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Research Project: Rebranding Uber India for Young Urban Riders

Executive Summary

This research project investigates how to rebrand Uber India to resonate with young
urban riders (18-25 years old) in the face of increasing competition and perceived
unreliability. We conducted a focus group discussion and a web-based survey to
understand user preferences and perceptions. The findings will inform the
development of a mascot, tagline, and key messaging for Uber's rebranding efforts.

Research Problem
How can Uber India be rebranded to regain appeal and market share among young
urban riders (aged 18-25) in the face of increasing competition and perceived
unreliability?

Managerial decision
How to develop a rebranding strategy that regains the interest and loyalty of young
urban riders (aged 18-25) in a competitive market where Uber is perceived as less
reliable than its competitors.

Research Question
What elements should be incorporated into Uber India's rebranding strategy to
improve its appeal, address perceptions of unreliability, and regain market share
among young urban riders (aged 18-25) in a competitive landscape?

This question focuses on the key elements Uber needs to consider in its rebranding
strategy. It considers:

• Target Audience: Young urban riders (18-25)

• Challenges: Appeal and perceived unreliability
• Context: Competitive market

Questionnaire for descriptive analysis

The questions have been framed and the survey was taken using the Qualtrics platform-

Survey Link: -
https://qualtricsxm6qmzjvx29.qualtrics.com/jfe/form/SV_4N1fQgamWg1aB
PU

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 About the company

Company: Uber Technologies Inc.

Industry: Transportation & Logistics (Ride-hailing, Delivery)

Founded: March 2009 (San Francisco, California)

Headquarters: San Francisco, California, USA

Services:

• Ride-hailing: Uber connects riders with drivers through its mobile app. Users
can request rides, track their arrival in real-time, and pay electronically.
• Delivery: Uber Eats delivers prepared food from restaurants to users.
• Freight: Uber Freight connects businesses with truck drivers for cargo
transportation.

Global Reach: Uber operates in approximately 70 countries and 10,500 cities

worldwide.

Market Position: Uber is the world's largest ride-hailing company, with over 150
million monthly active users and 6 million active drivers and couriers.

Financial Performance: As of 2023, Uber's take rate (revenue as a percentage of

gross bookings) is 28.7% for mobility services and 18.3% for food delivery.

Challenges:

• Competition: Uber faces intense competition from other ride-hailing

companies like Ola, Lyft, and Didi Chuxing.
• Regulations: Governments around the world are increasingly regulating ride-
hailing services, which can impact Uber's operations and profitability.
• Driver Concerns: Uber has faced criticism for its treatment of drivers, who
are classified as independent contractors rather than employees.

Future Outlook: Uber is looking to expand its services beyond ride-hailing, with a
focus on delivery and freight transportation. The company is also committed to
becoming a fully electric, zero-emission platform by 2040.

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 Purpose and Method of Study
Method
This study will employ a mixed-methods approach, combining quantitative and
qualitative data collection methods:

Quantitative Data:

• Web-based questionnaire: A survey will be distributed to a sample of 200

young urban riders (100 men and 100 women) aged 18-25 living in Indian
cities. The questionnaire will gather data on:
o Demographics (age, gender, city)
o Ride-hailing service usage frequency and preferences.
o Factors influencing ride-hailing service choice (price, wait time, driver
ratings, etc.)
o Brand perception of Uber India compared to competitors.
o Preferences for mascot design, tagline, and key messaging in a
rebranding scenario.

Purpose
This study aims to develop a data-driven rebranding strategy for Uber India to
recapture market share and appeal among young urban riders (aged 18-25). The
research will focus on understanding:

• User Preferences: What features and aspects of ride-hailing services are

most important to young riders?
• Brand Perception: How do young riders currently view Uber India compared
to competitors?
• Rebranding Elements: What kind of mascot, tagline, and messaging would
resonate with this target audience?
• Addressing Unreliability: How can Uber communicate its efforts to improve
reliability and regain trust?

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 Analysis plan

Analysis Tool used Insights to generate

Age and its Relevance on Cross-tabs Gender-based preference in occupational

Occupation
Gender and Ride service Choice
Uber as a Brand Image
Loyalty offers by Uber to Riders
Customer Participate in Social
Media Campaigns
groups and purchase power or Affordability
Cross tabs Understanding the Uber Service is most
likely like by which gender more
Frequency Understanding the Uber image in the mind of
the customer
Frequency Understanding the Which loyalty rewards is
frequently offers to their customer.
Frequency Understanding the customer involvement in
And participating in the social media campaigns
Cross-tabs promoting a rebranded Uber in India

Significant variables

Sr.no Significant variables Significant

values
1 Gender vs occupation 0.054
2 Analysis of the Ride Service of uber Based on the liked by which Gender
more
• Driver Experience and Safety Record Vs Your Gender 0.0370

• Well-lit and Clean Car Vs Your Gender 0.0773

• Real Time ride tracking with driver Information Vs Your Gender 0.0105

• Guaranteed fare estimates Vs Your Gender 0.032

• Availability Of female Driver Vs Your Gender 0.063

3 Analysis of the customer Participate in social media campaigns promoting a 0.0142

rebranded Uber in India

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 Findings
Based on the analysis of the survey responses, the following key findings emerged:

1. Age Group and Employment: The age group of 18-22 primarily consists of students who are
mostly unemployed and rely on others for their purchasing power. This suggests that students are
the more users of the uber service compared to the others.

2. Analysis of the Ride Service choice based on the gender on each uber service.

• This analysis will suggest that which gender (Male/Female) most look for the which
service of the uber That help the Uber company to manage there serviced based on the
customer looking for as their preference.
• That also help the Uber company to track and get feedback from the customer for the
improvement in the existing service offer by the uber to their customer.

3. Analysis of the uber as brand Image in the mind of the customer.

• Under this analysis we will get the Brand perception in the mind of the customer for the
Uber service are- as per the survey data we found the Uber created the perception in
the mind of the customer as Reliable (46 Votes) after that second highest is Trustworthy
(39).

4. Analysis of the Uber offer loyalty reward for frequent riders.

• Here we can track the which loyalty rewards frequently offers by the uber to their riders.
-Discount on future rides (38 votes) which means people like the discount on future
rides rewards more that is offers by Uber Services.

5. Analysis of the customer participate in social media campaigns promoting a rebranded

Uber in India.

• Here we can track the customer involvement in the Participate in social media
campaigns promoting a rebranded Uber India on this base we can be able to know the
customer Mind set and on the bases of the survey data we found People are Neutral (43
Votes).

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 Conclusion

1. Age Group and Employment:

• Students are likely the biggest user base: The 18-22 age group, consisting mainly
of unemployed students, relies on others for purchasing power. This suggests
students are the most frequent Uber users compared to other demographics.
• Targeting marketing towards students: Consider tailoring marketing campaigns
towards students, highlighting affordability and convenience.

2.Uber Brand Image:

• Positive perception: Customers perceive Uber as reliable (46 votes) and

trustworthy (39 votes), which are positive brand associations.
• Maintain brand strengths: Focus on maintaining these positive aspects of Uber's
brand image.

3.Loyalty Rewards:

• Discount on future rides preferred: Customers favor discounts on future rides (38
votes) as a loyalty reward.
• Implement preferred rewards: Prioritize offering discounts on future rides as a
loyalty reward.

4. Social Media Campaign Participation:

• Neutral customer sentiment: The majority (43 votes) were neutral about
participating in social media campaigns for a rebranded Uber India.
• Focus on campaign value: Craft social media campaigns that clearly demonstrate
the value proposition of the rebranded Uber India to generate customer interest.

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 APPENDIX
1. Analysis of Age and its Relevance in Occupation

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Your Age Range * Your

153 98.1% 3 1.9% 156 100.0%
Occupation

Your Age Range * Your Occupation Crosstabulation

Count
Your Occupation Total

Student Self-Employed Employed Others

18-22 Years 26 8 7 11 52

Your Age Range 23-27 Years 45 7 10 6 68

27 Years Above 11 5 9 8 33
Total 82 20 26 25 153

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2. Analysis of the Ride Service choice based on the gender on each uber service.

• When choosing a ride-hailing service for a late-night trip (after 10 pm), what factors are
most important to you? (Rank from 1 [most important] to 5 [least important]) - Driver
experience and safety record * Your Gender

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• When choosing a ride-hailing service for a late-night trip (after 10 pm), what factors are
most important to you? (Rank from 1 [most important] to 5 [least important]) - Well-lit
and clean car * Your Gender

• When choosing a ride-hailing service for a late-night trip (after 10 pm), what factors are
most important to you? (Rank from 1 [most important] to 5 [least important]) - Real-
time ride tracking with driver information. * Your Gender

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• When choosing a ride-hailing service for a late-night trip (after 10 pm), what factors are
most important to you? (Rank from 1 [most important] to 5 [least important]) -
Guaranteed fare estimate * Your Gender

• When choosing a ride-hailing service for a late-night trip (after 10 pm), what factors are
most important to you? (Rank from 1 [most important] to 5 [least important]) -
Availability of a female driver (if applicable) * Your Gender

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3. Analysis of the uber as brand Image in the mind of the customer

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4. Analysis of the Uber offer loyalty reward for frequent riders.

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5. Analysis of the customer participate in social media campaigns promoting a rebranded
Uber in India

How likely are you to participate in social media campaigns promoting a rebranded Uber
India?

Frequency Percent Valid Percent Cumulative

Percent

Not at all likely 27 17.3 17.8 17.8

Somewhat unlikely 26 16.7 17.1 34.9

Neutral 43 27.6 28.3 63.2

Valid
Somewhat likely 28 17.9 18.4 81.6

Very likely 28 17.9 18.4 100.0

Total 152 97.4 100.0

Missing System 4 2.6
Total 156 100.0

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6. Analysis of the customer participate in social media campaigns promoting a rebranded
Uber in India

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Your Age Range * How

likely are you to participate
in social media campaigns 152 97.4% 4 2.6% 156 100.0%
promoting a rebranded Uber
India?

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 12.217a 8 .142

Likelihood Ratio 11.814 8 .160
Linear-by-Linear Association 2.823 1 .093
N of Valid Cases 152

a. 0 cells (0.0%) have expected count less than 5. The minimum

expected count is 5.64.

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