Xerox Corporation launched a $10 million advertising campaign in 1998 called "Keep the Conversation Going, Share the Knowledge" to promote its full range of products and address changing perceptions of the brand. The campaign aimed to highlight Xerox's goods and services while benchmarking against competitors. Earlier, Xerox had adopted benchmarking and advertising that reduced costs by 20% and increased customer satisfaction by 38%, showing how marketing strategies can benefit companies.

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2. Group Members :
Muhammad Hassan Bilal Rana
F2018273024
Muhammad Fawad Ahmed
F2017274011
Husnian Raza
F2017274007
Badar Hafeez
F2017274014

3. Keep the Conversation Going, Share the Knowledge
Campaign
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Company:
Business Strategy and Policy

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Road Map:
• Company Introduction.
• Historical Context.
• Products.
• Policy Making.
• Marketing Strategy.
• Major Competitors.
• Adaptation in Pakistan.
• Our Learning.

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Type Public
Industry Information technology
Founded April 18, 1906; 112 years ago
Founders Joseph C. Wilson & Chester Carlson
Headquarters Norwalk, U.S.
Area served Worldwide
Key people •Keith Cozza
(Chairman)
•John Visentin
(Vice Chairman and CEO)
•Steve Bandrowczak
(President and COO)

6. Historical Context:
In 1980’s the company product are more costly then their competitors.
Then the company adopted Benchmarking and advertisement campaign
that gives many benefits to Xerox Company.
This strategy give following benefits to the company;
 Production cost reduced by 20%.
 Product satisfaction rate to customers is increased by 38%.
 Customers complaint are reduced by 60%.
 Xerox's sales processes improved by 40%.
 Revenues are dramatically increased from the prior year in 1998.
 Also the share price reached on its maximum point $70.

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Products of Xerox Company
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8. In October 1998 the Xerox Corporation launched a $10 million advertising
campaign in an effort to change people’s perception of the Xerox brand
To address this Xerox turned to advertising agency Young & Rubicam, which
created ‘‘Keep the Conversation Going, Share the Knowledge’’ to promote the
full range of Xerox’s goods.
Xerox hoped this campaign would serve the dual purpose;

9. Benchmarking was originally defined by D.T. Kearns,
the CEO of Xerox Corporation, in 1981 as the
continuous process of measuring products, services,
and practices against there competitors or non-
competitors who are best in their industry.
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Policy Making:

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Competitors of Xerox Company
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11. Adaptation:
We can adapt the strategy of xerox in Pakistani Environment. For this we
have to develop an RND Department which will help us in getting the
customer feedback and bring new innovations in our products.
Customers are the key factors for the success of any company. Our main
priority is to satisfy our customer needs. We will provide the customize
products according to customer demand. In this way customer will be
happy and save it’s cost.

12. After studying this marketing campaign we came to know that we don’t have to
restrict to a single strategy for a long period. We have to change the strategy with
the passage of time. As the technology changes the people needs and demand
also change. They want new innovate products. If our strategy is one time
successful it is not compulsory that we can take competitive advantage again and
again with that strategy. We need to change it according to situations in order to
compete in the market. The second thing we learn is that we have to do proper
research before launching the product. We have to examine each little detail so
that our competitor can not take any edge from that.

13. Thank You