Just Dial - Is It a Blue Ocean Strategy Move??

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Prepared By : Vasant Gajara Chetan Panara

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Company History

Founder VSS Mani Wedding Planner Once bitten lucky ! Presence in 240 cities 3000 employees in 7 cities

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Market Share

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Revenue Model

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Present Scenario

It covers 240+ cities in India 8 centers in India More than 3000 employee 6 million business listing in 2011 Received 93.9 million voice searches in 2011 Received 180.7 million search request from user in 2011

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Clients

Vodafone Godrej TATA AIG life L&T Eureka Forbes HDFC SBI MAX life

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Financial Data

Growing at 50% Total income : Rs.1876 million in 2011 Rs. 40.1 million Funding from US hedge fund Tiger Global Rs. 8.2 million funding from Hong Kong based private equity player SAIF partner

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Goals

Increase Market Share Increase awareness among people

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Service Blueprint

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Action Plan

Identify the target customers/audience

Local Public Institution & Organization Calls per annum Advertisers Cities covered

Increase in number of

Understanding Online customer Behavior

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ERRC

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Strategy Canvas Pre Just Dial

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Strategy Canvas Post Dial

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Pre Just Dial - Buyer Utility Map

The Six Stages of the Buyer Experience Cycle
1. Purchase 2. Delivery 3. Use 4. Supplements 5. Maintenance 6. Disposal

Customer Productivity

The Six Utility Levers

Simplicity

Convenience

Risk

Fun and Image Environmental friendliness

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Post Just Dial - Buyer Utility Map

The Six Stages of the Buyer Experience Cycle
1. Purchase 2. Delivery 3. Use 4. Supplements 5. Maintenance 6. Disposal

Customer Productivity

The Six Utility Levers

Simplicity

Convenience

Risk

Fun and Image Environmental friendliness

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Six Path Model

Look across the Industry :

Local Search Industry Advertising Industry IT Industry

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Cont.

Look across strategic Group within Industry

Systematic 24x7 free service

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Cont.

Look across the chain of Buyers

Local people Businessmen Travelers

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Cont

Look across the complementary product and service Offerings

Local online and offline search SMS based service Advertising

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Cont

Across the emotional and functional appeal

Just Dial works on the functional appeal.

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Cont.

Look across time

Online Service SMS Service

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Why Blue ocean?

First Mover Advantage in the Indian Local Search Market Efficient and Profitable Business Model Advanced and Scalable Technology Platform Multiple Platform Service on a Large Scale Experience and Expertise in Local Indian Markets Offer Attractive Value Proposition for SMEs Strong Brand Recognition

Gauging Service Quality

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(* - Gap does not exist) Service Gap Knowledge Gap Performance Gap Design and standard Gap* Communication Gap *

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