A report on just dial

justdial report

1. Just Dial- A case study in service marketing
Submitted to:
Prof. Devang Patel
Prepared By:
Chetan Panara
Vasant Gajara
Date: 14th may ,2012
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2. Vision & Philosophy
The company's goal is to create long-term shareholder value by enhancing its position as a
leading local search service. The company’s philosophy focuses on end user experience
through feedback, innovation, teamwork and integrity.
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.
How did it start?
Founded in the year 1994 on a modest 50,000 Rs investment, it returned revenues of 1.34
Billion for the Fy 09-10 and holds 90% of the complete market share. Started with some
borrowed furniture and rented PCs in a small (10×30 feet) hired garage, today JustDial has
over 86,000 customers across the nation with offices in major cities across India. In a very
short time, justdial.com has become probably the most frequented local search website in
the country.
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3. How good is it?
While year on year, the number of users for this kind of services are on the rise, JustDial has
managed to keep pole position right from the start, and still commands a leading share of the
market.
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4. Armed with this phenomenal success, JustDial is expanding into other countries as well,
replicating its very successful model there. Even though Yellow pages services are much
more widespread outside, JustDial is confident of its success. Justdial has launched its local
search service in North America, and has plans to expand into Canada, UK, Australia, New
Zealand, Singapore and Hong Kong. As for the Current Scenario, the total numbers of
Unique Daily Hits to JustDial.com have generally been on the rise. The trend in daily hits
varies as the number of hits is somewhat seasonal, although the numbers seem to have
stagnated a bit over the last year or so, and are even falling.
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:
Xcellon Institute school of Business Page 4lonIIstiuhfoBiPaigghiBgihaigBhaBfahnIo
Small/Medium enterprise registers with JustDial.comfahnIoBighhiBaiBhPgonahPBghuiuBnPuBfaBhaBf
JustDial.com verifies the information provided and puts it uplt BngiBigiuBghoiBighi!BPgiuBgifIaBgBnuuiuBii
SME's are offered prime services, sponsored results for added fee"faoigBn#BgBhPgonahPBnPuBfiahPBagfB$PaigPias%Pi
Customers ask for information and suggestions through Internet/Phone"faoigBgiihiBgifIaBhaBPgiuBgifIaBiaahPBghgha&
Customers receive results with sponsored results getting priority"faoigB'f&BgufasighiBgoBnBPgiuBIhiPa
Customers buy products/services from a sponsored clientfahnIoBgihiiBnB(BBaiBIhiPaBnIi
JustDial.com recieves a % of the client sales

5. The Current Scenario at JustDial.com
·Cantered in Mumbai, it has over 4000 employees nationwide, with over 700 only in
Mumbai.
·It serves over 247 cities in India with offices in 8 of them.
·It receives over 25k Unique visitors daily, with over a Lakh calls.
·More than 2.4 Million businesses and vendors have been cataloged by JustDial.com
so far.
·It has expanded into North America, with plans for Canada, the USA and Europe,
among other places.
·It had revenues in excess of 1.4Crore INR for the Financial year ended 2010.
COMPANY’S COMPETITIVE STRENGTHS
Just dial believe that Company’s development into a leading Indian local search engine is
primarily attributable to the following
Competitive strengths:
First Mover Advantage in the Indian Local Search Market
As one of the first companies to offer comprehensive local search services in India, just dial
believe that just dial have a first mover advantage among consumers seeking information on
local businesses. Just dial started offering Company’s local search services in 1996 under
the Just Dial brand, and launched Company’s Internet and mobile Internet services in 2007.
Just dial aim to provide fast and free access to Company’s large database, which will attract
more search queries, which in turn will attract more paid business listings. Just dial believe
this creates a self-perpetuating growth cycle that enables us to maintain a leading position in
the local search market. Just dial believe that a large database of local business listings, such
as the one just dial have developed over several years, requires considerable time and effort
to develop, which creates a significant barrier to entry.
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6. 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. Just dial believe that the following key factors, among other
things, have contributed to the strength of Company’s brand in India:
• Long standing presence in the local search market,
• Strength and quality of Company’s database,
• Fast response to search queries, and
• Consistent delivery of quality user experience.
Offer Attractive Value Proposition for SMEs
Just dial believe that most of the business listings in Company’s database are SMEs, which
is the segment of businesses where just dial focus most of Company’s attention and
marketing efforts. Just dial believe that virtually the entire approximately 120,200
campaigns just dial conducted as on March 31, 2011, just dial conducted on behalf of paid
advertisers, majority being SMEs. As of June 30, 2011, just dial had compiled a database
consisting of approximately 6.0 million business listings across various cities and towns in
India, as compared to 4.5 million business listings as of March 31, 2010. Cost-effective
platform. Just dial believe 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 and res Company’sces. Just dial believe Company’s service facilitates a cost-
effective mode of consumer targeting for such SMEs, which otherwise may not be as
feasible for them. For example, 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.
Personalized service. Through Company’s data collection team canvassing the local
markets, just dial establish direct relationships with many of these SMEs. Once just dial
identify Company’s potential advertisers, 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. 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. Access to relevant users. Listing on Company’s
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7. search service provides businesses with exposure to users at a time when the users are
making a purchase decision.
Experience and Expertise in Local Indian Markets
Just dial have been in operation in the Indian market for over 15 years, and Company’s
senior management team has wide ranging experience in the search service, advertising and
IT industries in India. Just dial believe that Company’s strong knowledge of the Indian
market and the experience and expertise of Company’s management and firsthand
experience with various market participants (including SMEs and users) differentiate us
from other generic and local search service providers and enable us to grow in an industry
that has historically been difficult to monetize. Company’s experience, knowledge and
infrastructure enable us to establish relationships with SMEs, which just dial believe are not
within the scope and focus of other generic search engines.
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, i.e. through the Internet, mobile Internet,
voice or SMS. 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. Just dial have a large collection of reviews
and ratings by users of the businesses listed with us. Users can submit their reviews of
businesses, products and services on Company’s just dial site or through Company’s phone
service. 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. As of June 30, 2011 approximately 2.7 million reviews and ratings just
dial published on Company’s just dial site. 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. Company’s “Tag company’s Friend” feature helps users see
the ratings and reviews from their friends for various business listings, effectively creating a
social network to share users’ experience.
Advanced and Scalable Technology Platform
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8. Company’s award-winning technology is the key to effectively integrate the various media
just dial use to provide Company’s services to users, Company’s business listing database,
Company’s paid advertisers and Company’s information retrieval officers, or IROs.
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. The Red
Hat Enterprise Linux platform just dial use post just dials approximately servers for
Company’s various intranet and extranet applications. These applications can be accessed
by thousands of Company’s IROs from eight centers across India on a daily basis. Just dial
believe that Company’s technology platform enables us to provide a fast, efficient and user
friendly information service to Company’s users. Just dial believe Company’s platform has
a high level of reliability, security and scalability and has been designed to handle high
transaction volumes. 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. 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. 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.
Efficient and Profitable Business Model
Just dial believe that Company’s business model is efficient as it promotes continuity in
subscriptions and cash flows. Just dial 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. Negligible receivables. Company’s paid advertisers make payments in
advance of their campaigns in Company’s searches, which just dial believe significantly
reduces Company’s credit risk exposure to Company’s paid advertisers. In addition, as a
result, just dial had outstanding receivables of only ` 10.99 million from Company’s paid
advertisers as of March 31, 2011 while Company’s consolidated restated profit after tax was
` 286.2 million from a consolidated total income of ` 1,899.1 million in fiscal 2011.
Negligible debt. Just dial have maintained focus on capital efficiency and have grown
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9. without incurring material indebtedness. Just dial have been consistently profitable despite
growing rapidly over the past few years. As of March 31, 2011, just dial had total debt of
only ` 3.16 million, 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
COMPANY’S STRATEGY
To sustain Company’s future growth and development, just dial have and will continue to
employ the following strategies:
Enhance Company’s Users' Experience
Company’s objective is to offer free, fast, relevant, reliable and enhanced search results to
Company’s users through various communication media. 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. 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,
improve the relevance of Company’s search results, as just dial as to capture and relay other
relevant information to Company’s users, such as user ratings and reviews. 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. Just dial have dedicated content focusing on popular activities
and subjects (such as movies, restaurants and hotels) and just dial intend to create additional
content focusing on certain sub-categories of general businesses, products and services that
just dial believe will be popular with Company’s users. In order to process more advanced
software applications for providing enhanced user experience, and handling increased user
traffic, just dial continuously upgrade the hardware used by us, and develop new software
from time to time.
Broaden and Deepen the Footprint of Company’s Service across India
While just dial had approximately 6.0 million listings across various cities and towns in
India as of June 30, 2011, just dial believe that there is significant opportunity to further
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10. deepen Company’s presence in Company’s 11 largest cities, increase Company’s search
services beyond Company’s 11 largest cities, and to increase the proportionate share of paid
advertisers listed in Company’s database and to increase user traffic. Among other things,
just dial plan to add new premises and leverage Company’s reseller program to achieve the
foregoing. See the section titled “Objects of the Issue” for details of the new offices planned
by us.
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 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. Historically, Company’s 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 believe
that the quality of Company’s service and Company’s consistent focus on enhancing user
experience has contributed to Company’s Company’s brand development with relatively
low advertising expenditure.
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. Just dial intend to bring high quality
advertisements on popular national television channels in India. Just dial signed up Mr.
Amitabh Bachchan, a just dialll know celebrity, as Company’s brand ambassador for a
period of three years from December 28, 2010.
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.
Expand and Enhance Company’s SME Relationships
Just dial intend to offer Company’s existing membership packages for listing across more
areas in India, and to more categories of businesses and to create additional specialized
membership packages for SME categories which witness high user interest. Just dial also
intend to further develop dedicated category portals to attract SMEs in particular businesses.
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11. Furthermore, just dial intend to leverage on Company’s direct relationships with SMEs to
educate and explain to them the ease and benefits of running campaigns and advertising
with us, with a view to converting their business listings into paid listings and to upgrade the
membership packages of Company’s existing paid advertisers.
Extend Into New Products and Services
Just dial believe that Company’s Just dial brand, user activity on Company’s platforms,
Company’s SME relationships and Company’s experience with data analytics can be
leveraged to expand Company’s business by offering new products and services such as the
following:
Daily Deals. Just dial plan to leverage Company’s user base and Company’s relationship
with SMEs and offer a “daily deals” section on Company’s just dialbsite which will provide
users with special promotions on various products and services.
Targeted marketing campaigns. Just dial believe that Company’s database and user data can
be 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
Company’s users, just dial plan to facilitate targeted marketing campaigns for businesses,
including those selling branded products (for example, branded cars) as just dialll those
selling mass products (for example real estate companies providing low cost housing) reach
their targeted users segment.
Structured Data for Businesses. Just dial believe that various businesses require quality and
structured data on various other businesses, products and services. Just dial intend to use
data analytics to leverage the existing database and provide us with information that will
enable us to provide structured data to such businesses.
Selective Licensing to Expand Into New Geographic Markets
In addition to broadening and deepening Company’s presence in India, just dial believe that
Company’s multi-platform local search services model, which enables commerce by
connecting SMEs with end-consumers, will be attractive to parties outside India. Just dial
plan to expand Company’s operations to other markets as opportunities arise, primarily by
licensing the “Just Dial” name and selling Company’s rights and offering service
arrangements to other parties to conduct these operations as just dial are doing with the U.S.
and Canada. See “Business – Divestment and Demerger”.
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12. Strategic Canvas of the Just-Dial
Pre Just dial
Pre just dial information diary and telephonic service was there. Time for information dairy
service was not much to find data and telephonic service also easy to use, that way we give
3.5 to telephonic diary.
Reliability was not there information diary and telephonic diary that’s way we give rank to
2.5 and 3.5 to information dairy and telephonic diary.
Price of this data was high.
24*7 service was not there in information diary and this service was there in telephonic
diary but not that much good.
Reach was not there in both info diary and telephonic diary.
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13. Post just dial Strategic canvas
We can say that graph is divergent. Because price of data which provided by just dial is very
law we can say free. 24*7 service was there in just dial. Reach and service option was very
good in just dial and information diary.
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14. ERRC Model of Just-Dial
Eliminate: Just dial eliminate traditional system which was there in Information diary and
telephonic service.
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 not have to purchase anything for shop we have to call for information
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15. Raise: Pre just dial reliability in data was not there, at that time data was not that much
reliable as after launch of just dial. Information diary and telephonic service reach was not
there, there was only local player. Service option and technology also increase by just dial.
Create: free service and 24*7 service was not there before just dial that is created by just
dial.
Red Box is pain point
Purchase-simplicity: pre just dial there are no simplicity in purchasing information. At that
time we have to go out to find that information, so we can say that there is no simplicity in
purchasing data.
Purchase-Risk: Pre just dial risk was there in purchasing data because at that time data was
not that much reliable as after launch of just dial.
There was nothing like maintenance and disposal before just dial so we can put in pain point
because it is itself business model we can work on it.
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16. Blue Box is removal of pain point
Purchase-simplicity: there is simplicity in purchasing data from just dial because to collect
data customer to do only one call or search in just dial website or search in mobile.
Purchase-risk: Risk is reduced after launch of just dial because data-information provided
by just dial is reliable means trustworthy.
Customer productivity-disposal: In this service disposal came when you call second time
in just dial. Example: first time I call in just dial for any information they will register my
name in his data when I call again in just dial from same number they will call me with use
my name and ask me for help. This is disposal according to me.
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17. Six Path Model
1. Look across the Industry:
Just dial is connected with other industry like local search industry and also advertising
industry. Advertise business came from SMEs to just dial and also connected with
information technology industry.
2. Look across strategic Group within Industry
▫Systematic
▫24x7 free service
3. Look across the chain of Buyers
Buyers of just dial is mainly local people and businessmen others buyer is also there like
traveller.
4. Look across the complementary product and service Offerings
Just dial provide service to his customer in 3 options. Online search which customer can do
from net, offline search which customer can do from his mobile and SMS based service also
are there.
5. across the emotional and functional appeal
According to me just dial work on both appeal emotional and factional process, partly
factional and partly emotional
6. Look across time
Before just dial online service for information was not there and SMS was not there. So we
can say just have first mover advantage in this business.
The Macro Environment of JustDial.com
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
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 enablers
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18. 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
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.
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.
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19. The Micro Environment for JustDial.com
(a) 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?
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.
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20. Analyzing Decision Making Process:
Problem Recognition:
Need to buy goods and services like groceries, cab service, house rentals, telephone
connections, movie bookings etc.
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.
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.
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.
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.

(b) Understanding Competitors:
We use Porters Five forces analysis to understand the market forces better:
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21. 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.
(c) 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.
(d) 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
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22. Benefits Provided:
·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
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23. S.W.O.T. Analysis:
Understanding the Core competencies of the Organization and what areas it needs to focus
on can be done with the help of a Strengths, Weaknesses, Opportunities and Threats
analysis.
Strengths of JustDial.com:
·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
Weaknesses of JustDial.com:
·Reluctance among SME’s 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)
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24. Opportunities for Improvement:
·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 our services
·Entering newer markets like North America, Canada, Europe etc.
Threats to JustDial.com
·Low visibility in areas with limited internet penetration and literacy
·Threat of players with big corporations backing them, like asklaila.com
·Threat of foreign entrants like yellowpages.com which would bring with them a
large investment base
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25. Segmenting the Market:
Behavioural 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, since this
service is available and equally accessible to everywhere there is a presence of the
underlying telecomm technology.
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.)
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. 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, how many people booked air tickets or
hotel reservations would indicate how many of the HIG composition is there)
Accessibility to these segments should be reasonably good, for these segments have
exposure to the Internet and Telephone at either home or office or both.
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26. Differentiation services to suit the individual needs of a specific section of our customer
base can cater to them better. A good example would be JustDial Tourism started with the
Tamil Nadu government.
Action ability Catering to specific needs may not always be possible, as the service being
offered is a very broad service, and maintaining several SKU’s would make it impossibly
difficult to manage
The marketing mix of just dial
The various mediums in Just Dial.com’s Marketing Mix
The firm attempts to generate a positive response in the target market by blending these four
marketing mix variables in an optimal manner.
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27. 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 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
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.
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.
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.
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28. and the Communication Channels are Newspapers, Direct Mails, Radio, Television, Mobile,
Posters, Individual Referral, E-Mail, Internet, (company website)
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.
Physical Evidence:
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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29. Service Blueprint for JustDial.com
A service blueprint is basically a visual map, a way to represent the various steps involved
in the service delivery.
It should cover the following:
·Process Delivery
·Role of Customers and Employees
·Visible Elements of the Service
What it does is, it breaks down a service into logical components and easily definable steps
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30. Gauging Service Quality
With the help of the Gap model of Service Quality, we can identify the following gaps:-
(* - Gap does not exist)
(1) Customer Gap:
This is the difference between the customer expectations and perceptions of his
expectations. This gap exists because JustDial.com feels that all the customer needs is
information about his query, but what he actually wants, and is unable to convey owning to
the inept interface, is his specific requirement with that information.
(2) Knowledge Gap:
This exists when we do not know what the customer wants, what he needs and what he
expects all distinctly. Knowledge gap exists with JustDial.com because there is no direct
feedback that is collected after providing the service, and it disengages the customer once
the service is delivered. It needs to engage customers in an active feedback process, instead
of a passive one.
(3) Performance Gap:
This gap arises from inability to comply with customers needs, and generally occurs in high
growth markets with few options for customers. There is little to no innovation on the
service being provided and customization is also an area that people are interested in, and is
not being addressed.
(4) *Design and Standard Gap:
This gap arises when the organization has an inherent Design flaw which makes it
inaccessible or problematic for the customer. There are no blatant design flaws with
JustDial.com and it seems to be well designed.
(5) *Communication Gap:
This Gap occurs when performance does not match the promise. This gap also does not
exist for JustDial.com as it does deliver all that it promises, that is, information
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