EBM 587: Strategic Marketing Plan for Google Pixel Smartphone

This report provides a comprehensive marketing analysis for Google's Pixel smartphone. It begins with an introduction to the marketing mix (product, price, place, and promotion) and then applies it to the Pixel. The product section highlights the smartphone's features. The pricing strategy focuses on a skimming approach. The place section outlines distribution channels, including indirect, direct, franchising, and manufacturer representatives. The promotion section details Google's strategies, including traditional and social media marketing, aiming to increase brand and behavioral awareness. The report concludes by emphasizing the importance of a well-defined marketing strategy for competitive advantage. The report also includes references to support the analysis. The assignment brief includes additional information such as situation analysis, segmentation, and competitive analysis of Google.

Running head: STRATEGIC BUSINESS MARKETING
STRATEGIC BUSINESS MARKETING
Name of the Student
Name of the University
Author notes

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Introduction
The marketing mix is the tools to evaluate the marketing condition for a specific
product and the company objectives. Marketing mix can be used for both the new and
existing products. Marketing mix has four Ps- product, price, place and promotion. These are
considered to be the pillars of the marketing strategies for any product.
Product
The company selected for this project is Google LLC. This is an American
multinational company that has its headquarters at Mountain View, California, USA. Present
CEO of the company is Sundar Pichai. Google has its business spread in the sectors like a
search engine, cloud computing and online advertising technology. This company has an
annual revenue of 160.74 billion (2018). The company operates worldwide and have the
employee strength of 114,096.
Recently the company has started its venture in customer electronics. The new
product of this company is Pixel smartphones. This smartphone is part of the company’s
market expansion plans. Main features of the phone that will attract the customers are its
sleek design, higher battery support, high-resolution camera options, multiple colours options
and use of most recent technology.
Price
Google Pixel Smartphones are crafted for premium customers in the market. The
pricing strategies of the company enables them to get the grip of the market and attract the
customers. Google has tried various pricing strategies in their product management. The new
product is designed for an unknown market where the company has not worked before.
Hence, choosing the right type of pricing strategy is necessary by all means. For the Pixel
Smartphone price, the scheming approach will be applied.

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The company will utilize the price scheming strategy. In price scheming strategy, the
products are initially marketed at a slightly higher price, later they are reviewed, and the price
is adjusted according to the demand and customer preference (Banerjee, 2017). Pricing
communication will be done to the target customers- moderate earners, youngsters, android
lovers, Google technology users. The company might later change the price according to the
customer and market conditions.
Place
Place in the marketing mix stands for the medium of distribution or the channels
through which the company will try to distribute their products. Usually, the distribution
channel or the companies stand for the direct, indirect and mixed process. For this product,
the company will try indirect, direct, franchising channels and the manufacturer
representatives (Chernev, 2018). For franchising, the company will work with its subsidiaries
all around the world. The smartphone stores will be part of the distribution channel as well.
The products would be sold worldwide so that better market exposure could be earned.
Google is an international company. The customer base of the company is huge. Google will
provide all kind of distribution and warehouse supports to the franchises worldwide. In the
later stage of the project, the company can also think of launching their individual stores for
the Pixel products (Sahaf, 2019). These stores will directly provide the customers with the
product.
Promotion
Promotions are the tools for the companies through which they communicate the
product features and objectives to the customers. This way they can reach to their customer
with products and motivate them to buy the product. The main goals of Google for their
promotional plans are to increase brand awareness, behavioural awareness of the customers

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about the product and giving informational details about the product (Stead & Hastings,
2018).
Google is known for its advertising effectiveness, and it is a well-known brand. The
new product will increase the credibility of the company reputation. There will be pressure
for the marketing team to make the Pixel Smartphones promotions effective. For this, the
company will go with both traditional and social media marketing. In the conventional
advertisement, the company will opt for TV commercials, hoardings, print media and event
sponsorship (Wu & Li, 2018). Google Pixel Smartphones will be promoted in the social
media through SEO, social media like Facebook, Twitter and YouTube and Website
promotions. All these will be done according to the marketing objective of the company.
Conclusion
Deciding marketing contexts is essential for companies to get competitive advantages
in the market. No matter how famous the company is, marketing procedures or strategies are
an integral part of the business model. The marketing mix is used to analyze marketing
scopes and their approach. For the new product by Google, the Pixel Smartphones, the
pricing will adopt the scheming strategy. Promotions of the product will be done with full
potential to establish the product in the market.

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References
Banerjee, S. B. (2017). Corporate environmentalism and the greening of strategic
marketing: Implications for marketing theory and practice. In Greener Marketing (pp.
16-40). Routledge.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Kim, N., Shin, S., & Min, S. (2016). Strategic marketing capability: Mobilizing
technological resources for new product advantage. Journal of Business Research,
69(12), 5644-5652.
Sahaf, M. A. (2019). Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.