THE CISCO

THEORY

INTRODUCTION• Cisco Systems, Inc.  that designs, manufactures and 

sells networking equipments.• HEADQUARTERS : San Jose , California.• CEO  Chuck Robins

Cisco’s Achievements in last 10 years.

HOW  IS  BUILDING  A  BRAND  IN  BUSSINESS  TO BUSSINESS  DIFFERENT  FROM  DOING  SO  IN CONSUMER  MARKET?

Let’s See

Business to Business Branding needs

With Clients

GAINING TRUST OF CLIENTS BY PROVIDING THEM  QUALITY ASSURANCE

Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the brand. 

Cisco context

In the being Cisco would have spent their time andenergy branding the company in a way to show their electronic hardwareas the best choice for specific client company.

Consumer market needsMass Communication

Packaging etc to attract customers

Cisco context

Is Cisco’s plan to reach out to consumers a viable one?

According to the case study, Cisco achieved a global ranking of 18 in2008 with revenues of $39.5 billion dollars thus making its consumer based plan a seemingly viable one.

Major competitors

Cisco’s Profit and Sales Beat Wall Street Forecasts

• Revenue rose 5 percent, to $12.1 billion, essentially in line with the average analyst forecast of $12.07 billion.

• Introduction• CISCO business strategy• Achievements • How is building a brand in a business to business context different from doing so in the consumer market?

• Is Cisco’s plan to reach out to consumers a viable one?

• Major competitors.

• Created by Ayushi Banerjee, NIT Raipur.

• Purpose : Marketing Internship under Prof. Sameer Mathur, IIM Lucknow.