Marketing Assignment for MKTG1203 at the University of Western Australia. We are looking at Ubers marketing strategies towards women, was to improve them

1. BROOKE REYNOLDS | BENJAMIN TOMS | TANIS RAE | JACOB PAPADIMITRIOU

5. Consumer
Behaviour Women Safety

6. The problem
How Many People use Uber?
● 8 Million and counting
Why do consumers LOVE Uber?
● Empowers the user
● The competition against Taxis creates better service
● It's safe, reliable and innovative
Why Women Safety is a Prerogative
● Consumers will want to make Uber their first line of travel
● It's a global issue that needs to be addressed
● We need to give women a platform

7. The solution
Ensure Women's Safety:
Fund it
Innovate It
Empower It
● Uber had contracted a deal with UN
Women was to hire over 1 Million
Women by 2020, it failed as it was to
ambitious - Uber needs build more of a
female friendly image
● Uber can collaborate with major
campaigns to assist in supporting
victims of violence and rape, to build a
rapport with consumers
- The White Ribbon “Break the Silence”
- One Girl Campaign
● Uber can look at themselves for
development
- More female drivers
- Create resources for the driver
- On-going mentorship program

8. How it works
Step 1
Ensure a sense of safety
with Uber
● Safety is a major building
block to consumer
motives.
● People are motivated for
protection of their physical
well being.
Step 2
Initiatives
● Uber's new initiatives will increase
consumer demographics.
- Parents, young women and minority
groups.
● Women will feel more at ease to
become drivers
- This will give the industry more equality
- Make women consumers feel more
comfortable
- Flexible hours to raise a family
Step 3
The Derivative
● Have a wide variety of
consumers select uber for
its innovation against
violence.
● Have the social media
platform successfully build
the campaign for Women
Safety
● Have more women driving
for Uber.

9. Segmentation,
Targeting and
Positioning
Gender
segmentation

10. Just 14% of
drivers are
Women
The speed and ease of use,rating
features and cashless transactions
have contributed to the success in
reaching women

13. Digital
Marketing
Social Media
Support

14. The problem
Uber are not responding
to community concerns
and complaints on
women’s safety on social
media platforms.

16. The solution
A social media support service.
Concerns on women's
safety and private reports
on assaults can be
addressed on Facebook
and Twitter. A private
message support service
can be utilised to deal with
high sensitivity issues.

17. The problem
Uber are not participating
in pro-women activities
nor aligning themselves
with supporting
organisations.

18. The solution
#zontadrive
Alignment with the women’
s aid organisation Zonta
International will boost
Uber's public image whilst
giving back to the local
communities.

19. How it works
Step 1
Zonta Challenge
The public are asked to
fill a shoebox of old or
new items that may be a
necessity for
underprivileged women.
Step 2
Uber Drive
Uber facilitates a
collection drive for all the
boxes to be donated to
the local Zonta
organisation.
Step 3
Promo codes
Upon pick up, the donor
received a promo code
offering discounted or
free ride.

20. Social Media
Content
Illustration
Explanation
&

21. $10M

25. Questions?
Queries?
Other
issues?