Kapersky Lab
KASPERSKY LAB
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
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