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GOING GOOGLE CASE STUDY ASSIGNMENT

Janet Reyes

+ GOOGLE facts

Google was founded in 1998 They provide a variety of services

for people and businesses Founders: Larry Page and Sergey

Brin Google has introduced

Google maps Google Earth Google Inc Gmail Acquired online video sharing –

YouTube Androids Google Chrome Google+

Google Partners Provide a variety of tools to

help businesses of all kinds succeed on and off the web.

They enable entrepreneurs and publishers around the world to grow theirs.

Help businesses find customers, and help publishers make money off of their content.

First Google Partner in Canada Give more education and

tools to grow and lead long term

+ Brand Analysis

Innovation Professional employees Well trained staff Entertain individuals They’re promise match the

image of the Google engagement

Many stations to entertain and talk to customers

My Norm of Google What I saw at Google Well known company Rich company Fun Trendy Technology Target market

Everyone Businesses

+ Brand Analysis

Brand Promise Act in best interest Care for customers “New Badge”

Harder to get, but once earned, it’s a commitment between partners and Google

Creation, Curation, Community and Connection

Brand Position Google is a high quality brand,

expensive for partners Free for web users at home They are high in the market

place – well known, have many partnerships around the world

Brand Personality Smart – Well trained staff,

knowledgeable, committed to the company

Trendy Technology – Up-to-date with technology The android game at

the meeting – was cool and fun

Trustworthy – you feel the trust, honesty that came from the Marketing executive

+ Brand Analysis Continue

Visual Identity and Collateral Google visual identity is colorful Based on color emotion guide they are

Optimism, friendly, cheerful, excitement, creative, wise, trustworthy and growing company

Brand Impression People think of Google as a innovative company Has grown dramatically and keeps growing with technology

and partners Positive impression of Google Logo does match the brand

+ CRM Analysis

Google has top agencies around the world working with them Value

They have many partnerships, and could potentially make it harder to have value for each individual business

Capabilities to help them grow and give them feedback

Long-term relationships with businesses Has to keep their promise – not change it often

Ie. New batch Confused Business B2B – some business partners were not impress with changes and

Adwerbs voucher Not satisfied with recent “services”

+ Channel Analysis

Sales Promotion

Public Relations

Personal Selling

+ Channel Analysis Continue Sales Promotion

Ad Voucher of $250 Google Partner overall,

promoting the name through out the event

Good advertising campaign at the event

Public Relations The event itself is a public

relationship 3 different training section to

chose from Tech Talk Digital Insights Community Corner

Developing relationships – one station was meant for 1:1 with Google Experts

Professional staff at event to answer questions, demonstrate and teach to business partners

Personal Selling Customized shirts for customers –

SO FUN Google plastic bottled water and

reusable bag given to each customers

Food and drinks provided to customers

Valet at the entrance to park cars for customers

Google Notepads to each customer

+ Thank YOU

Best field trip ever! I have a better

understanding of the B2B world

Experienced lots of fun in meeting business partners

Got to meet a lot of partners, keeping in touch with a few of them