Uber is a transportation network company founded in 2009 that operates in over 630 cities worldwide. The document discusses Uber's marketing planning process which involves market research, production and sales planning, opportunities analysis, and technical development research. It then provides details on Uber's history, competitors, organizational structure, objectives to achieve worldwide domination, and marketing strategies involving target marketing, product positioning, and a SWOT analysis. The marketing mix discusses pricing consistency, distribution expansion, and a referral promotion. Finally, action programs are outlined for 2015 involving kiosk launches, social media campaigns, app store promotions, and new customer offers.

1. Tanibhra Datta(199)
Satyam Singh(168)

2. Marketing Planning
 Marketing planning is todays design for tomorrow’s
action & outline of steps to be taken for
accomplishment of overall marketing objectives
Marketing
Research
Production &
Sales
Opportunities
Technical
research &
Developme
nt
Production
Planning
Marketing
Plan
Production Programming ,
Advertisement & Promotion
Planning
Sales & Distribution
Planning
Financial Planning
Manpower Planning

3. UBER
 Formerly called- UberCab (2009–2011)
 Type-Privately held company
 Industry-Transportation Delivery (commerce)
 Founded-March 2009; 8 years ago
 Founders-Travis Kalanick, Garrett Camp
 Headquarters-San Francisco, California
 Area served-Worldwide, 633 cities[
 Key people-Travis Kalanick(CEO, 2011-2017),Ryan Graves(VP, Global Operations)
 Products-Mobile app,website
 Services-Technology Company ,Vehicle for hire,Delivery(commerce)
 Revenue -US$ 6.5B (2016)
 Net income- US$ -2.8B (2016)
 Number of employees-More than 12,000
 Divisions-UberEATS, Otto (company)
 Website-www.uber.com

4. Background
 In 2009, Uber launched into the century-old taxi
industry and transformed the way consumers viewed
private transportation
 By launching the mobile app in 2010, Uber was the
catalyst for using technology to change the taxi
industry
 Over the last six years, Uber’s substantial growth has
led it to reach a total value of $41 billion.

5. Competitor-

6. Organizational
Structure

7. Objectives
 1: Create the world's biggest taxi network, connecting
riders with safe, reliable, convenient transportation
providers at a variety of price-points in cities around
the world. (Complete)
 2: Create the world's biggest P2P logistics platform,
allowing anyone to either request or provide physical
delivery of a myriad of goods & services (In-progress)

8. Contd….
 3: Shift from 100% human-driven logistics to 100%
machine-driven logistics. Profit immensely. (This
phase will be the most difficult)
 4: World domination.

9. Marketing Strategy
Marketing
Strategy
Target
Marketing
Strategy
Marketing
Mix
Strategy
Competitive
Marketing
Strategy
S.T.P Market leadership
Strategy,Market Challengers
Strategy,Niche Marketing
Strategy,Push,Pull Strategy,
U.S.P & U.B.S

10. Target Marketing
Market
Segmen
tation
Market
Targeting
Product
Positioni
ng
Marketing Mix
Decisions
Implementation
Feedback
Market
response
Market
segmentation Success
Failu
re

11. Demographic Geographic
Age
Income
Occupation
Urban
Rural
Market Segmentation
Socio-
Cultural

12. Target Market
 Differentiating targeting strategy is used by Uber
 If we want to define the type of differentiation used by
Uber, then we can use the terminology “Cost based
differentiation”.
 Because of the very structure of Uber as a company,
there is a huge pricing advantage to the end customer
when they compare Uber taxis vs Publicly available
modes of transport.

13. Positioning
 Evolving the way the world moves
 Making cities more accessible
 Bringing people and their cities closer

14. S.W.O.T Analysis-
 STRENGTHS
Technological Advantage
Affordable transportation options
 WEAKNESSES
Lack of relationship with drivers
OPPORTUNITIES
Ability to expand to new cities and countries
Low gas prices
High employment rates
 THREATS
Copycat competitors
Federal regulations

15. Product

16. PRICING-
 CONSISTENCY
– Surge pricing is a highly debated topic amongst Uber’s
customers.
– In order to keep customers coming back and maintain
customers' level of satisfaction, Uber will do away with
their surge pricing tactics and maintain a consistent rate of
transportation based on location.
– Updates to the app will give the user an exact price before
confirming the transaction.
– Price, as always, will vary based on location due to
different gas prices, trip mileage, and the quantity of
drivers in any given area, but overall, rates will remain fairly
consistent.

18. DISTRIBUTION STRATEGY-
– Uber will expand its operation in large cities,
coinciding with the objectives for the next two years.
– Having more Uber drivers will decrease wait times and
be even more efficient for meeting customer needs.
– Uber will expand the app’s reach to other platforms,
including Windows and Android systems.
– These strategies overall will reach a larger number of
consumers, as well as increase efficiency and ease of use
of the entire Uber system.

19. Promotion-
 Social media advertising, special promotions and word
of mouth will make up the majority of Uber’s
marketing communication strategy.
– Ads strategically placed on Netflix, Hulu, Spotify,
Pandora, and YouTube will also increase awareness to
the users from the Millenial generation.

20. Marketing communication strategy
 SOCIAL MEDIA
– Through outlets such as Facebook, Instagram, and
Twitter, Uber will reach consumers that are tech savvy
with efficient advertising techniques.
– Instagram, for example, will feature eye-catching
photography that will link viewers to the app, and
Twitter will promote through Tweets about limited
time promotions photos, and general information.

21.  APP STORE ADVERTISING
– Uber will specifically promote their app throughout
Apple’s App store and Google Play. Various banner ads
and in-app advertisements will help gain awareness
among the target audience.

22.  REFER A FRIEND CAMPAIGN
– This will be another tactic that encourages first time
users to utilize the app in order to redeem their one
free ride, and also pass one on to a friend.
– The first step in creating brand loyalty amongst
consumers is to get them to try a product. Providing a
free first ride will help Uber achieve this.

23. MARKET RESEARCH-
– Certain aspects of the marketing strategy will require
market research
– Uber will closely monitor its many social media handles,
and gauge popularity based on views, comments, likes, re-
tweets, and favorites.
– With the refer a friend promotional piece, first time users
will gain a free ride and give a free ride to a friend. With this,
Uber will be looking for quantitative data based on how
many new customers are introduced based on the
promotion, and how many users create accounts.
– It’s important to determine how many people signed up
only to take advantage of the free ride, and how many people
went on to use Uber for future means of transportation.

24. ACTION PROGRAMS

JANUARY 2015 - JUNE 2015
ACTION PROGRAMS
JANUARY-
Uber will partner with a supply company to start production of the Uber Kiosks
for the selected cities.
FEBRUARY-
Uber will launch a new social media campaign to increase brand awareness and
also provide teaser information about the new kiosks. Other areas that will
introduce the new campaign include Hulu, Netflix, Pandora, Spotify, and
YouTube.
MARCH-
On the date of availability, Uber will unveil the new kiosks and Refer a Friend
program for the app. To start, kiosks will be launched in Los Angeles, New York
City, Chicago, Houston, and Philadelphia.

25.  APRIL-
Uber will continue with another social media campaign to drive
customer traffic by highlighting the Uber Kiosks and Refer a
Friend program.
MAY-
Uber will heavily promote their app in the App Store and Google
Play with various banner ads and in-app advertisements. As Uber
will be drawing in more traffic through social media at this
point, Uber will have a more active presence on all social media
platforms to maintain good PR.
JUNE
Once Uber reaches a goal of 5,000 redeemed Refer a Friend
coupons, they will introduce a new offer of buy one ride, get
another ride of the same mileage half off. This will begin to
increase customer satisfaction.

26.  DRIVER SATISFACTION + CUSTOMER
SATISFACTION = SUCCESS

27. THANK YOU