INTEL

BUILDING A TECHNOLOGY BRAND

Efforts By:Abhishek Arya

Amrita WigKajoli Gupta

Kanav BudhirajaKritika PandeNikhil Gupta

Shivani Elhance

Efforts By:Abhishek Arya

Amrita WigKajoli Gupta

Kanav BudhirajaKritika PandeNikhil Gupta

Shivani Elhance

1. What were the strengths and weaknesses of the Intel Inside campaign?

StrengthsTangibilize the intangible Mix of push & pull strategyClear conversionBuilding Brand EquityCo-operative support from OEMsBrand innovation - Ingredient branding

WeaknessesConflict with 1st tier OEMsProduct as such was under advertised

4. Evaluate Intel’s segmentation strategy. Is having a good/better/best product line ( Celeron, Pentium, Xeon) the best positioning for Intel? Should it discontinue a line(s) and focus on other(s)??

Yes it was a good segmentation strategy by IntelHaving a product line like Celeron, Pentium, xeon, it will cover whole market from low end to high end chipSo it was a good positioning for IntelNo need to discontinue any line but try to focus on speed and product performance

2. Evaluate Intel’s continued use of the Pentium family of processors. Did Intel make the right decision by extending the name through the Pentium 4 processor?

•Need for Independent name and indicating the generation of the new chip•The name suggested an ingredient •Industry language for micro-processor •Difficult for competitor to copy.•Have positive association and work on global basis.•Support in Intel’s brand equity.•s•Within 2 years after the company’s decision to use the “Pentium” name for its P5- generation chips in 1992, Intel possessed 90% of the world’s PC micro processor market and enjoyed exclusive relationships with several of the biggest computer manufacturers•Success – with the help of the sub-brand•- Pentium Pro, Pentium II , Pentium III & Pentium 4•In 1994, revenues rose 24% to 11.5 billion

Yes Intel has made right decision Good way of brand extensionFit to brand strategy Best for PC centered campaignShows positive attributes like quality, performance, software compatibility

3. Suppose you were the Chief Marketing Officerfor AMD. How would you propose the company position itself to better compete with Intel? Would you propose that AMD institute an Inside- like ad campaign?

AMD (Advance Micro Devices) was a strong competitor of Intel in microprocessor industryAMD should focus building a better experience and better lifestyle by bridging the digital gap between poor and richAMD provides better experience rather than trying to educate the peopleAMD should concentrate on Flash memory- mobile technologyAMD should focus on products in which it is global leaderAMD is half the size of Intel, there was no need of similar marketing strategy

INTEL

BUILDING A TECHNOLOGY BRAND

Efforts By:Abhishek Arya

Amrita WigKajoli Gupta

Kanav BudhirajaKritika PandeNikhil Gupta

Shivani Elhance

4. Evaluate Intel’s segmentation strategy. Is havinga good/better/best product line ( Celeron, Pentium, Xeon) the best positioning for Intel? Should it discontinue a line(s) and focus on other(s)??

Yes it was a good segmentation strategy by IntelHaving a product line like Celeron, Pentium, Xeon, it will cover whole market from low end to high end chip. So it was a good positioning for IntelNo need to discontinue any line but try to focus on speed and product performance

4. Evaluate Intel’s segmentation strategy. Is having a good/better/best product line ( Celeron, Pentium, Xeon) the best positioning for Intel? Should it discontinue a line(s) and focus on other(s)??

Yes it was a good segmentation strategy by IntelHaving a product line like Celeron, Pentium, xeon, it will cover whole market from low end to high end chipSo it was a good positioning for IntelNo need to discontinue any line but try to focus on speed and product performance