Group 2 :

Pang Ho Ting (10100240S) Lo Kwok Hung, Johnny (10105548S) Hui Wai Ling (10886717S) So On Na (10873814S) Tse Kit Yee (10100215S)

Push Strategy
Also called hard-selling

Pull Strategy
Also called soft-selling

Intel - Combining Push & Pull

More effective The use of the Intel Inside logo on the PCs to

represent Intel processors used inside The use of co-op marketing funds jointly shared with OEMs for the ad expenses (Rebates to mfr for print ad) An Intel ad program targeted to the consumers

Sources of Brand Equity of Intel

Brand awareness

> Brand recognition - Intel Inside programs - Print Advertising programs > Brand recall - look for Intel Inside logo Intel Chip Quality computer

Get consumers familiar with the Intel name Intel inside logo very best PCs

Sources of Brand Equity of Intel

Brand Image

Strong, favorable and unique brand associations > safe and technology > assurance of quality convinced consumers that a computer powered by the creator of microprocessors more preferable

In Late 1980s
Launched successful products Threat from competitors with similar naming

products -AMD ,Chips and Technologies and NexGen Microsystems Low brand awareness PC industry becoming mass market, non technical and home buyers The first print campaign, Intel became bestselling chip

In Early 1990s
Intel faced a trademark case with AMD Do nothing to prevent naming issue

i386 SX VS AM386 March 1, 1991 lost the 386 trademark

Customer-Based Brand Equity

Become Active Engagement Technology Leader Innovator IBM selection Intel Product Quality Compatibility Speed Intel brand name linked with Microprocessors Co-operative Advertising with OEMS Resonance Powerful Trust

Judgme Feelings nts

Performance

Imagery

Linked with PC Always the First to introduce to new generation of product Creator of Microprocessor

Salience

Was the Intel Inside campaign was worth it?

Got more than 700 OEMs to signed for the

program
Induce the first and second tier big OEMs to

join co-operation program as well via the pull effect successfully.

Consumer research indicated that most

viewers of the TV ad remembered the Intel name instead of the product.

Was the Intel Inside campaign was worth it?

Educated the consumer on the specific

product attributes associated with the Intel processor and created a favorable association and positive perception for consumers
Being recognized as the technology leader

which has the strongest image on quality, compatibility attributes

Became more familiar, popular and delivered

a quality message in the world.

The factors that led to its success

Introduced the microprocessor to the market

and consumers can identify its microprocessor technology.

Applied push strategy to seek support of

the OEMs by encouraging them using Intel microprocessor in manufacturing their product and including the Intel Inside logo in their print ads.
Created a great awareness of Intel Inside

The factors that led to its success

Reinforcing on two key associations: safety

and technology
A pull effect was generated on the

consumer and presented a very persuasive argument for OEM to use its product
Demolished the negative perception of Intel

and well-reposition Intel as a premium brand

Brand Element
Adaptability: From 1993 -

Now

Brand Element
Memorability:
Over 80% customers has seen the Intel Inside logo in

personal computer ads and nearly half had seen the logo in store displays, product literature, or on a personal computer.

Meaningfulness:
Each logo are having Intel and Pentium two main words In 1993, Financial World rated Intel as the third most

valuable brand, behind Marlboro and Coca-Cola.

Likability:
50% of customers looked for the Intel logo in making

their personal computer selection.

Transferability:
Over 75% of customers who had seen the logo said that

it conveyed positive attributes. Pentium in Chinese is

Pentium brand becomes successful

InteLigence / RADAR1 / Pentium Closely linked to Intel Technologically cool e.g. naming an architecture Completely new with some generational concept embedded Pentium The name should suggest an

ingredient
The Pent of Pentium, from the Greek meaning

five, alludes to the fact that the new chip is the fifth generation of the family.

Pentium brand becomes successful

Within one month after the naming launch,

over 90% of press mentions used Pentium instead of 586 or P5

Within two years after using the Pentium

name for the P5 generation chips in 1992, Intel possessed roughly 90% of the worlds PC microprocessor market and enjoyed exclusive relationship with several of the biggest computer manufacturers.