AMD’s Consumer and Channel Marketing Initiatives

INTRODUCTION

•Founded in 1969 by W. JERRY SANDERS and EDWIN J. TURNEY.

•AMD incorporates with $ 1,00,000 and Headquarters in Sunnyvale, California, U.S

•Second largest producer of microprocessors.

•One of the largest producer of graphics processing units.

• AMD announced merger with ATI technologies on July 24, 2006.

CORPORATE HISTORY

• Company began as a producer of logic chip, then entered the RAM chip business in 1975.

• Same year it introduced reversed-engineered clone of the Intel 8080 microprocessor.

• AMD also designed and produced a series of bit-slice processor element.

• In 1972 company became public.

• Net income in 2009 was US $ 5403 Million.

• Main Competitor is INTEL.

•Anti trust litigation

Products of AMD

• Semiconductors

• Microprocessors

• flash memory devices

• Support circuitry

• TV tuner

Channel structure of AMD

Partner families

Partner tracks

Distribution partners

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Sales channels partners

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Solution Partners

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CHANNEL MARKETING INITIATIVE

• In 2005 they shift there marketing by targeting its channel member than continuing to focus on its consumer marketing initiative.

• It try to capture 60000 to 70000 having core focus on IT.

• Several distributor and integrated such as Tech Data, CDW, Avnet, and EDS were collaborated to sells its Chip.

• HP ran an Ad in USA TODAY featuring its HP desktop, notebook and server running on AMD microprocessor.

• AMD acquired ATI technologies inc in 2006

• In 2009 they launch fusion partner program to offer unwavering support to its channel.

SUCCESSFUL MARKETING INITIATIVE FUSION PARTNER PROGRAM

• Former channel structure was not helping either its partner nor the company.

• In Sep 2009, AMD launched its Fusion partner program to support its partners.

• ATI Radeon Graphic partner, AMD solution provider program, AMD solution provider program, AMD Channel provider program and AMD Alliance program were merged into single entity.

• This program aimed to drive demand through the channel member by offering them target based rebate.

• They provide AMD rewards(2010) for the highest performing partner

•It provide customized tools to the channel partners which help to increase their efficiency.•Division of channel partners into three categories: Elites Premium Select• Highlights the issue of overvalued distributers

Continued

Way Forward • Image in eyes of the consumers.• Undeserved potential target market.• Synergy in distribution channels.

FUSION• Embedded systems • Core competency- graphics can venture into graphical software markets for animation industry• Market initiatives

RECOMMENDATIONS

•Collaborative partnership in advertisement E.g.. HP Ad campaign in U.S TODAY.

•Major sponsorships.

•Tie-up with Educational Institutions.

•Synergizing Distribution Channel.

•Corporate Social Responsibility.

THANK YOU