“UBER” Marketing Plan

NANDINI SWAMI (16BBAN059)

ANSHUL GOYAL (16BBAN054)
 

UBER
 Formally called – UBER cab (2009-2011)
 Type- Private
Privately
ly held
held company
company
 Industry- Trans
Industry- Transporta
portation
tion delivery (Commerce)
(Commerce)
 Founde
Fou nded- d- Mar
Marchch 2009
 Founders-
Found ers- Travis Kalanic
Kalanick k , Garrett Camp
Camp
 Headquarter
Headq uarters-
s- San Francisco,
Francisco, California
California
 Area serves – World-wide
 Products-
Produ cts- Mobil
Mobilee app , Website
Website
 Revenue-- US $ 11.3 billion
Revenue billion (2018
(2018))
 Net-income-
Net-inco me- US $ 1.8billio
1.8billion n (2018)
 Divisions-
Divisio ns- UberE
UberEATS,
ATS, otto (company)
(company)
 Website-
Webs ite- www.
www.uber.
uber.com
com
 

Background

 In 2009, Uber launched into the century-old taxi industry and

transformed the way consumers viewed the private
transportation.

 By launching the mobile app In 2010, Uber was the catalyst

for using technology to change the taxi Industry.

 Over, the last 6 years, Uber’s substantial growth has led it to

reach a total value of $ 41 billion.
 

Objectives
1. To create the world’s biggest taxi network and
to provide customers with safe, reliable and
convenient transportation providers in cities
around the world (completed).
2. Create the world’s biggest P2P logistics platform
, allowing
physical anyone
delivery to either
of myriad ofrequest or provide
goods and services
(In-progress)
3. Shift
Shift from 100% human driven logistics to 100%
machine driven logistics. Profit’s immensely.(This
phase will be the most difficult)
 

Marketing Strategy

Target Competitive
Marketing mix
marketing marketing
strategy
strategy strategy

Marketing leadership
S.T.P
strategy , Niche Marketing
Srategy
Srategy , Push
Push and Pull
Pull
strategy,
U.S.P and U.B.S
 

Target Marketing

Market
segmenta Market
Targetin Product
Positioni
tion g ng Marketing
Mix decisions

Market
Segmentation

Market
Implementation
Fragmentation

Feedback 

Market Response
 

Market Segmentation

Demographic Socio-Culture
Geographic

Age Urban

Income

Rural
Occupation
 

Target Market
 Differentiative target market is used by Uber 

If we want
used to differentiate
by Uber dif
thanferentiate
we canthe target
used the market
terminology “ Cost based differentiation “


Because ofthere
company the vary
is a huge
structure
pricing
of Uber
advantage
as a to
the end customer when they compare Uber
taxis vs publicly available modes of transports.
 

Positioning

 Evolving the way the world moves.

 Making cities more accessible.

 Bringing people and their cities closer.

 

S.W.O.T Analysis
STRENGHTS: WEAKNESS:

1. Te
Techn
chnolo
ology
gy advan
advance
cemen
ments
ts 1. Lack of relationship with the drivers.
2. Affo
Affordabl
rdable
e Trans
Transport
portatio
ation
n opti
options
ons

OPPURTUNITIES: THREATS:

1. Ability to expand to new cities and countries 1. Copyc

Copycat
at Co
Compe
mpetittitors
ors
2. Low gas prices 2. Fed
Federa
erall Re
Regul
gulati
ation
onss
3. High employme
employmentnt rates
 

Competitor :
 

Product :
 

Pricing
 CONSISTENCY :

 Surge pricing is a highly debated topic amongst the Uber customer’s.

 In order to keep customers coming back and maintain customer’s
level of satisfaction Uber will do away with their surge pricing tactics
and maintain a consistent rate of o f transportation based on location.
 Updates to the app will give user an exact price before conforming
the transaction.
 Price , as always, is based on location due to gas prices, trip mileage,
and the quality of drivers in any given area , but overall rates will
remain fairly consistent.
 

Promotion
 Social media Advertising, Sales promotion, and word of mouth will increase
Uber’s marketing communication strategy
   AD’s: Placed strategically on Netflix, Hulu, Spotify will increase the awareness to
the users from the millennial generation.
 Social Media : Through outlets like Facebook, Instagram, and Twitter Uber will
reach consumers that are tech savvy with efficient advertising techniques.
 App Store Advertising : Uber will specifically promote their app through google
ply and app store various banner Ad’s and in -app advertisements will help gain
awareness among the target audience.
 Refer a Friend Campaign : These will redeem customer’s one free ride and also
pas on to a friend.(Thus it
i t will increase customer loyalty).
 

Market Research
 Certain product of marketing strategy will require marketing strategy.

 Uber will closely monitor its social media handlings and gauge
popularity on the basis on views , comments, likes, re-tweets, and
favorites.

 With refer a friend promotional piece Uber will be looking for the
quantitative data based on how many new customers are based on
the promotions
crucial to know ,the
and how means
future many users have created
of transportation ) accounts.(It is
 

Distribution Strategy
 Uber will expand it’s operation in large cities, coinciding with
objectives of next two years.

 Having more Uber drivers will decrease the wait timings and thus it
would be more efficient to meet customer needs.

 These strategies overall will reach large number of consumers,

c onsumers, as
well as increase efficiency and ease of use of the entire Uber
system.
 

DRIVER SATISFACTION + CUSTOMER SATISFACTION

= SUCCESS
 

THANK-YOU