Marketing Management Report: Uber's Brand Positioning and Strategies

This report provides a comprehensive analysis of Uber's marketing management strategies in the Australian market. It delves into Uber's brand positioning as a luxury service with the slogan 'everyone's private driver,' examining how this positioning attracts both customers and drivers. The report identifies Uber as a market leader, attributing its success to niche marketing strategies and user-friendly online booking. It explores the customer adoption process, emphasizing awareness, interest, evaluation, trial, and adoption stages, and discusses Uber's pricing strategy, which considers geographical distance, time, and number of riders. Furthermore, the report outlines Uber's marketing plan, focusing on market research, strategies, budget, competition, goals, and marketing mix, concluding that Uber's effective marketing strategies have enabled it to gain a significant foothold in the Australian market by collaborating with drivers and attracting a large customer base. Desklib provides a platform for students to access similar solved assignments and study resources.

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1MARKETING MANAGEMENT: UBER
Executive Summary
The study provides a clear idea about the marketing management of the Uber Company in
the Australian market. The study will provide a clear idea about the brand positioning in
the market along with that who are the market leaders. The study also provide knowledge
about the customers adaptation process, pricing decision strategy as well as marketing
plan adopt by the company. Lastly, the study focus on the conclusion which help to know
the effectiveness of the strategies use by the organization to earn profit as well as attract
customers in the near future.

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Table of Contents
Introduction........................................................................................................................................3
Brand Positioning..............................................................................................................................3
Market Leaders..................................................................................................................................4
Customer Adoption Process............................................................................................................4
Pricing Strategy Decision.................................................................................................................5
Marketing Plan...................................................................................................................................6
Conclusion..........................................................................................................................................7
References.........................................................................................................................................8

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Introduction
Marketing management is considered to be the discipline which is followed by the
organization. This is mainly applicable in the orientation as well as techniques along with
the methods which are followed by the organization to manage their resources as well as
activities. Uber have adopted an effective marketing management in the Australian market
by positioning their brand along with that they are the one, who are the market leaders in
niche marketing. This also help to identify the process through which customer will adopt
the product in the market. The study will provide a pricing strategy decision that have been
taken by the company in the process. This will also provide a clear idea about the retail as
well as wholesale and logistic plan that have been adopted by the organization. This will
help the organization to grow as well as sustain in the market so that they can earn huge
amount of profit.
Brand Positioning
Uber positioned their brand as a luxury brand in the Australian market. The
company positioned their brand with a slogan “everyone’s private driver”. This help the
brand to attract from the customers to the drivers towards the brand. Uber promised to
provide services even when there is no taxi service available in the darkest hour of the
day. This uplift the company’s position in the market which automatically attract a large
number of customers toward the brand. This help the brand to grow as well as to earn
profit from the market. The company need to adopt an effective brand position method so
that they can grow in the market if the positioning is done in a correct way (Steenkamp
2019).
The branding is so effective that it was placed in the minds of the customers that
they can avail services even when there is no taxi service available with a private driver to
reach their destination. This can be considered as the main thing which attracted the

4MARKETING MANAGEMENT: UBER
customers towards the brand and help them to expand all over the world (Sigala 2019).
On the other hand, the company is providing high earning opportunity to the drivers which
help them to collaborate with the drivers so that they can provide services much faster
than the other competitors (Heaton, Hafeez-Baig and Gururajan 2019). This benefits both
the driver and the company as the brand is able to attract huge number of customers.
Market Leaders
In recent time, in Australian market Uber is holding the major market shares by
overlapping the local taxi services in the country. The local taxi services are being blocked
by the other local cab services namely, GoCatch, Cabcharge and many more. This
ultimately help the Uber to become the number one cab service in the world as well as in
Australia (Payne, Frow and Eggert 2017).
Uber have taken a niche marketing strategy which help them to target the
audiences according to the age as well as according to the geographical area. The
company is able to grow in the Australian market as they are providing online booking
from the app which is quite helpful and user friendly in nature. This is the key factors for
the company to grow in the market. Along with that Uber target the age group from 18 –
35 years as they know how to use the internet. This help them to become popular in the
market as well as help them to grab a huge market share in the process (Bittner et al.
2017).
Uber is considered to be the leaders as they are holding huge market share so the
other companies tends to follow them so that they can make an impact in the market.
Therefore, it can be said that in the cab service uber is considered to be the leaders in
Australia as well as around the globe due to their effective business strategy.

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Customer Adoption Process
Customer adoption process is considered as the process which guide the
customers to adopt a particular thing. The adoption process are divided into five stages
namely, awareness, interest, evaluation as well as trial and lastly adoption. In this case
Uber, they introduce ride sharing in the Australian market. Therefore, the company need
to make the customers aware of the ride sharing service that they are providing in the
market so that it generate a sense of interest in the mind of the customers. This will help
them to evaluate whether their ride sharing concept will be successful in the market or not.
In the trial stage, Uber will test or trial of the ride sharing concept so that they can identify
the problem and can modify it. Lastly, if the concept is unique then the customers will
adopt the idea or else the company will face a failure. The company need to take
feedback from the customers after providing the service so that they can evaluate the
success rate of the new service.
The time period of the adaptation depends on the publicity done by Uber. The
publicity should clearly able to make people aware of the service in a detailed manner,
which will automatically lessen the adaptation time within the customers. Uber is targeting
the mass of age group 18 – 35 who are well versed with the internet usage. As they are
the ones who will be able to understand the importance of the new service that are being
provided by uber. If the targeted audience able to adopt it as early as possible then the
market will be able to adopt it accordingly.
Pricing Strategy Decision
Pricing strategy decision are usually taken up by the organization to set up the
price of the products or services according to the parameters that need to be taken care
off by the company. The strategy is usually taken up by the retailers as well as the
wholesalers so that they can sale their product or service to the customers. The pricing

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decision strategy are mainly of four types namely, premium pricing; economic pricing
along with the penetrating pricing and price skimming (Agrawal, Mehta and Abraham
2018).
Uber while setting up the prices for the ride sharing have kept in mind the four
parameters of pricing which need to be followed for an effective pricing decision strategy.
Along with that the company also look into the geographical distance the customers want
to travel at what time as well as how many people are riding. Uber set prices according to
this parameters as well which make their pricing strategy quite effective in nature. The
company with their effective pricing decision strategy able to attract both the customers
who are actual riders as well as the drivers who are going to deliver the service on behalf
of the Uber. This make them quite successful in the Australian market as well as in the
other part of the world for this effective pricing strategy (David and West 2017). It is
important for the company to adopt an effective pricing strategy if they want to expand and
grow in the market. Hence, it can be said that Uber pricing strategy is quite effective in
nature and set a guidelines for the new entrance in this industry.
Marketing Plan
Marketing plan is require by the company to frame the overall business plan that is
needed by the organization to work efficiently in the market. Even the marketing strategy
which is going to be adopted by the company depends mainly on the marketing plan. In
the marketing plan there are few parameters which need to be fulfil by the organization to
grow as well as to earn profit from the market. The parameters are namely, market
research; market plan strategies; budget; competition; goals; marketing mix and
monitoring marketing plan results. This need to be taken care of by the organization so
that they can adopt an effective marketing plan which will help the organization to grow as
well as to earn profit from the market (Sigala and Bruwer 2016).

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Uber also adopted an effective marketing plan which automatically help them to
grow in the market and to gain popularity among the users. The company have taken
marketing plans according to the location as well as the hours of operation. They also
rightly addressed how the service will fulfil the marketing demand and the capacity issues
that might raise in the process (Kheiri 2019).
The company charge according to the geographic location of the customers want to
travel. The company operate in a 24*7 strategy so that the customers can avail their
service at any time possible which is one of the reason for the growth of the company.
Lastly, the company rightly fulfil the demand of the cab service by collaborating with the
drivers around Australia so that there is a large number of cab service is available for the
customers. This automatically help the organization to grow in the market and attract
customer as well as drivers.
Conclusion
In the end it can be concluded, that uber is able to grab the Australian market in
recent times. This is due to the effective marketing strategy, which they adopted in the
process. This help the organization to collaborate with drivers across the Australia so that
they can provide service to the customers on behalf of Uber. This also help the company
to attract more number of customers towards the brand which help the organization to
grow as well as to earn huge amount of profit along with the customer base from the
market.

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References
Agrawal, A., Mehta, A. and Abraham, N., 2018. Offering fleet automation: SmartFleet in
the need of smart decisions. Journal of Information Technology Teaching Cases, 8(2),
pp.110-117.
Bittner, E.P., Ashman, H., Hastie, M., van Barneveld, R.J., Hearn, A.H., Thomson, N. and
Dunshea, F.R., 2017. Innovation in an expanding market: Australian pork is not a
commodity. Animal production science, 57(12), pp.2339-2344.
David, C. and West, R., 2017. NDIS Self‐Management Approaches: Opportunities for
choice and control or an Uber‐style wild west?. Australian Journal of Social Issues, 52(4),
pp.331-346.
Heaton, J., Hafeez-Baig, A. and Gururajan, R., 2019. Business model experimentation
through technology and management innovation using cloud computing. In 24th Annual
Conference of the Asia Pacific Decision Sciences Institute: Full Papers (pp. 1-9). APDSI
Asia Pacific.
Jain, T., Rose, G. and Johnson, M., 2018, December. Unpacking impacts of car sharing:
Insights from a qualitative research study in Melbourne, Australia. In Australasian
Transport Research Forum (ATRF), 40th, 2018, Darwin, Northern Territory, Australia.
Kheiri, J., 2019. Management and marketing of wine tourism business: theory, practice,
and cases: edited by M. Sigala and R. Robinson, Cham, Switzerland, Palgrave Macmillan,
2019, 388 pp., $102.85 (Hardcover), ISBN-13: 978-3-319-75461-1.
Müller-Stewens, J., Schlager, T., Häubl, G. and Herrmann, A., 2017. Gamified information
presentation and consumer adoption of product innovations. Journal of Marketing, 81(2),
pp.8-24.

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Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), pp.467-489.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), pp.467-489.
Sigala, M. and Bruwer, J., 2016, February. Does location of origin differentiate wine
tourists? Findings from McLaren Vale, Australia. In 9th Academy of Wine Business
Research Conference (p. 621).
Sigala, M., 2019. Evaluating UberVINO as an e-intermediary in the wine tourism industry:
Findings from Adelaide. In Management and marketing of wine tourism business (pp. 177-
206). Palgrave Macmillan, Cham.
Steenkamp, J.B., 2019. The uncertain future of globalization: implications for global
consumer culture and global brands. International Marketing Review.