UBER Marketing Plan

Tanibhra Datta(199)
Satyam Singh(168)
 Marketing Planning
Marketing planning is todays design for tomorrow’s
action & outline of steps to be taken for
accomplishment of overall marketing objectives
Production Programming ,
Marketing Advertisement & Promotion
Research Planning

Sales & Distribution

Production & Production Marketing Planning
Sales Planning Plan
Opportunities
Financial Planning
Technical
research &
Manpower Planning
Developme
nt
 UBER
 Formerly called- UberCab (2009–2011)
 Type-Privately held company
 Industry-Transportation Delivery (commerce)
 Founded-March 2009; 8 years ago
 Founders-Travis Kalanick, Garrett Camp
 Headquarters-San Francisco, California
 Area served-Worldwide, 633 cities[
 Key people-Travis Kalanick(CEO, 2011-2017),Ryan Graves(VP, Global Operations)
 Products-Mobile app,website
 Services-Technology Company ,Vehicle for hire,Delivery(commerce)
 Revenue -US$ 6.5B (2016)
 Net income- US$ -2.8B (2016)
 Number of employees-More than 12,000
 Divisions-UberEATS, Otto (company)
 Website-www.uber.com
Background
 In 2009, Uber launched into the century-old taxi
industry and transformed the way consumers viewed
private transportation
By launching the mobile app in 2010, Uber was the
catalyst for using technology to change the taxi
industry
Over the last six years, Uber’s substantial growth has
led it to reach a total value of $41 billion.
Competitor-
Organizational
Structure
Objectives
1: Create the world's biggest taxi network, connecting
riders with safe, reliable, convenient transportation
providers at a variety of price-points in cities around
the world. (Complete)
2: Create the world's biggest P2P logistics platform,
allowing anyone to either request or provide physical
delivery of a myriad of goods & services (In-progress)
Contd….
3: Shift from 100% human-driven logistics to 100%
machine-driven logistics. Profit immensely. (This
phase will be the most difficult)
4: World domination.
Marketing Strategy
Marketing
Strategy

Target Marketing Competitive

Marketing Mix Marketing
Strategy Strategy Strategy

S.T.P Market leadership

Strategy,Market Challengers
Strategy,Niche Marketing
Strategy,Push,Pull Strategy,
U.S.P & U.B.S
Target Marketing
Market Product
Market Marketing Mix
Segmen Positioni
Targeting Decisions
tation ng

Market
Failu
segmentation Success
re

Implementation
Fr M
ag a
m rk
en e t
ta Feedback
tio
n

Market
response
 Market Segmentation

Socio-
Demographic Geographic
Cultural

Age Urban
Income
Rural
Occupation
Target Market
Differentiating targeting strategy is used by Uber
 If we want to define the type of differentiation used
by Uber, then we can use the terminology “Cost based
differentiation”.
Because of the very structure of Uber as a company,
there is a huge pricing advantage to the end customer
when they compare Uber taxis vs Publicly available
modes of transport.
Positioning
Evolving the way the world moves
Making cities more accessible
Bringing people and their cities closer
S.W.O.T Analysis-
STRENGTHS
Technological Advantage
Affordable transportation options
WEAKNESSES
Lack of relationship with drivers
OPPORTUNITIES
Ability to expand to new cities and countries
Low gas prices
High employment rates
THREATS
Copycat competitors
Federal regulations
Product
PRICING-
CONSISTENCY
– Surge pricing is a highly debated topic amongst Uber’s
customers.
– In order to keep customers coming back and maintain
customers' level of satisfaction, Uber will do away with their
surge pricing tactics and maintain a consistent rate of
transportation based on location.
– Updates to the app will give the user an exact price before
confirming the transaction.
– Price, as always, will vary based on location due to different
gas prices, trip mileage, and the quantity of drivers in any given
area, but overall, rates will remain fairly consistent.
DISTRIBUTION STRATEGY-
– Uber will expand its operation in large cities,
coinciding with the objectives for the next two years.
– Having more Uber drivers will decrease wait times and
be even more efficient for meeting customer needs.
– Uber will expand the app’s reach to other platforms,
including Windows and Android systems.
– These strategies overall will reach a larger number of
consumers, as well as increase efficiency and ease of use
of the entire Uber system.
Promotion-
Social media advertising, special promotions and word
of mouth will make up the majority of Uber’s
marketing communication strategy.
– Ads strategically placed on Netflix, Hulu, Spotify,
Pandora, and YouTube will also increase awareness to
the users from the Millenial generation.
Marketing communication strategy
SOCIAL MEDIA
– Through outlets such as Facebook, Instagram, and
Twitter, Uber will reach consumers that are tech savvy
with efficient advertising techniques.
– Instagram, for example, will feature eye-catching
photography that will link viewers to the app, and
Twitter will promote through Tweets about limited
time promotions photos, and general information.
APP STORE ADVERTISING
– Uber will specifically promote their app throughout
Apple’s App store and Google Play. Various banner ads
and in-app advertisements will help gain awareness
among the target audience.
REFER A FRIEND CAMPAIGN
– This will be another tactic that encourages first time
users to utilize the app in order to redeem their one
free ride, and also pass one on to a friend.

– The first step in creating brand loyalty amongst

consumers is to get them to try a product. Providing a
free first ride will help Uber achieve this.
MARKET RESEARCH-
– Certain aspects of the marketing strategy will require market
research
– Uber will closely monitor its many social media handles, and gauge
popularity based on views, comments, likes, re-tweets, and favorites.
– With the refer a friend promotional piece, first time users will gain
a free ride and give a free ride to a friend. With this, Uber will be
looking for quantitative data based on how many new customers are
introduced based on the promotion, and how many users create
accounts.
– It’s important to determine how many people signed up only to take
advantage of the free ride, and how many people went on to use Uber
for future means of transportation.
ACTION PROGRAMS


JANUARY 2015 - JUNE 2015

ACTION PROGRAMS
JANUARY-
Uber will partner with a supply company to start production of the Uber Kiosks for the
selected cities.

FEBRUARY-
Uber will launch a new social media campaign to increase brand awareness and also
provide teaser information about the new kiosks. Other areas that will introduce the
new campaign include Hulu, Netflix, Pandora, Spotify, and YouTube.

MARCH-
On the date of availability, Uber will unveil the new kiosks and Refer a Friend program
for the app. To start, kiosks will be launched in Los Angeles, New York City, Chicago,
Houston, and Philadelphia.
 APRIL-
Uber will continue with another social media campaign to drive customer
traffic by highlighting the Uber Kiosks and Refer a Friend program.

MAY-
Uber will heavily promote their app in the App Store and Google Play with
various banner ads and in-app advertisements. As Uber will be drawing in
more traffic through social media at this point, Uber will have a more
active presence on all social media platforms to maintain good PR.
JUNE
Once Uber reaches a goal of 5,000 redeemed Refer a Friend coupons, they
will introduce a new offer of buy one ride, get another ride of the same
mileage half off. This will begin to increase customer satisfaction.
DRIVER SATISFACTION + CUSTOMER
SATISFACTION = SUCCESS
THANK YOU