AMD's Consumer and Channel Marketing Initiatives

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Case Details:

Case Code : MKTG255
Case Length : 21 Pages
Period : 2001-2010
Pub Date : 2010
Teaching Note : Not Available
Organization : Advanced Micro Devices / AMD
Industry : Computers, IT and ITeS
Countries : US; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

AMD, headquartered in Sunnyvale, California, USA, recorded revenues of US$ 5.808 billion with a net loss of US$ 3.098 billion for the year ended 2008 (Refer to Exhibit I for AMD's five year financial summary). The company manufactured and supplied semiconductors, microprocessors, flash memory devices, and support circuitry for networking and communications applications...

Marketing - The AMD Way

While Intel was the pioneer in marketing microprocessors to the OEMs followed by marketing to the end users, AMD mastered the art of marketing by giving catchy names to its microprocessors.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For instance, in 1999, AMD launched its microprocessor under the name Athlon which meant 'champion of the games' in Greek...

AMD's Consumer Marketing Initiatives

Over the years, AMD extended its marketing initiatives by launching integrated branding and advertising campaigns including TV, print, and online elements, in order to directly market its microprocessors to the customers.

'AMD Me' Campaign
One of AMD's most notable consumer marketing campaigns was the 'AMD Me' campaign. In 2002, for the first time in its 33-year history, AMD launched its largest global integrated branding and advertising campaign called the 'AMD Me' campaign with the punch line 'Challenge me...

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