Premium Essay

Cisco Case Study About Brand

In: Business and Management

Submitted By arifazaffar
Words 531
Pages 3
How is building a brand in a business-to-business context different from doing so in the consumer market?

Cisco is the infamous routing and networking company that have used ingenious methods of both business-to-business and the consumer marketing. Cisco original product line was intended for sale to other business. Building a brand in a business-to-business context has some notable differences than doing so in the consumer market because it markets to different audience. Branding within business-to-business appears to be more centered on relationships of various companies. This is demonstrated when the company Cisco developed partnerships with Sony, Matsushita, and US West.
Constructing a brand in a business-to-business also requires awareness or educational building activities. Cisco launched a television ad campaign to educate the consumer. In those ad campaign facts about the power of the internet where revealed to viewers in a series of questions. The target audience in a business-to-business is small and focused. In 2003, Cisco targeted corporate executives and IT decision makers to sell their products.
Erecting a brand in a consumer market is more product-driven than relationship driven than the business-to-business marketing. When Cisco switched from business-to-business to the consumer market, they began producing several home entertainment products than covered a large target audience with various products for music, printing, video, and more. A new marketing brand was also necessary to tap into the emotional buying needs of the consumer market. Cisco began their ‘The Human Network’ campaign which appealed to the average consumer. Cisco also created brand identity through powerful imagery when they developed Cisco Connected Sports which turned sport stadiums into interactive venues. A fan has the opportunity to get meet the players through a…...

Similar Documents

Premium Essay

Case Study Intel and Cisco

...cisco Question no 1: How is building a brand in a business to business context is different from doing so in the consumer market? Answer Building a brand in ‘Business-to Business’ context: Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G). B2B (Business to Business) Branding is a term used in marketing. Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source. Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional......

Words: 1899 - Pages: 8

Free Essay

Enterprise It at Cisco Case Study

...The problem bothered Cisco a lot in 2001 is an example of company doesn’t do anything about centralized monitoring. The decisions may different with company strategy, which may lead a waste of human resource and money. This case shows the importance of collaborating between all departments in business. After reading this case, bunch of questions jump out of my mind: would I approve the call center project if I were Boston? If yes, what kind of benefits will bring to company? If no, why? Admittedly, call center project was very important and valuable, but so were many others considered by BPOC. So the main questions for approving call center project are: would its benefits are much more than risk? Would it against other projects? Would it also benefit to other functional areas? How much will it cost- the percentage in total IT budget, people and training cost? To answer the question of if I will approve call center project, I need the answers of the questions I mentioned before. However, I can’t get perfect answers for these questions. Besides, the most urgent thing for Cisco now is to upgrade its ERP project. Even though Cisco had ERP system to store all the data, there was no common business logic allowed all the applications to read and interpret the raw data in a consistent manner. So it is more important to upgrade ERP system to capture more and accurate information about the customer. It would be better if Cisco do the ERP upgrade first, and then consider the call...

Words: 262 - Pages: 2

Premium Essay

Cisco Case Study

...1- How is building a brand in a business-to-business context different from doing so in the consumer market? From reviewing the text and in reading the Cisco case study, it seems that business-to-business marketing consists of a more direct approach through very specific channels of distribution. Business-to-business success is centered around more personal relationships between the partner companies. In the Cisco case this was demonstrated by Cisco's business to business relationships it developed with Matsushita, U.S. West, and Sony (Cisco). In comparison, consumer marketing is targeted at all the major demographic groups. Consumer marketing aims to capture sales through major retailers thus removing the personal connection that is inherent in the business-to-business relationship. In the Cisco case, it is obvious that throughout the 90's Cisco was extremely successful at working the business-to-business model and focused on technology companies and specific corporations to sale their internet based technologies too. This enabled them to become the largest company in the world in the 90's with over $500 billion in worth, however, they name brand through the consumer market was relatively unknown (Cisco). Cisco began making acquisitions in the 21st century of companies such as Linksys which began their efforts toward consumer marketing, away from business-to-business marketing. Cisco has continued to change its messaging, focus advertising on customers, and worked hard...

Words: 472 - Pages: 2

Premium Essay

Cisco Case Study

...| Case Study on Cisco Systems, Inc | Continuous Assessment | Global Supply Chain Management | | | Table of Contents Table of Figures 3 Question 1. Using an appropriate operations framework outline the challenges/risks faced by Cisco in introducing a new product. 3 Question 2. What are the general operational / supply chain issues in using a Chinese supplier 6 Question 3. Identify and briefly explain the specific risks / rewards in selecting Foxconn as a key subcontractor. 9 Question 4. Recommend, detail and justify operational and supply chain strategies for Cisco. 11 Question 5. Research and reference Cisco's subsequent actions using publically available material and comment briefly 13 Appendices 16 Appendix A 16 Appendix B 17 Appendix C 18 References 20 Project Diary: 26 Table of Figures Figure 2.1 Chinese Traditional Values (Jin et al., 2013). 17 Figure 2.2 Global Rate, Labour and Freight (Kumar et al., 2009). 18 Figure 4.1 Competitive Advantages. (Christopher, M., & Peck, H, 2003)…………...….….....18 Question 1. Using an appropriate operations framework outline the challenges/risks faced by Cisco in introducing a new product. Erhun, Gonclaves and Hopman (2007) state that risk during new product introduction (NPI) process can stem from either an internal or external source, and more critically from either a supply or a demand prospective. The challenge for Cisco during the NPI phase is to utilise an operational......

Words: 5304 - Pages: 22

Premium Essay

Cisco Case Study

...a relationship with customers that is strong and personable. This will result in the brand becoming the got to source for customers. Business to business takes up a little more time to ensure other professional buyers about the brand. These buyers are needed because they are more informed about the needs of the purchase. This will allow them to achieve higher income with a lower cost than some of the other competitors. Typically this type of buyer is more concerned with the availability of the brand more than the cost of the brand. Cisco demonstrated this type of personal relationship with Matsushita, U.S. West and Sony. Cisco success in the 90s was the result of this business to business relationship with technology companies, allowing Cisco’s logo to be used which resulted in the brand value and recognition going up. In the business to consumer market it differs dramatically form the business to business marketing. The biggest difference is in business to consumer marketing is geared to the actual consumer, the person that not only is buying the product but also using the product. This means a company’s advertising mind state must change. The way a company advertises to other companies cannot and will not be the same as they do to consumers. Even though a customer may feel a true connection to a particular brand it does not make them have a personal relationship with that brand such as in a business to business market. Due to the business to consumer......

Words: 453 - Pages: 2

Premium Essay

Csu -Cisco Case Study

...Cisco Case Study Columbia Southern University Business to business (B2B) is defined as commerce transactions between businesses and business to consumer (B2C) is defined as transactions of a business by serving consumers with their products or services. An example of B2B is “commerce transactions between businesses, such as between a manufacturer and a wholesaler or between a wholesaler and a retailer” (McCleave, 2010, para. 4). In addition, an example of B2C is Cisco offering “several home entertainment solutions, including wireless capabilities for music, printing, video, and more (Kotler & Keller, 2012, p. 57)”. There are a few difference between B2B and B2C as it relates to a corporation marketing and building their brand. For example in a B2B relationship a corporation can build a relationship with another business better than it can build a relationship with a consumer. Cisco build relationships with other corporations in order to increase the business knowledge of their products. Cisco benefitted from building these relationship because it help them to grow and become successful. “Cisco developed partnerships with Sony, Matsushita, and US West to co-brand its modems with the Cisco logo in hopes of building its name recognition and brand value” (Kotler & Keller, 2012, p. 57). A corporation brand awareness for a B2C relationship is to increase the consumer awareness of the products. Once awareness is increase the corporation is hoping more consumers will......

Words: 736 - Pages: 3

Premium Essay

Cisco Case Study

...Cisco Systems, Inc.: Implementing ERP Introduction Cisco Systems Inc. was founded in 1984 by two of Stanford University’s computer scientists. In 1990, a matter of just six years from the start-up date, Cisco became publically traded. With the massive growth of Internet Technologies, demand for Cisco products increased dramatically, resulting in Cisco dominating the marketplace. The contributing factor to Cisco’s dominating presence in the market is due to the company’s primary product, the “router”. This is a combination of hardware and software that acts as a traffic cop on the complex Transmission Control Protocol and Internet Protocol (TCP/IP) networks that make up the internet as well as corporate intranets. TCP and IP networks provided a robust standard for routing messages between LANs and created the potential to connect all computers on an ever-larger Wide Area Network (WAN). Financially, the company experienced consistent growth from July 30, 1995 up until July 25 1998. Using figures provided in Exhibit 1 of the case study, it can be calculated that Net Sales increased a whopping 279% from 1995-1998. The year 1997 proved to be a milestone for the company. It was the first year for the company to feature on the Fortune 500 list. Cisco was ranked among the top five companies in return on revenues and return on assets. Some industry pundits predicted Cisco would be third dominating company alongside Microsoft and Intel, to shape the digital revolution. The......

Words: 1220 - Pages: 5

Premium Essay

Cisco Case Study

...Cisco Case Study D. i. How did Cisco determine the allocation of the purchase price to specific tangible and intangible assets? (see business combinations in the summary of significant accounting policies in note 2.) Cisco allocates the fair value of the purchase consideration of its acquisitions to the tangible assets, liabilities, and intangible assets acquired. The excess fair value of the purchase consideration over the fair values of these identifiable assets and liabilities is recorded as goodwill. ii. What percentage of the total (gross) assets acquired in the NDS acquisition (excluding liabilities assumed) are comprised of goodwill and other intangibles? Cash and cash equivalents 98,000,000 A/R 199,000,000 Other tangible assets 268,000,000 Goodwill 3,444,000,000 Purchased intangible assets 1,746,000,000 Total 5,755,000,000 % of goodwill and other intangibles of the total (5,190,000,000 / 5,755,000,000) = 90.2% iii. Show the consolidation journal entry that Cisco made to record the purchase of NDS in 2013 Cash 98 A/R 199 Other intangibles 268 Goodwill 3444 Purchased intangible assets 1746 Deferred tax liability 378 Liabilities 372 Cash 5005 iv. 12 additional business acquisitions made by Cisco in 2013 for a total purchase price of $1,977 million. How does Cisco report the purchase transaction in Note 3 in the statement of cash flows in 2013? Why does the amount reported in the......

Words: 711 - Pages: 3

Premium Essay

Cisco Case Study

...Cisco IT Case Study – August 2013 Big Data Analytics How Cisco IT Built Big Data Platform to Transform Data Management EXECUTIVE SUMMARY CHALLENGE ● Unlock the business value of large data sets, including structured and unstructured information ● Provide service-level agreements (SLAs) for internal customers using big data analytics services ● Support multiple internal users on same platform SOLUTION ● Implemented enterprise Hadoop platform on Cisco UCS CPA for Big Data - a complete infrastructure solution including compute, storage, connectivity and unified management ● Automated job scheduling and process orchestration using Cisco Tidal Enterprise Scheduler as alternative to Oozie RESULTS ● Analyzed service sales opportunities in one-tenth the time, at one-tenth the cost ● $40 million in incremental service bookings in the current fiscal year as a result of this initiative ● Implemented a multi-tenant enterprise platform while delivering immediate business value LESSONS LEARNED ● Cisco UCS can reduce complexity, improves agility, and radically improves cost of ownership for Hadoop based applications ● Library of Hive and Pig user-defined functions (UDF) increases developer productivity. ● Cisco TES simplifies job scheduling and process orchestration ● Build internal Hadoop skills ● Educate internal users about opportunities to use big data analytics to improve data processing and decision making NEXT STEPS ● Enable NoSQL Database and......

Words: 3053 - Pages: 13

Premium Essay

Cisco Case Study

...CISCO CASE STUDY QUESTION 1 How is building a brand in a business-to-business context different from doing so in the consumer market? ANSWER First of all we must describe what is meant by business-to-business. Business-to-business is a transaction that occurs between a company and another company, as opposed to a transaction involving a consumer (R wright, 2004). R .Wright further elaborates it as a term that may refer to a situation where one business makes a commercial transaction with another. This can happen through a business sourcing materials for their production processes or a business re-sells goods and services manufactured by other companies. Creating a strong brand that is able to set a business apart from other companies is always an important job. However for this to succeed knowing who the intended clients are, will assist the company in determining how to build their brand. According to Nick Kendall (2015), he describes a brand as a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated. e.g.(sign, symbol, words or combination of these, employed in creating an image that identifies a product). Business-to business branding requires that the business be willing to accept the time to completely educate the professional buyers about the product, instead of mass marking and small advertisements. The reason to have professional buyers is because they are already well......

Words: 1183 - Pages: 5

Premium Essay

Cisco Case Study and Worksheet

...Dholakia Date of Submission: January 13, 2016 Title of Assignment: CISCO Preliminary Case Analysis. CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student Signature: ___________________________ ******************************************* Instructor’s Grade on Assignment: Instructor’s Comments: 1. List and describe each specific business problem at CISCO IT discussed in the case. Identify the specific functional area(s) where the problems exists. Identify the primary or secondary business activities (Porter) impacted by the problem. * High volume of information – Inbound Logistics. Handling this volume of information was a challenge for cisco because they were only using manual processes, such as receiving orders that were faxed or entered individually on a web portal. This problem was affecting the profits and operational costs of the company. The high volumes of transactions and data created substantial costs and o perational burdens. * Track inventory – Outbound Logistics. It was also critical for Cisco to track the large amount of continual inventory and manufacturing data to control cost,......

Words: 1526 - Pages: 7

Premium Essay

Case Study on Marketing of Cisco Systems

...Branding and marketing are important concepts for any business. This case study will explore the Cisco marketing case study in the Kotler and Keller, 2012 Marketing Management textbook. First off, the study will explore the differences between building a brand in a business to business context versus building a brand in a consumer market. Furthermore, the study will also explore if Cisco's plan to reach out to consumers is a viable one. First off, branding in a business to business application has some notable differences over the consumer market. Cisco had to utilize some ingenious methods of branding during the marketing of its routing and networking products. Cisco's original product line was made for sale to other businesses for use in the internet connectivity market. For Cisco to develop their brand, they had to develop a totally different approach than ones utilized in the consumer market. They had to specificity market their product to the companies who were operating data centers and server farms. In this type of industry, often good brands are developed by targeting specific types of consumers and in this case it was computer scientist and information technology experts. This can be accomplished in several ways. One method is essentially setting up sales meetings with potential information technology customers. Theses meetings can be utilized to get the brand name out there and possibly show off the superiority of the networking product. Additionally, targeted...

Words: 1109 - Pages: 5

Premium Essay

Case Study Cisco Systems

...Case Study: Cisco Systems Cisco systems has developed a quality approach to satisfy his customers. The approach is published at: http://www.cisco.com/web/about/ac50/ac208/about_cisco_approach_to_quality_customer_success.html# customer needs Approach to Quality Executive Message |Dedication to customer success is a core value that affects everything Cisco does. We recognize that we must earn the right every day to continue to | |serve our customers. It is this understanding that drives our belief that Cisco's quality mission includes building and maintaining strong customer | |relationships and customer listening systems that in turn arm us with information to drive behaviors and change that increases customer value in our | |products, support and systems. Cisco's customer focus culture permeates every layer of the company, from CEO John Chambers to each individual | |contributor. | | | |Customer satisfaction is so important at Cisco that it is a direct and explicit component of employee compensation. We set yearly business objectives | |around customer satisfaction goals and initiatives. ...

Words: 3836 - Pages: 16

Premium Essay

Cisco Case Study

...Cisco is the infamous routing and networking company that have used ingenious methods of both business-to-business and the consumer marketing. Cisco original product line was intended for sale to other business. Building a brand in a business-to-business context has some notable differences than doing so in the consumer market because it markets to different audience. Branding within business-to-business appears to be more centered on relationships of various companies. This is demonstrated when the company Cisco developed partnerships with Sony, Matsushita, and US West. Constructing a brand in a business-to-business also requires awareness or educational building activities. Cisco launched a television ad campaign to educate the consumer. In those ad campaign facts about the power of the internet where revealed to viewers in a series of questions. The target audience in a business-to-business is small and focused. In 2003, Cisco targeted corporate executives and IT decision makers to sell their products. Erecting a brand in a consumer market is more product-driven than relationship driven than the business-to-business marketing. When Cisco switched from business-to-business to the consumer market, they began producing several home entertainment products than covered a large target audience with various products for music, printing, video, and more. A new marketing brand was also necessary to tap into the emotional buying needs of the consumer market. Cisco began their......

Words: 495 - Pages: 2

Premium Essay

Case Study for Cisco

...Cisco Case Study Cisco Systems, Inc. (NASDAQ: CSCO) is an American multinational corporation headquartered in San Jose, California, United States, that designs and sells consumer electronics, networking, voice, and communications technology and services. Founded by Len Bosack and Sandy Lerner, a married couple who worked as computer operations staff members at Stanford University, along with Nicholas Pham, founded Cisco Systems in 1984. For the first time in a decade Cisco experienced its first negative quarter in 2001. The loss of earnings was due to the economic down. Their sales declined by 30%, inventory surplus was written off as a loss to the tune of $2.2 billion, 8,500 workers were laid off and stock prices plummeted by almost 60%, as of April 6, 2001 stock prices were $13.63 per share, down from $82 per share 13 short months earlier. Cisco leaders blamed the economy for its decline; the economic downturn was only partly to blame for Cisco’s problem. To analyze and interpret the article What Went Wrong at Cisco in 2001, I will first explain what actually went wrong, second I will Show a SWOT analysis to identify Cisco’s strengths, weaknesses, and threats, third we will analyze and discuss the nature and problems of the Cisco’s business-level and corporate strategy, last I will present my solutions and recommendations for Cisco in the future. What Went Wrong at Cisco In 2001? Cisco’s problems were only magnified by the economic downturn but there had been signs of...

Words: 1391 - Pages: 6