Intel - The Component Branding Saga
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(Case Code: MKTG038) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG038 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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13 Pages |
| Period |
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1997 - 2002 |
| Pub Date |
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2002 |
| Teaching Note |
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Available |
| Organization |
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Intel |
| Industry |
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OEM |
| Countries
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India |
Abstract:
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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.
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Issues:
» Examine the nature of the microprocessor market and the need for component branding, and Intel's strategic liaison with OEMs (the coop marketing strategy).
Contents:
Keywords:
Marketing initiatives, global, microprocessor, industry leader, Intel, PC, branding game plan, Intel Inside, campaign.
Intel - The Component Branding Saga
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