A marketing plan for "GOOGLE GLASS" which was a product developed by Google in the area of augmented reality / wearable technology

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BY: MRIDHUL.K.M
DMS PONDICHERRY UNIVERSITY

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EXECUTIVE SUMMARY
Google Inc. is a technology giant with its roots related to several
software and hardware products. Famous products in tech world like YouTube,
Google earth, sky, drive, maps, android, chrome os, nexus smartphones and
tablets came from this company.
Their new product is called “Google glass” which was started as one
of their several Google projects and was initially called as Project glass. Google
glass creates somewhat a new product category in the tech market. Although
augmented reality or wearable technology which the Google glass come under is
not a new thing, it’s been watched carefully by the world due to the backing of
Google and its recent success in android and chrome. This new product will be
viewed as a benchmark for the category. Before its prototype was developed
opposition and criticism also rose from some corners.
The distribution of this product is complex as its application can be
found in several other fields and is developing also. In this plan we try to focus on
the product’s growth strategy, way to improve customer experience and on the
development of new variants based on purpose for different customers.
ENVIRONMENT ANALYSIS
Started as project glass it’s now entered into explorer beta level
which is a prototype testing level. The explorer edition was announced for
testing purpose to the testers and I/O developers. Later it was made
available for selected guests and for randomly selected members of UK
public. It’s been announced for commercial release in 2014.
COMPETITORS
Wearable computing market is at infant stage. But there is a strong
competition coming up to the market. Some of the products that are future
threat to Google glass which is on development stages are Glass up,
Telepathy one, Recon jet and Icis glass etc. Established companies like
Sony, Apple, Microsoft and Oakley are also developing their own versions.
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ECONOMICAL FORECASTING
As it’s a technological related product most of the budget will go to
the initial campaign of the product. Heavy advertising is expected in this
category. Marketing methods like Guerilla marketing and digital marketing
can also will be considered for the product. The economic backing from the
Google Company is also helpful.
POLITICAL INFLUENCES
There is a no sudden threat from political forces that will affect the
sale of Google glass in the market.
LEGAL AND REGUALOTRY FORCES
In Britain, Google glasses are banned while driving as it can distract
people. This cancels out one of the key features of Google glass which is
navigation. In the US, West Virginia , amendment in March 2013 to the
state's law for banning usage of any kind of wearable computer that is
having a head mounted display.
TECHNOLOGICAL FORCES
The wearable smart glass is a new technological trend in the
techworld, but it has some limitations. With the innovations such as flexible
display which can later evolve to wearable wrist smartphones can be a
threat to Smart glasses. Both these technologies are still at developing
stages and don’t poses much of a competition. In future holographic 3d
user interface can be a competition to the Smart glasses.
SOCIOCULTURAL FORCES
In today’s busy world where time spend for entertainment is very
less because of our fast moving life, Google glass can have an influence
on it. The scope of its applications also extends into health sector. Law and

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order raises safety and privacy issues also. The product can also find
takers in entertainment and communication industry.
SWOT ANALYSIS
STRENGTH
Backing from one of the best technological brand in the world. Based on
the most matured and popular OS in the world “android”. Information is
accessible to the user at the moment he wishes.
OPPORTUNITIES
Growth as a fashion iconic brand. To grow in other sectors for new
applications such as healthcare and engineering.
WEAKNESS
Mixed reviews about the product during the testing period. Requires
Bluetooth connectivity to connect with smartphones. Heat and battery
issues as it enclosed in the glass frame.
THREATS
Google Glass is not welcomed in some places because of its privacy
issues. Governments are trying to introduce amendments to ban it due to
fear of safety and security issues
TARGET MARKETS
The target market is very complicated in this case because of wide variety
scope of applications.
Parents are one of the targeted customers as it is a revolutionary
instrument in entertainment and also as a lifestyle product.

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The creative people or artists who do unique things can be targeted
to use the glass for their creative innovations. The scope of digital art can be
incorporated to Google glass for more innovative ideas.
The executives, the business people whom we relate to their
Bluetooth headsets always wanted better communication on the move and
Google glass can offer more connectivity and productivity. For that more
information are available to them through Google glass.
Adventure enthusiasts and travellers are another target market as
these people would love to be connected on the move. Also opportunities to
record the most important moments with a wink of eye, capturing unexpected
frames which are priceless can be also done using Google glass. It can also do
another important job for travelers - “navigation”. The backing of Google maps,
Google earth and sky helps to form a brilliant base to help the travelers.
STRATEGIES
Initial strategy will be to focus on the innovators and early adopters
which will help to develop a buzz and create a value. Company should be able to
remind the people who are part of target segment such as parents, executives,
travellers and creative personals about the importance of glass in their day to day
life. These people who will be looking for unique and sophisticated gadgets
should be convinced that Google glass will be a fit to their life style.
STARTERGIC PLANS
Google glass will be placed as most unique and innovative product. The
consumers should be educated about the product and the functions. This will
help to create an initial awareness about the product.

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The next step is to relate the usefulness of Google glass into
customers day to day life. Make them understand the advantages it can give to
their life.
After this there should be a shift towards the fashionable aspect of
Google glass.Tieing up with global brands in eyewear and developing it as
fashion statement and teaming up with eminent personalities so as to develop
models to match their personalities.
The new age social media and online forums are also important for
marketing the product. Maintaining a steady presence in these sites is also
important.
These strategies should be able to add value to the product and
making the customers perceive that it is a $1000 valued product.
MARKETING
“First impression is the best impression”. The customers of the
Google glass when they first see the packaging, it must be unique and Google’s
way of elegance should also be felt by the customers.
Advertising campaigning also helps to gain more customers and
brand value. The advertising must be unique and should create value for the
brand.
Print media is one of the most popular advertising platforms in the
world and campaigns stressing on the theme “How you will see the world through
the Google glass” will be an interesting one. Theme should be able to have
purpose related ads to attract each segment customers and should be able to
relate to their daily routine.

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Public campaigns such as guerrilla marketing and public shows inside malls will
help to gain more brand recognition for the product. For example, the mirrors in
the restrooms of the malls can be converted into how you see through the Google
glass.
Television ads about the stories of how the best moments and
unique moments are captured. How Google glass helps to manage the day to day
busy life without losing rare and special moments. The ads should be made as
Google glass connecting lives and spreading happiness to portrait it in a positive
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Social media is another campaign advertising arena. Creating brand
awareness and familiarizing it with online social games will create much publicity
in the internet. Creating videos in YouTube’s and Facebook and making it viral will
be interesting. Contests for movie made with Google glass will give media
attention and public attention also.
PRODUCT RELEASE
Product release is now considered to be an important event in a
marketing campaign. A date should be prescribed on which the product will be
released to the public.
If possible partnering unique and big exclusive stores for the sale of
the product is also recommended as it will give a unique and better customer
experience. Sales through online exclusive websites are also suggested but only
after release through stores.
Make sure that unique experience will be provided for the first time
buyers and surprise gifts can also be included. There should be enough media
coverage for the launch will can create curiosity for the viewers and know about
the product.
Contests can be considered to the first time buyers to share the
most beautiful moments that they captured using Google glass.
POST PRODUCT LAUNCH
The first time buyers who used the Google glass will have stories to
tell about the product influence in their day to day life and how they are in love
with the product. Video Campaigns like these and their special stories can be
promoted through social Medias.
Articles should be published related to the product in the
magazines which are specifically released for the target markets such as
business journals, travel magazines, lifestyle magazines etc. The articles should
be published early after the public release as there will be a large number of
curious customers to know how it will help to do their work.

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The glass should be related to popular TV programs such as
travel, business, tech etc. Connecting with popular serials and shows which will
give a fashion and tech savvy looks, can also be considered. Relating to popular
films and portraying it as a futuristic device will help to add value to the product.
The Google glass can be evolved as a fashion statement is one
of the future possibilities to create value to the product. Participating in world
fashion tours can also attract attention to the product. By Engaging with top
designers in the world like Armani and provides limited can considered as
product refreshment and helps to stay in the competition.
CONCLUSION
Google glass has lot of opportunities in diverse fields which are also in the
developing stages. Like the doctors who did operation by using Google glass and
also acting as a helping hand in defense sector. Finding these niche markets will
be crucial in success of Google glass.
Google glass can be a hit in the market with proper execution of the
plans and with backing of Google developers. If they can convince and eliminate
the public worries over privacy and safety issues, this product can be one of the
iconic and innovative product ever developed.