Group 6

Agrima Saxena
Pushkar Singh
Kshitij Gupta
Kapil Chand
 Founded in 1968 by Robert Noyce and
Gordon Moore
Started producing semiconductors by
1970s
Company based in Santa Clara,
About Intel California
Approx. 83,000 employees
Net revenue of $26.5 billion
First chip, 4004 was introduced in
1971 which was a 4 bit microprocessor
 8008 was introduced in 1972 which
ran at nearly twice the speed
In 1977, apple produced first desktop
computer (non intel microprocessor)
marking beginning of modern era
desktop computing
By 1980, Intel garnered 70% share of
overall desktop microprocessor market
In 1985, famous 386 chip was
introduced in market
 Main thing even Pollace, vice
president and director of intels
worldwide marketing operations
Main Issue was concerned about was if it
was wise to extend intel inside
brand campaign to other
product categories
 Brand name Intel :Computer
inside
Brand elements Logo intel inside
Jingle
 Only about 9% of all companies
make use of sound to make their
brands more distinct, recognizable
and memorable
- Brand Sense by
Martin Lindstorm
Intel Jingle- and Intel with its unique
trademark sound has been doing
Success Story just that for years now.
The Intel 3 second, 5 melodies
jingle is played after every
advertisement of the computer
OEMs since 1995. Has contributed
exponentially in making Intel a
household name.
Intel Logo & Jingle- Over the
Years
Brand mantra Emotional Modifier- Authentic
Descriptive Modifier- Technology
Brand Functions- Performance
1. What was the original motivation behind
Intels decision to launch the Intel Inside
branding campaign?
 Developing an Umbrella brand for marketing of successive generation
of products
Why:
Intel could not afford different campaigns for every successive model
Court verdict that chip labelled 286 & 386 could not be trademarked
To differentiate from competitors products that carried the same
product name
To reduce their buyers power by directly connecting with end users.
To make customers pay more attention to multiprocessors
2. What factors have accounted for the
success of the campaign?
Many OEMs including Dell & NCR joined promptly because of
advertising dollars
By the end of the 1st year more than 300 OEMs were on board
Awareness of intel increased to 20% by 1992 and to 80% in 1996
The intel logo became affirmation of value, security & dependability
By the end of the decade more than 2700 PC makers were participated
in the program
Ranked 6th most valuable brand in the world
Microprocessors came to be viewed as an important component of the
PC
3. What are the current problems Intel
facing in the PC market?
Cost of building a new chip had increased to around $500
Cost of manufacturing another wafer creation office had
increased to $2 billion- $2.5
The chip business remained high risk and potentially high reward
business
Rivalry remained intense both at the low end as well as the high
end product line
Competitors such as AMD, Texas Instruments & Cyrix started
rolling out chips compatible with Microsofts operating system
Microchips clones increased sale of cheaper PCs into the market
AMD threatened IBMs technological dominance by rolling out
1GHZ chip which was faster than any Intel chip
Increased segmentation among computer buyers- Different
competitors focused on different niche markets
4.1 What are these core values?
 Core Technolog Performan
Safety in
Authentici
y ce
Values ty
4:2 On the other hand, how has
the companys advertising
evolved over time?
 A Marketing Experiment : RED X
By 1988, the 386 processor was out in the market for 3
years
Still everyone was using the 286 chip
386 had only been adopted in high end servers
Carter designed an experiment to make aware the end
users about the product differences
 A Marketing Experiment : RED X
Covered billboards with a large
286

Splashed a big red graffiti cross

over the numbers

After weeks, added a large 386 in

a circle

Promoted the fact that 386 came

with same price and more
advantages
Intel Inside
The co-op ad were supplemented by Intels own
campaign
Developing an umbrella brand for Intel
Branding each new generation of product was difficult
Tagline Intel- the computer inside
Co-op Advertising Program
 Co-op Advertising Program
Modelled after the types of programs in packaged good
industries
Intel accrued co-op advertising dollar on the basis of
purchase of Intel chips
OEMs put Intel logo in their ads and their computers
The logo said Intel Inside
It was carried out to focus customers attention to
microprocessors
Dell and NCR were the first companies to sign up the program
Intel Inside- Pentium Processor
In 1994, high-end Intel Pentium processor was introduced
A series of 12 twenty second Pentium ads were launched
Ads consists of activities such as design a card, learn a new
subject or even doing astronomy with a computer
Intel also developed its 3 second animated jingle signature ID
audio video- logo for Intel
Intel also used Bunny People characters in 1997 Super-Bowl
which became instant hit
 Intel
Inside
4:3 What do you think of the Blue Man Group
advertisements? Why does Lewnes consider this campaign
to be one of the biggest advertising breakthroughs in the
companys ten-year history? Do you agree with the
direction the campaign appears to be taking?
The Blue Men
Group Ad
 The Blue Men Group Ad
Blue Man Group is a performance music and art group
Intel used the Group for advertising Pentium 3, Pentium 4 and
Centrino line of processors
Tagline- Pentium 4 processor: the center of your digital world
Research suggested the campaign had significant appeal and
recognition worldwide
The group represented immense creativity, innovation and simplicity

Yes , I agree with the direction that the campaign is taking as they are
successfully bridging the gap between the technical details and the
emotional experience of customers using the cutting edge technology
5.From a consumer perspective, how
does the Intel Inside logo affect your
PC buying decisions?
 It created a perception that CPUs were most important
component of a computer.
The point that there are significant differences in
performance across chips was brought up.
Customers perceive a strong brand could reduce the risk
associated with purchase.
Customers who buy PCs with Intel Chips are thought as..
1. Modern
2. High tech
the
company
extend the Yes they should,
Intel As of now the Phones PDAS, MP3 etc
Inside are merging with each other in
formation of a single device with which
branding there computing power is growing .
campaign to Intel has created a strong brand equity
other non- over last decade and it will be in best
PC interest of the company to leverage this
equity that they have in this emerging
categories market witch can give them an
such as cell advantage over upcoming companies.
phones and This will help them to create a position
PDAs? Why for themselves in changing market
conditions
or why not?
6:2 What does Pollace mean when she says, We
need to be thinking about computing, which can
encompass any number of different devices?

Pollace is trying to convey that the company needs to

expand its brand equity in the emerging market of
smart phones as she sees the potential In this category,
she is able to see that the computing power for these
devices is only going to increase in future where there
is a huge opportunity for the company to expand
 o What it takes
7:1 What
does it take to Customer perception
brand an Superior and differentiable product
ingredient? Distinct symbol representation
Can any Understanding the benefits
company pull Yes a company can pull it off in any
it off? In any product category if they fulfill above
product mention requirements
category?
 Difficult for any other component
7:2 Could manufacturer to pull it off successfully
another As only consumer perception was
component there for AMD and others.
manufacturer No other requirement was fulfilled
have pulled As in today's scenario Qualcomm has
off a similar done it with its snapdragon processors
feat in the PC for smart phones.
category?