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Strategic Brand Management, Group Project.

Google's marketing strategy focuses on personalizing marketing through free products and services, cultivating conversations on social media, and building a sense of community. Google also engages in public relations through corporate social responsibility initiatives and sustainability efforts. The company allocates a large budget to promotional activities across various media channels, with plans to reduce spending by 50% in 2020 due to COVID-19.

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Sanil Yadav
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118 views18 pages

Strategic Brand Management, Group Project.

Google's marketing strategy focuses on personalizing marketing through free products and services, cultivating conversations on social media, and building a sense of community. Google also engages in public relations through corporate social responsibility initiatives and sustainability efforts. The company allocates a large budget to promotional activities across various media channels, with plans to reduce spending by 50% in 2020 due to COVID-19.

Uploaded by

Sanil Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Strategic Brand Management , Group Project..

-GROUP -1
Anuj Sachdev -190301005
Sanil Yadav -180301014
Aniket Jain-190301003
• The Google story begins in 1995 at Stanford
University

• Working from their dorm rooms, they built a


search engine that used links to determine the
importance of individual pages on the
Internet. They called this search engine
Backrub.

• Backrub was renamed as Google. The name


was a play on the mathematical expression for
the number 1 followed by 100 zeros

• Over the next few years, Google caught the


attention of not only the academic
community, but Silicon Valley investors as well.

• Google conquered the world and became the


biggest internet company in the world starting
from a garage space
Google Brand Portfolio
• The Google Brand Resonance Pyramid is equally strong
on the left-hand and right-hand sides.

• There is great synergy between the two sides of the


pyramid; the functional and emotional benefits
Resonan
ce

• The pyramid is also strong from bottom to top,


displaying the highest brand awareness of any
Judgements Feelings technology brand as well as high repeat purchase rates
and high customer loyalty.

Performance Imagery

Salience

Google Brand Resonance Pyramid


Competitor’s Analysis

Bing, Outlook, Office E-Commerce Phones & Computers


Prepare its marketing program, promotional strategy, media planning,
and PR strategy with a proposed budget.
SWOT ANALYSIS
STRENGTH WEAKNESS
• Market leader • Privacy issues and personal data
• User friendly and organized • Dependent on advertising as major revenue
• Global customer Base database source
• Easy integration • Credibility of information
• Multiple languages
• Speed and efficiency

OPPORTUNITIES THREATS
• Expand Customer Base • Competitive Pressure
• Alliances • Government Regulation
• Regional languages • Latest technology
• Market development • Low switching cost
• Mergers & Acquisition
MARKETING MIX
PRODUCT PRICING PLACE PROMOTION

• Search Engine • Low cost products and Online • Media Channels


• Advertising services • Social Media
• Business Offline • Commercial Billboards
Solution • Dependent on the quantum • Newspaper
• Store of service required • TV commercials
• Documents • Print media
• Youtube • Word of Mouth
CORPORATE STRATEGY

PORTER’S GENERIC BUSINESS STRATEGY


CORPORATE STRATEGY
STRATEGIES
• Market Development
• Product Development
• Cost Leadership • Acquisitions
• Related Diversification
• Differentiation

Product
& Service
Diversification
MARKETING STARTEGY
PERSONALIZING MARKETING

FREEMIUM

CULTURE OF
CONVERSATION

SENSE OF COMMUNITY

SELF MARKETING
Identify what matters, say something that matters, and measure what matters
PROMOTION ACTIVITIES AND
PROGRAM
1. PARISIAN LOVE 2009
• USER BEHAVIOR
• HELPFULNESS

https://www.youtube.com/watch?v=nnsSUqgkDwU
PROMOTION ACTIVITIES AND
PROGRAM
2010 – Till • Year Timeline
2. YEAR IN SEARCH
date • Insights
• Information & Inspiration

https://www.youtube.com/watch?
v=ZRCdORJiUgU&list=PL590L5WQmH8fmto8QIHxA9oU7PLVa3n
PROMOTION ACTIVITIES AND
PROGRAM
3. HERE TO HELP • Connecting Human to Human
2018
• Understanding Pain Points
• HELPFULNESS

https://www.youtube.com/watch?v=WcY27pkmZ_w
MEDIA PLANNING STRATEGY

OBJECTIVES

• Growing Brand Awareness


• Driving Sales

In the past, insights, technology, and creative were siloed and disconnected.
We've learned that it's critical to centralize and connect these three functions.
PUBLIC RELATIONS
• CSR and sustainability strategy have also helped Google market itself as a
responsible brand concerned for the welfare of the environment and the community.
• helping the community or creating better lives for people
• Adding value
•  Google has invested $2.5 billion in solar and wind energy projects.
• Google is also committed to the protection of the environment and is investing
Billions in clean and renewable energy
• Google spent $18.5bn (£14.8bn) on sales and marketing and increased its headcount
by 15% last year, according to Alphabet’s 2019 annual report
• Due to COVID-19 , it is planning to reduce budget by 50%
• https://www.marketing91.com/marketing-strategy-google/
• https://notesmatic.com/2017/12/innovative-marketing-strategy-google-case-study/
• https://www.rankranger.com/blog/google-marketing-strategy
• https://www.cbinsights.com/research/report/google-strategy-teardown/
• http://panmore.com/google-generic-strategy-intensive-growth-strategies
• https://www.thedrum.com/news/2019/09/25/inside-google-s-marketing-revival-brand-mean
s-so-much-more-it-did-10-years-ago
• https://www.thinkwithgoogle.com/marketing-strategies/programmatic/google-marketing-
strategy-media-lab/#:~:text=To%20do%20that%2C%20Google%20marketers,of%20Google's
%20digital%20advertising%20campaigns.&text=This%20approach%20has%20led
%20to,creative%20were%20siloed%20and%20disconnected.
• https://www.versiondaily.com/business-strategy-of-google/
• https://www.campaignindia.in/article/google-could-cut-marketing-budget-by-half-this-year/4
59692

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