Google Marketing Case : New Product Developement at the speed of light

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Google Marketing Case : New Product Developement at the speed of light

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Google Marketing Case : New Product Developement at the speed of light

  1. 1. The New Product Innovation At the Speed of Light
  2. 2. Google Inc. is a multinational technology company specializing in internet-related services and products. These include - online search - online advertising technologies, - cloud computing, - software. Most of its profits are derived from AdWords, an online advertising service that places advertising near the list of search results.
  3. 3. Dominating the Market Google clearly dominates this area, which is the core business of the company, with 84% market share.
  4. 4. Google in a minute
  5. 5. Mission To organize the worlds information and make it universally accessible and useful. Formula: smart people + creative environment + outlet for ideas = INNOVATION
  6. 6. Innovative Approach to Innovation In Google the planned time for a new product is 4 to 5 months
  7. 7. “iGoogle started out with me and three engineers. I was 22, and I thought, "This is awesome.” Six weeks later, we launched the first version. The happiness metrics were good, there was healthy growth, and [a few months later], we had iGoogle fully operational with a link on Google.com.
  8. 8. Google’s New Product Development Strategy ▸No «Not Ready» mindset. ▸Launch early on Google Labs(discontinued) and then repeat to learn what the market wants and make it great. ▸When in doubt, do something. ▸Between two paths in an unsure position, take the fastest path. Google
  9. 9. Google Products Gmail, Google Play, Google Blog Search, Google Checkout, Google Picasa, Google Android, Chrome, Google Maps, Google Earth, YouTube, Flutrends etc.
  10. 10. TOP 5 PRODUCTS Google Chrome Gmail Android Youtube
  11. 11. Diagram featured by http://slidemodel.com
  12. 12. Launch of Google Play Launch of Google+ Managing sales and purchases of apps and entertainment media in an iTunes-esque way. Enters to social media market with a powerful all-purpose social network.
  13. 13. S W O T
  14. 14. Googlers have 20 per cent of their work time developing their own “cool and wacky” ideas. 1 Workday a WEEK Is a conference where Google invites 50 smartest people of the world to tackle some of the world’s biggest problems.
  15. 15. Google introduced a smart contact lens project that will let diabetics measure their glucose levels.
  16. 16. Q1: IDENTIFY MAJOR SIMILARITIES AND DIFFERENCES BETWEEN THE NEW PRODUCT DEVELOPMENT PROCESS AT GOOGLE VERSUS THAT FOUND AT MOST OTHER COMPANIES
  17. 17. Only 4 of the 8 steps of the new product development process are avaible: idea generation, idea screening, concept development and testing, and commercialization (Cutting off). Google New Product Development Process is Free flowing and boundless: Encouraging to think «outside the box» and come up with new ideas, no matter how weird they may be. Fast-tracked: Once an idea is proposed, it is immediately sent to testing. Putting a product into use quite early (make a product avaible no more than 6 months after development has started. No «2 or more years» for production and design plans. Innovative: Google gives their employees one workday a week (20-percent time rule) to work on whatever is going on in their heads.
  18. 18. Q2: IS GOOGLE’S PRODUCT DEVELOPMENT PROCESS CUSTOMER CENTERED? TEAM BASED? SYSTEMATIC?
  19. 19. Google is trying to do what their customers want in order to make their customers’ lives easier. Team Based: Google gives its employees one full workday each week to work on any project they want. These employees are free to work with whomever they choose, and are free to come up with any idea that comes into their minds. Systematic: Considering its new product development process, Google is one the most innovative company as it encourages its employees. No certain boundaries.
  20. 20. Q3: CONSIDERING THE PRODUCT LİFE CYCLE, WHAT CHALLENGES DOES GOOGLE FACE IN MANAGING ITS PRODUCT PORTFOLIO?
  21. 21. - Continue to watch what the best sellers/products are and develop based on those. - Ensure that it always has new products at every phase of the PLC (e.g. İntroduction, growth, maturity). - When the products are becoming outdated , analyze whether they should be updated . - Move to a product that better suits the needs and demands of the market. - Monitor the maturity stage of the product as well as the evolution of technology and its uses. - No guarantee how long the PLC will be. So, introduce new products, grow, do well or leave.
  22. 22. iGoogleGoogle Google Labs Google Buzz Real Estate Google Maps Google Plus
  23. 23. Q4: IS THERE A LIMIT TO HOW BIG GOOGLE’S PRODUCT PORTFOLIO CAN GROW?
  24. 24. - Must be a limit. But up to Google to identify what that limit is. - Google Home Page: 9 or 10 ten products given in each searching/visiting. - Click more option to see other products. - Google needs new products to contribute to Internet. - Invent new products yet to be thought of.
  25. 25. Q5: WILL GOOGLE BE SUCCESFUL IN MARKETS WHERE IT DOES NOT DOMINATE, SUCH AS SOCIAL NETWORKS AND APP/ENTERTAINMENT STORES?
  26. 26. - Can be succesful. - Needs to keep being innovative and attentive to what the customers want. - Keep process of innovation and continue to put products through to testing so quickly . - Dominating examples: GoogleMaps, Google Video (after buying YouTube)
  27. 27. THANKS for WATCHING Any questions? Sinan Köseoğlu Levent Aydın

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