Cisco Case Study
This study case on Cisco Company aims at exploring the distinction between structuring a product in a business to business environment and structuring a product in a consumer market. The study will also unveil whether Cisco’s plan to reach out to consumers is a viable one. Building a brand in a business to business environment refer to any business that sells its products to other businesses whereas building a brand in a consumer market means selling products to the end customer both online and offline. Please contact us for help and we will write and sell you a unique case study on any topic!
In constructing a brand in a business to business, it involves awareness and knowledge structuring activities so as to meet the intended market. To achieve this goal Cisco initiated a television advertisement campaigns to educate its consumers. The campaigns consisted of distinctive information concerning the power of the internet in the day to day life of consumers; the consumers were made aware through a series of questions asked during these advertisements. Looking at the case of Cisco, the company had to employ various techniques in branding and marketing of its routing and networking products.
Its products were essentially meant for sale to other businesses in the internet supply market. The targeted customer in a business to business is small and highly focused.
It aims at business executives and information technology decision makers to sell their products. For instance, Cisco Company had to identify the market to which their product matched. These were companies who operated data centers and server farms. Business to business branding requires that product brands are developed through aiming specific categories of consumers.
In this case, it was computer appliance dealers and information technology suppliers. Therefore, the goal of business to business marketing is to convert potential buyers into clients, and the process is longer and much involving.
A business to business company requires focusing on liaison structuring and communication by advertising activities that produce leads, which can be fostered in the business cycle. The advertising activities employed in business to business marketing targets to educate various players in the target audience.
This is because the decision to buy is typically a multi step process involving more than one individual. Thus, this technique aims at integrated touch campaigns, which include direct web casts, direct mails, newsletters, and follow up sales professionals to discuss the business obligations in detail. Content in business to business marketing is critical.
Information coverage techniques for the products and services through the media facilitate companies in educating their prospective customers, (Managing the Total Customer Experience, 2005).
Branding in a consumer market is more products driven as compared to business to business marketing. Consumer branding targets at maximizing the value of the transaction, attaining large market, developing shorter sales cycle identity through repetition and image creation and point of purchase activities. Moreover, consumer marketing entails emotional purchasing decision rooted on status, desire, and price of the products. For example, Cisco began to produce numerous home entertainment goods, and covered large objective customers with various appliances for music, video, and internet.
The company developed a new marketing brand to tap into the emotional buying requirements of the consumer market.
This was through human network campaign, which targeted the average consumer. In addition, Cisco created brand identity through powerful imagery through connected Sports that turned sport stadiums into interactive places, (Managing the Total Customer Experience, 2005). Cisco’s plan to reach out to consumer could be regarded viable. This is because the numerous gains achieved through this plan.
When Cisco Company, went public it opened new prospects to vend its goods to the general public and to the many of consumers available both in homes and office. In a world of competing technologies, Cisco company was triggered expand its horizons and reach into a growing market to take a greater market share in the information world.
Gaining this market share was crucial to obtaining financiers in the business. Cisco gained a household name as compared to the previous years. The move into the consumer market also highlighted key marketing avenues.
The company expanded fast as well as maintaining their original talent and image. Cisco was able to move into different operations in the networking industry, (Bunnell,& Brate, 2000). Cisco’s reach for the consumer market was a good move for the company and was necessary to be a market leader in the technology world.
In a quickly moving technology atmosphere, companies need to acclimatize and move in to various opportune areas. Technology can suddenly, and companies have to be expanding in their areas of technology. Read also case study of the problem of Aqualisa-case-study-solution/”>Squalid Quartz Solution.
Therefore, Cisco’s progression into the consumer market was a viable idea and expected to save the company’s capital.
This was thus, aimed during the recession that the company could sail through with ease. Furthermore, moving to consumer marketing, Cisco was able to concentrate its resources on the greatest opportunities to amplify its sales and obtain a sustainable competitive benefit. The consumer marketing plan encompasses all essential consumer requirements and enduring activities in the area of product marketing, which deal with the study of the deliberate original conditions of a corporation and its formulation.
The assessment and choice of market product oriented plans contributes to the realization of the goals of the business and its product marketing targets, (Bunnell,; Brate, 2000). References Bunnell, D.
, ; Brate, A. (2000). Making the Cisco connection: the story behind the real Internet superpower. New York: John Wiley ; Sons. Managing the Total Customer Experience: Cisco Systems Case Study. (2005).
S. l. : American Productivity ; Quality Center (APQC).