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

Social Media Plan

-CashPool

ads

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