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E Commerce (Uber)

Uber launched in 2009 and transformed the taxi industry by introducing a mobile app for hailing rides in 2010. Since then, Uber has grown substantially to a total value of $41 billion. Uber's objectives are to create the world's biggest taxi network and delivery platform. Its marketing strategy involves segmenting customers by demographics and location. Uber positions itself as evolving transportation and making cities more accessible. Strengths include its technology and affordable prices, while weaknesses are lack of driver relationships. Opportunities exist in expanding to new areas as threats include copycats and regulations. Uber will differentiate with consistent pricing, social media promotion, and expanding driver coverage to meet customer needs.

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nandini swami
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273 views18 pages

E Commerce (Uber)

Uber launched in 2009 and transformed the taxi industry by introducing a mobile app for hailing rides in 2010. Since then, Uber has grown substantially to a total value of $41 billion. Uber's objectives are to create the world's biggest taxi network and delivery platform. Its marketing strategy involves segmenting customers by demographics and location. Uber positions itself as evolving transportation and making cities more accessible. Strengths include its technology and affordable prices, while weaknesses are lack of driver relationships. Opportunities exist in expanding to new areas as threats include copycats and regulations. Uber will differentiate with consistent pricing, social media promotion, and expanding driver coverage to meet customer needs.

Uploaded by

nandini swami
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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“UBER” Marketing Plan

NANDINI SWAMI (16BBAN059)


ANSHUL GOYAL (16BBAN054)
UBER
 Formally called – UBER cab (2009-2011)
 Type- Privately held company
 Industry- Transportation delivery (Commerce)
 Founded- March 2009
 Founders- Travis Kalanick , Garrett Camp
 Headquarters- San Francisco, California
 Area serves – World-wide
 Products- Mobile app , Website
 Revenue- US $ 11.3 billion (2018)
 Net-income- US $ 1.8billion (2018)
 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 the private
transportation.

 By launching the mobile app In 2010, Uber was the catalyst


for using technology to change the taxi Industry.

 Over, the last 6 years, Uber’s substantial growth has led it to


reach a total value of $ 41 billion.
Objectives

1. To create the world’s biggest taxi network and


to provide customers with safe, reliable and
convenient transportation providers in cities
around the world (completed).
2. Create the world’s biggest P2P logistics platform
, allowing anyone to either request or provide
physical delivery of myriad of goods and services
(In-progress)
3. Shift from 100% human driven logistics to 100%
machine driven logistics. Profit’s immensely.(This
phase will be the most difficult)
Marketing Strategy

Target Competitive
Marketing mix
marketing marketing
strategy
strategy strategy

Marketing leadership
S.T.P
strategy , Niche Marketing
Srategy , Push and Pull
strategy,
U.S.P and U.B.S
Target Marketing

Market Market Product


segmenta Targetin Positioni
tion g ng Marketing
Mix decisions

Market
Segmentation

Market Implementation
Fragmentation

Feedback

Market Response
Market Segmentation

Demographic Socio-Culture
Geographic

Age Urban

Income

Rural
Occupation
Target Market

 Differentiative target market is used by Uber


 If we want to differentiate the target market
used by Uber than we can used the
terminology “ Cost based differentiation “

 Because of the vary 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 transports.
Positioning

 Evolving the way the world moves.

 Making cities more accessible.

 Bringing people and their cities closer.


S.W.O.T Analysis
STRENGHTS: WEAKNESS:

1. Technology advancements 1. Lack of relationship with the drivers.


2. Affordable Transportation options

OPPURTUNITIES: THREATS:

1. Ability to expand to new cities and countries 1. Copycat Competitors


2. Low gas prices 2. Federal Regulations
3. High employment rates
Competitor :
Product :
Pricing

 CONSISTENCY :
 Surge pricing is a highly debated topic amongst the Uber customer’s.
 In order to keep customers coming back and maintain customer’s
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 user an exact price before conforming
the transaction.
 Price , as always, is based on location due to gas prices, trip mileage,
and the quality of drivers in any given area , but overall rates will
remain fairly consistent.
Promotion

 Social media Advertising, Sales promotion, and word of mouth will increase
Uber’s marketing communication strategy
 AD’s: Placed strategically on Netflix, Hulu, Spotify will increase the awareness to
the users from the millennial generation.
 Social Media : Through outlets like Facebook, Instagram, and Twitter Uber will
reach consumers that are tech savvy with efficient advertising techniques.
 App Store Advertising : Uber will specifically promote their app through google
ply and app store various banner Ad’s and in-app advertisements will help gain
awareness among the target audience.
 Refer a Friend Campaign : These will redeem customer’s one free ride and also
pas on to a friend.(Thus it will increase customer loyalty).
Market Research

 Certain product of marketing strategy will require marketing strategy.

 Uber will closely monitor its social media handlings and gauge
popularity on the basis on views , comments, likes, re-tweets, and
favorites.

 With refer a friend promotional piece Uber will be looking for the
quantitative data based on how many new customers are based on
the promotions , and how many users have created accounts.(It is
crucial to know the future means of transportation )
Distribution Strategy

 Uber will expand it’s operation in large cities, coinciding with


objectives of next two years.

 Having more Uber drivers will decrease the wait timings and thus it
would be more efficient to meet customer needs.

 These strategies overall will reach large number of consumers, as


well as increase efficiency and ease of use of the entire Uber
system.
DRIVER SATISFACTION + CUSTOMER SATISFACTION
= SUCCESS
THANK-YOU

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