The document discusses how businesses in the home services market adapted during the pandemic. It notes that pre-pandemic, the home services market was growing steadily, but during the pandemic saw an exponential increase in demand. One business model connected customers with various home services virtually. During the pandemic, the business onboarded 40% more partners, saw a 150% increase in revenue, and served over 5 million customers in one year. Going forward, the business plans to offer online healthcare consultations, provide stock options to partners to improve retention, and raise more capital including a potential IPO.

1. Evolution in
Marketing

2. Do markets make or sell products?

3. Pre-Pandemic:
Home services market rising steadily
During Pandemic:
Exponential increase in home services
Post-Pandemic:
What will happen?
Creating Value in the Changing Landscape

4. Business Model: Connecting customers with their
required services at home.
Pre Pandemic:
• Services provided - beauticians, fitness trainers, educators, electricians,
plumbers, photographers etc.
During Pandemic:
• Services ~5Mn customers in last one year
• Revenue increased by ~ 150%
• Onboards 40% more partners
• Increased marketing communication
Post Pandemic:
• New service: Begins online consultation of healthcare services
• Offers ESOPs to partners to improve retention
• Raises more capital, plans to launch IPO

5. Is owning designer apparels a style statement?
Cars – How depreciating assets can create value?

6. Disruptive Developments
Buy Now, Pay Later (BNPL):
• Covid 19 Pandemic and change in consumer patterns has led to increase in
BNPL adoption.
• EMI on groceries, or pay later on electronics – everything is covered.
Leasing & Rentals:
• 99% cars are bought outright but leasing & rental is the 1st preference among
millennials due to rising fuel & other costs.
• The reduce-reuse-recycle movement & pandemic have changed peoples’
outlook towards renting outfits and high fashion
Subscription Models
• Along with service subscriptions like music and TV, car subscriptions are
gaining traction too.
• You can now subscribe to water as well!
FlyRobe
High-fashion rental start-ups
Companies offering Car
subscription
BNPL Companies
RO Water Purifier
subscription
EMIs deferred
Is owning apparels a
style stmt,
Car asset?
Swatch, chotu cool

7. Should brands compete or collaborate to maximise
profit?

9. Competition or Collaboration?
Cross-badging: A strategy in the auto sector where companies or partners share the same car or platform with minor engineering/design changes

10. • The collaboration gives Uber and redBus a reach of
10Mn train travellers who have installed the train
information search app – ixigo.
• ixigo's train app users will now be able to register for
Uber and book a ride, even if they haven't installed
the Uber app on their device.
• ixigo users will also be able to select their seats on
the bus, make payments and book redBus bus seats
within the ixigo app.
An interesting Collaboration

11. How are Promotional Partnerships different from Brand
Collaborations?

12. +
Some Interesting Promotional Partnerships
The deal involves PepsiCo and Money Heist jointly promoting
the show across digital platforms, virtual fan fests & Pepsi-
Money Heist beverage cans
+

13. Should changing consumer demands be addressed?
Or follow what Steve Jobs said, “Customers don't know what
they want until we've shown them.” ?

14. Shifting Consumer Preferences
Uniqlo Sustainability
Program which recycles
used clothes
Tokyo 2020 Medal
Project – Olympic
medals made from
recycled e-waste
Global Cruelty-free
cosmetic brands
•People changed brand preference post
pandemic
•The change is mainly due to geopolitical
reasons and move to support local
businesses.
45%
•Brand preferences are permanent
62%
•Increase in purpose driven buying in the
last 4 years
600%
•The amount consumers are willing to
spend more for products from
companies focussing on sustainability
2-10%

15. Is technological advancement the end of human creativity
& personalisation?

16. Technology as an Enabler
• Consumer expect their experiences to be
frictionless & personalised.
• Creating these experiences requires
companies to place data and technology at the
core of their organization. This enables in
creating more relevant experiences by
catering to 4Cs:
• Content
• Commerce
• Community
• Convenience
Coca-Cola’s “Share a
Coke” campaign
Mondelez’s ad using AI
to promote local stores
Personalised
recommendation
leading to higher
engagement

17. Technology as an Enabler
Apple uses AR to promote new product
experience
Restaurants with Robot waiters now in
Chennai, Gujarat, Mumbai, Karnataka

18. Creating & Delivering value through Customer Centricity