Description
This paper examines the emergence of the mobile processor as an ingredient of the Smartphone in the wireless industry and how to influence the purchase decision of customers at point-of-sale. The techniques include a review of the relevant literature along with a comprehensive analysis of the history of successful ingredient branding efforts and the challenges faced by the new generation of brands. In order to determine the effects that ingredient branding has on customers, a study was conducted at Qualcomm, a wireless telecommunications and processor company, to determine which marketing tactics will have the greatest impact on consumers in the retail and online purchasing environments. These results are analyzed and discussed determining the best approach to raise awareness and ultimately preference for Snapdragon mobile processors in a market where mobile processor awareness and brand awareness are significantly low. By reviewing the effects of marketing stimuli at point-of-sale in the case of the Snapdragon ingredient brand we will learn more about consumer consideration and purchase intent. The results show that increasing the efficacy of marketing stimuli at the point-of-sale will be impactful and can increase consumer consideration. The research also concludes that word-of-mouth referrals are the most powerful way of impacting consumer purchase decisions.
