Case Study: INTEL

Intel makes the microprocessors that are found in 80 percent of the worlds personal computers.in the early days, Intel microprocessors were known simply by their engineering numbers, such as 80386 or 80486. Intel positioned its chips as ghe most advanced. The trouble was, as Intel soon learned, numbers cant be trademarked. Competitors came out with their own 486 chips, and Intel had no way to distinguish itself from the competition. Worse, Intels products were hidden from consumers, buried deep inside PCs. With a hidden, untrademarked product, Intel had a hard time convincing consumer to pay more for its high-performance products.

Intels response was a marketing campaign that created history. The company chose a trademarkable name Pentium-and launched the Intel Inside marketing campaign to build awareness of the bradn and get its name outside the PC and into the minds of consumers.

Intel used an innovative cooperative scheme to extend the reach of the campaign: it would help computer makers who used Intel processors to advertise their PCs if the makers also included the Intel logo in their ads. Intel also gave computer manufacturers a rebate on Intel processors if they agreed to place an Intel Inside sticker on the outside of their PCs and laptops.

Intel continues its integrated ingredient compaigns to this day. For example, when launching its Centrino mobile microprocessor platform, Intel began with TV ads that aired in the U.S. and 11 other countries. These ads include the melody. Print, online, and outdoor advertising followed shortly thereafter. Intel created eight-page inserts for major newspapers that urged the wired would to not only unwire, but also Untangle. Unburden, Uncompromise, Unstress.

Intel even held a One Unwired Day event that took place in major cities usch as New Youk, Chicago, SanFrancisco and Seattle. In addition to allowing free trial Wi-Fi access, the company held festivals in each city that included live music, product demonstrations and prize giveaways.

Going forward, Intel launched a new brand identity in 2006, supported by a $2 billion global marketing campaign to reposition it from a brainy microprocessor company to a warm and fuzzy company that offered solutions for cnsumers as well. The company introduced a new logo with a different font and updated visual look and also created a new slogan.: Leap Ahead. In addition to the new logo and slogan, Intel developed a new microprocessor platform called Viiv (rhymes with five) aimed at home entertainment enthusiasts.

Over a next few years, Intel created the Classmate PC-a small, kid-friendly, durable and affordable Intel processor-based computer intended for children in remote regions of the world. It introduced the Atom processor, then the companys smallest processor. Smaller than a grain of rice, the Atom processor tapped on the netbook market. Intel also introduced the Intel Core 17, and advances microprocessor for video, 3-D gaming, and advanced computer activities.

To improve its brand awareness, Intel launched its Sponsors of Tomorrow ad campaign. The commercials highlighted Intels role in changing the future of technology took a humorous tone. In one, a middle-aged man wearing his company ID tag struts though the cafeteria as fellow employees scream, grope and beg for his autograph. The screen reads, Ajay Bhatt, co-inventor of the USB as the employee winks at a fan. The ad ends with the line, Our superheroes arent like your superheroes.

These marketing efforts have helped Intel remain one of the most valuable brands in the world, earning it eight place in 2012 Interbrand ranking of the Best Global Brands.

Question:

Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial marketing campaigns? (600 words)