Marketing strategy of Trend Micro B

Posted by Zander Henry on Aug-22-2018

1. The vision of Trend Micro B

The vision of Trend Micro B is to be the leading quality service and product provider for customers. Being the best and the leading player means that Trend Micro B marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Trend Micro B

Trend Micro B marketing strategy is grounded in its mission. The mission for Trend Micro B is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Trend Micro B as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Trend Micro B

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Trend Micro B. The knowledge of brand equity will help in shaping Trend Micro B marketing strategy effectively – thereby facilitating the growth of business for Trend Micro B.

3.1. Brand awareness

• Trend Micro B has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Trend Micro B has modified marketing and strategic directives and plans

3.2. Brand association

• Trend Micro B is directly associated with the brand name and product category
• Trend Micro B has a broad product portfolio
• Trend Micro B is associated with promising and delivering quality and innovative products
• Trend Micro B is also associated with excellent customer service

3.3. Brand loyalty

• Trend Micro B has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Trend Micro B has a global customer base
• Trend Micro B keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Trend Micro B has a substantial brand value
• Trend Micro B also enjoys the high financial worth
• Trend Micro B focuses on building a reliable and robust employee base

3.5. Brand element

• Trend Micro B uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Trend Micro B

The situational analysis will help in developing the marketing strategy of Trend Micro B by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Trend Micro B.

4.1. SWOT

4.1.1. Strengths

Trend Micro B marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Trend Micro B faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Trend Micro B has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Trend Micro B faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Trend Micro B operates I markets with political stability
• Trend Micro B has funding support from the government for small businesses

4.2.2. Economic

• Trend Micro B enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Trend Micro B
• Low inflation strengthens the financial position of Trend Micro B

4.2.3. Social

• Higher education and awareness increases sales of Trend Micro B predict
• Trend Micro B focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Trend Micro B has an active CSR program
• Trend Micro B ensures environmental safety in all its operations

4.2.5. Legal

• Trend Micro B is aware of local and global laws of business and human resource management
• Trend Micro B abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Trend Micro B: The Marketing Strategy of Trend Micro B

Trend Micro B marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Trend Micro B brand and products by 30%
• Increase sales for Trend Micro B by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Trend Micro B during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Trend Micro B

Trend Micro B marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Trend Micro B has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Trend Micro B has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Trend Micro B, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Trend Micro B consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Trend Micro B focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Trend Micro B consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Trend Micro B has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Trend Micro B remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Trend Micro B, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Trend Micro B are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Trend Micro B Positioning of Trend Micro B

The marketing strategy of Trend Micro B targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Trend Micro B is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Trend Micro B focuses on quality control

7.2. Mass marketing

• The marketing strategy of Trend Micro B focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Trend Micro B makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Trend Micro B does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Trend Micro B also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Trend Micro B has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Trend Micro B has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Trend Micro B

The marketing strategy of Trend Micro B stands out from the clutter and competition. Trend Micro B has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Trend Micro B has utilized:

8.1. Cost-effectiveness

• Trend Micro B focuses on reaching consumers effectively rather than grandeur
• Trend Micro B focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Trend Micro B has in-house copywriters for marketing campaigns which also helps in controlling costs
• Trend Micro B also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Trend Micro B has stayed updated with latest developments in marketing research and marketing knowledge
• Trend Micro B makes use of new and innovative tactics to reach its target consumers
• Trend Micro B also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Trend Micro B is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Trend Micro B marketing strategy is strongly grounded in consumer and market research
• Trend Micro B makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Trend Micro B also incorporates consumer feedback in its marketing strategy
• Trend Micro B marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Trend Micro B
• In addition to fulfilling functional needs, Trend Micro B also tries to fulfil the emotional and psychological needs of the consumer
• Trend Micro B tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Trend Micro B

Trend Micro B marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Trend Micro B makes use of intensive distribution strategy because it is mass marketing
• Trend Micro B’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Trend Micro B tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Trend Micro B uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Trend Micro B also makes use of modern retailing channels
• Also, Trend Micro B makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Trend Micro B to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Trend Micro B does not have a subsidiary
• In these offshore locations, Trend Micro B largely works through the export model
• This makes use of several intermediaries in between, before the product by Trend Micro B reaches the target consumers
• Intermediaries for Trend Micro B include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Trend Micro B makes use of selective distribution channel
• Trend Micro B has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Trend Micro B has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Trend Micro B

The industry in which Trend Micro B operates is very responsive to market and consumer trends. Trend Micro B, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Trend Micro B competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Trend Micro B also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Trend Micro B experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Trend Micro B

The marketing mix for Trend Micro B as per the marketing strategy is the following:

11.1. Product

• Trend Micro B has a broad product portfolio
• Trend Micro B provides mass marketed products for all segments across the market undifferentiated
• Trend Micro B also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Trend Micro B maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Trend Micro B wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Trend Micro B also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Trend Micro B also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Trend Micro B prices its products so that its target consumers can afford it easily
• Trend Micro B uses relative pricing strategy for its products
• The price of Trend Micro B’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Trend Micro B has a high budget allocated towards marketing activities
• The Trend Micro B invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Trend Micro B marketing strategy to cap costs and expenses
• Trend Micro B also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Trend Micro B also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Trend Micro B has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Trend Micro B hires without discrimination
• Trend Micro B ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Trend Micro B focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Trend Micro B - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Trend Micro B are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Trend Micro B

11.7. Physical evidence

• The physical evidence for Trend Micro B includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Trend Micro B, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Trend Micro B is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Trend Micro B for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Trend Micro B

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Trend Micro B interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Trend Micro B also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Trend Micro B brand

13. Monitoring and evaluation of the marketing strategy of Trend Micro B

13.1. Changes in sales

• Trend Micro B regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Trend Micro B
• Sometimes, Trend Micro B experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Trend Micro B frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Trend Micro B to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Trend Micro B can also be seen through the revenue and profit growth
• Return on investment allows Trend Micro B to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Trend Micro B are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Trend Micro B