Capstone Project

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Name: Deepal Dadkar, Ritika Sureka & Anmol Chitransh
Task 1: Target Audience and Your Consumer
 Task 1
Define the target audience for Uber
Demographics: Psychographics:
Criteria Segmentation Criteria Segmentation

Age The age of Uber customers is 18 to 65. Further, the company has made
Life style Busy professionals, frequent travellers,
several segments. For Instance, for Uber AUTO and Uber Go. These
customers are under the age of 18. On the other hand, for Uber students, and convience seeker.
Premium and Uber Black, customers between the ages of 25 and 65
are the main customers.
Buying Behaviour Price-sensitive buyer, safety concerns,
convenience, quality-focused user.
Gender All genders.
Income Level Varies by service:
- Low-income groups will go for UberAUTO
- The medium-income group will go for Uber GO.
-The upper-income group will go for UberX, UberBlack, and Uber Lux. Pain points Public transport is not reliable, safety is not
guaranteed, and parking issues in urban
areas.

Occupation Professionals, students, corporate employees, gig workers, business

travellers, and tourists.

Marital status Single professionals, young couples, and families. Technology adaptation Tech-savvy millennials

Education High school and college students.

b) Consumer Persona

Pain Points:
Place: Mumbai Traffic congestion, Parking
Profession: CA issues, unreliable public
transport.

Preferred Mode of
Transport:
Interest & Hobbies:
Budget-friendly Uber
Name: Abhishek Agrawal gym and fitness,
auto for everyday
Age: 29 years partying and clubbing.
office travel.
Owns two-wheeler for
shorter distances.
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

Ola Rapido
● The biggest player in India, having a huge presence across cities. ● Focused primarily on bike taxis, a highly popular segment in
● Offers a mix of services from budget rides (auto-rickshaws & traffic-heavy cities.
Bikes) to premium vehicles. ● But also providing a cheaper alternative to both cars and
● Known for its affordable pricing strategies. rickshaws.
● Gaining traction in Tier 2 cities with quick, budget-friendly
options.

Indrive BluSmart
● A niche player, focusing on electric vehicles (EVs).
● Rapidly growing with its negotiation-based pricing model. ● Targets eco-conscious riders and those willing to pay a little more
● Attracting customers looking for affordable rides with flexible for sustainable transport.
fares. ● Mainly present in Delhi NCR and Bangalore, now expanding in
● Popular in smaller cities and towns. select urban centers.
b) Identify the target market for each competitor brand

Ola (Owning 40-45% of Market Size) Rapido (Owning 10-15% of Market Size)
● Budget-conscious consumers looking for affordable rides ● Young, tech-savvy riders who are looking for fast and less
● Middle-class families in metro cities. expensive commutes.
● Price-sensitive urban commuters, but also caters to premium ● Commuters in congested cities where bike taxis are more efficient
users with services like Ola Lux. than car rides.
● Business travelers in major cities (with features like Ola ● Cost-conscious students, blue-collar workers, and small business
Corporate). owners who need daily transportation but can’t afford cars.

Indrive (Owning 5-7% of Market Size) BluSmart (Owning 2-3% of Market Size)
● Budget-conscious riders who prefer negotiating fares directly with ● Eco-conscious millennials and Generation Z who prioritize
drivers. sustainability.
● Primarily attracts lower-income commuters in smaller cities or Tier ● Affluent urban professionals willing to pay a little extra for electric
2 markets where affordability is key. vehicles (EVs).
● Drivers looking for flexible earning opportunities, their model ● Corporate clients looking for green transportation options for their
benefits both sides with negotiated prices. employees.
● Early adopters of sustainable tech in the urban mobility space.
c) SWOT Analysis

Strengths Weaknesses
• Uber is a globally recognized name with • Uber's reliance on surge pricing can
strong user trust and credibility. create a negative perception among
• Uber offers a range of ride options from users, especially when competitors like
budget-friendly UberPOOL to premium Indrive offer fixed or negotiable pricing
services like Uber Premier, which appeals models.
to different market segments.

S W
• Uber operates in over 100 cities in India,
giving it a broad reach
• Domination in premium services (Uber
Lux, etc.) in larger cities.

Opportunities Threats
• Uber could expand its EV offerings and
ramp up its sustainability efforts,
O T • Competitors like Ola, Rapido, BluSmart,
and Indrive are constantly evolving, with
positioning itself as an eco-friendly option many of them offering more localized,
like BluSmart. cost-effective, or niche solutions (e.g.,
EVs or ride fare negotiation).
• By further differentiating itself from price-
sensitive competitors like Indrive and • Ola and Rapido have strong local
Rapido, Uber could focus on the growing connections, with Ola being an Indian
segment of premium consumers willing to company.
pay more for a better experience.
Task 3: Choosing Digital Marketing Channels
Task 3
Choose
Taskthe digital marketing
3a.Choose channels
the digital that youchannels
marketing want to use
you(at leastto6),
want identify
use. Definethe the social
objective
mediaforchannels
each oneseparately
of them and then specify the reason you have chosen this
channel mix.

Digital Marketing Objectives Reason

Channels

1. Instagram Create aspirational lifestyle content showing priority This integrated channel mix
pickups, run influencer collaboration on subscription creates a powerful awareness
savings, and use interactive content to educate and consideration funnel
about Uber One benefits targeting frequent riders
through relatable touchpoints.
2. Facebook Create engagement among daily commuters, LinkedIn targets professionals
highlighting fixed discount per ride and priority with fixed commute patterns,
booking features. while Facebook and Instagram
build social proof through
aspirational lifestyle content
3. YouTube Build brand value through engaging content and user testimonials from
showing real subscriber savings per ride, rush hour frequent cab riders.
priority benefits, and monthly subscription stories

Remaining reasoning and channels covered in next slide

Digital Marketing Objectives Reason
Channels

4. LinkedIn Target professionals with high commute frequency, Google Ads serves as a
focusing on cost benefits of subscription model vs primary acquisition channel,
regular pricing and priority booking during office and capturing high-intent users
rush hours searching for keywords directly
relevant to Uber's services.
5 Google Search Target frequent riders with Ads focusing on Uber The leads generated through
& Display Ads One membership sale searching for Uber discount, these campaigns, along with
cab bookings, daily commute options, cab offers, existing users, are nurtured
cab coupons, daily taxi, taxi offers and similar through email campaigns
keywords. featuring sign-up offers,
subscription benefits, and
6. Email Send personalized mail notifications showing ride- monthly savings content.
by-ride savings, subscription renewal reminders, YouTube drives emotional
and instant priority booking access. connection through in-depth
storytelling content. This
strategic channel mix creates
multiple touchpoints guiding
users from awareness to
consideration. 11
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.
Channel Theme Format KPIs
Subscriber acquisition
LinkedIn Professional Efficiency Professional infographics
rate.

Facebook Savings Community Customer testimonial carousels Conversion rate from ads

Instagram Urban Lifestyle Upgrade Savings calculation Reels Reel views and shares

Search text ads, responsive

Google Ads Direct Value Pitch Cost per acquisition
display ads
Personalized savings
Email Personal Savings Journey Open rate
breakdown
Subscriber sign-up
YouTube Real User Transformations Success stories/ User Reviews
conversions
 d).Create a content calendar for the campaign - pre launch, launch and post
launch

Pre Launch Launch Post Launch

Features and Benefits on all Full campaign rollout across all Facebook – Testimonials
channels channels Community

Search Ads – Text Ads on YouTube – Real Stories, User Emails – Personalized Saving
Intended Keywords Experience, Benefits content

Instagram: Sneak peek Reels of Highlight limited-time launch Success story highlights on all
potential savings offers on all channels channels

Instagram – Savings Reels, Campaign wrap-up

New Offers, Launch Story
e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1. Zomato (Cross-platform urban lifestyle_

Offer: One month of Zomato Gold free with purchase of every Uber One
subscription

2. BookMyShow (Entertainment and mobility lifestyle sync_

Offer: Two free movie tickets with purchase of every Uber One subscription
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 :
https://drive.google.com/file/d/1GN8Rvh2mTk1VbL1EgTSC3_EWSWPsRFBd/view?usp=sharing
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Thank You

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