Bus260a Final Report Kaspersky

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1

KASPERSKY LAB

BUS 260A Marketing

FALL 2012

Final Project

Aghakarim Orujov, Alina Kurisheva, atal!a Amirova,

Solongo Ba!arma, Serge! ikolenko

"ate o# $re$aration% Se$tem&er ', 2012

"ate o# su&mission% "e(em&er 6, 2012



2

Executive summary

Kas$ersk! La& is an international grou$ o$erating in almost t)o hun*re* (ountries an*

territories )orl*)i*e+ he (om$an!-s hea*.uarters are lo(ate* in Mos(o), /ussia, #rom )here it

oversees glo&al o$erations an* &usiness *evelo$ment+ Kas$ersk! La& o##ers a #ull variet! o#

$ro*u(ts #or home, small o##i(es, an* &usinesses+ Moreover, it has a *iversi#ie* line o# servi(es

s$e(i#i(all! *esigne* #or digital immigrants Kas$ersk! Antivirus 2012, sim$le $rote(tion

against viruses #or one (om$uter, digital natives an* $ro#essionals Kas$ersk! 3ure, an

integrate* solution #or o$timi4e* home net)ork $rote(tion against online threats+

Over 500 million $eo$le )orl*)i*e are $rote(te* &! Kas$ersk! La& $ro*u(ts an*

te(hnologies+ here are lo(ali4e* versions o# Kas$ersk! $ro*u(ts #or /ussia, the Unite* States o#

Ameri(a, Fran(e, S$ain, 3olan*, urke!, a$an, 7n*ia, an* et(+

8o)ever, in Bulgaria, area )e )ant to #o(us on, Kas$ersk! la& o##i(ial *istri&utors *o not

$rovi*e variet! o# (hoi(es in Kas$ersk! La& so#t)are in lo(al language+ o)a*a!s, (ustomers,

)ho are )illing to use Kas$ersk! $ro*u(ts, have to $ur(hase a glo&al version in 9nglish or

/ussian+ Still, there are other (om$anies )ho a*vertise their lo(ali4e* versions in the Bulgarian

market+ Although Kas$ersk! is not #ull! re$resente* in the market it still hol*s a share mostl!

among digital natives1+

:onsi*ering the #a(t that Kas$ersk! So#t)are is ranke* as one o# the &est antivirus

solutions in the )orl*, )e &elieve, it has a ver! high $otential on(e it #ull! enters the Bulgarian

market+ A(tive $romotion an* a*vertisement are going to &e use* in our marketing $lan to target

*igital natives an* a ne) segment o# (ustomers *igital immigrants ol*er generation that has

never use* the $ro*u(t &e#ore *ue to the la(k o# Bulgarian version an* a*vertising in or*er to

(on.uer Bulgarian market+

1 A digital native is a person who was born during or after the general introduction

of digital technologies and through interacting with digital technology from an early

age, has a greater understanding of its concepts.



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Table of Contents

1. :urrent Situation6

1.1. "es(ri$tion o# the market.........................................................................................6

1.2 3ro*u(t "es(ri$tion.................................................................................................7

1.3. :om$etition /evie)...............................................................................................8

1.4. "istri&ution /evie)...............................................................................................

2. S;O Anal!sis......................................................................................................... 13

3. Marketing Strateg!.....................................................................................................16

3.1. 3ro*u(t............................................................................................................. 17

3.2. 3romotion.......................................................................................................... 17

3.3. 3la(e................................................................................................................18

3.4. 3ri(e................................................................................................................ 1

3.!. A(tion 3lan........................................................................................................21

4. Monitoring an* :ontrols.............................................................................................. 24

A339"7<..................................................................................................................27

/9F9/9:9S............................................................................................................. 28





!

Einternationall! re(ogni4e*E, &ut asi*e #rom marketing slogans, the! seem to *o little else to tr!

to *i##erentiate themselves #rom the (om$etition+

he gro)th in use o# ne)l! intro*u(e* ele(troni( $ro*u(ts along )ith the (ontinuous use

o# so(ial net)orks o##ers ne) o$$ortunities #or (reating se$arate or integrate* solutions #or the

ne) a$$eare* threats+ 7t is (om$aniesD (han(e an* res$onsi&ilit! to .ui(kl! res$on* to the

in(reasing *eman* an* *evelo$ ne) $ro*u(ts+

1.$ Pro%uct escri!tion

Kas$ersk! La& o##ers a )i*e range o# $ro*u(ts an* solutions #or *i##erent kin*s o# (lients, )ith a

s$e(ial #o(us on small an* me*ium si4e* &usinesses, as )ell as home users+ Our $ro*u(ts #or

home users are *esigne* to $rovi*e high .ualit! $rote(tion against viruses, mal)ares, rojans

an* other mali(ious $rograms, as )ell as ha(ker atta(ks, s$am an* s$!)are+ As o# 2012, the line

o# homeuser $ro*u(ts (onsists o# Kaspersky PURE 2.0, Kaspersky OE, Kaspersky !nternet

"ec#rity and Kaspersky $nti%&ir#s 2012+ Kaspersky PURE 2.0, Kaspersky ' "ec#rity (or )ac,

Kaspersky ' )o*ile "ec#rity *elivers a*van(e* an* integrate* solution #or o$timi4e* home

net)ork $rote(tion against online threats+ his $ro*u(t is &estsuite* #or *igital natives )ho use

online &anking, sho$$ing an* so(ial net)orking on regular &asis+ 7t-s most (om$rehensive, eas!

tomanage 3: se(urit!+ Kaspersky OE , on the other han*, $rovi*es an eas! an* oneli(ense

$rote(tion #or all !our 3:s, Ma(s an* other $orta&le ele(troni( *evi(es+ ;ith Kaspersky OE ,

)hi(hever *evi(e !ou use to (hat, sur# or &ank, !our sa#et! is highl! ensure*+ Kaspersky !nternet

"ec#rity 201+ is a se(urit! solution that rigorousl! $rote(ts !our #iles an* !our i*entit! #rom

(!&er (riminals an* the latest mal)are atta(ks+ An* Kaspersky $ntivir#s 201+ is an e##e(tive

antivirus *e#en*er an* an antivirus solution )hi(h is eas! to manage+ Kaspersky "ec#rity (or

)ac uses &oth tra*itional an* (lou*&ase* te(hnologies to *eliver a*van(e* $rote(tion #rom



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kno)n threats an* ne) or emerging threats G in(lu*ing viruses, rojans, &ots, s$!)are an* more+

Kaspersky )o*ile "ec#rity ever! #ile, a$$li(ation, email atta(hment an* me*ia #ile is instantl!

s(anne* to kee$ !our An*roi* smart$hone $rote(te* against all the latest threats+ Kas$ersk!

small &usiness solution o##ers a highl! a##or*a&le )orl*(lass 3: an* server $rote(tion )hi(h is

eas! to use, install an* (on#igure+ ;ith the hel$ o# this $ro*u(t, small &usinesses (an monitor the

entire s!stem #rom a single 3: $er#orming all the tasks nee*e* to kee$ the (on#i*ential

in#ormation sa#e an* se(ure+ Moreover, its (ontrol over )e& an* a$$li(ation usage hel$s maintain

higher $ro*u(tivit! in )ork$la(e+

1.&. Com!etition Revie'

Kas$ersk! is (urrentl! )orking in almost 200 (ountries an* has a$$roCimatel! 500

million users )orl*)i*e+@ 7t-s (urrentl! ranke* as #ourth on )orl* antivirus so#t)are ranking+

9ven though Kas$ersk! is )orl* kno)n #or its .ualit! es$e(iall! s(anning s!stem it has

(urrentl! onl! 6+2 o# overall ;orl*)i*e Antivirus Market share a((or*ing to O3S;A+ ? 7# )e

(om$are the statisti( to $revious !ears )e (an see that it *i*n-t (hange+ ;hile su(h antiviruses

like Avast Mi(roso#t an* 9S9 gaine* in(rease in market share an* su(h so#t)are (om$anies

like M(a#ee or AH> lost some $ositions Kas$ersk!-s share *i*n-t have signi#i(ant (hanges+

he market targets o# Kas$ersk! are users )ho )ant save antivirus that )ill e##e(tivel!

$rote(t their s!stems #or a long time+ Kas$ersk! (lients are rea*! to $a! #or the $ro*u(t+ he

$ro*u(ts are not eC$ensive es$e(iall! #or home use+ 8o)ever, it-s kno)n that Kas$ersk! *oesn-t

have #ree $ro*u(ts an* onl! trial versions o# antivirus are #or #ree+ here is no nee* to mention

the .ualit! *i##eren(e &et)een those trials an* real versions+ Antiviruses like Avast an* AH> on

4 )))+kas$ersk!+(om

! htt$%II)))+o$s)at+(omIa&outIme*iaIre$ortsIantivirusse$tem&er2012

http://www.kaspersky.com/

http://www.opswat.com/about/media/reports/antivirus-september-2012

http://www.kaspersky.com/




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the other han* have #ree e*itions )hi(h seem to &e enough to have a goo* $rote(tion #or home

(om$uter+ here#ore users )ho *on-t (are a&out .ualit! an* look #or #ree $ro*u(ts $re#er these

e*itions+

Another reason )h! Kas$ersk! is not num&er one on market is that in orth Ameri(an

market it has &a* $o$ularit! #or several in(i*ents+ One o# them is s(an*al )ith Jango so#t)are

)hi(h sue* Kas$ersk! #or setting o&sta(les )ith its $ro*u(ts to install Jango on (om$uters+

Moreover rumors that Kas$ersk! is (reating viruses to in(rease sales &rought Kas$ersk! to

having onl! 5+2 o# orth Ameri(an AntiHirus Market+

:om$etitors o# Kas$ersk! La& in Bulgaria are )orl*)i*e antivirus (om$etitors+ 9S9

an* Avast alrea*! have Bulgarian versions o# their antivirus $ro*u(ts+

1.(. istribution Revie'

Kas$ersk! La& *istri&utes its $ro*u(ts &oth though online selling an* though

interme*iaries an* $artners o##line+

)nline. Online *istri&utors, online sho$s, #ree trials, an* a##iliate an* internet $artners are

main (hannels o# online *istri&ution+ Online *istri&utor $romotes the ele(troni( versions o#

Kas$ersk! La& so#t)are in the 7nternet through the *evelo$ment an* maintenan(e o# its o)n

net)ork o# online resellers, as )ell as im$lementing their o)n marketing (am$aigns an*

su$$orting Kas$ersk! La& marketing a(tivities+ Moreover, Kas$ersk! La& $ro*u(ts (an &e

$ur(hase* *ire(tl! on the o##i(ial )e&site, &! (li(king on the region an* sele(ting (ountr! #rom

the *ro$*o)n menu+ Furthermore, Kas$ersk! La&Ds $ro*u(ts have thirt! *a!s #ree trial version

o# antivirus $rograms, availa&le #or *o)nloa*ing on the o##i(ial )e&site+ 7n a**ition to that,

Kas$ersk! La& $rovi*es $romotional materials an* (om$rehensive su$$ort #or all $artners, )ho

)oul* like to earn mone! &! $romoting an* selling $ro*u(ts on their )e&sites+



8

)ffline. O##line main (hannels o# *istri&utions are o##line *istri&utors, a##iliate $artnershi$,

Original 9.ui$ment Manu#a(turer $artnershi$ O9M, $rivate la&eling, an* (o&ran*ing re

&ran*ing+ Kas$ersk! has $artners )ith the *istri&ution status, a (om$an! that has a (ontra(t )ith

Kas$ersk! La& an* o$erates all su$$lies eC(lusivel! through its $artner net)ork+ he main

$ur$ose o# the *istri&utor is the *evelo$ment o# the $artner net)ork #or the *issemination o#

Kas$ersk! La& $ro*u(ts+

Kas$ersk! also o##ers to join its a##iliate $rogram, )hi(h $ur$ose is to &uil* valua&le

$artnershi$s that )ill hel$ $romote sales o# Kas$ersk! La& $ro*u(ts+ 7n return #or marketing

Kas$ersk! $ro*u(ts, $artners re(eive a (ommission o# ever! sale the! $romote+ Kas$ersk! La&s

$artners throughout the )orl* ensure a lo(al $resen(e )here (ustomers have *ire(t a((ess to the

latest te(hnologies, eC$ertise #rom Kas$ersk! La&s an* Kas$ersk! La& s$e(ialists to (onsult

)ith+ 3artners re(eive eCtensive su$$ort, ranging #rom training to te(hni(al su$$ort an*

marketing materials+

O9Ms are manu#a(turers )ho resell another (om$an!Ds $ro*u(t un*er their o)n name

an* &ran*ing+ Kas$ersk! La& *elivers O9M an* (ustomi4e* solutions #or (om$anies intereste*

in integrating its te(hnologies+ Moreover, S$e(i#i( Kas$ersk! La& $ro*u(ts ma! &e re*esigne*

an* #urther *istri&ute* via retail an*Ior online stores, as $art o# a multiven*or allinone &oC or

as a stan*alone $ro*u(t $romote* un*er a $artner-s &ran*+

istribution in Bul*aria. On O(to&er 0, 200' ASB7S, an eC$ert in the 7n#ormation

e(hnologies 7 $ro*u(ts *istri&ution to the 9M9A emerging markets, signs an agreement )ith

Kas$ersk! La& to get the status o# Haluea**e* "istri&utor o# Kas$ersk! $ro*u(ts in Bulgaria

an* /omania+6 he ke! #o(us #or ASB7S is a highl! (om$etitive market an* the Kas$ersk!

6 htt$%II)))+as&is+ieIne)sI$ressIASB7SHalueA**e*"istri&utorKas$ersk!La&

http://www.asbis.ie/news/press/ASBIS-Value-Added-Distributor-Kaspersky-Lab





solutions #or 7 se(urit! are availa&le to Authori4e* /esells in Bulgaria an* /omania through the

)i*e (or$orate an* (onsumer (hannels o# ASB7S net)orks+ Also the (ustomers o# Kas$ersk!

solutions (an get the signi#i(ant sales, marketing an* te(hni(al su$$ort+

"ossev:o is another o##i(ial *istri&utor o# Kas$ersk! La& $ro*u(ts an* servi(es in Bulgaria+

"ossev:o *istri&utes $ro*u(ts through their )e&site% htt$s%II)))+lekarstvo+(omI, having same

#eatures as o##i(ial )e&site o# Kas$ersk! La&, like #ree *o)nloa*s o# trial antivirus versions+ 7n

a**ition, "ossev:o has o##i(es all over Bulgaria in So#ia, 3lov*iv, Blagoevgra*, Karlovo an*

et(+

"es$ite huge interest o# *istri&ution o# Kas$ersk! La& $ro*u(ts an* servi(es on the

o##i(ial )e&site o# Kas$ersk! La&, a#ter (hoosing EBulgariaE #rom the *ro$*o)n menu as

region, the language on the )e&site an* the language o# the $ro*u(t remain 9nglish+ So, i#

(ustomer #rom Bulgaria )ants to $ur(hase a $ro*u(t #rom the )e&, there )ill &e onl! /ussian or

9nglish versions o# the $ro*u(t+

istribution *ro't" revie'. Kas$ersk! La& is $lanning a #or(e#ul (hannel eC$ansion on

an international level+ A#ter $osting re(or* revenue o# =612 million in 2011, Kas$ersk! is

$lanning to arm $artners )ith a )i*e variet! o# tools an* ta(ti(s to *rive (ustomer gro)th+

Kas$ersk! La&-s annual $artner (on#eren(e, )hi(h took $la(e in the Bahamas #rom Ma! 1015,

2012, reveale* numerous $rograms #or the (om$an! an* its $artner net)orks, in(lu*ing ne)

sales ena&lement tools an* initiatives, an* marketing a*van(ements+

B! 2012, the Kas$ersk! team is targeting =?0 million in total sales &ookings, an* =1

&illion &! the en* o# 201@, a((or*ing to "ave 9ggers, :FO o# Kas$ersk! La&s+ 7n or*er to rea(h

these goals, sales an* marketing teams a(ross the (hannel )ill (olla&orate to *evelo$ &ran*

7 htt$%II(hannelmarketerre$ort+(omI2012I0?Ikas$ersk!$re$ares$artners#ora((elerate*gro)thinen*$ointse(urit!)itheC$an*e*salesan*marketing$rogramsI

https://www.lekarstvo.com/

http://channelmarketerreport.com/2012/05/kaspersky-prepares-partners-for-accelerated-growth-in-endpoint-security-with-expanded-sales-and-marketing-programs/



https://www.lekarstvo.com/





1"

re(ognition, as )ell as lo!alt!+

he $rograms Kas$ersk! La&s $lans to im$lement an* rela! to its net)orks o# $artners

in(lu*e% initiating an* maintaining relevant *ialog )ith (ustomers rea##irming Kas$ersk! an* its

$artners- $ositions as thought lea*ers in the en*$oint se(urit! s$a(e an* utili4ing thought

lea*ershi$ (ontent an* e*u(ational tools to *rive *eman*+



11

$. S+)T Analysis

:onsi*ering the strong $osition an* su((ess o# the Kas$ersk! La& in the international an*

#oreign markets, letDs see )hat the Bulgarian market has to o##er%

!nternal "trengts

• he )orl*-s largest $rivatel! hel* ven*or o#

en*$oint $rote(tion solutions

o$ $la(e in the glo&al ranking o# antivirus

ven*ors

• 1? !ears o# eC$erien(e an* gaine* kno)le*ge

• 7nternationall! re(ogni4e* $ro*u(t

• 9##e(tive an* #ast *ete(tion o# threats in real

time

• User#rien*l! inter#a(e

• 8as #eatures #or a*van(e* users

!nternal -eaknesses

• Might &e *i##i(ult to *ete(t ne) an* latest

viruses, rojans an* )orms #nless

c#stomers #pdate teir vir#s data*ases

on reg#lar *asis

• Kas$ersk! La& *oes not have #ree anti

viruses, onl! trial versions o# the

$ro*u(ts an* Mal)are /emoval ools'

are #ree10

• Kas$ersk! La& *oes not have man!

(hoi(es o# its $ro*u(ts in Bulgarian

language11

8 htt$%II)))+kas$ersk!+ruI)h!Nlea*ershi$

,al'are Removal Tools G are virus#ighting utilities that are ma*e to remove s$e(i#i( virus, unlike

antivirus, that is use* to $revent, *ete(t an* *elete an! t!$e o# viruses, rojans, )orms, s$!)are, an* et(+

1" htt$%II)))+kas$ersk!+(omI*o)nloa*sI#reeantivirustools

11 )))+lekarstvo+(om

http://www.kaspersky.ru/why_leadership

http://www.kaspersky.com/downloads/free-antivirus-tools

http://www.lekarstvo.com/

http://www.kaspersky.ru/why_leadership

http://www.kaspersky.com/downloads/free-antivirus-tools




12

• ot heavil! a*vertise*

• arro) $ro*u(t line o##ere* to Bulgarian

(ustomers

Eternal Opport#nities

• :a$ture the li#etime value o# alrea*! eCisting

Bulgarian (ustomers &! o##ering o##i(ial

(ustomer su$$ort an* s$e(i#i(all! *esigne*

o##ers

• arget ne) segments o# the market,

s$e(i#i(all! *igital immigrants an* s$eakers

o# Bulgarian onl!+

• 7ntegration )ith internet servi(e $rovi*ers,

so#t)are (om$anies orIan* s(hools

• >ain a &igger market share in eC$ense o# other

(om$etitors *ue to the su$erior .ualit! o# a

$ro*u(t an* strong re(ognition o# its

eC(ellen(e in the )orl*

• O##er more $ro*u(ts translate* into Bulgarian

Eternal /reats

• 8eav! (om$etition )ith #ree antivirus

$rovi*ers

• here are (om$etitors 9S9, AH>,

Avast that have alrea*! targete*

Bulgaria an* $ossess $ro*u(ts in

Bulgarian language

• Most antiviruses are $ur(hase* )ith one

!ear su&s(ri$tion, )hi(h might slo) the

rate o# $enetration in the market on the

#irst stage+



13

• est the marketing strateg! on the Bulgarian

market in or*er to im$rove it #or #urther

Balkan eC$ansion

• 3ossi&ilit! to test *ou&ta&leIne) $ro*u(ts on

the market, sin(e the (ost o# a #ailure is smaller

as the market is (om$arativel! small

• Laun(h a line o# &ran* mer(han*ise+

P Kas$ersk! is going to eC$an* to the Bulgarian Market, )here average in(ome is lo)er

than in *evelo$e* e(onomies+ 9ven though $a(ks o# Kas$ersk! $ro*u(t are not ver! eC$ensive

starting #rom @0=12, #ree antivirus solutions are strong (om$etitors+ As eCam$les Avast an*

AH> antivirus so#t)are have #ree e*itions )hi(h (an &e easil! *o)nloa*e* #rom their o##i(ial

)e& sites+ 7n some (ases the! are kno)n as less e##e(tive+

Moreover, (om$etitors are alrea*! )orking in Bulgarian market #or a (ou$le o# !ears+ 7n

2010 Mi(roso#t laun(he* #ree antivirus $rogram )hi(h ha* #ourteen ne) languages a**e* to

$revious version an* Bulgarian )as among those languages+15 Avast an* 9S9 la&s also

*evelo$e* an* laun(he* Bulgarian versions o# their $ro*u(ts a (ou$le !ears ago+ Kas$ersk! has

to hurr! in or*er to (at(h u$+

12 htt$%II)))+kas$ersk!+(omIantivirus

13 htt$%II)))+novinite+(omIvie)Nne)s+$h$Qi*R1151??

http://www.kaspersky.com/anti-virus

http://www.novinite.com/view_news.php?id=113155

http://www.kaspersky.com/anti-virus




14

&. ,ar#etin* Strate*y

)b-ectives

Kas$ersk! o&je(tives #or the #irst three !ears o# o$eration in(lu*e%

• o (reate a servi(e &ase* (om$an! )hose num&er one goal is (ustomer satis#a(tion+

• o in(rease the num&er o# our (lients &! 20 *uring the #irst !ear an* kee$ sta&le

in(rease o# ? *uring remaining t)o !ears &! $rovi*ing .ualit! $ro*u(ts an* su$erior

servi(e+

•Unit sales volume in(rease &! 10+

Positionin*

o*a!, Kas$ersk! is #irml! $ositione* as one o# the )orl*-s to$ #our lea*ing ven*ors o#

en*$oint se(urit! so#t)are+ For all si4e o# &usiness (ustomers Kas$ersk! La& o##ers o$timi4e*

se(urit! suites (orres$on*ing (ustomers- nee*s to maCimi4e &usiness $ro*u(tivit! an* to lo)er

the total (ost o# $rote(tion $rovi*ing to (ustomers%

Best (or$orate $rote(tion #or multi$lat#orm 7 in#rastru(ture #rom )orl*(lass eC$erts

9##i(ient managea&ilit! solutions )ith )i*e intero$era&ilit! (a$a&ilit!

ruste*, #ast an* res$onsive glo&al su$$ort+

Tar*etin*

arget market an* segment targete* &! Kas$ersk! are all (om$uter users, &oth net&ooks,

note&ooks, 3:s, an* servers+ Kas$ersk! rea(h all eCisting so(ieties+ Our market share is the

(onsumers )ho are $arti(ularl! vulnera&le to viruses an* other threats+ Moreover, #or a*vertising

(am$aigns )e highlight t)o grou$s% *igital immigrants an* *igital natives+





16

*i##erentiation+ ;e (an a(hieve this goal &! using various integrate* (ommuni(ations tools su(h

as online marketing, so(ial me*ia an* $u&li( relations+ 7n or*er to su((ee* in Bulgarian market,

*i##erent kin*s o# me*ia (an &e use* to rea(h *i##erent target grou$s+ A#ter (hoosing the right

means o# a*vertising, )e )ill (reate an attention gra&&ing an* a$$ealing a*vertising messages

)hi(h )oul* result in &ran* a)areness an* #urther $ur(hase *e(ision+ ;e (an $la(e our

a*vertisements on so(ial net)orks Fa(e&ook, M!S$a(e, svejo+net, an* et( an* )e&sites o#

(om$uter retailers Stealte(h :om$uters, So#ia (om$uters, an* et( that *ire(t the (ustomer to

the o##i(ial or *istri&uter-s )e&site #or $ur(hase $ur$oses+ Also $utting our a*vertisements in

high te(h maga4ines (an &e an e##e(tive )a! o# attra(ting *igital natives+ Unlike *igital natives,

*igital immigrants #eel sa#er )ith the $h!si(al mani#estation o# the $ro*u(t+ here#ore, )e (an

lo(ate our $ro*u(ts in s$e(ialt! stores at lo)er $ri(e to rea(h *igital immigrants+ As *igital

immigrants make u$ a small $ro$ortion o# te(hnolog! users (om$are* to *igital natives, most o#

our (am$aigns )ill &e *ire(te* to)ar*s *igital natives+ Further on, )e shoul* make sure the

(ustomers (ome &a(k &! (ontinue *elivering high value an* satis#a(tion to (ustomers+ Kas$ersk!

&ran* is esta&lishe* in Bulgarian market, )e )ill en(ourage the use o# $u&li( relations, )hi(h

(an hel$ us &uil* (lose ties )ith (ustomers an* im$rove the image o# the (om$an!+

&.& Place

For the Bulgarian market our *istri&ution o&je(tives to rea(h &oth *igital natives an*

*igital immigrants+ Sin(e these are t)o *i##erent segments o# market, the a$$roa(h )ill also &e

*i##erent+ For *igital natives the main $la(e o# *istri&ution )ill &e online (hannels, as the $ro*u(t

is set to #ight online threats, hen(e ever! $otential user has an a((ess to internet+ For *igital

immigrants )e shoul* look u$ the o$$ortunit! o# $h!si(al (hannel o# *istri&ution, &e(ause

*isregar*ing the in(om$ati&ilit! o# the $ro*u(t )ith the te(hni(al $rogress, this generation #eels



17

sa#er, i# it has the $h!si(al mani#estation o# the goo* in their han*s+

Both (onventional *istri&ution an* *ire(t marketing )ill &e use*, as )ell as $h!si(al an* online

*istri&ution as ea(h (hannel s!stem rea(hes a *i##erent segment o# target (ustomers+

)nline mar#etin* C"annels. Kas$ersk! La& )e&site% o rea(h our target (ustomers,

the translation o# the o##i(ial )e& site on the Bulgarian language is nee*e* mostl! #or el*er

generation+ 7nterme*iaries% Bulgarian *istri&utor-s "ossev:o )e&store )))+lekarstvo+(om

P"ysical ,ar#etin* c"annels Conventional %istribution. /etailers% s$e(ialt! stores

e(hno$olis, e(hnomarket mostl! #or *igital immigrants+ 7nterme*iaries% Halue a**e*

*istri&utors- "ossev:o o##i(e in So#ia+

&.(. Price

7n (ase o# Kas$ersk! La&s an* its $ro*u(ts the $ri(e shoul* &e )isel! (onsi*ere*+ he

$ro*u(ts o# Kas$ersk! are kno)n )orl*)i*e as high(lass high.ualit! antivirus solutions, so

an! $ri(e set shoul* su$$ort the image o# a $ro*u(t+ On the other han*, in our marketing strateg!

)e are tr!ing to enter the Bulgarian market an* target ne) grou$s o# (ustomers that might &e

*es(ri&e* as $ri(e (ons(ious+

One shoul* note that *i##erent $ri(e $oli(! #or the same $ro*u(t sol* in *i##erent

geogra$hi( lo(ations is alrea*! im$lemente* &! the (om$an!, so #or eCam$le, the Kas$ersk!

7nternet Se(urit! in the US (osts aroun* 0 US", )hile in 7n*ia it (osts less+ Another thing to

note is that Kas$ersk! o#ten *is(ounts its $ro*u(ts *uring tra*itional holi*a! an* sales seasons to

su$$ort higher *eman* an* meet the market (on*itions+

he (urrent (ustomers o# Kas$ersk! in Bulgaria are those that $ur(hase* the international

version o# $ro*u(ts through the o##i(ial )e&site or &ig retailers at the international $ri(e+





18

8o)ever, those (onsumers a((ount onl! #or a small $ortion o# (urrent sales an* stan* #or a small

num&er o# target au*ien(es in Bulgaria+ here#ore in or*er to gain a market share an* (reate sales

the lo(al $ri(e shoul* &e lo)ere* an* &e a##or*a&le to the target+

aking into a((ount all mentione* a&ove the suggeste* regular $ri(es #or 1 3: li(ense #or

1!ear sol* online shoul* &e the #ollo)ing%

Kas$ersk! T AntiHirus 2015 G @' B>

Kas$ersk! T 7nternet Se(urit! 2015 G 6' B>

Kas$ersk! T 3U/9 2+0 G ' B>

Kas$ersk! T O9 G ' B>

Kas$ersk! T Se(urit! #or Ma( G ' B>

Kas$ersk! T Mo&ile Se(urit! G 2' B>

he suggeste* $ri(es are set &! (om$aring the market (on*itions an* o##i(ial $ri(es #or

the $ro*u(ts in the #ollo)ing regions% USA international $ri(e, /ussia, /omania, urke!+ he

regular $ri(es meet the #ollo)ing (riteria%

1+ he lo(al $ri(e is marke*l! less than the international $ri(e+

2+ he lo(al $ri(e is a me*ium &et)een the /omanian an* urkish $ri(es+

5+ he $ri(e *i##eren(e among the *i##erent mo*i#i(ations is $ro$ortional to that in the other

markets+



1

Another a$$roa(h to a $ri(e that has to &e use* in our market is $ri(e *is(ounts #or

instan(e stu*ent *is(ounts+ Using this a$$roa(h )ill serve our goal in the #ollo)ing )a!s%

1+ 7t )ill allo) to gain (ustomers #rom a lo)er $ri(e segment

2+ 3ri(e $romotions *uring the s$e(i#i( time $erio*s )hen it-s time to rene) the su&s(ri$tion

)ill en(ourage ne) (ustomers to s)it(h to our $ro*u(ts+

5+ 9n(ouraging &u!ing li(enses #or more than one (om$uter &! o##ering a lo)er $ri(e $er unit+

@+ Allo)ing &ig retailers selling at a lo)er $ri(e in eC(hange #or large volumes sol*+

he overall $ri(e strateg! shoul* &e su$$orte* &! all other marketing means an* shoul* &uil* a

strong $ositive image o# the (om$an!+

&./. Action Plan

A#ter s(ru$ulous market an* (om$etition resear(h the Kas$ersk! )ill &e intro*u(e* in

Fe&ruar!, 2015+ Follo)ing are summaries o# the a(tion $rograms )e )ill use *uring the #irst !ear

to a(hieve our state* o&je(tives+

0anuary $21& 3ebruary $21& ,arc" $21& A!ril $21&

Action 1 ;e )ill laun(h a

servi(e sales

a*vertising an*

$romotion (am$aign

at the major Bulgarian7 tra*e sho) to

e*u(ate *ealers an*

generate (hannel

su$$ort #or the servi(e

to &e laun(he* in

Fe&ruar!+

Anal!4e e##e(tiveness o#

$rinte* material han*e*

*uring the tra*e sho),

re*esign i# nee*e* an* start

an integrate* $rint(am$aign targeting *igital

immigrants+ he (am$aign

)ill sho) )hat $ro*u(tsI

servi(es )e $rovi*e as )ell

as the .ualit! an* &ene#its

the! (an get+

;e )ill sen* emails an* #l!ers to

$otential (ustomers+

:reate master e*itorial lists #or

relevant tra*e journals+





21

(. ,onitorin* an% Controls

Kas$ersk! anti(i$ates several $otential (hallenges it )ill #a(e a#ter *ee$ (on(entration on

the Bulgarian market+ First (hallenge to #ight is illegal versions o# Kas$ersk! $ro*u(ts+ 7n

eastern 9uro$ean (ountries itDs ver! $o$ular to sim$l! *o)nloa* illegal $ro*u(ts an* versions

#rom $irate )e& sites than &u! original $ro*u(ts+ Sometimes users justi#! it &! high $ri(e o#

li(ense* $ro*u(ts+ 8o)ever, Kas$ersk! $ro*u(ts are not so eC$ensive an* (om$an! (annot

*e(rease $ri(es #urther+ Moreover, illegal versions o# $ro*u(t *amage Kas$ersk!Ds re$utation

)hen users get *isa$$ointe* )ith them+

A(tions that )ill &e taken are% motivating $otential &u!ers &! high value o# $ro*u(t in relative to

illegal (o$! an* uniting )ith other antiviruses an* so#t)are *evelo$ers in or*er to $ut $ressure

on Bulgarian government, to make them $ut stri(ter restri(tion o# illegal *o)nloa*+ On the other

han*, it ma! turn out that (om$etitors ma! start their o)n a*vertisement (am$aigns on our

aggressive marketing+

Another (hallenge )oul* &e to o$en a (enter in So#ia )hi(h )ill &e run &! high.uali#ie*

s$e(ialists+ 7tDs ne(essar! #or &etter servi(e, to have o##i(e in Bulgaria+ For the initial $erio*

/ussian s$e(ialists )ill )ork there &ut kee$ing there too long #oreigners is (ostl!+ So, )e shoul*

hire high.uali#ie* Bulgarian s$e(ialists+ 7n or*er to *o that )e have to start )ith internshi$s #or

:om$uter S(ien(e stu*ents in or*er to raise our em$lo!ee generation+ Kas$ersk! )oul* $a! its

attention mostl! to AUB> stu*ents majoring in :om$uter S(ien(e an*Ior 7n#ormation S!stems+

his )ill also hel$ Kas$ersk! in terms o# goo* image an* 3u&li( /elations+

Kas$ersk! La& (an ensure the soun*ness an* e##e(tiveness o# its marketing $lan through

the use o# e##i(ient monitoring an* (ontrol tools+ here are several tools )e (an use to tra(k the

e##e(tiveness o# our marketing $lan in the Bulgarian market+ First o# all, )e (an use )e&



22

anal!ti(s to get *etaile* re$orts on Kas$ersk!-s )e&site su(h as num&er o# *ail! visits, )e&site

tra##i( an* time s$ent on )e&site &! geogra$hi( regions+ ;e& anal!ti(s is es$e(iall! use#ul #or

evaluating the e##e(tiveness o# *is$la! a*vertising (am$aign+ 7t hel$s us estimate ho) tra##i( o# a

)e&site (hanges a#ter the laun(h o# a ne) a*vertising (am$aign an* ho) $eo$le arrive at our

)e&site+ 7# )e #in* out that most o# the visitors are *ire(te* to our )e&site through the a*s on

so(ial net)orks, )e (an (hoose to *e(rease our online a*s an* $romotions on other )e&sites+

Moreover, sales monitoring (an &e use* to kee$ tra(k o# the e##e(tiveness o# the

marketing $lan+ Kas$ersk! (an make use o# sales *ata &! (om$aring the a(tual sales at the en* o#

(ertain $erio* to the marketing $lan $roje(tions to see i# an! (hange nee*e* to &e ma*e+

Another )a! to monitor the e##e(tiveness o# our marketing e##orts is surve!ing the (ustomers+

here (oul*n-t &e a &etter )a! to kno) )hat (ustomers think rather than asking them+ Moreover,

the surve! (an in(lu*e not onl! the eCisting (ustomers &ut the )hole target au*ien(e+ he surve!

(an take *i##erent #orms su(h as% online .uestionnaire, )here (ustomers are aske* to evaluate

their &u!ing an* using eC$erien(e )ith the $ro*u(t instore surve! (on*u(te* &! the sales sta##

in or*er to &etter un*erstan* the )ants an* nee*s o# the (ustomers a mail surve!, sent &! the

(ustomer to the (om$an! in return #or a (han(e to )in some $ri4e an* o# (ourse (ustomer

su$$ort (all(enter that )oul* (olle(t (om$laints an* a((e$t suggestions+ Another a*vantage o#

surve!s is that it allo)s (olle(ting &oth kin*s o# *ata% .uantitative an* .ualitative+ As in an!

other (ase the &igger the surve!e* au*ien(e the more relia&le re(eive* *ata+ 8o)ever, the most

im$ortant role o# the (ontrol is to take a re.uire* a(tion &ase* on the o&servation an* anal!sis+

Be#ore laun(hing an! marketing (am$aign there shoul* &e set a (ertain (riteria #or ea(h o# the

a(tions+ he (riteria shoul* eC$li(itl! *es(ri&e the *esire* result an* the (on*itions o# a #ailure+

7n (ase monitoring sho)s that some marketing e##orts are ine##e(tive in the short run an* the



23

long run su((ess is not ver! likel!, su(h a (om$onent o# a marketing miC shoul* &e a&an*one*,

an* i# $ossi&le, re$la(e* &! more e##e(tive ones+





2!

Exam!le of Creative A%vertisement

Pict#re 1. )b-ective of t"e )nline A%vertisement+ o *emonstrate that Kas$ersk! $ro*u(t

solutions o##er stronger $arental (ontrol an* i*entit! the#t $revention through an onlineonl!

(am$aign+1@

Solution. o gra& attention, some highl! emotive animations )ere use* that &reak *o)n the

&arrier, )here users o#ten #eel #ar too se(ure in #ront o# their (om$uter s(reen+

14 htt$%II)))+**m+(o+ukI(asestu*!Ikas$ersk!



26

References

htt$%II)))+as&is+ieIne)sI$ressIASB7SHalueA**e*"istri&utorKas$ersk!La&

htt$%II(hannelmarketerre$ort+(omI2012I0?Ikas$ersk!$re$ares$artners#ora((elerate*gro)th

inen*$ointse(urit!)itheC$an*e*salesan*marketing$rogramsI

htt$%II)))+**m+(o+ukI(asestu*!Ikas$ersk!

)))+gartner+(om

)))+kas$erk!+(om

)))+ne)s+te(h)orl*+(om

htt$%II)))+o$s)at+(omIa&outIme*iaIre$ortsIantivirusse$tem&er2012

)))+lekarstvo+(om

htt$%II)))+novinite+(omIvie)Nne)s+$h$Qi*R1151??




http://www.ddm.co.uk/case-study/kaspersky

http://www.gartner.com/

http://www.kasperky.com/

http://www.news.techworld.com/







http://www.ddm.co.uk/case-study/kaspersky

http://www.gartner.com/

http://www.kasperky.com/

http://www.news.techworld.com/




Documents

Bus260a Final Report Kaspersky