2011

MARKETING ASSIGNMENT
SUBMITTED BY : RUPAM DEB (20076)
COMPANY : INTEL

SSIM 11/23/2011

MARKETING ASSIGNMENT

Company Name : Intel Founded : It was founded in California's Silicon Valley by Bob Noyce and
Gordon Moore in 1968. Evolution of Marketing : According to the current market scenario which is ruled by consumer preferences , Intel is also in Market-orientation stage .The main target of the company is to create products with differential advantages to attract customers limited buying power.

Co-ordinated Marketing Activities : (a) TQM Approach : Intel stresses on continuous improvement of quality & conducts customer surveys to evaluate customer satisfaction. (b)Improved designs (both product & process) are implemented to reduce cost & failure rate.

Marketing Program : (a)Market Segmentation & Target Markets- Intel segments its market in six levels . Intel has value, legacy, transactional, mainstream performance, premium performance and extreme market segment. The companys main target is to reach high quality product performance to satisfy tech-savvy consumers . (b)Positioning- Intel positions by balancing the dual requirements of reliability . The Intel position has always been based on authenticity, quality and performance, supported strongly by consistent global campaigns. The Intel Inside logo is placed on all print advertising, print and point-of-sale merchandising, shipping cartons, packaging, and is used by world brand and OEM computer manufacturers. Marketing Mix( 4 PS) : (a)PRODUCT- Great technology, great experience, intelligence, performance, innovation, customer delight innovation &

(b)PRICE Fixed price(except Trade discounts),Cost plus pricing(non price competition), (c)PLACE(Distribution) Distributors , resellers , channel partners .

(d)PROMOTION Advertising in social media (tv,newspapers,etc.), Online marketing , Social & professional network marketing . Demographics With the increase in population, the number of computer users are also increasing substantially.This factor is taken into account during demand forecasting . Competition The main market competitor is AMD with variety of produts . But Intel has been the market leader in electronics chip manufacturing due to many Differential Advantages such as (a)Reliability (b)Good quality testing process (c)Intel Inside campaign still contributing to its Brand Value. (d)Artificial Intelligence microprocessors (e)High product cannibalization rate (common in high-tech products due to emerging technologies) Technology Innovation is the keyword in product designing . Internal Environment (a)Strong R & D . (b)Company Image (Brand value) (c)Wide network of Operations

Consumer Buying Decision Process: (1)NEED RECOGNITION -(a) Multitasking ??? (b) Reliability ??? (c) Speed (>>>MHz) ??? (d)Multimedia compatibility ??? (2)IDENTIFICATION OF ALTERNATIVES (a)AMD ???

(b)IBM ??? (c)ASUS ??? (d)Mercury ??? (3)EVALUATION advantages . OF ALTERNATIVES Intel scores high due to many differential

(4)PURCHASE & RELATED DECISIONS Brand Loyalty (5)POST-PURCHASE BEHAVIOR Rare occurrence of Cognitive Dissonance due to Prompt after-sales service & post-purchase support (warranty)