Marketing plans for the year 2013 career builder

Marketing plans for the year 2013 career builder

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  MARKETING PLANS Topic to Discuss- Proposed Marketing FOR THE YEAR 2013 Campaigns, Competitive Mapping, Sales Plan CAREER BUILDER Prepared By-Kanti nath Banerjee, MBA, Galgotias University
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  1 SUMMARY- As The Competitiverivalry has intensified The Indian Job Portals are having good times although the recent economic slowdown, Companies Like Naukri.com is expects a growth of 20- 25 percent in its turnover in the 2011-12 fiscal. Our Main Competitors are Naukri.com which has a market share of 60 percent of the web business while others being Monster and Times Job.com But its rural India where the competition between jobs portals is heating up according to a report by Knowledge Wharton. Websites such as ruralnaukri.com are facing competition from rozgarduniya.com, which was established by monsterindia.com and ITC Ltd, using their Internet based service chain for farmers, e-Choupal. The recently launched chaakri.in is also looking for success in the market, and CEO Sabahat Azim told Knowledge@Wharton, “We believe in the potential of rural India. Its hour has arrived. “Joining the ranks this month is work4.in, which claims to be India’s first free jobs portal for both job seekers and employers.” Finally, there has been movement in the mobile jobs market as well, with a new partnership between Reliance Mobile and babajob.com – a portal that specializes in informal labor jobs. Telecomtalk.info reports that the partnership will see babajob.com power Reliance Mobile’s job service for those who are not computer literate. Here we will be Discussing Certain Marketing campaigns for the upcoming year based on Competition Mapping and will develop the Sales Plan.
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  2 COMPETITIVE MAPPING- TOOLS USED- Competitive array Media Scanning Web analysis Perceptual mapping COMPETTIVE ARRAY- Competitor 1-Naukri.com, Compititor-2 Monster.com, Competitor 3-Timesjobs.com During Competitor analysis we found the online traffic of their site{Both the Indian part too} is weaker than the others, certain sections are not working, Product portfolios are not that much attractive like others present in the market. Their social media campaigns are also not customer focused or well- targeted with mere 8000 like in their FB page and very less activity in YouTube channel also.
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  3 MEDIA SCANNING Naukri.com • They have More Domestic Approach.Wisely Segmented covering all the major cities, Market Leader,Fresher’s and Experienced as Target Audience. • They have positioned themselves as Indian job portal with wide Product portfolio. Joined hands with NDTV -18 as India’s First job show. Monster India • Global Approach although customized a bit according to Indian market needs. • Wide Product Portfolio • Multilevel marketing • Holds Their global Image Times Jobs Wisely segmented according Demographics and Geographic's. Holds the brand name of Times Of India Efficient SMS marketing implemented. Sufficient Product Portfoliopositionedthem as user friendly and common name in Indian Market. Career Builder Less segmented and targeted among others., Holding on it’s the global Image Least Visibility and Promotion in Indian Market although Immense opportunity to grab more market share. Narrow product portfolio with certain sections not working.
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  4 WEB-ANALYSIS Link-www.alexa.com PERCEPTUAL MAPPING- Customer Focus Low CareerBuilder Low High Online visibilityTimes jobs Nauru Monster High
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  5 MARKETING CAMPAIGN SEO Campaigns Organic,Predominantly Email Marketing Multiplatform Marketing Mobile Marketing Online SMS marketing Google Adwords Facebook Marketing Social Media Marketing Content Management Marketing Tools Youtube Marketing Tie-ups with Major colleges as Placement partner Event Marketing Workshops,Seminars, Sponsoring Job Fairs Field- Sales Promotion ,Pool campus Drives Advertisement Print Ad's
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  6 ONLINE- SEO Campaigns-Organic Site found Weak in Organic Search, Pagetraffic, was very low among other competitors. Can have the services of Domestic SEO and Online marketing Service Providers like- www.tatvic.com. Need to look after Content Optimization,Content aggregation Inorganic More investment in Google Ad-words, Cost Assigned-1825000/-, (Details attached) Email marketing Option to attach .vcf files with emails that can be directly stored in contact list on multipleplatforms, containing Customer care number, email-id and site link. Mobile Marketing- Apps for multiple platforms, likeBlackberry, Windows phone, While main competitors already using. App like “Live jobs” lets you find potential jobs around your present location through the help of GPRS and Mobile Internet while on the go. SMS-Marketing-More updated and Innovative contents with multimedia effects like Liberty Insurance Company- threatening you with disaster (tornado, earthquake, flood) and then, by simply tilting your iPad to see the damage magically disappear, Cost allocated-2 Lakhs, Online Ad’s In Sites like managementparadise.com ,pagalguy.com,Sildeshare.com etc., Real- time Interaction with customer care executives through yahoo, email chat boxes whenever a registered user of Careerbuider.com is online, similar toGlobal connect concept of times jobs. Joint Venture between Career preparatory sites for certain services like, Resumemaking, online Portfolio management etc.
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  7 Social Media Marketing- Facebook Marketing-Ads, Existing Page Management. YouTube marketing. Comparatively Not much active in YouTube,Facebook and Twitter. Needs more domestic approach for Indian Scenario. Can hire agencies like-social wavelength for total management. Cost Assigned-600000/- OFFLINE- Event Marketing Tie-up’s with MBA colleges as “Training and Placement Partner” Providing Assistance to the Training and Placement cell by conducting events like-Career Development Program, Employabilitytest, Workshops and seminars through Sales team and Experts. “Career Associates” Sales Promotion by tie-up’s with Competitive exam coaching centers like T.I.M.E etc., Cost Assigned-10 lakhs{Including all costs} Break up-Sales Team Development Training and Hiring Program Transportation cost for Career Builder Executives around India Administrative costs Mislennious Advertisement- As the Budget is 1 crore we will try to avoid commercials as slots rate recently hiked by 10%- 15%, average market price-2 lakh per 10 sec slots in premiere TV channles.Although Open to Opportunities.Can have a one Month Classified-ad in Some News channels depending upon the Budget.
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  8 PRINT AD’S- Newspaper- Will GiveBusiness ads In Times of India+Economice Times {All Editions} 5 days a month, 5 months a year, During Starting and ending of Academic Sessions and Competitive exams. Covering all the major cities. Detailed cost attached. Magazines- May run full page ads in certain Magazines like-Pratiyogita darpan,Business today etc,Depending on the revenue generated in First quarter of the next year. Usage of QR codes in both platforms extensively. Other Tools that can be Used- Banner Ad’s during major events in Upcoming year like-IPL, woman’s World Cup 2013, {Has Past record of huge success in US super bowl}. Notepad cover. Kiosk marketing. College canteen campaign.
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  9 SALES PLAN- Steps Totaken- Prospecting Qualifying Proposal Decision Repeat Business Prospecting- Finding new opportunities among the existing customer base-More Tech savvyConsumers, Global approach, More Internet penetration{3rd largest Internet user-base around the world}.Multiplatform marketing. Here we will Identify the Colleges which we need to target for Event Marketing. We can Appoint Market research agency for Certain finding. Qualifying- Assessing the revenue potential and costs associated with a customer opportunity to decide if it's worth to partner with that college, Development of sales force is the other concern, good amount of cost may accumulate. The existing user-base as well as the recruiter’sneeds to be asked whether the company is meets his or her business needs. In this stage, sales professionals must be adept at discovering the customer's true needs, in detail. Certain sections need to be improved like the internship section of the webpage and the mobile app download section etc. Proposal- Our customers will be-B2B and B2C both, as we may start targeting more a specific set of customers like Fresh Graduates and Post Graduates for Resume Submission and in case of B2B joining hands with small and medium consultancy firms inside the market. We must demonstrate to the decision-maker of those companies like-Pagalguy.com or Minglebox.com, Presenting the revenue model that we can deliver. We can create a mutually agreed upon product/service evaluation plan that emphasizes key steps to prove our
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  10 capabilities and ensurea win for both the customer and the salesperson. Sales PPT needs to be updated. The goal of this step will be to demonstrate the value our business Identifying our Global Existence and New Product Innovations that can provide the customer what he/she wants. A proper evaluation plan conducted by our sales team for each of our clients as well as Total comparison from the last year. Decision- As Technology is changing everyday, thedecisions should be flexible enough so that it can be changed anytime, like in case of BTL activities like Event marketing plans and Advertisement plans. In case of ATL activities it should be integrative, interactive and more domestic approach rather than Focusing on Global market. Sales deals during small consultancy firm’s acquisition and small websites or blogs should be Flexible enough too. Altering the existing sections of the webpage may cost certain amount, integration of certain new sections also needed. Internship section should be totally revised. Repeat business- Critical to a sales process. After a contract is signed or a sales commission is paid out, the product or service must be delivered and implemented as promised here we are talking about the quality of Events that we will do in colleges, the internship opportunities that we will display in our site. Follow up with the customers in both traditional and today’s modern Social ways to make sure that everything proceeds smoothly. Satisfied customers are more likely to place new orders, and might be willing to act as referrals for new clients. For implementing more easily, we can follow these steps: Research, Implement, and Evaluate, Refine and Provide ongoing management support. Detailed Proposed Budget-Click here
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  11 SOURCE FROM WHERE1000 RESUMES/DAY CAN COME FOR FIRST 3 MONTHS- If We tie up with Pagalguy.com or Minglebox.com or sites like this, and ask The viewers during profile building to submit resume, Powered by CareerBuilder with facilities such as Resume correction, Tips and Ideas, Job alerts for free for the members who are signing up every day as Unique customers than getting thousand resumes/day is not a big deal from this single source only. According to statistics Pagalguy.com has unique visitors per day approximately 23,919, which produce a total of 105,429page views. If we assume among them only 50% creates profile everyday than the number will be-11960 During registration if these users upload their resumes for availing CareerBuilder services than per day resume submission in Careerbuilders account will be 11960/day which is huge than what we are expecting,in total according to our target it will be-1076400 for first 3 months,while we expected-90000. For this Partnership if we calculate their annual advertising revenue of Pagalguy.com, it will be coming around-8399015 /-INR {Pagalguy.com is estimated to earn at least $419 USD per day from advertising revenues,if we calculate annually in Indian currency it will come the same} If you give 60% of this revenue yearly it will cost us-5039409/-INR, which is merely 51% of our allocated budget. And the rest 49% we can use for other purposes. Now for our revenue generation part,Firstly there would be significant increase in peeves daily in our website,if we calculate assuming among 11960 users who are submitting resumes/day to our site 70% lands up in our site than the number will be-8372 users/day, if we add it with our current page visits/day it will come-7882+8372=16254, which is more than twice/day. The revenue Increment-Current data-Careerbuilder.co.in is estimated to earn at least $30 USD per day from advertising revenues while the page views is-7882, Now if we assume the increase in page views has a direct relation in increase in daily advertising revenue than per day revenue at the page view of 16254 will be 61 USD, which is also double than current one.
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  12 Following this statif we calculate the yearly advertising revenue it will come-22265 USD/Year or 1222794/-INR. If we compare with current yearly ad revenue {10950 USD} the revenue will be more than double too. This Model is based on only one site-pagalguy.com; we can apply the same with other sites like this one too. Now If we Calculate the First 3 months Revenue it will be-5566 USD,OR306797.92 Indian Rupee. The Budget Allocated For Event marketing Will be based on This Quarterly revenue. DATA COLLECED- http://statsgram.com/www/careerbuilder.co.in http://statsgram.com/www/pagalguy.com
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  13 LINKS- http://www.rediff.com/money/2006/oct/10naukri.htm http://www.indiantelevision.com/headlines/y2k1/june/june11.htm http://www.theworkbuzz.com/ http://www.smartinsights.com/digital-marketing-strategy/digital-marketing-trends-2012/ http://www.scribd.com/doc/58966840/Business-Model-of-Naukri http://www.careerbuildercareers.com/ http://www.myhoneydulist.com/2011/07/key-factors-to-consider-when-selecting-an- outplacement-firm.html http://en.wikipedia.org/wiki/Competitor_analysis http://www.slideshare.net/mandeepsinghjaggi/naukricom http://www.youtube.com/watch?v=bVjZ40crnh8 http://www.ibm.com/developerworks/webservices/library/us-analysis.html http://www.rediff.com/business/slide-show/slide-show-1-unemployment-rates-in-indian- states/20120710.htm http://www.rediff.com/money/2005/dec/14spec1.htm http://www.indiantelevision.com/mam/headlines/y2k4/feb/febmam89.htm http://www.mackcollier.com/cost-of-social-media-in-2012/ http://dannybrown.me/2010/01/17/the-real-cost-of-social-media/ http://www.business-standard.com/india/news/star-increases-ad-rates-by-20/433683/ http://www.slideshare.net/bipinpandit/advertising-on-tv-channels-presentation http://www.indianexpress.com/news/social-media-bags-40--marketing-budget-of-cos/855713 http://www.itmashable.com/2012/07/budget-allotment-for-social-media.html http://www.business2community.com/social-media/social-media-marketing-budgets-and- small-business-0351898 http://www.answers.com/topic/careerbuilder