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Product: Google Glass

Contents:

1.Introduction

2.Brand History

3.Product Information

4.Product’s Previous Advertising Campaign

5.Marketing Situation in Vietnam

6.Target Audience

7.Key Facts (SWOT analysis)

8.Creative Concept

9.Reference List

Introduction

Owing to the fast development of technology, many brands that leading in

high technology have been thriving very successful. For example, there

are companies which have gained credibility and trust in consumers’ mind-

set namely Apple and Microsoft. Google is known as quick and convinient

search engine, however, its high tech products have not been widely

recognized in Vietnam yet. Furthermore, the needs of new technology

access, especially those who are interested in techonological goods and

functional products; have been raising in recent years. So Google Glass

is a new experience for technology lovers to utilize distinguishable

functions that no other regular devices such as smartphones, laptops or

tablets can bring about. This report aims to inform the creative and

media strategies of a promotional campaign for Google Glass in Vietnam

market.

Brand History

Google Inc. (Google) is a global technology company concentrated on

improving the ways people connect with information, which was founded by

Larry Page and Sergey Brin in 1996. It had been built under a search

engine platform that used links to determine the importance of individual

webpages. The headquarters of Google is located in Mountain View,

California. According to Bellis (2014), the search engine first name was

BlackRub which represented its ability to do back link analysis. However,

Page and Sergey had found interest in a book called “Mathematics and the

Imagination” by Edward Kasner and James Newman; so the name Google was

named after a googol - the name for the number 1 followed by 100 zeros.

In 2009, British teenagers aged from 12 to 15, ranked Google as the most

trustworthy search engine that displays their results properly (Chivers

2009). As of 2012, the brand once again astounded their customers by

introducing Google Glass. This product aims to bring wearable device to

the mass market. After its first introduction, the sales increased up to

$50.18 billion dollars and made it be on of the world’s most valuable

brands by the year 2013 (Forbes 2013).

Product Information

Product Insight

Google has been differentiating itself from other competitors by

manufacturing smart eyewear. Google Glass is being seen as a hands-

free smartphone, it connects users with the Internet via natural

language voice commands.

In the early 2013, Google Inc. released the beta version of Google

Glass which shows a user interface in a transparent block of glass

in front of the user’s left eye. Gestures with the head, turns and

movement of the eye control what happen inside the computer. The

Glass hardware is existed inside a sidebar, which is laid above the

user’s right temple and down the side of eyeline toward the ear.

According to Miller (2013), it can record video, translate the

users’ voices and interact with the Internet content namely e-mail,

walking directions or sport scores. As of 2014, the team adds

prescription lenses and introduces Titanium glass frames collection

to the product design; this new design is an attempt of how to make

Glass appear to be trendier and more consumer friendly before it is

publicly sold in the mass-market (Kelly 2014).

The key benefit of Google Glass is that providing people wearing

Google’s glasses a brand new experience in which the Internet is

always appearing in their optical axis.

Price of products

As reported by Google Glass website (2013), Glass is $1.500

including tax within the States. Furthermore, there are four frame

shapes of this new Titanium line but the customers must pay $225

more if they want to personalize their Glasses with fashionale

frames. Google is also giving three sunglasses designs which cost

$150 each.

Brand personality

Google is thriving to be a technology innovative brand but still

maintain the active and creative personality.

Brand image

Google is building the image of a company that leading in

experiential technology.

Brand value

Customer focus and interaction, experimental, convenient.

Product’s Previous Advertising Campaign

Concept – Key message – Key visual

As reported by PR Newswire website (2014), Matrix - a subsidiary of

L’Oreal USA has launched an on-going campaign called “Matrix Class

for Glass”; this campaign is conducted with three-phase rollouts

namely Exclusive Blogger Video Series, The Matrix Eye for Style

Google Glass Salon Chair and Salon Professional Education Platform.

- Exclusive Blogger Video Series: Matrix Celebrity Stylist and

Artisitc Director will be using Google Glass to capture in-

depth the styling sessions. These video series endorse a cast

of well-known bloggers whom predict the latest trends and share

their experience on working in hair styling field. Videos will

be uploaded on the bloggers’ social media channels or

broadcasted live on Matrix main page. The objective of this

program is that it lays forward a view of styling experience

with unlimited technology.

- The Matrix Eye for Style Google Glass Salon Chair: This second

phase is consumer oriented; they will have exclusive

appointments with Matrix Celebrity Stylist - George Papanikolas

at a well-known salon in Los Angeles, who will examine on each

individuals’ style and get the hair styling process done by

Google Glass, then send the video to the client via email to

serve as a custom-built tutorial.

- Salon Professional Education Platform: The brand stylist team

and salon owners across the US will collaborate with teams of

educators to inspire hairdressers with accomplishable vanguard

education. They commit to help salon professionals uplift their

skills with encouraging art-based training. The extraordinary

experience will be recorded by talented artists demonstrating

various salon techniques such as Cutting, Coloring, Styling and

Finishing.

The key message of this campaign is that they want to introduce the

wearable device to the new generation of beauty education. Its

advertising concept is to find a way to connect their two main

targeted publics together, which are the brand’s clients and hair

professionals. The key visual of this campaign is Matrix is the

quintessential brand which cares for customers’ hair styling.

Creative Execution

The IMC tools which applied in this campaign are Advertising, Public

Relations and Direct Marketing. First, for Advertising they exploit

every aspect of social channels such as social network platforms

(Youtube,Facebook,Website) to promote the campaign. Matrix also

uploads tutorial videos captured through the eye of the artist to

show how the Glass helps styling. Secondly, the brand bases on

public interest to endorse celebrity stylists. Finally, they send

videos to their clients via direct email, which is efficient way to

raise awareness of Glass’s features.

Key learning – Suggestion

I have learned two main key learnings from this campaign:

- Reaching right targeted publics, those who are interested in

beauty education and clients who care about their hair styling.

- Using relevant media to interact with target audiences.

My suggestion is that if Google want to launch a campaign in

Vietnam, they should widen the target audience instead of solely

focusing on their incorperate partner’s clients.

Marketing Situation in Vietnam

In recent years, many technology company have invaded Vietnamese market

to gain their popularity and credibility in customers’ mind namely

Samsung, Microsoft and Apple. However, the top two competitors which has

already attained certain reputation in Vietnam, are Microsoft and Apple.

These two brands have enough capability to compete with Google.

Microsoft

According to Khoi Linh (2014), Microsoft Corporation has committed with

the Ministry of Information and Communication to stimulate technology

development in Vietnam. Having entered to Vietnam market since 2007,

Microsoft has been connected with the consumers by providing qualified

Internet services and software development. As reported by Surur (2013),

Microsoft holds more than 20% of market share in Vietnam by cooperating

with Nokia only. The brand’s products are recognized as authentic,

multifunctional and consumer friendly. Microsoft also gives their

consumers various choices product with different relevant prices, so

people can choose which product is affordable to buy.

Apple

Appeared at the same time as Microsoft in 2007, Apple soon cooperated

with one of the most influential telecommunication company FPT.HM to open

Vietnam’s first Apple computer store (Reuters 2007). FPT has been

distributing products of Apple Inc. for four years and six stores had

been opened in both Ha Noi and Ho Chi Minh City up to now. According to

FPT Newsroom (2013), in the first six opening days those who buy Apple

products at the store would be refunded up to 5 million VND if their

products had technical problems. They not only focus on increasing sales

but also provide good services, as a result, 60% of customers returned to

the store to use the services. In Vietnam, Apple’s brand value is quality

of customer service which provides genuine operation system and certified

products, so it has already gained a certain quantity of loyal customers.

Target Audience

Geographics:

Region: Vietnam

Cities: Ho Chi Minh City and Ha Noi

Density: Urban area

Demographics:

Gender: Male and Female

Age: 22-35

Social class: Upper

Income: High income

Psychographics:

Active, creative, bold and assertive

Benefit Sought:

Looking for multifunctional product

Concern about the quality and highlight features when choosing a

high technology products

Buying Behavior:

Interested in innovative and experimental technology

Willing to pay lots of money for a preeminent product

Using smart devices to assist their daily activities

Key Facts (SWOT analysis)

Strength:

- Because the glass is light weight, it is comfortable to wear

- Hands-free video recording; just wink to snap a photo

- High performance with stable system

- It has minimal technological differences from smartphones

Weakness

- The price is expensive

- The Glass gets warm easily

- Poor battery life

- It is quite difficult to read the screen in direct sunlight

Opportunity

- Since this is a highly experimental technology product, so it will

catch more attention than other regular smart devices.

- Google is familiar search engine to Vietnamese people, therefore, if

it is launched in Vietnam people can regconize the brand easier.

Threats

- Customers are loyal to some specific brands. They often choose the

brands that have firm history background in Vietnam.

- According to Kelly (2013),Glass users can freely photograph in

public places, however, video recordings have audio so it will be

banned as wiretapping in some places requires privacy or private

property such as museum, local cafeteria or restaurant.

Creative Concept

Concept/Big idea

The campaign called “Put Your Glass On” gives people an opportunity

to explore new wearable device. The slogan of this campaign is “Share

your vision to the world”. In this campaign, the customers would have a

chance to optimize Glass’s key features and find out what makes

Glass stand out from regular smart devices.

The campaign will be divided into two phase rollouts. First phase

aims to create attention of the Glass; Google will distribute the

beta version to a group of Explorer (those who commit to shape

better future of Glass (Google Glass, 2014); Explorers will use the

Glass to record videos that captured their favorite moments. Then,

Google will collect those glasses, upload videos to their official

social media channels and give the viewers chances to determine

which one is the best by counting how many time that video is

shared. The video has the most sharings will be awarded a Glass beta

version.

Most of people use health tracking devices when they work out such

as watches or applications on smartphones, but it is so ordinary.

Google will collaborate with Run Club VN to hold a 5km run event

using Google Glass as health tracker. By wearing Glass, runner will

get interacted more because the tracking record is appeared right at

their eyes. This second phase objective is to reach another target

publics, who are workout addicts and love running exercise.

The creative idea is quite similar to the previous campaign is that

separate campaign into small stages to reach specific goals at the

time. So the each phase reflects different aims of the brand, for

example, first phase aim to create certain attention and the second

one is to promote Glass, get more people involved to the campaign so

the brand recognition will be expanded.

The reason behind choosing this idea is that people are given

chances to access latest technology which not only support their

daily activitities but also serve entertainment purpose. Both

traditional and non-traditional media will be used in this campaign.

What we expect our desired publics to do when they notice the

campaign are: they notice from online channels such as via social

network platforms then we will shift it from online to traditional

channels such as radio or magazines.

Key Message

Dare to experience fun and active activities with wearable device

which provide users fast, convenient and easy using utilities from

the device.

Key Visual

The new smart glass that satisfies your curiosity of high technology

device.

Tone of Voice

Active, creative and bold

Reference List

Bellis, M 2014, ‘Who Invented Google?’, About.com, viewed March 14th 2014,

<http://inventors.about.com/od/gstartinventions/a/google.htm>

Chivers, T 2009, ‘Google ‘ranks websites by how true they are’, say UK

children’, The Telegraph, October 7th, viewed March 13th 2014,

<http://www.telegraph.co.uk/technology/google/6268360/Google-ranks-

websites-by-how-true-they-are-say-UK-children.html>

Forbes 2013, Companies, viewed March 12th 2014,

<http://www.forbes.com/companies/google/>

FPT 2013, News Room, viewed March 16th 2014,

<http://www.fpt.com.vn/en/newsroom/2013/07/29/30063/>

Google 2014, Company Overview, viewed March 12th 2014,

<https://www.google.com/about/company/history/>

Google Glass 2014, homepage, Google, viewed March 14th 2014,

<http://www.google.com/glass/start/>

Khoi Linh 2014, ‘Bo TT&TT cung Microsoft day manh phat trien CNTT tai

Vietnam’, Dan Tri, March 6th, viewed March 14th 2014,

<http://dantri.com.vn/suc-manh-so/bo-tttt-cung-microsoft-day-manh-phat-

trien-cntt-tai-viet-nam-846365.htm>

Kelly, H 2014, ‘Google Glass adds style, prescription lenses’, CNN, March

3rd, viewed March 11th 2014,

<http://edition.cnn.com/2014/01/28/tech/innovation/google-glass-lenses/>

Kelly, H 2013, ‘Google Glass users fight privacy fears’, CNN, December

12th, viewed March 11th 2014,

<http://edition.cnn.com/2013/12/10/tech/mobile/negative-google-glass-

reactions/>

Miller, C C 2013, ‘Google Searches for Styles’, The New York Times,

February 20th, viewed March 14th 2014,

<http://www.nytimes.com/2013/02/21/technology/google-looks-to-make-its-

computer-glasses-stylish.html?pagewanted=1&_r=1&>

PR Newswire 2014, ‘Introducing Matric Class for Glass’, PR Newswire, New

York, January 17th, viewed March 11th 2014,

<http://www.prnewswire.com/news-releases/introducing-matrix-class-for-

glass-240785591.html>

Reuters 2007, ‘Vietnam's first Apple computer store opens’, Reuters, Ha

Noi, April 16th, viewed March 13th 2014,

<http://www.reuters.com/article/2007/04/16/vietnam-apple-store-

idUSHAN22610420070416>

Surur 2013, ‘Windows Phone has more than 20% market share in Thailand,

Indonesia and Vietnam’, WMPoweruser, August 9th, viewed March 12th 2014,

<http://wmpoweruser.com/windows-phone-has-more-than-20-market-share-in-

thailand-indonesia-and-vietnam/>