GOOGLE CASE STUDY CHALLENGE
PROBLEM AREAS GROWTH DRIVERS
➢ Inconsistent Screen Resolution across
variants; faulty OLED display in Pixel 2 MARKET PENETRATION PRODUCT DEVELOPMENT
Features ➢ Lack of headphone jack
➢ Lack of wireless charging SALES & MARKETING STRATEGY EXISTING PRODUCT NEW PRODUCT
➢ Lack of Marketing Communication Increasing offline touch Launch of flagship PIXEL
✓ Google India Stores – One stop store providing all products and accessories of Google –
points through Smart 3 with new logo, bezel-
EXISTING
Visibility ➢ Absence of standalone Google
MARKET
Google Pixel 3, Google Home, Google Mini and other hardware offerings for Tier I metro cities
Stores in India Google Lounges and Third less design with
Party Retailers for metro corrected OLED display
✓ Smart Google Zones – Experiential zones for Google products inside tech parks, airports and
After Sales Absence of dedicated Service cities/Tier I cities and wireless charging
premium malls providing an opportunity to experience the world of Google
Service Centres, Long Turnaround time
✓ Certified Google Retailer – Third party retailer store/franchisee in metro and non metro cities Entering non metro cities/ Creating one stop Google
Design Outdated bezel screens for increased penetration across multi-brand retail touchpoints Tier II cities by way of India offline store for
partnerships through Third selling Google offerings –
MARKET
✓ Google Buddies – Well trained Sales professionals deployed in the Google stores to provide Party Retailers and Google Mini, Google
NEW
INSIGHTS FROM MARKET RESEARCH customers with a premium experience Neighbourhood Mobile Pixel 3, Google Home
Shops to increase sales and Google accessories
Confusion of Google’s ‘G’ symbol on Pixel with that ‘ZOOM YOUR WORLD’ CAMPAIGN ‘CHANGE YOU NEED’ CAMPAIGN
of Gionee phones MARKET DEVELOPMENT DIVERSIFICATION
Presence of Experience centres are key for Premium
Smartphones
CREATING BRAND TRUST & RELIABILITY
Buy-back guarantee and referral programs foster ✓ Revamping Sales Support – On-Demand door pickup at
Brand loyalty in the premium Smartphone segment customer’s convenience by Google team. Stationed experts at
Google Service Centres at metros and non metros
Free access to Google services by masses is a
baggage for creation of premiumness for Pixel ✓ Augmented Reality – Provision in pop up shops and experience
centres to showcase the features of Pixel and entice customers
Partnering with photography schools to conduct Using device detection algorithm to curate about the product’s superiority
COMPETITOR BENCHMARKING workshops and inviting enthusiasts from the Pixel customized YouTube advertisements to geo-
India community to take part in photowalks and target the top iPhone and Samsung selling ✓ Made for India – Planning for local component manufacturing and
Google Apple Samsung OnePlus click unique videos and photos depicting their Indian cities’ current users which would relate sourcing in India. Making India a global manufacturing unit from
Product Design stories or special moments of life. consumers‘ frustrating moments with their where Google handsets can be exported to other countries
5
current smartphones highlighting its
4
You desire We create. shortcomings.
3
2 INCREASING BRAND LOYALTY
1 The YouTube broadcast would feature Pixel
After Sales Product offering as the Change You Need to depict
Service
0
Features
✓ Pixel India Community (Pixel-ites) – Organizing online and offline
Pixel’s superior features. workshops, discussion meets about new launches of Google and
its technologies, inviting prominent influencers in the community
OOH billboards showcasing ‘The Great ✓ Mobile exchange & Buyback guarantee programs in association
Indian Gallery’ created by Pixelites with e-tailers
Product Visibility