Intel locks up "look Inside" marketing transformation

Have to move the internet market. The subtext is that if the mobile interconnection market is not in the ascendant, it may become a laggard. Therefore, the major IT giants not only in the product level have to bet on the heavy note, and in marketing is also racking their brains to attract consumers in the eyes. Recently, Intel Greater China President Yang in an interview with reporters in the south, said Intel in addition to the technical development of a series of low-power, high integration of chips, but also in the marketing strategy has made a significant transition: the "sponsors Oftomorrow" (Driving the Future) This marketing theme, into the " Lookinside "(Wonderful, starting from the core).

New topics strengthen communication with consumers

As a business-to-business giant, Intel has launched a big launch in the mobile-Internet era. Chen, a renowned it analyst, believes that with the rise of RAM and these "Junior", Intel will need to make changes in the market as well as products, in order to reproduce the brilliance of the PC era in the mobile internet market.

Chen said that more than 20 years ago, with the "Intel Insi-de" (built-in Intel) This marketing theme, created Intel's king status, and become a classic marketing industry case. However, a good marketing theme, but also to reach the marketing limit. Especially in the fast changing consumer electronics industry, changing marketing strategies according to market changes becomes necessary.

In 2009, Intel enabled the "Sponsorsoftom orrow" theme of marketing, but the marketing language is less relevant to Intel products, and over the years the marketing effect is clearly not comparable to the previous "Intel Insi-de". With the blowout of the mobile interconnection market, Intel will also shift its focus to the mobile market, with Intel Core technology terminals covering a full range of personal consumption, including desktop computers, mobile computers, ultra-polar, tablet computers and mobile phones. A full range of personal consumer terminals makes intel closer to consumers, prompting Intel to focus more on communication with consumers.

"This June, Intel enabled the new marketing theme of L Ookinside, lookinside This topic to echo Intel inside, and to better bridge the gap between Intel and consumers." In addition, Lookinside also brings out the latest brand spirit of Intel ' inner core is strong enough to win '. Yang stressed.

"Differentiated treatment" marketing innovation

In the global marketplace, Intel has launched the "Lookinside" of this new marketing theme, but the Chinese market is very complex, both the highly developed one or two-line urban market, and the potential of a huge four-six-level urban market. To make the idea of "Lookinside" as popular as the "Intel Inside" was, it was a big challenge for Intel.

Intel's president, Yang, says Intel's strategy is to adopt innovative "differentiated" approaches. In the one or two-line city, Intel, through its deep cooperation with the channel, has built a "touch experience zone" in the store and contracted with the badminton star Lindane to interpret Intel's "core strength" with Lindane's inner strength, while in the four-six market, Intel chose to collaborate with Hunan satellite TV, Sponsored "China's strongest voice" program with a strong influence in the four-six market. In addition, Intel has been working with several four-six-line city sports bureaus to deliver Intel's "core strong" brand concept by sponsoring the most influential sporting event-marathon.

"Lindane is highly popular among the one or two-line urban consumer groups, and China's strongest voice in the four-six-level urban market has a huge impact, Intel adopted different markets in different ways of communication strategy, the ultimate goal is to enable consumers in different markets, can imperceptibly accept the Intel ' inner core Strong Can win ' the brand spirit, and discover their inner infinite potential. "said the director of the Intel China Regional brand.