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International Marketing Study Program 2007
IBM, Shanghai
8th January 2007
On Monday the 8th January 2007, we arrived by bus at IBM’s Asia Pacific Headquarters located on the 13th Floor Jin Mao Tower in Pudong Shanghai . The building itself was a fantastic sight as it is the third tallest building in China and the Hyatt hotel can be found with its lobby on the 55th floor and the rest of the hotel going while below a range of international companies have their offices. Upon arrival, we were warmly greeted by Kim Xu and taken up to the 13th floor where we were welcomed into a large meeting room, with a wonderful view of the city, by Edward Orange, the IBM Software Group Marketing Director. During our visit to IBM, Michael Cannon- Brookes, Vice President of IBM Business Development China and India, Edward Orange, Susan Jain presented on their respective marketing positions at IBM, all of which work in the integrated system run by IBM in Southeast Asia. and we were later joined by Mark Wilson for our question and answer session.
Mr. Michael Cannon- Brookes, Vice President of IBM Business Development China and India who is based in Shanghai spoke about his own working experience, IBM and how the company has developed and grown over the years. It is fascinating to learn how IBM keeps innovating itself, not only with reference to its products, but also the structure of the company as a whole. An important learning was IBM’s core values which are: dedication to every client success, innovation that matters for IBM and the world, and trust and responsibility in all relationships. Michael also made mention of an innovative IBM strategy that utilizes staff and clients as it asks all employees and clients to participate throughout the world via their intranet in what is called an “innovation jam”. This gives IBM insight into client needs which ultimately leads to improvements in their products and services.
Edward Orange, the IBM Software Group Marketing Director explained how IBM in China is developing year by year to improve their performance. Talking through some of IBM China’s strategies, Edward and his team are working towards positioning IBM as the world’s leading information technology developer and provider, improving competitiveness and customer loyalty, as well as strengthening the company’s marketing skills.
Susan Jain, head of IBM Services Marketing discussed some of IBM China’s key marketing challenges such as creating awareness of the Services part of the business, a product-centric brand environment, marketing an intangible product and reaching new audiences. Susan also talked about the external and internal issues that IBM faces which involve conflict between CIO (Chief Information Officer) and CEOs, government and legal restrictions and economic uncertainty.
Mark Wilson, head of Hardware Marketing, took us through some of the group’s marketing campaigns that have served to create awareness and brand loyalty. One innovative campaign involved a bus filled of IBM products and services that travelled around China, promoting IBM products and services and helping customers on the spot. The reasoning behind this campaign was “if you are too busy to come to our stores, we will come to you”.
Overall, we were very honored to have been welcomed into IBM’s office in Shanghai and to receive marketing insights from four leading IBM professionals.
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