EBM 587: Google Marketing Plan Analysis for Stratford University

This report provides a comprehensive analysis of Google's marketing plan, examining its products and services, pricing strategies, and promotional tactics. It delves into Google's diverse offerings, from search engines to AI-driven applications, and evaluates the company's value-based, market-oriented, freemium, and price skimming pricing approaches. The report dissects Google's promotion objectives, including awareness and image-building strategies, and identifies effective media channels and financial considerations for successful marketing campaigns. Furthermore, the report incorporates an assignment brief that includes segmentation, targeting, and positioning strategies, along with competitive and company analyses. The report highlights Google's strengths, weaknesses, and product analysis, providing a detailed overview of its market approach.

Running head: GOOGLE: MARKETING PLAN
GOOGLE: MARKETING PLAN
Name of the student
Name of the university
Author Note

1GOOGLE: MARKETING PLAN
Tactics for marketing plan for the company Google is provided hereafter.
Products and Services: Google is not just a search engine, but has also taken shape of a
technological company built for mankind. Apart from Google being a web search company, the
products and services that they offer are web mails, calendar software, and productivity
applications such as spreadsheet, word processing, photo-editing software, cloud computing
software for businesses and individual needs, smartphone operating systems, self driving cars
and robot assistants, applications for making and supporting websites and blogs, language
translation device and video conferencing software. However, the most important service of
Google is that of AI (Artificial Intelligence) (Bbc.com., 2019). The company Google has been
brought up with the idea of identifying human needs and problems and solving them through
innovative technologies (Google.com., 2020).
Pricing: Google is in a constant endeavor to produce unique, remarkable and premium services
for the benefit of mankind and in an endeavor to make the world digitalized and fast. The
premium products/services has certain extra edge and value in the tech market. The most notable
forms of pricing strategies that Google follows for its business are: value based, market oriented,
freemium and penetration strategies of pricing. The market oriented pricing strategy determines
prices based on market conditions. Applications such as Chromeclast is marketed by Google by
utilizing multifaceted strategies of pricing. The strategies that take lower prices which allows the
firm to achieve a separate competitive edge in the market even in the presence of gigantic
challengers. On the other hand, value based pricing is an important pricing feature of Google
where prices of the products/services are determined by perceived value of the customers about
the products/services. Freemium pricing strategy means providing free products by selling
premium, extra add-on features of the product (Forbes.com., 2019).

2GOOGLE: MARKETING PLAN
For pricing strategy recommendation, Google can utilize the price skimming strategy where the
new software applications, products and service that Google offers might be kept in the market
initially with a high price (temporary basis) and lower the price according to the market
conditions and customer affordability (Shavandi & Zare, 2013). As Google produces unique and
premium services, therefore, price skimming is the best pricing strategy that Google can have.
Price Communication
Who: The pricing strategies of Google is strictly relied on market segmentation. Generally,
customers with a “moderate to good source of income” is targeted and communicated about the
implemented pricing strategy.
What: Most unique products of Google, which are Google Pixel, Google Assistant and the
devices based on AI (Artificial Intelligence) are unique to the market and has few to no
competitors. Therefore, the respective pricing would be worth for the customers to pay.
Why: Unique products and services by Google in the arena of information technology are
premium with add on features that are of high standards. Therefore, the pricing of such products
also have to be unique in order to make a place in the competitive market. Price should be
communicated to the customers to encourage and practice sustainability in the market.
When: Before launching the products/ services in the market, Google must research on customer
behavior and gaps in technological products in the market. After the research is done, Google
might provide advertisements of the services stating the prices and after checking its popularity,
the products must be launched.

3GOOGLE: MARKETING PLAN
Where: Social media portals, digital media portals, televisions, newspapers and android portals
are some of the areas where price communication with the customers can be directly/ indirectly
carried out.
Promotions
Objectives
Basic Awareness: Through social media portals, digital media news channels and portals as most
of the targeted customers use social and digital media regularly.
Top of mind awareness: Top of mind awareness is done with positioning the products/ services
in television and other media through premium promotional activities.
Information awareness: Through proper audio-visual advertisements and manuals, information
awareness of the products/ services of Google can be carried out.
Image awareness: To build premium brand image, advertising, packaging, word- to- mouth
publicity and other promotional tools might be utilized by Google.
Behavioral awareness: Attention getting communication tactics such as word-to-mouth
campaigns, educational and professional campaigns can be utilized by Google in such case
(Forbes.com., 2013).
Media
Social media, digital media, mass media such as television, newspapers, journals, magazines and
broadcast media can be utilized for different types of campaigning for the products by Google.

4GOOGLE: MARKETING PLAN
Social media
Identifying the audience, bold, trendy, hashtag friendly commercial contents along with audio-
visuals, contents that make a connection with the audiences are certain ways by which consumer
psyche can be influenced.
Channels
Marketing channels such as internet direct, catalogue direct, manufacturer representatives and
consultants can be utilized by Google to market its products.
Financials
Proper budget should be implemented for marketing which will include SEO budgets, inbound
content marketing, amount that will be spent on social media advertisements, costs of influencer
marketing. Such aspects of the budget should be kept in mind by Google before jumping into
marketing (Wood & Jobber, 2016).

5GOOGLE: MARKETING PLAN
References:
Bbc.com.,(2019). Available at: https://www.bbc.com/news/technology-50506431
Forbes.com.,(2013). Available at:
https://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-
what-to-include/#7fb3dfb33503
Forbes.com.,(2019). Available at:
https://www.forbes.com/sites/quickerbettertech/2019/01/27/google-raises-g-suite-prices-
by-20-percent-and-other-small-business-tech-news-this-week/#1300f8054cd6
Google.com.,(2020). Available at: https://about.google/
Shavandi, H., & Zare, A. G. (2013). Analyzing the price skimming strategy for new product
pricing. Scientia Iranica, 20(6), 2099-2108.
Wood, M. B., & Jobber, L. (2016). The marketing plan handbook. Pearson.