Intel Inside

Summary:
Intel is a huge company that specializes in designing and making microprocessors. It has launched many campaigns successfully to make itself know throughout the globe.The campaigns include the Red X campaign, the “intel computer inside" campaign, the five jingle tone ad campaign, and even celeron processor campaign which expands into other markets.In 2002, the Vice president of Intel faces an issue of whether to expand into the new market of mobile computing. At that time, some powerful phones  have begun to come out. It is estimated that the phone market will continue to grow very fast, if not faster than the growth of PCs.However, entering the new market with the same Intel campaign risks diluting the intel brand and eventually hurt the PC market. Intel does not want to be ruined by an immature phone market. Thus, this poses a question to the manager of intel and also to the reader: should intel enter the phone market? How should intel do it?

Key points:
1.Should Intel expand into another market?

One key question is whether Intel expand into the other market. At the time of 2002, the phone market just started to emerge, however, it is not clear whether the market will prosper or not. The market was full of opportunities and risks at the same time. Intel does not want immature products to ruin the fame of intel's high power and highly reliable chips.

2.Dilute the brand in some way?

Using the same brand of Intel Inside risks diluting the brand of Intel Inside. Intel Inside is a campaign by Intel that tries to emphasize Intel's strength in PC computing. However, PC market and phone market are very different from each other. Phone usually don't require the high power that the PC needs to run huge software.  So, will the brand of intel be diluted ?

3.How should Intel expand into the other market?

If intel decides to jump into the phone market, then how should it do that? Should it use another brand name? Should it incorporate a new concept into the Intel inside brand ? There are many questions to answer. One thing is for sure. That is, the brand cannot be the same as Intel Inside.


Buyer's Viewpoint

I am a loyal customer of Intel. I love the  PC product of Intel. However, I am very doubtful about the intel products in my phone. My phone does not need the powerful chip that my computer has. Am I paying for something that I don't need at all? I'd love Intel to try something new. If they managed to make something happen, I am willing to try that out.

Seller's Viewpoint
We intel have been very successful as the top chip manufacturer in the world. Our brand campaign has also been extremely  successful. Everyone recognize the five tone jingle that we have. But does that mean people will also recognize our brand in the phone market? We need to do some heavy market research to know that.