Inside Intel Inside

Intel, a leading computer microprocessor developer, has proven itself in the computer industry since its inception in 1968.  With booming microprocessor sales since the start, Intel managed to hook the right business contract with the right companies, pushing Intel to the company it is today.  However, without it's committed marketing plans Intel may not have succeeded to the extent seen today.  Youngme Moon's article "Inside Intel Inside" dives into Intel's elaborate marketing scheme "Inside Intel."  Intel, waas a company selling its products to other companies developing  and building computers.  In business to business sales it would make sense to sell directly to the company that will buy your product.  Intel, however, launched a new marketing plan: market to the end user.  Intel had noticed that it was the end user that had the most effect on their sales.  It was the end user that needed to be aware of  Intel's products, not the company that bought their products.  Intel, first launched the "Red-X" campaign, subtly and creatively, educating the end user of the benefits of buying a computer with and Intel chip.  The campaign proved successful and throughout its coming years, Intel launched "Inside Intel" a similar program that allowed PC users to easily understand that Intel was superior to its competitors.  These ongoing campaigns would not only benefit Intel, but also the PC manufacturers by boosting computer sales, thereby boosting Intel microprocessor sales.  

Today, Intel is dealing with more than just computers.  Intel now provides microprocessing chips for cellphones, PDA's, tablets and many other systems.  With the product expansion, marketing must also adapt.  This is Intel's dilema.  Pamela Pollace, VP and director of Intel's marketing, is faced with the potential expansion of the longstanding marketing scheme, "Inside Intel."  Pollace, however, must weight the potential risks and rewards for expanding the "Inside Intel" campaign.  With such a long standing relationship between the "Inside Intel" campaign and the customers it influences, expanding to the cell phone and other markets could confuse consumers and thereby hurt Intel as a whole.  Pollace must determine if Intel's limited stake in other markets is worth potentially dismantling a market campaign that Intel's maketing division has worked so hard to make succeed.

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• Intel's new approach to B2B marketing, expanded the companies horizons, thereby helping Intel grow to become the great company it has become.
• Intel possessed the contracts that would sustain Intel's microprocessor manufacturing; however, by marketing to the end user, Intel was able to educate the average consumer of the benefits of Intel.
• Intel's marketing division developed the necessary relationships with the engineers and technical groups within Intel to bring customer needs and wanted features to market.
• By closely working with the technical side of development, marketing can focus the results of its campaigns, including "Inside Intel," to better meet the customer wants and needs.
• Potential risks and rewards of opening "Inside Intel" to new markets pose a significant problem for Pollace
• High risk is involved with expanding to markets that Intel is not completely familiar with, nor has a large stake in the potential customers; however, potential rewards could amount to significant increase in profits and exposure.
• Intel's 'education' marketing proved significantly more effective than competition bashing.
• Many companies feel the need to out preform the competition, but by educating users of the benefits of Intel and by out-preforming within its own companies past technology, Intel was able to attract the attention of seemingly un-educated consumers.

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Buyer's Viewpoint

As a buyer, the most important thing you need the company that you buy products from to do is be reliable.  Intel must have the necessary credibility to first gain your business, and then maintain outstanding reliability for a company to continue buying products.  Intel, possesses the  the cutting edge computer processor technology that computer developers need, but with Intel's marketing campaigns, buyers can know that their products will sell.  "Inside intel" also offers an added bonus for the buyer, free marketing!