N.Lett_MKT Plan_v1

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Neonna Lett Uber Marketing Plan UBER MARKETING PLAN Contents Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social Responsibility Marketing Information and Research Customer Decision-Making Profile Positioning and Differentiation Branding Marketing Mix (4Ps) Product Strategy Pricing Strategy Place: Distribution Strategy Promotion: Integrated Marketing Communications Strategy Budget Action Plan Risk Factors Attributions Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 1

Neonna Lett Uber Marketing Plan Executive Summary Do this section last. This short summary should provide a holistic overview of your marketing plan. All this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points: Company Description Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve. Target Segment Identify and briefly describe your target segment. Competitive Advantage Explain your organization’s competitive advantage. Positioning Statement Provide the positioning statement your marketing plan will apply. Marketing Plan Objectives List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc. Company Profile ● Company Name: Uber Technologies ● Industry: American Technologies ● Headquarters (city, state, country): San Francisco, California ● Year founded: March 2009. ● The number of employees: 22,800 as of 2020 ● Annual revenue (estimated): $11,139. ● Major products and/or services: ride-hailing, food delivery (Uber Eats), package delivery, couriers, freight transportation, and, through a partnership with Lime, electric bicycle and motorized scooter rental. ● Target customers: who do not own a car, who do not want to drive themselves, who want to be treated like VIP by traveling in style and who desires cost efficient transport at their doorstep. ● Distribution channel(s): Mobile devices, word of mouth Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 2

Neonna Lett Uber Marketing Plan ● Key competitors: Lyft, Curb, DidiChuxing, Grab, Ola Cabs, Local Taxis, Public Transport ● Link to website: Explore the Uber Platform | Uber United States ● Link to Yahoo! Finance information page (for public companies) : Uber Technologies, Inc. (UBER) Stock Price, News, Quote & History - Yahoo Finance Market Segmentation & Targeting ● What problem does your product or service solve? Providing valuable transportation for those in need of transportation. ● Describe the total market for your solution: Who are potential customers? People who do not own a car, do not want to drive themselves to a party, want to travel in style, or want a cost-efficient cab waiting for them at their door. ● What are the key segments within this market? Riders and Drivers ● Identify and briefly describe 1-3 segments that this company serves. Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities? 1. Uber’s focus is predominantly on the customer. If the company has no credibility with the end user, then it has no reason to create a relationship with the other two. Transparency regarding time and prices, as well as confidence in security and privacy are essential here. 2. Uber’s second largest customer is its own driver. Since the driver is not an Uber employee and their vehicle is not Uber’s property – even though there are several lawsuits around the world in this regard – the company needs to offer them attractive working and payment conditions to keep its business running. Situation and Company Analysis Economic Environment Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it growth, recovery, or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like? The industry that Uber operates in is the sharing economy. It means that this economy is based on sharing physical or intellectual resources. This is a growth because it is creating jobs and it is needed product. It is extremely easy to staff, if you have access to a phone and a reliable vehicle, you can get the job. Uber generated $11.1 billion revenue in 2020, a 21 percent decrease, due to the coronavirus pandemic shutting down its ride-hailing operations for most of the year; While Uber’s ride hailing segment contracted by 24 percent, Uber Eats increased revenues by over 200 Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 3

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Neonna Lett Uber Marketing Plan percent in 2020. Since restrictions are being lifted, Uber can see an increase within a year. Changes in short volume can be used to identify positive and negative investor sentiment. Uber is highly confident with their consumers. Technical Environment The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence your consumers and competitors. Industry Environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use? Trends in the industry are: 1. Blending of Corporate and Start-Up Cultures 2. Regulations and Growth 3. Keeping it Real 4. Quantifying Environmental Impact 5. Increasing Niche Markets The only new entrants are making sure the products resolve a problem and insurance. Lyft has been introduced but it does not pay more and is a little more costly than Uber. Since Covid-19, the new practices consumers must be mindful of is the 6 feet apart and wearing a mask. Making sure they are healthy, which means “Symptom Checklist” has become mandatory to make sure drivers and customers are keeping each other out of harm’s way. Competitive Environment How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one? What is your advantage over competitors? Is the market large enough to support you and competitors? Uber has 7 major competitors. They key competitors are Lyft, Curb, DidiChuxing, Grab, Ola Cabs, Local Taxis, and Public Transport. Competitors have a more extensive background check process than Uber. Over the years Uber has had many lawsuits concerning sexual harassment, and car accidents. Uber’s advantage over the other competitors is that it has been around longer, popular, and offers more to customers and drivers. The market is large enough to support uber and the competitors, but Uber is known more, so it is more profitable than others. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 4

Neonna Lett Uber Marketing Plan Political Environment Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate? While some local governments have been favorable towards the company considering its modern business model, others demanded strict adherence to the rules and regulations making no difference between Uber and regular taxi companies. As a result, Uber has been banned in several countries and such as Bulgaria, Hong Kong and Germany and certain cities such as London and Brno. Uber faces much criticism, bans and attempted bans in locations worldwide. The company must follow technical usage laws, copyright laws, labor, and employee safety laws. SWOT Analysis Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below, remembering that Strengths and Weakness are INTERNAL to the organization and Opportunities and Threats are EXTERNAL ( i.e., C-PEST <competitive, political, economic, social, technological> that are not in their direct control). Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 5

Neonna Lett Uber Marketing Plan HELPFUL Ideas HARMFUL Concerns Internal Strengths  Global player with presence in over 50 countries and 200 cities  Serves as a marketplace and hence fixed investment is less.  Gained a premium brand image especially in developing countries.  Enhanced user experience & higher customer satisfaction  First mover advantage globally  Supreme technology with less bugs compared to its competitors.  High awareness due to excellent advertising and marketing  Deep pockets & hence can burn cash heavily to acquire market share. Weaknesses  Drivers are the face of the company and hence their misbehavior directly affects the brand image.  While the demand is huge, amount of cash burning is huge, and monetization is exceedingly difficult currently. External Opportunities  Unorganized market is huge in developing countries and hence huge potential is there.  Increasing internet penetration & smart phone users  Rising disposable income  Shifting of consumers towards convenience creates huge demand. Threats  Rising competition  Presence of many national players  Absence of clear government regulations in developing countries.  Future is unclear due to lack of regulations.  Customer loyalty is less in this industry. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 6

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Neonna Lett Uber Marketing Plan Mission, Objectives & Goals Uber’s mission statement is “ Transportation as reliable as running water, everywhere for everyone .” List three (3) objectives that move the organization a step closer to achieving the mission. 1. Improvement of lives . Uber recognizes the unprecedented challenges faced by the contemporary communities as enshrined in this component of its mission statement. To leave an impact while addressing these issues, the company strives to promote the right application of technology alongside good partnership to create an environment that promotes both individual and communal thriving. 2. Exceeding expectations . While transport is the primary objective of this company, Uber has gone beyond this mandate to link other convenience services and care for its customers. 3. Everywhere for everyone . Uber has been vibrant in ensuring that it satisfies this aspect of its mission statement. The diversification of the services of the company to include road and air travels among other unique customer-tailored services has made Uber a company of choice for all. The rise beyond regional limitation to have its presence felt at the global scale is another commendable effort Uber has made to satisfy this component, making it an international company. Convert objectives into specific marketing goals that are easy to measure and evaluate, e.g., SMART . (Example: The company’s goal is to increase market share of international theme park visitors by 10% within the next two years.”) Ethics and Social Responsibility Current Status It is no longer acceptable for businesses to disregard issues around ethics and social responsibility. Conduct research and briefly describe what your organization is currently doing regarding corporate social responsibility and pursuing sustainable business practices. Recommendations Based on your understanding of the organization’s goals, what recommendations do you have for how to create a more ethical, socially responsible and/or sustainable business? What practices do you recommend the organization pursue? Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 7

Neonna Lett Uber Marketing Plan Marketing Information and Research Research Question Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives. Information Needed Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem. Research Recommendations What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach? Customer Decision-Making Profile Identifying the Customer and Problem Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve. Factors Influencing Customer Decisions Provide a detailed profile of your target segment using at least three (3) of the following categories: ● Geographic characteristics: e.g., location, region, population size or climate. ● Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality. ● Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs. ● Situational characteristics: e.g., buying situation, level of involvement, market offerings, the frequency of use, brand loyalty. ● B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 8

Neonna Lett Uber Marketing Plan Reaching the Customer Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit. Positioning and Differentiation Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions. Competitive Advantages List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways. Market Niche and Positioning Strategy Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach? Positioning Statement Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe]. 1 Repositioning Considerations Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not? Branding Brand Description What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it? 1 Source: Equibrand: http://equibrandconsulting.com/templates/positioning-templates Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 9

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Neonna Lett Uber Marketing Plan Brand Promise What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit? Brand Voice and Personality Describe your brand voice and personality using the is/is never template: ● [Brand] is: ● [Brand] is never: Brand Positioning and Strategy Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organization? Marketing Mix (4Ps) Product Strategy Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider: ● What level of quality and consistency does the offering have? ● How many features does it have and can they be removed or added? ● How well does your product or service deliver what the customer values? How can it improve? ● What improvements would help your offering compete more effectively? Pricing Strategy How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following: ● How sensitive are your customers to changes in price? ● What revenue do you need to break even and achieve profitability? ● What does the price say about your product in terms of value, quality, prestige, etc.? Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 10

Neonna Lett Uber Marketing Plan Place: Distribution Strategy What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following: ● What are the best distribution channels and methods for you to use, and why? ● Will you have a retail outlet and if so, where will it be located? ● In what geographic area(s) will your product/service be available? Promotion: Integrated Marketing Communications Strategy Use the template below to lay out your design for a marketing campaign aimed at your target segment. Approach How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc. Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, website and targeted digital advertising) and convince peers they should attend. Goal In consideration of the of your previous analysis, you need to identify at least one goal for the campaign. ● Describe the target segment for your campaign. ● What is the goal you want to achieve with the campaign? ● What is your call to action? ● Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and time- based.) Example: Audience: HR professionals who are casual and power-users of Chamber systems Increase event registration by 20% by the start date of the annual user conference. Call to action: Register online today. Messages Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 11

Neonna Lett Uber Marketing Plan Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal. Example: 1) Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment. 2) Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community. 3) Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks. 4) Call to Action: Register online today. Promotional Mix and IMC Tools Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion. Example: Digital Marketing ● Website: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media Direct Marketing ● Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend the conference. Sales Promotion + Digital Marketing ● Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day Sales Alignment At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity? Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 12

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Neonna Lett Uber Marketing Plan Measurement (KPIs - Key Performance Indicators) How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful. Examples of KPIs: ● Total sales/revenue ● New/incremental sales ● Number of qualified leads generated ● Net Promoter Score ● Website unique visitors ● Number of registrations/sign-ups ● Impressions - views of content ● CTR - click-through rate ● Engagement - comments, likes, shares, page views, video views ● Followers - social media (Facebook, Twitter, LinkedIn, YouTube) ● Awareness ● Etc. Budget Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company. Item Purpose Cost Estimate Example: White paper authored by technical writer Layout the business case why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry $500.00 Item #1 Item #2 Item #3 Item #4 Add additional rows as needed. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 13

Neonna Lett Uber Marketing Plan Estimated campaign impact: [insert] Action Plan Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3-12 months. Timing Activity Type Brief Description Audience Owner Today’s Date Example: Website Update Add new key messages that fit repositioning strategy and audience focus Tech company hiring managers Jim Hill Date Date Date Date Date Launch Date Add additional rows as needed. Risk Factors Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur. Reminder to Student: Remember to complete your Executive Summary at the beginning of this document. Also, be sure and remove all instructions, which are in italic typeface. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 14

Neonna Lett Uber Marketing Plan Attributions CC LICENSED CONTENT, SHARED PREVIOUSLY Flinders Business School Marketing Plan Template. Authored by David Medlow-Smith. Located at: https://archive.org/details/FlindersBusinessSchoolMarketingPlan2 . License: CC BY-SA . ORIGINAL CONTENT SWOT and Integrated Marketing Communications Templates. Authored by Melissa Barker. License: CC BY: Attribution . Revision and adaptation. Authored by Lumen Learning. License: CC BY-SA . Revision and adaptation. Authored by Waymon D. “Wade” Hyde, faculty, El Centro College/Dallas County Community College District. License: CC BY-SA . Marketing Strategy of Uber - Uber Marketing Strategy (marketing91.com) Uber Sources of Competitive Advantage - notesmatic Top 7 Uber Competitors - Competitions analysis of Uber (marketing91.com) Uber Business Model (businessmodelanalyst.com) PESTLE Analysis of Uber Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 15

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