1. Web root annual sales plan
Introduction
Webroot is the market leader in cloud-based, real-time Internet threat detection for
consumers, businesses and enterprises. We have revolutionized Internet security to protect
all the ways users connect online. Webroot delivers real-time advanced Internet threat
protection to customers through its BrightCloud® security intelligence platform, and its
SecureAnywhere™ suite of cloud-based security products for endpoints, mobile devices
and corporate networks. Over 7 million consumers, 1.5 million business users and 1.3
million mobile users are protected by Web root. Market-leading security companies,
including Palo Alto Networks, F5 Networks, Cisco, RSA, Gate Protect, Microsoft and others
choose Web root to provide advanced Internet threat protection for their products and
services. Founded in 1997 and headquartered in Colorado, Web root is the largest privately
held Internet Security Company in the United States – operating globally across North
America, Europe and the Asia Pacific region.
Situation analysi
Customers
Internet security/ Antivirus are an IT base product:
Internet security/ Antivirus are generally taken for granted that IT used people. But it is found that
people of use pc, tab, laptop and mobile and now in use web server.
Difference in student market and Processional market of Antivirus:
There is a significant difference in the preference of the student and professional for the same
product, Antivirus. Student love most gift item along with the Antivirus. In most of the cases they
are not bothered about the product value of Antivirus. And though in some of the cases purchase
decision is made by the friends, they are highly influenced by their friend’s preference. On the
other side, professional customer is very conscious about the product quality, antivirus value and
such things. Therefore, before launching marketing promotional scheme, that commercial,
poster, sticker, leaflet, or gift item it must be cleared out to whom it is going to be positioned. To
position in the Student’s mind maximum focus should be given on attractive gift item and TV
commercial. Here we do not need to be bothered that much about the product quality. But to

2. position the product in the professional market, ensuring quality is a must. For example, we can
name Kesparesky antivirus, the first market leader brand in Bangladesh. They have targeted the
Student’s market. All of their gift items and commercials have been offered accordingly. But
regarding quality they are far behind than that of the Kesparesky which has targeted the all age
customer.
Consumer’s perception:
Regarding the previous brand of the antivirus item consumer in most of the cases was not familiar
that much with the brand. So there is no question about brand loyalty because even the brand
familiarity was not created as per it is expected for a brand to hold a substantial market share. So
the company must launch and continue TV commercials over the period.
Competitors
Web root has some hard competitors. After some days of launching Web root antivirus, it was in
the leading stage of this market. But now its position in the market is very bad. The main
competitors of Web root are Kesparesky, Norton, ESET, Panda, Avira, and Mcafee.
Among these brands Kesparesky have commercials advertisement for their brands. Norton has
commercials advertisement for its brands. Panda also has different commercials advertisement
for its brands. Kesparesky and Norton have been more visible in the Bangladeshi Media in
recent days.
Other than this ESET, Panda, Avira, and Mcafee were less visible in the media for the recent
days. But they have done some exceptional marketing promotion which is posturing. They used
colorful poster in all over the country to publicize their latest offerings. Mcafee arranged an open
Contest recently on university and college in Dhaka. Observing these activities we can infer that
competitors are thinking of going beyond of the media. Because, they have already used some
publicizing media like these which are unusual for this kind of product.
Webroot has beencontinuouslyconductingstudiesandresearchtime totime onthisproduct aimingto
reveal the competitive positionof the product.The studyfoundthatfrom the pointof view of
awarenessandusage Kesparesky werehighestamongthe respondents .The otherBrandsstandingfrom
secondto fourthpositionwere respectively Norton,ESET,Panda,Avira,andMacAfee.
It was found from the research that Kesparesky and Norton was the market leader in terms of
bestselling brand. These two brands are also ahead of Web root in terms of consumer’s brand
preference.
Another research conducted recently taking sample size of three thousand retail outlet in Dhaka
city, surveying the retailer and consumer revealed that Bide fender stands fourth position in the
market.

3. Kesparesky are the undoubted market leader of this product. They got the advantage of being
first mover. They pioneered antivirus in Bangladesh. Though Panda is comparatively new, they
have come up with significant market share within a short time. Same thing happened even in
more pace in case of Avira. Continuous promotion and strategic implementation led them to this
extreme level of successes.
Distribution network of the major competitors:
Most of the companies distribute antivirus through distributors except escen, ESET, and
Macafee. These three brands are distributed through their own distribution channel. Usually
small enterprises or wholesalers are selected as distributors considering some criteria like capital,
risk bearing capacity, network in the market, previous track record etc. Sometimes individual
person can also be chosen a distributor after receiving some advance money as security.
Antivirus are usually delivered to the distributor on advance payment basis and then from him
door-to-door delivery is made to the wholesaler and retailer. Commission on sales are given on
sales volume, in fact the distributors buy the products directly from the producers at a certain
price, and supply it to the retailers and wholesalers at a price that includes their commission.
Usually the manufactures with their bigger organization are at the control.
(1) Kesparesky: Kesparesky have ten distributors in Dhaka. It is usually door-to-door
distributing. These distributors are sole distributors for their locality. The manufacturer delivers
the products on specific days of the week to their place and he distributes it to the retailers with
the help of his employees. The distributor plays here the main role. The manufacturer provides
no other extra support like financial or Human resources. Kesparesky is the pioneer in
Bangladesh. They launched Kesparesky in 2005. At that time there was no other competitors for
antivirus. Through their widespread network they have made the products available in all over
the country. Gradually the market has been expanded and now there are as long as more than
eighth competitors in the market. There are more than nine brands in the market with some
international competitors. Besides internet security there is a huge market of homemade
antivirus. Though they are market leader of antivirus they are not direct competitors of Norton.
(2)Norton: There are five distributors of Norton in Dhaka who reaches the retailer while the
sales office of the manufacturer delivers the products to the wholesalers. The commission is
nearly six percent on sales. No other facilities are admissible to them.
(3)Panda: Marketing of Panda is carried out by the major help from Global brand. For Panda
there are exclusively some ASO with mechanized vehicle. Beside this every depot has at least
one rickshaw van for selling Panda and all other ASO’s. The people who sell IT are also carried
antivirus to retailers.

4. (4)ESET: ESET is the product of India. Now a day, it is so much popular to the people. The
price of ESET is comparatively Law but its quality is outstanding. The people who are the
wholesalers of other antivirus are the sellers of ESET in our country. They distribute ESET to the
retailers.
Price list and promotional strategyof some popular brands:
Favorite antivirus brand:
It is found from our survey that more than 52% of the consumers refer Kesparesky as their
favorite antivirus Brand. The second position was of Norton and it was 32%. Another important
thing here is about Panda and Avira. This brand has come up to third position within a very
short time. It was possible because their continuous branding commercials aired on the Media.
But, as the price of Escan is comparatively Low, ESET take a good place among people.
Product’s Name One Device Three Device Five Device
Web root 470 1350 2050
Kesparesky 600 2300
Norton 550 2200
Panda 400 1500
ESET 400 1200
Escan 200 -
Avira 700 1500
Bid finder 400 1200
Quick Hell 200 -
Trend Micro 800 -
MacAfee - -

5. To the retailer Kesparesky is the most profit earning brand. Norton, Panda and Avira placed
respectively second, third and fourth position. Since Kesparesky sells most, So Kesparesky is the
most profitable brand to them.
Market opportunity and issues
It can be hoped that if people really like our products and as our product quality is good there is a
big change to become the market leader. Though there are many competitors and they compete
with almost the same product this is the main issue in terms of market opportunity. Because now
we come into the market with new different brands of different idea.
Objectives
We have a defined mission that goes a long way in explaining what we are and how pursue our
business. The objectives of web root are:
Providing better services to the people.
Affordable pricing.
Maximizing profit through increasing total sales volume.
Achieving 30% market share within one year.
Becoming the market leader in antivirus market within 1 years.
Marketing Strategy
As this time web root is coming back with a great hope we have to maintain some strategy to
grave the market. To make the product acceptable and also to increase its acceptability we have
to follow some techniques. These can be-
 Selling the product with the low price than others.
 Provide better quality.
 Give more by the same price.
 Give free gifts with each packet.
 Can involve in some social welfare.

6.  Sponsor in different cultural, educational or sports programs.
 Give free antivirus with other company products.
 Sampling in different places like in colleges, university and also in IT market places.
The strategies we follow:
We will follow differentiation and mass marketing strategy in a combined way. Because-
1. Differentiation: We want to launch some different products from existing market. By
bringing change in idea, we will make our product different from our competitors. We will
also improve the quality of our products. We will try to provide more quality than our
competitors do. Moreover, we will differentiate our product not only in idea but also its
packaging because we all are well known that packaging plays a great roll in products
selling. People, mostly student get attracted by colorful packet.
2. Mass marketing: We want to apply mass marketing theory. We are creating various idea by
concerning not only student but also professional of all. So that, we pricing our products in
different categories based on peoples need and want.
Target Market
Our target market in Dhaka:
Antivirus are a kind of virus killing software. This software was introduced for the first time in
our country in the decade of eighty’s. Initially the market was very small. But in course of time
the size of the market has been expanded at a significant rate. Now there is a widespread market
of software in Dhaka. The demand is so high that despite of the existence of a number of local
distributors, antivirus are also coming from other countries. Though the common belief is that a
antivirus needs reality is people of all pc, laptop and mobile user frequently. Software can be
easily found in the luxurious IT market in the city as well as in the IT shop in a remote town of
the country. So it’s a huge market of antivirus in Dhaka.
We have consulted with 50 people of different ages to identify the presentence of different age’s
consumers of antivirus.

7. Age group of consumer of antivirus:
Respondent’s
Age
Frequency Percent (%) Cumulative Percent
Below 30 6 16 16
31 to 40 22 44 60
41 to 50 18 36 96
Above 50 2 4 100.0
Total 50 100.0
Positioning
In all its activities, we are giving stress on
Increased standard of customer service and care.
A dedication to aid to all roles that human development plays in the aid process.
Respecting each other as individuals and encourage to high performing work.
Giving opportunities for personnel development.
To prepare good relationship with suppliers and other supplement partners.
Age group of consumer of antivirus
16%
44%
36%
4%
Below 30
31 to 40
41 to 50
Above 50
Table:2
Figure:2

8. Marketing
Advertisement Campaign Road show Direct Marketing
01. Poster 01. College 01.Bijoy Saroni 01.Motijheel IT Market
02. Banner 02. University 02.Banani, 02.IDB Bhaban
03. Billboard 03.Shabag 03.Elephent Road IT Market
04. Newspaper 04.Dhanmondi 04.Uttara IT Market
05. Online Radio 05.Mirpur 05.Mirpur IT Market
06. TV 06.Uttara
07. SMS 07. Gulshan1-2
08. Email
09. Retailer and IT Manager Meeting
Sales
01. Corporate Sales
02. Distributor Sales
03. Vendor Sales
04. Door to door Sales
05. Tele Sales

9. Budget
Marketing
Advertisement =50,000/-
Camping =20,000/-
Road show =30,000/-
Direct Marketing =10,000/-
SMS =10,000/-
Email = 1,000/-
Meeting =50,000/-
ETC =29,000/-
Every Month Cost =2, 00,000/-
Employee Needs =six person (minimum)
Target Sales
Five Devices =200*2000=4, 00,000/-
Three Device=500*1200=6, 00,000/-
One Device=1000*500=5, 00,000/-
Every Month Sales =15, 00,000/-
Achieve Sales
50% on achieve sales in cash=15, 00, 000 /2 =7, 50,000/-