MASTER OF BUSINESS ADMINISTRATION

BY

RAVI KUMAR -MBA/10090/21

AJAY KUMAR -MBA/10053/21
AAYUSH NAMAN -MBA/10084/21
SIMRAN SINGH-MBA/10041/21
RITESH KUMAR CHOUDHARY-MBA/10044/21
SONAM SONI-MBA/10046/21
NITU KHETROPAL-MBA/10110/21

DEPARTMNET OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY
MESRA, RANCHI
2021-2023
INDUSTRY TREND
The world is changing faster than we can imagine especially with the onset of the pandemic. Things
planned for the future are happening way early. Safety has become a major concern for all consumers.
While making a purchase, consumers are driven to the brand that can be trusted. To keep up with the
changing consumer expectations, the brands are continuously evolving. The beauty and wellness sector
is one such industry where consumer behaviour is highly observed and taken care of.
“In terms of consumer behaviour, we have learned two things, first, hygiene, and second, preventive
health concerns. Today consumers are looking for hygiene everywhere and it has become a priority for
every wellness center,” says Dr. Krishna Kumar, Founder, Dr. Kumar’s Lifestyle Centre.
“COVID has shaped the wellness business in a much better way. We have better opportunities and
revenue has also increased. Going forward it will be a big boon for wellness and beauty centers,” adds
Dheer Gandhi, CFO, Jean Claude Olivier.
People working in metro cities are now working from home and they create plus expect the same service
as she had in the metro city
Home Services Market size was valued at USD 370.86 Million in 2021 and is projected to reach USD
1,826.35 Million by 2030, growing at a CAGR of 21.14% from 2022 to 2030.
/An increase in smartphone adoption has allowed for the rise of the home service market through its
positive influence on the online on-demand services market. The Global Home Services Market report
provides a holistic evaluation of the market. The report offers a comprehensive analysis of key
segments, trends, drivers, restraints, competitive landscape, and factors that are playing a substantial
role in the market.

COMPANY PROFILE
Urban Company is Asia's largest online home services platform. Launched in 2014, Urban Company
today operates in India, Australia, Singapore, the USA, the UAE and The Kingdom of Saudi Arabia.
The platform helps customers book reliable & high quality services - beauty treatments, massages,
haircuts, home cleaning, handymen, appliance repair, painting, pest control and more - delivered by
trained professionals conveniently at home. Urban Company's vision is to empower millions of
professionals worldwide to deliver services at home like never experienced before. The Company raised
Series F funding of USD 255 million in April 2021. The Series F round was led by new
Urban Company provides a platform that allows skilled and experienced professionals to connect with
users looking for specific services. Once on the platform, our match-making algorithm identifies
professionals who are closest to the users' requirements and available at the requested time and date.
Target customers
Through the campaign, Urban company aims to target audience from 27- 40 years of age. “We see the
festive season as a big opportunity for us as we observe huge surge in demand for beauty and home
cleaning services. Offering discounts enables us to bring in new users to our platform and increase
service delivery. For the paid advertisements, team has decided to attract the 27-40 year old
demographic as they are part of the digital lifestyle. Secondly, this age demographics represent affluent
spenders who are also concerned about their health and fitness which comes with age and would pay
well for services that help them achieve their goal with ease.

Competition
 2 HouseJoy.
 3 Zimmber.
 4 UrbanPro.
 5 Helpr.
 6 SBricks.
 7 Mr. Right.
BRAND POSITIONING STATERGY

1. Urban company Advertisement Campaign Blueprint

 For any business, or the contact information of a customer is of utmost importance. With leads,
businesses can stay in contact with the customer directly and be able to communicate with them
more.
 This kind of campaign makes sure the customer remembers that company, and if they require
any services, they think about your company first.

2. Organic Posts
Organic posts are the normal, unpaid for posts a page on social media platforms. These can be seen by
your followers. The people who follow a business are the people who like the brand and its services.
They are essentially fans of the business.

3. Urban Company Marketing Campaign

 A great way to connect with potential customers on the internet is through paid advertisements.
Social Media platforms know various details about all of us and a marketer can choose to
market to a specific audience they wish to cater to.
For the paid advertisements, the student team has decided to attract the 30-40 years old demographic as
they are part of the digital lifestyle. Secondly, this age demographics represent affluent spenders who
are also concerned about their health and fitness which comes with age and would pay well for services
that help them achieve their goal with ease.
4. Influencer Marketing
Who better to promote a fitness service than fitness and lifestyle Influencers!
Influencers can sway people’s opinions because they are like idols to a lot of their followers. They
promote your product to their fans through social media with attractive stories, making content around
the product and using it in their daily lifestyle.
The student team has created a budget and promotion plan for the influencer’s they intend to work with.
The students wish to the following deliverables out of the influencers:
 2 stories with Swipe-up links to Urban Company’s Fitness Segment
 Usage of the hashtag #BeUrbanFit
5. SEO Strategy
As identified earlier during research, the one aspect of Urban company’s website strategy which is
lagging is their SEO score. SEO or Search Engine Optimization refers to the process of making the
website Google friendly so that whenever someone searches google for related queries, your website
ranks first.
SWOT OF URBAN COMPANY

STRENGTH

1. The budget fits the choices.

2. Trusted professionals.

3. Ideal for last moment requirements.

4. All requirements are processed according to personal choice.

WEAKNESSES

1. Limited reach

2. Employee loyalty

3. No guarantee of being in demand throughout the year 4. Poorly organised seo

OPPORTUNITIES

1. Adding more sectors (sectors addition)

2. Tie up with manufacturing units for spare parts

3. Optimize current mobile app for responsiveness

4. Attract a larger wider target audience

THREATS

1. Local labour

2. Labour union

3. Dissatisfaction among the customers