ASeminar Paper

OnA Case Study On Google Inc.: 7p’s 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.

Google’s Mission Statement In 2014

Google’s mission: Google’s mission is to organize the world’s information and make it universally accessible and useful.

Introduction & Objective of case• This 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 Profile• Name: Google Inc. • Industry: Internet ,Computer software, Telecoms equipment• Company Product: Web-based products• Competitors: Yahoo search, ask.com, AOL, Bing, etc• Founded: Menlo Park, California (September 4, 1998)

Founder(s): Larry Page, Sergey Brin• Brin Head quarters :Googleplex, Mountain View, California U.S.• Employees: 49,829 (Q1) 2014• Website: google.com• Revenue in 2014: US $ 59.82 billion• 77offices 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.”

• Google’s Philosophy:1. Focus on the user and all else will follow.2. It’s best to do one thing really, really well.3. Fast is better than slow.4. Democracy on the web works.5. You don’t need to be at your desk to need an answer.6. You can make money without doing evil.7. There’s always more information out there.8. The need for information crosses all borders.9. You can be serious without a suit.10. Great just isn’t good enough.

COMPARATIVE ANALYSIS WITH OTHER SEARCH ENGINES

Parameters/Search Engine Google Yahoo Search Bing AOL

Alexa Traffic Ranks 1 NA 22 NA% of total visitors from India 8.8 NA 6.2 NA

Estimated Unique Monthly Visitors 11,00,000,000 2,50,000,000 300,000,000 75,000,000

Data Source: http://www.ebizmba.com/articles/search-engines & http://www.alexa.com/

0.00

200000000.00

400000000.00

600000000.00

800000000.00

1000000000.00

1200000000.00

Estimated Unique Monthly Visitors

Estimated Unique Monthly Visi-tors

Serach Engine

Estim

ated

Uni

que

Mon

thly

Visi

tors

Organic Traffic Source visitors (In Millions)

Organic Traffic Source

Apr-10

May-10

Jun-10

Jul-10

Aug-10

Sep-10

Oct-10

Nov-10

Dec-10

Jan-11

Feb-11

Mar-11

Total

Google 1487 1302 1343 1057 1647 1415 1154 1121 1100 1408 1405 1875 16314

Bing 401 370 375 276 393 415 341 229 192 318 336 274 3920

Yahoo 208 165 213 187 280 234 194 146 125 149 154 156 2211

AOL 39 18 23 17 26 22 13 11 8 21 16 20 234

Other 31 36 62 32 48 36 36 37 33 31 48 36 466

Source: http://www.nextanalytics.com/monthly-excel-report-of-google-analytics-traffic-sources/

Organic Traffic Source visitors (In Millions)

Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Jan/11 Feb/11 Mar/110

200

400

600

800

1000

1200

1400

1600

1800

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Organic Traffic Source (In Millions)

GoogleBingYahooAOLOther

Graph Showing Trend of Search Engine

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

Apr/10

May/10

Jun/10Jul/1

0

Aug/10

Sep/10

Oct/10

Nov/10

Dec/10

Jan/1

1

Feb/11

Mar/11

0

200

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600

800

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GoogleBingYahooAOLOther

Full Year 2014(unaudited)

Revenues 2012 2013 2014Q1

Google Websites $31,221 $37,422 $10,469

Y/Y Growth Rate 19% 20% 21%

Q/Q Growth Rate NA NA -1%

Q/Q Growth Rate NA NA -1%

Google Network Members' Websites $12,465 $13,125 $3,397

Y/Y Growth Rate 20% 5% 4%

Q/Q Growth Rate NA NA -4%

Total Advertising Revenues $43,686 $50,547 $13,866

Y/Y Growth Rate 20% 16% 17%

Q/Q Growth Rate NA NA -1%

Other Revenues $2,354 $4,972 $1,554

Y/Y Growth Rate 71% 111% 48%

Q/Q Growth Rate NA NA -6%

Total Revenues $46,039 $55,519 $15,420

Y/Y Growth Rate 21% 21% 19%

Q/Q Growth Rate NA NA -2%

As % of Revenues

Google Websites 68% 67% 68%

Google Network Members’ Websites 27% 24% 22%

Other Revenues 5% 9% 10%

Product MixWebWeb Search :Search billions of web pagesGoogle Chrome : browser built for simplicity Toolbar :Add a search box to your browser

MobileMobile: Get Google products on your mobileMaps for mobile: View maps ,location Search for Mobile: Search anywhere

Specialized SearchBlog Search: Find blogsScholar: Search scholarly papersAlerts:Get email updates on the topics of choiceTrends: Explore past and present search trends

MediaYouTube: 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 photos

GeoMaps: View maps and directionsPanoramio: Explore and share photos of world

BusinessAdWords Attract more customers and only pay for results

Home & 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 what’s on your mind

SocialBlogger: Share your life online with a blog - it’s quick, easy and freeGroups Create mailing lists and discussionHangouts: Conversations that come to life. Anytime, anywhere, for free.

Price Mix• Pricing 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.

Promotion

• Power of viral marketing, without the need for massive advertising budgets.

• Simple but effective• E.g. Google dongle

Source: www.idiva.com

Physical Evidence• Offices 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

People

• Right 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 Books• Marketing 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 Elite

• Marketing: David Steuart Mercer, Edition: 2, illustrated, revisedPublished by Blackwell Publishing, 1996ISBN 0631196382, 9780631196389Page 29, 30 and 31

Articles• Marketing and the 4P's May 07, 2007By Andrew GettlerSource:

http://www.associatedcontent.com/article/233129/marketing_and_the_4ps_product_price_pg2.html?cat=35• The 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 Hof

• Source: http://www.businessweek.com/the_thread/techbeat/archives/2007/03/is_google_too_p.html?chan=search

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

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