AMD's Consumer and Channel Marketing Initiatives

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Case Details:

Case Code : MKTG255
Case Length : 21 Pages
Period : 2001-2010
Pub Date : 2010
Teaching Note : Not Available
Organization : Advanced Micro Devices / AMD
Industry : Computers, IT and ITeS
Countries : US; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Challenging Intel

In September 2009, Sunnyvale, California-based chipmaker Advanced Micro Devices (AMD) launched its first global partner program called the 'Fusion Partner Program' for its channel partners. Through this program, AMD sought to offer its partners customized tools and resources to boost their sales depending on their inimitable business models. Besides, the program was expected to enable AMD to cut its costs while corresponding with its channel partners. On launching the program, David Kenyon (Kenyon), vice president of worldwide channel marketing at AMD, said, "AMD understands the critical importance of our partners in successfully driving customer adoption of our platforms and has launched the AMD Fusion Partner Program to ensure we're providing the right elements to help accelerate our channel partner business."

AMD was founded in 1969 in Sunnyvale, California. Unlike its arch-rival Intel Corporation (Intel), which marketed its microprocessors to the consumers through several noteworthy marketing campaigns, AMD did not market its microprocessors extensively to the consumers. The most notable marketing campaign launched by AMD was the 'AMD Me' campaign launched in 2002.

In 2009, the company launched the 'Vision' campaign that sought to make the PC buying process easier for consumers. AMD also marketed to its channel partners. It launched the AMD Commercial Channel Access Program in 2005 to meet the business needs of its partners. The company extended its channel marketing initiatives by launching the Fusion Partner Program in 2009...

Excerpts >>

6] Anton Shiloy, "AMD Kicks off "Fusion" Marketing Campaign to Boost Sales," www.xbitlabs.com, September 30, 2009.


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