Intel Asia-Pacific :

The Catch & Win

Campaign
Group No.- 14
Ritesh Rai BA027-21
Vyom Agarwal BA037-21
Sakshi Garg M078-21
Gaiakwad Saurabh Ramanbhai M141-21
Gazal Singla M143-21
Kumar Saiyam M251-21
Case Summary
With a 50 billion dollar annual revenue, Intel Corporation is the market leader in the production of
microprocessors. Ultrabooks are a new PC product category that Intel is introducing. These
brand-new, modern laptops have a number of fresh, cutting-edge features and advancements. It's
critical that intelligence raise awareness and comprehend the required attributes.
The proposed media strategy for the Catch & Win 2.0 campaign is being examined by Intel Asia-
director Pacific's of Data Marketing Analytics & Mobile. To be included in the budget for the current
quarter, the media purchase must be finalised; nevertheless, the projected spending across
markets and ad kinds could be put to better use. The secret was to rely on the company's own
data and expertise about social media engagement within their markets rather than on the
generalised industry metrics offered by the hired media agency, and now he must improve the
suggested media plan.
With a budget of $95,000 and a variety of strategies, including the creation of a gaming app and
social media marketing, the campaign aims to reach youthful, rapidly expanding populations in
Asia Pacific countries who use smartphones.
How should the Intel AP team allocated its $95,000
advertising budget among countries and the three ad-types ?
Goals:
The money should be distributed in accordance with the precise goals established for each
market, such as introducing a new product.
Brand image: The budget allocation should account for the
brand's current image in each market and distribute funds as
needed to enhance it.
Market potential: Based on each market's potential to produce
sales and return on investment, the budget should be
allocated.
Consumer behaviour: The marketing team needs to be aware
of how consumers behave in each market so that it can
allocate resources appropriately. For instance, a bigger
amount of the budget could be set aside for TV advertisements
in markets where this form of advertising is more successful..
What does a change in the primary objective reveal about the
model? The markets ? The ad types ?
The model: A shift in the main goal from impressions to
clicks would indicate that the marketing team is planning
to spend more money but with a guaranteed result.
The markets: By modifying the main goal, the team would
only be charged when a user clicked on the advertisement,
but this would also aid in generating the necessary
number
of impressions.
The ad types: Price for CPC can be discussed, and it can
be anticipated to be higher in Indonesia, Pakistan, and the
Philippines where there are more people and hence more
users who are interested in the region, which is also a
crucial location for the team.
What Marketing considerations might significantly affect the
optimized solution?
Market potential: The optimization strategy should consider how much each market has to offer
in terms of prospective revenue and return on investment.
Brand image: The optimization strategy should take into account the brand's current image in
each market and invest resources as needed to enhance it.
Consumer behaviour: Choosing the best marketing approach and allocating resources
appropriately require a thorough understanding of customer behaviour in each market.
Understanding consumer preferences for various ad kinds, the media platforms they utilise,
and their spending behaviours are all part of this.
Competition: To guarantee that their efforts are successful and stand out, the marketing team
should keep an eye on the advertising activities of rivals in each market.
Budget restrictions: Because they limit the amount of ad placements and the sorts of ads that
may be used, the budget restrictions will have a big impact on the optimization solution.
Objectives: The marketing team should have clear and specific objectives for each market and
allocate resources accordingly. This includes considering the objectives for each product and
the goals for building brand awareness and generating sales.
Is there readily available and obtainable information that can
be incorporated them into the model?

Yes

Population and Income

Number of Smart Phone users

Number of Internet users

Facebook user count

Social Connection Competitor's Presence

How sensitive is the model towards pricing? How sensitive is it
towards the expected outcomes.

The overall cost of the model is significantly influenced by the expenditures associated with
the model based on the area and the type of advertising used.
In turn, this affects the budget, which is set at $95,000.
The expenses go towards creating impressions, which in turn provide the anticipated results.
Lower impressions will result from higher costs, which will lead to an outcome that falls short
of expectations.

Hence, the model is highly sensitive towards price and expected outcomes
What personal experience and knowledge about Internet and
social media advertising might influence your approach in the
case situation presented?
Consumer behavior understanding: A person may be better able to determine the most efficient
ad types and locations to reach the target audience if they have a solid understanding of
consumer behavior and how it pertains to internet and social media advertising.
Familiarity with advertising platforms: The overall cost of the model is significantly influenced
by the expenditures associated with the model based on the area and the type of advertising
used. In turn, this affects the budget, which is set at $95,000. The expenses go towards
creating impressions, which in turn provide the anticipated results. Lower impressions will
result from higher costs, which will lead to an outcome that falls short of expectations.
Knowledge of industry trends: Knowing the most recent trends and developments in internet
and social media advertising may enable someone to contribute fresh and creative ideas that
could boost the effectiveness of the marketing effort.
THANK YOU
Group No.- 14
Ritesh Rai BA027-21
Vyom Agarwal BA037-21
Sakshi Garg M078-21
Gaiakwad Saurabh Ramanbhai M141-21
Gazal Singla M143-21
Kumar Saiyam M251-21