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Taijul shadin

Page 1 of 22

Table of Contents
2

Introduction:

Rationale for product selection:

Target market analysis

4.1

There are some reasons to enter in this segment:

4.2

Vision

4.3

Mission

4.4

Objective

4.5

Goal

Competition analysis:

5.1

Positioning

10

5.2

Finding a creneau

11

5.3

Differentiation:

11

Brand elements: mix and match

6.1

Name

12

6.2

Slogan

12

6.3

Logo

12

6.4

Color

13

6.5

Jingle

13

6.6

Mascot:

13

Pricing strategy:

7.1

Payment Structure:

Distribution Strategy:

8.1

For Online purchase:

Leveraging through secondary Brand

17

10

Conclusion

17

11

Reference:

19

12

Appendix

20

13

Questionnaire of Market Survey

21

10

11

14
15

15
16

Page 2 of 22

Term paper on:

Brand management of Surokkha antivirus
Subject Code: MKT 416
Section: 01

Prepared for:

Page 3 of 22

Acknowledgement
At first we want to say our gratitude and thanks to almighty ALLAH the gracious, the most
merciful and beneficent who gave us courage and make us able to undertake and complete
this task. Without ever ending blessing of Allah nothing would be possible on earth or our
assignment it is due to his ever ending mercy that this work moved towards success. After the
almighty we are very much obliged and thankful to our ever caring and loving parents whose
prayers have enabled us to reach this stage. After that we are highly indebted to our course
instructor and Assistant professor of Department of Business Administration .for providing
us an opportunity to introduce a new brand in the antivirus industry, which is very much
indispensable for our course Strategic Brand Management. He also furnishes us with
important and latest information international branding terms, making the entire concept clear
to us that were needed very much for our term paper. His kind suggestions, directions and
advices gave this hard copy the basic outline and format to the end. We feel great pride and
pleasure on the accomplishment of this assignment.

Page 4 of 22

Executive Summary
It is very hard to imagine modern life without computer. Day by day the benefits of computer
and internet are increasing. Unfortunately, the number of new viruses and Trojans is now
increasing every day by a few hundred. The Internet today is a breeding ground for criminal
activity. Home users, small and medium businesses, international corporations and
governmental bodies all suffer from constant attacks by viruses and Trojans. The total
damage done to the world economy by the activity of virus writers, hackers and spammers
has long since exceeded tens of billions of dollars annually due to causing systems failure,
wasting computer resources, corrupting data, increasing maintenance costs, etc. There are
relatively few antivirus products available in shops or on the Internet which offer even close
to 100% protection. The majority of products are unable even to guarantee 90% protection.
Especially in Bangladesh there is no effective antivirus software company. More than 70 %
computer users dont use antivirus because of high price. Our main target consumers are the
students and we offer special repayment facilities through installment. Considering these
facts we launched an antivirus in the market naming, Surokkha and designed our marketing
strategy to promote this brand.

Page 5 of 22

1 Introduction:
Antivirus software is a computer program that detects, prevents, and takes action to disarm or
remove malicious software programs, such as viruses and worms (Islam, 2016). Computer
viruses are software programs that are deliberately designed to interfere with computer
operation; record, corrupt, or delete data; or spread themselves to other computers and
throughout the Internet. Expert studies have suggested that most of the antivirus software in
the market have lack of some critical features like firewall and anti spam security system
(Islam, Khan, & Akhter, 2016). It might seem that antivirus solutions are a standard consumer
product - one solution barely differs from the next. Users choose their product according to
design, or marketing, or for some other non-technical reason. To help prevent the most
current viruses, we must update your antivirus software regularly.it creates problem for the
students because of high cost. Most of the antivirus in the market provide one year package
for only once use or we can say one time install.

2 Rationale for product selection:

1. According to Anti-Malware Testing Standards Organization (AMTSO) Companies failed to
detect certain kinds of malware and Trojan.
2. The number and variety of malicious programs is increasing year on year. The result is that
many antivirus companies are simply unable to cope with the onslaught and are losing this
'virus arms race'. Users who chose products manufactured by such companies will not be
protected against all malicious programs.
3. Today, malicious programs propagate so quickly that antivirus companies have to release
updates as quickly as possible to minimize the amount of time that users will potentially be at
risk. Unfortunately, many antivirus companies are unable to do this - users often receive
updates once they are already infected.
4. The problem faced by the antivirus industry is deleting malicious code detected on the victim
machine. Very often viruses and Trojans are written in a way which enables them to hide their
presence in the system and/ or to penetrate the system so deeply that deleting them is a
complex task.
5. Some antivirus programs are unable to delete malicious code and restore the data which has
been modified by the virus without causing further problems.
6. Unfortunately, the issue of resource usage is almost insoluble. Antivirus solutions which offer
rapid scanning are heavily flawed, and will let viruses and Trojans through like water through
a sieve.
7. Incompatibility between antivirus programs is an issue; in the vast majority of cases,
installing two antivirus programs from different vendors on one machine is technically
impossible, as the two programs will disrupt each other's functioning.
Page 6 of 22

8. The most popular brands of antivirus on the market... have an 80 percent miss rate... So if you
are running these pieces of software, eight out of 10 pieces of malicious code are going to get
in," said Ingram.

9. After installing these updates some home users started encountering errors which prevented
them from performing any action inside the program. Other users experienced a loss of
Internet connection on their computers.

10. One of the most common complaints about antivirus software is that it can slow down
your computerby quite a bit.
11. Some commercial antivirus software end-user license agreements include a clause that
the subscription will be automatically renewed, and the purchaser's credit card
automatically billed, at the renewal time without explicit approval.it creates
unexpected renewal costs to the users.
12. Studies in December 2007 showed that the effectiveness of antivirus software had
decreased in the previous year, particularly against unknown or zero day attacks. The
computer magazine c't found that detection rates for these threats had dropped from
40-50% in 2006 to 20-30% in 2007.

Target market analysis

According to our survey we have found that most of the students, school and college teachers
use pirated or free trial version software because of high price and less expiration days. But
this kind of pirated or free trial version software cant provide safety to the computer. They
use their PC with high risk. There is a large market remain untouched. So they are our main
target segment.

3.1 There are some reasons to enter in this segment:

50% female students dont use antivirus and remain 40% use pirated or free trial

version software.
95% male students use antivirus but only pirated or free trial version. Another 5%

dont use antivirus.

More than 70% school and college teachers use antivirus but most of them use pirated
or free trial version software.

Primarily we also target only big cities because most of the rural areas have lack of electricity
connection. So there is a less possibility to use computer. As our county is progressing to
develop electricity connection in the rural we will focus rural segment in the future.

Page 7 of 22

For these reason we have targeted some cities as our target market. The following chart
shows some of our targeted cities. Before these some other targeted areas are also given as
red color with number:

3.2 Vision
Our business is aimed to utilize our update technologies and possibilities to go forward to
make more secure computer uses against virus. We aim to maximize the welfare of our users,
investors, employees, nation and civilization as a whole.

3.3 Mission
Our Mission is to complete protection against virus, other forms of Malware with built-in
anti-spyware detection and immediate protection against security threats, including viruses,
spyware, crime ware, hackers, phising, and spam with Maintaining stringently ethical
standard in business operation also ensuring benefit to all the stakeholders of our business.

3.4 Objective
We want to conduct legal business and expand our share to the market with the moral stand
set by our mission, which ultimately is reflected by our vision.

Page 8 of 22

3.5 Goal
We want to gain at least 90% market share from our target segment.

4 Competition analysis:
As our customers are Bangladesh based and from Bangladesh's perspective Kaspersky is our
main industry competitor. There is some other anti virus software like Norton, Avast etc. But
they are less popular. Norton provides only Internet security and Avast is a free anti-virus so
it is less effective to remove all kinds of computer viruses. As we are a developing country,
most of our people use pirate version anti-virus software because it is less expensive.
Kaspersky charges a very high price which is not affordable by all people. Also their
promotion activity is weak and they only promote their product through billboard ads. In this
sector none of the companies have gone for any type of aggressive promotion. They have
mainly gone for operating their business in a silent way. On the other hand, we will go
through more aggressive promotion activity.
According to our survey we have found some problems of competitors. Such as:

They dont have anti spam and firewall security

Lack of web and macro protection
They dont have AV comparatives
They provide only one type of anti-virus software, pc anti-virus or android anti-virus.
Their software makes user's pc slow.
Their software dont auto scans devices when connected to the system.

On the other hand our market competitor is not Mac OS and Linux because any kind of
computer viruses does not attack these kinds of operating system. But as they are not user
friendly, less people use this kind of operating system. So this sector is not our concern.

4.1 Positioning
We designed our brand in such a way that, everything related to this brand seems to be
friendly and familiar to our targeted segment. Surokkha offers latest antivirus technology,
which is called; fire wall and email security. We also designed our brand elements in such
a way that, it can get a share of the mind of our targeted segment. We choose a brand name
which gives such a feeling to that, the product is to make sure safety of their computer. The
Page 9 of 22

brand logo shows that, its something making the computer and data. Our slogan says,
Surokkhito rakhun apnar computer gives a message that we offer as a solution to them.

4.2 Finding a creneau

All antivirus company sales their package by cash payment to their target customers but we
will sell our product with low price and installment repayment system. Nobody target
students as their target customer to sell antivirus but target students as our potential
customers. So, we believe, student segment is a neglected sector by competitor, and we shall
capitalize this negligence.

4.3 Differentiation:
We offer a newly invented technology to serve our customers. This invention is- fire wall
and email security which has recently been invented in the National Laboratory of
Germany as a solution to increase efficiency level of the antivirus protection system. It
increases the safety 96 % more than the traditional antivirus used by our competitors. This
technology is less expensive than that of before. So this makes us unique in the market by
giving us a leading edge. Besides, none of our competitors work with the brand elements.
We also offer integrated protection from all Internet threats, Cutting-edge antivirus
technologies, Personal firewall, Protection from spam and phishing, Instant database updates
and free technical support.
We are going to combine two antivirus software in one CD. One is PC anti-virus software and
another is android antivirus software. No other company has made this type of software till
now. Most of our competitors sell the PC anti-virus in one CD and the android anti-virus in
another CD. But our combined CD will be less expensive than theirs. As we are new in the
market, users can pay for our software in installments. As our main target consumers are
student we offer special repayment method for them it will make us unique than the
competitors. Another important difference is that our anti-virus software will not slow you PC
down as other anti-virus software does. So this is our strong differentiation within industry
competition.

Page 10 of 22

5 Brand elements: mix and match

Brand elements are an indispensable part of any marketing plan. As we have said in the
earlier part of the report that we will focus on aggressive promotional strategy so we have to
mix and match the brand elements of our antivirus that is Surokkha. We have considered all
the elements in order to make it a successful one.

5.1 Name
Our selected brand name is surokkha. Our brand name is easily memorable and easily
utterable. It will be in the peoples mind easily. Our name also has a meaning. It has
descriptive meaning. The name Surokkhadenotes safety. We have wanted to say that our
product Surokkha ensures safety and protect the personal computer. Our name also has
mnemonic quality. It can be said as SA.

5.2 Slogan
The slogan for our product myiwZ ivLyb Avcbvi KwDUvi.As we have said
we will go for aggressive promotion our slogan myiwZ

ivLyb Avcbvi

KwDUvi will be the most effective way to acquire peoples attraction.Our slogan is to
the point and it also shares our vision that it will remove all the darkness and provide
electricity to the city people.Our slogan is also believable in a sense that it is really
achievable.It is not an imaginary one.

5.3 Logo
We have developed our logo in such a manner that it is easily recognized.In our logo we use
a person who is running for searching to solve antivirus problem.Through our logo we have
wanted to involve all our target customer.So that they can understand and feel close to the
brand.Thick font is used in our logo so that everyone can recogcize the logo.

Page 11 of 22

5.4 Color
Based on our branding concept, we tried to use the appropriate color for our brand logo. In
our brand logo, we have used red, green, dark blue and white color. This all color has specific
meaning.
Red represents strong and powerful, action, energy, passion, determination. Blue represent
that security and reliability, truth, confidence, loyalty, intelligence. Green represents growth,
luck. The white color represents the ever freshness.
By using this color we want to say that, our antivirus is powerful compression to other brand
as well as virus. It can take effective action to make sure safety of PC from different type of
virus. Our antivirus is secure and reliable.

5.5 Jingle
Jingle is musical slogans that are used to attract customers regarding the brand. Jingle must
have to be memorable so that people can easily recall a jingle of a brand. We have designed
our jingle in such a way so that it can have a place in peoples mind.

myi myi Mq hvB myivi RqvMvb

wcwm ivLe wbivc`,^vfvweK,mPj
5.6 Mascot:

Page 12 of 22

Our mascot is a tough lock. It is looking always rough and tough. It has never run away from service
thats why our mascot stands confidently in front of all barriers. Muscat never feels tired because our
security system hunting all kind of virus. We are providing the best solution for your computer
security system. Finally its always been well secured by its logo and name. Muscat says make
everything green with us

Pricing strategy:

As we have mentioned earlier in the term paper that our main competitor will be Kaspersky,
to gain market share, we have to charge lower price than the others brands to remain in the
market. Our customer will also get better installment facility than the other competitors
provide
Offerings

Internet
Security

Anti-Virus

Duration

one year

one year

Surokkha
User
Price
Slab
(BDT)

Kaspersky
User
Price
Slab
(BDT)

Norton
User
Price
Slab
(BDT)

1 User

1000

1user

1099

1 user

1099

3 User

2000

3 user

2199

3 user

2199

10 User

6000

---

---

5 user

3500

1 User

600

1 user

699

1 user

699

3 User

1500

3 user

1599

3 user

3500

Page 13 of 22

Kaspersky
PURE 2.0
Norton
360
Version 6.0
Surokkha
plus

-------

-------

1 User
3 User
---

1,499
2,999
---

----1 User

----1500

---

---

---

---

3 User

3500

1 User
3 User

1400
2650

-----

-----

-----

-----

one year
one year
one year

As our market survey shows that 90% school and college students use free trial version
because of high price so we will provide special payment offer to the students so that they can
use genuine version of the Surokkha antivirus software.

6.1 Payment Structure:

Mode of Repayment

Down Payment

Installment

Service Charge (Flat

Rate)

10 %

9 Months

5%

10 %

4 Months

6%

15 %

2 Months

10 %

Option-1
( Applicable for school &
college students
Option-2
( Applicable for
university students)
Option-3
( Applicable for school &
college teachers)
Option-4

100%

5% Discount

Our installment process will be also user friendly to the customer. Several options of payment
in installation will be offered to the customers. We will less charge any interest on giving
installment for the school and college students.

7 Distribution Strategy:
We have two distribution systems such as conventional distribution system and online
purchase.

For conventional distribution:

Sales department take orders from wholesalers or distributors then sales department go to
supply chain department to know current supply and supply Chain Department take the
Page 14 of 22

orders then Supply Chain Department collects the product (desired package) from its
inventory Finally Sales Department complete the sales process and again take orders then
doing the same thing.

Manufacturer
Whole saler
Retailers
Consumer

Figure: 1
7.1 For Online purchase:
(Our special mode of repayment like option 1, 2, 3 is not applicable for online purchase)
Consumers can purchase our different packages from online. Consumers only can use visa
and master card for online purchasing. Consumers also can renew their desired packages
from online before 20 days of their package expiration date.

Surokkha.com

Buy using card

installation
give renew
order
Taking renew
Installation

Consumer (PC)

Figure: 2

8 Leveraging through secondary Brand

Leveraging through any type of secondary brand increases the brand equity of that brand. For
leveraging, we wanted to find a person, a celebrity, who has a 'gentleman' image. A
Page 15 of 22

spokesperson have to be such a person who has no controversy, who has strong and bold
personality Considering this, we found Muhammed Zafar Iqbal to be a perfect person, who
has a decent and powerful image. He will be the spokesperson of our brand. As our product is
Surokkha antivirus we need a countrywide coverage of our product and for this reason
Muhammed Zafar Iqbal is the right person for this job. As our target consumers are student,
He has such a personality that is accepted by almost every people of our target area and
segment of business. We will use him as a mean of public relation. I order to reach to our
target customer we will use him because what he says to people will attract them much more
than any other one. As people like him, people will start to like our product. Muhammed
Zafar Iqbal will have a significant effect on the buying tendency of the people.

9 Conclusion
In our findings, we wanted to focus on existing antivirus problems installation problem what
are the security lackings in the existing antivirus softwares have. As we know that basically
the main reason for not using genuine version of antivirus software is high price so we try to
introduce a product which is less cost and provide high security with update technologies.as
most of our target consumers are unable to use genuine version for this reason we are here to
serve our country. In this report we tried to build brand equity through brand elements &
leveraging secondary brand association. We hope that we can solve the entire existing
computer security problem. Hopefully after 10 years we will cover entire country. Here we
dont focus on the integrated marketing communication. But this will be our strong strategy
for positioning.

Page 16 of 22

Page 17 of 22

10 Reference:

Islam, T. (2016). How to Beheve Properly. East West univesity Journal, 6(1), 50-62.
Islam, T., Khan, S. I., & Akhter, N. (2016). Integrating Contemporary Theory of Motivation:A
Distinct Approach. East West UIniversity. 1, pp. 2-5. Dhaka: EWU CRT.

11 Appendix

Boo
ttim
e
sca
ns

avast!

Anti
spam

Web
protect
ion

Macr
o
protecti
on

LiveUpdat
e

Supp
ort

Virus
Bulleti
n
VB10
0

AV
Compa
ratives

AVTES
T

No

No

Yes

No

Yes

Yes

Yes

Yes

Yes

No

Yes

No

Yes

No

Yes

Yes

Yes

Yes

Yes

Yes

No

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Comodo
Group

No

No

No

No

No

No

Yes

Yes

No

No

No

ESET

Yes

No

Yes

No

Yes

Yes

Yes

Yes

Yes

No

No

F-Secure
K7
Computi
ng

Yes

No

No

No

No

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Kaspers
ky Lab

Yes

No

Yes

No

Yes

No

Yes

Yes

Yes

Yes

Yes

McAfee

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Microsof
t

No

No

No

No

No

No

Yes

Yes

Yes

Yes

Yes

Panda
Security

Yes

Yes

No

No

No

N/A

Yes

Yes

Yes

Yes

Yes

Firew
all

Email
secur
ity

Yes

No

AVG
Tech.

Yes

Avira
Operatio
ns

Compa
ny

Page 18 of 22

Quick
Heal
Symante
c
Trend
Micro
Sure
Guardia
n
Virus
BlokAda
Virus
Buster
Softwin

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

No

No

No

Yes

No

Yes

No

No

No

Yes

Yes

Yes

No

Yes

Yes

No

Yes

No

Yes

No

Yes

Yes

Yes

Yes

Yes

Yes

No

No

No

No

No

No

N/A

Yes

No

No

Yes

No

No

No

No

No

No

N/A

N/A

No

No

Yes

No

No

No

No

No

No

N/A

Yes

No

No

Yes

Yes

No

No

No

No

No

Yes

Yes

Yes

Yes

12 Questionnaire of Market Survey

Launching a new Antivirus software in existing market
Gender
1) Male

2) Female

Which profession you belong to?

1) Student

2) Business man

3) Service holder

4) Others___________

What is your Income level?

1) 5000-7000

2) 8000-15000

3) 20000+

Which operating system are you primarily/currently using?

1) Windows

2) Linux

3) Mac OS

4) Unix

Which browser are you primarily/currently using?

a)
b)
c)
d)
e)

Mozilla Firefox
Google chrome
Opera
Microsoft Internet Explorer
Others______________

Do you use antivirus software?

Page 19 of 22

5) Others______________

 Yes.
No
If your answer is yes then go to question no. (1 to 3)
If your answer is no then go to question no. (4 to 5)
1. Which antivirus brand do you use?
a)
b)
c)
d)
e)
f)
g)

Norton
McAfee
Bit-Defender
Kaspersky
Avast
Microsoft security essential
Others______________

2. If you had any malware in the last 12 months, do you think they are mostly real and
mostly false positives?
Real malware infection
False Alarms
About the same
Had no alerts
Others______________
3. Which types of need you want from antivirus software?

Detection test(on-demand)
Malware removal test
Whole product Dynamic test.
Performance test
Free update
Others______________

4. What is important for you in a security product?

Good detection rate of malicious files.
Low impact on system performance.
Good cleaning capabilities.
Low false alarm rate.
Presence in various independent third party tests.
Ease of use.
Low price
Fast support.
Free available updates.
Many customizable features.
Others________________
5. Are you happy with your antivirus service?
Page 20 of 22

a) Yes

b) No

c) No comments

6. From where do you collect your antivirus??

I purchase. Which package__ (a) one year (b) two year (c) others_____________
I use free trial version. ( go to question no. i)
i.

What is the reason behind using free trial version?

a)
I use free trial version because it saves my money
b)
Free trial version easily can download

4. Why you dont use antivirus?

a) I am not concern about antivirus
b) I dont use internet thats why possibility of attacking virus is low
c) I dont use because it makes slow my computer
5. is high price the reason behind not using antivirus?
Yes
no

Page 21 of 22

i Taijul ig tdyr dy sourav