Post Graduate Program in Management

OPTIMIZING XYZ ANTI-VIRUS CAMPAIGNS

CONTEXT
XYZ is selling anti-virus software for individuals in India. Its marketing is done online using
social media (Facebook, Linkedin) and google adwords. XYZ do not use any other channel to
acquire customers. Last year, they have 50% customers coming from paid advertisement, 10%
from organic traffic and rest 40% were repeat customers. XYZ has observed that 50% of their
customers renew the package for next year. Overall, they are growing by 20% annually. The
software costs Rs 800/year and cost of serving an additional customer during the year is
negligible. The costs are primarily fixed- R&D and marketing.
You have been given 2 hours to quickly analyze their online marketing campaigns and
provide your opinion. Management is also thinking about reducing the price of software by
Rs 200-300, if it can help improve the margin (by reducing acquisition costs) without
sacrificing the revenue. They are also looking for your opinion on this.

CURRENT DATA
XYZ uses three channels. They have created various campaigns and ads focusing on
specific demographic attributes such as age group, location, current industries. As you only
have 2 hours, you are not given ad specific data but the big picture analysis.
Some customers buy directly from these ads but others fill a form named Call me back
that captures their phone number, e-mailid, location and age. Once the form is received, a
sales person calls them within 48 hours and tries to close the sales. A sales person can handle
25 such calls in a day.
The supporting excel is attached

DELIVERABLE
Your deliverable should have:

Some analysis on these campaigns and your suggestions for each of them. You can
use word, excel, PPT

Big picture view of current campaigns and your actionable recommendations in very
few lines

Few lines on your opinion about proposed reduction of the price.

This document forms part of the Sunstone Business School PGPM courseware. 2014 Anytime
Learning Pvt. Ltd. No part of this file can be reproduced, stored in a retrieval system, or transmitted in
any form or by any means - electronic, mechanical, photocopying, recording or otherwise without the
permission of Anytime Learning Pvt. Ltd.

Post Graduate Program in Management

GUIDANCE
Remember, its a 2 hour exercise so do not over analyze (beyond the data given). Hints:

Understand the CAC first. Most companies make mistake here.
Consider all costs. Make necessary assumptions, if you need to.
Be precise and clear in your recommendations. You cant be neutral, you need to
take decision and take sides!

OUTPUT FORMAT
Excel, PPT or word. It doesnt matter as long as you are showing your calculations and
explaining your logic well.

This document forms part of the Sunstone Business School PGPM courseware. 2014 Anytime
Learning Pvt. Ltd. No part of this file can be reproduced, stored in a retrieval system, or transmitted in
any form or by any means - electronic, mechanical, photocopying, recording or otherwise without the
permission of Anytime Learning Pvt. Ltd.