“Setting up of distribution channel and

augmentation of branding through various sources for WardWiz”

A Project Report on

Advertising

• Outdoor BrandingOutdoor 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 BrandingInshop 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 BUSINESSOVERVIEW

Company Overview• WardWiz is 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: Basic• WardWiz: Essentials• WardWiz: Pro• WardWiz: Elite

TASK UNDERTAKEN

• Task 1:- Date 20-05-2014 to 10-07-2014To find the potential customers for taking part in the channel

distribution.• Task 2:- 25-05-2014 to 05-06-2014To spread the brand and its services

Seminars sponsorshipCollege fests sponsorshipParticipating in various media events and job fairs.Various mall activities

• Task 3:- 10-06-2014 to 20-06-2014To generate leads

Direct callingMailingMessaging Meeting-in-person (Kiosks)

• Task 4:- 25-06-2014 to 07-07-2014Generating database

In this task the database is generated by direct contacting the person, asking their details and providing them the company’s informationCollegesIT parksJob Fairs

• Task 5:- 10-07-2014 to 27-07-2014To create innovative program to generate more leads

Quiz competitions for WardWiz.Road shows, Flash mobsRadio ads, Multiplex adsCollege campaignsPrint ads in magazinesSponsor eventsPersonal selling, POSPosDoor to door activities

LITERATURE REVIEW

Review of Literature / Theoretical BackgroundCompetitors 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 solution’s technical support, i.e. they did not find the support services of those companies satisfactory.

• About 75% companies were keen to protect their pc’s and workstations by using further security features such as Firewalls.

• About 35% of the companies protected their pc’s 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 AnalysisStrengths • 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 non-

availability 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.

Findings1) 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 pressureWardWiz does not choose to be a focus group because • No global presence• Less revenue

Quantity Editions Price in Rs Basic Discount % OffSame Day Payment

Discount

1Basic

979/- N/A N/A

1Essential

1599/- N/A N/A

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

3) To develop margin pattern for distribution channels

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 WardWiz‟s 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 SUGGESTIONConclusion• 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 TVC’s , 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 interested in the product & they keep on renewing the product after every year.

SuggestionsSr. No. Theme Activity/POA Investment Required Projected

Business Outcome/Value

/Revenue1 CSR with respect to CRY

in Pune.Title Sponsorship to the CRY business quiz event.

30,000 15,000

2Launch promotion of the product at JW Marriott

Introduction about the product 5,00,000

Revenue-50,000Projected- 5,00,000

3Brand awareness for the product at colleges

College quiz activity in top 10 engineering colleges of Pune 50,000

Revenue-1,00,000Projected-4,00,000

4Distributors interaction in different regions

On ground meet with dealers 1,00,000

Revenue-5,00,000Projected- 15,00,000

5Computer awareness program on radio city Radio campaign 4,00,000

Revenue-2,00,000

6Brand awareness at distributors premises Setting up POS 2,10,000

Revenue-1,00,000Projected- 10,00,000

7 Distributors engagement POS with distributors 21,000 Revenue-50,000

8

Advertisement in multiplexes through audio/videos

Commercial ad at Phoenix market city 4,00,000

Revenue-3,00,000

9 Diwali dhamaka offer Sales promotion schemes 3,00,000 WIP

10Brand equity management study

To study the brand closely in terms of competitors  

WIP

11 Social media

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

WIP

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