Comparative Study of Marketing Analysis

(Urban Clap Vs Looks)

Megha Matta
megha_matta@lbsim.ac.in

Introduction
A marketing strategy is a process which allow a company to pay attention to its constrained assets at the
best opportunities to increase sales and reap a sustainable competitive benefit. Marketing approach
determines the selection of the goals, marketplace segment, positioning, advertising mix, and allocation of
resources. It is most effective when it's far a fundamental factor of firm strategy, defining how the
company will efficaciously have interaction with customers, prospects, and competitors within the
marketplace area.
LOOKS - Looks Salon is one of the most effective manufacturers in the hair & beauty care sector in
Northern & Central India, that has given hairstyling a brand-new horizon. Emerging as the largest single
salon chain in the country. Looks salon entered the retail industry in January 1989, and since then it is
constantly growing and expanding their business. Now having the chain of 118+ stores in Delhi 7 NCR
and Northern & Central India and Dubai
URBAN CLAP - UrbanClap is a leading on line marketplace for neighborhood offerings which include
repair & maintenance, domestic cleansing, homecare & layout, pest manipulate, packers & movers,
business offerings, occasion control, weddings & birthday celebration management, fitness & well-being,
salon, and so on. UrbanClap changed into founded in 2014 and it is founded in Gurugram

Literature Review
Indian retail region has turn out to be one of the most effective and speedy developing markets within the
world. This growth influences the mind-set of the Indian customers and marketing method of the
corporations. These capabilities had been mentioned on this segment.
Indian Council for Research in International Economic Relations (ICRIER) developed studies file titled
Impact of organized retail at the unorganized sector states that retail trade on my own accounts for forty
1.83% activity possibilities with 14.95 million hired in the area. Establishments concerned in retail
change claimed the highest percent each inside the rural (39.28 percentage) and concrete (45 percentage)
regions. It has been the maximum popular interest among very own account institutions with a share of
48.45 percentage. In rural regions, 46.52 percentage own account institutions have been set up for retail
alternate at the same time as the percentage became 51.45 in urban regions. Retail alternate along with
manufacturing and social and personal service activities have emerged as the three main non-agricultural
sports giving the most number of jobs, with a share of more than 72 percent of the whole establishments.
Manufacturing establishments accompanied retail trade with eight.32 million people employed. Social
and personal provider activities employed 7.35 percentage during the evaluation period
Michael Levy and Barton Weitz in the book Retailing Management have tried to realize how retailing has
end up a critical monetary hobby. The ebook titled Retailing Management is clearly an extraordinary
shape of commentary on Retailing Operations mainly in the modern and the Western World. The book
discusses distinctive sides of retailing strategies as they're useful for developing the retail markets in
particular in a developing economy. In this book the authors have tried to find out the reasons of boom of
contemporary retailing, one-of-a-kind retail format, and multichannel retailing as a method of working in
an aggressive market. From the authors factor of view there is a notable trade within the purchaser
behaviour which is influencing the sample of retailing and their techniques. The customers have modified
now not simplest in terms of notion, alternatives and thoughts and identities however also their modes of
buying have appreciably various. These modifications within the formats of retailing cannot persuade the
purchasers as to why they should purchase the unique product from a selected retail outlet. The trade
inside the codecs of branding i.e. From production brand to retail branding or personal labeling has also
proved to be of a constrained impact. Therefore, new strategies of advertising particularly attracting and
keeping purchaser, adjustments in the POP display system are being delivered. The shopping for device
have modified, so does the shopping for techniques and promotional strategies additionally have changed.
The outlets have attempted to introduce new pricing approach and the retail communication has emerged
as an extra vital factor of retail management in the cutting-edge global.
Barry Burman and Joel Evans have supplied an exceptional kind of approach to the prevailing system of
retailing. The e book Retail Management: A Strategic Approach is essentially associated with knowledge
the marketing phenomenon of retailing, the changes introduced in due to competition among stores in
terms of marketing, distribution, in addition to promotional practices. The author has focused on
information and analyzing the distinctive market from one-of-a-kind dimensions. The concept of SWOT
analysis, state of affairs evaluation and tactical analysis has been adopted by the authors to apprehend
new traits in retail advertising and marketing, its implications on competition in addition to economics of
retailing, changes inside the pricing policy and promotional strategies which can be followed via
exceptional organized huge scale shops. The authors have attempted to understand retail institutions in
terms of ownership, in terms of demand pattern, in terms of strategic blend, in terms of emerging forms.
The authors have observed that the non-traditional retailing particularly Web Stores, or Electronic Retail
Channels are getting extra profitable and famous due to changing tastes and sorts of shoppers, due to
liking of the brand new and rising trend of Electronic medium. Internet has influenced no longer best in
terms of technology however Internet has come to be a social medium of communication, which is
chargeable for improvement of E-Retailing which has notably encouraged the techniques of retail
management. This has changed the belief, aggressive strategies, distribution systems and promotional
techniques that are adopted with the aid of the outlets.
Rugman and D Cruz developed a movement of studies that doubtlessly links international business to
globalization theories, pointing to the essentially, nearby ‟ in place of, worldwide‖ stage of hobby in the
early twenty first century. This theoretical path again has problems while carried out to retailing because
of the one-of-a-kind nature of the global agency of investment in retailing and the significance of the
nearby market, and adoptions to it, for retailers. The globalization studies begin from a financial angle, as
in Spulbers (2007) observe of Dairy Farm and so do now not deal with the troubles of social change that
have come to be specific in the recent activity of international retailers.
Dale Gillian and Banfield Graham have brought the ideas of distribution and retailing in tricky manner.
Distribution refers back to the manner of motion of goods from the authentic producer to the final
purchaser. The line of change is referred to as ―chain of distribution. In this very last chain, retail is the
stop factor. Retailing consists of all of the sports concerned in selling goods and offerings to the final
clients for private, non-personal use. Retailers perform several functions such as bulk breaking, assorting,
storing, advisory services amongst others as a part of customer support. Manufacturers and wholesalers
expect shops to be a part of mounted channel through which consumer feedback can waft back to them.
The authors gift the fact that store is the primary contact point that the purchaser has with the product and
consequently this truth offers him brilliant electricity
Nair Suja in her e-book Retail Management’ has attempted to explain the growth of retailing in Indian
context in particular within the context of latest economic coverage, worldwide economic development,
adjustments inside the advertising and financial gadget as well as changing pattern and category of
financial interest. The author has attempted to pressure that there's a widespread impact of liberalization
and privatization guidelines on development of retail layout. According to author, retailing has come to
occupy an outstanding function in nowadays modern-day society. Inspire of the Indian retail revolution,
it's miles stated that over ninety percentage of the 20 percentage urban India are nevertheless in the
direction of the traditional retail. Now a few worth present day prepared retail layout is slowly gaining
reputation and might without difficulty be visible to be rising as a sturdy contender. The writer has tried
to make a try and speak diverse trends happening in retail marketplace mainly due to evolving purchaser
behavior typically the evolution of retail. It may be studied by having an examine four tier thing i.e.
Customer behaviour, exchange structure, store-distributer-producer relationship and the competition. The
profile of these days’ client can be easily defined as a prosperous one with some higher and maximum
disposable earnings, frequent visits & makes a longer and investment and time to discover a detailed
purchasing revel in. However, the customers have additionally revealed a willingness to pay a premium
provided they're presented higher provider first-class at a retail counter. In addition to those, modern
consumers will also appreciate additional centers along with ATM, parking and in-shop attendance. The
major features of the book encompass emphasis on case look at of 12 foremost retail format wherein the
writer has tried to find out what are the new trends which are brought via these diverse retail gamers, how
they influence the general market structure and the advertising surroundings in India, how they have got
modified the stores technique closer to customers and the way clients have responded to these new
modifications in the growing context of monetary improvement.
David Gilbert is one of the referred to authorities who in his book titled ―Retail Marketing Management‖
have recognized the reasons of boom of Modern Retailing. In this e book he has tried to find out why the
boom of retailing is genuinely taking place. According to him greater than another commercial enterprise
we are witnessing the emergence of recent varieties of retailing and turning into more segmented with
reforms focusing at the desires of unique purchaser phase. The result of that is the improvement of more
customer friendly environment. Whereas, once it became producer’s logo that were all crucial. The year
2000 has witnessed the power of store’s logo tough the location of suppliers. The conventional types of
independently owned small enterprise and co-operative have misplaced good sized market share in
developed economy and the retail region is now characterized with the aid of massive scale, multiple
save, run by using effective and complex corporations. The growing size of shops and intensifying prices
of opposition in the markets wherein they are working has made retailers to search for new approaches to
grow their enterprise. The creator has tried to emphasize on facts: First, retailing has grown to be a main
road of boom and the growth within the retail operations has modified the marketplace dimensions.
Second element, there's an impact of E-retailing which attracts tremendous interest. However, even
though to begin with it may no longer achieve success however inside the due route of time a hit models
for retail sectors based totally on E-commercial enterprise and Electronic Media will definitely affect the
multichannel retailing device.
Hamilton Ryan in their studies paper majorly centered at the important selection that retailers usually
involve in choosing the number of gadgets constituting their assortments. A key difficulty in making
those selections is the position of assortment length in determining customers’ choice of a retailer. The
authors address this difficulty through investigating how client preference amongst outlets offering
numerous-sized assortments is encouraged by the attractiveness of the alternatives constituting those
assortments. The facts display that customer choice for shops offering larger assortments tends to
decrease as the beauty of the options of their assortments increases and can even cause a reversal of
possibilities in favour of shops offering smaller assortments. This studies in addition provides evidence
that the connection between assortment length and choice beauty is concave, such that the marginal
impact of collection size on desire decreases as the beauty of the options increases. Data from 8 empirical
studies provide converging evidence in support of the theoretical predictions.
Bradford Kevin., String fellow Anne and Weitz Barton A had written that the retailers have become
involved with networks consisting of a couple of firms to be able to extra efficaciously perform business
sports consisting of supply chain management. This research develops and assessments a framework
outlining the results of conflict in networks and the way war control can mitigate and exacerbate these
outcomes. A study of 81 simulated networks reveals that inter-private and undertaking war have a
negative impact on community member delight and desire to be a member of the network. The use of a
collaborative conflict control fashion has a tremendous effect on pleasure and choice for continuity,
however the consequences of accommodative and confrontational styles rely on the extent of inter-
personal and assignment struggle gift within the community.
Buchanan, Simmons and Barbara highlighted that consistency many of the numerous elements of an
advertising program believed critical in building and maintaining emblem picture and equity. And yet, a
logo’s last presentation to clients is controlled more frequently through the store than by means of the
producer. The store’s display selection can negate the fairness of a longtime emblem. The author shows
that this takes place due to the fact clients have expectations about retail shows and the relationship
amongst displayed manufacturers. Display conditions that disconfirm these expectancies can lead clients
to re-evaluate the brand.
Kumar explained that during India, subsequent to agricultural discipline, most of the individuals are hired
inside the retail sector. Around forty million individuals are concerned in retailing. It is likewise observed
that amongst them 50,000 humans had been working in nicely-organized retail industries. He also defined
properly- organized retail industry as a ―largescale chain shops which might be corporatized, practice
present day-control strategies‖. He also defined that the community based totally personal dealers fall
under the group of traditional retail sector. Organized retail zone normally includes superstores and hyper
marts. These are located to be commonplace in the urbanized countries. In accordance to MRI document,
the organized retail region should get a turnover of around one thousand billion Indian rupees in 2012, if
the present performance is maintained
Kearney defined that they have got improved the infiltration of massive scale contemporary trade into the
Indian market. The insufficient physical and organizational structures and centers ought to briefly
interrupt the development of the prepared zone. As an end result, there may be a characteristic decline
within the accessibility of diverse services inside the market and transition in the small scale business
which are new to the industry. The outlook of the conventional Indian consumers has been altered with
the aid of those factors.
According to Engel et al, (1994), Consumer behavior is an instantaneous motion which worried in
obtaining, ingesting, and depleting products and services, together with the above decision procedure.
Consumer behavior has pastimes for entrepreneurs, education, and client protection.
Consumer shopping for conduct is taken into consideration to be an indivisible piece of marketing and
Kotler, & Keller (2012) express that consumer buying behavior is the study of the methods for buying
and discarding merchandise, administrations, thoughts or encounters via the human beings, gatherings,
and institutions to satisfy their requirements and desires.
Purchase behavior has been categorizing as "a system, which via resources of information and their
utilization thru process and activities prompts the fulfillment of requirements and wishes". Consumer
shopping behavior has various factors as a piece of it which can be usual to have a few level of effect on
the buying choices of the purchaser.
As Kotler stated (2014), the marketing blend is a fixed of advertising equipment that the business
enterprise uses to acquire their marketing goals in the target market. Moreover, the service marketing mix
is called 7P, that are:
1. Product. The product is a combination of goods and services that the company offers to their target
market. Goods and services are combined in order to attract customers to buy because the products
offered can meet their needs.
2. Places. Places include the company activities that make the product available to targeted customers. It
relates to the distribution of goods or retails placements in certain areas to reach targeted customers.
3. Promotion. Promotion is an activity that deliver the product benefits and persuades customers to buy it.
This is related to integrated marketing communication that not only persuades customers but also create
public opinion and image of the product or the company.
4. Price. Price is the amount of money that the customer must pay to obtain a product. Price is the power
of the authority of the company to raise or lower it so that customers come to buy a good or service
offered.
5. People. People are all participants who play some services, which is the role during the process and the
consumption of services in the service time, which can affect the perception of the purchase.
6. Physical Evidence Physical evidence is a physical environment in where services are delivered and its
consumer companies interact and every tangible component can facilitate the appearance or
communication of such services.
7. Process The process reflects how all elements of the service in marketing mix are well coordinated to
ensure the quality and consistency of the services provided
According to Mei, Y., & Foosiri P (2010), Marketing Mix has the high relationship between service
quality. Moreover, service quality can affect customer satisfaction then affect customer loyalty.
Therefore, marketing mix is connected to service quality, customer satisfaction, and customer loyalty and
that means that marketing mix can become tools to measure service quality, customer satisfaction, and
customer loyalty. According to Kotler et al. (2014), service has more value and highly depend on
customer relationship, including satisfaction and loyalty, rather than the product. Due to high relationship
and involvement as mention before, therefore, marketing mix can also become a tool to help identified
and help the company that engages in the field of service business

Research Methodology
Survey Method of research was adopted. The required data was collected from the primary and secondary
sources. A structured questionnaire was used to collect the data from consumers. The secondary sources
of data like, internet, company’s published data, magazines, journals were referred. The Research design
used in this study was descriptive research design. It includes surveys and fact-finding enquiries of
different kinds
Explanation of the method - A Research Survey will be performed among 50 customers of Urban Clap
and Looks each. The sample covered the different clients who have taken the services from Urban Clap
and Looks. The technique of convenient sampling will be used in the analysis of the data. I personally
contacted 50 respondents to get the questionnaires filled. All possible efforts were made to gather
information in some rational way to remove biasness

OBJECTIVES
1. To compare the marketing strategies of both the brands looks and Urban Clap with each other.
2. To evaluate the Performance of Looks and Urban Clap
3. To find out the Impact of Urban clap entry on Looks marketing strategy and performance
4. To evaluate which company offers better services, better offers and by which company service
most customers are satisfied.
5. To know the trends in Market.

Data Analysis and Findings

1. Gender of Respondents
Gender No. of Respondents Percentage
Male 13 26%
Female 37 74%
Total 50 100%

Gender

27%
Male
Female
73%

Interpretation: From the above table it is clear that 26% of the respondents are male and 74% are females
2. Age of the respondents
Age group No. of Respondents Percentage
18-25 years 6 12%
26-35 years 15 30%
36-45 years 18 36%
46 years and above 11 22%
 Age Group
40

30 36
29
20 23
10
12
0
18-25 years 26-35 years 36-45 years 46 years and
above

Age Group

Interpretation: The above table gives us a description about the age group of the 50 respondents included
for the study and its reveals that 36% of the respondents are of the age group of 36-45 years, 30% are 26-
35 years’ age group, 22% are 46 years and above and 12% of the respondents are of the age group of 18-
25 years
3. Marital Status of the Respondents

Marital Status No. of Respondents Percentage

Married 30 60%
Unmarried 20 40%
Total 50 100%

Marital Status

39% Married

61% Unmarried

Interpretation: From the above table it can be seen that 60% of the respondents are married and 40% of
the respondents are unmarried.
4. Family size of the respondents

Family size No of Respondent Percentage

Nuclear 28 56%
joint family 22 44%
Total 50 100%
 Family size

45% Nuclear
55% Joint Family

Interpretation: The above table shows that 56% of the respondents are from nuclear family, and 44% of
the respondents are joint family
5. Monthly Income (in Rs.)
Monthly Income No. of Respondents Percentage

Less than 20,000 3 6%

20,000 – 30,000 13 26%

30,000 – 40,000 19 38%
More than 40,000 15 30%

Monthly Income
40
35
37
30
25
26
20
15 18 19
10
5
0
Less than 20,000-30,000 30,000-40,000 More than
20,000 40,000

Monthly Income

Interpretation: From the above table it is clear that 38% of the respondents have a monthly income of
30,000 to 40,000. 26% of the respondents have a monthly income of 20,000 to 30,000. 30% of the
respondents have a monthly income of more than 40,000 and 6% of the respondents have a monthly
income of less than 20,000.
 6. Where did you come to know about the Promotional schemes of Looks and Urban Clap?
Respondents Percentage
TV Commercials 51 51

Print Ads 22 22

Hoarding 9 9

Online Advertising 18 18

18 TV Commericals
Print Ads
9
51 Hoardings
22
Online Advertising

Interpretation: The above diagram shows that TV Commercials is the major source of advertisement for
Looks and Urban Clap while Print Ads and Online Advertisement also plays a significant role for
advertisement.
 7. What do you think how much brand image plays important role for Availing the Services?

Respondents Percentage
Low 5 5

Moderately 24 24

Highly 38 38

Very Highly 33 33

5
Low
33 24
Moderate
Highly
Very Highly
38

Interpretation: The above diagram shows that brand image plays high role for customers for availing the
services
 8. How often you visit to avail the services?

Decision Responses Percentages

Everyday 1 2%

2-3 times in a week 4 8%

Every Other Week 10 20%

Once a Month 30 60%

On a Certain
5 10%
Occasions

Visit Frequency
1
5 4
10
30

Everyday 2-3 times in a week Every Other Week

Once a Month On a Certain Occasions

Interpretation: From the above table it can be seen that 8% of the respondents prefer to avail services 2-3
times in a week, 2% respondents avail every day, 20% avails Every Other Week while 60% of the
respondents prefer to avail once a month.
 9. Who is offering More Value for money?

Opinion No of Respondent Percentage

Urban Clap 25 50%

Looks 25 50%

Total 50 100%

Percentage

Urban Clap
Looks

Interpretation: From the above table it can be seen that 50% of the respondents responds for Looks while
50% of the respondents responds that urban Clap is offering More Value for money.
 10. Which of the following company do you prefer to avail services from?
Opinion No of Respondent Percentage

Urban Clap 20 40%

Looks 30 60%

Total 50 100%

Opinion

39% Urban Clap

61% Looks

Interpretation: From the above table it can be seen that 60% of the respondents prefer to avail services
form looks and 40% of the respondents prefer to avail services from Urban Clap.
 11. Which company gives you better offers?
Opinion No of Respondent Percentage

Urban Clap 28 56%

Looks 22 44%

Total 50 100%

Opinion

Urban Clap
45%
55% Looks

Interpretation: From the above table it can be seen that 56% of the respondents say Urban Clap gives
better offers and 44% of the respondents say Looks gives better offers.
 12. Whom will you trust for Chemical Treatment?

Opinion No of Respondent Percentage

Urban Clap 5 10%

Looks 45 90%

Total 50 100%

chemical Treatment

10%
Urban Clap
Looks
90%

Interpretation: From the above table it can be seen that majority of the respondent’s trust on Looks for any
chemical treatment as compared with urban clap, due to trust issues and discomforts at homes.
 13. Advertising of which company inspires you the most?

Opinion No of Respondent Percentage

Urban Clap 33 66%

Looks 17 34%

Total 50 100%

Opinion

34%
Urban Clap
Looks
66%

Interpretation: From the above table it can be seen that 66% of the respondents are inspired by the
advertisement of Urban Clap and 34% of the respondents are inspired by advertisement of Looks.
 14. Which company according to you has a better promotional strategy?
Opinion No of Respondent Percentage

Urban Clap 35 70%

Looks 15 30%

Total 50 100%

Opinion

30%
Urban Clap
Looks
70%

Interpretation: From the above table it can be seen that 70% of the respondents say Urban Clap better
promotional strategy.
 15. Which company offers you good discounts?

Opinion No of Respondent Percentage

Urban Clap 32 64%

Looks 18 36%

Total 50 100%

Opinion

37% Urban Clap

63% Looks

Interpretation: From the above table it can be seen that 64% of the respondents say Urban Clap offers
better discount
Findings
• 26% of the respondents are male and 74% are females.
• 36% of the respondents are of the age group of 36-45 years, 30% are 26-35 years’ age group,
22% are 46 years and above and 12% of the respondents are of the age group of 18-25 years.
• 60% of the respondents prefer to avail services form looks and 40% of the respondents prefer to
avail services from Urban Clap as looks has established its name from many years and is a know
brand since long time. Brand Image plays a role here.
• 56% of the respondents say Urban Clap gives better offers and 44% of the respondents say Looks
gives better offers. Urban Clap is offering various one-time packages which includes various
service bookings at one time, which looks is lagging behind. They have various readymade
packages like Saturday special, Sunday bonanza for giving more discounts on weekends.
• 66% of the respondents are inspired by the advertisement of Urban Clap and 34% of the
respondents are inspired by advertisement of Looks. Urban clap is engaging people by putting
their advertisements on Tv and radio to attract more customers while Looks is still behind in
terms of advertising. They are more towards Word of Mouth Strategy.
• Looks as compared to Urban clap has still strong roots in the chemical industry. Customers still
walk to looks for chemical treatments like smoothening, Keratin, Hair Colors, Extensions Etc.
• Urban Clap has more and better services for Women’s as compared on Men’s, while looks is
indifferent for both the genders.
• Urban Clap is Lagging behind in terms of offerings various advanced beauty services as
compared to looks.
• Bridal Makeup segment remains the scope of improvement for Urban Clap.

Conclusions and Suggestions

The first step in constructing your advertising approach is to recognize who it is you’re advertising to.
Doing so ensures that your advertising and marketing efforts are centered, and as a result, you’ll be
getting the return on investment which you’re after. One not unusual way to head approximately this is to
create a customer character. By growing a consumer persona, you can be sure that you’re advertising to
folks that are certainly inquisitive about what you need to provide. Otherwise your advertising and
marketing approach is quite a good deal the equivalent of a man on a box yelling thru a megaphone at
random human beings on the street.
Building a customer persona as a part of your marketing plan is extra than simply extensively list out
demographics of your goal customer although. You want to realize your target purchaser as if they have
been a close, personal friend, like you would possibly exit to look them for liquids this very weekend.

Limitations
1. The sample size taken is only 50 and as such is very small as compared to the universe, this is due to
the constraints of time and effort, and as such may not be enough to generalize to the entire population,
however it is presumed that the sample represents the universe.
2. Respondents might have responded with the actual feelings of facts while giving responses to the
questionnaire.
3. Time being a limiting factor was not sufficient to gather opinions from majority of the respondents
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Questionnaire

1. Gender
a) Male
b) Female
2. Age group
a) 18-25 years
b) 26-35 years
c) 36-45 years
d) 45 years and above
3. Marital Status
a) Married
b) Unmarried
4. Family size
a) Joint
b) Nuclear
5. Monthly Income (in Rs.)
a) Less than 20,000
b) 20,000 – 30,000
c) 30,000 – 40,000
d) More than 40,000

6. Where did you come to know about the Promotional schemes of Looks and Urban Clap
a) TV Commercials
b) Print Ads
c) Hoarding
d) Online Advertising
7. What do you think how much brand image plays important role for Availing the Services

a) Low
b) Moderately
c) Highly
d) Very Highly
 8. How often you visit to avail the services?

a) Everyday
b) 2-6 times in a week
c) Every Other Week
d) Once a Month
e) On a Certain Occasions

9. Who is offering More Value for Money?

a) Urban Clap
b) Looks
10. Which of the following company do you prefer to avail services from?
a) Urban Clap
b) Looks
11. Which company gives you better offers?
a. Urban Clap
b. Looks
12. Whom will you trust for Chemical Treatment?

a) Urban Clap
b) Looks

13. Advertising of which company inspires you the most?

a) Urban Clap
b) Looks
14. Which company according to you has a better promotional strategy?

a) Urban Clap
b) Looks
15.Which company offers you good discounts?

a) Urban Clap
b) Looks