ppt on the Case study "Intel: Building a Technology Brand"

1. Intel: Building a Technology Brand By M.Krishnan Sashidharan.S P.Vijaykumar

2. The Intel Inside Campaign

4. Value of Intel Inside Logo to consumers Market Cap before branding was $1 billion. By 2003, after the campaign was implemented, it reached $5 billion. This growth of shareholder value illustrates the power of Intel’s branding strategy. In 1992, the first year of “Intel Inside” campaign, worldwide sales rose 63%. Awareness of the Intel logo amongst European PC purchasers grew from 24% at the start of “Intel Inside” campaign in 1991, to 94% by 1995 and in 2001

5. Strengths Intel found a way of taking away the mystery of the product, gaining the confidence of the end consumers that “Intel Inside” represented quality and reliability It concentrated on increasing derived demand Adopted both push and pull strategy Relevant and simplified understanding of chips to customers Associated Intel with processors, thus helping launch future chip launches

7. Weaknesses Intel Inside theme made it difficult to diversify across other product lines apart from microprocessor without changing the theme Conflict with Tier-1 OEMs

10. Self respect

11. Tech Savvy

12. Technology Leader

13. Innovator

15. Compatibility

16. Speed

17. CPU Brand

18. Linked with PC

19. Technology Driven

22. What should AMD do? AMD cannot even imagine a campaign like that of Intel’s Intel has already established a name for itself in the customer’s mind through its campaign, so if AMD does something similar it would not prove to be as effective as Intel’s campaign AMD should focus on better value for money, increased efficacy and penetration into frugal markets as PC industry is stagnating

23. Intel’s Segmentation Intel’s segmentation was based on performance which varied with price. Depending on it, the target market also differed. Having a technological product with its specifications upfront actually helps the customer appreciate the benefits and shortcomings at the time of purchase and prevents any dissatisfaction thereafter. It gives a wider coverage of the market Xeon performed poorly in comparison to Opteron and it definitely needs up gradation

25. Was it the right move? At the time of the case study the sales and production of computer were stagnating, as PDA’s and cell phones were on the rise and it creates a great opportunity for Intel to use their brand equity from the computer market and translate that into the cell phone and PDA. A need to cut through the clutter of competitive activity Marketing with the help of Steve Jobs! Partner with giants in other industries. E.g. Google – Electricity, WiFi

28. Thank You