New Product Launch Marketing Plan

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New Product Launch Marketing PlanNew Product Launch Marketing PlanBrandon WilsonMarketingMay19, 2014Melodi GuilbaultAnalyze the proposed marketing strategy for Google's augmented transparent phone, the Gnex,as outlined in the provided business plan. Discuss the effectiveness of Google’s target market,positioning, and pricing strategy, and evaluate potential challenges the company may face incompeting with major players like Apple and Samsung. Additionally, based on the financialinformation and market projections, assess the financial viability of the Gnex launch and itslong-term success in the smartphone market.(Word count requirement: 1200-1500 words)

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New Product Launch Marketing PlanExecutive SummaryGoogle Inc. is a technological giant that is headquartered in Mountain View, CA. Google wasfounded in 1998 by Larry Page and Sergey Brin in collaboration with Andy Bechtolsheim.(Google Inc.,2014)Google Inc. international business is located in the United Kingdom. Initial startup began as acompany that provided a web based search engine that allowed users to search existing links toestablished websites. Since then, Google Inc. has expanded to include products such as web applicationsand platforms, mobile phones, web advertising, providing a leading Global Positioning System (GPS)application, as well as a number of other tools that are utilized globally.Google has taken the opportunity to provide the cell phone market with the first transparentaugmented phone, the Gnex. Providing such a phone not only allows Google to be a new innovator in thecell phone business, but it also provides customers with features and mixed functionality that executivesfeel will be the new business foundation for the near future. Technology patents established by Googlealso ensure that market companies must request technology licenses for them to create similar phones.These licenses will generate additional revenue for Google Inc. Google intends to target consumers ages16-46 that are inclined to desire and benefit from new technologies. Consumer surveys show that priceand functionality are leading reasons for cell phone purchases. For this reason, business executives havepriced the Gnex at a price point that is competitive to current cell phone prices. The Gnex also providebasic smartphone functionality for the non-technologically advanced consumer, yet offers a sleek designand cutting edge features that consumers find desirable. Google’s established brand recognition andparamount marketing abilities give the company the foundation needed to increase market share.Situational Analysis

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New Product Launch Marketing PlanGoogle Inc.’s product launch of the Gnex is projected to be the leading smartphone seller in thesmartphone market. Within the consumer testing phase, the Gnex was rated 9 out of 10 in consumeroverall experience. Because Google Inc. is an international marketing giant, expectations of projectedpurchase and actual purchase are forecasted to overlap. Google Inc. intends to take the crown fromApple Inc. as the smartphone innovator and contends to continue to provide consumers with nextgeneration designs and technology.Positioning StatementTo: Tech savvy mobile users and smartphone users who want the latest mobile designs. GoogleInc. is the mobile phone provider that is supplying revolutionary mobile technology by launching the firsttransparent augmented phone. Unlike Apple Inc., Google Inc. is offering consumers innovation at a pricepoint that is competitive to existing mobile. The Gnex offers sleek style and design that also offers cuttingedge technology with functionality ease.Product PositioningThe new Google augmented transparent phone, the Gnex, will position itself as a leadingsmartphone device in the mobile industry. This positioning will be achieved by the influence of Google’sbrand recognition and paramount marketing ability. “A company the size of Google could attract asignificant audience, meaning winning the bid for the project could mean a good amount of revenue for awireless company. What's more, Google's penchant for offering best-cost options”(Levy, 1995-2014).Google has strong brand recognition that continues to draw more customers annually that willdramatically increase upon the new product launch. The technological giant is well known for providingquality service and technologically sound products to customers. The Gnex price point is one that isattractive to consumers and also is competitive with existing phones. This price point allows potential

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