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The sector has increased its contribution to India's GDP from 1.

2% in FY1998 to
7.5% in FY2012
Exports dominate the industry and constitute about 77% of the total industry
revenue.
The industry of information technology in India includes the following services
namely IT and software services, IT enabled services, hardware (engineering)
services, and e-businesses/e-governance associated with government service
The major cities that account for about nearly 90% of the sector's exports
are Bangalore, Chennai, Hyderabad, Trivandrum, Delhi, Mumbai and Kolkata
The "Top Five Indian IT Services Providers" are Tata Consultancy
Services, Infosys, Cognizant, Wipro and HCL Technologies
IT Industry in India
Intel ( Integrated Electronics) was established in 1968, an
American multinational semiconductor chip maker corporation headquartered
in Santa Clara, California.

It is the world's largest and highest valued semiconductor chip maker, based on
revenue

Though Intel was originally known primarily to engineers and technologists, its
"Intel Inside" advertising campaign of the 1990s made it a household name, along
with its Pentium processor

Intel, the world leader in silicon innovation, develops technologies, products, and
initiatives to continually advance how people work and live.

Founded by three semiconductor pioneer
- Robert Noyce
- Gordon Moore
- Andy Grove

About Intel
Original equipment
manufacturers (OEMs) and
original design manufacturers
(ODMs)

PC and network
communications products
users (including individuals,
large and small businesses,
and service providers)

Other manufacturers,
including makers of a wide
range of industrial and
communications equipment.

Processors

Boards

Intel NUC

Chipsets

Solid-State Drives

Server Products

Ethernet Products

Wireless

Major Competitors Products
Intel has value, legacy,
transactional, mainstream
performance, premium
performance and extreme
market segment

S - Enterprise(and end
customers)
T - Intel targets enterprise
but indirectly pulls the end
customer
P - Reliable and premium
microprocessors

S - 1) Huge R&D spend
2) Innovation
3) Market Leadership
4) Global Prescence
5) Strong Tie ups

W - highly confined to PC segment

O - Intel has a huge opportunity in the
mobile segment-Hardware as well as
Software

T - Intel is lagging in the mobile and
portable segment and the whole world
s moving towards portable devices.
Android, Apple and other devices are
relying more on companies like
Qualcomm than Intel
Intel Segments its market in six levels
SWOT
Advanced Micro Devices, Inc.
Texas Instruments Incorporated
Samsung Electronics Co., Ltd.

Competitors
Intel has become one of the world's most recognizable computer brands
following its long-running Intel Inside campaign.

The five-note jingle was introduced in 1993 and by its tenth anniversary
was being heard in 130 countries around the world.

In 2008, Intel planned to shift the emphasis of its Intel Inside campaign
from traditional media such as television and print to newer media such as
the Internet.

Intel required that a minimum of 35% of the money it provided to the
companies in its co-op program be used for online marketing.

The Intel 2010 annual financial report indicated that $1.8 billion (6% of the
gross margin and nearly 16% of the total net income) was allocated to all
advertising with Intel Inside being part of that.
Advertising And Branding
Re-Branding
Intel Inside Leap Ahead
The Intel Inside campaign focused solely on the companys microprocessors, such as
its popular Pentium line of chips. But Intel has changed its focus to include entire
platforms, including the microprocessor as well as other surrounding chips and chip
sets, such as Centrino for laptops able to surf the Internet using Wi-Fi, and the
upcoming Viiv platform for home entertainment computers. The new logo aims to
reflect Intels focus on whole platforms, instead of just on its microprocessors.

The "leap ahead" campaign is a logical extension of the approach in design and
marketing of its Centrino line, in which the Pentium M processor, an Intel chipset, and
an Intel-wireless card were all combined in a notebook and given the name Centrino. By
using a strategy of combining products in computer systems, Intel can sell more of its
non-processor products by including them with Intel Processors and giving the sum of
the Intel parts a marketing name, so that when users purchase a Centrino notebook,
users know they will be getting specific Intel parts.
The Intel Inside campaign aimed to "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" - without the technical jargon.

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 "Intel Inside" represented quality and
reliability.

Branding Strategy
BRANDING
STRATEGY
TO COMMUNICATE WITH THE END USER.
GAINING CONSUMER CONFIDENCE IN INTEL AS A BRAND.
PURE
TECHNOLOGY
COMPANY
EMPHASIZED THE ROLE OF MICROPROCESSORS.
HIGHLIGHTED THAT INTEL PRODUCTS WERE TECHNOLOGICALLY ADVANCED.
COOP
PROGRAM
SHARED THE ADVERTISING COST WITH OEMs FOR PRINT. ADVERTISEMENTS THAT
INCLUDED THE INTEL LOGO.
WEB
ADVERTISING
CONVEYED THE ROLE OF CHIPS IN GIVING THE CONSUMER A GOOD INTERNET
BROWING EXPERIENCE.
SUPPORTED E-COMMERCE MARKETING.
Elements Of Marketing
Intel Core Competence analysis
TO COMMUNICATE WITH THE END USER BY CREATING AWARENESS FOR INTEL PRODUCTS
GAINING CONSUMER CONFIDENCE IN INTEL AS A BRAND.
CREATED AN IMPACT AMONG END-CONSUMERS
PROJECTED INTEL AS A PURE-TECHNOLOGY COMPANY
EMPHASIZED THE INNOVATIVE AND TECHNOLOGICALLY ADVANCED PRODUCTS
SHOWED THE COMMITMENT OF THE COMPANY TOWARDS CREATING NEW
TOOK THE FIRST- MOVER ADVANTAGE IN THE INDUSTRY BY GOING FOR PRINT AND TELEVISION
ADVERTISEMENTS
Innovative Advertising
The Blue Man Group is dancing and
drumming, when suddenly, one of
them notices something amiss.
He disappears and emerges with the
missing piece and inserts it forming a
perfect four.
"The Intel Pentium 4 Processor.
The centre of your digital world."
"The power of three." Super:
Intel Pentium III processor.
Story Boards
Print Ads
OOH
Supply Chain Management
Just Say YES!
Intel Inside Program to promote and support e-commerce marketing
activities undertaken by computer manufacturers.

Entered tie-ups for innovative web-based marketing and sales deals.

By doing so, it marketed its chips as a component brand during online
PC purchases throughout the world.

Sold merchandise such as books, T-shirts, pens, etc. through its website
to popularize the Intel logo

Set up the Intel Inside Online Network, a web-based tool that managed
business transactions related to the companys coop advertising
program.


Increasing Brand Value


PROBLEM
Cheap PCs grabs a large market share.
AMD releases the first 1GHz processor.

GOAL
Address the low-cost sector of the industry and gain back the leading position in processors.

STRATEGY
Produce two chip generations in one year
Announce a limited production of a 1 GHz processor two days later AMDs release, and announce
a 2GHz chip one year later
Communicate through an impactful Super Bowl Ad (1997) the arrival of affordable, super-
performanance processors for your PC

TAKE AWAY
As PCs became more affordable and started to enter peoples 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

90s

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 AWAY
Intel 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
peoples 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.

2000s
Only about 9% of all companies make use of sound to make their brands more
distinct, recognizable and memorable
- Brand Sense by Martin Lindstorm

Smell
Sound
Taste Touch
Sight
and Intel with its unique trademark sound has been doing just that for years
now.
INTEL
THANK YOU!