My Project Report

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A

PROJECT REPORT

ON

‘Analyzing market of existing antivirus product for launch ofnew product’

SUBMITTED TO

M.A.E.E.R’S 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.R’S MIT COLLEGE OF MANAGEMENT

(MITCOM) PUNE

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T A B L E O F C O N T E N T S

Chapter No. Title Page No.Declaration from student iiiCertificate from Company iv

Certificate from Guide VAcknowledgement viChapter Scheme viiList of Tables viiiList of Graphs ixList of Charts xList if Abbreviations, xiExecutive Summary xii

I Introduction 11.1 Background of the study 21.2 Background of the topic 31.3 Company profile 41.4 Statement of the problem 111.6 Need of the study 111.5 Scope of the study 121.6 Objectives of the study 13II Research Methodology 14

2.1 Research design 152.2 Primary data 162.2 Secondary data 162.3 Sample design 162.3.1 Population 162.3.2 Sample size 172.3.3 Sampling method 17

2.4 Method of data collection 172.4.2 Instrument for data collection 172.4.3 Drafting of a questionnaire 17

2.5 Field work 172.6 Data- analysis techniques 172.7 Limitations 17




III Data Processing and Analysis 19

IV Findings 26

V Conclusions 28

VI Recommendations 30

VII Personal experience 32

VIII Bibliography 34

IX Appendices / Annexure 36




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




CERTIFICATE FROM COMPANY

(On the letterhead of the Company/ Organization, given andsigned by the concerned authority in the Company /

Organization where student has done the Summer Training. Itshould also have Company/ Organization Seal /Stamp.)




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 MAEER’s 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 Prof. Dr. Sayalee Gankar

Internal Guide Director

Date: Date




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.




CHAPTER SCHEME

Chapter No. Title Page No.

i Introduction 1

ii Research Methodology 15

iii Data processing and Analysis 19

iV Findings 26

V Conclusion 28

Vi Recommendation 30

Vii Personal Experience 32

viii Bibliography 34

ix Annexure 36




LIST OF TABLES

Tableno.

Title Page no.

3.1 Services provided by the antivirus dealers. 30

3.2 dealers of different antivirus software: 31

3.3 Analysis of avg. monthly selling of different brands 32

3.4 Brand suggested by the Dealer 33

3.5 factors for dealing with antivirus dealership 34

3.6“ Target customer for antivirus dealer” 35

LIST OF CHARTS

Chart no. Title Page no.

3(a) services provided by the antivirus dealers. 30

3(b) dealers of different antivirus software 31




3(c) Analysis of avg. monthly selling of different brands 32

3(d) Brand suggested by the Dealer 33

3(e) factors for dealing with antivirus dealership34

3(f) “ Target customer for antivirus dealer” 35

LIST OF ABBREVIATIONS

S.No. Abbreviation Full form

1 Avg. Average

3 E.g. For example

4 Etc And the others

5 i.e. That is

6 Ltd. Limited

7 No. Number

8 Prof. Professor

9 PGP Post Graduate program

10 PVT. Private

11 Yrs years

12 NPAV Net protector antivirus

13 MBA Master of business administrator




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 To study services provided by the antivirus dealers.

2 To study dealers of different antivirus software.

3 To study monthly avg. selling of different brands

4 To study the target customers for antivirus software.

5 To study benefits of customer seeks from antivirus software

6 To study factors for dealing in antivirus software.

7 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.




CHAPTER 1

INTRODUCTION




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.




2




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 , and economy . Marketing research underpins these

activities . 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 P’s of marketing. Marketing is not a just promotion of product – it

can be divided into four sections, often called the “4 P’s” 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 –user‘s needs and wants.

Pricing – this refers to the process of setting to a price for a product, including discount.




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 “P’s”

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 company’s strengths weaknesses.

9) Develop marketing strategies of your products using the marketing mix variables of price,




product, distribution, and promotion.




COMPANY PROFILE

1.3.1. History of the company:

Max Secure Software is a global software company developing products designed to protectthe privacy and security of Windows computer users. The company creates innovativeprivacy, security, protection and performance solutions for Internet users. Max SecureSoftware has a strong technical team of qualified professional and a dedicated customersupport 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 onIndividual, Professionals and Corporate Internet users across the globe.

Max Secure Software founded in January 2003, is a global provider of world class AntiSpyware Solution. It is in the Primary Domain of Security and Privacy. The company createsinnovative privacy, security, protection and performance solutions for Internet users.

Max Secure Software is a professionally managed software company with an excellentmanagement team. The company has strong leadership with robust technology experience asthe founders have tremendous background in developing world-class security and privacysolutions. Max Secure Software drives on the basic emphasis that simplicity, integrity andattitude 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 advisoryboard with tremendous entrepreneurial, information technology, marketing/sales, e-business,and software development experience. The Company has drawn executives and advisorsfrom 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 andtechnology companies. New prospective partners are encouraged to contact us to discusspotential opportunities with Max Secure.



http://downloadbooster.maxpcsecure.com/contact.htm


1.3.4. Key Statistics about Max Secure Software:

Headquarters Pune , IndiaIndustry Information Technology and ServicesType Privately HeldCompany Size 50 employeeswebsite http://www.maxpcsecure.comMale 50%Female 50%



http://www.maxpcsecure.com


1.3.5 Product of max secured soft. Ltd:




Product Profile :-

Advanced technology to detect & delete special spyware

High scanning speed with detailed threat analysis

Appealing and User friendly interface




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 ofshredding

Easy to use Product Interface

Surf the Internet without being tracked, includes Max AnonysurfSafe guard your personal information from spyware, includes Max SpywareDetectorClear all your on & offline activities after you use your PC, includes Max PC




PrivacyEncrypt confidential files and folders for complete safety, includes Max PC SafePrevent junk & annoying banners while you are browsing, includes Max Pop-upSmasher

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




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 company’s

position in the market in general, the knowledge of the company’s competitors and comparative

study of the products of max antivirus with other brands was the basic problem to be dealt with.

5 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

that’s 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




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 findingposition of max secure antivirus Products in respect to other brands and necessity to reformulatemarketing mix of company.

1.7 OBJECTIVES OF THE STUDY:




The main aim of the present study is to accomplish the following objectives:

1 To study services provided by the antivirus dealers.

2 To study dealers of different antivirus software.

3 To study monthly avg. selling of different brands

4 To study the target customers for antivirus software.

5 To study benefits of customer seeks from antivirus software

6 To study factors for dealing in antivirus software.

7 To study Brand suggested by the Dealer




CHAPTER - II

RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN




A research design is the arrangement of conditions for collection and analysis of date in a mannerthat aims to combine relevance to the research purpose with economy in procedure. In fact, theresearch design is a conceptual structure within which research is conducted; it constitutesblueprint for the collection, measurement and analysis of data. For the conduction of study of myproject, they have been assigned work to meet antivirus dealer and cyber café through which I gotrelevant information which has fulfilled my research successfully Thus before initiating theresearch, concentration was kept on finding the answers of the questions such as what was thestudy about, why was the study being carried out, what will be the area of study, what type ofdata will be required and so on. In the context of research undertaken, the research designadopted was of descriptive and exploratory nature where a cross sectional analysis in the form ofsurvey was conducted, whereby emphasis was laid on generation of summary statistics.

2.2 SOURCES OF DATA COLLECTION-

There 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 tobe original in character. In case of sample surveys or Census surveys, Primary data can beobtained either through observation or through direct communication with respondents in oneform or another. There can be several methods of collecting a primary data. E.g. Observationmethod, Interview method, through Schedules, warranty cards, through Questionnaires, etc.

In case of my study, field test and through Questionnaires I have collected information. Ipersonally 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 havealready been collected and analyzed by somebody else. When the researcher utilizes thesecondary 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 areavailable in various publications of central, states or local governments, books, magazines andnewspapers, etc. The source of unpublished data may be found in diaries, letters, unpublishedbiographies and autobiographies, available with trade associations, labor bureaus, and otherprivate individuals and organizations.

In the case of study of the project on max secure, secondary data was collected from ITmagazines of the company, websites of the company i.e. www.maxpcsecure.com andnewspapers.



http://www.maxpcsecure.com


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 methodenables me to record the behavior of customers as it is. Also it help me even when it pertains tothose who are unable to respond me.

For secondary data collection, magazines of the company, websites of the company andnewspapers.

2.4 SAMPLE DESIGN

All items in any field of inquiry constitute a ‘Universe’ or ‘Population’. But it is difficult andimpractical to include all the entities of Population in case the field of inquiry is large. This isbecause of the tremendous amount of time, money and energy. Thus there may be resourceconstraint. To overcome this, selection of respondents is sought i.e., selection of only a fewitems. The respondents selected should be as representative of the total population as possible inorder to produce a miniature cross-section. The selected respondents constitute what istechnically called ‘a sample’ and the selection process is called ‘Sampling technique’. The surveyso conducted is called a ‘sample survey’.

Thus in the case of max secure, only 5-6 dealers were selected on daily basis for completing myproject in only 45 days that was time constraint due to I have set target of 160 as a sample size ofmy research. The usual steps in sample design such as selecting the type of universe, samplingunit, source list, size of sample, parameters of interest, budgetary constraints and samplingprocedures were followed.

.2.4.1 SAMPLE UNIT

A sample unit for this research project was the dealers who are dealing with any kind ofantivirus 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 thepopulation of which fulfills the requirement efficiency, representativeness, reliability andflexibility.




2.4.3 SAMPLING METHOD

Sampling method used for this research project was random sampling. In which samples wasselected on random basis so that every sample will have equal probability of selection whichshows characteristics of universe.

At the time of my research I have made some strata according to consumer group i.e. Ihave 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 toannexure

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 forlonger duration.

2. The study was conducted under the assumption that the information given by therespondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as technicalsuggestion 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. Getting accurate response from the customers was difficult. Sometimes they were eitherpartial or reluctant to cooperate.

7. The area of research was limited.

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




CHAPTER III

DATA PROCESSING AND ANALYSIS




Table no. 3.1 Services provided by the antivirus dealers.

hardware software AMC OF H/W AMC OF S/W ALL of the above21% 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 servicesand then after they are think about the hardware services.

In above chart 43% software services has been given by the dealers and 21% hardwareservices therefore it is clear that antivirus dealer prefers software business as compare tohardware business.




Table no.3.2 Dealers of different antivirus software.

NPAV quick heal Norton AVG MacAfee trend micro kaspersky150 115 40 25 38 14 70

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

Interpretation:

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




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

NPAV quick heal Norton AVG MacAfee trend micro other30 15 5 7 3 1 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 themonth of may 10 – June 10. Then comes quick heal with 2nd rank. It is followed by AVG,defender, kaspersky, MacAfee and other.




Table no3.4 “Brand suggested by the Dealer” :-

NPAV quick heal Norton AVG MacAfee trend micro Other62 39 10 14 5 2 4

Chart no.3 (d) “Brands suggested by dealers”




Interpretation:-

This data has been made through the dealers’ survey with the help of questionnaire. I met to thedealers personally and collect information regarding the antivirus product.

From the dealer I got the information i.e. they push NPAV antivirus product intomarket because they get good margin as well as NPAV is well known product so that they caneasily 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 brand awareness Service vendor Product reliability49 41 11 7

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




Interpretation:-

When we are launching new product into the market at that time we have to give huge profitmargin to the dealer neither they will not showing willingness to push new product into themarket.

In above chart it is clear that mostly dealer wanted the profit margin for pushing newproduct into the market. Second most important thing is that they prefers i.e. is nothing but brandawareness of the product into the market. Then after they directly or indirectly think about theservice vendor and product reliability.

Table no. 3.6 Target customer for antivirus dealer

home user corporate SME75 7 42

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




Interpretation:

According to chart it is clear that target customer is home user for the dealerthen they can think about small scale enterprises like cyber café.

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 thebrand into the market.




CHAPTER IV

FINDINGS

4.1 FINDINGS:




1. Dealers are mostly interested in software industry due to its good profit margin and otherthing 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 don’t 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)).

.




CHAPTER V

CONCLUSION




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 company’s 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.




Chapter - VI

RECOMMENDATIONS




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.




CHAPTER VII

PERSONAL EXPERIENCE




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 company’s sales manager.

While we are dealing with the dealer or customer sometimes I observed that language problems

with those who don’t 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 that’s 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.




CHAPTER VIII.

BIBLIOGRAPHY




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



http://www.wikianswer.com/marketresearch

http://www.answer.com


CHAPTER IX

ANNEXURE




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 software’s do you sell at your shop?Norton Trend-Mic

roQuickheal

MacAfee AVG Net protector Other(pleasespecify)

3. How many copies do you sell per month?Total Unit : _

Norton

Trend-Micro

Quickheal

MacAfee AVG Net Protector Other(please specify)




4. Who are your target customers for antivirus software?Homeusers

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

secureantivirus

Norton Trend-micro

Quickheal

MacAfee AVG Netprotector

Other(pleasespecify)

Rank1-5

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

supportAvailability Brand awareness

8. Rank the following factors for dealing in antivirus software (rank 1 for highest and 5 forlowest)?

Margin Service ofvendor

Brand Productreliability



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My Project Report