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[PDF] Urbanclap Marketing Strategy : Marketing Management

   

Added on  2020-05-16

24 Pages4500 Words3029 Views
Running Head: Marketing Management and Digital CommunicationMarketing Management and Digital CommunicationMarketing promotion plan for Urban Clap-Home Delivery Service

Marketing Management and Digital Communication1Executivesummary This assignment has discussed the marketing promotional plan of UrbanClap which is performing well in the Hyperlocal service industry in India. Quality services are being provided by UrbanClap so as to meet the local service needs of the customers. This assignment has covered SWOT analysis of the UrbanClap along with Pestle and Five forces analysis. Analysis of the impact of the market and environmental factors on the performance of UrbanClap has been discussed in this assignment.Market trend and industry trend have been discussed in this assignment for the analysis ofthe performance of UrbanClap. UrbanClap is has focused on the identification of the opportunityavailable in the business market. Target market of UrbanClap has been discussed in this assignment. Customer analysis has been done for the purpose of identification of the targeted market, needs of the customers and capability of the business in meeting the needs of the customers.Marketing promotional plan has been discussed which have covered various aspects related to the marketing plan of the UrbanClap. Analysis has been done of the hyperlocal service industry of India. Marketing strategies have been adopted by UrbanClap so as to cover the market.

Marketing Management and Digital Communication2Table of ContentsIntroduction......................................................................................................................................3Research methods............................................................................................................................5Situation analysis.............................................................................................................................6SWOT Analysis...........................................................................................................................6Customer analysis........................................................................................................................8Identification of target market..................................................................................................8Identification of needs of the customers...................................................................................8Matching the product or service with the expectations of the customers................................9Current value analysis....................................................................................................................10Five forces analysis....................................................................................................................10Pestle analysis............................................................................................................................12Marketing promotion plan.............................................................................................................14Introduction................................................................................................................................14Target market.............................................................................................................................14Industry trend.............................................................................................................................14Marketing objectives..................................................................................................................15Marketing strategies...................................................................................................................15Marketing mix............................................................................................................................16Customers of Urbanclap.............................................................................................................17Marketing budget.......................................................................................................................18Conclusion.................................................................................................................................19Conclusion.....................................................................................................................................20References......................................................................................................................................21

Marketing Management and Digital Communication3IntroductionThis assignment has been initiated on the topic “Marketing management and digital communication” in which marketing promotion plan of UrbanClap will be discussed. UrbanClapis considered as one of the fastest growing startups in India which was founded in the year 2014. At present, there are over 300 people employed in UrbanClap and 65000 professionals listed with UrbanClap. UrbanClap is a mobile marketplace for the services offered at local levels. UrbanClap provides services for fulfilling the needs of customers by hiring trusted professionals for them. Services are being offered to the customers at their doorsteps by the passionate and young staff working for enhancing the quality of life of people. UrbanClap is providing plumbing services, event planning service, auto service, logistics service, health and fitness, business services, home repairs, teaching guitar, decorating home, home care and service and getting candid photos for the weddings. UrbanClap has created a platform for the establishment of a connection between the customers and professionals (UrbanClap, 2018). The motive behind providing these services under one roof is to enhance the satisfaction level of the customers. Wide ranges of choices are offered to the customers in the low budget by the trusted professionals. Guaranteed services are offered to the customers by developing a healthy relationship with them. There is a direct interaction between the customer and professional. Services are being offered at the doorstep of the customers or the venue selected bythe customer by the verified vendors (Adage India Bureau, 2016). A chain has been followed by providing services to the customers effectively. This chain includes four steps which ensure that quality services are offered to the customers. The first step of the chain is a selection of the desired service which customer wants to avail. Next step is

Marketing Management and Digital Communication4browsing and booking the service selected by the customers need to their venue. Next step provides a base to the customers for making comparison and analysis by the required service andavailable service. Next step includes chatting, communicating and hiring of the professional to whom customer wants to hire for the work. For the purpose of targeting the customers, UrbanClap has used internet-based platforms in an effective manner. Search ads, social media platforms, videos, websites and an application is being used by UrbanClap for reaching its customers (Team Inc42, 2015). This assignment will discuss the different aspects related to the marketing promotional plan of UnbanClap so as to develop the knowledge and identifying different aspects of the marketing plan of UrbanClap. (UrbanClap, 2018)

Marketing Management and Digital Communication5Research methodsQualitative method of data collection will be used for the collection of the quality data by secondary sources. For the preparation of the marketing promotional plan, focus will be on assembling the data with the use of internet sources. Research will be done using secondary sources so as to gather relevant data regarding the Hyperlocal service industry of India. Secondary sources are the second hand data which are collected by others for their work and used by the researcher (Turkenburg & McAuley, 2013).

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