Capstone Project

First Name:Neha
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Last Name:Soni
Task 1: Target Audience and Your Consumer
 Task1

a)Define the target audience for Uber

Demographics:
 Age=20-60
 Gender=Male,Female
 City=Tire1,2
 Occupation=Professionals,College students,Businessman, housewife, travellers

Psychographics:
 Interest-travel, daily cab service required, emergency
 Behavior-Like to travel comfortably,Remarketing list(previously booked)
 Social class–Upper class,middleclass,semi upper class
b)Consumer Persona
Pain Points: Time
Including 2 sets of taken by transport
to reach
audiences
destination,Parking
Place: Tire
1or2Profession:Profes
sional,Retired

Interest &
Name:XYZ Hobbies:travelling
Age:20-60

Preferred Mode of
Transport: Public
transport but in some
case Cab , Personal
car
Task 2: Competition
Task2
a) Identify top competitors of Uber in the assigned market

● ola, Savaari,meru ,Bharattaxi,rapido,zoomcar,gozocab

b) Identify the target market for each competitor brand
● Ola = Tire 1,2 cities , Male and Female , Age 20-45 , Employed , value safe
and comfortable transport .
● Savaari = Had a campaign targeting pregnant woman highlighting the
comfortable rides they can have with Savaari .
● Tire 1,2 cities , Male and Female , Age 20-45 , Employed , value safe and
comfortable transport .
● Meru cab = India’s No. 1 Radio Cab Service
● Tire 1,2 cities , Male and Female , Age 20-45 , Employed , value safe and
comfortable transport .
● Bharat Taxi = Tire 1,2 cities , Male and Female , Age 20-45 , Employed ,
value safe and comfortable transport .
● Rapido – 2-Wheeler service
● Tire 1,2 cities, Male and Female, Age 20-45, Employed, value cheap and
quick journey
● Zoomcar – Self driven car in rental
● Tire 1,2 cities , Male and Female , Age 20-45 , Employed , want to go for
long road trip via car but do not want to own a car .
Task 3: Choosing Digital Marketing Channels
Task 4: Content Ideas & Calendar
e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)
1. Bhuvan Bam(He is one of the most popular influencer in India with a huge
fan following. He is
very authentic and produce very genuine contents that connects people)
2. Shubman Gill (The future of Indian cricket team,As the main theme is icc
cricket world cup , it is
better to use such a budding cricketer in video ads to influence more people )
3.As a example of a family Uber can use The Family Man actors to perform
that Family ad theme I
mentioned
Task 5: Video Submission
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/18ME8M3DhV2cYrJ_1pFbXU8oHPWucMbor/view?

usp=sharing
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