Capstone Project

First Name: Nayantika

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

● Demographics:
Gender: Male and Female; Age: 18-55; Career: Young Working Professionals, College Students; Location: Tier 1 and
tier 2 cities.

Psychographics:
Lifestyle: Tech Savvy, Influencers
Opinions: People looking to avoid rush hour, people looking for safe and affordable rides, looking for constant
availability of rides.
Interests: Food lovers, travellers, looking to explore the nightlife, people looking to explore the different events taking
place in the city
b) Consumer Persona
Pain Points:
• Doesn't prefer self-driving
• Frustrated with public
Place: Lucknow transport
Profession: Assistant • Office hour rush
Manager • Limited Income
• Big city aspirations

Interest & Hobbies:

Name: Rahul • Watching series
Sharma • Cricket
• Browsing Social Media
Age: 29 • Travelling
• Avid comic-show/meme
content follower
Preferred Mode of
Transport: Cabs or
Scooter
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

The top competitors of Uber in the assigned market are:

a) Ola Cabs
b) Meru Cabs
c) Local Taxis
b) Identify the target market for each competitor’s brand

Check out the different competitor brands of Uber listed below:

Ola Cabs: The target audience of ola cabs lie between 20-45 years living in tier 1 and tier 2 cities.
These people are financially independent, college students, and young working professionals. These
people are generally looking for affordable and cheap cab services. The cab services target people
falling in the income bracket of 2-20 lakhs.

Meru Cabs: The target audience of Meru cabs lie between 20-40 years i.e., people who wish to move
from one place to another for different purposes. The cabs are available for all sections of the society
namely the middle class, young working professionals, high-income groups, or families. People looking to get
rid of traffic chaos often take these services. Also, the people looking for enhanced luxury and comfort avail these
services.

Local Taxi: Local Taxi is the biggest competitor of Uber. The middle-class Families, college students, and
working professionals with less salary often prefer these services The target audience of local taxis lie between
the age range of 15- 40. People not familiar with cab booking services often rely on local taxis for travelling
c) SWOT Analysis

Weaknesses
Strengths • Potential Data
• Adaptive Technology
Recording
• User Convenience
• Seamless
Communication
S W • Strong Dependency on
drivers

Opportunities Threats
• Technology
Convenience
O T • Dissatisfied Drivers
• Incentive Incorporation • Rising Competition
• Transportation and better innovation
Expansion. Eg: Uber by competitors
Bikes • Low-Profit Margins
• Women Drivers For
Women Passengers
Task 3: Choosing Digital Marketing Channels
 Task 3
Choose the digital marketing channels that you want to use (at least 6), identify the objective for
Task 3a.Choose the digital marketing channels you want to use. Define
each one of them and then specify the reason you have chosen this channel mix.
the social
media channels separately
Digital Marketing Channels Objectives Reason

1. Facebook Ads Increase App Installs and to be Uber uses its digital marketing
in direct contact with the channels to promote positive
customers messaging, inclusiveness, and
social awareness amongst
every individual. Hence, these
2. Instagram Increase App Installs and digital marketing channels
brand awareness have been chosen

3. Twitter Increase Brand Awareness

4. YouTube Increase App Installs and

brand awareness

5. TV Commercials Increase Brand Awareness

6. Google Ads Increase App Installs

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. Promotional Discounts and Coupons in App In-App notification texts • Ride conversion per coupon

2. Freeride giveaway through engaging Instagram Posts, Story and Ad in video and image • App installations for every 100 likes on the
challenges (Example: Spot the Uber; Find the format post
way for Uber to reach destination) • App installations for every 100 comments on
the post
• Accounts reached and engaged within a day
of post

3. Brand (Uber) specific meme content Social Media Channels: Instagram and Facebook • Follower difference within a day of post
posts and stories in image and video format • Customer acquisition through app for every
100 likes on the post

4. Informational content highlighting social issues
or based on important days. (Example: World Cup
Ages through traffic signs)
Instagram, Facebook and Twitter image and • Site Traffic after a day of content launch
video, post, reels and stories; Advertisements (Conversion Rate)
• Return on Ad Spending 
• Click through rate
• Frequency & Time Watched

5. Twitter Trends (Example: Share story of Instagram, Facebook and Twitter image and • Search Impression and Ranking ratio
#memorable_Uber_ride; Recognise drivers that video, post, reels and stories • Engagement per post
went beyond with #driver_champion) • Hashtag Impression
• New Driver Enrollments 

6. YouTube Videos through tie up with rising YouTube Video  • View rate
digital video publishing channels (Example: When • Average cost per view
your favourite cricketer turns an Uber driver for a • Click through rate
day) • Unique viewers
• Video played to 75-100%
d).Create a content calendar for the campaign - pre launch, launch and post
launch

Pre Launch Launch Post Launch

Promotional Discounts and Coupons in Promotional discounts if your Reach cricket enthusiast riders through
App through In-App notification texts destination or pickup is an international promotional mails to take a ride with
#UBERCUP1010 cricket stadium. #CRICKET20 Uber and win a chance to watch World
Cup finale. 

Freeride giveaway through engaging Informational content highlighting social Frequent Uber and Worldcup tie-up
challenges like Spot the Uber post on issues or based on important days like display ads on websites. 
Instagram and Facebook posts to build World Cup Ages through traffic signs.
up engagement

Brand (Uber) specific meme content YouTube Videos through tie-ups with Sponsor drivers to install Car
rising digital video publishing channels. Multimedia Players in Uber cabs for live
Example: When your favorite cricketer streaming of World Cup matches for
turns into an Uber driver for a day. riders.

HashtagTrends Video Posts on social media channels Maintain audience engagement and
#AwaitWorldCupWithUber of Cricketers taking Uber rides and car build up through regular image and
pooling to avoid traffic congestion. video update posts and hashtag trends
on social media channels of world cup.
 e).Mention which brands/influencers Uber can collaborate with for increasing awareness and consideration for their
brand (mention at least 2)

1. Brand: Uber can collaborate with Nike and can offer discount coupons and free gifts to the people booking the
cabs to promote fitness among people.
2. 2. Brand: Pepsi; People booking uber rides are offered free samples of Pepsi to enjoy the live streaming of the
world cup while they are in the cab through TV present in the cars. Through this Pepsi wants to improve its
visibility among people.
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/1WcajQAJ_Ppd5Ks28uxrLxzE4bMgE-Td4/view?usp=sharing

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