2. Evaluate Intel's more recent marketing efforts. Did they lose something by dropping the "Intel inside" tagline or not?
Course book: Marketing Management (14 Ed) Kotler and Keller (will send pages of chapter 2)
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Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial marketing campaigns?
Computer chips are a commodity product and not familiar to most consumers (Whitwell, 2005). A different chip would not alter performance and most consumers would not even bother about the chip inside their computer. But Intel changed all this. The built a commodity product into one of the most iconic brands known in history. Through their innovative marketing techniques, they were able to capture 90% of the PC microprocessor market.
Initially, while Intel had a quality product and set the industrial benchmark, competitors adopted the same nomenclature in naming the products. Intel was unable to protect its product names and lost the trademark war. Intel then decided to transform itself from a mere microprocessor producer to a ...
Ts solution discusses hIntel's marketing strategy of using its tagline of "intel Inside" to create a strong product brand as well as the decision to drop a long standing tagline to change with the changing environment are covered in this paper.