THE PPT IS BASED ON AN " IT " BASED SOFTWARE, MAX SECURE ANTIVIRUS. NOW A DAYS, IT HAS A GREAT IMPACT IN OUR PROFESSIONAL LIFE IN TERMS OF PROTECTION FROM MALWARE, SPYWARE & ADWARE.

2. Bijan Moulik
Pune Institute of Business Management
A Study of Dealer Network preference and factors
influencing the sales of antivirus software of Max
Secure in Kolkata region

3. G10.71% CAGR
IT & ITES
52% 19%
IT services Business Process
Management
19%
Software products
and engineering
services
9%
Hardware

4. 24 29 32 32 32 34 35 37 41
50 59 69 76 87 98.5 108 117 126
FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18
Market Size of IT Industry (in Billions)
DOMESTIC EXPORT

5. 116
180 193
209
332
437
322
245
25.1
31.5
37.3
40.3
50.9
55.5
48.6
56.3
0
10
20
30
40
50
60
0
50
100
150
200
250
300
350
400
450
500
FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18
SHARE OF IT-BPM IN PE/VC INVESTMENTS

6. MAX SECURE
THE ULTIMATE
SECURITY SHIELD
Global software company.
Protects the privacy and
security.
Founded in Feb 2002.
Based in Pune.

8. Antivirus MKT
Share
MOP MRP PROMOTIONAL
ACTIVITY
USP PERFORMAN
CE RATING
Quick heal 30 % 950(Total
Security)
1909 Khushiyon Ki
Security
To provide first
level of service to
customers
7.4
Mcafee 8.41
%
300(Inter
net)
999 No campaign An efficient and
simple computer
security software
7.3
Bitdefende
r
6.1 % 350 999 Hug a Mac Continues securities
monitoring in
continues world.
7.2
Kaspersky 3.79
%
450(Inter
net)
899 Best Line of
Defense
High detection rate
and simple to used
due to well
organized layout
7
Eset 14.0
3 %
390(Antiv
irus)
799 Affiliate
program
Effective, fast and
accurate protection
7

9. 1.B2C SALES.
2.INCREASE THE REACH OF THE
COMPANY

10. ADVERTISEMENT & AWARENESS
SALES PROMOTION
CONVINCED THE EXISTING & NEW DEALERS
COLLECTED DEALERS FEEDBACKS & SOLVED ISSUES.
GENERATED NEW LEADS
INCREASED THE REACH IN UNTAPPED MARKET
ACTION PLAN

11. Descriptive
Dealers preference in choosing the antivirus they want to sell
1. To make the dealers aware about the Max Secure
2. To make them understand the benefits of the scheme which is provided and
their effects in the market share.
Questionnaire, Personal interviews, Telephonic interventions
Sampling
Dealers
120
Kolkata Convenient
Sampling

12. 0 20 40 60 80 100 120
QUICK HEAL
KASPERSKY
GURDIAN
NPAV
K7
E-SET
MCAFEE
MAX SECURE
NORTON
BITDEFENDER
SECURASHIELD
PROTIGENT
ESCAN
113
84
38
18
3
14
8
23
1
5
2
1
3
What are the antiviruses that are available for Laptop, Desktop & Mobile?

14. Always Wanted
28%
Sometimes
Wanted…
Buy after
Convincing
19%
SOMETIMES WANTED &
SOMETIMES HAVE TO
CONVINCE THE
CUSTOMER
1%
How important is antivirus for a customer?
Always Wanted
Sometimes Wanted

15. 0
10
20
30
40
50
60
70
80
Antivirus is not
required by the
customer
Antivirus software is
expensive
Max Secure is not
known to customer
Max Secure is more
expensive than others
Demo version of
antivirus helps in
sales
After purchasing
PC/Laptop customer
generally do not come
for any virus problem.
2
47
1 3
10
6
48
63
1
18
3835
47
7
29
46
37
60
21
71
35
22
18 17 16
12
RATE THE FOLLOWING
STRONGLY AGREE AGREE NITHER AGREE OR DISAGREE DISAGREE STRONGLY DISAGREE

17. ITEMS
PRICE PROMOTION FREE
TRIAL
DISCOUNT
OFFER BRAND PAYMENT
TERM
MARGIN
EMAIL
SCANNING
MALWARE
PROTECTION
BACKUP
CRITERIA
COMPATIBILITY
SPEED MEMORY
USED
USER
FRIENDLY
PRIVACY
POLICY
CUSTOMER
SERVICE
USP TYPES OF
LICENSE
CUSTOMER
DEMAND
Factor Analysis is undertaken on collected data by designing a
questionnaire on a 5point Likert Scale i.e. Strongly Agree to
Strongly Disagree through SPSS & EXCEL.

18. Pr i c e Pr om oti on Fr e e T r i a l D i sc ount Of f e r B R AND PAY M E NT T E R M M AR GI N E m a i l Sc a nni ngSpywa r e / M a l wa r e Pr ote c ti onB a c kup C r i te r i a

19. C om pa ti bi l i ty Spe e d M e m or y Use d Use r Fr i e ndl y Pr i va c y Pol i c y C ustom e r Se r vi c e USP T ype of l i c e nc e s C ustom e r D e m a nd

20. CLARITY PRICE, DISCOUNT, OFFER, PAYMENT TERM,
MEMORY USED
BRAND VALUE BRAND, TYPES OF LICENSE, CUSTOMER DEMAND
VALUE FOR MONEY EMAIL SCANNING, BACKUP CRITERIA, CUSTOMER
SERVICE
FEATURE SPEED
CUSTOMER
REQUIREMENT
MALWARE PROTECTION, USP
IMAGE PROMOTION, COMPATIBILITY
SHARE MARGIN

21. Dealer’s
Issue
Price
Advertisem
ent
Convince
& Sell
Performa
nce

22. Unaware about company.
Some dealers are happy with the
performance & some are not.
Leads through reference
Creating & maintaining relationship.
Demo version helped in adding up
more customers
Loss of business due to less sales
promotion

23. LEARNINGS
USP OF MAX SECURE
FEATURES & PRODUCT KNOWLEDGE
PRICING STRATEGY
SALES PROMOTION & LOYALTY PROGRAMME
UNTAPPED MARKET
DISTRIBUTION CHANNEL MANAGEMENT
DEALER’S ATTITUDE & BEHAVIOR
BUSINESS MODEL OF COMPANY

24. DISTRIBUTION CHANNEL MANAGEMENT:

26. Sold Antivirus
(5 BOXES)
Created good relationship with
dealers.
Convinced few dealers
( WILL PLACE ORDER)
Survey (120 DEALERS)
Achievement
Served the untapped market
(KOLKATA)
Increased the reach of the
company
(550 DEALERS)
Solved some issues
(BILLING , SERVICE , PAYMENT
COLLECT)

27. VISITS