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  • Naukri.com Business Model and Marketing Strategies

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    Ragini Sharma
    217 просмотров8 страниц
    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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    naukri.com

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    naukri.com.pptx

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    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

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    217 просмотров8 страниц

    Naukri.com Business Model and Marketing Strategies

    Загружено:

    Ragini Sharma
    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

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 8

    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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