In 2007, Intel created the Classmate PC-a small, kid- scream, grope, and beg for his autograph. The screen friendly, durable, and affordable Intel processor-based reads, "Ajay Bhatt, co-inventor of the U.S.B." as the computer intended for children in remote regions of the employee (played by an actor) winks at a fan, The ad world. It was part of an initiative called Intel Learning ends with the line, "Our superheroes aren't like your Series, intended to help expand education in technology superheroes." throughout the world. As Intel's superheroes continue to create powerful The following year, Intel launched the Atom proces- microprocessors for smaller and more mobile devices, the sor, the company's smallest processor to date, designed company's brand value continues to grow, as does its for mobile Internet devices, netbooks, and nettops such influence on the future of technology. as the Classmate PC. Also that year, Intel introduced its most advanced microprocessor, the Intel Core i7, Questions which focused on the needs for video, 3-D gaming, and advanced computer activities. Both processors became 1. Discuss how Intel changed ingredient-marketing his- an instant hit. The Atom, smaller than a grain of rice, ide- tory. What did it do so well in those initial marketing ally powered the growing market of netbooks-mobile. campaigns? light computers that weighed as little as 13 ounces. Intel 2. Evaluate Intel's more recent marketing efforts, Did sold more than 20 million Atom processors for netbooks they lose something by dropping the "Intel Inside" in its first year alone and 28 million in its second year. tagline or not? Some analysts predict that when the Atom processor taps into the smart phone and cell phone markets, Intel Sources Cill Edwards, "Thid Everywhere?" Bushessister, March 8 2004, pp. 80-42: Scott Van could sell hundreds of millions of units in a very short Camp, "TleadMe fel," Bandweek, February 23, 2004, p. 17: "How to Become a Suportrand," Marketing Jurumy 8. 2034. p. 15: Rager Servera. "Pam Police. W-Director. Corporate Marketing amount of time. Group, Intel Corp." Broll December 8, 2003, p. 19: Kenneth Han, "Study: New Brand Names Nat Intel's most recent ad campaign aimed to improve Making Their Mark, " Brandweek. December 8, 2003, p. 12: Heather Clancy, Tried Thinking Outside the company's brand awareness was entitled "Sponsors the Box Computer Filesefor News. Nowamber 24, 2003,p. 14; Cynthia L Wiito, "A Chip Off the of Tomorrow." The commercials highlighted Intel's role in Ads. " Techedby Advertising & Branding Ampat October 6, 2003; David Kingpatriot "A Intel, changing the future of technology and took a humorous Speed Isn't Everything " Fortune, February 0, 2004 p. 34: Don Clark, Intel to Overhaul Marketing tone. In one, a middle-aged man wearing his company in Bid to Go Beyond PCA" Wal Street brawl December 30, 2005, Stephanie Clifford, "Tech Company's Campaign to Bumrich Its Brand." Awww Mark Fines May 6. 2909, p. W/ Tim Bitch. ID tag struts through the cafeteria as fellow employees "ridd Makes Moves in Mobility, " PC Magazine, October 5, 2004.Marketing Excellence move the Intel brand name outside the PC and into the minds of consumers. In order to execute the new brand >>Intel strategy, it was essential that the computer manufacture ers who used Intel processors support the program, Intel gave them significant rebates when they included the Intel logo in their PC ads or when they placed the "Intel Inside" sticker on the outside of their PCs intel> and laptops. The company created several effective and identifi- able marketing campaigns in the late 1990s to become a recognizable and well-liked ingredient brand name. The "Bunny People" series featured Intel technicians dressed in brightly colored contamination suits as they danced to disco music inside a processor facility. Intel also used the famous Blue Man Group in its commercials for Pentium III and Pentium IV. In 2003. Intel launched Centrino, a platform that included a new microprocessor, an extended battery, and wireless capabilities. The company launched a multimillion- Intel makes the microproces dollar media effort around the new platform called sors found in 80 percent of the world's personal "Unwired," which urged the wired world to "Unwire. computers. Today, it is one of the most valuable brands Untangle. Unburden, Uncompromise. Unstress." "Unwired" in the world, with revenues exceeding $37 billion. In the helped the company generate $2 billion in revenue during early days, however, Intel microprocessors were known the first nine months of the campaign. simply by their engineering numbers, such as "80386 or As the PC industry slowed in the mid-2000s. Intel "80486." Since numbers can't be trademarked, competi- sought opportunities in new growth areas such as home tors came out with their own "486" chips and intel had no entertainment and mobile devices. It launched two new way to distinguish itself. Nor could consumers see Intel's platforms: Viv (rhymes with "Tive") aimed at home enter- products, buried deep inside their PCs. Thus, Intel had a tainment enthusiasts, and Centrino Duo mobile, In hard time convincing consumers to pay more for its high- addition, the company created a $2 billion global market- performance products. ing campaign to help reposition Intel from a brainy As a result, Intel created the quintessential ingredient- microprocessor company to a "warm and fuzzy com- branding marketing campaign and made history. It pany" that offered solutions for consumers as well. As chose a name for its latest microprocessor introduction part of the campaign, Intel's new slogan "Leap Ahead" that could be trademarked, Pentium, and launched the replaced the familiar "Intel Inside" campaign that had "Intel Inside" campaign to build brand awareness of its become synonymous with the Intel brand, and a new logo whole family of microprocessors. This campaign helped was created