Based on Intel Centrino in 2007: A New "Platform" Strategy for Growth: a. Create a detailed persona for a business consumer including i. the goal(s) and pain points of the person; ii. behaviors, attitudes, opinions and motivations as psychographics make the persona personal and iii. memorable name and image linked to customers characteristics that represent the persons age, lifestyle and occupation b. For same business end consumer, author a positioning statement including i. Target, ii. Frame of Reference, iii. Point of Difference, iv. Reason to Believe, and v. Brand Personality. c. Write a i. visual voice and ii. 3 high value product attribute bullets, each including a Feature, Advantage and Benefit. .

4. Based on Intel Centrino in 2007: A New "Platform" Strategy for Growth: a. What are 3 key value adds each of the Centrino platform to: i. OEM partners;

ii. Sales Channel Partners; iii. Enterprise IT Managers (buyers) and iv. Business Employees (consumers)?

b. i. How did Intel utilize a capture the value pricing methodology to justify the platforms premium price? ii. What factors helped justify a higher ASP over the competition? c. i. What four criteria did Intel execs use to evaluate Centrinos success or failure? How did they judge the results? ii. Use KPIs from Exhibit 3, provide your evaluation of the two business units (Mobility and Digital Enterprise) from 2003 to 2005. as defined by microprocessor revenue, chipset, motherboard and other revenue as well as operating income.