Uber, being a part of transportation industry, faces stiff competition from other players in the industry like Lyft, Curb cabs and Sidecar. For making its persistence dominant in the industry, Uber has resorted to different marketing strategies so far. However, focus was never on hefty spending over mass marketing media like TV and newspapers. Uber’s marketing strategy was ubiquitously focused on better services delivery and creating good buzz among the customers. The core notion was to initiate relation with new customers and then to ensure their reprisal. Evolution of technology and use of high-tech mobile booking applications has led sever service orientated competition for Uber. After carefully analyzing earlier adopted marketing strategies, key priorities and rising competition, the following SMART marketing objectives are recommended for Uber.
Augmenting loyal customer base- Attaining a 20% rise over current number of loyal customers (earlier termed ‘VIP’) within next 6 months.
Segmentation: Uber Cabs have been running the loyalty program under the name ‘Uber VIP’, for those New York customers who have used Uber for 100 times. This loyalty program gave added benefits to the customers. These VIP customers need to be approached via tele calling and emails to add 3 more members of their family or office and avail 10% extra perks for every new member added.
Targeting: The family and colleagues of persisting VIP customers will be then focused individually to add 4 members each and reduce their eligibility criteria of 100 rides to VIP perks by 5% , for each new member added. The targeted profile will encompass close knit network of well acquainted people.
Positioning: The positioning will be based on email and telephonic communications, highlighting bundled perks to the VIP customers and will promote more inclusion in the loyalty program, to ensure quicker access to VIP perks.
Spanning access strategy to at least half of banned cities like Calgary, Alberta, etc within next 2 years.
Segmentation: Uber has been barred from doing business in Calgary, Alberta, etc, due to local political hindrances. However, the sentiments from local customers in these cities can be specifcally stimulated by employing more skilled drivers from these cities and by offering discount to those riders who willing to make donation to these cities social welfare, like Calgary foundation.
Targeting: The drivers from above mentioned locations need to be acquired for Uber and thus add to the employment status for these cities. The donations from customers could be as low as $4 and need to be publicized via donation rendering to the concerned foundations and municipal corps.
Positioning: The drivers from these cities will be wearing specific uniforms and thus publicize the social contribution from Uber. Similar will be the media coverage of nutshell donated amount to the socially active agencies.
Influencing the influencers - Acquiring at least 15% market share of developing markets in Asia (India and China) within next 2 years.
Segmentation: Influencing the influencers, this notion will involve providing Uber’s services to influential people in these regions and using their opinions in social media to pull masses.
Targeting: The targeted people will be celebrities, industry experts, popular sportspersons and media people in India and China. They will be offered free ride and best of the Uber’s services.
Positioning: The social media interaction and viewpoints from targeted influencers in Indian and China will highlight their experiences and their views for Uber’s scope in these countries.
Diversified alliance- To have at least 10% more strategic partnerships over existing partners base within next 12 months.
Segmentation: To land into Strategic tie-ups with diverse services providers (like food delivery, gift delivery, event transportation service providers etc) to have surrogate marketing and value addition for customer’s need.
Targeting: The targeted service providers will be form diverse industries like food, health services, event management, gift delivery and online shopping.
Positioning: The social media pages will highlight the alliances between Uber and these diverse service providers. The surrogate marketing for partners and highlighted relevance for Uber will be conveyed.
Gaining security certifications and safety association with at least 50% of the government agencies within next 2 years.
Segmentation: Local police stations and security agencies to be approached to avail free rides and evaluate the safety features.
Targeting: The targeted agencies and government authorities will be asked to express their opinions and safety concerns, if any.
Positioning: The social media pages will incorporate the certification fro agencies and author ties, specifying how secured and safe transportation is enabled via Uber.
