Published by MBA Skool Team, Last Updated: October 01, 2017
Marketing Strategy of Urban Ladder analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Urban Ladder marketing mix, help the brand succeed.
Urban Ladder marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Urban Ladder Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Urban Ladder Product Strategy:
The product strategy and mix in Urban Ladder marketing strategy can be explained as follows:
Urban Ladder is a leading furniture ecommerce website serving millions of customers with thousands of products available. Urban Ladder provides the consumers with wide variety of furniture products in its marketing mix used for different purposes. The products are classified based on requirements of different rooms of house like living, bedroom, dining, storage, study, kitchens etc. It is also further classified into different products like table, chairs, beds, mattress, modular kitchen, dining table, wardrobes, storage etc. Urban Ladder also sells wide variety of décor and accessories which can be complementary with such furniture. There are more than 7000 products for consumers to choose and through their delivery mechanism the product is made available at the location of the consumers. Urban Ladder also provides the consumers with consultation services wherein experts help and recommend them with suitable furnishing of their residences.
Image: company website
Urban Ladder Price/Pricing Strategy:
Below is the pricing strategy in Urban Ladder marketing strategy:
Urban Ladder targets the upper and middle class segments primarily with its premium products in different price ranges.
The main target remains the urban areas and has priced the product based on the value offerings in terms of design, material and quality. The company also offers various festive and occasional discount schemes to the consumers. There are deals of Week on Urban Ladder where customers are provided with discount offers on certain products weekly. Such initiatives help in increasing the customer base for the online platform since the cost of switching for them is lower.
Urban Ladder Place & Distribution Strategy:
Following is the distribution strategy in the Urban Ladder marketing mix:
Urban Ladder has a reach in all of the major cities in India. Internet is the major platform where the Urban Ladder and its consumers interact. The customers view a wide variety of product and place the order accordingly. Physically they are present in 19 cities across India and plant expand to around 30 more cities in future. The company has also experience centres wherein the customers could coma and have physical experience of the products.
The products are assembled at the customer’s end and there are options of returning the product immediately if it is not preferred by them.
Urban Ladder Promotion & Advertising Strategy:
The promotional and advertising strategy in the Urban Ladder marketing strategy is as follows:
Urban Ladder is one of the major users of social media platform for advertising its product among the masses who prefer online purchase of commodities and materials. They have utilized the platform for promoting its portal to fullest extent. There are also use of other medium of promotional advertisement to a lower extent. The major initiative undertaken by Urban Ladder in terms of promotion involves the trails of sofa at the consumer’s residence before purchasing it online. This has been quite unique odes of promotion which has not been undertaken by any other portal. The company has also been recognized as one of the Best Digital Startup in the country and the entrepreneurs of this venture have also played a major role in shaping the digital marketing of the online platform. Urban Ladder mainly targets its consumers with quality products which are uniquely made available to them by visualizations in their portal.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Urban Ladder.
The majority of the interactions takes place through the online platform wherein the customers not only view wide variety of products but also have the option of having trials for some featured products. The products are displayed based on their availability in the stock of Urban Ladder based on their quality and material used for manufacturing such furniture. The platform acts as one point stop for connecting different consumers with manufacturers and where they could view wide variety of products thereby rendering with large number of options. Once the user places the order Urban Ladder arranges for shipping of the product to the consumer. For better service there is also option for returning the product if it is not satisfied by the user.
Major factor that can be attributed for the success of the venture could be its team. Right from its founders, management team, employees and distribution network have been relentlessly working towards providing better customer service. The idea of starting such online platform for selling furniture and home décor evolved when founders themselves where facing difficulty in sourcing furniture products for their office.
With the rising demand of ecommerce sector there has been basically demand for purchasing all the goods online. Urban Ladder provides the consumers with unique feature of having all kinds of furniture, accessories and décor on one basic platform. It can be seen from the testimonials of various satisfied consumers who reviewed products purchased from the online portal. Also trials of furniture and freedom to return adds value offerings of Urban Ladder. Besides the ease of delivery also encourages people to purchase from the portal. Hence this gives an insight in the marketing mix of Urban Ladder.
About Urban Ladder:
Urban Ladder is one of the recently created online furniture seller based in Bangalore. This Indian based ecommerce company was started in the year 2012 by Ashish Goel and Rajat Srivastava. Urban Ladder is one of the online marketing platform for different kinds of premium and quality furniture along with home décor involving the delivery of product at the consumer place. The company has presence in around 20 cities across the country and has been considered as one of the pioneer in digital marketing in furniture products.
The major investor of the company includes VC’s like Kalaari Capital, Sequoia Capital etc. The diversified and innovative products offerings have kept Urban Ladder ahead of its competitors like Pepperfry, FabFurnish etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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