This is a power point presentation on Google mini case from Kotler's marketing management book.

2. WHAT IS GOOGLE ?

3. GOOGLE is an American multinational technology
company specializing in “Internet-based” products &
services.

4. WHO ARE THE FOUNDERS?

8.  Yet, all these products & services contributed
to only 4% of GOOGLE’s total revenue in 2011.

9. 96%

11.  Google AdWords is an advertising service by
Google for businesses wanting to display ads on
Google search pages, charging them on “Pay-per-
click” basis.
 Google auctions off the keyword ads, with prime
keywords and page locations going to the highest
bidder.

12. CAN SOMEONE
GIVE ME A FEW
EXAMPLES PLEASE ?

16. WHAT’S THIS ?

17.  AdSense (Google AdSense) is an advertising placement
service by Google. The program is designed for website
publishers who want to display targeted text, video or
image advertisements on website pages and earn money
when site visitors view or click the ads.
 It also generates revenue on either “Pay-per-click” or
“Per-impression” basis.

18. SOMEONE PLEASE TELL ME THE
DIFFERENCE BETWEEN
ADWORDS & ADSENSE.

21.  Google’s revolutionary search engine, changed the face of the world in
1998.
 It’s corporate mission “TO ORGANIZE THE WORLD’S INFORMATION
AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL” reflects Google’s
core brand value.

22. GOOGLE ADHERES STRICTLY TO FOUR Ps
OF MODERN MARKETING MANAGEMENT.
 PEOPLE
 PROCESSES
 PROGRAMS
 PERFORMANCE

23. “
”
PEOPLE
It reflects, in part, internal marketing and the
fact that employees are critical to marketing
success.

24. WHAT IS INTERNAL
MARKETING?
Internal marketing is an
element of holistic marketing
which involves hiring,
training and motivating
employees who want to
serve customers well.

25. GOOGLE always gave priority to
“internal marketing”, supporting “Touchy-
feely” work environment, strong ethics,
and a famous founding credo:
“DON’T BE EVIL”
It strongly believes that marketing
will only be as good as the people
in the organization.

26. PROCESSES
 It reflects all the creativity, discipline, structure
brought to Marketing Management.
 Marketers must avoid ad hoc planning and decision
making and ensure
that state-of-the-art marketing ideas and
concepts play an important role.

27.  GOOGLE always incorporated state-of-
the-art marketing ideas and concepts.
 It instituted the right set of processes to
guide activities and programs to
generate breakthrough products
& services like google maps, google
translate Etc..

28. THE “TALK TO GOOGLE”
TECHNOLOGY IS AN
EXAMPLE OF HOW
GOOGLE MADE LIFE
EASIER FOR PEOPLE
WITH IT’S CREATIVITY
AND STATE-OF-THE-ART
MARKETING IDEAS.
Watch the ad
here

29. PROGRAMS
 It reflects all the consumer-directed activities.
 GOOGLE integrates all it’s activities such that their
whole is greater than the sum of their parts, thus
accomplishing multiple objectives for the firm.

30. PERFORMANCE
 We define Performance as in holistic marketing, to capture the
range of possible outcome measures that have financial and
non-financial implications and implications beyond the
company itself ( Legal, ethical, social responsibility and
community related).

31. PERFORMANCE MARKETING
FINANCIAL ACCOUNTABILITY SOCIAL RESPONSIBILTY MARKETING

32. HOW GOOGLE’S
SOCIAL RESPONSIBILITY
MARKETING
MADE LIFE EASIER
FOR THESE PHYSICALLY
CHALLENGED PEOPLE,
WITH IT’S NEW VOICE
OVER BETA TECHNOLOGY.
Watch the
ad here

33. IS GOOGLE
DOING THE RIGHT
THING BY TAKING
ON MICROSOFT
WITH CLOUD
COMPUTING &
APPLE IN IT’S
SMARTPHONE BUSINESS ?

35. WHAT IS CLOUD
COMPUTING ?

37. Cloud computing is the practice of using
network of remote servers hosted on the
internet to store, manage, and process
data, rather than a local server or a personal
computer.

38. With the increasing demand for cloud computing, Google did the right
thing by entering the cloud business to stay alive in the tech competition.
With cloud computing, Google enters the new target segment expanding
it’s portfolio by offering products & services to more customers.
Google adds more value to it’s brand with the new cloud computing
technology.

39. ANDROID VS iOS

40. Google’s did the right thing to target Apple with the introduction of
ANDROID in 2008.
Android is free and open sourced unlike the apple’s
iOS which is expensive and confined to only iPhone.
Google introduced android with mobile phones
covering all price ranges and thus meeting
the demands of all sections of the society.

41. LET’S
RECAP

42. WHAT IS GOOGLE ?
WHAT ARE IT’S PRODUCTS AND SERVICES?
ADWORDS &ADSENSE
WHAT ARE GOOGLE’S CORE BRAND VALUES?
GOOGLE’S COMPETITION WITH APPLE & MSFT.
CLOUD COMPUTING & ANDROID.

43. THANK YOU
!MUCHAS
GRACIAS!

44. Created by Rahul Gubiligari, NIT Silchar, during a
marketing internship under Prof.Sameer Mathur,IIM
Lucknow.