Marketing Campaign of UBER

This document discusses the marketing campaign of UBER, a renowned transportation service organization. It provides a brief introduction to the company and its situational analysis. The document also covers the positioning and branding of UBER, along with the identification of the target audience. Furthermore, it outlines the overall marketing objectives and provides an overview of the marketing communications mix. Lastly, it presents a promotional campaign that will meet at least one of the objectives.

Marketing Campaign
of UBER

Table of Contents
INTRODUCTION...........................................................................................................................3
Brief introduction to company................................................................................................3
Brief situational analysis........................................................................................................4
Positioning and branding, and identification of target audience............................................6
Outline of the overall marketing objectives...........................................................................7
Marketing communications mix overview.............................................................................7
Promotional campaign that will meet at least one of the objectives......................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing communication can be said to be a process which is keen on entailment of
efforts by company with a view to transmit the message of organisation to people across the
globe. This is done with the aim of inflating the sales as well as profitability of company in
today’s dynamic and hyper competitive market place. In addition to this, it can be said that
marketing acts as the route map to drive sales for an entity. The present project is based upon
UBER which is an on-demand transportation company which has also diversified into food &
beverage sector recently. The report consists of a marketing plan devised by company which is
aimed to launch a marketing campaign for boosting the sales of organisation in upcoming time.
Brief introduction to company
Uber is one of the most renowned transportation service organisations that have extensive
brand value and corporate image across the global periphery. This entity was established in the
year 2009 and has its headquarters situated in San Francisco, USA. Uber is a company which
offers on demand transportation service to customers in 633 cities across the globe. It operates by
way of organisational website or mobile application whereby client can book a cab to reach to
any location at any hour of the day. This implies that the services of Uber can be availed by
customers 24*7. The portfolio of its offerings comprises of broad array of choices for clients,
such as Uber taxis, Uber Black, Uber, Uber SUV and many more. Thus, the disruptive
technology brought in by this hi-tech company has made it reach to the top of concerned
corporate sector.

Figure 1: UBER APPLICATION
Brief situational analysis
It is of immense significance for company to constantly examine as well as review the
environment in which it carries out its operations. This aids the entity in gaining knowledge of
the opportunities and threats persisting in market place so that strengths can be capitalised upon
to attain success. In this regard, SWOT analysis is an analytical tool that is undertaken by the
management of an enterprise with a view to gain comprehensibility of the internal aspects of
organisation. This framework is applied by the marketing manager of UBER as follows:-
SWOT Analysis
Strengths Weaknesses
 The company has strong presence at
domestic as well as international
market place that is supportive in
gaining competitive edge.
 The main weakness of UBER is issues
related to privacy of customers as their
personal information like address,
mobile number, etc. This develops

 Uber provides verified drivers along
with the higher level of services to each
and every customer that provides them
better experience and increases their
satisfaction level.
 It offers variety of payment options to
customers which make it easier for
traveller to pay with most convenient
one.
 Flexibility of working is also identified
as the main strength of this company as
drivers can choose their comfortable
time of working.
 Services offered by UBER are
affordable in comparison of other
transport medium that attracts
maximum number of customers
towards them.
feeling of insecurity among customers
with the future perspective.
 Vehicles operating cost is higher for
this company which results in cost
cutting in driver’s salary. This increases
employee turnover in the company in
terms of drivers.
 Business idea of UBER is imitable
which simply means that if other
businesses adopt this model, it
increases competition for this company.
Opportunities Threats
 The company could also enter into sub
urban areas which bring opportunity for
the respective company as they are able
to access more number of customers.
 By increasing more number of
investors UBER can increase its capital
value which simply means that the
company will be having good range of
amount for executing their
organisational work in rightful manner.
 The respective company can also
 Lower profit margin is major threat of
UBER as due to low earning the
company is not paying good salary to
drivers which influence them to quit the
company.
 Different legislation for the respective
industry becomes threat for UBER as
they would not be able to operate their
business activities in free manner.
 New cars having additional features of
self driving option are now becoming

increase its number of services in the
same sector. Here, they can approach
school students, aged patients etc. for
their transportation services. This will
bring higher range of opportunities for
this UBER.
major threat for the respective company
because it is resulting in elimination
UBER service needs.
Positioning and branding, and identification of target audience
STP model is used by companies across the globe to identify the target audience and
position their offerings among them. It consists of 3 elements, namely, segmentation, targeting
and positioning.
STP model applied by the marketing management of UBER is presented as follows:-
Segmentation and Targeting
The segmentation as well as targeting is done by company as presented below in the
table:
Type of
segmentation
Segmentation
Criteria
Uber target customer segment
Uber X, Uber XI, Uber
pool, Uber-MOTO,
Uber AUTO
Uber Premium, Uber
Go, UberEATS, Uber
BOAT, UberRUSH
Uber Access
Geographic Density Urban or rural Urban or rural Urban or rural
Demographic
Age Above 18 years of age 25 to 65 years 45 to 65 years
Gender Males, Females Males, Females Males, Females
Occupation Students, employees,
professionals
Employees,
Professionals
Retired, Handicapped
Behavioral
Benefits
sought
Cost-efficiency
Sense of achievement Convenience
Personality Easygoing, determined Determined, ambitious Easygoing

User status Non-users, potential,
first-time and regular
users
potential first-time,
regular users
non-users and potential
users,
Psychographic
Social class Lower class, working
class, middle class,
middle class, upper
class
working class, middle
class, upper class
Lifestyle Struggler,
Mainstreamer,
Explorer, Reformer
Aspirer, Succeeder,
Explorer, Reformer
Resigned, Struggler,
Mainstreamer
Positioning
Positioning of organisational offerings is done by entity through the application of social
media marketing via the usage of platforms such as Snapchat, Facebook, Instagram, Google+,
Twitter etc. This provides aid to the enterprise in communicating about its services to the target
audience and thereby inflating its revenues as well as profits in near course of time, by a fair
margin.
Outline of the overall marketing objectives
The marketing objectives stipulated by UBER are as follows:-
“To inflate the market share of company by 5.5% by the end of 9 months”
“To raise the profits of entity by 9% by the end of 1 year”
Marketing communications mix overview
Marketing communication can be said to be the process which involves the channels of
promotion adopted by an organisation with a view to set communication with the customers.
This provides aid to the enterprise in reaching out to a large base of audience and thereby
informing them about the unique and market disruptive offerings of UBER. Marketing
communication mix is applied by the marketing manager of respective on-demand transportation
organisation with a view to inflate its revenues and profits. It comprises of certain elements,
namely, advertising, public relations, sales promotion, events and sponsorship, personal selling
and direct marketing. UBER relies upon a number of channels and media to promote its offerings
among people. In this relation, one of the key strategies of company is the execution of
marketing campaigns. Yet another tactic applied by the entity is social media marketing. Digital

marketing is another facet that is largely used by this firm to market its offerings amidst the
population across the globe.
Promotional campaign that will meet at least one of the objectives
UBER is now coming up with a social media marketing campaign that is aimed at
attainment of marketing objectives stipulated by organisation at the beginning of marketing plan.
This campaign would run on Snapchat, Facebook and Instagram and seek to establish corporate
communication with people in a manner such that they can be influenced to place a demand for
transportation offered by UBER at market place.

REFERENCES
Books and Journals
Pollio, A., 2019. Forefronts of the Sharing Economy: Uber in Cape Town. International Journal
of Urban and Regional Research, 43(4), pp.760-775.
Min, S., So, K. K. F. and Jeong, M., 2019. Consumer adoption of the Uber mobile application:
Insights from diffusion of innovation theory and technology acceptance model. Journal
of Travel & Tourism Marketing, 36(7), pp.770-783.
Humphrey, J. and et. al., 2019. Electric Vehicle Adoption Among Uber and Lyft Drivers.
Lammenett, E., 2019. Content-Marketing. In Praxiswissen Online-Marketing (pp. 315-326).
Springer Gabler, Wiesbaden.
Ravenelle, A.J., 2019. “We’re not uber:” control, autonomy, and entrepreneurship in the gig
economy. Journal of Managerial Psychology.
Fan, Y. and et. al., 2019. The influence of social embeddedness on organizational legitimacy and
the sustainability of the globalization of the sharing economic platform: Evidence from
Uber China. Resources, Conservation and Recycling, 151, p.104490.
Lammenett, E., 2019. Affiliate-Marketing. In Praxiswissen Online-Marketing (pp. 61-92).
Springer Gabler, Wiesbaden.
Thiele, D., 2019. Marketing 2.0. In Lean Management in der Pflege (pp. 231-236). Springer VS,
Wiesbaden.
Lis, B., Neßler, C. and Ziewiecki, S., 2019. Influencer marketing. WiSt-
Wirtschaftswissenschaftliches Studium, 48(2-3), pp.55-57.