Understanding the brand image of Naukri.com at Bhubaneswar (field data).

1. BRAND IMAGE OF
NAUKRI.COM AT
BHUBANESWAR
Sudipto Bakshi (15DM004)
Presented by…

2. Contents
■ Overview of Infoedge (I) Ltd.
■ Objective
■ Research Methodology
■ Inside view of Naukri.com
■ Traffic share and competition
■ Revenue sources of Naukri
■ Survey details
■ Findings
■ Conclusions
■ Recommendations

3. Overview – Infoedge (I) Ltd.
■ The company was incorporated on May 1, 1995 under the CompaniesAct, 1956 as Info
Edge (India) Private Limited and became a public limited company on April 27, 2006.
Starting with a classified recruitment online business, naukri.com, Info Edge has
grown and diversified rapidly.
■ Business portfolio comprises:
– Recruitment : Naukri.com
– Matrimony : Jeevansathi.com
– Real Estate : 99acres.com
– Education : Shiksha.com
■ Nation wide coverage through 64 company branch offices in 44 cities in India

4. Source : Economic times

5. Objective
■ To understand the Brand image of Naukri at Bhubaneswar.
■ Awareness level of Naukri.
■ Factors that’s blocking the popularity of services of
Naukri.com.

6. Research Methodology
■ Primary Research
■ Secondary Research

7. Naukri.com

8. Inside view of Naukri.com
■ Established on March 1997, by Sanjeev Bikhchandani. Naukri is the
dominant leader in the online job market.
■ 70% market share in Q3 FY 15-16 (Source : comScore).
■ 245,000 to 270,000 jobs and 45 million resumes on the site.
■ In Q3 FY 15-16
– 10,600+ avg. resumes added daily.
– 163,000+ resumes modified daily.
– 650,000 to 900,000 resume searches daily.
– 6 to 10 million resume contacts by recruiters daily.
– Over 24,700 job seekers availed premium services.
■ 52,400 clients in 9 months FY 15-16 vs 49,000 in 9 months FY 14-15.
Source : Infoedge website

9. Dominant traffic share
Source: comScore (excludes traffic from mobile and tablets)

10. Competition
■ Local job boards.
– Monsterindia.com. (Traffic rate : 8 million)
– Timesjobs.com. (Traffic rate : 3.2 million)
– Shine.com. (Traffic rate : 0.6 million)
Source : Alexa.com

11. Revenue sources in FY 14-15
■ B2B revenues about 90% (from Recruiters).
– Resume database access.
– Job listing (response management).
– Employer branding (visibility).
– Career site manager.
– Others : Resume short listing and screening, campus recruitment.
– Non recruitment advertising (other than for jobs)
■ B2C about 10%
– Job seeker services.
Source : Infoedge official website

12. Breakup of revenue by product type in
FY 14-15
2.5
0.6
0.3
58.3
18.2
11.2
8.8
Assisted Search Others Career Site Manager Resume Database Job Listings Job Seekers Service Branding
Source : Infoedge official website

13. Breakup of revenue by industry in FY 14-15
8%
29%
25%
17%
14%
7%
Other
IT & ITeS
Recruitment firms
Infrastructure
Other services
Other Manufacturing
Source : Infoedge official website

14. Survey Details
■ A structured questionnaire.
■ 204 Corporate Respondents.
65%
18%
3%
14%
IT
ITeS
Infrastructure
General

15. Findings
65%
2%
30%
2%
Useful
Low quality and non-useful
Expensive
Well Priced

16. Conclusion
Info Edge has an in-depth understanding of the Indian consumer internet
domain.With years of experience in the domain, strong cash flow
generation and a diversified business portfolio, it one of the very few
profitable pure play internet companies in the country and Naukri.com
being a prize player for the company, it continues to be the leading
revenue generator for Info Edge out of all its subsidiaries.
Adoption of New strategies including new products for recruiters, tools for
superior search, Approach for building personal relationship with the
clients.

17. Recommendations
■ Initiatives towards Print Media Advertisements.
■ Develop a search tool for newly incorporated or newly formed
companies in Bhubaneswar.
■ Adopting a less rigid pricing strategies.
■ Variability in payment options.
■ Introduction of Brochures.