Competition Mapping - Different Antivirus Softwares

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A PROJECT REPORT ON

COMPETITION MAPPING OF DIFFERENT ANTIVIRUS SOFTWARES THROUGH DEALERS AND CUSTOMER RESEARCH

FOR CAT COMPUTER SERVICES PVT. LTD, PUNE

BY ATUL A. FULSUNDAR (M.B.A 2004-2006)

SUBMITTED IN THE PARTIAL FULFILLMENT OF MASTE R OF BUSINESS ADMINISTRATION TO THE UNIVERSITY OF PUNE

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EXECUTIVE SUMMARY

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COMPANY PROFILE

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PRODUCT PROFILE

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OBJECTIVES

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RESEARCH METHODOLOGY

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DATA ANALYSIS AND INTERPRETATION

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FINDINGS

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SUGGESTIONS

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ANNEXURE

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BIBLIOGRAPHY

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ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this work is not different. I wish to express my deep sense to gratitude and profound thanks to Mr. Kailash Katkar (CEO & chairman) for giving me the opportunity to work with CAT Computer Services Pvt. Limited, Pune on this project.

I would like to express my heartfelt gratitude to my project guide Mr.Jagannath Patnaik (Marketing Manager) without whom this project would not have been a success. From the very beginning till the end of completion of this report he was the main source of guidance and motivation for me. He made me aware of the Antivirus industry, market trends and business practices and business practices at large.

Grateful acknowledgement is made to all the staff of CAT Computer Services Pvt. Limited, Pune for supporting me in this project.

I also want to place my gratitude to my internal project guide Mr. Yuvaraj Lahoti for his help and cooperation throughout the project.

I also express my deep senses of gratitude to my Director Mr. Sharad Joshi of Vishwakarma Institute of Management, Pune for allowing me to carry out this project in this prestigious institute.

Atul A. Fulsundar

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CONTENTS

S. No.

Title
1

Page No.

Executive Summary

Company Profile Product Profile Objective of the Study Research Methodology Data analysis and Interpretation Findings Suggestions Annexure
Bibliography

2 6 11 12 14 32 34 35
39

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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. CAT (Center for Anti-Virus Technology) Computer Services Pvt. Limited, Pune is the India s leading developers of the security solutions under the Quick Heal brand, but they are struggling for the market leadership in the antivirus software field. The main objectives of this study is to find the market share of different antivirus softwares and to find out different factors that affect purchasing decision of customers and make recommendations to CAT Computer Services Pvt. Limited to improve the sales. The study required a detailed study 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 play 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 the sales activities. Two different questionnaires for dealer 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 ware drawn. Based on these conclusions and managerial theory we recommend a set of activities to be implemented by CAT Computer Services Pvt. Limited in order to be the market leader in antivirus software industry.

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COMPANY PROFILE
CAT (Center for Anti-Virus Technology) is leading provider of Anti-Virus and Internet Security tools. A privately held company, Cat was founded in 1993 and has been actively involved in Research and Development of anti-virus software since then.

Serving more than million users worldwide, Cat employs more than 80 people in seven branches and its headquarters is in Pune, India. Cat's award-winning anti-virus product line is installed in corporate, small business and consumers' homes, protecting their PCs from viruses and other malicious threats. Apart from antivirus range of products, Cat also provides specialized data recovery services to its customers.
CAT (Center for Anti-Virus Technology) was formed for catering the demand of highly reliable anti-virus software, which would successfully tackle the growing number of vi us r problems. Mr. Kailash Katkar and Mr. Sanjay Katkar founded Cat Computer Services Pvt. Ltd. in the year 1993. In an industry, which has seen very few success stories and overwhelmed by the technical challenges posed by new viruses everyday, CAT has grown exponentially in past 11

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years. This is evident by its presence in more than 50 countries and its listing on more than 400 shareware sites. Over the years we have moved from a simple Antivirus company, to a comprehensive security product company. By 1998 Quick Heal outperformed in performance comparison with all local brands and became India s leading anti-virus software. CAT started exporting Quick Heal by appointing distributors in USA, France, UAE, Kenya, Spain, Germany, Africa, New Zealand, Gulf, Korea and Australia. Quick Heal is exported to 50 other countries through various channels. Quick Heal is also being bundled by computers and peripherals distributors in USA and Canada.

In more ways than one, Cat today has gained a position of strength and credibility on the AntiVirus map of the world. It is, for the company, the dawn of a new perspective, no longer confined to domestic industry but signifying the emergence of a global institution with the caliber and competence that global presence demands.
What this means is a disciplined and dedicated effort to surpass levels of excellence the company has achieved in the past; it means bench-marking the merits of some of the most successful companies in the world; it means having to position one s product in line with some of the best available in the international market place. It is a task at Cat, have worked hard to achieve, shaping the skills at our disposal to attain world standards right from the software engineering and quality assurance processes to products that excel in performance; from effective communication and promotion to widespread networking and successful marketing strategies; from inspired employee culture and innovation to good corporate governance.

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CAT strengths lay in its exceptional team of software and management professionals. Having a strong engineering declined derived out of CAT s product culture and having worked with emerging technologies over years. CAT has developed excellent learning and adaptation capability. This unique capability has seen instrumental in CAT s success in taking on development of the product to its present stage. Over million users worldwide use Quick Heal today. Quick Heal on numerous has been first to come out with the fastest virus solutions in record time ahead of any of its foreign counterpart. In fact in the year 2004 Quick Heal was rated among the top 8 worldwide in virus out break management capabilities. The company with domain expertise in security solutions in a technical solution provider to National and International security software companies likes Aladdin software of Israel and Green Border Technologies of U.S. etc. The company is also into providing anti-piracy and software security technology for other products.

CAT (Center for Anti-Virus Technology) is honored by the following international award and certifications. AWARDS & CERTIFICATIONS VB 100% Award

Virus Bulletin is an independent British periodical dealing exclusively with virus protection. It regularly tests anti-virus solutions developed for various platforms. Virus Bulletin VB100% award is

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given to anti-virus products that detect all In the Wild viruses during both ondemand and on-access scanning in their comparative tests. Quick Heal wins its 12th VB100% award on 4 Dec 2005
CheckMark Certification
Checkmark is a prestigious certification given by West Coasts Labs UK, an International organization. The Checkmark certificate endorses the high quality and reliable functional standards of all security software. West Coast Labs is one of the most respected IT security organizations in the World which tests and certifies computer security. The Checkmark provides a clear and unambiguous indication of attainment of a relevant standard for users of computer security solutions. The Checkmark consists of a standard, a test and a certificate. The standard is a real-world, industry-accepted test.

Five Cows at TUCOWS.COM
Quick Heal received 5 cows rating at tucows.com, which is one of the worlds largest shareware download site. It is visited by millions of users daily.

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They thoroughly test a product and rate accordingly on their site. Five Cows is the highest rating given to any product on tucows.com.

TECHNOLOGY PARTNERS Independent software vendors can integrate virus scanning engine or capabilities into their existing product portfolios. Cat is already working with few technology partner companies to provide comprehensive anti-virus solutions that can easily be integrated into the partner's own technical solution. QuantumLink Communications Pvt. Ltd. (QLC) is the developer of the best-selling email server Postmaster. They have integrated Quick Heal ScanAPI in their email server application to provide their customers with virus protection for their email system.

Business Logic Corporation is the developer of WinCleaner Utility Suite for individuals and SMEs. The company is a leading provider of solutions for windows cleaning, digital file shredding, and file transfer and virus protection around the world. They have integrated Quick Heal Scan Engine and other Quick Heal tools in their anti-virus product WinCleaner Anti-Virus. Nevis Networks is building the technology and systems that will fundamentally change the way the enterprise network is secured. Nevis is integrating Quick Heal Scan Engine in one of their modules of enterprise network security device.

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Goto Software from France is a developer of Vade Retro Anti-Spam Mail filter Technology. Goto provides their technology services to Internet Service Providers and OEM. Cat has integrated their Vade Retro Anti-Spam API in its Quick Heal Internet Security product range. M2 NET S.A. is the first and leading company in Central Europe in creating universal worldwide mail protecting systems. M2 NET delivers Secure Mail Intelligence! Solutions witch reduces potential loss of customer's money by protecting them against cracker and hacker attacks, Spam, viruses, Trojans, massbombing and fast growing Internet worms. M2 NET has included Quick Heal Scan engine in their product to provide ultimate security to their users.

Omniquad has been a leading providing of enterprise network security solutions to customers worldwide since 1995. With a presence in UK, North America and Asia, Omniquad s cutting edge solutions have earned industry and media recognition. It has included Quick Heal Scan engine in their product to provide ultimate security to their users.

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PRODUCT PROFILE

CAT computer service released the new version of its AntiVirus and AntiSpyware solution for desktops. Version name: - Quick Heal 2006 September 09, 2005

AntiVirus Quick Heal 2006 to deliver Complete Protection from Viruses, Worms, Trojans, Spywares, Bots and other Riskwares. Pune 9th September 2005 Cat Computer Services Pvt. Ltd, a computer security company of Pune, today releases the new version of its flagship anti-virus product Quick Heal that provides essential protection from viruses and other potential Riskwares. Quick Heal 2006 is designed based on the new advanced scan engine, which is developed over a platform independent technology. This new version is also coming with a new User Interface that seamlessly integrates various modules to make it more easy to use.

CAT computer services pvt. Ltd, Pune provides a wide range of antivirus software s depending upon the user type and the platform of the installation.

Apart from the antivirus softwares CAT also provides the Data recovery service to the customers. Antivirus software s are classified as per the following type of users.

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1. Home Users 2. Small Medium Companies 3. Corporate

Sized

HOME USERS Quick Heal Anti-Virus 2006

Quick Heal 2006 is a Next Generation anti-virus protection for your PC. It combines proactive and reactive technologies to ensure best protection from recent viruses. Quick Heal has a powerful and an optimized scan engine, which makes virus scanning fast and easy.
Platforms: Windows 95 /98/ME and Windows NT (workstation) /2000 Professional /XP Home and Professional edition.

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Quick Heal Total Security 2006 Quick Heal Total Security gives your desktop needed protection from various Internet threats. It gives Internet Security by automatically removing viruses and spyware, fighting spam, blocking access to hackers, preventing access to unwanted and malicious websites and blocking pop-up banner advertisements. Total Security comprises of: Quick Heal Anti-Virus Quick Heal Personal Firewall Anti-Spam Anti-Popup Network protection Platforms: Windows 95/98/ME and Windows NT/2000/XP/2003. Quick Heal Anti-Virus for Linux Quick Heal Anti-Virus for Linux protects the system from computer viruses, prevent their spreading and disinfect the infected files. It provides a robust and real-time protection against viruses. This protection runs on the system and scanning every files operation. It scans access requests and allows the operation to proceed or denied it if a virus was found (or other limitation). It has a very large anti-virus database, which is constantly being updated as a new virus appears. Platforms: Redhat Linux 6.0 and above, SuSe Linux 7.2 and, Mandrake 8.0 and above

SMALL - MEDIUM SIZED COMPANIES
Quick Heal 2006 for Windows Workstations and Servers

Quick Heal 2006 is a Next Generation anti-virus protection for

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your PC. It includes protection of Quick Heal Desktops for network workstations / nodes and complete protection for Windows Servers also. Platforms: Windows 95/98/ME and Windows NT /2000 Professional /2000 Server range/XP Home and Professional edition/2003 Server.
Quick Heal Total Security 2006 for Windows Workstations and Servers Quick Heal Total Security gives your desktop needed protection from various Internet threats. It gives Internet Security by automatically removing viruses and spyware, fighting spam, blocking access to hackers, preventing access to unwanted and malicious websites and blocking pop-up banner advertisements. Total Security comprises of: Quick Heal Anti-Virus Quick Heal Personal Firewall Anti-Spam Anti-Popup Network protection Platforms: Windows 95/98/ME and Windows NT/2000/XP/2003. Quick Heal for Linux Workstations and Servers Quick Heal Anti-Virus for Linux protects the system from computer viruses, prevent their spreading and disinfect the infected files. It provides a robust and real-time protection against viruses. This protection runs on the system and scanning every files operation. It scans access requests and allows the operation to proceed or denied it if a virus was found (or other limitation). It has a very large anti-virus database, which is constantly being updated as new viruses appear. Platforms: Redhat Linux 6.0 and above, SuSe Linux 7.2 and, Mandrake 8.0 and above

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Quick Heal for Novell Netware Server Quick Heal Anti-Virus for Novell NetWare protects the server from computer viruses, prevent their spreading and disinfect the infected files. Quick Heal for Novell NetWare provides a robust and real-time protection against viruses. This protection runs on the server and scanning every files operation. It scans access requests and allows the operation to proceed or denied it if a virus was found (or other limitation). It informs to specified workstations on every infection event that occurred on server. Quick Heal for Novell NetWare is able to remove all known viruses Platforms: Novell Netware Server 4.11 and above.

CORPORATE Quick Heal 2006 Corporate Edition 2.0 Quick Heal 2006 Corporate Edition 2.0 is a Next Generation anti-virus protection for your PC. It includes protection for network workstations/nodes and complete protection for Windows Servers. It includes Quick Heal Admin console for centralized management of anti-virus policy that is designed to protect PC's in network environment. Quick Heal Admin Console has lots of management features that can save the administrators valuable time and resources. Platforms: Windows 95/98/ME and Windows NT/2000 Professional/2000 Server range/XP Home and Professional edition/2003 Server.

Quick Heal for MS Exchange Quick Heal 2006 for MS Exchange is an advanced anti-virus solution dedicated to Microsoft Exchange Server. Quick Heal for Linux Workstations and Servers Quick Heal Anti-Virus for Linux protects the system from computer viruses, prevent their spreading and disinfect the infected files. It provides a robust and real-time protection against viruses. This protection runs on the system and scanning every files operation. It scans access requests and allows the operation to proceed or denied it if a virus was found (or other limitation). It has a very large anti-virus database, which is constantly being updated as new viruses appears Platforms: Redhat Linux 6.0 and above, SuSe Linux 7.2 and, Mandrake 8.0 and above Quick Heal for Novell Netware Server Quick Heal Anti-Virus for Novell NetWare protects the server from computer viruses, prevent their spreading and disinfect the infected files. Quick Heal for Novell NetWare

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provides a robust and real-time protection against viruses. This protection runs on the server and scanning every files operation. It scans access requests and allows the operation to proceed or denied it if a virus was found (or other limitation). It informs to specified workstations on every infection event that occurred on server. Quick Heal for Novell NetWare is able to remove all known viruses. Platforms: Novell Netware Server 4.11 and above.

ADVANTAGES OF QUICK HEAL Quick Heal offers lethal combines of Reactive and Proactive technologies to keep viruses out from systems.

It provides e-mail, Network, Internet and other online protection services. Needless to say, its Virus Bulletin (VB100) award winning and Check Mark certified virus scan engine eliminates 100% in the wild viruses in all the types of files, compressed archives, and mailboxes on-line and off-line. Features of Quick Heal Antivirus

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Scans and cleans already infected PC before installation. Simple to install and easy to use. Removes virus from the infected file automatically. Specially integrated protection for the MS Office 2000/XP/2003 users, which cleans infected documents automatically before opening them in MS Office. Scan email messages and attachments before they reach your inbox. Scan and cleans virus from DBX files (Outlook Express mail boxes etc.) Detects and blocks malicious worms encrypted in emails to

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prevents them from sending through email address books. Does not affect your system performance. Complete protection against Malwares / Spywares while surfing. Compatible with Windows XP, Service pack 2 and integrate with Windows security center. Unique sensor technology stops propagation of unknown virus.

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OBJECTIVES

1. To determine comparative market share analysis of different antivirus software s. 2. To know the factors that effect purchasing decision of a customer in an outlet according to dealer and customer perception. 3. To know the dealers perception about different brands of antivirus softwares depending upon product attribute and marketing mix. 4. To determine comparative margin and monthly sales analysis of different antivirus softwares. 5. To determine the brand position of different brands of antivirus softwares in Pune city.

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RESEARCH METHODOLOGY

The research methodology for this particular project was under taking in three steps and they are as follows. 1. Research design 2. Designing the data collection project 3. Selecting the sample type

1. Research Design A pilot survey was conducted initially to identify the various attributes of each brand of antivirus that can be compared. And this pilot survey helped a lot in

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framing the questionnaire for data collection. The survey was conducted among the various dealers of Pune city. The primary aim of the survey was to find out the various product attributes that affect the sales of various antivirus software brands and the dealer s perceptions about each brand that they are dealing or no dealing in.

2. Data Collection Methods Data was collected from the dealers through questionnaire. The pilot survey helped a lot in framing the initial questionnaire. The suggestions from the internal and external guides was considered and

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according to their suggestion alterations were made to frame a prefect questionnaire. The various questions were arranged in such a manner to keep simple questions in the beginning and complex one at the end. Sources Of Data A. Secondary data 1. Internal sources Company records Service reports Yellow pages 2. External sources

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Web pages of organizations and journals Newspapers Magazines B. Primary data Data required for the study is collected first hand from Dealers Antivirus users from IT and manufacturing sector.

3. Selecting The Sampling Type The sample size for dealer s research was 80, and the sample

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for the customer s was 75 companies. Out of 75 companies 40 were IT companies/Organization and remaining 35 were from manufacturing sector. The samples were selected randomly to ensure unbiased information. The samples ware selected from all over the city.

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RESEARCH METHODOLOGY

The research methodology for this particular project was under taking in three steps and they are as follows. 4. Research design 5. Designing the data collection project 6. Selecting the sample type

1. Research Design A pilot survey was conducted initially to identify the various attributes of each brand of antivirus that can be compared. And this pilot survey helped a lot in

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framing the questionnaire for data collection. The survey was conducted among the various dealers of Pune city. The primary aim of the survey was to find out the various product attributes that affect the sales of various antivirus software brands and the dealer s perceptions about each brand that they are dealing or no dealing in.

2. Data Collection Methods Data was collected from the dealers through questionnaire. The pilot survey helped a lot in framing the initial questionnaire. The suggestions from the internal and external guides was considered and

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according to their suggestion alterations were made to frame a prefect questionnaire. The various questions were arranged in such a manner to keep simple questions in the beginning and complex one at the end. Sources Of Data C. Secondary data 1. Internal sources Company records Service reports Yellow pages 2. External sources

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Web pages of organizations and journals Newspapers Magazines D. Primary data Data required for the study is collected first hand from Dealers Antivirus users from IT and manufacturing sector.

3. Selecting The Sampling Type The sample size for dealer s research was 80, and the sample

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for the customer s was 75 companies. Out of 75 companies 40 were IT companies/Organization and remaining 35 were from manufacturing sector. The samples were selected randomly to ensure unbiased information. The samples ware selected from all over the city.

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DATA ANALYSIS AND INTERPRETATION FOR COMPANIES

MARKET SHARE OF DIFFERENT ANTIVIRUS SOFTWARES ACCORDING TO SEGMENT WISE
M/C 1 to 10 Antivirus 13 Norton 13 Quick Heal 3 Trend-micro 3 McAfee 1 AVG 0 Etrust 1 Others 34 TOTAL 11 to 50 17 3 1 3 2 1 2 29 50 to 100 101 to 250 Above 250 TOTAL 4 1 2 0 0 0 1 8 2 0 2 0 0 0 0 4 1 0 1 1 0 1 1 5 37 17 9 7 3 2 5 80

Different Antivirus used in Companies 17 20 13 13 15 10 42 1 3100 31221 33001 12000 01001 12101 5 0
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1 to 10 11 to 50 50 to 100 101 to 250 Above 250

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3% 4% 9%

Market Share of different 6% Antivirus softwares
Norton Quick Heal 46% Trend-micro MacAfee AVG Etrust

11%

21%

Others

When we combined the companies from IT sector and manufacturing sector, we find that Norton have 46% market shares because of its brand image and the product features. It is doing well in all the segments. After Norton, Quick Heal is doing well in Pune market with 21% of market share. AS per findings Quick Heal is generally is used in lower segments like 1-10 and 11-50. Followed by Quick Heal, Trend-micro and McAfee have 11% and 9% of market share. But they are used in all segments including the higher one. Etrust and AVG were also in market but their market share is negligible. Under the Other segment we found a Hauri, Netprotector, Microsoft Anti spyware and CA s Virus scan.

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DIFFERENT OPERATING SYSTEM USED ON DESKTOP AND SERVERS
M/C type OS Windows Linux Windows & Linux Not Responded Total

Desktop Servers 66 1 8 0 75 32 6 7 30 75

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Operating systems on Desktop & Servers 80 60 40 20 0 Desktop Servers 1 8 0 32 6 7 30 66 Windows Linux

Above graph show that, many companies use windows operating system is more popular on desktop computers as well as on servers, as it is user friendly and is compatible with other software. Linux operating system is quite doing well on servers because it is more secure and less vulnerable to virus. Some companies use windows as well as Linux on the servers. Many on the small companies don t have the servers so they didn t responded for this question.

DIFFERENT SOURCES FOR PURCHASING THE ANTIVIRUS SOFTWARE
Source Dealer Company HeadOffice Internet Total

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No. Of Respondents

42

21

7

5

75

Buying patteren of different Antivirus Software

7% 9% Dealer Company Head-Office Internet

28%

56%

When users were asked about the different sources, from where they purchased the antivirus software 56% responded for the dealer, means majority of the users purchasing the software from the dealer. Followed by dealer, 28% votes polled for the company th at is they are purchasing directly from the antivirus provider company. Big corporate have the license copy from their head office and their share is 9%. Now a days Internet is emerging source from where users are purchasing antivirus software online.

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PRICE RANGE SUGGESTED BY USER FOR THE ANTIVIRUS SOFTWARE.

Price Range (in Rs.) No. Of Respondents

< 750 39

750-1000 1000-1250 1250-1500 34 2 0

> 1500 0

Users suggestion for the price range
0% 3% 0%

45%

52%

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

When asked about the suggestion for the price range of antivirus software for a license copy of user/year, 52% respondents suggested that it should be less than 750 Rs. After that 45% user suggested that it should be in between 750 to 1000. No one suggested price greater than 1000 Rs.

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USAGE PATTEREN OF CUSTOMER FOR THE DIFFERENT ANTIVIRUS SOFTWARES

Machines 1 year 13 Norton 6 Quick Heal 2 Trend-micro 3 McAfee 0 AVG 0 Etrust 1 Others 25 TOTAL

2 year 7 6 2 2 2 0 2 21

3 year 3+ years TOTAL 5 12 37 3 2 17 3 2 9 1 1 7 1 0 3 1 1 2 0 2 5 14 20 80

Usage patteren of different Antivirus softwares

14 12 10 8 6 4 2 0

13 12 7 5 66 32 2232 32 11 0210 0011 1202
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This graph shows that the most of Norton users preferred same software for more than 3 years. They are loyal customers of Norton antivirus. When we looks for Quick Heal there are few user that uses software more than 3 years, but there are users who are using it from 2 years.

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DIFFERENT SOURCES OF AWARENESS FOR DIFFERENT ANTIVIRUS SOFTWARES

Source No. of Respondents

Dealer Company 23 18

HeadInternet Friend Advertisements Office 7 13 9 5

Sorces of awareness for Antivirus softwares 25 20 15 10 5 0
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When dealers were asked about that how did you come know this antivirus, 23 responded for the dealers. Followed by that 18 customers said that they come to know from company and 13 responded for Internet. There are some other source from where customers know about antivirus software they are Head-office, Friend and advertisement of different antivirus software.

This graph shows that dealers plays important role in making people aware about antivirus software.

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AWARENESS ABOUT QUICK HEAL ANTIVIRUS IN MARKET

Awareness

No. Of Respondents

Yes 67

NO 8

Awareness of Quick Heal in customers
80 70 60 50 40 30 20 10 0 Yes NO 8 67

When dealers were asked about that are you aware of the Quick Heal antivirus from Pune. 67 customers (89%) responded that they are aware of Quick Heal and 8 were responded that they don t know it.

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This graph shows that awareness of the Quick Heal antivirus is really very good.

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OVERALL SATISFACTIONS OF DIFFERENT ANTIVIRUS SOFTWARES

Antivirus Norton Yes NO 21 8

Quick Heal 9 8

TrendMcAfee micro 3 4 4 3

AVG 2 2

Etrust 1 3

Other 2 4

25 20 15 10 5 0
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Overall satisfaction of different Antivirus softwares 21
8 98 34 43 22
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Above graph shows the overall satisfaction level about different antivirus softwares. Most of the Norton users are satisfied with its overall performance and very few users are unsatisfied with the antivirus software. Half of the Quick Heal users are satisfied and half are not satisfied with the antivirus software.

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FINDINGS

1. Most of the dealers deal in Hardware as well as Software. They also provide supporting services like annual maintenance contract of hardware and software. Very few no of dealers are deals in software only. 2. Norton is considering as more popular antivirus software having market share of 45%, followed by Quick Heal and Netprotector with market share of 33% and 12% respectively. 3. The target customers of dealers for antivirus software are small and medium scale industries followed by home users. 4. While buying antivirus software customer perceives that it should give maximum security from viruses and the technical support from the company or dealer should be very good. 5. Norton is perceived as the brand with the best product features followed by Quick Heal, MacAfee. 6. When dealers were asked about the brand awareness, they have given near about same weights to Norton and Quick Heal i.e. they perceives both brands have good brand awareness. 7. Norton and Quick Heal both the brands are considered as best for margin and schemes provided by them. 8. Quick Heal has an edge over Norton and on all other brands in terms of technical support provided by company. 9. Norton has more customer satisfaction than any other antivirus software because of the brand image created over period of time and it gives maximum protection from viruses. 10. Maximum number of dealers recommends Norton to their customers followed by Quick Heal. 11. For dealing in antivirus softwares dealer gives maximum preference to margin followed by service provided by company and product reliability. 12. Norton is doing well in the entire segment while Quick Heal is doing well only in lower segment. 13. Window operating system is more popular than Linux operating system.

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14. About 46% of customer buy antivirus software from dealers i.e. dealer are playing major role in antivirus software sales. 15. Maximum number of customers prefer Norton antivirus for more than one year i.e. they are the loyal customers of the Norton. Quick Heal also have good customer base for more than one year. 16. Awareness about the Quick Heal antivirus in Pune market is very good about 90% of the respondents are aware of Quick Heal.

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SUGGESTIONS
In this modern era when globalization and liberalization has brought a tide of change and only those companies can survive, which will ride on it or which will keep them isolated and let the tide go. No company can be untouched from the storm of change. The pace of adaptive ness will decided the success. The market share of company will be decided from the value it gives to the customers, the relation it has with its channel partners and end consumers. The number of innovative products it has in its basket and its position in consumer mind. 1. The company is having products they may not be best as market leaders products but quality of products are really good and they are very competitive in market. The company is unable to harvest it because they haven t projected their quality through advertisement hence company should project its image through advertisements. Quality accreditations and awards got the company can be projected. 2. As company is Pune based it has an edge over all other competitors in terms of technical support with which tap the new opportunities thrown in market by making it as USP (unique selling preposition) of the product. 3. Company should handle dealer network very carefully. Care should be taken that they should get proper margin because dealer are the main influencer to the customers in purchasing decision. 4. Company should increase the meets for reference group like hardware engineers, software engineers and technical persons from the companies to get some suggestions from them to improve the product. 5. Company should stress on quality of product. If possible increase the product features by adding more virus definitions in it so that it can be more competitive in market. 6. Company should try to get new customer in corporate segments or in bigger segments of the market as it is doing well in lower segments. 7. Company must concentrate that number of customer got repeated over a period of time for that Purpose Company might introduce any scheme. This will be beneficial to increase the brand loyalty of the product and to build the image of the company. 8. Advertising budget should be properly defined it should be 5 to 8 percent of total sales.

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QUESTIONNAIRE FOR DEALERS SURVEY

1. Name Of Dealer: 2. Address:

3. Tel. NO: 4. Name of the person contacted:

5. Which services do you provide? Hardware AMC of H/W Software AMC of S/W Both AMC of Both

6. Which Antivirus softwares do you sell at your shop? Norton Trend-micro

Quick heal
MacAfee Netprotector

Escan
AVG Other (please specify)

7. How many copies do you sell per month? Norton Trendmicro Quick Heal Escan MacAfee AVG Net Protector Other

8. Who are your target customers for antivirus software? Home users SME Corporate

9. Which benefits customer seeks from antivirus software? Security Economy Frequent Upgrades Technical support

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10. Rank the following Brands of antivirus according to following parameter (Please rank at least three brands) Brand Product Features Norton Trendmicro Quick Heal Escan MacAfee AVG Net Protector

11. Which Antivirus do you recommend to customers and why?

12. Rank the following factors for dealing in antivirus software? Margin Brand Service of vendor Product Reliability

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QUESTIONNAIRE FOR COMPANY SURVEY

13. Name Of Company: 14. Address:

15. Tel. NO: 16. Name of the person contacted: 17. Designation:

18. How many machines do you have? 1-10 51-100 More than 250 11-50 101-250

7. Which operating system do you use? Desktop Win 98/2K/Me/XP Linux Servers MS Win 2K/NT/Novell Linux

8. Which Antivirus softwares do you use? Norton Trend-micro

Quick heal
MacAfee Netprotector

Escan
AVG Other (please specify)

9. From whom do you buy the antivirus software? Dealer Company Other (Please specify) 10. Since how many years you are using present antivirus software? 1 Year 3 Year 2 Year More than 3 years

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11. How did you did you come to know about this antivirus software? Dealer Company HeadOffice Internet Friend Advertisements

12. Are you aware of Quick Heal Antivirus from Pune? Yes No

13. Are you satisfied with overall performance of present antivirus? Yes No

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BIBLIOGRAPHY
BOOKS

AUTHOR

NAME OF BOOK

PUBLICATION

Philip Kotler

Marketing Management Eleventh Edition Marketing Management

Prentice Hall of India Pvt. Ltd, Mumbai. Tata McGraw Hill Publication, New Delhi. Wishwa Prakashan

Rajan Saxena

C.R.Kothari

Research Methodology Methods and Techniques

WEBSITE
www.quickheal.com

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