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Only about 9% of all companies make use of sound to make their brands more distinct, recognizable and memorable…			       ...
Important strategic considerations before opting for ingredient branding:<br />Is the ingredient core to functionality and...
Pre-requisites for successfully implementing ingredient branding strategy: Keller&apos;s 4 tasks<br />
Co-branding strategies<br />New Market<br />Existing<br />Extended<br />COMPLEMENTARITY<br />Core<br />TARGET MARKET<br />
Ingredient Branding: Advantages<br />
Dilemma of Ingredient Branding: Exclusivityvs Ubiquity<br />“Ingredient branding hurts the top-end players just as often a...
The Intel Inside campaign aimed to &quot;educate both the retail sales associates and the consumers about the value of Int...
Identifying the problem:<br />Developing strategic course of action<br />Implementing strategic decision<br />Assessing ef...
Due to a number of clone products in the market, Intel was unable to differentiate its products from the herd.<br />Consum...
<ul><li>Intel Coop Program marked the birth of brand Intel.
The program intended to levitate Intel as a brand through 3 strategic steps:</li></ul>Developing and using a brand logo in...
Designing  a  unique logo.<br />Convincing tier 2 and 3 OEMs initially of the short term and long term benefits of allianc...
<ul><li>Awareness of Intel logos prior to IB strategy was a meagre 24% in European PC market.That, within 2 years of its l...
Worldwide sales within a year of launch of IB strategy rose by63%.
By 2002 Intel broke into the list of top 10 most valuable brands.</li></ul>Assessing the program<br />
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Intel Inside case ppt MS_07

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Intel Inside case ppt MS_07

  1. 1.
  2. 2. Only about 9% of all companies make use of sound to make their brands more distinct, recognizable and memorable… - Brand Sense by Martin Lindstorm<br />Smell<br />Taste<br />Touch<br />Sound<br />Sight<br />…and Intel with its unique trademark sound has been doing just that for years now.<br />
  3. 3. Important strategic considerations before opting for ingredient branding:<br />Is the ingredient core to functionality and tenders significantly different benefits than competitive offerings, simultaneously.<br />Does the ingredient brand leverage the perceived value of the host brand and final product.<br />Is the technology (C.A) sustainable over long term.<br />Growth opportunities outside the alliance.<br />
  4. 4. Pre-requisites for successfully implementing ingredient branding strategy: Keller&apos;s 4 tasks<br />
  5. 5. Co-branding strategies<br />New Market<br />Existing<br />Extended<br />COMPLEMENTARITY<br />Core<br />TARGET MARKET<br />
  6. 6. Ingredient Branding: Advantages<br />
  7. 7. Dilemma of Ingredient Branding: Exclusivityvs Ubiquity<br />“Ingredient branding hurts the top-end players just as often as it helps the bottom-end players”.<br /> -David Aaker.<br />
  8. 8. The Intel Inside campaign aimed to &quot;educate both the retail sales associates and the consumers about the value of Intel microprocessors, and to explain to them the differences between the microprocessors&quot; - without the technical jargon. <br />Many consumers were uncertain about the quality and reliability of microprocessors, and Intel found a way of taking away the mystery of the product, gaining the confidence of the end consumer that &quot;Intel Inside&quot; represented quality and reliability. <br />Focus of branding strategy: INTEL<br />
  9. 9. Identifying the problem:<br />Developing strategic course of action<br />Implementing strategic decision<br />Assessing effectiveness of decision<br />INTEL Inside: The case<br />
  10. 10. Due to a number of clone products in the market, Intel was unable to differentiate its products from the herd.<br />Consumers were left baffled for choice and often guessing as to the content and performance of MP.<br />Consumers knew Intel through its product offerings which were often being cloned. Intel wanted consumers to recognize its product through the brand Intel itself that connoted reliability and superior performance. <br />Identifying the problem<br />
  11. 11. <ul><li>Intel Coop Program marked the birth of brand Intel.
  12. 12. The program intended to levitate Intel as a brand through 3 strategic steps:</li></ul>Developing and using a brand logo in advertisements of OEMs.<br />Engaging tier 2 and 3 OEMs in the program via profitable propositions.<br />Prolific advertisement to create awareness about importance and superiority of Intel chips.<br />Developing Strategic Solution<br />
  13. 13. Designing a unique logo.<br />Convincing tier 2 and 3 OEMs initially of the short term and long term benefits of alliance and engaging them.<br />Direct advertisement aimed at organizational rather product communication thus enabling a ‘brand consumer connect.’<br />Implementing the Coop Program<br />
  14. 14. <ul><li>Awareness of Intel logos prior to IB strategy was a meagre 24% in European PC market.That, within 2 years of its launch soared wildly to 94%
  15. 15. Worldwide sales within a year of launch of IB strategy rose by63%.
  16. 16. By 2002 Intel broke into the list of top 10 most valuable brands.</li></ul>Assessing the program<br />
  17. 17. Power of Intel brand equity<br />
  18. 18. Year Brand EquityInterbrand Rank<br />2008: $31,261 mln 7<br />2007: $ 30,954 mln 7<br />2006: $ 32,319 mln 5<br />2005: $ 35,588 mln 5<br />2004: $ 33,499 mln 5<br />2003: $ 31,112mln 5 <br />2002: $ 30,860 mln 5<br />2001: $ 34,670 mln 5<br />Leveraging Brand Equity<br />
  19. 19. This presentation on ‘Intel’s Ingredient Branding Strategy’ was prepared by:<br />Ajay Pal Singh- D02<br />Alok Wadhan- D03<br />Amit Gambhir-D04<br />Bhavik Sheth-D06<br />PawanAggarwal- D28<br />Sohini Patel- D43<br />Vijayendra Singh Pathania_ D51<br />HimanginiChauhan- D54<br />

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