Final Project Report Submitted for

Summer Internship
Academic Year:2021-22

Content Strategy & Operations Analysis

Submitted in partial fulfillment of requirements for the degree of

Two-year full time Master’s Degree in MBA- Business Analytics

Submitted by

Anshika Jain – (SAP ID: 80812100175) (Roll No: A007)

(Batch of 2021-23)

Submitted to

Faculty Mentor Faculty Mentor

Prof. Dr. Sridhar Vaithianathan
Director & Professor(Analytics),
Center of Excellence in Analytics &
Data Science, SVKM’S NMIMS,
MUMBAI,400056
Prof. Kanaiya Parmar
Center of Excellence in Analytics &
Data Science, SVKM’S NMIMS,
MUMBAI,400056

Submitted on
16 June, 2022
INTERSHIP COMPLETION MAIL
 INTERNSHIP REPORT

Submitted in Partial Fulfillment of the Requirements for Industry Internship as

part of MBA in Business Analytics program of Centre of Excellence in
Analytics and Data Science, NMIMS (Deemed to be University), Mumbai.

Name of the Student: Anshika Jain

Roll No. & Batch: A077, Batch- 2021-23 Academic Year: 2021-22

Training Period: From 01/04/2022 to 15/06/2022

This is to certify that Ms. Anshika Jain has satisfactorily completed her Project Work.

Jury Member Jury Member Faculty

Member

Date: 17/06/2022

Place: Mumbai
 ACKNOWLEDGEMENT

I express my obligation and profound feeling of respect on getting the opportunity of

interning at Justdial for my Summer Internship Program. This would not have been possible

without the assistance, direction, supervision and support of so many people whose names

may not all be enumerated.

However, I would like to thank Centre of Excellence in Analytics and Data Science, NMIMS

University, Mumbai for giving me the chance of getting interview from this company. I

would want to express my deep appreciation and indebtedness particularly to Dr. Sridhar

Vaithianathan, Professor Kanaiya Parmar and placement committee for their endless support,

consolation and profitable contributions in the interview process. I am also obliged to my

guides, Anil Pakhare, Shishir, Vedika, and Guarav Bansal at Justdial for handholding me,

understanding me and giving me suitable projects.

A big thanks to all the stakeholders for their adoration, love and support. They are my

instructors and their contributions are sincerely appreciated and gratefully acknowledged.

Thank you.
 TABLE OF CONTENTS

1. Problem Statement…………………..……...….....................................................01
2. Background of the Study………………………………………………………....01
3. Literature Review………………………………………………………………...02
3.1 Marketing and Sales…………………………………………………02
3.2 Content Strategy……………………………………………………..03
3.3 Analytics……………………………………………………………..03
3.4 Automation…………………………………………………………..03
3.5 Product Management………………………………………………...03
4. Literature Gap ….………………………………………………………………...04
4.1 Marketing and Sales…………………………………………………04
4.2 Content Strategy……………………………………………………..04
4.3 Analytics……………………………………………………………..04
4.4 Automation…………………………………………………………..05
4.5 Product Management………………………………………………...05
5. Objective of Study………………………………………………………………..05
6. About the Project………………………...…….……………………………...….06
6.1 Brand Tie-ups……..…………………………………………………06
6.2 Automation…………………………………………………………..06
6.3 Government Collaboration…………………………………………. 06
6.4 Content Enrichment...………………………………………………..07
6.5 Analytics……………………………………………………………..07
6.6 Product Management………………………………………………...07
7. Research Methodology…………………................................................................08
7.1 Brand Tie-ups.......................................................................................08
7.2 Automation………………………………….. …................................09
7.3 Government Collaboration...................................................................10
7.4 Vertical Mapping..................................................................................10
7.5 Content Enrichment..............................................................................10
7.6 Product Management............................................................................11
8. Result & Findings of the Study……………………................................................13
9. Managerial Implications ……………………………..............................................14
 9.1 Business Value.....................................................................................14
9.2 Impact on Business………………………….. …...............................14
10. Recommendations.………………...…….………………………………………..15
11. Limitations………………………...…….………………………………………..15
12. Future Scope………………………...…….……………………………………....15
13. References………………………………………………………………………...16

List of Figures:
1. Figure 1: Flyers made for marketing.............................................................................. 09
2. Figure 2: Questionnaire for survey….............................................................................. 12
 AN EXECUTIVE SUMMARY ON
CONTENT STRATEGY & OPERATIONS

Purpose:
Being India’s number 1 local search engine, and having listed more than 3 crore companies on its
platform, it becomes imperative for justdial to authenticate and enrich the information it has for its
users’ trust. Justdial can provide more information like business partner or product listing of the
company through its platform. It also needs to onboard the remaining brands and SME’s/ MSME’s in
order to provide wholesome information to the platform visitors and have a competitive edge from
its counterparts. To maintain platform crowd, Justdial needs to acknowledge the essence of an
interactive user interface and hassle free customer experience while browsing on the website.

Approach:
In order to improve justdial’s content and interface, businesses and government bodies have been
reached out. I have examined the app to identify errors, benchmarked it with the competitors and
suggested relevant features. Mass surveys and playstore reviews were also analysed to give both the
customers and consumers an elite experience at JustDial.

Findings & Practical implications:

• Develop strategies that would provide a business some competitive advantage

• Identify the areas where collaboration can be done with government agencies to create
synergy
• An elaborative process to minimise 20 days of comprehensive manual process to 24 hours
• Assess the pain points and delight points of various consumer segment

Limitations:
The project's progress is highly determined by response rate of several stakeholders like consumer,
businesses and government bodies. It is challenging to engage them due to small time.
Communication across and among the team is time taking as they are working in different locations.
This also impedes idea testing procedure.

Value:
Research and analysis suggests that providing quality information that is authentic holds importance
for the consumers. They are also looking forward to a platform that has an exhaustive list of
businesses. Devising an automated process for reaching out to existing organizations and strategy to
collaborate with government bodies has helped in this. Along with it, we were able to find errors
and get insightful suggestions on the ways to improve the experience of the consumers with the
primary search, surveys and competitor analysis carried out.

Keywords:
Marketing, Competitor analysis , Customer consumer survey, Feature identification, Automation,
Data collation, Automation