Targeting Chinese opportunities when the chips are down

Intel

Case study

"After speaking to students across the Chinese higher education system we built recommendations that not only identified the key moments in campus life where prospects for PC refresh was greatest, but also how to convert these with relevant and practical marketing activities."

The global rise of smartphones and tablets has put the squeeze on Intel’s traditional cash cow: the humble PC. Different consumer groups make different decision about when – or whether – to replace or upgrade their existing machines. Understanding the nuances of these decision-making processes is crucial.

In China, university students were identified as an important group within the ‘PC refresh’ market. Qualitative research suggested life events throughout the college career provided opportunities to trade up. Intel asked us to validate these findings and show how to exploit them.

After speaking to students across the Chinese higher education system we built recommendations that not only identified the key moments in campus life where prospects for PC refresh was greatest, but also how to convert these with relevant and practical marketing activities.

But influencing students was not the only challenge. We had to convince the broader Intel team to implement the plan. This task started at the beginning of the project through stakeholder engagement, continued through a detailed understanding of Intel’s local marketing capabilities and culminated in bespoke infographics that could be used to disseminate messages throughout the business.