ibm marketing excellence
TRANSCRIPT
IBM MARKETING EXCELLENCE
THINKThomas Watson created
company’sFirst slogan “THINK” which quickly
became a corporate mantra
GROWTH
FROM 1910 TO 1940,IBM WAS
A WIDE TECHNOLOGICAL
SELLER ALSO DURING WORLD
WAR 1ST AND 2ND
IBM was trusted by governmentduring cold war and build air defense computer system of
$30 billion
IN 1964,FIRM LAUNCHED A REVOLUTIONARY LARGE
FAMILY OF COMPUTERCALLED SYSTEM/360
BEATING COMPETITORS
During 1960’s IBM was producing 70% of allComputers beating out early competitors
General Electric, RCA and Honeywell
Beginning of Personal Computing Era
IBM launched its first personal
Computer offering 18 KB of
Memory with an optional
Color moniter
MISTAKE
Outsourcing componentsOf PC to companies like
Microsoft & Intel marked End of IBM’s monopoly in
computing
IBM SALES DROP $5 BILLION INEARLY 1980 TO $3 BILLION BY 1989
In early 1990’s, IBM feltPressurized from Compaq
And dell and split Company into smaller
Business units to compete
IBM posted net losses Of $16 billion
Between 1991&1995
THINGS TURNEDNew CEO,Louis Gerstern
Refocused the Company
In new strategicdirection
RECONNECTED
Gerstern reconnected the company’s Business units and focused on highMargin business like consulting and
Middleware software
IBM introduced iconic Thinkpad which helpedRegain lost share
Rebuilding Brand Image
In 1997,IBM chess player computersystem-DEEP BLUE lifted brand image
By defeating the world chess champion
NEW Level OF SUCCESS
In beginning of 21st century,IBM’s newest CEO,SamuelPalmisano led IBM to new
Level of success
MOVING FURTHER
Samuel moved companyfurther away from hardware
By selling its thinkpad divison to Lenovo
IBM current challenges are
Solving world’s most high-
tech problems such as-1-Better water management
2-Lower traffic congestion3-Collaborative health
care solutions
LEADERTODAY, IBM IS THE LARGESTAND MOST PROFITABLE IT
COMPANY IN WORLD
IBM HAS $103 BILLION IN SALES AND 388000 EMPLOYEES
IN WORLD AND IS SPREAD OVER 170 COUNTRIES
DISCLAIMERCreated by Anuj Bunkar,IIT Madras,
During a marketing internship under Prof.Sameer Mathur,IIM Lucknow
(See www.IIMInternship.com )