Google Glass has got Singaporeans going gaga. Several of them are already counting down to the day can get their hands on the gadget, touted as a wearable computer, even before it is officially here. Some are enlisting the help of their friends to get one of the limited pairs of the wearable device released only within the United States,

Prototypes of the gadget would each cost US$1,500(S$1,880). Dubbed the Glass Explorer Program, only selected buyers who participated in a contest were first invited to buy the prototype and test it out. Basically, Google is attempting to build an army of individuals who can promote Glass by word of mouth.

Google Glass is a computerized eyewear that is worn like a normal pair of spectacles. It allows the user to take pictures; record videos; receive and send messages; and perform other tasks, such as, finding information and getting directions. All these tasks may be done with touch controls or by speaking commands. Many of these functions and features are also available on smartphones and smartwatches.

“I think it’s the next big revolutionary product and in five years’ time, I can see it in the hands of many people,” said Mr. Vinay Kant, Asia-Pacific director of technology of interactive marketing and technology services agency SapientNitro.

Project manager David Wong, 28, said:” I can’t wait to try it out. It will make getting information a lot easier and quicker.” However, the cost is a concern for him. “The price should be more at least be more comparable to that of the latest smartphones in the market.” He said.

Question:-

Using Google Glass as an example, explain consumer needs, wants, and demands.

i) Based on your understanding of the case, describe the stage of the product lifecycle that Google Glass is in.

ii) Discuss and examine the marketing objective and strategies (products, price, distribution, and communications) that Google is likely to adopt for its Glass at this stage of the product lifecycle. Provide relevant examples to support your answer.

Developing a product’s brand positioning requires a company first determine the competitive frame of reference.

Explain competitive frame of reference. Based on your understanding of the case, discuss Google Glass’ competitive frame of reference by examining its potential target market and competitors.

i) Briefly explain personal and non-personal communications channels. Give 1 example of marketing communications tools that belong to each of the categories of communications channels

ii) Based on your understanding of the case, discuss and examine the type of communication channel Google is using to market Google Glass. Give 2 reasons to explain why this form of communications channel is effective in the marketing of Google Glass.