Mix Marketing - Google

Extract

[...] The third earning opportunity for Google is made up of the subscriptions the company offers. For YouTube, for example, it is possible to view the videos for free. But it is also possible to buy a premium subscription which will allow you to view the videos without having advertisements or even download videos to watch them offline. Google, therefore, offers many services that are free and that attract users. It also allows them to be able to try out those services, which may be new to them. [...]

[...] On the other hand, to access premium services, the company applies a differentiation strategy with premium services and advantages that some of its competitors do not offer or do not yet have. The company also differentiates itself through its technological superiority since it defines itself as a company that is always at the forefront of technology and research and development. III. Distribution As for the distribution policy, it is more and more elaborate. You can access various Google services through the main search engine. It is also possible to access its services by downloading its applications. These services are available on a PC, tablet and smartphone. IV. [...]

[...] Communication Finally, Google manages its communications extremely well. The company no longer has to make itself known as it has a clear monopoly. On the other hand, its main aim is to attract new users, especially for applications that are ‘less essential'. The company also seeks to ensure communication that allows it to maintain a good brand image. The company conveys a brand image that is always at the forefront of fashion and trendy. It seeks to reach a large audience but still favours the younger generation. [...]

[...] As for the basic technologies that are now completely an integral part of our lives, they are aimed at an extremely wide audience that ranges from the youngest to the oldest, but also individuals to professionals, while other services target more specific audiences. We note the major advantage that Google has, namely a large number of services offered and all of which are linked to each other, which makes them easier to use. II. Price The pricing policy is therefore also different depending on the services offered. For a large part of its services, Google is free to users. This is the case, for example, with its search engine or its mailbox, Gmail. [...]

[...] Mix Marketing - Google You can do a Google marketing mix to get a better idea of the business and all of the strategies it implements. We will do this marketing mix, both from an international point of view but also from the prism of the French market, as it is the one with which we are most familiar. We will therefore deal with 4P's: product policy, pricing policy, communication policy and distribution policy. I. Product First, we need to address product policy. [...]