Ibm Essay

1633 Words Sep 12th, 2008 7 Pages
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
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The tagline “What makes you Special” helped capture the wishes of companies to innovate and grow, as well as giving the ads a personal tough implying that IBM would meet different needs for different customers. These ads went in a very different direction as far as creative is concerned. The ads featured imagery very unrelated to IBM, such as radishes. This campaign, titled the “Innovation that Matters” campaign, was successful in creating a sense that people were capable of doing special things, and then tied in that IBM could help people and businesses do the special things that they wanted to do.

3.) The “E-Business” campaign was very successful in creating a new image of IBM. It was a very good campaign at the time when internet was beginning to become more of a daily tool. Today however people have become so accustomed to the internet that it is just part of our daily life. People expect business to be done almost seamlessly through the internet, so today this campaign would not be nearly as innovative or successful as it was at the time it was used. This campaign was very good for a very specific period of time, and IBM transitions beautifully into their next campaign.

4.) The “ON Demand” campaign showed a variety of different companies, such as National Geographic, hobbies, such as sailing, and locations, such as Broadway, and

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