A mini case study on Google and its success story from Kotler,14th edition.

1. AND THEIR SUCCESS STORY !!!

2. “Don’t be evil.”
▪ Founded by Larry Page and Sergey Brin in 19961
Who is Google?
1http://en.wikipedia.org/wiki/Google
“I want to be looked back on as being very
innovative, very trusted and ethical and
ultimately making a big difference in the
world.”
“We just want to have
great people working for
us.”
“If you have a product that's really gaining a
lot of usage, then it's probably a good idea.”

4. Title and content layout with list
▪ Add your first bullet point here
▪ Add your second bullet point here
▪ Add your third bullet point here

6. The Company
▪ Started by licensing its search engine to third party
sites eg. Yahoo!
▪ In Dec. 1999, they started using the Paid Listings
Model ”Sponsored links that appeared either
adjacent to or interspersed with web search results
for specific keywords.
▪ In March 2003, Google launched Contextual Paid
Listings

7. Company Structure
On August 10, 2015,
Google announced plans
to reorganize its various
interests as a holding
company, Alphabet Inc.,
with Google as its
leading subsidiary.

8. Google: Corporate values

1. Focus on the user and all else will follow.
 The interface is clear and simple.
 Pages load instantly.
 Placement in search results is never sold to anyone.
 Advertising on the site must offer relevant content and not be a distraction.
2. It's best to do one thing really, really well.
 Google does search.
 Gmail, Google Desktop, and Google Maps => bring the power of search to
previously unexplored areas.

9. Google: Corporate values
3. Fast is better than slow.
* Google believes in instant gratification.
4. Democracy on the web works.
* PageRank™ evaluates all of the sites linking to a web page and assigns
them a value.
5. You don't need to be at your desk to need an answer.
* PDAs, wireless phones or automobiles.

10. Google: Corporate values
6. You can make money without doing evil.
* relevant ads
* non-manipulative ads
7. There's always more information out there.
* images, PDF files, Microsoft Word, Excel and PowerPoint.
* HTML for mobile phones.
8. The need for information crosses all borders.
*restrict results to pages written in more than 35 languages.
* translation feature.
* Google's interface can be customized into more than 100 languages.

11. Google: Corporate values
9. You can be serious without a suit.
* work should be challenging and the challenge should be fun.
* emphasis on team achievements and pride in individual
accomplishments.
* ideas are traded, tested and put into practice.
* give the proper tools to a group of people who like to make a difference,
and they will.
10. Great just isn't good enough.
* innovation and iteration.
* anticipate the needs and meet them with products and services that set
new standards.

13. “Marketing Asset Management” Approach by Google
• Minute Improvements in Web
Marketing program
• Advertising managed like assets in a
portfolio depending on the market
conditions.
• Companies use real-time data
collected on their campaigns to
optimize the campaign’s effectiveness
and be more responsive to the market.

15. Product Categories:
Desktop products (Google Earth,
Chrome, Youtube etc)
Mobile products include all Google
products available as moblie apps.
Web Products include advertsing(e.g.
AdWords, Doubleclick), communication
and publishing(e.g. Google Docs, Google
Calender), development(e.g. Android,
Google Code), mapping(e.g. Google Sky,
Google Maps), Search(e.g. Google
Dictionary), and statistics(e.g. Google
Trends. Google Analytics)

16. Innovation Process…… Any thoughts ?

17. The Innovation Process
Cornerstones
Free Food!▪ Use ‘Culture’ to generate as many
ideas as possible
▪ Hire smart people of Non-traditional
talent
▪ Have a creative environment
▪ Haven an ‘outlet’ for ideas
▪ Launch early and get user feedback to
develop further
▪ Release 5 products and 2 of them will
really take off

18. Google Voice : A Beta Stage Product

19. Targeted Microsoft !!
▪ In 2009 Google launched its first-
ever television commercial for
Google Chrome, an alternative to
Microsoft’s Internet Explorer Web
Brower.

20. What is Google doing now ?? …...

21. Google's Target
▪ To reach as many people as possible on the Web –
whether by PC or by Phone.
▪ The more user's on Web, the more advertising
Google can sell. (97% of Google's revenue through
advertising)
▪ Google aims to achieve this, by launching new
products and making Web a more personalized
experience.

22. "Being away from the action can be frustrating, but
from today you'll never have to miss another moment
with the launch of new cricket experiences on the
Google app."
- Sapna Chadha,Marketing Head, Google India

23. Now some questions regarding Google's story !

24. Google co-founders
Larry Page and
Sergey Brin
expressed Google’s
core values “Don’t Be
Evil.”
Despite criticism
• Refuse to continue
censoring its Chinese
search results.
Q1.With a portfolio as diverse as Google’s, what are the company’s
core brand value?

25. Preferring to hire
PhDs and
Academic
Superstars for
positions
throughout the
Organization.
Innovation, is a
long-standing
priority at Google.
All programmers,
use up to 20% of
their work time on
projects they
believe the company
would benefit from.
Innovation
mandated
part of every
workday.

27. Q2.What is next for Google?
From space elevators, robots, to curing cancer: Google
works to make future generations brighter, healthier,
and more informed
After achieving Success from its start since last 15years.Google has been the
Undisputed King of the market beating all its competitors ”Yahoo” which is rated
next to Google holds only 20% of the market share compared to Google’s 63% in
US, which tends to increase the expectation from its users and Investors as a
result to be consistent and keep performing. Globally, Google leads with 89%
market share versus Yahoo!’s 5% and MSN’s 3% in 2009.

28. Google Glass
• With Google Glass, you are able to view social media feeds,
text, Google Maps, as well as navigate with GPS and take
photos. You will also get the latest updates while you are on
the ground.
Google
Driverless Car
• The Google driverless car is powered by artificial
intelligence that utilizes the input from the video cameras
inside the car, a sensor on the vehicle’s top, and some radar
and position sensors attached to different positions of the
car. Sounds like a lot of effort to mimic the human
intelligence in a car, but so far the system has successfully
driven 1609 kilometres without human commands!

31. Next Generation Project - ARA

32. Yes Definitely It is doing the right thing by taking on Microsoft by The
cloud computing & Apple in The Smart phone segment as It is Cut
Throat competition in the market, If Google does not takes on it’s
competitors then they will obviously surpass it and it will be very difficult
for Google to retain it’s Brand value which is consistently rated as a most
valuable brand by the Forbes.
Is it doing the right thing taking on Microsoft with the concept of cloud
computing, and Apple in the fight for Smart phones?

33. But is Google, only taking on Apple & Microsoft ?

34. NO !

35. Recap :
▪ Google has become the market leader for search engines through its business focus and
constant innovation.
▪ Google’s advertising platform comprising of AdWords, Doubleclick and AdSense is the
major source of revenue for the company.
▪ Marketing Asset Management Approach through products like Google Analytics.
▪ Product development starts within labs ,which moves on to testing. Moves to beta status,
inviting users to test early prototypes.
▪ Not spent a lot of money on traditional advertising.
▪ Targeted Microsoft’s Cloud computing through Chrome and Apple’s iphone by Android.
Credits : images.google.co.in

36. A Presentation by
ANMOL AGRAWAL , BIT Mesra (Ranchi)
during an intern by
Prof. Sameer Mathur, IIM Lucknow

37. Thank You !