Capstone Project

First Name: Himani

Last Name: Soni

Task 1: Target Audience and Your Consumer

Task 1
a) Define the target audience for Uber

● Demographics:

● Psychographics:

1- Demographics :-

Age :- 22yr - 45yr

Gender :- Male and Female
Income :- People who have a limited Income
Occupation :- Mostly Jobs people and or any occupation people
Education :- Graduate, post-graduate or any graduate
Family size :- Single, Nuclear and Joint

2- Psychographics :-

Interest :- People travelling regularly for work or for any reasons.

Personality traits :- Working professionals
Lifestyles :- People who like to travel in private not using public transport

 b) Consumer Persona

Pain Points:
Place: Navi Mumbai
<Photo> Hanging tight for
Profession: Software
a taxi and
Developer
arriving at on
time.

Interest & Hobbies:

Travelling and
Watching ICC Cricket
Preferred Mode of
Name: Prinshu Soni
Transport: Private
Age: 26 yrs old
cab








Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

Top Competitors of Uber :-

1- Ola Cabs
2- Local taxis
3- Public transports
4- Metros
5- Local trains

 b) Identify the target market for each competitor brand

1- Target market of Ola Cabs :- Ola generally targets its audience in various segments.
It majorly focuses on people in the age group of 20-45 years who are financially independent,
young, office workers, college students, and many other categories. This can be done either by
offering discounts for frequent riders or by targeting different groups depending on their interests.

2- Local taxis :- Targets all the age groups male and female having low or middle income people

3- Public transports :- Mainly for low income class people male and female.

4- Metros :- Targets all the age group above 18 yrs male and female.

5- Local trains :- Target age group above 18 yrs, low and middle class income people, male
and female.

c) SWOT Analysis

Strengths Weaknesses

S W

Opportunities Threats
O T
Strength :-

1- Adaptive Nature
2- Customer to Driver Interaction
3- Low Prices as Compared to Taxis and Other Commute application
4- Low Fixed Investment
5- Dynamic Pricing Strategy
6- Largest Ride Sharing Technology
7- Strong Brand Recognition

Weakness :-

1- Manipulative Business Model

2- Unfortunate Working Condition
3- Public Backlash
4- Multiple Scandals
5- Workforce Dependency
6- Significant Misfortunes

Opportunity :-

1- Expand through Acquisitions

2- Provide a diverse range of services
3- Air Taxis
4- Deliverance services should be strengthened
5- Logistics
6- Make use of digital technology
7- Performance and Accountability
8- The use of driverless technology and other services

Threats :-

1- There is uncertainty in the economy

2- Strikes by employees
3- Regulations that are stringent
4- Lawsuits
5- Retention of customers and employees
6- The competition is increasing

Task 3: Choosing Digital Marketing Channels

Task
Task3a.Choose
3 the digital marketing channels you want to use. Define the social
media channels
Choose separately
the digital 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.
Answer available in the next slide.

Digital Marketing Objectives Reason

Channels

1. Facebook Brand awareness and

consideration through
Influencers.

2. Twitter Awareness about new The general justification

discounts, coupons to the behind using all the
users. channels is to increment
mindfulness among the
3. Instagram Bunch message about
complementary lifts,
potential and existing taxi
coupons codes, markdown riders about offers,
and so forth. Furthermore, coupons in this manner to
retarget them. increment interest for
uber rides.
4. Youtube Spread awareness about
the convenience of the
Uber new offers, discounts,
ride.

5. Display Brand awareness

6. Linkedin Brand consideration

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

Content Theme should be one for all the channels #MOVEWHATMATTERS

Content Ideas Content Formats KPIs

1. If you have a family and can’t Videos Video views, Number of

mandate them to move, get out impressions
of the house and support! The
answer is always Uber. Sign up
today to ride with Uber.
For Facebook

2. Uber is the safest option Posts CTR , Engagement rates,
and the easiest way to Impressions
reach where you need to
go. For Twitter
3. In the most tragic of times, Carousal images Engagement rates, CTR
we must keep our people safe.
For Instagram

4. There's no need to wait for Videos Engagement rates, Video

the perfect moment to leave views, CTR
your home. With Uber, you can
move what matters. For Youtube
5. Move what matters. Staying Posts Impressions, CTR, Link clicks
home is not an option anymore,
and doing it alone only means
you are going to lose more
people you care about. For
Display
6. When it comes to staying Videos CTR, Videos views,
home, we all know that Engagement rates
#MoveWhatMatters. For
Linkedin

 d).Create a content calendar for the campaign - pre launch, launch and post launch
Pre Launch
Passionate about the world?
Seeking adventure? Or simply
ready to be challenged and
inspired? With Cab, there’s a
place for you.
#MOVEWHATMATTERS
Selected digital marketing
channels.
On selected date, time and
week.
On the selected formats.
Launch
It's all about you. And that
means your perfect pool party
is just around the corner.
#MOVEWHATMATTERS
Selected digital marketing
channels.
On selected date, time and
week.
On the selected formats.
Post Launch
Enjoy a luxurious ride at a
great value with our Cab
service!
#MOVEWHATMATTERS
Selected digital marketing
channels.
On selected date, time and
week.
On the selected formats.
 e).Mention which brands/influencers Uber can collaborate with for increasing awareness
and consideration for their brand (mention at least 2)

1. Virat Kohli
2. Fatima Sana Shaikh

These people are the most dynamic and loveable individual on web today, they are
cherished by every one individuals. These will be ideal for Uber to collaborate with and
increment brand mindfulness.

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/11xHjg3pLEyQh6ehCAejBiLlBQrZsEsZ9/view?

usp=drivesdk
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