Intel

Intel Inside Campaign!

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The strengths!

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• The Intel Inside logo : One of Intel strengths was to chose to have its logo on its customer’s products. At least half the computer advertisement in personal computers magazines included the Intel Inside logo.! • Partnership Marketing : They employed partnership marketing to build stronger customer relationships. The campaign included several high profile advertisements, such as a Super Bowl spot featuring the popular « bunny people » series.! • Make itself known : With the important investissements. In 1993, Intel as the third most valuable brand, behind Malboro and Coca-Cola, with an estimated worth of 17,8 billion $. The Intel Inside Program had won a number of advertising awards, including the Marcom Award for best television campaign in 1992.! • Win-win system : Intel allowed the companies to independently choose their advertisement and they would pay up to 50% of the cost to the point of 3% of sales. It engendered great loyalty.! • Branding : a major strength is that Intel understood the insecurities of its ultimate market and addressed them reducing anxiety. in a fairly new and scary world, the branding represented safety and quality.!

! The weakness! !

• Patent problem : a weakness is that the Intel numbering system was not patentable and thus made them vulnerable.!

! • Translation of logo : The logo itself has a weakness in translation to other cultures.! ! ! ! !

5. In the light of Intel’s move into the « digital home » did the company make the right decision ? And what about changing the company logo ?! 6. Did Intel’s move the « digital home » was a move too fan outside its cove business of producing computers ?! 5. New consumers need to fresh-brand