Google, a name known around the world, is headquartered in Mountain View, California. It has more than 70 offices in more than 40 countries around the world, revolutionizing the digital age. The American multinational launched its popular Google Doodle campaign to honor famous personalities or occasions in 2000.
Start-ups are the future of growth and development of an economy and, through its IT services, be it Google Adwords, Blog or Google Analytics, Google provides a platform for start-ups to communicate, grow and act.
Segmentation, targeting, positioning in Google’s marketing strategy
Google segments its products and services based on demographic, geographic and psychographic variables in order to meet the growing needs of the technology market.
The IT and technology industry is such a large industry and is regulated by different national and international bodies, so one targeting strategy will not work.
Google positions itself on the basis of a value-based positioning strategy because it is its service that makes life easier for an individual or facilitates business growth.
Competitive advantage in Google’s marketing strategy
Its unique work culture has helped the company to create a unique brand image in the IT industry and, thanks to this, it is able to attract top talent from all over the world. On Fortune magazine’s list of the best companies to work for, Google is ranked 1 in 2007, 2008 and 2012, while the other years it is in the list of the top 100 companies.
With such a large product portfolio, Google leads the market with its web services solutions, advertising words, and other business solutions. Its most popular Google search engine is the one through which Google leads the market in all areas of information technology and technical innovation.
Distribution strategy in Google’s marketing strategy
Google provides its services through an online channel and over 70 corporate offices located in different parts of the world. It makes the services available as default app with its Android operating system.
Brand equity in Google’s marketing strategy
Google as a brand doesn’t need to be introduced, it has pioneered web communication around the world and changed the way people interact. Its popular Android operating system for mobiles and tablets has helped the company generate business.
Additionally, Google’s work environment is one of the best and most innovative, so positive word of mouth has helped the company build a high TOMA. It changed the corporate identity i.e. logo and the new logo is meant to make Google more accessible and useful for users
Competitive analysis in Google’s marketing strategy
Managing such a large portfolio has helped the company grow into a tech giant that shapes the lives of people around the world. It is ahead of its competitors because it dominates the Internet with its search engine, Mobile OS (Android) and its browser. With the advent of technology and the increase in literacy levels, there is a high growth and potential for technology companies like Google in developing countries where technology is shaping the lives of people there.
