chddd
Submitted by: Group I AkankshaSaxena (10020242002) Ashok Venkat (10020242004) DivyNinadKoul (10020242005) IshanAgarwal (10020242008) ManpreetKalra (10020242010) Sanket Bhatia (10020242025)
naukri.com 1. What i the nat ure of bu iness model for nau ri? Naukri.com is an Indian internet business portal exclusively focusing on jobs and career. It provides a forum for employers, placement agencies and job seekerstoexchange informationswiftly, efficiently and economically. Naukri offers job seekers as well as job providers to advertise for a job, search for a job, browse through resumes, place a resume, place a home page, visit employers' home pages and visit other Indian and International career sites. It is a one-stop information-store for job & careers in India. The business model focuses on effective knowledge management a cross various stakeholders. i. Their main tool is their website which is constantly revamped based on the customer insights, they have revamped the websites. With the use of improved algorithms and analysis, they have improved the customer experience across different portals. There has been aintensive effort at improving the quality of traffic and content on the websites. ii. naukri.com have oriented their sales processes for optimal resource utilisation and have used tele-calling as its vital tool for business. There is a performance measurement system and incentive scheme, thus prompting the sales team to aim for ³jackpot´ target achievement. The business is now focusing on penetrating deeper into markets. They are emphasising on making clients use more and more of their services, so that with increased usage they get used to the interfaces and navigation of website. The stress here is on increasing the market share and attracting clients away from competitors. iii. Creating strategic partnerships to obtain mutually beneficial results and barter deals. E.g. it tied up with newspapers to swap advertisements that helped the company to better communicateits value proposition.
1. Who are the customers? Initially the business was obtained by sending letters to HR managers culled from a database of 3000 HR managers. As of now, the two major categories of customers are employers/firms and job seekers. 95% of the revenue of naukri.com comes from employers/firms who pay to put up job advertisements or to get resume-related services. The remainder 5% comes from service providers to job seekers. Placement agencies are an important customer group for the firm. In the last quarter of 2004, 10% of the clients were placement agencies which contributed to 60% of the jobs and 30% of the revenues on the naukri.com site.Other important customer groups were IT and ITES, telecom and FMCG related firms.
Marketing Management - II
Page 1
naukri.com 2.
What are the key decision areas for the customers in their buying process?
The two main customers for naukri are job seekers and recruiters. The key decision areas for both are furnished below: Job seekers Ease of applying and posting resumes on the website Ease to get access to relevant job details Counselling service More efficiency and effectiveness in having access to a variety of recruiters and/or jobs Appropriate job alerts Resume/ CV build up R ecruiters
Better
screening of applicants Saving on cost of hiring Reduction in recruitment cycle Ease in resume search Ease in profile matching, short listing of candidates
3.
What is the role of ad ert ising and sales force in connect ing with
customers?
Advertising
Advertising has helped naukri.com increase its resumecapture rate and increase traffic to its website. Onlineand TV advertising have delivered CVs at relatively lower costs compared to print but it still costs naukri.com between Rs. 40-50 to acquire a CV using these media. Currently, naukri.com is not realizing enough revenues from job seekers to cover CV acquisition costs and this activity is being subsidized by the revenue from job posting and resumes database products. These channels offer substantially higher reach and TRPs compared to English TV channels. naukri.com can supplement advertising efforts by launching a referral programme in which registered job seekers can bring in new CVs.Advertising has other roles to play in naukri.com¶s growth. It has helped in introducing the salesforce and building credibility among the corporate clients but it is not very clear whether advertising has directly attracted corporate job posting and online advertising business. Sales
force
The sales personnel have to make a minimum of three to four sales calls daily. Each salesperson has three lists to work on- existing clients, potential new clients that are not being currently contacted, and possible future clients that have not been met as yet but are on the Marketing Management - II
Page 2
naukri.com naukri.com target list for the future.Each frontline sales person has a monthly base target, a stretch target, and a jackpot target to achieve. Sales force person has to submit a daily call sheet to the corporate office.
4.
What are your suggest ions for SanjeevBikchandani?
The major suggestions are summarized below:
naukri.com must increase its visibility and also to effectively communicate its value to the customer. It has to devise ways to increase traffic to its website and convert clicks to business. Advertising space on its website would also improve by adopting innovative tools naukri.com must also improve the functionality and navigability of its site and make it easier for job seekers to use the site. This will help it to attract more CVs and improve the site¶s attractiveness to job providers There is considerable attrition in the company. Thus, naukri.com must do a check on its HR practices and specifically work on compensation and benefits offered, especially to the sales force on which majority of the revenue is dependent. Recruitment also needs to be planned properly looking into skills and interest of candidates. naukri.com also can experiment advertising on national network, other regional language TV channels naukri.com can also review the existing players and adopt the acquisition route. However, it should select the company and also work out the valuation very carefully. Organizing job fairs in tier 1 and tier 2 cities to increase visibility and to increase market share There are thousands of students graduating from various business schools and engineering collegesevery year with virtually no campus recruitment. naukri.com can tap this market and provide suitable job opening to these students besides providing them with services like resume writing
Marketing Management - II
Page 3
