The personal computer industry in the mid 2000s

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The personal computer industry in the mid 2000s, entered a phase of slow development which impacted the companies in the industry including Intel. Intel at that point in time understood that if they have to survive and grow further then the company needs to innovate and do things differently. So Intel invested on creating around $2 billion on marketing campaign applicable globally. The company wanted to re-position the company so it chose to change the familiar tagline “Intel inside” and hereby created a new logo. The tagline “Intel Inside was changed to “Leap Ahead”

Intel
Intel makes the microprocessors found in 80 percent of the world’s personal computers. Today, it is one of the most valuable brands in the world, with revenues exceeding $37 billion. In the early days, however, Intel microprocessors were known simply by their engineering numbers, such as “80386” or “80486.” Since numbers can’t be trademarked, competitors came out with their own “486” chips and Intel had no way to distinguish itself. Nor could consumers see Intel’s products, buried deep inside their PCs. Thus, Intel had a hard time convincing consumers to pay more for its high performance products. As a result, Intel created the quintessential ingredient branding marketing campaign and made history. It 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. This campaign helped move the Intel brand name outside the PC and into the minds of consumers. In order to execute the new brand strategy, it was essential that the computer manufacturers who used Intel processors support the program. Intel gave them significant rebates when they included the Intel logo in their PC ads or when they placed the “Intel Inside” sticker on the outside of their PCs and laptops. The company created several effective and identifiable marketing...
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