Week-2
Intel Case Study
Khanjanben Patel
King graduate school, Monroe college
MG 660 Strategic marketing
September 23 2018
Abstract
The goal of any business is to deliver customer value at a profit. The marketing plan is the central tool for directing and coordinating the marketing process for any firms. It provides direction and focus for any brand, product or company. Marketing campaign is a planned activity which promotes an individual product. Intel is a very famous company who makes microprocessors found in most of the computers, tablets and smart phones. Intel made specific marketing campaign over the years to make its product superior in the microprocessor world. In this marketing campaign process intel used innovative thinking process to observe market demand and consumer needs. In this process intel took lot of risks and finally got success.
Intel Case Study
No any company can be successful by delivering the same products with same marketing strategies. The strategic marketing plan lays out the target markets and firm’s value proposition based on an analysis of the best market opportunities. Innovation in marketing plan is critical. Imaginative ideas on strategy making process makes any firm or a company successful. Intel is a very good example, which followed innovative strategic plans and campaign to be one of the most successful company in the microprocessor world.
Discuss how intel changed ingredient marketing history. What did it do so well in those initial marketing campaigns?
Intel was sucked with “80386” or “80486” chips, so it created branding marketing campaign and made history by put emphasis on marketing opportunity. In 1980s, intel faced a problem to differentiate itself from its competitors and try to convince consumers to pay more for its high level of performance products. By implementing the ingredient marketing campaign, intel fixed the matter and made history in late 1990s. To become unique, it chooses a name for its latest microprocessor introduction that was Pentium. The “intel inside” campaign was the answer for the brand awareness problem. This campaign helped to move the Intel brand name outside the PC and into the mind of customers when the Intel gave significant rebates to computer manufacturers to include Intel logo in their laptops. In succeeded in differentiate intel from other competitors and raising customer’s brand image or awareness in its first step of marketing campaign process. In late 1990s, from several effective marketing campaigns, Intel became the most recognizable brand name. Special advertisement with “bunny people” series made strong impression on customers mind. Famous blue man group was also used for advertisement process. Intel effectively used advertising like creativity and used celebrities influence with the consumers to draw attention of the consumers.
In 2000s, Intel promoted its development by doing more marketing efforts. Although the PC industry was down in mid 2000s, Intel continued to lead market by getting new opportunities in areas like mobile devices with Viv and Centrino duo. A replacement in logo and slogan from “intel inside” to “leap ahead” happened. In 2008, intel launched core i7 processor in the market which turned out a big revenue for company. Intel’s most recent campaign is “sponsors of tomorrow” was the effort to improve intel’s brand awareness in customer’s mind. To sum up, Intel did a series of marketing campaigns to help to become the top brand in the world. Innovative marketing, focusing on customer’s demand, attractive and creative advertising, finding new opportunities and continuous updating in marketing campaigns made Intel one of the most successful brand in the world.
Evaluate intel’s more recent marketing efforts as the industry moves out of the PC era. What is intel’s greatest risks and strengths during this changing time?
Recently (in 2011), Intel acquired two major companies, McAfee and Infineon technologies wireless solutions business to expand its capabilities. In same year intel made a strategic shift in its product line and introduced the Ultrabook system. In this there was a risk of rejection from customers and loss of revenue earned, but it turned out successful. The strength of Intel during this time was to apply innovative ideas and take risky steps to remain a technological leader.
References
Kotler, P. & Keller, K.L. (2015). Marketing management, 15th edition.
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