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DEVELOPING MARKETING STRATEGIES AND PLANS | CHAPTER 2 59

In 2007, Intel created the Classmate PC—a small, kid- scream, grope, and beg for his autograph. The screen
friendly, durable, and affordable Intel processor–based reads, “Ajay Bhatt, co-inventor of the U.S.B.” as the
computer intended for children in remote regions of the employee (played by an actor) winks at a fan. The ad
world. It was part of an initiative called Intel Learning ends with the line, “Our superheroes aren’t like your
Series, intended to help expand education in technology superheroes.”
throughout the world. As Intel’s superheroes continue to create powerful
The following year, Intel launched the Atom proces- microprocessors for smaller and more mobile devices, the
sor, the company’s smallest processor to date, designed company’s brand value continues to grow, as does its
for mobile Internet devices, netbooks, and nettops such influence on the future of technology.
as the Classmate PC. Also that year, Intel introduced
its most advanced microprocessor, the Intel Core i7, Questions
which focused on the needs for video, 3-D gaming, and
1. Discuss how Intel changed ingredient-marketing his-
advanced computer activities. Both processors became
tory. What did it do so well in those initial marketing
an instant hit. The Atom, smaller than a grain of rice, ide-
campaigns?
ally powered the growing market of netbooks—mobile,
light computers that weighed as little as 13 ounces. Intel 2. Evaluate Intel’s more recent marketing efforts. Did
sold more than 20 million Atom processors for netbooks they lose something by dropping the “Intel Inside”
in its first year alone and 28 million in its second year. tagline or not?
Some analysts predict that when the Atom processor
taps into the smart phone and cell phone markets, Intel Sources: Cliff Edwards, “Intel Everywhere?” BusinessWeek, March 8, 2004, pp. 56–62; Scott Van
Camp, “ReadMe.1st,” Brandweek, February 23, 2004, p. 17; “How to Become a Superbrand,”
could sell hundreds of millions of units in a very short
Marketing, January 8, 2004, p. 15; Roger Slavens, “Pam Pollace, VP-Director, Corporate Marketing
amount of time. Group, Intel Corp,” BtoB, December 8, 2003, p. 19; Kenneth Hein, “Study: New Brand Names Not
Intel’s most recent ad campaign aimed to improve Making Their Mark,” Brandweek, December 8, 2003, p. 12; Heather Clancy, “Intel Thinking Outside
the Box,” Computer Reseller News, November 24, 2003, p. 14; Cynthia L. Webb, “A Chip Off the
the company’s brand awareness was entitled “Sponsors
Old Recovery?” Washingtonpost.com, October 15, 2003; “Intel Launches Second Phase of Centrino
of Tomorrow.” The commercials highlighted Intel’s role in Ads,” Technology Advertising & Branding Report, October 6, 2003; David Kirkpatrick, “At Intel,
changing the future of technology and took a humorous Speed Isn’t Everything,” Fortune, February 9, 2004, p. 34; Don Clark. “Intel to Overhaul Marketing
in Bid to Go Beyond PCs,” Wall Street Journal, December 30, 2005; Stephanie Clifford, “Tech
tone. In one, a middle-aged man wearing his company
Company’s Campaign to Burnish Its Brand,” New York Times, May 6, 2009, p. B7; Tim Bajarin,
ID tag struts through the cafeteria as fellow employees “Intel Makes Moves in Mobility,” PC Magazine, October 5, 2009.