Business & Management

UBER
 Nature of Marketing

 UBER LOVES JAKARTA CITY

 #UBERSOBER  UBER MAMA
 COLLABORATION WITH  UBER BIRTHDAY
FEMALEDAILY  UBER CFD
 UBER NEBENG  Uber Referral Code
 UBER SHOWS YOU  #UberCHOPPER
CARE!  #UberASTONMARTIN
 UBER 90's  #UberDIAMONDONDEM
 UBER xMARKET AND
MUSEUM  #UberPUPPYBOWL
 UBER JAKARTA SMART  #UberICECREAM
 The Exchange Relationship

 There are many promo codes from Uber.

 Offering cheaper fare compared with other online
transportation modes.
 The customer would not get rejection by Uber driver even
though the distance is close or the destination is nearby.
 Uber picks the optimum minimum route (the fastest way) to
arrive at destination.
 Uber is more flexible if the customer wants to change address.
 When there is a technical problem in application, customer
will get compensation such as voucher and discount promo.
 There are several features to facilitate customer such as
Recent Places, Home & Work, and Landmark Recognition.
 Functions of Marketing

1. Buying
2. Selling
3. Transporting
4. Storing
5. Grading
6. Financing
7. Marketing Research
8. Risk Taking
 Creating Values with Marketing

 Exclusive ride at an affordable price

 Convenience (comes at doorstep)
 On demand availability
 Certainty (will get a ride for sure)
 Estimated Time Arrival / ETA (Track the car while it
arrives)
 Shorter wait time for a ride
 Option for cashless payment
 The Marketing Concept

1. Developing a Marketing Strategy :

a. Selecting a Target Market :
1) Market Segmentation Approaches
2) Bases for Segmenting Markets
 Marketing Research and Information Systems

 to determine the probability of success and establish

the degree of need for their ground transportation
services.
 Buying Behavior

1. Psychological Variables a. Reference Groups

:
b. Social Classes
a. Perception
c. Culture
b. Motivation
c. Learning
d. Attitude
e. Personality
2. Social Variables :
 The Marketing Environment

1. Political, legal, and regulatory forces

2. Social forces
3. Competitive and economic forces
4. Technological forces
 The Marketing Strategy

Marketing Mix
Product Strategy
Pricing Strategy
Distribution Strategy
Promotion Strategy
 Marketing Mix

Connectivity Low Prices

Safety
 Product Strategy
New Product-Expansion
UberX August
2014 (SCBD)

Uber Basic
UberX, End of
Mix, End of
2014
2014

Source: Ferrel, Hirt, Ferrel, Business

Foundations 11th edition, page 363 UberMotor April
2016 in all
operating area
 Product Strategy
Line and Mix

BASIC PREMIUM ACCESS

UberX Uber Premium Uber Access

UberXL Ube Go Uber Pet

Uberpool UberEats Uber WAV

UberMotor Uber Boat Uber Assist

Uber AUTO Uber Rush Uber Kids

Only the Basic service mix that existed in Indonesia

 Product Strategy
Life Cycle

Uber product never achieve maturity and declining phase in Indonesia

Product Strategy
Identifying Products
 Pricing

Price= f(Location, kilometres, trip duration,

surcharge, points, discount)*
* This function may vary due to time of day, re-route, loyalty point offers, other promo.

Estimated Fare= projection of a million previous

completed trip - discount
 Distribution Strategy

Pushing the driver

Using expansion, points reward,
higher multiplication surcharge

Pulling the passenger

Using loyalty program, discount, promos
Promotion

Physical
Banner, urban transportation,
flyer

Online Social Media

Hashtag, Youtube, Twitter, Instagram,
Facebook

Event Partner
Free/ discount from spot A –
Event location