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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The microprocessor market and the need for component branding.

Keywords

Marketing initiatives, global, microprocessor, industry leader, Intel, PC, branding game plan, Intel Inside, campaign.