AN EXECUTIVE SUMMARY ON

CONTENT STRATEGY & OPERATIONS

Submitted by: Anshika Jain, A007
Faculty Mentor: Prof. (Dr) Sridhar Vaithianathan, Prof. Kanaiyal Parmar
Industry Mentor: Mr. Anil Pakhare, JustDial

Purpose:
Being India’s number 1 local search engine, and having listed more than 3 crore companies on its platform, it becomes
imperative for justdial to authenticate and enrich the information it has for its users’ trust. Justdial can provide more
information like business partner or product listing of the company through its platform. It also needs to onboard the
remaining brands and SME’s/ MSME’s in order to provide wholesome information to the platform visitors and have a
competitive edge from its counterparts. To maintain platform crowd, Justdial needs to acknowledge the essence of an
interactive user interface and hassle free customer experience while browsing on the website.

Approach:
In order to improve justdial’s content and interface, businesses and government bodies have been reached out. I have
examined the app to identify errors, benchmarked it with the competitors and suggested relevant features. Mass
surveys and playstore reviews were also analysed to give both the customers and consumers an elite experience at
JustDial.

Findings & Practical implications:

• Develop strategies that would provide a business some competitive advantage
• Identify the areas where collaboration can be done with government agencies to create synergy
• An elaborative process to minimise 20 days of comprehensive manual process to 24 hours
• Assess the pain points and delight points of various consumer segment

Limitations:
The project's progress is highly determined by response rate of several stakeholders like consumer, businesses and
government bodies. It is challenging to engage them due to small time. Communication across and among the team is
time taking as they are working in different locations. This also impedes idea testing procedure.

Value:
Research and analysis suggests that providing quality information that is authentic holds importance for the
consumers. They are also looking forward to a platform that has an exhaustive list of businesses. Devising an
automated process for reaching out to existing organizations and strategy to collaborate with government bodies has
helped in this. Along with it, we were able to find errors and get insightful suggestions on the ways to improve the
experience of the consumers with the primary search, surveys and competitor analysis carried out.

Keywords:
Marketing, Competitor analysis , Customer consumer survey, Feature identification, Automation, Data collation,
Automation