IBM Asean: Redefining Loyalty

IBM wanted to keep customers of its data storage systems and solutions from moving to lower-priced competitors.

IBM Asean: Redefining Loyalty

OgilvyOne Worldwide Malaysia

ENTRY INFORMATION

Category: Information TechnologiesCountry where program ran: 5 ASEAN countriesDate program started/ended: 15th September to 31st December 2009

Product Description: IBM IT solutions related to storage systems, infrastructure and software.

Advertiser/Client Name: IBM ASEANMedia Channels: Direct MailOther

STRATEGY

Marketplace Challenge:

IBM was the leading provider of data storage systems and solutions but it found other brands eating into its market share when the economic crisis hit. Financial uncertainties and a myriad of market challenges had compelled many customers to slash their IT...

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