Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Consumer behavior
• Purchase decision
• Branding
• and Industrial marketing

Keywords

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