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Google Glass Marketing Campaign
Transcript of Google Glass Marketing Campaign
know what it is vs
know how it feels
Drawing a conclusion
Presenting strong argument
One sided argument
Google Glass Marketing Plan
Millenials & Generation Y
high social class
More for Much More
"To social Egyptian people who want to capture and share every moment and always be in the know, Google Glass is a wearable communication and information technology solution that provides high quality, easy, reliable and instantaneous access and connection to data, people, and resources on the go and hands free.”
Current Price 1500$ without the taxes.
Google glass is limited to a number of people.
Demand is really high while there is only a small volume to meet this demand.
Google’s Current Price
It has a high mark up on the price as it wants to consumer to perceive it as a cool, special and exclusive gadget.
Current Strategy: market skimming strategy.
Cost-plus pricing strategy.
High mark up.
Price is expected to drop down significantly when it launches its product out for the public.
Pricing and Time
Expected New price 300$-500$
Depends on the margin
Decrease in price-when competitors launch their products.
Samsung, Mircosoft and Recon 200$-500$
Present time: Pure Monopoly
Future: Oligopolistic market when competitors (Microsoft, Samsung and Recon) launch out their product.
Type of Markets
Google glass is a specialty and an advanced technological product.
Type of Demand
Competitors on the Industrial Level: Samsung, Microsoft Price range 200$-500$
Competitors on the Market Level: Apple
Competitors' Strategies and Prices
Millenials & Generation Y
high social class
Google needs to edge up the competition.
1. Justify its greater price by differentiating its product.
New augmented product: Mono Ear buds.
Optional Product pricing.
62% wouldn't purchase
only 24% would remain loyal to Google if competitors
2. Cut down the price which is what’s expected to happen.
Strong bargaining power with the suppliers.
Offered quantity discounts.
Competitive advantage over their competition
Set low prices
Drive out weak competition
Transition from market skimming pricing to market penetration
During the explorer program:
Direct Market Channel
Distribution behavior: Vertical marketing system
After the official Release
Indirect Marketing Channels with specialty stores.
Distribution Channel behavior: Conventional distribtion
Service Amount: Full-time service
Product and brand positioning strategies
Individual Product Decisions
Google Glass Attributes:
Positioned on Quality
Capacity and Memory
Contents of the box
Where it was designed?
Adds value to the glass.
Helps the customer attach meaning to the glass
Says something about the glass's technology, advancement and quality
Enormous Brand Equity
Competitive advantage as the brand equity increases awareness and brand loyalty.
Launch a brand extension easily " Glass extension" due to high credibility.
Give google glass defense against fierce price competition.
1. Promotional Efforts
Enormous Promotional efforts
The overall promotion budget:
“Objective and task method”
2. Push Vs. Pull Strategies
Since Google glass is a specialty product, the pull strategy would most likely be used in the introductory stage.
Google is positioned based on its attributes, benefits of the attributes and the value customers receive from using the product
Camera and voice command
Wearable technology, connectivity and internet access.
Benefits: Keep customer connected all the time to data.
Value: Capture and record unique moments of life through a hands-free camera.
Google is a manufactuter brand
Brand Development Strategy
Google glass is a brand development strategy in which the existing brand name.
It is mainly extended to a new category.
Advantages of this strategy:
It provides the product with instant recognition and faster acceptance.
Exclusive with no intermediaries
advantage of the use of direct marketing
Personal selling would be particularly effective
Sales people would help touch upon the insecurities of the consumer towards the product
Blogs and articles online
Public relations is an extremely important promotional tool
Technological products in general
62% say its unnecessary
Some may or may not purchase it
informative advertising would be ultimate.
Google glass is positioned as a high quality technological masterpiece that responds to the environment by being the first to create it.
Ali el Sharawy - Dina Essam - Hadiel Zakaria - Mennat-Allah Moussa - Salma el Tanbouly