Description
It covers various aspects of the digital world like blogging,social media,video sharing and role of Google in it.It also covers 4Ps and STP for Google.
About Google
Market Analysis
Google was invented by two Stanford graduates Larry Page and Sergey Brin. Google focused on creating value for every party involved in the company including users, employees, and investors.
Competitive Analysis
Company Category Marketing Strategy
Mission: Google's mission is to organise the world's information and make it universally accessible and useful.
Suggestions
Market Potential
Market Analysis
Statement of Potentiality:
• The reach of internet is going to grow at a rate of 4%.
Competitive Analysis
Date Company Category Marketing Strategy
Mar, 2007 Sept, 2007 Mar, 2008 Sept, 2008 Mar, 2009 Sept, 2009
No of users Popu
1,129 millions 1,245 millions 1,407 millions 1,504 millions 1,596 millions 1,734 millions 17.2 %
18.9 % 21.1 % 22.5 % 23.8% 25.6 %
Suggestions
Market Potential
Market Analysis
Statement of Potentiality:
• Google has become the best internet search engine.
Searches/Day(Year 2007)
Searches Per Day (Millions) 91 60 28 16 13 6 213
Competitive Analysis
Company Category Marketing Strategy
Implication:
• Led to Google AdWords, which is bringing in revenues for Google.
Google Yahoo MSN AOL
Suggestions
Ask Others Total
Market Potential
Market Analysis
Statement of Potentiality:
• Google is the best internet search engine.
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Implications:
• More the number of users more will be the revenue from pay-per-click and Adwords. • The more the search per day more competent will be the search engine in giving out the list of words which is used by the users the most. • Google gives its data of searches to companies thus generating revenue.
Market Potential
Market Analysis
Statement of Potentiality:
• The market share of Yahoo answers is 98% and 98 million customers worldwide. Google Q&A market share is also increasing.
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Prices for questions varies from $2 to $200. Google keeps 25% of the payment while rest 75% fees goes to the researchers.
• The market of Yahoo! Answers is growing. It is having 40 million new users worldwide.
Market Potential
Market Analysis
Statement of Potentiality:
• Google offers other services which are free of cost.
Implications:
Competitive Analysis
Google Alerts New Alert: Google Earth Google Finance
Company Category Marketing Strategy
• These services are free of services and draws in more users to the Google site. • Google at any point of time can restrict the usage to its services once the users become dependant on its services.
Web Alert
News & Web Alert: Group Alert Google Base Google Bookmarks Google Book Search Google Browser Sync
Gmail
Google Groups Hello Google Image Search Google Labs Google Video Google Trends Google search Google Spreadsheets Google Directory Click to Call
Suggestions
Google Calendar Google Catalogs Google Code Google Desktop Dodgeball
Market Potential Value Share
Market Analysis
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Market Potential Volume Share
Global Market Share in Search
Market Analysis
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Total search in year 2009 ? 99.57 Bn Google is doing 138.1 Mn search per day
Geographical Share Market Potential
Market Analysis
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Search Engine
Competitive Analysis
Company
Category Marketing Strategy Suggestions Market Analysis
Competitive Analysis
Video
Company
Category Marketing Strategy Suggestions Blogging Market Analysis
Social Networking
Competitive Analysis
Company
Category Marketing Strategy Suggestions Market Analysis
Competitive Advantage
Competitive Analysis
Creating value by providing relevant website promptly. Uses Innovative technology (eg. PageRank). Microsoft and Yahoo, Google’s main competitors, simply do not provide links that are as useful as Google’s. Google’s website features a minimalistic design, which is uncommon.
Company
Category Marketing Strategy Suggestions Market Analysis
Google because of its innovation has been a pioneer in offering unique services. (Shopping, Books and Music Applications.)
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Strengths
Company
Category
Most number of hits ever in a search engine.
Yahoo! Has international business presence. Powerful marketing company and has more knowledge base
Longer operating histories and more established relationship with customers and end users
It operates through regional subsidiaries.
Capable of supplier buyer integration
Marketing Strategy Suggestions Market Analysis
World’s largest software company with global name and recognition.
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Weaknesses
Company
Category Marketing Strategy Suggestions Market Analysis
Overdependence on Contextual and Internet Advertising for Revenue.
Differentiation of products like – Yahoo! Search, Email, News is difficult.
Overdependence on Microsoft products.
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Opportunities
Company
Category Marketing Strategy Suggestions Market Analysis
Advertising Domain. Office Suites like Microsoft Office.
More innovative applications like Google Apps.
Venture out in innovative applications and payper-click business.
Computer literacy is increasing. Number of internet users growing day by day.
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Threats
Company
Category Marketing Strategy Suggestions Market Analysis
Margins on pay-perclick is reducing because of increasing number of players.
Innovative products from Google.
Diminishing Customer base.
Product Line
Competitive Analysis
Web
Search Maps Analytics Chrome SMS Desktop Extensions Blogger Web Browser Sync
Advertising
AdSense AdWords Click to Call
Standalone Applications AdWords Editor Gmail Notifier Picasa GTalk
Company
Category Marketing Strategy Suggestions Market Analysis Competitive Analysis
Publishing
Blogger YouTube GMail Orkut
Mobile Products
Blogger Mobile News iGoogle
Launches
Company Category Marketing Strategy Suggestions Market Analysis Competitive Analysis It has launched scientific breakthroughs like Google Earth and Google Analytics.
Google has launched Google Wave (restricted launch) The company has launched pay-per-action.
It has been a pioneer in the social networking arena through Orkut Launched Google Chrome, web browser and planning to launch Google operating system, Chrome.
CATEGORY Category Market Analysis Competitive Analysis Company Suggestion Marketing Strategy
CASH COW
DOG STAR QUESTION MARK
• Analysis of BCG Matrix for each products.
STP
Category Marketing Strategy Suggestions Market Analysis Competitive Analysis Category Company
Segmentation • First time visitors or returning visitors • Converters versus non converters • Geographic segmentation by country or region • Type of content accessed
Targeting Google has expanded its reach in all the segments through its wide range of products
STP
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category Positioning • The ultimate all-in-one for everybody. • Simple UI to make more user friendly specially, this is for the first time internet users • Targets the simple layman to the techies – from “Gmail”, “Picasa” and “Orkut” to “Pack”, “Code” and “Labs” • For geographic segmentation, it has taken care to introduce the language limits and the translator options • Personalized touch through gathering more information about its customer and targeting based on user information gathered
4 Ps
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category • • • •
Product
Google’s aim is to provide information free of cost to every user. Broad differentiation of Complimentary products Products are the key to augmenting the company’s advertising business and expand the breadth of the brand Reinforces its brand image by keeping its name in nearly all its products Recent foray into SMS services
•
4 Ps
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category
• • •
Price
Their pricing is not for the users and they charge the advertisers on the basis of pay per click & pay per action. There is a possibility that in the future they will begin to charge for certain services such as Google Earth. They provide their search links on different sites and charge the sites for that. They provide aggregate information of their search to various companies as secondary data.
Place
• The reach is massive because it is available to all the internet users. • Internet usage rate is increasing all over the globe – Wi-Fi, through mobile phones • Transcending the barriers – 34 language limit options
•
4 Ps
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category
Promotion: Creating a buzzword
• Relies greatly on word of mouth centered on quality. • Google sought to go in a different directions than the other web portals that tried to bring everything to the user on their home pages. • A minimal homepage which loads immediately without any annoying advertisements – but customizing “Google” as per the talk of the day. • Google’s growth is proof of the power of viral marketing, without the need for massive advertising budgets. • Providing restricted number of invites like they did in gmail and now they are doing in Wave
Recommendations Suggestions Market Analysis Competitive Analysis Company Category Marketing Strategy
• Search : Competition from both big web companies and well-funded startups will force Google to remain focused on continuing to innovate in search. • Contextual Ads- Continually invest & innovate to come up with newer ways of earning revenues to retain market share. • Other Ad formats - With Google clearly intent on spreading its advertising platform to the offline world, go for more acquisitions. • Video – Continue Good work. Consolidate position. • Social Networking – Acquire other players. • Office Suite – Continuous R&D.
Bibliography Suggestions Market Analysis Competitive Analysis Company Category Marketing Strategy
• • • • • • • • •
Marketing Management by Philip Kotler Google Thesis by Ben Morrow Yahoo Case Analysis www.rkblog.com www.googlelabs.com www.yahoo.com www.msn.com www.blogspot.com www.4ps.com
Suggestions Market Analysis Competitive Analysis Company Category Marketing Strategy
Thank You
doc_685476682.pptx
It covers various aspects of the digital world like blogging,social media,video sharing and role of Google in it.It also covers 4Ps and STP for Google.
About Google
Market Analysis
Google was invented by two Stanford graduates Larry Page and Sergey Brin. Google focused on creating value for every party involved in the company including users, employees, and investors.
Competitive Analysis
Company Category Marketing Strategy
Mission: Google's mission is to organise the world's information and make it universally accessible and useful.
Suggestions
Market Potential
Market Analysis
Statement of Potentiality:
• The reach of internet is going to grow at a rate of 4%.
Competitive Analysis
Date Company Category Marketing Strategy
Mar, 2007 Sept, 2007 Mar, 2008 Sept, 2008 Mar, 2009 Sept, 2009
No of users Popu
1,129 millions 1,245 millions 1,407 millions 1,504 millions 1,596 millions 1,734 millions 17.2 %
18.9 % 21.1 % 22.5 % 23.8% 25.6 %
Suggestions
Market Potential
Market Analysis
Statement of Potentiality:
• Google has become the best internet search engine.
Searches/Day(Year 2007)
Searches Per Day (Millions) 91 60 28 16 13 6 213
Competitive Analysis
Company Category Marketing Strategy
Implication:
• Led to Google AdWords, which is bringing in revenues for Google.
Google Yahoo MSN AOL
Suggestions
Ask Others Total
Market Potential
Market Analysis
Statement of Potentiality:
• Google is the best internet search engine.
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Implications:
• More the number of users more will be the revenue from pay-per-click and Adwords. • The more the search per day more competent will be the search engine in giving out the list of words which is used by the users the most. • Google gives its data of searches to companies thus generating revenue.
Market Potential
Market Analysis
Statement of Potentiality:
• The market share of Yahoo answers is 98% and 98 million customers worldwide. Google Q&A market share is also increasing.
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Prices for questions varies from $2 to $200. Google keeps 25% of the payment while rest 75% fees goes to the researchers.
• The market of Yahoo! Answers is growing. It is having 40 million new users worldwide.
Market Potential
Market Analysis
Statement of Potentiality:
• Google offers other services which are free of cost.
Implications:
Competitive Analysis
Google Alerts New Alert: Google Earth Google Finance
Company Category Marketing Strategy
• These services are free of services and draws in more users to the Google site. • Google at any point of time can restrict the usage to its services once the users become dependant on its services.
Web Alert
News & Web Alert: Group Alert Google Base Google Bookmarks Google Book Search Google Browser Sync
Gmail
Google Groups Hello Google Image Search Google Labs Google Video Google Trends Google search Google Spreadsheets Google Directory Click to Call
Suggestions
Google Calendar Google Catalogs Google Code Google Desktop Dodgeball
Market Potential Value Share
Market Analysis
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Market Potential Volume Share
Global Market Share in Search
Market Analysis
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Total search in year 2009 ? 99.57 Bn Google is doing 138.1 Mn search per day
Geographical Share Market Potential
Market Analysis
Competitive Analysis
Company Category Marketing Strategy
Suggestions
Search Engine
Competitive Analysis
Company
Category Marketing Strategy Suggestions Market Analysis
Competitive Analysis
Video
Company
Category Marketing Strategy Suggestions Blogging Market Analysis
Social Networking
Competitive Analysis
Company
Category Marketing Strategy Suggestions Market Analysis
Competitive Advantage
Competitive Analysis
Creating value by providing relevant website promptly. Uses Innovative technology (eg. PageRank). Microsoft and Yahoo, Google’s main competitors, simply do not provide links that are as useful as Google’s. Google’s website features a minimalistic design, which is uncommon.
Company
Category Marketing Strategy Suggestions Market Analysis
Google because of its innovation has been a pioneer in offering unique services. (Shopping, Books and Music Applications.)
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Strengths
Company
Category
Most number of hits ever in a search engine.
Yahoo! Has international business presence. Powerful marketing company and has more knowledge base
Longer operating histories and more established relationship with customers and end users
It operates through regional subsidiaries.
Capable of supplier buyer integration
Marketing Strategy Suggestions Market Analysis
World’s largest software company with global name and recognition.
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Weaknesses
Company
Category Marketing Strategy Suggestions Market Analysis
Overdependence on Contextual and Internet Advertising for Revenue.
Differentiation of products like – Yahoo! Search, Email, News is difficult.
Overdependence on Microsoft products.
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Opportunities
Company
Category Marketing Strategy Suggestions Market Analysis
Advertising Domain. Office Suites like Microsoft Office.
More innovative applications like Google Apps.
Venture out in innovative applications and payper-click business.
Computer literacy is increasing. Number of internet users growing day by day.
SWOT Analysis Google v/s Yahoo, MSN
Competitive Analysis
Threats
Company
Category Marketing Strategy Suggestions Market Analysis
Margins on pay-perclick is reducing because of increasing number of players.
Innovative products from Google.
Diminishing Customer base.
Product Line
Competitive Analysis
Web
Search Maps Analytics Chrome SMS Desktop Extensions Blogger Web Browser Sync
Advertising
AdSense AdWords Click to Call
Standalone Applications AdWords Editor Gmail Notifier Picasa GTalk
Company
Category Marketing Strategy Suggestions Market Analysis Competitive Analysis
Publishing
Blogger YouTube GMail Orkut
Mobile Products
Blogger Mobile News iGoogle
Launches
Company Category Marketing Strategy Suggestions Market Analysis Competitive Analysis It has launched scientific breakthroughs like Google Earth and Google Analytics.
Google has launched Google Wave (restricted launch) The company has launched pay-per-action.
It has been a pioneer in the social networking arena through Orkut Launched Google Chrome, web browser and planning to launch Google operating system, Chrome.
CATEGORY Category Market Analysis Competitive Analysis Company Suggestion Marketing Strategy
CASH COW
DOG STAR QUESTION MARK
• Analysis of BCG Matrix for each products.
STP
Category Marketing Strategy Suggestions Market Analysis Competitive Analysis Category Company
Segmentation • First time visitors or returning visitors • Converters versus non converters • Geographic segmentation by country or region • Type of content accessed
Targeting Google has expanded its reach in all the segments through its wide range of products
STP
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category Positioning • The ultimate all-in-one for everybody. • Simple UI to make more user friendly specially, this is for the first time internet users • Targets the simple layman to the techies – from “Gmail”, “Picasa” and “Orkut” to “Pack”, “Code” and “Labs” • For geographic segmentation, it has taken care to introduce the language limits and the translator options • Personalized touch through gathering more information about its customer and targeting based on user information gathered
4 Ps
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category • • • •
Product
Google’s aim is to provide information free of cost to every user. Broad differentiation of Complimentary products Products are the key to augmenting the company’s advertising business and expand the breadth of the brand Reinforces its brand image by keeping its name in nearly all its products Recent foray into SMS services
•
4 Ps
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category
• • •
Price
Their pricing is not for the users and they charge the advertisers on the basis of pay per click & pay per action. There is a possibility that in the future they will begin to charge for certain services such as Google Earth. They provide their search links on different sites and charge the sites for that. They provide aggregate information of their search to various companies as secondary data.
Place
• The reach is massive because it is available to all the internet users. • Internet usage rate is increasing all over the globe – Wi-Fi, through mobile phones • Transcending the barriers – 34 language limit options
•
4 Ps
Marketing Strategy Suggestions Market Analysis Competitive Analysis Company Category
Promotion: Creating a buzzword
• Relies greatly on word of mouth centered on quality. • Google sought to go in a different directions than the other web portals that tried to bring everything to the user on their home pages. • A minimal homepage which loads immediately without any annoying advertisements – but customizing “Google” as per the talk of the day. • Google’s growth is proof of the power of viral marketing, without the need for massive advertising budgets. • Providing restricted number of invites like they did in gmail and now they are doing in Wave
Recommendations Suggestions Market Analysis Competitive Analysis Company Category Marketing Strategy
• Search : Competition from both big web companies and well-funded startups will force Google to remain focused on continuing to innovate in search. • Contextual Ads- Continually invest & innovate to come up with newer ways of earning revenues to retain market share. • Other Ad formats - With Google clearly intent on spreading its advertising platform to the offline world, go for more acquisitions. • Video – Continue Good work. Consolidate position. • Social Networking – Acquire other players. • Office Suite – Continuous R&D.
Bibliography Suggestions Market Analysis Competitive Analysis Company Category Marketing Strategy
• • • • • • • • •
Marketing Management by Philip Kotler Google Thesis by Ben Morrow Yahoo Case Analysis www.rkblog.com www.googlelabs.com www.yahoo.com www.msn.com www.blogspot.com www.4ps.com
Suggestions Market Analysis Competitive Analysis Company Category Marketing Strategy
Thank You
doc_685476682.pptx