Capstone Project

First Member: Kumari Shweta 1

Second Member: Shruti Sreeraman
Third Member: Harsh Nirban
Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber

●Demographics:
Age: 20-45 years
Gender: All Genders
Education: College and University Students
Employment: Business persons, and Working Professionals
Income: Medium to high income
Marital Status: Both Unmarried and Married
Location: Tier 1 cities or Cities (and nearby) in which match is going to happen

●Psychographics:
Interests: Cricket, Cricket Players, Sports, Trending Events
Lifestyles: Urban lifestyle, Middle and semi-middle class
Attitudes: Comfort and luxury travelers
Behaviour: Regular customers, Customers who prefers special offers and discounts
b) Consumer Persona

Pain Points: More

Place: Bengaluru
time taken and
<Photo> Profession: Software discomfort in any of the
Engineer public transports,
Parking

Preferred Mode of Interest &

Name: Anubhav Hobbies: Cricket,
Pandey
Transport: Metro,
Scooty Rental, Bus Uber Cricket Players,
Age: 26 Sports
Car or Auto
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

● OLA
● Rapido
● Zoomcar
● Savaari
● Meru Cabs
b) Identify the target market for each competitor brand
Brands Demographics Geographic Psychographic Behaviour

20-45 years, All Genders, Tier 1 and Tier 2 cities, Medium to high income
Travel with comfort, regular
OLA College Students and cities where match is class, Interests - Sports
customers
Working Professionals going to happen and Cricket

20-35 years, All Genders,

Tier 1 and Tier 2 cities, Low to medium income
Unmarried, College Travel in budget, frequent
Rapido Students and Working
cities where match is class, Interests - Sports
customers, new users
going to happen and Cricket
Professionals

Medium to high income

20-45 years, All Genders, Tier 1, Tier 2 cities & class, Interests - Road
trip, self-drive cars, Travel with comfort, regular
Zoomcar College Students and nearby cities where
and new customers
Working Professionals match is going to happen Sports and Cricket

20-45 years, All Genders, Tier 1, Tier 2 cities & Medium to high income Travel with comfort, regular
College Students and nearby cities where class, Interests - Road and new customers
Savaari Working Professionals match is going to happen trip, self-drive cars,
Sports and Cricket

20-45 years, All Genders, Tier 1, Tier 2 cities & Medium to high income Travel with comfort and
Meru College Students and nearby cities where class, Interests - Sports luxury, regular and new
Cabs Working Professionals match is going to happen and Cricket customers
 c) SWOT Analysis

Strengths Weaknesses
● Strong brand recognition among
competitors’. ● Many frequent police cases
● Largest ride sharing app ● Weak support system for
● Dynamic pricing system employees
● Questionable business model
●
●
High service standard
Contractual Agreement with
drivers
S W ● Higher price model in
comparison with the top
competitors’

Opportunities Threats

O T
● Improve brand reputation
through good performance
● Increase customer interaction
using digitalization
● Prioritize green energy in their
vehicles
● Expand services in more urban
cities
● Heavy competitions and
Customer retention
● Brand reputation through multiple
scandals
● Low profit margins given to the
drivers
● Self-driving cars
Task 3: Choosing Digital Marketing Channels
Task 3
Choose the digital marketing channels that you want to use (at least 6), identify the objective for
Task 3a.Choose
each one the
of them and then digital
specify marketing
the reason you have channels you mix.
chosen this channel want to use. Define the social
media channels separately
Digital Marketing Objectives Reason
Channels

Facebook & Instagram To run ads and posts that engage with the target audience. Social media is the best tool to stay in the
Marketing Collaborate with influencers to gain more visitors touch with the audience.

Ads help get leads and also get the

Google Ads To make sure that the target audience clicks on the ads and appropriate analytics.
visits Uber app directly to avail offers

Videos are for every age group and helps people

engage and help increase the recall value.
YouTube Go for video marketing to get attention of our audience
incorporated with cricket updates
Help build engagement and excitement in the
Twitter Engage through hashtags, retweets, polls, latest updates users.
related to the match, or via meme to drive more attention.
Take care to treat their email subscribers somewhat
Email marketing Young audience loves to get offers on their mail to feel more special compared to non-subscribers.
privileged
The higher a page positions, the more striking and
unhidden it is, and along these lines will get more
Search Engine (Blogs) Make the Uber blogs rank higher so whenever someone activity, traffic, and conversions for our activity
searches the targeted keywords, Uber appears
Creating shareable content helps to create a
Content Marketing Creating content that involves cricket and how people can buzz with quality leads
share their experiences while they are in the cabs and
watch match online
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.Social Media Channels -Promotions, fan Videos, carousel posts, stories, live streams, Reach, engagement (likes, comments, shares),
engagement, partnership promotion, ride safety user-generated content click-through rate (CTR), conversion rate, social
and convenience media traffic to website

2.Email Marketing -Event promotions, Plain text emails, HTML emails, interactive Open rate, click-through rate (CTR), conversion
exclusive discounts, partnership promotion, emails, GIFs, videos rate, unsubscribe rate, revenue generated
survey invitations

3.Website/Blog - Ride safety, convenience and Blog posts, infographics, podcasts with ex Traffic, bounce rate, time on site, page views,
reliability, partnership promotion, event cricketers and experts , webinars, whitepapers conversion rate
information, customer stories

4.SEM- Promotional campaigns, event Text ads, display ads, shopping ads Click-through rate (CTR), conversion rate, cost
promotions, competitive comparisons, per click (CPC), return on ad spend (ROAS),
partnership promotion quality score

5.Influencer Marketing-Fan engagement, Instagram posts/stories, blog posts, podcasts, Engagement (likes, comments, shares), reach,
partnership promotion, event promotions, ride tweets, referrals conversions, brand mentions, influencer
safety, convenience and reliability performance

6. YouTube- Influencer collaboration video ads, Video Ads, TVC Reach, Traffic, Watch time, Video Views, Likes,
drive popularity and engagement Shares, Subscribers
 d).Create a content calendar for the campaign - pre launch, launch and post launch
Pre Launch
Teaser video promoting the Uber-ICC
partnership
Social media contest asking fans to share their
favorite ICC World Cup memories using a
hashtag #
Video of Uber drivers from different countries
talking about their favorite cricket moments
Digital press release announcing the
partnership with ICC World Cup
Blog series highlighting Uber's commitment to
supporting cricket and the ICC World Cup
Collaborate with a cricket influencer for a live
Q&A session on social media
Launch
Video showcasing Uber's partnership with ICC
World Cup and its commitment to providing safe
and reliable transportation during the event
promotional campaign offering discounts on
Uber rides for fans traveling to and from the ICC
World Cup venues
Host a live stream on social media showing fans
how to use Uber to get to and from the ICC
World Cup
Create behind-the-scenes video featuring Uber
drivers sharing their experiences of driving fans
during the World Cup
Launch an Instagram AR filter featuring the ICC
World Cup and Uber branding
Host a social media contest asking fans to
share their best ICC World Cup moments while
traveling with Uber, and offer a chance to win
exclusive prizes
Post Launch
Share a video showcasing the best fan
moments from the ICC World Cup and thanking
Uber drivers for their support
Publish a blog post highlighting Uber's success
as a partner of the ICC World Cup
Launch a survey to gather feedback from fans
on their experiences traveling with Uber during
the ICC World Cup
Share a video featuring highlights of Uber's
involvement with the ICC World Cup, including
interviews with drivers, riders, and officials
Host a social media Q&A session with Uber
executives to discuss the company's
involvement with the ICC World Cup
Launch a campaign highlighting Uber's
continued support for cricket in the community
 e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1.Sports channels - Collaborating with sports channels (OTT) like Hotstar or JIO, which broadcast the ICC World Cup, could
help Uber reach a wider audience of sports fans.

2.Cricketers - Partnering with popular cricketers like Virat Kohli, Steve Smith, or Kane Williamson could increase brand
awareness and credibility among cricket fans.

3. Ex Cricketers and Commentators - Harsha Bhogle, Sunil Gavaskar, Sourav Ganguly, Ricky Ponting , Sachin
Tendulkar ,Ravi Shastri, Lisa Sthalekar and Mayanti Langer to reach wider audiences.

4. Travel companies - Collaborating with travel companies like MakeMyTrip or ClearTrip to offer discounted travel packages
for cricket fans attending the ICC World Cup could increase the visibility of the Uber brand among the cricket-loving travel
audience.

5. Food delivery apps - Partnering with food delivery apps like Zomato or Swiggy to offer special discounts to customers who
use Uber to get to and from cricket matches could increase the convenience factor and encourage more people to use Uber.

6.Social media influencers - Partnering with social media influencers like Gaurav Kapur and Akash Chopra who have a large
following and are passionate about cricket, travel, or food could help Uber reach a highly engaged audience and increase
brand awareness.
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/1bq6h-3VLNSUuclDo1nvoWeLK_LV2Wj4s/view?usp=share_link
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