Capstone Project

First Name: Jeenal

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

● Demographics: Age:- 20-45. 45-60

Gender :– Male and Female
City :- Tier 1,2
Occupation :- Professionals, College Students, Business
Professionals

● Psychographics: :- Interest : - Cricket and Sports enthusiast

Behaviour:- Like to travel comfortably, Remarking List
(previously Booked), Shown interest in cricket
Social Class:- Upper Class, Middle Class, Semi Upper Class.
b) Consumer Persona
Photo:
Place: Borivali Pain Points: Time taken
Profession: by public transport to
Works in an IT reach destination, limited
company Parking of own vehicle,
Traffic Jam, Expenses

Interest &
Hobbies: Cricket
Name: Siddharth and Sports
Age: 26 enthusiasts,
Movies, Outdoor
activity
Preferred Mode of
Transport: Taxi/
Metro/ Auto
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

● Local Cabs, Ola, Rapido, Meru, ZoomCar , Savaari, Mega Cabs, Bharat Taxi, Gozo Cabs
b) Identify the target market for each competitor brand

● Ola Cabs: Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially
independent, young, office workers, college students etc.

● Savaari: Tier 1,2 Cities, Male and Female age 20-45 years who are financially independent, young,
office workers, college students etc.

● Meru: Indias No. 1 Radio Cab Service

Tier 1,2 Cities, Male and Female age 20-45 years who are financially independent,
young, office workers, college students etc

● Bharat Taxi: Tier 1,2 Cities, Male and Female age 20-45 years who are financially independent,
young, office workers, college students etc.
● Rapido: 2 – Wheeler service with USP (Save time and Flexibility in Traffic). Its customers are
commuters who travel in their day to day lives. Its main goal is to offer services to commuters who
are preferring open and safe commute options in comparison to over expensive cab rides.

● ZoomCar – Self – Driven car in rental.

● Tier 1,2 cities, Male and Female, Middle class people between 20-45. targeting people who
commute to various locations in a day and wants the easy of driving on their own.

● Gozo Cab: Tier 1,2 Cities, Male and Female age 20-45 years who are financially independent,
young, office workers, college students etc.

8
c) SWOT Analysis

Strengths Weaknesses
•Low Fixed Investment •Highly dependent on the internet
•High Priority on Customer Satisfaction •Involvement of trust factor on drivers with Uber

S W
•Low operational Cost •Privacy and Safety concerns for customers
•Cashless Payment facility •Unhappy Drivers with low profit
•The prices are lower compared to traditional taxi •Business model can be easily copied
operators. •Cost of operating vehicle is high

Opportunities Threats
•Business has scalability (Can tap into
market/cities with limited taxi facility)
O T •Competitors
•Change in Regulation (Law)
•Can shift to cheaper electric cars •Local Taxi
•Can move into Air Taxi sector in future • Unsatisfied Drivers may pose changing
company
•Work from home can reduce travel
Task 3: Choosing Digital Marketing Channels
 Task 3
Task 3a.Choose the digital marketing channels you want to use. Define the social
Choose 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.
media channels separately
Digital Marketing Channels Objectives Reason

1. Facebook (Paid & Organic) Brand Awareness Using Facebook multiple ad formats available like video, display, carousel
can try to reach audience who are world cup enthusiasts as they will be
posting a lot of content themselves about the matches.

2. Instagram (Paid & Organic) Brand Awareness Spreading awareness by posting reels and stories and posts reaching out
the young crowd

3. Influencer Marketing Awareness & By collaborating with influencers in the cricket field can boost awareness
Consideration and consideration and in turn increase brand reach.

4. YouTube (Paid & Organic) Awareness & Using Youtube Non Skippable ads and Skippable ad , instream ads and
Consideration bumper ads which can help get more reach.

5 Twitter (Paid & Organic) Awareness & Strating discussion forums on twitter about cricket using ICC world cup
Consideration tags via the uber handle increasing brand loyalty and reach.

6. Email Marketing Consideration Email marketing reconnect the audience who have shown interest
previous ads and posts. By sharing discounts and offers during world cup
season to rebook the ride.
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. Two friends are shown on different location. While one friend reaches the Stadium the Video Reactions, shares, comments
other is still struggling to get a cab. 1st friend who is at the stadium calls 2nd friend to say
‘kya yaar aaj bhi late, time pe pohochna hai toh uber kar aur sath me milenge rewards
bhi.’ Facebook/youtube

2. Uber App Notification (Dont be late for the Match) and the offer discount on cab Text and Visual Open rate
booking to stadium. CTA - Book Now

3. Tweet. Who do you think will win this year at ICC world cup? Tweet with image of the teams Retweet, comments
in semifinal

4. Person running late, booked a cab and it appeared in 1min and with driver with a smile Video Ad Share, Comments, Likes
on his face saying Sir OTP please. Cab driver has match on in his smartphone . With a
good quality cab and well functioning ac . The customer is happy and satisfied sitting in it.

5. Instagram post – Cricket fan painting his face, and getting ready for the match and Reel, video ad, Post Share, Likes , Comments
next shown stopping lot of cab drivers but no one stops. See and ad of uber on billboard,
books a cab immediately. Next scence is shown cheering in stadium. ‘App sirf cheer kare
baki uber hai na’ #goanywhere
d).Create a content calendar for the campaign - pre launch, launch and post
launch
Pre Launch Launch Post Launch

Twitter (Which player is Match Updates Q&A cricket trivia

their fav)

Emails (Uber Launching Sharing instagram images Video ad of customer

new offers) of people using uber app stasifaction
while going stadium

App download Ad Influencer using the app Video of Influencer

and looking smarter

Facebook Post of Uber Fast Video Ad Reels of people watching

booking match and someone
entering the room using
uber and reaching before
the last over of the match
 e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1. Virat Kholi – Using him in Ads and conversation can get more attention of
the target audience
2. Shubham Gaur – He makes situational comic reels and videos of real life
situation so using him as influencer can grab eye balls of the target audience
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 :
17