A PROJECT REPORT ON

REPOSITIONING OF QUICK HEAL ANTIVIRUS THROUGH DEALERS AND CUSTOMER RESEARCH

FOR CAT COMPUTER SERVICES PVT. LTD, PUNE

BY MILIND S. PATIL (M.B.A 2004-2006)

SUBMITTED IN THE PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINISTRATION TO THE UNIVERSITY OF PUNE

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. Rajesh Vhatkar 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.

Milind S. Patil

CONTENTS

S. No.
Executive Summary

Title
1

Page No.

Company Profile Product Profile Objective of the Study Research Methodology Limitation of the Study Data analysis and Interpretation Conclusions Recommendations Annexure Bibliography 37

2 6 11 12 14 15 33 35

41

EXECUTIVE SUMMARY

COMPANY PROFILE

PRODUCT PROFILE

OBJECTIVES

RESEARCH METHODOLOGY

LIMITATIONS

DATA ANALYSIS AND INTERPRETATION

CONCLUSIONS

RECOMMENDATIONS

ANNEXURE

BIBLIOGRAPHY

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 reasons of Quick heal antivirus software s slow movement in the market 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 antivirus product line is installed in corporate, small business and consumers' homes, protecting their PCs from viruses and other malicious threats. Apart from anti-virus 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 virus 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 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

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marketing strategies; from inspired employee culture and innovation to good corporate governance. 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 given to anti-virus products that detect all In the Wild viruses during both on-demand 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

12

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. 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.

Quantum Link Communications Pvt. Ltd. (QLC) is the developer of the bestselling 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.

Win cleaner Business Logic Corporation is the developer of Win Cleaner 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 Win Cleaner Anti-Virus.

Nevis Networks inc. 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.

Vade Retro 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.

13

SMI! Series (Secure Mail intelligence!) 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, mass-bombing 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, Omni quad s cutting edge solutions have earned industry and media recognition. It has included Quick Heal Scan engine in their product to provide ultimate security.

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

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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. 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

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SMALL - MEDIUM SIZED COMPANIES

Quick Heal 2006 for Windows Workstations and Servers Quick Heal 2006 is a Next Generation anti-virus protection for 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 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

17

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 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 18

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 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 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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RESEARCH METHODOLOGY
Development of research procedures is another important step in the market research process. Research Design is actually the blue print specifying every stage of action in the course of research. Features Of Research Design: The design was formulated to be a flexible so that changes can be adapted in the execution of the research. Care was taken to minimize the bias at every stage since any research work made untrue information would turn out to be unreliable or worthless. Effort has been taken to collect as many information as possible through the questionnaire so that elaborate analysis can be carried thereafter. The design was closely linked with the objectives set earlier, so that the essence of the information collected and analyzed does not get diluted. Methods Of Data Collection:Sources Of Data A. Secondary data 1. Internal sources Company records Service reports Yellow pages 2. External sources 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.

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Tools for data collection Questionnaire Based Interview Method: The questions are crafted in a way to generate as many information as possible with minimum effort on respondent s part. Type Of Questions Used: Open ended Close ended Multiple choices Sampling: The sample size for dealer s research was 80, and the sample 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. Analysis Methods And Tools: The entire analysis of data was done with the aid of Microsoft Excel spreadsheet programming. The diagrammatic representation of the data was done through this software.

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LIMITATIONS
Nothing is perfect in this world. The last perfect person was crucified to the cross. This project is not an exception to this rule. Following are the limitations of the project: i. ii. The study is made on the responses to the questionnaire framed. Though utmost care has been taken, the views expressed by the sample may not represent the views of the population at large. Sometimes due to lack of time the respondent may not have given reliable information. Some respondents did not see the project important so they gave exaggerated information that had to be manipulated. Conclusions arrived at might not be suitable to the other part the country.

iii.

iv.

v.

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DATA ANALYSIS AND INTERPRETATION FOR DEALERS

NUMBER OF DEALERS OF DIFFERENT ANTIVIRUS SOFTWARES

S. No. 1 2 3 4 5 6 7 8

Brands Norton Trend-Micro Quick Heal Escan MacAfee AVG Net protector Others

No. Of Dealers 50 21 56 13 17 11 28 1

No. of Dealers of different Antivirus softwares 60 50 40 30 20 10 0 50 21 56 28 13 17 11 1

AV N G et pr ot ec to r O th er s

Out of 80 dealers surveyed, 56 were selling Quick Heal antivirus. At second position was Norton having 50 dealers followed by Netprotector with 28 and Trend-micro with 21. Apart from these antivirus softwares their ware many other antivirus softwares sold by dealers in Pune market, like 13 dealer were selling Escan, 17 dealer were selling MacAfee, 11 dealers were selling AVG and in others Hauri is a antivirus software.

N or to Tr n en dM irc Q o ui ck H ea l Es ca n M ac Af ee

23

MARKET SHARE OF DIFFERENT ANTIVIRUS SOFTWARES

S. No. 1 2 3 4 5 6 7 8

Brands Norton Trend-Mirco Quick Heal Escan MacAfee AVG Netprotector Others TOTAL

Sales Market Share (In copies) (in %) 777 46.78 51 3.07 509 30.64 45 2.71 62 3.73 23 1.38 179 10.78 15 0.90 1661 100

Market Share (in % ) of different Antivirus Softwares 11% Norton 1% 1% Trend-Mirco 4% Quick Heal 3% 46% Escan MacAfee AVG Netprotector 31% 3% When we combine the monthly sales of all 80 dealer visited, the figure comes around 1661 copies. Out of these Norton is highest selling brand having monthly sales figure of 777 and a market share of 46.78% followed by Quick Heal with 509 copies with market share of 30.64%. After these two brands Netprotector is doing well with monthly sales of 179 copies and market share of 10.78%. Then there come brands like Trendmicro, AVG, Escan, and MacAfee having market share between 1-4%. Others

FACTORS FOR HIGH SALES OF ANTIVIRUS SOFTWARES

24

Reasons Better Features Low Price Better Margin Customer Demand After Sales Service Others

No. Of Response 47 18 24 28 53 5

Weights (in%) 58.75 22.5 30 35 66.25 6.25

Weights (in% ) of reasons for high sales of Antivirus Brands 70 60 50 40 30 20 10 0 58.75 22.5 30 35 6.25 66.25

Fe at ur es Lo w Pr Be ic e tte rM C ar us gi to n m er Af D ... te rS al es S. ..
25

When dealer were asked the reason behind a brand becoming a highest selling in an outlet, 53 out of 80 responses were those for after sale service followed by better product features having 47 responses. After that customer demand, better margin and low price have 28,24 and 18 responses. So the after sales service and the better features are the main reasons for a brand becoming a highest seller.

Be tte r

O th er s

MARKET RESPONSE FOR DIFFERENT ACCORDING TO PRODUCT FEATURES.

ANTIVIRUS

SOFTWARES

Ranks (pts) Brands

Norton Trend-Mirco Quick Heal Escan MacAfee AVG Netprotector TOTAL 31 5 19 1 3 2 10 71 25 9 17 5 1 3 5 65 15 11 8 9 12 5 3 63 9 3 7 0 7 2 2 30 0 8 0 0 0 0 0 8 0 0 0 0 0 0 0 0 398 144 252 67 92 53 103 1109 I (6) II (5) III (4) IV (3) V (2) VI (1) Points

Weight (In %) 35.89 12.98 22.72 6.04 8.30 4.78 9.29 100.00

Weights (in % ) of Product features for different Antivirus Softwares 9% 5% Norton 36% Trend-Mirco 8% Quick Heal 6% Escan MacAfee AVG 23% 13% Netprotector

When dealers are asked to rank all brands of antivirus softwares on the basis of product features or performance wise 31 out of 80 respondents ranked Norton as I followed by Quick Heal having 19 responses. After calculating all the votes polled Norton got the highest weights of 35.89% followed by Quick Heal and Trend-micro having 22.72% and 12.98% respectively. All the remaining antivirus software gets weights between 5-9%.

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MARKET RESPONSE FOR DIFFERENT ANTIVIRUS SOFTWARES ACCORDING TO PRICE

Ranks(pts)

I (6) 29 4 21 1 6 1 17 79

II (5) 23 19 13 3 7 2 6 73

III (4) 17 10 20 8 17 3 0 75

IV (3) 7 5 6 2 9 3 2 34

V (2) 3 0 7 1 0 0 0 11

VI (1) Points 0 0 0 0 0 0 0 0 384 174 303 61 166 37 138 1263

Brands
Norton Trend-Mirco Quick Heal Escan MacAfee AVG Netprotector TOTAL

Weights (in %) 30.40 13.78 23.99 4.83 13.14 2.93 10.93 100

Weights (in % ) of Prices for different Antivirus Softwares 11% 3% 13% 5% 14% 24% Norton 30% Trend-Mirco Quick Heal Escan MacAfee AVG Netprotector

when dealer were asked to rank all the brands of antivirus on the basis of prices, 29 out of 80 respondents ranked Norton as I followed by Quick Heal and Netprotector having 21 and 17 responses respectively.

27

After calculating the votes polled Norton got heights weights 30.40% followed by Quick Heal having 23.99% weights. Trend-micro, MacAfee and Netprotector have 13.78%, 13.14% and 10.93% weights respectively.

MARKET RESPONSE FOR DIFFERENT ANTIVIRUS SOFTWARES ACCORDING TO AFTER SALES SERVICE

Ranks (pts) I (6) Brands Norton 9 Trend-Mirco 4 Quick Heal 27 Escan 3 MacAfee 7 AVG 1 Netprotector 25 TOTAL 76

II (5) III (4) IV (3) V (2) VI (1) 11 6 25 5 4 5 3 59 8 7 14 6 7 3 0 45 6 4 12 4 5 1 0 32 3 2 0 0 0 0 0 5 0 0 0 0 0 0 0 0

Points 165 98 379 79 105 46 165 1037

Weights (In %) 15.91 9.45 36.55 7.62 10.13 4.44 15.91 100.00

Weights (in % ) of After sales service for different Antivirus Softwares 16% 16% Norton 4% 10% 8% 37% Trend-Mirco 9% Quick Heal Escan MacAfee AVG Netprotector

28

When dealer were asked to rank all the brands of antivirus on the basis of after sales service, 27 out of 80 respondents ranked Quick Heal as I with 37% of weights followed by Netprotector having 25 responses as rank I.

But after calculating all the voted polled Norton and Netprotector have equal weight of 15.91% and all the remaining brands got the weights between the 4-10%. This graph shows that, Quick Heal is the best company for the after sale service provider.

BOTTELNECK IN QUICK HEAL BECOMING THE ANTIVIRUS SOFTWARE LEADER

No. Of Respondents Brand Awareness 13 Product features 45 Price 20 Promotional Activities 27 Executive Support 11 Others 9 Bottlenecks

Weights (in%) 16.25 56.25 25 33.75 13.75 7.2

Weights (in% ) of Bottelnecks for Quick Heal being the Antivirus leader 60 50 40 30 20 10 0 56.25 16.25 Product features Brand Awareness 25 33.75 13.75 Executive Support 29 Promotional Activities Price 7.2 Others

When dealers were asked about the bottlenecks in Quick Heal becoming antivirus software leader, 45 out of 80 (56.25%), dealers told that the product features is the biggest problem. Customers are not satisfied with Quick Heal antivirus as it does not clean or repair the maximum viruses as its virus database is not as good as Norton.

Followed by product features, the promotional activity has the 33.75% weights. After that brand awareness, executive supports have the 16.25% and 13.25% weights respectively.

MEASURES SUGGESTED BY DEALERS TO IMPROVE QUICK HEAL ANTIVIRUS SALES

No. Of Respondents Improve Features 39 Decrease Price 17 Exhaustive Adv. 23 Arrange training programs 15 Quick support 17 Others 6 Measures

Weights (In %) 33.33 14.53 19.66 12.82 14.53 5.13

Weights (in % ) of Measures to improve Quick Heal sales 40 30 20 10 0 33.33 14.53 19.66 12.82 14.53 5.13

When dealer were asked about to suggest to improve Quick Heal antivirus sales, 39 out of 80 suggested to improve the product features with the 33.33% weight, followed by exhaustive advertisement with 19.66% weight. Then comes suggestion of decrease price and quick support with 14.53% respectively.

... D ec re a. . Ex ha us t.. . Ar ra ng e. .. Q ui ck ...

Im

pr ov

O th er s
30

Out of 80 responses 15 comes in favours of arrange training programs for better understanding of Quick Heal software. Dealer thinks that these programs will help them in solving customer s problems like operating problems, installation problems and some of the technical problems.

ADDITIONAL FEATURES SUGGESTED BY DEALERS TO IMPROVE QUICK HEAL ANTIVIRUS SALES

Additional No. Of Features Respondents Spy ware & Ad ware 24 Firewall 29 Backup Software 14 All Above 27 Additional features suggested by respodents 40 30 20 10 0
... Ad &

24

29 14

27

are yw Sp

all ew Fir B

are ftw So up k ac

e ov Ab All

From the above we conclude that dealer suggested that spyware, adware, firewall and the backup software should be added. They have near about same weights for all the features. As all the features are most important for the security purpose, customers don t want only the scanning software but they also wants the protection from Internet viruses, data theft problems.

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Many other additional suggestions are given for the Quick Heal antivirus software some of the common suggestions are as follows. Quick Heal must add Spam control, popup files menu and the management console. Company should make aware the customer about new viruses and should provide the upgrades accordingly. Patches of the Quick Heal should be included in their integrity scanner, installation creates headaches so it must be simple and it should be reliable on the network. Quick Heal should combine their all the different product features in one product. Regular upgrades for new viruses and information about new products. Quick Heal must improve their online support for quick support. Period of expiry should be extended. It should work on Pentium II. OVERALL SATISFACTION FOR THE QUICK HEAL ANTIVIRUS SOFTWARE AMONG DEALERS

Satisfaction level Excellent Good Satisfactory Poor Total

No. Of Respondents 9 24 35 11 79

40 30 20 10 0
Ex ce lle

Overall Performance of Quick Heal Antivirus 35 24 9 11

nt

Sa tis fa ct or y

G oo d

Po or
32

When asked about their overall satisfaction with Quick Heal antivirus software, 35 out of 80 respondents said they are satisfied while 24 says that performance is good. Only 9 respondents gave poll for excellent performance and remaining 11 has polled for the poor performance.

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DATA ANALYSIS AND INTERPRETATION FOR COMPANIES

MARKET SHARE OF DIFFERENT ANTIVIRUS SOFTWARES ACCORDING TO SEGMENT

M/C Antivirus Norton Quick Heal Trend-micro MacAfee AVG Etrust Others TOTAL

1 to 10 13 13 3 3 1 0 1 34

11 to 50 50 to 100 17 3 1 3 2 1 2 29 4 1 2 0 0 0 1 8

101 to 250 2 0 2 0 0 0 0 4

Above 250 1 0 1 1 0 1 1 5

TOTAL 37 17 9 7 3 2 5 80

18 17 Different Antivirus softwares used in Companies 16 13 13 14 12 10 8 4 6 3 22 33 21 31 2 2 4 1 to 10 00 1 1 001 1 000 01001 1 101 2 0 11 to 50

N or to Q n ui ck H ea Tr en l dm ic ro M ac Af ee

AV G

Et ru s

O th e

50 to 100 101 to 250 Above 250

t
Norton AVG Etrust Others

3% 4% 9%

Market Share of different 6% Antivirus Softwares

Quick Heal 46% Trend-micro MacAfee

11%

21%

34

rs

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 MacAfee 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 Desktop Servers OS 66 32 Windows 1 6 Linux 8 7 Windows & Linux 0 30 Not Responded 75 75 Total

Operating systems used 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

36

Source No. Of Respondents

Dealer Company 42 21

HeadInternet Office 7 5

Total 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 that 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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OVERALL PERFORMANCE OF DIFFERENT ANTIVIRUS SOFTWARES

Antivirus Excellent Good Satisfactory Poor Total

Norton 12 13 9 3 37

Quick Heal 4 7 5 1 17

TrendMacAfee AVG micro 3 3 0 4 2 1 1 2 2 1 0 0 9 7 3

Etrust 2 0 0 0 2

Other 3 1 1 0 5

Performance level of different Antivirus softwares 14 12 10 8 6 4 2 0 13 12 9 7 5 4 1 4 3 1 Excellent Good Satisfact ory Poor

3 2 0
AV G

2 1 0

2 0

3 1 0

Above graph shows the overall satisfaction level for the different antivirus softwares. Norton has the highest votes for the excellent and good, where as Quick Heal has maximum weights for good and satisfactory as compare to excellent.

N or to Q n ui ck H ea Tr l en dm ic ro M ac Af ee

Et ur st O th er

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DIFFERENT FACTORS OF ANTIVIRUS SOFTWARE THAT ATTRACTED USERS

Antivirus Product Features Brand Price Tech. Support

Norton 27 9 6 8

Quick Heal 7 5 3 12

TrendMacAfee AVG micro 9 5 4 4 2 2 5 3 0 1 4 1

Etrust 3 2 0 2

Other 3 1 3 2

Different factors that attracted antivirus users Other Etrust AVG MacAfee Trend-micro Quick Heal Norton 0% 7 27 5 9 5 3 9 3 3 4 2 3 4 5 12 6 8 Tech. Support 1 2 3 0 2 2 2 0 1 Brand 4 1 Price Product Features

20% 40% 60% 80% 100%

When asked about the factors that attracted users, Norton got highest votes for is product features followed by Trend-micro, AVG and Etrust got maximum votes. Brand of the software also plays important role for Norton, Quick Heal and Trend-micro. Most of the Quick Heal attracted for its technical support. Price is an important consideration for the other antivirus software users.

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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 > 1500 34 2 0 0

Users suggestion for the price range 0% 3% 0% < 750 750-1000 1000-1250 45% 52% 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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ADDITIONAL FEATURES SUGGESTED BY USERS

Additional Features Respondents

Spyware & Adware Firewall Backup Software All Above Other 21 20 6 30 7

No. Of

Additional features suggested by the respondents 8% 25%

Spyware & Adware Firewall

36%

Backup Software All Above

24% 7%
Other

From the above we conclude that respondents suggested that spyware & adware, and firewall should be added. They have near about same weights. 36% respondent suggested to add all the features as all the features are most important for the security purpose, customers don t want only the scanning software but they also wants the protection from Internet viruses, data theft problems. Many other additional suggestions are given for the improvement of antivirus software some of the suggestions are as follows. Spam control, popup files menu and the management console. Regular upgrades for new viruses and information about new products. Online support.

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CONCLUSIONS
The following conclusions are based on the findings from the analysis of data collected through dealers and customer s survey. Now a days antivirus software is one of the essential part of the operating system on computers, as there is an always threat from virus and malicious code. No one dare to use computer without these softwares. Many computer users uses the antivirus software but there is another class of people who think that there is no necessity of the antivirus software, they doesn t consider the importance of these antivirus software. Piracy of the software is the major problem in this field. People (mostly home users) insist of the pirated software, which they easily get from the market. Norton of course is a market leader in antivirus softwares having more than 45% market share followed by Quick Heal, Trend-micro and MacAfee. Product features are the most important factor for the antivirus software sales followed by after sales service and price. Though Quick Heal is ranked second with respect to sales but a new antivirus company Netprotector emerged so quickly in this market, within 6 months they captured near about 10% market share. As per finding Netprotector mostly uses the Quick Heal dealers for its distribution. This company provides better margin and technical support so many dealer switches over to Netprotector or sale it along with Quick Heal. The popular perception among dealers and the customers is that Norton antivirus provides the best product features and performance because of its strong positioning and brand image created over a period of time. People feel that Norton is highly priced followed by Quick Heal, Trendmicro and MacAfee. While a detail study of features of all brands and a feedback of Quick Heal users suggested that Quick Heal has the very good product range than other antivirus provider companies. As it is the second company in the world that providing antivirus software for Linux operating system.

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As per finding due to following factors dealer sales maximum number of copies of antivirus software. These factors are according to preference as after sales service, product features, better margin and customer demand. After sales service can be a Unique Selling Preposition for Quick Heal because it surpass the entire antivirus provider. Most of dealers think that Quick Heal provides the good after sales service. Another area of concern is that many of the dealers think that product features and promotional support are the bottleneck for Quick Heal to become a market leader and it s a fact. Though Quick Heal ranked second but almost all the Quick Heal users are satisfied with its performance and the after sales service proving that the product is really competitive in the market. As per finding Quick Heal doing well only in lower segment of the companies that is in between 1-10 and 11-50 segment. Almost all the users of the Linux operating system not use antivirus software as they think that Linux is very powerful OS and any virus may not affect it. Also very few companies provides antivirus software for Linux and Quick Heal is one of them. Near about 56% of users responded that they purchase antivirus software from dealer only and 28% said that they purchased it directly from company and there are very few users who purchase it from Internet or get it from the head office. Almost 52% of the user suggested that price of an antivirus software should be less than 750 Rs for per license copy per year. Followed by that 45% of users suggested that it should be in between 750 to 1000 Rs. Dealers as well as customers suggested some features should be added in antivirus along with scanning software to improve the performance like spyware, adware, firewall and backup software.

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RECOMMENDATIONS
With a market share of 21% and giant killer competitors, there is an uphill task ahead for Quick Heal antivirus to increase its sales and be the market leader of antivirus software's in Pune. Following are some of recommendations, which if implemented with full dedications and a positive frame of mind will make way for growth of Quick Heal antivirus. 1. All the activities required to improve Quick Heal antivirus sales need a lot of money and effort. So, the first thing required is a dedicated and consistent effort from the top management to boost up the morale of the sales force. 2. The biggest task is to increase the product features of Quick Heal antivirus. For that purpose it requires lot of research and development in computer laboratory to improve product features. Developers must try to find out maximum definitions of viruses so that product will be able to detect most of the viruses. Some extra feature should be provided along with scanning software like Spyware, Adware and firewall. 3. Antivirus software should be developed in such manner so that it cannot be pirated because piracy is one of the major problems for the whole software industry. 4. Awareness for the Linux antivirus should be created properly because the Linux users think that none of the virus will affect it, but now days there are the viruses that can affect Linux also. 5. Exhaustive TV and Newspaper advertisement (both in local and national dailies) should be done to create proper awareness of the antivirus software and for the brand awareness of Quick Heal so that maximum people knows the importance of antivirus software. 6. In these advertisements, Quick Heal should be positioned in the customer s mind using strong USP (Unique Selling Prepositions) viz. Quick Technical support that provided within specified time limit, world s second antivirus provider for the Linux Operating system. 7. Apart from TV and Newspapers advertisements there should be 7-8 huge hording for Quick Heal antivirus at the prominent places in the city. 8. Quick Heal should also take initiative for event sponsorships. Inter college festivals; College and Schools functions, Sports and Quiz contests should be selectively sponsored by the company.

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9. The company should provide proper promotional material to the computer dealers so that customer will be aware that the Quick Heal antivirus is available at that shop. 10. Dealer should be forced to display the antivirus product at the display counter, as many of the dealers don t do that. 11. As the market has already been swept away by Norton, more money needs to pumped to gain the dealers interests by increasing their margin so that they will push the product in the market and will not switch over to another antivirus software because dealers are the major source from where customers purchases antivirus software. 12. The company need to decrease the prices of the some products to make them competitive in the market as it ranked second according to higher price and most customers suggest that antivirus software should cost less than 750 Rs or between 750 to 1000 Rs. 13. Product range of the Quick Heal is good and many respondent are satisfied from the software this shows that it is really competitive in antivirus software market. 14. Company should try to grab big corporate as a customer to increase its sales, because these corporate purchases in bigger quantity, directly from the antivirus provider companies. Currently Quick Heal doing Better in small sector so to company should focus on higher segment for the sales. 15. Company must have tie up with any computer hardware company like Norton have with HP, so that the sales of product is definitely increase and it be helpful to create brand awareness of Quick Heal and the customer will be repeat same antivirus. 16. Company should arrange the training programs for the dealer and the their sales force that they will come know all the technical features like installation, upgradation etc, so that they will be able to handle the customers problems properly. 17. As the product is good, company may give some grace period after the expiry period of the software so that customer may reorder it. 18. Company should come out with some discount schemes like discount coupon or scratch card inside the pack, discount on purchase of specified quantity. These schemes should not be repeated for more than once as it affects the brand image of the company.

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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 Antivirus softwares do you sell at your shop? Norton MacAfee Netprotector Trend-micro

Quick heal

Escan

AVG Other (please specify)

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

7. What make you sell Antivirus software highest in number? Better Product features Better Margin Customer Demand Low Price After Sales Service Other (Specify)

8. Rank the following Brands according to Product Features & Performance? Norton Trendmicro Quick Heal Escan MacAfee AVG Net Protector Other

9. Rank the following Brands according to Price? Norton Trendmicro Quick Heal Escan MacAfee AVG Net Protector Other

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10. Rank the following Brands according to their After Sales Service? Norton Trendmicro Quick Heal Escan MacAfee AVG Net Protector Other

11. What are the bottlenecks in Quick Heal becoming the Antivirus software leader? (You can tick more than one) i. ii. iii. iv. v. vi. Brand Awareness Product Features/Performance Price Promotional Activities Executive support Any Other (Please specify)

12. What measures Quick Heal should take to increase its Antivirus software sales? (You can tick more than one) i. ii. iii. iv. v. vi. Improve Product Features Decrease Price Exhaustive Advertisement Arrange Training Programs Quick Support Any Other (Please specify)

13. Besides Antivirus scanning what the Antivirus software should have additionally? i. ii. iii. iv. Spyware & Adware Firewall Backup Software All Above

14. How did you find the overall satisfaction about Quick Heal? Excellent Satisfactory Good Poor

15. Your comment/suggestions for Quick Heal to improve its Antivirus sales?

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QUESTIONNAIRE FOR COMPANY SURVEY

8. Name Of Company: 9. Address:

10. Tel. NO: 11. Name of the person contacted: 12. Designation:

13. 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 MacAfee Netprotector Trend-micro

Quick heal

Escan

AVG Other (please specify)

9. From whom do you buy the antivirus software? Dealer Company Other (Please specify) 10. How did you find the performance of present Antivirus software? Excellent Good

Satisfactory

Poor

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11. Which factors attracted you most in present Antivirus software? Product features Price Other (Please specify) Brand Technical support

12. How much do you think Antivirus software should cost per machine/year? Less than 750 1000-1250 Above 1500 750-1000 1250-1500

13. What are the additional features / facilities you feel will make antivirus software More effective? i. ii. iii. iv. v. Spyware & Adware Firewall Backup Software All Above Any Other (Specify)

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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.

Rajan Saxena

C.R.Kothari

Research Methodology Wishwa Prakashan Methods and Techniques

WEBSITE
www.quickheal.com

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