Just Dial- A case study in service marketing

Submitted to:
Prof. Devang Patel
Prepared By:
Cetan Panara
!asant "a#ara
Date: $%t may &'($'
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!ision ) Pilosopy
The company's goal is to create long-term shareholder value by enhancing its position as a
leading local search service. The companys philosophy focuses on end user experience
through feedback, innovation, teamwork and integrity.
*at does it do+
Justdial is ndias no.! local search destination. t provides comprehensive updated
information on all the "#" and "#$ products % &ervices. The company caters to over '(
million uni)ue users spread across #*+ cities in ndia. This uni)ue local search service is
available on ,hone, -eb, -., and &/&. Just 0ial services receive approximately #1
million phone calls a year.
Justdial in ndia employs a *+++ strong work force and has more than !,2',+++ paid
advertisers.
,o- did it start+
3ounded in the year !44* on a modest '+,+++ 5s investment, it returned revenues of !.2*
"illion for the 3y +4-!+ and holds 4+6 of the complete market share. &tarted with some
borrowed furniture and rented ,$s in a small 7!+82+ feet9 hired garage, today Just0ial has
over :1,+++ customers across the nation with offices in ma;or cities across ndia. n a very
short time, ;ustdial.com has become probably the most fre)uented local search website in
the country.
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,o- good is it+
-hile year on year, the number of users for this kind of services are on the rise, Just0ial has
managed to keep pole position right from the start, and still commands a leading share of the
market.
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.rmed with this phenomenal success, Just0ial is expanding into other countries as well,
replicating its very successful model there. <ven though =ellow pages services are much
more widespread outside, Just0ial is confident of its success. Justdial has launched its local
search service in >orth .merica, and has plans to expand into $anada, ?@, .ustralia, >ew
Aealand, &ingapore and Bong @ong. .s for the $urrent &cenario, the total numbers of
?ni)ue 0aily Bits to Just0ial.com have generally been on the rise. The trend in daily hits
varies as the number of hits is somewhat seasonal, although the numbers seem to have
stagnated a bit over the last year or so, and are even falling.
.e /evenue 0odel of JustDial.com
Just0ial.com basically earns from clients which invest in their listings to make them
sponsored listings, and from the percentage of sales that happen through Just0ial.com.
The "asic 5evenue generation steps can be outlined as followsC
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Small/Medium enterprise registers with JustDial.com
Small/Medium enterprise registers with JustDial.com
JustDial.com verifies the information provided and puts it up
JustDial.com verifies the information provided and puts it up
SMEs are offered prime services! sponsored results for added fee
SMEs are offered prime services! sponsored results for added fee
"ustomers as# for information and suggestions through $nternet/%hone
"ustomers as# for information and suggestions through $nternet/%hone
"ustomers receive results with sponsored results getting priorit&
"ustomers receive results with sponsored results getting priorit&
"ustomers 'u& products/services from a sponsored client
"ustomers 'u& products/services from a sponsored client
JustDial.com recieves a ( of the client sales
JustDial.com recieves a ( of the client sales
.e Current Scenario at JustDial.com
$antered in /umbai, it has over *+++ employees nationwide, with over (++ only in
/umbai.
t serves over #*( cities in ndia with offices in : of them.
t receives over #'k ?ni)ue visitors daily, with over a Dakh calls.
/ore than #.* /illion businesses and vendors have been cataloged by Just0ial.com
so far.
t has expanded into >orth .merica, with plans for $anada, the ?&. and <urope,
among other places.
t had revenues in excess of !.*$rore >5 for the 3inancial year ended #+!+.
C10PA234S C10P5.6.6!5 S./52".,S
Just dial believe that $ompanys development into a leading ndian local search engine is
primarily attributable to the following
Competitive strengts:
7irst 0over Advantage in te 6ndian 8ocal Searc 0arket
.s one of the first companies to offer comprehensive local search services in ndia, ;ust dial
believe that ;ust dial have a first mover advantage among consumers seeking information on
local businesses. Just dial started offering $ompanys local search services in !441 under
the Just 0ial brand, and launched $ompanys nternet and mobile nternet services in #++(.
Just dial aim to provide fast and free access to $ompanys large database, which will attract
more search )ueries, which in turn will attract more paid business listings. Just dial believe
this creates a self-perpetuating growth cycle that enables us to maintain a leading position in
the local search market. Just dial believe that a large database of local business listings, such
as the one ;ust dial have developed over several years, re)uires considerable time and effort
to develop, which creates a significant barrier to entry.
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Strong Brand /ecognition
Just dial have a very strong brand recall in ndia as evidenced by the more than !:+ million
searches of $ompanys database that ;ust dial conducted in fiscal #+!! even though
historically $ompanys brand development has been fuelled primarily through word of
mouth by users based on their experience with $ompanys service and such users sharing
their experiences with others. Just dial believe that the following key factors, among other
things, have contributed to the strength of $ompanys brand in ndiaC
E Dong standing presence in the local search market,
E &trength and )uality of $ompanys database,
E 3ast response to search )ueries, and
E $onsistent delivery of )uality user experience.
1ffer Attractive !alue Proposition for S05s
Just dial believe that most of the business listings in $ompanys database are &/<s, which
is the segment of businesses where ;ust dial focus most of $ompanys attention and
marketing efforts. Just dial believe that virtually the entire approximately !#+,#++
campaigns ;ust dial conducted as on /arch 2!, #+!!, ;ust dial conducted on behalf of paid
advertisers, ma;ority being &/<s. .s of June 2+, #+!!, ;ust dial had compiled a database
consisting of approximately 1.+ million business listings across various cities and towns in
ndia, as compared to *.' million business listings as of /arch 2!, #+!+. Cost-effective
platform. Just dial believe that it is a challenge for most &/<s to attract the attention of the
right target consumer and to expand into new markets because of their limited marketing
budgets and res $ompanysces. Just dial believe $ompanys service facilitates a cost-
effective mode of consumer targeting for such &/<s, which otherwise may not be as
feasible for them. 3or example, details of an &/< which does not have a ;ust dial site can be
available to potential consumers online when the &/< is listed in $ompanys database.
Personalized service. Through $ompanys data collection team canvassing the local
markets, ;ust dial establish direct relationships with many of these &/<s. Fnce ;ust dial
identify $ompanys potential advertisers, $ompanys marketing executives meet with these
&/<s to explain the ease and benefits of advertising with us and to convert business listings
into paid listings. $ompanys direct and personal relationships with &/<s are one of the
ways ;ust dial differentiate $ompanys selves from international search engines which
operate in ndia largely on a virtual basis. Access to relevant users. Disting on $ompanys
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search service provides businesses with exposure to users at a time when the users are
making a purchase decision.
59perience and 59pertise in 8ocal 6ndian 0arkets
Just dial have been in operation in the ndian market for over !' years, and $ompanys
senior management team has wide ranging experience in the search service, advertising and
T industries in ndia. Just dial believe that $ompanys strong knowledge of the ndian
market and the experience and expertise of $ompanys management and firsthand
experience with various market participants 7including &/<s and users9 differentiate us
from other generic and local search service providers and enable us to grow in an industry
that has historically been difficult to monetiGe. $ompanys experience, knowledge and
infrastructure enable us to establish relationships with &/<s, which ;ust dial believe are not
within the scope and focus of other generic search engines.
0ultiple Platform Service on a 8arge Scale
?sers can access $ompanys search services and obtain search results through a number of
the most popular types of communication media, i.e. through the nternet, mobile nternet,
voice or &/&. Just dial believe ;ust dial are the only search services company in ndia that
provides users with the option of performing searches and obtaining search results through
multiple media on a large scale. Just dial believe that the accessibility of $ompanys search
services for $ompanys users is a key attraction for &/<s to become a part of $ompanys
database and run campaigns as paid advertisers. Just dial have a large collection of reviews
and ratings by users of the businesses listed with us. ?sers can submit their reviews of
businesses, products and services on $ompanys ;ust dial site or through $ompanys phone
service. These reviews are regularly monitored and uploaded on $ompanys ;ust dial site for
the benefit of potential users to enhance their search experience and enable them to make
informed choices. .s of June 2+, #+!! approximately #.( million reviews and ratings ;ust
dial published on $ompanys ;ust dial site. $ompanys multiple platform service enables us
to provide reviews and ratings received by us from users on one platform to users across all
$ompanys other platforms. $ompanys HTag companys 3riendI feature helps users see
the ratings and reviews from their friends for various business listings, effectively creating a
social network to share users experience.
Advanced and Scalable .ecnology Platform
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$ompanys award-winning technology is the key to effectively integrate the various media
;ust dial use to provide $ompanys services to users, $ompanys business listing database,
$ompanys paid advertisers and $ompanys information retrieval officers, or 5Fs.
$ompanys technology platform is designed to enable $ompanys tele-sales executives and
5Fs to connect effectively to potential advertisers and users seeking information. The 5ed
Bat <nterprise Dinux platform ;ust dial use post ;ust dials approximately servers for
$ompanys various intranet and extranet applications. These applications can be accessed
by thousands of $ompanys 5Fs from eight centers across ndia on a daily basis. Just dial
believe that $ompanys technology platform enables us to provide a fast, efficient and user
friendly information service to $ompanys users. Just dial believe $ompanys platform has
a high level of reliability, security and scalability and has been designed to handle high
transaction volumes. Just dial have the ability to modulate $ompanys technology
infrastructure to meet $ompanys operational re)uirements without incurring substantial
costs as ;ust dial use virtual infrastructure wherever possible. $ompanys technology
platform has interfaces developed such that ;ust dial are able to scale up $ompanys sales
and service capacity rapidly with relatively minimal additional time re)uired for employee
training. Just dial have designed the various modules of $ompanys technology platform to
support $ompanys employees at every step of their operations thereby creating a
technology leveraged service model which ;ust dial believe improves the efficiency of
$ompanys employees.
5fficient and Profitable Business 0odel
Just dial believe that $ompanys business model is efficient as it promotes continuity in
subscriptions and cash flows. Just dial also believe that this is a difficult business model for
$ompanys competitors to replicate due to the challenge of establishing the re)uisite
credibility and relationship with paid advertisers for them to be willing to agree to such
payment terms. Negligible receivables. $ompanys paid advertisers make payments in
advance of their campaigns in $ompanys searches, which ;ust dial believe significantly
reduces $ompanys credit risk exposure to $ompanys paid advertisers. n addition, as a
result, ;ust dial had outstanding receivables of only J !+.44 million from $ompanys paid
advertisers as of /arch 2!, #+!! while $ompanys consolidated restated profit after tax was
J #:1.# million from a consolidated total income of J !,:44.! million in fiscal #+!!.
Negligible debt. Just dial have maintained focus on capital efficiency and have grown
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without incurring material indebtedness. Just dial have been consistently profitable despite
growing rapidly over the past few years. .s of /arch 2!, #+!!, ;ust dial had total debt of
only J 2.!1 million, which ;ust dial believe is a competitive advantage for us and a platform
to grow $ompanys operations without being constrained by significant reliance on external
financing
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To sustain $ompanys future growth and development, ;ust dial have and will continue to
employ the following strategiesC
5nance Company4s :sers; 59perience
$ompanys ob;ective is to offer free, fast, relevant, reliable and enhanced search results to
$ompanys users through various communication media. Fast response. Just dial intend to
continue to invest in technology to make search algorithms more efficient and adaptable to
provide $ompanys users with faster access to $ompanys database. Quality and
presentation of database. Just dial intend to continue to invest in technology to provide
$ompanys users with more user-friendly access to $ompanys growing business database,
improve the relevance of $ompanys search results, as ;ust dial as to capture and relay other
relevant information to $ompanys users, such as user ratings and reviews. Enhanced user
experience. Just dial are constantly seeking to combine $ompanys technology and the
content of $ompanys database to innovate new products and services to serve $ompanys
users needs and preferences. Just dial have dedicated content focusing on popular activities
and sub;ects 7such as movies, restaurants and hotels9 and ;ust dial intend to create additional
content focusing on certain sub-categories of general businesses, products and services that
;ust dial believe will be popular with $ompanys users. n order to process more advanced
software applications for providing enhanced user experience, and handling increased user
traffic, ;ust dial continuously upgrade the hardware used by us, and develop new software
from time to time.
Broaden and Deepen te 7ootprint of Company4s Service across 6ndia
-hile ;ust dial had approximately 1.+ million listings across various cities and towns in
ndia as of June 2+, #+!!, ;ust dial believe that there is significant opportunity to further
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deepen $ompanys presence in $ompanys !! largest cities, increase $ompanys search
services beyond $ompanys !! largest cities, and to increase the proportionate share of paid
advertisers listed in $ompanys database and to increase user traffic. .mong other things,
;ust dial plan to add new premises and leverage $ompanys reseller program to achieve the
foregoing. &ee the section titled HFb;ects of the ssueI for details of the new offices planned
by us.
6nvest in 7urter Strengtening Company4s Brand
-hile ;ust dial believe ;ust dial are already one of the most popular digital brands in ndia,
;ust dial also believe that investment in brand building campaign will help us further
strengthen $ompanys brand and lead to greater search volume from $ompanys users and
greater number of paid advertisers. Bistorically, $ompanys $ompanys brand development
has primarily been fuelled through word of mouth by users based on their experience with
$ompanys service and such users sharing their experiences with others. Just dial believe
that the )uality of $ompanys service and $ompanys consistent focus on enhancing user
experience has contributed to $ompanys $ompanys brand development with relatively
low advertising expenditure.
Just dial believe that increasing the awareness of $ompanys brand and services across ndia
further would re)uire online and offline 7such as television and outdoor advertisements9
direct marketing efforts and brand building strategies. Just dial intend to bring high )uality
advertisements on popular national television channels in ndia. Just dial signed up /r.
.mitabh "achchan, a ;ust dialll know celebrity, as $ompanys brand ambassador for a
period of three years from 0ecember #:, #+!+.
-hile ;ust dial will continue to increase $ompanys promotional and marketing activities to
help us educate potential users and advertisers on the benefits and various features of
$ompanys search services, ;ust dial believe that the )uality of $ompanys user experience
and $ompanys database is the best means to strengthen $ompanys brand.
59pand and 5nance Company4s S05 /elationsips
Just dial intend to offer $ompanys existing membership packages for listing across more
areas in ndia, and to more categories of businesses and to create additional specialiGed
membership packages for &/< categories which witness high user interest. Just dial also
intend to further develop dedicated category portals to attract &/<s in particular businesses.
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3urthermore, ;ust dial intend to leverage on $ompanys direct relationships with &/<s to
educate and explain to them the ease and benefits of running campaigns and advertising
with us, with a view to converting their business listings into paid listings and to upgrade the
membership packages of $ompanys existing paid advertisers.
59tend 6nto 2e- Products and Services
Just dial believe that $ompanys Just dial brand, user activity on $ompanys platforms,
$ompanys &/< relationships and $ompanys experience with data analytics can be
leveraged to expand $ompanys business by offering new products and services such as the
followingC
aily eals. Just dial plan to leverage $ompanys user base and $ompanys relationship
with &/<s and offer a Hdaily dealsI section on $ompanys ;ust dialbsite which will provide
users with special promotions on various products and services.
!argeted mar"eting campaigns. Just dial believe that $ompanys database and user data can
be used for creating marketing data concerning consumer preferences and &/<s, which is
otherwise difficult to ascertain in the fragmented ndian &/< sector. -ith the consent of
$ompanys users, ;ust dial plan to facilitate targeted marketing campaigns for businesses,
including those selling branded products 7for example, branded cars9 as ;ust dialll those
selling mass products 7for example real estate companies providing low cost housing9 reach
their targeted users segment.
#tructured ata for $usinesses. Just dial believe that various businesses re)uire )uality and
structured data on various other businesses, products and services. Just dial intend to use
data analytics to leverage the existing database and provide us with information that will
enable us to provide structured data to such businesses.
Selective 8icensing to 59pand 6nto 2e- "eograpic 0arkets
n addition to broadening and deepening $ompanys presence in ndia, ;ust dial believe that
$ompanys multi-platform local search services model, which enables commerce by
connecting &/<s with end-consumers, will be attractive to parties outside ndia. Just dial
plan to expand $ompanys operations to other markets as opportunities arise, primarily by
licensing the HJust 0ialI name and selling $ompanys rights and offering service
arrangements to other parties to conduct these operations as ;ust dial are doing with the ?.&.
and $anada. &ee H"usiness K 0ivestment and 0emergerI.
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Strategic Canvas of te Just-Dial
Pre Just dial
,re ;ust dial information diary and telephonic service was there. Time for information dairy
service was not much to find data and telephonic service also easy to use, that way we give
2.' to telephonic diary.
5eliability was not there information diary and telephonic diary thats way we give rank to
#.' and 2.' to information dairy and telephonic diary.
,rice of this data was high.
#*L( service was not there in information diary and this service was there in telephonic
diary but not that much good.
5each was not there in both info diary and telephonic diary.
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Post #ust dial Strategic canvas
-e can say that graph is divergent. "ecause price of data which provided by ;ust dial is very
law we can say free. #*L( service was there in ;ust dial. 5each and service option was very
good in ;ust dial and information diary.
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5//C 0odel of Just-Dial
5liminate: Just dial eliminate traditional system which was there in nformation diary and
telephonic service.
/educe: Just dial also reduce time boundary like pre ;ust dial there was no source of
information which can information immediately and reduce in human effort because in ;ust
dial we not have to purchase anything for shop we have to call for information
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/aise: ,re ;ust dial reliability in data was not there, at that time data was not that much
reliable as after launch of ;ust dial. nformation diary and telephonic service reach was not
there, there was only local player. &ervice option and technology also increase by ;ust dial.
$reateC free service and #*L( service was not there before ;ust dial that is created by ;ust
dial.
/ed Bo9 is pain point
Purcase-simplicity: pre ;ust dial there are no simplicity in purchasing information. .t that
time we have to go out to find that information, so we can say that there is no simplicity in
purchasing data.
Purcase-/isk: ,re ;ust dial risk was there in purchasing data because at that time data was
not that much reliable as after launch of ;ust dial.
There was nothing like maintenance and disposal before ;ust dial so we can put in pain point
because it is itself business model we can work on it.
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Blue Bo9 is removal of pain point
Purcase-simplicity: there is simplicity in purchasing data from ;ust dial because to collect
data customer to do only one call or search in ;ust dial website or search in mobile.
Purcase-risk: 5isk is reduced after launch of ;ust dial because data-information provided
by ;ust dial is reliable means trustworthy.
Customer productivity-disposal: n this service disposal came when you call second time
in ;ust dial. <xampleC first time call in ;ust dial for any information they will register my
name in his data when call again in ;ust dial from same number they will call me with use
my name and ask me for help. This is disposal according to me.
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Si9 Pat 0odel
$. 8ook across te 6ndustry:
Just dial is connected with other industry like local search industry and also advertising
industry. .dvertise business came from &/<s to ;ust dial and also connected with
information technology industry.
'. 8ook across strategic "roup -itin 6ndustry
&ystematic
#*x( free service
<. 8ook across te cain of Buyers
"uyers of ;ust dial is mainly local people and businessmen others buyer is also there like
traveller.
%. 8ook across te complementary product and service 1fferings
Just dial provide service to his customer in 2 options. Fnline search which customer can do
from net, offline search which customer can do from his mobile and &/& based service also
are there.
=. across te emotional and functional appeal
.ccording to me ;ust dial work on both appeal emotional and factional process, partly
factional and partly emotional
>. 8ook across time
"efore ;ust dial online service for information was not there and &/& was not there. &o we
can say ;ust have first mover advantage in this business.
.e 0acro 5nvironment of JustDial.com
.e Political 5nvironment:
There are Movernment guidelines to which services are considered legal, and as such
Just0ial must evaluate each clients re)uest to ensure that the service being offered must fall
within the legal purview and only then can they put it up.
"esides this, there is very little interference or regulation on a call and assist type of service
in ndia
.e Social 5nvironmentC
ndia is a fast growing market, and growing disposable incomes mean more and more
people entering the target group for the services market. .lso the advent of newer enablers
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like mobile phones has made life much easier for the customer, and as such there is
tremendous scope for a referral system like Just0ial.com
.e 5conomic 5nvironment:
The overall market for location specific search is increasing rapidly with more and more
people moving to in the urban cities and distances increasing to local amenities and services.
.lso, economic development has fueled the pockets of the ndian middle class as well as
brought the world to their door. The promise held in this huge market is immense.
.e .ecnological 5nvironment:
Technology has been a great enabler for most businesses, and Just0ial.com is no exception.
The web has taken these services to new heights. Telephone, -eb based &ervice, &ms and
now /obile -eb access give users a multitude of ways to access information, and it has
benefited Just0ial.com and the search industry greatly. Mrowth in users of this service sees a
linear growth with technology penetration, and every new technology gives it a shot in the
arm.
M,& services in mobiles and 2M services promise a seamless and integrated localiGed
experience, which can be leveraged by Just0ial.com to provide results based on nearness to
customers immediate location.
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.e 0icro 5nvironment for JustDial.com
?a@ :nderstanding Customers:
*at needs are being fulfilled+
3or the customers, we fulfill the need for information, although the scope of this information
is unlimited, and we try to provide information on any and all services and products the
customer might need.
The clients also get promotion in areas which might otherwise be outside their physical
radius of promotion.
,o- does it make teir life better+
$ustomers save time, and find a multitude of options with ease, enabling them to get the
best prices and ease of access to services and goods N customers.
*at meaning does te service bring to teir life+
t basically provides a one stop shop for all the customers needs, and provides them with
value and much more time on their hands, while taking away the frustration normally
associated with searching for any goods and services, and bridges the customer-client gap.
,o- does it elp build teir identities+
$ustomers are able to make a well informed choice in a matter of minutes, thus exercising
the freedom of choice which makes them feel in control.
*at emotion is related to purcase and consumption of service+
The <xercise of choice makes customers feel in control, and in charge of the transactions,
giving them the satisfaction of making a good choice.
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AnalyAing Decision 0aking Process:
Problem /ecognition:
>eed to buy goods and services like groceries, cab service, house rentals, telephone
connections, movie bookings etc.
6nformation Searc:
&earch for this information is mostly through promotional campaigns on most fre)uently
visited websites, as well as popular magaGines and newspapers across the country. The
largest proponent for growth has been word of mouth advertising.
5valuation of Alternatives:
/ost people start out with using =ahoo or Moogle for their serach re)uirements and then
slowly learn the use of localiGed search portals. <ven then, there is competition in the form
of asklaila.com and guru;i.com sulekha.com which offer very similar services and are only
held back by a smaller market share, while Just0ial.com en;oys a first movers advantage.
Purcase Decision:
Fnce awareness spreads, there is no reason why customers would not use this service as it is
a very convenient way for them to search for data.
Post Purcase 5valuation:
Just0ial.com needs to have a strong filtering process in place, which insures that no
fraudulent or sub standard promotion is being done through their website, as it takes very
little to take a customer away from a service.

?b@ :nderstanding Competitors:
-e use ,orters 3ive forces analysis to understand the market forces betterC
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Threat of new entrantsC Bigh, as it is pretty easy to setup the basic infrastructure needed to
put in place a similar service at least for the web.
"argaining power of suppliersC Dow, as Just0ial.com is the undisputed industry leader in
ndia, and the $lients have to come for us if they want maximum exposure.
Threat of &ubstitutesC Dow, for the type of service being offered here is pretty all
encompassing, and there is little to no scope for an alternative.
"argaining power of "uyersC Dow, as there is nothing being charged to the customers and
this service is being provided to them free of cost. .s for the $lients that we serve, we
provide the best service at a reasonable price.
nter 3irm 5ivalryC Bigh, as several players are in the market and are competing fiercely
among each other for the growing market, some with the backing of large group companies.
?c@ :nderstanding Collaborators:
/ost of the clients that we serve have the one basic need, of maximiGing their visibility. -e
section them and categoriGe them according to the services that they provide, and the
segment that they wish to target and provide a priority listing based on their criteria among
our )uery results to our customers. This provides them with visibility where they need it,
thus fulfilling their need. Fther than our clients, there is little to no influence on our business
by any other forces, besides the obvious dependence on the telecomm service providers. -e
depend entirely on telecomm providers for getting our service to the end customer and any
changes in the way they function directly impacts us.
?d@ :nderstanding te Company:
The leading local search brand in ndia
Darge customer base and nationwide coverage
Bighly scalable platform
<xcellent track record in user experience
Oery high customer satisfaction
/odern infrastructure and constantly updated technology
Oastly experienced management team
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Benefits Provided:
&ervices benefitC "etter visibility, $onvinience
Oalue benefitC ,rovides better value to clientNcustomer
,ersonnel "enefitsC 3riendly and helpful search assistance
Costs to Customer:
/oneyC $ost of &erviceN $ost of priority listing
TimeC Time spent in receiving re)uired results
<nergyC <ffort spent in getting availability of goods or service in remote location
,sychic costC ?ncertainty about reliability of critical data obtained through this
service means psychic cost
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S.*.1... Analysis:
?nderstanding the $ore competencies of the FrganiGation and what areas it needs to focus
on can be done with the help of a &trengths, -eaknesses, Fpportunities and Threats
analysis.
Strengts of JustDial.com:
The leading local search brand in ndia
Darge customer base and nationwide coverage
Bighly scalable platform
<xcellent track record in user experience
Oery high customer satisfaction
/odern infrastructure and constantly updated technology
Oastly experienced management team
*eaknesses of JustDial.com:
5eluctance among &/<s to sign up for services
>o concrete way to gauge mediums effectiveness for a particular 5etailer
Dack of awareness among customers
Dack of technological penetration 7nternet access9
Dack of familiarity with technology 7 nability to use the nternet, O.& etc9
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1pportunities for 6mprovement:
The .dvent of /obile technology gives a whole new way to get to potential
customers
5ising penetration and literacy of nternet in ndia
ncrease in disposable income of the great ndian middle class
Telecomm offerings like free sms removing the cost barrier to accessing our services
<ntering newer markets like >orth .merica, $anada, <urope etc.
.reats to JustDial.com
Dow visibility in areas with limited internet penetration and literacy
Threat of players with big corporations backing them, like asklaila.com
Threat of foreign entrants like yellowpages.com which would bring with them a
large investment base
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Segmenting te 0arket:
"ehavioural &egmentation attributes applicable to the company are listed below with the
specific applicable clustersC
2eedC $asualN/oderateN&trong
1ccasion: 5egularN&pecial
Benefits: &erviceN&peedNOalue
:ser status: >on-userNpotential userN3irst time userNregular user
:sage rate: DightNmediumNBigh
/eadiness: ?nawareNinformedNintending to buyNaware
0emographic &egmentation Docation based segmentation isnt applicable here, since this
service is available and e)ually accessible to everywhere there is a presence of the
underlying telecomm technology.
,sychographic &egmentation would classify the customersNclients under the following
headsC
1ccupation: &tudentNBousewifeN"usinessmanN&elf <mployedN&erviceman
5ducation: &tudentsNMraduatesN?ndergraduatesN,ostgraduates
6ncome: /MNBM 7DM are being included because they wouldnt have access to the
underlying technology which is needed to avail of this service.9
/easuring &egments would prove to be very difficult as most users that visit the website or
call in with )ueries are not re)uired to furnish any details about themselves. "ut according
to the type of service being consumed, it is possible to find out how many people of what
composition are using the service 7 for example, how many people booked air tickets or
hotel reservations would indicate how many of the BM composition is there9
.ccessibility to these segments should be reasonably good, for these segments have
exposure to the nternet and Telephone at either home or office or both.
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0ifferentiation services to suit the individual needs of a specific section of our customer
base can cater to them better. . good example would be Just0ial Tourism started with the
Tamil >adu government.
.ction ability $atering to specific needs may not always be possible, as the service being
offered is a very broad service, and maintaining several &@?s would make it impossibly
difficult to manage
.e marketing mi9 of #ust dial
The various mediums in Just 0ial.coms /arketing /ix
The firm attempts to generate a positive response in the target market by blending these four
marketing mix variables in an optimal manner.
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Product:
,roduct the product is the physical product or service offered to the consumer. n the case
of physical products, it also refers to any services or conveniences that are part of the
offering. ,roduct decisions include aspects such as function, appearance, packaging, service,
warranty, etc. n case of Just 0ial, the product can be referred to as a link or a bridge
between the manufacturersNretailersNsellers and the potential consumers. Just 0ial Fffers a
variety of services and information related toC <ntertainment, nstitutes, $onsumer 0urables,
Travel .ssistance, 3acilities, -orkmen, and .ssistance etc
Price:
,ricing decisions should take into account profit margins and the probable pricing response
of competitors. ,ricing includes not only the list price, but also discounts, financing, and
other options such as leasing. 3or a company to prosper, the pricing should be suitable
taking into consideration the companys ob;ectives and also importantly the worth of the
productNservice offered in return. To generate revenue, Just 0ial charges
retailersNsuppliersNcompanies a specific amount on a contractual basis for customer
references. This helps them to offer the best service to the customers and also attain
company goals effectively and also helps companies to sell their products and increase their
customer base. <g- Just 0ial 3ree &ervice.
Place:
Just 0ial gets # /illion calls a day in ndia, from all over the ,lace 7or placement9 decisions
are those associated with channels of distribution that serve as the means for getting the
product to the target customers. The distribution system performs transactional, logistical,
and facilitating functions. Just 0ial currently has its own offices in !! cities which are in
ma;or metros and Tier cities including /umbai, 0elhi, "angalore, Byderabad, $hennai,
,une, .hmedabad, @olkata, $oimbatore, Oadodara % Jaipur.
Promotion:
,romotion decisions are related to communicating and selling to potential consumers. "reak
<ven .nalysis is considered while doing promotion at Just dial. t is useful to know the
value of a customer in order to determine whether additional customers are worth the cost of
ac)uiring them. ,romotion decisions involve advertising, public relations, media types, etc.
Xcellon Institute school of Business Page 2+
and the $ommunication $hannels are >ewspapers, 0irect /ails, 5adio, Television, /obile,
,osters, ndividual 5eferral, <-/ail, nternet, 7company website9
People:
.n essential ingredient to any service provision is the use of appropriate staff and people.
5ecruiting the right staff and training them appropriately in the delivery of their service is
essential for competitive advantage. $onsumers make ;udgments and perceptions of the
service based on the employees they interact with. &taff should have the appropriate
interpersonal skills, attitude, and service knowledge to provide the service that consumers
are paying for.
Pysical 5vidence:
The product offering caters to consumers via internet, telephone and &/& on mobile
phones. Just 0ial services are accessible from *' cities through the phone. ,hysical
evidence is an essential ingredient of the service mix, consumers will make perceptions
based on their sight of the service provision which will have an impact on the organiGations
perceptual plan of the service. This service also operates out of : offices located in all the
metros, and headed out of the /umbai office.
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Service Blueprint for JustDial.com
. service blueprint is basically a visual map, a way to represent the various steps involved
in the service delivery.
t should cover the followingC
Process Delivery
/ole of Customers and 5mployees
!isible 5lements of te Service
-hat it does is, it breaks down a service into logical components and easily definable steps
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"auging Service Buality
-ith the help of the Map model of &ervice Puality, we can identify the following gapsC-
?C - "ap does not e9ist@
?$@ Customer "ap:
This is the difference between the customer expectations and perceptions of his
expectations. This gap exists because Just0ial.com feels that all the customer needs is
information about his )uery, but what he actually wants, and is unable to convey owning to
the inept interface, is his specific re)uirement with that information.
?'@ Dno-ledge "ap:
This exists when we do not know what the customer wants, what he needs and what he
expects all distinctly. @nowledge gap exists with Just0ial.com because there is no direct
feedback that is collected after providing the service, and it disengages the customer once
the service is delivered. t needs to engage customers in an active feedback process, instead
of a passive one.
?<@ Performance "ap:
This gap arises from inability to comply with customers needs, and generally occurs in high
growth markets with few options for customers. There is little to no innovation on the
service being provided and customiGation is also an area that people are interested in, and is
not being addressed.
?%@ CDesign and Standard "ap:
This gap arises when the organiGation has an inherent 0esign flaw which makes it
inaccessible or problematic for the customer. There are no blatant design flaws with
Just0ial.com and it seems to be well designed.
?=@ CCommunication "ap:
This Map occurs when performance does not match the promise. This gap also does not
exist for Just0ial.com as it does deliver all that it promises, that is, information
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