Secret Ingredient for every PC

Secret Ingredient for every PCBy- Naman GoyalIIT Guwahati

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Integrated Electronics-IntelFounded in 1968, Moore and NoyceKnown for distinguished semiconductors products

Made SRAMs, DRAMs and processorIntel 4004 First commercially available processorInventor of x86 series of processor

Problems

Chips were known by their numbers which cant be trademarkedResult-Competitors used the name(number) and sell their products.

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Most customers don't see, understand, don't care about chips.

RESULT-FRUSTRATION

Solution

Find 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 thecomponent.

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(%)

Advertisement champion-Intel

Bunny PeopleJim ParsonsThe Blue Man Group

Advertisement champion-Intel

Lunch-RoomSmart DroneSNSD GroupTheir own employee

Advanced Technology Everyday!

Classmate PCCompute 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

PROBLEMSIngredient MarketingAdvertisementInnovationNew SlogansCurrent andFuture Scenario