INTEL

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‘Intel Inside’ or ‘Leap ahead’! When has that ever stopped anyone from buying a PC or laptop?

If you ever had to name a brand that you never see, yet swear by it then it has to be Intel. Intel’s long standing slogan has been ‘Intel Inside’, but last year the comp any changed tack and changed its tagline to ‘Leap ahead’. Of late, Intel has benefited from its strong line of innovative processors too. The first was the entire Core 2 Duo processor family. The fanfare and the fact that it was being bundled as the Microsoft Vista ready chip, created enough hype to keep its brand value intact in the top 100. However, the lack of any of the usually visible and aggressive advertising, did affect the user recall to some extent. Intel slipped from Rank 10 on the 4Ps B&M list of Valuable Brands last year to Rank 21 this time.

However, Intel rarely if ever lets inactivity on advertising front, affect it. It has just recently released the Santa Rosa platform for mobile computing, that builds on its famous mobile Centrino platform for laptops. In early 2006, it entered the rural market with its community PC programme unveiling its ruggedised PC platform. “Even though there is no direct contact, Intel has very strong OEM relationships. We do not choose Intel, it just comes with your laptops,” elaborates Akshun Gulati, Analyst, IndusView Advisors, on the key strategy that keeps Intel so firmly entrenched in Indian market. Fighting tooth and nail with arch rival Advanced Micro Devices (AMD) to keep its market share intact (in India and globally), Intel has certainly been mulling strategies to ‘Leap ahead’!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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