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Emergence and Growth of Justdial
in the Indian Market













Group 9
Ankit Saklani - 13P125
Areeb Sharique - 13P128
Diwakar Sharma - 13P169
Jaskiran Singh Makkar - 13P144
Tarun Gupta - 13P177


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ACKNOWLEDGEMENT

We would like to express our deepest gratitude to Dr. Kanwal Kapil for enlightening
us throughout our Marketing Planning course and for his patient guidance, insight,
enthusiastic encouragement and useful critiques throughout this research work.
We would also like to extend our thanks to all our friends and colleagues at MDI and
outside who helped us by filling our internet survey. It is the support of our friends
that motivated us through the course of our study.
Finally, we wish to thank our parents for their undivided support and encouragement
throughout our study.

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Contents
Introduction ............................................................................................................................................ 4
Vision & Philosophy ............................................................................................................................. 5
A Brief History of Just dial ................................................................................................................... 5
SWOT Analysis..................................................................................................................................... 7
Strengths ........................................................................................................................................... 7
Opportunity ........................................................................................................................................ 8
Weakness .......................................................................................................................................... 9
Threats ............................................................................................................................................... 9
PEST Analysis .................................................................................................................................... 10
Political: ............................................................................................................................................ 10
Economical: ..................................................................................................................................... 11
Social: .............................................................................................................................................. 11
Technological: ................................................................................................................................. 11
Porters five forces ............................................................................................................................. 13
Competitive rivalry: ......................................................................................................................... 14
Threat from new entrants: ............................................................................................................. 15
Threat of substitutions: .................................................................................................................. 15
Supplier Power: .............................................................................................................................. 15
Buyer Power:................................................................................................................................... 15
ANALYSIS ............................................................................................................................................... 16
Positioning ............................................................................................................................................ 25
Suggestions and future prospects ........................................................................................................ 27
Conclusion ............................................................................................................................................. 28
Appendix ............................................................................................................................................... 29
References ............................................................................................................................................ 32








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SECTION: 1

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Introduction
JustDial is a leading search brand in India.
It provides search through Phone, Web, WAP and SMS.
It has over 57 million unique users spread across 2000 towns and cities in India
Just Dial, India employs 4000 strong work force, has more than 145,000 paid
advertisers.


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.

A Brief History of Just dial


1993
Incorporation of Company as A&M Communications Private
Limited
1996
Commencement of Companys search business operations in
Mumbai with 8888-888 telephone number
2006
Change in name of the Company from A&M Communications
Private Limited to Just Dial Private Limited

2007
Launch of Companys website http://www.justdial.com

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2007
Launch of search service through SMS and mobile
internet
2009
The website receives 25 million visits in a year for
the first time

2011
Demerger of activities and operations pertaining to
IT-related testing and other related services of
Company to JD Global

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SWOT Analysis






Strengths
Leading search engine:
Just dial is a leading provider of local search services in India. The users can call a
common number and ask the operator for any search category they are looking for
be it computer stores, wedding planners, restaurants in an area, beauty salons,
travel agents or any other service. It is most useful if the person is not having access
to internet at the time. Its business model is unique and is not limited to any
particular search category and has network now in almost all the states of India.
Just
Dial
Strengths:
1. Leading Local search engine
2. Early market entrant
3. Large customer base
4. Highly Scalable Business

Weaknesses:
1. Services not present in
all the countries.
2.Lower penetration in
rural area
Threats:
1. Newly emerging players
like sulekha,askme.
2. Lack of prior research of
the services by justDial.
Opportunities:
1. International markets
2. Presence in more cities
3.Increasing Telecom and
Internet penetration

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Early market entrant:
Just Dial was an early entrant in the local search engine category. Earlier people
were only reliant on Google search for any search but it required an internet
connection. Just dial exploited that opportunity and advertised accordingly. It started
providing local search services to users on a single number.

Large customer Base:
Just Dial can bank upon a large customer base in India which use telephone and
also internet these days. More than the Internet telephone has penetration in even
the backward areas of India and these days due to mobile phones Just dial has a
tremendous opportunity to exploit if it acts accordingly.

Highly Scalable Business:
This business is highly scalable given the fact that the search industry is not fully
exploited in India in Local searches and Just Dial has virtually no competitor in what
it does. Google also provides searches but its focus is global and also it does not
these specialized services as Just Dial. Just Dial has customized the search
according to local users and better meets the need of users in an area.

Opportunity
International Markets:
One of the unique things about just dial is that it has customized the search
according to local users needs. Google is the biggest player in online search but the
kind of service Just dial provides can allow it to survive and also thrive despite
Google being there. A person living in a town or a city would rather search on Just
Dial for say printing presses in that area than Google. This advantage gives it
tremendous advantage to aggressively go in International markets and new areas. It
has recently entered North America with the same service. It also plans to go in
newer markets with the same strength.
Increasing telecom and internet penetration:
India is increasingly having greater penetration every year in telecom and internet.
Government focus in improving infrastructure and greater penetration in telephony
and internet services in India provides a huge opportunity to Just Dial to exploit and
to capitalize on it given it acts proactively and aggressively.



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Weakness
Services not present in all the countries-
Outside India Just Dial is present in Canada, UK, Australia, New Zealand, Singapore
and Hong Kong .But its presence in these countries is very limited. It has yet to
expand its business in these countries.
Lower Penetration in rural area-
Rural area is yet to be touched by Just dial. A large population of people in India
resides in rural area and this segment is not yet touched by Justdial.

Threats
Newly emerging players like Sulekha and AskMe:
Just Dial afaces a challenge from new market players like sulekha and AskMe and
even TimesInfoLine. These competitors although not so big provide a threat to Just
Dial in eating into its market share. TimesInfoline in particular is backed by the times
group of India which has strong presence in electronic and print media and have
resources to market their website and also can scale up fast. Whether they are able
and willing to do it is a question. Just Dial will have to be more vigilant and grow
faster than its peers so that it reaches a level of comfort.













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PEST Analysis






Political:

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
Just
Dial
Political
1-Govt Guidelines
2-Interference on call
and assist
Social
1-Rising Population
2-Changing Lifestyle
Technological
1-Database
handling
2-Rating customer
Economical:
1-Inflation
2-Globalisation
3-Rapid increase in
local market


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Economical:

With rising inflation, customers are less willing to hire a taxi or go to a food
restaurant for e.g. , which would impact justdial's business

Also with globalization and more FDI pouring in, investments in such sectors
are likely to go up.

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.



Social:

With maximum population of India falling in the 17-35 year age bracket, there
is immense scope of use of smart and better technology

Rising Population also will have more number of customers pouring in

With hectic lifestyles of the youth and limited time constraint, the use of
technology such as justdial is a smart choice






Technological:
A better and improved technology will help in:
better and efficient handling of customers

more means to reach out to customers

some business intelligence tools can be used to predict customer behavior
patterns and business strategy can be made accordingly

Better handling of huge database

A better technology can be used to rate clients




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SECTION: 2

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Porters five forces


Porters five forces determine the competitive power in a business situation.
Following are the five important forces that affect competition.



Competitive
Rivalry[High]
-Yahoo,Google
-Sulekha,Getit

Threat of new
entry[Moderate]
-High entry barriers
Supplier power[High]
-Large number of
options available
Buyer Power[high]
-generally loyal
-go for quality
Threat of
substitution[High]
-a large number of
local and global
substitutes are
available

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Competitive rivalry:

JustDials dial-in search service through its call centers for information business is a
unique service. There are various competitors within the online local business search
segment with similar offerings. Players such as Sulekha, asklaila, Getit, ZatSe and
askme operate within the same space. It also faces competition from portals such
as Zomato, burrp (within the restaurant and lifestyle segment).

JustDial faces intense competition in the Internet business. Websites such as
Zomato have been able to create online communities that prompt users to visit
regularly and maintain mindshare. Zomato also attracts direct visits rather than
through search engines. Justdial enjoys an almost monopolistic position in the voice
search business.

Biggest competition for Just Dial is from Google at this stage and at the same time
the truth is that Google tried to get into the local search engine space in April 2008,
but they were unable to achieve scale and it requires a good amount of initial burn to
achieve that scale. So they exited this space around December 2010. Future entry
again into this space cannot be ruled out.

What I believe is that there are two things that are going to be important for someone
to be successful in this space - one is the ability to achieve scale that is where Just
Dial seems to have done a very good job. At the same time it is important that the
player who comes in here is able to make that kind of investment that Google is
capable of because of their deep pockets.





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Threat from new entrants:

Threat from new entrant is medium in local search market. The entry barriers are
high. A lot of investment is required for creating a search database. Also there can
be reluctance on part of business to put a paid business listing on a new search
engine. Also a call centre is needed to provide offline search results. A new local
search engine though enters the market and can be successful if it focuses on
providing specific services e.g. Zomato caters to the need of foodies by providing
search results for restaurants.

Threat of substitutions:

Threat of substitutes is high as there are large number of local search engines like
askLaila, zomato, sulekha, getit etc are available. Also there are search engines
available which provide specific services like zomato for restaurants, Magic bricks for
real estate. Big giants like google and yahoo have also entered into the local search
markets which provide stiff competition to local search engines and can be
substituted to easily.

Supplier Power:

The power of suppliers to drive up the prices is very high. Suppliers are the people
who listed their business in the search engine. As a large number of search engines
are available a supplier can shift to some other search engine if the search engine if
the search engine company charges large amount for the services.

Buyer Power:
Buyer doesnt affect the price directly as the buyer are not directly buying anything
from the search engine. He is just using the search engine as a medium to search
the services he required. A large number of buyers increase the price of the
advertisement.







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ANALYSIS

1) Gender:

The survey had 100 participants with varying age group and gender. Demographic
profile can be seen in the pie charts given below.



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2) Age Group Analysis:






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3) Profession:



As can be seen from the chart above majority of users are either student or working
professional. This indicates that Just dial is much useful for people who have little time to
invest and want one shop-stop for all service vendors where they can see information about
everything.





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4) Mode Used:

As can be seen from the above graphs and charts. The predominant mode for local search
engine users is Internet. Mobile apps and phone account for combined 26 percent only.
Inspite of increasing penetration of mobile internet and phones, internet still accounts for the
majority share in local search.










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5) Search Engine:




Just Dial rules the roost here. It is the preferred choice of customers and the second
preferred choice is Sulekha of which Just Dial is way ahead. Just Dial is used by 79 percent
of users.




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6) Please rate just dial on the following (1 being worst and 5 being best)
Number of responses for each parameter based on its preference:

Weighted average of the different parameters:

Based on the responses that we have received we have calculated the weighted averages of
the different parameters in order to rank them according to consumer preference. The
weighted averages of different parameters can be seen above in the graph.
As the graph clearly demonstrates, for consumers getting Informative search results is the
most important parameter on the basis of which they judge a search engine like Justdial or
Sulekha.
It is followed by Relevance, User Interface and lastly User Reviews.
Hence, it is extremely important for Justdial to provide as much information as it can in its
search results and make this information relevant to the user. Information such as address,
phone number, name of the person to contact should always be displayed.





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What Category do you search in JustDial? JustDial Utility for Various searches


It can be inferred from the respondents choices that the maximum search in JustDial is in
the Restaurant category. From JustDials perspective, it will be a great way to play into their
customer base by adding more restaurants to their list of search results.

Also movies and the hotels category together contribute to a whopping 80%.
Hence it can be concluded that the major business of JustDial is mostly in 3 categories:
Movies, Restaurants and Hotels.


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Rate the Phone services of JustDial (1 for Lowest and 5 for Highest):


JustDial scores heavily on the service delivery part with majority respondents rating JustDial
heavily on the Promptness with which call is answered and the Politeness of the executive
on the call front. It is clear from the responses that JustDial has a good reputation in terms
of Customer service and this is commendable.



Also a case in point is the relevant results. Respondents seem to be fairly satisfied with the
results produced by JustDial. It can be inferred from the responses that there is scope for
improvement in this area.


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Section : 3

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Positioning
1. Personalized touch They have the details of the customer calling. When one calls
for the second time they address the person with his/her name. This gives a personal
touch and a sense of association to the customers.

2. Quick service Just Dial provides a quick service and prompt response to customer
queries and their needs.

3. Diverse Portfolio - Has a unique model of addressing customer needs in many
segments be it restaurants, car wash, printing presses, travel, hotels, quick cabs and
many more. It provides a very diverse portfolio to its business. Its service offerings
address the needs of people from both high-end to low-end.

4. Engaging B2C as well as B2B - Engages customer as well as dealers. Just Dial
has a unique advantage of not only having business with the customers but dealers
as well which makes it strong in business model.

5. Trusts potential dealers provides a JD tag to trustworthy dealers and who have a
good history of providing high quality and reliable products to the customers.



6. 24*7 service - efficient and quick resolution of issues raised by customers anytime
and anywhere.


7. Perceived to be one of the most reliable brands in this segment



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8. USP is simplicity and reliable service. It does not divert customer calls to other
numbers and simply has one service executive answer customer calls. This provides
simplicity and reliability.



9. Tagline is Indias no. one local search engine which is a strong statement that
reflects the positioning in the Indian market. It also suggests that it is number one in
what it does. It clearly reflects the business segment it wants to cater to.



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Suggestions and future prospects

They can add a toll free SMS service for the customers so as to provide them with
an additional option of using the justdial service. Customers can send an SMS as
taxi service new delhi and send it to a toll free number based on which the
appropriate response will be provided.
As per our marketing research people give most preference to search results. So
Just Dial should try to make search results as informative as possible
Try to optimize search engine in a way to make results relevant
Make UI simple to use
As the number of smart phones are increasing they should promote their mobile app
to engage more customers
As power our market survey, most of the users use Justdial to search for restaurants.
Justdial should add more features apart from just searching for restaurants such as
rating restaurants and allowing users to post reviews. This can cannibalize
businesses like Zomato etc
It can expand into new international markets other than North America and India.
It can collaborate with other companies to increase its database so as to include
more companies into its search results
















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Conclusion

The number of local search engines is increasing at a very fast rate. Some international
players like yahoo local and google has also joined the race. According to
indiadigitalreview.com
There are 7.5 million potential small & local businesses .Out of which, 5000 are big
shots who has deep pockets
So that makes, more than 99.9% untapped market. This is a very big opportunity.
Now there are about 50 million Indian internet users roughly. About 400 million
mobile users.
So we can see that there is a lot of opportunity present in local search industry
With broadband services and mobile phones penetrating into rural households, the demand
for local search market is expected to grow. Just Dial is already ahead in the competition but
to remain ahead it should keep on advertising aggressively and should keep on innovating.




















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Appendix

1. What is your gender?
Female
Male


2. What is your age?
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75 or older


3. What is your profession
Student
HouseWife
Businessman
Working Professional
Others
Other (please specify)


4. Which mode do you use most for your local search?
Internet
Mobile Apps
Phone
Other (please specify)





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5. Which search engine do you prefer for local search?
JustDial
Sulekha
Getit
Asklaila
Askme
Other (please specify)


6. Please rate just dial on the following(1 being worst and 5 being
best)

1 2 3 4 5
Good and Simple UI
Relevant Search Results
Informative

User Reviews for the item
search



7. Please rate the phone services of JustDial you like(1 being worst
and 5 being best)

1 2 3 4 5
Promptness with which call is
answered

Politeness of the executive

Relevant result

Less holding time








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8. Which category do you search in Just Dial?
Movies
Restaurant
Hotels
Repairs
Doctors
Tutors
Real Estate
Computers/Laptops
Other (please specify)























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References

1. www.justdial.com
2. http://www.indiadigitalreview.com
3. articles.economictimes.indiatimes.com
4. http://en.wikipedia.org/wiki/SWOT_analysis
5. http://en.wikipedia.org/wiki/PEST_analysis
6. http://en.wikipedia.org/wiki/Porter_five_forces_analysis
7. http://www.moneycontrol.com/india/stockpricequote/miscellaneous/justdial/JD
8. http://economictimes.indiatimes.com/just-dial-ltd/stocks/companyid-45529.cms