Uber's Marketing 4h684t

UBER 1

UBER-The company  Online transportation network company  Founded by Travis Kalanick and Garrett Camp  Headquartered in San Francisco  6700 employees

 Estimated worth $62.5 billion

Story of UBER  2009: Built a prototype named UberCab  Jul,2010: Went live in San Francisco via Iphone App  Oct,2010: Changed name to Uber  Dec,2010: Android app released  Aug,2016: Expanded to 66 countries and 508 cities worldwide

There’s a ride at every price  Economy Rides  Rides  Accessibility Rides  Carpool Rides

Why it works  Tap the app, get a ride  Ready anywhere, anytime  Low-cost to luxury  We rate, they listen  No Cash, No Tip, No Hassle

Promotion on Wheels

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Uber’s customer base

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Uber’s Targeting Strategies

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Uber’s Promotions

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Word of Mouth Publicity

Campaigns  Uber Ice-cream trucks

 Uber Kittens  Uber and Spotify  Celebrities love Uber  Get Hitched with Uber  Uber the Santa 8

Customer Services  Mobile App

 Safety  Customer helpdesk

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Revenue Model  Uber’s cabs for all  Uber’s Surge Pricing  Uber’s Other Rides  Methods of Payment

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Current Scenario

 Increasing Operating costs  Increasing unutilized investments

 Road ahead: Monetization of investments 11

Businesses  UBERCentral  UberRUSH  UberEATS  UBERPool  Uber for business  UberBoats  UberAUTO  UberChopper 12

Partnerships  Hilton - HHonors integration  Snapdeal  Paypal, payTM, Visa, Capital One  Relatient  Pandora  National Center for Missing & Exploited Children – Amber Alerts

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Going Global  6 continents, 66 countries, 508 cities  1 city per day launch  pre-planning - defining geographic expansion strategy  content - marketing, communication and design  operations

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Going Global  Localized strategies • • • • • • •

Internationalization payment systems international formats deg for flexibility Language Visuals Safety Issues

 UberChina 15

UBER Advanced Technologies Center  Global Mapping project  Driverless Cars  UberPITCH  StartupBus

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Competition

“Chalo Niklo”

Strategies adopted : Focus on customers :  Customer acquisition through launching low cost rides  Customer retention through cashback on Ola Money  Dedicated 24*7 customer Focus on drivers :  Incentives for drivers  Loan approvals within 30 minutes

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Competition Strong Media Presence :  Strategic Partnership with MakeMyTrip  Advertising Partnership with TVF Social Responsibility :  Ola Boats during Chennai Floods  Free cab service in case of disaster  Noteworthy gestures towards customers

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Competition Comparative Analysis of services : UBER vs OLA Services

Uber

Ola

Economical car

Uber Go ,Uber X

Ola Micro, Mini Share

Carpool

Uber POOL

Ola Mini Share

Luxury

Uber Black , Uber Black

Prime Sedan, Prime SUV

Rentals

No

Yes

Outstations

No

Yes

Advanced Booking

No

Yes

Cancellation Fee

Yes

No

Airport charges

No

Yes 19

Competition Comparative Analysis : Uber vs Lyft        

“A Ride whenever you need one “

Brand Value Culture Hiring Market Share Driver Customer Reputation rating Surge Pricing and mobile apps

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Competition      

Flexible plans Variety of vehicles Dedicated parking spots Traditional Car Ownership Approach Zero maintenance and insurance cost Extended services in Spain , Canada,

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Trouble with Competitors • Fight for market share

• Heavy losses in China and emerging markets • Legal Battle  Uber vs. Ola  Uber vs. Lyft

In US

Issues with Partner’s Misclassification Lawsuit in US

Issues with other cabs/meter taxi

Surge Pricing  Delhi government imposed ban on Uber for Surge pricing  Up to 10X prices charged by Uber during festive season in countries like US, Europe  Uber granted verification Surge Pricing Verification

The Road Ahead  New Services to meet demand of everyone

 Alternate monetization models  Moving towards a model that doesn’t depend on discounts

References  http://www.ft.com/cms/s/0/e0dfa45e-5522-11e6-befd2fc0c26b3c60.html#axzz4HNEOSJbj  https://uber.com/  https://www.washingtonpost.com/news/drgridlock/wp/2015/06/04/uber-turns-5-reaches-1-million-drivers-and300-cities-worldwide-now-what/  https://techcrunch.com/gallery/a-brief-history-of-uber/#  http://bruegel.org/2016/02/uber-and-the-economic-impact-ofsharing-economy-platforms/ 27

Thank you

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