research ppt

INTEL: BUILDING INTEL: BUILDING BLOCK INSIDE OUTBLOCK INSIDE OUT

GROUP MEMBERSGROUP MEMBERS

• S.K.M ASIKUL ISLAM ROMAN S.K.M ASIKUL ISLAM ROMAN ID: 4.13.23.031ID: 4.13.23.031• NASRUL AMEENNASRUL AMEEN ID: 4.13.23.036ID: 4.13.23.036• DILSHAD ARA ZANNATDILSHAD ARA ZANNAT ID: 4.13.23.047ID: 4.13.23.047• WAHIDUR RAHMAN SHIFATWAHIDUR RAHMAN SHIFAT ID: 4.13.23.039ID: 4.13.23.039• MD. RAZU AHMEDMD. RAZU AHMED ID: 4.13.23.044ID: 4.13.23.044• ASIKUR RAHMAN AWDITASIKUR RAHMAN AWDIT ID: 4.13.23.020ID: 4.13.23.020

COURSE: ADVANCED MARKETING RESEARCHCOURSE: ADVANCED MARKETING RESEARCH

MKT: 523MKT: 523

SEC: BSEC: B

CASE SUMMARYCASE SUMMARY

The case has underlined the significance of Marketing Research to

Understand the Consumer Behavior towards the product

Develop Innovative Marketing Strategy to promote the product

Establish the Brand Equity for becoming the market leader

INTEL: (BUILDING BLOCK INSIDE OUT)

Background Pioneer in the industry of Microprocessors Was struggling to sell the product as an ingredient brand

Marketing Research revealed less Consumer Awareness for not being

the final product manufacturer


Innovation in Marketing Launched Intel Inside Campaign

Incorporated the Intel Inside logo in the products of Partner companies

Marketed their Microprocessors with the brand name of PENTIUM


Outcome Within 3 yrs, 80% of the target consumers knew about INTEL

75% having a Positive Image of the brand.

Acquired 95% of Market Share of microprocessor business

DISCUSSION QUESTIONS Discuss the role of marketing research in helping Intel devise the “Intel

Inside” and “Leap Ahead” campaigns.

Found out why customers were not upgrading their microprocessor

Helped design, increase and measure Intel's advertising/brand campaigns

Identified a new and easily acceptable product name

Helped craft the ‘new logo’, ‘new tagline’ and cross market with other tech partners

Played a critical role in Intel’s phenomenal growth.

DISCUSSION QUESTIONS (CONT.)

Intel would like to increase the preference for Intel chips among PC users in the individual user as well as business user segments. Define the management decision problem.

Too much concern about the tag line - Intel Inside & Leap ahead

Management team did not conduct any marketing research before having the difficulty .They were not aware about customer’s demand. For the upgraded product there was no campaign.

Drop of market share-a major concern from 95% to 80% .

Maintaining a separate Product design for Business segment & Personal segment users.


Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why?

● Qualitative Research gains an understanding of the underlying reasons and motivations

● Qualitative research would be used to define the problem and develop an approach.

● Intel would use this research to generate hypotheses and develop an initial understanding of how businesses select PC and network communications products.


Techniques can be used:

1. Focused Group Discussion (FGD):

Reasons for using FGD:● Focus group implies several participants: users or future users of the

application.

● Focus group can only collect subjective data, not objective data on the use of the application as the usability test for example.

● Obtaining new product concepts

● Generating new ideas about older products


2. Depth Interview:

Reasons for using Depth Interview: Interviews with professional people (tech specialist)

Interviews with the competitors

Discussion of confidential, sensitive topics

Detail inquiry about product.


Intel would like to gain better understanding of how businesses select pc and network communication products. what type of research design should be adopted?

● The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in 1971. The PC and network communications products users include individuals, large and small businesses, and service providers, who buy Intel’s PC enhancements, networking products, and business communications products through reseller, retail, e-business, and OEM channels. When they think about better understanding then come in front marketing wing.

● To know customer better is no alternative then research. By considering the customer of Intel and product of them to me. Exploratory research design will better suite with them. Because main intention of them is to gain better understanding about individuals, large and small businesses, and service providers. The characteristic of exploratory research is suite with it.


We know the characteristic of exploratory research design is Formulate a problem or identify a more preciouslyDevelop hypothesisIsolate key variables and relationships for further examinationGain insights for developing an approach to the problemEstablish priorities for further research

In terms of data primary data need to give more importance because they are leading company they will make footprint which will follow by other. They need to conduct it by open questioner and also need to take personal interview in terms of big or medium business company.

Though Intel does not supply their product directly to them but by getting clear idea about their ultimate user they will bring variation in their product. They can be more innovative in product design as well as marketing policy.


Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem.

By its very nature, the Internet appears to be a very promising medium for researchers.

As a vehicle for data collection, it promises increased sample size, greater sample diversity, easier access and convenience, lower costs and time investment, and many other appealing features.

It is even possible to use the Internet for pilot testing media messages and advertisement campaigns.


Internet-based data collection, if utilized properly, can reduce costs and make unfunded projects feasible, yield larger and more representative samples, and obviate hundreds of hours of data entry.

Data collection over the Internet has many potential benefits. Unfortunately, it also has many potential problems. Properly used, Internet-based data collection can generate large samples, be a solution to funding problems, ease logistics, and eliminate data entry. However, problems can arise during any phase of the research. With careful planning, many issues can be avoided altogether.

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