I N T E L Final

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I N T E L Final

  1. 1. ‘ Pre-eminent building block supplier to the internet economy’ INCEPTION: Founded in 1968 to build semi-conductor memory products THE BRAIN BEHIND THE “BRAIN” Introduced the world’s first microprocessor (CPU) in 1971
  2. 2. <ul><li>What INTEL does for a living?! </li></ul><ul><li>Supplies BUILDING BLOCKS for the computing and communications industry </li></ul><ul><li>What are BUILDING BLOCKS ? </li></ul><ul><li>BUILDING BLOCKS are nothing but chips, boards, systems and software used in computers, servers and networking or communications products . </li></ul>
  3. 3. Whom does INTEL do business with? <ul><li>Most of Intel’s customers fall into two groups </li></ul><ul><li>Original equipment manufacturers (OEMs) </li></ul><ul><li>PC and network communications products users </li></ul>
  4. 4. <ul><li>Who are the OEMs? </li></ul><ul><li>They manufacture computer systems, cellular handsets, telecommunications and networking communications equipment </li></ul><ul><li>Who then are the network communications products users? </li></ul><ul><li>You, me and a host of large and small businesses </li></ul>
  5. 5. Why INTEL sat in Research methodology classes?! <ul><li>Difficulty in upgrading from 286 to 386 micro-processor </li></ul><ul><li>Marketing research attributed it to : </li></ul><ul><li>Lack of customer awareness </li></ul><ul><li>The solution: created a small advertising campaign that created brand INTEL . </li></ul>
  6. 6. <ul><li>Why Intel “INSIDE” ? </li></ul><ul><li>Marketing research revealed that to have a successful marketing mix , Intel would have to reach the customers and convince them that what was INSIDE was as important the OUTSIDE. </li></ul><ul><li>Helped INTEL become an umbrella brand. </li></ul>
  7. 7. What the logo did? <ul><li>The logo became synonymous with INTEL , big time </li></ul><ul><li>Catchy advertising jingle </li></ul><ul><li>Over 10 years and still NOT OUT ! </li></ul>
  8. 8. Cardamom + tomato + spices + oodles of ‘creativity’ = Right INGREDIENT !! <ul><li>INTEL and the main challenge </li></ul><ul><li>Intel was trying to sell an INGREDIENT BRAND </li></ul><ul><li>Something which is a part of a larger product </li></ul><ul><li>Invisible – quite literally </li></ul>
  9. 9. ‘ A friend in need is a friend indeed’ <ul><li>Marketing research showed that : </li></ul><ul><li>Cross-marketing with technology partners works </li></ul><ul><li>Included it’s logo in partner’s ads and even funded these ads </li></ul><ul><li>Ads always finished off on a JINGLY note ! </li></ul>
  10. 10. P1, P2, P3, P4 … What’s your NUMBER ? <ul><li>Next idea: name for it’s micro-processor </li></ul><ul><li>Had to be a non-number since it would be non-patentable </li></ul><ul><li>Widely appealing name: PENTIUM </li></ul>
  11. 11. Intel’s KUNDALI : What the future holds for Intel ? <ul><li>Key threat areas identified by Marketing research </li></ul><ul><li>Increased competition : viz AMD </li></ul><ul><li>New markets: Asian consumption </li></ul><ul><li>New products </li></ul>

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