10-Step Marketing Plan for Google Dominance

10 STEP
Marketing Plan for GOOGLE

Mignonette Joy Gozarin
November 2012

ph.linkedin.com/in/mignonettejoy

Disclaimer
This 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.


Brief History
Founders 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 94043

Source: http://www.google.com/about/company/


Finding information with ease and get
things done
1. Primary Target Market: the people who uses the
internet– the general public
2. NWD: People who wants to do what they want
to do(search) online the easy and fast way.
3. COMPETITORS: Yahoo!, Bing, AOL, MSN
4. GAP: Preference of the user (which is easier to
use), Popularity
5. 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


Getting Ahead..
6. Search Engine, Browser, and Email
7. Using Google search, browser and mail are
generally free! So as the other competition
8. Online Marketing(Display Ads, PPC), Content
Promotion, Word of Mouth
9. Internet Wide (Worldwide)
10. Uses the technology and its market needs to
win (they became the number 1 most used
searched engine today)


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 day

Internet Usage
As 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

To be informed
right away

To be “in” the
circle


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.


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


Positioning Map
AGE 5- 12 13- 16 17-27 28-up
Asia
Yahoo!
/ BING
MSN
US/CANADA

GOOGLE AOL

EUROPE

Australia

AGE vs. Location Matrix

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 Matrix

Google has championed with regards to people’s
needs or functional benefits.


4. GAP Positioning
Google able to give to its market the following:
* Quick/fast information
* Relevant / latest
* Safe browsing
* Giving its other services such as PPC,
Google +, and email
Yahoo and Bing tried to win back its loss market
by providing the same product

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 users
Source: http://techcrunch.com/2009/07/29/microsoft-yahoo-search-deal-the-official-press-release/


5.b Market Internet Usage
As of Year 2012 (January – October)

Source: http://www.netmarketshare.com/browser-market-
share.aspx?qprid=0&qpcustomd=0

Google, Yahoo, Bing, AOL


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


6.B Google’s Products and Services


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.


8. Google Uses…

WORD OF MOUTH
Events and Experiences


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


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


9. Place
• Google is available widely through the use of:
* Desktop
* Laptop
* Smart Phones
* Tablets
For as long as there is an internet connectivity!


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 .


10-Step Marketing Plan for Google Dominance

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Viewers also liked

Viewers also liked (9)

Similar to 10-Step Marketing Plan for Google Dominance

Similar to 10-Step Marketing Plan for Google Dominance (20)

10-Step Marketing Plan for Google Dominance