This is the second part to a marketing plan for Google Inc. with a group of peers in my Marketing 311 class.

1. Customer Profile
Geographic Dimensions
• Highly diverse users as the internet is a universal tool
• More than half of the Google search results are delivered to users outside of the
United States
• Google search and the range of its products are available in more than 110
languages an ever expanding
Demographic Dimensions
It is very difficult to pinpoint the true demographics of Google users. Google is available
virtually everywhere with a very diverse product line and user base (a predominant goal
of the company). The following demographic descriptions are derived from research
predominantly done in the United States.
• More popular with users under 34 (“Search Engine…”)
• 55% of users are male (“Search Engine…”)
• Research suggests that the majority of Google users are of an upper-middle class
income structure
• Users are generally of a higher education and technologically adept
• Given lifestyle research, one can assume that a significant number of users are
married and have/will have small families
• Most Google users are business minded professionals (“Google Users…”)
Psychographic and Behavioral Dimensions
The following group names and definitions of groups were found in a research study
done by Hitwise in early 2008 that sought to determine what the lifestyle was of users of
Google and users of Yahoo! The research concluded that Google was used more by
wealthier, better educated middle-class Americans broke down into the following
categories (“Google Users…”).
• “Affluent Suburbia: The wealthiest households in the U.S. living in exclusive
suburban neighborhoods enjoying the best of everything that life has to offer.”
• “Upscale America: College-educated couples and families living in the
metropolitan sprawl earning upscale incomes providing them with large homes
and very comfortable and active lifestyles.”
• “Small-town Contentment: Middle-aged, upper-middle-class families living in
small towns and satellite cities with moderate educations employed in white-
collar, blue-collar, and service professionals”
• “Varying Lifestyles: Residents who primarily live in group quarters including
students, military personnel, and institution populations.”
• The above research indicates that a typical Google user is an “on-the-go” person
with a busy and active lifestyle.
• These people, who tend to be intelligent and educated, need information
organization and easy access to information from any internet capable device at
anytime, quickly.

2. • Research has suggested that Google users, as opposed to other search-engine
users, are highly brand loyal.
• Given that the typical Google user is educated and of a higher income, it is easy to
assume that they tend to want more worldly, innovative, and customizable
internet experiences.
Organizational Customers
• Advertisers
o The majority of Google’s revenue is from AdWords, an
advertising interface for both small and large businesses.
o The advertiser that uses Google values personalization. This is
evident by the way in which AdWords targets specific.
demographics via advertiser key words and customer searches.
o Google’s AdWords platform is sold on an auction basis so the
buying power of the advertiser varies via other advertisers using
the AdWords platform.
• Publishers
o Google allows other website publishers to display Google-related
ads using AdSense which generates revenue for not only the
publisher but for Google.
o While the service is free, Google needs to target publishers in
order to continue to dominate the internet advertising market.
This constitutes publishers as consumers, much like those who use
the Google search engine.
o Publishers of large websites that choose to use AdSense value
relevant, customizable advertising that does not overwhelm a
customer’s internet experience
• Internet Based Businesses
o Google’s offerings in internet based business products (aside from
online advertising) are highly customizable and range in value
making them ideal for all businesses, large and small.
o Google estimates that over two million businesses are using
Google Business Solutions applications
o Google offers business applications for large companies (Premier
Edition), small companies (Standard Edition), schools,
governments, non-profit organizations, internet service providers,
and resellers.
o Businesses that choose Google Business Solution applications
value internet based, easily accessible, highly innovative and
securely protected information sharing systems.
o Google Business Solution applications are meant to be less
complex and less expensive than similar applications, such as
Lotus Notes.

3. Market Segments
The Savvy Student
• Consists of enrolled undergraduate (ages 18-25) and graduate (23-28) students.
• Typically from middle to upper-middle class, well-educated families.
• This segment, which is relatively young, strives to find information fast and
efficiently- something they have become accustomed to in the technological age.
• This segment is highly technologically capable with a great interest in the “latest”
information and entertainment applications.
• This segment considers social media to be the utmost efficient and important way
of communication.
• This segment uses the internet for leisure as well as scholastic endeavors.
• This segment has a need for easily accessible information sharing systems, such
as Google Docs, to share/edit/submit assignments and other scholastic works.
• This segment is highly used to instant gratification when it comes to information
due to the wide availability of mobile information/media.
• This segment will continually have the same technologically based needs as they
mature; making them ideal to grow with Google as is continues to develop new
innovative products.
The Ever Expanding Entrepreneurial Enterprise
• Consists of all businesses, from corporations to mom-and-pop operations
• This segment wants an internet based, hassle free way to conduct its operations
that is cost-effective.
• This segment strives to reach customers through relevant, personalized internet
advertising (think AdWords).
• This segment understands the technological lifestyle the world is continuously
moving towards and wants to be in the foreground when it comes to internet
business.
• This segment truly values efficiency, wanting high speed information sharing and
uninhibited mobility with real-time functionality.
• This segment strives to grow rapidly, with multiple means of product/service
conception and production.
• While this segment includes our most lucrative customers, businesses tend to
target Google due to the search engine and various applications user traffic. It is
not necessary to target this segment because Google dominates internet
advertising and Google Business Solutions products are often used in conjunction
with Google AdWords and AdSense.
The Leisurely Fad-Following Family
• Consists of middle-class to upper-middle-class small families who hold white-
collar, blue-collar, and/or service industry jobs.
• This segment uses Google products and services mainly for leisure purposes,
entertainment, and communication.

4. • This segment uses the internet frequently; most in the segment use it at least once
a day.
• This segment is educated and family-oriented.
• This segment wants to have seamless platforms that allow their internet
experiences to be straightforward and to the point.
• This segment is technologically proficient with the capability to navigate the
internet with ease.
• This segment has the ability to purchase the latest in technological products and a
desire to have “nice things.”
• This segment has a tendency to shop online frequently.
• This segment has the ability to keep up with the latest technology and purchase
the newest products. However, it is easy to assume that they will inevitably end
up using/purchasing whatever is deemed the “in” product (the Droid phone that
uses Google’s Android platform) to have. Thus, it seems fruitless to concentrate
marketing efforts toward this segment given their propensity to keep up with the
“hottest” and newest trends.
The Hard-Up Household
• Consists of low income middle-aged families, typically large, with an education
of high school or lower.
• This segment lives paycheck-to-paycheck and has little time for leisure.
• This segment does not use the internet frequently and the length of internet use is
brief.
• This segment uses the internet primarily for communication (think e-mail) and
sometimes for financial purposes (think online banking, online bill pay).
• This segment does not have the ability to upgrade technological devices
frequently, so they strive for quality products when making big technology-based
purchases.
• This segment does not shop online frequently, if at all, and rarely has the
inclination to look at internet ads.
• While this segment does constitute a small portion of Google’s internet traffic, it
typically uses Google sporadically and probably is not brand loyal. Marketing to
this segment would no be an efficient use of resources for Google because
advertisers depend on high volumes of internet traffic that are receptive to ads and
spend leisure time on the internet. It is easy to assume that when this segment is
able to update its technology it will consider Google products and services simply
due to the Google brand’s widespread availability and exposure. However, even
if this segment does choose Google products and services, it will be infrequent
and generally have a low impact on the company.

5. Target Market
Google needs to focus its marketing attempts at market segments that have the
ability to grow with the company as it continues to develop products for the technological
future. The Savvy Student market segment has been exposed to vast technological
advancements and are able to adapt and embrace technological changes. This makes The
Savvy Student the ideal market segment for Google to focus energy and resources on.
Google is trying to revolutionize not only the internet but all digital media platforms.
The Savvy Student market segment is continuously “plugged-in”- whether it is through
the internet, mobile phone applications, operating systems, digital media in the
classroom- and Google can capitalize on this segment’s need and want for faster and
better technology. By focusing on this segment and gaining recognition, Google can
ensure that this segment will remain brand loyal due to Google’s continuous
technological innovations and quality products and services. Google already has an
advantage in The Savvy Student market through its partnership with countless universities
to host student e-mail accounts. While it may seem as though Google already has a
strong connection to the student world, the e-mail platform does not give much insight
into the vast array of Google products available. The Savvy Student market segment has
the ability to become a goldmine for Google as it introduces open source technologies
(Google Chrome OS, updated Android platform) that strive to keep life streamlined,
information filled, and highly entertaining.
Positioning
Google is continuously offering new products and services that are capable of
going head-to-head with various competitor products. The only problem Google faces
when trying to position new products is the dominance of similar products already in the
market due to earlier product introduction. Google tends to release products that are
extremely well developed (using similar products as guides and improving on
technology) at a later date than other competitors. However, Google has made the
majority of its products fully compatible with multiple platforms and devices which is an
extreme advantage of Google. Google needs to make it widely known that the use of its
products does not inhibit a customers technological platforms. For example, the Google
mobile platform Android has made applications available for not only Android platform
based phones, but also for iPhone and BlackBerry. Google seems to be going in the
direction of Apple and Microsoft, yet they are focusing on using open source technology
which allows uninhibited collaboration between programmers. Positioning Google as a
continually developing, universal technology company would make consumers more
open to viewing Google as a frontrunner in the technological age. It is extremely clever
that Google has made its applications available to use for both Microsoft and Apple. It
exposes both companies’ consumers to the Google brand while Google prepares itself to
integrate into the world of computer Operating Systems. While Google’s target market is
The Savvy Student, a too specific position statement may deter or skew the intention of
the Google corporation; it must slightly generalize Google’s intended market.

6. Positioning Statement
“Google provides a speedy and seamless technological lifestyle for the information
seeking scholar who desires continuous technological innovation they can grow with and
benefit from.”

7. Works Cited
Hopkins, Heather. “Google Users Big Spenders Online-Update.” Hitwise.com. Hitwise,
Web. 13 June 2008. <http://weblogs.hitwise.com/us-heather-
hopkins/2008/06/google_ users_big_spenders_onli_1.html> 16 February 2010.
“Search Engine Demographics-Why it matters to your business.” Softlinesolutions.com.
Softline, Web. 13 March 2009. <http://www.softlinesolutions.com/blog
/2009/03/13/ search-engine-demographics-why-it-matters-to-your-business/> 15
February 2010.
Works Consulted
“Corporate Information: Google.” Google.com. Google, Inc., Web. 2010.
<http://www.google.com/corporate/> 15 February 2010.
“Google: Welcome to Google Business Solutions.” Google.com. Google, Inc., Web.
2010. <http://www.google.com/services/> 15 February 2010.
“List of Google Products.” Wikipedia.com. Wikipedia, Web. 16 February 2010. <http://
en.wikipedia.org/wiki/List_of_Google_products> 17 February 2010.