Marketing Processes and Planning: A Case Study on Uber Eats

This paper explores the marketing processes and planning of Uber Eats through a case study. It discusses the responsibilities of marketing, the interrelationship of marketing roles with other departments, and the importance of organizational relationships. The paper also compares the application of the 7Ps in the strategic marketing process that supports business objectives.

Unit 2: Marketing Processes and Planning
(A case study on Uber Eats)
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Table of Contents
Task1................................................................................................................................................4
Introduction..................................................................................................................................4
Responsibilities of Marketing and the Competencies Required to Success............................5
The Interrelationship of Marketing Roles and Responsibilities in Context of Other
Departments inside the Organization.......................................................................................7
Analysing the importance of the organization's relationships in terms of its mission, vision,
and goals..................................................................................................................................9
Analysing Critical Reflection on Internal and External Factors that Influence Marketing
Functions..................................................................................................................................9
Comparing the ways of application of the 7Ps in the strategic marketing process that support
business objectives.................................................................................................................10
Evaluating tactics that are used to attain business objectives applied by Uber Eats.............13
Conclusion.............................................................................................................................13
Task2..............................................................................................................................................15
Developing and evaluating a new plan that is evidence-based, coherent, and detailed to be
implemented for Uber Eats....................................................................................................15
Gantt Design of the plan........................................................................................................20
Developing a Media Plan to Support Marketing Campaign for Uber Eats...........................22
Devising an Integrated Multimedia Plan, Selecting Appropriate Digital, Offline and Social
Media Channels for Communication.....................................................................................23
Conclusion.................................................................................................................................24
References..................................................................................................................................25
Table of Figures
2

Figure 1: Primary marketing roles and responsibilities...................................................................5
Figure 2: Interdependency of marketing function among departments...........................................7
Figure 3: Uber Eats Marketing Mix...............................................................................................10
Figure 4: Ansoff Matrix for Beauty Giant.....................................................................................16
Figure 5: M’s of Uber Eats plan....................................................................................................19
Table of tables
Table 1: 7Ps of Uber Eats and Just Eat..........................................................................................13
Table 2: SWOT analysis for Uber Eats plan.................................................................................17
Table 3: Gantt of New Plan...........................................................................................................21
Table 4: Estimated sales unit of this plan......................................................................................22
Table 5: Media Plan Budget..........................................................................................................23
3

Task1
Introduction
The purpose of this paper is to shed light on the importance of marketing knowledge and how it
can be put to use in the workplace. Marketers use a wide variety of activities, tasks,
responsibilities, and roles in their work. This varies depending on the type of campaign they are
working on. Uber Eats has been utilized as a case study to make it easier to comprehend. Earlier
this year, the platform was changed to Uber EATS, and the scheduling software was published as
a standalone app, separately from either the app for Uber trips. It began operating in London and
Paris in 2016. More than 6,000 cities in 45 nations use it. Forcing restaurants to cost the same
prices for delivery and dine-in if they want to be registered on Uber Eats app, as well as
imposing fees of 13-40 percent of revenue, the firm is being sued for antitrust pricing
manipulation.
4

Responsibilities of Marketing and the Competencies Required to Success
Marketing is a process that entails identifying a person's or a group's actual requirements and
then attempting to meet those needs profitably by developing potentially exchangeable values
(Blythe and Martin, 2019). Uber Eats' marketer's duties and tasks are summarized in the
following paragraphs:
Figure 1: Primary marketing roles and responsibilities
Source: (Business Management Study, 2014)
Planning
It is an on-going process that takes place across all of the activities that come before it, from the
conception of an idea for a new service to its debut to the completion of delivery to the provision
of after-sale service (BABIN, 2018). Uber Eats creates plans for different operations on a long-
term and short-term basis, such as annually, monthly, weekly, daily, and even hourly basis.
These plans may be found on their website.
Marketing Research
Any company worth its salt would undertake research in their industry to identify challenges and
potential solutions in order to unearth untapped potential in the marketplace (Armstrong, et al.,
2016). Due to the fluid and ever-shifting nature of online service, Uber Eats is under constant
pressure to monitor and adapt to the most popular patterns of preference for food delivery. In
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order to uncover new opportunities, continual study into the circumstances, the actions of
competitors, the consumption reasons of customers, the actions of consumers, the economic
condition, and other factors is carried out.
Customer service
Because a company's primary goal is to satisfy its customers, customer satisfaction naturally
becomes its focal point in all marketing efforts (Davis, 2015). Customer service can become a
company's competitive advantage because it can't be readily replicated. While Uber Eats delivers
fast food, they also offer advice and information to customers on the best ways to make use of
the service.
Branding
Creating a distinct place in the customer's mind is essential in today's competitive marketing
environment. When it comes to marketing, branding is a must-do activity (Etzel, et al., 2012).
The top food brands are delivered by Uber Eats in order to boost the value of the brand and the
company's good corporate image, which ensures that quality is maintained in all of the
company's activities.
Distribution
Distribution is one of the most important aspects of marketing operations since it is the
responsibility of the marketer to ensure that the product may be obtained in a manner that is
convenient for the target audience (Lamb, et al., 2012). A more effective distribution suggests a
broader reach, and hence, a more extensive market penetration.
In point of fact, the marketing functions are the ones responsible for the generation of utilities for
customers. The functions of marketing ensure that the appropriate product is made available at
the appropriate location, in the appropriate quantity, and at the appropriate price, so providing
customers with the highest possible value.
6

The Interrelationship of Marketing Roles and Responsibilities in Context of Other
Departments inside the Organization
When it comes to market operation and application, there is no one department in charge;
instead, all functions work together to ensure complete client pleasure (Sandhusen, 2015). One
department's operations, however, are dependent on the operations of others. A look at the
interrelationships between these functions of several departments follows:
Figure 2: Interdependency of marketing function among departments
Source: (MITU, 2018).
Research and development
Consumer preferences, attitudes, market conditions, and competitors' actions are constantly
being monitored by the research department in order to identify new opportunities and prospects
for the company (Wirtz, et al., 2018). Even though R&D is housed in a separate department, it is
nevertheless dependent on other divisions for funding, staff selection, marketing requirement
specifications, and other relevant information, all of which are handled by the HRM division.
Finance
The finance department oversees and manages all financial operations, from budget collecting to
resources allocated to profit production. The finance department of Uber eats raises funds
through the sale of shares issued (Armstrong, et al., 2016). Budgets for the IT and accounting
departments are approved based on market research and the marketing and HRM departments'
recommendations.
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Accounting department
This division is in charge of keeping tabs on and analysing all of the company's transactional
operations, as well as determining the company's overall financial health with the assistance of
yearly reports, financial accounts, income statements, and ratio analyses (Blythe and Martin,
2019). The HRM sector of Uber Eats is responsible for the hiring of competent accountants, and
these accountants are the ones who are responsible for making revenue projections on the basis
of pertinent data provided by the IT and marketing departments.
Human Resource Management
People management is the most important job in every organization since it involves the most
challenging resources, people. Employees with exceptional talent in personal selling are hired
through Uber Eats' HRM department every year. The marketing department sets the needs for
personnel, and the finance department maintains the budget for recruiting training and retention.
Information Technology
For effective communication, the IT department has the responsibility for generating, processing,
storing, disseminating, and analysing pertinent and thorough business data. The implementation
of VMS, EDI, and marketing on social media has facilitated communication between all Uber
Eats operations. The finance department pays for the implementation of these innovations for
business. Consequently, one department assists the other in reaching the same corporate
objectives.
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Analysing the importance of the organization's relationships in terms of its mission,
vision, and goals
Marketers combine all other departmental operations, as described in the preceding section, to
help the department as a whole reach its goals more easily. There are many departments that play
a critical role in Uber Eats' marketing strategy.
Developing a plan for the launch of new products or expansion necessitates coordinating the
actions of all functional divisions in order to build a direction and budget, networking, research,
procurement, production, etc (Blythe and Martin, 2019). The R&D and IT departments typically
provide the information necessary to make a viable investment decision. These functional units'
marketing actions have a direct impact on the efficiency of HRM processes.
Analysing Critical Reflection on Internal and External Factors that Influence
Marketing Functions
The key functions and responsibilities of Uber Eats have been covered, as was mentioned in the
prior conversation about the topic. These tasks and responsibilities do not remain the same in
every circumstance; rather, they shift and adapt in accordance with the shifting nature of the
commercial environment and the many different marketing scenarios, both external and internal
(Perreault, 2014). The recent pandemic effect has also had the effect of restricting Uber Eats'
marketing action because it has created a challenging situation in terms of the health of the
delivery workers.
As a result of the pressures exerted by the economy and the environment, the activities and
expenditures related to research will need to be increased since new issues and new possibilities
will emerge (Sandhusen, 2015).
In circumstances like these, a consumer's affinity for a certain brand often shifts, thus the
marketer may choose to step up their planning operations in this area. It is necessary to design
methods of distribution and promotion that are more convenient for the customer in order to
respond swiftly to their needs.
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Comparing the ways of application of the 7Ps in the strategic marketing process
that support business objectives
With Uber EATS, customers can order meals from nearby eateries and have them delivered right
to their door. When a consumer order from a restaurant's menu, the food is picked up by an Uber
driver and delivered to the customer.
Figure 3: Uber Eats Marketing Mix
Source: (QUORA, 2018)
For the goal of expansion, Uber Eats made the decision to go through a new predevelopment
phase, and the company has now opted to advertise its newly developed app-based service
because a significant number of potential customers have expressed interest in using it (Czinkota,
et al., 2018). On the other hand, a comparison of the structure of the new service's 7Ps with those
of a potential rival company called Just Eat is provided below.
Uber Eats Just Eat
Product Uber is the world's leading app-
based cab booking system, with
a large worldwide footprint and
growing market share
Each of these broad categories, under
which Just Eat Plc sells its products,
functions as a separate product line in and
of itself. Just Eat Plc offers a wide variety
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throughout the world. As part of
Uber's marketing mix, the
company offers Uber EATS
(McNally, Cavusgil and
Calantone, 2012).
of products for sale, giving customers the
opportunity to select the product category
that speaks to them the most and
providing Just Eat Plc with valuable
feedback (Islam, 2018).
Price Depending on the country, Uber
uses a varied price model. Many
payment alternatives exist for
Uber, including credit cards and
the Uber wallet. This sheds light
on Uber's pricing approach for
the marketing mix (Zizzo and
Sitzia, 2013).
The current pricing approach to decide the
exchange rate that Just Eat adopts is a
competitive based market price. It can
achieve this by lowering the solution in
the market of the bill of its products (Tsai,
2014).
Place Over 40 nations and more than
600 cities around the world are
covered by Uber's service.
Because it is a mobile app, Uber
can be downloaded whenever it
is most convenient for the user
(Lengen and Kistemann, 2014).
Just Eat Plc makes its products available
for purchase through two distinct
distribution channels. For starters, it has a
direct-to-consumer internet sales channel
via its website. Distributors resell to stores
all around the country via a second
channel (Nursanty, 2019).
Promotion Uber promoted its services all
over the world using
straightforward regional
strategies. Uber encourages early
adoption, provides rewards for
referrals, and promotes its rides
based on reviews left on its
website. The corporation places
The products of Just Eat Plc are advertised
through a variety of media. Traditional
media, such as television and radio
commercials, are used. As a result, this is
advantageous because of its enormous
size and ability to draw a huge crowd.
Internet usage has made it more cost-
effective and profitable to advertise
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a significant emphasis on
expanding its online presence by
making significant investments
in digital marketing (Mittelmark,
2015).
through social media and internet
channels (Cribble, 2013).
People When it comes to marketing,
Uber understands the necessity
of a strong people approach. In
order to provide a positive user
experience, Uber provides
excellent customer care. The
global workforce of Uber totals
more than 20,000 people
(Molnar and Hava Muntean,
2015).
To source raw materials, Just Eat Plc
comprises employees who work with
suppliers. People from Just Eat Plc are on
hand in retail locations to assist customers
with any queries or concerns they may
have, as well as to assist them in choosing
a product that best meets their needs
(Hirschman, 2016).
Process The location of Uber cabs can be
tracked in real-time thanks to
Uber's usage of cutting-edge
technology. Other procedures
include the payment of cab
drivers by the corporation
(Piercy, 2016).
It's important to Just Eat Plc's long-term
success that the company operates with
rigor and efficiency. Everyone who works
for Just Eat Plc has a clear understanding
of exactly what their responsibilities are
and how they fit into those responsibilities
(Abacharaev, Jusufov and Sanaev, 2014).
Physical
evidence
The most tangible proof of the
existence of Uber is the fleet of
cabs dispatched to pick up
customers. In addition, the Uber
app for smartphones serves as a
physical representation of the
Just Eat Plc's marketing approach relies
heavily on the use of tangible proof
because this type of evidence is more
likely to sway customers in favour of the
company's brand and the products and
services it provides (Savitri, Krisnatuti,
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brand's user interface (Tang and
Wirtz, 2020).
and Hannan, 2020).
Table 1: 7Ps of Uber Eats and Just Eat
Source: (Ubereats.com, 2020)
Evaluating tactics that are used to attain business objectives applied by Uber Eats
It is mandatory for all firms to incorporate the relevance of the mission, vision, and objectives of
the company regarding the marketing mix elements. The marketing mix element involves 7Ps
that are controllable and so Uber Eats can manipulate these according to the market situation. It
can develop and launch a new product if it considers the marketing condition favourable by
applying numerous strategies. Uber Eats can choose from a variety of product approaches that
are relevant to the company's own goals (Davis, 2015).
As the company's primary goal, providing high-quality products to as many customers as
possible necessitates a widespread distribution strategy (Edmonds and Hand, 2014). When used,
this product will provide unsurpassed quality, with no risk to health or other effects. There must
be an alignment between the company's goals and the physical evidence, product development,
and all other strategic marketing instruments.
Conclusion
In today's fast-paced and competitive corporate environment, having a solid conceptualization
and understanding of marketing knowledge is an absolute must. It is necessary for marketers to
have a comprehensive understanding of the roles, duties, and functions of marketing in order to
grasp it well. Because it may be managed in so many ways through a load of strategies and
techniques, the implication of the marketing mix is what establishes the core competency of the
organization. It is essential to keep in mind that all of the marketing activities need to be in line
with the business goals in order to achieve the desired results from the effort that were put in.
13

Task2
Developing and evaluating a new plan that is evidence-based, coherent, and detailed
to be implemented for Uber Eats
A strategic marketing plan is an on-going process that is formed to formulate marketing
strategies and actions in advance toward the target market. A plan for Uber Eats will be
developed for its launching the new feature of giving a small gift to its existing customer base.
Importance of marketing plan
Only a well-thought-out marketing plan can give an organization a clear picture of its internal
resources, competencies, and possibilities. Using this information, you can begin to consider
ahead of time the proper strategies. It aids in identifying opportunities that may be bolstered in
order to maximize the utilization of resources (BABIN, 2018).
The relationship between company objectives, strategies, and marketing plan
As part of a well-developed marketing strategy, the company's marketing objectives are taken
into consideration when developing marketing plans (Laurain, 2016). This means that marketing
planning is an ongoing activity that aids in the implementation of marketing strategies in support
of company goals. When it comes to a good marketing strategy, however, numerous tactics must
be devised.
A marketing plan for Uber Eats
The primary objective of this project is to create a new gift product that will be known as
"Smiley," and its purpose will be to attract and keep customers who are already using the
services of competing brands (Marlain, 2016). The goal of developing this product is to make it
the most popular option available on the market.
Ansoff Matrix for Uber Eats plan
The Ansoff Model provides assistance to marketers in determining the potential for their
companies to increase their revenue by "tapping into" developing markets or producing new
goods and services (Dawes, 2018). Utilizing this approach, one may determine and select the
most suitable growth approach for the organization. Product development is the strategy that will
be used to introduce a new product. The model is described in the following way:
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Figure 4: Ansoff Matrix for Beauty Giant
Source: (Etzel, et al., 2012)
Market Penetration: When sales are improved by offering the existing product in the existing
market by taking various strategies, it is market penetration (Hoernig, 2018). A customer's use of
a service or merchandise as a percentage of the entire expected price of an item or service is
known as market penetration.
Market Development: After serving or selling the current product to a new market or customer,
the growth strategy is implemented. Rather than seeking new clients, corporations concentrate on
retaining and growing their current clientele (Wade, 2018). In an effort to boost sales, the
company is searching for new customers who can help spread the word about their business to a
broader audience.
Product Development: In this strategy, new product offerings are served to the existing market
or target groups. The plan for the launching of Smiley files on this growth strategy (Blythe and
Martin, 2019). The development of a new product from conception to delivery to a target market
is known as product development.
Diversification: In this strategy, new products or offers are offered to the new market. This
strategy is somewhat risky for a company. One of the most important aspects of diversification is
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the inclusion of a wide range of investments. Your money should be spread out throughout a
variety of investments, and not just one or two (Wade, 2014).
Marketing Strategy
In order to put this idea into action, Uber Eats will first make the product Smiley across the area
where it operates, and then it will sell the product to customers in the UK through its many
locations. Because it will benefit all of the people who use their services, a successful branding
strategy has been adopted (Alexis, 2020).
Situation Analysis
The situation analysis for this plan will be the analysis of the current market situation, consumer
needs, consumer preferences, and the competitive situation of the online service provider
industry. Customers, rival companies, the overall atmosphere of the market, and even your own
company's capabilities could fall into this category (Kitan, 2015).
SWOT analysis of the plan
Strengths
It has prior experience in service providing
It has a good reputation in this industry for
giving the best quality service.
The channel of distribution is good as it has
already many (Jacobson, 2016).
Weaknesses
The cost of launching a new product and
promotion is very large.
The company does not have vast resources
(Marusheva, 2019).
Opportunities
The company can merge or acquire a new
chocolate product company in this industry.
The possibility of being a market leader
(Johnson, 2016).
Threats
The competition is high in this industry.
Health hazards and side effects may ruin the
company (Vaněk, Mikoláš, and Žváková,
2017).
Table 2: SWOT analysis for Uber Eats plan
Source: (Ubereats.com, 2020)
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PESTLE analysis for the plan
Political factor
The government of the UK might prohibit the chocolate product if it doesn’t match the standard
measured by the authority. Bureaucracy, trade control, and corruption are all political issues that
have an impact on a company, as are government stability, regulation, and deregulation (Enroth,
2017).
Economical factor
The Brexit effect can create a pressure situation in launching the product as the investors may not
be interested to invest in Uber Eats shares. Growth, unemployment, inflation, and currency and
interest rates are among the economic elements that affect the economy (Litchfield, 2020).
Social factor
The consumer preference and the cultural pattern of the UK are changing in a positive way that
they are using more personal care products which is a good sign. Social Factor brings together
the expertise and experience of our team to transform world-class corporate technologies into
customized brand experiences.
Technological factor
The invention of new technology will support production and promote a new product in the
market. EDI can facilitate tracking the sales and demand for the new product. Production
techniques, computer, and technology resources as well as production, transport, marketing, and
e-commerce technology are all technological elements. As a result, they have an impact on how
a business functions as well as the way it markets and sells its products (koli, 2014).
Legal factor
The legislation regarding consumer rights and the standard of personal care products become
stricter than before. This will force the company to maintain high quality which involves high
cost. Many areas of the company can be affected by legal issues, including market feasibility,
trans-shipment, and profit margins (Togaibayeva et al., 2015).
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Environmental factors
There is no significant impact of environmental forces on this plan. Many other stressors may
have the same effect on asymmetry as the ones that have been proved to produce an increase in
asymmetry (Heity, 2018).
5M’s of Uber Eats plan
The 5M denotes the internal resources of an organisation that are reviewed for the measurement
of resources that will be used in implementing a new marketing plan.
Figure 5: M’s of Uber Eats plan
Source: (Commers Forward, 2017)
Manpower
Around millions of people are currently serving under Uber Eats. These people will also work on
promoting this product (Birks and Fyfe, 2017). Human Resource Planning, another name for
Manpower Planning, is concerned with ensuring that the appropriate people are in the right
places at the right times, doing the right things, in order to help the business achieve its goals.
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Material
The production of the chocolate or product is considered here as the materials for this plan.
When launching a new firm, material prices can be one of the most important expenses to keep
in mind (Woodward, 2015). A company's investment in raw materials is known as its "material
cost."
Machinery
Machinery refers here to the production plant for the production of the Smiley. Equipment
manufacturers are needed in a wide variety of sectors, including both developing and established
businesses (Ishida and Chikaoka, 2019). The multitude of specifics that need to be managed
when starting a new firm can make the process challenging.
Minute
Complete this project will take 5 months which is the minute or timeframe for this plan. The
process of adopting strategies and capabilities across an entire organization in order to foster
growth and increase income is referred to as "business development."
Money
Twenty million pounds has been selected as the estimated budget that will be spent on employee
training regarding personal selling, improving distribution, and product development by 20%, 30
%, 30%, and 20% respectively. Before launching a company, the majority of proprietors of
successful companies are advice putting away enough money to cover at least six weeks to a
month's worth of operational expenses (Turner, 2017).
Gantt Design of the plan
Tasks Month One Month Two Month Three Month Four Month Five
Market and
situation
analysis
Production
Training
employees
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and personnel
Improving
distribution
system
Promotional
programs
Table 3: Gantt of New Plan
Source: Own
Plan evaluation
Whether the plan is viable or not can be determined by the level of generated sales revenue that
exceeds the cost of the plan within a specified period of time (Wargo, 2012). The plan can be
said as successful if it covers the investment in the next three years' sales revenue.
Market Analysis
Uber Eats has already 34% of the market share in offering toiletries and cosmetics but there is a
substantial gap opportunity for providing the chocolate product (Regan, 2015). The usage of the
chocolate product has risen up in the UK by 15% and the proportion is increasingly rising. So,
launching of the Smiley is a viable plan in this regard.
Cost Analysis
Twenty million pounds has been selected as the estimated budget that will be spent on employee
training regarding personal selling, improving distribution and product development by 20%, 30
%, 30%, and 20% respectively (Womer, 2017).
Break Even Point
The sales revenue will be generated from the other branches by selling the chocolate. The
revenue will be counted after deducting all the expenses including operating expenses. When the
company will cross the break-even unit, it will make a profit (Gurley-Calvez and Williams,
2019). The break-even unit is calculated below:
The total unit is 200/ (50-10) =5 million
If the company can sell 5 million-unit products, the investment will be covered.
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Sales Forecast
To generate the revenue the firm’s estimated sales must be exceeded 20 million pounds which
only can be gained 5 million units of product. The projected sales in the next two years are given
below:
Selling Place Year 1 Year 2 Total
Offline stores 1 M 1.5 M 2.5 M
Online order .5 M 1 M 1.5 M
Online channel 1 M 1M 2 M
Total(In million) 6 M
Table 4: Estimated sales unit of this plan
Source: Own
It is estimated that if all other activities remain well, within two years, the 6-million-unit product
will be sold all over the UK through the online, offline, and online channels. If the estimated
selling price for each product is 40 pounds then the total sales will be 6 million*40= 24 million
pounds which exceeds the marketing plan cost. So, it can be said that this plan is effective.
Developing a Media Plan to Support Marketing Campaign for Uber Eats
The dissemination of brand-related information via media is highly efficient. Customers can get
a feel for a brand by reading up on its products and values. To connect with its intended
demographic, a company may employ a media or communication strategy that seeks to
anticipate, meet, and even anticipates its customers' wants and desires. Commercials for Uber
Eats will air on numerous television networks, on the radio, in print publications, on print and
digital news sites like YouTube and Google, and more. Advertisements will play a larger role.
Due to the lack of widespread advertising for the product in question, unlike similar products on
the market (Womer, 2017). As a result, it plans to increase its advertising efforts and budget.
Everyone today relies on meal delivery services on a regular basis. In light of this, it is important
to consistently place ads on television, radio, and newspapers; however, to keep costs down, the
Pulsing scheduling method can be implemented so that the brand is promoted on a less frequent
basis but with a greater emphasis during peak usage times such as the holidays (Heity, 2018).
Advertisers on Google can bid for the top search result position and take over the top corner of
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consumers' computer displays, while on YouTube, they can promote the videos with short
messages about offers or new products for 5 to 10 seconds. They would also have it put on the
genuine caller. Here is a budget for the media plan.
Metrics USD
Cost per click $20 per day
Cost per 1,000 impression $50 per day
Cost per Circulation $100 per paper
Cost per action $50
Table 5: Media Plan Budget
Source: (Own, 2022)
Slice of life as an aesthetic choice allows them to make humorous and terrifying commercials.
This commercial will air during prime time on major national and regional television networks.
There will also be a print version of the ad created for prominent placement in newspapers on the
front and back pages on a national and local scale. Newspaper inserts for grocery stores and
adverts for car dealerships are other mediums in which they excel. This advertisement will
evolve in response to the changing of the seasons, growing interest in particular products, and
general market tendencies (Alexis, 2020).
Devising an Integrated Multimedia Plan, Selecting Appropriate Digital, Offline and
Social Media Channels for Communication
In today's era, marketers may quickly and easily reach out to customers via numerous social
media platforms. In an effort to strengthen connections with its core customer base, Uber Eats
plans to increase its activity on social media channels like Facebook, Twitter, Instagram,
Snapchat, Pinterest, and YouTube. They can use sponsorship deals with famous people and
influential people to boost brand awareness (BABIN, 2018). They can share their
accomplishments and spread the word about the latest and greatest in the world of the brand and
the footwear industry through these channels. In order for the target audience to share their
22

positive experiences with the brand and be eligible to win a fantastic prize, they can use a unique
hashtag. They can add a new filter to Snapchat and Instagram that will recommend services they
may be interested in. They'll publish films on YouTube discussing the standard of service they
provide and other Uber Eats-related news. They can compose an original song about their
favorite Uber Eats memories, and the best submissions will be featured on Uber Eats' social
media channels and rewarded with free food and other surprises (Marlain, 2016).
They plan to use print media and will sponsor a variety of business case competitions as part of
their offline marketing strategy. They plan to work together with other business organizations at
various colleges.
Conclusion
In today's fast-paced and competitive corporate environment, having a solid conceptualization
and understanding of knowledge management is an absolute must. It is necessary for marketers
to have a comprehensive understanding of the roles, duties, and responsibilities of marketing in
order to grasp it well. Because it may be managed in many ways through a load of strategies and
techniques, the consequence of the marketing mix is what establishes the core business of the
organization. It is essential to keep in mind that all of the marketing activities need to be in line
with the business goals in order to achieve the desired results from the effort that were put in.
23

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p.67.
3. Armstrong, G., Kotler, P., and Opresnik, M. (2016). Marketing. Pearson Education UK,
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