IBM Case Study1.) IBM presents itself as a company that provides business services and solutions. Previously, it positioned itself as a hardware company, but as more companies like HP and Dell began to appear, they were forced to move away from that image. I recently had the pleasure of speaking with an IBM salesperson, and he told me that they rely heavily on the value of their products rather than competing on price. IBM positions itself as offering better, but slightly more expensive, products than its competitors. IBM does not want to be seen as just a computer company, but as a company that can help you run your business and make your life easier.2.) Before 1993, IBM's advertising was handled by a large number of different agencies . Until the late 1980s, this was not a problem because IBM was a dominant player in the market. However, this eventually became a problem as IBM began to lose its identity and presented itself in various ways across the country. In 1993, IBM moved all of its advertising to Oglivy & Mather whose goal was to "keep the IBM brand fresh, interesting and current." In 1995, they presented “Solutions for a Small Planet”. These advertisements aimed to create a unified brand image of IBM worldwide, while connecting everyone on this “small planet”. This campaign was very successful and was an important step in restoring IBM's image. At the end of the 90s, the “E-Business” campaign was launched. It was about connecting with people who were starting to use the Internet more and more for business and personal purposes. This is a very good initiative, because using the Internet, in one way or another, has become part of almost everyone's daily activities. This campaign continued...... middle of paper ......) IBM competes not on price, but on quality. IBM uses its advertisements to create a very strong identity, that of being the best. IBM's customers are more interested in benefits than price, which is why IBM does not focus on price in its advertisements. IBM's campaigns showed customers how they would benefit and inspired them to find out how IBM can help them specifically. IBM's advertisements do enough to entice customers to learn more about the products and services and then purchase them.11.) This is a very good move on IBM's part. On one hand, it could be very difficult, and perhaps too much for a single company to handle, to handle so much work for a single client, but Oglivy and Mather have done a great job. This created a much stronger and unified image of IBM worldwide. It also made transitions from one campaign to another easier...