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T2 Capstone Project Submission Template

The document outlines a capstone project focused on defining Uber's target audience, including demographics and psychographics, and creating a consumer persona. It analyzes competition, identifies digital marketing channels, and proposes content ideas and a calendar for an awareness campaign. Additionally, it suggests potential brand collaborations to enhance Uber's visibility and trust in the market.

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Kataboina HariCharan
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18 views16 pages

T2 Capstone Project Submission Template

The document outlines a capstone project focused on defining Uber's target audience, including demographics and psychographics, and creating a consumer persona. It analyzes competition, identifies digital marketing channels, and proposes content ideas and a calendar for an awareness campaign. Additionally, it suggests potential brand collaborations to enhance Uber's visibility and trust in the market.

Uploaded by

Kataboina HariCharan
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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Capstone Project

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

● Demographics:

 Age: 18 to 50
 Gender: All
 Location: Tier 1 and Tier 2 cities
 Income Level: Mid to high income individuals

Psychographics:

 Prefers comfort and convenience


 Regular cab users for daily commutes
 Sports/Cricket fans
 Prioritizes time and efficiency
b) Consumer Persona

<Photo> Pain Points:


Place: Pune, India
Profession: Marketing • Stress of driving in heavy traffic
Executive at a tech • Lack of reliable public transport
startup • Difficulty finding safe and reliable
transport late at night.

Name: Sneha
Age: 28

Interest & Hobbies:


• Passionate cricket fan
Preferred Mode of • Active Instagram user who engages
Transport: Comfortable with sports related content
cabs for work commutes
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

● Ola Cab
● Rapido
● Blusmart
b) Identify the target market for each competitor brand
c) SWOT Analysis

Strengths Weaknesses

S W

Opportunities Threats
O T
Task 3: Choosing Digital Marketing Channels
Task
Task3a.Choose
3 the digital marketing channels you want to use. Define the social
media channels separately
Choose the digital marketing channels that you want to use (at
least 6), identify the objective for each one of them and then
specify the reason you have chosen this channel mix.

Digital Marketing Objectives Reason


Channels

1. Instagram Build brand awareness We choose this channel mix


to come up with a balanced
2. Twitter Creating a buzz and impactful approach to
this campaign. Specially
3. Google Ads Increase app downloads considering the key
objective of the campaign is
4. Influencer Marketing Building Trust to increase awareness and
consideration.
5. Email Marketing Re-engagement & Nurturing

6. YouTube Ads Increasing visibility


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. Match Day Memories: where riders Reels & Stories Engagement & Reach
share their uber trip to stadiums.

2. Prediction Polls: Fans predict & Short videos, polls Retweets & Mentions
debate about outcomes.

3. Banner Ads with stadium imagery Gif & Static Ads Clicks & App downloads
and Uber’s promo codes

4. Cricketers and cricket-loving Reels & shorts Engagement & Reach


influencers sharing their Uber journey to
matches

5. Exclusive offers & promo codes Personalised emails CTR & Promo code usage

6. Ads featuring cricket icons Pre-roll ads & In-stream ads Completion rate & CTR
d).Create a content calendar for the campaign - pre launch, launch and post
launch

Pre Launch Launch Post Launch

Teaser campaigns across social Real-time engagement on social Highlight reels and success
media to build excitement. media platforms during matches. stories of the campaign.

Reminder notifications on digital Push notifications about ongoing Retargeting ads to maintain user
platforms about upcoming offers offers interest.

Influencer posts hinting at Influencers post Stories/Reels Recap video on YouTube


Uber’s partnership with ICC about their match-day highlighting key moments and
how Uber helped in their trip

Display ads focused on Social media contests and polls Remarketing campaigns with
countdowns or thematic for live interactions. special offers.
messaging.
e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1. MS Dhoni : MS Dhoni’s association with Uber can symbolize reliability and trust, aligning with
Uber's brand image.
2. Hotstar: Collaborating with Hotstar can help Uber run targeted ads, sponsor live match
segments.
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 :
16

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