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Tài liệu Marketing plan for kaspersky anti virus software

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Page 2 of 31 Acknowledgement I would like to express my sincere thanks to professors of Solvay Business School – University of Brussels for the profound knowledge that they managed to impart to me, for the time they had spend to instruct me. My thanks are reserved for Mr.Ngo Tran Vu for his advice on conducting choosing the topic and his recommendation to help me finish my final project. I would also like to extend my gratitude to colleagues and friends, who helped me to complete the questionaires. My deepest gratefulness goes to Professor Lê Thái Thường Quân, lecturer of the Ho Chi Minh City Open University and aslo my tutor, who enthusiastically helped me from project outline until to project finishing. Lastly, I would also like to thank Mr.Serge Bywaski and Ms.Nguyen Thi Mong Thuy, Ms. Le Thi Ngoc Hien, our co-ordinators, who have been with us throughout the course, for their enthusiastic connection between the class and Solvay professors. Bui Huong Thanh (Ms.) Page 3 of 31 Tutor’s comment Comment on project Marketing Plan for Kaspersky Anti-Virus Software By Bui Huong Thanh This is practical project for real business situation. Although there are many rooms for improvement in the report, it covers basic information and analysis which bases on survey data and gives sensible suggestions. Le Thai Thuong Quan Page 4 of 31 Table of content EXECUTIVE SUMMARY - Page 7 INTRODUTION - Page 8 1. Introduction - Page 8 2. Objectives of the project - Page 8 3. Project scope - Page 8 NAM TRUONG SON CORPORATION & KASPERSKY LAB - Page 10 1. Company profile - Page 10 2. Kaspersky Lab Vietnam mission - Page 11 3. Kaspersky Lab Vietnam vision statement - Page 11 MARKET ANALYSIS - Page 12 1. Macro-environment analysis – SLEPT - Page 12 2. Micro-environment analysis – Porter Five Forces - Page 13 3. General anti-virus market - Page 14 4. Customer demand - Page 15 5. Competitor analysis - Page 16 6. Consumers behavior - Page 18 MARKETING PLAN FOR KASPERSKY ANTI-VIRUS - Page 21 1. Company SWOT analysis - Page 21 2. Marketing strategy - Page 22 2.1 Product - Page 22 2.2 Price - Page 23 2.3 Positioning - Page 24 2.4 Promotion - Page 24 2.5 Place - Page 27 3. Break-event analysis: - Page 27 CONCLUSION - Page 28 APPENDIX - Page 30 Page 5 of 31 Abbreviation list Abbreviation Meaning BSA Business Software Alliance NTS Nam Truong Son PR Public Relation SI System Integrated SLEPT Social, Legal, Economic, Political, Technology VINASA Vietnam Security Association Page 6 of 31 List of Chart Figure 1 The Porter’s five forces model Page 13 Figure 2 Rate of copyrighted / non-copyrighted antivirus software Page 15 Figure 3 Intention of changing to copyrighted software Page 15 Figure 4 Key drivers affect the consumers Page 16 Figure 5 Overview of the antivirus market share Page 16 Figure 6 Rate of customer satisfaction Page 17 Figure 7 Top of mind brands Page 18 Figure 8 Reasonable price for anti-virus software Page 18 Figure 9 Why consumers not using copyrighted software Page 13 Figure 10 Source of information about anti-virus software Page 19 Figure 11 Key affects of decision making Page 20 Figure 12 Reasons of changing to a new software Page 20 Figure 13 Kaspersky local awards Page 22 Figure 14 Kaspersky products Page 23 Figure 15 Positioning of the sales Page 24 Figure 16 Promotion banners Page 25 Figure 17 Sample of banner “Discovering Kaspersky Contest " Page 26 Figure 18 Booth designed for the VCW 2012 expo Page 26 Figure 19 Distribution system Page 27 Page 7 of 31 EXECUTIVE SUMMARY Vietnam with over 33.4 million internet users (1) and over 10 million computerowned persons is a promising market for software selling. But according to BSA (Business Software Alliance), rate of software counterfeiting in Vietnam is over 80%. This raises a big question for Nam Truong Son – Kaspersky antivirus software distributior: if anti-virus software encounters the same rate, how the company can make people use copy-righted license and how Kaspersky could increase its foothold in the market. In this study, a research is conducted to identify the market, understand the consumer behaviors then propose a marketing plan to achieve the two objectives: help the consumers get closed approach to copy-righted anti-virus software and improve the market share. The marketing plan summary of Kaspersky anti-virus software for year 2012: Category Target Market Offering to customers Strategy Officers Diversify products / Vietnamese version / multi-channel support service Price Strategy Market price Distribution Indirect & Direct system Sales Strategy Based on reseller to enlarge the market rapidly Support center 13/7 Hotline number Service Strategy Emergence clean virus at home Promotion Strategy PR & Sales promotion Marketing Research 185 samples: brand power / Consumer habit research Page 8 of 31 INTRODUCTION 1. Introduction: More and more people access to the internet nowadays, these people realize they need a tool to protect themselves and their data from many hackers and harmful stuffs on the global network. So they use anti-virus (or security) software. But in Vietnam most of the internet users prefer cracked software, the only reason because it’s free. These people don’t see the differences between copy-righted and cracked ones then they don’t want to pay. The anti-virus market is huge but currently, domestic vendors as well as other foreign vendors didn’t play their good role because domestic products are lack of technical ability while foreign products are high price and lack of localization ability. In front of this opportunity, if Kaspersky Vietnam can help the consumers know the benefits of using antivirus software and besides its own high quality, Kaspersky set up the price suitable with Vietnamese income, it’s so sure that Kaspersky will win the market. 2. Objectives of the project: With the fact that Kaspersky took over 33% market share while BKAV 41%, Synmantec 12% and others 14% (2). Besides, based on the collected data from Kaspersky Vietnam, there are 5 millions Kaspersky software downloaded from the data centre but only 630,000 software licenses are activated (12.6%), most of the licenses are cracked or trial (87.4%). This project aims to understand the consumers’ and make them buy Kaspersky antivirus instead of competitors’ products. This project is valued only for Ho Chi Minh market, based on the survey results. The purpose of this project is: - To increase the market share of Kaspersky (up to 50%) - To increase the percentage of copyrighted software compare to cracked or trial license. 3. Project scope: To analyze the overall environment of the business to see how potential the market is, this project use the SLEPT and Porter’s 5 forces model. To understand the consumers’ behaviors, this study includes a primary data research conducted in Ho Chi Minh City by interviewing 185 office staffs: Page 9 of 31  Age from 20 to 30, regardless of gender.  Places: companies (SK telecom, Artsign, HSBC, YAN JSC, Riverbank…); Youth Culture Centre, Han Thuyen Park, evening classes, home interviews…  Form of survey (see appendix) Secondary data research also is taken from website. The 5Ps marketing strategy is applied for the implementation plan. Page 10 of 31 NAM TRUONG SON CORPORATION & KASPERSKY LAB 1. Company profile Nam Truong Son Corporation (NTS corp.) was founded in December 1998, NTS corp. offers system integrated hardware and IT security devices (IT infrastructure, servers, firewall, wifi generator…). The corp. includes 9 companies: NTS ICT, NTS Distribution, NTS training, NTS System Integrative, NTS Distribution Ha Noi, NTS Ha Noi, NTS Da Nang, NTS Can Tho and NTS Security (www.nts.com.vn ) Founded in 1997, today, Kaspersky Lab (www.kaspersky.com) is firmly positioned as one of the world’s top four leading vendors of endpoint security software. Kaspersky Lab continues to further improve its market position, demonstrating significant growth in all regions. The company’s headquarters are located in Moscow, Russia, and it operates in more than 100 countries worldwide. Kaspersky Lab currently employs over 2,400 highly qualified specialists. The company has its own territory offices in 29 countries and its products and technologies provide protection for over 300 million users worldwide. From year 2007, Kaspersky Singapore and NTS Corp. signed the strategic agreement, appointed NTS the exclusive distributor and service supporter of Kaspersky antivirus software all over Vietnam under the company NTS security. NTS security represent for Kaspersky Vietnam - is responsible for developing Kaspersky trademark, taking care of distribution channel and marketing activities in Vietnam. During the last 5 year, Kaspersky Viet Nam has proved its foothold in Vietnam market through over 7,000 resellers and 5 millions users. Page 11 of 31 2. Kaspersky Lab Vietnam mission: To be number One in Vietnam anti-virus market (personal product line). 3. Kaspersky Lab Vietnam vision statement: Accessible and Affordable - Accessible: consumers could buy the product through nationwide distribution channel, use Vietnamese language and 13/7 customer support service. - Affordable: set up a reasonable price system. Page 12 of 31 MARKET ANALYSIS 1. Macro-environment analysis – SLEPT The same as other industries, software business also is affected by the environment around it. Social. More and more spam mail and advertising sent to the personal’s mailbox. People realized that most of this caused from the website where they sign up for the free services or free software. They are annoyed and will buy a copyrighted software when the price is affordable. Besides, the risks of being hacked or losing important data also make the consumers wonder when they use the crack software. Legal. The 47 governmental decree 47/2009/NĐ-CP came into effect on 30th June 2009 designated person or entity who use the software is not genuine or murky software will be fined up to 500.000.000 VNĐ and can be responsible for criminal prosecution. Economic. From July 2007, Vietnam officially became the 150th member of WTO, this mean the businesses in Vietnam have to follow the existing regulations between the participating countries including intellectual property rules. For example in The United State, some states force the countries exporting to their market have to use the licensed software within the whole business, from administration to sales and manufacturing. Antivirus software isn’t an exception. Political. The government encouraged the consumer using licensed software by defined the VAT for software is 0%. Technology. Nowadays, the antivirus vendors have tools to tracking which software is running with or without licensed. Those are not a copyrighted software will be rapidly locked and come into the blacklist. In addition, more and more viruses and malware are written and broadcast on the internet, they threaten the information security. Page 13 of 31 2. Micro-environment analysis – Porter Five Forces Learning the competitive advantage model of Porter, the company can strategize the actions in order to create competitive advantages POTENTIAL ENTRANTS (Threat of new entrants: high) - Growing market Common concept Low consumer switching cost Low capital investment BUYERS POWER SUPPLIER POWER (Powerful) (Not so powerful) RIVALRY among EXISTING FIRMS - Buyer low switching cost - Product is not really different - No. of Antivirus brands in the market: above 10. - Anti-virus is not a “must have” software - Supplier low switching cost - Compete in price / promotional program - Customer is powerful (acceptable price, accessibility to the distribution channel…) - Market share: BKAV 41%; Kaspersky 33%; Synmantec 12 %; Others 14%. - Depend on the local distributor - Price sensitive - Substitutes are available SUBSTITUTES (Threat of Substitute: high) - Open-source / free software - Integrated firewall / security components in the Operating System (Ex: Malicious Software Removal Tool in windows 7) Firgure 1. The Porter’s five forces model (3): Page 14 of 31 The competition among vendors in the anti-virus market is high and there are a lot of threat from the substitutes and potential entrant. So Kaspersky Vietnam have to see clearly what is the strong point of the company, then deliver an appropriate strategy. The buyers in this case are the most important. The mission of NTS is how to draw and retain the customers by its marketing program. 3. General anti-virus market: Although antivirus sales is not as big as other operating software / hardware’s, it has quickly still become a favorite destination of many antivirus software producers since mid 2009, such as Kaspersky, Symantec and BitDefender, BKAV…. In early 2010, new brands came to Vietnam, including Panda Security, PC Tools and Avira. Apart from the two longstanding options, BkavPro and Kaspersky, two new big names Symantec and McAfee are stirring up the market. Bitdefender Antivirus software officially made debut in Vietnam in October 2005 through its distributor VIAMI. Although this software is very popular in 100 countries in Europe and the Americas, most Vietnamese computer users do not see it as their choice. In middle 2010, Panda Security officially presented in Vietnam after 20 years of operation, with offices in more than 195 countries. Avira Company is the latest antivirus software foreign company entered Vietnam, after it named Red Umbrella Services Company as its distributor in September 2010. When looking at the anti-virus market, we see there are two types of anti-virus software: domestic – developed by local vendor and foreign – developed by foreign company. With domestic software, the updating and virus detecting ability is not meet the customer requirements but it has its own advantage is Vietnamese language. While foreign antivirus brands are superior in updating new virus patterns and threats worldwide but only have English version and high price. If Kaspersky can overcome the disadvantages of foreign softwares, it can be the first choice of the consumers. Page 15 of 31 4. Customer demand: Based on the surveys, more than half of the office staffs using non-copyrighted non antivirus software. But most of them are ready to change into copyrighted software if the software can meet their requirements. Types of software used Noncopyrighted software 54% Copyrighted software 46% non copyrighted antivirus software Figure 2. Rate of copyrighted / non-copyrighted Intention of changing to copyrighted software No 28% No idea 23% Ready 49% Figure Intention of changing to copyrighted software Figure3. Facing many risks when surfing internet, Vietnam consumer realized they need a tool to protect their data, their applications on the computers. The needs of the anti-virus anti / security software become high. This study conducts the survey to clarify the factors that consumers care when they choose an anti-virus virus software. Page 16 of 31 Most people choose 4.9 Advisory from others 8.6 Reputation 23.8 Easy to buy 7.6 35.1 Easy to use Technical support 16.2 Virus update ability 67 49.2 Price Virus detecting 0 20 97.8 40 60 80 100 Figure 4. Key drivers affect the consumers The key drivers for choosing ch anti-virus virus software: effectiveness, update ability, price and easy to use. 5. Competitor analysis: Vietnam has quickly become the hot destination that many antivirus software producers jumped in since mid 2009. Besides Kaspersky, there are many other brands b from new: Panda Security, PC Tools and Avira to long-standing long standing brand: BkavPro, Symantec and McAfee. They are stirring up the market. According to VINASA, the three main players in anti-virus virus market is BKAV, Synmantec and Kaspersky: Others 16% Synmantec 12% BKAV - 41% Kaspersky 33% Figure 5. Overview Overvie of the antivirus market share: (by VINASA – 11/2011) (4) Page 17 of 31 In the survey of this study, the office staff shared their evaluation about the softwares that they knew: 2. Part II: The marketing plan Rate of customer satisfaction Bkav Norton Bit Defender Kasperky 40.3 49.1 Virus updating Technical support 27.1 24.1 Easy to buy 39.6 Easy to use 26.7 76 48 61.4 50 41.7 Price/Cost of license 78.1 45 39.4 Protection effectiveness 57.6 79.6 53.9 60.4 53.6 47.8 51.5 67.7 89 62 Figure 6. Rate of customer satisfaction The strong points of domestic antivirus software BKAV is to kill domestic viruses which are sometimes immune to renowned foreign software brands, the technical support, easy to buy – easy to use and the suitable price. To compete with foreign brands, Vietnamese antivirus software brands are making efforts to strengthen the Vietnamese market positions. The typical local representative is BKAV, this antivirus producer started selling commercial versions in 2005 to personal and corporate users besides its free antivirus software limited version. BKAV also join the antivirus software testing of Virus Bulletin (a famous organization of antivirus software testing) to get the international certification. This domestic brand paid a lot for the TV ads. Page 18 of 31 6. Consumers behavior: When asked about anti-virus software, the research collected the brand in the consumers’ top of mind as bellow: % Bkav 43.7 Kaspersky 35 9.3 Symantec 6.6 AVG Bit Defender 2.7 Others 2.7 0 10 20 30 40 50 Figure 7. Top of mind brands Because of the inflation, the price increase during the economic crisis, most of the people are not ready to pay much for software license. Reasonable price for an antivirus software (Unit: 1000 VNĐ) Below 100 100 - 200 200 - 300 Over 300 2% 17% 26% 55% Figure 8. Reasonable price for anti-virus software Page 19 of 31 For the group of people don’t use copyrighted software, the study dive into their th reasons why: Why not using copyrighted software No idea/no information about copyrighted software 9.1 57.6 Like free software 40.4 No much differences between copyright/crack license 31.3 Hard to find a shop selling anti virus software 75.8 PC / Laptop is ok with the crack / free license 85.9 Pay money Figure 9. 9 Why consumers not using copyrighted software In order to have a suitable approach to convince the market use software license, the study define their ways of achieving anti-virus anti virus software information and which factors factor affect their decision making. Sourcce of information about Antivirus software Others (banner/poster…) Introduction of salesman 6.5 13.5 60.5 From friends, relatives Professional magazine / newspaper 28.1 69.2 Online search engine Daily newspaper 23.8 Figure 10. Source of information about anti-virus virus software Page 20 of 31 Key affects of decision making In promotion / free gift 9.8 Much advertising Lower price than other software 15.2 11.4 Advice form professional 19.6 More advantages than other softwares 41.3 Refference from friends 33.2 Loyalty 19.6 Easy to buy Others 12.5 8.2 Figure 11. Key affects of decision making Based the Porter 5 forces model, we knew the consumers in antin-virus market can switch to another product easily. In order to gain the market share from other competitors, the study investigated why the consumer change their current software. Figure 12. Reasons of changing to a new software Figure 12. Reasons of changing to a new software Page 21 of 31 MARKETING PLAN FOR KASPERSKY ANTI-VIRUS 1. Company SWOT analysis: Strength - Weakness NTS Security is the exclusive - distributor in the whole country. The service. company can totally control the price. - Marketing / sales team is strong and innovative, supported by the experts in - Foreign language. - Distribution channel is not strong enough. Singapore. - Not a large team for customer support Well-known worldwide software in the world, high technology. Opportunities - More and more people realized they must protect their computer by an security software - Threats Intellectual right protection policy from the government, especially IT software. - Strong competitors from local and international products.
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