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New Product Launch Marketing Plan

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    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)

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    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

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

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