OBJECTIVE

Launch Inoculan

AntiVirus and promote

it to the bestseller list.

ACTION

Developed a full service

integrated campaign

included consulting,

marketing plan, package

design, channels sales

into major accounts,

plus store promotion,

direct mail, and Internet

commerce to drive retail

traff ic and direct

response sales.

OFFERS

Mail-in cash rebates,

bundled free software.

RESULTS

Inoculan AntiVirus went

from a paltry 200 units

per month (0.2% market

share) sell-through to a

whopping 20,000 units per

month and 10% market

share in just 10 months!

P R O D U C T L A U N C H

The odds were against them.

Computer Associates faced an uphill fight. The struggle for a share of the

anti-virus software market is the industry’s most ferociously competitive

battle. Computer Associates had spent hundreds of thousands of dollars to

carve out a meager .02% of the market. That’s when they called Re:Launch.

The new marketing plan we created for Inoculan AntiVirus revived the

product with sizzling promotional energy. Our sales plan was specifically

designed to compete against McAfee and Norton –who together owned

80% of the market.

The new packaging we designed helped Inoculan get noticed on crowded

shelves. It was accompanied by a steady stream of shelf-talkers and incen-

tives to drive product off the shelf. Plus, we unleashed a stream of direct

mail and Web advertising to gain early adopters, drive traffic into the

stores and build back-end residual sales.

When the smoke cleared, Inoculan held a respectable #3 slot on the best-

seller list.

From unknown to bestseller inthe industry’s toughest market.

600 Bancroft Way Berkeley, CA 94710Phone: 510 649-2920 Fax: 510 649-2921Email: relaunch@relaunch.com Web: www.relaunch.com

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