| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential 1 How to influence shoppers to buy AMD? 41% 61% 59% 23% 1. Product mind set Online Online • Search Engines • Vision landing page • Blogs • Price comparsion web sites • Retailers Website • Professional Online review sites • Online user reviews • Mobile Internet Offline • PC Magazines • Print newspaper • Retail Store • Retailer/MNC ads Online: Vision Educat. MS for Online Shops Online: Vision Master Microsite VMM Press Store Retailer/MNC Place in customers online shops SEM, links, social media, blog activities Product reviews, articles, events, contests Retailer MDF, POS material, promotions etc. Value messaging Offline 1. Purchase decision 2. Mind set Influence • Around 60% of PC SW/HW consumers research online prior purchasing products • Approximatly 61% of all PC consumers ultimatly buy offline • Major influence to change brand preference is online with appr. 60% • Significant influence as well offline with around 40% • Mobile Internet opportunity: need more investigation (~30% of WE consumers and growing) Channel Tactic Research Purchase Sources: Forrester Consumer Technographics, AMD Brand Tracking Study
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| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential1
How to influence shoppers to buy AMD?
41% 61%
59% 23% 1. Productmind set
Online Online
• Search Engines
• Vision landing page
• Blogs
• Price comparsion web sites
• Retailers Website
• Professional Online review sites
• Online user reviews
• Mobile Internet
Offline
• PC Magazines
• Print newspaper
• Retail Store
• Retailer/MNC ads
Online:
Vision Educat. MS
for Online Shops
Online:
Vision Master
Microsite VMM
Press
Store
Retailer/MNC
Place in customers
online shops
SEM, links, social media, blog
activities
Product reviews,
articles, events,
contests
Retailer MDF,
POS material,
promotions etc.
Value messaging
Offline1. Purchasedecision2. Mind set
Influence
• Around 60% of PC SW/HW consumers research online prior purchasing products• Approximatly 61% of all PC consumers ultimatly buy offline• Major influence to change brand preference is online with appr. 60%• Significant influence as well offline with around 40%• Mobile Internet opportunity: need more investigation (~30% of WE consumers and growing)
Channel TacticResearch Purchase
Sources: Forrester Consumer Technographics, AMD Brand Tracking Study
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential2
Consumer Q410 Marketing Plan 2010
Push retail sales through align with Go-Big-PlanIncrease consumer market share up to 29%
Objective
Retail ProgramsIncrease assortment and generate additional
sales through with higher ASP with AMD Retail MDF. Crate innovative consumer channel partner programs and activities to support
partner sales through of AMD based platforms
Increase AMD preference by improving AMD‘s value proposition in partner print ads
Use new MSH EMEA partnership to leverage VISION message to consumers
xx%
AMD Vision CampaignsEstablish Vision by identifying
consumer segmentation and buying behavior process to develop Vision marketing activities for increasing
AMD buying preference
xx%
Strategies
Budgets
Increase CPU ASP above $xxIncrease CPU CM from xx% to xx%
Revenue goal: $xxxM
ROI
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential3