Google in Russia: Leveraging Digital Analytics and Intelligence for Sustainable Growth

CASE-Reference no. 520-0014-1

1. What are the risks and opportunities for Google in Russia?
2. By what criteria should you make the targeting decision?What should bethekeytargetsegment(s)?Whichdigitalmarketingtoolscouldhelpanswerthese questions?
3. What should Google RU's brand positioning be? What brand pillars should it be built on? What can be leveraged from Google Inc., and how should it be regionally tailored?
4. What 'product magic' would get Yandex fans to switch to Google? What specific products should it prioritize, suspend, reposition, and improve? What 'killer feature(s)' should be introduced? What are the risks/opportunities? Which Google digital marketing tools could be used to make the 'product magic' to win over internet users (B2C context)? What would betheidealsellingproposition(i.e.,reasonswhycompanieswouldworkwithGoogle rather than Yandex to become more customer-centric)?
5. What, where, when and how to communicate Google's new product/services portfolio? Which of its digital marketing tools will ensure an effective, impactful communication campaign? How can Google's internal clients benefit from its tools to develop marketing strategies for end-customers combining traditional and digital techniques?