 The Intel Corporation was founded in 1968 to build semi-conductor memory

products. It introduced the world’s first microprocessor in 1971.

 Intel is an increasingly global company and has shown phenomenal growth, only
35% of its revenues are from North America, whereas Asia and Europe comprise
31% and 25%, respectively. Revenues for fiscal year 2008 amounted to $37.59
billion.

Summary
  In the 1980s Intel was having difficulty with its customers not upgrading from 286
microprocessor to the 386 microprocessor. Marketing research showed that this was
due to the lack of customer awareness.
 In 1990 Intel conducted the “Intel Inside” campaign. This was done to convince
their customers that the inside of the computer was as important as the hardware
they use.
 Furthermore, Intel thought that it would be effective to cross market with its
technology partners. It did so by including “Intel Inside” logo in its partners’ ads.

Summary
  Later on Intel decided to make the small logo sink in by accompanying it with a
jingle every time it was displayed.
 Intel’s next plan was to give their microprocessor a name, which could help the
customers identifying the processors. Intel chose the name ‘Pentium’, which
generated positive reactions with its consumers.

Summary
  By 1993 80% of people in U.S. recognized Intel, and by 1994 Intel had captured
95% of the microprocessor market.
 Intel’s market share slipped to about 80%, as a result of increased competition from
AMD.

Summary
  After December 30, 2005, Intel decided to go with a new version of company’s blue
logo, along with a new tag line, “Leap Ahead”. As of 2006, Intel no longer used the
well-known “Intel Inside” logo .

Summary
Summary
Conclusion
Through this case study we get to know that how
marketing research has played a crucial role in the
growth and development of Intel. It helped Intel
designing the “Intel Inside” campaign, and
crafting the new logo “Leap Ahead” tag line. The
increased competition makes Intel’s marketing
research more important than ever as it attempts to
preserve its dominant place in the market.
Questions & Answers
Discuss the role of marketing
research in helping Intel devise
the "Intel Inside" and "Leap ahead"
campaigns.

Relate this to the marketing research

process.
Question 1
Role of
Marketing Research is a process that has helped Intel in linking with its
customers by identifying their demands.

Marketing Research Company is able to make its unique position in the market.

Got to know that there is lack of awareness among customers regarding

processors and this is why company took decision to use jingles in the
advertisement and it introduced Intel Inside and this process reached till
Intel reached "leap ahead".
 • The process of marketing research starts with defining the
problem and the marketing research team of intel also did the
same.
• Their problem was their product was just an ingredient of main
product and due to that customers were not aware about it. So,
Problem they collected the data and revealed that maximum of customers
were unaware of the product.
Definition
Marketing
Research
Process • The lack of awareness was their problern and they wanted to
address this problem at any cost.
Setting-up
Objective
 • So after that they collated the data and the data revealed
that maximum customers were unaware of the product
of Intel.
Data
Collection
Marketing
Research • The company could capture huge market share by using
Process "Intel Inside to spread awareness.
• The company used "leap ahead" after researching the
market that its market share has been decreasing and it
Data Analysis needs to come out with something Innovative.
 • The innovative step
that the company
designed new logo
Marketing and tagline and again
Research
Reporting captured its market
Process Results share.
Intel would like to increase the
preference for Intel chips among PC
users in the individual user as well
as the business user segments.

Define the management

decision problem.
Question 2
Management
Decision Problem
 Till 2005, Intel has been working to target small
users, large users and businesses.
 And also Intel is facing competition with AMD and
there are many new entrants in the market.
 Keeping in view market challenges and opening of
new market, it will  be difficult for intel to
implement this decision i.e. increase the preference
for intel chips among PC users.
Management
Decision Problem
 Major problem that the intel face is that if chips may
be discouraged by the users that the company is
targeting ,then in that case the company will have to
suffer loss.
 The nature of management decision is action oriented
and decision needs to be oriented towards profit.
 For this change, Intel has called for overhaul change
in its operating segments and with its decision it has
identified nearly nine segments for operating which
requires huge efforts and effective decision making
on the part of the company.
Briefly explain the relationship between
Management Decision Problem and Market
Research Problem.

Define an appropriate marketing research

problem corresponding to the management
decision problem you identified in question
2.

Also identify four relevant research

objectives.
Question 3
Understanding the Relation
Management Decision Problem Market Research Problem
 Is when the management needs  Talks about the information that is
to make decision about some provided by the marketing research
aspects of the company. so as to solve the problem.
 Relation is that the Market  Relation is that the Management
Research helps in Identifying gets information from Marketing
new opportunities and initiates a Research to take Management
Management Decision Problem. Decisions.
Identifying & Designing the Problem
Management Decision Problem Market Research Problem
 The concern of management is  To find out the preferences of
that whether this customer the consumers in PC users in
segment will opt for it or not. the individual user as well as
 The chips may be discouraged business user segments for
by the users that the company is Intel Chips.
targeting and in that case the
company will have to suffer loss.
Research Objectives
To collect the primary as well as secondary data related to the individual
user.

To analyse the opinion of the individual user and business users using
suitable tools.

To determine the popularity of Intel chips among in PC users in the

individual user as well as business user segments

To establish the reasons of non-preferences of Intel Chips by PC users in

the individual user as well as business user segments.
What is Secondary Data?

Discuss the role of the Internet in obtaining

secondary data.

Give two URLs for useful information sites

and explain in two sentences how each site
could help Intel.

Question 4
 The Internet – Role in Secondary Data
 One of the most significant source
Secondary Data
of Secondary Data.
Secondary data is referred to the data that is
already available.  Itis an ideal starting point for
It is a type of quantitative data that has been
collected by someone in the past, other than conducting secondary research
the user.
Using secondary data saves time as well as
based on published data and
efforts of the user of the data. findings.
There are number of sources of secondary
data like internet, newspapers, magazines,  Lowcost, easy availability and huge
articles, journals, government records, etc.
population covered (Niche as well)
 Useful Websites for Secondary Data
Gallup Organization Forrester Research
(https://www.gallup.com) (https://go.forrester.com)

It will help Intel in searching poll This will help in knowing the trends This will help in Intel Also tells about the predictions
results, societal trends, special reports for Chips as well. in knowing latest trends in technology industry.
and social audits.
in technology industry.
Define the target market in operational terms.

Three target markets for the Qualitative Research.

Two target markets for the Quantitative Research.

Question 5
Target Market

It is defined as a specific group of The target market is decided on the The major characteristic of a target A company defines its target market
customers at which the service or basis of product and an estimation market is that they share similar age, so as to focus on a particular group
product is aimed. that a particular target market is lifestyle, income, etc. of customers and so that it shall
most likely to buy services and achieve its marketing goals in an
products offered by the company. efficient manner.
Target Markets for Intel
Technical
enthusiast in
the age group
20-25 years.

Difference in the Quantitativ

opinion of Males &
e Research IT Companies
Qualitative Research Females in software
companies.
f
c es o come Bu
f eren ith in k per y
comer Pe
Pre ers w to 20 put rson
s tom 10k th for sor. er a fo
ch i
cu oup on oces ps r
gr m pr
cro
mi
Discuss the role of qualitative research in
understanding how businesses select PC and
network communications products.

Which qualitative research techniques could

be used and why?

Question 6
Qualitative Research
- Role in understanding how Businesses select PC &
Network Communication Products

 Qualitative research helps in knowing the perception and behaviour of

consumers.
 With the help of qualitative research it will be known that what the
behaviour of business is, when they select the PC and network
communications products.
 Qualitative methods help in examining all the significant details such as
how and why of decision making of a customer and undertake an in-
depth study of it.
 With its in depth exploratory nature it helps in understanding the human
behaviour for a particular course of action and why they have selected
that particular course of action is also ascertained by qualitative research.
Qualitative Research
- Techniques

Interview method
 The most significant and most common method of qualitative research is
interview technique.
 This is the technique that helps in obtaining the opinion of the businesses as to
how do they select PC and network communication and what are the factors that
affect them.
 The semi structured or structure interview can be used to for this purpose.
 The reason behind using this technique is that it will help in knowing a lot of
information about PC and network communication preferences of the business.
 It is less time consuming and easy to use tool for qualitative research which
provides significant research.
Explain the meaning of a Survey.

If a Survey is to be conducted to determine

business selection criteria for choosing PC
and Network Communications product,
which Survey Method would you
recommend and why?

Describe two Ethical Issues that Intel would

need to address when conducting the survey.
Question 7
 Survey Method – Which one and why?
 The most suitable method would be Interview.

Survey  The reason behind using this method is that it will help
in knowing the in-depth aspects of the behaviour of
It is a term that is used to define a brief business executives.
interview or a discussion with an individual  It
will provide all the dimensions of their criteria and on
regarding a particular topic.
the basis of that the company can make further decisions
It is used to refer to the activity of collecting
about the product.
information about something by a researcher.
 The reason to go with interview method is that it will not
It is an attempt by the researcher to know
about the opinion and perceptions of limit the data to some extent rather the respondent will
individuals in a detailed manner. have choice to speak about any aspect they want to speak
upon.
 Interview method of survey is quite easier and cost
efficient than that of other methods of the survey.
Ethical Issues – when conducting the Surveys

The first ethical issue may pertain to the anonymity of The second ethical issue will be to obtain prior
the respondents who will participate in the research. permission from the respondents and respect their
willingness to participate in the survey.
Design a Questionnaire for determining
businesses selection criteria for choosing PC
and Network communication prodcuts.

Question 8
Questionnaire
1. What are the factors you consider for the purchase of the PC?
 Multi-Core processor
 Clock Speed
 Accuracy
 Response Time
Questionnaire
2. Please rate the BRAND factor of processor which affects your
decision while purchasing processor based computer?
 Very Important
 Important
 Neutral
 Not Important
 Not at all Important
Questionnaire
3. Please rate the PRICE factor of processor which affects your
decision while purchasing processor based computer?
 Very Important
 Important
 Neutral
 Not Important
 Not at all Important
Questionnaire
4. Please rate the ENERGY CONSUMPTION factor of processor which
affects your decision while purchasing processor based computer?
 Very Important
 Important
 Neutral
 Not Important
 Not at all Important
Questionnaire
5. Please rate the DURABILITY factor of processor which affects
your decision while purchasing processor based computer?
 Very Important
 Important
 Neutral
 Not Important
 Not at all Important
Questionnaire
6. Please rate the WARRANTY factor of processor which affects
your decision while purchasing processor based computer?
 Very Important
 Important
 Neutral
 Not Important
 Not at all Important
Questionnaire
7. Please rate the AFTER SALE SERVICE factor of processor which
affects your decision while purchasing processor based computer?
 Very Important
 Important
 Neutral
 Not Important
 Not at all Important
Questionnaire
8. How much are you aware of the Intel processors
 Never heard about it
 Head about it
 Familiar with it
 Very well known
Questionnaire
9. Which processor brand advertisement have you head or seen?
 Intel
 AMD
 Other
Questionnaire
10. Which type of PC do you prefer more for your business?
 Pre-Built
 Customized
 Assembled
Develop a suitable sampling plan for
conducting the survey identified in Q7.

Question 9
Sampling
 We must study the behavior of the mean of sample
values from different specified populations.
 An important consideration for those planning and
interpreting sampling results, is the degree to
which sample estimates, such as the sample mean,
will agree with the corresponding population
characteristic.
 Intel can use Random sampling to choose
respondents among the population.
If Intel were to conduct Mall-Intercept
Interviews to determine consumer
preferences for an ultralight notebook that
uses a newly designed chip.

Describe the fieldwork process that should be

used.

Question 10
 Field Work Process – Steps involved in Mall Intercept
 Screen Participants - Before the interviewer speaks to the potential
respondents, one must first choose people who meet specific criteria.
Mall-Intercept For instance, a study about children’s clothing might need the
interviewer to reach out to the kids and young adults. 
A mall intercept interview is a research  Get their Consent - Before the interviewer speaks to the potential
method in which mall visitors are stopped for respondents, one must first choose people who meet specific criteria.
conducting an interview. For instance, a study about children’s clothing might need the
interviewer to reach out to the kids and young adults.
Respondents are given a free sample of a
 Survey on the Spot - Once it is determined that a person meets the
product or reward for their participation.
needs of the mall intercept interview, the interviewer will ask a set of
It targets audience from different questions. However, the respondents can also be requested to answer
demographics and collect feedback at the
the survey questionnaire on the kiosk devices.
point of experience.
 InviteParticipants to a Research Facility - This step is optional.
It aims to obtain both quantitative and Depending on the requirements, the participants are invited to the
qualitative data for market research. research facilities located in separate areas of malls or to a separate
Research facility for interview.
Thank you Presented by
 Sam
 Samuel
 Sankait
 Shivansh
 Trivendar