Introduction
Uber, a global ride-hailing giant founded in 2009 by Travis Kalanick
and Garrett Camp, revolutionized urban transportation by connecting
drivers and passengers through a mobile app. The company entered
India, the world's second-largest market, in 2013. Despite facing
challenges such as regulatory hurdles and stiff competition from local
players like Ola, Uber has established itself as a major player in
India's ride-hailing industry. Its services range from cabs to auto-
rickshaws, catering to diverse customer needs.
MISSION
Uber's mission is "to ignite opportunity by setting the world in
motion," aiming to make transportation more convenient, affordable,
and safe for everyone, while also providing opportunities for drivers
and riders.
Key Focus Areas:
Transportation: Uber aims to provide easy and dependable
transportation services.
Affordability: Making transportation accessible and affordable
for a wider range of people.
Safety: Prioritizing the safety of both riders and drivers.
Global Reach: Uber operates in over 70 countries and 10,000
cities, striving to connect people and move things in various
ways.
Opportunity Creation: Uber seeks to create opportunities for
both riders and drivers, enabling financial *self-sufficiency and
providing flexible earning opportunities.
Sustainable Future: Uber is committed to carbon neutrality
globally by 2040 and aims to have rides offered exclusively in
electric vehicles in most countries by 2030.
Expanding Services: Beyond rides, Uber offers services like
food delivery (Uber Eats), freight booking, and employee
travel solutions.
CORPORATE STRUCTURE:
Uber is led by both a Board of Directors and a team of C-level
executives. While the Board is responsible for supervising the
activities of Uber's executive team and acting as advisors to them, it is
the executive team that's responsible for the day-to-
day running of Uber.
OTHER SERVICES:
Uber Eats: Food delivery.
Uber Freight: Freight transport.
PRODUCT RANGE:
UberX: Affordable rides, all to yourself.
UberX Share: Share the ride with up to one co-rider at a time.
Uber Comfort: Newer cars with extra legroom.
Uber Black: Premium rides in luxury cars.
Uber WAV: Rides in wheelchair-accessible vehicles.
Scooters: Electric scooters to help you get around your city.
How Uber Started?
Uber's inception traces back to 2008 when its founders struggled to
find a taxi in Paris. Initially named UberCab, the company launched
in San Francisco in 2010 as a premium black-car service. It quickly
pivoted to a scalable ride-hailing model through its app. By 2013,
Uber expanded globally, including India, where it introduced
affordable options like UberX and UberGo to cater to the price-
sensitive market.
MARKETING STRATEGIES IN INDIA
Uber's marketing strategy in India can be divided into five phases:
1. Launch Phase:
Uber leveraged influencer marketing through its "Rider Zero"
campaign, allowing prominent Indians to experience and promote the
service before its official launch.
2. Build-Up Phase:
Referral marketing played a key role. Campaigns like "Office Hero"
offered free or discounted rides, incentivizing users to refer others.
3. Amplification Phase:
Uber capitalized on India's festival culture by offering promotions
during events like Holi and cricket matches. It also introduced
localized services like auto-rickshaws.
4. Sustenance Phase:
Strategic partnerships with platforms like Zomato, Paytm, and
BookMyShow helped Uber integrate into the daily lives of Indian
consumers.
5. Growth Phase:
Long-term localization efforts included addressing safety concerns
after high-profile incidents and promoting women’s rights, enhancing
its brand image as a socially responsible company.
Uber's marketing strategy focuses on a multi-channel approach,
leveraging social media, email, and search engines to build brand
awareness, drive app downloads, and encourage repeat usage,
emphasizing convenience, safety, and a seamless experience.
1. Multi-Channel Approach:
Social Media: Uber uses social media platforms to showcase its
services, share user stories, and interact with customers, creating
user-engaging content that encourages interaction and generates
user-generated content.
Email Marketing: Uber uses email to inform users about
exclusive offers and platform updates, with personalized
communication and user engagement strategies.
Search Engine Optimization (SEO): Uber optimizes its website
and content for search engines to ensure that users can easily
find information about its services.
Word-of-Mouth Marketing: Uber leverages the power of word-
of-mouth marketing, particularly in its early days, by focusing
on building a great product and service that people will naturally
talk about.
2. Key Marketing Strategies:
Convenience and Safety: Uber positions itself as a convenient
and safe transportation option, emphasizing real-time tracking
and a seamless experience.
Dynamic Pricing (Surge Pricing): Uber's dynamic pricing
model, while potentially leading to higher costs during peak
times, ensures that drivers are always available and that users
can get a ride when they need it most
Discounts and Limited-Time Deals: Uber offers discounts and
limited-time deals to attract new customers and encourage
repeat usage, triggering a sense of urgency and "fear of missing
out".
Customer Reviews and Driver Ratings: Uber strengthens trust in
its services by openly displaying customer reviews and driver
ratings.
Loyalty Programs and Community Building: Uber employs
loyalty programs like Uber Rewards and organizes exclusive
events to foster a sense of community and encourage customer
engagement.
Focus on User Experience: Uber prioritizes a clear and easy-to-
use app, recognizing that its target audience is tech-savvy and
accustomed to using apps for various services.
Driver Satisfaction: Uber recognizes the importance of its
drivers and implements initiatives to enhance their experience,
including flexible earning opportunities, access to support, and
performance incentives.
Partnerships and Sponsorships: Uber collaborates with other
businesses and organizations to expand its reach and create new
opportunities for customers.
Expanding into New Markets and Segments: Uber continuously
explores new markets and segments to broaden its customer
base and diversify its offerings.
Investing in Customer Feedback and Services: Uber actively
seeks customer feedback and uses it to improve its services and
products.
Regional and Local Adaptations: Uber adapts its marketing
efforts to suit regional and local differences, as seen in its India
strategy, which included offering free rides for Mother's Day,
delivering colors for Holi, and discounted transportation to and
from cricket matches.
COMPETITORS
Uber faces intense competition in India from both established players
and emerging start-ups:
1. Ola: Uber's primary competitor, Ola dominates the Indian
market with extensive services ranging from cabs to electric
vehicles.
2. New Entrants: Companies like InDrive, Namma Yatri,
BluSmart, and Rapido have entered the market with innovative
models such as zero-commission structures for drivers and eco-
friendly fleets.
3. Traditional Taxis: Although declining, traditional taxis still pose
competition in specific regions.
Uber's main focus: Tech Company that connects the physical and
digital worlds to help make movement happen at the tap of a button.
So you can move and earn safely. In a way that's sustainable for our
planet
Uber's income model: Uber will take 25% of this price as its
commission, and the rest is divided amongst the partners and other
expenses. The commission is between 15-30%, averaging all the
country's models.
SWOT ANALYSIS
Strengths
Strong brand recognition globally.
Advanced technology offering seamless booking and payment
experiences.
Diverse service offerings tailored to local markets (e.g., auto-
rickshaws in India).
Weaknesses
High dependency on driver-partners who often switch platforms.
Safety concerns due to past incidents affecting brand trust.
Regulatory challenges in various cities.
Opportunities
Expansion into underserved suburban areas.
Leveraging dissatisfaction with traditional taxi services.
Increasing driver incentives to reduce churn rates.
Threats
Intense competition from local players like Ola and new entrants
with innovative models.
Regulatory restrictions and compliance issues.
Rising operational costs due to fuel price fluctuations and driver
incentives.
