Development of the marketing strategy for the development of thee cloud service "KEY" in the field of IT technologies

1.

GRADUATE SCHOOL OF
BUSINESS
MARKETING AND MARKET
ANALYTICS
Moscow
2025
Development of the marketing strategy
for the development of the cloud service
"KEY" in the field of IT technologies of
the company "TATA-GROUP”
Polina Kharitonenko BMM214
Advisor:
Tikhonov Vadim Viktorovich, Associate Professor

2.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Abstract
2
Abstract
This paper explores a marketing strategy to increase profits for
‘KEY,’ an innovative cloud-based real estate product in Russia.
It addresses challenges in introducing new tech to a
conservative industry focused on security amid rising real
estate investment. The study combines marketing theory, value
proposition analysis, and monetisation models with empirical
research on Russian real estate security IT solutions. Methods
include in-depth interviews and user surveys to test
hypotheses, leading to a proposed strategy and
recommendations for marketing similar products in Russia.
Key words: cloud service
‘KEY’, marketing strategy, IT
market, seamless
adevelopmentccess,
integration, profit generation

3.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Introduction
3
Introduction
Background
The global IT market is growing rapidly due to
digital transformation, cloud adoption, and
demand for innovative services. Gartner predicts
the global cloud services market will reach $591
billion by 2025, with an annual growth rate of
15–20% (Gartner, 2022).
Cloud technology is becoming a key industry
driver, providing companies with flexibility,
scalability, and reduced infrastructure
costs.Cloud services focused on data security
are particularly relevant amid geopolitical
instability and rising cyber threats. Cyberattack
damages could reach $10.5 trillion annually by
2025, triple the 2015 figure (Cybersecurity
Ventures, 2021). In urban areas with high
Problem Statement
concentrations of critical infrastructure, the
demand for secure cloud solutions is increasing.
Cloud-based apps that enable seamless access
to barriers and gates are seen as a solution.
Seamless access is also crucial during
emergencies like fires and terrorist threats,
allowing emergency services to respond faster
and minimize damage. Cloud-based apps can
reduce response times by 30–40% (McKinsey,
2021).
‘TATA-GROUP’ has developed ‘KEY,’ a cloudbased access control service for private and
public facilities. The app allows remote opening
of doors, gates, and barriers. Despite achieving
3,000 connections, it has yet to generate
significant cash flow.
The main problem of the ‘KEY’ solution at the
moment is that with a large number of
connected objects (> 3000 in Moscow), the
generated cash flow and operation results from
connecting the solution do not meet the
company's objectives.

4.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Introduction
Professional Significance
Goals of the study
The study will help ‘TATA-GROUP’ improve ‘KEY’s
profitability by optimizing pricing, distribution, and value
communication, increasing revenue and attracting new
clients. It also provides insights for monetizing cloud
services and adapting marketing strategies in Russia.
1.
Develop Marketing Strategy: Explore theoretical
aspects like strategy concepts, product strategy, ‘Blue
Ocean’ theory, value propositions, and monetisation
models.
2.
Analyse Market: Examine trends, market size,
segmentation, target audience needs, and demand
drivers for cloud-based access solutions.
3.
Describe ‘TATA-GROUP’ Service: Outline company
details, service functionality, and competitive
advantages.
4.
Competitor Analysis: Study competitors' product
offerings and marketing strategies.
5.
Develop Pricing Policy: Analyse similar services’ pricing
and create an optimal pricing model.
6.
Develop Marketing Strategy
7.
Create Sales Strategy
Key research questions
How should the product value of the target audience be
changed and/or communicated to increase cash flow from
existing connections?
What service implementation model can increase cash flow
from installed and new connections?
The purpose of this paper is to develop a marketing strategy
for the development of cloud service ‘KEY’ in the Moscow
market to increase profits threefold over the period of one
year from the date of strategy implementation.
Object: Cloud service ‘KEY’
Subject: Development strategy for ‘KEY’
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5.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Literature review
The concept and essence of strategy
How should the product value of the target audience be
changed and/or communicated to increase cash flow from
existing connections?
What service implementation model can increase cash flow
from installed and new connections?
The purpose of this paper is to develop a marketing strategy
for the development of cloud service ‘KEY’ in the Moscow
market to increase profits threefold over the period of one
year from the date ofstrategy implementation.
Literature review
5

6.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Developing a product strategy
Product strategy defines a company’s approach to creating,
promoting, and improving products to achieve strategic goals
(Kotler & Keller, 2016). It establishes competitive advantages
and ensures sustainable growth (Aaker, 2014). A product can
be a physical item, service, or digital solution (Tidd & Bessant,
2018).The strategy involves:
1.
Goal setting — Based on SMART criteria (Doran, 1981).
2.
Target audience analysis — Identifying needs and
behaviour (Armstrong et al., 2020).
3.
Marketing mix — Adjusting product features, pricing,
distribution, and communication (McCarthy, 1960).
4.
Monitoring — Evaluating performance and adjusting
strategy (Kaplan & Norton, 1996).
An effective product strategy ensures competitive positioning,
long-term relevance, and profitability in a dynamic market.
Literature review
6
Thus, product strategy is an important tool for
achieving a company's long-term goals. It
provides clarity, coherence and improves the
quality of decisions. In a highly competitive and
dynamic market environment, developing an
effective product strategy becomes essential for
successful product development and
sustainable growth of the company.

7.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Blue Ocean Theory
As the product is inherently innovative, the Blue Ocean
theory proposed by Kim & Mauborgne (Kim & Mauborgne,
2005) was considered, which is an innovative approach to
strategy development that emphasises the creation of new
market spaces free from competition instead of fighting for
share in existing markets (‘red oceans’). In the context of
developing a marketing strategy for a new IT product, this
theory suggests focusing on innovations that both reduce
costs and increase value for consumers.
Literature review
Market overview of digital access control
services
Digital access control services, like gate and barrier opening
systems, are a growing segment of the smart tech market,
using Bluetooth, NFC, RFID, and LPR (Gartner, 2022). The
Russian market was valued at 5 billion rubles in 2022, with a
15–20% annual growth rate (J'son & Partners Consulting,
2022). Globally, the market was $8.5 billion in 2022 and is
projected to reach $13.8 billion by 2027 at a CAGR of 10.2%
(MarketsandMarkets, 2022).
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8.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Overall, the following market trends can be
•outlined:
Smart home and IoT integration: Access control systems
are increasingly integrated with smart homes and IoT,
allowing users to manage access and automate
processes like lighting and heating from a single app
(Smart Home Magazine, 2023).
AI implementation: AI for number plate recognition (LPR)
and user behavior analysis enhances security and
personalization (Deloitte, 2023).
Seamless opening via geolocation and Bluetooth: Gates
and barriers that open automatically as users approach
are becoming standard, especially in modern residential
areas and car parks (Forbes, 2023).
Cloud-based solutions: Remote facility monitoring and
real-time analytics are driving demand for cloud
platforms, especially in large commercial properties
(McKinsey, 2023).
Literature review
Market potential
The digital access control market in Moscow and Russia
shows strong growth potential due to:
Growing urbanization and increased demand for secure
facilities.
Advancements in IoT and AI.
Rising interest in cloud-based solutions and real-time
analytics.
The market volume in Russia could reach RUB 8 billion by
2025, with Moscow as the key hub for innovation (J'son &
Partners Consulting, 2022).
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9.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Literature review
9
Methods
We analysed the market for security IT solutions, focusing
on value propositions and monetisation models.
Key value propositions include convenience (eliminating
physical cards and keys with geolocation-based automation)
and enhanced security (preventing duplicate creation).
Growing demand for smart home integration is driving the
development of unified management systems (Deloitte).
Flexibility and scalability are also key, allowing adaptation
for various facility types (Frost & Sullivan).
The main monetisation model is subscription (SaaS), with
monthly or annual fees (Grand View Research). Some
companies offer a one-off payment for installation,
especially in the B2B segment (McKinsey). The freemium
model attracts users with free basic features and paid
upgrades (Statista). Ecosystem-based models, such as
affiliate programs and data sales, are also gaining traction
(Accenture).
This research aims to study the company's product, user
perception, and develop recommendations to improve the
marketing strategy. A mixed methodological approach (Qual
> Quant) is used, combining qualitative and quantitative
methods.
The qualitative research will include 10 in-depth interviews
with active ‘KEY’ service users to explore service
recognition, client pains, and possible improvements. Based
on the results, hypotheses will be developed to enhance
product features and increase demand.
Next, a quantitative survey of 300 clients and potential
users will be conducted to model different scenarios for
improving the ‘KEY’ service and identify the changes that
would most increase product appeal and profitability.

10.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Literature review
10
The results of the qualitative and quantitative
Results anticipated
The results of the qualitative and quantitative research will
help to obtain data to develop a marketing strategy for
product development, taking into account the opinion of the
current customer base and potential users.
Despite the fact that this research study assumes an
academic type of research, it has not only theoretical but
also practical significance, as the developed strategy will be
used by the company ‘TATA-GROUP’ for the development
of cloud service ‘KEY’.
Limitations of the research:
Possible subjectivity in respondents' answers in qualitative
research.
Limited sampling in quantitative
Limited sample in a quantitative study, which may affect the
representativeness of the results.
Time and resource constraints that may affect the depth of
analysis.
The expected scientific result is the development of a
marketing development strategy for the product ‘KEY’, which
will lead to an increase in profits by 3 times, provided that
the product is transformed. Product transformation means
creation of new integrations, including advertising,
improvement of the service application and inclusion of new
functions. In addition to increasing profits, the company will
get increased awareness of the service and an idea plan to
improve the service.

11.

Development of the marketing
strategy for the development of the
cloud service "KEY" in the field of IT
technologies of the company "TATAGROUP”
Conclusion
11
Conclusion
The goal of this study is to triple the profit from the ‘KEY’
product within a year of strategy implementation. To achieve
this, market analyses were conducted, theoretical aspects of
marketing strategy were studied, and market trends were
identified. The research explored the Blue Ocean theory, which
focuses on creating competition-free market spaces, and the
development of a product strategy to meet consumer needs
and build a competitive edge. The study shows that the digital
access control market in Moscow and Russia is steadily
growing, creating opportunities for innovative solutions. Key
trends include IoT integration, AI use, seamless geolocationbased opening, and cloud platform growth.
The proposed strategy aims
to boost profit, increase brand
recognition in Moscow, and
provide a clear development
plan to strengthen the
company’s market position