Mini case1 intel
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Transcript of Mini case1 intel
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Secret Ingredient for every PC
By- Naman GoyalIIT Guwahati
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Integrated Electronics-IntelFounded in 1968, Moore and NoyceKnown for distinguished semiconductors products
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Made SRAMs, DRAMs and μprocessorIntel 4004 – First commercially available μprocessorInventor of x86 series of μprocessor
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Problems
Chips were known by their numbers which can’t 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
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SolutionFind a way to become distinctive in the eyes of costumers. People should be proud of it.
ANSWER-INGREDIENT MARKETING
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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.
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Too much black and white??Time for the blue magic
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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.
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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.
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SuccessIntel became synonymous to quality and reliability in microprocessor industry.
Any other company was treated with suspicion.
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Growth Curve-Market Share(%)
1991 1992 19950
10
20
30
40
50
60
70
80
90
100
Series 1
Series 1
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Advertisement champion-Intel
Bunny People
Jim Parsons
The Blue Man Group
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Advertisement champion-Intel
Lunch-Room
Smart Drone
SNSD Group
Their own employee
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Advanced Technology Everyday!
Classmate PC
Compute Stick
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New Slogans
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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
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Current ScenarioIntel announced scrapping of Sofia and Braxton Atom chips.Due to investment for future ventures, there has been a massive 12000 job cuts.
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Future ScenarioShift focus to more profitable cloud ventures.IOT(Internet of Things)5GMemory Data center products
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Summary
PROBLEMS
Ingredient Marketing
Advertisement
InnovationNew SlogansCurrent andFuture Scenario