Google 10 step marketing plan gozarin

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Google 10 step marketing plan gozarin

  1. 1. 10 STEPMarketing Plan for GOOGLE Mignonette Joy Gozarin November 2012 ph.linkedin.com/in/mignonettejoy
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. De Ungria’s marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. ph.linkedin.com/in/mignonettejoy
  3. 3. Brief HistoryFounders Larry Page and Sergey Brin met at Stanford University in 1995. By 1996, they had built a search engine (initially called BackRub) that used links to determine the importance of individual webpages.• Founded • Initial public offering (NASDAQ) 1998 August 19, 2004• Founders • Headquarters Larry Page and Sergey Brin 1600 Amphitheatre Parkway• Incorporation Mountain View September 4, 1998 CA 94043Source: http://www.google.com/about/company/ ph.linkedin.com/in/mignonettejoy
  4. 4. Finding information with ease and get things done1. Primary Target Market: the people who uses the internet– the general public2. NWD: People who wants to do what they want to do(search) online the easy and fast way.3. COMPETITORS: Yahoo!, Bing, AOL, MSN4. GAP: Preference of the user (which is easier to use), Popularity5. MARKET: Total Search Engine Market Share of Google is at 83% as of 2012. source: http://www.netmarketshare.com/search-engine-market- share.aspx?qprid=4 ph.linkedin.com/in/mignonettejoy
  5. 5. Getting Ahead..6. Search Engine, Browser, and Email7. Using Google search, browser and mail are generally free! So as the other competition8. Online Marketing(Display Ads, PPC), Content Promotion, Word of Mouth9. Internet Wide (Worldwide)10. Uses the technology and its market needs to win (they became the number 1 most used searched engine today) ph.linkedin.com/in/mignonettejoy
  6. 6. 1. Primary Target Market• Demographics: Anyone who has the access to the internet and can do search. Anyone who has a need to seek/find information• Lifestyle: Varies from Students, Professionals, other individuals who love staying online also called “netizens”.• Behavior: Internet Usage according to Makeuseof.com, people use the internet for an average of 6 hours a dayInternet UsageAs of June 30, 2012 Asia: 44%  Africa 7.0% Europe: 21.5%  Middle East: 3.7% N. America: 11.4%  Oceana/ Australia: 1.0% Latin Am/Carrib: 10.4%Source:http://www.internetworldstats.com/stats.htm ph.linkedin.com/in/mignonettejoy
  7. 7. To be informed right away To be “in” the circleph.linkedin.com/in/mignonettejoy
  8. 8. 2. Needs, Wants and Demands• Needs: People needs to be informed right away to be “in” the crowd and gain information.• Wants: People wants to get information fast, to be the first to know the latest, to have their own “space” online.• Demands: Information availability 24/7. Fresh information. Get accurate results fast. ph.linkedin.com/in/mignonettejoy
  9. 9. 3a. Direct and Indirect Products• Direct: Yahoo, Bing, AOL, Firefox• Indirect: Newspaper, Encyclopedia, Magazines, TV, Radio, Billboards, Word of Mouth• Variables: Platform(where they are surfing the net), Speed of the Internet, Device used ph.linkedin.com/in/mignonettejoy
  10. 10. Positioning MapAGE 5- 12 13- 16 17-27 28-upAsia Yahoo! / BING MSNUS/CANADA GOOGLE AOLEUROPEAustralia AGE vs. Location Matrix ph.linkedin.com/in/mignonettejoy
  11. 11. Functional Benefits GOOGLE YAHOO!/BING MSN AOL Ease of Use Relevant Results Safe (No Viruses or threats) Fast Delivery Popularity (Word of Mouth) Benefi t Positioning vs. Brand MatrixGoogle has championed with regards to people’s needs or functional benefits. ph.linkedin.com/in/mignonettejoy
  12. 12. 4. GAP PositioningGoogle able to give to its market the following: * Quick/fast information * Relevant / latest * Safe browsing * Giving its other services such as PPC, Google +, and emailYahoo and Bing tried to win back its loss market by providing the same product ph.linkedin.com/in/mignonettejoy
  13. 13. 5.a Competitor Data• May 2012, Bing (Powered by Microsoft) unveils its major update designed for users to act quickly.Source:https://www.microsoft.com/en-us/news/features/2012/may12/05-10Bing.aspx• In July 2009, Microsoft and Yahoo announced their partnership to improve web search experience of its usersSource: http://techcrunch.com/2009/07/29/microsoft-yahoo-search-deal-the-official-press-release/ ph.linkedin.com/in/mignonettejoy
  14. 14. 5.b Market Internet UsageAs of Year 2012 (January – October)Source: http://www.netmarketshare.com/browser-market- share.aspx?qprid=0&qpcustomd=0 ph.linkedin.com/in/mignonettejoy
  15. 15. Google, Yahoo, Bing, AOL ph.linkedin.com/in/mignonettejoy
  16. 16. 6. What makes Google Different from its competitors• Google able to get out of its box by developing products that fits its users’ needs.• The widely trusted brand to do online marketing (PPC)• Because of its search rankings, Google was able to open a new job for internet enthusiast: SEARCH ENGINE OPTIMIZATION ph.linkedin.com/in/mignonettejoy
  17. 17. 6.B Google’s Products and Services ph.linkedin.com/in/mignonettejoy
  18. 18. 7. Price• Google’s products and services are majorly for free, except for products that are for promotions such as PPC, Business, etc.• Google (and its competitors) are very flexible when it comes to advertising(online promotions). The payment depends on their client’s budget. ph.linkedin.com/in/mignonettejoy
  19. 19. 8. Google Uses… WORD OF MOUTH Events and Experiencesph.linkedin.com/in/mignonettejoy
  20. 20. 8a. What Google is Doing?• Interactive Doodle• Offers discounts to its valued clients for them to try its service• Offers the most user-friendly, and trusted tool for analysis (Google Analytics)• Always giving their user’s needs ph.linkedin.com/in/mignonettejoy
  21. 21. 8b. Competitor Promo• Yahoo! And Bing tries to get close to the fast growing market of Google by offering services for Search Engines• Created its own tools as well• Partnered with biggest IT companies to support their needs ph.linkedin.com/in/mignonettejoy
  22. 22. 9. Place• Google is available widely through the use of: * Desktop * Laptop * Smart Phones * TabletsFor as long as there is an internet connectivity! ph.linkedin.com/in/mignonettejoy
  23. 23. 10. Niche Leader• Google’s main strategy is to dominate the market to be the most used search engine• Google benefited by supplying the need of its users– giving them tools, information, and service . ph.linkedin.com/in/mignonettejoy
  24. 24. Finding information with ease and get things done1. Primary Target Market: the people who uses the internet– the general public2. NWD: People who wants to do what they want to do(search) online the easy and fast way.3. COMPETITORS: Yahoo!, Bing, AOL, MSN4. GAP: Preference of the user (which is easier to use), Popularity5. MARKET: Total Search Engine Market Share of Google is at 83% as of 2012. source: http://www.netmarketshare.com/search-engine-market- share.aspx?qprid=4 ph.linkedin.com/in/mignonettejoy
  25. 25. Getting Ahead..6. Search Engine, Browser, and Email7. Using Google search, browser and mail are generally free! So as the other competition8. Online Marketing(Display Ads, PPC), Content Promotion, Word of Mouth9. Internet Wide (Worldwide)10. Uses the technology and its market needs to win (they became the number 1 most used searched engine today) ph.linkedin.com/in/mignonettejoy
  26. 26. 10 STEPMarketing Plan for GOOGLE Mignonette Joy Gozarin November 2012 ph.linkedin.com/in/mignonettejoy

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