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

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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

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InnovationNew SlogansCurrent andFuture Scenario