Project Prashant

8/20/2019 Project Prashant

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Submitted to: Prof. Jayesh Aagja

Date: 2/9/2015were originally printe printed

Prashant a!"ani #1$1%%%&

'hishi(esh Joshi #1$1%$0&

Samant Sharma #1$1%$1&

)rou* no + ,

-nstitute of anagement irma niersity


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ASKME.COM

HISTORY

GetitInfoservices and Infomedia were the two company that operated yellow pages in India.

Yellow pages refer to a telephone directory of businesses, organized by category, rather than

alphabetically by business name and in which advertising is sold. The directories were

originally printed on yellow paper, as opposed to white pages for non-commercial listings.

The traditional term yellow pages are now also applied to online directories of businesses. In

2!, both the companies collaborated and a new corporate entity was formed "nown as

GetitInfomedia. In order to provide a common name to their digital product venture the

company decided to bring in a completely new brand name, which is #s"$e. #s"$e became

company%s flagship offering in #pril 2&'.

INTRODUCTION

#s"$e, the flagship product from GetitInfomedia, is a one stop destination to find

information related to anything and everything( be it restaurants, travel, matrimony, )obs,

education, mobile, gadgets, etc. It caters to user%s immediate and impulsive re*uirement of

information on mobile, internet and voice. #s"$e has an e+tensive directory of information

from across India that is both accurate as well as diverse.

#s"$e, launched in une 2&&, is available 2' for consumers across all ma)or cities in

India. /sers can call on '''' '''' '' 0ten-times '1 or logon to www.as"me.com for

information on companies, products, and services. #s"$e oice service boasts of an

e+tremely consumer friendly call flow, which wor"s to ensure that the customer gets real-

time and accurate information.

#s a business, one can reach their customers whenever and wherever they want using

#s"$e3s robust and cost-effective service that is available across channels viz. mobile,

internet, print and voice. The product was then again re-campaigned in #pril-2&' with

http://en.wikipedia.org/wiki/Telephone_directoryhttp://en.wikipedia.org/wiki/Telephone_directory


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4anbir 5apoor as its brand ambassador. 6ith the largest mar"eting budget of 78 crores in

2&8 the company currently wor"s with two million 9$:s across India, and has set a target

to reach & million 9$:s in a couple of years across the country. The company #s"$e.com

ma)orly wor"s on two verticals as of now which are;

&. #s"me.com, which is local search engine for classified searches.

2. #s"mebazaar.com which is an e-commerce website dealing in non-perishable product

items.

The company has its presence throughout the country and is planning to e+pand its operations

in countries li"e $alaysia, 9outh #frica and ? $r. aspreet@indra

• @oard $embers ? $r. 4amesh Gupta 0=hairman and $anaging ur mission is fully powered with innovative ideas D state-of-art technologies, to provide

easy access to clients D to promote business entities to tap new world of potential customers

D improve their profit margins with timely interaction with clients D world recognized best


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services, aiming to capture all sectors of biz world.

O!"e#ti$e

#s"$e%s ob)ective is to help their client solution towards increasing their visibility

throughout the region to help them develop their business as well as increase their wal"-ins.

The company also aims at providing the best mar"eting solution through its local classified

searches. =ompany also targets increasing the overall worth of its shareholders.

Competen#ie

Aarent company, GetitInfomedia is into the business for past 7 years with its printed contact

dictionary called The Yellow Aages. It is the only company that is in this vertical of business.

The rich database of yellow pages and the brand name of the company is the company%s most

valuable asset. #s"$e is the digital version of Yellow Aages with a famous @ollywood star as

the face of the brand.

@eing a well-evolved brand in metropolitan cities, the brands /9A is the $ultiple #AE

service that the company offers. In a considerable less amount of investment, it gives client

an opportunity to have all India visibility which is not provided by any directional media

company.

Target Mar%et

The product targets the 9$:s of the country that account to about &F of the Indian G


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attract more clients.

#part from brand awareness, #s"$e is planning to focus on giving leads to their clients, li"e

other competitors such as ust


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H2: Brand Recall of the AskMe determines the Market view.

H3: Brand Awareness of the AskMe determines the Market view.

H4: Usailit! of services "redicts the market view.

Reear#h Deign

The research was the e+ploratory type 0*uantitative1 of research based on primary data. The

data was collected by conducting *uestionnaire survey across the target mar"et of the

#s"$e.com. The data collected help the organizations to e+amine how price, brand recall, brand awareness and utilization of the services plays a vital in determining the factors that

influence the positivity and negativity of the mar"et view of #s"$e. The sample population

consists of the respondent who are the potential customers of the #s"$e services, that is,

=ustomers for #AE 0#s"$e Aremium Eisting1. This research is based on a sample size of

&.

@ased on the survey, the analysis of #AE was by hypothesis testing was conducted and we

came up with following results;

• The premium charged for the service is priced correctly and the product gives good

value for money to the consumer.

• Aeople who have atleast heard the name of the product or have used it were easily

able to recall the name of the brand and the brand name was there in top five recalls.

• @rand awareness is very low i.e. not many people have heard such "ind of product

before. Here both =ategory awareness and @rand awareness was less.

• /sability of the #AE service is e+cellent i.e. whoever has used the product is very

much satisfied and they have always found what they were loo"ing for via as"me,

also the information provided was very much updated and accurate.

*ro!+em,

@ased on the data collected, the company needs to decide as to how will it go about

increasing the brand awareness 6hat "ind of campaign does it need to underta"e based on

its current customer profile


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it start charging even for those products which are free If yes, then which and why


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E-HIIT / 0

Ser$i#e offere1 !) A%Me

0. A%me *remi2m (iting

The first was the company%s flagship product i.e. #s"$e Aremium Eisting. The listing enrolls

at a cost of !8J- rupees plus ta+es which comes around to 77J- rupees for one year

listing. The following are the services that the company promises to the premium listers.

&. Aresence on the national voice portal i.e. '''-'''-''''

2. Aresence on the website of the search engine i.e. as"me.com

7. Aresence on the mobile application of as"me.com

'. 69A i.e. web starter page of the firm on its own name

8. 9ynchronizing the 69As with google with ratings and reviews options

!. 9haring the contact details of the searchers loo"ing for that segment to the premium

lister

. $oreover sharing the contact details of the listers to the searchers when they ma"e a

particular segment search

. 9ervice of relevant updates on web starter page on the re*uest of the client.

3. A%meazaar (iting

The second product that the company deals is the as"mebazaar listing. #s"mebazaar.com is

an e-commerce website and an online portal that gives chance to small 9$:s to get

registered and sell their products online. The registration is free of cost for as"mebazaar.com,

the seller has to )ust fill up a seller enrollment form where he has to share his TIB and A#B

numbers of enrollment. #s"mebazaar.com ta"es transaction cost and logistics cost from the

client in case of any sale. The transaction cost is F for regular items and 'F for electronic

goods. Eogistics cost varies depending on the weight of the product i.e. from -8g the cost

is '8 rupees, 8g-8"g cost is & rupees, 8"g-2"g cost is 2 rupees additional per "g plus

& rupees base, for more than 2 "g the seller has to ma"e its own arrangements.


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4. A%Me &ree (iting

The third product is as"me free listing. 6hen any client is not interested in paid listing the

company provides the service of free listing where it offers presence on the three portals

without any premium services.

5. SMS Mar%eting an1 Emai+ Mar%eting

$oreover, the company also provides services li"e 9$9 mar"eting and :mail $ar"eting.

The cost of the products depends upon the type of slab the client enrolls in depending upon

his re*uirement. =ompany has a good amount of data because of its products called Yellow

Aages. The target mar"et is decided by the client and is communicated to the company. This

is the platform where the client promotes its business through 9$9 and :mail to the target

mar"et. Kor e+ample for education centers, the target is students and parents between the ages

of 78-8 years. The client enrolls in the particular slab that has different number of messages

that the client can promote. The client then frames the promotion message and hand it over to

the company which then shoots the message to the as"ed upon target mar"et. Thus, it is also a

way a particular business can be promoted.

6. In1epen1ent Ditri!2tor In$etment

The company also enrolls in independent distributors who invest in the company and buys

as"me premium listings which are then sold to the individual clients through distributors. The

distributor is given certain incentive by the company on sales of my as"me premium listing.

7. A%Me M2+tip+e (iting

East but not the least( company has brought in brand new offering called $ultiple #s"$e

Aremium Eistings. In $ultiple #AE, a client can promote his business in different parts of the

country though not based in that particular area. The concept after this is many 9$:s have

business in different parts of the country though not based there so with the help of $ulti

#AE the client can promote its business in that areas as well. Here the company creates a


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virtual address of the organization in the area where it is not present which is lin"ed to the

original address of the organization. Kor e+ample if any education center is based in astrapur

area of #hmedabad city and wants to promote the business in entire #hmedabad, in this case

the client is offered $ultiple #AEs. The organization is tagged to each and every pincode of

the city, thus if search is generated in any area of the city the lead goes to the organization.

This product eliminates the limitations of conventional promotional media of limited

visibility. $oreover, it gives an opportunity to the client to promote their business throughout

the country. The company also offers lucrative offers for multi #AEs where prices per #AE

reduces with increase in number of #AEs enrolled. The price for single #AE is !8 while for

2-8 #AEs it is 88, 8-2 #AEs it is 8, 2-8 #AEs it is '8 and so one different slabs

have been designed. Kor #AEs more than 7, the company sub)ected offers a price of &8 per #AE sub)ected to negotiation. Thus per #AE cost is sliced down to a large e+tent.


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E-HIIT / 3

*reentation of Data

&. #s"$e.com provide its services in cheaper price as compared to other competitor%s.

8%

21%

29%

37%

5%

Cheaper price as comapred to competitor

Strongly Disagree Disagree Neither

Agree Strongly Agree

2. I find the #s"$e.com #AE price reasonable.

9%

1%

25%!%

11%

As"#e$com A& price is reasona'le

Strongly Disagree Disagree Neither Agree Strongly Agree

7. The price of the services #s"$e.com provides seems to be economical in front of the

*uality services they provide.


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11%

1(%

23%3(%

1%

)conomical as compared to the *a+lity o, ser-ice



'. I can identify #s"$e.com among some of the important brands.

7%

1%

21%(%

12%

.denti,y As"#e among other 'rands



8. I "now #s"me.com is a brand that provides online advertisement platform to other

businesses.

12%

17%

21%

!%

1!%

. "now As"me$com as an online ad-ertisement plat,orm



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!. I "now #s"me.com is a brand under GetitInfomedia Group.

5%

15%

19%

53%

8%

As"me$com is a 'rand o, /etit .n,omedia


. I am aware of #s"$e.com

17%

2%19%

1%

8%

. am aware o, As"#e$com


. I can *uic"ly recall logo of #s"$e.com

23%

2%

1(%

1%5%

. can *+ic"ly recall logo o, As"#e$com


L. I "now what #s"$e.com business is.


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17%

39%22%

17%5%

. "now the '+siness o, As"#e$com


&. /sing #s"$e.com enables me to manage business operation in an efficient way.

(%

21%

1(%

3%

15%

As"#e$com ma"es '+siness operations e0cient


&&. /sing #s"$e.com allow me to advertise my business online.

%19%

3%

17%

18%

As"#e$com ad-ertise '+siness online


&2. /sing #s"$e.com enables me in getting right customers globally.


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7%

19%

11%

7%

17%

As"#e$com helps getting c+stomer


&7. The #s"$e.com is regarded as the best benchmar" of online advertisement provider.

5%

21%

1(%

33%

2(%

As"#e$com is the 'enchmar" o, online ad pro-ider


&'. The #s"$e.com is professional about =lient%s reputation.

11%

1%

15%

3(%

2%

As"#e$com is pro,essional a'o+t Clients rep+tation


&8. /sing #s"$e.com allow me to advertise my business online.


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5%15%

22%

39%

19%

As"#e$com allow me to ad-ertise my '+siness online


Project Prashant

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