The Challenge for Google’s Pixel Phone

Google has recently brought a new high-end segment smartphone on the market: Pixel. However, there are challenges for Google to gather meaningful marketshare.

Pixel is an amazing phone. Concerning its functions and abilities, Pixel can compete with other high-end smartphones, such as the latest versions of Apple’s iPhone and Samsung’s Galaxy product line.

While Apple and Samsung both have an excellent brand reputation to its target groups, Google is widely known for its core competency in software, rather than in providing hardware. Also, Google may suffer from the invention of the Nexus phone back in 2010 concerning brand recognition. There were several issues with the Nexus phone, i. e. software issues. Customers were likely to be dissatisfied by that phone.

Challenge 1: Negating the negative brand recognition regarding smartphones, caused by the Nexus Phone Case.
Besides the image problem, there are also several other challenging tasks for gathering a meaningful market share. To successfully launching products, the branding process has to go through four stages, according to the AIDA Model it is illustrated as follows: Attention, Interest, Desire, Action.

Challenge 2: The main competitor is Apple’s iPhone 7 and Samsung’s Galaxy S7
To research how successful Google has been on its Pixel launch, regarding the AIDA Model, we conducted a small market research, based on the Phone’s awareness, interest, desire, and preference. The participants were considered as millenniums. These research conclusions will be shown in the next Blog Post.

Challenge 3: Both, Apple and Samsung have an impressive market share in the US and Europe; a strong brand preference -and awareness customer wise
The importance of being aware of the main competitors is crucial when it comes to successfully launching products with common targets. Due to the highly competitive nature of high-end segment smartphone, Pixel is supposed to be advertised in an innovative, comparing manner, since Pixel might be better from certain angles than its competitors.

Challenge 4: Changing Google’s brand recognition from a software core competency company towards an innovative, dynamic and kind of cool high-end customer segment smartphone company

To accomplish these 4 challenges, we conducted first a market research through convenient sampling and developed a solution approach afterward, based on the results of our research and what we were taught in the class of International Marketing in MIB at Hult.

I’ll address our market research and our solutions in the upcoming blog posts.

Stay tuned!