MARKETING MANGMENT

To Sir Tariq Jalees Class ID : 55321

By Group # 08 Muhammad Osama (53234) Arif Ahmed (54395)

www.intel.com

www.intel.com

Introduction
‡ An American multinational technology corporation headquartered in Santa Clara, California, United States. Intel was founded on July 18, 1968 by semiconductor pioneers Robert Noyce and Gordon Mooreon. It is the inventor of the x86 series of microprocessors, the processors found in most personal computers. The world's largest semiconductor chip maker, based on revenue Intel also makes motherboard chipsets, network interface controllers and integrated circuits, flash memory, graphic chips, embedded processors and other devices related to communications and computing.

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www.intel.com

STRATEGIC CHALLENGE
‡ Microprocessors have become a commodity and the Intel brand is no longer a key factor in the computer purchase.

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Companies like Google and Amazon can take credit for smooth user interfaces. HP and Dell take credit for providing the tangible object behind the computing experience, and ISPs can take credit for Internet connection speed.

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Main target is the mainstream computer user²middle-of-the-road technology consumers who use computers primarily for basics like email and connecting to the Internet.

www.intel.com

STRATEGIC CHALLENGE
‡ People don't think about processor brand much at all and, in fact, rank it below battery life, hard drive and memory size, graphics capabilities, and computer speed when making a PC purchase (Source: Intel Concept Study, 2008).

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Mainstream computer users stopped caring about Intel because Intel had become completely invisible to them.

People had simply stopped caring about them

www.intel.com

Objectives
1. Get Intel talked about, as measured by social media presence.

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Increase the brand health Motivation.

In addition, increase other key brand health metrics including Category Relevance (the likelihood to consider processor brand when buying a computer) and Intel Brand Relevance (the likelihood to choose Intel as the processor).

www.intel.com

THE BIG IDEA
³The intelligence inside Intel is creating the future.´

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Consumer distance from Intel products is just part of the challenge to get them to appreciate the role Intel plays in their everyday lives. Other companies, from cell phone providers to computer manufacturers, are trying to take credit for the everyday magic of technology. It is hard to turn on the TV without seeing a technology brand talking about bringing something to our everyday lives, from connecting with friends, to being more efficient, to uniting the whole world.

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www.intel.com

CONSUMER PERCEPTION
‡ Intel is way more than a microprocessor company, have unmatched R&D and relentless commitment to technology innovation. Intel is working on the technologies today that will change our tomorrow for the better. Mind-control, robotics, wireless power²for Intel, there are no limits to innovation. Consumer think Intel as ³just a big chip company´ or ³a place filled with smart engineers making the smartest products.´ Helping consumers understand what Intel really does lets people form connections with the Intel brand that might have otherwise gone completely unnoticed (Source: Agency Qualitative Research, Fall 2008).

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www.intel.com

CONSUMER PERCEPTION
‡ Intel is way more than a microprocessor company, have unmatched R&D and relentless commitment to technology innovation. Intel is working on the technologies today that will change our tomorrow for the better. Mind-control, robotics, wireless power²for Intel, there are no limits to innovation. Consumer think Intel as ³just a big chip company´ or ³a place filled with smart engineers making the smartest products.´ Helping consumers understand what Intel really does lets people form connections with the Intel brand that might have otherwise gone completely unnoticed (Source: Agency Qualitative Research, Fall 2008).

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www.intel.com

STRATEGIES
‡ Intel utilized mass media to find ways to surprise consumers, push the boundaries of our media partners, and establish the future today. A combination of broadcast, digital, print, out-of-home, radio and PR was used across 9 countries globally, delivering dominant positions and innovation. Interactive billboards and storefronts linking consumers in New York and 6 other cities across the globe via real-time SMS texting NYT.com takeover reporting the news of the year 2040 to users worldwide Times of India front page takeover (the physical newspaper) Baidu (China) Home Page media allowing users to ³Text for Tomorrow´

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www.intel.com

STRATEGIES (Contd«)

www.intel.com

STRATEGIES (Contd«)

www.intel.com

STRATEGIES (Contd«)

www.intel.com

RESULTS
1. Get Intel talked about Intel's Sponsors of Tomorrow campaign was met with impressive buzz across the board as measured by overall buzz volume (number of mentions): The campaign performed on par with Pepsi's ³Refresh Everything´ launch and significantly outperformed Microsoft's ³I'm a PC´ launch. This is particularly impressive given that Intel's launch media spend was less than half that of Microsoft's, and less than a third of Pepsi's:

www.intel.com

RESULTS
‡ ‡ ‡ In addition to buzz volume, the Sponsors of Tomorrow ³Rock Star´ television ad has been viewed more than 1,000,000 times on YouTube in just a 4-month period In the United Kingdom, ³Rock Star´ was the third most viewed video on YouTube in its debut week. To top it off, Intel ³Rock Star´ idea go viral: Rockstarmyself.com is a venue where people can see what it's really like to be an Intel rock star by uploading a picture to land a starring role in a 3D version of their own ³Rock Star´ spot. As part of Sponsors of Tomorrow, developed outdoor digital billboards that featured scrolling messages from texting passersby. The first billboard appeared in New York's Times Square, Miami,Chicago, Berlin, etc.) ³Text for Tomorrow´ effort has yielded over 120,000 submissions in 14 languages from 7 regions globally.

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www.intel.com

RESULTS
2. Increase key brand health measures ‡ Category Relevance increased 9% from 4 weeks prior to SOT launch ‡ Intel Brand Preference increased 19% from 4 weeks prior to SOT launch ‡ Intent to Seek Information increased 36% from 4 weeks prior to launch

www.intel.com