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MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE THE VALUE

OFFERING ASSIGNMENT INSTRUCTIONS

OFFERING

PRODUCT EXPERIENCE ASSIGNMENT

CHARLOTTE KINSEY

STRATEGIC MARKETING MANAGEMENT (D07)

ROLL NO. L32158126

PROFESSOR KEITH STRACHER

AUGUST 15, 2021

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Q1. Explain the elements of the Uber promotional mix.

Uber is available worldwide in more than 40 countries and more than 600 cities. You can always

download Uber because it is a smartphone app. You can access this application from the Google

Play Store (for Android) or the Apple App Store by downloading and installing it (for iOS). Uber

has a web-based version as well. The location of the cab can be traced by mobile telephone.

Booths and service desks can be seen at places such as airports and shopping centers.

Uber's Marketing and Promotional Strategy:

The following is the Uber marketing strategy's promotional and advertising strategy:

Uber depended mainly on word-of-mouth advertising to increase market share. The first

advertising and promotional costs of the company were very low. They grew up with reference

marketing to get corporate customers to accept their free flights and services. The free tour

program of Uber was a huge success and many people started using the service. Uber employed

basic regional marketing methods all across the world. Uber encourages early uptake, rewards

referrals, and advertises its rides in response to online evaluations. To increase its online

visibility, the corporation spends a lot of money on digital marketing. The brand's users are

engaged through mobile apps and even social media channels. Because Uber is a service

marketing brand, here are the remaining three Ps to complete the Uber 7Ps marketing mix.

[ CITATION Hit19 \l 1033 ]

People: As a service provider in the category can, Uber understands the value of a strategy for

people in its marketing mix. Drivers undergo extensive background checks to check that the right

person is assigned to the job. Uber's customer service is great because you know that customers

only travel if they have a positive experience. Uber has more than 20,000 employees worldwide.
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Uber has several systems in place as a company. The steps to use Uber to get a cab are as

follows:

• Check for available cabs and choose the ride you want • Test your mobile GPS for the ride

estimates, the type of car and driver details, comments, and ratings of the Uber app (Location

settings).

• Book a ride and follow it.

• Make a payment using any of the preferred methods when you go down.

Uber tracks the location of its cabins using state-of-the-art technology. When Uber carries out

random driver checks, drivers may have to take selfies on the smartphones/tabs provided by

Ubers and authenticate their identity. Other transactions include payment to cab drivers,

helplines for customer/driver services, etc.[ CITATION Hit19 \l 1033 ]

Physical Evidence: The Uber cabs that collect customers are the most visible physical evidence

of the company. Moreover, the smartphone app is physical proof of the user interface of the Uber

brand. Uber does not provide receipts for paper travel. The travel history can be accessed via the

dashboard of the App and can also be accessed via an online account. The Uber marketing mix is

therefore complete.[ CITATION Hit19 \l 1033 ]

Q2. Explain whether Uber uses a push or pull promotional strategy or a combination of

both.

Introduction

Uber frequently employs both push and pull marketing methods. When you search for a trip or

check a map pin, the Uber system appears to push adverts onto consumers. When a person clicks
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on this information, they are taken to the advertiser's website. Uber may also employ only one

type of technique at a time, depending on which is most beneficial in any given situation.

Uber employs both a push and a pull promotional technique.

Combination of the two approaches. Customers are encouraged to buy something as part of a

push promotion to obtain a discount or other reward. Uber is an example of this because it

rewards customers who suggest friends or current Uber users become riders themselves. They do

so by providing a discount on the new customer's first ride.

Pull promotional methods are primarily focused on persuading people to buy a product by

allowing them to try it before they buy it. This is accomplished by giving these items away for

free or at a very low cost. Free food or drink samples, for example.

Because they give rewards to clients who suggest their friends or existing Uber riders become

riders, Uber is a push and pull tactic. They do so by providing a discount on the new customer's

first ride, incentivizing them to use Uber to receive the discount. After trying out the service and

seeing how convenient it is, the consumer promotes others. This gives customers a discount on

their first ride while also providing them with free or low-cost transportation in their

neighborhood.[ CITATION Pun19 \l 1033 ]

The ideal strategy to market is to instill in clients want and need for what you're selling. Uber

may be attempting to achieve this by promoting the service to potential clients to generate

demand for it. When you search for a trip or check a map pin, the Uber system appears to push

adverts onto consumers. When a user clicks on this information, they are taken to the advertiser's

website, where they can make a purchase.

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The Uber app is also a wonderful example of how to push methods may be combined with pull

strategies. If you're looking at the map on the Uber app, for example, they'll use push methods to

show you the anticipated cost of your ride and other details. Because you are drawn into the

advertiser's website when you click on this information, it is dubbed a pull approach. [CITATION

Glö16 \l 1033 ]

Only when clients receive excellent service will Uber's pull tactic be regarded as successful. The

most efficient way to do this is to provide free trips and to allow Uber riders to compare pricing

with those of their competitors using the app's tracking capabilities. Uber may only deploy one

type of tactic at a time, depending on which is the most effective in any given situation.

Users are attracted to push techniques because they are searching. Uber employs pull methods to

entice customers who are looking for specific information. The Uber system appears to display

adverts to users. When a person clicks on this information, they are taken to the advertiser's

website.[ CITATION Ang20 \l 1033 ]

Users are drawn to pull methods after searching for anything else on the internet. Uber employs

this method by displaying adverts for a variety of products to its users. Users are directed to

Uber's website when they click on adverts. Uber's marketing effort, I believe, employs both push

and pull techniques to pique potential customers' attention. When a person clicks on the share

button on an image on Facebook or Instagram, for example, they will be given an advertisement

for Uber. When a person shares an image, the share button is called, and it directs the user to

Uber's website. In this manner, an Uber advertisement will appear in a matter of seconds.

Uber promotes their service to potential clients through numerous means of advertising. This

includes print ads, radio and television commercials, and web adverts. Because these sources are
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more available to your target demographic and are usually developed by experienced experts

who know what they're doing when it comes to marketing campaigns, this is generally

considered more effective than word-of-mouth advertising. Uber is not currently airing

commercials on television, but it has done so on Channel 4 news.[ CITATION Sch20 \l 1033 ]

Uber must ensure that they have a consistent number of drivers available to succeed. To maintain

and grow their firm, this is their most valuable asset. If they become too popular, demand will

only increase, making it more difficult to schedule a driver if there are just a few available. To

fight this, Uber might tweak their service or change their cost, limiting the number of individuals

who utilize the service at specific hours.

Finally, Uber uses a pull promotional technique to attract more individuals to use the service by

giving away food products such as free samples. This approach of promoting the service is

beneficial since it is cost-efficient for them and allows their customers to trial the product before

purchasing it. Other businesses frequently employ a similar promotional tactic since giving

clients a sample of something allows them to try it before deciding whether or not to purchase it. [

CITATION Pun19 \l 1033 ]

Conclusion

Because they give rewards to clients who refer their friends or existing Uber riders to become

riders, Uber is a push and pull promotional tactic. They do so by providing a discount on the new

customer's first ride, incentivizing them to use Uber to receive the discount. After trying out the

service and seeing how convenient it is, the consumer promotes others. If they become too

popular, demand will only increase, making it more difficult to schedule a driver if there are just

a few available.
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Q3. Discuss the use of digital, mobile, or social media marketing of Uber.

The impression on social media on 1 January 2017 the new battleground for giants has become

social media. Whether the marketing or consumer interaction is involved, social media has

helped many brands to increase their market share by increasing the number of fans and

supporters they have and forging better relationships with them. For many, it is the cornerstone

of their marketing approach.

Try social media if you want to find many customers in one place. This is why all major brands

have developed effective social media strategies. You use your social media platforms to

strengthen your bonds. Customer commitment has become a critical component of company

success, and few platforms can engage customers as effectively as social media. [ CITATION

DAS17 \l 1033 ]

In this industry Uber has also made its name by often generating enthusiasm through various

social media outlets. You already know how the networking effect improves profitability and

customer satisfaction for both suppliers and customers. Uber is the only company or brand that

has genuinely benefited from these networking trends. It uses its app to leverage networking.

Uber has also achieved something remarkable in social media.

Facebook

Uber's first stop is Facebook, with over 8 million followers in the company. Ford's Facebook

primary account has less than 8 million followers. Uber's Facebook page is more of a

broadcasting account that keeps users informed of all current promotions and offers of the
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company. Nevertheless, the use of such social media can give you a deeper connection and

shows the satisfaction that the company has generated over its short years. As a major social

media stop, big brands use Facebook. Uber's extensive base of followers is informed through its

Facebook account of its specials, discounts, and new tours and riding arrangements. Uber's

Facebook account is also used for a major purpose.[ CITATION Yun19 \l 1033 ]

Q4. Discuss the elements of Uber's advertising message. 

Dissecting strategic messaging refreshes is one of my favorite things to do, not only because it

gives us insight into where a company is headed, but also because it's a terrific way to learn more

about how strategic messaging works.

Uber just published a complete rebranding of its strategic messaging, complete with a new

website, new top-level content, and new imagery, only last week. So, let's take a look at the

fundamental elements of Uber's strategic messaging, how they've evolved through time, and how

they're currently operating.

1.Uber's New "Promised Land"

From "Everyone's driver" to "Get there: Your day is yours"

Above all, strategic messaging must portray a vision of the future that your consumer desires but

finds difficult to achieve without your help. It's what I refer to as the Promised Land. Uber’s

Promised Land has undergone significant alterations as part of its update. Uber's Promised Land

was essentially a valet with a luxury car back in 2011: Then, in 2013, with the launch of UberX,

Uber's Promised Land evolved away from a private driver and high-end car (note the Prius) and

toward worry-free mobility.[ CITATION And17 \l 1033 ]

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In 2013, the Uber homepage was updated. The revised strategic messaging for 2016 (below)

reaffirms this move. It's no longer just about having convenient access to transportation; it's also

about what you get out of it (greater control over how you spend your time):

If only because the two themes compete, I wish Uber had committed to "Your day belongs to

you" and discarded "Get there." But perhaps that was a step too far for their group. (I'm picturing

a heated pre-launch meeting where the virtues of each were debated, no one won, and someone

with a looming deadline suggested, "How about both? The new message, interestingly, is

effective for both passengers and drivers (who also crave ownership of their time).

2.Uber's New Protagonist

From a beautiful model to ordinary (international) citizens

A change in the types of people Uber highlights in its home page header is supporting the shift in

Promised Land. The gorgeous woman of recent years (seen emerging from a car in the "Moving

On" image above) has been replaced by a film of ordinary people taking Uber in several

countries: This could indicate Uber's desire to become less aristocratic and more multinational.

Perhaps not surprisingly, this feels similar to Lyft's positioning. Lyft uses similar graphics on its

website (as of late 2015), however Lyft's Promised Land at least the text: "Rides in Minutes" —

is still firmly focused on convenience and speed:

3.Uber's New Magical Merchandise

After you've identified your Promised Land, you'll need to explain how you'll assist customers in

getting there. (Remember: without you, everything should be difficult.) To put it another way,

you can begin discussing your skills and features. These are what I call your Wizardry Gifts,
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after the gifts that archetypal helps bestow upon heroes in epic stories (such Obi Wan's lightsaber

and Gandalf's genuine magic).

Uber's new website does a better job than earlier versions of displaying its magical abilities. Uber

has previously bludgeoned you with all the reasons why they're great.[ CITATION Pun191 \l 1033 ]

4.Uber's New Brand Personality

I like brand archetypes - a kind of Myers-Briggs for brands — for swiftly assessing brand

personality. (I wrote about how I use brand archetypes in strategic communications interactions

just a few weeks ago.) Uber’s new strategic messaging, in my opinion, signals a change from a

Ruler brand (primary promise: success, prosperity, and control) to a more Explorer brand (core

promise: the freedom to find out who you are by exploring the world).

What difference does it make? Uber will have to use language and imagery that is consistent

with the new approach to be consistent, and I believe we are seeing that already. Of all, brand

archetypes are inherently subjective, and Uber may be shifting to other archetypes, such as

Creator (core promise: express your vision).[ CITATION Glö16 \l 1033 ]

5.Uber's New Proof of Concept

Why should prospects believe you when you tell them your strategic story? To put it another

way, why should people have faith in you to lead them to the Promised Land?

The best proof, of course, is satisfied consumers. Uber previously displayed very few

photographs of passengers in automobiles. (The gorgeous "Moving People" lady appears to be

exiting a vehicle.) People in the new background video, on the other hand, appear to be real Uber
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customers enjoying real Uber rides. These photos of real individuals, rather than posed models,

give me more confidence that Uber can truly make "your day belong to you."

To sum up Uber's New Strategic Positioning assisting ordinary people all across the world in

regaining control of their lives Uber's new strategic statement suggests an effort to make the

company more worldwide and integrated into people's daily lives. Strategic messaging, on the

other hand, only goes so far. Now we'll all be watching to see if Uber's new story comes to

fruition.

Q5. Explain the use of sales promotion, public relations, live events, publicity, or personal

selling of Uber.

These elements in advertising are associated to promote their brand. All of these are activities

that will persuade to use Uber services, build a public image and enhance their company

reputation.

As we all know Uber has been in multiple controversies and scandals understanding this

promotional mix helps Uber to build good publicity, rebuild their brand and trust of their

customers because disregarding any of these will danger a company and might lose customers.

[ CITATION Kum19 \l 1033 ]

Explanation:

I believe sales promotion, public relations (PR), live events, publicity are parts of the

promotional mix in marketing. You can see it in different forms, for example:
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• Uber Rewards, cashbacks, refunds, and Uber Referrals- these discounts and vouchers are a

form of sales promotion; you can see them in any advertisement usually available for a limited

time only Uber use this to gain more users.

• PR of Public relations they are the ones who publish activities that are newsworthy in a

company like Uber where have been in a multiple issues PR will cover some of these issues by

putting good published news in media and involve the company in actives to maintain a good

image to the public.

• live events are events where Uber conducted in Virtual or In-person this event highlights their

initiative and also a way to launched campaigns. This conference will be an opportunity for Uber

to engage, speak or demonstrate their services with partner riders and customers.

• publicity, personal selling- Uber publicist or marketing staff will be aimed to restore its image

in the case of their company they have seen doing campaigns to have good publicity to pursue

customers to use their services and grow their sales revenue

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References

Andy Raskin, A. O. (2017). Deconstructing Uber’s Strategic Message Refresh. Firm Narrative

Medium.

Angelucci, S. (2020). Exploring different types of Multiple Job Holding through the Gig

Economy: their Push and Pull factors. Master's thesis, University of Twente.

DAS, S. P. (2017). Transformation Of Urban Transportation-Strategic Perspective A Case Of

Uber Technologies, Inc. International, Journal of Research in Business Management.

Gloss, M. M. (2016). Designing for labor: uber and the on-demand mobile workforce. In

Proceedings of the 2016 CHI conference on human factors in computing systems. ACM

Digital Library.

Hitesh Bhasin, D. C. (2019). Uber Marketing Strategy & Mix (4Ps). MBA Skool Team.

Kumar, V. &. (2019). Influence of technology and data on customized marketing strategy.

Handbook of Advances in Marketing in an Era of Disruptions. Essays in Honour of

Jagdish N. Sheth.

Punel, A. E. (2019). Push and pull factors in adopting a crowdsourced delivery system.

Transportation Research Record.

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Punel, A. E. (2019). Push and pull factors in adopting a crowdsourced delivery system.

Transportation Research Record.

Schneider, H. (2020). Creative destruction and the sharing economy: Uber as disruptive

innovation. Edward Elgar Publishing.

Yunus, E. S. (2019). The effective marketing strategy for ride-sharing transportation:

Intersecting social media, technology, and innovation. Entrepreneurship and

Sustainability Issues.