The Inside on Ingredient Branding - Waldemar Pfoertsch
The Inside on Ingredient Branding - Waldemar Pfoertsch
The Inside on Ingredient Branding - Waldemar Pfoertsch
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1 Raising of credit,<br />
exploitati<strong>on</strong> of reputati<strong>on</strong><br />
2<br />
2Break through<br />
Start of the "Intel <str<strong>on</strong>g>Inside</str<strong>on</strong>g>"<br />
campaign. <str<strong>on</strong>g>The</str<strong>on</strong>g> unknown<br />
ingredient brand profits <strong>on</strong><br />
the back of the PC<br />
manufacturers (OEMs) by<br />
co-operati<strong>on</strong> advertisement<br />
<str<strong>on</strong>g>The</str<strong>on</strong>g> acceptance of Intel rises<br />
<strong>on</strong>e year after start of the<br />
"Intel <str<strong>on</strong>g>Inside</str<strong>on</strong>g>" campaign of<br />
60% to over 80%, it<br />
develops a demand pull (Pull<br />
Through effect)<br />
4<br />
Fiesco-Effect<br />
3<br />
Repayment of<br />
credit<br />
Intel processors are used by<br />
majority of all PC<br />
manufacturers, thus a<br />
differentiati<strong>on</strong> is no l<strong>on</strong>ger<br />
possible. While Intel<br />
determines the market prices,<br />
the PC manufacturers must<br />
enter into a price war again.<br />
<str<strong>on</strong>g>The</str<strong>on</strong>g> acceptance of Intel<br />
helps the co-operati<strong>on</strong><br />
partners (OEMs) win more<br />
customes.<br />
Kleinaltenkamp (2001)
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