SERVICE

MARKETING
UBER
 Introduction

Target Audience

Competitors

INDEX Marketing P’s

Swot Analysis

Marketing Strategies
 Introduction
Service Marketing is a strategy
which promotes and showcases
the intangible benefits and
offerings delivered by a
company to drive end customer
value.
Sectors like hospitality, tourism,
financial services, etc. use
service marketing to drive their
business.

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 UBER
Uber Technologies operates as a technology platform for people and
things mobility. The firm offers multi-modal people transportation,
restaurant food delivery, and connecting freight and shippers.
It operates through the following segments
1. Rides
2. Eats
3. Freight
4. Other Bets
5. ATG and Other Technology Programs

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 Founded March 2009
Founders Garrett Camp

Travis Kalanick
Headquarters San Francisco, California, U.S.

Key people Ronald Sugar – Chairman

Uber came to India in the year 2013.
Dara Khosrow Shahi – CEO
Areas served Approx 72 countries and
10500 cities
Revenue $17.5B
Assets $38.8B
Profits -$496M

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 Uber’s Vision Statement
“We ignite opportunity by setting the world
in motion.”

Uber’s Mission Statement

“Transportation is as reliable as running
water, everywhere for everyone.”

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 How does it work?

Passengers Uber App Drivers

Click icon to add picture

Uber offers
 Rental or lease on cars to the drivers
 Ride under Dynamic Pricing Model
 Incentives to drivers during peak hours

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 BENEFITS CHALLENGES

o Convenient to use o Passengers need access

o Attract drivers to
certain areas at critical
times
o Provides a map that
displays all the
potential drivers in the
area
o Follows a sharing
model
to app-capable device
and internet connection
o Inconsistencies in
driver’s quality
o Controversial labor
practices
o Surge pricing

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 DIFFERENT
SERVICES

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 TARGET AUDIENCE
This segment of the Uber target
market includes 
People who do not have a driver’s
license
People who are too young to drive
People who’ve had their driving
license confiscated
People who are not able to drive
for medical reasons

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 COMPETITORS

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 Marketing P’s
1. Product - Creating a marketing campaign starts with an understanding of
the product itself.
2. Price - Price is the amount that consumers will be willing to pay for a
product.
3. Place - Place is the consideration of where the product should be
available, in brick-and-mortar stores and online, and how it will be
displayed.
4. Promotion - The goal of promotion is to communicate to consumers that
they need this product and that it is priced appropriately.

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SWOT
ANALYSIS
 Strengths
• Largest Ride Sharing Technology: Uber has positioned itself
as the largest ride-sharing technology in the world
• Strong Brand Recognition: Uber has maintained a strong
brand recognition in over 50 countries.
Weaknesses
• Substantial Losses: Although it has increased its revenues,
Uber has been facing significant losses since 2009. In order
to beat out its growing competition.
• Dependency on the workforce: Uber’s heavy dependence on
its workforce and internet has not been advantageous for the
company.

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 Opportunities
• Accountability and Performance: Customers are no longer impressed
by unorganized cab services who have been over the market.
• Utilize Digitalization: The world is becoming increasingly digital.
More people prefer an interconnected – network that is easily
available on their smartphones.

Threats
• Customer and Employee Retention: With competition on the rise,
customer and employee retention can prove to be a challenge for
Uber.
• Increasing Competitors: Competition from Lyft and other
transportation services such as Ola in India has significantly affected
Uber.

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 MARKETING STRATEGIES

1. Early Adopter Advocacy

2. Referrals
3. Reviews
4. Stunts
5. Partnerships
6. A loyalty programs
7. An omnichannel approach

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 1. Early Adopter Advocacy
• Word of mouth marketing has been essential for Uber
• While many techies are constantly looking for new products and
services that transform their ways of life, Uber also took aim at them

2. Referrals
• Took advantage of Uber’s referral marketing program to give friends
free rides while earning credits themselves.

3. Reviews
• One massive differentiator between Uber and traditional taxis is that the
transportation disruptor has rating systems for both drivers and
passengers.

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 4. Stunts
• Publicity tactics used by the company
• exciting “surprise and delight” tactics work to please loyal
customers,
5. Partnerships
• Certain Capital One credit card holders can get discounted rides,
Starwood Hotels Preferred Guest members can earn hotel points for
every Uber trip they take, and Spotify users can link their profile to
their Uber account to play their music while they ride.
6. Loyalty Programs (Tangible Benefit
program)
• Uber VIP” is exclusive to those who are actually loyal – customers
who’ve taken over 100 Uber rides.

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Thank you
Akarsha S
Girisha Jain
Harshita Gupta
Anjali Kainth
Anchal Baliyan