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Uber Marketing Plan Presentation

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Albert Maung

on 1 March 2017

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Transcript of Uber Marketing Plan Presentation

SUMMARY
Since 2009, Uber has disrupted the traditional taxi industry and become a network orchestrator connecting drivers and riders

Through network effect, Uber’s sustantial growth has put Uber to a valuation of nearly $70 billion

Uber is now active in 581 cities, 81 countries and Yangon is one of the latest launch cities
Yangon suffers from heavy congestion and there are x6 more taxis in Yangon than in New York

Uber team to hustle through launch challenges such as brand education, competition, payment systems and prepping contents

Launch strategy involves acquiring both drivers and riders on a zig-zag approach

SUMMARY
Early adopters who are tech-savvy and smartphone users should be the rider segment to first target at

Distribution channels for marketing always need to have synergies between online and offline for maximum effectiveness

Overall, core concept of marketing is scalability and localization is key element in product development

LTV (Life-Time Value) of customers is a more accurate ROI than cost per acquisition to calculate marketing efficiency

Partnership channels should be leveraged upon to reinforce on drivers & riders acquisition strategies and to provide overall better use experience.

Driver’s satisfaction + Customer’s satisfaction = Uber Success!
.

Strengths
Technological Advantage

Affordable Transport Option

USPs ( Safe, Reliable, Convenient)
Market Share

Later Entry

Opportunities
Ability to Decongest Yangon's Traffic

Low Gas Prices

Help Drivers earn more money
Threats
Entry of Uber's global competitors

Direct Taxi Competition

Government Policies

Employment Rate
S.W.O.T
Since the democratic reformation, new import policies has allowed better car accessibility to public and consequently resulted in heavy traffic congestion which are now compared to the likes of Bangkok.

Yangon's Traffic Landscape
Other Factors towards Congestion:
Taxi Overcrowding

Lack of proper upgrading of road systems

Absence of MRT and non-adequate parking spaces

Undisciplined driving behavior

Environment (Pollution)

Subsequent Health Problems (Stress, Pollution)

Subsequent Costs (HR, Fuel, Hospital fees...)
Negative Impacts on:
Solutions:
New infrastructures such as 7 fly-over bridges has done little to ease congestion problems

Government implemented YBS system in January 2017 to streamline and reduce bus-route overlaps

Government looks to Uber the possibity to help towards taxi decongestion.


Taxis constitutes to 20% of total licensed vehicles within Yangon

There are six times more taxis in Yangon than New York

Payment methods are only accepted in cash

Unsystematic fare calculations

Taxi drivers cruise to get riders

Not Safe

Inconsistent vehicle and service qualities

Inconvenience

Yangon Taxi Landscape
AGENDA
SUMMARY
[1] Taxi Car Quality

[2] Concept & Brand Education

[3] Competition (Direct & In-Direct)

Direct Competitors include: Oway, HelloCab, Ho-Ho Taxi

Taxi Saturation would be direct competition to Uber

Solutions

Indirect competitors – no direct impact

Challenges during Launch
[4] Payment
Seamless payment system is central to Uber’s identity of convenience
Myanmar is cash-based society
Cash adds complexity
Case Study - Hyderaband
Solution - Fintech

[5] Prepping Content for International formats
Geospatial problems – Google map not too accurate in some places
No proper postal code system
Font Dilemma (Zawgyi versus Unicode)
Solution(s)

Challenges during Launch
YANGON'S TRAFFIC & TAXI LANDSCAPE

CHALLENGES
OBJECTIVES
STRATEGY TO LAUNCH
DEFINING TARGET RIDER SEGMENT
DEFINING MARKETING MESSAGE
CHANNELS TO ADVERTISE THE MESSAGE
PROCESS TO TRACK CHANNEL PERFORMANCE
PARTNERSHIPS
Brand Positioning – Define DNA of Uber Brand in Yangon

Educate drivers/rider on Uber Brand

Establish key partnerships

Aggressive market share capture

Make Uber the most talked about brand in the city!

Objectives: Marketing Objectives
Uber is a platform product

How is it different from traditional Product?

Important to onboard drivers and riders at the same time

Launch Strategy:
[1] Bring in marquee users on either side:
[2] Zig Zag simultaneous:
The key is to subsidize the side that is more price-sensitive (in this case, riders)
Spur network growth to the other side (drivers)


Launch strategy for Uber
Geographic density is the new network effect

Important for network growth of Uber 

Network effects driven by:
 
[1] Pick-Up Times

[2] Coverage Density

[3] Utilization 

Launch strategy for Uber
In order to spur network growth, driver and rider acquisitions are imperative

Driver’s acquisition:
 
Do a research/survey of where drivers are mostly concentrated at online/offline.

Pitch them on-site or alternatively, collective meeting

Brand Ambassador scheme (for eg. around partner gas stations)

Encourage them to try out Uber through initial assurances such as minimum hourly pay.

Once there is enough supply to meet demand, Uber could switch back to commission-basis structure (i.e., 80/20 split)

Launch strategy for Uber
Riders Acquisition:

Scalability
: Uber’s core marketing strategy should be based on the concept of scalability whereby Uber will be positioned as a better overall experience for the customer.

Scalability can be focused through:
[1] Continuous product development
[2] Subsequent Word of Mouth (WOM marketing)

Overall marketing strategy would have an outline as referred below:





There are two marketing challenges that Uber has in acquiring new riders during launch phase:
[1] Convincing people to try Uber (onboarding)
[2] Encourage them to tell their friends (referral)

Launch strategy for Uber
There will be two phases of Uber’s growth:

[1] GROWTH DURING LAUNCH

Launch target segment which would need to be the easiest and cost-efficient target to start using Uber.

Referring to the Fig.1, Uber’s growth during launch period needs to be targeted at early adopters

2) SUSTAINED GROWTH

For the later phase of the growth past chasm (Fig.1), strategies such as more dynamic pricing strategy should be deployed i.e, offering additional differentiated services such as (UberBlack, UberSUV, UberPool).

Launch strategy for Uber

Why Early Adopters?
Segment of population that is the most receptive and cost-efficient.


Who are the Early Adopters?

Tech-Savvy Users

Smartphone Users

Users who Value Time

Users with limited disposable income


Growth During Launch _ Early Adopters
Since Uber concept is user friendly, the usual little percentage of early adopter’s market share in technology adoptation curve would necessarily not apply.


To define the market share of early adopters in this market, a short pilot-run survey on taxi drivers was done around different concentrated areas of Yangon.

A - Bogyoke Market (Retail)

B – Hledan (Retail)

C – Sanchaung (Residential)

D – Tamwe (Residential)


Proof of Concept
A sample of 10 different taxi drivers from each different location was asked the following:

What is the medium age of your riders?
How many of riders out of 10 would have a smartphone?
Do they use phones during the ride?
Do they bargain for taxi fare?

The survey results (Table 1) is a proof of concept that Yangon already has a very high percentage of early adopters within riders’ community.

70% of riders use phone during the trip and the young average age range of 20-30 indicates general trend of tech-savvy users.
92% of riders own smartphones and this indicates good target for the campaign
75% of those passengers bargain for taxi fare and this indicates the price sensitivity

Proof of Concept
Table 1: Survey Results
OBJECTIVE OF THE MESSAGE

The message overall aims to convey to the target audience on main advantages that Uber has over other transport options.

The main advantages are on convenience, reliability, safety and less cost.

“One tap away into effortless way around..”
focuses on how the app can make the user’s life much more convenient contrary to traditional means of public/taxi.

The middle phrase
"save and low cost"

aims to highlights the advantages of Uber app that early adopters would buy into. Note that
“cheaper”
was not used to avoid general associations with poor quality and
“safe and low cost”
highlights appealing benefits.

Last message ends with
“anytime and anywhere”

message emphasizes on not only Uber’s reliability but again, convenience.

ONE-LINE MARKETING MESSAGE (For Launch)
SEASONAL

While considering for marketing message during launch, other factors such as seasonal days/local trends should be curated in to give a more customized touch that will connect better with the audience.







OBJECTIVE OF THE MESSAGE

The message overall aims to convey to the target audience on main advantages that Uber has over other transport options. The main advantages are reflected in the message to translate into convenience, reliability, safety and less cost.

ONE-LINE MARKETING MESSAGE (For Launch)
CHANNELS TO ADVERTISE THE MESSAGE


Communication channels could be categorized into ATL and BTL marketing.
Most channels nowadays would involve synergies between offline and online communications or vice versa.

DIGITAL LANDSCAPE OF MYANMAR

Before marketing communications are selected, we need to first understand the landscape of digital marketing industry in Myanmar.
Facebook is “Myanmar’s Internet” (11 million active Facebook Users)
Viber is the most predominant messenger platform (67% of total mobile subscriptions)
Google hasn’t entered Myanmar yet
Myanmar font is predominant but industry still struggling with font encoding issue
Subsequent Difficult Keyword targeting

For this reason, popular keyword targeting techniques such as SEM and SEO becomes irrelevant to target mass audience in Myanmar.

CHANNELS TO ADVERTISE THE MESSAGE
“Call-to-action” messages should be included specifically for metrics calculations and conversions (for eg. “Download Uber now and first ride’s on us!”)

ATL marketing for maximum reach and BTL based on referral marketing can be emphasized for scalability
The communication channels to target are:

[1] Press Release/Influencer Channels (ATL Marketing)

Leveraging on city influencers (eg. Rider Zero or OfficeHeroes campaign)
Medias such as newsletter or TV, normally have the trend of providing free coverage for content value on famous global brands such as Uber.

[2] Social Media (ATL Marketing)

Since Facebook is “Myanmar’s Internet”, this will be the primary platform
Display ads, content marketing (articles and video)
Instagram would be the secondary platform.

CHANNELS TO ADVERTISE THE MESAGE
[3] App Store Advertising (ATL Marketing)

Sampling from Duwun Media, Myanmar’s biggest online media, 86% of visitors use Android OS over 14% iOS (Fig.2)
Primary focus should be on Google Play however it should be noted, iOS users are normally ones with higher disposable income and might be more familiar with Uber Brand (more research needed)
Visual banner ads and in-app advertisements with the message will help gain awareness and conversions from the target audience

[4] Millennial Media (ATL Marketing)

Media websites and radio channels with high proportion of millennials should be targeted (Fig.3)
Display ads, video content, and voice ads will be pushed out towards millenials

[5] BTL Marketing

BTL marketing such as Uber Kiosks with the advertising message highlighted will be situated in heavily populated areas of Yangon.

CHANNELS TO ADVERTISE THE MESAGE
Creative Guerilla or Grassroot marketing efforts to push WOM marketing and virality. Here, online will be heavily leveraged upon.

Opportunities for more personal connection through the brand.

[1]
#UberThingyan
(Target Festive)
The message will be simple – Uber = Comfort


[2]
#UberSing
(Target Hobbies)
Message will be simple Uber = Cool, Trendy, Exciting


[3]
#UberThanakha
(Target Culture)
Message will be simple Uber = Not just a brand, but friend.


[4] Campaigns will be effectively localized and based upon hobbies, seasonal festivals, trend and culture.

CHANNELS TO ADVERTISE THE MESAGE
CHANNELS TIMELINE

A strategic timeline needs to be implemented for maximum effective synergies between the channels.


CHANNELS TO ADVERTISE THE MESAGE (online)
Metrics to track ad performance will very much depend on the marketing objectives during the launch and this will be based on:

[1] Public Awareness
[2] Brand’s perception
[3] Sign-up
[4] Thus, conversion

Each channel would be employed different traceable links
Overall, Return-on-investment (ROI) is the key metric to be identified from each channel.




PROCESS TO TRACK AD PERFORMANCE
[1] Social Media Campaign and Millennial-friendly media – Metrics to be measure performance includes:





PROCESS TO TRACK AD PERFORMANCE
Content Marketing
Reach
Engagements (eg. Likes, comments, shares)
Post Link Clicks
Cost Per Clicks
Display Marketing
Impressions/Eyeballs
Clicks
Click-Through Rates (% of Number of Clicks/Number of Impressions)
Cost per Click
[2] App-Store Campaign – Metrics to be used includes:
Number of downloads
App ranking (App visibility)
Cost/Visits


[3] BTL Marketing– Metrics to be used includes:
Number of pamphlets distributed
Number of visits to App Download Page
IMPORTANT NOTE:

Cost Per Acquisition is only half of the equation. The value the acquired customer brings to revenue is also important.

For long-term, customer lifetime value (CLV) from each channel is essential.

For this, metrics from within the app such as:

[1] Individual Customer’s Overall Spend

[2] Number of Months since Rider joined

[3] Overall revenue from customer

[4] Average Revenue Per Rider per month

[5] Thus 12-month or 24-month CLV

PROCESS TO TRACK AD PERFORMANCE (Long term approach)
IMPORTANT NOTE:

Knowing CLV is not only important for tracking the marketing efficiency, but also to predict marketing budget for next year's revenue forecast

Here, approximate marketing spend can be extrapolated from the CLV projection and thus, get to the anticipated acquisition of new customers to meet the projected profit!

Through CLV and A/B testing, we can use these data to fine-tune the acquisition strategies through these channels.

CLVs can be calculated from historical (average revenue per user) or predictive (moving average, regression).

Moving average or regression over short periods hide seasonality, thus more advanced statistical methods such as Bayesian inference or Pareto can be used

PROCESS TO TRACK AD PERFORMANCE (Long term approach)


A/B Testing would need to be implemented throughout the whole phase of each marketing channel to constantly tweak and optimize performance of different metrics of each channel and overall, improved ROI from each channel.

In addition, on managing all the channels, qualitative assessment should be also taken on each channel to manage the brand’s reputation as well as customer’s satisfaction.

For example, close monitoring through social media monitoring tools such as “Mention” can be used to visualize online presence and monitor’s overall public’s perception towards Uber Brand and respond to negative views as PR effort.

Brand Localization is very important as it allows Uber brand to become friends of the customers and for doing this, the city’s latest cultural/seasonal trends and culture should always synergize well with the marketing activities of Uber Brand.

Overall, Uber’s core equation to success should be based on scalable WOM and this can only be done through product development curated for customers’ needs. This will at the end translate to customer’s satisfaction!


NOTE:
[1] Partnerships should be look into channels which has the most reach and efficient conversion across Yangon population

[2] Rider Acquisition:

Telco Partnership

Mobile penetration at 70%, 80% own smartphone
Mobile Data is still expensive
Challenge for Uber as drivers/riders wont be willing to keep data switched on
Solution: free mobile data for running Uber App!
How Can I help?

Airlines and Hotels Partnership

6 million influx of tourists last year
Yangon airport biggest of the two international airport is the hub for all visitors to Myanmar
Uber option in the booking websites

PARTNERSHIPS:
Shopping Mall/ Restaurants/Cinemas
Shoppers get Uber Credit on certain spend, or vice versa

Partnerships with Big Corporations
With the need for hundreds of employees to travel around city the whole day. Good Packages – partnership rates.

Hospitals
Yangon is central hub for hospital service too, influx of people from outside of Yangon
Not familiar with unstructured public system

[3] Driver Acquisition
“Car-Gate Owner” partnerships
Car-Dealer partnerships
Brand-Ambassador at Gas Stations Partnerships

[4] Payment Partnerships

PARTNERSHIPS:
“One tap away from an effortless ride –
safe and low cost – anytime, anywhere”

Fig 2. Duwun Media’s OS Split (Public Data)

Fig 3. Duwun Media’s Demographic Split (Public Data)

Thank You!!
“Running late for your Valentine’s date?
Want to save more money for one more rose?
Want to get around the city together safely?
All of these just one magical tap away.
Download Uber app now!”
[Greetings!]
Launch Strategy for Uber: S.W.O.T. Analysis
ABOUT PRESENTER
AGENDA
SUMMARY
YANGON'S TRAFFIC & TAXI LANDSCAPE

CHALLENGES
OBJECTIVES
STRATEGY TO LAUNCH
DEFINING TARGET RIDER SEGMENT
DEFINING MARKETING MESSAGE
CHANNELS TO ADVERTISE THE MESSAGE
PROCESS TO TRACK CHANNEL PERFORMANCE
PARTNERSHIPS
ABOUT PRESENTER
LOCALISATION - MOOD BOARD
All channels should have these metrics in the end
a. Total Number of Downloads
b. Cost Per Download
c. Cost of Campaign/Number of Downloads
d. Cost of Campaign/Number of Signups
Localisation is very important for Uber to be more than a brand but a friend to Yangonese.

Mood Board for Yangon

Piece together architecture, culture, art,and unique elements of Yangon

Set of colours specific to Yangon

Country-specific colour and pattern-palettes

1. Traditional Pattern
2. Inle Lake
3. Golden Rock
4. Specified Colour Palette
5. Bagan

1
2
3
5
4
Fig. Mood board for India
SOURCES
http://www.globalnewlightofmyanmar.com/the-root-cause-of-the-traffic-jams-in-yangon/
http://www.myanmar-now.org/news/i/?id=40782013-250a-4de7-b71d-f504c03b312e
http://www.mmtimes.com/index.php/business/24560-new-day-dawns-for-yangon-bus-system.html
https://consult-myanmar.com/2017/01/31/yangon-government-looks-to-uber-as-it-sets-sights-on-taxi-system/
http://wearesocial.com/uk/special-reports/digital-in-apac-2016
http://www.myanmar-now.org/news/i/?id=76533956-157a-441a-9c94-7f9184e89df1

#YANGON
TRAFFIC
LANDSC
-APE
Weakness
Fig. Adoption curve
Full transcript