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ASSIGNTMENT

SALES MANEGEMENT Study of Sales Model of a Job Portal Naukri.com

SUBMITTED TO:PROF. VIBHOR MISHRA FACULTY: JIML

SUBMITTED BY:PRATEEK SHRIVASTAV CFT07-104 STUDENT: PGDM (2007-09)

Jaipuria Institute of Management, Lucknow

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ACKNOWLEDGEMENT

WITH GREAT PLEASURE, I EXTEND OUR GRATITUDE TOWARDS

PROF.VIBHOR MISHRA, UNDER WHOSE VALUABLE GUIDANCE,
CONSTANT INTEREST AND ENCOURAGEMENT I HAVE BEEN ABLE TO COMPLETE THE ASSIGNMENT SUCCESSFULLY.

THIS CO-OPERATION IS NOT ONLY USEFUL FOR THIS ASSIGNMENT BUT WILL ALSO BE A CONSTANT SOURCE OF INSPIRATION FOR ME IN THE FUTURE.

I AM ALSO THANKFUL TO ALL THOSE WHO HELPED ME CONSTANTLY IN THE PREPARATION OF THIS ASSIGNMENT DIRECTLY OR INDIRECTLY.

Jaipuria Institute of Management, Lucknow

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Table of Contents

INDUSTRY PROFILE.............................................................................................5
Current Situation of Job portals...................................................................................................................5 Major Market Players ................................................................................................................................5 Customers of job portals..............................................................................................................................6 Competitors Profile.....................................................................................................................................6

COMPANY PROFILE.............................................................................................8 PRESENT SALES MODEL OF NAUKRI.COM.....................................................9
Sales Modal which company is currently following for B2B sales process.............................................10

PROPOSED SALES MODAL FOR THE COMPANY .........................................11 THE SALES MODAL FOLLOWED BY NAUKRI.COM IS THE MOST COMMON MODAL FOLLOWED BY MOST OF THE JOB PORTALS IN THE BUSINESS OF PROVIDING JOBS TO THE JOB SEEKERS; THEY ARE NOT DOING SOMETHING DIFFERENT SO THAT THEY CAN HAVE A COMPETITIVE EDGE OVER THE OTHER COMPETITORS IN THE SAME BUSINESS. FOR GENERATING THE SALES MOST OF THE JOB PORTALS REACH THE HR PERSONNEL IN THE VERY SAME WAY. NAUKRI.COM IS PIONEER IN THIS BUSINESS, THEY ARE THE 1ST IN INDIA TO START THE BUSINESS OF PROVIDING CONSULTANCY SOLUTION TO THE JOB SEEKERS AND BRINGING EMPLOYERS AND THE JOB SEEKERS TO THE SAME PLATE FORM, BUT NOW THERE ARE MORE THAN FIFTEEN PLAYERS IN THIS MARKET WHO ARE FOLLOWING THE SAME METHOD OF SALES AND THERE IS A NEED FOR NAUKRI.COM TO HAVE A LOOK ON ITS CURRENT SALES MODAL. THEY CAN NOT DO MUCH IN THE PROCESS OF GENERATING SALES FROM B2B SALES PROCESS BUT THEY CAN CHANGE THEIR SALES MODAL OF B2C BY INVOLVING THE JOB SEEKERS IN THE SALES PROCESS. THIS CAN BE DONE IN TWO WAYS: ..............................................................................................................................11 1. BY INVOLVING JOB SEEKERS IN THE PROCESS OF SEARCHING THE PROSPECTIVE EMPLOYERS. ...........................................................................11

Jaipuria Institute of Management, Lucknow

4 2. BY INVOLVING JOB SEEKERS IN THE PROCESS OF SELECTING MORE JOB SEEKERS FOR THE DATABASE...............................................................11 1. BY INVOLVING JOB SEEKERS IN THE PROCESS OF SEARCHING THE PROSPECTIVE EMPLOYERS: - ........................................................................11 COMPANY SPENDS A LOT OF MONEY IN SEARCHING INFORMATION ABOUT THE PROSPECTIVE EMPLOYERS, BUT IF THEY ALSO INVOLVE THE JOB SEEKERS IN THE SAME PROCESS THEY CAN INCREASE THEIR RANGE AS WELL AS THEY CAN REDUCE THEIR COST OF OPERATION. THE JOB SEEKERS CAN BE INVOLVED IN THIS PROCESS BY ATTRACTING THEM BY THE BENEFITS THEY PROVIDE TO THE JOBSEEKERS IF THEY INFORM THEM ABOUT THE FUTURE OPENING IN A COMPANY IN THE LOCATION TO WHICH HE BELONGS AND IN WHICH HE IS NOT INTERESTED, OR IF THEY PROVIDE ANY VALUABLE INFORMATION ABOUT THE PROSPECTIVE EMPLOYERS WHICH IS USEFUL FOR THE JOB PORTAL. THIS WILL ATTRACT A LOT OF JOB SEEKERS TOWARDS THE SITE DUE TO REASON OF GRASPING THE BENEFIT THE COMPANY IS OFFERING TO THEM AND ALSO HELP COMPANY IN HAVING MORE AND MORE INFORMATION ABOUT THE PROSPECTIVE EMPLOYERS. ...........................................................................11 2. BY INVOLVING JOB SEEKERS IN THE PROCESS OF SELECTING MORE JOB SEEKERS FOR THE DATABASE: -...........................................................11 THOUGH THE SITE IS NOT CHARGING ANYTHING FROM THE JOB SEEKERS, BUT THE PRESENCE OF A LOT OF JOB SEARCH SITE HAS INCREASED THE CONFUSION IN THE MIND OF THE JOB SEEKERS, THAT WHICH SITE TO JOIN AND WHICH TO NOT. IF THE DATABASE IS NOT TO STRONG THEN THE EMPLOYERS ALSO NOT SHOW MORE INTEREST IN POSTING JOBS IN THAT SITE, WHICH RESULT IN LOSS TO THE PARTICULAR COMPANY. IF ANY HOW THE DATABASE OF THE COMPANY IS INCREASED THEN IT IS POSSIBLE THAT SEEING THE DATABASE MORE AND MORE EMPLOYERS TURNED FOR THE SITE FOR POSTING THE JOBS, WHICH RESULT IN MORE AND MORE REVENUE GENERATED. THIS CAN BE DONE BY INVOLVING JOB SEEKERS IN THIS PROCESS. THE JOB SEEKERS CAN BE OFFERED INCENTIVES IF THEY ARE ABLE TO BRING A CERTAIN NUMBER OF PEOPLE WHO ARE ALSO SEARCHING FOR THE JOB. THUS IN THIS WAY THE DATABASE OF THE COMPANY CAN BE EASILY INCREASED............................................................................11 BIBLIOGRAPHY/WEBLIOGRAPHY...................................................................12

Jaipuria Institute of Management, Lucknow

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Industry Profile
Online recruitment∗ uses the power of the internet to match people to jobs. Advertising vacancies on job sites is particularly effective at getting a high level of response. Not only it generates hundreds more applications than traditional print advertising, but it also provides job-seeker with ease and convenience to search and apply for the job of his/her choice from a large pool of available positions. Their prime focus is to ensure that the person's skills are showcased and matched suitably with the HR requirements of employers from diverse industries, in a timesaving and cost-efficient manner. They use databases to hold the information about various job seekers from different from different fields.

Current Situation of Job portals
If India did not overcome the present economic slowdown soon, some of the country’s job portal players may have to look for other business options as the industry would be hit badly. The job portal industry, dependent on economic boom that increased job opportunities, is already under pressure as the IT companies slowed their campus placement, said industry leaders. India’s online recruiting industry has seen many buyouts since 2004 when the US-based Monster Worldwide Inc acquired jobsahead.com for Rs.400 million. Two years later, Television Eighteen India Ltd (TV18) acquired 50 percent stake in jobStreet.com for an undisclosed sum. In August this year, Times Business Solutions Ltd, the owner of timesjobs.com bought the database of CyberMediaDice.com, owned by Cyber Media Careers Ltd. Besides, Consim Info Pvt Ltd, in which Yahoo! Inc, Canaan Partners and Mayfield Fund have invested around $20.25 million, is now looking for a strategic partner for its job portal clickjobs.com. At present, the major revenue streams for job portals are job listing, employer branding and resume access. Other revenue streams are job fairs, job seeker services, Google ad sense, resume short listing, screening and advertising.

Major Market Players
1. naukri.com 2. monsterindia.com 3. timesjob.com 4. jobsahead.com 5. jobsdb.com 6. jobstreet.com 7. shine.com 8. yellojobs.com

source: http://www.sindhtoday.net/south-asia/19094.htm http://in.yellojobs.com/blog_in/?tag=job-portal

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Customers of job portals
Job portals are mainly for the job seekers and the employers who want good talents in their firms. The focus of a job portal is to ensure that the person's skills are showcased and matched suitably with the HR requirements of employers from diverse industries.

Competitors Profile∗
The Company is a leading provider of online recruitment, matrimonial & real estate classifieds and related services in India. Our business is managed primarily through four divisions, which comprise online recruitment classified division, online matrimonial classified division, online real estate classified division and offline executive search division. The company to address the middle east job market has launched a Gulf version of the recruitment site. The company also launched a career counseling and guidance site, a professional networking site and an education classified site.

In January 2004, TimesJobs.com, the fastest growing and most innovative Indian online recruitment portal, was born with a mission to reach out to all Indians in the country and abroad and provide them with the best career opportunities available. In February 2006, TimesJobs.com became the first Indian recruitment portal with an international footprint by launching its Gulf portal. The Gulf portal is intended as a platform where companies based in Bahrain, Kuwait, Lebanon, Libya, Oman, Qatar, Saudi Arabia and UAE, converge with talent from India to satisfy their HR requirements. Not only that, residents of this region can apply for jobs in Gulf countries and India, through TimesJobs.com.

Monster is present in more than 25 countries all over the world. It is the biggest job search portal in the world, with a huge database of job seekers in the various job categories. It was founded by Jeff Taylor in 1994 and operate under flagship of monster worldwide. JobsAhead is India's first name in career portals connecting high quality Indian talent with the very best organizations in India and abroad. According to Forrester Research, the $7.1billion market is expected to grow as more and more recruiters use the internet in their search of talent. Leveraging the fast growing native population in India, JobsAhead pioneered the development of e-recruitment in India.

source: 1. official websites of various job portals 2. News papers : Dainik Jagran, Times of India, Economic Times Etc

Jaipuria Institute of Management, Lucknow

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JobStreet.com has grown to become one of the leading Internet Recruitment websites in the Asia-Pacific, revolutionising the way recruitment is done today. JobStreet.com offers a comprehensive suite of interactive recruitment services. International and local Asian corporations recruit from JobStreet.com's ever-increasing pool of top talent and manage their recruitment process through uniquely developed software applications via the Internet.

Shine.com is a 100% subsidiary of HT media. HT Media Ltd. is one of India’s largest and most respected names in the media industry, with a wide circulation and dedicated reader base. With brands like Hindustan Times, Hindi Hindustan, it combines an 84 year old tradition of ethical journalism with progressive business practices.

Yellowjobs.com

Yellojobs.com India Private Limited ("Yellojobs.com India") was incorporated in July 2006 and is a joint venture between two Singapore based privately funded companies, namely Yellojobs.com Pte ltd (owned 100% by Yello Pte Ltd) an online advertising company, and Recruit Online. Yello Pte Ltd was founded in 2005 and currently operates ten websites across eight countries, which are: Yellojobs.com sites in India, Thailand & USA and Yello classifieds sites in Thailand, India, Singapore, Philippines, Vietnam, Malaysia and Indonesia.

Jaipuria Institute of Management, Lucknow

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Company Profile

The company∗ was launched on March 1997; it is a leading provider of online recruitment, matrimonial & real estate classifieds and related services in India. Our business is managed primarily through four divisions, which comprise online recruitment classified division, online matrimonial classified division, online real estate classified division and offline executive search division. The company to address the Middle East job market has launched a Gulf version of the recruitment site. The company also launched a career counseling and guidance site, a professional networking site and an education classified site.

Naukri.com works under the flagship of Info Edge (India) Limited. The Company was incorporated on May 1, 1995 under the Companies Act, 1956 as Info Edge (India) Private Limited. and converted into Public Limited on April 27, 2006. The Company is a leading provider of online recruitment, matrimonial, real estate & education classifieds and related services in India. Our business is managed primarily through four divisions, which comprise recruitment division (operating through www.naukri.com, www.naukrigulf.com, www.brijj.com and Quadrangle- an executive search agency), matrimonial classified division (operating through www.jeevansathi.com), online real estate classified division (operating through www.99acres.com) and online educational classified division (operating through www.shiksha.com). The company has established and currently maintains a network of 67 offices located in 41 cities throughout India, as well as 2 offices in Dubai, 1 in Bahrain and 1 in Riyadh, which primarily engage in sales, marketing and payment collection activities for their business divisions. As on June 30, 2008, our employee strength was about 1,798 persons. They currently have four subsidiaries- Naukri Internet Services Private Limited, Jeevansathi Internet Services Private Limited, Info Edge (India) Mauritius Limited and Allcheckdeals India Private Limited.

source: www.naukri.com http://www.infoedge.in Jaipuria Institute of Management, Lucknow

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Present Sales Model of Naukri.com
Naukri.com ∗is mainly in the business of providing consultancy solution for job and resume services to the job seekers. The sales process is mainly done by selling resume making facilities, cover letter facilities via there websites and also through their offices in major cities across India. The companies also generate revenues by allowing the employers to post jobs as per the requirements. Thus we can say that they operate in both the domains of the business i.e. B2B as well as B2C. In B2B, the sale is mainly done by approaching the prospective employer, and by convincing him that they will provide the best of the talent for the vacancy the employer is having in the company. The presales preparation is done by collecting in detail information about the prospective employer, the type of work the organisation is performing, the level of hierarchy, the compensation package offered by the employer to their employees, the information about the offices the company is having the employee base and other information. Opening of sales is done by contacting the HR personnel of the firm and convincing him/her about the offer they are providing them. They provide attractive offers to the companies like the quality database they are having, they provide the best of the talent at the lowest price possible. They also provide discounts to the recruiters for posting jobs in there websites for longer periods. If the recruiter finds the offer of naukri.com representative effective and suitable for their company, the company gives agreement for posting the job. Sometimes the recruiter himself visits the site and searches the resume of the suitable candidate on the website. But this facility is not free naukri.com also charges from recruiters on account of letting them search the resume on the website. In B2C scenario, the situation is bit different, the job seekers are not charged anything for uploading there resume on the website. Naukri.com sells the resume making services to the job seekers, by providing them customized resume making services. Most of the job seekers purchase these services for having a better resume which can impart a better image in front of the recruiters.

source: naukri.com Wikipedia.com Howstuffworks.com Jaipuria Institute of Management, Lucknow

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Collecting in necessary information about the perspective employer.

Contacting the HR personnel of the firm and fixing the appointment with him.

Convincing him about the offer which naukri.com make with him.

Closing the sale by assuring the recruiter that naukri.com has the exact match which the recruiter needs

Sales Modal which company is currently following for B2B sales process

Jaipuria Institute of Management, Lucknow

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Proposed Sales Modal for the company

The sales modal followed by naukri.com is the most common modal followed by most of the job portals in the business of providing jobs to the job seekers; they are not doing something different so that they can have a competitive edge over the other competitors in the same business. For generating the sales most of the job portals reach the HR personnel in the very same way. Naukri.com is pioneer in this business, they are the 1st in India to start the business of providing consultancy solution to the job seekers and bringing employers and the job seekers to the same plate form, but now there are more than fifteen players in this market who are following the same method of sales and there is a need for naukri.com to have a look on its current sales modal. They can not do much in the process of generating sales from B2B sales process but they can change their sales modal of B2C by involving the job seekers in the sales process. This can be done in two ways: 1. By involving job seekers in the process of searching the prospective employers. 2. By involving job seekers in the process of selecting more job seekers for the database. 1. By involving job seekers in the process of searching the prospective employers: Company spends a lot of money in searching information about the prospective employers, but if they also involve the job seekers in the same process they can increase their range as well as they can reduce their cost of operation. The job seekers can be involved in this process by attracting them by the benefits they provide to the jobseekers if they inform them about the future opening in a company in the location to which he belongs and in which he is not interested, or if they provide any valuable information about the prospective employers which is useful for the job portal. This will attract a lot of job seekers towards the site due to reason of grasping the benefit the company is offering to them and also help company in having more and more information about the prospective employers.

2. By involving job seekers in the process of selecting more job seekers for the database: Though the site is not charging anything from the job seekers, but the presence of a lot of job search site has increased the confusion in the mind of the job seekers, that which site to join and which to not. If the database is not to strong then the employers also not show more interest in posting jobs in that site, which result in loss to the particular company. If any how the database of the company is increased then it is possible that seeing the database more and more employers turned for the site for posting the jobs, which result in more and more revenue generated. This can be done by involving job seekers in this process. The job seekers can be offered incentives if they are able to bring a certain number of people who are also searching for the job. Thus in this way the database of the company can be easily increased.

Jaipuria Institute of Management, Lucknow

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Bibliography/Webliography
1. http://naukri.com/corporate-overview.asp 2. http://timesjob.com/tbsl/timsjob.asp 3. http://jobsahead.com 4. http://jobssdb.com 5. http://jobsstreet.com 6. http://monster.com 7. http://yellowjobs.co.in 8. http://wikepedia.com/job-portals.asp 9. Dr. P.K. Awasthy, “Working of a job portal”, 27 Jan 2008, published in howstuffworks.com. 10. Kirtika Suneja & Mrinalini Krishna, 12 September 2008, “Slowdown makes job portals jobless”, published in http://www.rediff.com/money/2008/dec/22bcrisisslowdown-makes-job-portals-jobless.htm.

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