AMD: Simplifying Customer's PC Buying Decisions*



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

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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


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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.


  Consumer behavior
  Purchase decision
  Industrial marketing


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?

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