Group B11: Abhishek Dogra Devdatta Bhattacharyya Mawshanlang Swer Sai Srikanth Madugula Shah Hardik Naresh Shah

Siddarth Bipin

Business Model

1 Database management of personnel information That brings job seekers and employers together. 2 Recruitment services companies/ Print Media 3 RESDEX DB Mgmt./E-Apps/Different Subscriptions 4 Sales force expenditure (48%) / Promotions (10%)/Technology 5 Lower cycle time for recruitment process/ reduced cost as against print media for both parties involved 6 Direct Selling Sales force of 170/280 employees 7 Online/ print edition limited in reach 8 subscriptions for access to database for companies and specialized services for job seekers 9 Companies (HR Dept.), jobseekers and placement agencies

the Model
It is primarily two fold. One, attract recruiters to advertise on its site

via different kinds of products and hence get the job seekers
attention and consequently his CV (passive mode). Another product for the recruiter is the RESDEX database that allows him to actively search for fitting candidates from among the 2.5 million CVs in

Naukris database. And two, get the attention of the job seeker and
convince him of the necessity to post his resume on Naukri since recruiters prefer Naukri too.

To get both kinds of customers Naukri relies on both Sales &

Marketing. Sales to retain old corporate clients & acquire new ones. And marketing for both corporate clients and job seekers.

Communications - pros
It effectively piggy backs on the 2nd or 3rd placed newspapers such as HT, Indian Express etc. leading to low costs. Plus, job seekers have by now become habitual of searching newspapers for openings.

Its TV spots have hit the bulls eye by communicating in a very succinct manner, the ease with which one can get a new job through naukri.

Online recruitment sites are visited more by a lower age segment of customers. Hence it makes sense to make your presence felt through cricket tournaments. And there is a lesser possibility of getting your message lost in the clutter simply

because jobs are always on ones mind and one always pays attention to such
ads, if one is looking for a job or for a change.

Communications - cons
People who post resumes online know English, but that does not

imply that they watch English movie, soap or news channels on TV.

A huge chunk of the Indian populace, which can converse in English, asks somebody in the family, or neighbors to post their resume, and

they read Hindi newspapers, watch Hindi news channels and soaps.

Limiting advertising to just English channels means that a huge chunk of the target market segment is never exposed to naukris communication activities. The whole focus of naukri seems to be towards the English-speaking urban segment only.

Recommendations
The proportion of people who watch English channels like Zee MGM/HBO/AXN and simultaneously being jobless is low. Advertising can be done through regional channels but the edit will have to be in vernacular so that it fits in with the channel as also reaching out to the target segment. A large number of colleges in India are unable to place their entire batches. A strong communication campaign at/near such institutes will get a large no. of job seekers into Naukris fold very early. Advertise on Hindi channels too. It wont lead to brand dilution, rather it will increase Naukris presence in the market. There are job-lookers everywhere and they wont think less of Naukri if it advertises on non-English TV channels also. The sales function should be revamped into convincing people into buying and retaining your services. Retention should be rewarded (getting more annual subscriptions) as against plainly bringing in more money.