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I N T E L Final
 

I N T E L Final

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    I N T E L Final I N T E L Final Presentation Transcript

    • ‘ 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 ?
      • Key threat areas identified by Marketing research
      • Increased competition : viz AMD
      • New markets: Asian consumption
      • New products