A Case on

Group Members

INTEL

Arun Stephen Aswathy Bhavya Dheera Mahalakshmi Rahul. P SreeKumar

 Intel Corporation is an American multi-national semi conductor chip maker corporation headquartered in Santa Clara , California. Intel is the worlds largest chip maker, based on revenue. Strategically, it is closely allied with Microsoft because the Windows and operating systems are basically designed for x86 microprocessors. Today the microprocessors made by Intel corporation form the foundation of all PCs. Intel also makes mother board, network interface controllers and integrated circuits, flash memory, graphic chips, embedded processors and other devices related to communications and computing.

Case Overview

 Intel is organised into 4 operating units: I. Intel architecture business : develops platform solutions for desktop ,server and mobile market segments II. The Intel communications Group : develops products for the networking and communications platform that focus on Ethernet connectivity, optical components and network processing components III. The wireless communication and Computing Group : provides hardware and software for digital cellular communications IV. The new business group : develop new business around the companys core capability

 Intels success is attributed by innovations that it have made based on the marketing research Intel faced difficulty in reaching its products to the customers, and through market research understood that this was due to the lack of awareness. So they conducted several advertising campaigns and market researches which created a brand for Intel Some of the campaigns such as Intel Inside and Leap Ahead have been successful Also used jingles in the advertisements and that became synonymous with their slogan.

 The extensive market research helped in creating a name for their microprocessors i.e., Pentium; this helped the customers to identify it. The increased competition makes Intels marketing research efforts more important to sustain a dominant place in the market Through various market research and campaigns they have successfully developed a brand image and brand equity

ROLE OF MR IN DEVISING INTEL ADS

Marketing research helped in realizing the importance of creating customer awareness about the brand. INTEL INSIDE AD CAMPAIGN Marketing research helped them to reach out and convince the customers about the importance of the Intel chip. MR revealed the importance of cross marketing with the technology partners. Used jingle to sink in the logo. All these helped to Increase the brand awareness.

Cont .....
Continuous measurement of ads using MR proved the ad to be very effective. MR helped them to choose their product name PENTIUM.

INTEL LEAP AHEAD AD CAMPAIGN MR helped to understand the need for repositioning the brand in order to create an competitive advantage over the rival(AMD). As a result they changed the logo and the slogan ie Leap ahead. Extensive MR helped them to retain the dominant position in the market.

Decision Problem
WHAT SHOULD BE DONE TO INCREASE THE PREFERENCE FOR INTEL CHIP AMONG PC INDIVIDUAL USERS AS WELL AS BUSINESS USER SEGMENTS?

Research Problem
BEHAVIOUR OF POTENTIAL CUSTOMERS FOR INTEL PRODUCTS?
TO STUDY THE AWARENESS AND BUYING

Research Objectives
To study the brand awareness To understand the preferences of customers towards the brand To identify the promotional techniques used. To find out the buying behavior of both businesses as well as individual customers. To find out their current market position when compared to rivals. To understand the feasibility of launching a new product by considering the customer wants.

Research design
Research Design

Exploratory Research Design

Conclusive Research Design

Descriptive Research

Cross Sectional Design

Multiple Cross Sectional Design

 Exploratory research design: Secondary resource analysis Expert opinion survey Focus group discussion Descriptive research design: Multi cross sectional survey(cohort analysis)

Role of the Internet

Internet Sources Published Data Computer Stored Data

Official and Government Sources Other data prepared by individuals or private agencies.

Online Databases

Direct from Suppliers- Extranet

Intranet

 The Internet sources can be used to obtain : Published data- These are procured both from official and government sources or from reports compiled by individuals, private research agencies or organizations. Official and Government Sources Other data prepared by individuals or private agencies.

Computer Stored data Information that was earlier stored as a printed document is now available in electronic form. Online Databases: An online database is a database accessible from a network, including from the Internet. Direct from Suppliers- Extranet: An extranet can be viewed as an extension of an organization's intranet that is extended to users outside the organization, usually partners, vendors, and suppliers. Intranet: An intranet can be understood as a private analog of the Internet, or as a private extension of the Internet confined to an organization.

Qualitative research helped in the following ways.

Understanding the basic attitude of businesses towards the various pc and network communication product. Understanding the perceptions of businesses about a particular brand. Buying behavior of businesses. Important features or attributes that they consider while selecting or opting for a particular brand.

Qualitative research techniques

Qualitative Research Problem

Direct (Non Disguised)

Observation

Focus Group

Depth Interviews

Content Analysis

Qualitative Research Problem

Indirect

Projective Techniques

Association Techniques

Completion Techniques

Survey to be conducted.

Multiple Cross sectional studies Segments-Users. Sub segments-PC users and Business users. To study these sub segments independently in the same period. This would help to analyze the current buying behavior and awareness of consumers. There are several ways :

Telephone Mail (post) Online surveys Personal in-home surveys Personal mall or street intercept survey Hybrids of the above.

 Probability sampling-Stratified random sampling and cluster sampling. Non probability sampling- Judgmental sampling, Quota sampling. Population : Business users and PC users. Elements : Single member of population. Sampling frame : e.g.: Students, IT people, colleges organizations, people using PCs at home. Sample size : 1500 Sample : Sample of PC users in a college, company etc

Sampling plan.

Thank You

Questionnaire ..