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A

Project Report

on title

Brand Promotion and Market Research

at

Max Secure Antivirus

Submitted By

Gagan Gupta

(VIMS/2009-11/015)

In the fulfillment of the requirement for the Degree of Master of Business


Administration and Post Graduate Management Program

Submitted to

Viva Institute of Management Studies, Pune

Bhukum –Bhugaon, Pirangut Road, Pune-411042.

Batch 2009-11
Max Secure Antivirus Pro 2010

Declaration

I, Gagan Gupta, student of Viva Institute of Management Studies (3rd


Semester), hereby declare that I have completed this project on “Brand Promotion
and Market Research for Max Secure Antivirus Pro-2010” during the academic
year 2009-11. The information submitted is true and original to best of my belief. This
Project Report has not been submitted to any other institute or university towards the
award of any Degree.

Date:

Place: Pune

Gagan Gupta

VIMS/2009-11/015

Viva Institute of Management Studies, Pune 3


Max Secure Antivirus Pro 2010

Acknowledgement

I wish to express my profound gratitude to Mr. Sanjay Pradhan (CEO) Max


Secure Antivirus, for his kindness and giving me an opportunity to work under his
organization as a Management Trainee. I would like to thank Mr. Sanjiv Kadam
(Director-Marketing, Sales & Customer Care) for support and valuable guidance for
the completion of this project.

I also express my sincere thanks to Executive Director- Mr. Ankur Tandon


and Placement Head- Ms Shilpa Pahwa, who guided, instructed and encouraged me.

I would also like to thank and express my sincere gratitude to Mr. Vishal
(Sales Manager), Max Secure Antivirus, for his valuable guidance, help and support
without which this project would not have been a success.

Apart from the above I would like to thank Mr. Anand Vighe, Mr. Anand
Joshi, Ms Richa and other seniors for all the support they provided me during my
internship.

Gagan Gupta

VIMS/2009-11/015

Viva Institute of Management Studies, Pune 4


Max Secure Antivirus Pro 2010

Index

Sr. No. Contents Page

1 Executive Summary 6

2 Company Profile 7-9

3 Product Details 10-19

4 Research Methodology 20-21

5 Limitation of the study 22

6 Data Analysis & Interpretation 23-36

7 Conclusion 37

8 Recommendation 38-41

9 Annexure 42-45

10 Bibliography 46

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Max Secure Antivirus Pro 2010

Executive Summary
Every business organization, big or small has its own sets of problems.
Sometimes they enjoy advantages over others; sometimes they also have to bear the
heat of the competition. They are not above the ups and downs of the business.

Max Secure Pvt. Ltd Pune launched the fastest antivirus in India named as
Max Secure Antivirus Pro 2010.

The main objective of the study is to analyze new IT product in antivirus


industry and creating awareness among dealers and Consumers.

The study required a selected area of Pune Market. A detail dealer survey was
conducted to find out all the aspects of antivirus software market. The sales figures of
all companies were collected through the sampling of dealer. The various factors
responsible for sales and different activities carried out by the company, which pay a
pivotal role in antivirus software sales, were find out.

Another survey was conducted where antivirus software users from the IT
industry and manufacture sector industry were asked few questions to study their view
regarding the software features and sales activities.

Two different questionnaires for dealers and customers were made and direct
interviews were held to get first hand information. The data collected from the two
surveys were scientifically analyzed and conclusions were drawn. Based on these
conclusions and managerial theory we recommend a set of activities to be
implemented by Max Secure Antivirus Pvt. Ltd Pune.

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Max Secure Antivirus Pro 2010

Company Profile
Max Secure is a global software company developing products designed to
protect the privacy and security of windows computer users. The company creates
innovative Privacy, security, protection and performance solutions for Internet users.
Max Secure software has a strong technical team of qualified professionals and a
dedicated customer support team to cater to all the requirements of the customers.

Max Secure Antivirus caters user-friendly and innovative PC security and


privacy products, focusing on individual, professionals and corporate internet users
across the globe.

Max Secure software founded in 2002 is a global provider of the world class
anti-spyware solution. It is the primary domain of security and privacy. The company
creates innovative privacy, security, protection and performance solution for internet
users.

Max Secure software is a professionally managed software company with an


excellent management team. The company has strong leadership with robust
technology experience as the founders have tremendous background in developing
world class security and privacy solutions.

Max Secure software drives on the basic emphasis of simplicity, integrity and
attitude in providing perfect solutions and total customer satisfaction.

Max Secure Management Team:

Max Secure software has assembled a dedicated, visionary management team


and advisory board with tremendous entrepreneurial, information technology,
Marketing/ Sales, e-business and software development experience. The company has
drawn executives and advisors from senior position at major corporations with
tremendous experience.

Max Secure Products:

Max Secure products assure you greater privacy, safer internet browsing,
improved system performance and faster browsing speed.

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Max Secure Antivirus Pro 2010

Affiliation and Partners:

Max Secure has established partnerships with some of the world’s leading
media and Technology Company. New prospective partners are encouraged to
contact us to discuss potential opportunities with Max Secure.

Max Secure Affiliate Program:

Max Secure software would like to partner with individuals/ organization that
are eager to make commitments to sell world-class Anti-spyware and privacy
solutions.

As a Max Secure affiliate, you will enjoy a broad range of benefits including
rewards, tools and resources. These benefits are designed to speed up customer’s time
to market, lower the cost of doing business and identify new revenue streams that will
help you broaden your customer base and significantly increase your profitability.

Benefits of Max Secure Affiliate Program:

 Huge and massive 60% commission on all sales!


 Generate monthly income of $40,000.
 We provide commissions on all cross sales as well.
 Dedicated and personal affiliate account manager.
 Max Secure handles all customer service, post sale support and tracking of sales
so you can concentrate on selling.

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Max Secure Antivirus Pro 2010

Awards

And many more…

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Max Secure Antivirus Pro 2010

Product Profile

What is Max Secure Antivirus?

Max Secure Anti Virus is fastest antivirus with


cutting edge SMART SCAN technology with
lightening quick scanning speed. The software is
powered by some advanced features:

 Revolutionary Antivirus and Antispyware


Security:
It removes viruses, Trojan, root kit,
polymorphic malware and spyware without taxing
customer’s computer's memory. It prevents
malicious application from invading customer’s PC.
Best protection against zero-day threat and attacks.

 Memory Scanner:
Now even before scanning customer’s PC, memory scanner takes care of
deadliest virus residing in customer’s memory.

 Enhanced Detection;
We have state-of-the-art research lab and a large dedicated team of experts to
identify new threats.

 Advanced Blocking:
Completely automated advanced features. It blocks ActiveX, host file, Browser
helper Objects and tracking cookies and many strategic registry and file locations.

 Active Monitoring:
Complete peace of mind while browsing. Protects customer’s privacy and
provides security against malicious processes and homepage hijackers

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Max Secure Antivirus Pro 2010

 Continuous and Automatic Updates:


Automatically schedules scans and updates to start while PC is idle.

 Firewall to protect you from unwanted network connections:


Block applications and network connecting to customer’s PC and downloading
malware.

 Data Theft Protection:


Secure customer’s data with password. No one can copy data from customer’s
PC to a USB without customer’s permission.

 USB Protection:
Protect customer’s PC from viruses executing on customer’s PC whenever you
connect an infected USB unknowingly.

 Free Personalized Customer Support:


Free email and chat support. Integrated support team to streamline technical
support requests. If our product cannot remove the virus, our tech support can
remotely access customer’s PC and remove viruses, for free. Guaranteed!!

System requirements:

The following minimum system requirements are needed to run Max Secure
Anti Virus:

 Pentium Class Processor.


 256 MB of RAM available.
 300 MB of free hard disk space.
 Internet Connectivity for Registration and Live Updates.

Max Secure Anti Virus will operate on the following versions of Microsoft Windows:

 Windows 7, Vista, XP, 2003 server, 2000 (Service Pack 4)


 Compatible with 32 and 64 bit system

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Max Secure Antivirus Pro 2010

Price:

MRP for each copy : Rs. 1275/- only

During Promotion (internship) : Rs. 855/- only (For Customers)

During Promotion (internship) : Rs. 650/- only (For Dealers)

Features distinguish Max Secure from other Antivirus:

 Export log option:

Clicking on the Export Log button customer can send mail to our Research
team for review. It contains the scanned threat entries on customer’s PC and
few other file/registry entries which help our Research Team review issues on
customer’s PC.

 Max Shield:
Max Shield is the Active Protection Shield that Max Secure Anti Virus provides
you. These options can also be disabled/ enabled by right clicking on the
system tray icon of Max Secure Anti Virus. Click on the Max Shield button on
the main Max Secure Anti Virus window to view this option. Various Live
Monitoring options are described below:

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Max Secure Antivirus Pro 2010

IE Home Page Protection:

Some spyware program changes customer’s Internet Explorer home page


settings. For instance, every time you open Internet Explorer, the home page of
some website other than customer’s chosen one will be displayed.

Max Secure Anti Virus provides you the Active Home Page Protection. If any
spyware tries to hijack customer’s home page, the Max Secure Anti Virus prompts
the message.

"xxxxx.xxx is trying to change customer’s current home page!


From: about:blank
To: http://www.spywarequake.com/
Do you want to allow this change?"

If you click on Yes, it will allow home page to be changed. If you click No, it
will prevent home page from being changed and thus protect customer’s home page
being hijacked. It is recommended that you keep IE Home Page Protection turned
ON.

Tracking Cookie Protection:

Spyware programs install spyware cookies or Tracking cookies on customer’s


PC without customer’s permission. When you surf websites on the internet, tracking

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Max Secure Antivirus Pro 2010

cookies can capture customer’s browser information, customer’s IP address and


other such details.

With "Tracking Cookie protection" turned ON, whenever you open any
website that attempts to access the third party or tracking cookies, these tracking
cookies are deleted immediately. Thus the website(s) cannot access information
about customer’s system. This keeps customer’s browsing habits, IP address,
searches, preferences etc. private.

Process Monitor:

Spyware processes run continuously in customer’s computer's memory, using


up CPU and RAM thus slowing down customer’s PC. If this option is checked, Max
Secure Anti Virus continuously scans customer’s computer's memory looking for
any Spyware process and kills any spyware processes as soon as it detects.

It notifies you with a message "Spyware exe killed". Thus leaving them
inactive. Live Process Monitoring also ensures that no Spyware get installed on
customer’s PC. It terminates any Spyware at the time of installation. If you set
Process Monitor to "Off", it may leave customer’s system vulnerable to infection by
spyware. It is recommended that you leave Process monitor always ON to keep
customer’s PC secure.

Host Files Monitor:

Host Files monitoring option blocks spyware from modifying host file and
also those sites which user wants to block. It also allows user to keep (block) or
unblock site when host file get modified by any user /non user event.

If this option is checked, Max Secure Anti Virus continuously monitors the
host file which blocks spyware from modifying host file and it will give notification
if notification check is ON.

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Max Secure Antivirus Pro 2010

If you set Host Files Monitor to "Off", it may leave customer’s system
vulnerable to re-infection by spyware. It is recommended that you leave Host Files
monitor always on.

Network Monitor:

Many Spyware establish connection with their remote servers to send


information. Network Monitor continuously monitors network activities for
suspicious Network connections. If any Suspicious Network connection is found
then this connection is closed by the Network Monitor and the process which was
establishing this connection is also terminated. User is notified with a message
“Suspicious Network connection was established to the <IP address / Host
Name>. Max Secure Anti Virus has terminated the connection."

This feature is available in Active Monitor as well as in Quick and Full Scan.
Note: This option is only for Windows XP Service Pack 2 and later version.

File Association Monitor:

Windows operating system keeps a track of application to file extension


association. The spyware programs change these associations to disable default
computer applications to run which includes anti-spyware, firewall or any other
security software.

Some of the Spyware may change the file association of customer’s important
or confidential files so that you may not able to open and use that file and may also
cause vulnerabilities to customer’s PC. Max Secure Anti Virus monitors File
Association. If any program try to change File Association of any file then, Max
Secure Anti Virus prompts to user to allow it or not with "Yes" and "No" button on
the message window.

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Max Secure Antivirus Pro 2010

If user selects "Yes" it will be allowed and if selected "No" it will be blocked.
Max Secure Anti Virus will display message "Spyware File Association removed
successfully" if user selected "No" and also if Live monitoring is ON.

Windows Restrictions Monitor:

Windows Restrictions Monitor protects customer’s PC from many Window


settings related changes made by any program.

Many Spyware would create restrictions such as

1. Disable/Enable Drives

2. Disable Control panel

3. Disable Change Password

4. Disable Search

5. Disable RUN

6. Disable Shut Down

7. Disable Network Access

8. Disable Task Bar Setting

9. Disable Registry Edit

10. Disable Task Manager

11. Disable Context Menu

12. Disable Desktop icon

13. Disable Display Properties

14. Disable Background Tab

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Max Secure Antivirus Pro 2010

15. Disable Screen Saver Tab

16. Disable Setting and Plus Tab

17. Disable Appearance Tab etc.

Spyware exploit these entries. If some program tries to change these settings
then Windows Restrictions monitor prompts the user whether he wants to allow
these changes. User can make a decision based on information available. To allow
changes click ‘Yes’ otherwise click ‘No’.

IE Restrictions Monitor:

Many Spyware manipulate IE Restrictions Registry keys to force users to go


their advertised websites, redirect searches, change homepage etc.

Internet Explorer Restrictions Monitor protects customer’s PC from changes


in customer’s Internet Explorer settings such as No File Open; No File New, No
Browser Save As, No Browser Options, No Favorites, No Select Download
Directories, No Browser Context Menu and more.

If some program tries to change these settings then it asks the user whether
he wants to allow these changes. To allow changes click ‘Yes’ otherwise click ‘No’.

 Registry Fix option:

Many Spyware changes customer’s Browser settings by changing home page,


search page etc. They may disable right click on Desktop or do not allow you to
change desktop background or force screen saver etc. Registry fix feature allows
fixing such problems.

After scanning the PC with Max Secure Anti Virus, you can just go to the
Registry Fix / Hosts File tab present in the Options window and select all entries
or select the ones you want to fix and click on the Fix button to fix the entries and

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Max Secure Antivirus Pro 2010

these settings will be restored to how they are supposed to be when you first bought
a new PC.

All of the new settings will be default settings as set by customer’s Microsoft
Windows operating system. You will be able to go back and change any setting
manually without any problem. Max Secure Anti Virus will not block you from
changing any settings manually. This option is just supposed to rescue you when you
face difficulties with normal Windows and IE features on customer’s PC.

 Exclude option:

We have provided a very useful option for the users who use some kind of
file sharing or P2P programs that is "Exclude" option. There is some software
which comes under the category of key logger or RAT (Remote Administrative
Tools) but people still use them, in that case we give the user the freedom to exclude
those entries or choose not to scan those entries at all.

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Max Secure Antivirus Pro 2010

After performing full scan before quarantining, go to Options button and


click on Exclude Recover tab. The Exclude window displays a list of the threat
name and scanned entry path on customer’s PC it detected during the scan. You can
select any threat entry that you’d like to exclude by checking the checkbox (es)
provided before the threat name(s) or entry. The 'Select All' button lets you select all
the threats in the list at one go. And then click on Exclude.

Newly added Exclude Folder option will allow you to completely exclude
scanning of a folder so that data that you not want to be scanned by Max Secure
Anti Virus can be added from here. To start scanning this folder you will have to
remove it from this list.

These excluded folders, threats or particular entry will not be scanned the
next time onward. The excluded items can be scanned again if you later decide to do
so by clicking on the Recover button near this Exclude window.

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Max Secure Antivirus Pro 2010

Research Methodology

Development of research procedure is another important step in the market


research process. Research design is actually the blue print specifying every stage of
the action in the course of research.

Features of research design:

The design was formulated to be flexible so that changes can be adapted in the
execution of the research.
Care was taken to minimize the bias at every stage since any research work
made untrue information would turn out to be unreliable or worthless.
Effort has been taken to collect as many information as possible through the
questionnaires so that elaborate analysis can be carried thereafter.
The design was closely linked with the objectives set earlier, so that the essence
of the information collected and analyzed does not get diluted.

Methods of Data Collection:

 Primary Data:
Data required for the study is collected first hand from dealers, antivirus users,
from IT and Manufacturing sector.
 Secondry Data:
1) Internal Sources-
Company records
Survey records
Yellow Pages

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Max Secure Antivirus Pro 2010

2) External Sources-
Web-Pages of organizations and journals
Newspapers
Magazines

Tools for Data Collection

Questionnaire based interview method:

The questions are crafted in a way to generate as many information as possible


with minimum effort on respondents part.

Types of Questions used:

Open-ended

Close-ended

Multiple Choices

Sampling:

The sample size for dealers was 120, and the sample for the customers was 80
individuals. Out of 80 individuals, 25 are IT Professionals, 35 Students and remaining
20 are normal persons.

Analysis methods and Tools:

The entire analysis of data was done with the aid of Microsoft Excel
spreadsheet programming.

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Max Secure Antivirus Pro 2010

Limitations

Nothing is perfect in this world. The last perfect person was crucified to the
across. This project is not an exception to this rule.

Following are the limitations of this project:

1) The study is made on the responses to the questionnaire framed.


2) Though utmost care has been taken, the views expressed by the sample may
not represent the views of the population at large.
3) Sometimes due to lack of time, the respondent may not have given reliable
information.
4) Some respondents did not see the project important so they gave exaggerated
information that had to be manipulated.
5) Conclusions arrived might not be suitable to other part of country.

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Max Secure Antivirus Pro 2010

Data Analysis and Interpretations

1) Number of Dealers of Different Antivirus Software:


Sr. No. Brands No. of Dealers
1 Norton 74
2 Quick Heal 112
3 Net Protector 98
4 E-scan 68
5 AVG 58
6 McAfee 46
7 Avira 53
7 Others 16

Others, 16

Avira, 53 Norton, 74

McAfee, 46

Quick Heal, 112


AVG, 58

E-scan, 68
Net protector, 98

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Max Secure Antivirus Pro 2010

2) Market Share of Different Antivirus Software:

Sales
Sr. No. Brands In (%)
(in copies)
1 Norton 550 33
2 Quick Heal 600 36
3 E-scan 45 2
4 McAfee 62 4
5 AVG 23 1
6 Net protector 400 24
7 Avira 51 3
8 Others 15 1

Market Share
Norton Quick heal E-scan McAfee AVG Avira Net Protector Others

1%

23%
31%

3%

1%
4%
34%
3%

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Max Secure Antivirus Pro 2010

3) Factors for High sales of Antivirus Softwares:

Weights
Reasons No. of Response
(In %)
Better Features 44 26.3
Low Price 18 10.7
Better Margin 24 14.3
Customer Demand 28 16.7
After Sales Services 48 28.7
Others 5 2.9

Weight of reasons for high sales of Antivirus


Better Feature Low Price Better Margin
Customer Demand After Sales Services Others

3%

26%
29%

11%

17%
14%

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Max Secure Antivirus Pro 2010

(i) Market Response for Different Antivirus Softwares according to


Product Features (Performance):

Brands Weight
I (6) II (5) III (4) IV (3) V (2) VI (1) Points
(%)
Norton 31 25 15 9 0 0 398 35.89
Avira 5 9 11 3 8 0 144 12.98
Quick Heal 19 17 8 7 0 0 252 22.72
E-scan 1 5 9 0 0 0 67 6.04
McAfee 3 1 12 7 0 0 92 8.30
AVG 2 3 5 2 0 0 53 4.78
Net protector 10 5 3 2 8 0 103 9.29

Weight in Product features for different Anti


viruses
Norton Avira Quickheal E-scan McAfee AVG Netprotector

5%
9%
8% 36%

6%

23% 13%

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Max Secure Antivirus Pro 2010

(ii) Market Response for Different Antivirus Softwares according to


Price:

Brands Weight
I (6) II (5) III (4) IV (3) V (2) VI (1) Points
(%)
Norton 29 23 17 7 3 0 384 30.4
Avira 4 19 10 5 0 0 174 13.7
Quick Heal 21 13 20 6 7 0 303 23.9
E-scan 1 3 8 2 1 0 61 4.8
McAfee 6 7 17 9 0 0 166 13.1
AVG 1 2 3 3 0 0 37 2.9
Net protector 17 6 0 2 0 0 138 10.9

Weight (%) of Price for different Antivirus


Norton Avira Quick Heal E-Scan McAfee AVG Net Protector

3% 11%
30%
13%

5% 14%
24%

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Max Secure Antivirus Pro 2010

(iii) Market Response for Different Antivirus Softwares according to


After sales services:

Brands Weight
I (6) II (5) III (4) IV (3) V (2) VI (1) Points
(%)
Norton 9 11 8 6 3 0 165 15.9
Avira 4 6 7 4 2 0 98 9.45
Quick Heal 27 25 14 12 0 0 379 36.5
E-scan 3 5 6 4 0 0 79 7.62
McAfee 7 4 7 5 0 0 105 10.1
AVG 1 5 3 1 0 0 46 4.4
Net protector 25 3 0 0 0 0 165 15.9

Weight (in%) of after sales services for


different antivirus Software
Norton Avira Quick Heal E-scan McAfee AVG Net Protector

16% 16%
4%
9%
10%

8%
37%

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Max Secure Antivirus Pro 2010

4) Measures Suggested by Dealers to improve Max Secure Antivirus:

Measures No. of Respondents Weight (in %)


Improve Features (A) 39 35
Decrease Price (B) 17 15
Exhaustive Advantage (C) 23 21
Arrange training Programs (D) 15 14
Quick Support (E) 17 15
Others (F) 6 5

Weight (in%) of measures to improve Sales of


Max Secure Antivirus
A B C D E F

5%
15%
33%

13%

20% 14%

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Max Secure Antivirus Pro 2010

5) Overall Satisfaction for the Max Secure Antivirus Software among Dealer:

Satisfactory Level No. of Participants


Excellent 5
Good 15
Satisfactory 20
Poor 10

Satisfaction level
Excellent Good Satisfactory Poor

3%
12%

49%
36%

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Max Secure Antivirus Pro 2010

6) Market Share of Different Antivirus Softwares According to the Segment:

Antivirus 1-10 11-50 50-100 101-250 Above 250 Total


Norton 13 17 4 2 1 37
Quick Heal 13 3 1 0 0 17
Net Protector 3 1 2 2 1 9
McAfee 3 3 0 0 1 7
AVG 1 2 0 0 0 3
E-Scan 0 1 0 0 1 2
Avira 1 2 1 0 1 5

18
16
14
12
10 01 to 10
8 10 to 50
6 50 to 100

4 100 to 250

2 250 Above

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Max Secure Antivirus Pro 2010

7) Different operating systems used on Desktops & Servers:

Operating System Desktop Servers


Windows 66 32
Linux 1 6
Windows & Linux 8 7
Not Responded 0 30

Operating Systems used on Desktops &


Servers
Windows Linux Windows & Linux Not responded
66

32 30

8 6 7
1 0

Desktop Servers

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Max Secure Antivirus Pro 2010

8) Different Sources for purchasing the Antivirus Software:

Head-
Source Dealer Company Internet Total
Office
No. of
43 22 9 6 80
respondents

Buying pattern of Antivirus


Dealer Company Head Office Internet

8%
11%

54%

27%

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Max Secure Antivirus Pro 2010

9) Overall performance of different Antivirus Softwares:

Quick Net
Antivirus Norton McAfee AVG Avira Other
Heal protector
Excellent 12 4 3 3 0 2 3
Good 13 7 4 2 1 0 1
Satisfactory 9 5 1 2 2 0 1
Poor 3 1 1 0 0 0 0
Total 37 17 9 7 3 2 5

14

12

10

8 Excellent
Good
6
Satisfactory
4 Poor

0
Norton Quick Heal Net McAfee AVG Avira Other
Protector

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Max Secure Antivirus Pro 2010

10) Different factors of Antivirus Software that Attracted Users:

Quick Net
Antivirus Norton McAfee AVG Avira Other
Heal protector
Product
27 7 9 5 4 3 3
Feature
Brand 9 5 4 2 2 2 1
Price 6 3 5 3 0 0 3
Technical
8 12 1 4 1 2 2
Support

Factors affecting the Consumers to attract


Product Feature Brand Price Technical Support

Others 3 1 3 2

Avira 3 202

AVG 4 2 01

McAfee 5 2 3 4

Net Protector 9 4 5 1

Quick Heal 7 5 3 12

Norton 27 9 6 8

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Max Secure Antivirus Pro 2010

11) Price range suggested by users for the antivirus software:

Price Range (in Rs.) <750 750-1000 1000-1250 1250-1500 >1500


No. of Respondents 39 34 2 0 0

Users Suggestion for Price range


<750 750-1000 1000-1250 1250-1500 >1500

3% 0% 0%

45%
52%

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Max Secure Antivirus Pro 2010

Conclusions
The following conclusions are based on the findings from the analysis of data
collected through dealers and customers’ survey.

Nowadays antivirus software is one of the essential parts of the operating


system on computers, as there is always threat from virus and malicious code. No one
dare to use computer without these software.

Many Computer users use the antivirus software but there is another class of
people who think that there is no necessity of the antivirus software, they don’t
consider the importance of these antivirus software.

Piracy of the software is the major problem in this field. People (mostly home
users) insist of pirated software, which they easily get from the market.

Quick Heal of course is a market player and leader in antivirus software, having
more than 34.4% market share followed by Norton, Net-protector and McAfee.

Product features are the most important factor for the antivirus software sales
followed by after sales services and prices.

Though Quick Heal is ranked second with respect to sales but a new antivirus
company Net-protector emerged so quickly in this market, within one year they
captured near about 22.9% market share.

As per finding, Net-protector mostly uses the quick Heal dealers for its
distribution by giving high margins and discounts. This company provides better
technical support so many dealer switches over to Net-protector or sale it along with
Quick Heal.

The popular perception among dealers and the customers is that Norton
antivirus provides the best product features and performance because of its strong
positioning and brand image created over a period of time.

People feel that Norton is highly priced followed by Quick Heal, Trend Micro,
Symantec and McAfee.

While a daily study of features of all brands and a feedback of Quick Heal users
suggested that Quick Heal has the very good product range than other antivirus

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provider companies. As it is the second company in the world that provides antivirus
software for Linux operating system.

Due to above reasons dealers sell more copies of antivirus software. These
reasons are according to preference as after sales services, Product features, better
margins and customer demand.

Another area of concern is that many of the dealers think that product features
and promotional support are bottle-neck for Max Secure Antivirus.

Near about 56% of users responded that they purchase antivirus software from
dealer only and 28% said that they purchased it directly from the company and there
are very few users who purchase it from internet or get it from the Head-office.

Almost 52% of the users suggested that price of an antivirus software should
be less than Rs. 750/- for per license copy per year. Followed by that 45% of users
suggested that it should be in between Rs 750 to 1000/-.

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Suggestions & Recommendations

There is a huge competition in market with 18+ competitors; there is an uphill


task ahead for Max Secure Antivirus to increase its sales and be the market leader of
antivirus software’s market in Pune. Following are some of recommendations, which
if implemented with full dedication and a positive frame of mind will make way for
growth of Max Secure Antivirus.

1) All the activities required to improve Max Secure Antivirus sales need a lot of
money and effort. The first thing required is a dedicated and consistent effort
from the Top Management to boost up the morale of the sales force.

2) The biggest task is to increase the product feature of Max Secure Antivirus. For
that purpose it requires lot of research and development in computer
laboratory to improve product features. Developers must try to find out
maximum definitions of viruses so that product will be able to detect most of
the viruses.

3) Antivirus software should be developed in such manner so that it cannot be


pirated because piracy is one of the major problems for whole Software
industry.

4) Awareness for the Linux Antivirus should be created properly because the
Linux users think that none of the Virus will affect it, but now there are so
many viruses that can affect Linux also.

5) Exhaustive TV and Newspaper advertisements (Both in local and National


dailies) should be done to create proper awareness of the antivirus software and

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Max Secure Antivirus Pro 2010

for the brand awareness of Quick Heal so that maximum people knows the
importance of antivirus software.

6) In these advertisements, Max Secure should be positioned in the customer’s


mind using strong USP (Unique Selling Product).

7) Apart from TV and Newspapers advertisement there should be 7-8 huge


hoardings for Max Secure Antivirus at the prominent places in the city.

8) Max Secure should also take initiative for event sponsorships. Inter college
festivals, college and schools functions, sports and quiz contests should be
selectively sponsored by the company.

9) The company should provide proper promotional material to the dealers so


that customers will be aware that the Max Secure Antivirus is available at that
shop.

10) Dealer should be forced to display the antivirus product at the display counter,
as many of the dealers don’t do that.

11) As the market has already been swept away by Norton, more money needs to
pump to gain the dealers interest by increasing their margin so that they can
push the product in the market and dealer will not switch over to other’s
antivirus software because dealers are the major source from where customer
purchases mostly.

12) Product range of the Max Secure is good and many respondents are satisfied
from the software. This shows that it is really competitive in antivirus software
market.

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13) Company should try to grab big corporate as a customer to increase its sales,
because these corporate purchase in bigger quantity, directly from the antivirus
provider companies.

14) Company must have tie-up with any computer hardware company like Norton
have with HP, so that the sales of product is definitely increase and it be
helpful to create brand awareness of Max Secure and the customer will repeat
same antivirus.

15) Company should arrange the training programs for the dealer and their sales-
force that they will come to know about all technical features like installation,
up-gradation etc, so that they will be able to handle the customers problems
properly.

16) Company should come out with some discount schemes like discount coupons
or scratch cards inside pack, discount on purchasing of specified quantity.
These schemes should not be repeated for more than once as it affects the
brand image of the company.

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Max Secure Antivirus Pro 2010

Annexure
Questionnaire for Dealers:

Name of Dealer :

Address :

Contact No. :

Name of the person contacted :

1) Which antivirus software do you sell at your shop?


a) Norton ( )
b) Net-protector ( )
c) Quick Heal ( )
d) AVG ( )
e) Avira ( )
f) McAfee ( )
g) E-Scan ( )
h) Other ( ) Please specify

2) Which service of the following do you provide?


a) Hardware ( )
b) Software ( )
c) AMC of H/W ( )
d) AMC of S/W ( )
e) All of the above ( )

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3) How many copies do you sell per month?


Total Unit :
a) Norton ……
b) Avira ……
c) Quick Heal ……
d) Net-protector ……
e) McAfee ……
f) AVG ……
g) E-Scan ……
h) Other …… (Please Specify Name: …………)

4) Who are your target customers for antivirus software?


a) Home users ( )
b) SME’s ( )
c) Corporate ( )
d) Students ( )

5) Which benefits customer seeks from antivirus software?


a) Security ( )
b) Frequent updates ( )
c) Economy ( )
d) Technical Support ( )
e) Scan Time ( )

6) Rank the following brands of antivirus software according to Product Feature


and Performance? (Rank between 1 to 5) Rank at least 3 of following:
a) Norton ( )

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Max Secure Antivirus Pro 2010

b) Avira ( )
c) Quick Heal ( )
d) McAfee ( )
e) AVG ( )
f) Net-Protector ( )
g) E-Scan ( )
h) Other (………….) ( )

7) Rank following brands of antivirus software according to Price and after sales
Service? (Rank between 1 to 5) Rank at least 3 of following:
a) Norton ( )
b) Avira ( )
c) Quick Heal ( )
d) McAfee ( )
e) AVG ( )
f) Net-Protector ( )
g) E-Scan ( )
h) Other (………….) ( )

8) What makes you sell antivirus maximum in numbers?


a) Better product feature ( )
b) Low Price ( )
c) Better Margin ( )
d) After sales service ( )
e) Customer demand ( )

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9) Your comment/ Suggestions to improve Max Secure Antivirus Sale:

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Max Secure Antivirus Pro 2010

Bibliography
 Books:

Authors Name of the book

Marketing Management
Philip Kotler
Thirteenth Edition

Rajan Saxena Marketing Management

Research Methodology: Methods and


C R Kothari
Techniques

 Websites:

www.maxsecureantivirus.com
www.maxPCsecure.com
www.scribd.com

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