Justdial

Just Dial- A case study in service marketing

Submitted to:

Prof. Devang Patel

Prepared By:

Chetan Panara

Vasant Gajara

Date: 14th may ,2012

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.

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.

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:

Small/Medium enterprise registers with JustDial.com

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

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

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.

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 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

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 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 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.

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”.

Strategic Canvas of the Just-Dial

Pre Just dial

Time

Reliabilit

yPric

e

24*7 servi

ceReach

0

1

2

3

4

Info Diary Telephonic

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.

Post just dial Strategic canvas

Time

Reliabilit

yPric

e

24*7 servi

ceReach

Servi

ce Option

0123456

Info Diary Telephonic Just Dial

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.

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

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.

EliminateTraditional systemReduce:Time boundaryHuman effort Raise:ReliabilityReachService optionTechnology Create:Free service24x7 service

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.

Blue Box is removal of pain pointPurchase-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.

Six Path Model1. 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 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.

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.

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:

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

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

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)

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

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.

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 AdvertisingPublic RelationWeb 2.0/3GVoice QuerySMSE-mailWebsite

The firm attempts to generate a positive response in the target market by blending these four

marketing mix variables in an optimal manner.

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. 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.

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

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