Marketing Mix of Gmail and 7Ps (Updated 2024)

The Marketing mix of Gmail analyses the 7Ps of Gmail, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Gmail. Gmail is a webmail owned by its parent company, Google, and was created by its founder, Paul Buchheit. It is associated with the Internet industry and was first introduced as an invitation-only app in 2004, 1ST April. It was available for public usage from 2007 to February 7 in beta status. Google upgraded its services along with the rest of its apps in 2009. Some significant competitors are as follows-

• Hotmail
• Yahoo mail
• Rediff Mail

About Gmail

• Type: Email service
• Industry: Internet
• Founded: April 1, 2004
• Founder: Paul Buchheit
• Headquarters: Mountain View, California, United States
• Area served: Worldwide
• Key people: Sundar Pichai (CEO) and Prabhakar Raghavan (SVP of Engineering)
• Number of employees: 154,000

Gmail Product Strategy

Gmail is a service provider app for emails. It is a secure webmail, and users can access it through IMAP4 and POP3 protocols. Gmail is a free account with an address ending with @gmail.com. At its onset, it had a storage capacity of 1GB, and with time, free space capacity grew along with its associated applications.

Gmail Free has a capacity of 15GB for storing files, photos, emails, and documents. In contrast, Gmail Pro has a minimum 30GB storage capacity that can be increased according to its payment options. Business entities with a free version use [email protected], and professionals use [email protected] to send emails as it is more secure.

Gmail Pro guarantees 99.9% uptime and is designed for twenty-four hours without hiccups. Gmail free does not come with a guarantee, but it rarely faces any problems. The free Gmail version includes access to Google Slides, Google Sheets, and Google Docs, but in the case of any issues, one cannot expect any help from the company, whereas Gmail Pro can expect due help in case of any problem. No Ads are seen in the pro version, but little text ads can be seen in the free version as they target keywords in emails. Gmail Free does not allow the sync of contacts, calendars, and emails, but Gmail Pro does.

The product mix of Gmail in 2024 is as follows (Source).

1. Email Services: Gmail’s core product is its email service, which includes features like sending and receiving emails, organizing emails into folders, and advanced search capabilities.
2. Storage: Gmail provides significant storage space for emails and attachments, integrated with Google Drive for additional storage and file sharing.
3. Integration with Google Workspace: Gmail is part of Google Workspace (formerly G Suite), which includes Google Docs, Sheets, Slides, Calendar, and more. This integration allows for seamless collaboration and communication within the Google ecosystem.
4. Spam Filtering and Security: Gmail has robust spam filtering and security measures to protect users from malicious emails and maintain the privacy and integrity of their communications.
5. Customization and Personalization: Users can customize their inboxes with themes, organize emails with labels and filters, and use personalized email management settings.
6. Mobile App and Accessibility: Gmail offers mobile apps for iOS and Android, ensuring accessibility and a consistent experience across devices.
7. Add-ons and Extensions: Gmail supports various add-ons and extensions that can be integrated into the inbox, allowing users to expand its functionality (e.g., task management tools, CRM integrations).
8. Google Meet Integration: Direct integration with Google Meet allows users to start or join video meetings directly from Gmail, enhancing communication capabilities.
9. AI-Powered Features: Gmail incorporates AI-driven features like Smart Compose and Smart Reply, which help draft emails more efficiently.
10. Offline Access: Gmail provides an offline mode, enabling users to read, respond to, and search their emails without an internet connection.
11. Multiple Account Support: Users can manage multiple email accounts, including non-Google accounts, within the Gmail interface.
12. Advertising: Gmail includes targeted advertising, which is a significant revenue stream for Google, though this can be minimized or removed in the paid versions within Google Workspace.

Gmail Pricing Strategy

Gmail is a commercial app with Gmail Free provided by Google to its users free of cost and Gmail Pro as a paid account. Gmail has adopted prepaid subscription plans for its paid users. Google allows free 15 GB storage capacity to Gmail Free users but offers paid monthly subscription plans for personal usage up to 30GB per day.

Gmail Pro is a paid account on a monthly subscription basis of 30GB usage and an unlimited capacity plan. Gmail offers a Freemium pricing policy to its users, which involves providing free products but selling add-on premium-quality features at specific prices.

Gmail employs a strategic pricing approach that aligns with its market position as a leading email service provider and leverages its integration within the Google ecosystem. Here’s an overview of Gmail’s pricing strategy:

1. Freemium Model: At its core, Gmail operates on a freemium model. The primary email service is free for all users, offering ample storage and access to Google’s suite of productivity tools like Docs, Sheets, and Slides.
2. Premium Offerings through Google Workspace: For users needing more advanced features, Google offers Gmail as part of Google Workspace, a subscription-based service. This tier includes additional storage, enhanced security features, custom email domains, and access to advanced business tools.
3. Ad Revenue on Free Accounts: Gmail’s free version is supported by targeted advertising, a significant revenue stream for Google. This allows them to offer the basic service for free while monetizing user engagement through ads.
4. Competitive Pricing for Premium Services: The pricing for Google Workspace is competitively structured to be accessible for businesses of all sizes, from startups to large corporations.
5. Bundled Services Approach: Gmail’s integration with other Google services adds value to its offerings. This bundling strategy makes the higher tiers more attractive as users get a comprehensive suite of tools that work seamlessly together, enhancing productivity and collaboration.

Gmail Place Strategy

By the end of 2016, February, Gmail was the most-used email provider related to all media websites, with active users at one billion worldwide. Gmail is a Google app that can be used anywhere with an internet connection.

It is available in seventy-two languages, including English, Chinese, Danish, German, French, Italian, Korean, Japanese, Polish, Russian, Portuguese, Turkish, Swedish, and Spanish. It can be accessed from anywhere worldwide as it has a global presence. Gmail includes a search-oriented interface and a conversation view and uses Ajax, JavaScript, and Java.

Registration before usage is necessary for both Gmail Pro and Gmail Free online accounts. Business entities using Gmail free cannot set up third-party apps from Google’s apps platform. Gmail Pro can easily swap information with connected apps like tracking emails in CRM, sharing contact details, and sharing valuable data between programs, as it has synchronization facilities. Gmail Free has single-password access, but Gmail Pro is way more secure as it uses twin authentication.

The place strategy of Gmail is as follows:

1. Global Online Accessibility: Gmail is accessible globally through any web browser or via its mobile apps for iOS and Android, ensuring users can access their email from virtually any location with internet connectivity.
2. Integration with Other Google Services: As part of the broader Google ecosystem, Gmail is seamlessly integrated with other Google services like Google Drive, Calendar, and Contacts, offering users a centralized location for various productivity tools.
3. Partnerships with Device Manufacturers: Gmail is often pre-installed on Android devices, thanks to Google’s partnerships with smartphone manufacturers, ensuring immediate availability and ease of access for new device users.
4. Availability in Multiple Languages: Gmail supports numerous languages, catering to a diverse global user base and ensuring that users can access the service in their preferred language for ease of use and better accessibility.
5. Cloud-Based Platform: Operating as a cloud-based service, Gmail eliminates the need for local storage and software installations, thus making it accessible from any device capable of connecting to the internet, enhancing its ubiquity and convenience.

Gmail Promotion Strategy

Advertising is vital to any organization, and Google has adopted policies to remain on top. Google is one of the most popular and recognized technology companies worldwide and does not need extensive campaigns to promote its products. It believes in minimal active promotion because it has innumerable users who are its advertising tools. Mouth publicity is vital to Google as its fame has spread to every nook and corner of the world.

It allows advertisement on any page of its website, but the user must have an accessible Gmail account.

1. Digital Marketing and SEO: Gmail leverages Google’s extensive digital marketing capabilities, including search engine optimization (SEO) and online advertising, to maintain high visibility and attract new users.
2. Integration and Cross-Promotion within Google Ecosystem: Gmail is frequently promoted through integration and cross-promotion with other Google products like Google Drive and Google Meet, showcasing its convenience and efficiency as part of a more extensive suite of services.
3. Word-of-Mouth and User Referrals: Gmail’s user-friendly nature and reliability encourage word-of-mouth referrals, bolstered by Google’s reputation for innovation and quality in the tech industry.

Some Recent Video ads and Print ads of Gmail are:

Gmail People Strategy

When analyzing the “People” aspect of the service marketing mix for Gmail, it’s essential to consider how human elements contribute to the service’s delivery, customer experience, and overall brand reputation. This factor encompasses the staff involved in providing the service and the customers who use it. Here are several points that highlight the “People” element in Gmail’s service marketing mix:

1. Customer Support and Service Teams: Gmail’s customer support and service teams are crucial in assisting users. They handle inquiries, troubleshoot issues, and ensure a satisfactory user experience. These teams’ efficiency, friendliness, and responsiveness significantly impact user satisfaction and loyalty.
2. Technical Staff and Developers: The expertise and innovative approach of Gmail’s technical staff and developers play a pivotal role in service delivery. They are responsible for maintaining, updating, and enhancing the Gmail platform, ensuring it remains reliable, secure, and at the forefront of email technology.
3. User Community: Gmail benefits from a vast and diverse user base that includes individuals, businesses, and educational institutions. This community uses the service and contributes to its improvement through feedback, reviews, and participation in forums and discussions. The user community helps identify bugs, request features, and share tips and tricks, aiding continuous improvement.
4. Training and Development: Google invests in training and developing its staff to keep them updated with the latest technologies and customer service practices. This ensures that the team behind Gmail is skilled, knowledgeable, and capable of delivering high-quality service.
5. User Interface (UI) and User Experience (UX) Designers: These professionals are vital to making Gmail intuitive and easy to use. By focusing on the user interface and overall user experience, Gmail aims to provide a service that meets the needs and expectations of its users, thereby enhancing satisfaction and engagement.
6. Security Experts: Given the importance of email security, Gmail employs a team of security experts dedicated to protecting users’ data and privacy. These professionals are critical in building trust and ensuring that Gmail remains a safe and secure platform for communication.
7. Marketing and Communication Team: While not directly involved in service delivery, Gmail’s marketing and communication team plays a significant role in how the service is perceived. They manage the brand’s image, communicate updates and features to users, and engage with the community through various channels.
8. Feedback Loops: Gmail incorporates mechanisms to gather and act on customer feedback, ensuring the service evolves in response to user needs and preferences. This ongoing dialogue between Gmail and its users helps refine the service and enhance user satisfaction.

Gmail Process Strategy

The “Process” element of the service marketing mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. For Gmail, this encompasses the entire user journey from account creation to daily usage and management of the email service. Here are several key points that highlight the “Process” aspect of Gmail’s service marketing mix:

1. Account Creation and Setup: The process begins with a straightforward account creation phase, where users are guided through a series of steps to set up their Gmail account. This includes choosing an email address, setting a password, and providing recovery information and personal details optionally.
2. Email Composition and Sending: Gmail offers a simple and intuitive interface for composing and sending emails. This process includes features like auto-complete for email addresses, attachment support, and formatting options to enhance the user experience.
3. Email Organization and Management: Gmail uses an organized system of labels and filters to help users manage their emails effectively. The process allows automatically categorizing emails into tabs (Primary, Social, Promotions, etc.), enabling users to create custom labels and rules for sorting emails.
4. Search and Retrieval: Gmail provides a powerful search functionality that lets users quickly find emails by keyword, sender, date, and other criteria. This process is crucial for managing large volumes of email efficiently.
5. Spam Filtering and Security: Gmail employs sophisticated algorithms and processes to filter out spam and malicious emails, protecting users from unwanted content and potential security threats. This ongoing process is transparent to the user but essential for maintaining the integrity and usability of the service.
6. Integration with Other Google Services: The process of using Gmail is enhanced by its integration with other Google services, such as Google Drive, Google Calendar, and Google Contacts. This seamless integration allows users to access various functionalities directly from their email interface, such as attaching files from Drive or creating calendar events from emails.
7. Mobile and Desktop Access: Gmail can be accessed through various processes, including web browsers, mobile apps, and third-party email clients. This flexibility ensures users can check and manage their emails from any device, anywhere.
8. User Feedback and Updates: Gmail incorporates user feedback into its development process, allowing continuous service improvement. Updates and new features are regularly rolled out to enhance functionality, security, and user experience.
9. Data Privacy and Compliance: Gmail follows a strict process to ensure user data privacy and compliance with global regulations such as GDPR. This includes transparent policies on data use and user rights regarding their information.
10. Account Recovery and Help Services: Gmail provides a structured process for account recovery and access to help services, including a help center, community forums, and direct support options for troubleshooting and resolving issues.

Gmail Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix refers to the tangible and intangible elements that customers use to evaluate the service. While Gmail is primarily a digital service, it offers various forms of physical evidence contributing to user perceptions and service credibility. Here are several key points that highlight the “Physical Evidence” aspect of Gmail’s service marketing mix:

1. Brand Identity and Website Design: Gmail’s website and mobile app design are crucial forms of physical evidence. The consistent use of Google’s color scheme and logo across Gmail interfaces helps reinforce the brand’s identity and assures users of the legitimacy and reliability of the service.
2. User Interface (UI) and User Experience (UX): The design and functionality of Gmail’s user interface are tangible aspects that users interact with daily. A clean, intuitive, and responsive UI enhances user satisfaction and trust in the service.
3. Email Templates and Customization Options: Gmail offers a range of email templates and customization options, allowing users to personalize their email environment. These tangible elements help users create a more enjoyable and efficient email management process.
4. Security Features: Visible security features, such as two-factor authentication prompts, security alerts, and the display of a lock icon for encrypted emails, serve as physical evidence of Gmail’s commitment to user safety and data protection.
5. Notifications and Alerts: The notifications and alerts users receive about new emails, or account activities are tangible cues that keep users informed and engaged with the service. These elements also enhance the perception of a reliable and attentive email service.
6. Help and Support Resources: Gmail’s Help Center, FAQs, and support forums are evidence of the service’s commitment to user support and satisfaction. The availability and quality of these resources can significantly impact user trust and loyalty.
7. Marketing Communications: Promotional emails, announcements of new features, and other communication from Gmail contribute to its physical evidence. These communications help in shaping user perceptions and expectations of the service.
8. Social Proof and Reviews: User testimonials, reviews, and ratings on external websites and forums are indirect physical evidence of Gmail’s performance and user satisfaction. Positive social proof can enhance Gmail’s credibility and attract new users.
9. Performance Metrics: Gmail’s uptime, speed, and reliability are key performance indicators that users experience directly. Consistently high performance serves as tangible evidence of the quality of the service.
10. Integration with Other Products: The seamless integration of Gmail with other Google services (like Google Drive, Google Calendar, and Google Contacts) and third-party applications provides physical evidence of its versatility and efficiency as a communication tool.

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