Marketing Proposal for

Intro to Marketing

Period 5

6/3/12

Samuel Timmons, Tristan Perrotti

Background:

Barracuda Networks is a technologies company. They provide products and services which include; , computer networking, data protection, hosted services, and virtual appliances. They have been commissioned by major companies such as Coca-Cola,

FedEx, and IBM.

Barracuda Networks was founded by Dean Drako in 2003. Dean Drako has remained the company’s president and CEO since its founding. Michael Perone is the company’s executive vice president and CMO. The company started out as a spam and virus provider until it started offering its other networking and security products and services.

Their products are made to be simple to use. They are designed to be setup within 15 minutes. They also remain affordable by not adding per user fees. Their products are designed to be available to all businesses not just business giants.

The Barracuda Server Model 190 is a device. It contains 500GB internal hard drive along with the provided cloud storage. It is a relatively cheap cloud storage device priced at just over $1000 including 1 year of service. This makes it available to individuals not just to businesses.

Market Analysis:

1.

Client’s Status in the Current Market:

Started in 2003 Barracuda Networks is still a growing Business. They are considered a standard of excellence in the security and networking industry. They provide to anyone from an individual to a large well known company such as Coca-Cola.

2.

Industry Trends:

The computer security industry is doing very well because almost all companies need computer security. Basically any company that uses computers or any other technology of that sort needs to have some form of computer security. Individuals also use computer security to back up the files and to protect their personal information.

3.

Buyer Profile and Behavior

Barracuda networks has a very large target market. Their target market includes individuals, companies, and schools. They cater to this large target market by have both affordable options for individuals and larger options for schools and companies. Individuals, companies, and schools will especially buy their products if they worry about their information’s security. According to our survey, over 90% of people care about their computer’s security so that leaves Barracuda Networks with a lot of potential customers. Most individuals that buy their products are adults that own one or more computers.

4.

SWOT Analysis

Strengths:

Barracuda Networking provides top of the line security and networking devices. They have a management whose members are very successful and who are well acquainted with security technologies. Barracuda Networks has been recognized by both Best Places to Work in the Bay Area, and Ernst & Young Entrepreneur of the Year. Large companies such as L’Oreal and

Europcar have bought their products.

Weaknesses:

The products that Barracuda Networks make are very specialized; they should make some products that have multiple features combined. Barracuda Networks is a relatively new company which means they are still learning how to operate smoothly.

Opportunities:

Barracuda is a very well recognized company which leads to them having a lot interested possible customers which they could sell to. The can take advantage of the scare of more sophisticated computer hackers and sell even more security systems. They could turn the weakness of being a developing company in to a benefit by growing and changing along with the market.

Threats:

They could be threatened by downloadable security products such as Norton and

MacAfee. Their competition makes both security software and security devices. The weakness of having specialized products can turn away some possible customers.

Business Proposition:

1.

Mission Statement:

We help companies reach the very best they can be.

2.

Key Planning Assumptions:

Barracuda Networks http://www.barracudanetworks.com 6/3/12

Wikipedia Computer Security http://en.wikipedia.org/wiki/Computer_security 6/3/12

Glassdoor Barracuda Networks Reviews http://www.glassdoor.com/Reviews/Barracuda-

Networks-Reviews-E39922.htm 6/3/12

Mind Tools SWOT Analysis http://www.mindtools.com/pages/article/newTMC_05.htm

6/3/12

3.

Short and Long Term Goals:

By the end of 2013 we aim to increase Barracuda Networks’ annual sales by 25%. We will do this by introducing a line of combination products. By the start of 2015 we would like to introduce two new combination product lines one of which marketed toward corporations, and one marketed toward individuals.

4.

Target Market:

One of the product lines will be marketed towards individuals. We will have basic cloud storage and internet security integrated in to the products in this line. We will design them to be affordable for individuals. Our other new product line will be marketed to corporations. We will have cloud storage and internet firewalls and router capabilities integrated into them. This product line will be priced notably higher than the other product line.

5.

Value Added:

We will include three years of complimentary service with the purchase of one of these products. After that service will cost $50 to $200 a year depending on what services are needed. Products will also include a complimentary ten year manufacturer warranty.

Strategies and Marketing Action Plan:

1.

Product:

We will introduce one product line for individuals. These products will be affordable for individuals. They will include basic cloud service and internet security. We will introduce another product line for corporations these products will be markedly more expensive. They will include cloud service email and internet firewalls and have router capabilities.

2.

Price:

The products in the product line for individuals will be priced from $100 to $1000 depending on the internal hard drive and the level of internet security. The products in the product line for corporations will be priced from $10,000 to $50,000 depending on the internal hard drive, the email and internet firewall, and the number of users it can support.

3.

Place:

These product lines will be sold in computer stores in the US, and they will be sold in major international stores. They will also be sold online at the Barracuda Networks website.

They will be introduced globally at the start of 2015.

4.

Promotion:

We will mostly advertise through a line of television commercials we will pay for spots on the most watched channels. We will also advertise online on websites that we can buy add space on. Barracuda Networks reputation should also help in the sales of these product lines.

Marketing Research Survey Results