moses666

[moses666]

Post-12 Promotion

Uber has done many things to promote the brand to grab the attention of the customer through referral and convincing strategy by giving free rides, and coupon codes to existing users to get discounts up to 25% on Uber trips.

Initially, giving a free ride was a loss for the company, but it worked very effectively with time as it grew the customer base for the company. It also acted as a great promotional tool for the company as customers gave a mouth of the word for the company to other people and shared their experiences. 

In 2023, Uber launched a new marketing campaign for its Uber Intercity service, which is designed for outstation travel. The campaign was launched just in time for the summer travel season, with a focus on easy booking, doorstep pick-ups, and affordable one-way fares. The digital campaign included multiple videos. 

Check it out – 

Uber doesn’t spend much on advertising, it believes in simple yet effective marketing, they believe in using offers and giving free rides on different occasions as their promotional stunt.

[moses666]

Post-11 Distribution

Uber is expanding its services in different regions, it provides its services across the world in over 70 countries and 10,500 plus cities. They distribute their services through their websites and mobile apps that are available both on Android & IOS.

People can enjoy the rides and meals at any place by just tapping the rides of their comfort and ordering from their favorite restaurants. Customers can easily track their cabs and food delivery person from the Uber app. 

The app also has a customer support system, where customers can post any kind of complaints or difficulties faced.

[moses666]

Post-10 Pricing strategy

Uber's pricing strategy is technical and advanced. That's because of our dynamic pricing algorithm, which adjusts rates based on a number of variables, such as the time and distance of your route, traffic, and the current rider-to-driver demand. Sometimes, this can mean a temporary increase in price during particularly busy periods.

Uber's marketing strategy on pricing is flexible. the clear pricing strategy and demand pricing strategy take advantage of other companies. When demand increases, Uber uses variable costs to encourage more drivers to get on the road and help deal with the number of rider requests. When we notify you of an Uber fare increase, we notify drivers as well. If you decide to go ahead and request your ride, you’ll get an alert on the app to make sure you know that the rates have changed.

Dynamic pricing helps us to make sure there are always enough drivers to handle all ride requests, so people can get a ride quickly and easily – whether people take the trip or sit out the surge is up to them.

[moses666]

Post-9 Services

Uber supplies the services: Uber Drive, Uber Eats, and Uber Freight. Those are Uber's main three services.

Uber is a ridesharing company with a mobile app that was founded back in 2009. The idea behind Uber was to make it easier to place an order for a ride using your smartphone and has since grown into the transportation tech giant it is now. Because of all of their drivers and the app, people can easily place orders for a ride and have a driver arrive not long afterward.

Uber Eats is one of the biggest food delivery apps in the world. The app will show you where in the delivery process the food is, such as if it’s waiting for pickup or delivery. That way, you’ll be ready when it arrives at your home.

While Uber Connect is great for short distances, sometimes you need to deliver something to the next town over or across the state.

Uber Freight acts like a booking service for these delivery options, showing you estimated delivery times and costs for your shipment. What makes Uber Freight stand out is that you can book your delivery at any time of day. While you may not be able to ship it immediately, you can get a shipping plan much faster than if you had to go to a brick-and-mortar business and figure out the timing there during normal business hours.

[moses666]

Post 8-Brand Detail

Uber's new logo is the foundation of a substantial rebranding effort – one that incorporates a sense of mobility, accessibility, and friendliness not found in previous iterations. And in keeping with logo design trends, Uber's promotional materials showcased how Uber was using its new logo in the real world.

Uber is slowly rebuilding its reputation after ousting CEO Travis Kalanick who built a successful but hostile corporate culture. The company has released ads with new CEO Dara Khosrowshahi riding an Uber to promote a fresh start. And now, through a rebranding led by global brand consultancy Wolff Olins, we’re seeing what Uber looks like if it’s not built upon the iconography of Silicon Valley bravado, but a new set of ideals: safety, accessibility, and global ambitions.

This is Uber’s second major brand overhaul in less than three years. The Uber logo, in particular, has been tweaked over time, but it was still an imposing, all-caps monolith. The word UBER was a visual man spread, evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite. The app icon was a confounding, highly controversial circuit board thing that seemed only tangentially related.

[moses666]

Post 7- Packaging

Uber Eats is aspiring to counteract an excess in single-use takeaway food packaging by trialing an alternative reusable system featuring doorstep collection to optimize consumer convenience.

Consumers will be given the option to opt-in to receive their food in reusable packaging, which will arrive with a QR code. This can be scanned via a smartphone to schedule collection within the span of the next three weeks, available as early as the following day.

“Today, reusable packaging is too inconvenient for everyday customers,” explained Matt Kennedy, Again’s founder and CEO. “We’re excited to be partnering with the Bring it Back Fund to explore how we can make it really simple for customers to return packaging by trialing a new logistic service that will collect directly from customers’ doors.

Meanwhile, a collaboration between Uber has resulted in a new program to support small-to-medium-sized Uber Eats restaurants in the transition towards sustainable packaging solutions, which is set to contribute towards the efforts of local authorities to introduce or improve public recycling facilities.

[moses666]

Post-6 Competition

Uber's main competitor in North America is Lyft with a 30% market share. Chinese company DiDi and Indian company Ola are also competitors with large user bases and access to significant investment funding. Curb is also a worthy Uber competitor because it works with licensed and insured taxi drivers and chauffeurs.

Many of its other business lines, such as Uber Eats, have also been home runs. In 2021, Uber generated $17.5 billion in annual revenue, up 57 percent from the year prior when the company recorded $11.5 billion. Uber continues to be highly unprofitable, though.

However, there’s some cause for hope as well. Net losses, for instance, decreased dramatically from $6.8 billion in 2020 to $496 million in 2021.

Over 50 percent of that revenue can be attributed to the United States and Canada, followed by the EMEA, APAC, and LATAM regions. Consequently, Uber has managed to establish a strong foothold across many key markets.

Uber, furthermore, has over 3.9 million drivers around the world. Its various services are available in 71 countries and close to 900 cities. Its iOS app alone has been reviewed more than 1.2 million times.

[moses666]

Post-5 Target Market

Target Market of Uber

The target customer segment that Uber is trying to attract to its company are people who do not have a car, don’t like to drive themselves, or people who don’t want to go to a party, want to travel, or want a cost-efficient cab waiting for them at their door. People who dislike traveling in public transport like taxis and metros but have limited income also come under the company's target segment. The majority of Uber customers are between the ages of 20 and 40. In addition, the defined target market for Uber Eats will be bachelors who don’t have time for cooking, people who don’t know how to cook, and occasionally everyone beyond that.

A thorough Uber analysis of the brand’s market segments and target audience must cover four perspectives: demographics, geographic, behavioral, and psychographic segmentation.

Uber’s Demographic Segmentation

The Uber target market of riders spans 16 to 65 year olds, although it is most popular among the younger age segment of 16 to 24 years. It includes both males and females. Anyone who might have used a taxi service in the past is a potential Uber user, which includes just about everyone, from young singles to families with small kids and teenagers, all the way to empty nesters, retirees and people who have physical disabilities. 27% of Uber users in the US  are among the top 25% income earners, while 44% are in the middle-income range, and 22% are in the low-income range. 

There are an estimated 4 to 5 million Uber drivers worldwide, and they tend to be older with more driving experience. Demographics of Uber drivers show that just 6% are under the age of 30. In the US, Uber drivers skew strongly male with just 27% of Uber drivers being female.

 Uber’s Geographic Segmentation 

As of 2022, Uber operates in most of the world, covering 10,000 cities. This includes all of Europe, North America, Sound America, Australia and New Zealand. Uber is also found in selected countries in Africa and the Middle East. 

While Uber operates in both urban and rural areas, it is extremely popular in the world’s largest cities. In fact, 22% of Uber orders come from just 5 major metropolitan areas, including New York City, Los Angeles, Chicago, London and São Paulo. In 2020, Uber bookings in these cities generated revenue of $5.85 billion. 

Uber’s Behavioral Segmentation 

Uber is the most downloaded travel app for iOS and Android. In 2020, the app recorded 95 million installs. Uber riders are highly loyal customers: 25% of Americans use Uber at least once per month. Among US consumers who ride-share, 63% use Uber exclusively. 

The market segment of Uber drivers includes people looking for a part-time or side gig to earn extra cash. In fact, less than 10% of Uber drivers are full time. They typically earn between $15 to $25 an hour, however they can make up to $50 an hour if they plan their location and strategy carefully. 

Uber’s Psychographic Segmentation

Uber riders cover a wide income range, from frugal students to middle income employees and high income professionals.Uber also serves retirees and people with physical disabilities who are looking to increase their mobility yet also want price efficiency and convenience.

Uber riders can be characterized as easygoing and determined. They turn to Uber for ease of use in ordering lifts, and the instant, reliable service. 

Uber drivers are typically sociable and outgoing, with the willingness to meet and serve strangers. They have adventurous and entrepreneurial personalities. A survey of Uber drivers showed that the pay they receive is most important, followed by the flexibility that the job allows.

[moses666]

Post-4 SWOT

Absolutely, Uber is a company that needs no further introduction, however, how does the company operate when it comes to its strengths, weaknesses, opportunities, and threats in the ridesharing market? So, we shall explore the Uber SWOT analysis:

Uber's Strength

Largest ride-sharing technology

Strong brand recognition

Low fixed investment

Dynamic pricing strategy

Customer to Driver interaction

Adaptive nature

Uber's Weakness

Multiple scandals

Substaintial lossses

Dependency on workforce

Low customer loyalty

Privacy concerns

Uber's Opportunity

Accountability and performance

Investing in the future

Expand its operations

Investing in green technology

Strengthen and diversity their products

Uber's Threat

Drivers and customers switching platforms

Frequent lawsuits

Increasing competitors

A greater degree of regulation

Self-driving cars

Uber is more than just a household name when it comes to the ride-hailing industry, as well as other forms of mobility as a service. It is a disruptor, innovator, and first-mover within the industry. However, for a wide range of reasons, it has failed to live up to its advertised potential, and an increasing number of investors are losing faith that the company will ever be able to turn a profit. Irrespective of whatever happens to the company, Uber has forever written its name in history as one of the driving forces (pun intended) behind the application of tech solutions to virtually every sector of our lives.

Recommend:

1, Uber should take action on the drivers' training and selection to reduce scandals.

2, Uber should search for working with other companies, like Tesla, to try automatic driving.

https://pestleanalysis.com/swot-analysis-for-uber/

https://bstrategyhub.com/swot-analysis-of-uber-2019-uber-swot-analysis/

[moses666]

Post-3 strategy

Uber's strategy is to create an extensive network that leads to a liquidity network effect. Like large driver supply---Lower wait times and fares--- More riders---Higher earning potential for driver---more drivers, and the cycle repeat.

Uber matches supply and demand for its mobility, Uber eats, and Uber freight offerings. Regarding operational excellence, Uber is global but is regional in attitude with operations in 85+ countries. Uber's expertise in product innovation focus on using data to set the standard for powering movement on-demand, provide platform users with a contextual, intuitive interface, and continually love features and functionality.

Uber had a very good stakeholder strategy at the beginning, which assisted the company's rapid growth and internationalization because its founders had successful experiences before. The customers are happy as waiting for time and transport costs have gone down. The drivers are happy as their income has risen and they do not have to find clients on the streets. The government is satisfied because of tax revenue and employment being created.

[moses666]

Blog Post 2 Describe Uber

My brand is Uber. Uber is a once-in-a-generation tech company, and the opportunity ahead of it is enormous. Uber account for less than 1% of all miles driven globally. It’s mission are to help people go anywhere, get anything, and earn their way.

The company is a public company headquartered in San Francisco, CA. It’s products are Mobile app and website. It provides services, including Vehicle for hire, food delivery, package delivery, couriers, and freight transport. The number of employees in 2021 are about 29300, and its revenue is us$31.877 billion in 2022.

The idea for Uber was born on a snowy night in Paris in 2008, and ever since then their imagination and reinvention carries on. In August 2017, Dara Khosrowshahi, the former CEO of Expedia Group, replaced Kalanick as CEO. He said: “I won’t be perfect, but I will listen to you; I will ensure that we treat our customers, our colleagues, and our cities with respect; and I will run our business with passion, humility, and inter gritty.”

After my research, I think the company follows a marketing orientation. Their marketing mixes are various and plenty. The company has many marketing strategies, like word of mouth, campaigns to reflect strategy, referral, distribution, social media, etc.

[moses666]

Post 1 Uber

There are three reasons that I chose Uber as a brand name. First, I like their taxi and taking-out services. the company's marketing strategy is rich and diverse. They often do promotions. customer can get lots of free services. Second, the company will achieve automatic drive. as a multinational company, the teamwork's goals are finishing technological renovations to get customer satisfaction. Third, I have bought the company stock. although the revenue and profit of 2022 are worse than its estimate, I am looking for its future reward. I will consistently pay attention to the company and explore more resources.