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Case
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Reference no. 9B04A004
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2003
Version: 2004-02-17
Length: 29 pages
Data source: Field research

Abstract

Agilent Technologies was spun-off from Hewlett Packard in an effort to establish a new brand in the high-tech industry. The senior director of global brand management was reflecting on the company''s challenges in focusing its worldwide marketing effort in the multiple business sectors. Agilent was intended to establish itself as a separate company from Hewlett Packard while still continuing in the Hewlett Packard tradition of excellent customer service and reliability. Now, with smaller advertising and marketing budgets, downsizing of the company, fierce competitive pricing and service, and an evolution from within Agilent Technologies to provide more service and knowledge through its web site, the marketing and communications challenges have changed since the company''s introduction.
Location:
Industry:
Size:
Large
Other setting(s):
2003

About

Abstract

Agilent Technologies was spun-off from Hewlett Packard in an effort to establish a new brand in the high-tech industry. The senior director of global brand management was reflecting on the company''s challenges in focusing its worldwide marketing effort in the multiple business sectors. Agilent was intended to establish itself as a separate company from Hewlett Packard while still continuing in the Hewlett Packard tradition of excellent customer service and reliability. Now, with smaller advertising and marketing budgets, downsizing of the company, fierce competitive pricing and service, and an evolution from within Agilent Technologies to provide more service and knowledge through its web site, the marketing and communications challenges have changed since the company''s introduction.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2003

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