10 Step Marketing Plan - UBER
Transcript of 10 Step Marketing Plan - UBER
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10 STEP Marketing Plan for
Kenneth O. SychingpingNovember 2014
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This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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1. Uber’s guests are the VIP’s2. Convenience, Security and Comfort3. Taxis and Car Services are the rivals4. Uber is the “rich” choice5. Big pie but a small slice
Uber-rated or Uber-convenient?
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6. Fine cars at your fingers7. Money’s no option8. Physical and Virtual Word of Mouth9. Anywhere and Everywhere10.Uber differentiates
Uber-rated or Uber-convenient?
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1. Who are the VIP's?
41-50 years old, social classes A and BBusinessmen and ExecutivesForeign guests not comfortable going
around a developing countryLate night, rush hour, Friday payday
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2. VIP wants, VIP gets
Basic need is dependent on the purpose of transport (Social if to a party, physiological if to a restaurant, etc.)
But biggest need is SecurityWants fast, comfortable, convenient,
safe, friendly driversDemands on-time pickup, smooth ride,
nice vehicle, nice interior
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Maslow's Hierarchy
7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler
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3. We are the best, but who are the rest?Direct: Easy Taxi, Grab Taxi, Hertz,
Click, Airport Taxi, Taxi FlaggingIndirect: Walking, Commute, Own CarVariables: privacy, safety, smoothness
of trip, friendliness of driver, price, convenience of pickup, speed, exterior look of vehicle, interior ambiance of vehicle
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Ordering Ease vs Car TypeOrdering Ease/Car Type Private Car Taxis
Apps Uber Easy Taxi, Grab Taxi
Traditional Methods Hertz, Click, Integrate MGE, Ryo Aki
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Value-added vs BrandVALUE-ADDED
Uber Grab Taxi
Easy Taxi
Hertz Click Integrate
MGM Ryo Aki
Order through App
X X X
Nice Exterior X X X X
Nice Interior X X X X
High Security X X X X
Relatively Cheap
X X X X
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4. Uber is the “rich” choice
Stories of rude and criminal taxi drivers are now common, even with Grab Taxi and Easy Taxi
Even if money is not a concern, there was a lack of an ultra-safe AND ultra-convenient choice before Uber
Uber is where every passenger is a VIP
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5. The transportation market in the Metro is significant
P44B
Transport Service Expense in NCR
*All Data based from the 2012 FIES Survey
P17B
Transport Service Expense in NCR of the 9th and 10th
DecileComputed from 39% as it is the percentage of
transportation service expenses of the 9th and 10th decile compared to the whole Philippines
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Creatively estimating Market Share
Considered using download number to compare Easy Taxi, Grab Taxi
and Uber app downloads for market share
However, all 3 are global brands so cannot segregate Philippine
downloads from the rest of the world
X
So will use Facebook likes as estimate of market share: all 3 brands has its own Philippine-specific page. Popularity = Estimate of
Market Share
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Uber’s market share is small
BRAND FB LikesUBER 29
Grabtaxi 190,000Easy Taxi 760,000
Ryo Aki taxi 180Hertz car service 480
Intuitively, traditional flagging of taxi (no apps) would have the largest market share- est. 90%
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6. Uber's product is a mix
The App
The Car
The Interior
The Service
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Competitions are less luxurious
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Uber is the premium product of the industry
Card Payment
Order Anywhere
Nicer Cars
Personal Chauffeur
Comfortable Interior
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7. Uber customers pay a premium
NORMAL TAXI
GRAB TAXI
EASY TAXI
AIRPORT TAXI
UBER CLICK
Flag Down P40.00 P110.00 P110.00 P70.00 P90.00
Per Minute P1.75 P1.75 P1.75 P2.00 P2.10
Per Kilometer
P11.67 P11.67 P11.67 P13.33 P12.92
Per Hour P340-P450
Ayala-NAIA (est.)
P170.00 P210.00 P210.00 P220.00 P240.00 P900 (FIXED)
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8. Uber mostly rely on physical and virtual WoM
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Uber is not very aggressive in promotions
Online comments defending Uber
Referral CreditsPhysical Word of Mouth
Video/Online Reviews
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Easy Taxi is a more aggressive promoter
Mall Booths
BrochuresPartnerships Discount promos
EventsParties Raffles
Online Presence
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9. VIP's can order anywhere
UBER has no physical Place/Location
Online means anywhere within MM
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10. Uber differentiates from the competition
Higher Cost
but
Added premium not found in others