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Sagar Mehta (Roll 36) Samarth Shukla (Roll 37) Soumya Bhattacharya (Roll 38) Subhra Orhaw (Roll 39) Tanmoy Mondal (Roll 40) Indian Institute of Foreign Trade, MBA IB, 2012-14
Mission: To provide fast, free, reliable and comprehensive information to their users and connect buyers to sellers.
What does it do: Justdial is India’s no.1 local search destination. It provides comprehensive updated information on all the B2B and B2C products & Services. The company caters to over 57 million unique users spread across 240 cities in India. This unique local search service is available on Phone, Web, WAP and SMS. Just Dial services receive approximately 26 million phone calls a year. Justdial in India employs a 4000 strong work force and has more than 1,35,000 paid advertisers.
Company Timeline: The humble beginnings and humongous growth story.
The company started in 1996 under the Justdial brand.
The official website was launched in 2007
Today it is present on Telephone(voice), Internet, Messaging & Mobile Internet and has an annual reach of 364 Million customers
Business Model: It is interesting to see how a company which started as a telephone directory has reached the point where it was able to take its successful fast, efficient and innovative and customer centric model to other countries.
Due to Review system. customers felt a belonging to the brand and became co-creator of the service.Many of the Indian countries have been able to move to countries like US & Middle East but very few have been successful and fewer have been able to take an innovative & altogether different business model to new customers. . Owing to its unique business model and customer centric approach JustDial has been able to achieve both of the above. Unlike other telephone directory services Just Dial introduced the revolutionary Review & Feedback service. This provided it to reach the customer not only at the time of service but even after the service was provided. Its Business model is pro customer where it brings the suppliers or sellers/resellers to the doorstep of customer rather than asking the consumer to go all the way to the seller.
teamwork and integrity. sponsored results for added fee Customers ask for information and suggestions throughInternet/Phone\ Customers receive results with sponsored results getting priority Customers buy products/services from a sponsored client JustDial.com JustDial.com verifies the information provided and puts it up SME's are offered prime services. innovation. . The company’s philosophy focuses on end user experience through feedback.com recieves a % of the client sales The company's goal is to create long-term shareholder value by enhancing its position as a leading local search service.Funding Mechanism of Just Dial : Small/Medium enterprise registers with JustDial.
Australia. New Zealand. and has plans to expand into Canada. the number of users of this kind of service is on a rise. JustDial is confident of its success. . As for the Current Scenario. the total numbers of Unique Daily Hits to JustDial. although the numbers seem to have stagnated a bit over the last year or so. UK.Chart Title 10000 8000 6000 4000 2000 2008 2009 2010 2011 2012 While year on year. Singapore and Hong Kong. and are even falling.com have generally been on the rise. JustDial has managed to keep pole position right from the start. Even though Yellow pages services are much more widespread outside. JustDial is expanding into other countries as well. 2500 2000 1500 1000 500 0 Armed with this phenomenal success. replicating its very successful model there. and still commands leading share of the market. The trend in daily hits varies as the number of hits is somewhat seasonal. JustDial has launched its local search service in North America.
com basically earns from clients which invest in their listings to make them sponsored listings. with plans for Canada.The Revenue Model of JustDial. It receives over 25k unique visitors daily.4 Million businesses and vendors have been cataloged by JustDial. with over one Lakh calls. It serves over 247 cities in India with offices in 8 of them. with over 700 only in Mumbai. It has expanded into North America. It had revenues in excess of 1. and from the percentage of sales that happen through JustDial. the USA and Europe. it has over 4000 employees nationwide.4Crore INR for the Financial year ended 2010. . The Basic Revenue generation steps can be outlined as follows: Centered in Mumbai.com JustDial. among other places. More than 2.com so far.com.
just dial believe that just dial have a first mover advantage among consumers seeking information on local businesses. Strong Brand Recognition Just dial have a very strong brand recall in India as evidenced by the more than 180 million searches of Company’s database that just dial conducted in fiscal 2011 even though historically Company’s brand development has been fuelled primarily through word of mouth by users based on their experience with Company’s service and such users sharing their experiences with others. have contributed to the strength of Company’s brand in India: • Long standing presence in the local search market. which creates a significant barrier to entry.COMPANY’S COMPETITIVE STRENGTHS Justdial believes that Company’s development into a leading Indian local search engine is primarily attributable to the following Competitive strengths: First Mover Advantage in the Indian Local Search Market As one of the first companies to offer comprehensive local search services in India. Just dial believes that the following key factors. Just dial started offering Company’s local search services in 1996 under the Just Dial brand. such as the one just dial have developed over several years. • Strength and quality of Company’s database. requires considerable time and effort to develop. . which in turn will attract more paid business listings. and launched Company’s Internet and mobile Internet services in 2007. Just dial believe this creates a self-perpetuating growth cycle that enables us to maintain a leading position in the local search market. which will attract more search queries. Just dial believe that a large database of local business listings. among other things. Justdial aims to provide fast and free access to Company’s large database.
0 million business listings across various cities and towns in India.• Fast response to search queries. Just dial believe Company’s service facilitates a cost-effective mode of consumer targeting for such SMEs. just dial had compiled a database consisting of approximately 6. 2010. 2011.200 campaigns just dial conducted as on March 31. as compared to 4. Company’s marketing executives meet with these SMEs to explain the ease and benefits of advertising with us and to convert business listings into paid listings. majority being SMEs.5 million business listings as of March 31. details of an SME which does not have a just dial site can be available to potential consumers online when the SME is listed in Company’s database. Once just dial identify Company’s potential advertisers. For example. As of June 30. which is the segment of businesses where just dial focus most of Company’s attention and marketing efforts. 2011. just dial establishes direct relationships with many of these SMEs. . which otherwise may not be as feasible for them. just dial conducted on behalf of paid advertisers. Offer Attractive Value Proposition for SMEs Just dial believe that most of the business listings in Company’s database are SMEs. Company’s direct and personal relationships with SMEs are one of the ways just dial differentiate Company’s selves from international search engines which operate in India largely on a virtual basis. Cost-effective platform Justdial believes that it is a challenge for most SMEs to attract the attention of the right target consumer and to expand into new markets because of their limited marketing budgets. Just dial believe that virtually the entire approximately 120. Personalized service Through Company’s data collection team canvassing the local markets. and • Consistent delivery of quality user experience.
Access to relevant users Listing on Company’s search service provides businesses with exposure to users at a time when the users are making a purchase decision. Company’s experience. . Company’s “Tag Company’s Friend” feature helps users seethe ratings and reviews from their friends for various business listings. Just dial believe just dial are the only search services company in India that provides users with the option of performing searches and obtaining search results through multiple media on a large scale.7 million reviews and ratings just dial published on Company’s just dial site. Users can submit their reviews of businesses. 2011 approximately 2. products and services on Company’s just dial site or through Company’s phone service. Just dial have a large collection of reviews and ratings by users of the businesses listed with us. Just dial believe that the accessibility of Company’s search services for Company’s users is a key attraction for SMEs to become a part of Company’s database and run campaigns as paid advertisers. mobile Internet. through the Internet. which just dial believe are not within the scope and focus of other generic search engines.e. As of June 30. advertising and IT industries in India. Just dial believe that Company’s strong knowledge of the Indian market and the experience and expertise of Company’s management and firsthand experience with various market participants (including SMEs and users) differentiate us from other generic and local search service providers and enable us to grow in an industry that has historically been difficult to monetize. voice or SMS. knowledge and infrastructure enable us to establish relationships with SMEs. i. These reviews are regularly monitored and uploaded on Company’s just dial site for the benefit of potential users to enhance their search experience and enable them to make informed choices. effectively creating asocial network to share users’ experience. Experience and Expertise in Local Indian Markets Just dial have been in operation in the Indian market for over 15 years. Company’s multiple platform service enables us to provide reviews and ratings received by us from users on one platform to users across all Company’s other platforms. and Company’s senior management team has wide ranging experience in the search service. Multiple Platform Service on a Large Scale Users can access Company’s search services and obtain search results through a number of the most popular types of communication media.
Just dial also believe that this is a difficult business model for Company’s competitors to replicate due to the challenge of establishing the requisite credibility and relationship with paid advertisers for them to be willing to agree to such payment terms. The Red Hat Enterprise Linux platform just dial use post just dials approximately servers for Company’s various intranet and extranet applications. or IROs. Just dial have designed the various modules of Company’s technology platform to support Company’s employees at every step of their operations thereby creating a technology leveraged service model which just dial believe improves the efficiency of Company’s employees. Company’s business listing database. Company’s paid advertisers and Company’s information retrieval officers.Advanced and Scalable Technology Platform: Company’s award-winning technology is the key to effectively integrate the various media justdial use to provide Company’s services to users. security and scalability and has been designed to handle high transaction volumes. Company’s technology platform has interfaces developed such that just dial are able to scale up Company’s sales and service capacity rapidly with relatively minimal additional time required for employee training. Efficient and Profitable Business Model: Just dial believe that Company’s business model is efficient as it promotes continuity in subscriptions and cash flows. . Just dial have the ability to modulate Company’s technology infrastructure to meet Company’s operational requirements without incurring substantial costs as just dial use virtual infrastructure wherever possible. Just dial believe that Company’s technology platform enables us to provide a fast. These applications can be accessed by thousands of Company’s IROs from eight centers across India on a daily basis. Company’s technology platform is designed to enable Company’s tele-sales executives and IROs to connect effectively to potential advertisers and users seeking information. efficient and user friendly information service to Company’s users. Just dial believe Company’s platform has a high level of reliability.
as just dial as to capture and relay other relevant information to Company’s users. In addition.1 million in fiscal 2011. just dial had total debt of only ` 3. . 2011 while Company’s consolidated restated profit after tax was ` 286. Just dial have been consistently profitable despite growing rapidly over the past few years.99 million from Company’s paid advertisers as of March31. fast.16 million. COMPANY’S STRATEGY: To sustain Company’s future growth and development. which just dial believe is a competitive advantage for us and a platform to grow Company’s operations without being constrained by significant reliance on external financing. just dial have and will continue to employ the following strategies: Enhance Company’s Users' Experience Company’s objective is to offer free. reliable and enhanced search results to Company’s users through various communication media. As of March 31. Fast response Just dial intend to continue to invest in technology to make search algorithms more efficient and adaptable to provide Company’s users with faster access to Company’s database. just dial had outstanding receivables of only ` 10. which just dial believe significantly reduces Company’s credit risk exposure to Company’s paid advertisers.899. Quality and presentation of database Just dial intend to continue to invest in technology to provide Company’s users with more user-friendly access to Company’s growing business database. such as user ratings and reviews.2 million from a consolidated total income of ` 1. 2011. as a result. relevant. improve the relevance of Company’s search results. Negligible debt Just dial have maintained focus on capital efficiency and have grown without incurring material indebtedness.Negligible receivables Company’s paid advertisers make payments in advance of their campaigns in Company’s searches.
Just dial intend to bring high quality advertisements on popular national television channels in . Just dial believe that the quality of Company’s service and Company’s consistent focus on enhancing user experience has contributed to Company’s brand development with relatively low advertising expenditure. 2011. just dial believe that there is significant opportunity to further deepen Company’s presence in Company’s 11 largest cities. Just dial believe that increasing the awareness of Company’s brand and services across India further would require online and offline (such as television and outdoor advertisements) direct marketing efforts and brand building strategies. Invest in Further Strengthening Company’s Brand While just dial believe just dial are already one of the most popular digital brands in India.Enhanced user experience Just dial are constantly seeking to combine Company’s technology and the content of Company’s database to innovate new products and services to serve Company’s users’ needs and preferences. increase Company’s search services beyond Company’s 11 largest cities. just dial plan to add new premises and leverage Company’s reseller program to achieve the foregoing. and to increase the proportionate share of paid advertisers listed in Company’s database and to increase user traffic. In order to process more advanced software applications for providing enhanced user experience. Company’s brand development has primarily been fuelled through word of mouth by users based on their experience with Company’s service and such users sharing their experiences with others. Among other things. See the section titled “Objects of the Issue” for details of the new offices planned by us. Justdial have dedicated content focusing on popular activities and subjects (such as movies. restaurants and hotels) and just dial intend to create additional content focusing on certain sub-categories of general businesses.0 million listings across various cities and towns in India as of June 30. just dial continuously upgrade the hardware used by us. Historically. products and services that just dial believe will be popular with Company’s users. and handling increased user traffic. Broaden and Deepen the Footprint of Company’s Service across India While just dial had approximately 6. and develop new software from time to time. justdial also believe that investment in brand building campaign will help us further strengthen Company’s brand and lead to greater search volume from Company’s users and greater number of paid advertisers.
a just dial know celebrity. as Company’s brand ambassador for a period of three years from December 28.India. 2010. just dial believe that the quality of Company’s user experience and Company’s database is the best means to strengthen Company’s brand. Just dial signed up Mr.While just dial will continue to increase Company’s promotional and marketing activities to help us educate potential users and advertisers on the benefits and various features of Company’s search services. Amitabh Bachchan. ERRC Model of Just-Dial: Reduce Eliminate Traditional system Time boundary human effort Raise: Reliability Reach Service option Technology Create Free service 24X7 service Eliminate: Just dial eliminate traditional system which was there in Information diary and telephonic service. .
offline search which customer can do from his mobile and SMS based service also are there. Online search which customer can do from net. there was only local player. at that time data was not that much reliable as after launch of just dial. Raise: Pre just dial reliability in data was not there. Information diary and telephonic service reach was not there.Reduce: Just dial also reduce time boundary like pre just dial there was no source of information which can information immediately and reduce in human effort because in just dial we do not have to purchase anything for shop we have to call for information. Look across the complementary product and service Offerings Just dial provide service to his customer in 3 options. Look across the chain of Buyers: Buyers of just dial is mainly local people and businessmen others buyer is also there like traveler 4. Six Path Model: 1. Advertise business came from SMEs to just dial and also connected with information technology industry. 2. Create: Free service and 24*7 service was not there before just dial that is created by just dial. Look across the Industry: Just dial is connected with other industry like local search industry and also advertising industry. Service option and technology also increase by just dial. Look across strategic Group within Industry Systematic 24x7 free service 3. .
6. across the emotional and functional appeal According to me just dial work on both appeal emotional and factional process. So we can say just have first mover advantage in this business.5. Telephone (Text Messaging) Instead of just providing with the details over the phone. Look across time Before just dial online service for information was not there and SMS was not there. Service Channels: Telephone Majority of the business of JustDial comes from telephone. Mobile Applications With time JustDial has taken on the technology as one of its core competitiveness and utilizes it to the maximum. JustDial takes convenience of the consumer as most important and sends a text message back to the consumer with the details of the sellers. Today majority of the phones in developing world are smartphones and for any firm to generate business through this medium its important to be present as a mobile application. JustDial had been an early mover and introduced its application on both IOS and Android platforms Internet JustDial has taken the most important service channel of today’s generation very seriously and put in very sincere effort to keep the website simple. It was the primary service channel when the company started initially and still is prime area of concern. partly factional and partly emotional. .
The interface of JustDial has taken cue from the world’s biggest search engine ‘GOOGLE’ and thus kept its interface very simple. . since this service is available and equally accessible to everywhere there is a presence of the underlying telecomm technology. Segmenting The Market: Behavioral Segmentation attributes applicable to the company are listed below with the specific applicable clusters: Need : Casual/Moderate/Strong Occasion: Regular/Special Benefits: Service/Speed/Value User status: Non-user/potential user/First time user/regular user Usage rate: Light/medium/High Readiness: Unaware/informed/intending to buy/aware Demographic Segmentation Location based segmentation isn’t applicable here.
Differentiation services to suit the individual needs of a specific section of our customer base can cater to them better.Psychographic Segmentation would classify the customers/clients under the following heads: Occupation: Student/Housewife/Businessman/Self Employed/Serviceman Education: Students/Graduates/Undergraduates/Postgraduates Income: MIG/HIG (LIG are being included because they wouldn’t have access to the underlying technology which is needed to avail of this service. A good example would be Just Dial Tourism started with the Tamil Nadu government Behavioral Segmentation attributes applicable to the company are listed below with the specific applicable clusters: Need: Casual/Moderate/Strong Occasion: Regular/Special Benefits: Service/Speed/Value User status: Non-user/potential user/First time user/regular user Usage rate: Light/medium/High Readiness: Unaware/informed/intending to buy/aware. it is possible to find out how many people of what composition are using the service (for example. . how many people booked air tickets or hotel reservations would indicate how many of the HIG composition is there) Accessibility to these segments should be reasonably good. for these segments have exposure to the Internet and Telephone at either home or office or both.) Measuring Segments would prove to be very difficult as most users that visit the website or calling with queries are not required to furnish any details about themselves. But according to the type of service being consumed.
But according to the type of service being consumed. The marketing mix of just dial: The various mediums in Just Dial.Demographic Segmentation Location based segmentation isn’t applicable here. it is possible to find out how many people of what composition are using the service (for example. for these segments have exposure to the Internet and Telephone at either home or office or both. as the service being offered is a very broad service.)Measuring Segments would prove to be very difficult as most users that visit the website or calling with queries are not required to furnish any details about themselves. Action ability Catering to specific needs may not always be possible.com’s Marketing Mix are as follows . Psychographic Segmentation would classify the customers/clients under the following heads: Occupation: Student/Housewife/Businessman/Self Employed/Serviceman Education: Students/Graduates/Undergraduates/Postgraduates Income: MIG/HIG (LIG are being included because they wouldn’t have access to the underlying technology which is needed to avail of this service. and maintaining several SKU’s would make it impossibly difficult to manage. A good example would be JustDial Tourism started with the Tamil Nadu government. Differentiation services to suit the individual needs of a specific section of our customer base can cater to them better. how many people booked air tickets or hotel reservations would indicate how many of the HIG composition is there) Accessibility to these segments should be reasonably good. since this service is available and equally accessible to everywhere there is a presence of the underlying telecomm technology.
0/3G SMS Voice Query The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.Advertising Website Public Relation E-Mail Web 2. .
and other options such as leasing. Product decisions include aspects such as function. logistical. . from all over the Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. Institutes. Place: Just Dial gets 2 Million calls a day in India. packaging. Just Dial charges retailers/suppliers/companies a specific amount on a contractual basis for customer references. To generate revenue. Bangalore. Just Dial currently has its own offices in 11 cities which are in major metros and Tier II cities including Mumbai. Eg. the product can be referred to as a link or a bridge between the manufacturers/retailers/sellers and the potential consumers. the pricing should be suitable taking into consideration the company’s objectives and also importantly the worth of the product/service offered in return. Consumer Durables. The distribution system performs transactional. Chennai. Vadodara & Jaipur. but also discounts. financing. Kolkata. appearance. Ahmedabad. and facilitating functions. Workmen. In the case of physical products. it also refers to any services or conveniences that are part of the offering. In case of Just Dial. Coimbatore. Pricing includes not only the list price.Just Dial Free Service. and Assistance etc Price: Pricing decisions should take into account profit margins and the probable pricing response of competitors. Hyderabad. Travel Assistance. Delhi. service. 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. Just Dial Offers a variety of services and information related to: Entertainment. Facilities.Product: Product the product is the physical product or service offered to the consumer. etc. warranty. For a company to prosper. Pune.
and headed out of the Mumbai office. etc. Service Blueprint for JustDial. Break Even Analysis is considered while doing promotion at Just dial. media types. public relations. Internet.com: A service blueprint is basically a visual map. Physical Evidence: The product offering caters to consumers via internet. Direct Mails. Just Dial services are accessible from 45 cities through the phone. consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service. a way to represent the various steps involved in the service delivery. Physical evidence is an essential ingredient of the service mix. Promotion decisions involve advertising. Staff should have the appropriate interpersonal skills. and the Communication Channels are Newspapers. It should cover the following: Process Delivery Role of Customers and Employee .Promotion: Promotion decisions are related to communicating and selling to potential consumers. Consumers make judgments and perceptions of the service based on the employees they interact with. Radio. Posters. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Mobile. This service also operates out of 8 offices located in all the metros. Television. Recruiting the right staff and training them appropriately in the delivery of their service is essential for competitive advantage. attitude. Individual Referral. telephone and SMS on mobile phones. (company website) People: An essential ingredient to any service provision is the use of appropriate staff and people. E-Mail. and service knowledge to provide the service that consumers are paying for.
(2) Knowledge Gap: . is his specific requirement with that information.com feels that all the customer needs is information about his query. but what he actually wants. This gap exists because JustDial. and is unable to convey owning to the inept interface.Visible Elements of the Service This is the difference between the customer expectations and perceptions of his expectations.
com because there is no direct feedback that is collected after providing the service. (4) Design and Standard Gap: This gap arises when the organization has an inherent Design flaw which makes it in accessible or problematic for the customer. that is. and it disengages the customer once the service is delivered.com as it does deliver all that it promises. what he needs and what he expects all distinctly. information . There are no blatant design flaws with JustDial. This gap also does not exist for JustDial. (3) Performance Gap: This gap arises from inability to comply with customers needs. and is not being addressed. and generally occurs in high growth markets with few options for customers. instead of a passive one. There is little to no innovation on the service being provided and customization is also an area that people are interested in.This exists when we do not know what the customer wants.com and it seems to be well designed. (5) *Communication Gap: This Gap occurs when performance does not match the promise. It needs to engage customers in an active feedback process. Knowledge gap exists with JustDial.
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