Marketing Management Assignment # 2

Mahmoud Nassef Ebrahim Mohamed Student # 18,

MBA Intake # 53A Campus: Mohandeseen.
1. How is building a brand in a B2B context different form doing so in the consumer market?
In B2B market, there are deciders, influencers, users and buyers - all making or playing a part in the
decision making process to buy or not to buy a product and/or service. While in B2C market, these four
roles may be allocated or assumed by one or two people.
It seems that B2B marketing consists of a more direct approach through very specific channels of
distribution. B2B success is centered on more relationships between companies; Cisco was
demonstrated by its B2B relationships it developed with Matsushita, U.S. West, and Sony.
In 90's, Cisco was extremely successful at working the B2B model and focused on technology
companies and specific corporations to sale their internet based technologies too.
Cisco began making acquisitions in the 21st century, such as Linksys which began their efforts toward
consumer marketing, away from B2B marketing. Cisco has continued to change its messaging, focus
advertising on customers, and worked hard to make its brand image known throughout the world.
The difference bet. B2B and B2C marketing comes down to the buyers emotional perspective about
the purchase. Consumers make buying decisions based on status, security, comfort & quality.
Business buyers make buying decisions based on increasing profitability, reducing costs & enhancing
productivity.
2. Is Ciscos plan to reach out to consumers a viable one? Why or Why not?
Based on its success in B2B, Ciscos plan to reach out to consumer is a viable one.
B2C market is product driven but B2B depends on relationships. With the acquisition of Linksys in
2003, Cisco entered into the consumer market. They started offering home entertainment solutions
including wireless capabilities for music, printing & video.
Cisco proves that its marketing & business strategies have done it, including the following plans:
1) Partnerships with Sony, Matsushita, and US West to co-brand its modems.
2) The company launched its first television ads entitled as Are You Ready?
3) Cisco reorganized 11 new technology groups and marketing organization.
4) Introduced new marketing campaign The Human Network
These plans helped the company to build brand awareness, name recognition and brand value as well.
Therefore, penetrating the B2C market was a smart strategic move.

Sources:
Kotler, P., & Keller, K. L. (2012), 14th edition, marketing management.
Doctoral dissertation by Galina Biedenbach (2012), Umea University, Sweden.
www.masterful-marketing.com

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