Google Marketing Essentials - Assignment

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................6
LO 2.................................................................................................................................................8
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................8
LO 3...............................................................................................................................................12
P4. Produce and evaluate a basic marketing plan for an organisation......................................12
Conclusion.....................................................................................................................................15
REFERENCES................................................................................................................................1
Books and Journals.....................................................................................................................1

INTRODUCTION
The study and understanding of management of a company of there exchange
relationships is known as marketing. Marketing essentials are to satisfy the customers and
creating relationships. Getting a product in the market that process is called marketing and this
process involved many steps. The steps are market targeting, promotion and pricing strategies,
broad market research, etc. Creative arts is used by most of the company's for marketing purpose.
In marketing the terms which should be focused on are needs, wants and demands. A product is
launched that time these factors play an important role because these factors help in innovation
and changing products for the profitability.
Google is based in America and is multinational technology organisation which is
specialised in internet related products and services. Google officially had no full form of its
brand name but now the full form is global organisation of oriented group language of Earth. The
product and services that this organisation is providing are search engine, online advertising
technology, cloud computing, hardware and software. It is considered in the big four company's
of the world. The big four other companies are Apple, Amazon and Facebook. In the world the
most visited site is google.com. The most valuable site of 2017 was google but it also got a lot of
disapproval universally. Disapproval was due to issues like tax restraint, privacy concerns,
censorship, search neutrality and antitrust. The companies visions and mission is now to give the
world the organised and useful information which is accessible by everyone.
LO 1
P1 Explain the key roles and responsibilities of the marketing function.
Role of Marketing-
 Market Planning- This process involves making plans for increasing the product's sales
and promotions of the product (Baltes, 2015). This process also puts down a course of
action plan which needs to be followed to achieve the goals and objectives of the
company. Google being the best in its field has a very organised market plan strategy
because they do not worry about the competition but they only aim on getting the
company better. Google just wants to reach out to people in the right moment and with
the right message to the people.

 Branding- Every product has a brand name of their own so that they can comprehend on
the different products with the competitors and his process helps the company to gain and
build there loyalty between the customers and this also helps to promote a brands name.
Google kept its brand name so simple because they wanted to create loyal customers and
easier to remember and target the audience. Google successfully achieved its goals and
objectives very quickly because there was not much of a competition and they gave the
most accurate and the more in detail information about a lot of things in total.
 Pricing of Products- The amount of money which is set on the products and is required
for the customers to pay is known as product pricing (Todor, 2016). Google is earning by
pay per click on its website and is also earning from the other company's who are selling
there products or promotions through google. Google does not take any price for
spreading the information to the customers but does so indirectly.
 Product Development and Designing- Google has come a long way in that, they kept the
colors of the alphabets the same of google logo but changed the fonts to attract the
customers. With the change in the customer's mentality and change in wants so the
company has to be open to new ideas and keep changing and developing there product
regularly. Google is very good with that so they are not having troubles doing so. Google
has not many drawbacks and they are consistently improving on there weaknesses.
 Customer Support Services- The key factor of a company is to satisfy the customers with
there products. The feedback from the customers is a very important factor to produce
good services and products and also innovate them. The customers when they are not
satisfied they are asked for a feedback and then the company works upon those factors.
Google pays a lot of attention on the feed backs of the customers because they want to
improve and give out right information to all the people without making any mistakes.
Responsibilities of Marketing-
 Proper Observation of consumer demands- There has to be a close bond between the
company and the organisation to understand one another. Google observes there
customers properly because they give out information and google has to make sure that
what they are giving out is making sense to the people. Getting feed backs is the most
important factor throw which the company's can improve themselves and work more
efficiently and make profits. Google is very good with loyalty with the customers because

there is no other search engine who is giving so much information like google is doing.
Google has almost the entire population of the world using there website and they being
so popular can not afford to make more mistakes.
 Modernization- Google is changing according to the needs and wants of the people from
day to day. Google has recently started changing each day's logo according to the
importance of the day, for example, it is 25th of December so they innovated the logo by
putting a Santa cap on the logo. The customer's feedback also helps the company to
improve there product or the website.
 Strategic Marketing Plan- Google has all type of strategies planned for themselves
already. Google just follows the plans which are already existing and changes any goals
according to the needs of the customers and the environmental changes be it external or
internal changes of the company. The strategic plans which are made for the company are
well planned and structured. The plans are made after keeping the negative and positive
impact of the plan in there mind. The plans they follow are very good that no one can
ever have any problem with that at all. They are taken into count ability after all the
company members agree to the plan structure.
 Company's communication- It is very important for the company member to work
together. The goal of all the members and company is the same. Therefore, company can
not afford to have conflicts between people in there organisation because then they will
not be able to work towards achieving the goals and will not be able to work efficiently.
The company will not be able to work and there will be misunderstand between people
which will lead to confusion in the company (Yadav, Joshi and Rahman, 2015). Google
is not facing any of these problems because the company treats all the individuals of the
organisation equally and resolve there issues with the work. The company is very flexible
and understanding towards the clients and the employees of this company. No one of
google has any problem with the working environment and are very satisfied with the job
they are doing.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Marketing and Human Resource-

Talking about marketing and human resource are two different departments, one dealing
with the internal factors and the other dealing with the external factors of the organisation but we
forget to focus on this point that they both are working together (Bhowmik and Bag, 2017). To
achieve the targets and objectives of the organisation both the departments have to work
together. There are points on which both the departments have to work together which are as
follows-
 Building the Team- Meetings need to be held by the management team with market and
human resource team where objectives and strategies are getting discussed. Human
resource is the bridge between the employees and the management team so they can put
points from the employees side as to how the objectives should be made so that the
employees do feel like achieving them and are realistic. The struggles and confusions
need to be solved in a very systematic form during these meetings because even the
smallest of things can make a great impact on the employees. Google's human resource
team is very efficient and understands there employees well therefore when they attend
such meeting they are very clear with the procedures they need to take during this
process. Google employees are not facing any problem since the human resource team
has made the company so flexible in terms of employees and customer's (Stephen, 2016).
 Create events for the company- company must conduct events so that the employees can
meet the management team directly so that there is no communication gap in the
company. Human resource conducts such events and the marketing team will help to
promote these events internally and externally. This way the human resource and
marketing team work together to make this event a success so that the employees can feel
comfortable in the organisation and get appreciated by the leaders. Google organises such
kind of events whenever needed because they understand the need of such events.
Marketing and Finance-
It is a great misunderstanding that these two departments can work without each other.
The two department if do not work together then there will be a big mistake by the company
because to make a profit and have a stable future of the company these departments have to work
together. Finance and marketing are the pillar to the company which helps in growth and profit
of the company (Tatlow-Golden and et.al., 2017). Finance deals with costs, profits, sales growth,

financial performance, etc and marketing deals with sales volume, sales targets, advertising and
publicity, etc.
The company will not make profit if the publicity and advertising is not done by the
marketing team then there will be no need of the finance team either. For marketing there has to
be a strong base from the finance team. It is through the finance team the marketing team sets
there sales price, sales target, etc (Saura and et.al., 2017). Market and finance are like two sides
of the same coin, they may have different opinion but they have to work together if the
organisation has to gain profit.
Google's finance and marketing team did have a little issue in the early stage of this
company. In the current time they are the company is not facing any such problems because they
have worked it out. Google had a lot of issues when they had just started there company, the
owners of the company where just PhD students who had not worked out these facts before
starting the company. Google did not even have many employees at that time. Google's finance
and marketing team make very strong workforce of the organisation.
Marketing and Production-
The marketing and production team or department work together to satisfy the customers
and meet there expectation. To boost up the level of production the company's need to make the
production team and marketing team work together (Ryan, 2016). The communication between
the two must be strong which will result in profit and achieving the organisations objectives and
goals. Conflicts between the two departments can lead to lack of focus of all the other
departments and the company will face loss in the end. The internal and external facts play a
great role in the over all development of the company.
Production team focuses on producing good quality and quantity products, new products
and the marketing team helps them to improve there products according to the needs of the
customers. Google makes the production team and marketing team work together because it is
very important for the team to understand what the customers are asking for and what they
should be providing to them. The company is getting in different types of products because of
the customers change there needs with the change of time. Google finds the right people on the
right time to provide them with the right information so that they are satisfied and the company
is reaching its objectives. Google has developed themselves so much that it can do well without

getting in innovations in the next 10 years. Google's production team is not giving up and tey are
getting in new innovations every day (Yasmin, Tasneem and Fatema, 2015).
LO 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Basis Google Microsoft
Price  Google does not ask
for any cost from the
customers directly.
Google likes to spread
information more than
making personal profit.
 Google takes money
for google ad-words.
This price is taken
from the companies
which puts its
advertisements on
google which come on
the right side of the
result or the search.
 Microsoft should use
the psychological
pricing technique to get
more customers.
Psychological pricing
is making the cost of a
product from $100 to
$99.
 Microsoft should make
more products and use
innovation in there
products to attract more
clients or customers.
 Microsoft should get in
more offers and
discounts for the
customers so that they
get attracted to this
brand.
Product  Google is the world's
most popular search
engine.
 Microsoft is not the
most popular one but is
popular enough.

 Google has google
scholar, igoogle,
google news, google
blog search, orkut,
google docs, etc are the
different products of
google.
 Microsoft has laptops,
tabs, desktops, etc are
the different products
of Microsoft.
 Microsoft must expand
its portfolio to meet the
needs of its customers.
 The packaging of
Microsoft products
need to be increased
and should be made
more visually accepted
for the customers.
Physical Evidence  The company is located
in California at Mount
view.
 The word google
comes out of googol
which means a number
which is followed by
hundred zero's.
 The company by
mistakenly registered
themselves as google.
 The company has a
distinct color
packaging.
 The company has
provided a different
shelf for themselves so
that the customers can
identify them in a busy
retailer store.
 Microsoft has its own
website which is very
user friendly and
provides its customers
with imagines of the
products with high
quality.
People  Google employed  The employees in the

20,000 people in 2008.
 Google is supported by
the entire world
because it is the most
used search engine and
also preferred by most
of the people.
 The employees of
Google are treated very
well and are given
incentives for there
hard work which they
put in for the company.
 The employees of the
company are very
loyal.
sales team are well
trained to make the
company sell its
products efficiently.
 Microsoft should hire
people who are loyal to
not just the company
but is also showing
respect to the
customers while selling
any product.
 The company should
give the workforce
team incentives for the
hard work they put in.
Process  People using google
calendar or google mail
they give out more
information about
themselves to google.

 Microsoft has to
increase the handling
of there computers so
that they can increase
there efficiency and
time to time delivery of
the products.
 Microsoft is trying to
understand its
opportunities in the
market to satisfy the
needs of the customers.

Promotion  The company has  Microsoft should hire

flyers of Google in
business magazines.
 Google Crome has its
own advertisements.
 To manage the media
they have proactive
public relations
functions.
bloggers or popular
movie stars or
television stars to
promote there
company.
 To aware the customers
or people about the
brand, the company
must advertise
campaigning.
 To have a repeat in the
purchase of the
customers they should
start collecting the
customer's data so that
they can send mails and
messages to get the
sales up.
Place  The office in California
looks like a university
campus with gyms and
cafe.
 Microsoft should come
on social media
networks too. They
should start posting
there products online
on the social media
networks to make the
people aware.
 Microsoft should
improve its websites so
that they can make it
more user friendly.

LO 3
P4. Produce and evaluate a basic marketing plan for an organisation.
Executive summary-
Google is coming out with a new product which is Google earphones. Google earphones
are focusing on the sound quality they would be providing to the customers (Chaffey and Smith,
2017). They are changing the product with a soothing to the ears.
Mission-
Google's mission is to provide the world with a organised information and an information
which is accessible and useful to all.
Vision-
The vision of Google is to give the people the organized information in just one click.
Objectives-
 To increase sales of new product Google Earphones by 10% till the end of year 2020.
 To increase the market share by 30% till the end of year 2022.
 To enhance consumer experience by 10% in upcoming 6 months.
 To increase the profitability by 20% till the end of year 2020.
Strengths, weaknesses, opportunities and threat-
Strength-
 Google has not allowed any competitor to come any close to them. No one has ever dared
to challenge them.
 There is a high revenue of google because of the different sites who have ensured the
growth of google.
 Google has 28% control on the desktops worldwide market share.
 Google adapted itself to android technology and mobile technology very successfully.
Weaknesses-
 The weakness of google is that it is not being able to provide privacy to its customers.
 Because of growth in competition with facebook, google has to face lose in the market
share.
 Google gives a lot of advertisements during the usage of this website. Customers are not
really in favor of this.

Threats-
 The antitrust controversies is the greatest threat to google.
 The two competitors that google is feeling a threat from are amazon and facebook. The
two are growing so rapidly that google is scared to lose its spotlight.
Opportunities-
 Google play and Google glasses are prepared to be marketed which could become a boost
for google to progress and develop.
 Google needs to find non-business model for there work.
The 4 p's of Google Earphones-
Product-
The company is coming out with a new device or product which is Google earphone to
compete with the competitors. Amazon and facebook are the competitors which google is
worried about because it does not want to lose its spotlight. The earphone are made soothing for
the ears of the customers and the base of the voice which is heard on the earphone, even that
base's quality has been improved upon.
Price-
The price of the earphones is not too high because they are providing its customers with
the best of product for cheater rate and also because they have not entered this market before so
they need to establish the market first so that they can get in more customers. The earphones are
affordable and if the company is successful in selling this product then they will launch another
product with higher price and increase the rate overall of the product they are just selling.
Place-
The product will be sold first in US first to see if they can sell this product world wide
and will be accepted by the people. They will take feedback's from the customers so that they can
improve on the quality to make the product even more better. Google earphone once becomes
good enough selling product then it will be launched all over the world.
Promotion-
The company is not promoting it fully because the brand name is already to strong. But
Google is still putting its advertisements everywhere so that they can establish the market in
earphone field too. In US the promotions will not be so high because google wants to first see
and take feedback's and not invest much on the product if it does not work or has sufficient sales.

Financial Planning-
January February March April May June
Cash inflow
Sales 15000 16000 17000 18000 19000 20000
Total cash
inflow
15000 16000 17000 18000 19000 20000
Cash
outflow
Rent 2000 2000 2000 2000 2000 2000
Marketing
Expenses
3000 3000 3000 3000 3000 3000
Raw
Material
Purchase
4000 4000 4000 4000 4000 4000
Utility Bills 500 600 500 600 500 600
Wages 2500 2500 2500 2500 2500 2500
Total cash
outflow
12000 11100 13000 12100 12000 12100
Net cash
flow
3000 4900 4000 5900 7000 7900
Segmentation, Targeting and Positioning-
The company is not targeting anyone for selling the Google earphones. The age group
they are targeting is mostly with the age group above 10 years and there is no age limit to it. The

price of the earphones are set very low because this is the first time google is coming out with a
product of earphones and they are also putting it low because they want to establish the market
before they increase the prices. The company is first targeting the local cities of United States to
see if the product will be able to take over the market successfully.
The price is kept low so that more and more customers want to try this new product. This
product is not make for any specific race, culture, gender, etc. This product is made for all kind
of people and for satisfying them as much as possible without damaging them. The product is
safe and satisfying according to the survey which Google had done with the employees and
outside people to take a feedback from them (Chaffey and Ellis-Chadwick, 2019).
The quality of the product is unbeatable with the price they have put it for. Even if, the
other company's try beating this product they will not be able to. Google has made it such by
keeping the customer's satisfaction and there safety in head. Google has full confidence that they
will be able to take over the earphone department a well.
Conclusion
Google is the best and most used search engine in the world. The only competitors google
have been facebook and amazon. Google's major drawback is the privacy to the individual which
the google is not being able to provide the customers. Google is improving every day to not let
anyone take its spotlight away. Google was started by college going student and now is the
world's most used site.