Capstone Project

First Name: Anamika

Last Name: Bhandari
Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber
● Demographics: The majority of Uber customers are between the ages of 20 and 30. In addition, for
Uber Eats the defined target market will be bachelors who don't have time for cooking, people who
don't know how to cook.

● Psychographics: The target customer segment that Uber is trying to attract to its company are
people who do not have a car, don't like to drive themselves, or want a cost-efficient cab waiting for
them at their door.
b) Consumer Persona

Pain Points: feel lazy to

Place: metro Cities drive or cannot drive. Want
Profession: working men more economic yet
and women who cannot convenient options on a
drive day to day basis.

Name: Ashutosh
Age: 28

Interest & Hobbies: watching

movies, listening music and
Preferred Mode of travelling, hanging out with
Transport: Cabs friends
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

● Ola Taxis
● Meru cabs
● Zoom cars
b) Identify the target market for each competitor brand

● Ola Cabs – Tier 1 & 2 cities, males and females, customers who want economical offers with safety,
customers who cannot drive or do not want to drive but want to be driven from one point to the other
● Meru cabs – Tier 1 & 2 cities, males and females, customers who want to prebook reliable cabs,
have fixed stand at airports, most importantly they have fixed fare and no surge charges unlike all
the other brands
● Zoom cars – Tier 1 & 2 cities, males and females, customers in the age group of 18 years and
above 40+ years, it allows you to rent cars at affordable rates (esp good for people who travel a lot)
c) SWOT Analysis
Strengths
• Gig workers where the drivers are Weaknesses
verified
• Flexible hours for drivers while huge
• Tight competition in the market
pool of cars for the demand faced by
• Lack of trust between company
customers
and drivers
• A lot of focus is placed on safety of
passengers
•
•
Highly trusted brand
Rating system for both customers
and drivers ensures a sense of trust
S W
and credibility

Opportunities
Threats
• Can tap markets where taxis
are not immediately available
O T • Dissatisfaction among the
• Can offer better discounts to drivers because of low
increase the demand between wages and profit margins
the customers • Competition from rivals like
Ola Cabs
Task 3: Choosing Digital Marketing Channels
Task
Task 33a.Choose the digital marketing channels you want to use. Define the social
Choose the digital separately
media channels 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 newsfeed ads
2. Display ads
awareness The overall reason for a 360 degree
campaign across all social media handles
is to increase awareness among the
awareness potential and existing cab riders about
offers, coupons – thus to increase demand
for UBER rides.

3. Email consideration

4. Content marketing Awareness, Consideration

5. Website/SEM Consideration

6. Affiliate marketing Consideration

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. Email/Social media- Creating Carousel, a newsletter with CTA to lead to Likes, shares, impressions, CTR, retweets
website, statics, reels, witty one-line tweets

2. Display ads- Creating excitement Catchy titles with attractive offers in form of Impressions, CTR
little videos/moving pictures or statics, make
people click on the ads

3. YouTube- Video ads to entice people to use 15-20 sec ads making people aware about the CTR
service services and benefits. Attention grabbing, fun
yet witty ads.

4. content marketing to let people know about Blogs about services, testimonials on websites Sessions, comments
great service (social media posts can direct to websites)

5. SEM Paid Facebook static and video ads with the CTR, impressions, share, likes
right targeting

6. Affiliate marketing Celebrities and influencers talk about the Website traffic, comments, shares
benefits and convince people to use the
service.
d) Create a content calendar for the campaign - pre launch, launch and post launch

Pre Launch Launch Post Launch

Silhouette of Brand ambassador to increase Revealing the brand ambassador Brand ambassador introducing to offers- 2
excitement on social media apps and via days
email- first 2 days

Social media posts with "something big is Revealing the big surprise Talking about the collaboration and benefit
coming- stay tuned- 4 days to customers- 2 day

Riddle post asking people to guess- 2 days Launch live video Limited time offer, creating FOMO- 5

Influencer collaboration- they guess what Influencers collaborating and giving their Last day offers- 1 day
big is coming or promoting something big or live feedback
surprise is coming- 2 days
e) Mention which brands/influencers Uber can collaborate with for increasing awareness and
consideration for their brand (mention at least 2)

1. Alia Bhatt
2. Vicky Kaushal
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/1ApERaWMQm-

YlVRdh8h_N7CjXMo724rfO/view?usp=sharing

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