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Intel inside-- Penetration through smaller towns
Kumarkaushalam
New Delhi, December 9: What you can't do in real life, you can do on the Internet.'' That's the mantra Intel India is extending from advertising to marketing activities. Intel has chalked out a three-fold approach to drive the sales of its flagship brand, Pentium III: penetrate into smaller towns; counsel Genuine Intel Dealers (GIDs) to exploit the opportunities of the Internet business and retail revolution, (in addition to selling Intel products); and make content integration with partners a marketing platform to launch a series of online promotional initiatives. Expand distribution reach: ``We want to touch 100 cities in the next 12 months through market development programmes,'' says Kanwaljit Singh, general manager, marketing, Intel. ``We've already taken our reach to 50 cities from 15 cities in January 1999.''Intel has sharpened its focus on new markets-over 70 per cent of new GIDs appointed in the last one year come from smaller towns. With a current GID base of 1,200, Intel plans to maintain a `stable base' of GIDs by increasing the number of cities. The top eight cities in the country account for over 75 per cent of its GID base, while Tier III towns account for the remaining GIDs. Intel is already seeing over 40 per cent of sales coming from new markets. Counsel partners on strategic business: In addition to conducting product and skill upgradation sessions-and offering certificate courses like Authorised Solutions Providers for GIDs to become solutions partner-Intel is increasingly counselling its GID partners on the new business directions of Internet business, retailing and networking. For instance, with inputs from Intel, Nicom Systems at Nehru Place in New Delhi is setting up a separate cell to handle e-business dimensions. ``A year ago we had helped them develop an efficient retailing model,'' says Singh. Content integration to win end-user: One of the early movers in Web advertising, Intel plans to integrate content from Intel sites like Intel.com and Intel.com/in (an India-specific site) with relevant content from other big sites and portals to get sponsorships and initiate joint promotions. ``During December 1999 and January 2000, we plan to launch a series of millennium activities using this content integration platform,'' says Singh. ``We are trying to create a feeling for the enduser through the tie-ups with big portals (like Satyam Online) and demonstrate ``what you can't do in real life, you can do on the Internet.'' Also, in conjunction with Bharti's Mantra Online - this ISP is expected to bring a substantial number of new Internet users - Intel is developing special online tutorial programmes aimed at the new users. Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.
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