With continually increasing cutting-edge technology, Intel cautiously took its marketing to a more advanced level in line with its product development. When the company was having a hard time getting technology managers to switch from the 286 to the 386 processor, it realized the need to market to the end user of its microprocessors. With a very small marketing budget, the team launched a billboard campaign in Denver promoting the new processor. Based on the response, Intel decided to take the campaign nationwide. This was the first marketing effort focused on reaching the end user. Inadvertently, the team created a brand.
After watching the Intel Video, answer the following 3 questions. Using the concepts discussed in the Module/Week 2 Reading & Study material, fully explain and justify your responses.
Why did Intel decide to switch its target from B2B to the end user? Was this a good decision at the time? Was it a good decision long term?
What did the Denver billboard campaign contribute to Intel’s branding efforts?
What consumer behavior plays into Intel’s decision-making process where its GIMC (globally integrated marketing communications) planning efforts are concerned?