AMD’s Consumer and Channel Marketing

Initiatives
 INTRODUCTIO
N
•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 Distributio Solutio

Sales channels n
families n partners partners Partner
ISVS
s and
hosted
Comm Cons service
Chan umer
Partner Syst
nel
En Re erci
al
Re Syst
em
s
em ta se ta
tracks Dist prov il ll solu solu il inte
ribu ider er er
tion tion er
grat
s ors
tors s s
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 RadeonGraphic 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
 Continu
ed
•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
 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