Intel Case

Ingredient Branding
Intel Inside – A Case study
Avik Kumar Si,B09014 G.Saradha, B09050 Aprajita Gautam, B09071

Introduction
Every second 15.4 billion transistors are being made in the world by various manufacturers across the world. This translates to more than half a million for every human on the planet. Most computer chips each comprise more than 7 million transistors. A decade back, almost no one knew about what went inside making a computer, except the technology geeks. Few mainstream consumers knew anything about the processor, even though it was the "brain" that powered the computer. But today many personal computer users can recite the specification and speed of the processor; just like car owners can tell you if they have a V4, V6 or V8 engine. The awareness of "Intel" has grown along with the awareness of the chip, and today is associated with "technology leadership," "quality" and "reliability." This a classic example of a fabulous marketing strategy which catapulted its company to the top notch league of its industry. Chips are something most customers don't see, many don't understand, and large numbers don't care about then how did this company manage to educate its customers to look for its brand among the clutter of the umpteenth semiconductor manufacturers? A one word solution to this is “Ingredient Branding”. The company wisely converted its commodity like product and built a brand around it. In the world where most of the companies spend lakhs on product development and advertising in order to differentiate their product and gain a strong hold in the market, Ingredient Branding came as a boon for the companies looking for quickly establishing their brand among the host of others. The strategy worked so well that today, in spite of the low differentiation between two semiconductors in term of quality and technology, Intel controls around 80% of the world's market for personal PC microprocessors. Pertaining to Intel, how did they come up with... [continues]

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