Harvard Case - Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing
"Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing" Harvard business case study is written by Mohanbir Sawhney. It deals with the challenges in the field of Marketing. The case study is 16 page(s) long and it was first published on : Aug 18, 2011
At Fern Fort University, we recommend that Cisco Systems leverage a multi-pronged social media marketing strategy to launch the ASR 1000 series router. This strategy should focus on building a strong brand presence, engaging with target audiences, and driving awareness and demand for the product. We propose a comprehensive approach that incorporates organic content, paid advertising, influencer marketing, and community building initiatives, all tailored to the specific needs and preferences of Cisco's target markets.
2. Background
Cisco Systems, a leading provider of networking solutions, was facing the challenge of launching its new ASR 1000 series router, a high-performance device aimed at enterprise and service provider customers. The company recognized the need to reach a wider audience and build excitement for the product, particularly in the rapidly evolving digital landscape.
The case study focuses on Cisco's decision to leverage social media marketing as a key channel for product launch. The company aimed to leverage the power of social media to engage with potential customers, build brand awareness, and ultimately drive sales.
3. Analysis of the Case Study
To analyze Cisco's situation, we can apply several frameworks:
A. SWOT Analysis:
- Strengths: Cisco's strong brand reputation, established customer base, and expertise in networking technology.
- Weaknesses: Potential for brand fatigue, reliance on traditional marketing channels, and limited social media presence.
- Opportunities: Growing demand for high-performance routers, increasing adoption of cloud computing and virtualization, and the potential to reach new audiences through social media.
- Threats: Competition from other networking equipment providers, evolving customer expectations, and the need to adapt to changing social media platforms.
B. PESTEL Analysis:
- Political: Government regulations and policies related to network security and data privacy.
- Economic: Global economic conditions, fluctuations in currency exchange rates, and potential for trade wars.
- Social: Growing adoption of mobile devices and the Internet of Things (IoT), increasing demand for high-speed connectivity, and concerns about data security.
- Technological: Rapid advancements in networking technologies, the rise of cloud computing and virtualization, and the emergence of new social media platforms.
- Environmental: Energy consumption and sustainability considerations for networking equipment.
- Legal: Intellectual property rights, data protection laws, and compliance regulations.
C. Marketing Mix (4Ps):
- Product: The ASR 1000 series router, a high-performance device with advanced features and capabilities.
- Price: Competitive pricing strategy to attract customers and ensure profitability.
- Place: Distribution channels including online retailers, authorized resellers, and direct sales teams.
- Promotion: Social media marketing, content marketing, public relations, and advertising campaigns.
D. Consumer Behavior Analysis:
- Target Market: Enterprise and service provider customers, IT professionals, network administrators, and decision-makers.
- Needs and Wants: High performance, reliability, scalability, security, and ease of management.
- Decision-Making Process: Research, evaluation, comparison, and purchase.
- Influence Factors: Industry trends, technical specifications, price, brand reputation, and customer reviews.
E. Competitive Analysis:
- Competitors: Juniper Networks, Huawei, and Arista Networks.
- Competitive Advantage: Cisco's strong brand reputation, extensive product portfolio, and global reach.
- Competitive Strategies: Price competition, product differentiation, and innovation.
4. Recommendations
Cisco should implement a multi-pronged social media marketing strategy that encompasses the following:
A. Content Marketing:
- Develop engaging content: Create valuable content that educates and informs target audiences about the ASR 1000 series router's features, benefits, and use cases. This could include blog posts, white papers, case studies, infographics, and video demonstrations.
- Optimize content for search engines: Use relevant keywords and phrases to improve search engine visibility and drive organic traffic to Cisco's website and social media pages.
- Promote content across social media platforms: Share content on relevant social media platforms, such as LinkedIn, Twitter, and Facebook, to reach a wider audience.
B. Paid Advertising:
- Run targeted social media ads: Utilize social media advertising platforms like LinkedIn Ads, Twitter Ads, and Facebook Ads to reach specific target audiences based on demographics, interests, and job titles.
- Use retargeting strategies: Retarget website visitors who have shown interest in the ASR 1000 series router to increase conversion rates.
- Track campaign performance and optimize budgets: Monitor campaign performance metrics, such as click-through rates, conversion rates, and return on investment (ROI), to optimize ad spending and maximize results.
C. Influencer Marketing:
- Identify and partner with relevant influencers: Collaborate with industry thought leaders, technology bloggers, and social media personalities who have a strong following among Cisco's target audience.
- Develop influencer marketing campaigns: Create sponsored content, product reviews, and social media posts that promote the ASR 1000 series router.
- Measure influencer campaign effectiveness: Track campaign metrics, such as engagement rates, website traffic, and lead generation, to assess the impact of influencer marketing efforts.
D. Community Building:
- Create online communities: Establish online forums, groups, and communities where customers can connect, share experiences, and ask questions about the ASR 1000 series router.
- Engage with customers on social media: Respond to comments, questions, and feedback from customers on social media platforms.
- Host webinars and online events: Organize webinars and online events to provide technical training, product demonstrations, and customer success stories.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Cisco's core competencies lie in networking technology and innovation. The social media marketing strategy aligns with Cisco's mission to connect the world and empower its customers.
- External customers and internal clients: The recommendations address the needs of Cisco's external customers, including enterprise and service provider businesses, as well as internal clients, such as sales and marketing teams.
- Competitors: The recommendations take into account the competitive landscape and aim to differentiate Cisco from its competitors through a strong social media presence and engaging content.
- Attractiveness ' quantitative measures if applicable (e.g., NPV, ROI, break-even, payback): While quantifying the exact ROI of social media marketing can be challenging, Cisco can track key metrics such as website traffic, lead generation, and sales conversions to assess the effectiveness of its campaigns.
- Assumptions: The recommendations assume that Cisco has a strong social media team with the skills and experience to execute the strategy effectively. It also assumes that Cisco is willing to invest in social media advertising and influencer marketing.
6. Conclusion
By implementing a comprehensive social media marketing strategy, Cisco can effectively launch the ASR 1000 series router, build brand awareness, and drive demand for the product. The strategy should focus on creating valuable content, engaging with target audiences, and leveraging social media platforms to reach a wider audience. By embracing social media as a key marketing channel, Cisco can strengthen its brand positioning, build customer relationships, and achieve its business objectives.
7. Discussion
Alternatives not selected:
- Traditional marketing channels: While traditional marketing channels such as print advertising, television commercials, and direct mail can still be effective, they are often less targeted and more expensive than social media marketing.
- Public relations: Public relations can be a valuable tool for building brand awareness and generating positive media coverage, but it may not be as effective as social media for driving direct sales.
Risks and key assumptions:
- Social media algorithms: Social media algorithms are constantly changing, which can impact the reach and effectiveness of social media campaigns.
- Competition: Cisco faces intense competition from other networking equipment providers, which can make it difficult to stand out on social media.
- Negative feedback: Negative customer feedback on social media can damage Cisco's reputation.
Options Grid:
| Option | Pros | Cons |
|---|---|---|
| Social media marketing | Targeted, cost-effective, measurable | Algorithm changes, competition, negative feedback |
| Traditional marketing channels | Wide reach, established channels | Less targeted, expensive |
| Public relations | Brand awareness, positive media coverage | May not drive direct sales |
8. Next Steps
- Develop a detailed social media marketing plan: Outline specific objectives, target audiences, content strategies, advertising campaigns, and key performance indicators (KPIs).
- Build a dedicated social media team: Recruit or train internal staff or hire external agencies to manage social media activities.
- Invest in social media tools: Utilize social media management tools to streamline content creation, scheduling, and analytics.
- Monitor and evaluate campaign performance: Track KPIs, analyze data, and make adjustments to the strategy as needed.
By following these recommendations and taking a proactive approach to social media marketing, Cisco can successfully launch the ASR 1000 series router and achieve its business objectives in the highly competitive networking market.
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Case Description
This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Cisco's bold plan to launch the ASR 1000 Series "virtually, visually, and virally" and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target client - the technical community - were increasingly frequenting. Cisco's challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.
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