AMD: Simplifying Customer's PC Buying Decisions*

            


Details


Case Code : CLCB063
Publication date : 2009
Subject : Consumer Behavior
Industry : Computers/ Information Technology
Length : 05 Pages
Price : Rs. 100


To download this case click on the button below, and select the case from the list of available cases:

Consumer Behavior
Short Case Studies

Marketing Case Studies**
Case Studies Collection
ICMR Courseware
View Detailed Pricing Info

Key words:

Buying Decisions, marketing, usage models, user experience, usage behavior, original equipment manufacturers, OEM, branding, retail marketing, vendor partnerships, Advanced Micro Devices, AMD, Vision brand campaign, Vision Pro campaign, Intel

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.



 

 


 


Abstract:
ICMR India ICMR India ICMR India ICMR India RSS Feed

In September 2009, Advanced Micro Devices (AMD) launched the 'Vision brand campaign' and classified all its offerings under three categories, in a bid to shift consumer focus away from the underlying technology to actual user experience. Experts felt that AMD was trying to change the way users made their purchase decisions regarding PCs, which until then had been focused on specification sheets. In January 2010, AMD extended the Vision branding to its commercial PC business, targeting small and medium businesses. Through this new strategy, AMD sought to take away market share from arch-rival Intel Corporation, the undisputed market leader in microprocessors, they said.

Issues:

  Consumer behavior
  Purchase decision
  Branding
  Industrial marketing

Introduction

In September 2009, Advanced Micro Devices (AMD) launched the 'Vision brand campaign' for marketing its chips. Experts lauded AMD for launching the campaign, which, they said, simplified the customer's personal computer (PC) buying decision.

Questions for Discussion:

1. Critically analyze AMD's Vision brand campaign. Do you think that the company's efforts at simplifying customer's purchase decisions will succeed in winning over users and channel partners?

2. Do you think that AMD will be able to emerge as an able challenger to Intel in the future? What steps should it take in marketing in order to achieve this?





Cases on related topics

1. Intel Corporation's 'Sponsors of Tomorrow' Global Branding Campaign
2. Intel Corporation: European Union Antitrust Case
3. Canadian Club: Repositioning a Dormant Brand
4. Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product
5. Amazon.com: Customer Service Champion

Google