Documente Academic
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Documente Cultură
Ladder
VIMAL GARG
Bangalore, 26th July 2015
CE v7.0
Summary
New
New Business
Business Segments
Segments
Assuming
Assuming that
that the
the focus
focus for
for the
the company
company is
is on
on more
more than
than top
top line
line than
than profits,
profits, creating
creating high
high value
value business
business segments
segments is
is
the
the key
key
Current
Current target
target segment
segment of
of the
the company
company is
is upper
upper middle
middle class/affluent
class/affluent urban
urban households
households who
who need
need differentiated
differentiated
products,
products, superior
superior customer
customer service
service
Modular
Modular kitchen
kitchen and
and flooring
flooring can
can be
be new
new business
business segments
segments targeted
targeted at
at existing
existing customer
customer segment
segment
Both
Both categories
categories are
are largely
largely unorganized
unorganized and
and hence
hence aa need
need of
of professionalism
professionalism and
and unique
unique designs
designs with
with superior
superior buying
buying
and
and purchase
purchase experience
experience is
is aa potential
potential need
need
Paying
Paying capacity
capacity for
for right
right product
product &
& service
service exists,
exists, hence
hence market
market provides
provides exciting
exciting opportunities
opportunities
Major
Major business
business segment
segment excluded
excluded from
from entry
entry is
is Bathroom
Bathroom segment
segment which
which is
is attracts
attracts competition
competition from
from established
established
players
players such
such as
as kohler,
kohler, cera,
cera, jaguar
jaguar etc.
etc. and
and provides
provides limited
limited product
product designs
designs opportunities
opportunities
Entry
Entry Model
Model &
& Strategy
Strategy
Create
Create sub-brand
sub-brand under
under Urban
Urban Ladder
Ladder for
for bundled
bundled product
product and
and service
service offerings
offerings
Since
Since these
these offerings
offerings will
will requires
requires great
great impetus
impetus on
on installation
installation and
and after
after sales
sales service,
service, differentiated
differentiated branded
branded strategy
strategy is
is
required
required
Both
Both segments
segments allows
allows leveraging
leveraging of
of internal
internal synergies
synergies and
and building
building common
common capabilities
capabilities such
such as
as superior
superior material
material
procurement,
wood
processing
and
customization,
building
team
of
installation
professionals
procurement, wood processing and customization, building team of installation professionals
Both
Both segments
segments can
can be
be developed
developed in-house
in-house without
without much
much significant
significant additional
additional investment
investment
Suggested
Suggested model
model of
of inbound
inbound logistics
logistics is
is complete
complete in-house
in-house solution
solution which
which would
would require
require one
one time
time investments
investments but
but also
also
allowing
benefits
to
existing
categories,
better
margins,
improved
quality
control,
delivery
efficiency
and
customer
allowing benefits to existing categories, better margins, improved quality control, delivery efficiency and customer
satisfaction
satisfaction
Outbound
Outbound logistics
logistics will
will require
require investments
investments in
in de-centralized
de-centralized infrastructure
infrastructure and
and team,
team, most
most of
of which
which will
will further
further
strengthen
strengthen current
current logistics
logistics capabilities
capabilities
Technology
Technology should
should be
be leveraged
leveraged to
to provide
provide customization
customization and
and at-home
at-home shopping
shopping experience
experience to
to customers
customers
2
Objective for Urban Ladder is to become Indias largest online destination for home
furnishing by providing distinctive products and superior customer experience
Key aspects
Market Scenario
Business Objectives
Need to venture
into new
business
segments and
categories for
next level
revenue growth
Maintain the
same standards
of product
quality and
customer
experience
Going Wide in Kitchen and Wooden Flooring can be attractive opportunities within
existing target segment
Living
Fur
nitu
re
Sofas
Chairs
Tables
Storage
Oth
ers
Decor
Lighting
Rugs
Mirrors
Shelves &
Windows
Curtains
Dining
Dining sets
Chairs
Tables
Storage
Bar Units
Dinner
Ware
Bedroom
Beds
Storage &
Accessories
Decor
Mattresses
Pillows
Kids
Beds
Tables &
Chairs
Storage
Swings
Cribs etc.
Decor
Lighting
Mattresses
Rugs
Outdoor&
Home office
Bathroom
Study table,
chairs
Outdoor sets
Gazebo
Decor
Lighting
Umbrellas,
Grills
Garden
Accessories
Kitchen
Kitchen Islands,
trolley, tables,
rack etc.
Geysers
Grooming
Appliances
Mirrors
Bath Accessories
Storage
Cookware
Appliances
Ho
2 me
imp
rove
men
t
End
End
solu
tion
s
Flooring
Flooring
Kitchen Fixtures
Living Room
projects
Dining
room
projects
Bedroom
projects
Kids room
projects
Bathroom solutions
Modular kitchen
Kitchen remodelling
Modular kitchen and flooring are largely still unorganized and there is a need for high
quality, attractive designs and superior customer service at affordable prices
End to End Solutions
Home Improvement
Modular Kitchens
Overall Market
Competition
Expected # of Projects
Rs. 2 ~5 lakh
Customer Proposition
Create Sub-Brands under Urban Ladder to provide differentiated and dedicated marketing
& promotion capability and awareness among construction industry professionals
End to End Solutions
Home Improvement
Modular Kitchens
Flooring
Entry Strategy
Challenges
Technology
Inbound logistics
Outbound Logistics
After Sales
Urban Ladder strategy should be based on product differentiation and superior end to
end customer service
Differentiation Pillars
Key Recommendations
Provide shop at home solutions, demo services
Differentiated designs and options in product
3
Brand Awareness
4
Customization
Marketing
THANK YOU!
CE v7.0