Trend Micro committed to providing cutting-edge security to a connected world

Brand Positioning vs. Marketing Tactics 

Trend Micro has maintained a leadership position in the industry for nearly three decades. Companies and individuals have put their trust in us for a good reason: we are a leader in hybrid cloud, endpoint, and network security. Our brand positioning and overall brand strategy embody our corporate ethos - to remain highly innovative, despite our sheer size – keeping pace with technological change to consistently deliver advanced threat intelligence and protection. 

In this highly global and digitalized world, our cybersecurity solutions work together to seamlessly share threat intelligence and provide a connected threat defense with centralized visibility and investigation to secure organizations in a connected world.

Trend Micro lays huge emphasis and importance on how marketing will help the ecosystem, especially our channel ecosystem, in enabling them to effectively deliver and operate competitively, with the clear objective of enhancing the overall experience of our end-customers. We consider our channel partners an extension of our organisation and our marketing efforts reflect the same.

Marketing to us is a key enabler in achieving business objectives and goals for any organisation, whether it’s an SMB or a large enterprise. It is not a mere function but an intrinsic component of the company’s overall scheme of things.  

Good data for a Good Brand Strategy 

Data is of paramount importance to our business and we pride ourselves in analysing data real-time to generate insights, which enable us to serve our customers better, whether it’s in terms of our product & solution offerings, our GTM strategy or our communication outreach aimed at our various stakeholders. We opine that if an organisation wants to have a competitive edge over others, they need a combination of best-in-class data collection and interpretative skills. When all these factors come together, as in our case, it makes the brand more meaningful, different and salient, thereby predisposing customers to choose us over competition.

In a highly connected and digital world, marketing tactics based on behavioural metrics are the most powerful when combined with demographic, psychographic and attitudinal data. 

R&D driving Growth

Trend Micro has invested heavily into manpower, growing our team size three times in the last three and a half years, with separate teams for government, large enterprises and commercial business. Our major investment is in engaging and developing different categories of channel partners in India. We are building a big team for the channel, which includes channel sales, channel technical and channel services. There are channel partners who are doing large sized infrastructure projects, there are pure-play MSSP (Managed Security Service Providers) partners, and there are large cloud service partners.

Nithya Krishnan
Director, Marketing – India & SAARC, Trend Micro