Download - May 14, 2010
May 14, 2010Nexus One Marketing Planning
Ankan JainJames WadePeter YouSatya Dash
Page 2p
Table of content: Upfront Analysis
Product Overview 1- 5
Industry Analysis 6 – 10
Competitive Analysis 11 – 12
Smartest/Dumbest Competitive Tactics
13 - 18
Past Marketing CampaignsWhat Worked & What Didn’t
19 – 21
Marketing Research 22 – 24
Perceptual Maps 25 – 29
SWOT Analysis 30 - 35
Page 3p
Table of content: Marketing Plan
Brand Positioning Statement 1- 5
Sources of Volume 6 – 10
Product Line Identification 11 – 12
Geography 13 - 18
Seasonality 19 – 23
Media 24 - 26
Consumer Promotions 1- 5
Public Relations 6 – 10
Special Events/ Experiential Marketing
11 – 12
Marketing Research Plan 13 - 18
Marketing Metrics 19 – 23
Risks and Hedges 24 - 26
Page 4p
PART 1: UPFRONT ANALYSIS
Page 5p
INDUSTRY ANALYSIS
Page 6p
Mobile Phone & SmartPhone Market in U.S.
Mill
ions
of p
hone
s sol
dM
arke
t for
new
Sm
artp
hone
eMarketer – SmartPhone sales in North America 2008-2012
Page 7p
M-commerce Market in U.S.
M-c
omm
erce
mar
ket i
n $
billi
ons
eMarketer – US Mobile Advertising and E-Commerce Revenues
Page 8p
3rd Party Apps Take Over
Since launch of iTunes App Store, 3rd party applications have skyrocketed in popularity
Creates additional revenue stream for app developers and OS developers
VoIP apps threaten to disrupt market structure by competing with carriers
Business & consumer mobile applications pendingWorldwide, 2009 – 2010 (billions)
Source: eMarketer 2009 report
Page 9p
Top Five Mobile Content and Services
Slide 9
Page 10p
Trend – Switch from Feature Phones to Smartphones
Slide 10
Since launch of iPhone in 2007, consumers are increasingly moving from feature phones to Smartphones
Shipments of Smartphones are projected to exceed feature phones in 2012
Page 11p
Smartphone Industry Trends
Switch from feature phones to Smartphones
Skyrocketing popularity of 3rd party apps
Shift from business to personal and mixed use
Fierce competition at all levels of industry
Page 12p
Trend – Shift from Business to Personal Use
●Smartphones were originally used mostly for business applications such as constant e-mail access
●Since launch of iPhone and iTunes App Store, biggest growth has been in phones for personal use
●Many consumers use Smartphones for both business and personal use
Page 13p
Trend – Ferocious Competition and Innovation
● Just since February 2010, handset and OS makers have announced the following new products:●Palm Pre Plus and Pixi Plus
●Can create mini-hotspots to connect other WiFi devices to 3G●Microsoft Windows Phone 7 Series
●Completely redeveloped OS from Microsoft
●HTC Evo 4G●4.3” screen●Wi-Max 4G service●8 MP camera
Page 14p
Trends - Social Media Makes SmartPhone a Necessity
Page 15p
Communication Industry Market Structure
Communication
Fox, CNBC, CNN
WirelessWired
Television
Internet
Phone
Comcast, Time Warner
AT&T, MCI
Paging Cellular PCS - Personal Communication
Wireless Phone
VOIP Tablet PCs/eReaders
iPhone, Droid, Palm, LG, Samsung, Google
Vonage, Comcast, Skype, Cox iPad, Kindle, Nook
Page 16p
Wireless Digital Convergence
InternetBook
Reader
Games
Music
MoviesEmail
Chat
VOIP
TV
Phone
Technology is breaking down industry walls. The convergence is creating brand new opportunities.
Page 17p
Market Structure – Eco System
Operating System
Handset Makers
Carriers
Retailers
Consumers
3rd Party App Developers
3rd Party Accessory Makers
One firm may be all 3 or any combination
Apple, RIM, Google, MS, Palm, Nokia
Apple, RIM, HTC, Samsung, LG, Palm, Nokia, Motorola
Verizon, AT&T, T-Mobile, Sprint
Carrier Stores, Web sites, Best Buy, Wal-Mart
Page 18p
COMPETITIVE ANALYSIS
Page 19p
Competition
Other Wireless Media
IndirectDirect
Leader
Emerging
GPS/Cameras Smart Devices Feature Phones Smart Phones
Motorola Droid
Palm
Blackberry
iPhone
LG Samsung
Nokia
iPad
Kindle
Sony camera phone
Garmin nuvi GPS phoneLaptop connect cards
Nintendo DS
Competition Impact on Business Strategy
Page 20pSlide 20
Smart Phone Competitive Landscape
Personal Use Business Use
Nokia
Samsung
LG
PalmDroid
BlackberryiPhone
Page 21p
Market share of Smartphone players
Note: ages 18+; among those who own a smartphone Source: Razorfish, "FEED: Digital Brand Experience Study," Nov10, 2009
Page 22p
Operating System Players
Slide 22
Page 23p
Carriers
Slide 23
Page 24p
SMARTEST & DUMBEST COMPETITIVE MARKETING TACTICS
Page 25p
Smartest – Apple iPhone Hype Cycle
●Months of rumors and speculation.
● Jan 2007 – Steve Jobs announces the iPhone.
●The hype built up even more between Jan and Jun 2007.
●Thousands of people waited anxiously for iPhone premiere.
●Endless line on day of launch – Jun 27 2007.
Page 26p
Smartest – iPhone Network Externality
● iPhone has a huge positive externality effect.
●Apple advertises that only iPhone has 100,000+ apps.
●More buy iPhone because of apps.
●More developers develop apps only for iPhone.
●And more people buy iPhone.
●Apple marketing has expanded Smartphone market.
Page 27p
Smartest – Droid Does what iPhone doesn’t
●Droid positioned itself directly against iPhone.
●Advertised all its features that iPhone doesn’t support.
Motorola Droid
Page 28p
Dumbest – Rage? 802.1x Authentication?
●Too technical for users.●Doesn’t explain benefits.●No call for action.●Not necessarily clear why
only Palm can have these features.
Page 29p
Smartest – Apple Store Invites Trial
●Apple in-store trial is a unique experience for customers.
●Customer experience results in repeat customers.
●Customers drop by just to hang out.
●Genius bar for hands-on technical support.
●High customer satisfaction results in very high brand loyalty.
Apple retail store. Come to shop and return to learn.
Got a technical question? Step up to the Genius Bar.
Page 30p
Dumbest – Retail Store Invites Confusion
●General retail stores do a poor product display.
●All phones are given equal importance.
●Nobody answers “why this phone”?
Page 31p
Dumbest – Palm Rests on an Old Apple core
●An indirect shot at iPhone, but doesn’t call out why Palm Pre is more attractive.
●Target audience is not clear.
●No call for action.
Page 32p
Dumbest – Nice colors, but why?
● Just attractive backgrounds, but doesn’t explain phone features.
●Why this phone?●Who is the target audience?
Page 33p
Dumbest – Subtle Approach
●Droid promotions appeared on Google search results.
●Bad placement as it doesn’t even say that Droid is a phone.
●No targeted message.
Page 34p
Smart – Free Publicity
●Blackberry built free publicity out of President Obama’s passion for Blackberry.
●The messaging is clean and powerful.
Page 35p
Not-so-smart – Why Palm?
●Doesn’t explain why you could organize your life only with Palm.
●Doesn’t call out Palm’s features.
●No targeted message.
Page 36p
Not-so-smart – Is it a phone advertisement?
Page 37p
Not-so-smart – Can you even see it?
Nobody can notice the tiny Palm Pre logo at above 200mph speed.
Page 38p
Not-so-smart – Shoe or Blackberry ad?
Page 39p
WHAT WORKED & WHAT DIDN’T
Page 40p
What has worked for Nexus so far?
●Google BRAND.●Partnership with T-Mobile.
Those who prefer T-mobile carrier now have a better phone choice.
●Effective online advertisements. http://www.youtube.com/watch?v=I6COwgigJ-g
Page 41p
What has not worked so well?
● Is sold ONLY on Google website.
●Carriers rejected such partnership. Verizon and Sprint didn’t want to offer Nexus phone.
●No mainstream advertisement
●Conflicts-of-interest with open source Android platform development.
●Very low product recognition
Page 42p
MARKETING RESEARCH RESULTS
Page 43p
Mobile phones used today
●Kinds of phone used today●100% of people use a cell phone.●30% of people use a land line●19% of people use Skype phone
●Kind of cell phone used●94% of people use a cell phone with advanced features: text, camera, internet
and video●6% of people use a cell phone without advanced features.
Page 44p
Google features being used by People
Search Google Mail Google Office Google Maps Picasa Other0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% of People Using Google Features
Page 45p
Willingness to pay for Dream Phone
Zero $1 - $100 $101 - $200 $201 - $300 $301 - $400 More than $4000%
5%
10%
15%
20%
25%
30%
35%
40%
Willingness to pay for Dream Phone
Page 46p
Insights from Market Research
● 78% of people would like to test drive a phone in the store before buying it.
● 64% of people would like to pay subsidized price for their phone instead of full price.
● 51% of people have never heard of Nexus One smart phone
Page 47p
Wordle – iPhone
Page 48p
Wordle - Blackberry
Page 49p
Wordle - Google
Page 50p
PERCEPTUAL MAPS
Page 51p
GPS Navigation versus Camera
5 Mega Pixel + Flash
2 Mega Pixel + No Flash
iPhone
Palm Pre
Droid Nexus One
Voice Activated GPS Navigation
Blackberry
Maps
Page 52p
Internet Experience versus Search Capabilities
Full Internet Experience
Mobile Browser
iPhoneBlackberry Palm Pre
Droid Nexus One
Search Capabilities (Voice + Camera)
Basic Search Capabilities
Page 53p
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Price versus Number of Google Services (integrated)
iPhone
Blackberry
Palm Pre
Droid
Nexus One
Page 54p
SWOT ANALYSIS
Page 55p
Strengths
●Google recognition and dominance in internet searches● iPhone / Android Gaining Mobile Internet Usage Share - Symbian (Nokia) +
RIM + Windows Mobile Losing Share●Processor speed (1 GHz)●Available on multiple mobile carrier networks●7 Hr Battery life●Camera resolution (5 MP)●Expandable Memory●Open-Source Smartphone Platform-of- Choice
● Most robust open-source alternative to iPhone platform with incentivized partners ● Free software for device manufacturers / carriers
Page 56p
Strengths (continued)
●Second Most Vibrant Developer Community● 10K+ apps in Android Market, second only to iPhone App Store ● Least restrictive application approval policies + flexible revenue sharing with carriers ● Easy alternative
●Potential Scalability from Beyond Smartphones● iTunes App Store benefitted tremendously from iTouch users; Android is making
inroads on media devices●Storage: 4 Gb●Standby time: 250 Hrs●Multitasking
Page 57p
Strengths (continued)
Source: JP Morgan
Page 58p
Strengths (continued)
Source: JP Morgan
Page 59p
Weaknesses
●New entrant into mobile phone industry●Sub-Optimal User Experience
● Device manufacturers complain about Google’s lack of technical support when it comes to developing new Android Smartphones
●Pricing– iPhone available for $99
●Market share●Fewer applications●Fewer accessories●No physical keyboard
Page 60p
Opportunities
●Long term, Google Android’s open / free operating system (combined with clever device manufacturers), standardization of more powerful mobile web browsers, emerging markets competition and carrier limitations may pose challenges to Apple’s market share upside.
●RIM may maintain enterprise lead owing to installed base, but long-term outlook is challenged.● RIM BlackBerry may maintain enterprise lead for foreseeable future, but long-term
outlook is challenged – consumer offerings likely to prove increasingly uncompetitive owing to software / application disadvantages.
●Open mobile web potentially more attractive to developers / consumers – Google / Opera leading transformation of mobile browsers into development platforms. Apple ‘walled garden’ approach somewhat constrained by Apple’s approval process + carrier capacity.
●Highest Handset Vendor Operating Margins at High End of Market – 20%+ for Smartphones vs. 8% for Low-End Vendors● Highest for iPhone over Motorola, Sony Erickson, Nokie, LG, Samsung and RIMM
Page 61p
Opportunities (continued)
●Growing Android app marketplace ●Exclusive carrier deals could limit Apple’s market share upside – AT&T● Insufficient battery capacity could continue to prevent effective
multitasking● In Technology, Products with Most / Best Apps Usually Win – In Mobile,
Apple is Clear Leader and Newcomer Android Has Quickly Surpassed the Old Guard
Page 62p
Opportunities (continued)
Source: JP Morgan
Page 63p
Opportunities (continued)
Source: JP Morgan
Page 64p
Threats
●Network Effects● Apple
●Near term, Apple is driving the platform change to mobile computing and leading in user experience. Its mobile ecosystem (iPhone + iTouch + iTunes + accessories + services) market share / impact should surprise on upside for at least the next 1-2 years.
●Revenue opportunities for developers
●Decreasing cost of manufacturing●Other Smartphone manufacturers will experience decreased bill-of-materials
●Lower BOM (Bill-Of-Material) Costs + Prices Stimulate Smartphone Demand – iPhone 3G Price to $99 from $199 = 89% Demand Increase
Page 65p
Threats (continued)
Source: JP Morgan
Page 66p
Threats (continued)
Source: JP Morgan
Page 67p
Threats (continued)
Source: JP Morgan
Page 68p
Threats (continued)
Source: JP Morgan
Page 69p
Threats (continued)
Source: JP Morgan
Page 70p
Threats (continued)
Source: JP Morgan
Page 71p
Morgan Stanley iPhone Interest Survey, 11/2008 (Top 3 barriers)
●#1 Purchase Barrier = Monthly Plan Cost ($95) – 55% of interested respondents cited service costs as reason for not purchasing
●#2 Purchase Barrier = Device Price ($199 / $299) – High iPhone price kept 53% of interested respondents from purchasing; price reduction to $100 increases unit demand 89% among respondents● Apple has eliminated this barrier
●#3 Purchase Barrier = Carrier Exclusivity (AT&T) – 41% of interested respondents would not purchase iPhone due to carrier exclusivity – citing coverage / pricing issues with AT&T + switching costs from existing carriers● Nexus One currently available on multiple networks
Page 72p
Morgan Stanley iPhone Interest Survey, 11/2008 (continued)
Source: JP Morgan
Page 73p
Morgan Stanley iPhone Interest Survey, 11/2008 (continued)
Source: JP Morgan
Page 74p
Cycle of Successful App Marketplace
Source: JP Morgan
Page 75p
PART 2: THE MARKETING PLAN
Page 76p
BRAND POSITIONING
Page 77p
Who are Our Users?N
eed
for S
mar
t Pho
ne
Desire for Smart phone
Low High
High
Low
iPhone Users
Moto Droid Users
Palm Pre Users
Working Moms,Students,
Senior Citizens,
Blackberry
Page 78p
Average Google Phone User
iPhone user 60 mins per day Google Phone user 60 mins per day
% time spent by activity per day
Page 79p79
Our Primary Target
Working
Income < $70,000 per annum
First time switcher to Smart phone
Female Non Gen-x or Gen-Y
Need a smart phone as easyas regular phone
Needs navigation system& camera
Uses phone less for music and games
Estimated market size for this segment in 2011 is 165mn.
Page 80p
The Frame
•Target Audience: Men & women between ages of 35 and 64, who are first time smart phone users, are relatively less wealthy and need the benefits of a smart phone at an affordable price. •Frame of reference: Other smart phones in market.•Point of difference: Integrated voice search, navigation system, 5 MP camera and other Google applications at an affordable price.•End Benefit: Can replace camera and GPS and convenience of all Google applications in one device.
Page 81p
Brand Positioning Statement
FOR first-time smart phone users
Google Phone IS A web phone
WHICH PROVIDES all that you care about – camera, navigation, voice search, internet, email, chat and book reading in one device at a price of regular phone.
Page 82p
SOURCES OF VOLUME
Page 83p
Google Mobile Revenue Forecast
Source: eMarketer
2008 2009 2010 2011 2012Number of Units (in mil l ions) 25.8 32.5 41.9 54.9 67.3Percent Increase YOY 26.00% 28.90% 31.00% 22.60%Google Nexus One Market Share 0.00% 0.00% 2.00% 10.00% 15.00%Google Nexus One Units (in mil l ions) 0 0 0.838 5.49 10.095Google Nexus One Revenue $0 $452 $2,959 $5,441Revenue Business Apps $1,660 $2,960 $5,130 $7,540Revenue Consumer Apps $1,110 $2,070 $3,360 $5,630Total Apps Revenue $2,770 $5,030 $8,490 $13,170Android App Market Percent Increase 2.00% 5.00% 10.00%Android Market App Revenue $12 $100.60 $424.50 $1,317.00
Total Revenue (in Millions USD) $12 $552 $3,384 $6,758
Smart Phones in North America
Page 84pSource: eMarketer
Google Mobile Revenue Forecast
$0$452
$2,959
$5,441
12 101425
1,317
0
1000
2000
3000
4000
5000
6000
2008 2009 2010 2011 2012
Reve
nue
(in M
illio
n U
SD)
Year
Google Mobile Revneue
Google Nexus One Revenue Android Market App Revenue
Page 85p
Google Nexus One Revenue Forecast Breakdown
2011 2012Buyer Breakdown % Revenue % RevenueNo Phone 1% $54,900 1% $101,000Feature Phone Converts 79% $4,337,100 84% $8,484,000Smartphone Switchers 20% $1,098,000 15% $1,515,000
iPhone 5% $274,500 4% $404,000RIM 9% $494,100 7% $707,000
Palm 1% $54,900 1% $101,000Other 3% $164,700 2% $202,000
Android 2% $109,800 1% $101,000
Page 86p
Google Nexus One Revenue Forecast Breakdown
Point of Sale % Revenue % RevenueOnline 60% $3,294,000 65% $6,565,000T-Mobile Store 10% $549,000 10% $1,010,000Other Store 30% $1,647,000 25% $2,525,000Other 0% $0 0% $0
2011 2012
Page 87p
Marketing Spending Split
Page 88p
PRODUCT LINE IDENTIFICATION
Page 89p
GEOGRAPHY
Page 90p
Verizon wireless coverage
●Given iPhone’s exclusive relationship with AT&T, we recommend Google to forge partnership with Verizon.
●Google phone can be sold where-ever Verizon has network coverage.
Page 91p
SEASONALITY
Page 92p
Seasonality – Fall & Winter Dominate
• Smartphone sales see steady baseline demand throughout the year with heavy spikes in the Fall Back-to-School period and at the end of year holidays
• Demand is weakest just after the holiday period
J F M A M J J A S O N D
10% 5% 5% 10% 10% 15% 15% 5% 5% 20%
First Half: 30% Back to School: 40% Holidays: 30%
Sales as a % of Annual Total
Page 93p
MEDIA
Page 94p
Key Marketing Efforts
RaiseAwareness
InduceTrial
Remove Barriers to Purchase
Page 95p
Raise Awareness & Leverage Google Brand
Google has one of the most widely recognized brand names in existence
“Google” brand has very positive connotations with innovation, search and convenience
Google products have recognizable naming scheme
Rename nexus one to leverage these strengths:
Raising Awareness - Branding
phone
Page 96p
Raising Awareness – Digital Advertising
• Digital Advertising is currently Google’s sole promotional method
• Current digital ads are well done
• Show benefits and features with little superfluous information
• Banner ads appear on many tech-oriented websites
• Ads are not strongly targeted to any demographic
• Digital Advertising will not be significantly altered
• Provides baseline awareness and information across all target demographics
• www.google.com/phone will be referenced in all visual adsCC
Page 97p
Raising Awareness – Digital Advertising Example
Page 98p
Raising Awareness – Digital Advertising YouTube
Page 99p
• Begin national television advertising campaign
• Ads based off of Google’s existing web-only video ads
• Keeps development costs low and spending focused on ad placement
• Ads are not narrowly focused at any single target market
• Provide baseline awareness across demographics
• Placement biased towards programs popular with working moms
Raising Awareness – National Television
Page 100p
Raising Awareness – National Print
• Begin national print advertising campaign
• Ads focused on simple explanations of benefits, especially 3rd party apps
• Ads show integration of Google services including search, Gmail, navigation and photo sharing
• More demographically targeted than national TV ads
• Placement biased towards publications popular with working moms
Page 101p
Raising Awareness – Example Print Ad
Your Life
Shopping
available at
Stop by the Nexus One kiosk to borrow a unit for in-store shopping
Page 102p
Raising Awareness – Regional Television
• Begin regional television advertising campaign
• Newly developed ads used to tell a story showing the benefits of Google Phone in real world use
• Narrowly focused on working moms using a smartphone for the first time
• Delivers the message that the Google Phone helps make your life less hectic in every facet
• Placement in second tier cities with low CDI for smartphones but significant coverage with Target stores
• Mostly Midwest and Southeast cities and exurbs
Page 103p
Raising Awareness – TV Ad Storyboard
• Female main character uses Google Voice Navigation to find her way to a friend’s get together
• Visual shows turn-by-turn directions with voice commands and street view images
(continued…)
Page 104p
Raising Awareness – TV Ad Storyboard
• At the address, she uses Google Goggles to see what’s inside each building, then immediately see that business’s website
• At the store, she uses Google Shopper and the Google Phone’s 5MP camera to find the best price on a gift for her friend
Page 105p
Induce Trial – Google / Target
Google & Target Partnership
Complementary Brands
Google: Innovation
Target: Everyday Design, Value
Complementary Assets
Google: Exclusive Smartphone, Web Presence
Target: Bricks & Mortar, Customers
Page 106p
Induce Trial – Google / Target
AdAge.com - Walmart, Best Buy, Target, Regional Players Expand, Market Smartly
Target’s Reasons for Partnership
1. Far behind Best Buy, Wal-Mart & Amazon in consumer electronics
2. Exclusive Google Phone offering fits ‘cheap chic’ product strategy
3. Google co-branding adds innovative cachet to Target brand
Page 107p
Induce Trial – Google / Target
Target.com Investor Relations – Summary; Google maps
Google’s Reasons for Partnership
1. Target offering provides best chance for trial among target market
2. Google’s single physical product cannot sustain a dedicated store
3. Target geographic coverage and siting avoids direct confrontation with mall-located Apple Stores
Google Phone Market Average Target Shopper
Older than Gen X 42 years old
49% below $70k $60k median income
43% have children 33% have children
36% college educated 51% college educated
Apple Stores Target Stores
Page 108p
Induce Trial – Target mini-Store
Google-branded mini-store in Target electronics department
Pre-configured, usable phones
Active internet connections
Layout similar to Apple Store
Tables, not racks
Discreet cables and sales staff
Page 109p
Induce Trial – Target ScanIt App & Kiosk
Target Scan-It App & In-store Kiosk
Use Google Phone w/ pre-installed Target App for barcode scanning
App available separately in Android Market
Scan and bag as you go
Running total and exclusive offers while shopping
Fast checkout
Provides instant, detailed metrics for both Target and Google
Page 110p
Remove Barriers – T-Mobile Availability
Bricks & Mortar Availability
T-Mobile Stores
Functioning handsets will be available in T-Mobile stores nationwide. Potential customers brought in from digital and nationwide ads can trial the phones in any T-Mobile store.
Page 111p
Remove Barriers – Lower Price
Company Model Carrier Price
Apple iPhone 3G (s) AT&T $199 – 16GB$299 – 32GB
Apple iPhone 3G AT&T $99 – 8GB
RIM Blackberry Various Free or up to $50
Palm Palm Pre Plus Verizon $49.99
Palm Palm Pixi Plus Verizon $29.99
Motorola Droid Verizon $19.99
Current Nexus One Price: $179.00 w/ T-Mobile
New Google Phone Price: $49.99 w/ T-Mobile
Current price is above market expectations. Only Apple charges more for a smartphone and even then only for the top 3GS model. Refurb iPhones are available for $50. Google cannot compete with iPhone or even other Android phones at current pricing.
Page 112p
Key Marketing Efforts - Summary
RaiseAwareness
InduceTrial
Remove Barriers to Purchase
Rename: Google Phone
Traditional Advertising (TV & Print)
Target mini-storeTarget ScanIt App & in-store Kiosk
Available at Target & T-Mobile Stores
Lower Price: $50
Page 113p
Integrated Marketing Flowchart
J F M A M J J A S O N DMarket Research
Name Change
National TV & Print
Regional TV
Target mini-store
Target ScanIt AppTarget ScanIt
Kiosks
Lower Price
T-Mobile Availability
Digital Advertising
BACK TO SCHOOL HOLIDAYS
ROUND 1
X
DEVELOPMENT BUILD LAUNCH MONITOR & IMPROVE
DEVELOPMENT LAUNCH MONITOR & IMPROVE
DEVELOPMENT BUILD LAUNCH MONITOR & IMPROVE
X
X
ROUND 2
DEVELOPMENT ROUND 1 ROUND 2 ROUND 3
ROUND 3
DEVELOPMENT ROUND 1 ROUND 2
Page 114p
Integrated Marketing Flowchart Budget
J F M A M J J A S O N DMarket Research
Name Change
National TV & Print
Regional TV
Target mini-store
Target ScanIt AppTarget ScanIt
Kiosks
Lower Price
T-Mobile Availability
Digital Advertising
BACK TO SCHOOL HOLIDAYS
$1M
N/A
$1M $1M $5M $1M
$1M $0.5M N/A
$1M $1M $5M $0.5M
N/A
$0.5M
$3M
$1M
$1M $15M $15M $10M
$1M
$2M $10M $10M
Total Budgeted: $83.5M leaving $5.5M for contingencies
Page 115p
CONSUMER PROMOTIONS
Page 116p
PUBLIC RELATIONS
Page 117p
Public relations plan
●Facebook Page/ Twitter●Software and app updates
●Disaster Relief●Provide free Nexus Ones for people affected by natural disasters with
apps for documenting and submitting insurance losses as well as updates on federal support efforts
●Promotion: ●“How do you Google Your Life?”
• Creative videos showing customers using the Nexus One• Prizes for video with highest votes
Page 118p
SPECIAL EVENTS/ EXPERIENTIAL MARKETING
Page 119p
Buzz/Viral/Stealth Marketing Plan
• Video: Navigate a plane using the voice search and satellite view navigation
• Google Goggles: Photo-to-voice “tour guides”– A “tourist” goes around giving people information using
Google Goggles
Page 120p
MARKETING RESEARCH PLAN
Page 121p
MARKETING METRICS
Page 122p
RISKS AND HEDGES
Page 123p
Risks & Hedges
Carrier Adoption Expand subsidized availability through other carriers
Risks Hedges
Competition - Other manufacturers advertise heavily
Google Nexus One's overreaching creative message utilizing the integrated marketing plan
Product Differentiation - HTC & Android phones
Remove HTC branding on the Nexus One; market Google's applications with seamless integration
Limited Technical Product support Develop customer support line in addition to the online option
Promotion Increase marketing budget and utilize the suggested integrated marketing plan
Competition - Other manufacturers advertise Heavily
Google Nexus One's overreaching creative message utilizing the integrated marketing plan
Page 124p
REFERENCES