Uber Eats

Segmentation
1. Psychographic segmentation
Psychographic segmentation divides market based on people’s lifestyle, their social
characteristics or personality traits. UberEats has very smartly tried to leverage the
goodwill and the positive brand perception that Uber has created for itself. Uber Eats taps
into the emotions of the consumer by addressing itself as a brand that exists to provide
lightning fast delivery of food at a minimal cost. People already associate Uber with
quick access to cabs, and that is what UberEats has tried to play off of. UberEats has
found a market segment who look for convenience in eating and want to spend as little as
possible.
2. Demographic segmentation
UberEats has segmented the market based on age. The segments include the teenagers,
who, ideally stay away from home and have very little time and money to spend on food.
The next segment is the office going group that has very little time to spend on cooking
food and feel the need to eat out but lack the time to do so. UberEats has also tried to
segment the market based on the urban population and the suburban population. Due to
the presence of already established players in the bigger cities, UberEats has tried to make
the smaller cities their home ground.
Target
UberEats targets the younger segment of the society who are tech savvy and don’t shy
away from using technology to make their lives easier. These would ideally be people in
the age group of 18-35 who are either college going students or office going people who
run short on time and want to enjoy the convenience of home. In addition to this,
UberEats also targets the suburban population who are open to the idea of ordering food
online but are not ready to pay a premium for it. It wants to penetrate that market.

Positioning
The main positioning strategy of UberEats has been to establish itself as the least
expensive food ordering service without compromising on the lightning fast service.
Their keen focus is to bring the convenience of ordering food to the semi urban areas
which is why it has been positioning itself as a value for money brand which will bring
you the same quality experience but at a lesser cost. UberEats also differentiates itself
from the competition by establishing meaningful and mutually beneficial relationship
with the partner restaurants.
 Swiggy
Segmentation
1. Psychographic segmentation
Swiggy has segmented the market based on lifestyle and the spending pattern of people. In its
mission statement, Swiggy clearly mentions that it wants its users to order on a higher
frequency. They want users to order at least 15-20 times a month. For this to materialize,
significant spending power of the consumer is a must.
2. Demographic segmentation
Swiggy has segmented the market based on the age of its consumers. The segments are
teenagers who ideally live away from home and are on the lookout for quick access to food,
the young, unmarried office going population that prefers to eat out but have limited time to
spare and the married population in which both spouses are working and tend to prefer
ordering food for their convenience. This is the ideal landscape for an urban household.
Swiggy has been targeting the big cities till now because they have their target customers.

Target
The target market of Swiggy consist of go getters with an enthusiasm for life. Ideally, they
are people who are aspiring to be successful in their lives or have reached there but are still
striving for more. While these people may not have time to plan for their meals, they still
want the choicest quality of food delivered at the touch of a button.
The said group falls in the age bracket of 20-35 years old, consisting of college going
students as well as working professionals. These are the people who are tech savvy, aren’t
averse to the idea of ordering online and prioritizing quality over everything else.

Positioning
Swiggy has positioned itself as a brand that considers quality and service as its paramount
virtue. It provides fast, reliable food delivery with the aim of revolutionizing the way people
order and eat their food. It strives to create the best user experience for its customers as well
as partner restaurants through its services.