Capstone Project

First Name: Vivian

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

Demographics
● Male/Female (24 – 45)
● Live in metros and tier 1 cities
● Working professionals/business owners with income bracket of 6lpa and upwards (middle class)
● Graduates and above
Psychographics:
● Individuals who are conscious about their status.
● People who don’t own a car but prefer the comfort of a car for transport.
● People who choose convenience.
● People for whom safety is a priority.
● People who dislike the rush of public transport.
b) Consumer Persona 1
Name: Ankit Sharma
Age: 35
Relationship: Married with 2
children
Place: Pune (Metros+ Tier 1
Cities)
Profession: Sr. Project
Manager in IT
Income: 25 lpa
Interest: Preferred Mode of Transport:
Travel, Photography, House Private Cabs, Autos, AC buses.
Gardening, Sports, Technology,
Web series, Music, Social
Media, Food.
Hobbies: Watching OTT shows
Pain Points:
(Hotstar, Prime, Netflix),
• Finding car parking and rush
experimenting in the kitchen,
hour traffic is a nightmare
Trekking, Playing sports,
• Lack of public transport
Reading.
options near residence.
Mobile Apps:
Fintech (HDFC banking,
Zerodha investment, Money
Control, Cred)
Travel (MMT, Yatra),
Entertainment (Youtube, Prime,
Spotify)
b) Consumer Persona 2
Name: Shilpa Nair
Age: 30
Relationship: Married with no
children
Interest:
Social Media, Music, Dancing,
Poetry, Arts, Travel, Fashion,
Pain Points:
watches cricket when India
• Cannot find reliable delivery
plays matches.
vehicle for cake delivery.
• Finding car parking and rush
Hobbies: Watching movies and
hour traffic is a nightmare
reality shows, Cooking, Hosting
• Lack of public transport
friends for WC matches,
options near residence.
Working out, Reading about
• Public transport isn’t safe
food.
when returning late after
delivery.
Mobile Apps:
Entertainment: Youtube, Netflix
Travel: MMT, Yatra
Fintech: ICICI, Cred

Place: Mumbai (Metros+ Tier 1 Preferred Mode of Transport:

Cities) Private Cabs, Autos, AC buses,
Safe mode of transport.
Profession: Self Employed
(Home Baker)

Income: 12 lpa
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

Private
Players

Public
Players
b) Identify the target market for each competitor brand

Private Players:
1) Ola: Metros, Tier 1 cities
2) Rapido: Metros
3) Meru: Metros, Tier 1 cities
4) City flo: Metros
5) Mylo: Metros

Public Players:
1) Metro Rail: Metros and Tier 1 cities (Nagpur etc)
2) Autos/ Taxis: Pan India
3) Local Rail: Mumbai
c) SWOT Analysis

Strengths Weaknesses
• Global market leader in ride • Making losses due to deep
sharing discounts and promos.
• Aggressive Pricing • Dependency on drivers
• Diverse options of transport • Business model easy to copy
available S W • Drivers misbehaving/causing
• Convenient way to book and harm to passengers.
make payments

Threats
Opportunities
• Autonomous cars
O T • Lawsuits
• Competition from OLA etc
• Expansion into smaller cities
• Government regulations
• Diversification to all kinds of
• Employee attrition
delivery (groceries, food etc)
• High operating costs and low
profits.
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 Channels Objectives Reason

1. Facebook Brand Awareness + Engagement Popular SM platform amongst TG. Will help in reaching the maximum TG.

2. Instagram Brand Awareness + Engagement Popular SM platform amongst TG. Will help in reaching the maximum TG.

3. Blogs Awareness + Engagement + We can put out curated content which can engage TG at multiple stages of the
Conversion funnel and help them convert.

4. Google Ads Awareness + Conversion People who are searching for ‘book cabs’ and other important keywords can be
targeted.

5 Email Awareness + Conversion Email will be used for remarketing for incentivizing more people to come on board
the app through referral programs.

6. Twitter Brand Awareness + Engagement Tweet campaigns for increased engagement can be created through twitter.
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.

Overarching Campaign Idea

Savings, Stylish aur Safe wali Sawaari

The core idea is to showcase that Uber is a very affordable, safe and stylish way to commute.
FACEBOOK:

Content Idea/Theme :
We show 3 people who are about to leave for some work from their respective homes. Person 1 wants
an affordable way to travel. Person 2 wants to avoid public transport since they are going to a party.
Person 3 wants a safe travel option since it is late in the day. All 3 book an Uber on their phone and we
see them seated in the Uber, thus showcasing that Uber is the Savings, Stylish and Safe wali
Sawaari.

Content Format:
45 secs Digital Film showcasing how Uber is the safe and stylish way to travel and also gives big
savings.

KPI:
1) Number of Impressions
2) Engagement Rate (Like/Share/Comment)
INSTAGRAM:

Content Idea/Theme :
We source out the best reviews from the Uber platform. The reviews must pertain to savings, stylish
mode of transport and safe mode of transport. We create a series of carousel posts each showcasing
one key aspect of safety, savings and style.

Content Format:
Carousel Posts where each post will showcase a real testimonial/review proving that Uber is the safest
and most stylish way to travel and gives best savings.

KPI:
1) Number of Impressions
2) Engagement Rate (Like/Share/Comment)
3) Page followership growth
TWITTER

Content Idea/Theme :
We start a twitter contest (UGC) for those who have booked rides during the campaign period. They
have to click a selfie of themselves with their uber drivers and tweet it by tagging Uber alongwith either
of the below hashtags:
#MeriSavingsWaliUber | #MeriStylishWaliUber | #MeriSafeWaliUber
Those who tweet the selfie will receive special promo codes and discount coupons for their next 5 rides
in Uber.

Content Format:
UGC posts in the form of selfies and hashtags. Uber will filter and put up only the most genuine posts on
their page.

KPI:
1) Engagement Rate (Retweets/Comments)
2) Page followership
3) NPS scores will be generated by sending survey forms to these riders by email to check how happy
they were with their rides
BLOGS
Content Idea/Theme :
We create lists of the best match screening hotspots, after parties, and favourite meals of all the Indian
cricketers. For eg:
1) Top 10 spots to watch India matches in Indore
2) Favorite Desserts of the Indian Cricket team
We then plug in Uber rides and Uber eats and push people to download the app and book an uber to go
to the screening hotspot of order your favourite cricketers dishes through Uber Eats.

Content Format:
Blogs (Listicles/Infographics/long format written content)

KPI:
1) CTR
2) Bounce Rate
3) Average Session time
4) App downloads
GOOGLE ADS
Content Idea/Theme :
SEM campaigns which will focus on keywords. Special promo codes will also written for bookings done
through these ads. ‘Book cab’, ‘Online cab booking’ etc keywords will be targeted.
Example:

Content Format:
Search Text Ads

KPI:
1) CPC
2) CPA
3) Impressions
4) SEO rankings
EMAIL
Content Idea/Theme :
Retargeting emails that further incentivize people to book an Uber. Email themes to be about:
1) XX number of female travelers believe in Uber’s safety
2) XX party goers trusted Uber last weekend
3) Riders saved xx% as compared to Kaali-Peeli taxis

Content Format:
Infographics creatives

KPI:
1) CTR
2) Rides Booked
3) A/B Testing
 d)Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

Brand 1: Hotstar
Hotstar is the official screening sponsor of the CWC19. We can have screens in Ubers playing live cricket matches,
highlights on tabs. Special display ads on the OTT platform will also be showcased during matches to help drive
more awareness.
Also, everyone who books an Uber gets a discount coupon code to purchase a Hotstar subscription and everyone
with a Hotstar subscription gets discount codes for Uber.

Brand 2: QSR Brands (KFC/McDonalds/PizzaHut etc)

Special discounts can be offered if you order from Uber Eats from these QSR chains. Just like Swiggy has match day
mania, so can Uber have such special limited period offers to get more people to use Uber Eats platform and
increase awareness during match days.
 d)Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

Influencer 1: MS Dhoni
Captain Cool is one of India’s most trusted faces. He is also a former World Cup winning captain. He is known for his
stylish ways too and is a family man with a beautiful daughter. He understands safety as well. Hence he would be a
great influencer to tie up with for this campaign.

Influencer 2: Multiple regional TV celebs

We run localized campaigns in local languages with regional TV celebs who will speak about how even they use
Uber for their travels. Multiple stories where Uber has made their commute stylish, safe and full of savings.
THANK YOU

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