Kaspersky Lab positioning itself as a strong player in the security intelligence space

Shrenik Bhayani
General Manager,
Kaspersky Lab (South Asia)

Brand Positioning vs. Marketing Tactics 

Kaspersky is a brand that has the power to be uniquely understood, appreciated, and valued by consumers in a world of ever-expanding choice.  And that is a power far beyond mere words.

The best brand managers understand that they aren’t responsible for protecting mere words, symbols, and sounds. They are responsible for delivering on the fundamental promise of any brand—that each customer’s experience will meet or exceed the last.

Brands are not, therefore, static creatures.  They rise and fall on the collective experience of their consumers.  And while nostalgia may insulate some brands from their missteps, change is a constant that all brands must weather through innovation and evolution.

Marketing is one of the most important tools a business works on. For large and medium enterprise business, marketing plays a crucial role; the roles include Product positioning, Launch & Enablement and GTM. Marketing works closely with the other segments of business such as sales, operations, research & development, finance and human resource to ensure the feasibility of marketing plan. 

Cloud is the new Reality

Cloud computing is growing rapidly as we can see the enterprises and businesses are getting their work done faster and better. The term Cloud covers several aspects such as Cloud Storage, Cloud Computing or Cloud Security. Kaspersky’s Security Network (KSN) is a cloud based service helping us as a vendor to get a better understanding about emerging threats, while offering better and faster protection to our customers. 

There are customers who like to share data or save backups outside the company. This data can get encrypted on the local machine and then transferred to the cloud. In case of Cloud Computing, the data gets processed on the providers’ machines and thus it can’t get encrypted. The benefit of all those services is that they scale smoothly up and down. This flexibility makes it easy to hire new people or offering new services, without the need of buying new hardware or hiring new system administrators to take care of the additional hardware.

R&D driving Growth

Kaspersky Lab, as a security vendor offers not only solutions for infrastructure protection, but also security intelligence, an expertise used for the implementation of most sophisticated projects all over the world. This is only possible due to the R&D that goes into Kaspersky Lab products and services. Our Great team (Global Research and Analysis Team) that is based in Russia is what makes Kaspersky Lab the brand that it is today.