Mkt Unit 2

Professor Maggiore

Marketing 3301

15 September 2014

Unit 2 – Assignment: Intel 1 & 2

1. Discuss how Intel changed ingredient-marketing history? What did it do so well in those initial marketing campaigns?

To distinguish itself, Intel created the quintessential ingredient-branding marketing campaign. In order to distinguish itself from its competitors, Intel chose Pentium for its latest microprocessor that could be trademarked and launched the “Intel Inside” campaign. This built brand awareness for the company. Intel gave the computer manufacturers substantial rebates when they included the Intel logo in their PC ads or when placed the “Intel Inside” sticker on the outside of their PCs and laptops.

As the 1990’s came to an end, Intel created effective and identifiable marketing campaigns. Advertisements coming out with “Bunny People” series had made a positive impact to consumers. Famous Blue Man Group was also used in its commercials for Pentium III and Pentium IV.

Then, in 2003 Intel launched a multimillion-dollar media effort around “Unwired.” This was was based on Centrino, a platform that included a new microprocessor, along with an extended battery, and wireless capabilities. Even though the PC industry slowed in the mid-2000s, Intel continued to lead the market by seeking prospects in new growth areas such as home entertainment and mobile devices with Viiv and Centrino Duo mobile. All in all, Intel successfully utilized the basic factors of advertising like creativity and used celebrities’ influence with the public to draw most attention of consumers.

2. Evaluate Intel’s more recent marketing efforts. Did they lose something by dropping the “Intel Inside” tagline or not?

Intel created a $2 billion global marketing campaign in the mid-2000s. This campaign was carried out to change Intel from a “brainy microprocessor company to a “warm and fuzzy company that offered solutions for consumers as well.” Intel changed their slogan from “Intel...