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Marketing Project

Urban Clap is an Indian company that provides home services. It offers services like beauty, spa, grooming, repairs, cleaning, painting, and others. The company has experienced growth in sales over the last two years. It targets the mobile-based market and has operations in major Indian cities. Urban Clap focuses on quality service and uses customer referrals and positive social media presence to promote its brand.

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Tamanna Kotnala
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81 views5 pages

Marketing Project

Urban Clap is an Indian company that provides home services. It offers services like beauty, spa, grooming, repairs, cleaning, painting, and others. The company has experienced growth in sales over the last two years. It targets the mobile-based market and has operations in major Indian cities. Urban Clap focuses on quality service and uses customer referrals and positive social media presence to promote its brand.

Uploaded by

Tamanna Kotnala
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
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7 P’s of Marketing Details ( with respect to service offered )


Marketing Mix Details (with respect to Urban Clap)

The primary goal of the company is to link clients and


customers with all service experts across all industries.
It has experienced Boom in the sales over last two
years. It specifically offers these services:

1. Urban Beauty: Salon and makeup services for women


at home
PRODUCT 2. Urban Spa: Massage therapy for men and women at
home
3. Urban Grooming: Haircut and grooming services for
men and kids at home
4. Urban Repairs: Electricians, plumbers, carpenters, AC
and appliance repair
5. Urban Cleaning: Regular and deep home cleaning
solutions
6. Urban Painting: Professional home painting services
7. Other services, such as fitness and yoga at home and
pest control

The company is having very resonable pricing strategy


and the customers are ready to pay the price for the
PRICE services due to the quality services provided by the
company. The company is increasing the prices of the
services due to first comer advantage in the market
also the quality services provided by them as the
sevices are of quite premium standard.

Since its beginning, it has aided consumers nationwide


in having quick and easy access to dependable services.
With full operations across Pune, Mumbai, Delhi,
PLACE Chennai, and Bengaluru, the company has become one
of India's largest service markets in the shortest period
of time. The mobile-based market is the target market
for the company. Through UrbanClap, everyone with a
mobile device linked to the internet has access to
service provider.
The promotion strategy of Urban clap is to make the
customers and clients the brand ambassadors of the
company. Following the acquisition of customers, the
clients are requested to serve as brand ambassadors.
PROMOTION Personal connections are crucial at this point. As the
business also approaches potential clients personally,
customers are urged to spread the news. This was even
more crucial to the business in its early phases. Today,
some of the most significant social media sites that
have assisted the firm in promoting their agenda
include Facebook, Google Search, and Instagram.

The company manages its audience by Excellent


customer service that boosts their customer base
PEOPLE through referrals in addition to converting to sales.
Getting these recommendations from loyal customers is
another excellent illustration of how marketing
initiatives can assist the sales cycle.

Every business wants to design a process that is quick,


effective, and friendly to customers amd Urban clap has
PROCESS done that. The company uses very easy type of process
so the customers do not face any kind of problems
whuile making service purchase decision. Which has
made the service experience more easy and user
friendly.

Physical evidence provides tangible cues of the quality


of services and experience that the organization is
PHYSICAL EVIDIENCE offering. For Urban Clap the Website experience, staff
uniform, Staff behaviour, hygiene maintained while
working and online reviews are the physical evidience
to indicate the experience that could be expected.
STRATEGIES DETAILS ( w.r.t Urban Clap )

There are four main times of Segmentation :


1. Geographical Segmentation

2.
Demographic Segmentation 3.
Behavioral Segmentation 4.
Psycographical Segmentation
Urban Clap have also devided its audience on
these bases. As the services and the pricing are
more quality oriented so the audience must be
segmented on the demographic basis which
Segmenting includes age and Income. Also as the income
distribuition in India is different in the states so it
has also been a geographical segmentation in the
initial stage of the company. On the behavioural
segmentation the company has segmented its
audience on the basis of their behavior while
making purchase, preffered communication
Channels, browsing habits and brand Loyalty. And
at last on the Psychographical Segmentation the
company has segmented the market based on
their personality traits as the services would be
specially made for the people who are too busy
and are not able to cater these problem.

Having complete insight of all audience groups in


one location helps marketers decide which
audience segments to target. This makes it
simpler to compare segments and balance the
benefits and drawbacks of focusing on different
Targeting sectors. In the case of Urban Clap they have
targeted the middle class, Upper middle class and
Higher Class among the audience as the company
is more quality oriented which is having premium
pricing compared to other similar services. These
audiences are mostly ready to pay for the services
as they have strong Income Background and are
image and brand concisious. Also the targeted
market includes the people with busy lifestyle as
they are the people for whom these services were
formed for.
The ideal method to approach positioning is to
create a product positioning map with your
competitors and yourself placed on its axes, with
two important market attributes as its axes and
this is what has been performed by Urban Clap.
Postioning They have related their brand to the word
"Hygine". Thye have created an image in the
minds of the customers that Urban Clap is related
to the word premium quality services andmost
Hygenic services. The kind of image is busild by
the company as well as by its service providers
and their behavior has been and important part of
the image of Urban Clap in the minds of the
customers.

A business develops a differentiation strategy by


offering clients something special, unusual, and
distinct from products that its rivals might sell in
the market. Urban Clap has been A pioneer in
Differntiation market in these type of services which has given it
the first mover advantage as this company has
bought the change in the market by offering its
products and services. The company has smooth
flow of process, Diversity in the services offered,
premium quality services are the things which
makes Urban Clap different from other brands
which are the USP of the company.

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