google marketing strategy
TRANSCRIPT
Marketing- Strategic Planning- IT
Roll No: M140039MS
Ajay Ram K P
Introduction
• SEARCH ENGINE,CLOUD COMPUTING, SOFTWARE AND ADVERTISING TECHNOLOGIES• LARRY PAGE AND SERGEY BRIN IN 1998• PAGE RANKING NO.1 IN THE WORLD•OVER 1 BILLION SEARCH REQUIREMENTS DAILY• 52.07K EMPLOYEES
Introduction
• RATED NO.1 OF ‘BEST COMPANY’S TO WORK FOR’ IN THE WORLD• RANKING NO. 2 OF THE TOP 100 BRANDS IN THE WORLD•MAY 2012, DOMINATE THE SEARCH ENGINE WORLD, MARKET SHARE
OF 87.6%• TOTAL REVENUE MORE THAN $50 BILLION,2012• PRIMARY REVENUE SOURCE: ADVERTISING (97%)
Products & Services
GOOGLE PRODUCTS
AND SERVICES
194
WEB BASED
110
OPERATING
SYSTEMS
6DESKTOP
APPS
15
MOBILE
APPLICATIONS
44
HARDWARE
17
SERVICES
5
Discontinued Products And Services
• 84 PRODUCTS SINCE 2006 UPTO DATE.
• Orkut – Social networking service scheduled to be discontinued on September 30, 2014
: Vision & Mission
•VISION• To make search engines so powerful they would understand “everything in the world”
•MISSION• To organize the world’s information and make it accessible and useful.
‘s Marketing Strategy
• Continues to focus on innovation and on the user experience.
• FOCUS on SEARCH ENGINE marketing. • Indexing every website on the web, giving faster results with
accuracy.
• GOOGLE’S Ad-Sense and Ad-Word helped Google to generate huge revenue from the internet market.
• DIFFERENTIATION FACTORS:
• Robust data centers around the world
• Unique page search algorithm
• Ad-Sense & Ad-Word
‘s Marketing Strategy
• Google’s secondary strategy is to focus on other related segments with innovative product development like-Social Media, Gmail, Google books, mobiles & cloud computing etc.
• Growth strategy:Mergers & Acquisitions( YouTube, android, Motorola)
This strategy is preferred because it allows Google to quickly adopt new technologies and process rather than to develop them internally.
‘s Marketing Strategy
• Research organization studying Life sciences.
• Division of Google X, which is a project of Google with the mission to make major technological advancements.
• Undertakes Google Contact Lens project announced by Google on January 16th, 2014.
‘s Marketing Strategy
SBU LEVEL
Life sciences division of Google X
Google Contact Lens Prototype
• To accelerate innovation and strengthen brand
loyalty through transformational changes while
creating an open source environment.
‘s Marketing Strategy
CORPORATE LEVEL STRATEGY
ACTION
PLAN
BUSINESS LEVEL STRATEGY
‘s Marketing Strategy
• Google currently pursues the generic business level strategy of
differentiation.
• Offering so many distinct products and services, Google is able to
achieve a competitive advantage.
• Google's web search engine differentiated itself from competing search engines by utilizing a
patented system called PageRank.
Ad clippings
• The Reunion Ad • Google Zeitgeist 2013 Year Review
• Google pitches emotion in separated-by Partition-united-by-Google ad Reunion of two old friends from India and Pakistan
• Google Zeitgeist is a snapshot in time of what people are searching for on Google all over the world.
• Doodles are the fun, surprising and
sometimes spontaneous changes that
are made to the Google logo to
celebrate holidays, anniversaries and
the lives of famous artists, pioneers
and scientists.
DOODLEs
India Independence Day 2014 doodle by
Michael Porter’s Five Forces Model
Bargaining
Power of
Suppliers
Bargaining
Power of
Buyers
Threats of
New
Entrants
Threat of
Substitute
Product
Competitive
Rivalry within
Industry
Michael Porter’s Five Forces Model
• Google have the
power to buy out
any ad-technology
the wish.
• Suppliers of
telecommunicatio
n infrastructure
may change
contracts and
relationships.
• Apple/Microsoft’s
new software
releases are a
threat.
• Yahoo &
Microsoft have
radically
improved their
search engines.
• Online marketing
governing rules
are still evolving
which may effect
Google’s strategy
• Not a big
competition in ad
technologies.
• Currently there
are only a few
rivals. So rivalry
is more of an
oligarchy.
• Brand Identity.
• Very big number
of substitutes in
mobile
technology.
• Many of the
important Ad
Technologies are
owned by
Google but other
useful ones do
exist.
• Limited choices
in search
engine.
• Limited choices
in online Ad
technology.
• Limited choice
in mobile OS.
• Good amount of
choices when
selecting
browser.
Supplier’s Power Barriers to EntryCompetitive
Rivalry
Threat of
SubstitutesBuyers Power
Search Engine Market Share (November 2013)
71%
17%
6% 7%
0%0%
1%
Sales
Baidu
Yahoo-Global
Bing
AOL-Global
Ask-Global
Other
SWOT Analysis
• Search Engine Leader.
• Management Style.
• Effective advertising model.
• Loyal Customers.
• Innovation.
• One source of income. (97% of revenue from
advertising)
• Unprofitable products.
• Sustainable growth in search advertising.
• Fast growing social media market.
• New products & services.
• Strategic acquisitions.
• Growing mobile advertisement market.
• Strong competition( Apple, Microsoft, Facebook).
• Microsoft & Yahoo possible partnership.
• Advertising space is becoming more competitive.
• Political risk & EU antitrust law.
SWOT
Strength
Opportunities Threats
Weaknesses• Brand name.
• Smartphone King.
• Financial Situation.
BCG Matrix
Mobiles Chrome
Gmail YouTube
Images Blogger
Google Drive
Maps
Picasa
Cloudprint
Google Fiber
Web Search
Docs
Groups
Orkut
Google Wave
Translate
Books
Relative Market Share
Mark
et
Gro
wth
Rate
HIGH LOWLO
WH
IGH
Conclusion
Google is a firm that has great potential to expand its market position. N
Need to adopt an open mind in conducting its businesses.
Practice a strategy that will benefit them in the long run.
FOCUS ON THE SEARCH ENGINE BUSINESS SERVICE QUALITY.
PORTAL BUSINESS IS NOT AN OPPORTUNITY.
REINFORCE ITS CORE COMPETENCIES.
CUTTING EDGE SEARCH TECHNOLOGY.
HIGHLY QUALIFIED WORKFORCE<==>INNOVATION.
THANK YOU…