[TYPE THE COMPANY NAME]

Afzal
Anwar,

MARKETING MANAGEMENT - I
Term 1 Project by Group 4

Ashutosh Atriya, Kapildeep Singh Chauhan, Parul Sareen, Ruchika Rai, Siddharth Patnaik

Contents
About the Company............................................................................................................................... 3
Stage 1............................................................................................................................................... 5
Existing Segmentation and Targeting Strategy............................................................................................5
Segmentation of Users...................................................................................................................... 5
Targeting....................................................................................................................................... 6
Positioning.................................................................................................................................... 8
Stage 2............................................................................................................................................... 9
PESTEL Analysis................................................................................................................................ 9
SWOT Analysis................................................................................................................................ 11
Proposed Opportunities..................................................................................................................... 12
Proposed Segmentation..................................................................................................................... 13
Evaluating the Proposed Segments Attractiveness..................................................................................13
Stage 3............................................................................................................................................. 15
Recommended segmentation and positioning strategy................................................................................15
Conclusion........................................................................................................................................ 16
References........................................................................................................................................ 17

About the Company

Founded in 1994 and headquartered in Mumbai, Maharashtra, JUSTDIAL Limited (the company) provides search services to
users across multiple platforms, such as the internet, mobile over the telephone (voice) and text (SMS). Justdial's search service
bridges the gap between the users and businesses by helping users find relevant providers of products and services quickly, while
helping businesses listed in Justdial's database to market their offerings. Justdial is transitioning from being purely a provider of
local search and related information to being an enabler of such transactions. The company intends to provide an online platform to
thousands of SMEs to get them discovered and transacted.

Justdial Apps are available on the Android, iOS, Windows and Blackberry platform/s and have location - based services
for the mobile Internet users.
Justdial has 8888888888 as their operator assisted hotline number, across India, which is accessible 24 hours a day, 7
days a week with multi-lingual support.
Justdial has a database of approximately 16.3 million listings as of March 31, 2016.
Justdial users have contributed 62,269,142 reviews and ratings for various listings, till date.
Justdial had approximately 368,800 campaigns as of March 31, 2016. Business owners have the option to list their
business on Justdial's database for free.
With the registered & corporate office based in Mumbai, Justdial also has offices across India in Ahmedabad, Bengaluru,
Chandigarh, Chennai, Coimbatore, Delhi, Hyderabad, Jaipur, Kolkata and Pune.

Stage 1
Existing Segmentation and Targeting Strategy
Targeted marketing campaigns, Justdials database and user data is used for creating marketing data concerning consumer
preferences and SMEs, which is otherwise difficult to ascertain in the fragmented Indian SME sector. With the consent of
Companys users, Justdial facilitates targeted marketing campaigns for businesses, including those selling branded products (for
example, branded cars) and mass products (for example real estate companies providing low cost housing) reach their targeted
users segment.
Structured Data for Businesses: Justdials various businesses require quality and structured data on various other businesses,
products and services. Justdial use data analytics to leverage the existing database and provide businesses with information.
Segmentation of Users
Justdial offers the following services to its customers:
Over the phone Yellow Pages for all local business in a particular area, for instance, restaurants, chemists, daily needs, pest
control, civil contractors, etc.
Booking various appointments for doctors, pest services, movies, etc.
Booking flights, hotels, doctor appointments, insurance, car test drive, credit cards, etc.
It also provides online order and payment for food, groceries, garments, electronics, etc.
Anything and everything from small things like groceries to real estate as well.
Behavioral Segmentation
Behavioral Segmentation attributes applicable to the company are listed below with the specific applicable clusters:
Need: Casual, Moderate and Strong. Justdial has different segment for different types of services like dining (Casual needs), book
hotels (Moderate needs) and book flights (Strong needs).

User status: Non-user/potential user, first time user and regular user. The company does not have any advertisement or any
separate targeting techniques for non-users or potential users. The new users are differentiated from regular customers by offering
loyalty program services to regular customers.
Demographic Segmentation
Justdial has done demographic segmentation based on country. Apart from India, it also has presence in USA, UK, Canada and
UAE. Within the country, location based segmentation is not applicable, since all the services are available and equally accessible
to all the locations where telecom services are available, which would cover most of the country
Psychographic Segmentation would classify the customers/clients under the following heads:
Occupation: Student, Housewife, Businessman and Serviceman. Justdial has created various segments where services are
provided based on the type of user. E.g. Books (Students), Groceries (Housewife), B2B (Businessman) and Contractor services
(Serviceman).
However, measuring segments would prove to be very difficult as most users that visit the website or call in with queries are not
required to furnish any details about themselves until a transaction is complete. 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. 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.
Targeting
Justdial does not advertise its services to retails markets till now. It already has nearly 10 million app downloads on Google Play
store alone and it is also available on Apple App store, Windows App Store and Blackberry app store. The company already has a
sizeable customer base and is not advertising to target them right now. The website of the company already has separate
categories for separate segment of customers.

Justdial also targets the SMEs which are not listed on its website through print media and word of mouth. It has more than 16.3
million business listings spread over 200 cities across India.

Positioning
The positioning of the company when it was launched was as a leading local search engine providing fast and reliable services.
Since then the company has re-positioned itself and its mission statement is To provide fast, free, reliable and comprehensive
information to our users and connect buyers to sellers.
The company is positioning itself as the all stop shop for anything and everything that a consumer would need. Its mission is to act
as an intermediary between local businesses and end users. Justdial also has the first mover advantage as it was the first company
to tap the SME market and create a marketplace for them online where users could place order for their goods online itself.

Stage 2
PESTEL Analysis
Political Environment:
100% e-commerce FDI bonanza: Narendra Modi government has decided to allow 100 percent foreign direct investment (FDI) in ecommerce platforms market place format where the e-commerce companies are just a facilitator between the seller and the buyer
but cannot sell its own inventory. However, this move will negatively impact Justdial.
Economic Environment:
Flipkart, Snapdeal and others have infused immense capital from investors and are burning them with customer acquisition and
heavy discounts.
As projected in the picture the amount of loss incurred by top players and the gap between the valuation and the funds raised in the
market.
Social Environment:
Digital Literacy and Consumer Connect: With the digital India campaign, ecommerce market is showing signs of boom but when we
compare it with the digital literacy of the consumers it fails to show the same sign.
There is a major chunk of population i.e. 147 million who are still using feature phones. The stalwarts of online marketplace should
try and tap this sector by bringing out easy access to websites and helping in digital literacy.
Also the challenge is to try to fix the loopholes like fast customer service, return policies, payment security and to lure more
customers for the website
Technological Environment:
Technology has been a great enabler for most businesses, and JustDial.com is no exception. The web has taken these services to
new heights. Telephone, Web based Service, SMS (short messaging service) and now access to Mobile Web give users a
multitude of ways to access information.

GPS services in mobiles and 3G services promise a seamless and integrated localized experience, which can be leveraged by
JustDial.com to provide results based on nearness to customers immediate location.
Legal Environment:
Geo-spatial Information Regulation Bill: It states that Indias Geo spatial data is solely owned by the Indian government. Any
authority, individual or organization that utilizes Indias Geo spatial data without permission is liable to face a fine of Rs 100 crore
and jail term of up to 7 years. Just dial uses Geo coded photographs as they can map the business enterprise / shop /
establishment exactly through GPS. It would be negatively affected if the GPS bill comes into force. There is no regulatory body
dedicated to regulation of e commerce marketplaces in India.

SWOT Analysis
Strengths
Business owners can list their businesses on the database

for free.

Provides fast and reliable response and details

Possesses a well-built network of businesses
Has location based service for mobile internet users

Justdial services are present in India, USA, UK, Canada and

UAE
The leading local search brand in India
One of the early entrants to have large customer base and
nationwide coverage
Highly scalable platform
Excellent track record in user experience
Very high customer satisfaction
Modern infrastructure and constantly updated technology
Vastly experienced management team
Opportunities
To collaborate with more companies or service providers

To provide more precise information by filtering requirements

Increase presence in more cities

The Advent of Mobile technology gives a whole new way to

get to potential customers

Rising penetration and literacy of Internet in India
Increase in disposable income of the great Indian middle

class
Telecomm offerings like free SMS removing the cost barrier
to accessing the Justdials services
Entering newer markets like Subcontinent, Europe etc.

Weaknesses
Lower penetration in rural areas with same efficiency
Reluctance among SMEs to sign up for services
No concrete way to gauge mediums effectiveness for a particular
retailer
Lack of awareness among customers
Lack of technological penetration (Internet access)
Lack of familiarity with technology (Inability to use the Internet,
VAS etc.)
Competing with the whole industry rather than a particular
segment

Threats
Some businesses can provide false data and identity
Improved network by the competitors
Newly emerging competitive local search machines
Low visibility in areas with limited internet penetration and literacy
Threat of players with big corporations backing them, like
asklaila.com, sulekha com, etc.
Threat of foreign entrants like yellowpages.com which would
bring with them a large investment base

In terms of market threats, it faces stiff competition from other companies like askme.com and sulekha.com. while Justdial has
been trying to lend a foot in every sector by collecting data from almost all service providers, the customer preferences has itself
been narrowed down by other app based companies such as Zomato or Tripoto who focus specifically in one sector such as food
or adventure travel respectively. While apps like Haptik serve personal assistance service where customers just need to mention
what they want and the best of the concerned options are provided, apps like Urbanclap have categorized their services which
eases the choice of services customers need.

Proposed Opportunities
Currently the company not only provides information about local businesses to its customers but also provides them the option of
acting on the information online. The company should focus its attention on providing a cutting edge to SME as there are more than
48 million SMEs in India while Justdial has enlisted only 16 million SMEs. It can be concluded that it has registered almost one
third of SMEs, there is still a lot of penetration which is pending.
While one part of the expansion plan would be to target SMEs, the company needs to work to get the other side also on board
which is the customers. The company has a lot of products and is one stop shop for almost everything that a customer needs. The
company needs to start marketing these services and register as many users it can. The company cannot be successful just by
adding sellers, it needs buyers as well and that it can only achieve by attracting more and more people to access its website.
There is also potential for the company to enter other international markets like Bangladesh, Sri Lanka and other subcontinent
countries.

Proposed Segmentation
Market segmentation can be done basis needs of the customers (Behavioral Segmentation). The basic needs like groceries,
doctors appointments, etc. can be one segment while leisure activities like movies tickets and online shopping can be under the
other segment. While it can also be done basis life-stage cycle, income and usage.
The second method of segmentation would be to divide the website into two segments. One segment would list only those
businesses for which the customer can avail or book the service online while the other could be the regular yellow pages which
would provide only the contact details of the businesses. The advantage in this is that the SMEs who have a tie up for Justdial for
online ordering or payment get a better chance of being visible to the customers.
Evaluating the Proposed Segments Attractiveness
Differentiable
Justdials mission statement is To provide fast, free, reliable and comprehensive information to our users and connect buyers to
sellers. This means the company is targeting a customer base which includes all segments. It offers its services through calls,
mobile internet, internet and SMS. The segments being targeted are distinct in the sense that the mode of access and the
information required is totally different. Depending on the needs of various segments, the company can create broad categories for
all types of products that a particular segment requires.
Accessible
Users can access Companys search services and obtain search results through a number of the most popular types of
communication media, i.e. through the Internet, mobile Internet, voice or SMS. With the launch of the revamped website, the user
can not only search for a business listing but also transact online without the requirement of calling up and dealing with the
business. India has now entered the 4G network bandwagon while other international markets where Justdial has a presence are
already part of the group which have 4G network. The spread of internet increases the target customer base for the company. India
has more than 1 billion mobile phone users1 and more than 462 million internet users2. These statistics highlight the ease with
which a user can avail Justdials services.

Measurable
The size, purchasing power and characteristics of all market segments can be measured through the transaction history of the
various customers on Justdial.
Substantial
As highlighted earlier, Indias internet penetration is around 34.8%2, which highlights the growth potential in the Indian internet
market. Also, India is a young and growing country with immense growth potential. According to Google India, the country has more
than 35 million online shoppers3. This highlights the substantial size of the market in the country.
Actionable
The company can create effective strategies to target customers by creating advertisements and discounts for people accessing a
particular service. They can offer discount on booking doctors appointment online through Justdial.

Stage 3
Recommended segmentation and positioning strategy
Instead of focusing on expanding the business in different fields they should prioritize need based services more which are in terms
of behavioral segmentation like medical facilities, online food ordering, laundry services and other on demand services like
Carpenters, Electricians and Plumbers etc. It should act as a business medium between its customers and SMEs. It should change
itself to a service based search engine where it should facilitate itself as medium for providing basic service needs only rather than
trying to get its hands into everything.
Secondly it should cut down on its other extreme high level services like flight tickets, real estate services and other commercial
products which are already put to business by other ecommerce giants. It should primarily focus on downsizing the business to
cater to the market in terms of offering wide range of services which are the needs of the common masses but are not provided by
other companies.
There is a lack of proper channeling in terms of advertising itself when it comes to reaching its potential users. When it is getting its
sellers on board, subsequently it should also keep attracting the buyers. It is yet to be exploited properly, particularly when Indian
market still has a lot of potential to be untapped. The company needs to create awareness and re-associate itself through
advertising with the brand Justdial which was initially created and is now fading from peoples minds.
It should also try to establish itself in countries like Sri Lanka, Bangladesh, Nepal and other sub-continent countries whose markets
are similar to that of India.
Next, it can also classify its services in terms of online or offline; it should create a separate segment where it can provide the
required information pertaining to services which are only online.

Conclusion
Justdial has diversified its business majorly and the company today has come a long way from providing contact details over phone
to selling real estate and booking flights online While this is a very commendable thing, the company seems to have lost sight of its
core competencies. It is now more focused on entering new markets and trying to compete with other e-commerce companies
rather than consolidate its position and innovate to try to enter the untapped SME market. By diversifying the business, the
company has ended up in a situation where it is competing with numerous companies not just one or two.

Flight Booking: Makemytrip, goibibo, easytrip, etc.

Real Estate: Magicbricks, propertybazaar, housing.com, etc
Jobs: Naukri.com, timesjobs.com, shine.com, etc.
Online shopping: Flipkart, Amazon, Snapdeal, Paytm, etc.
Online food ordering: Zomato, foodpanda, swiggy, etc
Doctor appointments: Practo.com, bookmydoctor, qikwell.com, etc
Movie booking: bookmyshow, ticketnew, etc.

Given above are some of the segments which Justdial has entered and the names of the companies which are competing with it. It
may be noted that most of its competitors are companies which specialize in a particular segment, i.e., it is their core business.
Justdial needs to identify its core business and stick to its core competencies rather than getting into competition with the whole
industry. The recommendation given by us will help the Justdial achieve these targets.

References

Justdial Company Website

Live Mint, March 2016 Just Dialshares swing wildly as investors reassess e-commerce prospects
Live Mint, March 2016 Just Dial: necessary corrections
Internet Live Stats, Elaboration of data by International Telecommunication Union (ITU), World Bank, and United Nations
Population Division, estimate for July 1, 2016
Google App Store

ACKNOWLEDGEMENT

Thanks to Dr. Umashankar Venkatesh for his continued support and mentorship during the project. He has helped us in analyzing
and understanding the important concepts in Marketing Management I.

CERTIFICATION

This is to certify that Afzal Anwar, Ashutosh Atreya, Kapildeep Singh Chauhan, Ruchika Rai, Parul Sareen and Siddharth Patnaik
(Group 4) have carried out a project STP Analysis and Recommendations for Marketing Management I as part of their PGPM
curriculum for Term I in the academic year 2016-17. They have successfully completed the project under my supervision.

Faculty

Program Coordinator