Case Name :      Agilent Technologies

Authors :           Jeff Saperstein, Camilla Burg, Anamika Ghosh, Maria Del Carmen Arenas

Source :             Ivey Publishing

Case ID :            904A04

Discipline :        Marketing

Case Length :    29 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Agilent Technologies was spun off from Hewlett-Packard (HP) 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 on the multiple business sectors. Agilent was intended to establish itself as a separate company from HP while still continuing in the HP 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.