BRAND MANAGEMENT CASE STUDY
URBAN CLAP REBRANDS
ITSELF TO URBAN COMPANY
Group Members:
Mahika Bhasin (19021021560)
Smarth Vij (19021021457)
Subodh Sura (19021021462)
Tanu Taneja (19021021479)
Vivek Thayyil (19021021543)
INTRODUCTION
Urban Company, previously called UrbanClap, is an all-in-one platform
that helps users hire premium service professionals, from beauticians
and masseurs to sofa cleaners, carpenters and technicians.
The Company's vision is to empower millions of professionals worldwide
to deliver services at home like never experienced before.
Since its inception, Urban Company has built a network of 25,000+
trained service professionals, and served over 5 million customers
across major metropolitan cities of India, Dubai, Abu Dhabi, Kingdom of
Saudi Arabia, Australia and Singapore.
INTRODUCTION
(Cont.)
The Urban Company has a straightforward and simple business model. The
business model of Urban Company aims to reach a faster, comfortable and
organized way to bridge the user needs and the service providers.
Before booking an appointment both the user and the service provider can
engage to make the best package depending on their requirements. The
company earns money through commissions and reverse auctions.
The Changes
In a rebranding exercise, home services startup UrbanClap
renamed itself as Urban Company.
The company wanted a brand name that is
Before
01
Easy to recall across demographics
and geographical boundaries.
03
02
Put the purpose of the
company across.
After
Universally
appealing
The Reason
The company repositioned itself into seven key sub brands under one
umbrella brand (the urban company) to capture its ambition of becoming
a horizontal gig marketplace and expand its global footprint.
After Effects Of
Rebranding
The main motive of rebranding was to develop the sub-brands
under the umbrella brand which captures it's ambition to be a
horizontal gig marketplace with a global footprint and
leadership positions across service categories.With their
rebranding they transformed their business model into a fullstack, fulfilment model.
This a part of their global expansion plan where they focus to
salivate over a global opportunity its looks for a more global
name with global appreciation but Urban Company has not just
tweaked the brand name to be relevant but they are also
weighing attention on serving better business strategy towards
their consumers.
After Effects Of
Rebranding
(Cont.)
As the brand has not changed it's logo a bit and with the
consideration of their re-branding to me more than a tweak than
a turn. This helps them in terms of saving funds on marketing
and advertising as the rebranding doesn't become a big
hindrance in terms of brand recognition and the image that it
had on the minds of consumers.
Also, they saw a huge surge in their business in terms of revenue
as the demand for delivering safer and hygienic services grew.
The company saw a strong business growth in the months of
lockdown and they crossed their Pre-COVID peak by more than
30 percentage where being confident of growing 2 Folds in FY21
over FY20.
Expert Opinions
“A company gets into the re-branding exercise if
it thinks its present reputation isn’t good and it
wants to re-brand into a new avatar. Brands also
do it to make itself a lot more appealing to the
mass while entering new markets as well.”
Kaizad Pardiwalla:
(A well-known ad consultant)
In January 2020, Urban Company changed their name to UrbanClap.
In light of this significant shift, co-founder Abhiraj Bhal stated that having a
globally acceptable brand is critical.
The primary goal of rebranding is to grow sub-brands under the umbrella
brand. The founders intend to spread their services to other Indian cities.
Expert Opinions
(Cont.)
“The brand was a start-up once upon a time. Start-ups grow up,
and so has UrbanClap. As the brand salivates over a global
opportunity, it looks for a more global name with a global
appreciation that is direct and simple. To that extent Urban
Company is a straightforward name to go with. Companies get a
chance to change to a globally appreciable name just once and
that is when brands expand and ramp up.”
Harish Bijoor
(Brand and business strategy consultant)
·The organisation has created a fleet of over 25,000 specialists, which will be expanded to 10 lakh
by the end of 2025.
·The organisation, has developed operations in overseas markets such as Dubai, Abu Dhabi,
Sydney, and Singapore, is also looking to extend its presence in India.
The company intends to expand into other Indian towns. The founders feel there is a significant
opportunity for home services in India's top 30, 40 cities and aim to provide consumers with a
comprehensive range of services at various pricing points
Conclusion
As the company is expanding itself globally, the organisation wanted a name
which has a universal appeal. Urban Company introduced itself as the mother
brand which could be easily acceptable and accessible around the globe.
While explaining the need to change the name of the company, co-Founder
Abhiraj Bhal said, “We wanted to have an umbrella mother brand which is
globally acceptable, Darling Harbour in Sydney to the condominiums of
Gurugram, Urban Company is a simple name with universal appeal.”
The Company started its operation in Mumbai in June 2015 and today, more
than 3000 gig workers make their livelihood via Urban Company in the city. The
new name allows the company to emphasize their vision to empower millions
of professionals world-wide to deliver services at home like never experienced
before.
THANK YOU!