Marketing Uber Pool: Strategies, Concepts & Innovation Presentation

This presentation delves into the marketing strategies employed by Uber Pool, an innovative car-sharing service designed to offer economical rides. It examines Uber Pool's marketing mix, focusing on product, price, place, and promotion, highlighting the use of price penetration strategy to attract customers. The presentation also identifies target customers and emphasizes the importance of online marketing strategies through platforms like Facebook, Twitter, and Instagram. It further explores interpersonal relationships through direct, interactive, and viral marketing, as well as the critical role of customer relationship management in retaining customers and fostering loyalty. The presentation concludes that focusing on customer relationships is key to Uber Pool's continued success, while recommending improvements in certain areas.

Marketing of Uber Pool 0
Title: Marketing of Uber Pool
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Marketing of Uber Pool 1
Contents
Introduction................................................................................................................................2
Marketing Strategies of Uber Pool.............................................................................................2
Key Marketing Concepts............................................................................................................3
Conclusion..................................................................................................................................5
References..................................................................................................................................6

Marketing of Uber Pool 2
Introduction
Uber is one of the approaches which has enabled transportation in a seamless manner.
The convenient process of reaching a destination has never felt so easy and comforting. The
addition of the Uber Pool feature is a step which has been taken to reduce the cost of
transportation for people, who want economical rides. The core idea behind this initiative is
to entice more customer by offering them the same experience in lesser price.
Marketing Strategies of Uber Pool
The business idea of Uber was itself very innovative and the idea of Uber Pool is a
next level approach. For understanding the marketing strategies of Uber Pool, the first thing
which has to be taken into consideration is their marketing mix strategy, which are-
 Product
Uber Pool is a car sharing service, which is operated through an application.
The product has a strategy of attracting more customers by reducing the charges of the
customer. The charges will reduce as they will be split with other passengers (Johnson
and Snyder, 2017).
 Price
The prices will automatically reduce, as they are being split with other
customers. Though, the company is charging the same prices for Uber Pool and Uber
X, but Uber Pool will be cheaper for the customer. The organization is using the price
penetration strategy, in which prices are reduced to attract more customers.
 Place
Uber placed the product at a time when one of its biggest competitors was
about to launch a new product. Uber introduced the product to maintain the existing
clients and also to attract other potential ones.

Marketing of Uber Pool 3
 Promotion
Uber Pool has been widely promoted through advertising, PR plans and on
online websites.
The second thing which has to be focused on, is their market strategies-
 Target customers
The target customers are people who are frequently in need of transportation
and cheaper rates.
 Remarkable difference
The remarkable difference aspect is providing the customers with the
convenience of getting a service anytime and anyplace, which very less companies
had able to do successfully.
 Marketing materials.
The marketing materials include-
 Official website
 Facebook
 Twitter
 Instagram
 Wakeup mails
 Online advertisements through partnering
Key Marketing Concepts
There are some core marketing concepts of Uber Pool, they are-
 Online marketing strategies

Marketing of Uber Pool 4
The organization promoted Uber Pool through advertising and PR plan, the major
promotion is conducted through social media, which is the most effective way to
create customer traffic. The various social mediums used are-
 Facebook – This is the best online medium as the users on this site is very
high. The Uber Pool used this platform as the main page, which is used to
convey any new information to the customers (Varadarajan, 2015).
 Twitter – This platform is used by the company as an online customer service.
This has helped in building a strong bond with the customers by replying to
their messages and tweets (Slater, Hult and Olson, 2010).
 Instagram – This platform is crossing the heights of Facebook and Twitter.
The company tried the strategy of personalization to widen its customer range,
by requesting people to share their Uber story. This strategy had an impact on
millions of people, who posted their story under #UberStory.
 Interpersonal relationships
For building strong interpersonal relationships the company applied to marketing
strategy-
 Direct marketing – being a B2C company, this marketing strategy is more
effective than any other practice. The company connects with their customers
through “wake up mails”, which inform them about the new offers of Uber
Pool.
 Interactive marketing- this can be practiced on social media and a
community has to be built for having a bigger impact on people. Uber Pool is
not utilizing this strategy effectively.

Marketing of Uber Pool 5
 Viral marketing – this is a growing marketing strategy which will have a
massive impact on customers as it is in trend. Make a story viral about Uber
Pool, will help in forming more customers.
 Customer relationship management
The customer relationship management should be applied to form new customers and
also retain the old ones. Uber should work towards strategies which cover all their
customers. This can be conducted by building relationships with customer. This can
be done by utilizing the customer’s information at various times to build a bond with
them (Vujic, Vasiljevic-Blagojevic and Peric, 2014).
Conclusion
Uber Pool is an innovative business idea which is facilitating people with
convenience. There are some issues which definitely require rectification. But with marketing
strategies which focus majorly on customers and relationships with them, the company is
going to witness greater heights of success. The customer relationship management is the key
to success for Uber Pool.

Marketing of Uber Pool 6
References
Johnson, C. and Snyder, T. (2017). Inconvenient and Unnecessary? Regulations in the U.S.
Taxi Industry. Studies in Business and Economics, 12(3), pp.76-91.
Slater, S., Hult, G. and Olson, E. (2010). Factors influencing the relative importance of
marketing strategy creativity and marketing strategy implementation effectiveness. Industrial
Marketing Management, 39(4), pp.551-559.
Varadarajan, R. (2015). Strategic marketing, marketing strategy and market strategy. AMS
Review, 5(3-4), pp.78-90.
Vujic, N., Vasiljevic-Blagojevic, M. and Peric, N. (2014). Analysis of the characteristics of
taxi services as a prerequisite for their improvement. Marketing, 45(3), pp.231-239.