1. 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

2. 1
SUMMARY-
As The Competitive rivalry 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.

3. 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.

4. 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.

5. 4
WEB-ANALYSIS
Link-www.alexa.com
PERCEPTUAL MAPPING-
Customer Focus
Low
CareerBuilder
Low High
Online visibilityTimes jobs
Nauru
Monster High

6. 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

7. 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.

8. 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.

9. 8
PRINT AD’S-
Newspaper-
Will Give Business 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.

10. 9
SALES PLAN-
Steps To taken-
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

11. 10
capabilities and ensure a 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

12. 11
SOURCE FROM WHERE 1000 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.

13. 12
Following this stat if 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

14. 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