A

PROJECT REPORT
ON

Submitted in Partial Fulfillment for the Award of Degree

of
BACHELOR OF BUSINESS ADMINISTRATION – 6th
(Department of Management and Commerce)
SPECIALIZATION – DIGITAL MARKETING
From
KALINGA UNIVERSITY, RAIPUR

Submitted By
PRAGYA JAIN
Enrollment No – 82BBA55875
Submitted To
Dr. GUDDI SINGH
 2

A
PROJECT REPORT
ON

Submitted in Partial Fulfillment for the Award of Degree

of
BACHELOR OF BUSINESS ADMINISTRATION – 6th
(Department of Management and Commerce)
SPECIALIZATION – DIGITAL MARKETING
From
KALINGA UNIVERSITY, RAIPUR

Submitted By
PRAGYA JAIN
Enrollment No – 82BBA55875
Submitted To
Dr. GUDDI SINGH
 3

TABLE OF CONTENTS

CERTIFICATE 4
ACKNOWLWDGEMENT 5
DECLARATION 6

CHAPTER – 1:- INTRODUCTION 7

CHAPTER – 2:- LITERATURE REVIEW 12

CHAPTER – 3:- SCOPE OF JUST DIAL 14

CHAPTER – 4:- MARKETING MANAGEMENT 23

CHAPTER – 5:- RESEARCH METHODOLOGY 36

CHAPTER – 6:- DATA ANALYSIS 37

CHAPTER – 7:- SWOT ANALYSIS 41

CHAPTER – 8:- SUGGESTION 42

CHAPTER – 9:- CONCLUSION 44

QUESTIONNAIRE 45
BIBLOGRAPHY 47
 4

This is to certify that Ms. Pragya Jain, a student of

Bachelor of Business Administration Semester 6th of
Kalinga University has performed the project report
work on JUST DIAL – India’s No.1 Local Search
Engine under my guidance and supervision. She has
collected all data from both primary and secondary
sources. I appreciate her for doing such hard work. I
wish his grand success in real life.

To the best of my knowledge, the matter embodied in

the project has not been submitted to any other
University/Institute for the award of Degree.

Date – 01/09/2020
Dr. Guddi Singh
(Assistant Professor
Department of Computer Science)
Signature……………………
 5

ACKNOWLEDGEMENT

I express my heartiest gratitude and deep sense of

respect to my beloved supervisor of the project Mrs.
Guddi Singh Mam, Assistant Professor – Department
of Computer Science from Kalinga University for her
valuable guidance, generous help and constant
inspiration all through the work of the project. It is
possible on my part to complete the project work
timely on account of his proper supervision. I am also
indebted to my parents who have inspired me to take
up this assignment. I am grateful to the library staff
for providing me books and magazines, and special
thanks to Justdial Employees for getting relevant
information and data necessary for my project work.

Pragya Jain
BBA – 6th Semester
 6

DECLARATION

I do hereby declare that the project report on Just

Dial as India’s No. 1 Local Search Engine submitted by
me for the partial fulfillment of the degree of Bachelor
of Business Administration, is my own original work.

I also declare that the aforesaid project has not been

submitted earlier elsewhere for the fulfillment of the
requirement of any other degree/diploma. However,
the sources of data and extracts of any literature on
the topic have been duly acknowledged at appropriate
places.

Date – 01/09/2020 Pragya Jain

Place – Raipur BBA – 6th Sem
 7

Chapter – 1
Introduction

About
Just Dial Limited is India's No. 1 Local Search engine that provides local search related
services to users across India through multiple platforms such as website, mobile website,
Apps (Android, iOS, Windows), over the telephone (voice, pan India number
8888888888) and text (SMS).Justdial has also initiated ‘Search Plus’ services for its users.
These services aim at making several day-to-day tasks conveniently actionable and
accessible to users through one App. By doing so, it has transitioned from being purely a
provider of local search and related information to being an enabler of such transactions.
Justdial has also recently launched JD Omni, an end-to-end business management
solution for SMEs, through which it intends to transition thousands of SMEs to efficiently
run their business online and have adequate online presence via their own website and
mobile site. Apart from this, it has also launched JD Pay, a unique solution for quick
digital payments for its users and vendors, and JD Social, its official social sharing
platform to provide curated content on latest happenings to users. The organisation also
aims to make communication between users and businesses seamless through its Real
Time Chat Messenger.
Just Dial's Mission
To provide fast, free, reliable and comprehensive information to our users and connect
buyers to sellers.

Corporate Information

• The company's operations began in 1996 with offering local search services under
the Justdial brand, which is now the leading local search engine in India.
• The official website www.justdial.com was launched in 2007.
• Justdial's search services are available to users across multiple platforms such as
website, mobile website, Apps, voice and text (SMS).Justdial's search services
bridge the gap between users and businesses by helping users find relevant
providers of products and services effortlessly, while helping businesses listed in
Justdial's database to market their offerings.
Justdial Facts
 8

• Justdial Apps are available on Android, IOS, Windows and Blackberry platforms
and have location - based services for mobile internet users.
• Justdial's voice services are available on 8888888888, their operator assisted hot
line number, across India, which is accessible 24 hours a day, 7 days a week with
multi-lingual support.
• Justdial has a database of approximately 29.4 million listings as of March 31, 2020.
• It has 138.9 million quarterly unique users across web, mobile, App & voice
platforms as of March 31, 2020.
• Justdial users have contributed 107,217,959 reviews and ratings for various listings,
till date.
• Justdial had approximately 536,236 campaigns as of March 31, 2020. 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.

Key Highlights
• Pan India presence: Services offered all over India across 250+ cities.
• First-mover advantage: Being the industry pioneer, Justdial has a robust presence
in all cities and towns of India including deep penetration in Tier II and III cities.
• Advanced and scalable technology platform: A vast range of features for a
more engaging user experience with 23 transaction oriented search plus verticals,
JD Social – Justdial's own social sharing platform, and a Real Time Chat Messenger,
on a single platform.
• Large Online community of engaged users: With over 161.3 million users
(quarterly average unique users) as of September 30, 2019, who have contributed to
107,217,959 ratings and reviews till date. Justdial's online community continues to
be more engaged than ever.
• Attractive value proposition for local MSMEs: Justdial's value-added offerings
of huge online visibility, payment solutions, customized website, mobile site and
mobile app; all packaged together, make it an attractive value proposition for
MSMEs, several of whom have continuous associations with Justdial.
• Local Expertise: With a strong and widespread sales force, years of experience
and in-depth local market knowledge, Justdial enjoys significant expertise across
all regions of the country. Besides, Justdial's healthy relations with existing MSMEs
enable them to get referrals and repeat business.
• Long operating history with a proven monetization model.
 9

Bord of Directors
B. Anand Chairman and Independent, Non-Executive
Director
B. Anand is the Chairman and an Independent, Non-Executive
Director of our Company. He was appointed as a Director of our
Company on August 2, 2011. He holds a Bachelor’s degree in
Commerce from Nagpur University and is an associate member of
the ICAI. He has approximately 32 years of experience in the fields
of corporate finance, strategy and investment banking. He is
currently the chief financial officer of Trafigura India Private
Limited. He has previously worked with Future Group, Vedanta
Resources plc, Motorola India Private Limited, Credit Lyonnais Bank
SA, HSBC Bank plc, Infrastructure Leasing & Financial Services
Limited and Citibank, N.A.

V.S.S. Mani Managing Director

V.S.S. Mani is the founder and Chief Executive Officer of our
Company. A visionary and an experienced management professional,
he has over 31 years of experience in the field of media and local
search services. Prior to Justdial, he co-founded Ask Me Services and
has also worked with United Database India Private Limited. He is
involved in the formulation of company’s growth strategies,
planning, overall execution and management. He is presently
engaged in exploring possibilities for technological innovation of our
Company’s business and has been responsible for adapting our
Company’s business model to suit changing market conditions.

Ramani Iyer Non-Independent, Whole-time

Director
Ramani Iyer is a Non-Independent, Whole-time Director of the
Company. He was appointed as a Director of the Company on
October 28, 2005. He holds a Diploma in Hotel Management from
Delhi Institute of Management & Services. He has been associated
with the Company since its incorporation and has approximately 26
years of experience, working with the Company in the field of
strategic planning and execution. Ramani Iyer is a co-founder of the
Company and has played a key role with responsibilities including
 10

business development, business expansion, operations, strategic planning and execution.

V. Krishnan Non-Independent, Whole-time Director

V. Krishnan is a Non-Independent, Whole-time Director of the
Company. He was appointed as a Director of the Company on October
28, 2005. He has been associated with the Company since its
incorporation and has approximately 26 years of experience, working
in the field of strategic planning and execution. V. Krishnan is a co-
founder of the Company and has played a key role with
responsibilities including business development, business expansion,
operations, strategic planning and execution.

Abhishek Bansal Whole-time Director

Mr. Abhishek Bansal is Whole-time Director and Chief Financial
Officer of the Company. He was appointed as a Director of the
Company on October 21, 2019. He has been associated with the
Company since May 19, 2014 and as Chief Financial Officer since July
24, 2017. He holds a Master's degree in Management (PGDM) from
Indian Institute of Management (IIM) Bangalore and a Bachelor's
Degree (B. Tech.) in Electrical Engineering from Indian Institute of
Technology (IIT) Roorkee. He has overall 11 years of experience and
handles Finance, Strategy, Accounting, Treasury, Audit, Legal,
Compliance & Traffic at Just Dial. Prior to Just Dial Limited, he has
worked in Investment Banking with Credit Suisse as Equity Research
Analyst covering multiple sectors.

Pulak Prasad Non-Independent, Non-Executive

Director
Pulak Prasad is a Non-Independent, Non-Executive Director of the
Company. He was appointed as an Additional Director of the
Company on October 26, 2016. He holds engineering degree from IIT
Delhi. He has approximately 27 years of experience in the fields of
management consulting and investing. He is currently Managing
Director of Nalanda Capital. He has previously worked with
Warburg Pincus, McKinsey, and Unilever.
 11

A Brief History of Just dial

~~~~~~~~*****##*****~~~~~~~~
 Chapter – 2 12

Literature Review
JUSTDIAL: A WEBLESS SOCIAL MEDIA

Justdial (www.justdial.com) is an Indian information services and social networking

company. A recent issue of the Economist (2011) describes JustDial as a “webless social
network”. With its origins in directory services, and subsequent metamorphosis into a
Google style search engine, Justdial, now has over 57 million individual customers and 5
million corporate listings, claims itself as “India’s No.1 Local Search Engine”. Table 2
shows that JustDial includes a number of functionalities of traditional Internet-based
online directory assistance, search engines, and social-media services. Like its western
counterparts, JustDial has also grown into much more than just a basic directory service
and search-engine.

How does JustDial Work?

When JustDial users need some information, such as a phone number, information about
local medical services, market prices for agricultural and food commodities, or an address
 13

and the rating of local restaurants, they just dial JustDial and pose their query as a text or
avoice message via a mobile phone, just as someone would enter an online search query
in Google, Tripadvisor or Amazon. Within 30-45 seconds, Justdial’s call-center provides
an answer or directly connects the user to a recommended vendor of the requested
service if he/she so preferred. Depending on the user’s preference, the answer can be
texted, phoned, or e-mailed to the user. JustDial users have either a high-tech option of
browsing online or receiving information through low-tech (or “appropriate-tech”)
means, such as through mobile phone text messages or e-mails.
Like Google, Tripadvisor or Amazon, the query responses are generated from a
combination of software applications and databases. Moreover, similar to its online
counterparts, JustDial also collects users’ ratings and harvests information about users’
useprofiles based on their search histories. A combination of service-providers
subscription information, user-profile information, the user’s physical location tracked
through locationtracking technologies, such as Global Positioning Systems (GPS), and
service-product providers ratings collected from users over a period of time, are used as
the information-base for answering queries. In addition, information about the user’s
“Tagged Friends” is used to further support the social recommendation features of the
service. Like Google’s sponsored links and Groupon’s sponsor recommendations, JustDial
also generates revenues from commercial subscribers.
Investors and Global Plans
 14

Chapter – 3
Scope of Justdial
 15

o Added features of the Website:-

 16

Mr. Amitabh
Bachchan
 17

Products Offerings

Various types of Sponsored Paid Listings

 18

1. Normal Contracts
a. White background
b. No lead Gaurantee
c. Poor Retention ratio of the clients in the category
d. But definitely creates values to the organization
2. Supreme Contracts
a. This contracts value starts from Rs. 2000 per month to Rs. 16000 per month
b. Clients are given the ECS facility
c. Contracts below Rs.3000 are JD Verified Stamp is available
d. Contracts above Rs. 3000 are JD Trusted stap is available
e. Blue Background
f. 40 – 50 Pictures
g. A Video Featuring Companies Products or Servies upto 30 seconds to 10
minutes.
h. Leads on Rotational Basis that is Managesd by their Software.
3. Platinum, Diamond, Gold Contracts (PDG)
a. It will charge upto @ Rs. 400 to 450 Rupees Per Lead
b. No criteria for minimum number of leads that the client need to opt for,
client can ever opt for anually 500 leads exclusive contracts.
 19

c. Justdial never gives gurantee to the number of leads promised.

d. In the case of platinium and dimond contracts the differences in price
factors and the leads which are beased on rotational basis are first given to
exclusive contracts then platinum and then to the dimond clients.
20
21
22
 Chapter – 4
23

Marketing Management

HOW DOES JUSTDIAL COLLECT DATA?

Justdial, India’s No.1 Local Search Engine has much more to offer than what meets the
eye. With more than 25 verticals on the website, the organization that was established in
1996 as a phone based local directory, today caters to offer services which include Bills &
Recharge, Book A Table, Book A Cab, Book Movie Tickets, Deals & Offers, Flight Tickets,
JD Events, Order Groceries, Order Food, Order Flowers and many more.

At a time when work smart is the daily mantra, Justdial's services aimed at simplifying
day-to-day tasks are available at the click of a button. These services are available on
Web, App and WAP.

The newest offering by Justdial – JD Omni, is a complete business management solution

model that is cloud based. It gives business owners easy access to crucial aspects like
minute by minute sales, inventory management, billing, customer retention, promotions,
employee management among other features.

With offices across 11 cities in India, the organization has a team of more than 10,000
employees and 21 Million business listings. Its services being available in all the major
cities, Justdial truly is a one-stop shop making available 'Anything, Anytime, Anywhere'.

JustDial relies on re-sellers who help the company collect unique data. It relies on re-
sellers ( agents of the company) to collect data and generate leads. They are incentivised
for doing the same. The company also hires in-house marketing agents who strive to
convert free listings into paid ones. Whenever you call, you are also profiled in quest of
discovering and listing more SMEs on the Local search Platform.

In addition to its headquarters, Justdial has offices in Ahmedabad, Bangalore,

Chandigarh, Chennai, Coimbatore, New Delhi, Hyderabad, Jaipur, Kolkata, and PuneIn
2019 Justdial had 12,691 employees and a database of approximately 25.7 million listings
and 500,838 active paid campaigns.
 24

How it helps you to get leads:

Justdial is your one-stop destination local search engine or a lead generation website. It
offers quick and reliable information to users via email & phone. Justdial has recently
made their services available on androids, blackberry and iOS. Changing with time!

1. If you run a local business, example: coaching center/used car showroom/tours

and travel etc. and want your business to be listed on this lead generation website,
you can either opt for a paid advertisement or post your ad for free. However, free
listings will get you less leads, while businesses which pay more will get maximum
exposure.
2. Once you have posted your ad, Justdial will also share prospective clients’ contact
details with you. This will enable you, as a business, to have a one-on-one
conversation with your consumer.
3. Justdial’s executives keep track of the consumers who have used their services in
the past. This helps this lead generation website leverage their advertising and
marketing campaigns. Can’t comprehend? Well, a happy customer can post a
raving review about your business or become the face of an ad, while a negative
feedback can help you mend the way you function.

Online Pressence of Businesses

For every business it is extremely important to be get seen and to be found easily on the
web. Business listings in local directories play an important role in expanding your reach
on the web. Online business directories have now moved on. What business listing does
is that it creates multiple platforms for your Name, Address and Phone number (NAP) to
be accessed by potential customers. With the increasing trust of consumers in the
customer reviews and the strong online presence local business listings are a must.

Business Listings help you in:

It allows potential customers to reach you while searching for the services, products,
facilities you are offering without even knowing your name.
A strong and complete business listing has high chances of taking the visitor to your
website. Once that is done a smart website would take the details of the visitor thus
generating a potential lead for you.
 25

Free business listings have potential to attract and redirect traffic to your websites but
make sure you manage your listings and engage with your visitors regularly.

If you are taking services of a professional digital marketing agency then its definitely
their job to do. Or else otherwise also you can try doing it on your own at least on free or
Paid business listing websites.
Competitiors of Justdial:-
Lead Generation Websites in India for Local Businesses

Generating leads online is no easy task, and to help you with it, here are some top lead
generation websites in India that local businesses can use to get positive leads. Apart from
these, businesses in the travel and tourism sector, businesses which deal in electronic
goods/computers/automobile or real estate can also use these tools to generate leads.
1. GetIt:
GetIt is a personalized Indian online yellow pages directory with a niche in local business
listing of suppliers, manufacturers of products and services sectors. Their other networks
include, Free Ads (Local Classifieds), Hot
deals (daily deals), GetIt malls (malls
directory), Tradeget (Online B2B marketplace)
and GetIt Infomedia (supermarket for SMEs).

How it helps you get leads:

• You can call them at 044444 44444 to register your free business listing or have a
talk.
• You can list your business for free or with premium paid options.
• GetIt online search: You can choose from one of the several online advertising
options, create your own web pages and promote your business in search results.
• GetIt now voice search: Tele-information services to help users find local business
information on the go.
• GetIt mobile search: Web based local businesses search on mobile phones. Pay
only when your business has been found by customers.
• GetIt SMS search: Allows businesses to reach out to consumers when users SMS
their search query about products and services.

2. Sulekha:
‘Whatever your local need…start here, get it
done’. This is the mantra Sulekha, a lead
 26

generation website functions on. Sulekha will help solve your prospective clients’ queries
in a jiffy by integrating various mechanisms like listings, classifieds, deals, e-commerce
and reviews/ratings across multiple domains.

How it helps you get leads:

• As a local business, all you have to do is create an account and post your ad.
Creating an account with this lead generation website is free. Make sure, you post
your ad in the right category, else you might loose out on leads.
• You can also use your Facebook, Twitter or Gmail ids to log into Sulekha. This
saves you the hassle of filling up a detailed form and directly connect your social
networking site to your Sulekha id.
• Once you are in, you can update your profile by opting for a paid or free listing.
The better your plan, the better leads you lay your hands on.
• If you are interested in getting a paid/premium ad for your business, do go
through these FAQs: https://classifieds.sulekha.com/html/ad-posting-rules.html.

3. Hudku:
Literally meaning ‘search’ in Kannada, this lead generation website in India offers services
with a twist. Hudku is global and not local. It eliminates the restraints of boundaries and
can be accessed by anyone at any time. So,
no matter which city your prospective
client is trotting on around the globe, their
‘Hudku’ is a just a few clicks away.

How it helps you get leads:

• This lead generation website boasts of being able to give exact details on a global
front. Example, ‘Language coaching centers, BTM Layout – 2nd Stage, Bangalore’
OR ‘Used car showrooms, HSR Layout – Sector 2, Near Petrol Pump’. So, if your
business is listed on Hudku, this is definitely an added advantage for your
potential clients who are looking for exact details.
• Hudku also lets you connect directly to the consumer by providing their contact
details. This enhances engagement between the client and the business. Hudku’s
services are all free. (They are self-funded as of now and are soon planning
to monetize their listings.)But, here’s the catch. Hudku does not have a voice call
center to cater to your needs. Leads will be sent to the prospective customer who
makes a query in the form of an SMS only.
 27

4. Quikr:
Life has become so convenient these days that most people do searches online and hardly
step out of the comfort of their houses. This is where Quikr, an online classifieds
company and lead generation website helps.
If you are listed on Quikr, potential leads can
get to know about you online when they type
in details. Their recent ad, “bech de,
Quikrrrr” has created quite a stir, don’t you
think?

How it helps you get leads:

• As and when you want to advertise your business, you can do it for free on Quikr.
All you have to do is create an account and fill in your details.
• If you are not interested in meeting your leads via a lead generation website,
Quikr facilitates direct lead and business contact as well.
• You can also opt for Premium ads on Quikr that will help you surface over the lot.
Premium ads are a powerful feature. Got any queries? Get them answered
here: http://www.quikr.com/html/premium_ads.php.

5. OLX:
OLX is a next gen lead generation website providing solutions to your worries anywhere
across India. Design your ads on OLX with pictures
and make them stand out in the crowd. Your clients
can also download the OLX app on their mobiles and
access your ads. Their tagline ‘Yaha Sab Kuch Bikta
Hai’ which means ‘Everything Sells Here’ sure draws
the attention of the public.

How it helps you get leads:

• Create an account, update your profile, post your ad and you are set to go.
• If you are running a tight ship, you can get your leads through free ads without
paying a penny to anyone.
• However, you can always hit the high spots by availing their featured ads where
you can pay a non-refundable sum of money to OLX, thus potentially increasing
your ads’ visibility. For further details, go through their terms and conditions.
• You can also make sure that your ad reaches the right customer through sponsored
links on Google Adwords. In this, you can start an ad campaign on Google
 28

Adwords and target OLX through it. This will help your ads get better exposure via
Google

The Revenue Model of JustDial.com

JustDial.com basically earns from clients which invest in their listings to make them
sponsored listings, and from the percentage of sales that happen through JustDial.com.
The Basic Revenue generation steps can be outlined as follows:
 29

Small/Medium enterprise registers with JustDial.com

JustDial.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 through Internet/Phone

Customers receive results with sponsored results getting priority

Customers buy products/services from a sponsored client

JustDial.com recieves a % of the client sales

The Macro Environment of JustDial.com

I. The Political Environment:
There are Government guidelines to which services are considered legal, and as such
JustDial must evaluate each clients request to ensure that the service being offered must
fall within the legal purview and only then can they put it up.
Besides this, there is very little interference or regulation on a call and assist type of
service in India

II. The Social Environment:

India is a fast growing market, and growing disposable incomes mean more and more
people entering the target group for the services market. Also the advent of newer
 30

enablers like mobile phones has made life much easier for the customer, and as such
there is tremendous scope for a referral system like JustDial.com
III. The Economic Environment:
The overall market for location specific search is increasing rapidly with more and more
people moving to in the urban cities and distances increasing to local amenities and
services.
Also, economic development has fueled the pockets of the Indian middle class as well as
brought the world to their door. The promise held in this huge market is immense.

IV. The 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 and now Mobile Web access give users a multitude of ways to access
information, and it has benefited JustDial.com and the search industry greatly. Growth in
users of this service sees a linear growth with technology penetration, and every new
technology gives it a shot in the arm.
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.

The Micro Environment fir Justdial.com

I. Understanding Customers:
What needs are being fulfilled?
For the customers, we fulfill the need for information, although the scope of this
information is unlimited, and we try to provide information on any and all services and
products the customer might need.
The clients also get promotion in areas which might otherwise be outside their physical
radius of promotion.

How does it make their life better?

Customers save time, and find a multitude of options with ease, enabling them to get the
best prices and ease of access to services and goods / customers.

What meaning does the service bring to their life?

 31

It basically provides a one stop shop for all the customer’s needs, and provides them with
value and much more time on their hands, while taking away the frustration normally
associated with searching for any goods and services, and bridges the customer-client
gap.

How does it help build their identities?

Customers are able to make a well informed choice in a matter of minutes, thus
exercising the freedom of choice which makes them feel in control.

What emotion is related to purchase and consumption of service?

The Exercise of choice makes customers feel in control, and in charge of the transactions,
giving them the satisfaction of making a good choice.

Analyzing Decision Making Process;-

1. Problem Recognition:
Need to buy goods and services like groceries, cab service, house rentals, telephone
connections, movie bookings etc.
2. Information Search:
Search for this information is mostly through promotional campaigns on most
frequently visited websites, as well as popular magazines and newspapers across
the country. The largest proponent for growth has been word of mouth
advertising.
3. Evaluation of Alternatives:
Most people start out with using Yahoo or Google for their serach requirements
and then slowly learn the use of localized search portals. Even then, there is
competition in the form of asklaila.com and guruji.com sulekha.com which offer
very similar services and are only held back by a smaller market share, while
JustDial.com enjoys a first movers advantage.
4. Purchase Decision:
Once awareness spreads, there is no reason why customers would not use this
service as it is a very convenient way for them to search for data.
5. Post Purchase Evaluation:
JustDial.com needs to have a strong filtering process in place, which insures that
no fraudulent or sub standard promotion is being done through their website, as it
takes very little to take a customer away from a service.
 32

II. Understanding Competitors:

We use Porters Five forces analysis to understand the market forces better:
Threat of new entrants: High, as it is pretty easy to setup the basic infrastructure
needed to put in place a similar service at least for the web.
Bargaining power of suppliers: Low, as JustDial.com is the undisputed industry leader
in India, and the Clients have to come for us if they want maximum exposure.
Threat of Substitutes: Low, for the type of service being offered here is pretty all
encompassing, and there is little to no scope for an alternative.
Bargaining power of Buyers: Low, as there is nothing being charged to the customers
and this service is being provided to them free of cost. As for the Clients that we serve, we
provide the best service at a reasonable price.
Inter Firm Rivalry: High, as several players are in the market and are competing fiercely
among each other for the growing market, some with the backing of large group
companies.

III. Understanding Collaborators:

Most of the clients that we serve have the one basic need, of maximizing their visibility.
We section them and categorize them according to the services that they provide, and the
segment that they wish to target and provide a priority listing based on their criteria
among our query results to our customers. This provides them with visibility where they
need it, thus fulfilling their need. Other than our clients, there is little to no influence on
our business by any other forces, besides the obvious dependence on the telecomm
service providers. We depend entirely on telecomm providers for getting our service to
the end customer and any changes in the way they function directly impacts us.

IV. Understanding the Company:

• The leading local search brand in India
• 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

Benefits Provided:
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• Services benefit: Better visibility, Convinience

• Value benefit: Provides better value to client/customer
• Personnel Benefits: Friendly and helpful search assistance

Costs to Customer:
• Money: Cost of Service/ Cost of priority listing

• Time: Time spent in receiving required results

• Energy: Effort spent in getting availability of goods or service in remote location

• Psychic cost: Uncertainty about reliability of critical data obtained through this
service means psychic cost

The marketing mix of just dial

The various mediums in Just Dial.com’s Marketing Mix

Advertising

Websit Public
e Relation

Web
E-mail
2.0/3G

Voice
SMS
Query

The firm attempts to generate a positive response in the target market by blending these
four marketing mix variables in an optimal manner.
1. Product:
Product the product is the physical product or service offered to the consumer. In the
case of physical products, it also refers to any services or conveniences that are part of the
offering. Product decisions include aspects such as function, appearance, packaging,
service, warranty, etc. In case of Just Dial, the product can be referred to as a link or a
 34

bridge between the manufacturers/retailers/sellers and the potential consumers. Just Dial
Offers a variety of services and information related to: Entertainment, Institutes,
Consumer Durables, Travel Assistance, Facilities, Workmen, and Assistance etc
2. Price:
Pricing decisions should take into account profit margins and the probable pricing
response of competitors. Pricing includes not only the list price, but also discounts,
financing, and other options such as leasing. For a company to prosper, the pricing
should be suitable taking into consideration the company’s objectives and also
importantly the worth of the product/service offered in return. To generate revenue, Just
Dial charges retailers/suppliers/companies a specific amount on a contractual basis for
customer references. This helps them to offer the best service to the customers and also
attain company goals effectively and also helps companies to sell their products and
increase their customer base. Eg- Just Dial Free Service.
3. Place:
Just Dial gets 2 Million calls a day in India, 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. The distribution system performs
transactional, logistical, and facilitating functions. Just Dial currently has its own offices
in 11 cities which are in major metros and Tier II cities including Mumbai, Delhi,
Bangalore, Hyderabad, Chennai, Pune, Ahmedabad, Kolkata, Coimbatore, Vadodara &
Jaipur.
4. Promotion:
Promotion decisions are related to communicating and selling to potential consumers.
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. Promotion decisions involve advertising, public relations, media
types, etc. and the Communication Channels are Newspapers, Direct Mails, Radio,
Television, Mobile, Posters, Individual Referral, E-Mail, Internet, (company website)
5. People:
An essential ingredient to any service provision is the use of appropriate staff and people.
Recruiting the right staff and training them appropriately in the delivery of their service is
essential for competitive advantage. Consumers make judgments and perceptions of the
service based on the employees they interact with. Staff should have the appropriate
interpersonal skills, attitude, and service knowledge to provide the service that
consumers are paying for.
6. Physical Evidence:
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The product offering caters to consumers via internet, telephone and SMS on mobile
phones. Just Dial services are accessible from 45 cities through the phone. Physical
evidence is an essential ingredient of the service mix, consumers will make perceptions
based on their sight of the service provision which will have an impact on the
organizations perceptual plan of the service. This service also operates out of 8 offices
located in all the metros, and headed out of the Mumbai office.

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Chapter – 5
Research Methodology

Sampling Design
A questionnaire would be constructed for the survey. A questionnaire consisting of a set
of questions would be presented to respondents for their answers. Type of scaling
technique is used- likert scale. Some of the questions would be open-ended and some
would be close-ended.

Exploratory Research:-
The objective of exploratory research is to gather preliminary information that will help
define problems and suggest hypothesis.
Data Collection Procedure:
• Type OF Data: Primary and Secondary Data
• Methods of collecting Primary Data: E-Questionnaire
• Methods for filling questionnaire: Social networking sites, e-mails, personal
contact

Intruments Used:
The instruments that we have used for the survey are:
• e-questionnaire
• Social networking sites like FACEBOOK (FB).
• E-mail sites: Gmail, Yahoo mail, Rediff mail & Hot mail
• SPSS Software for analysis
• Whatsapp, Instagram, etc.
PROCEDURE:
It provides with a broad range of capabilities for the entire analytical process output,
helps us to share results with others using a variety of reporting methods. MS Excel as
well been used for the data analysis process.
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Chapter – 6
Data Analysis
SAMPLING AREA : Raipur-Chhattisgarh
SIZE : 90
SAMPLING UNIT : All Aged Persons, Employees of Just Dial

1. How much time you using Just dial?

From the graph we can see that the 30%

peoples use Just Dial regularly, 50% use
sometimes and 20% peoples doesn’t use
yet.

2. Is that Just dial provides correct information?

From the graph we can see that, the Just

Dial provide 63.3% correct information,
13.3% say no, and 23.3% peoples can’t say.

3.

3. How much you are depending on Just dial?

From the graph we can see that,

25.0% peoples depends regularly
upon Justdial for getting information,
71.4% peoples depend sometimes and
3.6% peoples not depended yet.
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4. What about customer services?

Justdial provides 14.3% Excellent

Customer Services, 53.6% Good, and
32.1% Normal services to it’s
customers.

5. Is it all time reliable source for getting information?

Justdial is 53.3% say yes always it’s a

reliable and excellent source for getting
information, 16.7% say no sometimes it’s
a reliable source, and 30% can’t say.

6. What gadget you prefer for connecting Just dial?

i

73.3% people prefer to use justdial

in their smartphones, 6.7% prefer
Tablet and 20.0% people prefer
Computers.

7. What you think who is better information provider?

40% people think that Justdial is

the best search for getting
information about any business,
goods and services, 50% say Google
is the best place for getting
information, and 10% say no one is
the best.
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8. Is that Just dial useful for their client?

Yes 62.1% people say it is useful, 10.3%

say no, and 27.6% can’t say.

9. What you think is it Indian Google?

53.3% pepole think that Yes it is

an Indian Google, 16.7% say no,
and 30% say may be.

10. Will you use Just dial in future also for getting information?

60% people say that they will use

Just Dial in future, 3.3% people say
no, and 36.7% say may be they will
use for getting information.

11. What Category do you search in Justdial? - Justdial Utility for Various Searches.

It can be inferred from the respondent’s choices that the maximum search in JustDial
is in the Restaurant category. From JustDial’s perspective, it will be a great way to play
into their customer base by adding more restaurants to their list of search results.
 40

Also movies and the hotels category together contribute to a whopping 80%. Hence it
can be concluded that the major business of JustDial is mostly in 3 categories: Movies,
Restaurants and Hotels.

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Chapter – 7
SWOT Analysis
SWOT analysis of Justdial analyses the brand/company with its strengths, weaknesses,
opportunities & threats. In Justdial SWOT Analysis, the strengths and weaknesses are the
internal factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like Justdial
to benchmark its business & performance as compared to the competitors and industry.
As of 2020, Justdial is one of the leading brands in the media & entertainment sector.
The below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Justdial
competitors and includes Justdial target market, segmentation, positioning & Unique
Selling Proposition (USP).
Justdial Strengths
1. Business owners can list their businesses on the database for free.
2. Provides fast and reliable response and details
3. Possesses a well-built network of businesses
4. One of the early market entrant which provides vast customer base
5. Just Dial has location based service for mobile internet users
6. Justdial services are present in India, USA, Australia, Singapore, NZ, UK
Justdial Weaknesses
1. Services not present in all countries
2. Lower penetration in rural areas with same efficiency
Justdial Opportunities
1. To collaborate with more companies or service providers
2. To provide more precise information by filtering requirements
3. Increase presence in more cities
Justdial Threats
1. Some businesses can provide false identity by disguising
2. Improved network by the competitors
3. Newly emerging competitive local sea
4. rch machines
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Chapter – 8
Suggestions
❖ They can add a toll free SMS service for the customers so as to provide them with
an additional option of using the justdial service. Customers can send an SMS as
“taxi service” “new delhi” and send it to a toll free number based on which the
appropriate response will be provided.

❖ As per our marketing research people give most preference to search results. So
Just Dial should try to make search results as informative as possible

❖ Try to optimize search engine in a way to make results relevant

❖ Make UI simple to use

❖ As the number of smart phones are increasing they should promote their mobile
app to engage more customers

❖ As power our market survey, most of the users use Justdial to search for
restaurants. Justdial should add more features apart from just searching for
restaurants such as rating restaurants and allowing users to post reviews. This can
cannibalize businesses like Zomato etc

❖ It can expand into new international markets other than North America and India.

❖ It can collaborate with other companies to increase its database so as to include

more companies into its search results

❖ 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
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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.

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Chapter – 9
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.

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QUESTIONNAIRE

Just Dial Limited

(It is India's No. 1 Local Search Engine)

Please take a few moments to complete this form.

(1) Name
…………………Your answer

(2) How much time you using Just dial?

(a) Sometimes
(b) Regularly
(c) Not Yet

(3) Is that Just dial provides correct information?

(a) Yes
(b) No
(c) Can't Say

(4) How much you are depending on Just dial?

(a) Regularly
(b) Sometimes
(c) Not Yet

(5) What about customer services?

(a) Good
(b) Normal
(c) Excellent

(6) Is it all time reliable source for getting information?

(a) Yes Alway's
(b) No Sometimes
(c) Can't Say
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(7) What gadget you prefer for connecting Just dial?

(a) Smartphone
(b) Tablet
(c) Computer

(8) What you think who is better information provider?

(a) Google
(b) Justdail
(c) No One

(9) Is that Just dial useful for their client?

(a) Yes
(b) No
(c) Can't Say

(10) What you think is it Indian Google?

(a) Yes
(b) No
(c) May Be

(11) Will you use Just dial in future also for getting information?
(a) Yes
(b) No
(c) Maybe

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BIBLOGRAPHY

I would like to thank Everyone who has been helped in

completion of this project report on the topic –“ Justdial
(India’s No. 1 Local Search Engine) ’’. So I would like to
that my family, friends, teachers, etc.

References:-
• Google.com
• Justdial.com
• Scribd.com
• Slideshare.com

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