1. Marketing Plan
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Submission date:

2. Executive Summary
This marketing plan of Symantec is aimed at realigning its strategies with its objectives. this plan
further proposes new products that the company can introduce to the market. The basic
introduction and present situation of the company is analyzed in the beginning. The company’s
environment is analyzed using SWOT analysis and porter’s five forces. The competition for the
product and various distribution channels also discussed in the plan. Thereafter marketing and
financial objectives were proposed. Finally marketing research methods were proposed to
obtain the feedback and improve the products.
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3. Contents
1. Situation Analysis ............................................................................................................................... 4
1.2 Market Summary ............................................................................................................................. 4
1.3 SWOT Analysis ................................................................................................................................ 5
Strengths ............................................................................................................................................. 5
Weaknesses........................................................................................................................................ 5
Opportunities ....................................................................................................................................... 5
Threats ................................................................................................................................................. 6
1.4 Competition....................................................................................................................................... 6
1.4 Products offering .............................................................................................................................. 7
1.5 Distribution................................................................................................................................... 8
1.6 Service offering ................................................................................................................................ 8
1. Marketing Strategy ............................................................................................................................. 9
1.1 Objectives .................................................................................................................................... 9
1.2 Target Market.............................................................................................................................. 9
2,3 Positioning ....................................................................................................................................... 9
2.4 Strategies ........................................................................................................................................ 10
1.6 Marketing communication ....................................................................................................... 11
2.6 Marketing mix ................................................................................................................................. 11
Product ....................................................................................................................................... 11
Pricing ........................................................................................................................................ 12
Promotion .................................................................................................................................. 12
Place ............................................................................................................................................ 12
1.7 Marketing research ..................................................................................................................... 12
2. Controls ............................................................................................................................................... 12
2.1 Implementation .......................................................................................................................... 13
2.2 Marketing Organisation .................................................................................................................... 13
3. Balance score card .............................................................................................................................. 14
4. References .......................................................................................................................................... 15
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4. 1. Situation Analysis
Symantec is one of the leading company who provides security, storage and systems
management solutions and cloud solutions for individual customers as well as corporate
customers. Founded in 1982 in USA company currently operates in more than 50 countries
across the globe. In financial year 2011 it recorded revenue of $ 6.2 billion. More than 50% of
revenue is generated from Americas region. Moreover the company is listed in NASDAQ and
holds 382nd place in fortune 500 list. Moreover It has employed more than 20,000 employees
around the world and holds more that 1200 global patent rights. (www.symantec.com)
1.2 Market Summary
This part discusses the needs, trends and growth of the security software market.
It is learnt that at least 40% of companies in US are operated using local date networks and
mobile computing tools. However it is further learnt that most of those organizations does not
apply simple date protection measures in their business. Accordingly more than 20% of
companies do not use virus scanning for email which is a basic information security measure.
Further more than 60% of users do not control access to their wireless network by an
encryption.
This signs that, there is a high potential for Symantec to promote its products in those
businesses. Further more than 70% of businesses consider that information security has a high
priority. Apart from security services the emerging trend is cloud solutions. Currently cloud
solutions have a high growth potential since it has a high demand from market.
With the increasing security threats to the information the demand for the information security
may also increased where Symantec can promote its products to the both individual and
enterprise customers.
Being a well recognized a award winning company Symantec has the potential do identify those
customer needs and satisfy them effectively and efficiently.
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5. 1.3 SWOT Analysis
SWOT analysis identifies the strengths and weaknesses exist in internal environment of the
company and opportunities and threats prevail in external environment.
Strengths
1. Market leader in providing security, Storage and system management solutions-
Currently Symantec is the market leader for providing security solutions both in US and
in the rest of the world.
2. Strong brand portfolio- Currently Symantec is having strong brand such as Norton,
Symantec and VERITAS which give competitive advantage over rivals.
3. Strong Financial position of the company
4. Good revenue mix in terms of geographic locations.
5. Availability of more than 1200 global patent rights
Weaknesses
1. Non integrated products due to mergers and acquisitions- Due to more than 20
acquisitions during last few years Symantec is offering non integrated products to end
customers.
2. Delay in response to virus outbreaks- Symantec response time taken to virus outbreaks
is higher than the competitors. Accordingly the delay is 8 hours in average.
3. Inflexibility- since the company’s customer base is large the operation of the company is
inflexible.
4. Dependency – The company depends on few large channel partners
5. Broad focus on products- Currently the company is serving to corporate customers as
well as individual customers with same wide range of products.
Opportunities
1. The merger with VERITAS has opened new opportunities to Symantec. Accordingly it
can increase its enterprise portfolio by the merger.
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6. 2. Various acquisitions of technology may create new business opportunities in
complementary products and services.
Threats
1. The computer giant Microsoft is entering in to antivirus market and targeting the
customer segment where Symantec dominates.
2. After the merger of VERITAS Company faces lost of challenges due to the different
corporate culture and size.
3. Company faces severe competition from IBM,HP and BMC software after the merger
with VERITAS.
1.4 Competition
The competition can be analyzed using porter’s five forces framework (Porter, ME, 1970)
(www.hbr.org,2008)
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7. 1. Threat of new entrants
With the increasing demand to the antivirus and other services provided by Symantec
there is a high probability of having new players entering in to the market. Even
currently, Companies such as Microsoft planning to enter in to antivirus market.
2. Bargaining powers of customers
Since there is lots of service providers the customer has better choices in competitive
products. Therefore bargaining powers of the customers is high. Specially larger
corporate customers have a significant bargaining power.
3. Threat of substitutes
With the dynamic change in the technology antivirus software’s might have substitutes
products which gives same or improved performance.
4. Bargaining power of suppliers
Though Symantec does not have major suppliers company may faces to bargaining
power exert by vendors who provide competitors and other directly related services.
5. Competition from rivals
Since there are lots of market player such as Microsoft, McAfee, HP, Cisco, etc. the
company may face to tough competition from competitors.
1.4 Products offering
Following is a list of products offered by Symantec,
Norton AntiVirus
Veritas Storage foundation
Norton Internet security
Enterprice vault
Veritas cluster service
Symantec endpoint protection
Symantec data loss prevention
Symantec Ghost
Norton 360
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8. Net Backup
Symantec Control compliance suite
Symantec Critical System protection
Brightmail Gateway
Altiris Client management suite
(Source ,www.symantec.com, 2012)
1.5 Distribution
Antivirus products offered by Symantec can be purchased from any IT shop situated in all over
the world.
Further is offers antivirus software online where customer can pay through credits cards and
download the latest antivirus version from Symantec web site.
Further, for large corporations Symantec provide service to the doorstop by delivering goods to
doorstep.
1.6 Service offering
Currently the major product of the Symantec is antivirus software. This counts more than 50% of
revenue of the company. Further the demand in new products such as cloud solutions may
create new opportunities in the future.
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9. 1. Marketing Strategy
Under this marketing plan Symantec will offer Norton 360 antivirus software for Apple iphones
and ipads. As per the Ansoff matrix this will be a new product to a new market.
1.1 Objectives
The objectives of this marketing plan is as follows,
Marketing objectives
Sell Norton 360 Antivirus software for iphones and ipads for one million customers within
next 12 months starting from April 2012.
Increase the total sales growth by 4% within next 12 months starting from April 2012.
Increase the market share by 10% within next 2 years time.
1.2 Target Market
The target market of this product will be individuals those who use Apple iphones and ipads
around the world. It is evitable that the potential market for this product around the world is
significant as there are millions of individuals who use iphone and ipad. Further there is no any
antivirus software provider who offers their products to iphone and ipads and thus this will give
the company the early mover benefit.
Currently Symantec carries out its operations only in 50 countries and these shows that there is
a high potential for the company to go beyond the boundaries of UK as there is a huge potential
market in countries like India, china and other Europe countries etc.
2,3 Positioning
Positioning means strategic decision executed when introducing the product while maintaining
the competitive advantages have with the company. Further it means the ways in which
measures to be taken to face to the challenges during the initial period of launching the product.
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10. In order to achieve the marketing and other objective Symantec needs to adopt differentiation
strategy. This is mainly due to the fact that there are lots of companies who offer conventional
antivirus software to individuals and corporate customers. Thus to compete with them Symantec
needs to have new ideas and products which helps to attract customers from competitors.
Further company can promote new technologies which has increasing demand such as cloud
solutions by using its expertise and technical knowledge in security and information
management.
2.4 Strategies
In this marketing plan distribution refers to redesign of distribution channel. The distribution
channel can be redesign as shown in the figure.
(Linda, 2004)
Accordingly,
Due to the change in the corporate direction Symantec should clarify the corporate
direction.
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11. Symantec should define its respective channel including coverage requirements such as
the markets where the company introduces the products initially and plans to go in to
other new markets.
Using the previous experience defined channel needs to be developed by Symantec
Symantec should select appropriate channel partners and other delivering arrangements
to deliver the product to end customers.
The channel development must be a continuous exercise to improve the effectiveness
and efficiency
Symantec senior management needs to take necessary actions to monitor and manage
performance and the plan regularly.
1.6 Marketing communication
The company needs to communicate effectively both with customers as well distribution
channels. Thus Symantec needs to obtain the service of advertising agency as it is
introducing new products to the market and those advertising agencies have lots of
expertise with regard to those activities. Further internet can be use as the medial for
communication as it may be more effective for products that Symantec offers. Since the
product is specifically designed for iphones and ipads Symantec can promote the
products in Apple stores with the collaboration of Apple Inc.
2.6 Marketing mix
The new products of Symantec will be introduced in April 2012. The marketing mix of the
products is as follows,
Product
This covers the product designing aspect. The product design is performed based on the results
obtained from a market research. Further objective of the company also considered in product
designing.
It is recommended to introduce Norton 360 antivirus software for Apple Iphones and ipads.
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12. Pricing
Since there are lots of competitors in the market product needs to be priced in a due care.
Accordingly a competitive price should offer while make sure that the expected revenue and
profit targets are achieved. Further it should be noted that the product offering is a differentiated
product.
Promotion
The promotion campaign mainly should carry out through internet. Accordingly internet
advertisements need to be displayed in web sites where customers can identify the new
products easily. Further company can promote product directly to customers at Apple store by
the collaboration with Apple Inc. More over social networks such as face book and twitter can
be used to promote the product by opening pages and adding customers. Further other media
such as papers, television also used to make the awareness of the products.
In order to introduce the new product to the market it is recommended to organise a
international conference where Symantec can introduce new products to the market.
Place
Initially the product is introduced to UK market where it is very attractive market to both
Symantec and Apple. Subsequently product can be introduced to other markets such as US and
other European countries.
1.7 Marketing research
Symantec will be carried out a marketing research by using appropriate method and technique.
Such obtained data should be analysed and customer feed backs needs to be consider for
further developments of the product. Further to ensure that accuracy of the information such
research needs to be out sourced to a professional research firm. Apart from this research
Symantec can carry outs its own research through its web site using electronic form.
2. Controls
Controls play a role of assessing the results and plan for the appropriate solution. They are
established for the following: [Source: Kotler 2009]
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13. 2.1 Implementation
Implementation of the marketing plan will be performed in accordance with the structure
of the plan as explained earlier in this report. The close monitoring of the work with the
help of dashboards and feedbacks of the customers will let us know about the positive
and negative signals given by the market. Even the minor problems faced will be
reverted immediately to make this marketing plan successful. This will be supported by
the senior marketing management
2.2 Marketing Organisation
Marketing department needs to be organised in a carefull manner. The marketing department
along with the other departments should be organised based on the roles and responsibilities of
individuals. Further effective utilisation of senior management will lead to make this plan more
successful.
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14. 3. Balance score card
Symantec will use the following balance scorecard to evaluate the overall performance of the
marketing plan including each individual and thereby continuously improve the performance.
Competitive
pricing and
differentiating
the product
Marketing
Strong focuss
Vision & organisation
on customer
and integration
feedbacks and Strategy of the
dashboards
communication
The market
research and
dynamic senior
management
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15. 4. References
Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben
Hansen (2009) Marketing Management. : Pearson, Prentice Hall
Kerin, Hartley and Rudelius, 2011, Marketing, The Core, 4th Edition, McGraw Hill
Publishing.
Symantec corporation, 2012, Symantec corporation, California,<
http://www.symantec.com/> viewed on 18 march 2012.
Porter, M.E. (2008) "The Five Competitive Forces That Shape Strategy", Harvard
Business Review, January 2008, pp. 79-93
Johnson G, Scholes K, Whittington R. (2005): The Environment: Exploring
Corporate Strategy, Pearson Education
Chisnall, Peter: Strategic Business Marketing, 1995
Linda Gorchels, Edward Marien, Chuck West (2004) The Managers Guide To
Distribution Channels. : McGraw Hill
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