Feasibility study and identifying suitable strategy for marketing of a new software
Student name: Mr Tarun Kumar Mann
Guide: Dr Umesh Gulla
Year of completion: 2011
Host Organisation: Loyal Software Pvt. Ltd.
Supervisor (Host Organisation): Mr Amit Malik
Abstract:
EXECUTIVE SUMMARY
The project Feasibility Study and Identifying Suitable Strategy for Marketing of a New Software gives a
holistic view towards the software market in India, the current set of belief, attitude and perception
towards computer (desktop/laptop) and computer related problems. The project is about conducting
feasibility study for a remote access troubleshooting tool amongst the end user and suggesting strategies
to market the product.
Quantitative as well as qualitative tool were used to carry out the study. Primary data was collected both
for quantitative as well as qualitative study. For the quantitative study an online survey was conducted
having the sample size of 50 and for the qualitative study 8 one-to-one interviews were recorded. Some of
the findings of the quantitative study were:
62% of the sample had both a laptop as well as a desktop, for 55% of the sample it took 1-2 weeks to
rectify the problem related with their computer, 65% of the sample didn‟t knew about troubleshooting,
64% of the sample didn‟t knew how to fix windows based errors, 56% of the sample had a problem
related with software and 28% had problem with both the hardware as well as the software, 34% of the
sample had Dell as their current brand and 24% had an assembled computer, 96% of the sample was
willing to use the tool in near future and for 56% of the sample the acceptable price range was 2500-3500
(INR) .
During the qualitative study when asked about the most frequently used technological devices; computers
and laptops were there in everybody‟s list implying the Top of Mind (TOM) recall that computer as a
technological device has. Computers were perceived differently by different respondents, for some they
are giving the credit of their graduation to a personal computer and for some it was a technological
companion. The fact that the system performance had declined over the years was accepted by most.
People tend to neglect and don‟t pay attention to issues arising with their system like windows shutting
automatically, unable to access a file, the system hangs; some of the stated reasons for the negligence
were: time, money, and not taking steps before the problem goes out of hand. There was a willingness to
use the tool in the future and was stated as an all-rounder.
Some of the marketing strategies that were identified after understanding consumer behavior and applying
the concepts of marketing were: strategy according to the current stage in life cycle of the product, value
based pricing, market penetration for selling the tool at corporate level and market development for
individual buyers i.e. end users. Product launch strategy would be to launch the product before the diwali
season as a sales promotional tool and positioning it on the basis of its attribute, benefit arising out of it
and the application of its use.
