Cisco was founded in 1984 and grew to become a worldwide leading supplier of networking equipment. However, due to low brand awareness, people were not aware of Cisco. To increase awareness and enter new markets, Cisco acquired companies and developed consumer products. It rebranded with the slogan "The Human Network" and promoted connectivity at sports events. While this marketing strategy helped Cisco survive an internet bust, it also increased competition from other companies.

1. Marketing strategy and plans.

2. INTRODUCTION
1. Founded in 1984 by husband and wife team at Stanford University.
2. Worldwide leading supplier of net- working Equipments for the
internet.
3. The logo represent the golden gate bridge of San Francisco.

5. TIMELINE
Founded in
1984
$ 1 billion
market
capitalization
First
international
office
Integrated 49
companies
into core
business
$500 billion
market
capitalization

6. Cisco as a brand Stock price of CISCO?

7. HOW?

8. Consumer
markets
• Acquisition of
Linksys
Home
entertainment
solutions
• Wireless music play
• Printing
• Video
Rebranding
• To increase
awareness among
consumers
• Increase overall
value of CISCO

9. REBRANDING
“THE HUMAN NETWORK” CONNECTING PEOPLE

10. • Revenue increases
• Sales increase in both home and
business use
• 18th biggest brand

11. Connection with consumers!!
CISCO CONNECTED SPORTS

12. ULTIMATE
FAN
EXPERIENCE
Telepresence
Digital
Displays
Connect to
other games
Order Food
View local
traffic
HD flat
screens
through the
stadiums
What is the
SCORE??

14. Cisco’s present day strategy
Acquiring
companies
Entry into
newer
markets
Increase
internet
traffic
Increase
demand of
networking
products
Repercussion's???

15. Increase
competition
by entering
into new
markets

16. To.
To tackle the
competition its
advertising efforts
include tapping into
social media

18. Q1. How building brand in a business-to-business context differs
from doing so in consumer markets?
• Business-to business approach contains more direct approach
through very specific channels of distribution
• Business-to business centred around more personal relationships
between partner companies
• Consumer marketing targeted at all major demographic groups

19. SUMMARY
• Cisco founded in 1984
• Due to low brand awareness people were not aware of cisco
• Marketing strategy help to survive the internet bust.
• Entry into consumer markets
• Acquisitions to enter into new markets
• Increase competition from companies like Microsoft, HP, IBM.
• Using social media for advertising

20. CREDITS
• http://www.slideshare.net/Cisco/for-about-cisco-pdf-615151/8
• http://www.istockphoto.com/
• http://www.cisco.com/
• https://images.google.com/

21. DISCLAMER
Created by Aviral kotangle during marketing internship under
guidance of Prof Sameer Mathur.