Understanding the Concierge Service Industry and Suggesting an Appropriate Marketing Strategy for the Indian Market

Abstract

The report is focused on highlighting entry into the Indian market for the startup initiative, i.e. HuEx- Human Experience, by the Founder, Mr. Pranav Kumar, while also highlighting the inputs and executions provided by me, in trying to help him grow the company further. HuEx was founded with the core philosophy and idea of providing the ultimate experience of ‘a timeless living’ and ‘peace of mind’ away from the repetitive time-consuming tasks, thereby allowing the clients to spend some quality time with their loved ones and family. By being one of the pioneers in the ‘Concierge Industry’, HuEx is mainly focused on providing safe, fast, and easily accessible ‘Lifestyle Managers’ dedicated to their clients and helping them with their daily requirements, of household items or services that one generally requires for home. Since this concept is relatively new and alien to the Indian market, my major tasks were focused on marketing the brand HuEx and its product and service offerings. The entire gamut of offline promotions, including the poster-designing, identifying HNI apartments and housing societies to be targeted, and also shortlisting and interviewing probable LM candidates, was managed by me, in addition to handling the entire online marketing campaign, which included creating and publishing social media content, designing videos to be used as advertisements, and also creating pitch-decks to be used by the Founder himself, during investor and client meetings. The final focus of this report highlights the learnings and observations that I gained the insight of, during this entire phase. All of these learnings, both personally and professionally, were also highlighted to the management team and the founder, who were really impressed with my ideas. The analysis then proceeds to providing actionable items for each of those steps of the consumer journey as part of recommendations for developing the business case and marketing plan for HuEx.