Marketing Mix Of Symantec and 7Ps (Updated 2024)

The Marketing mix of Symantec analyses the 7Ps of Symantec, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Symantec. Symantec Corporation is commonly referred to as Symantec and is a publicly traded company of American origin. It is a technology company associated with the IT industry. The Symantec corporation was founded in 1982 on 1st March by its founder, Gary Hendrix. It is 379th in the Fortune 500 company list and has become one of the most popular and prominent software companies globally. Symantec faces competition from several rival companies, and some of its competitors are as follows.

• AVG Technologies
• Kaspersky Lab
• Intel Corporation
• IBM Corporation
• SecureWorks Corporation
• Comodo Group Inc
• EMC Corporation
• Microsoft Corporation
• Trend Micro Inc

About Symantec

• Type: Cybersecurity software and services company
• Industry: Information technology
• Founded: 1982
• Founder: Gary Hendrix
• Headquarters: Tempe, Arizona, United States
• Area served: Worldwide
• Key people: Hock E. Tan (Chairman) and Greg Clark (CEO)
• Number of employees: 47,000+

Symantec Product Strategy

Symantec offers storage, security, and system management solutions to manage business entities. Its client list includes large global organizations, tiny business houses, and individual consumers. Symantec has put its onus on eliminating risks to technology and information.

The new Product Mix of Symantec in 2024 is as follows (Source).

1. Endpoint Security: Solutions to protect network endpoints from cyber threats, malware, and other vulnerabilities.
2. Information Protection: Tools for securing sensitive data, ensuring compliance, and managing data risk.
3. Advanced Threat Protection: Technologies aimed at detecting and responding to advanced cyber threats.
4. Network Security: Products designed to secure network infrastructure and manage network access.
5. Cloud Security: Solutions for securing cloud environments and applications.
6. Cyber Security Services: Professional services, including incident response, cyber security consulting, and threat intelligence.
7. Identity Security: Tools for protecting user identities and managing access controls.
8. Email Security: Solutions focused on protecting email communication from phishing, spam, and malware.
9. Integrated Cyber Defense Platform: A comprehensive platform integrating various Symantec products for seamless security management.

Symantec Pricing Strategy

Symantec’s pricing and marketing strategy focuses on delivering competitive and value-driven options to its customers. Here’s a breakdown of product offerings:

1. Competitive Pricing: Symantec has positioned its products at an attractive and competitive price point in the cybersecurity market. They strive to offer top-notch security solutions at a cost that aligns with the value provided.
2. Value for Money: The company emphasizes offering high-quality products that justify their cost, focusing on the value-price balance. This means customers can expect robust and efficient security solutions worth their investment.
3. Flexible Pricing Options: Symantec offers a range of pricing options, catering to different sizes of businesses and their specific needs. This flexibility allows businesses of all scales to find a solution that fits their budget.
4. Incentivized Pricing: Symantec occasionally offers additional incentives through its resellers, making their pricing even more competitive and attractive to potential buyers.
5. Customer Satisfaction and ROI: The overall strategy aims to ensure customer satisfaction by providing a solid return on investment (ROI), highlighting the effectiveness and efficiency of their security solutions.

Symantec Place Strategy

Symantec started its operations from American soil and has its headquarters at Mountain View in California. It has spread its product and service presence worldwide, including nearly fifty countries like China, Saudi Arabia, Canada, and the United Kingdom. It has established development centers in India: Bengaluru, Chennai, and Pune. Symantec has diversified its portfolio and increased its market share by following a merger and acquisition policy.

It has a widespread distribution channel that includes a trained workforce of more than eleven thousand employees. Its antivirus products are available at most IT shops, stores, online retailing, and portals. Its website offers the latest news, training assets, and product information with a single click. Symantec offers help with multi-platform software and global support and delivery infrastructure to maximize technology investments.

Here’s a summary of Symantec’s place strategy:

1. Global Reach and Accessibility: Symantec, now a part of Broadcom, has expanded its reach globally, targeting not only North America but also other geographies and non-English-speaking countries. This indicates a strategy of broadening their market and adapting to diverse cybersecurity needs worldwide.
2. Focus on Ransomware and Adaptive Protection: Given the increasing prevalence of ransomware attacks worldwide, Symantec has developed Adaptive Protection strategies. This approach involves mapping different attack methods and updating their defensive strategy in real-time, focusing on evolving threats and responsive solutions.
3. Integrated Security Technologies for Zero Trust: Symantec has a suite of security technologies that cater to various aspects of the Zero Trust framework. By integrating these technologies, they provide comprehensive threat protection to customers, emphasizing a holistic and robust security posture.
4. Customer-Centric Strategy with Attractive Pricing: Symantec offers competitively priced, high-value endpoint protection packages. This strategy delivers effective security solutions and ensures customers a good return on investment, emphasizing their customer-centric approach.
5. Continuous Authentication and Risk-Based Access Control: Symantec’s efforts in constant authentication highlight their commitment to evolving security needs. They integrate various risk data sources to improve access decisions and reduce risks related to personal information theft, showcasing their advanced and adaptive approach to security.

Symantec Promotion Strategy

Symantec realizes the power of good advertising and social media marketing and has adopted several measures to increase its visibility. It wants the consumer to know about its brand and related products, features, and services, so it has participated in event-centric programs. Symantec has also undertaken other advertising means to garner positive brand exposure by participating in mobile tours and sponsorship deals. To create a direct channel of customer participation, Symantec has taken the help of social media platforms like blogs and its website. The company encourages interested parties to enroll in its Symantec Partner Program and gain access to numerous materials and tools offered to partners.

Some Recent Video ads and Print ads for Symantec are:

Symantec People Strategy

When discussing the “People” aspect of the Service Marketing Mix for a product design for a company like Symantec, it’s essential to consider several key points. Symantec, being a global leader in cybersecurity software and services, relies heavily on its people’s expertise, skills, and customer service capabilities. Here are some points to consider for the “People” element:

1. Highly Skilled Workforce: Symantec’s success in cybersecurity is primarily attributed to its highly skilled and knowledgeable workforce. The company invests in continuous training and development programs to ensure its employees are up-to-date with cybersecurity trends and technologies.
2. Customer Support and Service: Symantec is known for its strong customer support and service teams that provide 24/7 assistance. The quality of customer interactions is critical to their service offering, ensuring users receive timely and practical help for their security needs.
3. Sales and Technical Specialists: The company employs a team of sales and technical specialists who work closely with clients to understand their security requirements and provide customized solutions. These specialists are vital in maintaining customer relationships and ensuring customer satisfaction.
4. Global Presence: With employees and offices worldwide, Symantec’s global workforce allows it to cater to the needs of a diverse client base across different regions. This international presence enables the company to provide localized support and services, enhancing the overall customer experience.
5. Culture and Values: Symantec’s organizational culture emphasizes innovation, integrity, and customer focus. The company values ethical conduct and a commitment to cybersecurity, which is reflected in the professionalism and behavior of its employees.
6. Research and Development Team: The R&D team at Symantec is crucial for driving innovation within the company. By staying at the forefront of cybersecurity research, the team contributes to developing advanced security products and services, keeping the company competitive in a rapidly evolving industry.
7. Partnerships and Collaborations: Symantec’s employees actively engage in partnerships and collaborations with other tech companies, research institutions, and cybersecurity organizations. These relationships are essential for sharing knowledge, resources, and best practices, benefiting Symantec’s customers.
8. Diversity and Inclusion: Symantec is committed to promoting diversity and inclusion within its workforce. The company believes a diverse team of employees can bring various perspectives and ideas, driving creativity and innovation in its solutions and services.
9. Employee Engagement and Satisfaction: Symantec prioritizes employee engagement and satisfaction, recognizing that motivated and happy employees are more productive and provide better service to customers. The company conducts regular surveys and feedback sessions to improve the working environment and address employee concerns.

Symantec Process Strategy

The “Process” element of the Service Marketing Mix for Symantec, a leading cybersecurity company, encompasses the procedures, mechanisms, and flow of activities by which its services are consumed. This is crucial in ensuring services are delivered efficiently and effectively to meet customer expectations. Here are several key points related to Symantec’s store management processes:

1. Service Delivery Process: Symantec has streamlined its service delivery process to ensure fast, reliable, and secure delivery of its cybersecurity solutions. This includes everything from initial customer inquiry through solution customization and implementation to post-implementation support.
2. Customer Support and Resolution Process: Symantec strongly emphasizes its customer support system, employing a tiered support structure to handle customer queries and issues effectively. This includes self-service options, live chat, email, and phone support, ensuring customers receive the help they need promptly.
3. Continuous Monitoring and Incident Response: Given the nature of cybersecurity, Symantec has established processes for constant monitoring of threats and swift incident response. This proactive approach helps in the early detection of potential security breaches and quick action to mitigate risks.
4. Software Development and Update Process: Symantec follows a rigorous software development life cycle (SDLC) that includes phases such as planning, design, development, testing, deployment, and maintenance. This ensures that their products are reliable, secure, and meet the high-quality standards their customers expect.
5. Customer Feedback and Improvement Process: The company has a structured process for collecting, analyzing, and integrating customer feedback into its service improvement plans. This feedback loop is crucial for continuous improvement and adaptation to changing customer needs and market dynamics.
6. Compliance and Regulatory Adherence Processes: Symantec has established comprehensive processes to ensure compliance with global and regional cybersecurity regulations and standards. This includes regular audits, certifications, and updates to their practices to remain compliant.
7. Training and Education Process: Symantec provides extensive training and education programs for its employees and customers. For employees, this includes cybersecurity training and professional development. For customers, Symantec offers training on effectively using their products and enhancing their security posture.
8. Partnership Management Process: Recognizing the importance of strategic partnerships, Symantec has developed processes for selecting, managing, and collaborating with partners. This includes technology integrations, reseller agreements, and joint marketing initiatives extending the reach and effectiveness of their solutions.
9. Quality Assurance Process: Quality is integral to Symantec’s service delivery. The company employs a comprehensive quality assurance (QA) process that includes stringent testing of its products and services to ensure they meet the highest security and performance standards.
10. Renewal and Subscription Management Process: For its subscription-based services, Symantec has a streamlined process for subscription management, renewals, and upgrades. This process is designed to be customer-friendly, ensuring customers can easily manage their subscriptions and are notified well before renewal dates.

Symantec Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the environment where a product placement service operates and any physical or tangible elements that facilitate the service or help consumers make judgments about the company. For Symantec, a company specializing in cybersecurity solutions, physical evidence might not be as apparent as in businesses with brick-and-mortar presences. However, it’s still a crucial part of the marketing mix. Here are several key points related to Symantec’s physical evidence:

1. Branding and Corporate Identity: Symantec’s logo, website design, and overall branding strategy serve as crucial physical evidence. They communicate the company’s values and the seriousness with which it approaches cybersecurity. The visual identity helps in building trust and recognition among consumers and partners.
2. Online Presence and Website: The company’s website is critical physical evidence. It’s often the first point of contact for customers seeking information about Symantec’s services. A well-designed, secure, and easy-to-navigate website reinforces the company’s expertise in the cybersecurity field.
3. User Interface (UI) of Software Products: The design and functionality of the user interfaces of Symantec’s software products are tangible elements that customers interact with. A clean, intuitive, and user-friendly UI enhances customer satisfaction and proves the company’s commitment to quality and usability.
4. Customer Testimonials and Case Studies: Published testimonials and case studies are physical evidence of the company’s success and the effectiveness of its solutions. They provide prospective customers real-world examples of how Symantec has helped other businesses secure their operations.
5. Security Certifications and Awards: Certificates and awards from recognized industry bodies prove Symantec’s expertise and excellence in cybersecurity. Displaying these on the company’s website or offices boosts credibility and reassures customers.
6. Marketing and Promotional Materials: Brochures, datasheets, whitepapers, and other promotional materials, whether digital or printed, serve as physical evidence. They provide detailed information about the company’s products and services and help build a professional image.
7. Office Locations and Data Centers: While Symantec operates predominantly in the digital realm, its physical office locations and the security of its data centers are crucial. These facilities support operations and serve as a testament to the company’s scale and global reach.
8. Customer Support and Service Centers: The accessibility and appearance of customer support centers, including online support portals, chat interfaces, and call centers, contribute to the physical evidence of Symantec. They represent the company’s dedication to customer service and support.
9. Trade Shows and Conferences: Participation in trade shows, conferences, and industry events allows Symantec to showcase its expertise and solutions in a physical environment. These events provide tangible experiences for customers and partners through live demonstrations, presentations, and direct interactions.
10. Corporate Social Responsibility (CSR) Initiatives: Physical evidence of Symantec’s values and commitment to society can also be seen in its CSR initiatives. Community engagement, environmental sustainability programs, and philanthropy reflect the company’s ethos and contribute to its corporate image.

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