Capstone Project

First Name: Namita

Last Name: Trivedi
Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber
● Demographics:
Male / Female in the age bracket of 20-45
Living in Tier 1 & 2 cities
The income group is No Bar
Working / Non- working, students, married, unmarried, Bachelor

● Psychographics:
People who wish to Travel hassle-free on a busy day.
Free from parking headaches.
Safety is their utmost priority.
Easy payment mode and fits the pocket.
Comfort is important.
b) Consumer Persona
Pain Points:

Place: Bangalore Traffic congestion in self-drive

<Photo> Long working hours at work
Profession:
IT professional Last min cancellations
Language trouble in communicating
Higher waiting time
Expensive rides
Whether conditions of Bangalore

Interests & Hobbies:

Name: Rohan Roy Preferred Mode of Sport lover

Age: 31 Transport:Car Spend time with friends
Likes traveling in a car but does not
prefer self-driving
Hang out on weekends with friends
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

● Uber’s top competitors are

1. Ola
2. Local cab services
3. DriveU
4. Metro / Auto
b) Identify the target market for each competitor brand

● Target market for Ola – People in the age group of 20-45 (Male & Female)
Working class or business class (financially independent), students, Travelers, etc. Tier 1-2-3 cities

● Target market for Local taxis – People in age group of 20-45 (Male & Female), Working class
(financially independent), Families having functions (to shuttle between nearby cities like weddings,
birthdays, etc.) , tourists/ travelers Tier 1-2-3 cities

● Target market for DriveU – People in the age group of 25-45 (Male & Female), Working class
(financially independent), Tier – 1 city

● Target market for Metros – People of all age groups Working class, students, daily commuters etc.
Tier 1&2
c) SWOT Analysis

Strengths Weaknesses
1. Known & recognized name
1. Initially had negative stories related to customer
2. Cashless payment options
safety (specially females)
3. Very less competition.
2. Model can be easily copied.
4. Huge Fleet of cars with options.

S W
3. No personal touches Or customized offers for
5. Live tracking system of rides.
frequent Uber travelers.
6. Convenience in using the app.
4. Driver side cancellations
7. Direct customer-to-driver interaction
with great customer service.

Opportunities Threats
1. In India per say taxi service is still painful
and expensive. 1. Low-profit margins are a bigger Obstacle for
2. Increasing the number of drivers Will help
reduce the delay in arrivals at the customer's
O T new drivers to join The brand.
2. With increasing competition Drivers as well
desired location. as customers will Have more options thus will
3. Can widen their services to zones Where Negatively impact brand loyalty.
comfortable yet pocket-friendly Shuttle service 3. Options like DriveU in marketing are taking
is not yet explored by any other player. the edge
4. Alliance approach with relevant brands 4. Pandemic as a threat always
which makes the rider win rewards on taking
each ride.
5. Rewarding drivers to create sustainability
6. Payment gateway option for stickiness
Task 3: Choosing Digital Marketing Channels
Task 3
Choose the digital marketing
Task 3a.Choose the digital channels
marketingthat you want
channels youtowant
use to(at
use. Define the social
least 6), identify
media channelstheseparately
objective for each one of them and then
specify the reason you have chosen this channel mix.
Digital Marketing Channels Objectives Reason

1. Facebook Awareness/Engagement Since FB is a platform where right TG can be targeted and ad will be visible to right
audience, we can optimize follower base on this platform.

2. Instagram Awareness/Engagement Promotions particularly videos gives great output on this platform. Extra awareness
can be created here parallel to FB for the campaign visibility..

3. Twitter Consideration/Engagement Since twitter is used mostly by the TG which is common to Uber also, promoting offers
specific to the campaign will be beneficial here. Promotions done by the brand ambassador
(Virat Kohli) will get more relevant audience to consider Uber.

4. LinkedIn Lead generation/Traffic Since this is more of a professional platform, customers here will have more understanding,
and conversion rate will increase. Uber's TG also matches to LinkedIn TG.

5. YouTube Since its broadly a video-based platform used for promotion, the videos related to the
Awareness/Engagement campaign will get a connection with the right TG with more chances of engagement.

6.Push Notifs / CRM Awareness/ Consideration / This will help in retargeting those set of customers who did use the Uber service long back
Conversion and did not show up lately. This customer base is the direct TG to whom if promoted the
campaign will bring in more conversion.Viisble rewards or rider discounts via coupon codes
and push notifications will work wonders
Task 4: Content Ideas & Calendar
d).Create a content calendar for the campaign - pre launch, launch and post
launch
Pre-Launch
5 sec teaser ad showcasing Uber –
ICC partnership on FB ( 3 days)
Press release of the association
(Insta & Twitter)
"Chance to win runs with your
favorite team this world cup and
make yourself win" tag line
teasers on TV commercials and
Billboards
Push notifications to retarget
customers.
Launch
Actual Campaign goes live with
the theme " Uber ride to world
cup with friends"
Contest starts for all the
customers on all channels.
TV commercials and radio spots of
the campaign goes live with
scoring updates to all on real time
basis.
Virat Kohli's video ads along with
Pandya's joy ride coverage on all
channels at regular intervals.
Post Launch
Publishing behind the scene
memorable moments captured by
Uber and diff teams in world cup.
Highlighting customer stories.
Promoting the limited period
offer of earning points on every
ride, thus winning goodies and
world cup merchandise.
CEO Uber going live to thank
audience and sharing the
associations' beautiful journey
and what's coming next
 e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

Uber can associate with

1. Uber X Virat Kohli (Face of the campaign)

2. Uber X Spotify- ( Reach and Exchange of each other value proposition)

3. Uber X Sony Liv

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/1sH7pWGqfnwjJQgKmTjxFyKCoe82AHO7a/view?usp=share_link
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