Alphabet (Google) segmentation, targeting and positioning efforts can be explained as the essence of company’s marketing efforts. Segmentation divides population into groups on the basis of specific characteristics. Targeting refers to choosing certain groups identified as a result of segmentation to sell products and services. Lastly, positioning refers to the selection of the marketing mix the most suitable for the target customer segment.
Google uses the following types of positioning:
- Multi-segment positioning. The company offers a wide range of products and services such as Search, Android, Maps, Chrome, YouTube, Google Play, and Gmail that target multiple customer segments
- Standby positioning. Certain products within Alphabet portfolio such as robotics, Waymo self-driving cars, Lunar XPRIZE space exploration program, 3D mapping and others may not have a clear target customer segment at this stage. Nevertheless, these products and projects are awaiting changes in the market for the demand to emerge.
- Imitative positioning. Google has used imitative positioning in a few instances. The launch of Chrome browser to imitate then-market leader Internet Explorer and the launch of G+ social networking site to imitate Facebook can be mentioned to illustrate this point.
The following table illustrates Google segmentation, targeting and positioning:
|Type of segmentation||Segmentation criteria||Google target customer segment
|Density||Urban and rural|
|Age||Anyone older than 12 years old|
|Gender||Males & Females|
|Bachelor Stage young, single people not living at home
Newly Married Couples young, no children
Full Nest I youngest child under six
Full Nest II youngest child six or over
Full Nest III older married couples with dependent children
Empty Nest I older married couples, no children living with them
Empty Nest II older married couples, retired, no children living at home
Solitary Survivor I in labour force
Solitary Survivor II retired
|Occupation||Students, employees, professionals|
|Degree of loyalty||Hard core loyals
Soft core loyals
|Benefits sought||Staying updated, finding information, efficiency, recreation,|
|Personality||Easygoing, determined and ambitious|
|User status||non-users, potential users, first-time users and regular users|
|Psychographic||Social class||Lower class, working class, middle class and upper class|
|Lifestyle||Resigned, Struggler, Mainstreamer, Aspirer, Succeeder, Explorer, Reformer|
Alphabet Inc. (Google) Report contains a full analysis of Alphabet (Google) segmentation, targeting and positioning and Alphabet (Google) marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Alphabet Inc. Moreover, the report contains analyses of Alphabet leadership, organizational structure and organizational culture. The report also comprises discussions of Alphabet (Google) business strategy and addresses issues of corporate social responsibility.
According to Cross Cultural Consumer Characterization by Young & Rubican