PRESENTED TO:PROF. NEELAM KINRA

Guru.com

Presented by : Goutham PGP28070 Niraj Kumar PGP28311 Noopur PGP28326 Suresh Majji PGP28344 Uday Kiran Pappu PGP28108 Udaykiran Edikoju PGP28304

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Industry

Pre 2000 Traditional Industry Only flexible contemporary workers Clerical workers

Post 2000 Industry modernization started Knowledge based employees Qualified workers

More IPs who would need the

services of talent

facilitators

Several

projects to get

outsou-rced

More Companies to outsour

ce

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Company – www.guru.com

James Sluvet

Jon Sluvet

Jan•Thought of Freelancer service marketplace

March•Completed business plan & started raising money

June•Completed 3 million USD funding

Nov•Raised 16 million USD

Dec•Went live for the first time

Tim

eli

ne o

f eve

nts

in

1999 Offering Website service that caters to 25

million Independent Professionals

Offers a gamut of supporting services like Tax

guidance, health insurance discounts, career

advice, etc.

Earns revenue by charging companies for each

project posted and ads displayed on their

website

High satisfaction level among the hirers

Primary mediums : Print direct mails, email, and

online banners with unique message for each

group of customers

3

Competitors

Freeagent.com•Launched in August 1999•Expected to have 150,000 registered users in 12 months•Provided project matching and back office supporteLance•Other IP project marketplace•Used the bidding model to earn revenueMonster.com’s TalentMarket•Mass Full-time Online Career Sites•10,000 bidders bidding for 143000 IP’s at any one time•Received fee on the basis of size of contracteWork•Other IP project marketplace•Used the bidding model to earn revenue

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AD MANAGER’S PLANNING SIX-STEP EFFECTS SEQUENCE STAGES

(In Reverse Order)Increase the percentage of hirers

$12 million

Age-25 to 55; educated,aim to be independent

COMMUNICATIONOBJECTIVES

AND POSITIONING/(Or Repositioning)

Depict IPs working & relaxingat the same time

Track by estimating IPs beyond earlier enrollment rate

PROFIT

Gain more market share ofThe increasing IPs –expected

To exceed 2 bil. By 2005

More enrollments from bothIPs and hirers

Position as guru marketplaceWith investors

Edgy and irreverentmessage

By print or TV Through theMedia

AwarenessAttitude Change

Lure IPs by promisingbetter work-life balance

•Awareness•Information•Attitude

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ADVERTISINGOnly hirers pay; induce them to

purchase by swelling the number of IPs

25% of projects had been matched, level of user activity

higher than average

Communicate the non-traditional idea of

working from home

Brand to be perceived as a reliable area to look for work,

not just to Post resumes

Host hirers willing topay for quality work

NEW CUSTOMERS

IMMEDIATE SALES

Ad to sales flow

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Ad campaign objectives

What is the communication in the Ad?“We understand Gurus. We know what makes them tick, what they want out of life, why they became gurus in the first place and what success smells like to them. What do you think”

What is the Target Segment for the Ad?“To reach both Gurus and hirers separately”

How do we reach to the target segment?“TV, print, Radio”

How much do you need to spend?“$12 million”

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Ad campaign Objectives

It must capture the attention of the consumer

It must create the awareness It is assumed that learning (Cognitive

effect) must occur before attitudes are formed (Affective stage), which will lead to behaviour (Conative)

Its based on Feel-Learn-Do hierarchy We can place the ad’s of Guru.Com in

the second quadrant (High involvement and Emotional thinking)

Public Relations need to be addressed 250 mil. impressions in the first six months

Lavidge & Steiner Model

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Medium

TV

TV propagates an emotional appeal more effectively

But there is an attached concern:

Right people watching at right times

More costly owing to short term market

Print

Print media relates more information

Spreading ads across publications could access broad range of specialists

Gurus are prolific readers

500000 subscribers for a magazine—then read by another million who borrow it

TVs and print media are the most effective means of communication

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Message

Tone of offline advertising needs

to be edgy but clear

People should know exactly

what guru.com does

Notion of empowerment of

crore IPs: an abstract concept-

needed to be crystal clear

Gurus and hirers bombarded by

number of messages–

therefore a more direct approach

needed

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Ads

Engaging

Authenticity

Visual profile

There was a consistent wariness of not communicating what’s not feasible

Nothing like “sign up and get a job”

• Aspirational side of being an IP to be communicated

• The idea flows as

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Foote Cone bending Model

• Creative Strategy: Demonstartion

Media Startegy: Long informative

• Creative Startegy: Emotional

Media Startegy: Emphasis on pictures,TV

• Creative Strategy: AttentionMedia strategy: TV/Newspapers

• Creative Strategy: ReminderMedia strategy: Small space adds

Learn-Feel -Do

Feel-Learn-Do

Do-Feel-Learn

Do-Learn-Feel

Invo

lvem

en

t

High

Low

Rational/Thinking

Emotional/Feeling

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Guru.com

Do-Learn-Feel Hierarchy

Model: Do-learn-feel (responsive?)

Possible implicationsTest: Sales (no of customer acquisitions)Media: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Ad campaigns 1 & 2 satisfy the criteria of small space ads and also 10-second ID’s but campaign 3 doesn’t satisfy the criteria as there is too much information to grasp in 10 seconds

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Ad Effectiveness testing

Verbal vs Visual Ads 1 & 2 are balanced Ad 3 has too much text

Layout of Ad Copy components No problem with any of the ads

Written copy/fonts/size etc. Smaller font size in Ad 2 reduces its effectiveness

Positive vs Negative Ad copy appeal All the 3 ads have positive appeal

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