Name: Ahmed Essam ElSharaawy

Intel Case Study
Marketing Management

Question 1)

Intel had a hard time convincing consumers to pay more for its high performance products. As a result, Intel created quintessential ingredient-branding marketing campaign and made history. The company then chose a name for its latest microprocessor introduction that could be trademarked, Pentium, and launched the “Intel Inside” campaign to build brand awareness of its whole family of microprocessors. Fortunately, the campaign helped move the brand name outside the PC and into the minds of consumers, computer manufacturers who used Intel inside their PC were encouraged to use Intel because it gave them significant rebates when they included the Intel inside sticker on their PCs, Other ways were adapted just to create brand identity. The name "Intel Inside" became the first trademark in the electrical component industry. This campaign focused the entire organization around the brand and created a highly effective advertising campaign. 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"

Question 2)

Changing is always good, because it provides a sense of innovation in the mind of the consumer, it’s maybe hard to position and di it right, but for an experienced company like Intel, it will not be hard definitely. I would have been reluctant to waste the 37-year impression that Intel had made on the consumer’s consciousness especially when Intel was also shifting gears and when the reputation was for quality but they did keep the essential logo and the Intel name. However, given the demographic segment that will primarily be buying these products there is some justification. The ‘millennials’ who are approaching the size of the Boomers in numbers are the ones who are absolutely comfortable with technology and who will have the buying power. The Boomers may keep up with technology but they are aging and not adept so Intel must make it very friendly for them. The important point here is that Boomers may not be the primary market and that the Millenials do not want to buy what their parents and grandparents bought. Even the new Rock Star ad pokes fun at the Boomer sense of Rock Star adulation. (Witness the number of Boomers flocking to Rolling Stones concerts. We would have laughed old men like that off the stage in our own youth but this generation appears more accepting.) They have maintained Intel but the logo has been tweaked and I think that is appropriate. Even Campbell’s soup updates its label from time to time. As they will be marketing to the MTV generation and to Boomers who stay flexible, they need to be careful not to alienate them. An excellent website that provides information and service is a must. Clear communication without equivocation is also required. This generation will not take much propaganda. A perfect, easy to use product that enhances life and the livability of a home is the best way to go. Leap ahead reminds me of a toy that this generation grew up with- Leap frog. It was a learning toy- not a bad fit.