Marketing Mix of Google and 7Ps (Updated 2024)

The Marketing mix of Google analyses the 7Ps of Google, which includes the Product, Price, Place, Promotion, people, physical evidence, and process of Google. Google is an American corporation dealing in products and services based on the Internet. This multinational company specializes in search, software, online advertising, and cloud computing. Google is a public company started by Sergey Brin and Larry Page in 1998 with a $100,000 investment. Google has come out as a winner amongst all the other search engines because of its intelligent choices, excellent ideas, perfect implementation of ideas, and exclusive products and services.

Google faces stiff competition from its adversaries, who act as motivators for the company. Some of its competitors are as follows:

• Microsoft (Bing, OS)
• Apple (IOS in mobiles)
• Facebook.com
• Yahoo.com
• Ask.com

About Google

• Type: Technology Company
• Industry: Internet, advertising, cloud computing, software, hardware
• Founded: September 4, 1998
• Founders: Larry Page and Sergey Brin
• Headquarters: Mountain View, California, United States
• Area served: Worldwide
• Current CEO: Sundar Pichai
• Number of employees: 163,000 (2022)
• Major products: Google Search, YouTube, Android, Chrome, Gmail, Google Maps, Google Drive, Google Cloud Platform, Google Workspace

Google Product Strategy

The search engine of Google catalog pages gives fast results and specializes in technology and innovative concepts. The information obtained from the Web pages is utilized at maximum capacity. Google is a distribution channel offering Google Places, Google Maps, Google Video, Gmail, and Google AdWords as their specialized products. Google Inc. is a new company launched by Google. Google’s marketing strategies offer facilities as goods to its users.

The new Product Mix of Google in 2024 is as follows (Source).

• Google Search: The core product is a powerful search engine allowing users to find information online.
• Google Ads: An online advertising platform that enables businesses to display ads on Google’s search results pages and network of partner sites.
• Google AdSense: A program for publishers to earn money by displaying ads on their websites sourced from Google Ads advertisers.
• Google Marketing Platform: A comprehensive set of advertising and analytics tools for more innovative marketing and better results, integrating DoubleClick and Google Analytics features.
• Google Cloud Platform (GCP): Offers cloud computing services that run on the same infrastructure Google uses internally, including computing, data storage, and analytics.
• Android: The world’s most popular mobile operating system, providing a platform for many devices, from smartphones to tablets and wearables.
• Chrome OS: A lightweight, fast operating system based on the Chrome web browser, designed primarily for laptops and desktops focused on internet use.
• Google Workspace: A suite of productivity and collaboration tools that includes Gmail, Docs, Drive, Calendar, and more, aimed at improving workplace productivity.
• Pixel smartphones: Google’s brand of consumer electronic devices, including smartphones known for their camera quality and integration with Google’s services.
• Google Nest: A line of smart home products, including thermostats, smoke detectors, and security systems, designed for energy efficiency and home automation.
• Chromebooks: A range of laptops and some desktops running Chrome OS, known for their fast performance, simplicity, and integration with Google services.
• YouTube: A video-sharing and social media platform that allows users to upload, view, and share videos, including music videos, vlogs, educational content, and more.
• Google Play: An app store and digital distribution service where users can download or purchase apps, games, music, movies, TV shows, and books.
• Gmail: A free email service with a user-friendly interface, significant storage capacity, and powerful search capabilities.
• Google Maps: A mapping service offering detailed maps, satellite imagery, street views, real-time traffic conditions, and route planning for traveling by foot, car, bicycle, or public transportation.
• Google Drive: A file storage and synchronization service that allows users to store files in the cloud, share files, and collaborate on documents, spreadsheets, and presentations.
• Google Photos: A photo sharing and storage service that offers unlimited photo and video storage, powerful search capabilities, and automatic organization.
• Google Calendar: An online calendar designed to help keep track of time and schedules, with features for event scheduling, reminders, and sharing with others.

Google Place Strategy

Appropriate place is essential while targeting the Google market and prospective buyers. Google concludes all its activities in and through the Internet. Currently, the number of searches/day Google processes is nearly 200 million. It maintains its expertise through 14 locations in Asia, 23 in Europe, 5 in the Middle East, and 3 in Latin America.

Google also offers its customers the choice of many regional languages. The number of employees it has is more than 52,000. The employees are equipped to handle all kinds of jobs and emergencies. Their contribution extends to almost all areas. While recruiting them, their abilities and expertise are crosschecked to see whether they would suit the company’s needs. Google also has a very experienced search team whose job is to collect all the available data in any part of the world. The collected work of the Google search engine is then scrutinized and later helps filter the search logarithm.

Google is situated in California in the United States of America. Its Headquarters is in Mountain View, and it goes by Googleplex. Google has entered into many partnerships. It has started a research project with ‘NASA’ on various issues like data management on a vast scale. Google’s collaboration with ‘Sun Microsystems has helped them share and distribute each other’s expertise.

Here’s the place strategy of Google.

1. Global Online Presence: Google’s services and products are accessible virtually anywhere worldwide through the Internet, enabling users to access its search engine, cloud services, and digital content seamlessly across borders.
2. Physical Hardware Availability: Google’s hardware products, such as Pixel smartphones, Google Nest devices, and Chromebooks, are distributed through various channels, including online stores, retail partners, and carrier stores, ensuring widespread availability to consumers.
3. Data Centers Globally: Google operates numerous data centers worldwide to support its cloud computing services, ensuring high performance, reliability, and local compliance with data laws in different regions and optimizing service delivery for Google Cloud Platform and Google Workspace users.
4. Localized Services: Google offers localized versions of its products and services, including its search engine and Google Maps, to cater to the linguistic and cultural preferences of users in different countries, enhancing user experience and engagement.
5. Partnership Networks: Google has established extensive partnerships with OEMs (Original Equipment Manufacturers), mobile carriers, and software developers to pre-install its apps and services on devices and integrate them into various ecosystems, thereby expanding its reach and accessibility to users globally.

Google Pricing Strategy

Google’s marketing products are low-cost and strive to give the best possible results. Their pricing policy is dependent on the value of their goods. For business products, the amount to be charged to the clients is determined after looking at the innumerable expenses that occurred during that transaction. All the factors, such as allowances, list price, payment periods, discounts, and credit terms and conditions, are evaluated, and after much contemplation, the price is set. The price policy also involves scrutinizing the current market and its competitor’s policies.

Google’s marketing employs a multifaceted pricing strategy to capture a broad spectrum of markets and user segments, leveraging direct and indirect revenue streams. This approach underpins Google’s dominance in various sectors, from digital advertising to consumer electronics. Here’s an overview of Google’s pricing strategy, crafted with a marketing expert’s insight.

1. Freemium Model for Consumer Services: Many of Google’s consumer-facing products, including Gmail, Google Drive, and Google Photos, adhere to a freemium model. This strategy offers essential services for free while charging for premium features, such as additional storage or advanced functionalities. This approach fosters a broad user base and smoothly transitions users from free to paid services by offering tangible value.
2. Competitive Pricing in Cloud Computing: In the Google Cloud Platform, Google adopts competitive pricing strategies to attract and retain businesses of all sizes. Prices are often set below or in line with major competitors like Amazon Web Services and Microsoft Azure, coupled with discounts and flexible contracts, appealing to startups and enterprises looking for cost-effective cloud solutions.
3. Value-Based Pricing for Hardware: Google employs value-based pricing for its hardware products, such as Pixel smartphones and Google Nest devices. The company sets prices based on the perceived value to the consumer, highlighting premium features like camera quality, smart home integration, and the seamless ecosystem of Google services. This strategy aims to position Google’s hardware as innovative and premium compared to competitors.
4. Ad Auction-Based Pricing: Google’s core revenue generator, advertising services through Google Ads, uses a dynamic auction-based pricing model. Advertisers bid on keywords, with costs per click (CPC) or impressions (CPM) varying based on competition, quality score, and ad relevance. This model ensures advertisers pay a fair price for visibility and engagement, optimizing ROI by targeting ads to relevant audiences.
5. Subscription Models for Enterprise Services: Google Workspace and certain Google Cloud services use a subscription-based pricing model, offering tiered plans that cater to different business sizes and needs. Each tier provides tools and capabilities, allowing businesses to scale services and costs according to their growth and requirements. This predictable pricing model simplifies business budgeting and ensures steady revenue for Google.

Google Promotion Strategy

Google is committed to keep its focus on the search engines. The company has changed the advertising concept, and its huge success has proved to be an inspiration for other companies. Google operates mainly through a word-of-mouth advertising network. The satisfied customers have been their best advocates, resulting in the brand name’s development and expansion. Google offers the best and most precise services to have a firm grip on the market. It is simple, clean, and advertisement-free so that the homepage can be loaded with minimum fuss in milliseconds, and the viewers appreciate its direct approach.

The hassle-free experience has made Google the 2nd most valued brand of 2016. Google is a prime example of ‘Product marketing’; top-notch products and services have been the most crucial factor behind its success.

Google provides free services to consumers and sells the advertisements on the pages where the consumer lands. It is an online advertising service that collects data from all over the world and gives its customers one single and easy-to-use platform. This hassle-free experience has been a hit with the viewers. As advertisement is an endless game, Google looks to be in it for the most extended haul possible.

Google has recently launched ‘Froogle,’ a new and separate website related to product search. Best services and public relations have helped the website grow, and only by mouth publicity. The company has a distinctive policy where it has advertising solutions that maintain that all ads are labeled as ‘sponsored links.’ Google relies solely on its loyal viewers, who have created and maintained a buzz about this brand name through mouth publicity.

To increase awareness about its brand name, Google has taken various marketing strategies with the help of radio, television, and print advertisements. The most talked about ad was for Android Mobile Phone, for which the company provided a suitable platform. In 2009, billboards posted advertisements illustrating the words ‘Going Google. ‘ When Google Chrome was launched, ads with the tagline “Download Google Chrome Today” were released. The ads related to Google are always simple and informational, and they are mostly placed on sites using AdWords.

Some Recent Video ads and Print ads for Google are:

https://youtu.be/HPcEAtoXXLA

Google People Strategy

The “People” element of the service marketing mix for Google is a critical component that significantly contributes to the company’s success and reputation. This aspect focuses on the employees, culture, and customer service ethos that Google fosters to maintain its position as a leading tech giant. Here are some key points about the “People” of the Google marketing mix.

1. Highly Skilled Workforce: Google is renowned for its rigorous hiring process, ensuring that only the most talented and innovative minds join the team. Employees at Google, often referred to as Googlers, come from diverse backgrounds and possess a wide range of skills, enabling the company to innovate and stay ahead in the competitive tech landscape.
2. Innovative Culture: Google’s corporate culture emphasizes creativity, innovation, and risk-taking. The company encourages its employees to dedicate a portion of their time to pursue their project ideas, known as the “20% time” policy, which has led to successful products like Gmail and Google News.
3. Employee Training and Development: Google invests heavily in its employees’ continuous training and development. This includes offering educational resources, workshops, and courses to enhance their skills and knowledge. Such investments ensure that Googlers are always at the forefront of technological and market developments.
4. Customer-Focused Support Teams: Google has dedicated support teams for its various products and services, including Google Cloud Platform, Google Ads, Google Workspace, and more. These teams are crucial in providing technical support, helping with account management, and ensuring customers can maximize the value of Google’s offerings.
5. Community and Developer Relations: Google actively engages with broader communities, including developers, marketers, and educators, through initiatives like Google Developer Groups, Google for Education, and various marketing partnerships. By building solid relationships with these external stakeholders, Google ensures widespread adoption and advocacy for its products and services.

Google Process Strategy

The “Process” element within Google’s service marketing strategy mix is pivotal in delivering its wide array of services efficiently and effectively. This aspect refers to the procedures, mechanisms, and flow of activities by which services are consumed. Here’s how the “Process” aspect is manifested at Google.

1. User-Centric Design and Development: Google follows a user-centric approach in designing and developing its products and services. This means user feedback, usability testing, and iterative design are integral from the initial concept to the final release. This process ensures that the end product is intuitive, fulfills user needs, and provides a seamless device experience.
2. Data-Driven Decision Making: Google leverages its vast data resources to inform its product development and improvement processes. By analyzing user behavior, feedback, and trends, Google can make informed decisions that enhance the user experience and introduce innovative features that meet market demands.
3. Rapid Iteration and Deployment: Google is known for its philosophy of launching products in their beta version and then rapidly iterating based on user feedback. This agile development process allows Google to innovate quickly, test new ideas in real-world scenarios, and refine products continuously before their official release.
4. Scalable and Reliable Infrastructure: Its robust and scalable infrastructure underpinned the process of delivering Google’s services. Google’s global network of data centers uses advanced computing technologies and optimization algorithms to ensure that services are always available and responsive. This infrastructure also allows Google to efficiently roll out updates and new features across its product suite.
5. Transparent and Ethical Use of Data: Google’s processes around data collection, processing, and usage are designed to be transparent and ethical, adhering to global privacy standards and regulations. The company provides users with tools and settings to manage their data and privacy preferences, making the data usage process understandable and controllable by users.
6. Comprehensive Support Systems: Google has developed comprehensive support systems for its services, including detailed help centers, user forums, live support, and training programs. These resources are designed to help users understand and utilize Google’s products effectively, addressing issues from basic troubleshooting to advanced product utilization strategies.
7. Integration and Ecosystem Synergy: Integrating Google’s various products and services is meticulously planned to ensure a cohesive ecosystem. Users benefit from a seamless experience across Google’s product suite, with single sign-on, data synchronization, and cross-product functionalities enhancing the overall utility and convenience.

Google Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix refers to the tangible or intangible proof that a service has been performed. In the context of Google, a company primarily known for its digital services, physical evidence encompasses several aspects that help solidify its brand presence and reassure users of the quality and reliability of its services. Here’s how Google’s marketing mix manifests physical evidence.

1. Branding and Design: Google’s visual identity, including its logo, color scheme, and minimalist website design, serves as immediate physical evidence of its brand. This consistent design language across products and services helps users identify Google’s offerings and assures them of the quality and reliability they can expect.
2. User Interface (UI) and User Experience (UX): The intuitive UI and UX of Google’s products act as physical evidence of Google’s commitment to user satisfaction. The efficiency, speed, and ease of use of Google’s search engine, apps, and services prove their value.
3. Data Centers: While users don’t visit them, Google’s global network of data centers is a critical physical asset that underlines the vast infrastructure supporting Google’s services. Google often shares images and tours of these highly secure, technologically advanced facilities, showing the company’s scale and technical prowess.
4. Google Workspace Collaboration Tools: The tangible outcomes produced by using Google Workspace tools, such as documents, spreadsheets, and presentations, act as physical evidence of the productivity and collaboration facilitated by Google’s services.
5. Hardware Products: Google’s physical devices, like Pixel smartphones, Google Nest products, and Google Home speakers, provide tangible evidence of Google’s engineering and design capabilities. These products serve their primary function and act as physical touchpoints for Google’s ecosystem.
6. Google Store and Retail Presence: Google’s online store and its presence in retail environments, where consumers can physically interact with its hardware products, provide tangible evidence of its physical market presence. This retail experience lets customers touch, feel, and experience Google products firsthand before purchasing.
7. Offline Marketing and Events: Google’s participation in and hosting tech events, conferences, and educational workshops provide physical experiences and interactions that strengthen its community engagement and brand visibility.
8. Certifications and Awards: Certificates, awards, and accolades received by Google serve as physical evidence of its excellence, innovation, and leadership in the technology sector. Google often uses these recognitions to reassure customers and stakeholders of its commitment to quality, security, and ethical practices.

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