Presentation on

product & brand management

Submitted by: Prof. shaija manocha

intel

Submitted by: Chirag ranjan (0121pg0) Preeti soni (0121pg0) Ankit nautiyal (0121pg0) Rakshita sharma (0121pg0) Richa dev (0121pg026) Renu Kaushal (0121pg050)

INTEL
Intel stands for Integrated Electronics Founded in 1968, went public in 1971 First invention was 4004 with 1 silicon chips !hen ca"e 8008 #fter that 8086, 8088, 86, $86, 486, %entiu"&I, %entiu"&II and %entiu"&III $86 onwards all were co"patible to previous versions

)icro& processo r 'o"patibilit( Innovative TECHNOLO GY 'alculator !rust& worth(

*%

MENTAL MAP
PERFORMANC E 'apabilit( #)/ Intellectual /evelop"en t .afe

-indow

s )icro oft

E+clusiv e

RELIAB LE

,ualit(

BRAND MANTRA
E"otional )odifier 0 1eliable /escriptive )odifier 0 !echnolog( 2rand Function & %erfor"ance

BRAND VALUE PREPOSITION

'ore 3alues4 .afe 'o"patible Fast

CBBE MODEL

CBBE MODEL-INTEL
SALIENCE: BRAND KNOWLEDGE /epth& 5i6 1ecognition& !he first "icroprocessor, awareness 5ii6 1ecall& !ight .trength 2readth& 5i6 %urchase 'onsideration&)icroprocessor 5ii6 'onsu"ption 'onsideration&'alculator, 7ven, 'o"puter %ositioning& %re"iu" %roduct 'o"petitive Fra"e of 1eference& #)/, 3ia !echnologies, %7%& )icroprocessor %7/& #lphabet soup for na"e, *ighl( Innovative, Fast %erfor"ance )otorola %ersonal

CBBE MODEL-INTEL
PERFORMANCE: %ri"ar( 'haracteristics& Intel 5brand na"e, logo6, 40048 40088 868$8684868%entiu" I8II8III 5"odel6, visual appearance .econdar( Features& 'o"patible, Fast, .1#), 2I')7. %roduct 1eliabilit(& *igh, ver( trust&worth( /urabilit(& !ill the ne+t technolog( co"es .erviceabilit(& .ervice Effectiveness& .ervice Efficienc(& E"path(& .t(le& /esign&E"beded %rice& ver( e+pensive 510 000 ti"es that of original cost6

CBBE MODEL-INTEL
IMAGERY: 9ser %rofiles& !ech savv( people !arget #udience& 'o"puter "a:ers ; %ersonal users 5%s(chographic&career6 2rand %ersonalit(& Intel<s voice, 3isual st(le, 2rand Identit( Fra"ewor: Intangible #spects& 5i6 /irect& $868486 Ever( new version was co"patible to the previous one 5ii6 Indirect& -ord of )outh through 3endors, #dvertise"ent 'a"paign 'o"puter

ADVERTISEMENTS
=Intel Inside< ca"paign where it convinced consu"ers to bu( %'s e>uipped with Intel<s "icroprocessors in 1991 2unn( people ad ca"paign that featured Intel<s engineers in silver suits for "ar:eting its Intel<s ))? technolog( in 1997 2lue "an group for their %entiu" 4 processors and their @alienA series of co""ercials

CBBE MODEL-INTEL
JUDGEMENTS: 2rand ,ualit(& Fast and advanced technolog( 2rand 'redibilit(& !rust worthiness, Bi:eabilit( 2rand 'onsideration& 9ni>ue 5evo:e set6 2rand .uperiorit(& *ighl( Innovative, #lphabet .oup for na"e, Fast .peed

CBBE MODEL-INTEL
FEELINGS: .trong ; Favorable and uni>ue /i"ensions& 1eliable, 'o"patible

CBBE MODEL-INTEL
RESONANCE: 2ehavioral #ttach"ent& C$9D %' were sold in thousands #ttitudinal #ttach"ent& !rue Bo(alit( 5*,*6 and .purious 5B,*6 .ense of Einship& -intel 5-indows with Intel6 #ctive Engage"ent& wwwFintelFco"

THANK YOU!!!