Capstone Project

First Name:
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Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber

● Demographics: Male, 30 years old, salaried: 20 Lakhs per annum

● Psychographics: Workaholic, ambitious, spontaneous, diligent and impatient
b) Consumer Persona

Place: Worli, Pain Points: Long

<Photo> waiting times,
Mumbai
Profession: Senior cancelled rides,
Financial Analyst surge pricing, untidy
cabs

Interests &
Hobbies:
Preferred Mode of Travelling,
Transport: Cars sports, reading

Name: Aman Shah

Age: 30 years
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market
 b) Identify the target market for each competitor brand

Lyft:

Target market: Primarily in the United States and Canada. Focus on providing a user-friendly and
community-oriented experience. Attracts a diverse customer base, including young urban dwellers, business
travelers, and people looking for an alternative to car ownership.

Curb:

Target market: United States, with a particular focus on taxi-hailing services. Appeals to users who prefer
traditional taxis over ride-sharing services and those who want a reliable and licensed taxi experience.

Didi:

Target market: Initially focused on China but has expanded globally. Appeals to a broad audience, including
commuters, tourists, and people looking for various mobility options.
 b) Identify the target market for each competitor brand
Rapido:

Target market: India, primarily focused on motorcycle ride-sharing. Caters to a market segment looking for
efficient and cost-effective transportation options, especially in congested urban areas.

Ola:

Target market: India, with expanding operations in other countries. Offers various transportation options,
including ride-sharing, rental cars, and more, targeting a diverse range of users.

Blusmart:

Target market: India, emphasizing electric vehicle (EV) mobility solutions. Appeals to
environmentally-conscious consumers looking for eco-friendly transportation options.

InDrive:

Target market: Not widely known; potentially a regional or niche service. The specific target market would
depend on its unique features and offerings.
 c) SWOT Analysis

Strengths Weaknesses
• Various Scandals
• Unequalled ride sharing technology.
• Significant losses

S W
• Great brand advertency.
• Minimum fixed investment. • Public counterreaction
• Robust pricing strategy. • Uncertain business model
• Minimum pricing in comparison to others taxis. • Unfavorable working conditions.
• Customer interaction system

Opportunities
Threats
•
•
•
Responsibility and performance
Utilization of digitalization
Driverless technology
O T • Retaining employees and customers
• Logistics • Complaints against Uber’s low wage policy
• Promoting air taxis • Increased competition
• Fortify delivery services • Economic skepticism
• Expand offerings • Employee strikes.
Task 3: Choosing Digital Marketing Channels
 Task 3
Choose the digital marketing channels that you want to use (at least 6), identify the
Task 3a.Choose
objective for each one the digital
of them marketing
and then channels
specify the you
reason you havewant
chosento this
use. Define the social
mediamix.
channel channels separately
Digital Marketing Objectives Reason
Channels

1. YouTube Brand awareness, increased sales/leads, website traffic YouTube is the internet’s second-largest
search engine. YouTube allows marketers
to present unique content that's easy for
viewers to consume and share. Millennials
2. Instagram Brand awareness, increased engagement and brand
and Gen Z are mostly active on Instagram,
consideration so it will help reach a new audience.

Facebook ads can help in micro targeting

audiences.
3.Facebook To gain more visibility and increase brand awareness.
To increase social actions and
engagement.

4. Linkedin To increase consideration about the brand. Uber has a huge user base all over the
world so WhatsApp integration helps in
reaching out to the customers smoothly.
5. WhatsApp Channel To maximise traffic on the app

6. Google Display Ad To increase brand awareness on the platform

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. YouTube non-skippable Video Impressions, app installs,

in-stream video ads featuring engagement rates, conversion
Shubman Gill (30 seconds) rate

2. Instagram paid partnership Paid partnership posts, Click-through-rate, engagement

ads with Tanmay Bhat carousel rate, app installs, conversion
informing about uber’s rate
campaign and hashtags

3. Facebook Ads to increase Posts and videos CTR, impressions, clicks

more awareness about Uber
through Shubman Gill’s
facebook handle
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

4.Linkedin posts highlighting Posts Engagement Rate , Clicks,

the pain points of working likes and shares.
professionals.

5. WhatsApp Channel to Creatives Engagement, Click Rate to

promote the Quiz on the redirect on Uber
Uber App

6. Google Display Ad Creatives CTR, Impressions

d).Create a content calendar for the campaign - pre launch, launch
and post launch
Pre Launch Launch Post Launch

Instagram post on Uber Paid ad with Tanmay Bhat Campaign winners reveal
India page and post on giveaway
prizes reveal in
collaboration with Royal
Enfield

Video ads (YouTube, Collaborative posts of Uber 15-minute live session on

Facebook, Instagram) & Shubman Gill on their Instagram with Shubman
social media handles. Gill announcing the winner

Uber app – push Commencement of quiz Participants claiming

notifications about campaign coupons and giveaway
awareness of our cricket results
quiz campaign 1 week
before the world cup
e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1. Tanmay Bhat
2. Shubman Gill
3. Royal Enfield

(Refer slides below)

 YouTube video ad script

YouTube non-skippable In-stream ads script (30 seconds) :

Other Indian cricket team members boarded a bus bound for the World Cup practice. Shubman was late, so he
missed the bus. He looks around for a vehicle to take him to the practice stadium but cannot find one. He gets
worried. Meanwhile, a fan approaches him for a selfie and notices him looking for a vehicle. The fan advises him
to take an Uber cab. The fan books an Uber for him on his mobile, and an Uber cab appears in front of them.
Shubman arrives at his destination quickly and concludes by saying “Uber khel khel mein”.

Shubman then informs that on every 10 right answers on cricket, participants can earn 100 points and claim a flat
25% discount coupon. And, at the end of the campaign, a participant with the maximum points will be the winner
and will get a chance to meet Shubman, and the 1st runner-up will get a Royal Bullet bike worth 2.5 lakhs and the
2nd runner-up will get the merchandise of Royal bullet worth 1 lakh.

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Instagram ad sample

Instagram paid partnership ad of Uber

with Tanmay Bhat where he will explain
our campaign by using hashtags of
Uber :

#ubercricketfanfest

#scorewithuber

#playslayandgetRepay

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Instagram Giveaway

Winner – Meet Shubman Gill

1st runner up – Royal Enfield bike
2nd runner up - Royal Enfield Merchandise

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Facebook Ad

Chill with the Cricket thrill, Uber brings adds more fun.

Uber brings to you the most awaited ICC Men’s Cricket

World Cup and a chance to win exciting prizes

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Linkedin Ad

Name: Rahul Mehta

Age: 30
Profession: IT Professional
City: Bengaluru
Salary: 15-20 lakhs p.a.

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WhatsApp Channel

Utilize WhatsApp for Uber to boost

engagement, run a Cricket World Cup

quiz, and enhance user interaction since

reaching users on WhatsApp is the

feasible mode as we already have the

user data.

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Google Display Ad

Utilising Google Display Ads for

Uber to drive quiz engagement
during Cricket World Cup for
increased brand visibility and
user engagement.

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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 :
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