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A PROJECT REPORT ON Analyzing market of existing antivirus product for launch of new product

SUBMITTED TO M.A.E.E.RS MIT COLLEGE OF MANAGEMENT (MITCOM)

BY PAWAN ASHOKRAO SHINDE Roll No. GM14 Batch No. 3rd IN PARTIAL FULFILLMENT OF POST GRADUATE PROGRAM (PGP) (MARKETING) MAY-JUNE 2010-11 M.A.E.E.RS MIT COLLEGE OF MANAGEMENT (MITCOM) PUNE

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net TABLEOFCONTENTS Chapter No. Title Declaration from student Certificate from Company Certificate from Acknowledgement Chapter Scheme List of Tables List of Graphs List of Charts List if Abbreviations, I 1.1 1.2 1.3 1.4 1.6 1.5 1.6 II 2.1 2.2 2.2 2.3 2.3.1 2.3.2 2.3.3 2.4 2.4.2 2.4.3 2.5 2.6 2.7 Executive Summary Introduction Background of the study Background of the topic Company profile Statement of the problem Need of the study Scope of the study Objectives of the study Research Methodology Research design Primary data Secondary data Sample design Population Sample size Sampling method Method of data collection Instrument for data collection Drafting of a questionnaire Field work Data- analysis techniques Limitations Guide Page No. iii iv V vi vii viii ix x xi xii 1 2 3 4 11 11 12 13 14 15 16 16 16 16 17 17 17 17 17 17 17 17

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net III IV V VI VII VIII IX Data Processing and Analysis Findings Conclusions Recommendations Personal experience Bibliography Appendices / Annexure 19 26 28 30 32 34 36

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DECLERATION

I, Mr. Pawan Ashokrao Shinde, hereby declare that this project is the record of authentic work carried out by me during the period from 31st May, 2010 to 14th July, 2009, and has not been submitted to any other University or Institute for the award of any degree/ diploma etc.

Mr. Pawan Ashokrao Shinde

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CERTIFICATE FROM COMPANY

(On the letterhead of the Company/ Organization, given and signed by the concerned authority in the Company / Organization where student has done the Summer Training. It should also have Company/ Organization Seal /Stamp.)

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CERTIFICATE

This is to certify that Mr. Pawan Ashokrao Shinde MIT College of Management (MITCOM) has successfully completed the project work Titled Analyzing market of existing antivirus product for launch of new product- in partial fulfillment of requirement for the completion of PGP course as prescribed by the MAEERs MIT College of Management (MITCOM) Pune. This project report is the record of authentic work carried out by him/her during the period from 31 May 2010 to 14 July 2010. He has worked under my guidance.

Prof. Mr. Sidharth Mishra Internal Guide Date:

Prof. Dr. Sayalee Gankar Director Date

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ACKNOWLEDGEMENT
At this point of time I would like to express my gratitude towards few people without whom successful completion of my project would have been difficult if not impossible. First of all I would thank my project guide Prof. Siddharth Mishra Sir for his support & guidance during the course of my project. It was his vast knowledge & impeccable ability to solve difficulties that helped me to complete my project successfully. I am also thankful to Mr. Sunil Arya (Area Sales manager) of Max Secure Software India Ltd. for his help & endless support regarding this project. Also I regards to our director Prof. Dr. Mrs. Sayalee Gankar for her valuable co-operation & support. I would also like to thank our staff members whose vast resource of knowledge indirectly to the subject helped to make my work easier.

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CHAPTER SCHEME

Chapter No.
i ii iii iV V Vi Vii viii ix Introduction Research Methodology Data processing and Analysis Findings Conclusion Recommendation Personal Experience Bibliography Annexure

Title

Page No.
1 15 19

26 28 30 32 34 36

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LIST OF TABLES

Table no. 3.1 3.2 3.3 3.4 3.5 3.6

Title Services provided by the antivirus dealers. dealers of different antivirus software: Analysis of avg. monthly selling of different brands Brand suggested by the Dealer factors for dealing with antivirus dealership Target customer for antivirus dealer

Page no.

30

31 32 33 34

35

LIST OF CHARTS

Chart no. 3(a) 3(b)

Title services provided by the antivirus dealers. dealers of different antivirus software

Page no. 30 31

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net 3(c) 3(d) 3(e) 3(f) Analysis of avg. monthly selling of different brands Brand suggested by the Dealer factors for dealing with antivirus dealership Target customer for antivirus dealer 34 35 32 33

LIST OF ABBREVIATIONS

S.No. 1 3 4 5 6 7 8 9 10 11 12 13

Abbreviation Avg. E.g. Etc i.e. Ltd. No. Prof. PGP PVT. Yrs NPAV MBA

Full form Average For example And the others That is Limited Number Professor Post Graduate program Private years Net protector antivirus Master of business administrator

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EXECUTIVE SUMMARY

This project entitled Market Analyzing market of existing antivirus product for launch of new product from max secure software pvt ltd. has been prepared for partial fulfillment of the PGP awarded by the MIT College of Management (MITCOM), Pune. Max secure antivirus is new antivirus has been launched by the company before a month back. The reason for carrying out the research was the stiff competition being faced by competitors in antivirus software. The research was conducted in Pune city. The primary objectives of the research are 1 2 3 4 5 6 7 To study services provided by the antivirus dealers. To study dealers of different antivirus software. To study monthly avg. selling of different brands To study the target customers for antivirus software. To study benefits of customer seeks from antivirus software To study factors for dealing in antivirus software. To study Brand suggested by the Dealer

The research was aimed at analyzing the market for the launching new antivirus product into the market. This is mostly useful to collect the opinion of the dealers, sub dealers, and customers. Primary data has been collected with help of questionnaire method. Secondary data was obtained from pamphlets and supplements provided with the Pune edition of the National dailies and local newspapers and magazines.

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CHAPTER 1 INTRODUCTION

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1.1 BACKGROUND OF THE STUDY

The study is the part of PGP+MBA (Post Graduate Programme + Management of business administration) Course of MIT College of Management, Pune. The study is for 45-60 days training program where the students have undergone the training program in the field he is going to opt as their career.

The main reason for the study is to get the student the practical experience of the field. This gives the student the short understanding of the functioning of respective field.

In this program the student are expected to undergo the training of the different aspects of the company and to learn from it. For marketing, the students are expected to learn the different marketing practices 7 different phenomenons related to marketing done by the company and also the market research the company does for the generating leads.

Thus this study helps the student to get the overview of the company functioning and learn from it.

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( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net BACKGROUND OF THE TOPIC

As the topic is Analyzing market of existing antivirus product for launch of new product is basically having two parts, one is Market Mapping and second is Competitive Analysis. Market mapping is now more accepted by top management as an effective sales tool. Also the numbers of brands are exists in antivirus software so IT industries have increased and so different competitors use different promotions technique frequently which may be similar or different. So both competitive analysis & market mapping is very necessary for launching a new antivirus in the market and so we also accepted this facts and make focus on this above mention facts. MARKET MAPPING Marketing is the craft of linking the service provider of a product with customer; both existing and potential .It is an inevitable and necessary consequence of capitalization. However marketing is not limited to capitalist country. Marketing techniques are applied in all political system , and in many aspect of life Marketing method are informed by many of the social science , particularly psychology ,sociology activities , and economy . Marketing research underpins these . Through advertising, it is also related to many of the creative arts .Successful

marketing typically has a customer orientation or focus i.e. what marketing involves. Before starting of actual work in case of small antivirus software company like max secure software we have to study 4 Ps of marketing. Marketing is not a just promotion of product it can be divided into four sections, often called the 4 Ps they are Product the product management aspect of marketing deals with the specifications of the actual goods or service and how it relates of the end users needs and wants. Pricing this refers to the process of setting to a price for a product, including discount.

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Promotion- this includes advertising. Publicity word of mouth, and personal selling, and refers to the various methods of promotion the product, brand, or company. Place or Distribution refer to the product gets to the customer, for example, point of sale placement or retailing. These four elements are often referred to as the marketing mix. A marketer will use these variables to a marketing plan. For a marketing plan to be successful, the mix of the four Ps must reflect the wants and desires of the consumer in the target market. Marketing depend on marketing research to determine what consumers wants and what they are willing to pay for. Marketing hope that this process will give a sustainable competitive advantage. Marketing management is the practical application of this process. MARKETING MANAGEMENT Marketing management is the practical application of marketing techniques. it is the analysis, planning , implementation and control of programs designed to create , build and maintain mutually beneficial exchanges with target markets . The marketing manager has of influencing ability to the level, timing, and composition of demands in way that will achieve organization objective s. Marketing management involves: 1) Understanding the economics structure of your industry Identify segments within your market 2) identify the marketing strategy which best fits your company 3) Identifying your target market. 5) understand your competitors to and their product. 7) Establish environmental scanning mechanisms to detect opportunities and threats 8) Understand your companys strengths weaknesses. 9) Develop marketing strategies of your products using the marketing mix variables of price,

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( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net COMPANY PROFILE 1.3.1. History of the company: Max Secure Software 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 professional and a dedicated customer support team to cater to all the requirements of the customers. Max Secure Software is a privately held company based in Pune, India with offices in US, creates 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 January 2003, is a global provider of world class Anti Spyware Solution. It is in the Primary Domain of Security and Privacy. The company creates innovative privacy, security, protection and performance solutions 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 that simplicity, integrity and attitude in providing perfect solutions and total customer satisfaction. 1.3.2. 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 positions at major corporations with tremendous experience. 1.3.3. Affiliate and Partners: Max Secure has established partnerships with some of the worlds leading media and technology companies. New prospective partners are encouraged to contact us to discuss potential opportunities with Max Secure.

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1.3.4. Key Statistics about Max Secure Software:

Headquarters Industry Type Company Size website Male Female

Pune , India Information Technology and Services Privately Held 50 employees http://www.maxpcsecure.com 50% 50%

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1.3.5 Product of max secured soft. Ltd:

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Product Profile :-

Advanced technology to detect & delete special spyware High scanning speed with detailed threat analysis Appealing and User friendly interface

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net Enhanced active protection to protect your online privacy Registry fix feature to restore your original settings

Automatic Registry Scanning and Cleanup Safely make backups of any registry change made Improve system performance and stability by removing orphaned references Scans your hard drive for invalid & incorrect program shortcuts

Frees hard drive space Permanently deletes files, folders and recycle bin and makes them irrecoverable Shreds empty drive space Schedule option available for scheduling software for the specific time, date and type of shredding Easy to use Product Interface

Surf the Internet without being tracked, includes Max Anonysurf Safe guard your personal information from spyware, includes Max Spyware Detector Clear all your on & offline activities after you use your PC, includes Max PC

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net Privacy Encrypt confidential files and folders for complete safety, includes Max PC Safe Prevent junk & annoying banners while you are browsing, includes Max Pop-up Smasher

Avoid unnecessary storage of error pages Enable flow of control information Set Selective Acknowledgement Retransmission of lost data Set Web page processing priority

Increase available free Memory Defragment Physical memory Recovers Memory from Windows and other applications Displays real-time graph of available physical Memory and page files

1.4 STATEMENT OF THE PROBLEM Even though max secure antivirus is not well known antivirus for entering into the market it requires understanding market condition among the antivirus development companies. To create

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net good image about max antivirus in the mind of customer, company need to do time to time analysis of the market and competitors of the company becomes imperative. To conduct this, a comprehensive survey was needed for knowing the views and perceptions of the customers and dealers about the product, i.e. antivirus. Therefore, getting the information about the companys position in the market in general, the knowledge of the companys competitors and comparative study of the products of max antivirus with other brands was the basic problem to be dealt with.

NEED OF THE STUDY

For penetrating new product or sustaining existing product into market it requires market study then only product will sustain in the market. Max secure antivirus is newly launched product into the market thats why our company is not even having distribution channel for that we have to promote our product into the market so that dealer also can aware with our product and also take dealership of our product to push into the market with high margin.

1.6 SCOPE OF RESEARCH: Research is limited for Pune city. It is divided into 5 major areas as which have potential market

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net for max secure anti-virus: 1) Camp, Station and Swargate 2) Hadapsar, Bibbewadi and Fatima Nagar 3) kothrud 4) Aundh and Chinchwad 5) Kalyani Nagar Research emphasis on Analysis of market of existing products in Pune. It includes finding position of max secure antivirus Products in respect to other brands and necessity to reformulate marketing mix of company.

1.7 OBJECTIVES OF THE STUDY:

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net The main aim of the present study is to accomplish the following objectives: 1 2 3 4 5 6 7 To study services provided by the antivirus dealers. To study dealers of different antivirus software. To study monthly avg. selling of different brands To study the target customers for antivirus software. To study benefits of customer seeks from antivirus software To study factors for dealing in antivirus software. To study Brand suggested by the Dealer

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CHAPTER - II RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net A research design is the arrangement of conditions for collection and analysis of date in a manner that aims to combine relevance to the research purpose with economy in procedure. In fact, the research design is a conceptual structure within which research is conducted; it constitutes blueprint for the collection, measurement and analysis of data. For the conduction of study of my project, they have been assigned work to meet antivirus dealer and cyber caf through which I got relevant information which has fulfilled my research successfully Thus before initiating the research, concentration was kept on finding the answers of the questions such as what was the study about, why was the study being carried out, what will be the area of study, what type of data will be required and so on. In the context of research undertaken, the research design adopted was of descriptive and exploratory nature where a cross sectional analysis in the form of survey was conducted, whereby emphasis was laid on generation of summary statistics. 2.2 SOURCES OF DATA COLLECTIONThere are two sources of data viz. primary data and secondary data 2.2.1 PRIMARY DATA The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. In case of sample surveys or Census surveys, Primary data can be obtained either through observation or through direct communication with respondents in one form or another. There can be several methods of collecting a primary data. E.g. Observation method, Interview method, through Schedules, warranty cards, through Questionnaires, etc. In case of my study, field test and through Questionnaires I have collected information. I personally deal with dealers and sometimes directly to the end users. 2.2.2 SECONDARY DATA Secondary data means data that are already available i.e., they refer to the data which have already been collected and analyzed by somebody else. When the researcher utilizes the secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. Usually, published data are available in various publications of central, states or local governments, books, magazines and newspapers, etc. The source of unpublished data may be found in diaries, letters, unpublished biographies and autobiographies, available with trade associations, labor bureaus, and other private individuals and organizations. In the case of study of the project on max secure, secondary data was collected from IT magazines of the company, websites of the company i.e. www.maxpcsecure.com and newspapers.

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net 2.3 METHODS OF DATA COLLECTION There are various methods of data collection such as Observation method, interview method, schedule method, warranty cards, questionnaire method and so on. For primary data collection, field test as well as questionnaire method was used. This method enables me to record the behavior of customers as it is. Also it help me even when it pertains to those who are unable to respond me. For secondary data collection, magazines of the company, websites of the company and newspapers. 2.4 SAMPLE DESIGN All items in any field of inquiry constitute a Universe or Population. But it is difficult and impractical to include all the entities of Population in case the field of inquiry is large. This is because of the tremendous amount of time, money and energy. Thus there may be resource constraint. To overcome this, selection of respondents is sought i.e., selection of only a few items. The respondents selected should be as representative of the total population as possible in order to produce a miniature cross-section. The selected respondents constitute what is technically called a sample and the selection process is called Sampling technique. The survey so conducted is called a sample survey. Thus in the case of max secure, only 5-6 dealers were selected on daily basis for completing my project in only 45 days that was time constraint due to I have set target of 160 as a sample size of my research. The usual steps in sample design such as selecting the type of universe, sampling unit, source list, size of sample, parameters of interest, budgetary constraints and sampling procedures were followed. .2.4.1 SAMPLE UNIT A sample unit for this research project was the dealers who are dealing with any kind of antivirus dealer in allocated area in Pune. 2.4.2 SAMPLE SIZE Sample size for this project was 160 dealers who are doing dealership, Pune keeping in mind the population of which fulfills the requirement efficiency, representativeness, reliability and flexibility.

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2.4.3 SAMPLING METHOD Sampling method used for this research project was random sampling. In which samples was selected on random basis so that every sample will have equal probability of selection which shows characteristics of universe. At the time of my research I have made some strata according to consumer group i.e. I have made questionnaire for dealer. 2.4.4 Drafting of a questionnaire: My company has been given questionnaire to me and I have attached that questionnaire to annexure 2.5 LIMITATIONS OF THE STUDY: Every study is bound by limitations and as such this is no exceptions. 1. Change is Constant rule of nature. Hence, the study undertaken may not hold good for longer duration. 2. The study was conducted under the assumption that the information given by the respondents is authentic. 3. The analysis and suggestion are given only with respect to marketing aspects as technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company. 5. It was a limited span of time for survey. 6. 7. Getting accurate response from the customers was difficult. Sometimes they were either partial or reluctant to cooperate. The area of research was limited.

8. The availability of exact data and figure is difficult to achieve. The footfall of customers in the store varies from store to store.

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CHAPTER III DATA PROCESSING AND ANALYSIS

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Table no. 3.1 Services provided by the antivirus dealers.

hardware software AMC OF H/W AMC OF S/W ALL of the above

21%

43%

22%

15%

13%

Chart no. 3.(a) services provided by the antivirus dealers.

Interpretation: In above chart it is clear that most of the antivirus dealers are providing software services and then after they are think about the hardware services. In above chart 43% software services has been given by the dealers and 21% hardware services therefore it is clear that antivirus dealer prefers software business as compare to hardware business.

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Table no.3.2 Dealers of different antivirus software.

NPAV 150 quick heal 115 Norton 40 AVG 25 MacAfee 38 trend micro 14 kaspersky 70

Chart no.3 (b) Dealers of different antivirus software.

Interpretation: As shown in the Chart NPAV antivirus is well established antivirus brand in Pune city, everybody wants to deal with this antivirus due its profit margin as well as awareness. Quick heal is second most antivirus dealers in Pune. Then after come kaspersky, Norton, MacAfee, AVG, and trend micro respectively.

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Table no.3.3Analysis of avg. monthly selling of different brands.

NPAV 30

quick heal 15

Norton 5

AVG 7

MacAfee 3

trend micro 1

other 4

Chart no.3 (c) Analysis of avg. monthly selling of different brands.

Comparative analysis on the basis monthly selling shows that, NPAV is ahead in sales in the month of may 10 June 10. Then comes quick heal with 2nd rank. It is followed by AVG, defender, kaspersky, MacAfee and other.

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Table no3.4 Brand suggested by the Dealer :-

NPAV 62

quick heal 39

Norton 10

AVG 14

MacAfee 5

trend micro 2

Other 4

Chart no.3 (d) Brands suggested by dealers

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net Interpretation:This data has been made through the dealers survey with the help of questionnaire. I met to the dealers personally and collect information regarding the antivirus product. From the dealer I got the information i.e. they push NPAV antivirus product into market because they get good margin as well as NPAV is well known product so that they can easily sale the product to the customer. So dealer suggest NPAV brand to the customer.

Table no.3.5 factors for dealing with antivirus dealership:-

margin 49

brand awareness 41

Service vendor 11

Product reliability 7

Chart no.3 (e) factors for dealing with antivirus dealership

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Interpretation:When we are launching new product into the market at that time we have to give huge profit margin to the dealer neither they will not showing willingness to push new product into the market. In above chart it is clear that mostly dealer wanted the profit margin for pushing new product into the market. Second most important thing is that they prefers i.e. is nothing but brand awareness of the product into the market. Then after they directly or indirectly think about the service vendor and product reliability.

Table no. 3.6 Target customer for antivirus dealer home user 75 corporate 7 SME 42

Chart no.3 (f) Target customer for antivirus dealer

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Interpretation: According to chart it is clear that target customer is home user for the dealer then they can think about small scale enterprises like cyber caf. There is lot of scope for the antivirus software, for selling antivirus to the end users. Corporate is last thing which cannot be targeted by the dealer because of unawareness of the brand into the market.

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CHAPTER IV FINDINGS

4.1 FINDINGS:

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1. Dealers are mostly interested in software industry due to its good profit margin and other thing is its low annual maintenance cost (ref. chart no.3 (a)).

2. NPAV is having huge market share and they are providing high profit margin to the dealer for pushing their product into the market. So For pushing max secure antivirus new antivirus product into market dealer want high profit margin (ref. chart no.3 (b)).

3. There are too many competitors are in the antivirus software market and most of the market share has been taken by NPAV in Pune, then after quick heal, kaspersky, Norton, AVG etc are other competitors for the max secure antivirus. (ref. chart no.3 (c)) 4. Dealer suggest NPAV brand to the customer because they can easily sale antivirus to end user (ref. chart no.3 (d)).

5. While dealers are taking dealership of a new product at that time they mostly think about profit margin, if profit margin is good then they dont bother about taking dealership of a new antivirus product (ref. chart no.3 (e)). 6. Dealers are having huge target market for end user as well as they can easily push new product to them (ref. chart no.3 (f)). .

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CHAPTER V CONCLUSION

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5.1 CONCLUSION: The dealers prefer keeping brands which customer aware of the brand like quick heal, net protector, AVG, Norton etc. According to the finding MAX SECURE ANTIVIRUS has not created enough awareness to the customer in the market as premium antivirus software. Net protector, quick heal, and kaspersky are well known and aware among the dealers. Mostly customers are not aware of many brands, but in this case dealers try to promote the brand on basis of high profit margin and volume of inventory. Dealers in Pune are in favor to sell net protector antivirus and quick heal antivirus software because these provide high margin although sold frequently or easily to them. Net protector antivirus has earned a fair amount of goodwill in the eyes of the dealers The customers and Dealers of max antivirus software are satisfied but there is always a scope of improvement and also wants extra margin to push this antivirus into the market. The summer project definitely helps the max secure antivirus Company to increase its sales and profit. The summer project helps company to expand its marketing and promotional activities. The companys image in the minds of the customer is affected by after sales service. Knowledge of local language is very important in the marketing. Sales are affected by local language.

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Chapter - VI RECOMMENDATIONS

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6.1 Recommendation 1. To have a good relationship with dealer and the sub dealer and also with the customer so that they feel more important to the max secure as organization. 2. Increase level of personalized service/interactive approach with the dealers. Through interaction and personalize service the front line staff should ensure to make the dealers feel that they are the value. 3. Regular announcement of incentives should be made to more often to dealers, so that they give their best to achieve companies goal. 4. There can be additional rewards depending on the frequency of selling or based on attracting more customers to visit the store. 5. Dealers must have the complete knowledge of the product. So that they can train their staffs about the products so that they can also assist customers. 6. The company should give a good amount of profit margin to their dealers so that they are attracting towards the products. 7. The value of loyalty points among the dealer could be increased if possible. It will enhance the satisfaction level of the company and dealer relationship which is very important for future growth.

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CHAPTER VII PERSONAL EXPERIENCE

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8.1 PERSONAL EXPERIENCE To work with Max Secure Software pvt limited was really a good experience for me because this gave me the chance to face the challenges of the corporate culture. I was personally in contact with customers and dealers. After talking to the customers I came to know their needs and preferences related to the products. This was my practical experience so I tried to relate my experience with my theory which I had learnt in marketing subject. Many times I found that this theory is totally different from practical. Then I concluded that many things are situation based and situation changes from person to person. At the time of summer internship I always used to meet antivirus dealer at that time I came to know that for pushing new product into the market dealer wants high profit margins. If they are not getting good profit margin from company then they are not entertaining with the companys sales manager. While we are dealing with the dealer or customer sometimes I observed that language problems with those who dont know local language in such situation we have to manage with customer or dealer. Especially when I was in Pune mostly dealer know local language thats why while selecting the employee they have to think about can employee speak local language or not. At that time I realized the importance of local language in marketing.

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CHAPTER VIII. BIBLIOGRAPHY

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Books Referred:1) Marketing Management by PHILIP KOTLER, 13th edition published in 2007 by Pearson prentice Hall, New Delhi. 2) Research Methodology by C.R. KOTHARI, revised 2nd edition published in 2004 by New Age International Publishers, Delhi 3) Marketing Research by G.C. Beri, fourth edition. 4) Information technology magazine

Websites consulted:1) http://www.maxpcsecure.com/profile.hml 2) http://www.wikianswer.com/marketresearch 3) http://www.authorstream.com 4) http://www.answer.com

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CHAPTER IX ANNEXURE

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QUESTIONNAIRE FOR DEALERS SURVEY 1. Name of Dealer : 2. Person contacted : 3. Address : 4. Tel. NO 5. Email Id. : :

1. Which services do you provide? Hardware Software AMC of H/W

AMC of S/W All the above

2. Which Antivirus softwares do you sell at your shop? Norton Trend-Mic Quick ro heal MacAfee AVG Net protector Other(please specify)

3. How many copies do you sell per month? Total Unit : _ Norto Trend-Micr Quick n o heal MacAfee AVG Net Protector Other(please specify)

( Word to PDF Converter - Unregistered ) http://www.Word-to-PDF-Converter.net 4. Who are your target customers for antivirus software? Home users SME Corporate

5. Which benefits customer seeks from antivirus software? Security Frequent upgrades Economy Technical support Scan Time

6. Rank the following Brands of antivirus according to following parameter (Please rank at least three brands, rank 1 for highest and 5 for lowest) Brand Max secure antivirus Norton Trend- Quick MacAfee AVG Net Other(please micro heal protector specify)

Rank 1-5

7. Which Antivirus do you recommend to customers and why? _ Quality Margin Technical support Availability Brand awareness

8. Rank the following factors for dealing in antivirus software (rank 1 for highest and 5 for lowest)? Margin Service of Brand Product vendor reliability