Marketing Mix Of Quikr and 7Ps (Updated 2024)

The Marketing mix of Quikr analyses the 7Ps of Quikr, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Quikr. Quikr is associated with the e-commerce industry as it deals in classifieds. It is a private company of Indian origins. Quikr was founded in 2008 by its co-founders, Jiby Thomas and Pranay Chulet. It is one of the country’s largest single marketplaces for buying and selling products. Quikr offers a diversified choice from a range of products that covers numerous industries and sectors. Some of its competitors are as follows.

• OLX
• Click in
• Sulekha.com

About Quikr

• Type: Online marketplace and classified advertising company
• Industry: E-commerce
• Founded: 2008
• Founders: Pranay Chulet and Jiby Thomas
• Headquarters: Bangalore, India
• Area served: India
• Current CEO: Pranay Chulet
• Number of employees: 1000+
• Major products: QuikrWheels, QuikrHomes, QuikrJobs, QuikrEducation, QuikrServices

Quikr Product Strategy

Quikr is an Indian online marketplace and classified advertising platform. It offers consumers a diverse range of services and products across various categories.

The brand new Product Mix of Quikr in 2024 is as follows (Source).

1. Classifieds: Quikr’s primary service is its classifieds platform, where individuals and businesses can post ads to buy, sell, rent, or lease a wide range of products and services. This includes categories like mobiles, real estate, cars, bikes, jobs, services, and education.
2. QuikrBazaar: A platform for buying and selling pre-owned goods. This includes various furniture, electronics, household items, and more products. QuikrBazaar allows users to find quality second-hand items at reasonable prices.
3. QuikrHomes: A dedicated vertical for real estate where users can search for properties to buy or rent, including residential and commercial properties. QuikrHomes provides listings for new projects, apartments, villas, and plots.
4. QuikrCars and QuikrBikes: These platforms cater to the automobile sector. QuikrCars offers a marketplace for buying and selling used cars and new cars. It also provides information on car reviews, news, and comparisons. Similarly, QuikrBikes is focused on two-wheelers, offering services for buying and selling used and new bikes and scooters.
5. QuikrJobs: Quikr’s employment marketplace connects job seekers with employers. It caters to various sectors and includes both white-collar and blue-collar jobs. The platform allows users to search for jobs based on different criteria, such as location, role, and industry.
6. QuikrServices: A platform for finding local service providers. This covers many services, including home services, packers and movers, pest control, and cleaning services.
7. QuikrLearner: A segment focused on education and learning where users can find information on various educational courses, training institutes, and professional certification programs.
8. QuikrEasy: A convenient platform where users can avail of various day-to-day services such as repair services, home cleaning, appliance rental, and beauty services.

Quikr Pricing Strategy

Quikr employs a dynamic and strategic approach to pricing. This pricing strategy is designed to optimize user engagement, transaction success, and revenue generation while maintaining competitive price positioning in the market. Here’s an expert perspective on Quikr’s pricing strategy:

1. Freemium Model: At its core, Quikr uses a freemium model, allowing users to post classifieds for free and attracting a large user base. This free access lowers the entry barrier for new users and stimulates a high volume of listings and transactions.
2. Premium Listings and Featured Ads: Quikr offers paid options for premium and featured ads to generate revenue. These services give users enhanced visibility and a higher probability of transaction success, appealing to sellers keen to quickly attract buyers.
3. Variable Pricing Based on Category and Value: Quikr’s pricing for premium services varies depending on the category (e.g., real estate, automobiles, jobs) and the perceived value or urgency of the listing. This flexible pricing structure allows Quikr to cater to diverse needs and value propositions.
4. Subscription Models for Businesses and Regular Sellers: For businesses and frequent sellers, Quikr offers subscription packages, which include multiple premium listings at a discounted rate. This strategy ensures steady revenue flow and fosters loyalty and long-term engagement among business users.
5. Dynamic Pricing for High-Demand Services: In sectors like QuikrHomes and QuikrCars, Quikr employs dynamic pricing strategies that adjust based on demand, competition, and market trends. This approach helps maximize revenue while staying competitive and relevant in these high-value segments.
6. Value-Added Services and Partnerships: Quikr also generates revenue through value-added services such as assisting with paperwork, providing vehicle inspection reports, or offering escrow services for secure transactions. Additionally, strategic partnerships with external service providers allow for cross-selling opportunities.
7. User Data and Analytics for Pricing Optimization: Leveraging data analytics, Quikr constantly monitors user behavior and market trends to optimize its pricing strategy. This data-driven approach helps identify opportunities for upselling premium services and adjusting prices to match market dynamics.

Quikr Place Strategy

Quikr has a Pan-India presence that has spread to every nook and corner of the country in both urban and rural sectors. By the end of the year 2013, it reported an estimated 12 million listings. Its presence via listings has spread to nearly one thousand towns and cities like Kolkata, New Delhi, Chennai, Patna, Ahmedabad, Bhopal, Mangalore, Cuttack, and Chandigarh. Quikr’s headquarters is in Bengaluru, Karnataka.

Here’s the place strategy of Quikr.

1. Online Marketplace Platform: Quikr’s primary place strategy is its online platform, which is accessible through its website and mobile app. This digital presence allows users anywhere in India to access its services conveniently, breaking geographical barriers.
2. Pan-India Coverage with Localized Services: Quikr operates across India, offering localized services in various cities and towns. This approach ensures users can find and list products and services relevant to their local market.
3. User-Friendly Interface for Easy Accessibility: The platform is designed to be user-friendly, ensuring easy navigation and accessibility for people with varying levels of tech-savviness. This strategy helps in attracting a broader user base across different demographics.
4. Partnership with Local Businesses and Service Providers: Quikr partners with local businesses and service providers to offer services like QuikrEasy. This strategy helps enhance the local relevance of its offerings and strengthens its position in different regions.
5. Strategic Use of Data and Analytics for Location-Based Services: Quikr utilizes data and analytics to understand local trends and user preferences, enabling it to offer location-based services. This helps tailor the user experience and enhances the platform’s efficiency in connecting buyers, sellers, or service providers.

Quikr Promotion Strategy

Quikr has gained immense popularity in India because of its numerous ATL and BTL marketing campaigns. It has launched witty and informative ad campaigns and promotions, and recently, its missed call advertisements have helped the company garner maximum brand awareness.

Advertisements have been displayed via digital and print media in popular television channels, newspapers, magazines, and online platforms like Facebook, Twitter, and YouTube. Quikr is aware of the marketing impact of star power and has roped in current Bollywood heartthrob Ranveer Singh to become its brand ambassador and act in its commercials.

Some Recent Video ads and Print ads for Quikr are:

Quikr People Strategy

In the service marketing mix context, “People” refers to all the human actors who play a part in service delivery and influence customer perceptions. This includes the company’s employees, customers, and other stakeholders like suppliers or partners. For a company like Quikr, an Indian classified advertising platform, “People” is a critical element due to the direct interaction between buyers and sellers and the support staff facilitating these transactions. Here are some key points about the “People” aspect of Quikr’s service marketing mix:

1. Customer-Centric Approach: Quikr’s business model is centered around facilitating transactions between buyers and sellers. The platform’s success heavily depends on understanding and meeting the needs and expectations of both groups, which requires a deep understanding of customer service and experience management.
2. Diverse User Base: The platform caters to a wide range of customers, from individuals looking to sell personal items to small businesses aiming to reach a broader audience. Quikr’s strategies for engaging with these diverse groups are crucial for its continued growth and success.
3. Trained Staff: Quikr’s customer service and support staff are vital in resolving issues, providing information, and facilitating transactions. Their training and professionalism directly impact customer satisfaction and trust in the platform.
4. Community Engagement: Quikr builds its brand and user engagement through active participation in community events and online forums. This not only helps in understanding user needs but also in fostering a sense of community among users.
5. Feedback and Improvement: Quikr relies on user feedback to improve its services. This includes buyer and seller feedback, which is used to refine user experiences, enhance safety protocols, and develop new features.
6. Safety and Trust: The people aspect also involves ensuring the safety and trustworthiness of the platform. This includes verification processes for users, secure payment methods, and customer support to address disputes or concerns.
7. Technology and People Integration: While Quikr is a technology-driven platform, integrating human judgment and intervention in dispute resolution, quality control, and personalized customer service is crucial for its success.
8. Training and Development: Continuous training and development programs for employees ensure that they remain competent in handling the evolving needs of the marketplace and can provide exceptional service.

Quikr Process Strategy

The “Process” element of the service marketing mix refers to the methods and procedures a company uses to deliver its services efficiently and effectively to customers. For Quikr, an online classifieds platform facilitating buying, selling, renting, and finding services across various categories, the process is pivotal for ensuring user satisfaction and operational efficiency. Here are some key points regarding the process aspect of Quikr’s service marketing mix:

1. User Registration and Profile Management: Quikr requires users to register and create profiles, which helps personalize the experience, manage listings, and enhance security. This process is designed to be quick and user-friendly.
2. Listing of Products/Services: Sellers can list their products or services on the platform by filling out a form that includes details like category, product description, price, and photos. Quikr has streamlined this process to make it as simple as possible, encouraging more listings and variety on the platform.
3. Search and Discovery: The platform employs sophisticated search algorithms and filters to help buyers quickly find what they want. This process is critical in matching buyers with the right sellers and listings.
4. Communication between Buyers and Sellers: Quikr facilitates communication between buyers and sellers through its platform, ensuring privacy and security. This includes messaging or calling features within the app or website.
5. Quality Assurance and Verification: To ensure the reliability of listings and the safety of its users, Quikr has processes in place for verifying listings and users. This may include checks on the products listed, seller verification, and user reviews and ratings.
6. Transaction Process: Quikr acts primarily as a platform to connect buyers and sellers. However, it has also introduced secure payment options for transactions conducted through the platform, providing an added layer of security and trust.
7. Delivery and Logistics: For selected categories, Quikr facilitates the delivery of goods through its logistics services, streamlining the process of getting products from sellers to buyers.
8. Customer Support and Dispute Resolution: Quikr has established processes for customer support and dispute resolution, assisting users with queries, complaints, and issues that may arise during transactions.
9. Feedback and Continuous Improvement: The platform actively seeks users’ input to improve its processes continuously. This includes enhancements to the user interface, security measures, and overall user experience.
10. Safety and Security Measures: Quikr has implemented several safety and security measures to protect its users. This includes data protection protocols, secure payment gateways, and user awareness programs about online safety.

Quikr Physical Evidence Strategy

Physical evidence in the service marketing mix refers to the environment in which the service is delivered and any tangible components that facilitate service delivery or help to communicate the service quality. For an online platform like Quikr, which operates in the digital space, physical evidence might not involve traditional brick-and-mortar elements but rather the virtual environment and other tangible aspects that customers interact with. Here are key points regarding the physical evidence of Quikr’s service marketing mix:

1. Website and Mobile App Interface: The design, functionality, and user-friendliness of Quikr’s website and mobile app serve as critical physical evidence. A well-designed interface communicates professionalism and trustworthiness to users.
2. Branding and Design Elements: The logo, color scheme, typography, and overall aesthetic of Quikr’s online presence are tangible representations of the brand. These elements help create a memorable brand identity and instill confidence in users.
3. User Experience (UX): The ease of navigation, speed of the website and app, and the intuitiveness of the design contribute to the overall service experience. Good UX design is a crucial form of physical evidence influencing user satisfaction.
4. Quality of Listings: The presentation of listings, including photos and detailed descriptions, is physical evidence of the quality of products and services available on Quikr.
5. Testimonials and Reviews: Displayed reviews and testimonials from users provide tangible proof of the reliability and quality of transactions facilitated by Quikr. This social proof is a crucial element of physical evidence for new users.
6. Customer Service and Support: The accessibility and responsiveness of customer support, including the interface for support requests and the ease of accessing help resources, are tangible aspects that reflect the quality of Quikr’s service.
7. Security Features: Visible security badges, encryption indicators (such as HTTPS in the website URL), and other trust signals are vital forms of physical evidence that reassure users of their safety and the platform’s legitimacy.
8. Marketing Materials: Online advertisements, email newsletters, and social media posts are tangible elements that users associate with Quikr. The consistency and quality of these materials contribute to the brand’s overall perception.
9. Payment and Transaction Interfaces: The security, design, and functionality of the payment gateway and transaction interfaces on Quikr are critical forms of physical evidence. They must convey security and efficiency to encourage transactions.
10. Packaging and Delivery (for physical goods): For services that involve the delivery of physical goods, the packaging and condition of delivered items can also serve as physical evidence of Quikr’s commitment to quality and service.

Liked this post? Check out the complete series on Marketing Mix