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Group30 Assignment 1

The document discusses Atmel's strategy to increase its business-to-consumer sales. It analyzes Atmel's 5C's - company, customers, collaborators, competitors, and context. It notes that Atmel is focused on existing and new product development for existing and new markets. The strategies discussed include expanding geographical presence, effective training, interacting with existing clients, social media engagement, online product launches, focusing on intellectual property protection, and engaging with tech enthusiasts. The document also outlines Atmel's RACE planning system for social media marketing.

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Rajat Garg
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156 views

Group30 Assignment 1

The document discusses Atmel's strategy to increase its business-to-consumer sales. It analyzes Atmel's 5C's - company, customers, collaborators, competitors, and context. It notes that Atmel is focused on existing and new product development for existing and new markets. The strategies discussed include expanding geographical presence, effective training, interacting with existing clients, social media engagement, online product launches, focusing on intellectual property protection, and engaging with tech enthusiasts. The document also outlines Atmel's RACE planning system for social media marketing.

Uploaded by

Rajat Garg
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ATMEL :

IGNITING THE
B2C IN B2B

GROUP 30

MANAS DOHAR (188141)


RAJAT GARG (188193)
ANIRBAN BERA (188031)
5C’S ANALYSIS

Company Customer Collaborators Competitors Context


Founded in 1984 Fortune 500 Downstream – APW, Shallco & Non-differentiated
Companies Company Salesmen & Microchip Technology
Distributors
Designer and Small businesses Commoditized
manufacturer market
of semiconductors
Engineering-Driven
Company
AREAS OF FOCUS
Existing Product New Product

Existing Market Market Penetration Product Development

New Market Market Development Diversification

Market Development : We will explore untapped potential markets in small developing countries and emerging economies
Market Penetration: We will increase the penetration of existing products by targeting non key accounts by increasing
awareness among them and finding what their needs are
STRATEGIES

 Wide Geographical presence :-


✓ Make use of emerging market by introducing lower specification product in those markets

 Effective training program:-


✓ Distributor and sellers will be trained to make efficiency of sales better
✓ This would help selling sophisticated products and convert leads effectively
✓ Marketing people have less idea and willingness to go to the market

 Interaction with existing clients:-


✓ By facilitating this, we can look their future application we can expand our products

 Social media engagement:-


✓ Continuous interaction with customers and getting feedback to solve any query they have regarding the product.
✓ Getting prospects from social media engagement and tell them about our product
STRATEGIES

 Online product launches :-


✓ Introducing new products via online channels to reduce high cost of product launches and to be able to target specific
customers
 Focus on IPR protection:-
✓ Atmel should look to protect their intellectual property rights especially in the emerging market
✓ Threat of replication of technology in countries like China
 Engagement with tech enthusiasts :-
✓ Focus on building a community of tech enthusiasts
✓ Help Atmel in implementing their technology in futuristic applications such as IoT to develop new innovative
products
SOCIAL MEDIA MARKETING

Reach - Search engines, social


networks, publishers and blogs

Act – User friendly website, blog,


community

Convert – Lead generations and


conversion

Engage – Regular content, problem


solving to achieve customer
advocacy

RACE Planning System for Social Media


Marketing
THANK YOU

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