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 )