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What Is The Key Problem Confronting The Intel Marketing Team in 2002? Answer: Problems in 2002

The key problem confronting the Intel marketing team in 2002 was whether to extend their highly successful "Intel Inside" branding campaign beyond PCs to other markets like phones and PDAs, where Intel did not dominate as they did in PCs. They also faced competition from chips targeting cheaper computers and an inability to differentiate their products due to clones, leaving consumers confused.

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79 views

What Is The Key Problem Confronting The Intel Marketing Team in 2002? Answer: Problems in 2002

The key problem confronting the Intel marketing team in 2002 was whether to extend their highly successful "Intel Inside" branding campaign beyond PCs to other markets like phones and PDAs, where Intel did not dominate as they did in PCs. They also faced competition from chips targeting cheaper computers and an inability to differentiate their products due to clones, leaving consumers confused.

Uploaded by

Ricky Mukherjee
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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3. What is the key problem confronting the Intel marketing team in 2002?

Answer:

Problems in 2002:

 The company was deciding whether it 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. However, Intel does not dominate these other markets like it does the PC
market, so there might be a chance of failure for this reputed campaign.

 Another problem faced by Intel was the competition from other microprocessor manufacturers,
who were producing chips which took aim at a cheaper computer market which Intel had not
yet tapped into.
 Intel was unable to differentiate its products from its competitors due to the number of clone
products in the market. Consumers knew Intel's product because of the cloning but Intel
wanted them to recognize the product through the brand itself. 
 Consumers were left confused and often guessing as to what was the content and performance of
Microprocessors and thus the company wanted to raise awareness of their brand and create a
positive image by educating not only its consumers but also their sales representatives in a
easier way instead of using jargons.

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