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Data Vast

1. Datavast provides a data storage product called the "Data Security Box" for businesses in China as an alternative to cloud computing that addresses security concerns. 2. The product allows users to securely back up and store large amounts of data at an affordable price using encryption technology without involving third parties. 3. Datavast sees opportunities in targeting small and medium enterprises as well as large companies in China with the Data Security Box as cloud computing adoption is slow due to security fears and there is a need for an affordable yet secure storage solution.

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Himesh Anand
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© © All Rights Reserved
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Download as PPTX, PDF, TXT or read online on Scribd
2K views

Data Vast

1. Datavast provides a data storage product called the "Data Security Box" for businesses in China as an alternative to cloud computing that addresses security concerns. 2. The product allows users to securely back up and store large amounts of data at an affordable price using encryption technology without involving third parties. 3. Datavast sees opportunities in targeting small and medium enterprises as well as large companies in China with the Data Security Box as cloud computing adoption is slow due to security fears and there is a need for an affordable yet secure storage solution.

Uploaded by

Himesh Anand
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Analysis for

DATAVAST Inc
The Target Segment Decision
Abha Patankar 13125001
Aditya Raghunandan 13125004
Anchit Walia 13125007
Devki Nandan 13125014
Rahul Vermani 13125040
Shivani Gupta 13125051
Case Summary
Datavast provided Cloud Computing
storage products in China.
It has reinvented its business to focus on
a product called Data Security Box
It has converted from service provider to
product designer, manufacturer & seller
It is one of the established player in this
relatively unknown market
Datavast Security box will be a success
as it is addressing the ideal need of
Chinese people looking for a storage
solution which resembles a private
storage solution cloud but at a cheaper
rate
Situation Analysis
Creating Backup copies of imported data
was a relatively new concept in china.
Data Storage devices allowed users to
store digital files in a secondary location
in order to prevent loss of imported
information but they were either not
secure or allow access to unauthorized
persons
Cloud Computing was picking up very
slowly in china due to the fears of data
leakage
Market Summary
Datavasts market consists of SMEs &
large business enterprises who prefer
to use a powerful, secure but
affordable single device for fully
functional information storage &
exchange on the go
Specific segments that are targeted
are SMEs or large business houses
Target Segment Customers Needs Corresponding features
SME Secure Data Storage Uses data encryption
technology
Low cost Capacity to store huge
data
Low installation &
Maintenance cost
Large Business
Firms

Secure huge data Uses data encryption
technology
No leakage of data Capacity to store huge
data
Features like limited
access to data
1. Provides storage of data at
economic price
2. One of the most established
players in this field
3. Capacity to back up huge data
4. Uses data encryption
technology
5. No 3
rd
party involved
1. Company is operating at
losses
2. Cloud computing was picking
up very slowly in china

1. No major competitors
2. There is latent need for the
product
1. Lack of knowledge about its
product in the market
2. Misconception about data
leakage

Strengths
Threat
Weakness
Opportunity
Product Offering & Positioning
-6
-4
-2
0
2
4
6
-6 -4 -2 0 2 4 6
S
e
c
u
r
i
t
y

Prices
Hypothetical Cloud Storage Perceptual Map : Current
Perception
5, 5
-5, -5
-2, 1
1, 3
3, 4 4, 4
2, 5
-6
-4
-2
0
2
4
6
-6 -4 -2 0 2 4 6
S
e
c
u
r
i
t
y

Price
Hypothetical Cloud Storage Perceptual Map: Possible
Position for D.S.B.
D.S.B. Positioning
Points of Parity Points of Differentiation
Huge Data Storage
Security
Economical
Features like Limited
Access to data
No 3
rd
Party involvement
Uses data encryption
technology
Much more affordable
Price than any other
competitor
Product range for both
SME & Large Companies
Pricing
For SME selling price for Datavast
Security box = RMB 7000 to IT
Suppliers



For Large Companies selling price =
RMB 400000

Financials
SMEs Large Companies
Selling Price = RMB 7000
Distributer = IT Suppliers
IT suppliers would raise the
prices slightly to make the
margins
Standardized SME
products are cheaper
Margins are close to 50%,
including servicing cost for
each sale
Selling Cycle is faster
Selling Price = RMB
400000
Distributer = SI
Margins to SI = 30%
Customized Product is
also cheaper than
competitors
Margins are close to 75%
-80% for Datavast
Selling cycle is Slower

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