Business 2 Business Marketing

Case AnalysisIntel Inside

Group 13:Vikalp (14S557)Mahalasa (14S623) Apoorva (14S710) Sujay(14S749)

Situation analysis:

80% of the PC sold had Intel processors 2001 they had their first revenue fall In 2000 Intel lost market share while AMD was catching up. From 80% it dropped to 78% The market sales is stagnant for desktop computers while it is increasing for mobile devices Also the percentage revenue of microprocessors in computers as compared to other devices has declined Co-op advertising with OEM while has worked for PC by creating awareness and pull in the market for an backend product, they are still in a dilemma whether or not extend the same for mobile devicesProblem statement:Can Intel achieve mobile market, as opposed to their highly profitable and reputable PC market without diluting their brand image?Alternatives and evaluation: Alternate 1: Extending Intel inside concept to laptops and into mobile industry Around 27% growth in laptops, mobiles and personal device assistant industries as mentioned in Exhibit 13. Established consumer base and trust in the big brand of Intel. Also, PDAs, phones & other devices are gradually converging into single unit, marketing them under the same umbrella would not be as challenging as it popular brand in the segment. This will ensure the acceptability ratio as they come under the same category.Intel should capitalize on brand recognition which was not present earlier. Alternate 2: Do not extend other product categories This will be a big risk for the brand image of the company. The consumer perception may change due to the introduction of new product line. The tie ups with OEM in the portable device market may not be as in the desktop market.Extending the Intel Inside brand can be troublesome as the products may not align with image of the brand. In order to produce high performance devices as expected, the company needs technical expertise as well as these products are needed to be marketed with same level which will incur huge cost and planning.Action plan: Plan A: Extending in Laptops Extend the campaign under the same umbrella as desktops Catchy ad campaigns & educate the customer about the powerful chip in mobile which can create large possibilities should be focus Intel can build a simple, customized e-commerce website with standardized functions to promote its products

Plan B: Venturing in the mobile market Market research and analysis to understand the acceptability of Intel processor in mobile handsets B2B connection through the mobile manufacturers and market through them