Let’s help you out and make it easier to find trusted home services, shall we? This brings us to Urban Company, the largest home services marketplace in India. Originally launched in 2014 as UrbanClap, this startup emerged from a simple yet powerful idea: to provide people with an opportunity to request home services with the same ease of pressing a button on the touchscreen smartphone.
Co-founders Varun Khaitan, Abhiraj Bhal and Raghav Chandra noticed a glaring gap – there was no reliable, on app, on-demand service available for the busy population of working individuals in cities who are willing to pay for the convenience. When internet and smart phone usage was on the rise, the three started an application that suited the urban society needs to the letter.
First and foremost, there were concerns about security and admitting total strangers into one’s home. To eradicate these issues, Urban Company solution was set up to employ high standards for service providers; for instance, regular criminal background checks and real-time customer feedback to help develop trust among clients.
UrbanClap has shifted its name to Urban Company in 2020 as the company aims to provide more services than just cleaning and is present in Australia and Singapore now. This transformation in the name was not just skin deep: it pointed to the fact that ServiceMagic has grown, at least as presented online, into a web portal offering a range of home-related services, from plumbing to Pilates.
For the following reasons Urban Company can be very competitive. They are always keen on quality hence their stringent vetting of professionals in the industry to warrant them being selected. There is no haggling over the prices because this is clearly spelt out making the whole exercise very easy for the clients. Also, it also offers features to track services in real-time and quick feedback methods and change the customer expectation level with the service providers.
4Ps Strategy of Urban Company
1. Product: A Vast Array of Home Services at Your Fingertips
Urban Company again has a wide range of services provided under the home category thus making it easier for the urban clients to source all the services they need from one place. Starting from beauty and spas to cleaning, repairing and even painting services, the option is really limitless. Home disinfection is another service brought on by the pandemic, which also supports the idea of how agile and attentive the company is to the customer’s demands. They conduct themselves in a purely professional manner mainly in an industry that used to be defined mostly by small scale players, making assurance and quality come by every time they offer their services.
2. Price: Transparent and Value-Oriented Pricing Structure
In pricing, unlike most local service providers where haggling is a common practice, Urban Company customers see clear prices on services they want to purchase. These clear cost presentations besides involving time-sales strategy, discounts and referral bonuses welcome both premium and low-price budgeted clients. During the pandemic, Urban Company managed to create services based on the budget of consumers offering them salon classic, prime and luxury services. Besides, extending their customers base through this tiered pricing mechanism as well as increasing customer satisfaction through provision of diverse options in line with their budgets.
3. Place: Accessibility and Convenience Across Geographies
This operational outreach elevates Urban Company to serve over 55 cities within India and beyond locations such as the UAE, Saudi Arabia and Singapore. The particular approach to deliver service represented by DVD services at the client home, addresses another major concern, convenience is the ultimate gain at anyone’s home today. Both the geographic expansion of stores and establishment of home service systems are based on such trends as urbanization and changes in lifestyle, which increases the market share and customers.
4. Promotion: Digital-First Approach to Engage and Educate
In the digital age, Urban Company’s promotional strategies are tailored to resonate with a tech-savvy audience. Leveraging social media platforms such as Instagram, Facebook, and YouTube, they engage users with innovative campaigns like “Salon at Home” and “The Professional You Deserve.” These campaigns not only enhance brand visibility but also build trust by emphasizing safety, hygiene, and professionalism. Furthermore, through content marketing and influencer collaborations, Urban Company educates and connects with its audience, reinforcing brand loyalty and encouraging repeat business.
STP Analysis
1. Segmentation: Tailoring Services to Diverse Consumer Needs
Urban Company utilizes a multifaceted approach to segmentation, ensuring a broad yet specific reach:
Geographic Segmentation: Starting with major metropolitan areas like Delhi, Mumbai, and Bangalore, Urban Company has now expanded into Tier 2 and Tier 3 cities, aiming to penetrate markets where home service demand is burgeoning among urban populations.
Demographic Segmentation: The core customer base includes middle to upper-class individuals, primarily aged between 25 to 45. This group is tech-savvy, values time efficiency, and possesses the disposable income necessary for premium services.
Psychographic Segmentation: Urban Company appeals to urban professionals who prioritize convenience, reliability, and quality. These customers prefer a streamlined and hassle-free service experience in their hectic lives.
Behavioral Segmentation: The target segment includes individuals who require regular home maintenance services such as cleaning, beauty treatments, and appliance repairs. This group values consistent and dependable service provision.
2. Targeting: Focusing on the Urban Lifestyle
Urban Company targets urban dwellers, particularly busy professionals, millennials, and families who appreciate and are willing to invest in a premium and stress-free service experience. The marketing strategies employed are specifically designed to highlight the convenience, quality, and safety of the services provided. By focusing on these key aspects, Urban Company appeals directly to its intended audience, offering tailored solutions that meet their lifestyle needs.
3. Positioning: Establishing a Premium, Efficient Brand Image
Urban Company positions itself as a premium brand in the tech-enabled home services market. The brand differentiates itself with the promise of saving time for its customers through the tagline “Apne Time Ka Karo Sahi Use, Urban Company Karo Choose” (Make the right use of your time, choose Urban Company). This positioning is supported by several unique selling propositions:
- Professional Reliability: All service providers are thoroughly vetted and trained, ensuring high standards of work and trustworthiness.
- Standardized Pricing: Transparent and standardized pricing eliminates the hassle of negotiation, aligning with the brand’s promise of convenience and reliability.
- Seamless User Experience: The mobile app and web interface offer features like in-app service tracking, customer reviews, and secure payment options, enhancing the overall user satisfaction and reinforcing the premium positioning.
Digital Advertising
In digital advertising, Urban Company can be seen to use major platforms such as Google, Facebook, Instagram, YouTube. They apply display and video ads informing about the availability of such services as festive cleaning or beauty treatments in the time of COVID.
It also entails encouraging the offering of seasonal services and remarketing by going after users who have before visited their website or used the application but have not booked. This way, through analysing the treasure trove of data that major search engines provide, Urban Company is able not only to target prospective clients at the moment when they are most likely to consider an appointment booking, but also increase their odds of turning that consideration into actual bookings. Unlike general ads that could be easily skipped or ignored, the specific ads make Urban Company useful while also making the best use of their ad spends.
Content Marketing
It is really inspiring to see how consistent Urban Company is with regards to content marketing. They have been very crafty on how to use their blog to create an authoritative presence in the home services market. You can read numerous articles for your everyday problem on their blog category, they cover topics ranging from home improvement to skin care. But it also goes beyond only providing pieces of advice; this approach genuinely allows them to create value for their customers and positions Urban Company as authorities in their niche.
But that’s not all they do. Urban Company also leverages on their audience through sharing of user generated content. This strategy is fantastic because it gets their community involved and gets their customers in on it too. Smart one which increases engagement and strengthens relation with their target volume immensely. This is why if you have some queries or any tips to follow, this is about beauty tips, Urban Company’s blog is something for you.
Marketing Campaign By Zomato
Urban Company has really taken content marketing to new heights, masterfully blending Bollywood’s star power with their brand messaging. Their strategy is brilliant – they’re not just advertising, they’re creating a narrative that resonates deeply with their audience.
Take, for instance, their collaboration with Kriti Sanon. By associating with such a popular actress, Urban Company doesn’t just promote their services, they also tap into Kriti’s vast fanbase and the trust and admiration she commands. This kind of endorsement brings a face to the brand that people already feel connected to, making the services offered by Urban Company seem even more reliable.
But it’s not all about star-studded endorsements. Urban Company also understands the power of storytelling. Their series of short films is a perfect example of this. These aren’t just ads; they’re mini-dramas that engage viewers by pulling at their heartstrings while subtly weaving in the assurance of quality that Urban Company stands for. By tapping into the emotions of their audience, they strengthen customer relationships and build trust, all while keeping their brand prominently in the viewer’s mind.
Moreover, addressing common customer concerns directly through their campaigns is another smart move. For instance, they introduced an attractive offer to alleviate worries about the quality of home services provided. This not only addresses a potential barrier head-on but also enhances their value proposition by reassuring customers that they’re making a risk-free choice.
In essence, Urban Company’s content marketing strategy is a robust blend of celebrity influence, emotional engagement, and direct response to consumer concerns, all crafted to create a compelling brand narrative that’s both relatable and reassuring.
What’s New in Urban Company
Partnership with Meta for Hyperlocal Marketing:
- Urban Company has partnered with Meta to create a series of engaging films for their weekly bathroom cleaning service.
- The campaign leverages Meta’s platform capabilities like geo-targeting and day-parting to deliver content effectively during peak engagement times.
- The innovative films are designed to integrate seamlessly into users’ feeds, appearing more like entertaining content rather than traditional ads
Collaboration with Blinkit for Rapid Service Delivery:
- Urban Company has teamed up with Blinkit to offer quick delivery of its water purifiers, promising a delivery time of just 30 minutes.
- This initiative combines Urban Company’s reliable service setup with Blinkit’s swift logistics, aiming to enhance customer satisfaction through faster service fulfillment.
