Google was founded in 1998 by Larry Page and Sergey Brin. It has since introduced many popular services like Google Maps, Gmail, YouTube, Android, and Google Chrome. Google provides a variety of tools and services to help businesses grow both online and offline through partnerships. The document discusses Google's brand identity, noting that it is seen as innovative, trustworthy, and trendy with technology. Google's marketing strategies at an event for partners included sales promotions like ad vouchers, public relations through informational sessions, and personal selling with customized attendee gifts and food/drinks.

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GOING GOOGLE CASE STUDY
ASSIGNMENT
Janet Reyes

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GOOGLE facts
 Google was founded in 1998
 They provide a variety of services for
people and businesses
 Founders: Larry Page and Sergey
Brin
 Google has introduced
 Google maps
 Google Earth
 Google Inc
 Gmail
 Acquired online video sharing –
YouTube
 Androids
 Google Chrome
 Google+
 Google Partners
 Provide a variety of tools to
help businesses of all kinds
succeed on and off the web.
 They enable entrepreneurs
and publishers around the
world to grow theirs.
 Help businesses find
customers, and help publishers
make money off of their
content.
 First Google Partner in Canada
 Give more education and tools
to grow and lead long term

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Brand Analysis
 Innovation
 Professional employees
 Well trained staff
 Entertain individuals
 They’re promise match the
image of the Google
engagement
 Many stations to entertain and
talk to customers
My Norm of Google What I saw at Google
 Well known company
 Rich company
 Fun
 Trendy Technology
 Target market
 Everyone
 Businesses

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Brand Analysis
 Brand Promise
 Act in best interest
 Care for customers
 “New Badge”
 Harder to get, but once
earned, it’s a commitment
between partners and Google
 Creation, Curation, Community
and Connection
 Brand Position
 Google is a high quality
brand, expensive for partners
 Free for web users at home
 They are high in the market place
– well known, have many
partnerships around the world
 Brand Personality
 Smart – Well trained
staff, knowledgeable, committ
ed to the company
 Trendy Technology – Up-to-
date with technology
 The android game at the
meeting – was cool and fun
 Trustworthy – you feel the
trust, honesty that came from
the Marketing executive

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Brand Analysis Continue
 Visual Identity and Collateral
 Google visual identity is colorful
 Based on color emotion guide they are
 Optimism, friendly, cheerful, excitement, creative, wise, trustworth
y and growing company
 Brand Impression
 People think of Google as a innovative company
 Has grown dramatically and keeps growing with technology and
partners
 Positive impression of Google
 Logo does match the brand

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CRM Analysis
 Google has top agencies around the world working with them
 Value
 They have many partnerships, and could potentially make it harder to
have value for each individual business
 Capabilities to help them grow and give them feedback
 Long-term relationships with businesses
 Has to keep their promise – not change it often
 Ie. New batch
 Confused Business
 B2B – some business partners were not impress with changes and
Adwerbs voucher
 Not satisfied with recent “services”

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Channel Analysis
Sales Promotion
Public Relations
Personal Selling

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Channel Analysis Continue
 Sales Promotion
 Ad Voucher of $250
 Google Partner
overall, promoting the name
through out the event
 Good advertising campaign at
the event
 Public Relations
 The event itself is a public
relationship
 3 different training section to
chose from
 Tech Talk
 Digital Insights
 Community Corner
 Developing relationships – one
station was meant for 1:1 with
Google Experts
 Professional staff at event to
answer questions, demonstrate
and teach to business partners
 Personal Selling
 Customized shirts for customers –
SO FUN
 Google plastic bottled water and
reusable bag given to each
customers
 Food and drinks provided to
customers
 Valet at the entrance to park cars
for customers
 Google Notepads to each customer

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Thank YOU
 Best field trip ever!
 I have a better
understanding of the B2B
world
 Experienced lots of fun in
meeting business partners
 Got to meet a lot of
partners, keeping in touch
with a few of them 