Intel Corp is set to raise its marketing investments in China and improve its image by taking advantage of opportunities brought by the Internet of Things (IoT) in one of the world's largest chip markets, according to technologynewschina.com.
"The only thing about China is that we need to spend more to expand in this market which is so big and has so many people. We will focus on the millennial generation, which are not only our core consumers but influential business decision makers," Penny Baldwin, vice-president in the Global Marketing and Communications Group at Intel, said.
In an interview with China Daily in Beijing, Baldwin said that the company will do everything and grab the opportunities presented by the Internet of Things as it tries to catch up with rival Qualcomm Inc in the mobile Internet era.
"By 2020, over 50 billion devices will be connected and this is exactly what Intel is preparing for," Baldwin added, saying that the company will prioritize drones, augmented reality, and robots in its product drive.
From a chip supplier of hardware manufacturers, the company is taking a major shift in its branding strategy to become a firm that is closely associated with consumers as well as fashion and cultural symbols, according to the company.
"We want to develop preferences and brand loyalty among consumers, based on which we can boost our brand premium and have more power in hands to negotiate with our manufacturing clients," Baldwin was quoted as saying.
In an effort to expand their marketing campaign, Intel teamed up with TV program producers and popular movie stars in 2015. But instead of simply placing their logos to promote the company in these programs, content producers were invited by Intel to shoot in their laboratories, which gave the audience a glimpse at how employees work their daily lives inside the facilities of the technology giant.