Time, Value, and Convenience - You can have it all
UberPool Marketing Plan
Atish Shah
Phuong Pham
Setawut Phannara (Jay)
Agenda
About Uber
45 Countries worldwide
129 Cities in the U.S.Valuation
$18 Billion
Monthly Revenue
$110,087,432 - Learn Uber basics video
UberPool
S.M.A.R.T. Goals
Competitive Analysis
● Lower fare
● Less time-waiting
● med-high service
● Slightly higher fare
● Longer time-waiting
● Medium service
● Young and Adult
● Urban and Metropolitan
● Smartphone owning
Target Customers
Marketing Mix Strategies
All of these strategies will lead our goals accomplished
Product, Pricing and Positioning Strategy
Even more Save, Convenient, and Fun !!!
Branding Strategy
Reliable
Low price
Convenient
Less Pollution
Less traffic
Reduced
rate of DUI
Promoting Strategy
Advertising and PR
Ads:
+ College Ambassador
Program
+ #UberRedAhead
- Survey: only 71% have heard ofUberPool, and only 18% are familiar
with the concept
PR Plan
Build relations with
sustainable brands
Critical Numbers
Campaign Timeline
THANK YOU
Mark Rogowsky (2014, Jun 9). Are Investors “Nuts” to value Uber at $18 Billion? In a few years, that’ll seem like a bargain.
Retrieved from http://www.forbes.com/sites/markrogowsky/2014/06/09/are-investors-nuts-to-value-uber-at-18-billion-in-a-few-
years-thatll-seem-like-a-bargain/
Brustein, J. (2014, August 6). Uber could finally make smartphone carpools work. Retrieved from
http://www.businessweek.com/articles/2014-08-06/uberpool-why-uber-was-smart-to-gain-users-before-trying-carpooling
Chris. (2014, May 5). DUI rates decline in Uber cities. Retrieved from http://blog.uber.com/duiratesdecline
Hausman, A. (2014). Risk Vs. Reward. Retrieved from http://capitalistcreations.com/uber-a-great- startup-business-but-can-it-
survive/#The_SWOT_Analysis
Lu, R. (2014, September 2). Making a bayesian model to infer uber rider destinations. Retrieved from
http://blog.uber.com/passenger-destinations
Mahapatra, S. H. (2013, August 13). Services marketing - Service positioning. Retrieved from
http://www.slideshare.net/hisema/services-marketing-service-positioning
Minsker, M. (2014, September). Uber exemplifies forrester’s ‘True’ brand qualities. Retrieved from
http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Uber-Exemplifies-Forresters-TRUE-Brand-Qualities-
98742.aspx
Soper, T. (2014, September 2). MIT study: Services like uberpool, lyft line cut transit time, pollution. Retrieved from
http://www.geekwire.com/2014/mit-study-shows-services-like-uberpool -lyft-line-reduce-transit-time-pollution/
Toosh. (2013, January 3). Uber- what is it, why is it so loved and why is London the most difficult market? Retrieved from
http://iamtoosh.com/2013/01/03/uber-what-is-it-why-is-it-so-loved -and-why-is-london-the-most-difficult-market/
Uber. (2014). Announcing UberPool. Retrieved from http://blog.uber.com/uberpool
Uber. (n.d.). Retrieved from http://www.uber.com
References