Inside Intel Inside

Submitted By-Group K1
 Situation Analysis
• Intel – Global market leader in
microprocessors sold for Personal
Computers .
• Intel is contemplating an entry into
other product categories-Brand
Extension
• Brand Equity-Will this be effected?
 Intel-Current Positioning
• Customers associate attributes such
as Safety and Leading Technology
to the brand.
• Best suitable for data intensive
processing and digital media
applications.
• Points of Differentiation: Launching
processors with high Clock speed
and high bandwidth.
•
 Brand Extension-
Opportunities
• Significant growth in the market of
mobile phones and PDAs
• Brand image as innovators in market
• High technological advantage
• Joint venture with Microsoft
 Brand Extensions-Threats
• Stiff competition
• Brand equity dilution
• Failure of ‘Intel Outside’ in past
 Buying Behaviors
Computers vs. Mobile phones
Computers
 Mobile Phones


• Consumers are • Consumers are not

knowledgeable much
knowledgeable
• Brand awareness is
high • Brand awareness in
high
• Involvement is high
• Involvement is high
• Consumers show but lower compared
interest in the to computers
components and • Consumers show
their quality rather interest in
than in the aesthetics, functions
manufacturer’s and manufacturer’s
brand. brand rather than in
 Recommendations
• Entering into new segment would
open new paths for growth
• Leverage on the high technological
advantage and the brand equity
among the manufacturers
• No need to reach the end users to
avoid brand equity dilution
•