Case Study

INTEL ASIA PACIFIC :THE CATCH AND WIN CAMPAIGN

Saeeda Kousar
MBBEM-32
 Introduction of
Intel
 Headquarterd in Santa Clara,
California.
 Founded in 1968 by Gordon
Moore and Robert Noyce.
 80000 employees worldwide.
 Recorded revenue of over $50
billion in 2011.
 Intel introduced the world's first
microprocessor in 1971.
Products
 Central processing unit
 Microprocessor
 Integrated graphics processing
units
 System on chip
 Motherboard chip set
 Network interface controller
 Modems
 Mobile phones
 Solid state drives
 WiFi and Bluetooth chipsets
 Flash memory
 Vehicle automation sensors
 Operating
segments
 Client computing group
 Data center group
 Non-volatile memory solution
group
 Internet of things group
 Programmable solutions group
Competitors

● AMD
● Samsung Electronics
● IBM
● Nvidia
Moore’s Law
Moore’s law states that :
“The number of transistors on a
microchip double about every two
years though the cost of computer is
halved.”
 Moore’s law has been a driving
force of technological and social
change,productivity and
economic growth.
 Intel Inside

In 1991 company began advertising
to end users using the catch phrase
“intel inside”.

Intel Inside campaign established
Intel as a household brand name.

The campaign addressed a problem
faced by tech companies as their
products began to reach end users.
Intel inside Campaign objectives
Promote awareness of final customers

Benchmark of microprocessor industry

Business to Business behavior

Increase worldwide sales

 Intel Inside
campaign results
 Awareness of Intel :20% in 1992 to
80% in 1996.
 Intel logo as an assurance of quality,
safety, leading technology and
reliable.
 1500 computer makers participating
in the campaign of Intel.
 In the first year of campaign sales
increased 60%.
 Controlled 85%market share of
microprocessor by 1998.
 The catch and win
marketing campaign
Catch and win marketing campaign was
an example of Dingle and jones
philosophy at work.
Promotion was focused around a
relatively new PC product category
known as ultrabook.
This new variety of laptop had intel’s
 Latest generation processor
 Sleek thin and light design
 Fast solid state hard drive
 Wireless technologies
 Instant on capabilitiy
This combination gave users
 Highly portable
 Always ready experience
 Longest possible battery life.

Major brands name were promoting

and selling versions of this new
product category like Samsung, Acer
and HP etc.
Saiqa Zafar
MBBEM-03
 Decision as
category creator
It was important as category creator
to
 drive awareness
 Understanding
 Desire for devices
To ensure high demand and sales of
Intel Inside technologies.
Aside from immediate sales, an exciting compaign:

 Would help reinforce the perception of Intel as major

innovator in personal computing
 Extend leadership in product development
 Relationship with its customers and retail partners
Intel Positioning as leader in PC technology
DINGLE described the compaign as:
The Ultrabook is a “halo” product. It's
“Aspirational”
So, awareness and interest in these
 Ultra lightweight
 Ultra fast
 Always on long battery life products
Position Intel as leader in PC technology and
ultimately encourage more purchase in all product
categories.
Compaign’s Target
 The compaign targeted the very
large and fast growing
population of young people.
 Who were using smartphones for
entertainment.
 To stay connected with friends.
There were over one billion smartphones in the Asia-Pacific region as compared
to roughly 300 million PCs sold worldwide annually. Intel made hardware for
smartphones, but it hadn’t established a large presence so viewed these devices as
complementary to the adoption of PCs.

For some purposes, smartphones have effectively become competitive with

personal computers.
so the PC business is somewhat less attractive than it has been. The need was to
go where their prospective customers were. So, to create a fun experience in
which Intel and Ultrabooks are the heroes at the centre of what still makes a PC
attractive.
For the purpose they focused on catch and win marketing campaign.
 Catch and Win
Marketing Campaign
•
First they needed to have a smartphone and a
data plan, and be a member of an app store.
• They also had to find out about the contest,
and download and install the Catch & Win app.
 
• Next they needed to register the app with
their personal details and go to a local
participating retailer where they could play the
game.
 
•After learning how to play, they needed to
score among the top 10 local participants to
gain entry into the competition finals in which
the top player would win the big prize of a new
Ultrabook.
The advertising program
● The advertising program for which the team
had targeted a 95000$
● The main purpose of advertising was
stimulating the participation and interest in
the catch and win contest intially by
attempting to maximize the number of
downloads of the smartphones app ‘pocket
intel’ which enabled participation in catch
and win.
● This app was actually a game which is
additional to being fun.
● This game offered participant the chance to
win or receive discount on ultrabook and
related products.
These are the main objectives of this
advertising program:

1. Generate the largest possible exposure

for the app and contest traditionally
measured by the number of ad
impressions.
2. The scenod was to achieve the highest
possible number of click through with
these adds.
3. The ultimate goal was to get people to
participate in the contest, to talk about
it,to visit retailers and to learn about and
buy intel products.
 Pricing model of
advertising program

● Media pricing was based on the

some notion and was quoted at
cost per 1000 impressions.
● This price model vary from one
platform to other platform.
● This is also vary from geographics
areas and demographics groups.
● This price model is also based on
(CTR).
 Social marketing in
emerging markets

An emerging market is a market that

has some characteristics of a developed
market, but does not fully meet its
standards. This includes markets that
may become developed markets in the
future or were in the past.
Example :
AMAZON
For the catch and win compaign
intel was targeting six specific
country market;
 Indonesia
 South korea
 Malaysia
 Pakistan
 Philippines
 Singapore
 Consumers in emerging marke relied
heavily on the opnion of social connection
with family and friends for buying decision
especially for large purchase such as PC.

 The mature countries in the region

comprised very advance users of mobile
phones android phones had grown quickly
in emerging countries.

 The demand for touchscreen phones with

cameras, data connectivity,and technology
with ability to run complex applications and
quickly becoming the best way to reach
consumers to generate interest and to
promote message for a large companies.
 User of the smart phones were the prime
target of the ultrabook and advertising
target for intel’s catch and win compaign.
 The marketing team had choosen to
advertise through relatively new social
network media in which the facebook had
established itself as the dominant
platform.
 Facebook traditional computer browser
interface include two types of placement;

i. Market place ads

ii. Premium ads/mobile ads

 Mobile phone and facebook users were

the prime target of intel.
 Intel AP Indonesia Korea Malaysia Pakistan Philippines Singapore
Markets

Population 251.2 49.0 29.6 193.2 105.7 5.5

# Internet users 20 39.4 15.4 20.4 8.3 3.2

Mobile Phones 248.8 52.5 36.7 111 94.2 7.8

# Facebook
Users 51.1 10 13.6 8 29.9 2.9
 Ahsan ALI
MBBEM-21-40
The Facebook Advertising platform
 Since it first launched in 2007 as Facebook Flyers, Facebook
Ads has grown into one of the biggest online advertising
platforms in the world.

 Facebook is most targeted form of advertisement. Therefore,

Intel decided to use Facebook as advertising platform.
Cont…

• In 2012 Facebook passed a 100 million subscribers world wild. The Intel had spent in
developing its own Facebook groups in the Asia Pacific area.

• Intel mostly targeted the emerging markets.

• The marketing team felt that catch and win was an opportunity to reach more than 100
million fans and other Facebook users in the region.
Intel market Indonesia Korea Malaysia Pakistan Philippines Sungapore

Fans
778144 137801 128410 316425 203907 15595

Growth
8009 9361 2932 18994 2204 1496

Demographics
M 18-24 F 18-24 M 18-24 M 18-24 M 18-24 M 18-24
 The marketing team felt that catch and win was an
opportunity to reach more than 100 million fans and
other Facebook users in the region.
So they used three types of media plat
form for there advertising
• Earned Media
• Paid Media
• Owned Media
Cont.……

 The benefit of Premium Advertising on the

Facebook platform was that it allowed friends to
see each other's activity in their personal
Facebook News Feeds, which encouraged them to
participate in promotional efforts.
Know As earned media
 Paid Media

 The benefit of paid Advertising on

the Facebook platform is that it
provide brand to reach consumers
who are not actively searching for
or seeking to connect with that
brand.
 Paid media can also be used to
target specific groups of consumers
who may be interested in the brand's
products and services.
 Content you pay to place in front of
an audience as an ad or sponsorship
Owned Media

• The most notable benefit of

owned media is the brand's ability
to control it. When the brand
owns the media channel, it
decides what type of content to
publish, how often it will be
updated and how users can
interact with it
Conceptual description of the paid and earned media
Cont.….

 Facebook was eager to have Intel and other large corporations check out its new
mobile Ad product, in addition to its traditional marketplace and premium ads
because officials calculated that over 60% of Facebook users used their
smartphones to access the sites.

 The Intel marketing team therefore intended to keep their advertising programs
planning and measurement as data driven as possible
 Marketing team of Intel closely monitor the
market condition and make sure that they obtain
maximum impressions while balancing the
budget allocation across the new mobile ad units.

• At the end they had found

marketplace Ads and premium Ads
to be extremely effective in past
promotion campaigns
Original Media Purchase Plan
 Media buying is the process of purchasing ad space and time on digital and offline
platforms, such as websites, YouTube, Facebook, radio, TV
 Intel’s advertising agency developed a media purchase plan for each market based on
the number of impressions, that is, the number of times that advertisements would
appear to Facebook users either in their News Feed section (Premium and/or Mobile
Ads) or on the right-hand-side of their Facebook pages (Marketplace Ads)
 This plan included assumption about CTR’s for Facebook advertisement
 Cont.…..
• An alternate approach was to purchase media by the number of clicks at a higher unit cost but
with a certain outcomes.
• Facebook would continue to display the advertisement for many impressions as were required until the targeted

number of clicks was achieved.

• Pricing for this option would certainly be much higher on a cost per click basis as compared to the more common

cost per impressions.

Why Advertising on social media
 Increased Brand Awareness
 Gain Marketplace Insights
 Higher Conversion Rates
 Better Customer Satisfaction
 Cost-Effective
 Improved Brand Loyalty
INTEL’S BACKGROUND FACEBOOK DATA
Premium Ads offered three important differences from Marketplace Ads
 Premium Ads tended to have a higher CTR.
 Facebook user actions (Like, Comment, etc.) with Premium Ads produced additional Earned Media
impressions.
 CTR resulting from these additional impressions was invariably higher than for normal Paid
Impressions since the originating user’s action presumably carried influence with their friends to act
similarly.
THE MEDIA BUYING PROBLEM
 Brand Reputation
 Advertisements Fraud
 Lack of Transparency
 The initial media plan Failed
 Matrics can enable us to be very selective about
in which countries and for which ad types we reduce our media Purchases
How Does Facebook Use Machine Learning to
Deliver Ads?
How does Facebook decide which ads to show people?
Facebook determine which ads to show people based on two main factors: audience targeting selected by
advertisers and the results of our ad auction.

o First, advertisers choose their target audience through our self-service tools. Audiences are created based
on categories like age and gender, as well as actions people take on our apps such as liking a Facebook
Page or clicking on an ad. Advertisers can also use information they have about their audience, like a list
of emails or people who’ve visited their website, to build a custom audience or a lookalike audience.

o Next, when determining which ads to show someone, our system gathers ads that include that person in
the advertiser’s chosen audience. These ads move to the auction stage.