Kapersky Lab

Topics: Antivirus software, Marketing, Kaspersky Lab Pages: 16 (5158 words) Published: June 20, 2013

BUS 260A Marketing
FALL 2012
Final Project

Aghakarim Orujov, Alina Kurisheva, Natalya Amirova,
Solongo Bayarma, Sergey Nikolenko

Date of preparation: September 9, 2012
Date of submission: December 6, 2012

Executive summary
Kaspersky Lab is an international group operating in almost two hundred countries and territories worldwide. The company’s headquarters are located in Moscow, Russia, from where it oversees global operations and business development. Kaspersky Lab offers a full variety of products for home, small offices, and businesses. Moreover, it has a diversified line of services specifically designed for digital immigrants (Kaspersky Anti-virus 2012, simple protection against viruses for one computer), digital natives and professionals (Kaspersky Pure, an integrated solution for optimized home network protection against online threats). Over 300 million people worldwide are protected by Kaspersky Lab products and technologies. There are localized versions of Kaspersky products for Russia, the United States of America, France, Spain, Poland, Turkey, Japan, India, and etc. However, in Bulgaria, area we want to focus on, Kaspersky lab official distributors do not provide variety of choices in Kaspersky Lab software in local language. Nowadays, customers, who are willing to use Kaspersky products, have to purchase a global version in English or Russian. Still, there are other companies who advertise their localized versions in the Bulgarian market. Although Kaspersky is not fully represented in the market it still holds a share mostly among digital natives. Considering the fact that Kaspersky Software is ranked as one of the best antivirus solutions in the world, we believe, it has a very high potential once it fully enters the Bulgarian market. Active promotion and advertisement are going to be used in our marketing plan to target digital natives and a new segment of customers - digital immigrants (older generation that has never used the product before due to the lack of Bulgarian version and advertising) in order to conquer Bulgarian market.

Table of Contents

1. Current Situation6
1.1. Description of the market6
1.2 Product Description7
1.3. Competition Review8
1.4. Distribution Review9
2. SWOT Analysis13
3. Marketing Strategy16
3.1. Product17
3.2. Promotion17
3.3. Place18
3.4. Price19
3.5. Action Plan21
4. Monitoring and Controls24

1. Current Situation
1.1. Description of the market
Antivirus or anti-virus software is software used to prevent, detect and remove malware, such as: computer viruses, spyware, worms, etc. Computer security, including protection from social engineering techniques, is commonly offered in products and services of antivirus software companies. Worldwide anti-virus software revenues hit $9 billion in 2009. According to analyst firm Gartner, the market is almost evenly split between enterprise and consumer sales, with shares of 51.5 per cent and 48.5 per cent respectively. The market of antivirus software can be as well split into two distinctive parts: commercial and free antivirus solutions. According to the research by Oesis OK the top four positions in the market now are occupied by free antivirus solutions, leaving the rest to commercial ones. The product we are going to discuss here is commercial, hence it worth mentioning its profitability. According to the company’s 2011 unaudited financial results, Kaspersky Lab’s global revenue grew by 14% compared to the previous year and reached $612 million, accounting for about 9% of the world’s market. In any market, it is essential that companies try to differentiate their products from the competition. In the antivirus market, each of the market leaders uses a different marketing tactic. For example, Symantec's marketing strategy seems to focus on the fact that it is the most widely used antivirus product. It refers to its...
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