Google Marketing by Delfinado, Sulipa, Que, University of the Philippines

1. MICHAELA DELFINADO
KENNETH SULIPA
JASON QUE
MM 230 - MARKETING MANAGEMENT
UNIVERSITY OF THE PHILIPPINES
PROF. MITA ANGELA M. DIMALANTA

2. GOOGLE WAS
FOUNDED IN 1998
BY TWO STANFORD
UNIVERSITY PHD
STUDENTS, LARRY
PAGE AND SERGEY
BRIN.

3. MISSION
TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY
ACCESSIBLE AND USEFUL REACHING AS MANY PEOPLE AS POSSIBLE ON
THE WEB-WHETHER BY PC OR BY PHONE.

4. WHAT IS GOOGLE?

5. THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION GOOGLE
ESTABLISHED ITSELF AS SEARCH ENGINE MARKET LEADER.

6. 97%OF GOOGLE’S REVENUES COME
FROM ONLINE ADVERTISING
THAT IS WHY ADVERTISING
SPACE IS CRITICAL TO THE
COMPANY’S GROWTH

7. GOOGLE EXPANDED BEYOND SEARCH ENGINE WITH
NUMEROUS OTHER SERVICES, APPLICATIONS AND TOOLS.

8. IN 2009, GOOGLE HELD A
65%MARKET SHARE IN
SEARCH ENGINE IN THE
UNITED STATES,
SIGNIFICANTLY
GREATER THAN
YAHOO!’S 20 PERCENT
MARKET SHARE.

9. THE COMPANY IS KNOWN AS THE
MOST POWERFUL BRAND IN THE
WORLD WITH A BRAND VALUE OF
$86 B

10. WITH A PORTFOLIO AS
DIVERSE AS GOOGLE’S, WHAT
ARE THE COMPANY’S CORE
BRAND VALUES?

11. GOOGLE HAS STRIVED TO BE ONE OF THE “GOOD GUYS” IN THE CORPORATE WORLD
WHERE GREAT PEOPLE WOULD WANT TO WORK FOR. ACCORDING TO GOOGLE
CAREERS, THEY ARE LOOKING FOR INDIVIDUALS WHO ARE GOOD FOR THE ROLE,
GOOD FOR GOOGLE AND GOOD AT LOTS OF THINGS.
TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

12. THEY HIRE SEVERAL THOUSAND EACH YEAR FROM MORE THAN TWO
MILLION JOB APPLICATIONS FROM AROUND THE WORLD. THEY HIRE
THE WORLD’S BEST TOP TECH TALENT BUT EXPECT A LOT FROM THEM.
TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

13. FORTUNE RANKS GOOGLE/ALPHABET AS THE NO. 1 PLACE
TO WORK FOR WHILE FORBES HOLDS GOOGLE/ALPHABET
EIGHTH BEST PLACE TO WORK IN 2016.
TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

14. GOOGLE CREATES A WORKPLACE THAT IS CONSTANTLY INNOVATING, EXPERIMENTING, AND
KEEPING THINGS FUN. A MAJOR CONTRIBUTOR TO GOOGLE'S UNIQUE WORK ENVIRONMENT IS
ALL THE AMAZING PERKS. THEY OFFER.
TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

15. MORE THAN 64,000 GOOGLE EMPLOYEES TAKE ADVANTAGE OF PERKS LIKE FREE
HEALTHY AND GOURMET MEALS, LAUNDRY AND FITNESS FACILITIES, GENEROUS
PAID PARENTAL LEAVE, AND ON-SITE CHILDCARE.
TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

16. THE COMPANY HAS BECOME THE MARKET LEADER
FOR SEARCH ENGINES. GOOGLE SEARCH ENGINE HAS
BECOME THE BEST SEARCH ENGINE IN THE WORLD.
MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

17. ACCORDING TO WIKIPEDIA, GOOGLE.COM IS
THE MOST VISITED SITE IN THE WHOLE WORLD
WIDE WEB.
MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

18. BEING A PRIMARY DESTINATION FOR WEB USERS SEARCHING FOR
INFORMATION ONLINE, GOOGLE ATTRACTS A HOST OF ONLINE
ADVERTISERS WHERE THEY GET THEIR BIG REVENUE.
MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

19. IN ORDER TO KEEP GROWTH IN BUSINESS, GOOGLE MAKES CONSTANT
INNOVATIONS. ONE OF GOOGLE’S MOST INNOVATIVE PRACTICES: ITS POLICY OF
GIVING 20% FREE TIME TO ENGINEERS TO WORK ON INDEPENDENT PROJECTS
WHICH RESULTED IN INNOVATIONS SUCH AS GMAIL, GOOGLE NEWS, AND AD
SENSE.
MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

20. PRODUCT AND TECHNICAL SUPPORT ARE
DESIGNED TO ENSURE THAT CUSTOMERS
OBTAIN THE MOST VALUE FROM USE OF THE
PRODUCT AFTER THE SALE.
GOOGLE ADDS VALUE BY PROVIDING TOOLS TO BETTER TARGET THEIR ADS AND
BETTER UNDERSTAND THE EFFECTIVENESS OF THEIR MARKETING

21. GOOGLE, FOR ITS ADVERTISERS, PROVIDE GOOGLE ANALYTICS WHICH MAKES
AVAILABLE A CUSTOM REPORT, OR DASHBOARD, DETAILING HOW INTERNET
USERS FOUND THE SITE, WHAT ADS THEY SAW AND/OR CLICKED ON, HOW
THEY BEHAVED WHILE THERE, AND HOW MUCH TRAFFIC WAS GENERATED.
GOOGLE ADDS VALUE BY PROVIDING TOOLS TO BETTER TARGET THEIR ADS AND
BETTER UNDERSTAND THE EFFECTIVENESS OF THEIR MARKETING

22. GOOGLE IS ABLE TO DEPLOY DATA THAT ENABLE UP-TO-THE MINUTE
IMPROVEMENTS IN A WEB MARKETING PROGRAM WHICH THEY CALL
“MARKETING ASSET MANAGEMENT.” WITH THIS APPROACH, THE
COMPANY IS EARNING CUSTOMER AND USER LOYALTY.
GOOGLE ADDS VALUE BY PROVIDING TOOLS TO BETTER TARGET THEIR ADS AND
BETTER UNDERSTAND THE EFFECTIVENESS OF THEIR MARKETING

23. WHAT’S NEXT FOR GOOGLE?
IS IT DOING THE RIGHT THING
TAKING ON MICROSOFT WITH
THE CONCEPT OF CLOUD
COMPUTING, AND APPLE IN THE
FIGHT FOR SMART PHONES?

24. GOOGLE BELIEVES AND USES THE 70/20/10 MODEL. THIS MEANS : 70% OF
PROJECTS ARE DEDICATED TO OUR CORE BUSINESS; 20% OF PROJECTS ARE
RELATED TO THEIR CORE BUSINESS AND 10% OF PROJECTS ARE UNRELATED
TO THEIR CORE BUSINESS. THIS MODEL KEEPS THE FOCUS ON CORE NEEDS
WHILE ENCOURAGING HEALTHY, NEW AND RELATED AREAS.

25. GOOGLE DOES NOT SHY AWAY FROM HIGH-RISK, HIGH-REWARD PROJECTS. ASIDE FROM THEIR
INTERNET-RELATED PROJECTS SUCH AS GOOGLE EARTH, GOOGLE CHROME, AND GOOGLE
VIDEO/YOUTUBE, THEY VENTURED IN THE MOBILE CATEGORY WITH THE LAUNCH OF ANDROID OPERATING
SYSTEM. OTHER PROJECTS IN THE PIPELINE ARE DRIVERLESS CAR, HUMAN-POWERED MONORAIL AND
OFFSHORE WIND FARM AMONG OTHERS.

26. CLOUD COMPUTING IS A TYPE OF
INTERNET-BASED COMPUTING
THAT PROVIDES SHARED
COMPUTER PROCESSING
RESOURCES AND DATA TO
COMPUTERS AND OTHER
DEVICES ON DEMAND. THERE
ARE MANY CLOUD SERVICES TO
THE NAME OF MICROSOFT,
INCLUDING ONEDRIVE, OFFICE
365 AND AZURE GOOGLE
PROVIDES GOOGLE APP ENGINE
AND GOOGLE COMPUTE.
SEVERAL OTHER GOOGLE CLOUD
SERVICES ARE GOOGLE CLOUD
GOOGLE VS.
MICROSOFT’S CLOUD COMPUTING

27. ALTHOUGH MICROSOFT CLOUD
SERVICES ARE RATED HIGHER THAN THE
GOOGLE CLOUD PLATFORM, GOOGLE IS
GAINING MOMENTUM. GOOGLE’S UPSIDE
COMPARED TO ITS COMPETITORS IS ITS
UNPARALLELED MOBILE ACCESS DUE TO
THE POPULARITY OF THE ANDROID
OPERATING SYSTEM. GOOGLE COMES OUT
AS CHEAPER THAN ON-DEMAND PRICES
COMPARED TO THE OTHER CLOUD
PROVIDERS BECAUSE OF ITS SUSTAINED
USE DISCOUNTS.
GOOGLE VS.
MICROSOFT’S CLOUD COMPUTING

28. ACCORDING TO THE 2016 2ND QTR. DATA OF
WWW.IDC.COM, ANDROID DOMINATED THE
SMARTPHONE MARKET WITH A SHARE OF 87.6% WITH
SAMSUNG AS THEIR #1 CONTRIBUTOR. APPLES’ IOS
SAW ITS MARKET SHARE FOR 2016 Q2 DECLINE BY 21%
TO 11.7% WITH 40.3 MILLION SHIPMENTS. WITH THIS
DATA, IT CAN BE DEDUCED THAT MANY MOBILE USERS
PREFER ANDROID THAN THE IOS. ANDROID IS LINUX-
BASED AND PARTLY OPEN SOURCE WHICH MEANS
ANYONE IS FREE TO TAKE AND MODIFY. WHEN IT
COMES TO BEING FREE AND OPEN, ANDROID IS KING
AS COMPARED TO IOS.
GOOGLE VS. APPLE SMARTPHONE

29. • REFERENCES
• https://www.google.com/intl/en/about/careers/lifeatgoogle/hiringprocess/
• http://fortune.com/best-companies/
• Rachel Gillett; Article: 5 reasons Google is the best place to work in America and no other company can touch
it, April 28, 2016;
• http://www.businessinsider.de/google-is-the-best-company-to-work-for-in-america-2016-4#/#a-high-
percentage-of-googlers-say-theyresatisfied-in-their-job-1
• Kathryn Dill; Article: The Best Places To Work In 2016, December 14, 2015;
http://www.forbes.com/sites/kathryndill/2015/12/14/the-best-places-to-work-in-2016/#569eb5452fe2
• https://en.wikipedia.org/wiki/List_of_most_popular_websites
• Rahul Biswal; Article: Top 10 Best Search Engines In The World, September 1, 2016;
http://www.ecloudbuzz.com/top-10-best-search-engines-in-the-world/
• http://www.independent.co.uk/life-style/gadgets-and-tech/features/google-why-its-so-much-more-than-just-a-
search-engine-2114238.html
• https://en.wikipedia.org/wiki/Cloud_computing
• Ryan O'Leary; Article: How to Compare AWS vs Azure vs Google vs SoftLayer, March 30, 2016;
http://www.rightscale.com/blog/cloud-management-best-practices/how-compare-aws-vs-azure-vs-google-vs-
softlayer
• http://www.idc.com/prodserv/smartphone-os-market-share.jsp
• Kotler , P., & Keller , K. (2012 ). Marketing Excellence: Google . In P. Kotler, & K. L. Keller, Marketing
Management (pp. 30-31). Pearson Education Inc. .

30. MICHAELA DELFINADO
KENNETH SULIPA
JASON QUE
MM 230 - MARKETING MANAGEMENT
UNIVERSITY OF THE PHILIPPINES
PROF. MITA ANGELA M. DIMALANTA