policies + flexible revenue sharing with carriers ● Easy alternative

●Potential Scalability from Beyond Smartphones● iTunes App Store benefitted tremendously from iTouch users; Android is making

inroads on media devices●Storage: 4 Gb●Standby time: 250 Hrs●Multitasking

p

Strengths (continued)

Source: JP Morgan

p

Weaknesses

●New entrant into mobile phone industry●Sub-Optimal User Experience

● Device manufacturers complain about Google’s lack of technical support when it comes to developing new Android Smartphones

●Pricing– iPhone available for $99

●Market share●Fewer applications●Fewer accessories●No physical keyboard

p

Opportunities

●Long term, Google Android’s open / free operating system (combined with clever device manufacturers), standardization of more powerful mobile web browsers, emerging markets competition and carrier limitations may pose challenges to Apple’s market share upside.

●RIM may maintain enterprise lead owing to installed base, but long-term outlook is challenged.● RIM BlackBerry may maintain enterprise lead for foreseeable future, but long-term

outlook is challenged – consumer offerings likely to prove increasingly uncompetitive owing to software / application disadvantages.

●Open mobile web potentially more attractive to developers / consumers – Google / Opera leading transformation of mobile browsers into development platforms. Apple ‘walled garden’ approach somewhat constrained by Apple’s approval process + carrier capacity.

●Highest Handset Vendor Operating Margins at High End of Market – 20%+ for Smartphones vs. 8% for Low-End Vendors● Highest for iPhone over Motorola, Sony Erickson, Nokie, LG, Samsung and RIMM

p

Opportunities (continued)

●Growing Android app marketplace ●Exclusive carrier deals could limit Apple’s market share upside – AT&T● Insufficient battery capacity could continue to prevent effective

multitasking● In Technology, Products with Most / Best Apps Usually Win – In Mobile,

Apple is Clear Leader and Newcomer Android Has Quickly Surpassed the Old Guard

p

Opportunities (continued)

Source: JP Morgan

p

Threats

●Network Effects● Apple

●Near term, Apple is driving the platform change to mobile computing and leading in user experience. Its mobile ecosystem (iPhone + iTouch + iTunes + accessories + services) market share / impact should surprise on upside for at least the next 1-2 years.

●Revenue opportunities for developers

●Decreasing cost of manufacturing●Other Smartphone manufacturers will experience decreased bill-of-materials

●Lower BOM (Bill-Of-Material) Costs + Prices Stimulate Smartphone Demand – iPhone 3G Price to $99 from $199 = 89% Demand Increase

p

Threats (continued)

Source: JP Morgan

p

Morgan Stanley iPhone Interest Survey, 11/2008 (Top 3 barriers)

●#1 Purchase Barrier = Monthly Plan Cost ($95) – 55% of interested respondents cited service costs as reason for not purchasing

●#2 Purchase Barrier = Device Price ($199 / $299) – High iPhone price kept 53% of interested respondents from purchasing; price reduction to $100 increases unit demand 89% among respondents● Apple has eliminated this barrier

●#3 Purchase Barrier = Carrier Exclusivity (AT&T) – 41% of interested respondents would not purchase iPhone due to carrier exclusivity – citing coverage / pricing issues with AT&T + switching costs from existing carriers● Nexus One currently available on multiple networks

p

Morgan Stanley iPhone Interest Survey, 11/2008 (continued)

Source: JP Morgan

p

Cycle of Successful App Marketplace

Source: JP Morgan

p

PART 2: THE MARKETING PLAN

p

BRAND POSITIONING

p

Who are Our Users?N

eed

for S

mar

t Pho

ne

Desire for Smart phone

Low High

Hig

hLo

w

iPhone Users

Moto Droid Users

Palm Pre Users

Working Moms,Students,

Senior Citizens,

Blackberry

p

Average Google Phone User

iPhone user 60 mins per day Google Phone user 60 mins per day

% time spent by activity per day

p79

Our Primary Target

Working

Income < $70,000 per annum

First time switcher to Smart phone

Female Non Gen-x or Gen-Y

Need a smart phone as easyas regular phone

Needs navigation system& camera

Uses phone less for music and games

Estimated market size for this segment in 2011 is 165mn.

p

The Frame

•Target Audience: Men & women between ages of 35 and 64, who are first time smart phone users, are relatively less wealthy and need the benefits of a smart phone at an affordable price.

•Frame of reference: Other smart phones in market.

•Point of difference: Integrated voice search, navigation system, 5 MP camera and other Google applications at an affordable price.

•End Benefit: Can replace camera and GPS and convenience of all Google applications in one device.

p

Brand Positioning Statement

FOR first-time smart phone users

Google Phone IS A web phone

WHICH PROVIDES all that you care about – camera, navigation, voice search, internet, email, chat and book reading in one device at a price of regular phone.

p

SOURCES OF VOLUME

p

Google Mobile Revenue Forecast

Source: eMarketer

2008 2009 2010 2011 2012Number of Units (in mill ions) 25.8 32.5 41.9 54.9 67.3Percent Increase YOY 26.00% 28.90% 31.00% 22.60%Google Nexus One Market Share 0.00% 0.00% 2.00% 10.00% 15.00%Google Nexus One Units (in mill ions) 0 0 0.838 5.49 10.095Google Nexus One Revenue $0 $452 $2,959 $5,441Revenue Business Apps $1,660 $2,960 $5,130 $7,540Revenue Consumer Apps $1,110 $2,070 $3,360 $5,630Total Apps Revenue $2,770 $5,030 $8,490 $13,170Android App Market Percent Increase 2.00% 5.00% 10.00%Android Market App Revenue $12 $100.60 $424.50 $1,317.00

Total Revenue (in Millions USD) $12 $552 $3,384 $6,758

Smart Phones in North America

pSource: eMarketer

Google Mobile Revenue Forecast

$0$452

$2,959

$5,441

12 101425

1,317

0

1000

2000

3000

4000

5000

6000

2008 2009 2010 2011 2012

Reve

nue

(in M

illio

n U

SD)

Year

Google Mobile Revneue

Google Nexus One Revenue Android Market App Revenue

p

Google Nexus One Revenue Forecast Breakdown

2011 2012Buyer Breakdown % Revenue % RevenueNo Phone 1% $54,900 1% $101,000Feature Phone Converts 79% $4,337,100 84% $8,484,000Smartphone Switchers 20% $1,098,000 15% $1,515,000

iPhone 5% $274,500 4% $404,000RIM 9% $494,100 7% $707,000

Palm 1% $54,900 1% $101,000Other 3% $164,700 2% $202,000

Android 2% $109,800 1% $101,000

p

Google Nexus One Revenue Forecast Breakdown

Point of Sale % Revenue % RevenueOnline 60% $3,294,000 65% $6,565,000T-Mobile Store 10% $549,000 10% $1,010,000Other Store 30% $1,647,000 25% $2,525,000Other 0% $0 0% $0

2011 2012

p

Marketing Spending Split

p

PRODUCT LINE IDENTIFICATION

p

GEOGRAPHY

p

Verizon wireless coverage

●Given iPhone’s exclusive relationship with AT&T, we recommend Google to forge partnership with Verizon.

●Google phone can be sold where-ever Verizon has network coverage.

p

SEASONALITY

p

Seasonality – Fall & Winter Dominate

• Smartphone sales see steady baseline demand throughout the year with heavy spikes in the Fall Back-to-School period and at the end of year holidays

• Demand is weakest just after the holiday period

J F M A M J J A S O N D

10% 5% 5% 10% 10% 15% 15% 5% 5% 20%

First Half: 30% Back to School: 40% Holidays: 30%

Sales as a % of Annual Total

p

MEDIA

p

Key Marketing Efforts

RaiseAwareness

RaiseAwareness

InduceTrial

InduceTrial

Remove Barriers to Purchase


p

Raise Awareness & Leverage Google Brand

Google has one of the most widely recognized brand names in existence

“Google” brand has very positive connotations with innovation, search and convenience

Google products have recognizable naming scheme

Rename nexus one to leverage these strengths:

Raising Awareness - Branding

phone

p

Raising Awareness – Digital Advertising

• Digital Advertising is currently Google’s sole promotional method

• Current digital ads are well done

• Show benefits and features with little superfluous information

• Banner ads appear on many tech-oriented websites

• Ads are not strongly targeted to any demographic

• Digital Advertising will not be significantly altered

• Provides baseline awareness and information across all target demographics

• www.google.com/phone will be referenced in all visual adsCC

http://www.google.com/phone

p

Raising Awareness – Digital Advertising Example

p

Raising Awareness – Digital Advertising YouTube

p

• Begin national television advertising campaign

• Ads based off of Google’s existing web-only video ads

• Keeps development costs low and spending focused on ad placement

• Ads are not narrowly focused at any single target market

• Provide baseline awareness across demographics

• Placement biased towards programs popular with working moms

Raising Awareness – National Television

p

Raising Awareness – National Print

• Begin national print advertising campaign

• Ads focused on simple explanations of benefits, especially 3rd party apps

• Ads show integration of Google services including search, Gmail, navigation and photo sharing

• More demographically targeted than national TV ads

• Placement biased towards publications popular with working moms

p

Raising Awareness – Example Print Ad

Your Life

Shopping

available at

Stop by the Nexus One kiosk to borrow a unit for in-store shopping

p

Raising Awareness – Regional Television

• Begin regional television advertising campaign

• Newly developed ads used to tell a story showing the benefits of Google Phone in real world use

• Narrowly focused on working moms using a smartphone for the first time

• Delivers the message that the Google Phone helps make your life less hectic in every facet

• Placement in second tier cities with low CDI for smartphones but significant coverage with Target stores

• Mostly Midwest and Southeast cities and exurbs

p

Raising Awareness – TV Ad Storyboard

• Female main character uses Google Voice Navigation to find her way to a friend’s get together

• Visual shows turn-by-turn directions with voice commands and street view images

(continued…)

p

Raising Awareness – TV Ad Storyboard

• At the address, she uses Google Goggles to see what’s inside each building, then immediately see that business’s website

• At the store, she uses Google Shopper and the Google Phone’s 5MP camera to find the best price on a gift for her friend

p

Induce Trial – Google / Target

Google & Target Partnership

Complementary Brands

Google: Innovation

Target: Everyday Design, Value

Complementary Assets

Google: Exclusive Smartphone, Web Presence

Target: Bricks & Mortar, Customers

p


AdAge.com - Walmart, Best Buy, Target, Regional Players Expand, Market Smartly

Target’s Reasons for Partnership

1. Far behind Best Buy, Wal-Mart & Amazon in consumer electronics

2. Exclusive Google Phone offering fits ‘cheap chic’ product strategy

3. Google co-branding adds innovative cachet to Target brand

p


Target.com Investor Relations – Summary; Google maps

Google’s Reasons for Partnership

1. Target offering provides best chance for trial among target market

2. Google’s single physical product cannot sustain a dedicated store

3. Target geographic coverage and siting avoids direct confrontation with mall-located Apple Stores

Google Phone Market Average Target Shopper

Older than Gen X 42 years old

49% below $70k $60k median income

43% have children 33% have children

36% college educated 51% college educated

Apple Stores Target Stores

p

Induce Trial – Target mini-Store

Google-branded mini-store in Target electronics department

Pre-configured, usable phones

Active internet connections

Layout similar to Apple Store

Tables, not racks

Discreet cables and sales staff

p

Induce Trial – Target ScanIt App & Kiosk

Target Scan-It App & In-store Kiosk

Use Google Phone w/ pre-installed Target App for barcode scanning

App available separately in Android Market

Scan and bag as you go

Running total and exclusive offers while shopping

Fast checkout

Provides instant, detailed metrics for both Target and Google

p

Remove Barriers – T-Mobile Availability

Bricks & Mortar Availability

T-Mobile Stores

Functioning handsets will be available in T-Mobile stores nationwide. Potential customers brought in from digital and nationwide ads can trial the phones in any T-Mobile store.

p

Remove Barriers – Lower Price

Company Model Carrier Price

Apple iPhone 3G (s) AT&T $199 – 16GB$299 – 32GB

Apple iPhone 3G AT&T $99 – 8GB

RIM Blackberry Various Free or up to $50

Palm Palm Pre Plus Verizon $49.99

Palm Palm Pixi Plus Verizon $29.99

Motorola Droid Verizon $19.99

Current Nexus One Price: $179.00 w/ T-Mobile

New Google Phone Price: $49.99 w/ T-Mobile

Current price is above market expectations. Only Apple charges more for a smartphone and even then only for the top 3GS model. Refurb iPhones are available for $50. Google cannot compete with iPhone or even other Android phones at current pricing.

p

Key Marketing Efforts - Summary

RaiseAwareness

RaiseAwareness

InduceTrial

InduceTrial



Rename: Google Phone

Traditional Advertising (TV & Print)

Target mini-storeTarget ScanIt App & in-store Kiosk

Available at Target & T-Mobile Stores

Lower Price: $50

p

Integrated Marketing Flowchart


Market Research

Name Change

National TV & Print

Regional TV

Target mini-store

Target ScanIt App

Target ScanIt Kiosks

Lower Price

T-Mobile Availability

Digital Advertising

BACK TO SCHOOL HOLIDAYS

ROUND 1

X

DEVELOPMENT BUILD LAUNCH MONITOR & IMPROVE

DEVELOPMENT LAUNCH MONITOR & IMPROVE

DEVELOPMENT BUILD LAUNCH MONITOR & IMPROVE

X

X

ROUND 2

DEVELOPMENT ROUND 1 ROUND 2 ROUND 3

ROUND 3

DEVELOPMENT ROUND 1 ROUND 2

p

Integrated Marketing Flowchart Budget


Market Research

Name Change

National TV & Print

Regional TV

Target mini-store

Target ScanIt App

Target ScanIt Kiosks

Lower Price

T-Mobile Availability

Digital Advertising

BACK TO SCHOOL HOLIDAYS

$1M

N/A

$1M $1M $5M $1M

$1M $0.5M N/A

$1M $1M $5M $0.5M

N/A

$0.5M

$3M

$1M

$1M $15M $15M $10M

$1M

$2M $10M $10M

Total Budgeted: $83.5M leaving $5.5M for contingencies

p

CONSUMER PROMOTIONS

p

PUBLIC RELATIONS

p

Public relations plan

●Facebook Page/ Twitter●Software and app updates

●Disaster Relief●Provide free Nexus Ones for people affected by natural disasters with

apps for documenting and submitting insurance losses as well as updates on federal support efforts

●Promotion: ●“How do you Google Your Life?”

• Creative videos showing customers using the Nexus One• Prizes for video with highest votes

http://www.google.com/imgres?imgurl=http://www.ashastd.org/images/facebook_logo.jpg&imgrefurl=http://www.ashastd.org/hpv/hpv_overview.cfm&usg=__dxi_3LSn7u9OhImhhhtFNyCAbks=&h=790&w=2100&sz=135&hl=en&start=1&itbs=1&tbnid=WnsmOCuSOUlvmM:&tbnh=56&tbnw=150&prev=/images?q=facebook&hl=en&gbv=2&ndsp=18&tbs=isch:1

http://www.google.com/imgres?imgurl=http://cohesion.rice.edu/centersandinst/icon/emplibrary/twitter_logo.jpg&imgrefurl=http://www.armscontrol.org/reports&usg=__40h9AQSQwhc2ugC6qcIrVp8-h2E=&h=295&w=800&sz=33&hl=en&start=1&itbs=1&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&prev=/images?q=twitter&hl=en&gbv=2&tbs=isch:1

p

SPECIAL EVENTS/ EXPERIENTIAL MARKETING

p

Buzz/Viral/Stealth Marketing Plan

• Video: Navigate a plane using the voice search and satellite view navigation

• Google Goggles: Photo-to-voice “tour guides”– A “tourist” goes around giving people information using

Google Goggles

p

MARKETING RESEARCH PLAN

p

MARKETING METRICS

p

RISKS AND HEDGES

p

Risks & Hedges

Carrier Adoption Expand subsidized availability through other carriers

Risks Hedges

Competition - Other manufacturers advertise heavily

Google Nexus One's overreaching creative message utilizing the integrated marketing plan

Product Differentiation - HTC & Android phones

Remove HTC branding on the Nexus One; market Google's applications with seamless integration

Limited Technical Product support Develop customer support line in addition to the online option

Promotion Increase marketing budget and utilize the suggested integrated marketing plan

Competition - Other manufacturers advertise Heavily

Google Nexus One's overreaching creative message utilizing the integrated marketing plan

p

REFERENCES

May 14, 2010 Nexus One Marketing Planning Ankan Jain James Wade Peter You Satya Dash.

Documents

Transcript of May 14, 2010 Nexus One Marketing Planning Ankan Jain James Wade Peter You Satya Dash.