A

Seminar Paper
On
A Case Study On Google Inc.: 7ps Of Marketing Mix And
Comparative Analysis With Other Search Engines


Presented By: Devika Ashok Shinde
B. Pharm, M.B.A., NET/JRF
Under the Guidance :Prin. Dr. Praveen N. Chougale
M.COM, LL.B,P.HD.

Googles Mission Statement In 2014
Googles mission: Googles mission is to organize
the worlds information and make it universally
accessible and useful.
Introduction & Objective of case
This case study about Google Inc. 7Ps of Marketing mix
gives insights to each Ps of services marketing. It
elaborates how 7Ps of marketing makes service
distinct from other services. Today we use term Just
Google It for our every query. What makes it stand for
such position is its product mix. It has very large
product mix. Innovation and intelligence people pool is
second biggest strength of google. In this article
researcher has also given statistical analysis on Alexa
ranking of search engine, monthly visitors to site and
searching trends.
This case study will help to understand what 7Ps of
marketing are and how one can use it to stand as
leader in the market.

Company Profile
Name: Google Inc.
Industry: Internet ,Computer software, Telecoms equipment
Company Product: Web-based products
Competitors: Yahoo search, ask.com, AOL, Bing, etc
Founded: Menlo Park, California (September 4, 1998)
Founder(s): Larry Page, Sergey Brin
Brin Head quarters :Googleplex, Mountain View, California U.S.
Employees: 49,829 (Q1) 2014
Website: google.com
Revenue in 2014: US $ 59.82 billion
77offices located in 43 countries




How does it work ?

Larry Page, co-founder and CEO, once described the perfect search engine as
something that understands exactly what you mean and gives you back exactly
what you want.
Googles Philosophy:
1. Focus on the user and all else will follow.
2. Its best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You dont need to be at your desk to need an answer.
6. You can make money without doing evil.
7. Theres always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10. Great just isnt good enough.






COMPARATIVE ANALYSIS WITH OTHER SEARCH ENGINES

Parameters/Searc
h Engine Google Yahoo Search Bing AOL
Alexa Traffic Ranks
1 NA 22 NA
% of total visitors
from India 8.8 NA 6.2 NA
Estimated Unique
Monthly Visitors 11,00,000,000 2,50,000,000 300,000,000 75,000,000
Data Source: http://www.ebizmba.com/articles/search-engines & http://www.alexa.com/
0.00
200000000.00
400000000.00
600000000.00
800000000.00
1000000000.00
1200000000.00
Google Yahoo
Search
Bing AOL Ask.com
E
s
t
i
m
a
t
e
d

U
n
i
q
u
e

M
o
n
t
h
l
y

V
i
s
i
t
o
r
s


Serach Engine
Estimated Unique Monthly Visitors
Estimated Unique Monthly
Visitors
Organic Traffic Source visitors (In Millions)

Organic
Traffic
Source
Apr
-10
May-
10
Jun-
10
Jul-
10
Aug-
10
Sep-
10
Oct-
10
Nov-
10
Dec-
10
Jan-
11
Feb-
11
Mar-
11
Total
Google 1487 1302 1343 1057 1647 1415 1154 1121 1100 1408 1405 1875 16314
Bing 401 370 375 276 393 415 341 229 192 318 336 274 3920
Yahoo 208 165 213 187 280 234 194 146 125 149 154 156 2211
AOL 39 18 23 17 26 22 13 11 8 21 16 20 234
Other 31 36 62 32 48 36 36 37 33 31 48 36 466
Source: http://www.nextanalytics.com/monthly-excel-report-of-google-analytics-
traffic-sources/

Organic Traffic Source visitors (In Millions)

0
200
400
600
800
1000
1200
1400
1600
1800
2000
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Jan/11 Feb/11 Mar/11
Organic Traffic Source (In Millions)
Google
Bing
Yahoo
AOL
Other
Graph Showing Trend of Search Engine

On x Axis: Month and year
On Y Axis: Organic Visitors (In Millions)


0
200
400
600
800
1000
1200
1400
1600
1800
2000
Google
Bing
Yahoo
AOL
Other
Full Year
2014
(unaudited)
Revenues 2012 2013 2014Q1
Google Websites $31,221 $37,422 $10,469
Y/Y Growth Rate 19% 20% 21%
Q/Q Growth Rate NA NA -1%
Q/Q Growth Rate NA NA -1%
Google Network Members' Websites $12,465 $13,125 $3,397
Y/Y Growth Rate 20% 5% 4%
Q/Q Growth Rate NA NA -4%
Total Advertising Revenues $43,686 $50,547 $13,866
Y/Y Growth Rate 20% 16% 17%
Q/Q Growth Rate NA NA -1%
Other Revenues $2,354 $4,972 $1,554
Y/Y Growth Rate 71% 111% 48%
Q/Q Growth Rate NA NA -6%
Total Revenues $46,039 $55,519 $15,420
Y/Y Growth Rate 21% 21% 19%
Q/Q Growth Rate NA NA -2%
As % of Revenues
Google Websites 68% 67% 68%
Google Network Members Websites 27% 24% 22%
Other Revenues 5% 9% 10%
Product Mix
Web
Web Search :Search billions of web pages
Google Chrome : browser built for simplicity
Toolbar :Add a search box to your browser
Mobile
Mobile: Get Google products on your mobile
Maps for mobile: View maps ,location
Search for Mobile: Search anywhere
Specialized Search
Blog Search: Find blogs
Scholar: Search scholarly papers
Alerts:Get email updates on the topics of
choice
Trends: Explore past and present search trends
Media
YouTube: Watch, upload and share videos
Books: Search the full text of books
Image Search : Search for images on the web
News:Search thousands of news stories
Picasa: Find, edit and share your photos
Geo
Maps: View maps and directions
Panoramio: Explore and share photos of world
Business
AdWords Attract more customers and only pay
for results
Home & Office
Gmail: Fast, searchable email with less spam
Docs: Open, edit, and create documents
Calendar: Organize schedule and share events
Translate: Instantly translate over 50 languages
Google Cloud Print: Print anywhere
Google Keep: Save whats on your mind
Social
Blogger: Share your life online with a blog -
its quick, easy and free
Groups Create mailing lists and discussion
Hangouts: Conversations that come to life.
Anytime, anywhere, for free.

Price Mix
Pricing Feature: list price, discounts, allowance, payment
period and credit terms.
AdWords plan: Set on the amount of advertisement per
day it provides to its consumers. Ranges( 5 Cent to
$50.00 per day)
Pricing depend on Views by customer, page ranking,
place of ad etc.
The payment period based on its relationship with their
customers.
Payments: with a credit card or by direct debit payments.

Place
Place refers to how an organization will distribute the
product or service to the target consumer.
It must be delivered to the end user at the right place
and the right time.
The platform of the Google is the internet. The best
way to target the consumers on the Internet is Google.
"The rate of the adoption of the Internet in all its forms
is increasing, not decreasing," says Eric Schmidt,
Google's C.E.O.
The search results of Google on the web are more
accurate than any other search engine because Google
always concentrate on quality rather than quantity.

Promotion
Power of viral marketing, without the need for
massive advertising budgets.
Simple but effective
E.g. Google dongle

Source: www.idiva.com
Physical Evidence
Offices of the Google Inc :
Neat ,Clean, decorative,
Ambiance

Employee Dress Code
Casual dress as to feel free
in their jobs and there is a
proper dressing for lower
management and bottom
line staff.


Source: https://www.google.co.in/intl/en/about/company/facts/culture/
Process


People
Right People at Right Place
Provide a standard package of fringe benefits,
First-class dining facilities, gyms, laundry
rooms, massage rooms, haircuts, carwashes,
dry cleaning, commuting buses; just about
anything a hardworking employee might want.
Fortune Names Google the 2014 Best
Company to Work For

References
Books
Marketing Insights from A to Z: 80 Concepts Every Manager Needs to KnowBy Philip KotlerPublished by John Wiley and Sons,
2003, ISBN 0471268674, 9780471268673 Page 108, 109 and 110
FROM MARKETING MIX TO RELATIONSHIP MARKETING By: Gronroos Christian, Management Decision, 00251747, 1997, Vol.
35, Issue 3/4
Source: Business Source Elite
Marketing: David Steuart Mercer, Edition: 2, illustrated, revisedPublished by Blackwell Publishing, 1996ISBN 0631196382,
9780631196389Page 29, 30 and 31

Articles
Marketing and the 4P's May 07, 2007By Andrew GettlerSource:
http://www.associatedcontent.com/article/233129/marketing_and_the_4ps_product_price_pg2.html?cat=35
The 7 Ps of Marketing,May 17, 2004,By Brian TracySource:
http://www.entrepreneur.com/marketing/article70824.htmlWorry about your margins (or not)December 3rd, 2007By
JoeSource: http://www.pondermarketing.com/category/4ps-price Is Google too powerful? March 29, 2007, By: Rob Hof
Source: http://www.businessweek.com/the_thread/techbeat/archives/2007/03/is_google_too_p.html?chan=search

Web sources
http://learnmarketing.net/Place.htm
http://www.cim.co.uk/mediastore/FactFiles/Factifile7ps.pdf
http://www.google.com/support/jobs/bin/static.py?page=benefits.html
http://mms-notes.blogspot.com/2008/12/marketing-mix-4ps.html
http://www.google.co.uk/corporate/tech.html
http://www.mcafee.cc/Classes/BEM106/Papers/UTexas/2003/Google.pdf