Post on 15-Apr-2017
Secret Ingredient for every PC
By- Naman GoyalIIT Guwahati
Integrated Electronics-IntelFounded in 1968, Moore and NoyceKnown for distinguished semiconductors products
Made SRAMs, DRAMs and μprocessorIntel 4004 – First commercially available μprocessorInventor of x86 series of μprocessor
Problems
Chips were known by their numbers which can’t be trademarkedResult-Competitors used the name(number) and sell their products.
Most customers don't see, understand, don't care about chips.
RESULT-FRUSTRATION
SolutionFind a way to become distinctive in the eyes of costumers. People should be proud of it.
ANSWER-INGREDIENT MARKETING
Ingredient MarketingWhat the hell is that??
Creating a brand for a component of a product, to project the high quality or performance of the component.
Too much black and white??Time for the blue magic
Intel believed it could position its chips as a premium product, which it could in turn sell at a premium price to computer manufacturers.
In 1991, Intel launched the successful co-op program in which they convinced manufacturers to place the "Intel inside" logo unit in their advertising and other marketing material.
Intel believed it could position its chips as a premium product, which it could in turn sell at a premium price to computer manufacturers.
In 1991, Intel launched the successful co-op program in which they convinced manufacturers to place the "Intel inside" logo unit in their advertising and other marketing material.
SuccessIntel became synonymous to quality and reliability in microprocessor industry.
Any other company was treated with suspicion.
Growth Curve-Market Share(%)
1991 1992 19950
10
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100
Series 1
Series 1
Advertisement champion-Intel
Bunny People
Jim Parsons
The Blue Man Group
Advertisement champion-Intel
Lunch-Room
Smart Drone
SNSD Group
Their own employee
Advanced Technology Everyday!
Classmate PC
Compute Stick
New Slogans
Response to newer slogans
Not much changed but senior costumers find it difficult to attach any slogan other than “Intel Inside”.
People still like Intel and trust its quality
Current ScenarioIntel announced scrapping of Sofia and Braxton Atom chips.Due to investment for future ventures, there has been a massive 12000 job cuts.
Future ScenarioShift focus to more profitable cloud ventures.IOT(Internet of Things)5GMemory Data center products
Summary
PROBLEMS
Ingredient Marketing
Advertisement
InnovationNew SlogansCurrent andFuture Scenario