Marketing of Information Security

Products

The business case for Information Security Management

Basic Products Risk Analysis (Threat analysis & Vulnerability analysis Malware Protection SOC Patch Management Phishing, Vishing, SMSing Security Alerts Membership services Perimeter monitoring Log monitoring Infrastructure Management Network Management Proxies Identity management Delivery channel management PCI DLP Web servers Certifications

As product Individual Corporate

As service IaaS PaaS SaaS Managed Services

Thrust Points Clients are skilled and knowledgeable Continuous peer review of security products Needs continuous improvement and updation Needs R & D Law of the land and Regulations

Information Security Guidelines

The protection of personally identifiable information is the responsibility of all marketers. Therefore, marketing companies should assume the following responsibilities to provide secure transactions for consumers and to protect databases containing consumers' personally identifiable information against unauthorized access, alteration, or dissemination of data:

Marketers should establish information security policies and practices that assure the uninterrupted security of information systems. Marketers should create and implement staff policies, procedures,

training and responsiveness measures to protect personally identifiable information handled in the everyday performance of duties. Marketers should employ and routinely reassess protective physical

safeguards and technological measures in support of information security policies. Marketers should inform all business partners and service providers that handle personally identifiable information of their responsibility to ensure that their policies, procedures and practices maintain a level of security consistent with the marketer's applicable information security policies.

Building a loyal customer base of corporate and retail clients involves implementation of the following strategic marketing actions:

Implement an effective and competitive product mix strategy to successfully position the Security product line as the leading Internet and network security solution on the market. Development of an e-commerce website with well-documented and displayed inventory and effective, efficient, and hassle-free retail and corporate service and support. Aggressive advertising in print and electronic media to create brand awareness and educate the public of the risks associated with broadband access and incomplete corporate security solutions. Sales strategies implementation including reseller networks, affiliate programs, corporate sales development, and direct marketing campaigns (including co-marketing). Exhibiting at business and computer industry conferences

and trade shows and high-visibility consumer home and computer shows.

Security Marketing Mix Flagship Product Line Product Pricing Product Packaging

• Corporate Users• Small Business and Home Users

Product Sales Strategy• Industry Distribution Channel—70%• Direct Sales—30%

Advertising and Promotion Online Marketing Safety Net Canada E-Commerce Website Driving Traffic

• Search Engine Registration• Banners and Buttons• E-zines• E-mail Marketing

Offline Promotion Trade Shows Print Publications Public Relations

Target Market Penetration Large Organizations Small Business Customers Home Users

Global Rollout Strategy

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