Product details

In early 2002, Pamela Pollace, Vice President and Director of Intel's worldwide marketing operations, is debating whether the company should extend its 'Intel Inside' branding campaign to non-PC product categories, such as cell phones and PDA's. The 'Intel Inside' campaign has been one of the most successful branding campaigns in history. However, the campaign is more than ten years old, and growth in the PC market appears to be stagnating. In contrast, sales of portable digital devices - such as PDA's and cell phones - appear to be growing at a healthy rate. Pollace is debating whether the 'Intel Inside' campaign will work in these other product categories, even though Intel doesn't dominate these other markets like it does the PC market, and it isn't clear that consumers will associate Intel with these other markets.