Product/Service Analysis and Strategies of Google Inc.


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This is the fourth part of a marketing plan for Google Inc. that I did with a group of peers in my Marketing 311 class.

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Product/Service Analysis and Strategies of Google Inc.

  1. 1. Google Product Mix and Product Lines Desktop Products Standalone Applications- Convenience Goods This product Line includes products that enhance your desktop and are strictly Google products, such as the web browser Google Chrome or the organization tool Google Desktop. Google’s standalone applications allow the customer to, among many other things, organize information, edit photographs, search your desktop, and communicate with others. These applications are designed to make the customer’s desktop informative, entertaining, and all-inclusive. Desktop Extensions- Convenience Goods This product line includes products that are designed by Google to enhance desktop applications that have been created by another organization. A prime example of a product offered in this product line is the Google Toolbar, which can be added to the web browsers Internet Explorer and Firefox. • Both of these product lines are considered to have convenience goods because they are used frequently and little information is needed in the decision to use the product. There are also multiple comparable competitor products on the market that the customer is free to use in place of Google desktop products. Mobile Products Online- Convenience Goods This product line includes products that can be accessed through a web browser on a mobile device or a desktop web browser. Google Mobilizer, which makes any web- site mobile friendly, is a prime example of Google’s online mobile offerings. • This product line is considered to have convenience goods because they are used frequently, require little information to decide upon, and are highly interchangeable with comparable competitor products. Downloadable- Shopping Goods This product line includes products that must be downloaded from a mobile web browser to a mobile device. Google Goggles, which uses images to facilitate searches, is an example of new mobile search device that must be downloaded in order to be used on a mobile phone.
  2. 2. • This product line is considered to have shopping goods because most of the products offered have unique features that must be compared to competitor goods. Web Products Advertising- Industrial Services/ Shopping Goods This product line includes Google’s most profitable product AdWords. Google’s advertising products are highly customizable by the advertiser as well as tailored to the consumer without being disruptive to the consumer’s internet experience. These products can be used by Google web sites as well as non-Google web sites. • This product line is considered an industrial service because it is used to aid the advertiser of a business in reaching customers as well as establishing and maintaining a good reputation to consumers. It can also be classified as a shopping good because the advertiser must weigh the characteristics of similar competitor services to choose the best product. Communication and Publishing- Convenience Goods This product line features products that allow customers to connect with others via publishing products such as YouTube and the online phone communication system Google Voice. These products also include email services, document sharing, research tools, and calendar tools. This product line is designed to make the consumer’s web-base life streamlined and easily accessible to those who the consumer wishes to share with. • This product line is considered to have convenience goods because the customer uses the products frequently, yet they are highly interchangeable with comparable competitor products. Development- Specialty Goods This product line includes products that are designed to help web developers create web based applications. This product line includes Android, the open sourced mobile phone platform. These products include programming codes, open source codes, JavaScript tools, and the developing Google Chrome operating system that programmers can comment upon. • This product line is considered to have specialty goods because the products are intended for a specific target market that needs to have a high degree of knowledge before using the products. Mapping- Shopping Goods This product line includes tools used to find directions (Google Maps), give directions (Google Map Maker), view planets and Earth’s moon (Google Earth, Google
  3. 3. Mars), and plan trips (Google City Tours, Google Ride Finder, Google Transit). These products are essentially internet based navigation tools. • This product line is considered to have shopping goods because the products are used infrequently, requiring a certain amount of information before a choice is made to use them because they include unique features. Search- Convenience Goods This product line includes the claim to Google’s fame, the Google Search Engine. It also includes specialized search applications (Google Life Search, Google Finance) that allow customers to search for virtually anything they could want to know or need in a specialized search database. It also includes products that were developed using Google search technology like Google Checkout and Google Fast Flip. • This product line is considered to have convenience goods because the products are used frequently, require little information before use, and there are considerable comparable competitor products available to interchange with Google products. Statistics- Unsought Goods This product line includes various platforms for viewing and reading statistics. Google Trends is an application used for viewing web search statistics. Google Analytics uses statistical data from Google AdWords to help advertisers optimize their AdWords advertisements. Google Gapminder is an interactive statistics platform that allows customers to view the nation’s statistics. • This product line is considered to have unsought goods because the products must be sought out when a need arises, such as a research project or a specific statistical question that must be answered. Hardware Business- Accessory Equipment This product line includes Google Search Appliance and Google Mini which are “hardware device[s] that can be hooked up to [business] intranets for indexing/searching company files” (“List of Google…”). • This product line is considered to be accessory equipment because it is used within an office setting and is purchased only once in a small amount. Phones- Shopping Goods
  4. 4. This product line includes the mobile phones Nexus One and Droid that “run the Android operating system” (List of Google…). • This product line is considered to have shopping goods because the customer must have a lot of information before the purchase decision. The customer must also weigh unique features of the Google products against comparable competitor products. New Product Development Android Android is an open source technology smart-phone platform that was first released in October 2008 (“Android…”). It is increasing in popularity rapidly with the release of the Motorola Droid and the Nexus One. Android is new compared to existing products, new to the organization because it is a significant jump in the technology, and new to the consumer. This revolutionary technology allows a seamless user experience and is considered dynamically continuous innovation as the customer must learn about the operating system without completely abandoning previous behaviors. Garter, Inc. projects that by 2012, the Android platform would become the second most popular smart-phone platform on the market (“Android…”). Google Goggles Google Goggles is a new imaging search device that is still in the development phase yet is available for Android phones. It is a completely new way of searching the internet that uses image recognition technology to search for information based solely on a picture taken with a camera phone. This product is truly innovative and considered new to the organization and the consumer. Since this product is the only one of its kind, the consumer will have to learn a completely new process making Google Goggles discontinuously innovative. Google Chrome Google Chrome is an organized, balanced, fresh, and easy web browser that was created to be fast in every aspect with quick startups, fast web page loads, and more speed when running complicated web applications. It was designed with the protection of the company’s users in mind giving the user the ability to regulate their private information while Google Chrome secures the information they share online. While the product is new to the organization, consumers and existing products, it is dynamically continuous innovation because the consumer must learn a new way to navigate a web browser.
  5. 5. Product Life Cycle Google, Inc. has been working tirelessly to transform from just a search engine to an internet media provider. With the release of Android, Google Chrome, and various mobile and web applications, Google’s goal of becoming a frontrunner in the internet media market is swiftly becoming a reality. While the Google search engine is well known, a lot of the newer Google media products are just coming into the limelight as popularity of their Android smart-phone platform is growing exponentially. As Google continues to lead the pack in internet media innovation, it is unfair to say that Google has reached maturity in the product life cycle. The company’s new direction towards internet media almost makes Google a realtively “new” company with different goals and ideas. Google, Inc. is continuously growing and most of its internet media is growing in popularity with consumers, so it is evident that Google is in the growth stage of the product life cycle. While Google has always had competitors, the company is entering into a new market and has even more competition than before. Google products are gaining popularity at a steadily increasing rate yet they are not pushing competitors out of the market just yet. In fact, Google is causing some competitors to band together, as evident by the Microsoft-Yahoo search merger. Google’s talk of releasing an operating system, Google ChromeOS, is a very powerful example that Google is still in its growth stage as it attempts to switch from search to internet media. An innovative company by nature, it is difficult to say if Google will enter the maturity stage anytime soon. Attempting to overtake the internet media market is a daunting task yet Google has used a very intelligent strategy- they simply sit back and watch their competitors. Google internet media products, for the most part, are simply more innovative, de-bugged versions of comparable competitor products. Google assesses competitor products, finds the flaws in those products, and then creates a better, more attractive product for the consumer. Google is nearly always the last company to release products into the market, which may not seem like an advantage. Yet their products are of higher quality than those that are rushed to be put out-and consumers realize this quality in the long-run. It is also an advantage that Google uses a family branding strategy for most of its products (notable exceptions are Android and YouTube, individual brands) because the customer-who recognizes the quality of Google products- will have a sense of instant “faith” in the product. It is apparent that Google, Inc. will be a mainstay in the internet media market for quite sometime given the company’s success thus far.
  6. 6. Works Cited “Android (operating system).” Wikipedia: The Free Encyclopedia, Web. 4 March 2010.<>. 4 March 2010. “List of Google Products.” Wikipedia: The Free Encyclopedia. Web, 2 March 2010. <> 4 March 2010. Works Consulted “Google Goggles.” Google Labs, Web. 2010 <> 3 March 2010. “Why Use Google Chrome?” Google, Inc., Web. 2010. <> 3 March 2010.