INTEL-

THE COMPONENT BRANDING

SAGA

GROUP MEMBERS:
MANISHA VERMA
MANISHA ROY
KUNASHNI MEHERJI
MEGHA BHARTIYA
COMPANY
COMPANYPROFILE
PROFILE

§Established in 1968 by three engineers to develop

technology for silicon based chips.
§This led to the formation of Intel (Integrated Electronics)
§Main buyer was Busicom, a Japanese company that
manufactured calculators.
§4004, world’s first microprocessor chip made by Intel was
released in 1971
§After the success of 4004, Intel released the 8008
microprocessor in 1972, which was used in a PC called Mark-
8.
§Released 8080 in 1974 and 8086-8088 in 1978. the later was
chosen by IBM to make new PCs and it became a huge
success
§This was followed by the release of 80286, which was the
first processor that could run programs written for its
 CORE
BUSINESS

ØBUSICOM (JAPANESE
CALCULATOR MANUFACTURING
COMPANY)
MAJOR ØMARK-8( WORLD’S FIRST
BUYERS
HOME PC)
ØALTAIR
ØIBM
WHY
WHYBRANDING
BRANDINGINTEL??
INTEL??
ØTo create awareness among PC users about Intel and its
products.
ØMost PC users were not even aware of the availability of
advanced processors and their cost-saving performance
ØThis realization was inspired by “Moore’s Law”, which stated
that ‘the number of transistors on the microprocessors
roughly doubles every 18 months to two years’.
ØInitially, interactive marketing and B2B interactions
increased customer awareness among business users.
ØCreating a strong brand to communicate with the
consumers.
ØTo present the microprocessor as a ‘key component’ and
‘not just a component’ in the computer.
ELEMENTS OF MARKETING INTEL
THE
THE“BUNNY
“BUNNYPEOPLE”
PEOPLE”
Promoted Intel’s MMX
technologically featured
people (bunny people)

Company’s chief executive

was also a part of it. This
portrayed that employees at
all levels were equally
committed to innovation.

Catchy, unusual campaign

went on to become the most
well remembered
advertisement.
INNOVATIVE
INNOVATIVEADVERTISING
ADVERTISING
INCREASING
INCREASINGBRAND
BRANDVALUE
VALUE
üIntel Inside Program to promote and support e-
commerce marketing activities undertaken by
computer manufacturers.
üEntered tie-ups for innovative web-based
marketing and sales deals.
üBy doing so, it marketed its chips as a
component brand during online PC purchases
throughout the world.
üSold merchandise such as books, T-shirts, pens,
etc. through its website to popularize the Intel logo
üSet up the Intel Inside Online Network, a web-
based tool that managed business transactions
related to the company’s coop advertising
INTEL
INTEL
’S
’SBAD
BADFORTUNES
FORTUNES
PROBLEM INITIATION FOR THE COMPANY –
21st century

Bad publicity for Intel due

to complaints of ‘abusive
marketing practices’.
Led to virtual stranglehold
on the microprocessor
market.
AMD took advantage of
this situation by increasing
its focus on marketing its
processors.
AMD launched a
multimedia campaign
similar to that of Intel.
Moreover, AMD processors
were reasonably priced
and were of competitive
quality to that of Intel.
THE
THEROAD
ROADAHEAD
AHEAD