Ibm Case Study

1675 WordsApr 23, 20127 Pages
DISCUSSION QUESTIONS Q1. What is the primary objective of IBM’s advertising? How have the objectives of its advertising changed over the years? Obviously, in one perspective the initial primary objective of IBM’s advertising is to RECAPTURED the brand equity to increase its diminishing market share. Plunging from one of the market leader during 70’s and 80’s to almost a market looser in the 90’s, IBM’s rebranding aims at the value proposition in the mind of the consumers. Defeated by the slicker and responsive rivals such as Microsoft, Dell and Oracle, IBM had to push the awake call alert to reposition itself as one of the significant player in the industry. This all been done through the ingenious and new paradigm of…show more content…
The spillover effects that hit the consumer market eventually accelerate the process of positioning the product image in their minds. Personal computer business naturally can be classified as a sub component of business solutions provider that IBM’s positioned for. The tagline indeed shows that for every transactions made, IBM has something to deal with it to make things easier, meaningful and on advantages. The decision to relinquish interest in the above mentioned sector doesn’t put IBM in any advantage if it decided to discontinue advertise in mass media. On the contrary, by resuming the current practices it helps maintains and restore the brand name that could probably enhance the brand loyalty. Q7. How has the target audience for IBM’s product and services evolved over time? How have the types of business problems that IBM addresses in their advertising changed? The constantly emerging of product, price, channel and messaging or/and creative differentiators in the business atmosphere inevitably contributes towards one’s product elimination or irrelevant. In those competitive edge scenario, marketers play as the devil advocates in manipulating and provoking consumer’s mind. They’re the one who have all the vital data regarding demographic (size, income, VALs,), purchasing power parity

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