The case on the launching strategy of the Cisco ASR Series Routers from the traditional marketing strategy to a digital one.

1. Cisco Systems:
Launching ASR 1000
Series Router

2. About CISCO
 Founded in 1984 by a group of computer scientists from Stanford.
 World wide leader in networking for internet providing routers, modems etc.
and other solutions.
 2008 net income of 8.1billion $

3. Market Trends
 Rising demand for Greater Bandwidth. (43%) and 20% more the next 24
months.
 70% Corporations expect demand for higher bandwidth.
 Web 2.0 collaborative tools applications like audio conferencing, video
conferencing and IPTV.

4. CISCO Router 1000 Series
 Provides Increased Collaboration at a higher bandwidth and efficiency of
unlimited applications which the enterprises are primarily depending on.
 Instant On Provision- Reduces the Carbon Footprint.
 Flexible, Scalable and Nonstop.
 350 million dollars total investment.

5. Launching the ASR 1000
 Decision to launch Digitally.
 ‘Virtually, visually and virally – and green”
 Reasons-
 Five of top 10 websites were social websites.
 Exponential increase in blogs ~ 100 mill.
 Digitization of America.
 Fits into the overall strategy of reducing carbon footprint.
 Aim to build a community among the users. 2 way communication and build
relation ship with the consumer.
 Shift from building websites to building communities.
 Advertising to Organic Growth.

6. Digital Launch – No stone unturned.
 Partnership with Ogilvy to launch Microsite aimed to go viral with teaser videos.
 Videos on various platforms like youtube, yahoo videos etc.
 Facebook Application and Group to provide release targeted at bloggers.
 Social Media Widget
 Facebook Community.
 Edge Quest Game to communicate the value proposition of ASR 1000 series.
 Second Life Presence of the Target Audience.
 Cost Calculator that includes the Carbon Footprint.
 Blogs and Forums.
 Live Event streaming of launch telecasted across the world for the audience to
reveal the product.

7. Evaluation
Platform Reach
Videos- Youtube,Google,Yahoo 2000 Views
Social Media Release 1300 hits on google
Media Widget 35000 views
FB Community 546 Users
Edge Quest 3-D >40000 Participated
Second Life Presence Reaching out to technical audience.
1000 employees were in the portal.
Microsite & Cisco Blogs A huge number of views.

8. Learnings and Recommendations
Learnings:
 The Change in nature of the demographics of marketing requires taking risks.
 Theory crafting does not provide the actual reflection.
Recommendations
 Build on the existing user base generated by edgequest and fb community.
 Leverage traditional users data eg mail ids etc. to bring them into this online
community.
 Sustain the community after launch with additional features to keep the users
engaged.
 Videos should focus on teasing the user with the features as the audience seems to
be more focused on the technical aspects.
 Possible campaigns through Linkedin Groups of IT Professionals and influencers

9. Thank you