AND THEIR SUCCESS STORY !!!

“Don’t be evil.”

▪ Founded by Larry Page and Sergey Brin in 19961

Who is Google?

1http://en.wikipedia.org/wiki/Google

“I want to be looked back on as being very innovative, very trusted and ethical and ultimately making a big difference in the

world.”

“We just want to have great people working for

us.”

“If you have a product that's really gaining a lot of usage, then it's probably a good idea.”

Title and content layout with list

▪ Add your first bullet point here

▪ Add your second bullet point here

▪ Add your third bullet point here

The Company▪ Started by licensing its search engine to third party

sites eg. Yahoo!

▪ In Dec. 1999, they started using the Paid Listings Model ”Sponsored links that appeared either adjacent to or interspersed with web search results for specific keywords.

▪ In March 2003, Google launched Contextual Paid Listings

Company Structure

On August 10, 2015, Google announced plans to reorganize its various interests as a holding company, Alphabet Inc., with Google as its leading subsidiary.

Google: Corporate values

1. Focus on the user and all else will follow.

The interface is clear and simple. Pages load instantly. Placement in search results is never sold to anyone. Advertising on the site must offer relevant content and not be a distraction.

2. It's best to do one thing really, really well.

Google does search. Gmail, Google Desktop, and Google Maps => bring the power of search to

previously unexplored areas.

Google: Corporate values

3. Fast is better than slow.

* Google believes in instant gratification.

4. Democracy on the web works.

* PageRank™ evaluates all of the sites linking to a web page and assigns them a value.

5. You don't need to be at your desk to need an answer.

* PDAs, wireless phones or automobiles.

Google: Corporate values6. You can make money without doing evil.

* relevant ads* non-manipulative ads

7. There's always more information out there.* images, PDF files, Microsoft Word, Excel and PowerPoint. * HTML for mobile phones.

8. The need for information crosses all borders.*restrict results to pages written in more than 35 languages.* translation feature.* Google's interface can be customized into more than 100 languages.

Google: Corporate values9. You can be serious without a suit.* work should be challenging and the challenge should be fun.* emphasis on team achievements and pride in individual accomplishments.* ideas are traded, tested and put into practice. * give the proper tools to a group of people who like to make a difference, and they will.

10. Great just isn't good enough.* innovation and iteration. * anticipate the needs and meet them with products and services that set new standards.

“Marketing Asset Management” Approach by Google

• Minute Improvements in Web Marketing program

• Advertising managed like assets in a portfolio depending on the market conditions.

• Companies use real-time data collected on their campaigns to optimize the campaign’s effectiveness and be more responsive to the market.

Product Categories:Desktop products (Google Earth, Chrome, Youtube etc)

Mobile products include all Google products available as moblie apps.

Web Products include advertsing(e.g. AdWords, Doubleclick), communication and publishing(e.g. Google Docs, Google Calender), development(e.g. Android, Google Code), mapping(e.g. Google Sky, Google Maps), Search(e.g. Google Dictionary), and statistics(e.g. Google Trends. Google Analytics)

Innovation Process…… Any thoughts ?

The Innovation ProcessCornerstones

Free Food!▪ Use ‘Culture’ to generate as many ideas as possible▪ Hire smart people of Non-traditional talent

▪ Have a creative environment

▪ Haven an ‘outlet’ for ideas

▪ Launch early and get user feedback to develop further

▪ Release 5 products and 2 of them will really take off

Google Voice : A Beta Stage Product

Targeted Microsoft !!

▪ In 2009 Google launched its first-ever television commercial for Google Chrome, an alternative to Microsoft’s Internet Explorer Web Brower.

What is Google doing now ?? …...

Google's Target

▪ To reach as many people as possible on the Web – whether by PC or by Phone.

▪ The more user's on Web, the more advertising Google can sell. (97% of Google's revenue through advertising)

▪ Google aims to achieve this, by launching new products and making Web a more personalized experience.

"Being away from the action can be frustrating, but from today you'll never have to miss another moment with the launch of new cricket experiences on the Google app." - Sapna Chadha,Marketing Head, Google India

Now some questions regarding Google's story !

Google co-founders Larry Page and Sergey Brin expressed Google’s core values “Don’t Be Evil.”

Despite criticism• Refuse to continue censoring

its Chinese search results.

Q1.With a portfolio as diverse as Google’s, what are the company’s core brand value?

Preferring to hire PhDs and Academic Superstars for positions throughout the Organization.

Innovation, is a long-standing priority at Google. All programmers, use up to 20% of their work time on projects they believe the company would benefit from. 

Innovation mandated part of every workday.

Q2.What is next for Google?

From space elevators, robots, to curing cancer: Google works to make future generations brighter, healthier, and more informed

After achieving Success from its start since last 15years.Google has been the Undisputed King of the market beating all its competitors ”Yahoo” which is rated next to Google holds only 20% of the market share compared to Google’s 63% in US, which tends to increase the expectation from its users and Investors as a result to be consistent and keep performing. Globally, Google leads with 89% market share versus Yahoo!’s 5% and MSN’s 3% in 2009.

Google Glass

• With Google Glass, you are able to view social media feeds, text, Google Maps, as well as navigate with GPS and take photos. You will also get the latest updates while you are on the ground.

Google Driverless Car

• The Google driverless car is powered by artificial intelligence that utilizes the input from the video cameras inside the car, a sensor on the vehicle’s top, and some radar and position sensors attached to different positions of the car. Sounds like a lot of effort to mimic the human intelligence in a car, but so far the system has successfully driven 1609 kilometres without human commands!

Next Generation Project - ARA

Yes Definitely It is doing the right thing by taking on Microsoft by The cloud computing & Apple in The Smart phone segment as It is Cut Throat competition in the market, If Google does not takes on it’s competitors then they will obviously surpass it and it will be very difficult for Google to retain it’s Brand value which is consistently rated as a most valuable brand by the Forbes.

Is it doing the right thing taking on Microsoft with the concept of cloud computing, and Apple in the fight for Smart phones?

But is Google, only taking on Apple & Microsoft ?

NO !

Recap :▪ Google has become the market leader for search engines through its business

focus and constant innovation.

▪ Google’s advertising platform comprising of AdWords, Doubleclick and AdSense is the major source of revenue for the company.

▪ Marketing Asset Management Approach through products like Google Analytics.

▪ Product development starts within labs ,which moves on to testing. Moves to beta status, inviting users to test early prototypes.

▪ Not spent a lot of money on traditional advertising.

▪ Targeted Microsoft’s Cloud computing through Chrome and Apple’s iphone by Android.

Credits : images.google.co.in

A Presentation by

ANMOL AGRAWAL , BIT Mesra (Ranchi)

during an intern by

Prof. Sameer Mathur, IIM Lucknow

Thank You !