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Case
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Reference no. 502-079-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2002

Abstract

The case discusses the marketing initiatives undertaken by the global microprocessor industry leader, Intel. The company''s decision to brand what was essentially ''just another component'' in a PC is examined in detail. The case explores the component branding game plan of Intel and describes the marketing activities undertaken by the company, with special reference to the Intel Inside campaign. In addition the case discusses the growing criticism against Intel and the increase in competition in the microprocessor market. The case is designed to help students: (1) examine the nature of the microprocessor market and the need for component branding, and Intel''s strategic liaison with Original Equipment Manufacturers OEMs (the co-op marketing strategy); (2) understand the rationale behind Intel''s decision to communicate directly with the end-users; (3) understand the role of the Intel Inside campaign in the company''s consistent superior performance over the years; and (4) discuss the impact of bad publicity regarding product quality, performance, and marketing and business practices on the overall performance of a company notwithstanding its leadership position. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1980s to 2002

About

Abstract

The case discusses the marketing initiatives undertaken by the global microprocessor industry leader, Intel. The company''s decision to brand what was essentially ''just another component'' in a PC is examined in detail. The case explores the component branding game plan of Intel and describes the marketing activities undertaken by the company, with special reference to the Intel Inside campaign. In addition the case discusses the growing criticism against Intel and the increase in competition in the microprocessor market. The case is designed to help students: (1) examine the nature of the microprocessor market and the need for component branding, and Intel''s strategic liaison with Original Equipment Manufacturers OEMs (the co-op marketing strategy); (2) understand the rationale behind Intel''s decision to communicate directly with the end-users; (3) understand the role of the Intel Inside campaign in the company''s consistent superior performance over the years; and (4) discuss the impact of bad publicity regarding product quality, performance, and marketing and business practices on the overall performance of a company notwithstanding its leadership position. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1980s to 2002

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