Promotion strategies and competitive advantage

Promotion and Competitive Advantage in Promotion

Promotion

The marketing mix is a business research approach that is used in marketing products or services rendered by a company. The marketing mix approach is made up of four different components or strategies that include product, promotion, price and place strategies (Kotler and Keller, 2012). The marketing mix of Google largely adds to its international business success. Since its inception, the business of the company has expanded to encompass a wide range of products. Taking into account the success level that Google has had up until the present moment, its marketing mix is a proper instance of how wisely designed approaches can aid in business growth (Greenspan, 2015). Promotional strategies within the marketing mix is deemed to be essential for a firm in making sure that its brand is well recognized by the public and also used for appealing to new consumers.

The marketing mix for Google encompasses relatively marginal promotion. The company's prominence across the world together with its supremacy in the marketplace implies that Google does not have to take part in and conduct wide-ranging promotion campaigns. Nonetheless, Google does indeed promote its products (Greenspan, 2015). To begin with, Google makes use of Adwords. This can be perceived by the fact that as users continue to browse, they can observe links to services and product offerings of Google (Greenspan, 2015). A good example is online promotions for Gmail for work to users across the globe. In addition, the promotional strategies of Google take into account promotional material contained within business magazines and publications. What is more, Google makes use of markdown and price cute promotions to generate incentive and entice advertisers across the globe to make use of Adwords. For instance, Google can offer advertisers an offer of promoting their products and services for $20 worth of marketing.

Despite the fact that Google is famous for being the company that has prospered with virtually no advertising, in the recent periods, the company has delved into marketing and advertising. In the contemporary, Google has spent a great deal of money to advertise its products. For instance, in the 2011 fiscal year, the firm spent $213 in advertising, with $70 of that amount being apportioned to television ads (Mcgee, 2012). Majority of these funds were set for the marketing of Google + as the firm purposed to expand its social network to a greater and more extensive audience.

Competitive Advantage