Mouza Abdulla
H00085578
Marketing Plan
Google Glass
Mouza Abdulla
H00085578
PT3
CIB2003
Mouza Abdulla
H00085578
My Project Component:
 Introduction
 products/ Services
 Technical specifications
 Product Services
 Reason for marketing plan:
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product needed in market
Opportunist or Problems will the plan solve
Micro and Macro environment
SWOT Analysis
Marketing Analysis
Technology Adoption Life Cycle (TALC)
Time line
Market segmentation
Positioning criteria
The characteristics of consumers in the Target market
Reasons that support the use of electronic medium
online tools and technologies
Customer Relationship Management
References
CIB2003
Mouza Abdulla
H00085578
CIB2003
Introduction
Google Glass is the newest development in wearable technology. The twist is worn as
a pair of glasses and syncs to the user’s smartphone. It has a mitt -free, voice
activated system that allows it to affair as a smartphone used on a daily basis
through The aim of the martin plan is to capture a market share of at least 70%.
This can be accomplished through breaking into the market before competition and
by selling the product based on Logos of mouth and social media marketing. A
behavioral objective of Google Meth is to alteration the societal stigma of
constantly looking down at a smartphone. With Glass, we hope to increase font -toaspect interaction through the product’s script -free capability.
products/ Services
Google Glass (styled Glass) is wearable computer t you can wear with an optical head-mounted
display .it lets you get information from the World Wide Web and take pictures using voice
commands. It was developed by Google. It displays information in a smartphone-like hands-free
format. Glass made to fit all people and lifestyle. With multiple colors, frames, shades and ear
buds and the Frames that fit four feather-light titanium frames that fit with your prescription or
no prescription at all. Also Twist-on shades with polarized, impingement-resistant lenses from
Maui Jim and Zeal Optics. The earphones designed for Glass that deliver full -range audio and
come with five interchangeable coloring materials. It has many features such as the power of the
glass is Lithium Polymer battery. It allowing drug user to control the twist by swiping through a
timeline -like interface displayed on the screen.Google Glass applications are free applications
built by third-party developers. Glass also uses many existing Google applications, such as
Google Now, Google Maps, Google+, and Gmail. The glass Camera it give the user ability to
take photos and record 720p HD video. Google Glass Display the Liquid Crystal on Silicon
(LCoS), field-sequential color, LED illuminated display with the Explorer version. Software
Applications are free people application built by third-party developer. Methamphetamine also
uses many existing Google applications, such as Google Now, Google Maps, Google+, and
Gmail.My Glass: Google offers a companion Android and iOS app called My Glass, it allows the
user to configure and manage the device.Voice activation Google glass is can be controlled using
"voice actions". To activate Glass, wearers tilt their heads 30° upward
Technical specifications
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Android 4.0.4 and higher
640×360 Himax helloHX7309 LCoS display
5-megapixel camera, capable of 720p video recording
Wi-Fi 802.11b/g
Bluetooth
16GB storage (12 GB available)
Mouza Abdulla
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H00085578
CIB2003
Texas Instruments OMAP 4430 SoC 1.2Ghz Dual(ARMv7)
682MB RAM
3 axis gyroscope
3 axis accelerometer
3 axis magnetometer (compass)
Ambient light sensing and proximity sensor
Bone conduction audio transducer
Product Services
There is a lot of services like:
 Strava Run
makes accessing your real time feedback even easier so you can stay in control of your
run. Track your runs with GPS, analyze your performance, set new personal records and
see how you stack up against friendseq
 Swing Byte
Provides the most natural, hands free way to improve your golf game. Get real time
swing data, coaching and more, all without having to step away from the tee
 Navigation
Glass makes it easy to stay on course with turn-by-turn navigation
 Golf Sight
Golf GPS rangefinder made specifically for Glass. It gives you accurate pin distance,
course data, and scoring information, all without having to dig through your pockets
 Send a Message
You can keep your mittens on and send messages hands free through SMS or Hangouts
 Lynx Fit
Is a personal fitness coach that helps keep you on track with your health goals.
 Google Play Music
Listen favorite tracks from Google Play Music
Mouza Abdulla
H00085578
CIB2003
 Take a Note
From shopping lists to reminders, quickly speak to save, access and organize the
information you want with Ever note and Google Keep
Reason for marketing plan:
To align your marketing objectives with your business goals and strategy
To provide a road map for achieving your goals
To outline what you want to achieve
To describe your ideal customer
To show what makes you different
To help you focus on what is important and create an action plan.
To help you obtain financing.
To Fashionable Glass is on the way.
product needed in market
1. It makes the life easy from the several uses.
2. Fashionable Glass is on the way because the partnership with Ray-Ban and Oakley maker
Luxottica Group might change that.
3. You'll never be alone.
Hands-free Hangouts, texting, and calls mean that you'll always have someone to talk to with
Glass. Which is good because the people around you might avoid you if you have it on?
4. You won't get lost.
Google Maps will always be there for you.
5. You won't be one of those people who's always looking at their phone.
Glass pairs with your smartphone and can take over most of its frequently used functions. So
hopefully you'll avoid being one of those people who walks off a pier while looking at Facebook.
6. It will open to people a new generation of wearable technologies.
7. Unique product which is new in the market.
8. Creative product
Opportunist or Problems will the plan solve:
There are many problems facing the project, which is not getting enough information for the
product, as well as the duration of the time frame for completion of the project was short and to
Mouza Abdulla
H00085578
CIB2003
the search depth also see if people need the product or not. However this is the first time that I do
the plan for marketing and the subject that I learn is not more enough to make the search easily.
Micro environment
The company: each feature of google glass coexists with numerous operations within
google.It’s essential that all department work with a team based development approach.
Suppliers:for google glass are one of high importance to deliver the required good in time and in
perfect condition. Suppliers are a necessary link in the company
They can affect distribution by:
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Having shortages
Labour strikes
Damaged stock
Market intermediaries:
Direct buying from google, bought online shipped to customers, telecomunication stores such as
optus and Specialised electrical stores such as Jb hi-fi
Competitors: There are currently no direct competitors; hoItsver, Its presume there will be in
the near future. There is an array or indirect competitors that have the potential to draw from
glass sales
These Include IT Giants like Apple, LG, Sony, Yahoo, Samsung
The demographics of the niche Its aim to target “the hipsters”. Generally aged 18-30 and are
founded on the basic of individuality and personal preference
Publics: due to the nature of glass being a Itsarable devices, it has the potential to cause public
concern in regards to privacy of others. Another issue causing concern towards public safety is
issue of glass being used inappropriately.
The company macro envirnment:
Political
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Nationalism
Free trade Agrement
technological
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Itsbsited & youtube
Glass Explorer progran
Mouza Abdulla
Economic
H00085578
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social
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Demographic
s
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Developend country – ore
stable
Inflation higher in develpoing
country
legal
Level of education – high
Already have smartphone and
laptops
Treds- adjust marketing
strategy- reactive to new
opportunities
Environment
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Consumer product
safety acr (1972)
Safety concern,
intellectual property
piracy
Green reverse logistics
Green marketing
camaign
Demographic:
The glasses will appeal to people who actually Itsar prescription glasses! Google announced last Itsek
that they will be making a line of prescription lenses and frames for Google Glasses. The prescription
glasses have a small variety of frames as Itsll as three options for sun-glasses. The frames are all titanium
and grey in color but several options are offered for the accent color on the inside of the frame
The google glass will hav impacts demand through occupation. Location, age and
consuption)Demographic age group : 18 -34 years old
Ethincity: although tribe is not limited to ethinicity ; hipsters are mainly caucasian
Gender : both male and female
Location : UAE
Inome: relatively high income earns (gor age group) generation :y
Iconomic :
Because of Google Glass, people will be more intrested in doing tourism. So this will make an important
shift in the economy. By 2016, consumer will spend as much as 2.7$ trillion on mobile dvices. This year,
consumer have spent $2.1 trilliomn dollars in technology prouduct =. This includes mobile phones,
tablets computers. The demand for high tech prouducts are increaseing every year and it is a great
economic climate to launch a new pruduct
Technological: our product one step ahead, as the product is innovative and unlike any other on
the market. Its aim to maintain our market share via continuous research, design and product
development.
Mouza Abdulla
H00085578
CIB2003
Surveys show that people are ready for this type of technology , the ideas takes of integration a whole
step further than any other competitor. The glass raiser the concern that the Itsarers will ignore the
outside word as they could be too immersed in the product.
This problem is not new because smart phones do this now so Its believe it will not make the issue
worse
Social and cultural: google being one of the leading information companies world-wide, Its
have a very strong sense of corporate social responsibility Its conduct a variety of international
support and relives& grant to foundations, school & collage.
High praised and talk about
Social Responsibility:
Help people with disabilies
It Can help peopple who are deaf through bone conduction involve sound traveling straight into the
inner ear though the skul. Rather than try and reach the inner ear by goung trough the damand
part,system like the one in the glass send it through the bpne.or through a bluetooth hook up hearing
aids.
It allows those who are paralyzed to use it since it is hand free and help those who are deaf live a normal
life
SWOT Analysis
Strengths:
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Google glass product is currently offering these features ,
Strong customers value if relationships,
Strong brand following and support ,
Premier office location,
Reputation for innovation and design .
Valuable staff that are fully trained and experienced within the companies offering.
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New in the smart glasses industry.
Place: distributed through a manufactures then to customers
Promotion: advertisement, online marketing, product use test and product lunch.
reativity
Mouza Abdulla
H00085578
CIB2003
Weakness:
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the capacity of the company may limit the aspect of individual relationship
short battery life
expensive
several delays in launch
Opportunities:
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strong and loyal customer base
The potential for continued development and research
Changing perception upon the limits of technology
Further improvement in technology
Partner ships with high-end eyeItsar brand to improve aesthetics
Development of apps for Google glass
New innovation
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Threats:
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Amount of competition that has the ability to draw from glass sales
Thecommunitiesperceptions such products and cause concerns with invasion of privacy.
Some similar products already exist
Customer difficulty in adapting to new type of product
Risk of getting damaged, due to fragile nature of the product
Marketing Analysis
Several frameworks its guiding principles in analyzing the situation and arriving at
Recommendations. Each is discussed below.
Product Life Cycle (PLC)
Glass is a brand new technology product that has been rolled out to 8,000 select
developers but
no mainstream users. Its consider Glass to still be in the Introduction stage of the PLC.
As such, Google should offer basic products with the only adaptations being eyeItsarfriendly models.
Mouza Abdulla
H00085578
CIB2003
Google has done a good job in this area, but there is room for additional improvements.
Google has already begun to generate buzz through use of a dedicated its website and
Integration into events a result of this type of placement, Glass has over 600,000
followers on Google+ more than 80,000 Twitter followers, and 56 different Facebook
pages dedicated to the product
Moreover, sentiment analysis performed by Net base Solutions on Facebook and Twitter
traffic from March 11th through 15th shows 59% of the users viewing the product as
“cool,” while 12% view it March 11th through 15th shows 59% of the users viewing the
product as “cool,” while 12% view it
Technology Adoption Life Cycle (TALC)
In planning a mass-market launch next year, it seems Mr. Brin is ignoring the lessons of
previous firms and trying to “Evel Knievel” his way over the Chasm, as Itsll as the entire
Bowling Alley, and land safely inside the Tornado. The first 8,000 customers are
certainly amongst the techies and visionaries, so it is abundantly clear that Glass has
entered the Chasm phase of the
Pioneering
This analysis would be far from complete without a discussion of the pros and cons of the
Infamous “first-mover advantage.”
Five Factors that pioneering firms
Vision of the mass market: To gain an understanding of market potential, the Bass
Model is a practical tool in this regard. Using data from iPhone (Statista, 2013) and
Android smartphone
(Statista, 2013) adoptions, Its summed the annual sales of the two groups from 2007—
2011 and used them to estimate the rate of adoption for Glass
Managerial Persistence: Google co-founder Mr. Brin wants to sell Glass to a mass market
within one year of introduction. Studies have shown that it takes an average of six years
for a new product category to reach the takeoff point (Telis & Golder, 1996). It is
imperative that managers at Google stay dedicated to Glass for at least that long, and
focus more closely on bowling pin opportunities in order to gain momentum and
demonstrate the value of Glass
Mouza Abdulla
H00085578
CIB2003
Financial Commitment: In the current PLC and TALC stage, Glass will likely not turn a
profit. It will take a huge financial undertaking to invest in product adaptations,
distribution, and advertising to reach long-term revenue and profit goals
Relentless Innovation: It almost goes without saying that Google will do this, and do it Itsll.
The firm has a philosophy of innovation and the infrastructure to facilitate it. It is now
imperative that Google stay ahead of the curve in anticipating customers’ needs and be the
fastest firm in meeting them. For example, the first version of Glass, the “Explorer Edition,” is
currently incompatible with any form of eyeItsar
Asset Leverage: Google must dominate in at least one related category, and its Android
operating system certainly fits the bill. This new category is closely related to original
categories of mobile computing. Google is It-positioned in terms of asset leverage
Google has once again shocked the public with an innovative, first-to-market product that has
huge adaptation possibilities. With a proper marketing campaign that targets specific users and
experiences, Google has the potential to reach the economies of scale and can further stimulate
demand for its complimentary software and search products, ultimately generating additional
revenue. Its advise Google to “tread lightly,” hoItsver, and not to lose sight of the goal. Proper
financial backing, updates, support and focus will likely be required in order for Glass to truly
find success
Price:
Mouza Abdulla
H00085578
CIB2003
Currently Explorer program for celebrities for $ 1500 equal 5520 AED. The consumer price is projected
to be $ 500.00 per glass. People are ready for this type of technology, and are willing to pay the price to
obtain it .
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google uses price for the google glass
google retail price will be $1500
Retain the prestige pricing
Product:
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Google glass design and features
Google glass package google brand
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Glasses with head up display (hud)
Takes pictures
Records videos
Cives directions
Synce with cell pone
Video chat
Promotion:
Google glass incresed advertising to over $ 2 Billion equal 7.36 AED Billion in 2012
2x as much gico. Online ads and commercials . Google is spending over $ 500 million on promotion moto
Price:
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Itsbsilte
High and electronic stores
Rent space from best buy
Cell phone stores
Time line
Target Date
May
1 year out
Action Item
Develop marketing strategy, identify budget and prepare marketing timeline.
Set goals and objectives for our presence.
Select market place
Meeting with the FIN project group to start work with the facilities and the way
Mouza Abdulla
H00085578
CIB2003
to start lunching the product in Abdu dhabi.
October
7 months out
Review and select marketing opportunities
Select the technological opportunities to start attract the people of the product
before launch it by using social media. Contact to Mr gorge : gotge@gmail.com
December
5 months out
Mach
2 months out
Planning with the Jabal Ali FZ and the transportation method regarding to the
product
Planning with Virgin Mega Store , sarf Dj AND Sony to borrow an area from their
store to provide the product
Planning with Emirates Factories
Planning and checking with Abu Dhabi Islamic Bank to start a relationship.
Checking with radio and Newspaper to ads for the product
April
1months out
Planning with UAE advertisement to make a creative wall street poster for the
product.
Nowadays the electronic marketing becomes a necessity of life in our society. Today, Hundreds
of millions of users connect to the Internet every day from all over the world, and from this
perspective we can exploit that opportunity and turn the Internet into an open market a diverse
audience for the promotion of various goods and services, and to achieve high profitability of
and behind it
Market segmentation
The Market segmentation Produce by isolating some of the factors that characterize a specific
group of consumers for the rest of the market total. These characteristics are: ages, sex,
Mouza Abdulla
H00085578
CIB2003
geographic location, income, spending patterns, population mobility, in addition to the other
factors are necessary and vital to the success of the marketing strategy.
Geographic Segmentation
Retail intended geographical division of the population into homogeneous sectors in terms of
geographical location: such as city dwellers, residents of villages or the desert, the product will
be distributed in the cities of Abu Dhabi, United Arab Emirates, Dubai and Ras Al Khaimah.
Demographic Segmentation
Intended to divide the population into groups or sectors homogeneous depending on the age, sex level
of income, occupation, education level, family size, religion, sexuality, the role of family life, referred to
this kind of retail "retail socio-economic and represents the demographic variables most important
foundations traded to distinguish consumer groups for two reasons
The first reason: is that the consumer needs and preferences and use rates significantly
associated demographic variables.
The second reason is that the population variables easy to measure compared to other
variables. My product demographic to:
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Youngster, athletic individual, photographers, and the working.
People who lead a busy lifestyle.
Either sex
middle-income and high-income
Psychographic Segmentation
Is based on altitude ideas and opinion in my psychographic segmentation I will focus to:
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Culture, sports or outdoor oriented lifestyle.
Open to experiment with technology
Opining leaders
Psychographic Segmentation
Our google product is safe and can capture every moment in perfect HD quality and be
behavioral different among people willing to experience new technology advance product
Mouza Abdulla
H00085578
CIB2003
Conducting market research
That’s mean studying the region that I want to market my google glass product, and see if it is
whether appropriate or not for marketing in this region.
Collecting, recording and analyzing data on customers, competitors and the nature of the
market to be able to provide a product or service that meets the desire of consumers and
superior to other competitor. It can also help in the search market to determine the demographic
characteristics of consumers.
The characteristics of consumers in the Target market
The target grocery store of Google Field glass is the smartphone users, and the age of its consumers,
should be college age and above. Google Glassful may not be a luxury electronic twist, but it is still not
affordable to everyone. For adolescent, they have to rely on their parents for getting one, and Google
Glass might be distracting for them, as they’re too young to have self-restraint. Thus, Google Glass
should be fit for grownup that are frequent smartphone users, and can afford it.
Musing: For a production to be popular, we have found that having a form of positive social
influence. A comfort of desegregation into daily life will make it more appealing to the superior
general public. We were surprised to learn about the different developments of different applied
science giant into the next stratum of technology: wearable technology. We also learned a lot
about Google Methamphetamine hydrochloride’s functions and how it can be used in daily life.
We thought that Google’s use of Glass Explorers and the Google Glass Tour will be a
successful selling tactic
Positioning criteria
Google provide you not only world’s best searching. But now turns your childhood imagination
into reality wear capable before there is no other with the capabilities of google Glass. There is
no competitive.
Reasons that support the use of electronic medium
Electronic marketing is a form of product promotion and customer relations by use of electronic
media. Such as radio, internet and TV. We chose electronic medium to advertise my product
however we will also put advertise in taxi and advertising signboard. There are several reasons
for chose the electronic media like:
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More than 85% of consumers watch/use their e-media the same day they
receive it.
 • 94% of e-mailings are watched with more than one person present.
 • E-mailings are reliable, fast and usable when compared to slow and
Mouza Abdulla
H00085578
CIB2003
Unpredictable in-home dial-up Internet access.
 E-mailings have a high “pass-along” rate- extending the viewing
audience.
 Research indicates that 90% of all e-media received are watched.
online tools and technologies
A lot of people heading to the technology to search for new products and there are a lot
of companies are moving to use the technology to promote their goods. In our company
we will use all ads on social networking sites for marketing my product google glass that
will open an account for the company to offer the product in Instagram, twitter and
Facebook. We will also make Mac application to allow customer downloaded from apple
store know more about the company and the product. We will also work for the
company Website to displays our market and our product its advantages and
characteristics of the company you are giving it to the customer.
Customer Relationship Management
Provide an excellent service for customer relationship management in my market ‘Customer
Relationship Management": Emerging Practice, Process, and Discipline the CRM technology
allows to collect and manage large amounts of customer data and then carry out strategies
based on that information. Data collected through focused CRM initiatives help my market solve
specific problems throughout their customer relationship cycle
We Create the CRM to keep track of all present and future customers, to target and track the best
customers, to let the customers know about the existing new products and services, to provide
what customer needs, wants and habits of the existing customers and to provide superior service
and consistent customer experience. In my shop will put the iPad with program that allow
customer to put the name and the suggestion with also for complain if you find. Then we are
going to allocate group to contact with the customer to ask them if the customer satisfied with
the service. Also we will make a training for how can communicate with the customer for my
staff.
Mouza Abdulla
H00085578
CIB2003
References
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Google Glass. (n.d.). Google Glass. Retrieved June 22, 2014, from
https://www.google.com/glass/start/
Google: Glass | Marketing Land. (n.d.). Marketing Land. Retrieved May 27, 2014, from
http://marketingland.com/library/google/google-glass
Watchmakers introduce Google Glass strategy to build cohesion and awareness. (2014, March
7). Luxury Daily RSS. Retrieved May 27, 2014, from http://www.luxurydaily.com/watchmakersintroduce-google-glass-to-build-cohesion-and-awareness/
How to Use Customer Relationship Management Software. (n.d.). Inc.com. Retrieved June 22,
2014, from http://www.inc.com/guides/cust_relation/20909
Google Glass. (n.d.). Google Glass. Retrieved June 22, 2014, from
https://www.google.com/glass/start/