Marketing Campaign for Uber: Repositioning as a Commuting App

UBER TECHNOLOGIES INC.
QUADRANTS, BENEFITS AND POSITONING

EXECUTIVE SUMMARY
Uber Inc. is open to the end-users by enabling its easy access through company’s websites and
its mobile applications, open for all, be it iOS or Android smartphones. Uber categorizes in the
low-involvement informational quadrant by gaining popularity among its two major target audi-
ences according to the Marcoms study plan., that is Brand Loyal, users who already knows the
services offered by Uber and view the same optimistically and Favourable Brand Switchers,
users who are using the said services but might not be trusted as they easily switch over the
brand once they get a little cheap prices for the same. Uber to maintain its brand loyalty cam-
paigns by providing free rides to the users and following the positioning strategy in the business.
It analyses its customer using the SMART criteria which are Specific, Measurable, Achievable,
Relevant and Time-bound objectives of running business operations.
INTRODUCTION
UBER Technologies Inc. offering competent cab service at an ease for the people at large, is a
multinational transportation network company (TNC) of America having its headquarters in San
Francisco although operating worldwide. It offers various category of rides to its users such as
UberGo, UberXL and Uber Pool, depending upon the traveller’s needs. The company has out-
shone in the idea of sharing economy by providing pocket friendly cab services. It offers various
category of rides to its users such as UberGo, UberXL and Uber Pool, depending upon the trav-
eller’s needs. To build healthy relations with the customers, Uber Inc. should enhance their web
page and the applications more to enable people of all age groups to avail the benefits and enjoy
hassle free travel. The company is a transportation company which entirely bases on the online
platform and helps people when they are stuck anywhere and at any time by providing them
24x7 suppor.The company is also ready to help its customers without creating any nuisance re-
lating to social, personal or sensory.

Q 1. (1) Quadrant: Rossiter percy Grid is importantly as model of attitude, which shows how
the general customers elevate products or brands. The model involves two dimensions based on
the consumer’s attitude toward a brand or product. The two dimensions are involvement and mo-
tivation, thereby involving four main sectors such as low-involvement transformational, low-in-
volvement informational, high involvement –transformational, and low involvement –informa-
tional. The company that we are studying on, Uber is categorized in the low involvement-infor-
mational quadrant. Depending upon the low involvement-informational Quadrant is beneficial as
there is a large no. of uber users who trust the company and feel free for hassle free travel across.
Travelling with Uber is not at risky as the rides are always guided by the maps to reach their des-
tination safely. Uber helps people when they are stuck anywhere and at any time. Uber support is
24x7 ready to help its customers without creating any nuisance relating to social, personal or sen-
sory. This is the major reason why Uber falls under the low involvement-informational quadrant.
(2) Two Target Audiences: Looking at the brand loyal audiences, when we pursue a market
communication plan, there are five main types of target audiences, named as Brand Loyal,
Favourable Brand Switchers, New Category Users, Another Brand Favourable and other Brand
Loyal. In the study of Marcoms Plan, we shall be choosing the two major target audiences such
as Brand Loyal and favourable brand switchers. Elaborating, Brand Loyal are those consumers
who are positively associated to a particular product clearly shown by their repetitive purchase of
the same even when they have options available in the market. To maintain such brand loyalty,
marketing campaigns are started. In this case the product with a greater brand name will only
survive in the competitive market as the loyal customers would only buy the product irrespective
of their prices.
The other target audience which we are discussing is Favourable Brand Switchers who are those
set of users who are easily swayed by the brand loyal category people if they get better available
options. Example- In case of Uber, suppose if we have multiple car riding applications providing
more offers, price and convenience, then the customers would easily be converted into brand