CiscoCoreTechnicalFY04Q3PRPlan

BFCDec29.2003第一頁，共三十頁。ContentWherearewetodayWherewillwegetthereHowwillwegetthere第二頁，共三十頁。Wherearewetoday

333?2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID第三頁，共三十頁。CiscoPRAnalysis-MediaCoverageAnalysisInNovember,Ciscoenhanceditsmediacoveragefastest.InDectech的傳播量很大主要原因事件驅動世界

ATM發布CoreTechRoadshowCisco12800launch

ProductCat6500Cat2970Cisco12800Cisco7600FSBSolutionCisco12800backgroundFSBupdatebriefingIPV63/7交換Coretechrequirement第四頁，共三十頁。CiscoPRAnalysis-MediaCoverageAnalysisBynow,NorthChinaisthehubforPRactivitiesBesidesNorthChina,WestChina’smediacoverageincreasedmorethanotherareas.Mediacoveragebyregion第五頁，共三十頁。CiscoPRAnalysis-MediaCoverageAnalysisCiscoworldwidegetsmuchattention,keepingbalancewithlocalnews.Channelisignoredtosomeextent.Ciscovoiceinindustryisstillnotloudenough.CoretechMediacoverageabout25%CoretechPRfocusIT&SPmedia第六頁，共三十頁。CiscoPRAnalysis-MediaCoverageOverviewObjectiveInDecTech的傳播量很大主要原因事件驅動世界

ATM發布/CoreTechRoadshow/Cisco12800launchPRObjective:+)針對媒體關心的問題制造大的公關事件以驅動媒體針對性的事件以影響北方以為的其他地區媒體有效的通過網絡媒體以提高傳播速度和覆蓋率,加大對SP媒體的投放CoretechrequirementProduct:Cat6500/Cat2970/Cisco12800/Cisco7600/FSBSolution:Cisco12800background/FSBupdatebriefing/IPV6/3/7交換MediaCoverageAnalysisNorthChinaisthehubforPRactivitiesCoretechPRfocusIT&SPmediaCoretechMediacoverageabout25%第七頁，共三十頁。CiscoPRAnalysis–CoretechQ2

PRReviewCoretechRoutingSwitchingFSBBBAGSRLowswitchHighswitchAwarenessRelevancePreferenceActionCoreTechPR傳播階梯PRPoint0610ProductBusinessSolution

SolutionCoreTechPRContent第八頁，共三十頁。CiscoPRAnalysis-CoretechQ2

PRReviewPRPointProductBusinesssolution

Solution010610SalePoint第九頁，共三十頁。GSRProductBusinesssolutionSolution0.260.330.41PR經驗系數文章數量質量媒體權威性888PRObjective:+)Q2的GSRPRawareness階段完成,介于處于Saleaction下Q3的傳播重點快速推動solution和Businesssolution的公關工作Cisco12800launchnewsPRawarenessSaleaction當前狀態8PRPoint

CiscoPRAnalysis-CoretechQ2

PRReview第十頁，共三十頁。CiscoPRAnalysis-CoretechQ2

PRReviewBBAProductBusinesssolutionSolutionCisco7600ServiceBBA北京專訪Cisco7600四川網通深圳招行臺州電力江蘇網通0.260.330.41PR經驗系數文章數量質量媒體權威性7.5887777877.38PRObjective:+)Q3BBA的傳播階段將處于PRpreference階段,傳播重點將放在BusinessSolution上

PRpreferenceSaleaction當前狀態PRPoint

第十一頁，共三十頁。FSBFSB系列產品Cisco3700ProductBusinesssolutionSolutionFSBIPTFSB成都專訪FSB市場稿0.260.330.41PR經驗系數文章數量質量媒體權威性7.5778776776676.812PRObjective:+)PRawarenessSalepreferenceQ3FSB的傳播階段需要完成PRawareness到PRRelevance的轉變階段,傳播重點放Solution的推廣上

PRPoint

當前狀態CiscoPRAnalysis-CoretechQ2

PRReview第十二頁，共三十頁。SwitchProductBusinesssolutionSolution0.260.330.41PR經驗系數文章數量質量媒體權威性7778877.57PRObjective:+)Q3Switch傳播階段處于PRPreference階段,介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點工作Cat2970launchnewsSwitch北京/廣州專訪SwitchGE/10GE市場稿SwitchGE/10GENZU/Woodside8787.5PRPoint

PRpreferenceSalepreference當前狀態CiscoPRAnalysis-CoretechQ2

PRReview第十三頁，共三十頁。CiscoPRAnalysis-PRAnalysisOverview

綜述針對媒體關心的問題制造大的公關事件以驅動媒體針對性的事件以影響北方以為的其他地區媒體有效的通過網絡媒體以提高傳播速度和覆蓋率,加大對SP媒體的投放Q3FSB的傳播階段需要完成PRawareness到PRRelevance的轉變階段,傳播重點放Solution的推廣上Q3BBA的傳播階段將處于PRpreference階段,傳播重點將放在BusinessSolution上Q2的GSRPRawareness階段完成,介于處于Saleaction下Q3的傳播重點快速推動solution和Businesssolution的公關工作Q3Switch傳播階段處于PRPreference階段,介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點工作第十四頁，共三十頁。Wherewillwegetthere151515?2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID第十五頁，共三十頁。ContributiontoChinaCustomerSuccessAdvancedTechCiscoPRAnalysis-PRStrategy第十六頁，共三十頁。AdvancedTech(CoreTech)innovateSmarterInvestmentIntelligentRouting&SwitchingEmphasizeCisco’sleadershipinCoreTecharea.CiscoPRAnalysis-PRStrategy第十七頁，共三十頁。Cisco12800Cisco12000Cisco10000Cisco7600Cisco7500Cisco7300Cisco7200Cisco7100Cat6500Cat4500Cat3750Cat3755Cisco3700Cisco3600Cat2970Cat2950Cisco2600Cisco1700Cisco800為機構建立高效智能的網絡,以使機構擺脫臃腫,工作運營增產/增效為企業部署方便靈活快捷的溝通網絡SPInvestmentIntelligentSmarter理性訴求感性訴求FSBBBAGSRLowswitchHighswitchFSILE&GCOMSMB為組織建立高ROI的網絡系統,以實現組織應用網絡平臺獲得更到的利潤增長點引領/塑造價值區間便捷實現睿智溝通提升企業網絡智商CiscoPRAnalysis-PRStrategy第十八頁，共三十頁。FY03Q3Mainmessage(FromCiscobriefing)Cisco12800&7600

launchGSRBBA如何利用智能寬帶服務營造電信寬帶價值空間FSB重點強調FSB路由器的Security解決方案在行業中的應用SwitchGE/10GEMetro-ELowswitch3750/2970(FSB)NewproductlaunchPOECoreTechEmphasizeCisco’sleadershipinCoreTecharea.CiscoPRAnalysis–MainmessagerePR第十九頁，共三十頁。Howwillwegetthere202020?2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID第二十頁，共三十頁。GSRPRFactorEventKeyMessageQ2的GSRPRawareness階段完成,介于處于Saleaction下Q3的傳播重點快速推動solution和Businesssolution的公關工作為組織建立高ROI的網絡系統,以實現組織應用網絡平臺獲得更到的利潤增長Cisco12800&7600

launchinchinaCoretechrequirementSolution:Cisco12800backgroundProductBusinesssolutionSolutionCisco12800FeatureCiscoVPinterviewCiscorouterdayCisco12800MediaworkshipCisco12800backgroundCisco12800BS投資保護CiscoPRAnalysis–Actionanalysis第二十一頁，共三十頁。FY03Q3GSRPRTacticFeb.Mar.Apr.引領/塑造價值區間ProductBusinesssolutionSolutionCisco12800FeatureCiscoVPinterviewCiscorouterdayCisco12800MediaworkshipCisco12800backgroundCisco12800BS投資保護第二十二頁，共三十頁。BBAPRFactorEventKeyMessageQ3BBA的傳播階段將處于PRpreference階段,傳播重點將放在BusinessSolution上為組織建立高ROI的網絡系統,以實現組織應用網絡平臺獲得更到的利潤增長如何利用智能寬帶服務營造電信寬帶價值空間CoretechrequirementSolution:IPV6/3/7交換ProductBusinesssolutionSolutionCiscorouterdayCiscoBBABSIPV6/VPN/SteamvideoCiscoBBACasestudyCiscoPRAnalysis–Actionanalysis第二十三頁，共三十頁。Feb.Mar.Apr.引領/塑造價值區間ProductBusinesssolutionSolutionCiscorouterdayCiscoBBABSIPV6/VPN/SteamvideoCiscoBBACasestudyFY03Q3BBAPRTactic第二十四頁，共三十頁。FSBPRFactorEventKeyMessageQ3FSB的傳播階段需要完成PRawareness到PRRelevance的轉變階段,傳播重點放Solution的推廣上為機構建立高效智能的網絡,以使機構擺脫臃腫,工作運營增產/增效重點強調FSB路由器的Security解決方案在行業中的應用CoretechrequirementSolution:/FSBupdatebriefingProductBusinesssolutionSolutionCiscoFSBupdatebriefingMediaworkshipCiscoFSBsolution(Security)LE&G3/FSI2CiscoPRAnalysis–Actionanalysis第二十五頁，共三十頁。Feb.Mar.Apr.提升企業網絡智商便捷實現睿智溝通ProductBusinesssolutionSolutionCiscoFSBupdatebriefingMediaworkshipCiscoFSBsolution(Security)LE&G3/FSI2FY03Q3FSBPRTactic第二十六頁，共三十頁。SwitchPRFactorEventKeyMessageQ3Switch傳播階段處于PRPreference階段,介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點工作為機構建立高效智能的網絡,以使機構擺脫臃腫,工作運營增產/增效