Cisco Systems Case Analysis
Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing
Overview:
Launching the ASR 1000 Series Router Using Social Media Marketing case concentrates on Cisco Systems innovative explore and-learn the way of utilizing social media to launch its ASR 1000 Series Edge Router. The organization had chosen to eschew customary print and television media in marketing the new product and had chosen rather to center its endeavors totally on digital Marketing and social media to entice the consideration of its target market. The case talks about Cisco 's striking arrangement to launch the ASR 1000 Series "virtually, visually, and virally" and the advanced strategies utilized by the Cisco Systems marketing group to finish this goal-oriented objective. Business marketers regularly embrace a more conventional way to market their products. However, for this situation Cisco chose to avoid that pattern by probing into digital marketing tools and social media/gaming arenas of its target customer - the specialized group of technology community.
Value Proposition
The core value proposition that ASR 1000 series is based on:
1. Lower cost (it costs less than half the price of competitive solutions).
2. Space Savings.
3. Reduce Carbon foot print.
4. Maintain industry-leading performance and reliability.
Objectives of the Launch
The objectives of the launch are to:
1. Increase awareness and interest in the Cisco’s ASR 1000 Series between both businesses chiefs (BDMs) and Technology leaders.
2. Create a "cool factor" – demonstrate the "fun" and human side of Cisco Systems.
3. Deliver an online-only launch that would build and sustain over time.
4. Increase Cisco 's "Share the voice online.”
Purposes behind selecting Digital Marketing and Social Media
The reasons behind going to the niche digital marketing media are:
1. Video sharing website, YouTube represented very nearly 10 % of all Internet traffic.
2. Five of the main ten sites
Overview:
Launching the ASR 1000 Series Router Using Social Media Marketing case concentrates on Cisco Systems innovative explore and-learn the way of utilizing social media to launch its ASR 1000 Series Edge Router. The organization had chosen to eschew customary print and television media in marketing the new product and had chosen rather to center its endeavors totally on digital Marketing and social media to entice the consideration of its target market. The case talks about Cisco 's striking arrangement to launch the ASR 1000 Series "virtually, visually, and virally" and the advanced strategies utilized by the Cisco Systems marketing group to finish this goal-oriented objective. Business marketers regularly embrace a more conventional way to market their products. However, for this situation Cisco chose to avoid that pattern by probing into digital marketing tools and social media/gaming arenas of its target customer - the specialized group of technology community.
Value Proposition
The core value proposition that ASR 1000 series is based on:
1. Lower cost (it costs less than half the price of competitive solutions).
2. Space Savings.
3. Reduce Carbon foot print.
4. Maintain industry-leading performance and reliability.
Objectives of the Launch
The objectives of the launch are to:
1. Increase awareness and interest in the Cisco’s ASR 1000 Series between both businesses chiefs (BDMs) and Technology leaders.
2. Create a "cool factor" – demonstrate the "fun" and human side of Cisco Systems.
3. Deliver an online-only launch that would build and sustain over time.
4. Increase Cisco 's "Share the voice online.”
Purposes behind selecting Digital Marketing and Social Media
The reasons behind going to the niche digital marketing media are:
1. Video sharing website, YouTube represented very nearly 10 % of all Internet traffic.
2. Five of the main ten sites
References: 1. Systems Launching the ASR 1000 Series Router Using Social Media Marketing.pdf 2. Can you measure the ROI of your social media marketing.pdf 3. Social Media.pdf HBR article 4. Logo from Cisco Website