INTEL

BUILDING A TECHNOLOGY BRAND

Efforts By:
Abhishek Arya
Amrita Wig
Kajoli Gupta Efforts By:
Kanav BudhirajaAbhishek Arya
Kritika Pande Amrita Wig
Nikhil Gupta Kajoli Gupta
Shivani Elhance
Kanav Budhiraja
Kritika Pande
Nikhil Gupta
Shivani Elhance
1. What were the strengths and weaknesses
of the Intel Inside campaign?

Strengths
Tangibilize the intangible
 Mix of push & pull strategy
Clear conversion
Building Brand Equity
Co-operative support from OEMs
Brand innovation - Ingredient
branding

Weaknesses
Conflict with 1st tier OEMs
Product as such was under
advertised
4. Evaluate Intel’s segmentation strategy. Is having a
good/better/best product line ( Celeron, Pentium, Xeon)
the best positioning for Intel? Should it discontinue a
line(s) and focus on other(s)??

Yes it was a good segmentation strategy by Intel

Having a product line like Celeron, Pentium, xeon, it will
cover whole market from low end to high end chip
So it was a good positioning for Intel
No need to discontinue any line but try to focus on speed
and product performance
2. Evaluate Intel’s continued use of the Pentium
family
of processors. Did Intel make the right decision by
extending the name through the Pentium 4
processor?

•Need for Independent name and indicating the generation of

the new chip
•The name suggested an ingredient
•Industry language for micro-processor
•Difficult for competitor to copy.
•Have positive association and work on global basis.
•Support in Intel’s brand equity.
•s
•Within 2 years after the company’s decision to use the
“Pentium” name for its P5- generation chips in 1992, Intel
possessed 90% of the world’s PC micro processor market and
enjoyed exclusive relationships with several of the biggest
computer manufacturers
•Success – with the help of the sub-brand
3. Suppose you were the Chief Marketing Officer
for AMD. How would you propose the company
position itself to better compete with Intel? Would
you propose that AMD institute an Inside- like ad
campaign?

AMD (Advance Micro Devices) was a strong competitor of Intel

in microprocessor industry
AMD should focus building a better experience and better
lifestyle by bridging the digital gap between poor and rich
AMD provides better experience rather than trying to educate
the people
AMD should concentrate on Flash memory- mobile technology
AMD should focus on products in which it is global leader
AMD is half the size of Intel, there was no need of similar
marketing strategy
 INTEL

BUILDING A TECHNOLOGY BRAND

Efforts By:
Abhishek Arya
Amrita Wig
Kajoli Gupta
Kanav Budhiraja
Kritika Pande
Nikhil Gupta
Shivani Elhance
4. Evaluate Intel’s segmentation strategy. Is
having
a good/better/best product line ( Celeron,
Pentium, Xeon) the best positioning for Intel?
Should it discontinue a line(s) and focus on
other(s)??

Yes it was a good segmentation strategy by Intel

Having a product line like Celeron, Pentium, Xeon, it will
cover whole market from low end to high end chip. So it was a
good positioning for Intel
No need to discontinue any line but try to focus on speed
and product performance
4. Evaluate Intel’s segmentation strategy. Is having a
good/better/best product line ( Celeron, Pentium, Xeon)
the best positioning for Intel? Should it discontinue a
line(s) and focus on other(s)??

Yes it was a good segmentation strategy by Intel

Having a product line like Celeron, Pentium, xeon, it will
cover whole market from low end to high end chip
So it was a good positioning for Intel
No need to discontinue any line but try to focus on speed
and product performance