Capstone Project

First Name: Apeksha

Last Name: Yadav
Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber
 Demographics: Tier-1, Tier-2, and stadium-based cities.

Age from 20-45,45-55.

Both Male and Female.

Professionals, College students, and Businessman.

 Psychographics:-

Interests: Sports

Behavior: Smartphone users, Users who value time, tech-savvy users, and users
who are office goers who don’t have cars.

Social Class: Upper class, Middle class, Upper middle class.

b) Consumer Persona

<Photo> Pain Points:

Place: Mumbai
Travelling on daily
Profession: basis for work
Working Professional

Name:Priyanka Interest &

Age: 35 Hobbies:
Reading books,
listening to
Preferred Mode of music
Transport: Cab,
Autorickshaw
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

a. Ola

b. Savaari

c. Zoomcar

d. Local Taxi

e. Public transport
b) Identify the target market for each competitor brand

 Ola: Tier 1,2, and 3 cities, Both Male and Female, Age 18-50, Employed, the safest and easiest way to ride, with
multiple travel options and well-protected rides.

 Savaari: The campaign was introduced to Savaari’s audience through its Facebook and Instagram handles. The
team reached out to its target audience of pregnant women and young mothers by leveraging the follower base of
8 mommy influencers. Tier 1,2 cities, Both male and female, Age 20-45, Employed, value safe and comfortable
transport.

 Zoom car:-India’s first self-drive car rental company. Tier 1, 2 cities, both male and female, Age 18-50, middle and
lower class students, people who travel a lot for business.

 Local taxi:- Tier 1,2 cities, both male and female, Age 18-50, the affordable and easiest way to ride with option.

 Public transport: Targeting all types of audiences, affordable price with multiple option.
c) SWOT Analysis

Weaknesses
Strengths No patent to the idea can be easily
Brand name and awareness copied.
Highly convenient and easy to use Drivers are not satisfied with their daily
High customer satisfaction
Low operational costs
Rating systems to maintain trust
S W earning
High rate of Competition.
Dependency on drivers.
between the brand and the customers Multiple scandals
High service standards

Opportunities Threats
Growing income of the middle-
class consumers
Can hire more drivers to decrease
O T New Govt regulations
Low-profit margin
Problems with local taxi service
the waiting time providers.
Additional services like Customers and Employee
transporting logistics, animals, Retention
and patients.
Task 3: Choosing Digital Marketing Channels
Task
Task3a.Choose
3 the digital marketing channels you want to use. Define the social
media
Choosechannels
the digitalseparately
marketing channels that you want to use (at least 6),
identify the objective for each one of them and then specify the reason
you have chosen this channel mix.
Digital Marketing Channels Objectives Reason

1.Facebook {organic and paid} Impression Through images and video, we can
reach the audience about the Uber
World Cup campaign.
2.Dispaly Consideration By providing offers on a display ad.

Through reels will be able to increase

3.Instagram{paid and organic} Brand Awareness engagement with audiences.

World cup Video theme ads will help to

4.Youtube{organic} Impression and Consideration attract the audience.

It is the best way to attract an audience

5. Email marketing
6.Twitter{paid/organic}
Consideration
Impression Consideration
by sharing discounts and offers through
email.
Tweeting about the world cup campaign
help increasing awareness and
Task 4: Content Ideas & Calendar
 Task 4
Define the content themes/idea you would like to use for each channel ( at least one per channel), the
content formats for each channel ( at least one per channel) and then define the KPIs of each channel.
Content Theme/Idea Content Formats KPIs

1.Uber World Cup Campaign Images,Posts CPM, Engagement rate

#safedrivewithuber for Twitter

2. Virat Kohli as an Influencer on Instagram for Videos CPC, Engagement rate, Impressions
Uber Campaign #jeetegetohhumhi

3. Choose Uber for #FasterPickup on Facebook Carousel images Engagement rate, CTR, Impression
with a match score and date of the matches

4. For Youtube we can make ads by showing video Engagement, Link sharing
how uber drivers help a family to reach their
airport on time

5. Book a ride with a 15% offer only on Uber to Image Engagement rate, CPM, CTR
be displayed on the Display ad

6. With Uber don’t think too much about a Posts,Image Engagement rate,CPM,CTR
Business tour at an affordable price just book it.
Post on Linkedin for professionals traveling for
work.
 d).Create a content calendar for the campaign - pre launch, launch and
post launch
Pre Launch Launch Post Launch

Facebook post on Uber World Cup Select the 10 days before the Sharing match update
campaign #bookhasselfreeride world cup start
don’t miss the match

Video ad {Instagram, Select date 10 days after Sharing video

Youtube}showing happy drivers Facebook ad
and happy riders

Twitter post on Uber World Cup Before the world cup start Sharing post
campaign #supporteurteam

Video ad by Influencer how uber Influencer launching it on Video ad and comments

faster pickup service helped his appropriate date
friend to reach on time
 e).Mention which brands/influencers Uber can collaborate with for
increasing awareness and consideration for their brand (mention at least 2)

1. Harsha Bhogle:-Twitter handle – @bhogleharsha

Bhogle is extremely popular on social media and is considered one of the best Cricket Influencers on
Twitter. With his unusual style of communicating with wit & humor, Bhogle makes it easy for us to
understand and love cricket.

2. VVS Laxman:-Twitter handle – @VVSLaxman281

VVS has been active on social media as a Cricket Influencer, sharing rarely shared technical insights and
memories of his cricketing days with his fans. Laxman is a former Indian cricketer and currently a batting
consultant & cricket commentator.

We can use both of them as social media influencers for increasing awareness and consideration for the
brand.
Task 5: Video Submission
Task 5
Record a 1-1.5 minute video of you presenting a summary of the project. Make sure
you include the following points in your video.

● The task and the objective

● Process and steps of finalising your strategy
● Main content ideas and channels
● Key learnings from the project

Upload the video in an MP4 format. Upload the video on your Google Drive and do not
forget to give access to "Anyone With This Link"

Video URL : https://drive.google.com/file/d/1eM9OCgybp8uDh80LiMn1ysXKAlBM8cF5/view?usp=sharing

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