Marketing Strategies for Google Glass: A Comprehensive Analysis

This report provides a comprehensive analysis of the marketing strategies for Google Glass, examining its initial failures and proposing strategies for a potential "Google Glass 2.0." The report includes a STEEPLE analysis, Porter's Five Forces, SWOT analysis, and customer analysis to evaluate the external and internal factors influencing Google Glass's market performance. It then analyzes the marketing mix (product, price, place, and promotion) and recommends strategies to improve market penetration and consumer acceptance. The analysis aims to identify the most effective marketing approaches to target the ideal market segment, offering insights into how Google Glass could have achieved greater success. The report also includes an executive summary, introduction, conclusion and references.

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

1MANAGEMENT
Marketing Mix of Google Glass
Product:
Google Glass has been a special glass having extraordinary feature in comparison to
normal glass due to the single head mounted display (HUD) lens on the left side that enables
person in seeing and accessing every application and feature (Marks, 2019). The user is able to
see the floating apps and the running system with transparent lens that helps in accessing the app
through the voice command. The glasses comes with some useful features for youngsters which
includes, checking –in online, photo sharing, video calling, internet access , camera and music
playing.
Price:
As the Google Glass is a completely new product so price skimming have become one of
the essential steps in enabling Google Inc in recovering the production and the research cost
that remains related to the development of the new product. Since, the product was introduced
into the market without any competition so Google Inc. had the opportunity of taking the early
adopters in market and considers them as the brand evangelist. Early adopters are even willing to
pay higher price which implies that price skimming strategy does not dissuade the consumer
from making a purchase.
Place:
Google Glass remains available through the official website or the reseller stores. Google
considers it to be priority to sell the Google Glass through the official website as it makes the
website accessible from across the world, increase the traffic. This also enables Google in
placing advertisement about its upcoming products or service along with the facility of providing
the most updated information for the customers.

2MANAGEMENT
Promotion:
Google Inc could awareness from the public by undertaking promotion of the Google
Glass either through advertising, internet marketing and sponsorship. However, internet
marketing has been given first priority for advertising the Google Glasses since it allows easier
promotion of the product (Reynolds, 2018). Since, the whole marketing is done through web so
there are hardly any hassles involved. Also, the initiation of internet marketing also does not
involve much capital.

3MANAGEMENT
References:
Marks, G, "Google Glass Is Now Back, New And Improved...And Other Small Business Tech
News This Week.". in , , 2019,
<https://www.forbes.com/sites/quickerbettertech/2019/06/02/google-glass-is-now-back-new-
and-improved-and-other-small-business-tech-news-this-week/#62b08e73ad8c> [accessed 3 June
2019].
Reynolds, S, "Why Google Glass Failed: A Marketing Lesson.". in , , 2018,
<https://www.forbes.com/sites/siimonreynolds/2015/02/05/why-google-glass-failed/
#7ef8221851b5> [accessed 3 June 2019].