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mary easley

on 4 December 2012

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Transcript of UberMarketingPlanPresentation

Executive Summary & Objectives Customer Research&
Marketing Plan Design Implementation of Marketing Mix Background &
Current Marketing
Situation The Product Promotion:
-Advertising - Witty, Relatable Campaign
- Channels:
- Muni buses & rest stops
-Local restaurants & bars

-Goal: ACTUALLY reach a potential target customer- (Get a laugh!) Uber's
Marketing Plan Who is Uber?

- Level of Service: High-end, luxury

-Industry: Transportation

-Type of Business: Service Behavioral/Lifestyle Segmentation:
-Tech Savy
-Travels Frequently/ "On The Go"
-Lives or works in a highly trafficked area (city)
-Enjoys luxury
-Efficiency is a high priority
-"The Urban Traveler" Overview of Target Market: By: Mary Easley,
Kelsey Browne & Trung Tran

Honors Marketing Management
Prof. Millar
Fall 2012 Resources Executive Summary: Current Marketing
Situation for Uber: -No single, specific marketing plan seems to currently be in place

-Customer relationship development through social media (40%), events (20%), & customer-driver relationships/experiences (40%)

-Not a start up, but a developing/ semi-developed business

-To successfully increase market share, Uber has to show the added value they can bring to their potential target market. S.W.O.T Analysis Market Targeting Strategy: -Local & Individual Strategies
i.e. offer discounts to those in a specific area -"Uber Happy Hour Fares During Non-Rush Hour Traffic in SF"

-Allows Uber to better connect with their target market
-Position themselves around creating an experience of exceptional hospitality . Positioning Statement: Place

i.e. Personalized emails to employees (Google, Twitter, Wells Fargo, Charles Schwab, Merril Lynch)

-Sales Promotion on commuting fares in personalized emails

-Purpose: High potential to reach a large, captive group of target market Promotion
-Direct Marketing Pricing With this marketing plan, Uber plans to:

- increase membership by 25% and
- increase revenue by 10%, by the end of 2013.

Ultimately, Uber is striving to reach a target market, that has the potential to produce a great amount of profitable, lasting customer relationships. Thank You For Listening! ...Questions? To our busy, modern, urban consumers who need to travel frequently and relish the most comfortable experience of travelling, Uber Cab is a on-the-go travelling solution that provides you a convenient, reliable, and exclusive way of staying on top of all your tasks while still enjoying the taste of a luxurious lifestyle. Positioning Statement:

To our busy, modern, urban consumers who need to travel frequently and relish the most comfortable experience of traveling, Uber is an on-the-go traveling solution that provides a convenient, reliable and exclusive way help you stay on top of all your tasks while still enjoying the taste of a luxurious lifestyle. -'Micro-Marketing'
Plan: Why? Competition

1. Public Transportation

2. Taxis

3. "Lyft" Promotion:
-Sales Promotions:
Social Media! = strong relationship base Sales Promotions (cont.)

i.e. Twitter, Yelp

-"Retweet @Uber_SF 's latest post for a chance to win 3 free rides!"

-"Mention our 'Uber Happy Hour' ad on Yelp to your driver, and receive 30% off your fare!" -23 Metropolises world wide

-i.e. San Francisco, New York, Paris, Chicago, London, & Toronto

-based on demand & behavioral/lifestyle segmentation
Full transcript