Intel’s marketing mix is heavily focused on advertising and public relations to promote premium-priced technological products. The marketing mix, also known as the 4Ps (Product, Place, Promotion, and Price), is the combination of strategies, tactics, and tools that support business goals in selling products in target markets. Intel’s marketing mix is common among technology firms. The company strategically applies this marketing mix to ensure that end-users continue buying its products, and equipment manufacturers continue integrating Intel microprocessors into their products, like laptops. An effective marketing mix facilitates business resilience and long-term success by supporting competitiveness and efficiency in marketing, toward the realization of Intel’s mission statement and vision statement. The company matches its marketing mix and the semiconductor market.
In using a marketing mix (4P) for semiconductor markets, Intel Corporation applies advertising to attract end-users and equipment developers and designers. The marketing mix also involves a variety of potential places or venues for distribution. In this way, Intel ensures that target customers and end-users are effectively reached. The organizational competencies outlined in the SWOT analysis of Intel contribute to the effectiveness of this marketing mix and the company’s overall marketing strategy.
This aspect of the marketing mix identifies organizational outputs or products, inclusive of goods and services. As a semiconductor business, Intel develops and sells microprocessors, memory chips, computing devices, wireless technology, and other products. This product mix showcases the company’s growth and expansion through the years. As the company grows, new product lines are added to the product mix. The following are the product categories of Intel’s product mix:
- Systems and devices
- Graphics processing units
- FPGAs and programmable devices
- Memory and storage
- Server products
- Wireless products
- Network communications and I/O
Intel’s products are focused on information and communications technologies. The company is most popularly known for its microprocessors that co-evolve with Microsoft’s Windows systems. As industries and markets advance in terms of technological needs and usage, the company develops newer or better products. New product development may come with changes in Intel’s organizational structure (corporate structure). New products may also require adjustments to the company’s marketing mix. The resulting marketing strategy must account for new product engagement in Intel’s target markets.
Place/Distribution in Intel’s Marketing Mix
The places or venues where Intel reaches and transacts with target customers are identified in this aspect of the marketing mix. These transactions define the distribution strategy and distribution network of the semiconductor business. The company uses the following places to reach its target markets:
- Intel’s B2B System
- Authorized distributors
Intel has a system for business-to-business (B2B) transactions with customers, who are the developers and manufacturers of equipment, such as laptops and other devices. As part of the marketing mix, this B2B system enables the company to reach its customers and communicate regarding new technologies that can be integrated into new devices. Intel’s distribution strategy also involves authorized distributors. These distributors provide extensive coverage in regional markets. This aspect of the marketing mix relates to the location strategy in Intel’s operations management. Through this aspect of its marketing mix, market penetration is effectively implemented as one of Intel’s intensive growth strategies, in tandem with the company’s generic competitive strategy.
This aspect of the marketing mix applies strategies and tactics for promoting the company and its products. Intel promotes its products to equipment manufacturers and developers, as well as end-users to build brand awareness and to grow market demand. Promotion determines the company’s ability to grow its revenues despite competitive rivalry. Intel’s promotional mix involves the following promotional activities:
- Public Relations
- Direct Marketing
Advertisements are an expensive but effective promotional activity that the company uses to boost the sales of its products and the sales of manufacturers’ products containing Intel processors and boards. For example, the “Intel Inside” advertising campaign launched in the 1990s developed brand awareness and end-user loyalty to products containing Intel components. Today, the new tag line, “Leap Ahead,” has replaced “Intel Inside” in the company’s marketing strategy. The company also implements advertisements for major events, like the Super Bowl. Public relations are also a significant promotional strategy of the semiconductor business. For example, the company sponsors events, such as science fairs for high schools. As a component of the marketing mix, this sponsorship supports brand awareness and customer loyalty. Public relations programs are also a component of Intel’s corporate social responsibility strategy and stakeholder management. Moreover, the company promotes its products through direct marketing. The company engages in direct communications with equipment manufacturers and sellers to reach profitable arrangements. This aspect of Intel’s marketing mix indicates the significance of advertising, public relations, and direct marketing in supporting the company’s promotional objectives.
Prices & Pricing Strategies in Intel’s 4Ps
Price points and price ranges are considered in this aspect of the marketing mix. Intel’s prices are based on market conditions and the competitive advantages of the company relative to other firms in the semiconductor market. Intel has the following pricing strategies:
- Premium pricing strategy
- Market-oriented pricing strategy
Intel Corporation uses the premium pricing strategy to maximize its profits. In this strategy, many of the company’s prices are typically higher than those of competitors, such as AMD, IBM, and Samsung. The advantage of this pricing strategy is that it maximizes profit margins. A disadvantage is that it is difficult to implement and has the risk of failure in a price-sensitive market. Intel’s marketing strategy succeeds in using premium pricing by maintaining a premium brand with a high perceived value, based on target customers’ perceptions. For example, the company advertises its brand and products as leaders in the semiconductor industry. In doing so, customers maintain the perception that Intel products are better than the competition. This condition enables the company to sell its products at higher prices and expect growing revenues despite cheaper products from competitors. On the other hand, the market-oriented pricing strategy involves determining market conditions and the prices of competitors. Intel uses this pricing strategy to guide the adjustment of premium prices. The company continues to use the premium pricing strategy as the main strategy for setting prices. Based on this aspect of its marketing mix, Intel ensures high profits through premium prices, which are supported through premium branding.
- Intel Corporation – Form 10-K.
- Intel Corporation – Products.
- Intel Foundation.
- Intel Solutions Marketplace.
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