Business case Uber by Adriana Prosperi.

1. UBER BUSINESS CASE
ADRIANA PROSPERI
FY18

2. DISCLAIMER
LOS DATOS Y LA INFORMACION CONTENIDA EN ESTA PRESENTACION
FUERON OBTENIDOS PUBLICAMENTE NO CONTIENE INFORMACION
CONFIDENCIAL Y FUERON USADOS PARA UN CASO DE ESTUDIO PARA
PROCESO DE SELECCIÓN.
Presentación realizada por Adriana Prosperi abril 2018. Propuesta de
Estrategia de Mercadeo para Colombia.
• Adriana Prosperi
• MBA MARKETING

3. SUMMARY
MARKETING OVERVIEW
Ø COLOMBIAN LANDSCAPE
Ø COLOMBIAN UBER SWOT
Ø MARKETING STRATEGY
Ø MARKETING PILLARS
Ø ACTIONS
LEADERSHIP AND MANAGMENT
Ø LEADERSHIP TYPE
Ø LEADERSHIP VALUES
Ø OPERATION CANDENCE AND
COMMUNICATIONS TOOLS
UBER POOL
Ø MARKET ASSUMPTION
Ø MARKETING GOALS
Ø TARGET SEGMENTATION
Ø MEDIA STRATEGY
Ø MEDIA PLAN AND KPIs
Ø BUDGET AND ROI

4. COLOMBIAN LANDSCAPE
COUNTRY FACTS
POPULATION: 51 million
DEPARTMENTS: 32 AND 1 CAPITAL DISTRICT
MAIN DEPARTMENTS: BOGOTA, ANTIOQUIA, VALLE, ATLANTICO, BOLIVAR,
SANTANDER
ECONOMICS 2018
GDP 2,8%
INFLATION RATE ESTIMATED 4%
MINIMUM WAGE COP 781742
DOLAR EXCHANGE RATE 3000 PER COP
UBER GEO: BOGOTA, MEDELLIN, CALI, BARRANQUILLA, BUCARAMANGA AND
CARTAGENA
GEO EXPANSION: SANTA MARTA, PEREIRA, MANIZALES, ARMENIA, NEIVA
MAIN COMPETITORS CABIFY, EASY TAXI, AGUILA. RAPPi, DOMICILIOS.COM.
OTHER FACTS: POSIBLE NEW PLAYERS DIDI AND WAZE CARPOOL MAY ARRIVE
FY19
https://www.larepublica.co/economia/bogota-es-la-ciudad-con-menos-taxis-por-persona-
2536568

5. COLOMBIAN UBER SWOT
STRENGTHS
BUSINESS
COMPANY LOCAL PRESENCE
STRONG SOCIAL CONSCIENCE
LEADERS OF THE MARKET
STRONG LATAM REGIONAL STAFF
BETTER GEOGRAPHICAL COVERAGE
BEST FARE DELIVERY RATE ($3000)
DRIVERS
UBER RIDERS EARN MORE MONEY
PARTNER PROGRAM
MORE RIDERS THAN COMPETITION
MINIMUM EVALUATION RATE
PRODUCT
BETTER OFFER THAN COMPETITORS
MARKETING
MORE SOCIAL FOLLOWERS THAN COMPETITION
REGIONAL PROMOTIONS
WEAKNESSES
BUSINESS
COMPETITION SERVICE IS LEGAL
COMPETITION DOES NOT HAVE DINAMIC FARES
COMPETITION OWN VEHICLE FLEET
DRIVERS
COMPETITION HAVE IN SITIO TRAINING:
Defense drivers techniques, first respond at
accidents
COMPETITION PAY DRIVERS INSURANCE
POLICY
RIDERS CAN BE SELECTED PER EVALUATION RATE
PRODUCT
RAPPI HAS 100 RESTAURANTS IN THEIR LIST
SERVICE IS FOR FREE AFTER 35MIN
CULTURAL RESISTANCE TOWARD UBERPOOL
(BOGOTA)
MARKETING
VALUE PROPOSITION IS NOT CLEAR FOR RIDERS

6. COLOMBIAN UBER SWOT
STRENGTHS
PLATAFORM
EASY TO USE
GOOD CONTENT
CUSTOMER SERVICE
STRONG CUSTOMER SERVICE FOR RIDERS
RESULTS ORIENTED
PARTNER PROGRAM
24 HOURS PARTNER SERVICES
COMPENSATION SYSTEM
WEAKNESSES
MARKETING:
MESSAGES ARE VAGUE
SECURITY IMPROVEMENTS NOT KNOWN
FEW ADVERTISING INVESTMENT AND
MOSTLY DIGITAL.
LACK OF CONSISTENT PROMOTIONS
FEW RELEVANT TRAFFIC CONTENT
FEW FOLLOWERS IN SOCIAL MEDIA
PLATFORM
PLATFORM PRESENTED SOME DELAYS.
TIME IS NOT ACCURATE
LOCATION (GPS) IS NOT ACCURATE
PARTNER PROGRAM:
NEED A PARTNER PROGRAM

7. COLOMBIAN UBER SWOT
OPPORTUNITIES THREATS
NON EXISTENT REGULATORY
ENVIRONMENT
NEGATIVE PR COVERAGE INFLUENCES
COSTUMER BEHAVIOR
CONSTANT ATTACK FROM TAXIS AND
PUBLIC AUTHORITIES (PATIOS,
COMPARENDOS)
RECENT BUSINESS UNION CABIFY AND
EASY TAXI
NEW PLAYERS DIDI AND WAZECARPOOL
BAD TAXI SERVICES
LIMITED TRANSPORTATION SYSTEM
FEW COMPETITORS
INCREASE OF NEEDS FOR DELIVERY SERVICE
LACK OF MARKETING INVESTMENT FROM
COMPETITORS

8. COLOMBIAN MEDIA TOUCH
99,8%
54,2%
92,2%
95,9%
68,5%
87,0%
59,1%
98,6%
91,9% 88,4%
121 122
96
102 98 100
181
101
127
137
-
20
40
60
80
100
120
140
160
180
200
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
Colombia
Media Touchpoints
Penetration 18-34 ABC+ Affinity 18-34 ABC+
IN COLOMBIA ACCORDING TO MARKETING DATA INVESTMENT TV LOCAL/REGIONAL, OHH AND INTERNET CONTAIN
THE HIGHEST PENETRATION AND AFFINITY TO MILLENIALS
TARGET MILLENIALS STRATUM 3,4,5 AND 6

9. MARKETING STRATEGY
AWARENESS CONSIDERATION
VALUE PROPOSITION
PRESTIGE X PERFORMANCE
$
BRAND EQUITY
SOCIAL CONSCIENCE
MARKET PIONEERING
REVIEW FARES IN ORTHER TO
BE MORE COMPETITIVE
ENVIRONMENTAL
DIVERSE OFFER
MORE DRIVERS
GEOGRAPHICAL EXPANSION
UBER SECURITY FEATURES
PROMOTIONS
MEDIA MIX GO MASSIVE (TV, RADIO, OHH)
WORK ON THE TOP OF AUDIENCES
DIFFERENTIATORS
BETTERS
WHY UBER

10. MARKETING PLAN PILLARS
Q3FY18
LONG TERM MARKETING PLAN PER QUARTERS
AWARENESS AND CONSIDERATION
GO CORPORATE
GEO EXPANSION
GOVERNMENT
NEW DOWNLOADS AND DRIVERS
LOYALTY PROGRAMS
SHIELD STRATEGY
Q2FY18 Q4FY18
35% CABLE TV 20% OHH 25% PROGRAMATIC + DG
10% RADIO 10% BTL, PROMOTIONS, LOYALTY P
20% CABLE TV 10% OHH 50% PROGRAMATIC +
DIGITAL 20% BTL, PROMOTIONS, LOYALTY P
20% CABLE TV 10% OHH 40% PROGRAMATIC +
DIGITAL 30% BTL, PROMOTIONS, LOYALTY P
PUBLIC RELATIONS

12. TYPE OF LEADERSHIP
LEADERSHIP
VISIONARY
COACHING
PACESETTINGAFFILIATIVE
COERCIVE
DEMOCRATIC
HAVE A VISION OF THE BUSINESS
TEAM COMMITMENT
REVENUE ORIENTED
INSPIRED PEOPLE TO FOLLOW
RECOGNIZE OTHERS SKILLS
EMPOWER THEM
REACH THE VISION
HELP PEOPLE FIND THE ANSWER
SHARING THE PROBLEM
DO AS I TOLD YOU TO DO
PROMOTION HARMONY
RELYS ON COMPETENT TEAM
BASED ON LBA MODEL

13. LEADERSHIP COMPETENCES
LEADING
OTHERS
OPERATIONAL
MANAGMENT
VISION
AND
MORAL
PURPOSE
ENGAGING OTHERS
PLANNING ORGANIZING
COMMUNICATION AND
LISTENING
Communication, Trust,
Fairness, Commitment
Company Culture
Strategy
Managing Performance
Knowledge managementFinance and resources
System and processes
NEGOTIATING AND
SOLVING CONFLICTS
TEAM SPIRIT

14. OPERATING CANDANCE
MEETINGS MEETINGS DELIVERABLESOWNER AND PARTICIPANTS COMMUNICATION TOOLS
1.-REGIONAL WEEKLY
BUSINESS MEETING
REVENUE PER COUNTRY
OPERATION PROBLEMS,
COUNTRY ISSUES,
CHALLENGES, ACTIONS
O: COUNTRY MANAGER
P: ALL IMMEDIATE REPORTS,
FINANCE, LEGAL,
OPERATIONS, RETAIL,
MARKETING
PRESENTATIONS BUSINESS
CORE REVIEW.
2.-LATAM MARKETING STAFF O: LATAM MARKETING
DIRECTOR
P: HEADS OF MARKETING:
BRAZIL, MEXICO AND ACAC.
LATAM MARKETING STAFF:
STRATEGY, RRPP, DIGITAL,
RETAIL, PRODUCT, ETC
REGION STRATEGY
ALIGMENT, MARKETING
PRESENTATION, BEST
PRACTICES, PRODUCT
TRAINING AND
ALIGMENT, RRPP UPDATE
ACTIONS
PRESENTATIONS, ONLINE
TRAINING, MARKETING
SITE, BRAND BOOK,
GUIDELINES, CAMPAIGNS
PLANNING PER QUARTER

15. OPERATING CANDANCE
MEETINGS DELIVERABLESOWNER AND PARTICIPANTS COMMUNICATION TOOLS
3.- ACAC MARKETING
STAFF
O: ACAC HEAD MARKETING
P: ALL COUNTRY
MARKETING STAFF
REGION STRATEGY
ALIGNMENT, MARKETING
PRESENTATION, BEST
PRACTICES, PRODUCT
TRAINING AND
ALIGNMENT, RRPP
UPDATE ACTIONS
PRESENTATIONS, ONLINE
TRAINING, ONLINE SITE,
CAMPAIGNS. MARKETING
PLAN EXECUTION
4.-AGENCY MEETINGS O: UBER MARKETING
P: AGENCIES
BRIEFS, CAMPAIGNS,
TIMING EXCECUTION
FACE TO FACE
MEETINGS AND PHONE
MEETINGS. TIME TABLE
5.-OTHERS MEETINGS
PARTNERS, FINANCE,
LEGAL, ETC
O/P: ACCORDING TO
MEETING AS NEEDED
ACCORDING TO
MEETING AS NEEDED
INTERNAL NEWS
LETTER AND PARTNER
NEWS LETTER, EBLAST
MAIL
TRAVEL AND COUNTRY VISITS UP TO 50%. FOLLOW UP BY EMAILS

16. VISION LEADERSHIP
IF YOUR ACTIONS
INSPIRE OTHERS TO
DREAM MORE, LEARN
MORE, DO MORE, AND
BECOME MORE, YOU
ARE A LEADER
JOHN QUINCY ADAMS

18. COLOMBIAN UBER MARKET ASSUMPTIONS
Ø STRONG OPPORTUNITY TO GROW UBERPOOL WITHIN UBER X
Ø PRESENCE IN MAJOR CITIES OF COLOMBIA. NEED TO PLAN STRATEGIC GEO EXPANSION
Ø FEW COMPETITORS IN MARKET (WHEELS (UNIANDES))
Ø SOME RESISTANCE TOWARDS SHARING CULTURE (BOGOTA PEOPLE)
Ø IGNORANCE REGARDING SAFETY BENEFITS OF UBER POOL
Ø STRONG POPULATION CONCENTRATED IN 3 ECONOMIC STRATUM
Ø LIMITED BUDGET TRANSPORTATION
Ø PROUD TO HAVE POSITIVE IMPACT TOWARDS ENVIRONMENT
Ø IGNORANCE REGARDING PLATFORM FUNCTIONALITY
Ø POSITIVE SOCIAL IMPACT OVER COLOMBIAN CULTURE (DO NOT COMPLAINT, USE UBER POOL)
Ø OPPORTUNITIY TO PENETRATE BIG EVENTS (FESTIVALS, SPORTS EVENTS, CONCERTS)
Ø RUSH HOUR OPPORTUNITY
Ø BIG OPPORTUNITY IN CORPORATE COMPANIES LOCATED OUTSIDE THE CITIES
Ø FOCUSED MESSAGE AND CAMPAIGN ON DESTINATION
Ø (LOS QUE VAMOS STEREOPICNIC, LOS QUE VAMOS IBAGUE, LOS QUE VAMOS AL STADIUM)
8 OF 10 CARS IN BOGOTA ONLY CARRY ONE PERSON (https://www.elespectador.com/noticias/bogota/ocho-de-cada-10-carros-circulan-
bogota-lleva-apenas-un-articulo-648582
MAIN PROBLEM:UBER POOL OFFER IN COLOMBIA IS IRRELEVANT FOR COSTUMERS

19. MARKETING GOALS
Q3FY18
LONG TERM MARKETING PLAN PER QUARTERS
AWARENESS AND CONSIDERATION
GO CORPORATE
GEO EXPANSION
PRICE MODEL
NEW DOWNLOADS AND DRIVERS LOYALTY PROGRAMS
SHIELD STRATEGY
Q2FY18 Q4FY18
PROJECTED RIDERS GROW 15% PROJECTED RIDERS GROW 10% PROJECTED RIDERS GROW 12%
PUBLIC RELATION
WIN RETAIN MAINTANCE
% NEW USERS > % DROP OFFS

20. RIDERS SEGMENTATION
GENERAL BEHAVIOR: PEOPLE WHO HAVE LIMITED BUDGET (it's not
poverty or wealth, they have a very measured budget)
GROUP 1 UNIVERSITY STUDENTS
AGE: 17-23
GENDER: WOMEN AND MEN
STRATUM: 3,4, AND 5
GROUP 2 RECENT GRADUATED
FROM COLLEGE AND FIRST HIRES
OF COMPANIES
AGE: 23-35
GENDER: WOMEN AND MEN
STRATUM: 3,4, AND 5
GROUP 3 PEOPLE WHO LIVE
OUTSIDE THE CITY
AGES: 23-45
GENDER: WOMEN AND MEN
STRATUM: 3,4,5
$ > T X D

21. DRIVERS SEGMENTATION
GENERAL BEHAVIOR:
Ø COLOMBIAN PEOPLE WHO HAVE THEIR OWN CAR
Ø HAVE EXTRA TIME TO WORK WITHIN THE
APPLICATION.
Ø HAVE A DREAM AND NEEDED ADDITIONAL INCOMES
TO ACHIEVE THOSE DREAMS (BETTER HOUSE, BETTER
EDUCATION FOR KIDS, LUXURY (5 PAL PESO)
Ø JOBLESS
Ø AGES 25-50.
Ø GENDER MEN AND WOMEN.
Ø STRATUM 3,4,5 AND 6

22. CAMPAIGN MESSAGES
DRIVERS MESSAGES EXAMPLES FOCUSED ON
PREMISE (UBERPOOL HELPS YOU ACHIEVE YOUR DREAMS)
TRANSACTIONAL BENEFITS
SOCIAL CONSCIENCE AND ENVIRONMENTAL POSITIVE
IMPACT
RIDERS MESSAGES: EXAMPLES FOCUSED IN UBER POOL
BENEFITS
FUNCTIONABILITY AND USES
DESTINATION
SHARING AND PLANNING CULTURE
SOCIAL CONSCIENCE AND ENVIRONMENTAL POSITIVE
IMPACT

23. Awareness
Interest
Desire
Action
RIDERS
DRIVERS
- Facebook
- Instagram
- ADS
- Programatic
- prints (ADN and
Publimetro)
- Spotify
- Facebook
- Instagram
- ADS
- Programatic
- Radio
- Facebook
- Instagram - Facebook
- Instagram
- Facebook ADS
- Instagram ADS
- PROGRAMATIC ADS
- Google adwords, display and Universal
- E-mail marketing
- InApp pop-up
- BTL
- Facebook Ads
- Instagram Ads
- Programatic Ads
- Google adwords, display y Universal
- E-mail marketing
- InApp pop-up
- BTL
MEDIA PLAN BASED ON AIDA

24. New users
-App Downloads
DROP OFFS
-DIGITAL/ PROGRAMATIC
Always-On strategy
- Awareness
- Ads
- Leads generation
- Community
% NEW USERS > % DROP OFFS
- Educational campaign
- Retemption campaign
- Loyalty campaigns
- Promo codes
- In app communication
- Feedback
- “An unfortunate
farewell”
- Feedback
- Insights
- Comeback codes
- New
products/services
MARKETING PLAN
-OFF LINE
- RADIO
- OOH
- PROMOTIONS

25. DIGITAL NEW USERS/RIDERS PLAN
Medios Típo campaña Dispositivo Pais Ciudad Formato Buy type Inversión Download app Impresiones CPD CPM Inversión por día Días
Bogotá 2.000$ 5.684 6.315.789 0,35$ 0,32$ 22,22$ 90
Cali 600$ 1.705 1.894.737 0,35$ 0,32$ 6,67$ 90
Cartagena 600$ 1.705 1.894.737 0,35$ 0,32$ 6,67$ 90
Medellin 800$ 2.274 2.526.316 0,35$ 0,32$ 8,89$ 90
Bogotá 2.000$ 4.615 4.615.385 0,43$ 0,43$ 22,22$ 90
Cali 600$ 1.385 1.384.615 0,43$ 0,43$ 6,67$ 90
Cartagena 600$ 1.385 1.384.615 0,43$ 0,43$ 6,67$ 90
Medellin 800$ 1.846 1.846.154 0,43$ 0,43$ 8,89$ 90
Bogotá 750$ 750.000 1,00$ 8,33$ 90
Cali 225$ 225.000 1,00$ 2,50$ 90
Cartagena 225$ 225.000 1,00$ 2,50$ 90
Medellin 300$ 300.000 1,00$ 3,33$ 90
Bogotá 750$ 375.000 2,00$ 8,33$ 90
Cali 225$ 112.500 2,00$ 2,50$ 90
Cartagena 225$ 112.500 2,00$ 2,50$ 90
Medellin 300$ 150.000 2,00$ 3,33$ 90
Bogotá 1.500$ 300.000 5,00$ 16,67$ 90
Cali 450$ 90.000 5,00$ 5,00$ 90
Cartagena 450$ 90.000 5,00$ 5,00$ 90
Medellin 600$ 120.000 5,00$ 6,67$ 90
Bogotá 1.500$ 22.500 3.750.000 0,07$ 0,40$ 16,67$ 90
Cali 450$ 6.750 1.125.000 0,07$ 0,40$ 5,00$ 90
Cartagena 450$ 6.750 1.125.000 0,07$ 0,40$ 5,00$ 90
Medellin 600$ 9.000 1.500.000 0,07$ 0,40$ 6,67$ 90
Bogotá 1.500$ 2.893 3.214.286 0,52$ 0,47$ 16,67$ 90
Cali 450$ 868 964.286 0,52$ 0,47$ 5,00$ 90
Cartagena 450$ 868 964.286 0,52$ 0,47$ 5,00$ 90
Medellin 600$ 1.157 1.285.714 0,52$ 0,47$ 6,67$ 90
Download app FBColombia Mobile
Download app INST
CPD
CPDColombia
Display
Display
Display
CPM
CPM
CPMColombia
Colombia
Colombia
Programmatic
Contextos
Audiencias
White list
Mobile/Desktop
Mobile/Desktop
Mobile/Desktop
In app images universal CPD
Text/ Display CPM
Colombia
Colombia Mobile
Mobile/DesktopTexy/display
Download app new users Universal
Display/Adwords
Download app new users Facebook
Instagram Download app new users Mobile

26. DIGITAL UBER LOYALTY AND EDUCATION PLAN

27. MEDIA OBJECTIVES TARGET
Facebook
- Communities
- Education
- Content Reach
- Share content
- APP download
- Code redemption
- BBD
GROUPS 1,2,3 AND DRIVERS
Instagram
- Communities
- Education
- Code Redemption
- Share content
- APP download
- Reach content
GROUPS 1,2,3
Spotify
- Education
- Reach
- News spread
- Content Reach
GROUP 1
Programática
- Reach
- Additional media
- Web traffic
- Premium presence
- Retargeting
- Own DBB
GROUPS 1,2,3 AND DRIVERS
Impresos (ADN /Publimetro)
- Education
- reach
- Awareness
GROUP 1,3 AND DRIVERS
Radio
- Education
- Reach
- Activity traffic GROUP 2 AND DRIVERS
E-mail
- Open apps
- Code Redemption
- Open rate +
- Click rate +
CUSTOMERS
App notifications
- Open app
- New rides
CUSTOMERS
MEDIA PLAN REVIEW

28. UBERPOOL RADIO
RECOMMENDATION CARACOL RADIO
PERIOD: 45 DAYS (Q)
BUDGET: 11,5K
REACH AND AWARENESS
EXPERIENCE
ORGANIC CONTENT
75% PENETRATION
14,5M RADIO DAILY LISTENERS

29. OTHER ACTIONS AND RECOMMENDATIONS
UBER POOL RUSH HOUR PROMOTIONS
DRIVERS: GASOLINE BONUS OF COP $20.000 IF COMPLETE 10 UBERPOOL RIDES DAILY (WAZECARPOOL SHIELD)
RIDERS: UBERPOOL PICO Y PLACA. CELULAR PHONE TERMINAL
UBERPOOL COLOMBIA POLONIA
UBERPOOL STUDENT DISCOUNT PROGRAM POINT
REFERRAL PROMOCODE NEW POOL USERS
OTHERS RECOMMENDATIONS
GET ON THE STREET WHERE USERS AND DRIVERS COME TOGETHER

30. MEDIA INVESTMENT VS REVENUE PROJECTED
UBER POOL ASSUMPTIONS
ASSUMPTIONS Q1FY18 Q2FY18 Q3FY18 Q4FY18
UBER REVENUE $42.501.724,14 $58.652.379,31 $64.517.617,24 $72.259.731,31
UBER X 60% $25.501.034,48 $35.191.427,59 $38.710.570,34 $43.355.838,79
UBER POOL X% OF UBERX $2.550.103,45 $3.060.124,14 $3.366.136,55 $3.702.750,21
MARKETING BUDGET $56.102,28 $55.082,23 $60.590,46 $74.055,00
MEDIA BUDGET SHARE QUANTITY TIMING CITIES KPIS
RADIO 11.500 20% 45 DAYS BOGOTA, CALI, MEDELLIN AWARENESS
OHH ESCALANADA BOGOTA 15.000 27% 30 CARAS 30 DAYS BOGOTA AWARENESS
DGITAL 1 20.000 35% Q
BOGOTA, CALI, MEDELLIN,
CARTAGENA DOWNLOAD APP+ IMPRESSIONS
DIGITAL 2 10.000 18% Q
BOGOTA, CALI, MEDELLIN,
CARTAGENA IMPRESSIONS+LEADS+CLICKS
TOTAL BUDGET 56.500 100%
1 ROI 8,03

31. APPENDICES
APPENDICES

32. REVENUE /BUDGET ASUMPTION MODEL
BASED ON PUBLIC RECORD EL TIEMPO MARCH 16
REVENUE AND MARKETING BUDGET
PROJECTION 15% 10% 12%
ASSUMPTIONS Q1FY18 Q2FY18 Q3FY18 Q4FY18
DRIVERS 83.000 95.450 104.995 117.594
MEDIA RIDES 11 11 11 11
MEDIA FARE $9.000 $9.000 $9.000 $9.000
TOTAL INCOME PER DAY COP $99.000 $99.000 $99.000 $99.000
DRIVERS PER DAY $8.217.000.000 $9.449.550.000 $10.394.505.000 $11.641.845.600
DRIVERS PER MONTH $164.340.000.000 $188.991.000.000 $207.890.100.000 $232.836.912.000
DRIVERS PER Q $493.020.000.000 $566.973.000.000 $623.670.300.000 $698.510.736.000
UBER REVENUE Q (25%) (pesos) $123.255.000.000 $170.091.900.000,00 $187.101.090.000,00 $209.553.220.800,00
UBER REVENUE Q (dollars) $42.501.724,14 $58.652.379,31 $64.517.617,24 $72.259.731,31
MARKETING BUDGET Q (dollars) $850.034,48 $1.173.047,59 $1.290.352,34 $1.445.194,63
UBER DRIVERS PROVEN FACT
UBER DRIVER EARNING COP 1800000-4000000
PROOF EXERCISE COP $1.980.000
DAYS WORKED PER MONTH 20

33. COLOMBIAN ACTIONS AND RECOMMENDATIONS
MARKETING OBJECTIVES
Ø INCREASE FOLLOWERS IN SOCIAL MEDIA
Ø INCREASE AWARENESS THROUGH ADVERTISING
INVESTMENT. 55% ONLINE 45% OFF LINE.
Ø BTL ACTIONS IN ORDER TO INCREASE CONSIDERATION
AND PUSH (NEW RIDERS AND DRIVERS)
Ø INCREASE REVENUE BY DOING STRATEGIC
PROMOTIONS
Ø DEVELOP A STRONG LOYALTY PROGRAM FOR RIDERS
BRANDING
Ø BUILD MORE APPELING BRANDING PROPOSITION
(ACCODING TO YOUR REASON WHY)
Ø DEVELOP MORE DIRECT MESSAGES ACCORDING TO
VALUE PROPOSITION
Ø USES SOCIAL CONSCIENCE MESAGGES IN PR AND
ADVERTISING APPROACH
Ø DEVELOP MORE PRODUCT, SERVICE, AND RELEVANT
COUNTRY UBER CONTRIBUTION CONTENT AND
PLACED AT SOCIAL MEDIA.

34. COLOMBIAN ACTIONS AND RECOMMENDATIONS
.PUBLIC RELATION STRATEGY
Ø PR COMMUNICATION CAMPAIGN IN ORDER TO
CREATE MORE POSITIVE NEWS AND PROMOTE
SAFETY BENEFITS.
Ø ROUND PRESS CONFERENCE IN iBOGOTA, CALI,
MEDELLIN, BARRANQUILLA AND CARTAGENA
Ø DESIGN PRESS KIT, TALKING POINTS AND PRESS
RELEASE IN ORDER TO UNIFY MESAGGES
Ø WORK WITH LOCAL MILLENIALS INFLUENCERS:
JUAN PABLO JARAMILLO 4,6M FOLLOWERS
INSTAGRAM, YOUTUBE
KIKA NIETO 3,3M FOLLOWERS INSTAGRAM
CAMILA ZULUAGA 1M YOUTUBE
Ø INTERACTION WITH OPINION LEADERS
Ø PRESS KIT FOR INTERNAL AUDIENCES USING
INTRANET MESSAGES, EMAILS,

35. COLOMBIAN ACTIONS AND RECOMMENDATIONS
OTHER RECOMMENDATIONS
Ø EVALUATE DINAMIC FARES. TO ESTABLISH A
FIXED PERCENTAGE FARE FOR RUSH HOUR
Ø CONTINUE WORKING WITH GOVERNMENT
AND TRY TO ESTABLISH A RELATIONSHIP
(WORK WITH A GOVERNMENT LOBBIER)
Ø GO CORPORATE.
Ø TRY TO CREATE LOCAL/REGIONAL ALLIANCES:
FOR EXAMPLE WITH AVIANCA LIFEMILE,
DIAGEO, RESTAURANTS.
Ø DEVELOP A STRONG PARTNER PROGRAM
ACCORDING TO NUMBERS OF TRIPS AND
DEVELOP A PROPER REWARD SYSTEM
Ø INVEST IN AIRPORT, AIRLINES COMMERCIALS,
MAGAZINES.

36. MARKETS INSIGHTS (APPENDIX)
Markets Population
Internet
Penetration Social
Active
Mobile
Users
Peru 31,970,000
72% 63% 56%
Colombia 48,860,000
82% 72% 66%
Costa Rica 4,880,000
87% 66% 61%
Panama 4,020,000
70% 52% 47%
Guatemala 16,840,000
37% 37% 34%
El Salvador 6,160,000
55% 55% 52%
Dominican
Republic 10,710,000
57% 48% 82%
Puerto Rico 3,680,000
83% 60% 54%
Trinidad 1,370,000
69% 56% 50%
COLOMBIA POSSESSES THE HIGHEST
PENETRATION AND SOCIAL PENETRATION IN
THE REGION.

37. COLOMBIA OFF LINE ADVERTISING METRICS
IN COLOMBIA ACCORDING TO MARKETING DATA INVESTMENT TV LOCAL/REGIONAL AND OHH POSSESS
THE HIGHEST PENETRATION TO MILLENIALS

38. WE COMBINE THE TOP TIERS NETWORKS TO HAVE A HIGH REACH AND AFFINITY WITHIN MILLENNIALS
UBER CABLE TV PROPOSAL
Source IBOPE MC09
COLOMBIA Aff Rat%
Fox 185.57 0.29
TNT 162.72 0.19
Warner 275.17 0.16
Discovery Channel 135.23 0.10
MTV 232.38 0.06
E! Entertainment 291.2 0.03
0
50
100
150
200
250
300
350
0
0,05
0,1
0,15
0,2
0,25
0,3
0,35
Fox TNT Warner Discovery Channel MTV E! Entertainment
Affinity
COLOMBIA
Rat% Aff
Budget Proposal USD$ 280K
Channel Weeks
Weekly
Units
Total
Fox 10 16 160
TNT 10 15 150
Warner 10 14 140
E 10 12 120
MTV 10 13 130
Discovery 10 15 150
850 spots
55% reach/
5 Frequency