Marketing Mix of Naukri.com and 7Ps (Updated 2024)

The Marketing mix of Naukri.com analyses the 7Ps of Naukri.com, which includes the Product, Price, Place, Promotion, people, physical evidence, and process of Naukri.com. Naukri.com was the first job portal to be launched in India, and it has maintained its first mover advantage by being on top to date.

About Naukri.com

• Type: Job search engine
• Industry: Internet
• Founded: March 1997
• Founder: Sanjeev Bikhchandani
• Headquarters: Gurugram, Haryana, India
• Area served: India
• Key people: Sanjeev Bikhchandani(Chairman) and Hitesh Oberoi(CEO)
• Number of employees: 1,500

Naukri.com Product Strategy

The primary product is RESDEX, which is mainly the complete resume database of naukri.com. Besides this, naukri.com also provides online branding and advertising solutions. Its Resume writing services for job seekers and recruiters are renowned.

The new Product Mix of naukri.com in 2024 is as follows (Source).

For Job Seekers

• Resume Database Access: Allows job seekers to create and upload resumes, making them accessible to potential employers.
• Job Search: Provides a platform for job seekers to search and apply for jobs across various industries and locations.
• Job Alerts: Sends personalized job alerts to job seekers based on their profiles and preferences.
• Career Services: Additional services like resume writing, LinkedIn profile writing, and career advice help job seekers enhance their visibility and chances of getting hired.

For Employers/Recruiters

• Job Postings: Enables employers to post job vacancies, allowing them to reach a vast pool of candidates.
• Resume Search: Allows employers to search the extensive database of resumes for suitable candidates based on specific criteria.
• Branding Solutions: Offers employers branding solutions like featured employer profiles, banner ads, and customized employer pages to enhance their visibility among job seekers.
• Recruitment Management Tools: Provides tools to manage the recruitment process more efficiently, such as application tracking systems, recruitment analytics, and communication tools for interacting with candidates.

For Educational Institutions and Companies

• Campus Hiring Solutions: Targets educational institutions looking to facilitate campus placements for their students by connecting them with potential employers.
• E-Learning Courses: Offers various online courses and certifications in partnership with educational institutions and e-learning platforms to help job seekers enhance their skills and employability.

Other Services

• Naukri FastForward Services: Special services for job seekers, including resume writing, profile enhancement, and visibility services to improve job prospects.
• Naukri Gulf: A dedicated portal for job seekers and employers in the Middle East, catering to the job market in the Gulf countries.

Mobile Application

• Naukri Job Search App: A mobile application that allows job seekers to search and apply for jobs on the go and enables employers to manage job applications and communicate with candidates.

Naukri.com Place Strategy

Naukri.com is in numerous countries, but the central part of buying and after-sales service happens online. The sales force of naukri.com, too, is widely dispersed and efficiently utilized in giving demonstrations to clients, acquisitions, and after-sales service. The Magazine office of naukri.com is in major cities and uses traditional print media distribution channels.

The place strategy of Naukri.com, focusing on how it distributes revenue and makes the rest of its services accessible, can be summarized as follows:

1. Online Platform Accessibility: Naukri.com operates primarily through its website and mobile app, ensuring easy accessibility for users across India and even globally, enabling job seekers and employers to connect seamlessly.
2. Regional Offices: It has established regional offices in major cities across India to facilitate closer interaction with large corporate clients and offer localized support, enhancing its service delivery and customer engagement.
3. Partnerships with Educational Institutions: By partnering with colleges and universities, Naukri.com extends its reach to fresh graduates and campuses, aiding the campus recruitment process and ensuring a steady influx of fresh talent into the job market.
4. Integration with Social Media and Professional Networks: Naukri.com leverages social media platforms and professional networking sites like LinkedIn to broaden its reach, engage with a broader audience, and enhance the visibility of job postings and employer brands.
5. Mobile Application: The Naukri.com mobile app ensures that users can access its services anytime and anywhere, catering to the growing trend of mobile internet usage and enhancing convenience for job seekers and employers alike.

Naukri.com Pricing Strategy

It is a premium-priced business portal with yearly RESDEX costing two lakhs and yearly job postings costing 85000. The branding solutions too are priced high, with each brand logo (depending on size) costing companies anywhere from 15 lakhs to 1 crore).

Naukri.com employs a multifaceted pricing and marketing strategy to cater to diverse users, from individual job seekers to large corporations. This approach helps Naukri.com maintain its position as a leading job portal by balancing competitiveness and profitability. Here’s an overview of the marketing mix of naukri.com and its pricing strategy, articulated from a marketing expert’s perspective.

1. Freemium Model for Job Seekers: At its core, Naukri.com adopts a freemium model, offering essential services for free to job seekers while charging for premium services. This strategy ensures high user engagement and retention, allowing job seekers to access and apply for jobs without any upfront cost while incentivizing them to upgrade to advanced features such as enhanced profile visibility and personalized job recommendations.
2. Subscription Packages for Employers: Naukri.com offers various subscription packages to employers and recruiters tailored to different needs and hiring scales. These packages can include job postings, access to the resume database, and the use of recruitment management tools. The tiered pricing structure ensures that Naukri.com can cater to small startups as well as large enterprises, providing flexibility and scalability.
3. Pay-per-Use for Additional Services: Beyond subscriptions, Naukri.com employs a pay-per-use pricing model for additional services such as featured job postings, resume database access, and recruitment analytics. This allows employers to customize their recruitment strategy and control costs by paying only for the needed services.
4. Customized Solutions Pricing: For large corporations and critical accounts, Naukri.com offers personalized solutions that bundle various services. Pricing for these solutions is flexible and negotiated based on the client’s specific requirements, including volume discounts and long-term partnership incentives.
5. Competitive and Dynamic Pricing Strategy: Naukri.com continuously monitors the market to adjust its pricing, ensuring it remains competitive while reflecting the value of its services. The dynamic pricing strategy allows Naukri.com to respond to market trends, competitor actions, and user feedback, optimizing its pricing to balance user acquisition and revenue growth.

Naukri.com Promotion Strategy

It has an intermediate presence in Television and print media but an Excellent presence in online media. It also uses promotional techniques – arranging local-level job fairs or other branding techniques to get traffic and increase awareness. Promotions are one of the primary reasons why naukri.com has such traffic and a high CV acquisition cost.

Some Recent Video ads and Print ads for naukri.com are:

Naukri.com People Strategy

Naukri.com is categorized as one of the best places to work. It has more than 400 People working for it. Most employees work towards the sales and after-sales services of the products and services offered. It provides excellent incentives that are sales-based. People are highly involved in operations, with the CEO, marketing, and sales head known for spending days on the field.

In the service marketing mix, “People” are a critical element, especially for a service-oriented company like Naukri.com, where the interaction between the service provider and the customer significantly impacts the service’s perceived value. Here’s an insight into the “People” aspect of digital marketing at Naukri.com, which you can incorporate into your article.

1. Skilled Workforce: Naukri.com invests in hiring a skilled workforce, including IT professionals, marketing experts, customer service representatives, and HR consultants. These employees are pivotal in developing, marketing, and delivering the services Naukri.com offers to job seekers and employers, ensuring high customer satisfaction and service quality.
2. Customer Service Excellence: The company places a strong emphasis on customer service, employing a dedicated team to handle inquiries, provide support, and resolve issues for both job seekers and employers. This focus on customer service excellence helps build trust and loyalty among its user base.
3. Training and Development: Naukri.com invests in its staff’s continuous training and development to keep them abreast of the latest trends in technology, recruitment practices, and customer service excellence. This ensures that the team can offer innovative solutions and maintain a high standard of service delivery.
4. Employee Satisfaction and Retention: Recognizing the direct impact of employee satisfaction on customer experiences, Naukri.com focuses on creating a positive work environment. This includes offering competitive salaries, benefits, opportunities for career advancement, and a culture that values diversity and inclusion, leading to high employee morale and retention rates.
5. Expertise in Recruitment: The team at Naukri.com, especially those involved in curating job listings and interacting with employers, deeply understands various industries and recruitment trends. This expertise allows employers to offer valuable insights and advice on attracting the right talent and helping job seekers find suitable opportunities and present themselves effectively.

Naukri.com Process Strategy

The process starts over a decade back from the job seeker logging onto the site and depositing his CV. A large depository of CVs is generated. This Resume database is password protected, and the data is then sold to corporate recruitment firms online or through personal visits/sales calls. Numerous Branding options are also available on-site and can be sold. The sales force is mainly involved in selling advertising and after-sales services.

The “Process” element of the service marketing mix refers to the methods and sequence of activities through which a service is delivered to the customer. For organizations such as Naukri.com, an efficient and user-friendly process ensures job seekers’ and employers’ satisfaction. Here’s how the “Process” component can be detailed in your article on Naukri.com’s service marketing strategy and mix.

1. User Registration and Profile Creation: The process begins with users (job seekers or employers) registering on the Naukri.com platform. Job seekers create profiles, upload resumes, and specify job preferences. Employers create their profiles, detailing company information and the types of candidates they are seeking. This step is streamlined to ensure ease of use and encourage user engagement.
2. Job Posting and Listing: For employers, the process involves posting job vacancies by providing detailed job descriptions, required qualifications, and other criteria. Naukri.com has simplified this process with templates and guidelines to ensure clarity and effectiveness in attracting suitable candidates.
3. Search and Matchmaking: Naukri.com uses advanced algorithms to match job listings with suitable candidates based on their profiles, preferences, and search behavior. This automated process helps efficiently narrow down candidates for employers and personalize job recommendations for job seekers.
4. Application and Communication: Job seekers can apply to listed positions through the platform, with the option to customize their application and resume for each job. Naukri.com facilitates communication between job seekers and employers, offering tools for managing applications, scheduling interviews, and providing feedback.
5. Feedback and Continuous Improvement: Naukri.com gathers input about their experiences from job seekers and employers after the application process. This feedback is used to continuously improve the platform, making the process more user-friendly, efficient, and effective in meeting the needs of both parties.
6. Value-Added Services: Beyond the basic job matching process, Naukri.com offers various value-added services like resume writing, profile enhancement, and recruitment analytics. These services follow a process that requires interaction with the customer to understand their needs and deliver personalized solutions.

Naukri.com Physical Evidence Strategy

In the context of a service marketing mix, “Physical Evidence” refers to the tangible and intangible elements that customers use to evaluate the service quality before, during, and after the service delivery. For an online job portal like Naukri.com, which operates in a digital space, the concept of physical evidence encompasses the design and functionality of the website and app and other elements that contribute to the user’s perception and trust in the service. You can detail the “Physical Evidence” of the job portals and Naukri.com in your article.

1. Website and Mobile App Interface: The user interface of Naukri.com’s website and mobile app serves as the primary physical evidence. A clean, user-friendly, professional design enhances user experience and creates a positive first impression. The ease of navigation and the efficiency of the job search and application process directly impact the user’s perception of Naukri.com’s quality.
2. Branding Elements: The logo, color scheme, and overall branding of Naukri.com across different platforms provide a visual identity that users recognize and associate with quality and reliability. Consistent branding helps in building trust and reinforcing the portal’s market position.
3. Testimonials and Success Stories: Testimonials from job seekers who have successfully found jobs and positive feedback from employers who have hired suitable candidates serve as tangible proof of Naukri.com’s effectiveness. These stories, displayed on the website and in marketing materials, endorse the service quality.
4. Security Features: Trust badges, SSL certificates, and privacy policy statements are crucial physical evidence for online services. They assure users of the security and confidentiality of their data, which is critical for a job portal where sensitive information is exchanged.
5. Customer Support and Service Channels: The availability and visibility of customer support options, including chat support, email, and phone numbers, provide users with assistance whenever needed. How effectively and efficiently customer support queries are handled reflects the quality of service Naukri.com offers.
6. Informative Content and Resources: Articles, blogs, career advice, and industry insights provided by Naukri.com contribute to its physical evidence by showcasing the portal’s expertise and commitment to adding value beyond job matchmaking. This content helps build the portal’s image as a comprehensive career platform.
7. Awards and Recognitions: Displaying awards, certifications, and recognitions received by Naukri.com enhances its credibility and proves excellence and leadership in the online recruitment space.

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