A Project Report on

Setting up of distribution channel and

augmentation of branding through various
sources for WardWiz

Advertising

Outdoor Branding
Outdoor advertising is a constantly evolving medium of
communication. In fact, the entire concept has changed in recent
times to Out-Of-Home advertising. Thus it includes, among others,
bus shelters, transit bus exteriors, commuter rail cards, station
platforms, underground shelters, street furniture such as
newsstands and benches, airports, mall, spectaculars and painted
walls.

Advertising

Inshop Branding
Inshop branding plays very important role into the sale of any
brand where the customers and users directly interact with
products and influenced to buy it.
Inshop activity carried out for WardWiz.
These are shops of local distributors, retailers, dealers wherein
some posters, danglers, standees are kept for the part of brand
registration in the minds of the people.

INDUSTRY/ SECTOR PROFILE

An overview of the Antivirus Industry

In the past few years, selling antivirus solutions have become a

preferred business option for the channel partners.
Anti-virus software is big money. It was expected that, in 2010,
growth would reach 8.7 percent, bringing sales to an estimated
US$22.9 billion worldwide. (Kirk, 2011) Anti-virus companies
focus on their signature model to ensure that they continue to
get paid. If users want to stay protected against the latest
threats, they need to pay for signature updates. There has
been a steady growth in the antivirus market.
Viral codes today are more advanced; most of these codes
cannot be detected by the operating system. So you need to
have some external security solution to take care of that risk.

Product study
1. Situation Analysis :

WardWiz is one of the new entrants which provide security,

storage and systems management solutions for individual
customers as well as would cater its services to corporate
customers. Entering the market in 2014 globally security solution
would operates across the globe.

2. Market Summary:

This part discusses the needs, trends and growth of the security
software market. It is learnt that at least 40% of users in US are
operated using local date networks and mobile computing tools.
However it is further learnt that most of those users do not apply
simple date protection measures in their operations. Accordingly
more than 20% of users do not use virus scanning for email which
is a basic information security measure. Further more than 60% of
users do not control access to their wireless network by an
encryption.

ORGANIZATIONAL PROFILE AND BUSINESS

OVERVIEW
Company Overview
WardWizis a company formed by experienced professionals in the Networking
and Computer-Business. We are like all other users who desire to have a full
protection of their computers and other devices without having to spend a
fortune. This is how WardWiz was born.
WardWiz is an antivirus product which offers PC optimized protection from all
kinds of viruses and malware. In the internet age where the world is a global
village, it is not uncommon to find our system and data in a mess, at a time
when you need it critically. Protecting our data / system from virus / malware
attacks is the first priority for small users and big corporate. It is at this
juncture that WardWiz becomes an imperative choice for all. We keep it simple
and effective. We want our software and services to exactly be the way we
would personally purchase it.

WardWiz:
WardWiz:
WardWiz:
WardWiz:

Basic
Essentials
Pro
Elite

TASK UNDERTAKEN

To

To

Task 1:- Date 20-05-2014 to 10-07-2014

find the potential customers for taking part in the channel distribution.
Task 2:- 25-05-2014 to 05-06-2014
spread the brand and its services
Seminars sponsorship
College fests sponsorship
Participating in various media events and job fairs.
Various mall activities

Task 3:- 10-06-2014 to 20-06-2014

To generate leads
Direct calling
Mailing
Messaging
Meeting-in-person (Kiosks)

 Task 4:- 25-06-2014 to 07-07-2014

Generating database
In this task the database is generated by direct contacting the
person, asking their details and providing them the companys
information
Colleges
IT parks
Job Fairs
Task 5:- 10-07-2014 to 27-07-2014
To create innovative program to generate more leads
Quiz competitions for WardWiz.
Road shows, Flash mobs
Radio ads, Multiplex ads
College campaigns
Print ads in magazines
Sponsor events
Personal selling, POS
Pos
Door to door activities

LITERATURE REVIEW
Review of Literature / Theoretical Background
Competitors market:-

The current market leader is Quickheal with a 33% percent share as well as NPAV has
17% market share.
One of the major reasons for a company to choose an antivirus product was the
Brand criteria which was then followed by support and services.
Companies especially the mid and large level did not give much importance to the
price aspect while choosing an antivirus, as they gave to the availability, brand and
services that it provides.
Through this research it was found that maximum companies gave an average rating
to their existing antivirus solutions technical support, i.e. they did not find the
support services of those companies satisfactory.
About 75% companies were keen to protect their pcs and workstations by using
further security features such as Firewalls.
About 35% of the companies protected their pcs using the Juniper firewall.
It was found that no company was ready to compromise on their security solutions
because of price issues.
A maximum number of distributor/dealer showed a positive sign to grow in the future
thereby increasing market potential and customer base for WardWiz.

Product introduction

About WardWiz is an organization formed by experienced IT

professionals along with their German counterparts with a common
purpose and goals of enhancing system performance. While
researching for a product which can optimize the system to a
greater extent while protecting it at the core, they devised an idea
of WardWiz. Then and there WardWiz - a complete System
Environment Essentials was born.
Our mission is to provide an easy to install and easy to use
software that 100% keeps up with the market leaders but avoiding
the problems with their products such as complicated and complex
descriptions with multiple options at higher prices.
We believe in the ideology of effectiveness with simplified services.
We want our software and services to exactly be the way we would
personally purchase it. We are convinced that users will appreciate
our services world-wide as hassle-free, cost effective and
innovative.

SWOT Analysis
Strengths

Built with keeping all the security compliances in providing security solution, storage and system
management solutions- Currently WardWiz can be easily accepted by its customer globally.

Strong product portfolio- Currently WardWiz is having strong product portfolio with different flavors
which give competitive advantage over rivals.

Extensive support on the product.

Good revenue mix in terms of geographic locations.

Weaknesses

A. Being a new product it will take some time to acquire the faith of the user and the market.

B. Limited resource in terms of geographical reach of the product and its services.

C. Being a new product every process needs to set-up which take time longer than

anticipated.

D. Dependency The company depends on channel partners

E. Broad focus on products- Currently the company is not serving corporate customers as nonavailability of the desired product for the corporate users.
Opportunities

The by enhancing in the services and support WardWiz can make a quick place in the market.

Various acquisitions of technology may create new business opportunities in complementary products
and services.
Threats

The computer giant Microsoft has also entered in to antivirus market and targeting the customer
segment where WardWiz can make a place.

Being a new product it is sceptical about the acceptance level of the end user, so it is a huge
responsibility on the product user-friendliness.

ANALYSIS AND FINDINGS

Analysis
On the basis of the variants WardWiz is providing following are
some comparisons amongst the flavors WardWiz has as well as
with its competitors.

Findings
1) There are certain criteria to take the exclusive distributorship for WardWiz.
They are:) There should be an order of 10,000 copies every month.
) The distributor should be able to repeat the order of 10,000 copies every
month continuously for 3 months of time & then only can he become the
largest sales partner for WardWiz.
) There should be an order of 10,000 copies every month. The distributor
should be able to repeat the order of 10,000 copies every month
continuously for 3 months of time & then only can he become the largest
sales partner for WardWiz.
2) WardWiz chooses Differentiation strategy depending on the following factors
) At par value for Money.
) Bundled pricing
) Approved across segments.
WardWiz does not choose to be a cost leadership because
) Market share
) Brand equity
) Operational cost pressure
WardWiz does not choose to be a focus group because
) No global presence
) Less revenue

3) To develop margin pattern for distribution

channels

Quantity

Editions

Price in Rs

Basic Discount % Off

Same Day Payment

Discount

979/-

N/A

N/A

1599/-

N/A

N/A

Basic
1
Essential
0 1000

For Both Editions

(Basic & Essential)

50

Basic Discount + 5 %
extra

1000 2500

For Both Editions

(Basic & Essential)

55

Basic Discount + 5 %
extra

2500 4500

For Both Editions

(Basic & Essential)

60

Basic Discount + 5 %
extra

5000 and above

For Both Editions

(Basic & Essential)

65

Basic Discount + 5 %
extra

4) The new product line is the most simple, efficient and affordable.
Various security software versions are available and are designed
specifically for home, small and medium-sized businesses.
The WardWiz Essential is a comprehensive optimized package
besides encompassing the attributes of being an antivirus. It
delivers smart features like Rootkit protection, malware protection,
Compressed File Scan, Infected File Quarantine to mention a few.
WardWiz Pro holds the top place on the shelf with its features and
quality outputs. Features include a new version of Email Scan and
Auto Clean Infected Files software that automatically cleans files
which are infected. It brings in the power of new operating
environment that doubles system performance with no hardware up
gradation
WardWiz Basic entails the provision of basic gear that acts as a
vaccine against commonly known and found virus attacks.
The upcoming versions WardWiz Elite will have offerings such as
Parental Control, Ad Blocker, Firewall Elite, Hijack Protection features
which will pave a way ahead for future system security.

5)WardWiz launches a comprehensive security solution giving the IT

security market a new dimension.
JW Marriott PUNE August 8th, 2014
More than 200 Dealers, Distributors and Partners from across states
and geographies were present and witnessed products being
introduced, Technical briefings, Organizational structure and
Operational policies, Brand values which reinforce WardWizs
leadership in one of the booming sectors of the technology. While
WardWiz manages its technical researches in house.
Outcome The event was a great success. Dealers, distributors, associates were
invited from all over the nation. Many strategies were kept for the
distributor who closed on the highest quantities & then the product
was been introduced.
Following were the strategies: 6000 essential, 12000 basic (4 nights 5 days couple stay at
Germany)
10000 basic, 45000 essential (Honda CBR 250)
Yogesh Gadhik from Pune closed on for the first offer with 10,000
copies of essentials & took the exclusive distributorship for Pune.
Ganesh Barve closed on for 10000 basic & 45000 essential & took
the exclusivity for Nagar.

CONCLUSION AND SUGGESTION

Conclusion

There is no doubt that antivirus industry is on a boom today, but with the market is
very saturated for the same. In such a case a detailed research can be made keeping
in terms the needs of the common man.

Branding activity drives the brand through the forces, so various activities like
commercial TVCs , radio ads, bus branding, auto branding should be taken up
keeping the budget in mind.

Forces of POS also play a big role in terms of branding. Use of posters, pamphlets,
leaflets, danglers, canopies can be made wherever possible.

Brand awareness in youth is also very important. Schools, colleges should be

targeted & awareness could be spread regarding the brand in minds of the youth
because they will drive the nation in future.

Various offers could be made for festivals or depending on the season for the end
users, wherein they can buy the product as well as get some add-ons. This will take
the sales strategy on a hike.

Sales promotion can be undertaken wherein various activities could be performed for
consumer interaction & get the sales happen.

Social media is a widely used platform in terms of brand promotion today. Platforms
like facebook, twitter, linkdin, instagram, youtube can be used for promoting the
brand to mass audiences.

Online sales & ecommerce gives a good scope for sales. The product should be made
available on various ecommerce sites like amazon, ebay, flipkart etc.

Various after sale services should be provided to the clients so that they remain

Suggestions
Sr. No.

Theme

Activity/POA

Investment Required

1 CSR with respect to CRY Title Sponsorship to the 30,000

in Pune.
CRY business quiz event.
Launch promotion of the
2 product at JW Marriott
Brand awareness for the
3 product at colleges
Distributors interaction in
4 different regions
Computer awareness
5 program on radio city
Brand awareness at
6 distributors premises
7 Distributors engagement

Introduction about the

product

5,00,000

Projected
Business Outcome/Value
/Revenue
15,000
Revenue-50,000
Projected- 5,00,000
Revenue-1,00,000
Projected-4,00,000

College quiz activity in

top 10 engineering
colleges of Pune
On ground meet with
dealers

50,000

Radio campaign

4,00,000

1,00,000

Setting up POS
POS with distributors

2,10,000
21,000

Advertisement in
multiplexes through
8 audio/videos

Commercial ad at
Phoenix market city

4,00,000

9 Diwali dhamaka offer

Sales promotion schemes

3,00,000

Revenue-5,00,000
Projected- 15,00,000
Revenue-2,00,000
Revenue-1,00,000
Projected- 10,00,000
Revenue-50,000
Revenue-3,00,000

WIP

Brand equity management

10 study

To study the brand closely

in terms of competitors

WIP
WIP

11 Social media

To produce the ad
produced at PVR & make
it viral over youtube

Key Learning and Contribution to the

Host Organization
I learnt many things from this organization; the foremost was the mapping of
the distributors. In this I came to know how to close a deal starting right from
the sales call till providing them with a contract & accepting their PO.
I have observed finances very closely.
Margin patterns & profits to the organization & meeting the BEP is crucial
objective which we as a team always use to achieve.
I have learnt how a brand takes birth & how to nurture it to help it grow &
bloom.
I learnt the competitive strategies & the difference from them in our
strategies & then learnt to make similar strategies to capture the existing
market.
Learnt new marketing strategies wherein low & cost effective techniques gave
us higher returns.
Understanding the needs of the consumer is very important & then providing
them with a solution is something which helped us in improving our product &
getting down to customer expectations.
There are many things to learn in future & this report will definitely help us.

Thank You