MR Final PPT Intel

7/28/2019 MR Final PPT Intel

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INTELA Case onGroupMembers Arun Stephen

AswathyBhavyaDheera

MahalakshmiRahul. P

SreeKumar


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Case Overview Intel Corporation is an American multi-national semi

conductor chip maker corporation headquartered inSanta Clara , California.

Intel is the worlds largest chip maker, based onrevenue.

Strategically, it is closely allied with Microsoftbecause the Windows and operating systems arebasically 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.


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Intel is organised into 4 operating units:

I. Intel architecture business : develops platformsolutions for desktop ,server and mobile marketsegments

II. The Intel communications Group : develops

products for the networking andcommunications platform that focus onEthernet connectivity, optical components andnetwork processing components

III. The wireless communication and ComputingGroup : provides hardware and software fordigital cellular communications

IV. The new business group : develop new business

around the companys core capability


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Intels success is attributed by innovations that it

have made based on the marketing research

Intel faced difficulty in reaching its products tothe customers, and through market researchunderstood that this was due to the lack ofawareness.

So they conducted several advertisingcampaigns and market researches whichcreated a brand for Intel

Some of the campaigns such as Intel Inside andLeap Ahead have been successful

Also used jingles in the advertisements and thatbecame synonymous with their slogan.


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The extensive market research helped in creatinga name for their microprocessors i.e., Pentium;this helped the customers to identify it.

The increased competition makes Intels

marketing research efforts more important tosustain a dominant place in the market

Through various market research and campaignsthey have successfully developed a brand imageand brand equity


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ROLE OF MR IN DEVISING INTEL ADS Marketing research helped in realizing the

importance of creating customer awareness aboutthe brand.

INTEL INSIDE AD CAMPAIGN Marketing research helped them to reach out and

convince the customers about the importance ofthe Intel chip.

MR revealed the importance of cross marketingwith the technology partners.

Used jingle to sink in the logo.

All these helped to Increase the brand awareness.


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Cont ..... Continuous measurement of ads using MR proved the

ad to be very effective.

MR helped them to choose their product namePENTIUM.

INTEL LEAP AHEAD AD CAMPAIGN MR helped to understand the need for repositioning

the brand in order to create an competitive advantageover the rival(AMD).

As a result they changed the logo and the slogan ieLeap ahead.

Extensive MR helped them to retain the dominantposition in the market.


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Decision Problem

WHAT SHOULD BE DONE TO INCREASE THEPREFERENCE FOR INTEL CHIP AMONG PCINDIVIDUAL USERS AS WELL AS BUSINESS

USER SEGMENTS?


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Research Problem

TO STUDY THE AWARENESS AND BUYINGBEHAVIOUR OF POTENTIAL CUSTOMERS FOR

INTEL PRODUCTS?


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Research Objectives To study the brand awareness

To understand the preferences of customerstowards 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 customerwants.


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Research design

Research Design

Multiple Cross Sectional

Design

Cross Sectional Design

Descriptive Research

Conclusive Research

Design

Exploratory Research

Design


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Exploratory research design:

Secondary resource analysis Expert opinion survey

Focus group discussion

Descriptive research design:

Multi cross sectional survey(cohortanalysis)


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Role of the InternetInternet Sources

Published Data

Other data preparedby individuals orprivate agencies.

Official andGovernment Sources

Computer Stored Data

Intranet

Direct from

Suppliers- Extranet

Online Databases


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The Internet sources can be used to obtain :

Published data- These are procured both fromofficial and government sources or from reports

compiled by individuals, private researchagencies or organizations.

Official and Government Sources

Other data prepared by individuals or private

agencies.


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Computer Stored data Information that was earlierstored as a printed document is now available in

electronic form. Online Databases:

An online database is a database accessible from anetwork, 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 usersoutside the organization, usually partners, vendors,

and suppliers. Intranet:

An intranet can be understood as a private analogof the Internet, or as a private extension of the

Internet confined to an organization.


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Qualitative research helped in the following ways.

Understanding the basic attitude of businessestowards the various pc and networkcommunication product.

Understanding the perceptions of businessesabout a particular brand.

Buying behavior of businesses.

Important features or attributes that they

consider while selecting or opting for a particularbrand.


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Qualitative research techniques

Qualitative ResearchProblem

Direct (Non Disguised)

Observation Focus GroupDepth

InterviewsContentAnalysis


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Indirect

Projective Techniques

Completion

Techniques

Association

Techniques

Qualitative ResearchProblem


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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 ofconsumers.

There are several ways : Telephone

Mail (post)

Online surveys

Personal in-home surveys

Personal mall or street intercept survey

Hybrids of the above.


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Sampling plan. Probability sampling-Stratified random sampling

and cluster sampling.

Non probability sampling- Judgmental sampling,Quota sampling.

Population : Business users and PCusers.

Elements : Single member ofpopulation.

Sampling frame : e.g.: Students, IT people,colleges organizations,

people using PCsat home.

Sample size : 1500 Sample : Sample of PC users in a

college, company etc


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Thank You

Questionnaire ..
http://localhost/var/www/apps/conversion/tmp/scratch_12/Questionnaire%20for%20Intel.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_12/Questionnaire%20for%20Intel.docx

MR Final PPT Intel

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