Intel corporation tập đoàn intel

Intel pushes the boundaries of innovation so work in Intel can make peoples lives more exciting, fulfilling, and manageable. And work in Intel never stops. Intel never stop looking for the next leap ahead—in technology, education, culture, manufacturing, and social responsibility. And it never stops striving to deliver solutions with greater benefits for everyone.

PROJECT ON STUDY OF LOGO OF COMPANY:

INTEL CORPORATION

SUBJECT:

MARKETING MANAGEMENT

SUBMITTED TO:

PROF VIKAS JADHAV

SUBMITTED BY:

RAHUL JANKAR (71)

KIRAN PRACHAND (85) KETAN RUPWATE (91)

SANDEEP KUMAR (92)

FOR MMS SEMESTER-I

MUMBAI UNIVERSITY

 About Intel

 History of Intel Corporation

 Corporate history

 Origin of the name

 Advertising and brand management

 Intel Logo

 Overview of Intel Logo

 Reasons behind change in Logo

 Result After change in Logo

 Quick Review of Intel Profile

About Intel

Intel pushes the boundaries of innovation so work in Intel can make people's lives more exciting, fulfilling, and manageable And work

in Intel never stops Intel never stop looking for the next leap ahead—in technology, education, culture, manufacturing, and social responsibility And it never stops striving to deliver solutions with greater benefits for everyone

HISTORY OF INTEL CORPORATION:

Intel is the world's largest semiconductor chip maker, based on revenue The company is the inventor of the x86 series of

was founded on July 18, 1968, as Integrated Electronics Corporation and based in Santa Clara, California, USA Intel also makes motherboard

chipsets, network cards and ICs, flash memory, graphic chips, embedded processors, and other devices related to communications and computing Founded by semiconductor pioneers Robert Noyce and

vision of Andrew Grove, Intel combines advanced chip design capability with a leading-edge manufacturing capability Originally known primarily to engineers and technologists, Intel's successful "Intel Inside" advertising campaign of the 1990s made it and its Pentium processor household names

Intel was an early developer of SRAM and DRAM memory chips, and this represented the majority of its business until the early 1980s While Intel created the first commercial microprocessor chip in 1971, it was not until the success of the personal computer (PC) that this became their primary business During the 1990s, Intel invested heavily in new microprocessor designs fostering the rapid growth of the PC industry During this period Intel became the dominant supplier of microprocessors for PCs, and was known for aggressive and sometimes controversial tactics in defense of its market position, particularly against AMD, as well as a struggle with Microsoft for control over the direction of the PC industry The 2009 rankings of the world's 100 most powerful brands published by Millward Brown Optimor showed the company's brand value rising 4 places – from number 27 to number 23

In addition to its work in semiconductors, Intel has begun research

in electrical transmission and generation

Corporate history

Intel was founded in 1968 by Gordon E Moore (a chemist and

other Fairchild employees also went on to participate in other Silicon

high-growth 1990s Grove is now remembered as the company's key

the largest and most successful businesses in the world

Origin of the name

At its founding, Gordon Moore and Robert Noyce wanted to name

their new company Moore Noyce The name, however, sounded remarkably similar to more noise — an ill-suited name for an electronics

company, since noise is typically associated with bad interference They then used the name NM Electronics for almost a year, before deciding to

call their company INT egrated EL ectronics or Intel for short However,

Intel was already trademarked by a hotel chain, so they had to buy the rights for that name at the beginning

Advertising and Brand management

Intel has become one of the world's most recognizable computer brands following its long-running Intel Inside campaign The campaign, which started in 1991, was created by Intel marketing manager Dennis Carter The five-note jingle was introduced the following year and by its tenth anniversary was being heard in 130 countries around the world

The initial branding agency for the 'Intel Inside' campaign was

DahlinSmithWhite Advertising of Salt Lake City The Intel swirl logo was the work of DahlinSmithWhite art director Steve Grigg under the direction of Intel president and CEO Andy Grove

The Intel Inside advertising campaign sought public brand loyalty

and awareness of Intel processors in consumer computers Intel paid

some of the advertiser's costs for an ad that used the Intel Inside logo and

jingle

Study of Logo:

Today there are many corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo As a result, only a few of the thousands of ideograms people see are recognized without a name It is sensible to use an ideogram as a logo, even with the name, if people will not duly identify it Currently, the usage of both images (ideograms) and the company name (logotype) to emphasize the name instead of the supporting graphic portion and making it unique,

by it non-formulaic construction via the designable use of its letters, colors and any additional graphic elements

Intel Logo

Ever since its humble beginnings in 1968, Intel Corporation has recognized how important it is to have a meaningful visual identity with strong visual impact Intel Corp has become one of the world’s most recognized computer brands because of its intelligent marketing

strategy and its once long-running “Intel Inside” campaign.

The original Intel logo with a ‘dropped-e’ in it was created by Silicon Valley pioneers Robert Noyce and Gordon Moore, 39 years ago

as they were forming their new “integrated electronics” company

In 1991, the company symbolized its involvement as a key ingredient in PCs and computer technologies by introducing the “Intel Inside” slogan with the Intel Logo In order to further advertise this newly renovated logo, Intel Corp adopted the strategy of paying half the cost of any ad/s that used the Intel logo in it This made the new Intel logo widely successful, and led to the introduction of the famous ‘four note jingle’ to the campaign

In 2006, Intel expanded its promotion of open specification platforms beyond Centrino, to include the Viiv media centre PC and the business desktop Intel vPro

In mid January 2006, Intel announced that they were dropping the

long running Pentium name from their processors The Pentium name

was first used to refer to the P5 core Intel processors (Pent refers to the 5

in P5,) and was done to circumvent court rulings that prevent the trademarking of a string of numbers, so competitors could not just call their processor the same name, as had been done with the prior 386 and

486 processors (Both of which had copies manufactured by both IBM and AMD) They phased out the Pentium names from mobile processors first, when the new Yonah chips, branded Core Solo and Core Duo, were released The desktop processors changed when the Core 2 line of processors were released In March 2007, the Intel logo was shown

briefly in one of the scenes of the movie The Last Mimzy.

According to an Intel spokesman as of 2009 one may think in terms of good-better-best with Celeron being good, Pentium better, and the Intel Core family representing the best the company has to offer

In 2008, Intel planned to shift the emphasis of its Intel Inside campaign from traditional media such as television and print to newer media such as the Internet Intel required that a minimum of 35% of the money it provided to the companies in its co-op program be used for online marketing Some artists have incorporated Intel brand culture

into their works For example, evil inside stickers,and a tombstone with

R.I.P Intel Inside

Overview of Intel Logo:

Intel brand logo

1968 2005

2003 - 2005

The intel inside logo

was added to resemble the original Intel logo with lowering of the

Intel e and changing the

typeface

1990-2003

Still as Intel Inside logo,

but with uppering of the

Intel e.

2005 Present

2006 2009

Intel phased out the intel inside logo in favor of a new logo intel and the

slogan, Leap ahead The

new logo is clearly inspired by the Intel Inside logo by splitting

out the inside.

2009 Present The current intel logo with inside trademark.

Reason behind Change in LOGO:

Intel Corp., whose marketing made its computer chips a household name, is changing its logo for the first time in 37 years to help promote its push beyond personal computers

The dropped ``e'' in Intel will be shed in favor of a swoop around the company's name with the tag line ``Leap Ahead.'' The ``Intel Inside'' phrase, a fixture since 1991, will be dropped, Santa Clara, California-based Intel said yesterday

Intel's image change, to coincide with next week's Consumer Electronics Show in Las Vegas, is part of an effort by new Chief Executive Officer Paul Otellini to expand Intel into home entertainment The company, whose processors run more than 80 percent of personal computers, is trying to gain a foothold in the consumer market to counter slowing growth in PC chips

```Intel Inside' is one of the great ones, one of the most brilliant marketing strategies in the last 10 years,'' said Peter Sealey, former head

of marketing for Coca-Cola Co who now runs Los Altos Group, a California-based management consultant ``Now they achieved awareness, it's over and they need to move on.''

Result After change in Logo:

The change in Intel's brand logo is the first step in a $2.5 billion marketing campaign, Business Week reported earlier, without making clear where it got the information

After averaging growth of more than 13 percent for three years, Intel recorded increased in sales upto 8 percent next year to about $42.3 billion, according to analysts' estimates

Broader Changes

The new logo reflects broader changes inside Intel Otellini, who took over from Craig Barrett in May, is the first company leader without

a background in science or engineering

In January, Otellini began Intel's largest reorganization since its founding in 1968 He created business divisions, including one called digital home, based on the uses of Intel chips, and said he is making the company ``outward facing'' rather than focused on producing faster semiconductors

“Intel Inside'' was used to persuade consumers and businesses that the processor inside a computer was more important than the brand name on the outside

That helped make Intel's brand worth $35.6 billion in 2005, or No

5 in the annual survey by London-based market researcher Interbrand Corp General Electric Co., International Business Machines Corp., Microsoft Corp and Coca-Cola are the top four

Intel's marketing was ready for a shakeup, said Doug Freedman,

an analyst at American Technology Research in San Francisco

“That they're going to focus on `Leap Ahead' makes me think about the technology,'' said Freedman ``Not, `buy me because I'm inside,' but `buy me because I'm doing something unique.'''

INTEL PROFILE

(NASDAQ: INTC, SEHK: 4335, Euronext:INCO)

Founder(s): Gordon E Moore and Robert Noyce

Headquarters: Santa Clara, California (incorporated in Delaware)

Key people: Paul S Otellini, CEO

Craig Barrett, Chairman Sean M Maloney (EVP; General Manager, Sales and Marketing Group, and Chief Sales and Marketing Officer)

Flash memory

Network Interface Card

1 www.google.com

2 Wikipedia Encyclopedia

3 Website of Intel Corporation

4 www.bloomberg.com

5 Other related websites

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