MARKETING PLAN - GOOGLE GLASS
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The document discusses Google Glass, a wearable technology that represents a new product category backed by Google. It highlights the product's growth strategy, target markets including parents and travelers, and potential competition from established companies, while addressing challenges such as privacy concerns and regulatory issues. The marketing plan emphasizes unique branding and advertising strategies to create awareness and appeal to diverse customer segments.
MARKETING PLAN - GOOGLE GLASS
- 1. 1 BY: MRIDHUL.K.M DMS PONDICHERRY UNIVERSITY
- 2. 2 EXECUTIVE SUMMARY Google Inc. is a technology giant with its roots related to several software and hardware products. Famous products in tech world like YouTube, Google earth, sky, drive, maps, android, chrome os, nexus smartphones and tablets came from this company. Their new product is called “Google glass” which was started as one of their several Google projects and was initially called as Project glass. Google glass creates somewhat a new product category in the tech market. Although augmented reality or wearable technology which the Google glass come under is not a new thing, it’s been watched carefully by the world due to the backing of Google and its recent success in android and chrome. This new product will be viewed as a benchmark for the category. Before its prototype was developed opposition and criticism also rose from some corners. The distribution of this product is complex as its application can be found in several other fields and is developing also. In this plan we try to focus on the product’s growth strategy, way to improve customer experience and on the development of new variants based on purpose for different customers. ENVIRONMENT ANALYSIS Started as project glass it’s now entered into explorer beta level which is a prototype testing level. The explorer edition was announced for testing purpose to the testers and I/O developers. Later it was made available for selected guests and for randomly selected members of UK public. It’s been announced for commercial release in 2014. COMPETITORS Wearable computing market is at infant stage. But there is a strong competition coming up to the market. Some of the products that are future threat to Google glass which is on development stages are Glass up, Telepathy one, Recon jet and Icis glass etc. Established companies like Sony, Apple, Microsoft and Oakley are also developing their own versions. .
- 3. 3 ECONOMICAL FORECASTING As it’s a technological related product most of the budget will go to the initial campaign of the product. Heavy advertising is expected in this category. Marketing methods like Guerilla marketing and digital marketing can also will be considered for the product. The economic backing from the Google Company is also helpful. POLITICAL INFLUENCES There is a no sudden threat from political forces that will affect the sale of Google glass in the market. LEGAL AND REGUALOTRY FORCES In Britain, Google glasses are banned while driving as it can distract people. This cancels out one of the key features of Google glass which is navigation. In the US, West Virginia , amendment in March 2013 to the state's law for banning usage of any kind of wearable computer that is having a head mounted display. TECHNOLOGICAL FORCES The wearable smart glass is a new technological trend in the techworld, but it has some limitations. With the innovations such as flexible display which can later evolve to wearable wrist smartphones can be a threat to Smart glasses. Both these technologies are still at developing stages and don’t poses much of a competition. In future holographic 3d user interface can be a competition to the Smart glasses. SOCIOCULTURAL FORCES In today’s busy world where time spend for entertainment is very less because of our fast moving life, Google glass can have an influence on it. The scope of its applications also extends into health sector. Law and
- 4. 4 order raises safety and privacy issues also. The product can also find takers in entertainment and communication industry. SWOT ANALYSIS STRENGTH Backing from one of the best technological brand in the world. Based on the most matured and popular OS in the world “android”. Information is accessible to the user at the moment he wishes. OPPORTUNITIES Growth as a fashion iconic brand. To grow in other sectors for new applications such as healthcare and engineering. WEAKNESS Mixed reviews about the product during the testing period. Requires Bluetooth connectivity to connect with smartphones. Heat and battery issues as it enclosed in the glass frame. THREATS Google Glass is not welcomed in some places because of its privacy issues. Governments are trying to introduce amendments to ban it due to fear of safety and security issues TARGET MARKETS The target market is very complicated in this case because of wide variety scope of applications. Parents are one of the targeted customers as it is a revolutionary instrument in entertainment and also as a lifestyle product.
- 5. 5 The creative people or artists who do unique things can be targeted to use the glass for their creative innovations. The scope of digital art can be incorporated to Google glass for more innovative ideas. The executives, the business people whom we relate to their Bluetooth headsets always wanted better communication on the move and Google glass can offer more connectivity and productivity. For that more information are available to them through Google glass. Adventure enthusiasts and travellers are another target market as these people would love to be connected on the move. Also opportunities to record the most important moments with a wink of eye, capturing unexpected frames which are priceless can be also done using Google glass. It can also do another important job for travelers - “navigation”. The backing of Google maps, Google earth and sky helps to form a brilliant base to help the travelers. STRATEGIES Initial strategy will be to focus on the innovators and early adopters which will help to develop a buzz and create a value. Company should be able to remind the people who are part of target segment such as parents, executives, travellers and creative personals about the importance of glass in their day to day life. These people who will be looking for unique and sophisticated gadgets should be convinced that Google glass will be a fit to their life style. STARTERGIC PLANS Google glass will be placed as most unique and innovative product. The consumers should be educated about the product and the functions. This will help to create an initial awareness about the product.
- 6. 6 The next step is to relate the usefulness of Google glass into customers day to day life. Make them understand the advantages it can give to their life. After this there should be a shift towards the fashionable aspect of Google glass.Tieing up with global brands in eyewear and developing it as fashion statement and teaming up with eminent personalities so as to develop models to match their personalities. The new age social media and online forums are also important for marketing the product. Maintaining a steady presence in these sites is also important. These strategies should be able to add value to the product and making the customers perceive that it is a $1000 valued product. MARKETING “First impression is the best impression”. The customers of the Google glass when they first see the packaging, it must be unique and Google’s way of elegance should also be felt by the customers. Advertising campaigning also helps to gain more customers and brand value. The advertising must be unique and should create value for the brand. Print media is one of the most popular advertising platforms in the world and campaigns stressing on the theme “How you will see the world through the Google glass” will be an interesting one. Theme should be able to have purpose related ads to attract each segment customers and should be able to relate to their daily routine.
- 7. 7 Public campaigns such as guerrilla marketing and public shows inside malls will help to gain more brand recognition for the product. For example, the mirrors in the restrooms of the malls can be converted into how you see through the Google glass. Television ads about the stories of how the best moments and unique moments are captured. How Google glass helps to manage the day to day busy life without losing rare and special moments. The ads should be made as Google glass connecting lives and spreading happiness to portrait it in a positive way.
- 8. 8 Social media is another campaign advertising arena. Creating brand awareness and familiarizing it with online social games will create much publicity in the internet. Creating videos in YouTube’s and Facebook and making it viral will be interesting. Contests for movie made with Google glass will give media attention and public attention also. PRODUCT RELEASE Product release is now considered to be an important event in a marketing campaign. A date should be prescribed on which the product will be released to the public. If possible partnering unique and big exclusive stores for the sale of the product is also recommended as it will give a unique and better customer experience. Sales through online exclusive websites are also suggested but only after release through stores. Make sure that unique experience will be provided for the first time buyers and surprise gifts can also be included. There should be enough media coverage for the launch will can create curiosity for the viewers and know about the product. Contests can be considered to the first time buyers to share the most beautiful moments that they captured using Google glass. POST PRODUCT LAUNCH The first time buyers who used the Google glass will have stories to tell about the product influence in their day to day life and how they are in love with the product. Video Campaigns like these and their special stories can be promoted through social Medias. Articles should be published related to the product in the magazines which are specifically released for the target markets such as business journals, travel magazines, lifestyle magazines etc. The articles should be published early after the public release as there will be a large number of curious customers to know how it will help to do their work.
- 9. 9 The glass should be related to popular TV programs such as travel, business, tech etc. Connecting with popular serials and shows which will give a fashion and tech savvy looks, can also be considered. Relating to popular films and portraying it as a futuristic device will help to add value to the product. The Google glass can be evolved as a fashion statement is one of the future possibilities to create value to the product. Participating in world fashion tours can also attract attention to the product. By Engaging with top designers in the world like Armani and provides limited can considered as product refreshment and helps to stay in the competition. CONCLUSION Google glass has lot of opportunities in diverse fields which are also in the developing stages. Like the doctors who did operation by using Google glass and also acting as a helping hand in defense sector. Finding these niche markets will be crucial in success of Google glass. Google glass can be a hit in the market with proper execution of the plans and with backing of Google developers. If they can convince and eliminate the public worries over privacy and safety issues, this product can be one of the iconic and innovative product ever developed.