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Problem

Lets consider specific behaviours of two different individuals:

1. Person A is active on Social media, shops often, subscribes to newsletters, signs up to websites and believes that they can interact however they want online.
2. Person B is very limited in their activity of Social Media, very particular about privacy settings in their Social media, only subscribes, signs up to reputed brands, own 2 phone numbers and 6 email addresses & NEVER share their primary email to people/businesses they don't know.

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What's common between these two individuals? They both constantly receive messages in their phone/WhatsApp like the example below.

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Relatable? What do you do when you receive emails, messages, calls like these? Block them, report as spam, ignore, delete?

Do they work addressing the particular incident? - Absolutely!

Does it solve any possible future occurrences? Absolutely no!

Does it tell you why you are receiving a flurry of these uncalled attempts? Absolutely not!

If you have been a victim to unsolicited calls, messages such as these, chances are that your data has been breached and its being "sold" or "auctioned" to the highest bidder. Your data is one of the 16.7 Billion accounts that have been breached since 2004. Some more facts:

• Globally, a single email address is breached around 3 times
• For every 100 people, 77 unique email addresses are breached.
• On an average, 209 accounts are breached per 100 people.

Lets look at similar facts for India:

• There were a total of 294 Million accounts breached in India since 2004
• • This accounts for over 1.8% of the global breaches
• There has been a 117% increase in breach rate in Q4'2023 over Q3'2023 - Yes, that's in 3 months. One quarter.
• There are over 10K breaches per 100K people. Don't think that ratio is too high?
• • From a population of over 1.4B - 750M use the internet. Thats a little over half of the population
  • +320M internet users belong to the "urban population".

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Lets look at the biggest breaches reported this decade:

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Some more, final, facts:

• The above data represents some of the top data breaches reported and localized to India
• • There are numerous breaches with companies that has their headquarters outside India, and have a sizable Indian population as customers - Like LinkedIn
• India ranks amongst the top 5 most breached countries in 2023 - The Hindu
• 58% of Indians dont understand how the dark web works.

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The facts above talk about the more obvious enablers that lead to an individual's data being breached and sold online. Here are some lesser known enablers:

1. Poor password hygiene leading to hacks
2. Phishing attempts when you are browsing online - clicking on malicious links
3. Social Engineering

Source: 2023-ncsir-us-global-report_final.pdf (gendigital.com)

What does this mean to a Consumer?

There are two, obvious, entities that should be responsible in ensuring that an Individual's data is safe:

• The companies that individual interact with
• The individuals, themselves

However, even companies, with their infinite resources fail to protect and secure customer's data. Even banks, yes - read this. The implications of companies being breached is very high too - the obvious impact is damaged brand reputation but the evidence of a monetary impact is that the average cost of a data breach in india was INR 179 Million, in 2023 - IBM newsroom

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So it comes down to the individual's responsibility to ensure that their Identity remains secure whilst they enjoy & consume the resources available on the Internet. The implications of not doing so for an individual? -

1. Financial losses: Stolen information may be used for fraudulent transactions
2. Identity Theft: Personal data that is exposed in the breaches can be misused to impersonate, commit online fraud, or gain unauthorized access to accounts.

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Project scope

Company: Norton Security

Geography: India

Product name: Norton 360 Deluxe

Customer segment: B2C

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Product Category

• Competitors: McAfee | TrendMicro | Ecosystem (Windows, Apple, Google Chrome)

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  Norton Pros:
• - Press release on availability of Data Breach Monitoring in Feb’23
• - Free password manager + bundled plan with additional features
• - “Best” password manager in India (from tech experts) based on encryption & safety in storing passwords + affordability
• - Global leader of “Identity” monitoring & protection
• - Part of “Gen Digital” with 6 other partners collaborating for one unique solution

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  Norton Cons:
• • No active marketing efforts across paid, organic for (related) keywords vs. competitors across channels:
  • • Data breach/leak/{specific incidents in India with data breach}
    • {Password saving, management} related keywords
    • {Antivirus}
  • McAfee has more partnerships with OEMs vs. Norton.
  • Apple, Windows, Google have an edge over SEO/SEM promoting antivirus, password managers. data breach monitoring (the latter 2 are not as effective as Norton)

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Recent/Relevant news

• Norton and other key players in the market unite to form **Gen Digital (2022)**
• [Norton brings Dark Web Monitoring to India](https://cxotoday.com/press-release/norton-brings-dark-web-monitoring-to-india/#:~:text=Norton%2C a consumer Cyber Safety,™ 360 for Gamers plans.) (Feb’24)

Brand perception/Reputation

• Trust pilot score = 4.3
• India Established as an Antivirus provider & password manager. ****Minimal/No effort in promoting the perception + offering of Dark Web Monitoring
• USA Trusted as an Identity & Privacy Protection Service offering Insurance. Aggressive digital marketing (TV, digital ads) - Meta | TV

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Current channels that Norton is available in:

Paid ads :

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​Organic ads/Content loop:

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Ideal Customer Profile

Auxiliary insights (from 12 user interviews)

• Over 10 people across both age groups had some knowledge of what data breaches are and specific, potential ramifications.
• • People in the 35-44 age group had lesser knowledge than age group 25-44.
• All (10) of the users, across both age groups, who had some knowledge of what data breaches are were aware of atleast 2 incidents of data breaches specific to India in the last 5 years.
• • 8 of them THOUGHT they were victims only because they have received alot of cold calls/spams but don’t use a software to be sure.
  • 1 person uses a software that gives them that insight.
• 8/12 people were “Somewhat concerned” about online threats.
• • 3 of them were “Very concerned”.
• People in the 25-44 age group think that Antivirus is not a primary need anymore since it is provided/solved by the ecosystem it is used in. (Apple, Windows defender)

  Age group	Influencers	Blockers
  25-34	Password Manager & Dark Web Monitoring is a need.	Primarily established as an Antivirus; don’t need it.
  35-44	Provides an eclectic blend of family, security, privacy security.	Lack of advertising and testimonials from current users.
  Both	Digital Protection Data Protection Act ‘2023 passed in Sept’23.	Not apple-apple equivalent to GDPR since government access to data is concerning.

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  Core Value Proposition

• Market size

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• Supporting insights for the SAM > SOM as per a sample size study - 2023-ncsir-us-global-report_final.pdf (gendigital.com) as per the surveyed Indices:
  • 27.2M in India have experienced Identity Theft
  • 59% think that they are more vulnerable to identity theft now than they did years ago
  • 57% think that their Identity will be stolen at some point
  • 67% think that it is important to disguise their digital footprint so they cannot be tracked by 3rd parties when online.
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  Acquisition Channels

• Channel vs Parameters	Google search keywords	External Referrals	Paid Ads	Product Integrations	Content Loops
  Flexibility	High	Low	Medium	High	Medium
  Effort	High	Medium	High	High	Medium
  Speed	Medium	Low	High	Medium	Medium
  Scale	High	Low	High	High	High
  CAC	Low	Low	High	Medium	Medium

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Core objectives to be achieved:

1. Leverage the existing market that is primarily focused on Antivirus & Password Manager solutions and create awareness on the impact of data breaches + create a need for dark web monitoring solutions.
2. Leverage channels that are working well overseas, in India, also augmenting it with new avenues that has opportunities to scale relevant to the ICPs here.
3. Start & build conversations, awareness around data security topics converting into acquisitions for the Norton 360 Deluxe plan.

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Based on this, the best two channels recommended along with the rationale are:

1. Organic-
2. • Norton, being a reputed brand globally, has very little reach in India especially for solutions that our ICPs are primarily interested in. There is a sizable un-capped market to capture with organic search.
3. Paid ads-
4. • To be tested as an experiment solely because Norton has been aggressive in paid digital/TV ads in United States in the last 2 years, especially with their acquisition of entitles like Norton LifeLock, Reputation Defender and consolidation to a parent entitle- Gen Digital - with other cybersecurity providers.
   • While the Data Privacy Act (DPDPA) in India was approved in 2023, the implementation timeline for all companies in India is end of 2024. As awareness around this act matures, there will be various providers/products with solutions to other aspects of Privacy & Identity like "Social Media Privacy", "Identity Theft Recovery" , "Financial Hygiene" targeted to Consumers in India, where solutions like these aren't prevalent.
   • With the awareness on Data Privacy being a regulated, other brands are expected to penetrate into the Indian Market - With Norton's press briefing, being the first of its kind, to advertise their Dark Web Monitoring, they will be perceived as leaders in offering these capabilities.

1. Objective Scale Acquisition Volume
   Channels: Organic - Google, SEO, YouTube, Social Media
   Key Result 1: Norton is established as a promoter of Individual Data Security & Privacy in India
   Key Result 2: Customers who purchase a Norton plan know that they offer more than just an Antivirus making them realize the value for money
   Key Result 3: Norton leads the race in meeting an individual's security needs as the Data Protection Act in India is implemented (end of 2024) by starting to create awareness and transparency about the subject.
   
   Keyword research: SEMRUSH (Jan'24)
   
   
   Theme 1: Improve Norton’s ranking on google along with creating awareness among our target group on the internet through a robust content pool.
   Enabler: SEO OPTIMISED BLOGS AND LPs - Develop a directory of articles and awareness guides that help people in consuming the information that is necessary for them to become smarter internet users.
   
   The top key words to focus here are "saving passwords", "password Manager", "Data breach", "Data leak".
2. Create headlines & articles with the key words, with pages educating customers on Password Manager and Data breaches
3. There would be landing pages on both topics, with the password manager emphasizing on its ability to create stronger passwords, encrypted (provides an edge over Google's password manager"
4. How they protect customers against data leaks.
   
   
   
   Additionally, we would start to provide more awareness to visitors on what dark web is, how PII is stolen & auctioned in the dark web and about the Data Privacy Act in India. Once this article receives more traffic, it can be used as paid ads.
   
   
   Theme 2: Establish our presence on a channel that’s best for knowledge gathering - YouTube.
   Enabler: When it comes to educating yourself about a subject or consuming knowledge, there is no better format than video and no better platform than YouTube.
   
   Search results in YouTube through VidIQ: The platform doesn't allow Geo filters show these are global numbers
   
   A few ways in which we can leverage this platform is:

• Videos that talk about the risks of data breach and how you can stay safe from it.
• Collaborating with people who have faced it in the past and what the experience was like
• Collaborating with experts in this field who can share their take on how you can stay safe online.
• Since YT internally is directing 60% of it’s traffic to shorts, utilize this short video format smartly to garner more eyeballs
• Infographics and animated videos that are essentially tutorials.
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2. Objective Acquire High Quality Users

​Channels: Paid- Google ads, YouTube skip ads, Social media, E-commerce ads (all are effective channels
Key Result: Using an "in-demand" protection need today, like password manager, to promote the core value proposition.

LTV Formula = AOV x frequency x retention
LTV --> INR 1000 x 1/year x 13 months for avg user = INR 13000 OR $156
CAC formula = Total Money spent/Total number of customers acquired

CAC --> $187 (Assumption: Industry benchmark for Subscription Software DTC products)

CAC:LTV = 0.834

• Due to the unhealthy CAC:LTV ratio, the experiment is to run only Google Discovery/Display ads for a very small target for a period of 6 weeks.
• The primary goal is to high quality users and drive conversions; if there are promising leads within this experiment period, display ads would be expanded to other platforms like Amazon/Flipkart.
• The execution is only for one ICP only to limit the budget.

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Execution: Based on the ICPs identified

• ICP segment: 35-44 only
• Time period - 6 weeks
• Location - Bangalore, Mumbai | English language
• Audience segments:

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• Ad carousel:

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