Intel unveils India specific retail initative

Intel has devised an India specific, marketing, advertising and retail program 'The Great PC Adventure' to increase PC penetration in India. The initiative started in Bangalore to provide the public a hands-on experience, a digital home showcase, live demos of the uses of a PC and a 3D film in a pyramid shaped inflatable. 

Intel APAC Corporate Marketing Group Director, Trish Thomson said, “India is one of the top 10 markets for us and we are seeing that affordability has grown in urban areas. PC penetration in section C cities is growing at 150% every year.” Intel India Marketing GM, Jayant Murthy added, “Families in section C cities see success through the lives of their children and we want to show the advantages a PC has for children.” 

The penetration of TVs, fridges and mobiles is far higher than PCs. To bridge the gap, Intel realized demonstrated the potential of a PC to make consumers comfortable with a computer. 

The great PC adventure would be rolled out across several towns and cities in India soon. Intel has roped in OEMs and channel partners to align their communication around Intel's theme. The retail strategy involves the Digital PC party, which is a hands-on experience for the family, demonstrating the uses of PC, to be conducted across 75 cities. The marketing campaign hopes to expand coverage to 30 million households in the country. Thomson is confident that there would be a substantial
increase in PC penetration in India following the campaign.

CYBERMEDIA NEWS

BANGALORE