HI5004 Marketing Management: UBER's Communication Strategies Report

This report examines UBER's marketing communication strategies, focusing on its integrated marketing communication mix. It explores how UBER promotes its services through various channels, including free rides, discounts, and referral benefits. The report analyzes the importance of effective communication, both internally and externally, and the role of communication media such as social media, personal selling, and advertising. It highlights the need for UBER to continuously improve its communication techniques to attract consumers, grasp market share, and compete effectively. The report emphasizes the significance of understanding consumer demands and providing highly satisfying services, concluding that a strong focus on communication is crucial for UBER's continued success.

Marketing Management

MARKETING 1
Contents
Introduction........................................................................................................................2
Integrated Marketing Communications Mix.......................................................................2
Communication Media.......................................................................................................4
Conclusion.........................................................................................................................5
References.........................................................................................................................6

MARKETING 2
Introduction
The main aim of this report is to understand the concept of marketing communication
mix. This is a continuation report of 1 and 2 in which UBER has been selected.
Integrated Marketing Communication Mix of UBER has been design that helps to
promote the services of the company. This is a promotion technique that helps to grasp
the market shares in the market. In this report, communication channels will also be
discussed that helps to spread the awareness in the market.
Integrated Marketing Communications Mix
Integrated Marketing Communication Mix is a simple concept. This concept ensures all
the forms of communications and messages are linked together or not. Promotion is the
only technique that is considered as its own mix of communication tools. It can be said
that integrating all the promotion tools is called integrated marketing communications.
All of the communication tools work together if they work together in harmony rather
than in isolation (Multimedia Marketing, 2019).
It has been found that UBER offers the free rides, discounted rides, and referral benefits
are some of the top methods that are used by the company to promote their services in
large number of consumers (Joshmeah, 2019). It is also observed that UBER improves
their experience by changing culture, improving pickups, quality rides, and safety
techniques. The company mainly focuses on improving the quality of services of UBER
(UBER, 2018). Although, the company improving the techniques of communicating with
the consumers but still it has to improve the more techniques so that the large number

MARKETING 3
of consumers attracted towards the services. The company has to improve the process
of communication inside or outside the organization for the effective services. The
company has to implement the decentralized structure at the workplace so that
employees get the information due to easily exchanging the information with each
other’s (Luxton, Reid, and Mavondo, 2014). The top management also has to do the
paper work or by using the digital tools, it has to provide the information to employees
such as sending mails to employees with all documents. This communication tool also
helps to marketing department while promoting the services of the company in the
market.
The objective of the company is to provide its services to the large number of
consumers. The company has to design its communication channels in an attractive
manner so that the large number of consumers can easily understand the information of
services and attract towards it. The company has to invest the large amount in
promotion techniques so that the consumers know about its services. The organization
has to divide the work among the people and the department such as selling
department and marketing department. Marketing department has to communicate with
the consumers by using the different channels to aware the consumers about the
organization services and to know about the consumer demand for future.
The communication process among the employees and consumer should be effective.
The top management, HR department or IT department of the company has to ensure
the communication process. The company has to follow the communication process to
improve the communication among the consumers and the employees to grasp the
market share.

MARKETING 4
Communication Media
Communication media helps the organizations to communicate with the consumers
effectively. There are numerous channels that the company can use to communicate
with the consumers such as social media, television, online websites and the other (The
Economic Times, 2019). UBER has to adopt the different channels to promote the
products in the market either it is modern or traditional technique.
The company has to use the social media to promote the services. In social media
promotion, the company has to post the pictures with information on Facebook,
Instagram, Twitter and the others. It also has to develop the pages on these social
media application in order to promote the services to consumer. According to the
research, the 42% of population uses the social media for entertainment that is why; the

MARKETING 5
communication with the consumers is effective through these social applications (Wild
coffee, 2018).
Personal selling is the techniques that help to communicate with the consumers by face
to face activity. UBER has to promote the services by organizing campaigns and
seminars in order to provide the information to consumers. In these seminars, it has to
provide the information about the services of the company to consumers with the face to
face technique. It helps to grasp the market share in the market. The consumers can
also share their new ideas and demands in these seminars while providing them
information (Yousaf, 2014).
Advertising is the main technique that UBER should adopt while aware the consumers
for its services. The company has to advertise the product through different channels
such as newspaper, radio and television. Providing the information through newspaper
helps to target the consumers those are highly interested in reading the newspaper or
magazines on daily basis. This strategy mainly helps to target the families. Television
strategy helps the organization to spread the awareness in the large number of
consumers as it is observed that there are many consumers or families who watch the
television for their entertainment. The organization can invite the celebrities to advertise
their services on television. It can also share the advertisement video on Youtube
channel before starting any video on Youtube by users.
Conclusion
At the end, it is concluded that UBER has to focuses on its communication techniques
in order to promote its services in the market. Although, its promotion techniques is

MARKETING 6
good and it grasp the large share in the market but there are many competitors who
compete the company. It is required for the company to focuses on communication
channels with the consumers so that they know about their demand and provides them
highly satisfying services.

MARKETING 7
References
Multimedia Marketing. (2019) Integrated Marketing Communications. [online]
Available From: multimediamarketing.com/mkc/marketingcommunications/
[Accessed 2/010/19].
Joshmeah. (2019) Uber Marketing Strategy: 15 Takeaways for Entrepreneurs.
[online] Available From: https://www.joshmeah.com/15-lessons-from-ubers-
marketing-strategy/ [Accessed 2/010/19].
The Economic Times. (2019) Definition of 'Marketing Mix'. [online] Available From:
https://economictimes.indiatimes.com/definition/marketing-mix [Accessed 2/010/19].
Wild coffee. (2018) 5 Customer Communication Channels To Connect Consumers
To Your Brand. [online] Available From:
https://wildcoffeemarketing.com/2019/02/18/5-customer-communication-channels-to-
connect-consumers-to-your-brand/ [Accessed 2/010/19].
UBER. (2018) Moving Forward. [online] Available From:
https://www.uber.com/us/en/u/moving-forward/ [Accessed 2/010/19].
Yousaf, S. (2014) Promotion mix management: A consumer focused Islamic
perspective, Journal of Marketing Communications. 22(2), pp. 215-231. Doi:
https://www.tandfonline.com/doi/abs/10.1080/13527266.2014.888575

MARKETING 8
Luxton, S., Reid, M and Mavondo, F. (2014) Integrated Marketing Communication
Capability and Brand Performance, Journal of Advertising. 44(1), pp. 37-46. Doi:
https://www.tandfonline.com/doi/abs/10.1080/00913367.2014.934938