Marketing Management of Google Pixel in Australia

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author Note:

1MARKETING MANAGEMENT
Executive Summary:
The report gives an overview of marketing management of Google Australia in purview of
the mobile phone industry. The report commences with an introduction of Google, its
products and the consumers. The report also conducts an analysis of the industry and the
market trends and its impact on the brand of the company, Google Pixel. One can also find a
PEST analysis of the mobile industry of Australia. The report also provides an insight into the
competitor and the segmentation analysis. Through the segmentation analysis, one can locate
the primary and the secondary market of Google Pixel. The report also puts forward a
discussion on the level of involvement and the relation it bears with the decision making
process. There report also presents a perpetual map that highlights the positioning of Google
Pixel.

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Table of Contents
1. Introduction............................................................................................................................3
1.1 Company:.............................................................................................................................3
1.2 Product:................................................................................................................................3
1.3 Consumers:...........................................................................................................................3
2. Industry Analysis and Market Trends....................................................................................4
3. PEST Analysis.......................................................................................................................7
4. Competitor Analysis...............................................................................................................8
5. Segmentation Analysis.........................................................................................................10
5.1 Major Market Segment......................................................................................................11
5.2 Primary and Secondary Market..........................................................................................12
6. Level of Involvement and its Relation to Decision Making Process and Implications.......12
7. Perpetual Map......................................................................................................................13
8. Conclusion:..........................................................................................................................14
References:...............................................................................................................................15

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1. Introduction
1.1 Company:
The report aims at providing an insight into the marketing management of Google
Australia in context of mobile phone industry. The company has its headquarters in Sydney.
The Google office in Australia has a compact structure comprising of collaborative spaces,
desks and the reception area, decorated with Google’s trademark colour that includes red,
blue, green and yellow (Biggs, 2018). There is an auditorium built on stairs and back dropped
by a lively moss wall that resembled square grid of the blocks that makes up the city.
1.2 Product:
The product represents the Google Pixel phone. It has a display of 5 inch and has 1.6
Hz quad core processor. The resolution of Google Pixel stands at 1080 x 1920 pixels with a 4
GB random access memory (RAM) and storage of 32 GB. The rear camera of the phone is
12.3 megapixels and has a battery capacity of 2770 mAh (Sulleyman, 2017). It is however
available in two models Pixel 2 and Pixel 2XL.
1.3 Consumers:
Google Pixel is targeted towards the student and the youth consumers. Most people
are of the view that the phone has best of camera that can even give the high-end smart
phones a run for money (consumerreports.org, 2018). The consumers however rate the
Smartphone based on handset capabilities, camera and the battery life. The handset
capabilities of Google Pixel include versatility in term performance, WLAN tethering and
performance. The Smartphone has an immense battery life up to 7 hours and is one of its