MKT001 Project: Google Pixel Brand Development in Australia

This project addresses the branding challenges faced by Google Pixel, focusing on its limited product range and lack of differentiation compared to competitors like Apple and Samsung. The assignment, prepared for a Sydney-based marketing firm, aims to develop a comprehensive brand development and growth strategy to increase Google Pixel's market share in Australia. The report analyzes the branding problem, explores growth strategies, and discusses theoretical concepts like the Ansoff matrix and Porter's generic competitive strategies. It also covers a brand roadmap, marketing mix, and consumer behavior to formulate effective recommendations. The project emphasizes the importance of product development, differentiation, and customer-centric approaches to enhance Google Pixel's brand equity and achieve top-of-mind awareness among consumers.

MARKETING
MANGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Branding problem........................................................................................................................3
Growth strategies to address problem, faced by Google Pixel....................................................4
Theoretical concepts....................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Branding refers to making the product different from other in addition to make it identifiable
from its substitutes products. It is very important for every company to be careful regarding this
concept due to its direct and major effect over company's image and reputation. This report will
study about the concept of branding and its importance. This report will also highlight various
core issues along with a roadmap for growth of brand image in contrast with Google pixel.
MAIN BODY
Branding problem
Branding:
It refers to a symbol or design which is used by company to make it different from other
to make it identifiable between other companies or substitutes. It may includes any logo, name,
title or any other.
Branding problem with Google pixel:
The main branding problem associated with Google pixel is its lack of specialization in
any specific sector or features. Since it does not offer any wide range or products or features to
its customers in comparison of its competitors including iPhone or Samsung. Also, technology or
features used by Google pixel is also not new or special in comparison of other available
substitutes (Aldousari, 2017). Since Google pixel is not focussing on its brand or using any
specific by which it would be able to attract customers towards it. As branding makes the
companies to look and appear different from other competitor companies and in case of Google
pixel it is running its phones on same operating system which is being used by other competitor's
companies. Also, there is no single thing by which customers of this company would be able to
identify it from other available variants. Thus, it would be considered as one of its core branding
problem because branding is that concept which makes the companies to be different form other
companies.
Branding as a core issue:
It is considered as serious concern because branding make the companies to raise their
sales and revenues due to their more customers attraction and preferences. Also, branding is
mainly concerned with customers and growth of the company. Non adoption of this concept will

have a major impact over the companies in terms of affecting its customer's share as well its
profit percentages (Deepak and Jeyakumar, 2019). Since, Google pixel is not concerned towards
branding of its products and company so it may affect its sales and revenues due to lack of
customer's attraction and grabbing. So it is very essential for Google pixel to be careful about
the concept of branding in order to raise its profit and achieve its objectives.
Also, with the growing competition it is very essential for companies to implement this
concept in their workplace so that they can face and meet market competition. As Google pixel is
not implementing this concept and adopting negligence towards this concept so it make it very
difficult for it to survive in such highly competitive market.
Literature review
According to the view of Brodie, Benson-Rea and Medlin (2017) brand plays an
important role and it can be improved if company manages relations with customers. For
improving relations, companies in technological sector requires making use of appropriate modes
of communication or making them updated about features of services.
Steenkamp, (2017 )argued and said that according to the for improving brand and growth,
companies require adding some features in its existing products or services. By making its
products unique and providing them at affordable price, branding can be improved. It can also
help companies in increasing market share and taking competitive advantages.
Growth strategies to address problem, faced by Google Pixel
There are several brand development of growth strategy that are being used by several
well-kn own technological companies such as: iPhone and Samsung. In regard to Google Pixel it
is found that it is lacking behind in the market as it does not provide or offer wide variety of
products to customers. Customers in this sector seek for unique features of services and products.
So, for making an effective position in the market and increasing market share in Australia, it
needs to make use of appropriate strategy for brand development.
Brand road map: There are some important factors that need to be considered and with
this brand road map, Google pixel can attract customers:

Promise or positioning: It provides technical support system that helps customers in solving
their. Through videoconferencing software, it promises that customers can solve troubleshoot
problems.
Strategy: It does not discriminate and have customer service staff who can understand all
languages. So, by providing services and software to all cultures of customers, makes them feel
valued (Martin, 2017).
Story: It makes use of some platforms of social media and software for communicating with
customers.
Freshness: In regard to innovation, it can add features in its existing services and it should
increase battery backup power.
Experience: By promoting services and making customers know about new features of products
it can solve problems.
On the basis of above elements of road map it can be said that company requires focusing
more on its promotional and communication strategies. By doing so, it can tell its story to
customers and can attract them for buying its services. It can also help it out in making an
effective position in the market and increasing Australia's market shares.
Ansoff matrix consists of 4 growth strategies and as per the problem, Google pixel can make use
one of them. Main strategies of growth are:
Product development: It is one of the most used growth strategy in which companies
require focusing on introducing new products to an existing market. The main reason of selecting
this strategy is to attract customers and making them feel valued by providing unique features of
products.
Market penetration: It is other effective growth strategy in which companies focus on
increasing sales of their existing products to an existing market. By adding some features in an
existing market or increasing range of market segment, companies can take advantage of this
strategy (Loredana, 2017).
Market development: In this strategy, companies enter into new market with its existing
products. It is beneficial for those companies that want to enter into new market and have
attractive features in its existing products.

Diversification: It is quite risky because in this strategy, companies enter into new
market with introduction of new products. It can be done only when company has experience and
skills of attracting customers or performing functions.
Product and market development: On the basis of above discussed all strategies of
growth or development, as per the problem, Google pixel facing, it can be said that product
development is the best. By offering wide variety of products and entering into new market like
Australia with adding features in its existing products, it can solve its problem (Strategic Growth
with the Ansoff Matrix, 2019).
Along with this strategy, it can be said that it should develop a model and offer to
customers on which basis, customers can choose their services or products on the basis of size,
price and others. It can also increase size for improving camera quality because customers buy
products on this main basis.
Porter's generic competitive strategies:
Google pixel brands within working in industries determining them whether company
profitability below or above to their average in industry. Hence, this porter strategies help
company in identified their brand problems strategies:
Cost leadership:-
Cost leadership mean sit is set for overcoming with the low cost of producer in Google
pixel. A low cost producer of their brand switched many people are not using and shifting
towards some other brands this leadership might be more helpful in organization for keep in their
customer to stay long term (Omsa, Abdullah and Jamali, 2017). Google pixel can easily achieve
and sustain their cost leadership that it could be overall average performer in industry which they
are working.
Differentiation:-
Google pixel make them different with their brands strategies, and they prefer various
brand strategies through which they can make their company well-developed. It seeks to be
unique in its industry along with that provide some dimensions that might be more value for their
customers. Their brand scan be make them more different from their pricing strategy which they
must need to be followed and that might be most important for them which make them difference
with their unique positions. This can be make them unique while by using their premium pricing

to their strategies and various other offers to their customer for buying their more brands or
products.
Differentiation Focus strategies:-
Company should keep their main focused on developed them with many strategies such
as while by making the proper use of cost leadership or differentiation leadership. In using these
strategies. Google pixel easily come to know more about their marketing competition and make
their more customer through which they can develop market position (Islami, Mustafa and
Latkovikj, 2020). The targets segment can be must either having buyer with usual needs of
customer and else the production along with this production system can be the best serves for
targeting their difference in cost behaviour in some many other segments.
Best cost strategies:-
These strategies help Google pixel for their making pricing strategies in which they can
easily attract their more customer and satisfied them for using their products (Cavaleri and
Shabana, 2018). Pricing of their products might be different with some other brands that
supportive them for being in targeting market along with customer.
Suggestion for Google pixel for developing more brands and solving out their more
brands strategies they can easily use cost leadership strategies through which they can feel that
many customers are being attracted. Google pixel products cost should be different with the
other competitors in market.
Theoretical concepts
As Google pixel is having a major brand issue so it is very essential for it to resolve it in
order to survive in the market as well as for the achievements of its objectives. For resolving this
core issue Google pixel may adopt and implement various practices or strategies.
As Google pixel is dealing with brand issue so while creating brand or designing brand it
has to be careful regarding consumer's behaviour and nature. Since different consumer's have
different perspective and thinking regarding pricing of the product or quality of the product so
Google pixel have to be careful regarding customer's behaviour while designing its brand.
Apart from that Google pixel may adopt strategy of market or situational analysis in order
to understand current trends or customer's behaviour. And on the basis of those observations it
can frame its policies or branding strategies. Since, it has branding concerns which may also be

due to its internal loopholes (Chang, Wang and Arnett, 2018). Analysis of internal environment
would play an important role in resolving this issue along with issue concerned with branding.
Apart from that it may also implement marketing mix in its workplace by which it can achieve
growth along with resolving its issue.
Marketing mix:
It refers to a set of tools and techniques used by companies in order to accomplish their
marketing objectives and raise their sales along with profit percentages. It basically includes 4P's
which could not only help in resolving the issues but it will also support the business of Google
pixel in addition to achieving success and growth.
Price:
It is one of the serious concern for both the companies and customers. Since it is very
essential for companies that it will not suffer any loss in terms of not meeting its operating cost.
While in case of customers they are very cautious about price elements which means that they
will pay price according to value of products. Thus, fixing of price as per value of service is very
essential for Google pixel while selling its products in the market.
Product:
It refers to physical product or good which is being sold by companies in the market.
Since, Google pixel is dealing with such product which is already persisting on market with a
high degree of competition. So it has to be very careful regarding this element. It have to adopt
all such practices by which it can raise quality along with making its product superior in
comparison of other available products.
Place:
It refers to that place where product of the company is being sold by them. Selection of
place is very important for operating business of the companies. As Google pixel wants to grow
its business in Australia so it has to carefully make analysis of market place before operating its
business (Campelo, 2017). It has to analyse that what is the demand of customers of that place
and accordingly adopt such strategies that customer's need will be satisfied along with growth of
the business too.
Promotion:
Promotion plays a very important role in the growth of the companies. As Google pixel
has branding concern so it has to carefully adopt such practices by which it will not only raise its

brand image but at the same time it will also raise its sales percentages. Adoption of practices
may includes adequate selection of advertisement, social media, or other promotional modes and
mediums.
CONCLUSION
From the above report it had been concluded that marketing management always keep
company position high and make them much capable for being more developments in many
other business. Organization are facing their more problem in identifying their brand. Hence,
roadmap to brand strategies being used for identifying any situation what they are challenges in
developing their goals and objectives. Marketing theories help organization for knowing various
forms of business as well their customer in which they are preparing for them in making market
position. Furthermore, market concept also assists in organization through which they come to
know more their customer trends and more about the latest technologies.

REFERENCES
Books and Journals
Aldousari, A.A. And et.al., 2017. Impact of employer branding on organization’s performance.
Journal of transnational management. 22(3). pp.153-170.
Brodie, R.J., Benson-Rea, M. and Medlin, C.J., 2017. Branding as a dynamic capability:
Strategic advantage from integrating meanings with identification. Marketing Theory.
17(2). pp.183-199.
Campelo, A. ed., 2017. Handbook on place branding and marketing. Edward Elgar Publishing.
Chang, Y., Wang, X. and Arnett, D.B., 2018. Enhancing firm performance: The role of brand
orientation in business-to-business marketing. Industrial Marketing Management. 72.
pp.17-25.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Loredana, E.M., 2017. The use of Ansoff matrix in the field of business. Annals-Economy
Series. 2. pp.141-149.
Martin, G., 2017. The essential social media marketing handbook: a new roadmap for
maximizing your brand, influence, and credibility. Red Wheel/Weiser.
Steenkamp, J.B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Online
Strategic Growth with the Ansoff Matrix. 2019. [Online]. Available through:
<https://www.tractionwise.com/en/magazine/ansoff-matrix-growth/>
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