Inside Intel Inside

Group 3
Rupesh Jain 2018PGP027
Kaushal Seth 2018PGP074
Dhruv Parmar 2018PGP082
Rimo Barua 2018PGP045
Ameya Shire 2018PGP060
Motivation behind the original campaign 'Intel Inside'

• After the success of Red X campaign, Intel realized that they could not afford to brand each new
generation product launched
• To reduce their buyers power by directly connecting with end users.
• To make customers pay more attention to multiprocessors
• Chips with numbered could not be trademarked
• To create umbrella brand that could span successive generations of products
• Designing a co-op advertising program with OEM(Original Equipment Manufacturers) i.e. getting
Intel’s logo on OEMs’ products
Reasons for success of the campaign

• Intel applied “push” strategy to seek support of the OEMs by encouraging them using Intel
microprocessor in manufacturing their product and including the Intel Inside logo in their print
ads
• At the same time, a “pull” effect was generated on the consumer and presented a very persuasive
argument for OEM to use its product. In turn, it built a remarkable brand value to Intel, the
company and its stakeholders as well
• By the end of the 1st year more than 300 OEM’s were on board
• Awareness of intel increased to 20% by 1992 and to 80% in 1996
• The “Intel Inside” logo became affirmation of value, security & dependability
• By the end of the decade more than 2700 PC makers were participated in the program
Current Problems being faced by Intel brand

• Competition remained stiff, not only at the low end of the market but at high end as well
• Cost of building a new chip had increased to around $500
• Cost of manufacturing another wafer creation office had increased to $2 billion- $2.5 billion
• Intel should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell
phones and PDAs?
• The "Intel Inside" campaign has been one of the most successful branding campaigns in history,
but it is too old, and growth in the PC market appears to be stagnating
• Sales of portable digital devices were increasing at a healthy rate.
Brand Promise of Intel throughout the campaign

• The campaign powerfully reinforced on key associations: “Safety”, “Performance” and “Leading
technology”
Extension Decisions

• Capitalize on brand equity by expanding in other product categories

1. Stagnating sales from the PC market/need for substitutes
2. Increasing market opportunities in other product categories - PDAs & cell phones
3. Rational move to expand to these product categories considering Intel's competency/reputation in the
microprocessor industry
• Continue with “ingredient branding”
1. Make customers care again for what’s inside their products
2. Technical performance is a key factor for the majority of users of technology products
• Craft and launch a new brand campaign
1. “Intel Inside” campaign is well connected with the PC era
2. A new campaign is needed to promote the different products falling under the same brand
Evolution of brand advertising

• A Marketing Experiment : RED X, Covered billboards with a large number(286), Splashed a big red
graffiti cross over the numbers
• “Intel Inside” was modelled after the types of programs in packaged good industries
• “Intel Inside” was to create an Umbrella brand
• Intel accrued co-op advertising dollar on the basis of purchase of Intel chips
• OEMs put Intel logo in their ads and their computers
• The logo said ‘Intel Inside’
• It was carried out to focus customer’s attention to microprocessors
• Dell and NCR were the first companies to sign up the program
Thank You