This case focuses on Cisco Systems' innovative probe-and-learn approach to using social networking to launch its ASR 1000 Series Edge Router. The business had decided to eschew traditional print and TV media in marketing the brand new product and had decided instead to concentrate its efforts entirely on digital marketing and social media to bring the attention of its own target market. The case discusses Cisco's bold plan to start the ASR 1000 Series "essentially, visually, and virally" and the digital tactics used by the Cisco Systems promotion team to achieve this challenging aim.
Company marketers typically adopt a conventional and serious method of marketing its products but in this case Cisco had decided to buck that trend by researching digital tools and social gaming paths which its goal customer - the technical community - were increasingly frequenting. Cisco's challenge lay in whether this new approach and give the ASR 1000 Router the kind of publicity it needed to have and resultant value proposition would resonate with its technical audience. The case is placed at a time when social media was burgeoning as a promising way to engage consumers more greatly with products and brands, but marketers were experimenting with tactics and the programs of social media for marketing.
PUBLICATION DATE: August 18, 2011 PRODUCT #: KEL579-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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