‘ 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
What INTEL does for a living?!
Supplies BUILDING BLOCKS for the computing and communications industry
What are BUILDING BLOCKS ?
BUILDING BLOCKS are nothing but chips, boards, systems and software used in computers, servers and networking or communications products .
Whom does INTEL do business with?
Most of Intel’s customers fall into two groups
Original equipment manufacturers (OEMs)
PC and network communications products users
Who are the OEMs?
They manufacture computer systems, cellular handsets, telecommunications and networking communications equipment
Who then are the network communications products users?
You, me and a host of large and small businesses
Why INTEL sat in Research methodology classes?!
Difficulty in upgrading from 286 to 386 micro-processor
Marketing research attributed it to :
Lack of customer awareness
The solution: created a small advertising campaign that created brand INTEL .
Why Intel “INSIDE” ?
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.
Helped INTEL become an umbrella brand.
What the logo did?
The logo became synonymous with INTEL , big time
Catchy advertising jingle
Over 10 years and still NOT OUT !
Cardamom + tomato + spices + oodles of ‘creativity’ = Right INGREDIENT !!
INTEL and the main challenge
Intel was trying to sell an INGREDIENT BRAND
Something which is a part of a larger product
Invisible – quite literally
‘ A friend in need is a friend indeed’
Marketing research showed that :
Cross-marketing with technology partners works
Included it’s logo in partner’s ads and even funded these ads
Ads always finished off on a JINGLY note !
P1, P2, P3, P4 … What’s your NUMBER ?
Next idea: name for it’s micro-processor
Had to be a non-number since it would be non-patentable
Widely appealing name: PENTIUM
Intel’s KUNDALI : What the future holds for Intel ?