CiscoCoreTechnicalFY04Q3PRPlan

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

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

ATM發(fā)布CoreTechRoadshowCisco12800launch

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

ATM發(fā)布/CoreTechRoadshow/Cisco12800launchPRObjective:+)針對(duì)媒體關(guān)心的問(wèn)題制造大的公關(guān)事件以驅(qū)動(dòng)媒體針對(duì)性的事件以影響北方以為的其他地區(qū)媒體有效的通過(guò)網(wǎng)絡(luò)媒體以提高傳播速度和覆蓋率,加大對(duì)SP媒體的投放CoretechrequirementProduct:Cat6500/Cat2970/Cisco12800/Cisco7600/FSBSolution:Cisco12800background/FSBupdatebriefing/IPV6/3/7交換MediaCoverageAnalysisNorthChinaisthehubforPRactivitiesCoretechPRfocusIT&SPmediaCoretechMediacoverageabout25%第七頁(yè)，共三十頁(yè)。CiscoPRAnalysis–CoretechQ2

PRReviewCoretechRoutingSwitchingFSBBBAGSRLowswitchHighswitchAwarenessRelevancePreferenceActionCoreTechPR傳播階梯PRPoint0610ProductBusinessSolution

SolutionCoreTechPRContent第八頁(yè)，共三十頁(yè)。CiscoPRAnalysis-CoretechQ2

PRReviewPRPointProductBusinesssolution

Solution010610SalePoint第九頁(yè)，共三十頁(yè)。GSRProductBusinesssolutionSolution0.260.330.41PR經(jīng)驗(yàn)系數(shù)文章數(shù)量質(zhì)量媒體權(quán)威性888PRObjective:+)Q2的GSRPRawareness階段完成,介于處于Saleaction下Q3的傳播重點(diǎn)快速推動(dòng)solution和Businesssolution的公關(guān)工作Cisco12800launchnewsPRawarenessSaleaction當(dāng)前狀態(tài)8PRPoint

CiscoPRAnalysis-CoretechQ2

PRReview第十頁(yè)，共三十頁(yè)。CiscoPRAnalysis-CoretechQ2

PRReviewBBAProductBusinesssolutionSolutionCisco7600ServiceBBA北京專(zhuān)訪(fǎng)Cisco7600四川網(wǎng)通深圳招行臺(tái)州電力江蘇網(wǎng)通0.260.330.41PR經(jīng)驗(yàn)系數(shù)文章數(shù)量質(zhì)量媒體權(quán)威性7.5887777877.38PRObjective:+)Q3BBA的傳播階段將處于PRpreference階段,傳播重點(diǎn)將放在BusinessSolution上

PRpreferenceSaleaction當(dāng)前狀態(tài)PRPoint

第十一頁(yè)，共三十頁(yè)。FSBFSB系列產(chǎn)品Cisco3700ProductBusinesssolutionSolutionFSBIPTFSB成都專(zhuān)訪(fǎng)FSB市場(chǎng)稿0.260.330.41PR經(jīng)驗(yàn)系數(shù)文章數(shù)量質(zhì)量媒體權(quán)威性7.5778776776676.812PRObjective:+)PRawarenessSalepreferenceQ3FSB的傳播階段需要完成PRawareness到PRRelevance的轉(zhuǎn)變階段,傳播重點(diǎn)放Solution的推廣上

PRPoint

當(dāng)前狀態(tài)CiscoPRAnalysis-CoretechQ2

PRReview第十二頁(yè)，共三十頁(yè)。SwitchProductBusinesssolutionSolution0.260.330.41PR經(jīng)驗(yàn)系數(shù)文章數(shù)量質(zhì)量媒體權(quán)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(diǎn)工作Cat2970launchnewsSwitch北京/廣州專(zhuān)訪(fǎng)SwitchGE/10GE市場(chǎng)稿SwitchGE/10GENZU/Woodside8787.5PRPoint

PRpreferenceSalepreference當(dāng)前狀態(tài)CiscoPRAnalysis-CoretechQ2

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

綜述針對(duì)媒體關(guān)心的問(wèn)題制造大的公關(guān)事件以驅(qū)動(dòng)媒體針對(duì)性的事件以影響北方以為的其他地區(qū)媒體有效的通過(guò)網(wǎng)絡(luò)媒體以提高傳播速度和覆蓋率,加大對(duì)SP媒體的投放Q3FSB的傳播階段需要完成PRawareness到PRRelevance的轉(zhuǎn)變階段,傳播重點(diǎn)放Solution的推廣上Q3BBA的傳播階段將處于PRpreference階段,傳播重點(diǎn)將放在BusinessSolution上Q2的GSRPRawareness階段完成,介于處于Saleaction下Q3的傳播重點(diǎn)快速推動(dòng)solution和Businesssolution的公關(guān)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(diǎn)工作第十四頁(yè)，共三十頁(yè)。Wherewillwegetthere151515?2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID第十五頁(yè)，共三十頁(yè)。ContributiontoChinaCustomerSuccessAdvancedTechCiscoPRAnalysis-PRStrategy第十六頁(yè)，共三十頁(yè)。AdvancedTech(CoreTech)innovateSmarterInvestmentIntelligentRouting&SwitchingEmphasizeCisco’sleadershipinCoreTecharea.CiscoPRAnalysis-PRStrategy第十七頁(yè)，共三十頁(yè)。Cisco12800Cisco12000Cisco10000Cisco7600Cisco7500Cisco7300Cisco7200Cisco7100Cat6500Cat4500Cat3750Cat3755Cisco3700Cisco3600Cat2970Cat2950Cisco2600Cisco1700Cisco800為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò),以使機(jī)構(gòu)擺脫臃腫,工作運(yùn)營(yíng)增產(chǎn)/增效為企業(yè)部署方便靈活快捷的溝通網(wǎng)絡(luò)SPInvestmentIntelligentSmarter理性訴求感性訴求FSBBBAGSRLowswitchHighswitchFSILE&GCOMSMB為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng),以實(shí)現(xiàn)組織應(yīng)用網(wǎng)絡(luò)平臺(tái)獲得更到的利潤(rùn)增長(zhǎng)點(diǎn)引領(lǐng)/塑造價(jià)值區(qū)間便捷實(shí)現(xiàn)睿智溝通提升企業(yè)網(wǎng)絡(luò)智商CiscoPRAnalysis-PRStrategy第十八頁(yè)，共三十頁(yè)。FY03Q3Mainmessage(FromCiscobriefing)Cisco12800&7600

launchGSRBBA如何利用智能寬帶服務(wù)營(yíng)造電信寬帶價(jià)值空間FSB重點(diǎn)強(qiáng)調(diào)FSB路由器的Security解決方案在行業(yè)中的應(yīng)用SwitchGE/10GEMetro-ELowswitch3750/2970(FSB)NewproductlaunchPOECoreTechEmphasizeCisco’sleadershipinCoreTecharea.CiscoPRAnalysis–MainmessagerePR第十九頁(yè)，共三十頁(yè)。Howwillwegetthere202020?2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID第二十頁(yè)，共三十頁(yè)。GSRPRFactorEventKeyMessageQ2的GSRPRawareness階段完成,介于處于Saleaction下Q3的傳播重點(diǎn)快速推動(dòng)solution和Businesssolution的公關(guān)工作為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng),以實(shí)現(xiàn)組織應(yīng)用網(wǎng)絡(luò)平臺(tái)獲得更到的利潤(rùn)增長(zhǎng)Cisco12800&7600

launchinchinaCoretechrequirementSolution:Cisco12800backgroundProductBusinesssolutionSolutionCisco12800FeatureCiscoVPinterviewCiscorouterdayCisco12800MediaworkshipCisco12800backgroundCisco12800BS投資保護(hù)CiscoPRAnalysis–Actionanalysis第二十一頁(yè)，共三十頁(yè)。FY03Q3GSRPRTacticFeb.Mar.Apr.引領(lǐng)/塑造價(jià)值區(qū)間ProductBusinesssolutionSolutionCisco12800FeatureCiscoVPinterviewCiscorouterdayCisco12800MediaworkshipCisco12800backgroundCisco12800BS投資保護(hù)第二十二頁(yè)，共三十頁(yè)。BBAPRFactorEventKeyMessageQ3BBA的傳播階段將處于PRpreference階段,傳播重點(diǎn)將放在BusinessSolution上為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng),以實(shí)現(xiàn)組織應(yīng)用網(wǎng)絡(luò)平臺(tái)獲得更到的利潤(rùn)增長(zhǎng)如何利用智能寬帶服務(wù)營(yíng)造電信寬帶價(jià)值空間CoretechrequirementSolution:IPV6/3/7交換ProductBusinesssolutionSolutionCiscorouterdayCiscoBBABSIPV6/VPN/SteamvideoCiscoBBACasestudyCiscoPRAnalysis–Actionanalysis第二十三頁(yè)，共三十頁(yè)。Feb.Mar.Apr.引領(lǐng)/塑造價(jià)值區(qū)間ProductBusinesssolutionSolutionCiscorouterdayCiscoBBABSIPV6/VPN/SteamvideoCiscoBBACasestudyFY03Q3BBAPRTactic第二十四頁(yè)，共三十頁(yè)。FSBPRFactorEventKeyMessageQ3FSB的傳播階段需要完成PRawareness到PRRelevance的轉(zhuǎn)變階段,傳播重點(diǎn)放Solution的推廣上為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò),以使機(jī)構(gòu)擺脫臃腫,工作運(yùn)營(yíng)增產(chǎn)/增效重點(diǎn)強(qiáng)調(diào)FSB路由器的Security解決方案在行業(yè)中的應(yīng)用CoretechrequirementSolution:/FSBupdatebriefingProductBusinesssolutionSolutionCiscoFSBupdatebriefingMediaworkshipCiscoFSBsolution(Security)LE&G3/FSI2CiscoPRAnalysis–Actionanalysis第二十五頁(yè)，共三十頁(yè)。Feb.Mar.Apr.提升企業(yè)網(wǎng)絡(luò)智商便捷實(shí)現(xiàn)睿智溝通ProductBusinesssolutionSolutionCiscoFSBupdatebriefingMediaworkshipCiscoFSBsolution(Security)LE&G3/FSI2FY03Q3FSBPRTactic第二十六頁(yè)，共三十頁(yè)。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(diǎn)工作為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò),以使機(jī)構(gòu)擺脫臃腫,工作運(yùn)營(yíng)增產(chǎn)/增效