Integrated Marketing Communication and Marketing

EXECUTIVE SUMMARY

COMPANY BACKGROUNDCURRENT TARGET MARKETMARKETING MIX – POSITIONINGCURRENT COMPANY STRATEGYNEW COMPANY STRATEGYBUILDING BRAND AND CUSTOMER LOYALTY

COMPANY BACKGROUND

Founded in 2009, as UberCAB, now known as Uber Technologies, Inc.Founded and headquartered in San Francisco, CAUber connects riders with s safe reliable, convenient, transportation service in cities around the worldAvailable in 77 countries and 527 cities worldwideSelf-driving research began in 2015. Uber also established the Uber Advanced Technologies Center in Pittsburgh, PAOn September 14, 2016, Uber launched its first self-driving car service in Pittsburgh, PA

TARGET MARKET

Age: (25 – 34 years old) Rideshare passengers range from 15 – 55 years old and up, approximately 57% are in the 25 – 34 years old category.Male: The gender mix is 60% male, 40% femaleEducated: 80% of rideshare passengers hold a college degree or higherAffluent: 56% of rideshare passengers have a household income of $71,000 or higher. 40% make $100,000 or more.

Target Audience Adjustment: Changes in target market will in the next 5 years, due to the development of self-driving car technology. Consumers will buy less cars and use more of ridesharing service that will be driven by self-driving cars due to the cost efficiencies.

MARKETING MIX – PRODUCT

ELECTRIC CAR INVESTMENT

UBER CUSTOMER

SELF DRIVING CARS TESTS IN PA.

INVESTMENT FOR THE FUTURE

UBER APP

UBER DRIVER

MARKETING MIX – PRICE

Pricing comparison versus competitors

Pricing levels by class, distance, time, etc.

MARKETING MIX – PLACE

Uber’s availability in the United States(39 states with CA and NY as its most active states)

Uber’s availability in the world(77 countries and 527 cities)

MARKETING MIX – PROMOTIONS

Uber Customers

Uber Drivers

Cash incentives and discounts

MARKETING MIX – PROMOTIONS

Uber Customers

Uber Drivers

Cash incentives and discounts

Current Company Strategy

Uber recruits drivers to provide ridesharing service

Uber app allowsCustomers to summon drivers.Cashless payment is process through app.

Customers use Uber app:Pick requestReal-time TrackingPayment

Drivers use private cars to pickup/drop off customers

New Company Strategy

Uber app allowsCustomers to summon self-driving cars.Cashless payment is process through app.

Customers use Uber app:Pick requestReal-time TrackingPayment

Self-driving cars pickup/drop off customers

Develops Self-Driving Technology

Service / Maintenance Center

BRAND AND CUSTOMER LOYALTY

Conclusion

Ridesharing industry will be changing due to Self-Driving Car technologyUber is the pioneer in leading the effort of the development of Self-Driving Car technologyUber will need to change its target market and marketing mix to adjustUber will need to look at changing its company strategy and business modelUber will need to build on its worldwide brand and continue its customer and loyalty programs

References

McQueeney, R. (2016), Your ultimate guide to the self-driving car market, Nasdaq. Retrieved from: www.Nasdaq.com/article/your-ultimate- guide-to -the-self-driving-car-market-cm666254Moss, B. (2016), Uber relaunches with a new brand identity. Retrieved from: www.webdesignerdepot.com/2016/02/uber-relaunches-with-a-new-brand- identity/Rideshare Passenger Demographics (INFOGRAPHIC). Retrieved from: www.govugo.com/rideshare-passenger-demographics