PREFACE

The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that Experience is best teacher.

Acknowledgement
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I would like to take this opportunity to acknowledge and thank ESET INDIA PVT LTD. , MUMABI for providing me with this highly coveted opportunity to associate my Summer Internship Project with their esteemed organization. My debts for assistance in making this report are more than can be identified here. This whole effort is the result of guidance, assistance and inspiration of several people who helped me through my study and preparation of this report. I would like to express my heartiest gratitude to Mr. MAHESH NAWALE, and Mr. BIMAL SHAH , Sales Manager,NORTH AND WEST ZONE at ESET INDIA PVT LTD. , MUMBAI for their valuable help. Their knowledge, nature, judgment, along with their experience was an immense source of inspiration in completing this project and preparing this report. I further feel indebted to Prof. SHRIKANT BHOJKAR, Indira Institute of Management, for his assistance, encouragement, inspiration and various suggestions from the conception to completion of the project. He has helped me to prepare a factual, realistic and pragmatic report in limited period than would have been possible. I shall be failing my duty if I dont express my gratitude to Mr. Pandit Mali, Director, Indira Institute of Management, Pune for giving his invaluable encouragement and guiding me in preparing this project.

Mithlesh Baboo MBA- II (Marketing) Indira Institute of Management, Pune.

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Executive Summary

Title : CREATING AWARENESS AND UNDERSTANDING DELAER PERCEPTION TOWARDS ESET ANTIVIRUS PRODUCTS Company : ESET INDIA PVT LTD Primary Objectives :
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a. To understand dealer perception about various attributes of ESET antivirus products b. To study the factors influencing the decision of dealers to sell a particular Antivirus Product. Secondary Objectives: a. To determine most effective advertising medium that appeals to the customer and use that medium to create awareness about ESET antivirus products. b. To study the effectiveness of various Promotional Schemes offered to dealers/wholesalers Research Methodology used: Research Methodology: Type of research Research approach Contact method : Descriptive : Survey : Personal interview

Research instrument : Structured Questionnaire.

Sampling Plan: Sampling method Sampling universe Sample size : Non probability judgmental sampling. : Chandigarh,Panchkula,Mohali : 180 respondents.

Data Collection: Primary Data Secondary Data Data analysis techniques : Primary data was collected via questionnaire : Reference books, reports, internet etc. :Simple inferences techniques such as Graph, Tables
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Key findings We can see that all the computer dealers are also involved in selling of antivirus. So ESET antivirus has a large of scope as antivirus security is very important for a computer system to work efficiently and effectively. Also , we can see that only 12% dealers are selling ESET antivirus products. So there is a lot of scope for ESET antivirus to increase the number of dealers by creating more awareness among them and offering them schemes which they prefer. It has been realized that Dealer plays a vital role in selling and creating a demand for Antivirus. This is because most of the dealers have clients in various segments like Retail, Corporate, Education, Government.

It was also realized that End Users are not much aware about which antivirus to buy. So they consult computer dealers and take their advice as final. Hence computer dealers play a very vital role in creating market for the antivirus products. So, steps should be taken to satisfy computer dealers so that they promote ESET antivirus and boost its sales. Conclusion Performance of antivirus is quite good in comparison to other antivirus; the major problem faced by ESET antivirus is less awareness among the end user.
Profit margin available to dealers is quite less while dealing with ESET antivirus in

comparison to others. While making purchase decision end users are totally dependent upon the dealers, so its mainly the dealers who are needed to be satisfied to increase the demand of the product. ESET antivirus is mainly accepted by the users like corporate, and the ones who have high knowledge about the usage and the level of security required in todays world. Suggestions Effective Advertisement medium like FM radio, Internet Website reviews, Road Shows should be used to increase the awareness of the end users about ESET antivirus products.
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 Dealer price and MRP should be set in such a manner that Dealers get high profit margins and end users also perceive price of the product as nominal. Since Chandigarh is a growing market and has a lot of potential for Antivirus products, So ESET should set up a local branch office. This has a positive psychological effect on dealers and end users that company has a local branch office and hence is easily accessible. Also this helps in delivering products and services to dealers and end users on time on a short notice also. Seminars should be delivered in Schools/colleges/Corporate Fairs about the importance and advantages of using genuine antivirus and implications of using Pirated/cracked versions. . Limitations The 2 months tenure of project is very short for studying the perception of all the customers

and clients. Consumer perception is dynamic in nature; there is every possibility that over the period of time, findings of today may become invalid tomorrow. The respondents were found resistant to give any information. The respondents may be biased.

INDEX
Chapter No. 1 Chapter Title 1.1 Introduction
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Page No. 1-2

4 5

7 8 9 10

1.2 Rationale of Study Industry Profile 2.1 History of Plywood Industry 2.2 Furniture Industry in India 2.3 Indian Plywood Industry 2.4 About Boards 2.5 Major Players 2.6 Market Share 2.7 Porters Five Force Model Company and Product Profile 3.1 Proud Origins 3.2 Bajaj Eco Tec Products Ltd 3.3 Among Indias Green Corporate Citizens 3.4 Vision, Mission & Values 3.5 Products 3.6 Application of Products 3.7 The Environmental Advantage 3.8 Branches & Offices 3.9 Factory Locations 3.10 Quality & Certification Literature Survey 4.1 Perception Mapping 4.2 Business Buying Process Objectives and Scope of the project 5.1 Primary Objective 5.2 Secondary Objective 5.3 Scope of Project Research Methodology 6.1 Research Methodology 6.2 Research Method 6.3 Sampling Used 6.4 Limitations Data Analysis and Data Interpretation Observation and Finding Conclusion Recommendation References Annexure

3 4 5-9 10 11-15 16-19 20 21-22 23-24 25 26-27 28 29 30 31 32-33 34 35 36 37 38 39-40 41-42 43 44 44 44 45 46-47 48-50 51-52 53 54-63 64-66 67-68 69-70 71 72-74

List of Charts, Diagrams & Graphs

Chapter No. Chart/Diagram No.
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Title

1.1 2.2 2.3

Banking Preference Of SMEs Major Players (revenue,growth) Market Share Channel Partners Performance Attributes Comparison with Competitors Client Segment Research Process IT Products Sold Antivirus S/w Sold Factors Influencing Dealers buying decision Client Segment Awareness Of Toll Free No. Awareness Of Training and Certification Prog. Perception Towards Pricing Tech Support Performance Availability Margins Available Awareness

3.1 3.2 3.3 3.4

6 7

6.1 7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 7.10 7.11 7.12

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CHAPTER 1 INTRODUCTION

1.1 Introduction : 1.1.1 Introduction of the project : The research project is about finding out the feedback of dealers selling ESET ANTIVIRUS products. The project also tries to find out the best advertisement medium to create awareness for ESET ANTIVIRUS products. The scope of project is limited to a geographical area of Chandigarh, Panchkula, and Mohali. Dealers play a very important role in the distribution system. They are the set of people who have the maximum reach to the customers. The dealers are in direct touch with the masses. The brand image of ESET ANTIVIRUS to a considerable extent depends on the masses. Also, it is very important to choose the best advertisement media.This will help the company to increase their sales. So to find out what dealers have to say about various Product attributes is of utmost importance. The suggestions will help solve problems of retailers which will increase the good will of ESET ANTIVIRUS in the area. 1.1.2 Introduction of the Company :

We protect your digital worlds

ESET, founded in 1992, is a global vendor of security software for corporate customers and households. ESET develops software solutions that deliver instant, comprehensive protection against evolving computer security threats. The company pioneered and continue to lead the industry in proactive threat detection. ESET NOD32 Antivirus holds the world record for the number of Virus Bulletin "VB100 Awards," never to have missed a single In-the-Wild worm or virus since the inception of testing in 1998.

The company has global headquarters and research center in Bratislava, Slovakia with sales and distribution centers in San Diego, USA; Buenos Aires, Argentina; Prague, Czech Republic, and an extensive partner network in 180 countries. In 2008, ESET opened a new research center in Krakow, Poland. ESET is one of the fastest-growing technology companies in the region of Europe, Middle East and Africa according to Deloitte Technology Fast 500 EMEA ranking. Flagship products are ESET NOD32 Antivirus and ESET Smart Security. Built on the awardwinning Threat Sense engine are highly integrated security solutions trusted by more than 100 million of users to protect their computers against a host of Internet-borne malware , such as viruses, Trojans, worms, adware, spyware, phishing, root kits and other Internet threats. ThreatSense.Net is ESETs in-the-cloud malware collection system utilizing data from users of ESET solutions worldwide. This continual streaming of information provides ESET Virus Lab specialists with a real-time accurate snapshot of the nature and scope of global infiltrations. Careful analysis of the threats, attack vectors and patterns serves ESET to fine-tune all heuristic and signature updates to protect its users against tomorrows threats. In India, sales of ESET software products to end customers are executed through the Partner Channel which is represented by the chain: Distributor Partners (Platinum, Gold or Silver) End Customer.

1.2 Rationale of study:

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The project report that I have done as a part of my studies is Creating awareness and Analyzing Perception of various Dealers and Retailers towards ESET Antivirus Products. The study that I conducted provided me an excellent opportunity to implement all that I have learnt in my classroom sessions in the practical outfield. There is huge untapped potential in the market in the area under consideration of the research. This Project will help to increase the market share by understanding then needs and wants of the dealers, so that they can be fulfilled and dealers can be satisfied. Some questions which can be answered with the help of the project: What are the factors that influence dealer buying decision? Are dealers satisfied with the various Product Attributes of ESET antivirus products? What is best advertisement medium to create awareness amongst end users ? The research will study the dealers and find the answers to the above questions. So this research is conducted. The geographical area to be covered by the research is Chandigarh,Panchkula,Mohali. The geographical area was chosen because the satisfaction level of dealers in that area needed to be known. This project will help the organization in determining to what extent it was able to meet the satisfaction level of dealers. It will also enable the organization in deciding what measures it should take in future to retain its existing dealers and also to increase the dealer base. Project will also enable the company to know more about its strengths, dealer satisfaction level and areas of improvement.

CHAPTER-2 INDUSTRY PROFILE

2.1 VIRUS A computer virus is a computer program that can copy itself and infect a computer. The term "virus" is also commonly but erroneously used to refer to other types of malware, including but
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not limited to adware and spyware programs that do not have the reproductive ability. A true virus can spread from one computer to another (in some form of executable code) when its host is taken to the target computer; for instance because a user sent it over a network or the Internet, or carried it on a removable medium such as a floppy disk, CD, DVD, or USB drive. Viruses can increase their chances of spreading to other computers by infecting files on a network file system or a file system that is accessed by another computer. As stated above, the term "computer virus" is sometimes used as a catch-all phrase to include all types of malware, even those that do not have the reproductive ability. Malware includes computer viruses, computer worms, Trojan horses, most rootkits, spyware, dishonest adware and other malicious and unwanted software, including true viruses. Viruses are sometimes confused with worms and Trojan horses, which are technically different. A worm can exploit security vulnerabilities to spread itself automatically to other computers through networks, while a Trojan horse is a program that appears harmless but hides malicious functions. Worms and Trojan horses, like viruses, may harm a computer system's data or performance. Some viruses and other malware have symptoms noticeable to the computer user, but many are surreptitious or simply do nothing to call attention to themselves. Some viruses do nothing beyond reproducing themselves. 2.1.1 Infection strategies In order to replicate itself, a virus must be permitted to execute code and write to memory. For this reason, many viruses attach themselves to executable files that may be part of legitimate programs. If a user attempts to launch an infected program, the virus' code may be executed simultaneously. Viruses can be divided into two types based on their behavior when they are executed. Nonresident viruses immediately search for other hosts that can be infected, infect those targets, and finally transfer control to the application program they infected. Resident viruses do not search for hosts when they are started. Instead, a resident virus loads itself into memory on execution and transfers control to the host program. The virus stays active in the background and infects new hosts when those files are accessed by other programs or the operating system itself.
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Nonresident viruses Nonresident viruses can be thought of as consisting of a finder module and a replication module. The finder module is responsible for finding new files to infect. For each new executable file the finder module encounters, it calls the replication module to infect that file. Resident viruses Resident viruses contain a replication module that is similar to the one that is employed by nonresident viruses. This module, however, is not called by a finder module. The virus loads the replication module into memory when it is executed instead and ensures that this module is executed each time the operating system is called to perform a certain operation. The replication module can be called, for example, each time the operating system executes a file. In this case the virus infects every suitable program that is executed on the computer. Resident viruses are sometimes subdivided into a category of fast infectors and a category of slow infectors. Fast infectors are designed to infect as many files as possible. A fast infector, for instance, can infect every potential host file that is accessed. This poses a special problem when using anti-virus software, since a virus scanner will access every potential host file on a computer when it performs a system-wide scan. If the virus scanner fails to notice that such a virus is present in memory the virus can "piggy-back" on the virus scanner and in this way infect all files that are scanned. Fast infectors rely on their fast infection rate to spread. The disadvantage of this method is that infecting many files may make detection more likely, because the virus may slow down a computer or perform many suspicious actions that can be noticed by anti-virus software. Slow infectors, on the other hand, are designed to infect hosts infrequently. Some slow infectors, for instance, only infect files when they are copied. Slow infectors are designed to avoid detection by limiting their actions: they are less likely to slow down a computer noticeably and will, at most, infrequently trigger anti-virus software that detects suspicious behavior by programs. The slow infector approach, however, does not seem very successful. 2.1.2 WORMS
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A computer worm is a self-replicating malware computer program. It uses a computer network to send copies of itself to other nodes (computers on the network) and it may do so without any user intervention. This is due to security shortcomings on the target computer. Unlike a virus, it does not need to attach itself to an existing program. Worms almost always cause at least some harm to the network, if only by consuming bandwidth, whereas viruses almost always corrupt or modify files on a targeted computer This malicious program category largely exploits operating system vulnerabilities to spread itself. The class was named for the way the worms crawl from computer to computer, using networks and e-mail. This feature gives many worms a rather high speed in spreading themselves. 2.1.3 TROJAN HORSE A Trojan horse, or Trojan, is malware that appears to perform a desirable function for the user prior to run or install but instead facilitates unauthorized access of the user's computer system. "It is a harmful piece of software that looks legitimate. Users are typically tricked into loading and executing it on their systems"- CISCO. Programs that carry out unauthorized actions on computers, such as deleting information on drives, making the system hang, stealing confidential information, etc. This class of malicious program is not a virus in the traditional sense of the word (meaning it does not infect other computers or data). Trojans cannot break into computers on their own and are spread by hackers, who disguise them as regular software. The damage that they incur can exceed that done by traditional virus attacks by several fold. 2.1.4 ROOTKITS A rootkit is software that enables continued privileged access to a computer, while actively hiding its presence from administrators by subverting standard operating system functionality or other applications. Typically, a hacker installs a rootkit on a computer after first obtaining userlevel access, either by exploiting a known vulnerability or cracking a password. Once a rootkit is installed, it allows an attacker to mask the active intrusion and to gain privileged access to a
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computer by circumventing normal authentication and authorization mechanisms. Although rootkits can serve a variety of ends, they have gained notoriety primarily as malware, appropriating computing resources or stealing passwords without the knowledge of administrators and users of affected systems. Rootkits can target firmware, a hypervisor, the kernel or, most commonly, user-mode applications. The term rootkit is a concatenation of the "root" user account in Unix operating systems and the word "kit", which refers to the software components that implement the tool. The term has negative connotations through its association with malware These are used to conceal malicious activity. They mask malicious programs to keep anti-virus programs from detecting them. Rootkits modify the operating system on the computer and alter its basic functions to hide its own existence and actions that the hacker undertakes on the infected computer. 2.1.5 SPYWARE Spyware is a type of malware that can be installed on computers and collects little bits of information at a time about users without their knowledge. The presence of spyware is typically hidden from the user, and can be difficult to detect. Typically, spyware is secretly installed on the user's personal computer. Sometimes, however, spywares such as keyloggers are installed by the owner of a shared, corporate, or public computer on purpose in order to secretly monitor other users. While the term spyware suggests that software that secretly monitors the user's computing, the functions of spyware extend well beyond simple monitoring. Spyware programs can collect various types of personal information, such as Internet surfing habits and sites that have been visited, but can also interfere with user control of the computer in other ways, such as installing additional software and redirecting Web browser activity. Spyware is known to change computer settings, resulting in slow connection speeds, different home pages, and/or loss of Internet or functionality of other programs. In an attempt to increase the understanding of spyware, a more
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formal classification of its included software types is captured under the term privacy-invasive software. In response to the emergence of spyware, a small industry has sprung up dealing in anti-spyware software. Running anti-spyware software has become a widely recognized element of computer security practices for computers, especially those running Microsoft Windows. A number of jurisdictions have passed anti-spyware laws, which usually target any software that is surreptitiously installed to control a user's computer. 2.1.6 RISKWARE Riskware is computer software, which actually was not programmed and intended as malware, but has security critical functions. These functions can be used to start or stop computer processes or computer services. Riskware can also be defined as potentially dangerous software. Riskware can be executed and misused by malware and will be noticed in certain cases by antivirus software. Kaspersky anti-virus, for example, classifies popular software like mIRC and Vista transformation Pack as riskware. 2.1.7 Backdoors A backdoor is a method of bypassing normal authentication procedures. Once a system has been compromised (by one of the above methods, or in some other way), one or more backdoors may be installed in order to allow easier access in the future. Backdoors may also be installed prior to malicious software, to allow attackers entry. The idea has often been suggested that computer manufacturers preinstall backdoors on their systems to provide technical support for customers, but this has never been reliably verified. Crackers typically use backdoors to secure remote access to a computer, while attempting to remain hidden from casual inspection. To install backdoors crackers may use Trojan horses, worms, or other methods. 2.1.8 PHISHING

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In the field of computer security, phishing is the criminally fraudulent process of attempting to acquire sensitive information such as usernames, passwords and credit card details by masquerading as a trustworthy entity in an electronic communication. Communications purporting to be from popular social web sites, auction sites, online payment processors or IT administrators are commonly used to lure the unsuspecting public. Phishing is typically carried out by e-mail or instant messaging, and it often directs users to enter details at a fake website whose look and feel are almost identical to the legitimate one. Phishing is an example of social engineering techniques used to fool users, and exploits the poor usability of current web security technologies. Attempts to deal with the growing number of reported phishing incidents include legislation, user training, public awareness, and technical security measures. A phishing technique was described in detail in 1987, and the first recorded use of the term "phishing" was made in 1996. 2.2 TIMELINE OF VARIOUS VIRUSES 2000

The ILOVEYOU worm appears. As of 2004 this was the most costly virus to businesses, causing upwards of 5.5 to 10 billion dollars in damage.

2001

February 11: The Anna Kournikova virus hits e-mail servers hard by sending e-mail to contacts in the Microsoft Outlook addressbook. The creator of it, a Dutchman so-called Jan de Wit, was sentenced to 150 hours of community service.

May 8: The Sadmind worm spreads by exploiting holes in both Sun Solaris and Microsoft IIS. July: The Sircam worm is released, spreading through Microsoft systems via e-mail and unprotected network shares.

2002

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Beast is a Windows based backdoor trojan horse, more commonly known as a RAT (Remote Administration Tool). It is capable of infecting almost all Windows OS i.e. 95 through XP. Written in Delphi and Released first by its author Tataye in 2002, its most current version was released October 3, 2004

August 30: Optix Pro is a configurable remote access tool or Trojan, similar to SubSeven or BO2K.

2003

January 24: The SQL slammer worm, aka Sapphire worm, Helkern and other names, attacks vulnerabilities in Microsoft SQL Server and MSDE and causes widespread problems on the Internet.

April 2: Graybird is a Trojan also known as Backdoor.Graybird. June 13: ProRat is a Turkish-made Microsoft Windows based backdoor trojan horse, more commonly known as a RAT (Remote Administration Tool). August 12: The Blaster worm, aka the Lovesan worm, rapidly spreads by exploiting a vulnerability in system services present on Windows computers.

2004

Late January: MyDoom emerges, and currently holds the record for the fastest-spreading mass mailer worm. February 16: The Netsky worm is discovered. The worm spreads by email and by copying itself to folders on the local hard drive as on mapped network drivers if available. Many variants of the Netsky worm appeared.

March 19: The Witty worm is a record-breaking worm in many regards. It exploited holes in several Internet Security Systems (ISS) products. It was the fastest disclosure to worm, it was the first internet worm to carry a destructive payload and it spread rapidly using a pre-populated list of ground-zero hosts.
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2005

October 13: The Samy XSS worm becomes the fastest spreading virus by some definitions as of 2006. Late 2005: The Zlob Trojan, also known as Trojan.Zlob, is a trojan horse which masquerades as a required video codec in the form of ActiveX. It was first detected in late 2005.

2006

January 20: The Nyxem worm was discovered. It spread by mass-mailing. Its payload, which activates on the third of every month, starting on February 3, attempts to disable security-related and file sharing software, and destroy files of certain types, such as Microsoft Office files.

February 16: discovery of the first-ever malware for Mac OS X, a low-threat trojan-horse known as OSX/Leap-A or OSX/Oompa-A, is announced. Late September: Stration or Warezov worm first discovered.

2007

January 17: Storm Worm identified as a fast spreading email spamming threat to Microsoft systems. It begins gathering infected computers into the Storm botnet. By around June 30 it had infected 1.7 million computers, comprised between 1 and 10 million computers by September. Thought to have originated from Russia, it disguises itself as a news email containing a film about bogus news stories asking you to download the attachment which it claims is a film.

2008

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February 17: Mocmex is a trojan, which was found in a digital photo frame in February 2008. It was the first serious computer virus on a digital photo frame. The virus was traced back to a group in China.

March 3: Torpig, also known as Sinowal and Mebroot, is a Trojan horse that affects Windows, turning off anti-virus applications. It allows others to access the computer, modifies data, steals confidential information (such as user passwords and other sensitive data) and installs more malware on the victim's computer.

May 6: Rustock.C, a hitherto-rumoured spambot-type malware with advanced rootkit capabilities, was announced to have been detected on Microsoft systems and analyzed, having been in the wild and undetected since October 2007 at the very least.

2009

July 4: The July 2009 cyber attacks occur and the emergence of the W32.Dozor attack the United States and South Korea. July 15: Symantec discovered Daprosy Worm. Said trojan worm is intended to steal online-game passwords in internet cafes.

2010

February 18: Microsoft announced that a BSoD problem on some windows machines which was triggered by a batch of Patch Tuesday updates was caused by the Alureon trojan

June 17: Stuxnet, a Windows trojan, was detected. It is the first worm to attack SCADA systems. Some suggest targets Iranian nuclear facilities. It uses a valid certificate from Realtek.

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September 9: The virus, called "here you have" or "VBMania", is a simple Trojan Horse that arrives in the inbox with the odd-but-suggestive subject line "here you have". The body reads "This is The Document I told you about, you can find it Here" or "This is The Free Download Sex Movies, you can find it Here".

September 15: The Virus called Kenzero is a virus that spreads online from Peer to peer (P2P) sites taking browsing history.

2.3 WHAT IS ANTIVIRUS Antivirus (or anti-virus) software is used to prevent, detect, and remove malware, including computer viruses, worms, and trojan horses. Such programs may also prevent and remove adware, spyware, and other forms of malware. This page talks about the software used for the prevention and removal of such threats, rather than computer security implemented by software methods. A variety of strategies are typically employed. Signature-based detection involves searching for known patterns of data within executable code. However, it is possible for a user to be infected with new malware for which no signature exists yet. To counter such so-called zero-day threats, heuristics can be used. One type of heuristic approach, generic signatures, can identify new

viruses or variants of existing viruses by looking for known malicious code (or slight variations of such code) in files. Some antivirus software can also predict what a file will do if opened/run by emulating it in a sandbox and analyzing what it does to see if it performs any malicious actions. If it does, this could mean the file is malicious. However, no matter how useful antivirus software is, it can sometimes have drawbacks. Antivirus software can degrade computer performance. Inexperienced users may have trouble understanding the prompts and decisions that antivirus software presents them with. An incorrect decision may lead to a security breach. If the antivirus software employs heuristic detection (of
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any kind), success depends on achieving the right balance between false positives and false negatives. False positives can be as destructive as false negatives. Finally, antivirus software generally runs at the highly trusted kernel level of the operating system, creating a potential avenue of attack. In addition to the drawbacks mentioned above, the effectiveness of antivirus software has also been researched and debated. One study found that the detection success of major antivirus software dropped over a one-year period. 2.3.2 Identification methods There are several methods which antivirus software can use to identify malware. Signature based detection is the most common method. To identify viruses and other malware, antivirus software compares the contents of a file to a dictionary of virus signatures. Because viruses can embed themselves in existing files, the entire file is searched, not just as a whole, but also in pieces. Heuristic-based detection, like malicious activity detection, can be used to identify unknown viruses. File emulation is another heuristic approach. File emulation involves executing a program in a virtual environment and logging what actions the program performs. Depending on the actions logged, the antivirus software can determine if the program is malicious or not and then carry out the appropriate disinfection actions. Signature based detection Traditionally, antivirus software heavily relied upon signatures to identify malware. This can be very effective, but cannot defend against malware unless samples have already been obtained and signatures created. Because of this, signature-based approaches are not effective against new, unknown viruses.
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Because new viruses are being created each day, the signature-based detection approach requires frequent updates of the virus signature dictionary. To assist the antivirus software companies, the software may allow the user to upload new viruses or variants to the company, allowing the virus to be analyzed and the signature added to the dictionary. Although the signature-based approach can effectively contain virus outbreaks, virus authors have tried to stay a step ahead of such software by writing "oligomorphic", "polymorphic" and, more recently, "metamorphic" viruses, which encrypt parts of themselves or otherwise modify themselves as a method of disguise, so as to not match virus signatures in the dictionary. Heuristics Some more sophisticated antivirus software uses heuristic analysis to identify new malware or variants of known malware. Many viruses start as a single infection and through either mutation or refinements by other attackers, can grow into dozens of slightly different strains, called variants. Generic detection refers to the detection and removal of multiple threats using a single virus definition.[15] For example, the Vundo trojan has several family members, depending on the antivirus vendor's classification. Symantec classifies members of the Vundo family into two distinct members, Trojan.Vundo and Trojan.Vundo.B. While it may be advantageous to identify a specific virus, it can be quicker to detect a virus family through a generic signature or through an inexact match to an existing signature. Virus researchers find common areas that all viruses in a family share uniquely and can thus create a single generic signature. These signatures often contain non-contiguous code, using wildcard characters where differences lie. These wildcards allow the scanner to detect viruses even if they are padded with extra, meaningless code. Padded code is used to confuse the scanner so it can't recognize the threat. Rootkit detection
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Anti-virus software now scans for rootkits; a rootkit is a type of malware that is designed to gain administrative-level control over a computer system without being detected. Rootkits can change how the operating system functions and in some cases, rootkits can tamper with the anti-virus program and render it ineffective. Rootkits are also very difficult to remove, in some cases requiring a complete re-installation of the operating system.

2.4 MAJOR PALYERS IN IT SECURITY INDUSTRY

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FIGURE 2. 19

The table displays the Top 12 Security Software Companies, ranked by software revenues from 2008 in millions of US dollars.

Company Symantec Trend Micro Mcafee Check Point EMC CA Kaspersky Websense Verint AVG Sophos Panda Security

Country USA Japan USA Israel USA USA Russia USA USA CZECH REPUBLIC UK SPAIN

Revenues US $) 5692 985 795 691 462 450 360 296 260 250 163 111

(million Growth Rate 8% 16% 25% 10% 5% NA% 177% 40% NA% 213% 45% 37%

TABLE 2.2

Large security software companies have shown remarkable growth during the economic crisis. While corporations worldwide were cutting their IT budgets, security software spending was spared. In 2008, the weighted average revenue growth was 16% for the major security software firms.

2.5MARKET SHARE
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FIGURE 2.3 The security software market is worth 16 billion USD, according to the Top 100 Research Foundation. The Top 12 security software companies account for over 10.5 billion USD, about two third of the total market. The market is expected to grow 12% this year and 17% in 2010 to 21 billion USD.

2.6 About IT Security Sector

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Security software is a very international sector. Though US companies are leading, they are not as dominant as they are in the rest of the software industry. Various successful antivirus companies come from Eastern Europe, with Russian Kaspersky as a frontrunner. AVG, the fastest growing company in the list, has its roots in the Czech Republic. Among the runners-up, just below the Top 12, are Softwin from Romania (the maker of BitDefender), ESET from Slovakia and Czech ALWIL Software (the maker of Avast). The antivirus market is growing substantially faster than the firewall- and intrusion detection market, driven by volume contracts with PC makers and increasing public awareness of virus threats. The worldwide market revenue for security software grew almost 19% last year, showing no noticeable impact from the recession, according to Gartner analyst Ruggero Contu. Revenue increased from $11.3 billion in 2007 to $13.5 billion in 2008 according to the analyst company, driven by increasing compliance demands and a rising market for appliance-based products within sectors such as email security and secure web gateways. Symantec remained the industrys market giant in terms of revenue share, with 22% of worldwide security software sales, despite a 2% drop on the previous year. The company earned more than twice the revenue of its closest competitor McAfee. McAfee meanwhile recorded the strongest growth rate among major competitors, increasing its revenue by just over 20%. Despite the strong performance of major players, Gartner highlighted a wider trend of the slow erosion of the market share of many large security companies by smaller, more innovative technology-driven competitors

2.7 Changes in the antivirus industry

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The main factors currently influencing the antivirus industry. Factor 1: Continuing criminalization of the Internet Any society of a certain size (such as a town or a country) includes criminal elements. Crime levels are determined by the following factors:

the size of the community (the bigger it is, the higher the number of potential and actual

criminals)

the level of economic development (it's easier to earn a living by honest means in more

developed countries)

the ability of law enforcement bodies (e.g. the police) to investigate crimes and imprison

the perpetrators The Internet is no exception. Its size is immense, and many of the different countries which make up part of this community are economically undeveloped. A particular cause for concern is programs which advocate cheap computers for poor third world countries) - these further encourage criminal activity on the Internet. Statistics on the number of malicious programs originating from specific countries confirm this: the world leader in virus writing is China, followed by Latin America, with Russia and Eastern European countries not far behind. In terms of law enforcement, in the vast majority of cases investigating cybercrime is a complex task, particularly taking into account the fact that the Internet has no physical borders. Data which falls into the three categories listed above clearly indicate that not only is the level of criminal activity on the Internet already high, but that it will also continue to increase. One piece of evidence for this statement is that the amount of crimeware has increased twofold over the past year; this indicates that criminal activity on the Internet has doubled in the same space of time. There is no reason to suppose that this growth rate will slow in the future. The conclusion: pressure on antivirus companies will increase as they will have to analyze more and more malicious code. Companies that fail to detect new malicious programs quickly and thus leave their customers unprotected will suffer a decrease in their market share, and will not be capable of competing in this professional arms race.
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Factor 2: Increased variety of malware and attack methods Ten years ago, back in 1996, malicious programs fell into two categories: viruses and primitive Trojans. At that time, there was no such thing as malware which could be used for criminal ends. However, in the intervening decade, malware has become far more complex and varied:

network worms a wide range of Trojan programs, including Spyware AdWare malicious application of legitimate programs a wide range of spam, from begging emails

to blackmail

phishing - a clearly differentiated type of financial scam network attacks and rackets

The vast majority of malicious programs are written for Win32 systems. The number of malicious programs targeting Linux, MacOs, and smartphones (running under a variety of operating systems) is still, as yet, insignificant. There have also been a handful of PoC viruses for 64 bit systems. The conclusion: antivirus companies have to be prepared to work with a wide variety of malware. This means not only releasing products but providing continued support: testing them, and releasing updates for the whole product range. Companies that cannot keep up with the very latest technological developments will not be able to break into new industry segments. Moreover, they will start to lose ground on their own territory, and current competitors or completely new players will take advantage of new market opportunities. Factor 3: Microsoft Microsoft is going to be seriously focussing on the security solutions market; this will include developing antivirus solutions. The antivirus industry is in a state of shock - everyone remembers Netscape and other independent projects, which either significantly lost market share or disappeared altogether after Microsoft produced similar products. Microsoft is planning to bring the following to the market:
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antivirus for home PCs antivirus for workstations (planned for the future) solutions for MS Exchange (using the multi-engine Antigen from Sybari)

Of course, the appearance of this commercial giant will be a heavy blow to other manufacturers. Users come in a range of shapes and sizes. Various factors influence them when buying an antivirus solution. These are

A: Commodity: the user buys the cheapest antivirus, or the most attractively packaged. B: Branding: The user buys either a brand to which s/he has loyalty. or a branded product

which has been successfully marketed.

C: Branding: the user is determined not to buy a Microsoft product. Such consumers will

not trust antivirus solutions produced by this manufacturer.

D: Performance characteristics - the overall quality of the product.

Its clear that these factors, and the types of user described, dont exist in any pure form. The factors which influence consumer chose will be a combination of A+B+C+D in varying degrees. If were talking about the home user market, factor B will have a significant influence. As Antigen uses several antivirus engines (including some very good ones), the corporate market will be influenced by B+D. In order to estimate Microsoft's future market share, and the losses which other antivirus companies will correspondingly suffer, the value of A, B, C, and D needs to be determined. This is a simple task which can be fulfilled via consumer surveys. Conclusions As shown above, there are three deciding factors which affect the condition of the antivirus industry:

The criminalization of the Internet Various types of criminal activity Antivirus protection from Microsoft

The antivirus market of the future will be heavily influenced by these three factors.
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26

CHAPTER- 3 COMPANY PROFILE

3.1 Introduction We protect your digital worlds

ESET, founded in 1992, is a global vendor of security software for corporate customers and households. ESET develops software solutions that deliver instant, comprehensive protection
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against evolving computer security threats. The company pioneered and continue to lead the industry in proactive threat detection. ESET NOD32 Antivirus holds the world record for the number of Virus Bulletin "VB100 Awards," never to have missed a single In-the-Wild worm or virus since the inception of testing in 1998. The company has global headquarters and research center in Bratislava, Slovakia with sales and distribution centers in San Diego, USA; Buenos Aires, Argentina; Prague, Czech Republic, and an extensive partner network in 180 countries. In 2008, ESET opened a new research center in Krakow, Poland. ESET is one of the fastest-growing technology companies in the region of Europe, Middle East and Africa according to Deloitte Technology Fast 500 EMEA ranking. Flagship products are ESET NOD32 Antivirus and ESET Smart Security. Built on the awardwinning Threat Sense engine are highly integrated security solutions trusted by more than 100 million of users to protect their computers against a host of Internet-borne malware , such as viruses, Trojans, worms, adware, spyware, phishing, root kits and other Internet threats. ThreatSense.Net is ESETs in-the-cloud malware collection system utilizing data from users of ESET solutions worldwide. This continual streaming of information provides ESET Virus Lab specialists with a real-time accurate snapshot of the nature and scope of global infiltrations.

Careful analysis of the threats, attack vectors and patterns serves ESET to fine-tune all heuristic and signature updates to protect its users against tomorrows threats. In India, sales of ESET software products to end customers are executed through the Partner Channel which is represented by the chain: Distributor Partners (Platinum, Gold or Silver) End Customer.

Distributor is the company which has the Partner Network and doesnt transact directly with End

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Customers. Main tasks of the Distributor are: ESET products promotion through the Partner Network, sales incentives to Partners and Channel Partners orders execution. There are 3 types of Channel partner Status which can be given to any Reseller company which is transacting with End Customers: ESET Platinum Partner, ESET Gold Partner and ESET Silver Partner. Today ESET software products are supplied in Indian market by ESETs Distributor ESS Software Distribution & Consulting Private Limited

3.2 ESET Partner Program

This chart illustrates the benefits available to Indian partners for Retail box and/or paper license sales. GOLD SILVER This program is ideally suited for solution This program is ideally suited providers and system builders,
29

Description

who for resellers, consultants and PC

provide IT and security software, hardware Retail shops, who provide IT and services to small and medium sized and security software, hardware businesses, enterprises, education and and services to individual government sectors. It also suites Regional consumers as well as small and / State distributors of IT hardware and medium sized businesses. Software products. Gold partners have marketing and financial goals, which we Products work towards together. ESET's full line of desktop, server and ESET's full line of desktop, mail protection. Includes antivirus, server includes and mail protection spyware, on spyware, adware, and phishing. Margin antivirus,

adware, and phishing. The most aggressive margins in the Industry-leading margins Incentive Rebate program, this enables us give your business

industry. Together with the Volume competitively priced products greater to reward top performing partners. profits. Recurring revenue every year when your Recurring revenue every year clients renew their ESET subscription. when your clients renew their lead and ESET subscription. Assistance with lead generation and Assistance with marketing business. Online access to marketing campaigns, logos, graphics, and marketing guides. Partner supported PR and

Recurring Revenue Marketing Support

activities

to

create

new

generation create new business. Online marketing logos, access graphics,

marketing activities to to and

campaigns,

Communication campaigns and events with pre-approval from ESS Protection Technical

marketing guides.

Ask about our deal registration program to Ask about our deal registration protect margins. program to protect margins. Support tickets though partner portal Support tickets though partner
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Support

followed by email or Telephone support. portal followed by email or 10am-6pm (Mon-Fri) except on National Telephone support. 10am-6pm Holidays (Mon-Fri) except on National Holidays Volume Incentive Rebate (VIR) program As per running reseller schemes and as per running Partner schemes

Incentives

TABLE 3.1 Note: Platinum Status is offered by invitation after a GOLD partner performs well, meets
quarterly targets in all 4 quarters and takes regular initiative to increase ESET awareness and sales in his region.

3.3 ESET Awards & Certifications

Between ESET NOD32 Antivirus and ESET Smart Security, the company has earned an impressive number of awards, certifications and recognitions.

ESET has achieved 61 Virus Bulletin VB100 Awards, more than any other vendor. In Virus Bulletin's comparative tests, ESET NOD32 Antivirus has not missed an 'In the Wild' virus sample since May 1998.

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Named "Best Antivirus Product" of 2006 and 2007, ESET has earned 11 "Advanced+" ratings since 2004, more than twice as many as any other vendor.

ESET has been positioned on the 2009 Magic Quadrant for Endpoint Protection.

*****
ESET Smart Security Business Edition

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33

TABLE 3.2

FIGURE 3.3

3.4 Products

Home users- ESET Smart Security 4 & ESET NOD32 4

ESET Smart Security 4 Business Edition ESET NOD32 Antivirus 4 Business Edition ESET NOD32 Antivirus for Microsoft Exchange Server ESET NOD32 Antivirus for File Servers ESET NOD32 Antivirus for Mail Servers
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 ESET Mobile Antivirus 3.4.1 ESET Smart Security 4.2 Home/Business Edition Combining powerful management tools, ease of use for end users, and state-of-the-art proactive threat detection, ESET Smart Security is the most effective way to protect your business' valuable data assets while improving your compliance posture. ESET Smart Security was already highly regarded for its ease of use. Now it's even easier to use, which will brighten your help desk manager's day. The Business Edition of ESET Smart Security includes all the features and benefits described above, but has additional functionality and flexibility that every growing business requires.

Additional Benefits Protection from the Unknown Its heuristics detect the least amount of false alarms in the industry, and finds malware other antivirus products miss. Built for Speed ESET Smart Security is lightning fast, so fast you won't even notice it's there. Even disk-intensive operations like performing a "full disk scan" run smoothly in the background while end users work. Easy on Your System ESET Smart Security is "lean and mean," using just 48 MB of memory, a fraction of what other products consume. Because it's fast and "light," upgrading your

35

existing Internet security to ESET Smart Security can literally be like buying a new computer. And laptop users can rejoice in the new automatic energy-sipping battery mode. Easy on You From its compact and intuitive user interface to its minimal use of alerts, selftraining firewall, and other new features, ESET Smart Security is easier to use than ever before. Version 4 - Features : Smarter Scanner Time-saving Firewall Upgraded Antispam Removable Media Security System Tools Self Defense

Usability Improvements Energy-sipping battery mode Advanced Protection Status screen Information pop-ups hidden Password protection

3.4.2 ESET NOD32 Home/Business Edition ESET NOD32 Antivirus combines powerful management tools, ease of use for end users, impressive performance, and state-of-the-art proactive threat detection. It is the effective antivirus protection for your business' valuable data assets while ensuring regulatory compliance. The Business Edition of ESET NOD32 Antivirus includes all the features and benefits described above, but has additional functionality and flexibility that every growing business requires.
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Key Benefits : Keeps you safe from viruses, spyware, trojans, password stealers and other malware threats Stops most new threats proactively, well before other vendors have issued a signature, maximizing your defense against new and unknown threats. Scans and cleans Internet traffic and email, even when it's SSL-encrypted, so your email is always safe. Tiny signature updates happen discretely as needed and won't bog down your system.

3.4.3 ESET Mobile Antivirus Smartphones and PocketPCs are widely used for communication, entertainment and services. As these tiny computers become more standardized and packed with more sophisticated features, they are increasingly at risk of attacks and exploits. ESET Mobile Antivirus delivers proactive and comprehensive protection from viruses, spyware, adware, Trojans, worms, rootkits, and other unwanted software. It will keep your Smartphones and Pocket PCs safe even between signature updates. Its fast engine keeps your inbox uncluttered by filtering SMS spam from unknown and unwanted senders. ESET Mobile Antivirus has low CPU, memory requirements and compact updates which minimize data bandwidth usage. It will protect email attachments and other files being transferred or accessed without impacting performance. ESET Mobile Antivirus provides:

Proactive Protection: Detect and clean known and unknown mobile malware. Light Footprint: About 300 KB installed and 1 MB of RAM used when scanning.
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Fast Scanning Speeds: Streamlined technology detects more files and scans them at lightning speed

3.5 ESTEEMED CLIENTS

38

FIGURE 3.4

39

CHAPTER- 4 LITERATURE SURVEY

4.1 Perception Mapping 4.1.1 What is Perception Mapping?

Perceptual mapping is a technique used by marketing professionals to visually demonstrate the ways in which the products of a company or industry are perceived by dealers. This can include current customers as well as dealers who could potentially be attracted to a product or company. Marketers use this technique when they are in the process of developing new product campaigns and also when they want to improve existing marketing. Visually representing dealer opinions

40

can help marketers more clearly identify areas in which a company needs work or sectors of the market which are relatively free of competition and thus could be convenient niches. To use perceptual mapping techniques, marketers use survey data which can include a number of questions which are designed to provide information about perception. For example, if marketers are working for an alcohol company, they might want to ask questions about price, smoothness, taste, and quality. They can gather data on a number of brands and products to see how dealers perceive the overall market. These data points can be plotted along axes which also rate them by importance. For example, people may consider quality the most important attribute and smoothness the least. A series of plot points are generated, with each point representing a rival product or brand. Laying out this information with perceptual mapping will allow marketers to see areas of the market which it might be possible to target with a good campaign. Perceptual mapping can be done with an existing product to see if there is a technique which might be used to distinguish it from competitors. This might include changing packaging, developing a new tagline for the product, or altering the thrust of an ad campaign. Companies developing new products can also utilize perceptual mapping for the purpose of studying overall dealer perceptions of the market for products like the one under development, so that a tailored advertising campaign can be developed 4.1.2 Need and Advantages of Perception Mapping Customer feedback must answer the questions you are asking about your business, your relationship with your customers, and their level of satisfaction with the goods or services you provide in terms of quality and cost, and whether what they receive from your company meets or exceeds their expectations. This information should be targeted towards allowing you to make improvements on the way you do business. The best way to have high customer acquisition and retention rates is by providing consistent high quality customer service at a competitive price. Faster Turnaround:
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Perception Mappings real-time capability reduces survey activation speeds and provides live data access and reports which enable companies to respond instantly to customer feedback. Perception Mappings automated and event-driven capabilities provide businesses with more consistent survey releases, up-to-date results and programmable emails alerts, resulting in a unified analysis across a global organization. More In-Depth Analysis: Perception Mappings powerful software solutions provide the integration of existing customer data, from CRM databases or other business systems, allowing companies to conduct more indepth data collection and analysis, and to identify areas for improvement and new opportunities across a single platform. 4.2 WHAT IS BUYER BEHAVIOUR? The wealth of products and services produced in a country make our economy strong. Almost all the products, which are available to buyers, have a number of alternative suppliers: substitute products are available to dealers, who make decision to buy products. Therefore a seller most of his time, seeks buyers and tries to please them. In order to be successful, a seller is concerned with.

Who is the customer? What do dealers buy? When do dealers buy? How do dealers buy? From where do dealers buy? Why do dealers buy?

A buyer makes a purchase of a particular product or a particular brand and this can be termed product buying motives and the reason behind the purchase from a particular seller is patronage motives When a person gets his pay packet, and if he is educated, sits down along with his wife and prepares a family budget, by appropriating the amount to different needs. It may happen that after a trip to the market, they might have purchased some items, which are not in the budget, and thus
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there arises a deviation from the budgeted items and expenditure. all the behavior of human beings during the purchase may be termed as buyer behavior.

4.2.2 Business Buying Process

Business buying committees follow a predictable course of behavior when making a purchase. The process generally mirrors the AIDA (Awareness Interest Desire Action) stages of the consumer buying process. However, the accountability and consensus required of formal buying committees makes the process more complex. Essentially the business sales funnel can be broken down into eight distinct stages. And if you are trying to move your business prospects deeper into the sales funnel, having an understanding of the overall process and your prospects position in it can help focus your sales and marketing efforts.
1. Need recognition: The buying process officially begins when a company identifies a

need that can be resolved by acquiring a product or service. But you dont have to wait for a company to discover the specific need you can fulfill (in many cases they never will)! You can stimulate need recognition through a through a variety of proactive marketing tactics.
2. Definition of the characteristics and quantity: The buying committee will often work

with the initiator, users, or others to determine the required characteristics and quantity of the product, in addition to researching alternative solutions to fulfill the need.
3. Development of the specifications: For more technical or complex products the buyer

will define the products technical specifications. Pay attention to the technical requirements! Defining rigid specifications is often a strategy by buying committees to quickly pair down the list of potential suppliers by eliminating those that are too expensive or fail to meet prescribed standards.
4. Search for and qualification of suppliers: The buying committee identifies the most

suitable suppliers. And that initial search is most likely to be conducted via the Web. Having a SEM (Search Engine Marketing) prospecting strategy with targeted keywords relevant to buyers in this stage of the process is critical to insure awareness of your product or service at this early stage in the process.
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5. Proposal or quote solicitation: Oftentimes the buying committee will require a detailed

written proposal and extend an RFP (request for proposal) inviting qualified suppliers to submit proposals. After reviewing the proposals the buyer will invite a few prospective suppliers to make formal presentations in person. At this point it may make sense to stop all other marketing communications directed at this prospect and focus all communicatiosn via personal communication between the buying committee and sales person.
6. Evaluation of proposals and supplier selection: Before choosing a supplier the buying

committee will specify the desired supplier attributes and then rank the suppliers based on these attributes to identify the most suitable supplier. As part of the process buyers may even attempt to negotiate with preferred suppliers for better prices and terms before making a final selection. In order to position yourself most favorably, take the time to understand the specific buying situation, relative importance of the product attributes and how their prospects determine their valuations.
7. Selection of an order routine: After selecting a supplier, the buyer will negotiate the

final order by listing the technical specifications, agreed upon price, quantities, expected time of delivery, return policies, warranties and any other terms of negotiation.
8. Performance evaluation and feedback: The buyer periodically reviews the performance

of the chosen supplier. The performance review may lead the buyer to continue, modify or end the relationship with the supplier. Dont forget to manage the relationship. Proactively assessing your own performance will identify simple issues that can be resolved before they escalate into problems revealed through a supplier performance evaluation.

4.3 Integrated Marketing Communications

It is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine
44

optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, promotion and public relations). Integrated marketing communication is integration of all marketing tools and resources within a company to impact consumers, and maximze profit at minimal cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public called Integrated Marketing Communication. Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach. The starting point of the IMC is the marketing mix (Product,Price,Promotion,Place) which involves different types of marketing, advertising and sales. Without a complete IMC plan there is no integration or harmony among client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. In order to achieve such goal a marketing plan is created which consists on the following steps: 1.Situation Analysis
45

relations. And integration of all these

promotional tools along with other components of marketing mix to gain edge over competitor is

2.Marketing Objectives 3.Marketing Budget 4.Marketing Strategies 5.Marketing Tactics

3.2 Reasons for the Growing Importance of IMC Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: 1. From media advertising to multiple forms of communication. 2. From mass media to more specialized (niche) media, which are centered around specific target audiences. 3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability, particularly in advertising. 6. From traditional compensation to performance-based compensation (increased sales or benefits to the company). 7. From limited Internet access to 24/7 Internet availability and access to goods and services.

4.3.3 Selecting the Most Effective Communications Elements

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The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Some marketers may want only ads with greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments. Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branded, and motivational points within each. Although integrated marketing communications is more than just an advertising campaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elements can then be applied to other contact points: letterhead, packaging, logistics, customer service training, and more, to complete the IMC cycle.

4.4 Need of Antivirus Software

An unprotected computer is a vulnerable computer exposed to outer risk of viruses. Every year there are hundreds of viruses, Trojans, Worms and other malware released into cyberspace designed to harm your computer. Most people dont realize the importance of antivirus and prefer to use the computer without it. But malware like virus is present everywhere and they can invade your computer anytime and you wont even know that youve become a victim. Malware is an umbrella term for all malicious software. The most common are viruses and spyware. There are many different types of viruses floating through the internet. Consider yourself lucky if your computer have never been attacked with viruses. There are number of talented programmers out there with a lot of time in their hands writing software programs intended to harm your computer or your reputation. If you have ever come back to your computer and found its not booting up or all files have been erased or its not recoverable then you know exactly why you need to pro=tect your computer. A typical virus will essentially wipe out the Master Boot record (MBR) of your computer, making it completely unusable. In some cases, the only thing left to do is to reformat your hard drive and
47

reinstall fresh operating system, loosing all your private and important data. The antivirus program will stop viruses before they enter your hard drive and will keep the computer safe blocking all intruders. A recent study found that more than 80% of home computers have Spyware installed on them and the users dont even know it. Spyware, or sometime called Adware is a small innocent piece of software that embeds itself in your Internet browser. As you surf the internet, sign into EMails, social networks or bank accounts, these spyware program collects all your personal information like user id, password or Credit card number and reports back to home base. Before you come to know about this phishing all your resources are drained, your computer slows down and some stranger sitting far away from you access all your information. Root kits are also a type of spyware. In this case, a hacker takes a control of your computer without your knowledge and uses your hard drive and IP address to infect others. This type of spyware is difficult to detect on your own, but top antivirus software will detect this and will immediately delete it. Computers are expensive piece of equipment. For the same reason as you lock your home and car (to keep other out), you need to have some type of antivirus protection on your computer. There is an arms race out there between malware producers and antivirus software producers. The cost of protecting and preventing your computer is much lower than the cost of replacing it.

4.5 What to look for in Antivirus Software

All the available antivirus software is not created equally. Like any other category of consumer goods, it has its positive and negative points. The choices are broad and wide. Software offerings from around the globe, grace the reviews of Antivirus software at Top Ten REVIEWS, but its your effort and knowledge which plays important role in deciding which Antivirus software to buy. Best antivirus software should be easy enough for a computer user to install and to use. The software should effectively seek out and identify virus threats, as well as clean or disinfect infected file. There should be understandable reporting available for each scan and plenty of help
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support, so that the user can be well informed of the software activities and capabilities. Below are the criteria which top ten REVIEW uses to evaluate antivirus software. Ease of Use Good antivirus software is simple to use, regardless of a users computer experience or knowledge of viruses. The software should be easy to install and configure. If you need to use the interface to change settings, it should be inviting and non-threatening to beginners. Ideally, most features will be enable/disable toggles with the power to fine-tune if desired. The best antivirus software is the kind you simply install on your system and then let it do its work.

Effective Identification of Worms and Viruses The best antivirus software identifies infected files quickly through real-time scanning, searching for viruses in a multitude of sources, including E-Mail, instant message applications, web browsing etc. Scanning speed is also important. Slow antivirus software will tend to interfere with your work or gaming and if its very slow and if you are particularly impatient, you might have the tendency to pause or stop the scan, rendering the software useless. Generally, antivirus software scans your hard drive looking for known viruses. Effective Cleaning and Disinfecting Infected Files Truly capable antivirus software thoroughly cleans, deletes or quarantines infected files, avoiding them from spreading throughout the hard drive or network. Proactive/heuristic testing enables the antivirus software to detect and quarantine code that looks and acts like a virus even before it has been reported. This could be critical in protecting you on a Day Zero attack and spare you from being one of the first causalities. Active Reporting

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Antivirus programs should give immediate notification of viruses found by real-time scanners and should provide an easy to read report of scan results, including what was found and what was done with infected files. Feature Set A well rounded feature set allows antivirus software to provide absolute protection. The best programs are those that offers a wide variety of tools, from basic real-time scanning to more advanced heuristic scanning and script blocking. When it comes to virus protection, the multi options are better. Many of the best antivirus packages now include multiple protection schemes at no extra cost. These includes antispyware, antimalware, root kit detection, parental controls etc.

4.6 Antivirus Software Ranking

The need of the hour is that we must search for the most appropriate software according to our needs, which can provide us with the best solution against viruses, and parasites. Antivirus software ranking can allow a user to choose the most appropriate antivirus program, which suits his/her needs. Spyware and viruses are serious issues, and must be dealt with accordingly. Spyware function to steal your personal information, which can lead to identity theft as well. So it gets necessary to access a useful source, which can provide your PC with the latest protection against spyware, and viruses. Antivirus software ranking are very useful in evaluation of different antivirus programs, and helps to choose the most appropriate one, according to your needs. Never fall in trap of free antivirus softwares, because most of them are scams, and don't provide any help. Instead, they .

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CHAPTER 5 OBJECTIVES AND SCOPE

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5.1 Primary Objectives

a. To understand dealer perception about various attributes of ESET antivirus products b. To study the factors influencing the decision of dealers to sell a particular Antivirus
5.2 Secondary objectives

a. To determine most effective advertising medium that appeals to the customer and use that medium to create awareness about ESET antivirus products. b. To study the effectiveness of various Promotional Schemes offered to dealers/wholesalers.
5.3 SCOPE OF THE PROJECT The company for which this project was done is ESET INDIA PVT LTD., & the observations were taken from various Dealers & Retailers. Since the customer base for the product was very vast and the clients were spread across various regions, Companies, Dealers & Retailers in Chandigarh was taken for study.

52

The sample size of 180 was considered for to study which included various companies, dealers & retailers. The product category taken into account was ESET ANTIVIRUS PRODUCTS.

CHAPTER 6
53

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It can be understood as a science of studying how research is done scientifically. It takes many dimensions and research methods to constitute a part of the research methodology. Thus when we talk of research methodology, we not only talk of the research methods but also consider the logic behind the methods used in context of the research study in such a way that results are capable of being evaluated either by the researcher himself or by others. Under this head, the methods and techniques used in preparing this report are discussed.

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Figure 6.1 Research Process

6.1.2 Define Research Objective The research objective was Customers analysis and developing market by using customer perception mapping for Bajaj Eco Tec Products Pvt. Ltd. 6.1.2.1 Primary Objectives a. To understand dealers perception about Bajaj Eco Tec Products Ltd. b. To identify factors which enable the dealers to deal with Bajaj Eco Tec Products Ltd. 6.1.2.2 Secondary objectives
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c. To understand buyers / decision makers priorities while finalizing order. d. To understand the gap between the dealers requirement and companys offering.

6.1.3

Prepare Research Design

A preliminary study was carried out in order to create a data base of companies and Dealers that buy Boards from Bajaj Eco Boards. It involved three stages compilation of list of Dealers and clients, study and finalization the attributes that are to be compared with competitors for analysis and finalization of appropriate sample for purpose of research. 6.1.4 Design Research Methodology

The research methodology selected was influenced by the target population i.e. Dealers and Furniture manufacturer industry who are major client for the company. Major client for this segment are present in Bhopal hence same area was considered for the survey.

6.2 Research Method

A marketing research project might have one of the three types of research method:
a) The objective of exploratory research is to gather preliminary information that will

define the problem and suggest hypothesis.

b) The objective of descriptive research is to describe things such as market potential for a

product or the demographics and attitudes of consumers who buy the products.
c) The objective of experimental research is to test hypotheses about cause and effect

relationships.
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Under this project the research approach used is Survey. Surveys are best suited for descriptive research. Researcher undertakes surveys to learn about peoples knowledge, beliefs, preferences and satisfactions and to measure these attributes in general population. Sampling methods Within any of the types of frame identified above, a variety of sampling methods can be employed, individually or in combination. Sampling is divided in two categories 1. Probability Sampling 2. Non probability Sampling

Probability sampling includes: Simple Random Method, Systematic Sampling, Stratified Sampling Sampling. Simple random sampling In a simple random sample of a given size, all such subsets of the sample unit are given an equal probability. Each element of the frame thus has an equal probability of selection: the frame is not subdivided or partitioned. It is possible that the sample will not be completely random. Systematic sampling Selecting (say) every 10th name from the telephone directory is called an every 10th sample, which is an example of systematic sampling. It is a type of probability sampling unless the directory itself is not randomized. Stratified sampling Where the population embraces a number of distinct categories, the frame can be organized by these categories into separate strata. A sample is then selected from each stratum separately,
57

and

Cluster

or

Multistage

Sampling.

Non probability Sampling includes: Accidental Sampling, Quota Sampling and Purposive

producing a stratified sample. The two main reasons for using a stratified sampling design are to ensure that particular groups within a population are adequately represented in the sample, and to improve efficiency by gaining greater control on the composition of the sample. Cluster sampling Sometimes it is cheaper to cluster the sample in some way e.g. by selecting respondents from certain areas only, or certain time-periods only. (Nearly all samples are in some sense clustered in time although this is rarely taken into account in the analysis.) Quota sampling In quota sampling, the population is first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then judgment is used to select the subjects or units from each segment based on a specified proportion. Convenience sampling Sometimes called grab or opportunity sampling, this is the method of choosing items arbitrarily and in an unstructured manner from the frame. Though almost impossible to treat rigorously, it is the method most commonly employed in many practical situations. In social science research, snowball sampling is a similar technique, where existing study subjects are used to recruit more subjects into the sample. Judgmental Sampling Judgmental sampling is used in cases where the specialty of an authority can select a more representative sample that can bring more accurate results than by using other probability sampling techniques. The process involves nothing but purposely handpicking individuals from the population based on the authorities or the researchers knowledge and judgment. Sampling process
58

Sampling Method Sample universe Sample Frame Sample Size

Non Probability Judgmental & Convenience Sampling Chandigarh Dealers, Retailers and wholesalers 180

Sampling is that part of statistical practice concerned with the selection of individual observations intended to yield some knowledge about a population of concern, especially for the purposes of statistical inference. Each observation measures one or more properties (weight, location, etc.) of an observable entity enumerated to distinguish objects or individuals. Survey weights often need to be applied to the data to adjust for the sample design. The sampling process comprises several stages:

Defining the population of concern Specifying a sampling method for selecting items or events from the frame Determining the sample size Implementing the sampling plan Sampling and data collecting Reviewing the sampling process

6.3 Sampling Used for the Project:

Universe: In this project the type of universe is all the Furniture Manufacturer, Dealers, Retailers and End Users
i)

Sampling unit:

The marketing researcher must define the target population that will be sampled. Here under this project the sampling unit is Furniture Manufacturer, Dealers, Retailers and End Users in Bhopal.
ii)

Sampling Size:

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Where the frame and population are identical, statistical theory yields exact recommendations on sample size. However, where it is not straightforward to define a frame representative of the population, it is more important to understand the cause system of which the population is outcomes and to ensure that all sources of variation are embraced in the frame. Large number of observations is of no value if major sources of variation are neglected in the study. The sample size of 180 was taken so as to cover clients from all sectors. Under this project the sampling method used is Non Probability judgmental & convenience sampling. In simple sampling every member has an equal chance of being selected. 6.3.1 Questionnaire Design The Questionnaire was prepared to meet all the primary and secondary objective of the study. 6.3.2 Plan and Do Primary Research Data can be collected from two important sources Primary Data Secondary Data Primary Data The data, which collected for the first time and afresh, is known as primary data. Primary data can be collected by various methods such as observations, Interviews, and Questionnaires. Under this project the primary data collection method used is Questionnaire method. Secondary Data The data which have already been collected by someone else and which have already passed through the statistical process is known as secondary data. It was collected through books, magazines, newspapers, and company publications, websites.

Data analysis technique used is simple inference technique

6.3.4 Contact Method:
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The contact method used in this project is personal interview. A structured and direct type of personal interview was used so that more accurate and reliable information on the subject can be obtained. 6.3.5 Research Instrument

The research instrument used in this project is Questionnaire. The questionnaire designed was simple, easy to understand and fill. All questions were close ended. 6.3.6 Tabulation and Analysis The analysis of data involved a number of closely related operations such as establishment of categories, the applications of these categories into raw data through tabulation, charts etc and then drawing inferences. All analysis was unvaried in nature and was of Simple tabulation type. In this report mostly judgmental analysis was applied.

6.3.7

Report Writing and Presentation

After analysis, the next step was the preparation of report. The report was prepared according to the report writing principles. The inferences drawn from the analysis have been incorporated in the report along with the recommendations & limitations of the study.

6.4 LIMITATIONS
While following this research methodology some limitations were there. These are as follows: The 2 months tenure of project is very short for studying the perception of all the customers

and clients. Dealer perception is dynamic in nature; there is every possibility that over the period of time, findings of today may become invalid tomorrow. The respondents were found resistant to give any information.
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Limited sample size as a representative of large population.

CHAPTER 7
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DATA ANALYSIS and INTERPRETATION

1.

Which IT products do you sell? Packaged software

Choices No of respondents

Antivirus

PC/ laptops

PC accessories

services

180

180

72 TABLE 7.1

136

130

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INTERPRETATION From the Graph/ table we can see that, majority of dealers sell Antivirus Software and PC laptops . So we can say that ESET antivirus has a lot of scope as majority of the computer dealers deal in antivirus products.

2. Which Antivirus software do you sell? ESET nod 32/smart security

Choices

Norton

Kaspersky

Quick heal

Escan

McAfee

Trend Micro

Others (k7, AVG)

No of respondents

20

101

93

144 TABLE 7.2

36

65

29

44

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INTERPRETATION As we can see form the graph/ table Quick Heal is the largest selling antivirus and thus a major Competitor. This is because of and high awareness & High Margins associated with Quick Heal as compared to other Antivirus products. So ESET antivirus needs to create Brand Awareness among end users and dealers and also increase the margins available to dealers. 3. Why do you sell these product/products?

Good margins 137

Customer Demand 65

Technical Support 79

Product performance 94 TABLE 7.3

Price 72

Schemes 29

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INTERPRETATION From the graph we can see that, amongst the various factors governing sales of the antivirus, Good margins, Product Performance, technical support are the major contributors towards sales. So we can say that Awareness, Strong product, and good technical support are very important for sale of the antivirus products.

4. What is your Client Segment?

Options

Retail

SMB 63

Government 77

Education 77

Corporate 91

No of 133 respondents

TABLE 7.4

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INTERPRETATION From the graph we can see that major client segment for antivirus are the retailers and the corporate, thus ESET antivirus needs to take measure such that more and more retailer can be approached and thus help in turn can help in capturing more market share.

5. Are you aware of ESET Toll Free No. for Tech Support Assistance?

Options Percentage

Yes 35 % TABLE 7.5

No 65%

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INTERPRETATION From the chart we can see that majority of the respondents are not aware about ESET toll free no. So ESET Antivirus has a lot of work to do to create awareness about itself.

6. Are you aware of ESET partners training and certification program known as ESET University?

Options Percentage

Yes 15%

No 65%

TABLE 7.6

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INTERPRETATION From the chart we can see that majority of the respondents are not aware about ESET partners training and certification program .ESET Antivirus has a lot to do to create awareness about itself.

7. What is your Perception towards Pricing of ESET antivirus?

Options Poor Fair Good Very good Excellent

Percentage of respondents 0% 20% 36% 44% 0% 69

TABLE 7.7

INTERPRETATION From the data we can say that ESET antivirus is nominally priced but there is scope for increasing the satisfaction level by changing the prices according to the customer expectations 8. What is your Perception towards Technical support of ESET antivirus?

Options Poor Fair Good Very good Excellent

Percentage of respondents 0 40 48 12 0

TABLE 7.8
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INTERPRETATION ESET antivirus Technical support needs to be improved as its current rating is average. Technical support is very important as all the end users do not possess the technical expertise and thus technical support by antivirus companies is very important. 9. What is your Perception towards Performance of ESET antivirus?

Options Poor Fair Good Very good Excellent

Percentage of respondents 0 12 4 36 48

TABLE 7.9

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INTERPRETATION Most of the respondents have rated the Performance of ESET antivirus as Excellent and very good and hence it can be said that ESET antivirus is a very strong product and majority of dealers are satisfied with its performance 10. What is your Perception towards Availability of ESET antivirus?

Options Poor Fair Good Very good Excellent

Percentage of respondents 0 44 52 0 4 72

TABLE 7.10

INTERPRETATION From the table/graph it can be inferred that ESET antivirus is not readily available to most of the dealers. This is because ESET doesnt have any office in Chandigarh, also awareness about ESET antivirus is also low, hence there are not many dealers/wholesalers dealing in ESET antivirus which affects its availability. The company should take steps to make its product available more readily and easily. 11. What is your Perception towards Margins from selling ESET antivirus?
Options Poor Fair Good Very good Excellent Percentage of respondents 34 56 10 0 0 73

TABLE 7.11
0 10% 34% Poor Fair Good 56% Very Good Excellent 0

INTERPRETATION From the graph/table it can be inferred that Dealers are not happy with the margins available with ESET antivirus products. This is because the margins available on ESET antivirus products are very low as compared to the margins available on antivirus products of other companies. Since dealers play a very important role in promoting the antivirus products to end users, therefore ESET antivirus should provide high margins to the dealers by lowering the dealer prices.

12. What is your Perception towards Awareness about ESET antivirus?

Options Poor Fair Good Very good Excellent Percentage of respondents 10 45 30 15 0

TABLE 7.12

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INTERPRETATION Form the table/ graph it can be inferred that awareness level for ESET antivirus is very low. Since awareness plays very important role in sales, therefore ESET should increase its awareness using different promotional channels.

13. What is your perception towards Packaging of ESET antivirus?

Options Poor Fair Good Very good Excellent

Percentage of respondents 0 4 20 60 16

TABLE 7.13

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INTERPRETATION From the table/graph it can be inferred that most of the respondents are happy with the Packaging of ESET antivirus products. Packaging also plays very important role in attracting the customers towards the products and packaging of ESET antivirus products is good. 14. Which of the following program you interested in?
Options ESET Training and Certification Conference & Panel Discussion Sports Events for dealers Dealer Contest ESET picnic and holiday trip Number of respondents 105 21 7 42 63

TABLE 7.14

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INTERPRETATION From the table/ Graph it can be inferred that majority of the dealers are interested in Training and certification program and Picnic and holiday trips. So ESET should also offer the same to dealers in order to attract dealers and help build a strong partner network.

15. Which is the most preferred advertisement medium?

Options Radio Magazines Regional Newspapers National Newspapers Road Shows Display in Malls Exhibition and Events 77 Weighted average scores 685 550 575 525 570 520 465

Leaflet Distribution Internet Websites

465 590

TABLE 7.15
800 700 600 500 400 300 200 100 0 685 550 575 525 570 520 590 465 465

INTERPRETATION From the graph/table it can be said that amongst the various advertisement medium, FM radio, Internet Website and Road shows are the ones which attract the end users the most towards the antivirus products So, ESET should also use these medium for advertisement in order to create awareness and attract end users towards its product. This will result in increased demand and hence Dealers will deal in this product in spite of comparatively lower margins as demand will be very high.

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16.What do you prefer in schemes offered by Antivirus Companies? Options Free Product on Bulk Purchase Cash Discounts Gifts Holiday Packages No of Respondents 84 154 42 21

TABLE 7.16

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180 160 140 120 100 80 60 40 20 0 Free product Cash Discounts Gifts Holiday Packages 21 42 84 154

INTERPRETATION According to the table/ graph, we can say that most of the dealers prefer Cash Discounts as compared to other schemes. So, ESET antivirus should offer CASH DISCOUNTS to dealers which will help them increase their channel partner network.

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CHAPTER 8

OBSERVATIONS AND FINDINGS

OBSERVATION AND FINDING

According to the survey conducted We can see that all the computer dealers are also involved in selling of antivirus. So ESET antivirus has a large of scope as antivirus security is very important for a computer system to work efficiently and effectively.

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 Also , we can see that only 12% dealers are selling ESET antivirus products. So there is a lot of scope for ESET antivirus to increase the number of dealers by creating more awareness among them and offering them schemes which they prefer.

It has been realized that Dealer plays a vital role in selling and creating a demand for Antivirus. This is because most of the dealers have clients in various segments like Retail, Corporate, Education, Government.

It was also realized that End Users are not much aware about which antivirus to buy. So they consult computer dealers and take their advice as final. Hence computer dealers play a very vital role in creating market for the antivirus products. So, steps should be taken to satisfy computer dealers so that they promote ESET antivirus and boost its sales.

Also dealers prefer schemes and programs like Cash Discounts , Training and Certification and Holiday Packages and hence ESET should offer these schemes to dealers in order to develop a strong channel partner network.

It was found that majority of the dealers sell the antivirus products because of Profit Margins associated with it and Product Performance.

It was found that dealers were not happy with the profit margins available with ESET antivirus products as its dealer price is very high as compared to the dealer price of other antivirus products. Since , profit margin is one of the most dominant factors which influence dealers choice of selling antivirus products , so ESET has to come up with a pricing strategy so that MRP is nominal as well as dealers get relatively higher margins

The product performance of ESET antivirus is very good as compared to other antivirus and hence it has lot of scope to increase market share and demand by generating awareness and increasing profit margins available to the dealers.
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 Technical support also is important as many end users do not possess the technical expertise to manage antivirus. So they reject an antivirus because of problems faced due to lack of technical support although its all other attributes are good.

It was found that Awareness of ESET antivirus products among dealers and end users is very low. So it needs to promote its product using various advertisement media.

It was found that amongst the various advertisement mediums , Radio FM, Internet website Reviews, and Road Shows are the ones which attract end users the most . Hence ESET should use these mediums to create awareness in the market.

It was observed that dealers are not satisfied with availability of the ESET antivrus products. They have very less branch offices as compared to the other antivirus companies . So they take a lot of time to deliver the product to dealers and because of this many a times customer goes in for the substitute products . Also it affects the post purchase service as they are not able to deliver service on time

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CHAPTER 9 CONCLUSION

Conclusion
Performance of antivirus is quite good in comparison to other antivirus; the major problem faced by ESET antivirus is less awareness among the end user. Profit margin available to dealers is quite less while dealing with ESET antivirus in comparison to others.
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 While making purchase decision end users are totally dependent upon the dealers, so its mainly the dealers who are needed to be satisfied to increase the demand of the product. ESET antivirus is mainly accepted by the users like corporate, and the ones who have high knowledge about the usage and the level of security required in todays world. ESET antivirus has a vast scope if it started promoting the product it will help them in creating more and more awareness about the product & thus will help them in capturing more market share. There are very few branches of ESET antivirus, thus the dealers face lot of problem in placing orders and getting the delivery on time, similarly clients face problems in getting technical support, thus it leads to dissatisfaction among the users as well as the dealers.

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CHAPTER 10 SUGGESTIONS AND RECOMMENDATIONS

SUGGESTION AND RECOMMENDATION

Effective Advertisement medium like FM radio, Internet Website reviews, Road Shows should be used to increase the awareness of the end users about ESET antivirus products.
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 Dealer price and MRP should be set in such a manner that Dealers get high profit margins and end users also perceive price of the product as nominal. Since Chandigarh is a growing market and has a lot of potential for Antivirus products, So ESET should set up a local branch office. This has a positive psychological effect on dealers and end users that company has a local branch office and hence is easily accessible. Also this helps in delivering products and services to dealers and end users on time on a short notice also. Seminars should be delivered in Schools/colleges/Corporate Fairs about the importance and advantages of using genuine antivirus and implications of using Pirated/cracked versions. ESET antivirus has a strong product with a perception of good performance amongst dealers and end users. But its Graphical User Interface (GUI) should be simplified a bit for the ease of end users. Also innovative features like OFFLINE UPDATES should be added in the product which increases the potential customers as the ones without internet connection can also use this antivirus. Co Branding activities should be carried out with any Laptop/ Pc manufacturing company to increase the visibility of the product CSR activities like WALK to Work or Promoting use of cycles etc should be undertaken to develop a strong brand name in the market.

REFERENCES
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Books:

Kotler, P (1999) Marketing Management Millennium Edition, Prentice New York.

Hall,

Kothari, C (2005) Research Methodology New age publisher, New Delhi.

Magazines: Business Today India Today PC QUEST

Newsprint of June and July month:Business Line, the Economic Times, Time of India

Web Sites:

http://www.esetindia.com http://www.rediff.com/news http://www.yahoo.com/news http://www.nasscom.in www.business-standard.com

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ANNEXURE

Questionnaire for Channel Partners

89

Company Name: Contact Name & Designation: Address:

Contact Numbers: Email ID:

1. Which IT products do you sell? ANTIVIRUS PC/LAPTOPS OTHER PACKAGED SOFTWARE PC ACCESSORIES SERVICES OTHERS (SPECIFY)

2. Which Antivirus software do you sell?

ESET NOD32/ ESET SMART SECURITY Norton Kaspersky Quick Heal E scan McAfee Trend Micro Others:

3. Why do you sell these product/products?

Good margins Customer demands/Brand awareness Technical support Product performance

Price Schemes Other. Please Specify 90

4. What is your client segment?

1. 2. 3. 4. 5. 6.

SOHO (Retail Boxes) SMB / SME Corporate Government Education Other

5. What is the average revenue or number of boxes/licenses you sell per month?

6. How many employees you have in your organisation?

1. 2. 3. 4.

Sales Support Admin Others

7. Comment on following Attributes of ESET (scale 1 to 5) Attributes a. b. c. d. e. f. g. h. Pricing Tech Support Performance Availability Product Performance Margins Brand Awareness Packaging 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5

Any Comment: 91

8 . Are you aware of ESET Toll free no. for Tech Support assistance?

Yes No

9. Are you aware of ESET partners Training & Certification program known as ESET University?

Yes No

10. What do you prefer in schemes offered by Antivirus companies? Free product on bulk purchase Cash Discounts Gifts Any other Suggestions Yes / No Yes / No Yes / No Holiday packages

o o o o

Yes /

No
o

11. According to you which Advertisement medium attracts the end users the most? (Rate 1 to 5 out of 5)

Radio FM Ads in PC magazines Newspapers in Regional Language National Newspapers (English) Road Shows Product Display in Malls / Hyper Stores Exhibitions & Events Mass Leaflet distribution Internet websites/reviews Others Please Specify

1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5

12. ESET plans to arrange following programs for the channels partners this year. In which programs will you be interested in?

ESET University Partner program for Training and certification Conference and Panel discussions Sports Event for Dealers Dealer Contest ESET Picnic and Holiday trip for channel partners. Others Please Specify :

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13. Your valuable suggestion if any, about what you would look for in your supplier/brand

93