Intel - The Component Branding Saga

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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.

Case Details:


Case Code : MKTG038 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 13 Pages
Period : 1997 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : Intel
Industry : OEM
Countries : India


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.


Examine the nature of the microprocessor market and the need for component branding, and Intel's strategic liaison with OEMs (the coop marketing strategy).


  Page No.
Dancing its Way Towards Leadership 1
Background Note 2
The Need for a Component Brand 3
Marketing The Microprocessors 4
What Lies Ahead? 6
Exhibits 8


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

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