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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