IBM budgets $2m on direct drive to stop share slide

<p>MANILA: IBM's Philippine operations will be making a bigger </p><p>investment in a direct marketing drive, allocating a US$2 million </p><p>budget to counter the narrowing gap between itself and competitors. </p><p><BR><BR> </p><p>The office is due to start working shortly with Impiric (known outside </p><p>Asia as Wunderman), one of several WPP agencies which handle IBM's </p><p>global account. </p><p><BR><BR> </p><p>In the last year-and-a-half, the computer giant has been hit by the </p><p>slowing tech demand, which has narrowed the market share gap between </p><p>itself and Acer. </p><p><BR><BR> </p><p>Richard Burgos, IBM communications manager, said the company is looking </p><p>to increase the gap between the two brands through direct marketing </p><p>campaigns. </p><p><BR><BR> </p><p>Wunderman, which bagged the IBM global account last year, is expected to </p><p>promote the brand to local dotcom companies. According to IBM data, it </p><p>cornered 45.8 per cent of the local server market last year. </p><p><BR><BR> </p>

by | 07/20/2001