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1. New product development on (antivirus)
at
Narmada Computers
By
BIPIN BHARDWAJ
2804111
28th BATCH
IN PARTIAL FULFILLMENT OF
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)
September, 2010-12
12/20/2011 MIT School of Business 1

2. EXECUTIVE SUMMARY
 Understand the market and the challenges
 Needs to grow their revenues by developing new product & services
 Methods used to study this project were mainly through the primary
data collection
 Narmada Computers is a company of
Credibility, Reliability, Innovative, and Outsourcing. Software
development. IT consultancy. Software Product marketing company.
 Quality and cheaper in cost.
 Narmada Computers is a company of highly innovative people, and
also they are down to earth thinkers.
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3. Objective
 Short term objective –There will be marketing of software
product like antivirus product, outsourcing of the project that we
will take from Software Company and small scale
industry, college project by applying innovative ideas to it.
To gain credibility and sufficient revenue through building
partnership with potential organization with very effective and
efficiency way .We as Software Company add value to the
software project.
 Long term objective - : By delivering software project on
time, as per the customer requirement
and with low cost with standard of ISO quality. We successful
complete the software as per within time by the client and with
low cost .Making long term relationship with the customer by
continuous follow up with the clients.
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4. SWOT analysis of antivirus software
1. Strength -: Quality of software, software is made within time
limit, which is given by the client and with the company.
a) Credibility.
b) Reliability.
c) Goodwill within the customer and suppliers
2. Weaknesses -:
 If the website is not made within the time limit or duration on
which client and the company made and agreement .Narmada
Computers is newly launched in the software industry.
 There is much such other big company, so that Narmada
Computers had to struggle more than any other company.
 Competitors are large in numbers.
 Employees are less in number (For that it took time for the
project completion).
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5. SWOT analysis of antivirus software
3. Opportunity -:
 Favorable time for the company is there is no recession and company gets
as many as project from foreign country or from Indian company.
 Outsourced antivirus marketing projects from other company
 Long term selling and distribution of the antivirus projects.
 Design marketing strategy and marketing plan of other company.
 Project of online marketing of the antivirus website.
4. Threats -:
 For Software Company recession is the major threats.
 Inflation increases can also be threats to a company.
 Not getting appropriate skill employee for a particular projects.
 Not getting the long term marketing and selling and distribution of the
projects.
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6. Idea Generation
 Internal idea sources:
From friends and faculty of MITSOB.
 External idea sources:
Customers of antivirus, competitors in antivirus.
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7. Idea Screening
 Product development costs increase
substantially in later stages.
 Ideas are evaluated against criteria; most are eliminated.
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8. Concept Development and Testing
 versions of antivirus is created.
 target costumers of antivirus are those who are using internet to
evaluate product concepts.
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9. Marketing Strategy Development
• The target market, product positioning, and sales and profits for three
years.
• marketing mix strategy.
• Product price, distribution, and marketing budget for three years.
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10. Marketing strategy and market Testing
Marketing strategy -:
◦ Marketing targeting
◦ Positioning strategy
Market testing -:
◦ Testing industrial antivirus products.
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11. Commercialization
◦ By marketing plan.
◦ Monitoring and control.
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12. Limitation
 Browsing pattern (which website are open in foreign country) according to it
antivirus is design. So it increases the work load of the company for every country
we had to design.
 Companies were not ready to disclose the material facts.
 Time for the study was limited to only two months.
 It was difficult to know whether willing respondent were truly representative.
 There was lack of adequate data for survey.
 Faced problem in taking appointment.
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13. Product Life-Cycle Strategies of Antivirus capsule
◦ Product class (internet security)
◦ Product form (antivirus)
◦ Brand (antivirus capsule)
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14. Product Life-Cycle Strategies of Antivirus capsule
Product development
◦ Begins when the Narmada Computers develops a new-product idea
◦ Sales are zero
◦ Investment costs are high
◦ Profits are negative
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15. Product Life-Cycle Strategies of Antivirus capsule
Introduction
◦ Low sales
◦ High cost per customer acquired
◦ Negative profits
◦ Innovators are targeted
◦ Little competition
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16. Marketing Strategies of antivirus capsule
Introduction Stage
◦ Product – Offer a basic product
◦ Price – Use cost-plus basis to set
◦ Distribution – Build selective distribution
◦ Advertising – Build awareness among early adopters and dealers/resellers
◦ Sales Promotion – Heavy expenditures to create trial
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17. Product Life-Cycle Strategies of Antivirus capsule
Growth
◦ Rapidly rising sales
◦ Average cost per customer
◦ Rising profits
◦ Early adopters are targeted
◦ Growing competition
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18. Marketing Strategies of antivirus capsule
Growth Stage
◦ Product – Offer product extensions, service, warranty
◦ Price – Penetration pricing
◦ Distribution – Build intensive distribution
◦ Advertising – Build awareness and interest in the mass market
◦ Sales Promotion – Reduce expenditures to take advantage of consumer demand
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19. Product Life-Cycle Strategies of Antivirus capsule
Maturity
◦ Sales peak
◦ Low cost per customer
◦ High profits
◦ Middle majority are targeted
◦ Competition begins to decline
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20. Marketing Strategies of antivirus capsule
Maturity Stage
◦ Product – Diversify brand and models
◦ Price – Set to match or beat competition
◦ Distribution – Build more intensive distribution
◦ Advertising – Stress brand differences and benefits
◦ Sales Promotion – Increase to encourage brand switching
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21. Product Life-Cycle Strategies of Antivirus capsule
Decline
◦ Declining sales
◦ Low cost per customer
◦ Declining profits
◦ Laggards are targeted
◦ Declining competition
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22. Marketing Strategies of antivirus capsule
Decline Stage
◦ Product – Phase out weak items
◦ Price – Cut price
◦ Distribution – Use selective distribution: phase out unprofitable outlets
◦ Advertising – Reduce to level needed to retain hard-core loyalists
◦ Sales Promotion – Reduce to minimal level
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23. Management lesson
 Punctuality
 hard work/smart work
 problem solving approach
 Analytical skill
 Creative imagination
 Practical thinking
 Innovative thinking
 Initiator
 Sense of reality
 Holistic view
 Insight thinking
 Action oriented approach
 Seeing the relative nature
 Judgment
 Alertness
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