Marketing Gmail


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The presentation discusses the marketing of Gmail with respect to the 5Cs and 4Ps framework

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  • Google Inc. is a U.S. public corporation, first incorporated as a privately held corporation in September, 1998, that designs and manages the Internet's most used search engine. Google began as a research project in January, 1996 by Larry Page and Sergey Brin, two Ph.D. students at Stanford. Google's mission is to organize the world's information and make it universally useful and accessible. Gmail is a free web mail and POP3 e-mail service provided by Google, known for its abundant storage and advanced interface.
  • Marketing Gmail

    1. 1. P r e s e n t s Group 14 Nitin Sharma, Pallavi Agarwal, Delzin Irani & Aditya Baliga 31 st July, 2006
    2. 2. <ul><li>Customer Needs </li></ul><ul><ul><ul><li>More memory to store emails </li></ul></ul></ul><ul><ul><ul><li>Free and fast email service </li></ul></ul></ul><ul><ul><ul><li>Easy to use </li></ul></ul></ul>The 5 Cs <ul><li>Company skills </li></ul><ul><ul><ul><li>Driven by innovation </li></ul></ul></ul><ul><ul><ul><li>Search abilities </li></ul></ul></ul>
    3. 3. The 5 Cs <ul><li>Collaboration </li></ul><ul><ul><ul><li>No collaborations sought </li></ul></ul></ul><ul><li>Context </li></ul><ul><ul><ul><li>Gmail scans your personal mails </li></ul></ul></ul><ul><li>Competition </li></ul>
    4. 4. <ul><li>User status </li></ul><ul><ul><ul><li>E-mail users </li></ul></ul></ul><ul><li>Usage Rate </li></ul><ul><ul><ul><li>Heavy e-mail usage </li></ul></ul></ul><ul><li>Benefits sought </li></ul><ul><ul><ul><li>Easy to use </li></ul></ul></ul><ul><ul><ul><li>Cost oriented </li></ul></ul></ul><ul><ul><ul><li>Performance oriented </li></ul></ul></ul><ul><li>Attitude towards other products </li></ul><ul><ul><ul><li>Unsatisfied </li></ul></ul></ul>Segmentation
    5. 5. <ul><li>Users who wanted </li></ul><ul><ul><li>communication made easy </li></ul></ul><ul><ul><li>larger memory to store mails </li></ul></ul><ul><ul><li>spam free mail </li></ul></ul><ul><ul><li>easy to use tools </li></ul></ul>Target segment
    6. 6. Positioning Ease of use Difficult to use Expensive Cheap Gmail is the most easy to use and efficient email service among all the email service providers because of its integrated search engine which makes it easier for you to locate and organize your messages quickly .
    7. 7. <ul><li>The secret is search </li></ul><ul><li>See your messages in context </li></ul><ul><li>Never lose a message again </li></ul><ul><li>Organize your messages by </li></ul><ul><li>creating labels for them </li></ul><ul><li>Frying your spam </li></ul><ul><li>It has ads. But only contextual ads </li></ul>Product
    8. 8. <ul><li>Channel Management </li></ul><ul><ul><li>Used viral marketing </li></ul></ul><ul><ul><li>One could sign up only if he/she got an invite from other users </li></ul></ul><ul><ul><li>Initially had limited invites, only given out to people close to Google </li></ul></ul>Place
    9. 9. <ul><li>Public Relations </li></ul><ul><ul><li>Newspapers articles and reports </li></ul></ul><ul><ul><li>Web articles and reports </li></ul></ul><ul><li>Word of mouth </li></ul><ul><li>Limited invites caused lot of curiosity </li></ul>Promotion
    10. 10. <ul><li>Free product </li></ul><ul><li>Google earned revenues from ads </li></ul><ul><li>Gmail being a “free service” was crucial because other email providers were charging their users for excess memory requirements </li></ul>Pricing
    11. 11. <ul><li>Chat feature added </li></ul><ul><li>Take an action on multiple messages </li></ul><ul><li>Reply by chat </li></ul><ul><li>Gmail in 40 languages </li></ul>Sustaining value
    12. 12. <ul><li>Gmail has grown from 1000 accounts in March, 2004 to 7.1 million in US alone by 2006 </li></ul><ul><li>No promotional costs </li></ul><ul><ul><ul><li>Exploited viral marketing </li></ul></ul></ul><ul><li>Used the combination of anticipation and hype </li></ul><ul><li>Invite only approach created an aura of exclusivity and thus everyone wanted to be apart of </li></ul>Conclusion