Intel Mini Case1 IIT Guwahati

1. Secret Ingredient for
every PC
By- Naman Goyal
IIT Guwahati

2. Integrated Electronics-Intel
Founded in 1968, Moore and Noyce
Known for distinguished semiconductors products

3. Made SRAMs, DRAMs and μprocessor
Intel 4004 – First commercially available μprocessor
Inventor of x86 series of μprocessor

4. Problems
Chips were known by their numbers which
can’t be trademarked
Result-Competitors used the name(number)
and sell their products.

5. Most customers don't see,
understand, don't care about
chips.
RESULT-FRUSTRATION

6. Solution
Find a way to become
distinctive in the eyes of
costumers. People should
be proud of it.
ANSWER-
INGREDIENT MARKETING

7. Ingredient Marketing
What the hell is that??
Creating a brand for a component of a product,
to project the high quality or performance of
the component.

9. Too much black and white??
Time for the blue magic

10. Intel believed it could position its chips as a
premium product, which it could in turn sell at
a premium price to computer manufacturers.
In 1991, Intel launched the successful co-op
program in which they convinced
manufacturers to place the "Intel inside" logo
unit in their advertising and other marketing
material.

11. Intel believed it could position its chips as a
premium product, which it could in turn sell at
a premium price to computer manufacturers.
In 1991, Intel launched the successful co-op
program in which they convinced
manufacturers to place the "Intel inside" logo
unit in their advertising and other marketing
material.

12. Success
Intel became synonymous to quality and
reliability in microprocessor industry.
Any other company was treated with
suspicion.

13. Growth Curve-Market Share(%)
0
10
20
30
40
50
60
70
80
90
100
1991 1992 1995
Series 1
Series 1

14. Advertisement champion-Intel
Bunny People
Jim Parsons
The Blue Man Group

15. Advertisement champion-Intel
Lunch-Room
Smart
Drone
SNSD
Group
Their own
employee

16. Advanced Technology Everyday!
Classmate PC
Compute Stick

17. New Slogans

18. Response to newer slogans
Not much changed but senior costumers find it
difficult to attach any slogan other than “Intel
Inside”.
People still like Intel and trust its quality

19. Current Scenario
Intel announced scrapping of Sofia and
Braxton Atom chips.
Due to investment for future ventures, there
has been a massive 12000 job cuts.

20. Future Scenario
Shift focus to more profitable cloud ventures.
IOT(Internet of Things)
5G
Memory
Data center products

21. Summary
PROBLEMS
Ingredient Marketing
Advertisement
Innovation
New Slogans
Current and
Future Scenario