Creation of a Value Proposition for a Young Audience on the Market of Endpoint Security

Master thesis is devoted to the study of the value proposition concept, as well as the possibilities of its practical application to attract young audience on Endpoint Security market. Nowadays millennials (a generation born from 1980 to 2000) are conducting more than 50% of online purchases. With the increase of their purchasing power, companies begin to reconsider the ways the business is done. Despite the advancement in cyber threats, millennials do not consider this as a real danger for their own devices and do not see value in using antivirus solutions (only half of them use antiviruses). This shows peculiarity of the interaction between endpoint security companies and millennials. Thus, the revision and construction of an appropriate value proposition for a young audience is seen as one of the main tools for differentiation and reaching a new audience. This becomes especially important in the conditions of market instability. The study consists of two stages. At the first stage, a desk research was conducted in order to reveal the peculiarities of the millennials and their behavior in online environment. The results of the first step were taken as a base for creation of empirical research tools. At the second stage, 16 in-depth interviews were conducted. which resulted in identification and ranking of the main tasks, benefits and problems that millennials meet online. Based on the results of the content analysis, as well as the analysis of the existing company’s B2C solution matrix, a value proposition for a young audience was formed. Proposed value proposition considered not only functional benefits for consumers but also the emotional ones.