Capstone Project

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

● Demographics: Male, 30 years old, salaried: 20 Lakhs per annum

● Psychographics: Workaholic, ambitious, spontaneous, diligent and impatient
b) Consumer Persona

Place: Worli, Pain Points: Long

<Photo> waiting times,
Mumbai
Profession: Senior cancelled rides,
Financial Analyst surge pricing, untidy
cabs

Interests &
Hobbies:
Preferred Mode of Travelling,
Transport: Cars sports, reading

Name: Aman Shah

Age: 30 years
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market
b) Identify the target market for each competitor brand
 c) SWOT Analysis

•
Strengths
Unequalled ride sharing technology.
Weaknesses
• Various Scandals
• Great brand advertency. • Significant losses
• Minimum fixed investment.

S W
• Public counterreaction
• Robust pricing strategy. • Uncertain business model
• Minimum pricing in comparison to others taxis. • Unfavorable working conditions.
• Customer interaction system

Opportunities Threats
•
•
•
Responsibility and performance
Utilization of digitalization
Driverless technology
O T •
•
•
Retaining employees and customers
Complaints against Uber’s low wage policy
Increased competition
• Logistics • Economic skepticism
• Promoting air taxis • Employee strikes.
• Fortify delivery services
• Expand offerings
Task 3: Choosing Digital Marketing Channels
 Task 3
Choose
Task the digital marketing
3a.Choose channels
the digital that you channels
marketing want to use you
(at least
want 6),to
identify
use.the
Define the social
objective for each one of them and then specify the reason you have chosen this
media channels separately
channel mix.

Digital Marketing Channels Objectives Reason

1. YouTube Brand awareness, YouTube, but is the internet’s second-

increased sales/leads,
website traffic
2. Instagram Brand awareness,
increased engagement and
brand consideration
3.Facebook To gain more visibility and
increase brand awareness.
4. Linkedin To increase consideration
about the brand.
largest search engine. YouTube allows
marketers to present unique content that's
easy for viewers to consume and share.
Millennials and Gen Z are mostly active on
Instagram, so it will help reach a new
audience.
Facebook ads can help in micro targeting
audiences.
To increase social actions and engagement.

6.
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. YouTube non-skippable Video Impressions, app installs,

in-stream video ads engagement rates,
featuring Shubman Gill (30 conversion rate
seconds)

2. Instagram paid Paid partnership posts, Click-through-rate,

partnership ads with carousel engagement rate, app
Tanmay Bhat informing installs, conversion rate
about uber’s campaign and
hashtags

3. Facebook Ads to Posts and videos CTR, impressions, clicks

increase more awareness
about Uber through
Shubman Gill’s facebook
handle
 YouTube video ad script

YouTube non-skippable In-stream ads script (30 seconds) :

Other Indian cricket team members boarded a bus bound for the World Cup practice. Shubman was late, so he missed
the bus. He looks around for a vehicle to take him to the practice stadium but cannot find one. He gets worried.
Meanwhile, a fan approaches him for a selfie and notices him looking for a vehicle. The fan advises him to take an Uber
cab. The fan books an Uber for him on his mobile, and an Uber cab appears in front of them. Shubman arrives at his
destination quickly and concludes by saying “Uber khel khel mein”.

Shubman then informs that on every 10 right answers on cricket, participants can earn 100 points and claim a flat 25%
discount coupon. And, at the end of the campaign, a participant with the maximum points will be the winner and will get a
chance to meet Shubman, and the 1 st runner-up will get a Royal Bullet bike worth 2.5 lakhs and the 2 nd runner-up will get
the merchandise of Royal bullet worth 1 lakh.

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d).Create a content calendar for the campaign - pre launch, launch and post
launch
Pre Launch Launch Post Launch

Instagram post on Uber Paid ad with Tanmay Bhat Campaign winners reveal
India page and post on giveaway
prizes reveal in
collaboration with Royal
Enfield

Video ads (YouTube, Collaborative posts of Uber 15-minute live session on

Facebook, Instagram) & Shubman Gill on their Instagram with Shubman
social media handles. Gill announcing the winner

Uber app – push Commencement of quiz Participants claiming

notifications about campaign coupons and giveaway
awareness of our cricket results
quiz campaign 1 week
before the world cup
e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1. Tanmay Bhat
2. Shubman Gill
3. Royal Enfield

(Refer slides below)

Instagram ad sample

Instagram paid partnership ad of Uber

with Tanmay Bhat where he will explain
our campaign by using hashtags of
Uber :
#ubercricketfanfest
#scorewithuber
#playslayandgetRepay

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Instagram Giveaway

Winner – Meet Shubman Gill

1st runner up – Royal Enfield bike
2nd runner up - Royal Enfield Merchandise

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Facebook Ad

Chill with the Cricket thrill, Uber brings adds more fun.

Uber brings to you the most awaited ICC Men’s Cricket

World Cup and a chance to win exciting prizes

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Linkedin Ad

Name: Rahul Mehta

Age: 30
Profession: IT Professional
City: Bengaluru
Salary: 15-20 lakhs p.a.

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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 :
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