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Justdial.

com
Term Paper
By,

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. Unlike other telephone directory services Just Dial introduced the revolutionary Review & Feedback service. customers felt a belonging to the brand and became co-creator of the service. Owing to its unique business model and customer centric approach JustDial has been able to achieve both of the above. 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.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. This provided it to reach the customer not only at the time of service but even after the service was provided.

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. innovation.com verifies the information provided and puts it up SME's are offered prime services. 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. .Funding Mechanism of Just Dial : Small/Medium enterprise registers with JustDial.com JustDial. teamwork and integrity. The company’s philosophy focuses on end user experience through feedback.

JustDial has launched its local search service in North America. . 2500 2000 1500 1000 500 0 Armed with this phenomenal success. Even though Yellow pages services are much more widespread outside. and are even falling. The trend in daily hits varies as the number of hits is somewhat seasonal. and still commands leading share of the market. JustDial is expanding into other countries as well.com have generally been on the rise. JustDial is confident of its success. and has plans to expand into Canada. although the numbers seem to have stagnated a bit over the last year or so. UK. As for the Current Scenario.Chart Title 10000 8000 6000 4000 2000 2008 2009 2010 2011 2012 While year on year. New Zealand. replicating its very successful model there. Singapore and Hong Kong. the total numbers of Unique Daily Hits to JustDial. Australia. JustDial has managed to keep pole position right from the start. the number of users of this kind of service is on a rise.

4 Million businesses and vendors have been cataloged by JustDial. with over 700 only in Mumbai.The Revenue Model of JustDial.com. . with over one Lakh calls. and from the percentage of sales that happen through JustDial.4Crore INR for the Financial year ended 2010. it has over 4000 employees nationwide. It had revenues in excess of 1. with plans for Canada.com so far. The Basic Revenue generation steps can be outlined as follows: Centered in Mumbai. It receives over 25k unique visitors daily.com JustDial. the USA and Europe.com basically earns from clients which invest in their listings to make them sponsored listings. More than 2. It serves over 247 cities in India with offices in 8 of them. among other places. It has expanded into North America.

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. Justdial aims to provide fast and free access to Company’s large database. just dial believe that just dial have a first mover advantage among consumers seeking information on local businesses. . such as the one just dial have developed over several years.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. which will attract more search queries. which creates a significant barrier to entry. • Strength and quality of Company’s database. Just dial believe this creates a self-perpetuating growth cycle that enables us to maintain a leading position in the local search market. among other things. have contributed to the strength of Company’s brand in India: • Long standing presence in the local search market. Just dial believes that the following key factors. requires considerable time and effort to develop. Just dial believe that a large database of local business listings. which in turn will attract more paid business listings. and launched Company’s Internet and mobile Internet services in 2007. Just dial started offering Company’s local search services in 1996 under the Just Dial brand.

As of June 30. Personalized service Through Company’s data collection team canvassing the local markets. 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. 2010.5 million business listings as of March 31. 2011. .200 campaigns just dial conducted as on March 31. which is the segment of businesses where just dial focus most of Company’s attention and marketing efforts. which otherwise may not be as feasible for them.0 million business listings across various cities and towns in India. 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. Offer Attractive Value Proposition for SMEs Just dial believe that most of the business listings in Company’s database are SMEs. just dial conducted on behalf of paid advertisers. just dial had compiled a database consisting of approximately 6. For example. 2011. majority being SMEs. 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.• Fast response to search queries. just dial establishes direct relationships with many of these SMEs. as compared to 4. Just dial believe that virtually the entire approximately 120. and • Consistent delivery of quality user experience. Once just dial identify Company’s potential advertisers. 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 Company’s service facilitates a cost-effective mode of consumer targeting for such SMEs.

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. mobile Internet. knowledge and infrastructure enable us to establish relationships with SMEs. and Company’s senior management team has wide ranging experience in the search service. Experience and Expertise in Local Indian Markets Just dial have been in operation in the Indian market for over 15 years.7 million reviews and ratings just dial published on Company’s just dial site. 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. 2011 approximately 2.e. . Company’s experience. 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. Just dial have a large collection of reviews and ratings by users of the businesses listed with us. through the Internet. As of June 30. which just dial believe are not within the scope and focus of other generic search engines.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. i. 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. effectively creating asocial network to share users’ experience. 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. 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. advertising and IT industries in India. Users can submit their reviews of businesses. voice or SMS. products and services on Company’s just dial site or through Company’s phone service. Company’s “Tag Company’s Friend” feature helps users seethe ratings and reviews from their friends for various business listings.

Efficient and Profitable Business Model: Just dial believe that Company’s business model is efficient as it promotes continuity in subscriptions and cash flows. Company’s paid advertisers and Company’s information retrieval officers. efficient and user friendly information service to Company’s users. These applications can be accessed by thousands of Company’s IROs from eight centers across India on a daily basis. Just dial believe Company’s platform has a high level of reliability. 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. . 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 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. The Red Hat Enterprise Linux platform just dial use post just dials approximately servers for Company’s various intranet and extranet applications. 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. Company’s business listing database. Just dial believe that Company’s technology platform enables us to provide a fast. 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.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. or IROs.

99 million from Company’s paid advertisers as of March31. Negligible debt Just dial have maintained focus on capital efficiency and have grown without incurring material indebtedness. as a result. as just dial as to capture and relay other relevant information to Company’s users. In addition. just dial had outstanding receivables of only ` 10. COMPANY’S STRATEGY: To sustain Company’s future growth and development. fast. 2011.2 million from a consolidated total income of ` 1. reliable and enhanced search results to Company’s users through various communication media. 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. 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. improve the relevance of Company’s search results. .16 million. just dial had total debt of only ` 3.Negligible receivables Company’s paid advertisers make payments in advance of their campaigns in Company’s searches.1 million in fiscal 2011. such as user ratings and reviews.899. 2011 while Company’s consolidated restated profit after tax was ` 286. 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. As of March 31. just dial have and will continue to employ the following strategies: Enhance Company’s Users' Experience Company’s objective is to offer free. relevant. which just dial believe significantly reduces Company’s credit risk exposure to Company’s paid advertisers. Just dial have been consistently profitable despite growing rapidly over the past few years.

2011.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. 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. products and services that just dial believe will be popular with Company’s users. See the section titled “Objects of the Issue” for details of the new offices planned by us. and to increase the proportionate share of paid advertisers listed in Company’s database and to increase user traffic. and develop new software from time to time.0 million listings across various cities and towns in India as of June 30. Invest in Further Strengthening Company’s Brand While just dial believe just dial are already one of the most popular digital brands in India. Just dial intend to bring high quality advertisements on popular national television channels in . Among other things. and handling increased user traffic. Historically. restaurants and hotels) and just dial intend to create additional content focusing on certain sub-categories of general businesses. In order to process more advanced software applications for providing enhanced user experience. just dial plan to add new premises and leverage Company’s reseller program to achieve the foregoing. Broaden and Deepen the Footprint of Company’s Service across India While just dial had approximately 6. 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. just dial continuously upgrade the hardware used by us. just dial believe that there is significant opportunity to further deepen Company’s presence in Company’s 11 largest cities. 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. Justdial have dedicated content focusing on popular activities and subjects (such as movies. increase Company’s search services beyond 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.

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. as Company’s brand ambassador for a period of three years from December 28. Amitabh Bachchan.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. just dial believe that the quality of Company’s user experience and Company’s database is the best means to strengthen Company’s brand. 2010. a just dial know celebrity. .India. Just dial signed up Mr.

Online search which customer can do from net.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. 2. 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. there was only local player. Look across strategic Group within Industry Systematic 24x7 free service 3. Raise: Pre just dial reliability in data was not there. Look across the Industry: Just dial is connected with other industry like local search industry and also advertising industry. Create: Free service and 24*7 service was not there before just dial that is created by just dial. Service option and technology also increase by just dial. at that time data was not that much reliable as after launch of just dial. Look across the complementary product and service Offerings Just dial provide service to his customer in 3 options. Advertise business came from SMEs to just dial and also connected with information technology industry. . offline search which customer can do from his mobile and SMS based service also are there. Information diary and telephonic service reach was not there.

6. Service Channels: Telephone Majority of the business of JustDial comes from telephone. So we can say just have first mover advantage in this business. across the emotional and functional appeal According to me just dial work on both appeal emotional and factional process.5. . 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. 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. Mobile Applications With time JustDial has taken on the technology as one of its core competitiveness and utilizes it to the maximum. Telephone (Text Messaging) Instead of just providing with the details over the phone. partly factional and partly emotional. Look across time Before just dial online service for information was not there and SMS was not there. It was the primary service channel when the company started initially and still is prime area of concern.

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.The interface of JustDial has taken cue from the world’s biggest search engine ‘GOOGLE’ and thus kept its interface very simple.

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. 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. Differentiation services to suit the individual needs of a specific section of our customer base can cater to them better. for these segments have exposure to the Internet and Telephone at either home or office or both.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. But according to the type of service being consumed. . it is possible to find out how many people of what composition are using the service (for example.) 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.

it is possible to find out how many people of what composition are using the service (for example. and maintaining several SKU’s would make it impossibly difficult to manage. The marketing mix of just dial: The various mediums in Just Dial. for these segments have exposure to the Internet and Telephone at either home or office or both. 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. Differentiation services to suit the individual needs of a specific section of our customer base can cater to them better.Demographic Segmentation Location based segmentation isn’t applicable here. as the service being offered is a very broad service. 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.com’s Marketing Mix are as follows . A good example would be JustDial Tourism started with the Tamil Nadu government. Action ability Catering to specific needs may not always be possible.)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.

Advertising Website Public Relation E-Mail Web 2.0/3G 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. .

Place: Just Dial gets 2 Million calls a day in India. service. Consumer Durables. Bangalore.Just Dial Free Service. . Workmen. packaging. In case of Just Dial. etc. Ahmedabad. Travel Assistance. Just Dial Offers a variety of services and information related to: Entertainment. The distribution system performs transactional. Hyderabad. but also discounts. Eg. Pricing includes not only the list price. and facilitating functions. Just Dial currently has its own offices in 11 cities which are in major metros and Tier II cities including Mumbai. Just Dial charges retailers/suppliers/companies a specific amount on a contractual basis for customer references. warranty. it also refers to any services or conveniences that are part of the offering. Institutes. Coimbatore. and Assistance etc Price: Pricing decisions should take into account profit margins and the probable pricing response of competitors. financing. To generate revenue. Chennai. Product decisions include aspects such as function. Delhi. 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. 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. and other options such as leasing. Pune. logistical.Product: Product the product is the physical product or service offered to the consumer. the pricing should be suitable taking into consideration the company’s objectives and also importantly the worth of the product/service offered in return. appearance. Kolkata. In the case of physical products. the product can be referred to as a link or a bridge between the manufacturers/retailers/sellers and the potential consumers. Vadodara & Jaipur. For a company to prosper. Facilities.

Break Even Analysis is considered while doing promotion at Just dial. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Service Blueprint for JustDial. (company website) People: An essential ingredient to any service provision is the use of appropriate staff and people.com: A service blueprint is basically a visual map. Just Dial services are accessible from 45 cities through the phone. This service also operates out of 8 offices located in all the metros. Promotion decisions involve advertising. and service knowledge to provide the service that consumers are paying for. Posters. Physical evidence is an essential ingredient of the service mix. Radio. attitude. Recruiting the right staff and training them appropriately in the delivery of their service is essential for competitive advantage. public relations. Direct Mails. Consumers make judgments and perceptions of the service based on the employees they interact with. media types. Television. Staff should have the appropriate interpersonal skills. a way to represent the various steps involved in the service delivery. and headed out of the Mumbai office. It should cover the following: Process Delivery Role of Customers and Employee . Internet. telephone and SMS on mobile phones. and the Communication Channels are Newspapers.Promotion: Promotion decisions are related to communicating and selling to potential consumers. Physical Evidence: The product offering caters to consumers via internet. E-Mail. Mobile. 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. etc. Individual Referral.

com feels that all the customer needs is information about his query. and is unable to convey owning to the inept interface. but what he actually wants.Visible Elements of the Service This is the difference between the customer expectations and perceptions of his expectations. (2) Knowledge Gap: . This gap exists because JustDial. is his specific requirement with that information.

Knowledge gap exists with JustDial. information . and is not being addressed. There is little to no innovation on the service being provided and customization is also an area that people are interested in. and it disengages the customer once the service is delivered. instead of a passive one. (3) Performance Gap: This gap arises from inability to comply with customers needs.This exists when we do not know what the customer wants. (5) *Communication Gap: This Gap occurs when performance does not match the promise. There are no blatant design flaws with JustDial.com and it seems to be well designed. what he needs and what he expects all distinctly. This gap also does not exist for JustDial. that is.com because there is no direct feedback that is collected after providing the service. and generally occurs in high growth markets with few options for customers. (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. It needs to engage customers in an active feedback process.com as it does deliver all that it promises.