Capstone Project

Name: Bratati Banerjee

Shivam Pandya
Rahul Khari 1
Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber

 Demographics - Uber's target audience in India includes urban professionals, tech-savvy aged 18-40,
college students, and frequent travelers, primarily in metro cities. They tend to be middle to upper-middle
class, with a focus on convenience, affordability, and safety in transportation. Both men and women,
working professionals, and individuals from various income groups are key segments.

 Psychographics - Uber's psychographics focus on convenience, time-saving, and a preference for tech-
enabled solutions. Users value affordability, safety, and seamless experiences. For example, professionals
use Uber for commuting to work, while college students rely on it for weekend outings. Uber focuses on
customer service and easy app interface appeals to their desire for efficiency and reliability.
b) Consumer Persona

Place: Pain Points:

Profession:

Interest &
Hobbies:

Preferred Mode of
Transport:
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market
- Top competitors of Uber in the Indian market which we feel includes:

1. Ola - The largest competitor, providing comparable taxi services with a broad customer base and
affordable rates. Ola is a major ride-hailing competitor in India, offering affordable, diverse
transportation options, including cabs, auto-rickshaws, and electric vehicles, with a wide customer base
in metro cities.

2. Rapido - Rapido specializes in bike taxis, providing more rapid and cost-effective rides for short
distances, ideal for traffic-heavy areas.
b) Identify the target market for each competitor brand

- Here’s the target market for Ola, and Rapido:

1. Ola:-Budget-conscious commuters, working professionals, and families in both metro and tier-2
cities.-Targets Variety and Affordability while providing services to a wide range of income levels (e.g.,
e-scooters, ride types).

2. Rapido:-Young, budget-conscious commuters seeking quick, affordable transport in congested urban

areas.-Focuses on bike taxis for quicker and less expensive transportation, primarily targeting youth
and working professionals, particularly in metropolitan areas.
Task 3: Choosing Digital Marketing Channels
Task 3
Task 3a.Choose the digital marketing channels you want to use. Define the social
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
media channels separately
you have chosen this channel mix.
1. Social Media Marketing (Facebook, Instagram, TikTok, Twitter)
Objective:

Build brand awareness and engagement.

Drive app downloads through visually engaging ads.
Showcase testimonials, offers, and local partnerships.

Reason: Social media platforms provide massive reach and targeting capabilities, allowing Uber to engage with diverse demographics.
Platforms like Instagram and TikTok are ideal for visual storytelling and connecting with younger users, while Facebook and Twitter can cater to
a broader audience for community engagement and updates.
2. Search Engine Marketing (Google Ads)
Objective:
Capture high-intent users searching for ride-sharing or delivery services
Increase app installs through targeted ads.
Promote services in competitive markets.
Reason: Search engines are crucial for capturing users who are actively looking for solutions like Uber. Paid search ads ensure Uber is visible
to users searching for keywords such as “ride-sharing app” or “food delivery.” .
 3. Content Marketing (Blogs, Videos, and Case Studies)
Objective:
Educate users about Uber’s safety measures, new features, and sustainability initiatives.
Drive organic traffic to the website and app through SEO-optimized content.
Position Uber as a thought leader in mobility and logistics.
Reason:
Informative and engaging content helps build trust and loyalty among users. By optimizing content for search engines, Uber can also
improve its visibility and attract organic traffic.

4. Email Marketing
Objective
Retain users with personalized offers and discounts.
Drive repeat app usage by sharing updates, events, or ride history summaries.
Convert inactive users with re-engagement campaigns.
Reason:
Email is a cost-effective way to maintain direct communication with existing customers. Personalized emails encourage loyalty and help in
upselling Uber’s additional services, such as Uber Eats or premium rides 11
5. Influencer Marketing
Objective:
Reach niche audiences through trusted influencers in various regions.
Promote new launches, services, or partnerships via authentic endorsements.
Enhance brand visibility and credibility.
Reason:
Influencers provide a personal connection to audiences, making campaigns feel authentic. Partnering with local influencers in
cities where Uber operates can help tap into localized trust and drive adoption.

6. Mobile App Advertising (In-App Ads and Partnerships)

Objective:
Promote Uber’s app on other high-traffic apps to increase downloads.
Enhance visibility in app stores through strategic campaigns.
Reason:
Since Uber is an app-based service, focusing on mobile advertising ensures targeted reach. Partnerships with other popular apps
can also introduce Uber to overlapping user bases
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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.
a. Facebook
Theme: “Catch the Match, Catch a Ride” – Seamless travel for cricket fans.
Content Idea: Share engaging posts featuring fans using Uber to get to ICC matches, combined with match highlights.
Content Format: Carousel Ads and short videos.
KPI: Engagement rate (likes, shares, comments) and Click-Through Rate (CTR).

b. Instagram
Theme: “Cricket Through the Lens of Uber” – Behind-the-scenes matchday experiences.
Content Idea: User-generated content featuring fans and cricketers, reels showcasing game-day moments.
Content Format: Instagram Reels, Stories, and image posts.
KPI: Reach, Story completion rate, and follower growth.

c. Twitter
Theme: “Real-time Ride + Cricket Updates.”
Content Idea: Live tweets during matches with Uber-sponsored trivia, polls, and ride discount codes for matchgoers.
Content Format: Text posts with match-day insights and dynamic visuals.
KPI: Impressions, Retweets, and Promo code redemptions.
d. YouTube
Theme: “From Streets to Stadiums – The Uber Journey.”

Content Idea: Mini-documentaries on fans’ journeys to ICC matches, sponsored by Uber .

Content Format: Short films (3-5 minutes) and ad pre-rolls.
KPI: Video views, Average watch duration, and Subscribers gained.

e. Uber App
Theme: “Your Matchday Companion.”
Content Idea: Exclusive ICC matchday offers displayed in the app, gamified quizzes for ride discounts.
Content Format: In-app banners and notifications.
KPI: App engagement metrics (clicks on banners) and redemption of offers.

f. Email Marketing
Theme: “Stay Match Ready with Uber.”
Content Idea: Personalized emails featuring ICC schedules, Uber ride offers, and matchday tips.
Content Format: Rich HTML emails with dynamic content.
KPI: Open rate, CTR, and conversion rate.
Content Calendar: Uber-ICC Partnership Campaign
Pre-Launch (2-3 weeks before the campaign)
:
Objective Build anticipation, awareness, and engagement .
Week Platform Content Type Details
ICC + Uber
collaboration hints
Teaser Posts
Week 1 Social Media with hashtags like
(Images/Videos)
#RideWithChampions
.
Early access news
Week 1 Email Marketing Subscriber Email about exclusive
rewards for riders.
Influencers
showcasing behind-
Week 2 Influencers Sneak-Peak Videos the-scenes ICC
moments with Uber
branding.
Publish a blog
Announcement explaining the
Week 2 Blog/Website
Article campaign goals and
benefits.

Targeted ads on
Facebook, Instagram,
Week 3 Paid Ads Teaser Ads
and YouTube teasing
the partnership.
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Launch Phase (Campaign Duration)
● Objective: Maximize participation, drive app downloads, and ride bookings.

Week Platform Content Type Details

ICC players introducing

Week 1 Social Media Launch Video Uber-exclusive offers
or contests.

Google & Meta Ads

Performance showcasing offers like
Week 1 Paid Ads
Campaigns free rides during ICC
matches.

Send push notifications

Week 2 App Notification Exclusive Alerts for ICC-related
discounts and promos.

Co-branded content
Brand Collaboration with ICC merchandise
Week 2 Partnerships
Posts or cricket-focused
brands.

Sponsored posts
Ongoing Live Streaming ICC Match Highlights during live matches on
Twitter/YouTube.

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Post-Launch (1-2 weeks post-event)
● Objective: Sustain engagement, collect feedback, and reinforce loyalty.

Week Platform Content Type Details

Highlights of the
Week 1 Social Media Recap Video campaign + user
participation stories.
Appreciation for
Week 1 Email Marketing Thank You Email participation + promo
codes for future rides.

Short surveys to
assess user
Week 2 Survey Feedback Collection
experience during the
campaign.

Publish stats like rides

Campaign Success
Week 2 Blog/Website booked during ICC
Story
matches.

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 e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)
Collaboration Opportunities –

- Brands:

1. Star Sports
Why: Leading cricket broadcasting platforms with a massive fanbase.
Execution: Sponsored match analyses, live game stats, and branded segments like “Uber Ride of the
Match.’’

2 Coca-Cola
Why: Frequently associated with ICC events, offering access to stadium ads.
Execution: Co-branded offers like “Enjoy a Coke with every Uber ride to the stadium.”

3 Former Cricketers/ Influencers :

Example: MS.Dhoni, Kapil Dev
Why: Nostalgia and fan loyalty create strong emotional engagement.
Execution: Social media collaborations highlighting Uber as their match-day choice.
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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