Google Self Driving Car Marketing Plan

Google self-drving cars

Instructor
Dr. Antonie J. Jetter

Team 2
Abhishek Jain
Jing Jiang
Jonathan Lui
Rohit D'Souza
Standley Limarta

Contents 1 Abstract 4 2 Company Overview 4 3 Partnerships and Strategic Alliance 5 4 Product Analysis 5 4.1 Product value 5 4.2 Technology Assessment 5 4.3 SWOT analysis 7 5 Value Proposition 9 5.1 Safety 9 5.2 Economics 10 5.3 Productivity 10 6 Market Analysis 11 6.1 Market Demographics 11 6.2 Market Trends 12 6.2.1 Changing Laws 12 6.3 Market Needs 13 6.4 Customer Segmentation 14 6.4.1 First Segment 15 6.4.2 Second Segment 15 6.4.3 Third Segment 16 6.4.4 Fourth Segment 16 7 Marketing strategy 18 7.1 Positioning 18 7.2 Position on TALC 19 7.3 Product and/or service attributes. 20 7.3.1 Product life cycle 20 7.4 Place 22 7.5 Promotion 23 7.5.1 Media Advertising 24 7.5.2 Public Relations and Publicity 24 7.5.3 Direct Mail 24 7.5.4 Trade Shows 25 7.5.5 Catalogs, Literature and Manuals 25 7.5.6 Telemarketing 25 7.5.7 Personal Selling 25 7.6 Price 25 7.6.1 Costs 25 7.6.2 Competition 26 7.6.3 Customers 26 7.7 Branding 27 8 Sales forecast 28 9 Conclusion 30 10 References 33

Abstract
The Google self-driving car is a project by Google that involves developing technology for driverless cars. The project is currently being led by Google engineer Sebastian Thrun, director of the Stanford Artificial Intelligence Laboratory and co-inventor of Google Street View. Thrun's team at Stanford created the robotic vehicle Stanley which won the 2005 DARPA Grand Challenge and its US$2 million prize from the United States Department of Defense. The team developing the system consisted of 15 engineers working for Google, including Chris Urmson, Mike Montemerlo, and Anthony Levandowski who had worked on the DARPA Grand and Urban Challenges [1-2, 8, 10].
The Google self-driving car is equipped with an autopilot system, and

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