Inside Intel Inside

Group 3
Rupesh Jain 2018PGP027
Kaushal Seth 2018PGP074
Dhruv Parmar 2018PGP082
Rimo Barua 2018PGP045
Ameya Shire 2018PGP060
Motivation behind the original campaign 'Intel Inside'

• After the success of Red X campaign, Intel realized that they could not afford to brand each new
generation product launched

• Chips with numbered could not be trademarked

• To create umbrella brand that could span successive generations of products

• Designing a co-op advertising program with OEM(Original Equipment Manufacturers) i.e. getting
Intel’s logo on OEMs’ products
Reasons for success of the campaign

• Intel applied “push” strategy to seek support of the OEMs by encouraging them using Intel
microprocessor in manufacturing their product and including the Intel Inside logo in their print
ads
• Created a great awareness of “Intel Inside” logo and driven positive perception and favorable
association towards Intel brand simultaneously
• The campaign powerfully reinforced on two key associations: “safety” and “technology”-
whenever and wherever consumers saw the Intel logo and also created a brand image for
products that fall under the Intel Inside umbrella
• At the same time, a “pull” effect was generated on the consumer and presented a very persuasive
argument for OEM to use its product. In turn, it built a remarkable brand value to Intel, the
company and its stakeholders as well
Current Problems being faced by Intel brand

• Competition remained stiff, not only at the low end of the market but at high end as well
• Intel should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell
phones and PDAs?
• The "Intel Inside" campaign has been one of the most successful branding campaigns in history,
but it is too old, and growth in the PC market appears to be stagnating.
Brand Promise of Intel throughout the campaign

• The campaign powerfully in reinforcing on two key associations: “safety” and “technology”
Extension Decisions
Evolution of brand advertising
Thank You