Non-Technical Stream
Non-Technical Stream
«Traditional» anti-virus and Internet security solutions: saying the same thing a different way


To develop effective new positioning for Kaspersky Anti-Virus and Kaspersky Internet Security to attract new groups of users.


Kaspersky Anti-Virus and Kaspersky Internet Security are flagship products for Kaspersky Lab. In Russia, everyone knows them, and they are among the world’s leading security solutions. However, they not only protect computers from viruses but also help users address a variety of issues such as the threat of data and password leaks, optimizing space on the hard drive or giving advice on program settings. These are no mere anti-malware solutions, or commodity products; these are multifunctional tools that can both protect and help young, active users to fully optimize their living space. The main target audience of these products, however, is men aged 45+. We need to completely reconsider the language we use and what we talk about when we address our audience. We need to change our positioning for the flagship products to attract new audiences around the world. At the same time, we shouldn’t forget that the products are not free, and the user needs to clearly understand what they are paying for and decide that it’s worth it.

As part of the work on this task, you should provide the results of market research and your proposal must include the following:

  • Description of the target audience and estimated market size (in financial terms as well as the potential number of users)
  • Positioning, the product offer (value proposition) and the main functions/features/benefits of the application
  • Promotion strategy, promotion channels and their specific features

 Additional materials:

Provided upon request. The current product portfolio is available on the official Kaspersky Lab sites.

In Russian: and

In English: and


Abstract (1 paragraph)

Volume: 30 pages maximum (not including images, applications)

Font: Times New Roman 12, spacing — 1.5

Evaluation criteria

All works will be evaluated according to the following criteria:

  • Compliance with the aims and objectives of the research
  • Originality of the research
  • The feasibility of implementing the proposed solution