Back in April of 2012, a key trend had emerged -- people were choosing lower-cost notebook PCs. The Wintel partnership was concerned. If the trend gained momentum, then profits would surely be impacted. Intel responded with the Ultrabook campaign , in an attempt to "correct" the market. The result of this huge marketing investment by Intel was " cinematic and epic " -- but clearly not in a way that was intended. The outcome from the campaign and the apparent lessons-learned are truly one of the most insightful marketing case studies of the decade. Why? This was an irrefutable example of how traditional mass-media marketing was no longer able to significantly influence buyer sentiment. Moreover, the size of an advertising and promotion budget won't translate into market development gains, if and when it rejects a compelling trend in the marketplace. The Reality: a New Era of Computing The Average Selling Price (ASP) of Ultrabooks and media tablets declin...
TMT Market Research and Analysis