Capstone Project includes: 1)Understanding of target consumer i)Defined the rider target audience for Uber (demographics and psychographics) correctly. ii)Created a detailed consumer persona for the brand correctly. 2)Competition analysis i)Correctly identified the top competitors of Uber in the market. ii)Correctly identified the target market for each competitor brand. iii)Conducted a SWOT analysis for Uber. 3)Understanding of digital marketing channels i)Mentioned at least 6 digital marketing channels for the campaign. ii)Identified the objective for each of these channels correctly and provided reasoning for the same. 4)Relevant content ideas and calendar i)Defined at least 1 relevant content theme/idea for each channel with a relevant call to action ii)Defined at least 1 relevant content format for each channel. iii)Defined at least 2 KPIs for each marketing channel chosen iv)Created a content calendar for the campaign - pre-launch, launch, and post-launch phases. v)Mentioned at least 2 relevant brands/influencers that Uber can collaborate with. 5)Recorded a 1-1.5 minute video summarising the project (tasks and objective, strategy process and steps, main content ideas and channels and key learnings from the project)

1. Capstone Project
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Group Members Names:
1. Bharti Choudhary
2. Bhagyashree kharat
3. Chinmaye Arora
4. Nikita Mittal

2. Task 1: Target Audience and Your Consumer

3. Task 1
a) Define the target audience for Uber
● Demographics:
o Age:- 20-45; 45-55
o Gender:- Male, Female
o City:- Tire 1 and 2
o Occupation:- Professionals, College Students, Businessman
● Psychographics:
o Personality: Extrovert, Outgoing, Social
o Interest:- Online gaming, Sports lover especially Cricket
o Social Class:- Upper class, Upper-Middle class, Semi-upper class
● Behavior:-
o Like to travel comfortably, Remarketing list(previously booked), Shown interest in Cricket

4. b) Consumer Persona
Name: Jadgish
Age: 22
Gender: Male
Place: Thane,
Maharashtra
Profession: Pharmacist
Preferred Mode of
Transport: Taxi / Cab /
Bus / Auto
Pain Points: Time
taken by transport
to reach the
destination,
Parking, Traffic jam,
Expenses
Interest & Hobbies:
Travelling, Outside
Sports, Games,
Movies, Drawing

5. Task 2: Competition

6. Task 2
a) Identify top competitors of Uber in the assigned market
● Ola, Savaari, Meru, Bharat Taxi, Rapido, Zoomcar, Gozo cab.

7. b) Identify the target market for each competitor brand
● Ola:- Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially independent, young, office
workers, college students, and many others.
● Savaari:- Had a campaign targeting pregnant women highlighting the comfortable rides they can have with Savaari.
o Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially independent, young, office workers,
college students, and many others.
● Meru:- India’s No.1 Radio Cab Service
o Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially independent, young, office workers,
college students, and many others.
● Bharat Taxi:- Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially independent, young,
office workers, college students, and many others.

8. b) Identify the target market for each competitor brand
● Bharat Taxi:- Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially independent, young,
office workers, college students, and many others.
● Rapido:- 2-Wheeler service with usp(save time and flexibility in traffic)
o Its customers are commuters who travel in their day-to-day lives. Its main goal is to offer services to commuters who
are preferring open and safe commute options in comparison to over-expensive cab rides.
● Zoomcar:- Self- driven car in rental
o Tier 1,2 Cities, Male and Female, middle-class people between 18-35. They are targeting people who travel a lot.
● Gozo cab:- Tier 1,2 Cities, Male and Female, age group of 20-45 years who are financially independent, young,
office workers, college students, and many others.

9. T
Threats
W
Weaknesses
O
Opportunities
S
1. Dynamic Price Strategy
2. Low fixed investment
3. Emphasis on customer
satisfaction
4. Strong global presence
5. Cashless payment available
6. Revenue model
Strengths
c) SWOT Analysis
1. Successful integrations of air
taxis
2. Business diversifications
3. Driverless technology and other
services
1. Highly dependent on the internet
2. Involvement in scandals
3. Unpredictable business model as
it depends on customer-to-driver
interaction
4. Privacy and safety concerns for
customer
1. Competitors
2. Change in regulations(Law)
3. Economic Uncertainty
4. Reduced travel frequency of
commuters because of work from
home
5. Local taxi providers
6. Dissatisfied drivers that may
bring legal issues to the company

10. Task 3: Choosing Digital Marketing Channels

11. Task 3a.Choose the digital marketing channels you want to use. Define the social
media channels separately
Task 3
Choose digital marketing channels that you want to use (at least 6), identify the objective for each
one of them and then specify the reason you have chosen this channel mix.
Digital Marketing Channels Objectives Reason
1.Facebook(paid + organic) Brand Awareness Through multiple ad formats on FB like video ads, and display ads, we
can reach more audiences, and as we know that at the time of the world
cup, people will be more active on FB discussing matches.
We can spread awareness by posting reels and videos, stories ads, and
exploring ads, including hashtags which will help us reach a young
audience.
Via Email marketing, we can reconnect with people who show their
interest in our previous posts and ads. We can share discounts and
offers with them via email.
We can YouTube ad formats like skippable ads, Non-skippable ads, in-
stream ads, in-feed ads, and bumper ads which can help us reach a
broad audience that is active on YouTube viewing videos.
Match updates, discussions, and tweeting on the ICC World Cup via the
handle of Uber will increase user engagement and brand loyalty. And
through paid ads, we can target followers of cricket celebs, BCCI, And
ICC handles.
By collaborating with a known cricketer or an influencer, we can create
content that will help the brand increase reach and attract audiences.
2.Instagram(paid + organic) Brand Awareness
3.Email Marketing Consideration
4.YouTube(paid + organic) Awareness and Consideration
5. Twitter(paid + organic) Awareness and Consideration
6. Influencer Marketing Awareness and Consideration

12. Task 4: Content Ideas & Calendar

13. Task 4
Define content themes/idea you would like to use for each channel ( at least one per channel),
content formats for each channel ( at least one per channel) and then define KPIs of each channel.
Content Theme/Idea Content Formats KPIs
1. Two friends are shown on different location and his 1 friend is late and other reach stadium so
2nd friend calls his 1st friend and says “Time per pouchna hai Tho Uber kar mere bhai or sathmai
mauka bhi milega rewards pane ka”.[Facebook Post] #RideToWorldCup
Post Reactions, Comments and
Shares
2. A video of customer whose personal car was not started on the way to stadium and he
thought of Uber cab and book a cab. And cab come in 5 mins and now he is on the way to watch
match[Instagram Ad] . #MovingFansForward
Video / Reel Ad Views, Shares and
Comments, Reactions
3. Sending email to customer as July working in Uber saying, Hey[Name], Here is your coupon /
discount offers if you book Uber cab in this ongoing cricket season, you will get scores and you
would get chance to win ticket for world cup. #onthewaytowin
Text and Visual Open Rate, Bounce Rate
4. Tweet( Who do you think will be the black horse in the ICC World Cup) and get chance to win
your favourite star’s jersey.[Twitter] #CWC19 #UberStar #WorldCupFanAnthem
Tweet with image Retweets, Reactions and
Comments, Mentions
5. The person booked a cab and he already running late but when he entered the cab, there was
already playing the match in the smartphone of car driver(Showcase the customer
value)[YouTube] #CWC19 #OnOurWayO
Video Ad Views, Shares and
Comments, Reactions
6. The elderly person waiting at a bus stop to go to the match and then an influencer comes to
him and helps him book a cab/share a cab with him. #MovingFansForward #onthewaytowin
Video Ad Views, Shares and
Comments, Reactions

14. d).Create a content calendar for the campaign - pre launch, launch and post launch
Pre Launch Launch Post Launch
Twitter post(which player are you
supporting)
Match analysis twitter Twitter question answer, meme
posting
Video Ad(YouTube, Facebook. Instagram) Video Ad(Influencer) Video Ad(Influencer) showing
how Uber helped him/her to
reach venue at time
Offer(Uber email campaign) for booking Twitter meme sharing
regarding match
Video Ad(Customer Satisfaction)
Video Ad showing booking Uber is the
smarter way
Influencer(Parking
problem ad)
Video ad showing driver’s
emotion during this ICC
Tournament time and how they
engage with customers

15. e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)
● Bhuvan Bam(He is one of the most popular influencers in India and Worldwide with a huge fan following. He is very
authentic and produces very genuine content that connects people)
● Virat Kholi( The face of the Indian Cricket Team, As the main theme, is the ICC World Cup. It is better to use such a
famous cricket star in video ads to influence more people)
● Star Sports is using a new mascot for World Cup(Mauka). We can also use it to increase user engagement.

16. Task 5: Video Submission

17. Task 5
Record a 1-1.5 minute video of you presenting a summary of the project. Make sure you include the
following points in your video.
● The task and the objective
● Process and steps of finalising your strategy
● Main content ideas and channels
● Key learning's from the project
Upload the video in an MP4 format. Upload the video on your Google Drive and do not forget to give
access to "Anyone With This Link"
Video URL : https://drive.google.com/file/d/1__ROJS19Zph-CE8Eo-v4eX8PXJ3oktbF/view?usp=sharing
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