Marketing of Google Pixel 3 & 3XL

This case study discusses the marketing environment, market segmentation, targeting, and value-based positioning of Google Pixel 3 & 3XL smartphones. It analyzes the micro and macro trends in the marketing environment, identifies the target market, and explores the value-based positioning strategy for the product.

MARKETING
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Contents
Contents.......................................................................................................................................................2
Introduction.................................................................................................................................................3
Scanning and Monitoring Marketing Environment.....................................................................................4
Market Segmentation and Targeting............................................................................................................6
Value Based Positioning..............................................................................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
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Introduction
This case study is based on the marketing context, in which the aspects related to the marketing
of a product are discussed. The product selected for the discussion of marketing subject is
"Google Pixel 3 & 3XL". Discussion is made about the marketing environment, positioning i.e.
value-based positioning, target market and the segmentation which facilitates in targeting the
potential customers. A research was conducted by using the secondary sources, such as trade
journals and websites to analyse the process of marketing of "Google Pixel 3 & 3XL" in the
market of Australia. Google pixel 3 & 3 XL are the smart phones of Google Inc. and also the
most awaited phone among their target customers. As both of the smart phones are truly android
phones and embraces different features and attributes, such as clear and wide images with the
effectual camera.
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Scanning and Monitoring Marketing Environment
The scanning and monitoring of the marketing environment are done with an intention to analyse
the trends which could make an effect on the distribution of the new product in the market. As
some factors of the market environment could be supportive, however, some of the factors could
have a negative effect on the product`s distribution.
Process of scanning
The marketing environment is scanned by analysing the micro and macro trends.
Micro trends
The micro environmental trends that could make an effect on the introduction of Google`s new
product are- competitors, customers, employees and suppliers. Customers are the individuals for
whom Google has developed its product. They are the main resource through which a company
can generate revenue (AVELEDO, 2019). The change in preference and requirements of the
customers can influence the marketing of the product. Competitors of Google are Samsung and
iPhone; they can have a direct effect on the strategies of the business. The analysis of the
competitors could help Google in developing an effective marketing strategy that could facilitate
in achieving competitive advantage. Proficient employees make possible for the organization in
realising objectives and goals of the organization. As experienced and skilled employees have
the proficiency to prop up Google to acquire success (Handlin, 2019). The activities of suppliers
can also influence the marketing of Google Pixel 3 and 3 XL. It is important to analyse and
monitor their activities as in case if they raise raw materials price then it could make a negative
influence on the Google`s marketing mix strategy (Nurlena, Musadad and Ratna, 2018). In case
if the supplier supplies the raw material at a high price then the price of the Google Pixel 3 and 3
XL will also increase.
Macro Trends
The macro environmental factors that could have an effect on the marketing and introduction of
Google Pixel 3 and 3 XL smartphones are- political aspects, economic aspects, social aspects and
technology aspects(J. Haverila, 2013). The political factors involve government activities that
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could sway the marketing of the product. Support for the globalization by Australian government
can be regarded as a constructive opportunity for the business (Milisavljevic, 2013). Besides
this, the political climate in Australia is stable which could minimize obstacle in the marketing of
the new product. The economic factors can have an effect on Google`s market opportunities. The
economic stability in Australia could be an opportunity for the business. In addition to this, the
rapid growth in Australia will also be helpful in Google`s introduction of the new smartphone.
The socio-cultural factors that could affect Google`s marketing are rising diversity of the users
and the increase in the use of social media. Technology factors are also an important aspect of
the marketing environment of Google Pixel 3 and 3 XL. Technology advancement aids in
executing the operations of the business. Google has advanced technology and also make use of
the technology in several operations (Shidpour, Da Cunha and Bernard, 2014). The new product
of Google is an example of the latest technology. The rapid adoption of smartphone in the
market will be constructive for the business. Subsequently, the demand for Google Pixel 3 and 3
XL will also increase.
Purpose of Environment Scanning and Monitoring
The marketing environment is scanned and monitored for different purposes. One of the
purposes is that through environmental scanning, the available resources can be utilized in an
effective manner. The scanning of the marketing environment will help Google to avoid any
wastage of the resources (human resources, capital resources) and will facilitate in making most
of the economic and effective utilization of the resources. One of the other purposes of
environmental scanning is to analyse the trends in the market that could affect new products
distribution. It will facilitate Google to prepare for upcoming prospects and threats while
simultaneously get rid of its weaknesses and making improvement in its strengths (Milisavljevic,
2013). The analysis and monitoring of the marketing environment also help Google in planning
the essential strategy for the business and for developing marketing objectives. Monitoring and
scanning of the marketing environment will be helpful in evaluating the trends, events, issues
and expectations that could help in the marketing of the product.
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Market Segmentation and Targeting
Market Segmentation for Google Pixel 3 & 3 XL
There are a number of aspects through which the market can be segmented by company. The
market can be segmented on the basis of geographic factors, situational and contextual factors,
behavioural factors, psychographic factors, geo-demographic factors and demographic factors. In
the demographic market segment, individuals could be considered for targeting by their socio-
economic status, education, income, gender, age, situation or size of family (Menon and Menon,
1997). As in demographic segmentation, customers with related demographic profiles will show
signs of comparable lifestyles, interests, motivations, patterns of purchasing besides such
characteristics will translate into similar preferences for a brand or product. The high-income
individuals and professionals of a certain age will be targeted.
The main purpose of the market segment is to classify the consumers that are potential for the
business of Google Pixel 3 and 3 XL. As targeting mass audience is quite costly and at the same
time waste for the business. There are certain individuals who have need of that product or
service. Hence through segmentation of the market potential consumers who might be interested
in the Google Pixel 3 and 3 XL could be targeted (Nurlena, Musadad and Ratna, 2018).
Target Market
A well-defined target market is important for the business. After the segmentation of the market,
Google can target its customer or audience in an effective manner. It is quite important for
Google to determine its target market. The target market of Google is Australia (Vaidya, Pathak
and Vaidya, 2016). Introduction of its new product will be done in the Australian market. The
market is segmented on the basis of certain characteristics of the consumers. The customers in a
particular market segment which is going to be targeted contribute to an assortment of
characteristics which craft them more to be expected in comparison to making other clientele to
confirm significance in the offerings of the company.
The market will be targeted through undifferentiated marketing, as this approach facilitates in
offering a product or product line to the potential consumers with a single marketing mix.
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Profile of Google Pixel 3 & 3 XL" Target Market
The target market of Google Pixel 3 and 3 XL involves the customers who belong to a profitable
segment. The prices of both smartphones are quite high. It is not easy for individuals to afford an
expensive phone with low disposable income. Hence the individuals who have a vigorous
lifestyle, high level of income could be regarded as potential customers (Haverila, 2012). The
age of such individuals will be in between 28 to 45 years. Individuals in this age group mainly
use to engage in the business or job. They tend to maintain their lifestyle and Google`s new
smart phone is as per their expectations.
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Value Based Positioning
The position realised in the potential consumer`s mind can be regarded as positioning.
Individuals like to purchase the product or service generally from the people who are reliable and
trustable. Value-Based positioning could be helpful for Google. Through this approach, Google
could create value for the consumers for its Google Pixel 3 and 3 XL. The value can be created
in the form of the quality of the product, the satisfaction that could be derived by the consumers
after purchasing the product i.e. Google Pixel 3 and 3 XL (Awan, 2014). As both smartphones
have all those features which are in demand and the customers could get satisfaction after
purchasing them.
The direct competitor offering that could facilitate in positioning for Google can be "high-end
tack". With this approach, Google can position its new products effectively. The 'high-end tack'
approach could aid in exploiting the psychological belief of the individuals that more expensive
product is intrinsically valuable. As the Google pixel is an expensive product, consumers may
tend to believe that the expensive product is of good quality and features that could provide more
satisfaction to them (AVELEDO, 2019).
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Conclusion
It is concluded that after identifying the market segment and target customers, Google shall
develop a marketing strategy for marketing and promotion of its new product. The marketing
strategy of Google Pixel 3 and 3 XL should involve the aspects of the marketing mix. All the
important ''P'' of the marketing mix i.e. product, price, place and promotion shall be included in
the marketing mix. This could help in deriving a number of benefits for the business. The
marketing mix of Google Pixel 3 and 3 XL could be supportive for the purpose of marketing and
promotion.
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References
Aveledo, L. (2019). The Importance of Understanding Your Target Market | Small Business BC.
[online] Small Business BC. Available at: https://smallbusinessbc.ca/article/importance-
understanding-target-market/ [Accessed 15 Apr. 2019].
Awan, M. (2014). International Market Segmentation: Exploring Cell Phone Market of Young
Adults. International Journal of Trade, Economics and Finance, 5(2), pp.151-154.
Handlin, A. (2019). The Importance of the Target Market. [online] Bizfluent.com. Available at:
https://bizfluent.com/about-7369454-importance-target-market.html [Accessed 15 Apr. 2019].
Haverila, M. (2012).Behavioral Aspects of Cell Phone Usage among Youth: An Exploratory
Study. Journal of International Consumer Marketing, 24(3), pp.203-220.
J. Haverila, M. (2013). Market segmentation in the cell phone market among adolescents and
young adults. Asia Pacific Journal of Marketing and Logistics, 25(3), pp.346-368.
Menon, A. and Menon, A. (1997).Enviropreneurial Marketing Strategy: The Emergence of
Corporate Environmentalism as Market Strategy. Journal of Marketing, 61(1), p.51.
Milisavljevic, M. (2013). Value oriented strategic marketing. Marketing, 44(4), pp.299-309.
Nurlena, N., Musadad, M. and Ratna, R. (2018). IMPLEMENTASI STRATEGI STP
(SEGMENTATION, TARGETING & POSITIONING) DI DESA WISATA RUMAH DOME,
SLEMAN, YOGYAKARTA. National Conference of Creative Industry.
Shidpour, H., Da Cunha, C. and Bernard, A. (2014).Analyzing Single and Multiple Customer
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Approach. Procedia CIRP, 17, pp.669-674.
Vaidya, D., Pathak, V. and Vaidya, A. (2016).Mobile Phone Usage among Youth. International
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