Marketing Plan

Why did Google Pixel fail in India?

● Poor go-to marketing

● Multiple technical issues
● Inconsistency in core benefits
● Not considerate towards Indian Market
● Confused positioning
 Goal
Our main goal is to increase sales in India
Objectives

● Retain existing customers

● Grow digital presence
● Target new customers
● Build brand awareness
● Increase market share to 2%
Target Market

● Customers heavily invested in Google ecosystem

● Upper-middle class or above
● 24-35 years
● Camera enthusiasts
● Early adopters
Product Description

● Cutting edge design for easy grip

● 15 minute charging lasts up to 7 hours
● Highest rated smartphone camera (12.2 MP)
● Variety of sizes and colour
● Free cloud space
● RAM (8GB)
SWOT Analysis
Google Pixel SWOT

STRENGTHS WEAKNESS

• Backed by one of the biggest tech companies • Confused positioning

• Vertically integrated with Android • Poor hardware quality
• Best camera in a smartphone
• No bloatware

THREATS OPPORTUNITIES

• Strong competition in the market • Focusing more on budget oriented markets

• Similar software experience in other phones • Improving on the hardware
• Other Pixel branded phones • Focusing more on privacy
Competition Analysis
Competition Analysis

• Brands analysed:
• Apple
• OnePlus
• Xiaomi
• Samsung
Competition Analysis - Apple

• Apple has a major competitive advantage over Google when it comes to

smartphones.
• Main competitors – iPhone 12, iPhone 12 Pro
• More expensive
• Excellent customer experience
• Budget option available – iPhone SE
• Not dependent on Google for software
Competition Analysis - OnePlus

• Provides smartphones for each price bracket, targeting all possible

customers.
• Main competitors for Pixel 5– OnePlus 8, OnePlus 8 Pro
• While, available at a similar price – OnePlus provides better quality
• Uses Android, heavily dependent on Google for a good software
experience.
• Manufactures phones in India, Allowing OnePlus to sell phones at a lower
cost.
Competition Analysis - Xiaomi

• Provides smartphones for each price bracket, targeting all possible

customers.
• Main competitors for Pixel 5– Xiaomi Mi 11
• Uses Android, heavily dependent on Google for a good software
experience.
• Price cuts at cost of customer experience.
• Manufactures phones in India, allowing Xiaomi to sell phones at a lower
cost.
Competition Analysis - Samsung

• Provides smartphones for each price bracket, targeting all possible

customers.
• Main competitors for Pixel 5 – Samsung Galaxy S21
• Uses Android, heavily dependent on Google for a good software
experience.
• Provides best hardware experience in the industry.
• Manufactures phones in India, allowing Samsung to sell phones at a lower
cost.
Marketing Plan
Flagship Stores

● Push offline sales by opening more flagship stores

● Gives customers a chance to come in, view the product, understand its
functionalities and purchase it.
Trade Ups

● In order to boost sales for the Pixel 5, we have decided to introduce a

trade up.
● A trade up can be done by trading in an old Google Phone (Nexus or
Pixel) for a monetary discount on purchase of the new Pixel 5.
Collaboration with Telecom
Companies

● As we see most big companies that sell phones all have tie ups with
telecom companies.
● This makes the phone more accessible (in their stores) and
simultaneously adds an option of choosing an EMI plan with the sim card
of your choice.
Flash Sales

● Through our online channels, to drive traffic and sales, we will conduct
flash sales offering discounts and promotions on the Pixel 5 6-8 months
after its initial release.
● Flash sales would be during Cyber Monday or during festivals where
customers have higher proportions of disposable income.
Advertisements

● All types of advertisements will be used to focus on the selling points of

the phone. At least one of following will be mentioned in all kinds of
advertisements:
● Price Point
● Camera Quality
● Google Assistant
● Fast and Wireless Charging
● 8 GB RAM
● Water Resistance
Advertisements

● We would like to collaborate with a celebrity, make them our brand

ambassador and use them in television advertisements, online
advertisements, billboards and newspaper advertisements.
● Advertisements would include the mentions of the free cloud space and
how the 8GB RAM would allow you to game anytime, anywhere.
Advertisements
Offline Selling Points
Online Advertisements

● Masthead Ads
● Pre-roll Ads
● Overlay ads
Online Advertisements
Facebook Advertising

● Display Ads
● Canvas Ads
● CPM
Instagram & Snapchat Advertising

● Video Ads
● CPM
● Interactive filters
Social Media Influencers

● 5 Mega Influencers
● 10 Macro Influencers
● Giveaways
● Affiliate Marketing
● Sponsored Content
Marketing Budget
Total Budget

Total Budget
₹ 54,00,000, 4%

₹ 13,58,00,000,
96%

Online Advertising Offline Advertising

Online Marketing Cost
Online Marketing Reach
Offline Marketing Cost

Cost
Pop-up Stores
2% Miscellenous
0%

TV Ad Offline Advertising Cost Reach (In M)

9%
Flagship Stores ₹ 5,00,00,000 Sales
Trade Ups ₹ 10,00,000 Sales
Flagship Stores Newspaper Ads ₹ 57,000 235.1
37% BillBoard ₹ 80,00,000 100
Celebrity
Endosrsement Flash sales ₹ 15,00,000 Sales
44%
Celebrity Endosrsement ₹ 6,00,00,000 Sales
Trade Ups
1% TV Ad ₹ 1,20,25,000 797.6
Newspaper Ads Pop-up Stores ₹ 30,00,000 9
BillBoard 0% Miscellenous ₹ 2,18,000
Flash sales 6% Total ₹ 13,58,00,000 1141.7
1%
Flagship Stores Trade Ups Newspaper Ads
BillBoard Flash sales Celebrity Endosrsement
TV Ad Pop-up Stores Miscellenous
₹ 14,12,00,000 for 1745.3 M
Risks
Huge costs for setting flagship stores

● Since google has very limited products to offer on its stores, the burden
of running the stores falls on the success of these products
Collaboration

● Collaboration with telecom companies has not been a very successful

model in India
● When we compare how people buy phones around the world, the indian
consumer is very different.
● Indian consumers usually buy phones upfront and aren’t bound by
carriers
● Airtel’s collaboration with Samsung and apple to sell their phones failed
and hence has been terminated
High Import duties

● Since pixel phones are manufactured outside India, there is

approximately a 30% duty that is charged on them making the phone
really expensive compared to android counterparts.
● Pixel 5 launch in USA = Rs. 51100 (approx.)
● Pixel 5 in India = Rs. 85000(approx.)
No economies of sale

● Pixel set the production of Pixel 5 at 800,000 units only

● Apple’s sale of iPhones is approximately 250 times that of Google.
● This is a huge disadvantage as the cost of producing a Pixel 5 will be
significantly more due to low number of units produced
Conclusion
Thank You!
Group 9:
Akshit Basur H005
Trisha Sinha H052
Malav Fozdar H027
Prakhar Sonkiya H034
Nishita Malpani H032