Essay about IBM Case Study

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IBM Case Study 1.) IBM advertises itself as a company that provides service and business solutions. It used to be positioned as a computer hardware company, but as more companies like HP and Dell began to pop up they were forced to move away from this image. I recently had the pleasure of speaking with an IBM sales person, and he said that they very much rely on the value of their products, rather than competing on price. IBM positions themselves as having better, but slightly more costly, products than their competitors. IBM doesn’t want to be seen as just another computer company, but as a company that can help you run your business, and make life all around easier for you. 2.) Prior to 1993 IBM’s advertising was handled by a…show more content…
This campaign was huge in turning around IBM as a company. In 2002 Samuel Palmisano became the new Chief Executive of IBM. Palmisano’s wanted to dramatically increasing IBM’s focus on the fast-growing Business Services market. IBM began to use the “ON Demand” campaign. The purpose of this was to show businesses how they could run when they relied very heavily on IBM. Again testimonials were used. IBM showed how they could create smoother operations through technology, staying on the cutting edge by providing new tools such as broadband, and appealing to customers who needed to have the best resources to be competitive. In the mid 2000’s IBM recognized a new are to grow, Business Process Transformation Services (BPTS). Companies were more and more realizing how advantageous it was having a partner to help streamline your operations, and IBM knew that they had the potential to be this partner for many clients. They needed to position themselves as continuing to provide superior technology, and at the same time position themselves as having superior customer service and support. This was done through the “Help Desk” and “The Other IBM” campaigns. These were IMC campaigns used to create awareness, credibility, preference, and an image of IBM as a provider of business consulting services. Both of these campaigns established IBM’s customer

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