2. Observations And Conclusion
Step 1 : Google uses Social media/ Digital monitoring to listen to conversation about the brand on social networks.
Google doesn't’t use any paid monitoring tools, they make there own tools like google analytics, AdWords , AdSense
etc. They save on using paid marketing Strategy.
Step 2 : Google has always been an engineering company therefore there focus has always been on Innovation.
Google makes great products and services. But its important for them to get the voice of the product out., that will
help in increasing revenue and brand image.
Step 3 :Google knows how to engage their audience that helps define the core message and tone. INSPIRE the
audience with emotional and relatable stories, EDUCATE the audience with useful information and ENTERTAIN the
audience by surprising them, making them laugh or sharing spectacular content
Step 4 : Google has managed to be what they are today, by keeping in mind to always improvise and bring in new
content for their audience time to time.
Step 5 : Google has always catered to its audience with something new every time and this is because they make
sure they interact with their audience and know what they want rather than what they want to make.
Step 6 : Google has monthly meetings where budgets, software choices, strategies and plans are coordinated and all
levels of leadership are active and engaged in these meetings and decisions. If a pivot needs to happen, it
propagates through the organization quickly. Both product and marketing departments actively participates.
3. BRAND ANALYSIS
STEP 1. MONITORING AND LISTENING
• Google is an American multinational technology company specializing in Internet-related services and
products that incorporate web based advertising technologies, search, cloud computing,
programming(software), and equipment(hardware).
• Google has been active and very responsive to its people.
• Google is not just a search engine; it is divided into further more revenue earning segments like technology,
shopping cloud services, advertisement distribution and various smart devices.
• Google has many competitors in various segments like for search Bing and Yahoo. For shopping and cloud
services Amazon. For technology and smart devices Apple. For advertisement distribution Facebook ads.
• Advertising strategy of Google is they offer free services, which is a convincing technique. Along these lines
users get to be distinctly loyal to their services. Also, to utilize many components of Google one should have
a Gmail account, this is the way they offer.
• Marketing strategy of Google is to work more on brand working, than concentrating on pay and benefits.
Continued…
4. • Design of google product’s and website is based of google material design with minimalistic approach .
• Sentiment ratio about google is 8:1 where the positive mentions are more than the negative mentions and going by
the statistics google has been mentioned more than 65% in the last 24 hours
• The Sentiment ratio about apple is 2:1. Microsoft’s sentiment ratio is 14:1. Facebook sentiment ratio 6:1. Amazon’s
sentiment ratio 4:0
• Google doesn’t use any paid monitoring tools, as they make there own tools .like google analytics , google AdWords,
google AdSense and etc. They save the cost of using paid marketing strategy.
5. BRAND ANALYSIS
STEP 2. MEASUREMENTS AND ROI
• Google has always been a engineering company. Therefore they prime focus is on innovation. Though it has
always proved best for the company but they have also lost quite a few battles with their competitors.
• Ask Head of Entire Marketing Department to Increasing the lead conversion rates for the products Google has
to offer ;ROI = Benefits – Costs/ Costs x 100 ;Benefits = More user for their product and services; Cost =
Employees salaries need to increase more presence about new products (Hardware and software)
• Example 1: Google had NFC payment capabilities long before Apple did, but layman got to know about it when
apple launched their marketing for apple pay. People first realized NFC through apple and not google even
though they were first to get that technology in market.
• Example 2: Google Cloud was a hidden service in Gmail for a long time before iCloud from apple ever existed
but only after iCloud became popular user’s started realizing Google already had this service but they did not
voice it enough to reach a layman.
Continued…
6. Goal statement:
• We will increase products and services awareness more in layman realm to compete completion and our
success will be measured by early adaptors and user acquisition which is worth a Millions of dollar return
on investment
• This social media strategy with its core focus on products and service. Therefore Google products and
service can reach to layman sooner and help with the battle of who did it first with competition. Keeping up
with the competition is always a big task which can be solved by this strategy
7. BRAND ANALYSIS
STEP 3 : AUDIENCE ANALYSIS
• Vision, Mission And Focus
The Vision: To make search engines so powerful they would understand "everything in the world".
The Mission: To organize the worlds information and make it universally accessible and useful.
The Focus : Google continues to focus on innovation and on the user experience.
• Google knows how to engage their audience that helps define the core message and tone.
INSPIRE the audience with emotional and relatable stories
EDUCATE the audience with useful information
ENTERTAIN the audience by surprising them, making them laugh or sharing spectacular content
• Google uses the Consumer Barometer tool which provides insights into how consumers use online and offline
media during their journey from research to purchase.
• The target market are established business advertisers. They designed a searchable database and matrix to favor
big business and established merchants with brand recognition. They've developed viral marketing and have
attracted the attention of all sources of media for promotions both paid and free. This has given them a high
revenue earning advertising medium yet disguised as an Internet search engine to the web surfer.
Continued…
8. • If my Brand was a Human , I would have named it MR/ MS KNOW IT ALL .
• Google is continuously offering new products and services that are capable of going head-to-head with various
competitor products.
• The only problem Google faces when trying to position new products is the dominance of similar products
already in the market due to earlier product introduction. Google tends to release products that are extremely
well developed (using similar products as guides and improving on technology) at a later date than other
competitors.
• However, Google has made the majority of its products fully compatible with multiple platforms and devices
which is an extreme advantage of Google. Google needs to make it widely known that the use of its products
does not inhibit a customers technological platforms.
• For example, the Google mobile platform Android has made applications available for not only Android platform
based phones, but also for iPhone and BlackBerry. Google seems to be going in the direction of Apple and
Microsoft, yet they are focusing on using open source technology which allows uninhibited collaboration
between programmers.
• Google as a continually developing, universal technology company would make consumers more open to
viewing Google as a frontrunner in the technological age. It is extremely clever that Google has made its
applications available to use for both Microsoft and Apple. It exposes both companies’ consumers to the Google
brand while Google prepares itself to integrate into the world of computer Operating Systems.
9. BRAND ANALYSIS
STEP 4. CONTENT ANALYSIS
• Google’s brand content strategy is its Bots crawl on others websites and they index websites by giving
weightage to each page depending on the key words and popularity.
• Google drops hints to their playful brand persona throughout the story, but are very intentional in their strategic
brief.
• Google is using storytelling techniques when it creates content to tell its story.
• Google creates the content. Content will be distributed On its own website.
• Google created an editorial calendar to know what content to distribute over time on the various places
• Google has been using apps, widgets or the like to provide an engaging experience.
• Google has transformed their key messages into a brand persona and storytelling.
• Google understands that “markets are conversations” and to have a conversation one needs to converse as
though the brand was a “person” – i.e., has the brand humanized itself in its messaging so that it can
…organically drive word-of-mouth
10. • Brand’s tone is elegant and simple for the audience to connect , they updated the logo very recently.
• Google is already a leader in the search engine side they are working on other departments.
• Few quotes from Google:
• Focus on the user and all else will follow.
• The need for information crosses all borders.
11. BRAND ANALYSIS
STEP 5 : INTERACTION ANALYSIS
• Google engages with its audience on the basis of what it wants. for example, whatever we search on google
gets stored in its system and that data can be used to analyze the audience to reach its potential customers and
to make the audience aware of the business.
• Google is attempting to bring its online image into more substantial, human encounters.
• As the organization develops, more items are presented, and more competition emerges, Google has
discovered that its objective of coordinating its products, so individuals get to be Google-subordinate won't work
if, buyers don't have the slightest idea what these items are and how you can utilize them.
• For example, Google conferences. Guiding these unmistakable encounters was the objective to breath life into
the brand in a way that precisely depicts the brand image and guarantee of straightforwardness and fun.
• Google uses Google Cloud Technology and Solutions mission is to convey straightforward, inventive business
frameworks that empower our business and accomplices to flourish.
Continued…
12. • GTS sends incorporated frameworks for all parts of the business: CRM (Customer Relationship
Management), arrange administration, charging, deals, support and advertising frameworks, and business
insight arrangements.
• Google has many moderators on google forms to assist their users/ audience.
• As the market trends are changing time to time google has been catering its audience with something new at
every level since its inception. And taking a example from todays time can be of Google Glass, in which
people will be able to search for products by image, voice, and gesture; automatically participate in others’
transactions; and find new opportunities via devices that augment their reality.
13. BRAND ANALYSIS
STEP 6 & 7 : ORGANISATIONAL ALIGNMENT AND ITERETE AND PIVOT
• Google being a flat structure company have three main characteristics:
• Function-based definition
• Product-based definition
• Flatness
• To get an approval for a strategy or policy one must go through these steps:
• Individual team internal discussions to propose a policy or strategy.
• Work with different Team Lead(s) to finalize a strategy.
• Then present it to product owners(PO).
• After PO(s) has signed off, Public relation(PR) department needs to sign off.
• For a defining a procedure or policies for social media. Discussions must be held between PO’s across different
teams.
• Google has monthly meetings where budgets, software choices, strategies and plans are coordinated and all levels
of leadership are active and engaged in these meetings and decisions. If a pivot needs to happen, it propagates
through the organization quickly.
• Example: Google glass even after so much research did not do well, so the company pivoted from it and marketing
department fully supported it by actively helping current users to transition from it.
14. Long Term Recommendations
• Internet of Everything: Amsterdam has already begun implementing a version of smart city lighting that helps preserve
energy, as city lighting accounts for approximately 20% of total energy consumption.
• Metrics and data: Connecting everything to the Internet with embedded sensors opens the gate to a new world of
potential: micro and macro data collection.
• Neo-governance on the horizon: Will Google rely on traditional ways of governance that it has been strongly critical of
ever since its inception? I think not. This might be the most subtle yet powerful application of this high tech city where
Google can test a “technology empowered collective governance method,”
• Green energy solutions: Google is investing heavily in green energy startups like SolarCity, Regulus, and BrightSource. If
Google was to build a new city from the ground up, green energy innovations are going to be implemented in the basic
structural design, which solves a problem that current cities have.
15. Short Term Recommendations
• Hack schooling To keep up with such a smart ecosystem, humans need to evolve at the same speed of their
environment to stay in control of it. Unfortunately, current educational systems do not allow exponential growth of
human potential; if anything, educational systems are limiting idea growth. Google, will offer through new programs or
through a network of educational partners new approaches to education, utilizing MOOC (Massive Open Online
Courses), hack schooling, gamified learning, and on-ground workshops.
• Vertical farms Although ignored, one major impact on the environment is providing food for humans, and food for
human food (livestock). Land is stripped for homogeneous domestication with one mass-consumer product (farm or
factory). Ray Kurzweil, author, renowned futurist, and Head of Engineering at Google, has been discussing vertical farms
for a while now. In brief, vertical farming includes buildings that don’t consume space or nature and offer healthy
harvesting of human food supply needs.
• Enriching entertainment Google is known for its colorful company culture as a hub that encourages and supports
creativity and work as play. That is projected in most of their services: Google Doodles, Chrome Music Lab, Maps. Easter
Eggs etc. Naturally, a lot of Google’s top management have been spotted at indie-culture festivals like Burning Man.
