Marketing Plan for Google Pixel 3A XL

This presentation provides a marketing plan for the new Google Pixel 3A XL smartphone, including segmentation, targeting, positioning, and the marketing mix. It also includes recommendations for Google to ensure the success of the product in the American market.

MARKETING PLAN FOR NEW
GOOGLE PRODUCT – PIXEL
3A XL
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Brief Industry Overview
 Google is one of the leading manufacturers in mobile technologies and
software products across the globe and is well known for services and
products such as Android OS, Google Drive, Google Maps and Google
Mail among others in addition to Google Search which is the most used
search engine in the whole world.
 However it only very recently that the company has started
manufacturing mobile smart phones in the way that Windows has or
Apple Company has.
 The competition for Google is quite high in the domain of smart phones
given that there are numerous manufacturers of quality smart phones
worldwide like Samsung, Windows, Apple and Xiaomi all of which cater
to an international audience

Company Overview – Google
Google is one of the most reputed and well known multinational companies in the
entire world. The CEO of the Company is Sundar Pichar
Google is based in the United States of America, and runs operations in each and every
part of the globe.
The rapid rate of expansion that Google has experienced ever since the time of its
incorporation in September 1988 has led Google to become a large scale provider of
internet services and internet related products, with some popular examples in this
respect being Google Docs, Google Drive, Google Mail or G Mail as it is commonly
referred to, Google Chat or G Talk, Google Maps, Google Translate and many more over
and above its famous search engine known as Google Search, which is the most visited
and most used search engine in the whole world.
The mission of the Google Company is to organize information across the globe in the
most useful and effective of ways and to make this information universally as well as
readily accessible and also useful (Duhigg, 2016).

SWOT Analysis – Internal Factors
Internal Factors
Strengths –
•Google is known as the market leader when
it comes to search engines.
•The company’s search engine which is
referred to as Google Search is the most
used search engine in the world, drawing
traffic to websites online from all corners of
the globe. Google has the ability to generate
internet user traffic by as much as 1.2 billion
hits in a month.
• The revenue model that is followed by
Google for running its business operations
all over the world is capable of incurring
huge profits through internet advertising as
well as display (Duhigg, 2016).
Weakness
•Google tends to rely a great deal on secrecy
in order to be successful not just in the USA
but worldwide.
•Google is not willing to divulge the
algorithm that is uses to run its search
engine or even the basic formula that is
makes use of for carrying out its searches.
•As a result it becomes difficult for related or
other companies to collaborate with Google
on a local and global level, both (Duhigg,
2016).

SWOT Analysis – External Factors
External Factors
Opportunity
•The android operating system that has
been introduced by Google as well as the
cloud computing system that it has also
recently introduced puts the company in a
position to sell its internet services and
internet related products very successfully
in the US and world market (Duhigg, 2016).
Threats
• Google faces a lot of competition today
from social media platforms such as
Facebook and Twitter.
•Mobile computing is also something that
poses a threat to the operations of the
Google Company with plenty of competitors
being present in the field in this respect such
as IBM Cloud and Amazon Web Services
(Duhigg, 2016).

Segmentation, Targeting and
Postioning
 Segmentation, targeting and positioning are important marketing tools
that a business enterprise needs to deploy when looking to market a
brand new product.
 Segmentation refers to the specific segments of the market that the
product is going to cater to.
 Targeting refers to the establishment of a target audience that will buy
the product.
 Positioning refers to the manner by which or the strategies using which
the new product is launched in the market that makes it come across as
far more unique and compelling in comparison to related products that
are being marketed by rivals and competitors (Kreutzer, 2019).

Segmentation
 Demographics – The Google Pixel 3A XL is a new product that will cater to
people in the age group of sixteen to sixty five years. This is because the maximum
number of people who use smart phones in the USA and across the world, belong to
this age group (Kreutzer, 2019).
 Psychographics – The Google Pixel 3A XL is a product that will meet the needs
and requirements of people who lead an active lifestyle, mostly working
professionals or busy university students or both (Toffoletti & Thorpe, 2018).
 Lifestyle – People engaged in busy lifestyles, where they work and indulge in
entertainment a lot at the same given time, are the type of people who the Google
Pixel 3A XL is meant for. (Pompe et al., 2019).
 Beliefs and Values – The Google Pixel 3A XL is a phone that will cater to people
of all religious beliefs and values, regardless of whether they are atheists,
Christians, Hindus, Muslims, Buddhists, Pagan, Wiccan or Animist (Kenny & Dyson,
2016).

Segmentation
 Life Stages – The life stages of individuals for which the Google Pixel 3A
XL is meant for are the life stages that began from adolescence and end with
late middle age (Fine, 2017).
 Geography – The Google Pixel 3A XL will be marketed in the cities of New
York, Washington DC and Los Angeles to begin with, and based on its success
in these three cities, the market operations will be expanded to other
American cities and towns (Fine, 2017).
 Behavior – The Google Pixel 3A XL will cater to the needs and
requirements of both loyal Google product users as well as avid and active
users of mobile phones in the US market (Kenny & Dyson, 2016).
 Benefit – All customers of the Google Pixel 3A XL are likely to benefit from
being able to use all Google internet and other products in one single
platform, while making and receiving calls and sending and receiving text
messages at the same given time (McDonald & Wilson, 2016).

Targeting
 Google will make use of the differentiated targeting approach in order to
ensure good sales and high profit margins for its Google Pixel 3A XL.
 It will reach out to large sized groups in the total mobile phone market in
the US for this purpose (McDonald & Wilson, 2016).

Positioning
 Based on the theory of competitive advantage, Google will launch the
Google Pixel 3A XL in the American market by giving it certain
features that make it truly stand out.
 The Google Pixel 3A XL will offer users an android operating system,
with all Google apps and mobile technologies like Google Translate,
Google Cloud, Google Docs, Gmail, G Talk and Google Maps among
other’s all being available for access on one single platform (Ducange et
al., 2018).

Positioning (contd..)
 The phone Pixel 3A XL will be of a convenient size and design so that it
is easy to use and to carry around from one place to another without
difficulty Ducange et al., 2018)
 (

Marketing Mix
 Marketing Mix or the 4 P’s refers to the tactics or actions that will be
made use of by a company for the promotion of its product (Govindan et
al., 2019).

Marketing Mix: Product
 The product being marketed is the Google Pixel 3A XL.
 This is a brand new product launched by the Google Company, given
that it has before this manufactured mobile phone technologies and not
a mobile phone in particular as such, and that too a smart phone (Fine,
2017).

Marketing Mix: Price
 Price – To begin with, Google will keep its Google Pixel 3A XL
competitively priced at $ 550.
 Based on its success in the initial stages of operation, the company will
gradually hike up the price of the phone over time (Kreutzer, 2019).

Marketing Mix: Place
 The place where the Google Pixel 3A XL will be marketed is the
country of America.
 The three main American cities that Google is going to focus on for
marketing its Google Phone are New York, Los Angeles and Washington
D.C (Bauman et al., 2018).

Marketing Mix: Promotion
 INCLUDE RELEVANT
 Promotion – Google will make extensive use of social media platforms
like Facebook, Twitter and Instagram as well as e commerce platforms
like Amazon and E-bay to get its Google Pixel 3A XL marketed in the
most successful of ways (Sinha & Sheth, 2018).
 It will also generate official advertisements for the launch of the Google
Phone on Youtube.com, on American radio and on American television
(McDonald & Wilson, 2016).

Major Recommendations
Google needs to make sure that the Google Pixel 3A XL is a product that is manufactured and
packaged in an eco friendly manner.
This is because large sections of the American population are becoming increasingly environment
conscious and want to lead a lifestyle and use products that are friendly and safe for the natural
environment (Chaffey & Ellis- Chadwick, 2019).
 The Google Pixel 3A XL should contain an automatic updates feature for all the apps that are
situated in this smart phone, so that these get updated automatically without phone users
having to bother about this (Chernev, 2018).
 The Google Pixel 3A XL should be characterized by a friendly user interface that is easy for
customers to navigate. A complicated user interface can take customers plenty of time to
understand how to use the phone, leading to the development of disinterest in the product,
which is something Google would not want at all (Kasemsap, 2018).


Conclusion
Google will be able to do a successful job of marketing its Pixel 3A
XL in the American market by being careful attention to the
strategies of competitors and utilize its strengths to make buyers
realize the major benefits they can experience when they have
such a smart phone in hand.
Care needs to be taken to position the phone as uniquely as
possible in the American market so that it stands out from the
many other smart phones that are readily accessible for sale here

References

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