Case Detail

Case Summary

Video Surveillance Innovation: Anixter Closed-Circuit Twisted Pair System (CCTP)

Case Number: 5-404-757, Year Published: 2004

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Authors: Alice Tybout; Bridgette Braig

Key Concepts

Advertising, Product Development, Market Opportunity, Targeting

Abstract

CCTP is a security system that runs traditional closed-circuit TV cameras over a single cable, making security systems look more like computer networks than a cumbersome set of power, video, and camera control cables and monitors. It is part of the Communications division at Anixter. CCTP is a business-to-business play, targeting directors and executives in private and public sectors responsible for security. The case traces the development of the CCTP opportunity, which was driven by a shift in the typical person in charge of security; since 9/11 the role has been assumed by IT personnel rather than physical security groups. Students are asked to evaluate the positioning and advertising for the CCTP product and assess how well the ads carry the positioning while meshing with the Anixter corporate positioning, as well as staving off inevitable competitors.

Number of Pages: 6

Extended Case Information

Teaching Areas: Marketing

Geographic: US/Global

Industry: Security Systems

Organization Name: Anixter

Organization Department: Communications-Security Group

Organization Size: Large

Year of Case: 2004