New Product Launch Marketing Plan
This document provides a solved assignment on creating a new product launch marketing plan.
Zoey Taylor
Contributor
4.8
53
4 days ago
Preview (4 of 13)
Sign in to access the full document!
New Product Launch Marketing Plan
New Product Launch Marketing Plan
Brandon Wilson
Marketing
May19, 2014
Melodi Guilbault
Analyze 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 in
competing with major players like Apple and Samsung. Additionally, based on the financial
information and market projections, assess the financial viability of the Gnex launch and its
long-term success in the smartphone market.
(Word count requirement: 1200-1500 words)
New Product Launch Marketing Plan
Brandon Wilson
Marketing
May19, 2014
Melodi Guilbault
Analyze 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 in
competing with major players like Apple and Samsung. Additionally, based on the financial
information and market projections, assess the financial viability of the Gnex launch and its
long-term success in the smartphone market.
(Word count requirement: 1200-1500 words)
New Product Launch Marketing Plan
Executive Summary
Google Inc. is a technological giant that is headquartered in Mountain View, CA. Google was
founded 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 a
company that provided a web based search engine that allowed users to search existing links to
established websites. Since then, Google Inc. has expanded to include products such as web applications
and 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 transparent
augmented phone, the Gnex. Providing such a phone not only allows Google to be a new innovator in the
cell phone business, but it also provides customers with features and mixed functionality that executives
feel will be the new business foundation for the near future. Technology patents established by Google
also 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 ages
16-46 that are inclined to desire and benefit from new technologies. Consumer surveys show that price
and functionality are leading reasons for cell phone purchases. For this reason, business executives have
priced the Gnex at a price point that is competitive to current cell phone prices. The Gnex also provide
basic smartphone functionality for the non-technologically advanced consumer, yet offers a sleek design
and cutting edge features that consumers find desirable. Google’s established brand recognition and
paramount marketing abilities give the company the foundation needed to increase market share.
Situational Analysis
Executive Summary
Google Inc. is a technological giant that is headquartered in Mountain View, CA. Google was
founded 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 a
company that provided a web based search engine that allowed users to search existing links to
established websites. Since then, Google Inc. has expanded to include products such as web applications
and 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 transparent
augmented phone, the Gnex. Providing such a phone not only allows Google to be a new innovator in the
cell phone business, but it also provides customers with features and mixed functionality that executives
feel will be the new business foundation for the near future. Technology patents established by Google
also 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 ages
16-46 that are inclined to desire and benefit from new technologies. Consumer surveys show that price
and functionality are leading reasons for cell phone purchases. For this reason, business executives have
priced the Gnex at a price point that is competitive to current cell phone prices. The Gnex also provide
basic smartphone functionality for the non-technologically advanced consumer, yet offers a sleek design
and cutting edge features that consumers find desirable. Google’s established brand recognition and
paramount marketing abilities give the company the foundation needed to increase market share.
Situational Analysis
Preview Mode
Sign in to access the full document!
100%
Study Now!
XY-Copilot AI
Unlimited Access
Secure Payment
Instant Access
24/7 Support
Document Chat
Document Details
Subject
Marketing