Yesterday I was watching Nat Geo channel and I watched two adverts of IBM. Both of them advocated for IBM's concern for nature and ecological environment. I thought hard about the purpose of these ad's then I came with many conclusions. First was that, these ads portrayed IBM as a value and ethics led organization by showing their level of concern about nature and the future of coming generations. After that, i really had a positive feeling about IBM. This point raised a question in my mind that why IBM is doing this. Maybe it's their positioning strategy. Then I tried to figure about it's marketing implications. I believe that Due to increased level of stakeholder activism in this age of globalization firms are now trying to be more and more value driven rather than motive driven. I think that's what IBM is doing. With these ads IBM is implementing their positioning strategy very well which we have already discussed in chapter 7. I mean they are "preventing a right from being vanishing" which truly creates a unique position in their customer minds. Then I tried to apply our concept of societal marketing and guess what I was right. They are actually using societal marketing strategy as a tool for creating long term relations with their customers. That's what is creating a unique position of IBM. See their webpage http://www.ibm.com/ibm/green/index.shtml. Lastly I want everybody to discuss this with me.
To watch this ad go to link(s) given below:
http://www.youtube.com/watch?v=LqkgiCjlvvU
http://www.youtube.com/watch?v=lhuQC8sfGE4&feature=related
Do watch these video class !
7 comments:
you might be right yar, but the thing is that I just simply can't make myself believe that organisations do something for the welfare of the society in the real sense. Dont you think that at the end of the day the only thing that matters is the PROFIT which in civilised terms is called the 'capturing value back from the customers'
Bahawal as far as I understood Osama's discussion, I think he was also saying whatever you said. He wasnt implying that IBM is solely thnkng about the society's welfare...infact when we say that IBM is using societal marketing as a positioning strategy....what we mean is that through the idea of a noble cause....IBM is creating a high image in the minds of its customers....now the million dollar question is....why is IBM doing all this??? Surely the motive at the end of the day is to attract customers inorder to capture value back from them as u put it. Now it depends from company to company that how they attract their customers....some do it commercialy while others....more farsighted companies...do it the way IBM did it...!
Furthermore, I agree that in this day and age it might be hard for you to accept the very concept of a non profit organization....but believe it or not....they do exist....rarely so....but they do.
Some top notch companies do aim for society's welfare....I'd like to give Nestle's example...they're also extremely environment conscious...the company has initiated some rural health and environmental projects in Pakistan as well.
I know that profit is the basic motivating force....but dont ignore the 20-30% good they're doing to the society....even if it's for earning profits at the end of the day...
Companies simply cant forget abt profits....thats why there all there in the market.
Fizza is totally right, see bhawal technologies become outdated very rapidly so these kinds of strategies really help in positioning your offerings.
As people are now a days more & more getting concerned abt the environmental issues if companies dnt consider this aspect they will be suffering heavy loses. Although majority companies do this for profits at the end of the day I think we have exception too which do this genuinely..
the correct link of second vdo is
http://www.youtube.com/watch?v=lhuQC8sfGE4
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