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Group 7 Section A

This document summarizes the business model and marketing activities of the job search website Naukri.com from 1997-2004. It states that the majority (60%) of Naukri's revenues come from placement agencies, while companies provide 30% and job seekers provide 8.4% of revenues. It describes Naukri's early marketing as positive PR and limited print/TV advertising growing over time. Challenges discussed include competition, improving services like resume screening, and increasing daily resume additions. Recommendations include sponsoring major events, increasing marketing funds, expanding to colleges, promoting key services, and educating more internet users on Naukri's services through national TV ads and job fairs

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Ragini Sharma
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384 views8 pages

Group 7 Section A

This document summarizes the business model and marketing activities of the job search website Naukri.com from 1997-2004. It states that the majority (60%) of Naukri's revenues come from placement agencies, while companies provide 30% and job seekers provide 8.4% of revenues. It describes Naukri's early marketing as positive PR and limited print/TV advertising growing over time. Challenges discussed include competition, improving services like resume screening, and increasing daily resume additions. Recommendations include sponsoring major events, increasing marketing funds, expanding to colleges, promoting key services, and educating more internet users on Naukri's services through national TV ads and job fairs

Uploaded by

Ragini Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Naukri.

com
Group 7 Section A

Business model
Job Seekers
Job Seeker Services, Alerts, mynaukri online

8.4 % Revenue

Naukri.com
1. Classified Listings & Hot Jobs 2. e-Apps services 3. RESDEX Service 4. Annual Subscriptions

30% Revenues

60% Revenues

Companies

Placement Agencies

Business Model: present scenario


Revenues mainly flow in from companies
Services Offered: Resume pool (RESDEX services), e-Apps services for screening resume and various Listings and Hot Vacancies on website

Placement Agencies

This a smaller section in term of revenues However, 60% of jobs on naukri site come through this channel

Job Seekers

Very small part in terms of revenue share Services Offered: Guidance through cover letter, building resumes and interview process. Also, alert services for matching jobs

Present marketing communication activities


97-00: Nascent Phase

Positive PR generated through newspaper coverage


No separate funds for marketing 00-01: First ad on large-scale Print media: National Dailies TV: Sporting events like Olympics 01-03: New Avenues Alliances with career supplements (HT Careers, Career Chronicle) & National dailies TV advertising limited to scrollers 03-04: First TV ad launched Traffic doubled due to sponsor packages on cricket matches

Evaluation of marketing activities


Positives Negatives

Revenue Recognized
Revenue in Rs. Lakhs
3000

2000
1000 0

97-98

98-99

99-00 00-01 01-02 Financial Year

02-03

03-04

Challenges
Competition: monsterindia and jobsahead merger

Sales Channel: Will sales force be relevant in future, as more revenues came in
from corporate clients?

Services:
RESDEX services accounted for 40% of naukri revenues, but 80% for competitors revenues Improper e-apps services: Provided poorly screened resumes

Just 23% job openings with naukri.com of IT sector, which was major driver of Indian job market

How to increase daily resume addition to the pool? In April 2004, 13% of internet users were visiting Naukri.com which rose to 37%

by July 2004
Total internet users in India were expected to double in a year from 2.04 % of the population to 5%.

Recommendations for new communication plan


Concentrate on major events that cover large audience to increase recognition for brand name naukri.com Eg: World Cup Increase marketing funds further for marketing plans via VC firms Tap undergrad and management colleges market
Provide resume building workshop Take charge of entire placement process Will further build the resume pool

Promote RESDEX, e-Apps and new resume screening services


Build a good IT team to serve customized demands of firms

Tie-up with more placement agencies at regional levels Eliminate popups from the site. There are only 662 backlinks. Be aggressive to increase it to many folds. Use Google AdSense which was launched in 2003. Internet user is increasing and penetrating smaller cities so educate common people to use naukri.com through national TV ad. Organize job fairs across major cities. Increase page rank in the major search engines like Google.com, Yahoo.com

THANK YOU!

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