This presentation uses a free template provided by FPPT.com Marketing Management

This presentation uses a free template provided by FPPT.com Marketing Management CASE STUDY (20 Marks) The very first major move which Paul S. Otellini took, after becoming the new CEO of Intel Corporation, was changing the company's 16yearold logo. The change was not only in the tag line but also in the famous Intel's "droppede" corporate logo. The company was the market leader in its microprocessor segment and the famous tag line, 'Intel inside', was closely associated with its success. A sudden shift from its year old and well known corporate logo to a new one, was quite unlikely Intel.

This presentation uses a free template provided by FPPT.com Moreover, the company was planning to diversify to other businesses, apart from its core PC segment, thus, decided to change from 'Intel Inside' to 'Leap Ahead'. There were many instances where companies had changed their corporate logos and also succeeded in maintaining their images in the market. This case allows room for discussing whether Intel has made the right move or not.

This presentation uses a free template provided by FPPT.com Answer the following question. Q1. Discuss the new marketing initiatives taken by Intel. Q2. Debate on whether this initiative would help Intel to succeed in future.

This presentation uses a free template provided by FPPT.com