Case- Inside Intel Inside
Mr Bobby Hajjaj
Intel has become one of the world 's most recognizable computer brands following its long-running Intel Inside campaign, which started in 1991. Intel, initially a semiconductor-maker company, is based in Santa Clara, California. The five-note jingle was introduced the following year for its tenth anniversary which was heard around the world. It is one of the most powerful brands in the corporate world. It started developing microprocessors from the 70s and is known for its microprocessors. Intel’s microprocessors are found in over 80% of the PCs sold worldwide. It can thus be inferred that Intel is in fact, the leader in the microprocessor market. The PC market incurred strong competition in formative years and Intel emerged as a strong player. Intel emphasized its brand name by carrying out the ‘Intel Inside’ brand ingredient program whereby it launched co-op advertisements incorporating the OEMs. This created an expansive brand awareness and recognition making consumers weary about microprocessors.
The purpose of this paper is to suggest the importance of marketing for Intel to execute a marketing practice that would give Intel a competitive advantage in addition to its innovative microprocessors status. Thus Intel Inside as a brand can provide value to its users.
Five C’s Analysis:
* Company: Intel is the world 's largest manufacturer of CPUs and chipsets. They dominate the Microprocessor industry with around 80% of the market shares. Their main priority is leading technology and they mainly focus on the reliability. These are its core brand attributes.
* Customers: Intel typically has two customer bases. The first is the business users who are mostly the OEMs like- Microsoft, DELL, Compaq, NCR etc. The second base consists of the consumers who use computers for business, educational or just for recreational purposes.
* Competitors: Major