Question

. Target market is Google

Give summary of each

           a. Proposed primary target market for Google

           b. Proposed secondary target market for Google

Answer 1

Google Inc. is the Giant of Internet who has more than eight billion customers around the world. Google offers various products and definitely each product has its own target market.

Google's main product is its search engine. Most of the people around the world today uses internet. Google owns 60% of the total internet search in the world. The marketing director of Google, Spainer says that everybody on the planet is Google's target audience. So, Google's marketing strategy is not bound to a group of people or some specific location.

Any target market can be identified by three ways i.e. by geographic dimensions, demographic and psychographic.

Primary target market of google:

The primary target market for google is Student segment. The youth between ages 18-30 are the undergraduate and graduate students who tend to search more information efficiently and faster in a technological way. This segment is highly exposed to digital products and services and the new technologies. This segment accesses more of social media, networking sites and so. This segment is larger who uses Youtube or Google+. Facebook is one of the competitors for Google+ but still Google+ is having double the amount of users Facebook is having. Google can gain brand recognition and loyalty by providing speedy technological improvements and fast information in different application. Thus, the student segment can become a gold mine of the market for Google.

Secondary target market for Google:

The Secondary target market for Google can be:

Geographic dimension: people from all around the world have access to Google and in 80 different languages.

Demographic dimension: Most of people who uses Google are under the age of 35. There 55% of male users. Majority of users are of upper middle class income, highly educated and technologically competitive and are business minded professionals.

Psychographic Dimensions: People who are educated and intelligent and need more of access to information are more of Google users.

Organizational Customers: Google's income come from the advertisers based on how many people click on the advertisements by clicking the AdWords. Google allows other publishers of the website to display ads related to Google using AdSense through which publishers and Google, both generate income.

Entrepreneurial Enterprise segment: many new businesses may be corporations or enterpreneurial who wants internet based operations which are cost effective. This segment have to reach their customers by advertisements(AdWords) through personalized internet base.

Income Group: There are two different income groups namely upper middle class and low income groups. Upper middle class people are the ones who uses Google for leisure , communication purpose or for entertainment. This group of people are technologically advanced and has the ability to keep up with latest products. Other low income people uses Google only for communication or financial purposes. But this group cannot be loyal to the brand as they often strive for quality in less expensive ways.

Thus, the Primary target market for Google are Students. And the Secondary target market is the whole world.