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Marketing Mix: Google Founded in 1997 by Larry Page and Sergey Brin, Google is one of the most prominent IT companies in the world at present. Google entered the IT industry through search engine business. Even though Yahoo entered the search engine business much earlier than Google, they are currently struggling for survival.
One of the major success factors of Google is its effective use of marketing mixes. Product, Price, Promotion and Place are the four P’s of marketing mix. Nowadays, Package, Process, Physical evidence and People are the added elements in the marketing mix by many companies. In the case of Google, the first four elements are more relevant. This paper analyses marketing mixes; Product, Price, Promotion and Place, by taking Google as an example. Product Search engine was the product or service offered by Google when they started business. However, at present they have plenty of products or services such as Google plus, Google books, Google health, Android Operating System etc. Google’s android operating system is currently used by plenty of mobile phone manufacturers such as Samsung, LG etc. many people believe that Google developed Android OS to counter the challenges from Apple. Until the entry of Android in the market, Apple’s IOS was the leading OS in the smartphone market. Google Chrome is Google’s answer to Microsoft’s Internet Explorer. Google talk and Gmail are countering the challenges from Hotmail. It is believed that Google is going to enter the smartphone manufacturing business also. The recent acquisition of Motorola by Google is believed to be the first step Google taken to enter this regard. ...
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