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Niraj Kumar
7774003820
Niraj.kumar@iiml.org
1a) Detail out the metrics that define this range of furniture.
Range of furniture
under kids category
can be divided in 4
different sub
categories
Kids room
Browse tree
Bed
Crib bedding
Cradle
Storage &
Wardrobes
Accents
.
Wardrobes
Chest of drawers
Storage cabinets
Toddler
bedding
Book cases
Twin bed
Decor
Home linen /
Mattress
Carpets & Rugs
Wall dcor
Kids playing
Bed & Bath
Full / Double
Queen / King
size
Nursery storage
Lightening
Art & Craft
Contd
Following are the refinement that can be used for kids furniture category.
Age
0 2 yrs
3 6 yrs
7 12 yrs
materials
Engineered
wood
Solid wood
Metal
Plastic
Colour
Themes
Disney based
Barbie doll
Bike / Car theme
Animal theme
Red
White
Black
Espresso
Wooden colour
Brown
Price
500 1000
1001 10000
10001- 20000
20001 - 50000
Assumptions
2 kids per home, parents will buy furniture for one kid and same
can be used for next kid.
As kid grow requirement changes, therefor parent need to buy a
bed for 0 2 yrs baby, then again when kid becomes 3 6 yrs kid
and when he becomes 7 12 yrs.
There are 3 opportunities per kid to buy bed as he grows same
goes with study tables.
Taking into account purchase life cycle
Assuming 2 kid per home, parent will use same furniture for both
kids, total potential kids = 8/2 = 4 Crore.
Life cycle of these product will be 12 years, so per year
opportunities = 4/12 Crore = 33 Lakhs kids will buy
Product price to calculate market potential taken as average price
of that segment from websites
Total market potential of kids furniture = $2436 Million
Price
Bed
Accents
Storage &
Wardrobes
Decor
Market
potential
Bed
Accents
Storage &
Wardrobes
Decor
Avg in Rs.
25000
10000
6000
7000
In Million $
1270
507
304
355
2) Identify the gaps in Urban Ladder's current range and suggest new
additions / revamps as the case may be
To identify gaps, I have benchmarked Urban Ladder against competitors across the globe.
Filters
Single page to
list all items
under Kids
category
Urban Ladder
Yes
No
No
No
No
No
Amazon
No
Yes
Yes
Yes
Yes
Yes
Snapdeal
No
No
Yes
Yes
No
Yes
Furniture.com
No
No
Yes
No
No
No
Furnituremart.com
No
No
Yes
Yes
Yes
Yes
Wayfair
No
Yes
Yes
Yes
Yes
Yes
Peperfry
No
No
Yes
Yes
Yes
Yes
Fabfurnish
No
No
Yes
Yes
No
No
Benchmark
results
High Product
variety
Refinement
under Sub
categories
contd
Urban Ladder should have filters to ease product search. In Amazon we can put filter in Bed size, features, Bed design, Price,
Finish, Materials, Theme, Offer, customers rating, dimensions & personalization. This provide ease in searching of required
product.
Absence of product sub category
In Urban Ladder there is no wardrobes option for kids, we need to add more product variety for kids. We can add many more
range of product, e.g. book cases & selves, ottomans, step stools, vanities, pictures frames, wall dcor etc.
Less number of products
There are only 8 number of beds are available to choose for kids, where as we have thousands of options for beds are listed in
competitors website.
Stock out
Stock out is same as sales opportunities lost, we need to increase product availability in listing page
Customer feedback
There is a section for customer stories but if I want to know feedback about specific product, its satisfaction rating from previous
buyers then its unavailable.
3) Identify the top 3 opportunities (in terms of market potential) in Kid friendly furniture and develop
the product range for these 3 opportunities in terms of products, price points and any other
information necessary to address this opportunity
Bed size
Bed
Twin
Full
Double
Queen / King
size
Age group
Accents
Decor
2 Years
3 6 years
7 12
years
Materials
Wood
Metal
Fabric
Plastic
Bed design
Panel
Platform
Convertible
toddler
Slat
Canopy
Baby bed
Themes
Crib bedding
Cradle
bedding
Toddler
bedding
Car / Trucks
TV
characters
Sports
Forest theme
Type
Table design
Chair design
Kids tables
& chair sets
Study
tables
Kids chair
Kids tables
Writing
table
Picnic table
Art & Craft
table
Logo table
Side table
Standard
Bench
Stool
Novelty
Kids Rugs
Size
Colour
Educational
Braided
Theme based
Playing stuff
Playing stuff
storage
Playhouses
Backyard play
Play tents
Games tables
Doll house
Themes
Car / Trucks
TV
characters
Sports
Forest
theme
Colour
Black
Brown
White
Birch
Espresso
Colour
Black
Brown
White
Birch
Espresso
Materials
Wood
Metal
Fabric
Plastic
contd
Price points
Benchmarking looking at product assortment on
competitors website for each price band.
Competitive Benchmarking
Bed
Accents
Decor
4) Also please add one slide summarizing your findings and recommendations
My findings
We have kids segment under different browse node, e.g. Living,
Dining etc. But there is no dedicated node for kids furniture, where
customer can see all offering related to kid.
Absence of filters, there is no refinement to assist customers in
finding right product without hassles.
Product assortment are not enough to cater the requirement of all
age band.
Almost one third of product listed are sold out.
Kids like to follow certain theme, e.g. Disney theme, musical theme
etc. There are hardly any theme based product.
Reviews / customers rating for each product are missing
My recommendations
Recommendation on Kids category front, refinement etc. are given
in slide from 2 to 8, additional recommendation on products/
marketing/ logistics are mentioned below.
Generally purchase of stuff related to kids are impulse, therefore
reduce the lead time from buy to delivery at door.
Product display vehicle - generally in high value purchase
customers want to see & feel the product before placing order, we
can have vehicle that can go to customer place & display sample
products to customer
BTL activities in housing societies / School for visibility among
parents. (We can start kids engagement events at parks or at
playing school, we can organise competition as quiz at school).
Tie up with interior consultants for recommendation. (We can tie up
with home interior professionals, who can recommend UL or take
supply from UL for their interior decoration work).
We can do product bundling, when some one chooses one product
to buy, recommendation should come for bundling.