Content is provided with the slides of max secure report.

2. SHOVIT DAS
DM17MO27
Pune Institute of Business Management
A Study of Dealers preference in choosing antivirus
and Competitor Analysis of Max Secure Antivirus
in Kolkata region

3. G10.71% CAGR
IT & ITES
52% 19%
IT services Business Process
Management
20%
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
57%21.2%
21.8%
Sector wise break-up of Export Revenue
IT
BPM
E R&D SOFTWARE
PRODUCTS
25.8 25.8 33.5 39.9 43.9 52 55.5 61 66 70
9.9 11.7 14.1 15.9 17.8 20
23 24.4 26 28
8.8 10 11.5 13 14.1 14 20 22.4 25 28
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18
Growth in export revenue (US$)
IT SERVICES BPM SOFTWARE PRODUCTS & ENGINEERING SERVICES

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

7. MANUFACTURER RETAILER CONSUMER
DISTRIBUTION CHANNEL MANAGEMENT:
MANUFACTUR
ER
DISTRIBUTO
R
RETAILER CONSUMER
MANUFACT
URER
DISTRIBUTE
R
CNF AGENT RETAILER CONSUMER

9. Antivirus Parent
Company
MKT
Share
(%)
MOP
(Rs)
MRP
(Rs)
PROMOTIONAL
ACTIVITY
USP PERFOR
MANCE
RATING
QUICK
HEAL
Quick
heal
30 950(Total
Security)
1909 Khushiyon Ki
Security
To provide first level of
service to customers
7.4
MCAFEE Intel 8.41 300(Internet
)
999 No campaign An efficient and simple
computer security software
7.3
BITDEFEN
DER
Bit
defender
LLC
6.1 350 999 Hug a Mac Continues securities monitoring
in continues world.
7.2
KASPERS
KY
Kaspersky
Lab
3.79 450(Internet
)
899 Best Line of
Defense
High detection rate and
simple to used due to well
organized layout
7
ESET E-SET 14.03 390(Antiviru
s)
799 Affiliate program Effective, fast and accurate
protection
7

10. Antivirus Parent
Company
MKT
Share
(%)
MOP
(Rs)
MRP
(Rs)
PROMOTIONAL
ACTIVITY
USP PERFORM
ANCE
RATING
GUARDIA
N
Quick heal
Technologies
Ltd
4.47 203 (Net
Secure)
449 No Such campaigns Shields PC from all kinds of
cyber attacks with multiple
security layers
7
NPAV Biz Secure
Labs Pvt Ltd
3.68 322(Total
Security)
750 Pamplets, Leaflets
and various
advertisements
Add confidence to computing 7.2
NORTON Symantec
Corporation
8 359
(Internet
Security)
799 Hack is Wack and
cybersecurity
marketing campaign
Strong security against threats
and malicious software
7.4
MAX
SECURE
Max Secure
Software
5.53 395(Total
Security)
1299 No such campaigns Freedom from Ransomware
virus and made in India
product
7
PROTEGE
NT
Unistal 0.79 339(Total
Security)
1250 Series of youtube
remixes based on
Keeping computer system safe
from viruses and secure
6.7

11. 1.CHANNEL SALES.
2.INCREASE THE REACH OF
THE COMPANY

12. ACTION PLAN
Sales Promotion
Convinced the existing & new
dealers to sell max secure and
build relationship
Collected dealer’s feedback
and solve issues
Generated new leads
Increase the reach in untapped
market

13. 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, Field visits, Telephonic interventions
Sampling
Dealers
120
Kolkata Convenient
Sampling

14. 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?
Always Wanted
28%
Sometimes Wanted
52%
Buy after Convincing
19%
SOMETIMES WANTED &
SOMETIMES HAVE TO
CONVINCE THE CUSTOMER
1%
How important is antivirus for a customer?
Always Wanted
Sometimes Wanted
Buy after Convincing
SOMETIMES WANTED & SOMETIMES
HAVE TO CONVINCE THE
CUSTOMER
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
38
35
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

16. 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.

17. 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, FREE TRIAL
CUSTOMER REQUIREMENT MALWARE PROTECTION, USP
IMAGE PROMOTION, COMPATIBILITY
SHARE MARGIN, USER FRIENDLY

18. 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 company’s
negligence

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

21. Sold Antivirus
(3 BOXES)
Created good relationship with
dealers.
Convinced few dealers to hear
about the product and to think
about it.
Survey (120 DEALERS)
Served the untapped market
(Kolkata Market)
Increased the reach of the
company
(500 DEALERS)
Solved some issues
(BILLING , SERVICE , PAYMENT
COLLECT)