Capstone Project

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First Name: NEHA
Last Name: SHAH
 TASK 1

Target Audience and Your Consumer

TASK 1
a. Define the target audience for Uber

Demographics
• Age – 16-35, 35-50
• Gender – Male & Female
• Occupation – College Students, Home makers, Professionals, Entrepreneurs, Retired
• Income – Semi-upper income group, Middle income group, Working class
• Relationship Status – Married, Single, Large family person

Psychographics
• Interest – Cricket, Travel
• Lifestyle – Uses a smartphone, Likes to travel, Shows interest in Cricket, Commutes on public transport,
Booked or travelled with Uber before
b. Consumer Persona

Pain Points:
Place: His office is in an old building in a busy
Kolkata commercial place, where getting a parking
for his personal car is not easy. So he prefers
taking a cab to work. The morning and
Profession: evening traffic hours is exhaustive. Another
Assistant Manager (FMCG- reason, he prefers a cab as he can sit and
Food) at Spencer’s Retail make his work calls, attend meetings on
Pvt. Ltd. zoom, watch cricket matches on his phone
on the go.

Interest & Hobbies:

Name: Preferred Mode of Travel, Sports, Fitness, Food,
Mr. Agarwal Transport: Cooking, Reading blogs on food,
Owns a car, and drives it Keeping updates on the new trend
Age: himself. But, prefers a cab to in the food industry, Playing
40 years office everyday. cricket with friends every weekend
at the turf.
 TASK 2

Competition
TASK 2
a) Identify top competitors of Uber in the assigned market

The top competitors of Uber in the country are -

1. Ola Cabs
2. Meru Cabs
3. Savaari
4. Bharat Taxi
5. Rapido Bikes
6. Unorganized Players (Taxi, Auto Rickshaw)
7. Local Public Transport (Bus, Metro etc.)
8. Personal Rental Car Services (Zoom Car etc.)

There are many more players in the market, who are gaining recognition -
9. Gozo cabs
10. My Taxi India
11. Spice cabs
12. One side taxi
b) Identify the target market for each competitor brand

OLA CABS 20-45 years Semi-upper and Middle Income Group - College Safe and affordable ridesharing service including cab,
Students, Employed, Homemakers auto rickshaw and motorcycle
MERU CABS 20-45years Semi-upper and Middle Income Group - Started out as India’s No.1 Radio Cab Service,
Employed, Independent, Homemakers, College Reasonable and Comfortable, GPS navigators, speed
Students warnings and trip tracking devices are offered on rides
SAVAARI 25-55years Professionals and Working Class. Company has Reliable and comfortable chauffeur driven car service
targeted pregnant women and mothers with their for inter state travels, Provides information on hotels,
2020 Diwali campaign, Inter-state Travels restaurants further bringing all in one service

BHARAT TAXI Corporate cab Booking, Airport shuttles in Cheap and affordable car rental service across the
superior cars for the Higher Income group country. Offers long term car rental, outstation car
rental and tour packages
RAPIDO BIKES 18-30 years Students, Working Class Travelling alone who swiftly want to cut through the
traffic. Primarily driven by the affordability factor

UNORGANIZED PLAYERS 20-60years Lower Middle Class, Students, Families, Using a local transport medium for short distances
(TAXI / AUTO RICKSHAW) Employed within the city or locality

LOCAL PUBLIC TRANSPORT 18-75years Lower Income Group, Staff and Labor class Using a shared public mode of transport for commute
(BUS, METRO) to work everyday. Price conscious audience
PERSONAL RENTAL CAR Working class, People travelling to another city Self-driven cars for rental. Primarily for people who
SERVICES (ZOOM CAR) for work or leisure and wanting a personal mode need car not very often, so do not wish to buy their
of transport, Students/Families wishing to go on own cars
a holiday in self driven car
 c. SWOT Analysis
Strengths Weaknesses
• Global Reach • Internet dependence
• Largest ride sharing technology • Workforce dependency
• Low fixed investment • Multiple scandals
• •
W
Driver to Rider Interaction Safety of riders
•
•
Dynamic Pricing Strategy
Uses non commercial cars (avoid
S • Poor working condition for drivers as
they are on their own, and not
commercial insurance) company employees
• Operating Structure • Lawsuits
• Brand Equity and recognition • Only caters to tech savvy individuals

Opportunities Threats
• Customer dissatisfaction with
unorganized market
• Rising disposable income O T •
•
Competitions
Low Margins
• High internet penetration • Stringent Govt. Regulations
• Uber alternate transport (the launch of • Driver’s Retention
Uber Chopper) • Driver Union Strikes
• Logistics Service
• Can collaborate as transport partner
with hotels, travel agents, events
management companies
 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 each one of them and
Task
then 3a.Choose
specify the reason you the
have digital
media channels separately
Digital Marketing Channels
1. Social Media Marketing -
Facebook (paid and organic)
2. Instagram (paid & organic)
3. Influencer Marketing (paid)
4. You-tube (organic)
5. Twitter (paid & organic)
6. E-mail Marketing (organic)
marketing
chosen this channel mix channels you want to use. Define the social
Objectives Reason
Awareness Facebook tools help to create and distribute content that’s helpful for businesses to
reach out to a highly targeted and massive audience. Facebook advertising – classic
ads, hosting Facebook contests, promoted posts, sponsored stories can be the paid
mediums
Awareness Instagram is the most influencing platform among all the social media channels. Posts,
stories and reels on IG have a high viewership, and anything that is catchy here - turns
into a trend increasing the objective of awareness
Awareness and Consideration Influencers are a face (and a brand in itself) or opinion leaders or expert. They have a
huge social following base, helping to reach out to all those audience and creating
consideration, as it comes from a trustworthy source of information the audience rely on.
Taking a cricketer from the Indian team will add weight to the entire campaign as people
will relate to cricket when it comes through an expert from the sport
Awareness and Consideration You-tube is the 2nd largest search engine, and posting videos here can improve SEO
and overall brand awareness. It’s ease to present unique content helps viewers to
consume and share
Awareness and Consideration Tweets, sharing match updates, discussion, predictions and strategic ideas by experts
on the ICC World Cup page through Uber will bring in more consideration towards the
brand. Re-tweets of the same will increase awareness too
Consideration This is the best medium to directly come into interaction with the audience. Sharing
good deals, offers and discounts on their personal email will definitely make the
audience consider the brand
 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. A young man searching for parking outside the busy stadium parking lot, when our Influencer Marketing in form Views, Likes & Shares
Influencer gets dropped at the gate from Uber. Tag line “Parking issue – simply Uber !” of a video ad

2. Starting a poll on who will be the “Man of the Series" A tweet with polling option - Retweets, Polls taken &
Twitter Comments

3. Uber App Download Notification - Text Open Rate, No. of downloads

“Don’t be late for the match, Download Now !”
Also, share offers or deals on the first rides – Call To Action

4. Multi-Image ad – Text and Visual – Digital No. of impressions

Don’t be late for the match, Schedule your Uber in advance” Display Advertising

5. A girl friend shouts at her boy friend who comes late for the match. A guest at the Video Ads – You Tube Views, Likes & Shares
stadium advices – ‘Man, why get late when you can Uber it straight ?”

6. Book an Uber on the first match day and share your ride story. Mention Text and Image – Email Engagement Rate, No. of
“#ICCworldcup & #Uber” and win two free premium lounge tickets to the finals ! Marketing brand mention, No. of click rate
 d. Create a content calendar for the campaign - pre launch, launch and post launch

Pre Launch Launch Post Launch

Display Ad -- Uber App Download Email Marketing - Offers and Deals Notification - Mention points earned on App
Notification on Riding with Uber and Download Download and on rides booked (if any)
the app

Image Ad mentioning Uber and ICC Video Ad -- of the Influencer who Re-tweets, discussion, comments and
World Cup collaboration -- Facebook, reached the stadium hassle free in replying to tagged tweets, sharing memes
Instagram and You-tube an Uber of the day across all social media platforms

Video Ad – girl at the stadium Twitter post -- Poll on the Man of Twitter -- Match Analysis after every match
the Series

Display Ad – Book your Uber in Display Ad – Share your ride story Announcing on Uber page – the winner of
advance with Uber and ICC World Cup the tickets to the finals
e. Mention which brands/influencers Uber can collaborate with for increasing awareness and
consideration for their brand (mention at least 2)

1. Collaboration with an celebrity/influencer -

The captain of the Indian Cricket Team - Rohit Sharma, will be perfect to collaborate with as he is the face of the
Indian Cricket Team and the campaign is related to the ICC World Cup. His huge social following base, will help to
reach out to all those audience and create awareness. As the promotion will go through a trustworthy source of
information that audience rely on will also increase the customers consideration for the brand. Taking a cricketer
from the Indian team will add weight to the entire campaign as people will relate to cricket when it comes through an
expert from the sport.

2. Collaboration with a brand –

Uber can collaborate with 3star and 4star hotels – Country Inn, Radisson etc. as their primary logistics partner for
their guests. They can offer services of pick up and drop from the airport and hotel. They can also provide all day
city rides booked through the hotel at a better price. This will help Uber increase awareness and consideration both
at the same point. This can gradually be extended to all the properties of the hotel chain across the globe.

3. Collaboration/Increasing association with the audience –

Uber can collaborate with its existing and prospective new audience, through email marketing. Uber can send
emails to its audience asking them to mention their experience with Uber in their social media handles. This will
reward them points along with the points they earn on each ride. The final winner will win two lounge passes at the
stadium for the finals
 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 (attached the video in the next slide)
Upload the video on your Google Drive and do not forget to give access to "Anyone With This Link”
(please see below)

Video URL :
https://drive.google.com/file/d/13YZwVWWbJn35NqiULzXFkVowtDWzULnO/view?usp=drivesdk

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The presentation video in an mp4 format

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THANK YOU !

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