Marketing Strategy of Naukri analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Naukri marketing mix, help the brand succeed in the market. Let us start the Naukri Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Naukri marketing strategy can be explained as follows:
Naukri.com is one of the leading job portals in India serving millions of customers. As Naukri.com operates in both B2B as well as B2C segments, it offers different products and services in both of the segments. In the B2C segment it provides job seeker services such as text resume building, visual resume building, Priority Applicant, e-courses and certifications in various career paths and specializations such as Data science, Cybersecurity, Six Sigma etc.
In the B2B space, Naukri.com offers products and services in its marketing mix to recruiters such as Resume Database access (ResDex), Job listing (response management system), Naukri Referral Hiring Tool, Employer branding to increase the visibility of the employer, Career site manager and other others miscellaneous services such as resume short listing, screening and campus recruitment. Apart from recruiters Naukri.com also sells space on its website for non-recruitment advertising.
Image: company website
Naukri Price/Pricing Strategy:
Below is the pricing strategy in Naukri marketing strategy:
Naukri.com is a clear market leader in e-recruitment space and it charges a premium for its services in both B2B as well as B2C segment if compared with its competitors Shine, Monster India, and Timesjob. Thus, Naukri follows a premium pricing policy in its marketing mix to justify the quality of services offered and the access to a large database of recruiters as well as job seekers.
The price of a typical text resume is approximately 300% more than its competitors. Naukri’s major product in B2B segment is RESDEX, which is Resume Database Access, is offered at Rs. 70000 for a three-month period which gives access to 7000 resumes and 70000 Emails. Further, various products and services are offered at different prices based on validity period, and number of resume and Email access given.
Following is the distribution strategy in the Naukri marketing mix:
Naukri.com operates to help aspiring Indian job seekers to get jobs around the globe. For this purpose, Naukri has presence in numerous countries with major recruiters targeted in countries such as USA, UK, and other countries in Europe, Middle East, Africa & South-East Asia where responsive after-sales service is also offered to the recruiters.
Further the Naukri.com portal can be accessed from anywhere through any device with an internet connection such as Windows, Android, iOS, Mac as it has mobile as well as HTML website as well as dedicated application is present free-to-download from Google Play store and App store.
Naukri Promotion & Advertising Strategy:
The promotional and advertising strategy in the Naukri marketing strategy is as follows:
Naukri.com’s promotional efforts are focused on promoting the use of e-classifieds instead of traditional newspaper classifieds for job search. This is done to ensure overall market growth of e-classified space in India. The marketing campaigns of Naukri.com are high on humor appeal and usually portrays employees highly dissatisfied with their existing jobs to attract more job seekers to use its services. Naukri advertises mainly through traditional media such as Television Advertisements, Newspaper advertisements. It also promotes itself by organizing local level job fairs to increase awareness about the portal.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Naukri.com
The service offered is a low contact service. The parent company of Naukri.com, i.e., Info Edge, has an employee base of around 3800 people who are dispersed in 41 cities in India and Middle East. A proportion of these employees are responsible for the service operations of the portal such as marketing, sales, hiring relationship, business development, content developer, quality control. Also, the e-learning courses are also developed by Naukri.com as an in-house capability they also employee trainers as well as faculties. For the recruiters, the service delivery takes place at arm’s length with customer service offered through toll free number through third party call centers.
Naukri.com has several processes in place for its business operations. On the B2C side, the process involves the job seekers registering on the portal with their existing resumes or they can choose to build their resumes online using the resume building service offered by Naukri.com for a price. As more and more resumes are uploaded, a huge database of resumes is created which is password protected and is offered to potential recruiters through various products available on the portal. On the B2B side, the recruiters can purchase the e-recruitment products available on the portal and can even contact sales personnel for a demo. They can also contact the customer service in case of any issue with the process.
As the portal offered low contact service offered at arm’s length to the consumers, it has no physical location. The site design and user interface of Naukri.com has been made user friendly as it is easy to operate for both recruiters and the job seekers. Further the company invests highly in further simplifying the website. Naukri.com has branches at various locations across the globe which can be reached for contact. Hence this completes the marketing mix of Naukri.com
Naukri.com is an online portal for recruitment classifieds, founded in 1997, operated and owned by Info Edge (India) Private Limited whose business portfolio also comprises of various classifieds’ portal such as jeevansathi, 99acres, shiksha etc, which are quite popular with Indian diaspora. Naukri enjoyed the advantage of entering early into the market and has established itself as a clear market leader in Indian e-commerce space with a staggering 77% internet traffic share, with approximately 5 crore resumes and more than one lakh recruiters.
The major competitors of Naukri.com are Monster India, Timesjob and Shine who share approximately equal internet traffic share among themselves. Naukri.com generates its revenue through both Business-to-business market as well as business-to-consumer market with B2B market generating 90% of its revenue.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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