Alphabet (Google) Segmentation, Targeting and Positioning

Alphabet (Google) Segmentation, Targeting and PositioningAlphabet (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

 

Geographic Region Global scale
Density Urban and  rural
 

 

 

 

 

Demographic

Age Anyone older than 12 years old
Gender Males & Females
 

 

 

 

Life-cycle stage

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
 

 

Behavioural

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[1] Resigned, Struggler, Mainstreamer, Aspirer, Succeeder, Explorer, Reformer

Alphabet (Google) segmentation, targeting and positioning

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.

Alphabet Inc. (Google) Report

[1]According to Cross Cultural Consumer Characterization by Young & Rubican