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