BRAND EXECUTIVE ASSESMENT

Purevpn.com

m
By Nabeel Omer
Table of Contents
Identify areas where PureVPN falls short. ............................................................................................................................................................. 3
Suggest improvement in areas where PureVPN falls short For PureVPN ............................................................................................................. 4
Compare the online reputation of 4 VPN providers………………………………………………………………………………………………………………………………..………12
Analyze and compare the website and other owned media of the selected VPN services…………………………………………….……………………..……… 15

Develop a campaign strategy for PureVPN on the research finding…………………………………………………………………………………………………………….…18

1. Identify areas where PureVPN falls short.
Pure VPN is a multiplatform Virtual Private Network (VPN) and personal
privacy solution provider, which is known to provide its services in North
America, Asia Pacific, Russia, and African regions. Pure VPN has 6500 plus
servers distributed among more than 70 countries.
The statistics reveal that Global VPN industry revenue has amounted to
double from 2019 to 2022 taking the figure to $44.1 Billion Dollars and it is
forecasted to grow at an exponential rate till 2023. This spur in the
adaptation of VPNs by consumers is fueled by global events like Covid-19 and
Russia-Ukraine. Other factors usage include remote working and an overall
rise in internet c through phones and other chipsets. However, user privacy is
still vulnerable because of the threat of cyberattacks, hackers, and other
snoops. This demands the industry to scale its tech infrastructure and form an
efficient customer service network.
Pure VPN is operating is a highly competitive industry and region. The users
are very selective and skeptical when choosing a service provider. Pure VPN
has thousands of competitors because of several new entrants and existent
companies, but we can standardize a few on the basis of Reddit community
discussions ,Segmentation and Web rankings
 Hide.me
 ProtonVpn
 TouchVpn
 AtlasVPN
 CyberGhost
 Ipvanish Vpn
The list is just a handful of competitors and is completely subjected to similar
web statistics. When evaluating Pure VPN’s complete portfolio with its
competitors there are be various areas where Pure VPN falls shorts in terms
of its offerings, user experience.

Pure Vpn
Shortcomings
Limited
User
Offerings
Experience

Non Holistic
Marketing
Approach

 Online forums discussions and  Limited Payment

Play Store reviews seem to Gateways
 Lack of synergy  Limited Number of
create a negative word of
mouth between social and simultaneous
web platforms connections
 Low reliance on
Affiliates ]
 Unstable Connection  Competitors like
 Slow and Frustrating User Express VPN highly
Support leverages on affiliate 
 Increase in unsettled payment network to promote
disputes because of slow Its services and has
refunds process ` big names such as
Techradar and VPN
Mentor on board
User Experience
Overall User experience leaves a footprint while creating word of mouth
through referrals and ratings however there are recent decline in user ratings
that could be concerning for users in future

Connection Payment issues

issues

Reddit review Tech Radar

Although these are just a few testimonials from users, however, this is critical
in finding the customer expectations and evaluating the brand performance.
Non-Holistic Marketing Approach
It is important for the success of any Brand to achieve an Integrated Market
communication to achieve its marketing goals. It hecustomersomer to recall
the brand over a period of time and an important element of creating afirst-
pointt sale. However, it was observed that all customer touchpointsoints are
not effectively utilized by Pure Vpn. Real-time monitoring of Previn’s social
media activity reveals a stark difference between the attention paid to its
Facebook and Instagram platforms. Previn’s most recent Instagram post was
from February 9th 2023 and their most recent Facebook post was from July 28
2023. This difference indicates that the corporation has not invested equally
in upkeep and interaction with both platforms

.
INSTAGRAM FACEBOOK
Content Engagement
The service-based products require a high amount of details for proper usage
similarly Pure VPN has several pages with the website that enables their
potential customers to get the product knowledge, this knowledge is mainly
provided within articles, an about us page, and a blog page designing and
creating this pages requires the right content marketing strategy and to track
the performance of their content companies use web performance tools such
as the similar web. As per similar web statistics, for Pure the visitors seem to
navigate through within the web page for a limited time frame which
suggests a short span of attention to detail, which can indicate low
engagement to longer format blogs and articles. When compared to Surf
Shark Pure VPN’s average visit duration was half that of Surf Shark, and the
pages per visit of Surf Shark were twice that of Pure VPN. However, this gives
an opportunity for Pure VPN to identify gaps within its content marketing
strategy and create a tactical framework for better results
2. Suggest improvement in areas where PureVPN falls short For PureVPN
Pure VPN has been in VPN industry since 2007 and has established itself a
reputation in providing Virtual servers and other privacy products for easy
and flexing pricing plans. This is what gives it a significant edge over new
entrants and market however already established competitors as well
internal weaknesses still hinders it growth towards market leaders.

This British Virginia Island company has recently faced criticism over Its
overall services, including customer support, technical bugs, and payment
issues. One its business limitations has been associated with a lack of
engagement through a multichannel digital media strategy that includes
social media marketing, affiliates partnerships and content marketing.

Shortcomings

Techical and User Non Overall User

Limited
Supports Integrated/Holistic Experience; INSTABLE
offerings
Marketing approach connection, payment
issues.
Providing Seamless customer support and resolving service reliability
concerns

1. Identifying Customer Issues

It is important to realize that customers are end users and they are the
best source to identify weaknesses within your services despite modern
technology use. Pure VPN should conduct customer surveys through
questionnaires, and random surveys, for instance, if a customer has
chosen to discontinue the services through apps or web portal
immediate response feedback. This could be important to identify lapses
in service and further analyzed for best t possible solution

2. Setting a benchmark
As much as it is important to recognize customers’ issues, it is also
important to figure out customer expectations to set a benchmark for your
company
 How important is customer support for you after the purchase
 Would you immediately switch the service provide over a temporary
glitch or an unstable connection
 Which apps/websites/ platforms do you need to serve using Vpn
 Which VPN issue previously comes across and needs to be resolved
3. Deploying IT and Customer support Infrastructure
After gaining customer insights, and identifying their issues and expectation,
it is important to conduct an internal analysis through third-party security
audits and check that other technical protocols are met. The next process is
deploying and filling the gaps in existing technology in fracture. This could be
done through outsourcing customer support, technical support panel, and
real-time troubleshooters this could be a limitation due to a cost constraint
but outsourcing these services through micro-sized agencies could be cost-
effective

Achieving Holistic and Integrated Market Communication

The IMC approach helps avoid fragmented marketing and helps in reinforcing
the company offerings. Pure VPN has leveraged well on Facebook and organic
SEO but there is a lack of reinforcement and recall of the brand because of a
lack of frequent marketing efforts on Instagram, YouTube affiliate referrals,
and dedicated blogging websites to review and recommend the services.
IMC could be built through spread a consistent brand message on all
platforms and tapping on every customer touch points. As we talk about
previously PURE VPN has utilized it to provide awareness and the ultimate
guide to VPN services, android guide, and Apple guidelines playlist which
could be future groundbreaking in generating traffic on the page and building
credibility hence YouTube could act as awareness-based platform for pure
VPN. Secondly, Facebook could be targeted for new and existing offerings to
gather a competitive advantage
BTL Marketing
This may be obsolete but Pure VPN Should apply conventional market tactics
through their commercials on digital billboards in major states and of the
USA this targeting could be done at office-based locations public places and
high-traffic lanes to create brand awareness since this practice is not much
applied in VPN industry, it may give a competitive edge

Offering Customers a variety of services to make application and portal user

friendly

Setting Multiple Payment gateways

Pure VPN should sign it up with new payment modes; google pay and Bitcoin.
As Google Pay is considered one the safest online method, potential
customers may not hesitate to avail of Pure VPN services because of
reliability of the Google payment method. It can also remove a trust deficit
among potential consumers while subscribing to payment plans because of
its seamless transactional process
Unlimited Server Options
Many Pure VPN competitors are trying to gain a competitive edge on the
number of server locations they are offering at a time that is unlimited. Pure
VPN must also offer unlimited servers which are more than 6500 at a time,
this helps the users to choose from wide locations and find their ideal
connection
Longer trials
Pure VPN may consider extending its trial period from one week to 15 days
without requiring payment credentials. While this could lead to an initial
increase in signups, there might be cost constraints associated with this
approach. However, the extended trial period has the potential to attract
more prospects
Competitors
VPN ( Swiss VPN with 1000+ VPN for VPN services
Products Privacy, No log Servers and Apple 5900 Plus
Privacy,2992 streaming Linux/window Servers in 80-
servers/ 68 services s plus countries
Countries
Monthly: $11.99 Monthly: Monthly: Free and Paid
Pricing Yearly:$5.99 $11.99 $11.99 Versions
Yearly:$4.08 Yearly:$4.99

Technology: Malware Blocks No traffic Free version

USP 10GBPS capable Email Logs. Unlimited
servers, Unlimited Protection, it is Highly Bandwidth
Bandwidth, VPN highly Optimized
accelerators optimized for and
(superior speed gaming, and recognized
and connection), Atlas claims to for streaming
Ad Blockers, Swiss- provide the Netflix,
based most secure Disney+
servers
Social media Instagram, Instagram, Instagram, Instagram,
Presence Facebook, Twitter YouTube, Twitter Facebook,
Facebook, Twit Twitter
Customer Trust Pilot: 2.5/5 Trust Pilot:4.2/5 Trust Pilot: Trust
Reviews Play store: 4.3/5 Apple 4.3/5 Pilot:4.3/5
Store:4.6/5 Play Store: App Store:
App Store: 4.3 3.8/5 4.6/5
 Customer Cons: Tricky Paid Cons: Atlas VPN Cons: Cons: VPN
Experience Subscriptions: has been Deceptive switches on
Automatic yearly associated with and scam automatically
renewals without trouble money-back with device
consent of streaming policy restarts which
distressed and Netflix on its Pros: Users makes it
frustrated multiple server are satisfied shady, paid
customers and has locations which with the versions are
created a negative has been speed, limited to
worth, customers expressed security, some
also have issued through users’ multiple countries
complaints over reviews. The platform
the website glitch in apps ( streaming, Pros:
interface and its making internet and Greater value
user-friendliness connection compatibility to money as
slower, with IOS free plans
Pros: As per user connections) also provide
hands down to stable
their fast speed Pros: CSR connections
and seamless campaigns ARE
connection appreciated
well like
supporting
Ukrainian , Split
Tunneling ad
Blocking
4. Analyze and compare the website and other owned media of the selected
VPN services

Web Analytics
It is extremely important to identify and measure your competitor’s website
and digital media performance as it is the first point of interaction between
customers and your brand. The web performance of four major Pure VPN
Touch VPN ATLAS VPN

IP Vanish Proton VPN

competitors has been measured in order and results are further evaluated to
determine which of the competitors has the best web and media strategy

SEO ANALYSIS
Touch VPN

IP Vanish
Proton VPN

Atlas VPN
Pure VPN

The metrics support the evidence that there aren’t better conversion rates
for Touch VPN and Atlas VPN aren’t generating leads because of the fewer
details on the webpages. Touch VPN has a non-interactive and very obsolete
website interface which is causing a high bounce rate. On the contrary Proton
VPN has the highest traffic and retention time, this is because of a greater
number of credible backlinks, affiliates, and referrals from stronger domains
This is also proven by their content which has a high number of blogs, articles,
and information which is a catch for customers to spend more time. When
comparing the web performance of all VPN services to that of Pure VPN have
2.1 M backlinks but the quality of these backlinks is weak which is why the
domain authority is affected which is why it has low numbers of visitors
compared to its competitors.
5. Develop a campaign strategy for PureVPN on the research finding
Big Problem
Customers are dissatisfied with the VPN services because of lapses in
technical areas and user support which is why they are canceling
subscriptions and switching to competitors
Campaign Moto
Redefining excellence
Campaign Objectives
 To interact with inactive customers and convert them into active users
 Increase our social media impressions by 80 %
 Approach dissatisfied and ex-customers and resolve their issues to
remove a negative sentiment around Pure VPN name
Campaign Name
Rewire with Pure VPN
Target Market
Demographics: The target market; age gender and geography remain
unchanged
 North and European regions should remain the main target market
 This campaign needs to target a specific category of customers who are
dissatisfied customers and customers who have recently canceled their
subscriptions
Campaign Strategy
The communication message should be based on the catches that relate to
customer needs and pain points
 “ We are insomniacs our customer support doesn’t sleep at night”
Promotional offers
 “Subscribe back and get 30 days free Service”
Use more personalized approach by reaching customers via Emails and SMS
References
https://www.crunchbase.com/organization/nordvpn
https://growjo.com/company/hide.me_VPN_(eVenture_Ltd.)
https://www.semrush.com/analytics/overview/?q=purevpn.com&protocol=https&searchType=domain
https://www.zoominfo.com/c/purevpn-ltd/345925114