Business and Marketing portfolio Assignment

STUDENT NAME:
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ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO
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INTRODUCTION
Introductory summary of the chosen sector, chosen business and a description of its operation.
Uber Eats is a subsidiary of Uber, operating under the food and beverage industry. It is an online
food ordering app, which caters to the appetite needs of the customers across the globe. The app
indulges in partnership with the restaurants of the world. The customers are delivered the orders
within 30 minutes or less through couriers with cars, bikes or on foot. The app is functional for 24
hours, where the customers can order breakfast, lunch and dinner (Ubereats.com 2018). The app also
has the provision of placing orders on the official website through the personal computers. The
location of the customer is tracked separately. For payments, the customers are provided with a choice
of credit or debit card (Ubereats.com 2018).
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CURRENT BUSINESS OPERATION
LOCATION AND DISTRIBUTION
The outlet of Uber Eats is located in an around Australia. Sydney and Melbourne are the two
most important locations. Delivery is done to the customers through the means of efficient transports
like cars, bikes and others. Sometimes, door-to-door marketing is also adopted for fulfilling the needs,
demands and requirements of the customers (Ubereats.com 2018).
PRICING MODELS
Variable pricing model is followed by Uber Eats. Auction is done for setting the prices of the
food items. These prices are uploaded on the official website for the customers to comment. Once they
select on the food item, the prices gets displayed. If the prices are changed, it is automatically
displayed along with the items (Grimes, Petruny and Cordell 2015). This is in terms of catering to the
specific needs, demands and requirements of the customers. Within this, market price of the food
items is considered by the service providers. Variety in the pricing proves advantageous for the middle
class customers in savouring the taste of the lip-smacking delicacies.
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CUSTOMER SEGMENTS
Uber Eats targets audience belonging to the every age group. Fusion foods are offered to the
customers for assessing its feasibility. The target market of Uber Eats are the people from 18-65. This
mainly includes the teenage people and the office goers, belonging to the families with stable income.
Focusing on the office goers is effective, as they need readymade foods while returning home (Hamper
2014). Within this, selection of the female customers would be effective in terms of reducing their
burden to prepare food after returning home tired. Providing them with packed dinners would prove
beneficial in terms of catering to the appetite needs of the whole family.
BRANDING AND POSITIONING
Uber Eats indulges in competition with apps like Foodpanda, deliveroo among others. The app
needs to take lesson from Deliveroo, as it caters to the needs of the customers belonging to the middle
class (Ubereats.com 2018). Here, the brand positioning of Uber Eats is reduced. Deliveroo focuses on
high standard and quality for attracting the customers. On the other hand, Foodpanda focuses on
alternatives at cheaper rates for luring the customers. Here, Uber Eats attains a reputable position as
compared to Foodpanda and Deliveroo.
CURRENT PROMOTION AND MARKETING MATERIALS.
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APPENDICE 1 – LOCATION AND DISTRIBUTION
Figure: Distribution truck of Uber Eats
(Source: Ubereats.com 2018)
Figure: Presentation of the Uber Eats app
(Source: Ubereats.com 2018)
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Figure: Delivery process of Uber Eats
(Source: Ubereats.com 2018)
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APPENDICE 3 – PRICING MODELS
Figure: Pricing model demographics of Uber Eats
(Source: Ubereats.com 2018)
Figure: Transportation business of Uber Eats
(Source: Ubereats.com 2018)
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APPENDICE 4 – CUSTOMER SEGMENTS
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APPENDICE 5 – BRANDING AND POSITIONING
Figure: Brand positioning of Uber Eats
(Source: Wallina and Spry 2016)
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APPENDICE 6 – CURRENT PROMOTIONAL MATERIALS
Figure: Promotional advertisements of Uber Eats
(Source: Ubereats.com 2018)
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RECOMMENDED NEW OR INNOVATIVE IDEA
DESCRIPTION:
If the passengers are provided with refreshments when they enter into
the cabs, it would be an innovati ve means of luring the customers. This can
be a meal box, consisti ng of healthy snacks and juice. Colorful packing can be
one of the other means for identi fying the children as targets.
APPLICABILITY:
Meal box during the travel would cater to the hunger cravings of the people. This would be
specifically beneficial for the female passengers, as they would not have to prepare the meals after
getting back home. Taking two to three boxes would prove beneficial for whole family in terms of
having a healthy dinner.
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FUTURE INTEGRATED MARKETING PLAN
PLAN OVERVIEW
Catering to the perishability of the food items would prove beneficial for keeping the food items
fresh. For this, customers’ location needs to be measured. If is far away, then the packaging needs to
be appropriate, so that the freshness, originality and quality of the item can be maintained. Aluminium
foils can be used for this purpose.
TARGET MARKET
Targeting the people from the age group of 18-65 would escalate the sales revenue and profit margin.
This is because the teenagers and the adults are in need of readymade foods after a hard day’s work.
These are the people with stable income possessing the affordability towards purchasing the items.
PROMOTIONAL MIX
Describe each element of your promotional mix and provide samples and images.
PERSONAL SELLING
Distributing pamphlets along with the newspapers would add to the number of customers.
Figure: Promotional advertisements for Uber Eats
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(Source: Ubereats.com 2018)
Catchy images is necessary in terms of luring the customers towards the products and services.
PUBLIC RELATIONS
Social media is needed in terms of increasing the trafficking of the audience towards the brand
image. Uploading the image of the newly launched items would cater to the queries of the audience
regarding the nutritional value and packaging.
Figure: Promotion of Uber Eats
(Source: Ubereats.com 2018)
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ADVERTISING
Advertising is one of an efficient means of promoting the products and services of the brand.
Herein, the interest of the audience needs to be catered for protecting their individual sentiments. The
service providers need to bear in mind that the specific tastes and preferences of the customers. This
would result in the provision of customer-centric service.
FIGURE: PROMOTIONAL ADVERTISEMENT OF UBER EATS
(Source: Ubereats.com 2018)
SALES PROMOTION
Introducing discounts and offers on specific purchases would escalate the sales revenue and
profit margin. Typical example can be promo cards.
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Figure: Promotion for Uber Eats
(Source: Ubereats.com 2018)
DIRECT AND DIGITAL MARKETING
Official website would be a platform for the service providers in terms of informing the
audience about the latest news. Social networking sites would broaden the supply chain of Uber Eats.
Figure: advertising of Uber Eats
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(source: Ubereats.com 2018)
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REFERENCES
Douglas, S.P. and Craig, C.S., 2015. Developing and Managing an International Brand Portfolio. In Global
Perspectives in Marketing for the 21st Century (pp. 372-372). Springer, Cham.
Frausto-da-Silva, T., Grilo, A. and Cruz-Machado, V., 2015. Selection of Digital Marketing Channels:
Application of Modern Portfolio Theory. In Industrial Engineering, Management Science and
Applications 2015 (pp. 585-597). Springer, Berlin, Heidelberg.
Grimes, S.A., Petruny, M.F. and Cordell, D.M., 2015. Risk Assessment in the Product Portfolio: A
Quantitative Approach. In Proceedings of the 1983 Academy of Marketing Science (AMS) Annual
Conference (pp. 510-510). Springer, Cham.
Hamper, R.J., 2014. The Ultimate Guide to Strategic Marketing: Real World Methods for Developing
Successful, Long-term Marketing Plans. McGraw-Hill Education.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out
for. Journal of Marketing, 79(1), pp.1-9.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries Publishing.
Ubereats.com (2018). About us. Available at: https://www.ubereats.com/blog/en-AU/australia/
[Accessed on 25th May 2018]
Wallina, A. and Spry, A., 2016. The role of corporate versus product brand dominance in brand portfolio
overlap: A Pitch. Accounting and Management Information Systems, 15(2), p.434.
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