1991PROBLEMWell known in the technology world, but general market consumers are unawareof what microprocessor brands like Intel actually do.GOALEducate retail associates and consumers about the value of Intel microprocessors.STRATEGYIntel trademarks the term “Intel Inside” and establishes a co-op marketing programthat incentivizes PC manufactures to take part.Intel convinces manufacturers to place the Intel Inside logo on advertising and collateral. TAKE AWAY Intel understands that in order to sell more chips, PC manufacturers need to sell more computers.
1991 LETTER TO STOCKHOLDERS Promoting the computer inside:the Intel Inside logo appeared on approximately 3000 pages of our customers’ advertisement in 1991.
1992PROBLEMDespite establishing Intel Inside with manufacturers, consumers don’t understandwhere to or why they should be looking for the Intel logo.GOALTeach consumers to look for Intel Inside logo.STRATEGYIntel licenses the “Intel Inside” name/logo to any PC manufacturer who’s willing to participate in the co-op marketing program.In addition to producing its own brand advertising, Intel contributes money to manufacturer campaigns if they includes Intel Inside.Intel goes to publishers and media companies and negotiates volume discounts for everyone who participates in the Intel Inside co-op marketing program. TAKE AWAY Intel understands the importance of reach and mass awareness, so they develop a system to amplify their own advertising by giving their OEM partners the ability to advertise on Intel’s behalf
1992In early 1992, made by George Lucas Industrial Light Magic, Intel debuted its first TV advertising for the then new Intel i486 processor stressing speed, power and affordability.
Mid-90sPROBLEMMaintaining momentum in the technology world.GOALContinue to educate consumers on the benefits of computers that contain Intel microprocessorsSTRATEGYTreat new chip releases like major consumer facing product launches to generate demand for PCs with the “latest” technology.First tech company to adopt plain english descriptions of its products on packaging and in marketing communications.Developed the now famous Intel mnemonic (5-tone sound/logo). TAKE AWAY Intel put technology in terms general consumers could relate to and understand. Intel understood the importance of branding, developing a mnemonic to accompany all advertising as well as engaging in aggressive brand marketing outside of the co-op program.
“This symbol outside means you have the standard inside that an entire library of software has been written to.”
Late-90sPROBLEMCheap PCs grabs a large market share.AMD releases the first 1GHz processor.GOALAddress the low-cost sector of the industry and gain back the leading position in processors.STRATEGYProduce two chip generations in one year.Announce a limited production of a 1 GHz processor two days later AMD’s release, and announce a 2 GHz chip one year later.Communicate through an impactful Super Bowl Ad (1997) the arrival of affordable, super-performant processors for your PC. TAKE AWAY As PCs became more affordable and started to enter people’s rooms, Intel followed with low-end processors and communications that would promote its values, and connect with the consumer culture, becoming a recognizable, and reliable synonym for computer performance.Staying true to its values, Intel gains back the leading position in the industry with the release of the faster PC processor.
Late-90sIntels “Bunny People”,1997 SuperBowl: “they became nothing less than the whimsical icons of a go-go PC industry” (Advertising Age). After six years, Intel was known worldwide, its name synonymous with the computer industry.
Early-2000s PROBLEM Technology and pop culture is moving faster, creating needs and markets. GOAL Keep up with current changes in technology without losing the company brand image. STRATEGY Recognize the consumer needs to produce appealing products by combining marketing and research efforts with technological solutions. Align the innovative DNA of the brand with the marketing communication by creating emotional, thought-provoking, and entertaining campaigns. Address the rising mobile market by creating a template for cell phone companies. TAKE AWAYIntel realizes that niche audience are being formed. There is a need for marketing and technical departments to merge and collaborate, in order to develop products based on people’s needs and preferences. Noticing the fast-growing mobile market, Intel expands its PC presence into “computing”, and partners with Microsoft to propose a template for phone manufacturers, saving money and offering cheaper, more diverse products.