The very first major move which Paul S. Otellini took, after becoming the new CEO

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• 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.

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• 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.

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• Answer the following question.
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• Q1. Discuss the new marketing initiatives taken
  by Intel.
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• Q2. Debate on whether this initiative would help
  Intel to succeed in future.

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