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 CONTENTS About Intel History of Intel Corporation Corporate history Origin of the name Advertising and brand management Study of Logo Intel Logo Overview of Intel Logo Reasons behind change in Logo Result After change in Logo Quick Review of Intel Profile References 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 microprocessors, the processors found in most personal computers. Intel 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 Gordon Moore, and widely associated with the executive leadership 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 physicist) and Robert Noyce (a physicist and co-inventor of the integrated circuit) when they left Fairchild Semiconductor. A number of other Fairchild employees also went on to participate in other Silicon Valley companies. Intel's third employee was Andy Grove, [9] a chemical engineer, who ran the company through much of the 1980s and the high-growth 1990s. Grove is now remembered as the company's key business and strategic leader. By the end of the 1990s, Intel was one of 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 Main Logo Date Subset logo Date Remarks 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 Type: Public (NASDAQ: INTC, SEHK: 4335, Euronext:INCO) Founded: 1968 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) Industry: Semiconductors Products: Microprocessors Flash memory Motherboard Chipsets Network Interface Card Bluetooth Chipsets Revenue: ▼ US$37.6 billion (2008) Operating income: ▲ US$9.0 billion (2008) Net income: ▼ US$5.3 billion (2008) Employees: 83,500 (2008) Website: intel.com [...]...References: 1 www.google.com 2 Wikipedia Encyclopedia 3 Website of Intel Corporation 4 www.bloomberg.com 5 Other related websites …………… . UNIVERSITY CONTENTS About Intel History of Intel Corporation Corporate history Origin of the name Advertising and brand management Study of Logo Intel Logo Overview of Intel Logo Reasons. of Intel Profile References 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. R.I.P Intel Inside Overview of Intel Logo: Intel brand logo Main Logo Date Subset logo Date Remarks 1968 2005 2003 - 2005 The intel inside logo was added to resemble the original Intel logo