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Marketing Mix of Uber analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Uber marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.
Uber 401k
Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Uber.
Let us start the Uber Marketing Mix & Strategy:
Uber Product Strategy:
The product strategy and mix in Uber marketing strategy can be explained as follows:
Uber is a global leader in app based cab booking systems having a strong global reach and increasing penetration. Uber provides an app and a web based application, which is the product in its marketing mix, that can be used for booking cabs based on the location of the user. Uber offers different levels of services for its customers. Uber provides cab sharing services under the name 'UberPOOL'. It is the least expensive of all the services offered by Uber. UberGO and UberX offers the user a private ride where the user need not share the ride with anyone. UberGO offers ride in hatchbacks. UberAUTO is another option that is offered in Pakistan where consumers can book an auto instead of a cab. There is also UberTAXI allows users to book a taxi for a whole day for long distance, outstation trips. This has reduced the churn and opposition that Taxi drivers had earlier shown towards Uber drivers. Uber launched a Boat service in Istanbul and Croatia where customers can book water rides using the app. Uber also offers UberRUSH and a courier package service and UberEATS which allows customers to order food on the go. Uber also provides the user with an option to track rides and Wifi services on its premium cabs.
Image: flickr.com/photos/alper/
Uber Price/Pricing Strategy:
Below is the pricing strategy in Uber marketing strategy:
Uber offers different pricing strategies in different countries. Uber offers promotional ride schemes in many countries. Promo codes are distributed to the users, availing these codes resulted in discounts. Uber also provides a ride estimate, where the user can check before booking, the cost of travel. This is called upfront pricing. The fares are dynamically calculated by considering different factors. When the demand is very high and the number of available cabs are limited, Uber charges a premium (peak time surcharge) for the rides. There are various payment options available for Uber like using Uber wallet, money and even credit cards. This gives an insight in the marketing mix pricing strategy of Uber.
Uber Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Uber SWOT Analysis, STP & Competitors
Uber Place & Distribution Strategy:
Following is the distribution strategy of Uber:
Uber is present in over 40 countries and over 600+ cities worldwide. Uber, being a smartphone app, can be downloaded at any time. Uber can be used by downloading and installing the app from Playstore (For Android) and App store for iOS phones. Web version of Uber is also available. Location of the cabs can be tracked over the mobile phone.
Uber booking stations and help desks are also available at centres like Airports and malls.
Uber Promotion & Advertising Strategy:
The promotional and advertising strategy in the Uber marketing strategy is as follows:
Uber relied heavily on word of mouth publicity to gain market share. Its initial expenses on advertising and promotional activities were very low. They relied through referral marketing and convinced corporate clients into accepting their free rides and services. The free rides scheme worked pretty well for Uber and lot of people started availing the service. Uber used simple localised marketing techniques in India like distributing free kites on Makara Sankranti, colours and cup-cakes on Holi and Rakhi to gain a greater market share. Their strategic tie ups with Paytm and Zomato allowed them to display the availability of their cabs on maps.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Uber.
People:
Uber, being a services company in the can segment, knows the importance of people strategy in its marketing mix. Uber drivers are subjected to stringent background checks to ensure that they put the right person for the job. Customer service at Uber is good as they know that people would travel only when they have a good experience. Uber company has more than 12000+ employees all over the world.
Process:
Uber as a company has several processes in place. The different stages involved in availing a cab service on Uber are:
• Go to Uber app and turn on your device GPS (Location settings)
• Check for cabs available and select the ride of your choice
• Check for ride estimate, type of car and driver details, comments and rating.
• Book the ride and track the ride
• Make payment through any of the preferred means of payment when you get down.
Uber uses the latest technologies to track the position of its cabs. Sometimes drivers must even click selfies on the Uber provided Smart phones/tabs and confirm their identity when Uber conducts its random driver checks. Other processes involve payment to cab drivers from the company, customer/driver service centre helplines etc.
Physical Evidence:
Uber cabs which come for customer pickup is the biggest physical evidence of the company. Also, the app on smartphone handsets becomes the physical evidence of the user interface of the Uber brand. Uber does not offer hard copies of travel receipts. The ride history is made available on the App's dashboard and can be viewed from an online account too. Hence, this concludes the Uber marketing mix.
About Uber:
Uber is an American multi-national company that operates the Uber car transportation and food delivery mobile apps. The name typically is derived from the German word 'Uber' for the Topmost or the most superior. Uber offers an online and app based taxi booking service that has revolutionised the way people travel across countries. It has been a champion of sharing services and the sharing economy is hence referred to as 'Uberification'. Uber was launched in the year 2009 as Uber cab. It slowly expanded its operations from outside of US to other countries. It currently operates in 633 cities worldwide across 14 different countries.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
Browse 4Ps Analysis of more brands and companies similar to Uber Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
Let us start the Uber Marketing Mix & Strategy:
Uber Product Strategy:
The product strategy and mix in Uber marketing strategy can be explained as follows:
Uber is a global leader in app based cab booking systems having a strong global reach and increasing penetration. Uber provides an app and a web based application, which is the product in its marketing mix, that can be used for booking cabs based on the location of the user. Uber offers different levels of services for its customers. Uber provides cab sharing services under the name 'UberPOOL'. It is the least expensive of all the services offered by Uber. UberGO and UberX offers the user a private ride where the user need not share the ride with anyone. UberGO offers ride in hatchbacks. UberAUTO is another option that is offered in Pakistan where consumers can book an auto instead of a cab. There is also UberTAXI allows users to book a taxi for a whole day for long distance, outstation trips. This has reduced the churn and opposition that Taxi drivers had earlier shown towards Uber drivers. Uber launched a Boat service in Istanbul and Croatia where customers can book water rides using the app. Uber also offers UberRUSH and a courier package service and UberEATS which allows customers to order food on the go. Uber also provides the user with an option to track rides and Wifi services on its premium cabs.
Image: flickr.com/photos/alper/
Uber Price/Pricing Strategy:
Below is the pricing strategy in Uber marketing strategy:
Uber offers different pricing strategies in different countries. Uber offers promotional ride schemes in many countries. Promo codes are distributed to the users, availing these codes resulted in discounts. Uber also provides a ride estimate, where the user can check before booking, the cost of travel. This is called upfront pricing. The fares are dynamically calculated by considering different factors. When the demand is very high and the number of available cabs are limited, Uber charges a premium (peak time surcharge) for the rides. There are various payment options available for Uber like using Uber wallet, money and even credit cards. This gives an insight in the marketing mix pricing strategy of Uber.
Uber Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Uber SWOT Analysis, STP & Competitors
Uber Place & Distribution Strategy:
Following is the distribution strategy of Uber:
Uber is present in over 40 countries and over 600+ cities worldwide. Uber, being a smartphone app, can be downloaded at any time. Uber can be used by downloading and installing the app from Playstore (For Android) and App store for iOS phones. Web version of Uber is also available. Location of the cabs can be tracked over the mobile phone.
Uber booking stations and help desks are also available at centres like Airports and malls.
Uber Promotion & Advertising Strategy:
The promotional and advertising strategy in the Uber marketing strategy is as follows:
Uber relied heavily on word of mouth publicity to gain market share. Its initial expenses on advertising and promotional activities were very low. They relied through referral marketing and convinced corporate clients into accepting their free rides and services. The free rides scheme worked pretty well for Uber and lot of people started availing the service. Uber used simple localised marketing techniques in India like distributing free kites on Makara Sankranti, colours and cup-cakes on Holi and Rakhi to gain a greater market share. Their strategic tie ups with Paytm and Zomato allowed them to display the availability of their cabs on maps.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Uber.
People:
Uber, being a services company in the can segment, knows the importance of people strategy in its marketing mix. Uber drivers are subjected to stringent background checks to ensure that they put the right person for the job. Customer service at Uber is good as they know that people would travel only when they have a good experience. Uber company has more than 12000+ employees all over the world.
Process:
Uber as a company has several processes in place. The different stages involved in availing a cab service on Uber are:
• Go to Uber app and turn on your device GPS (Location settings)
• Check for cabs available and select the ride of your choice
• Check for ride estimate, type of car and driver details, comments and rating.
• Book the ride and track the ride
• Make payment through any of the preferred means of payment when you get down.
Uber uses the latest technologies to track the position of its cabs. Sometimes drivers must even click selfies on the Uber provided Smart phones/tabs and confirm their identity when Uber conducts its random driver checks. Other processes involve payment to cab drivers from the company, customer/driver service centre helplines etc.
Physical Evidence:
Uber cabs which come for customer pickup is the biggest physical evidence of the company. Also, the app on smartphone handsets becomes the physical evidence of the user interface of the Uber brand. Uber does not offer hard copies of travel receipts. The ride history is made available on the App's dashboard and can be viewed from an online account too. Hence, this concludes the Uber marketing mix.
About Uber:
Uber is an American multi-national company that operates the Uber car transportation and food delivery mobile apps. The name typically is derived from the German word 'Uber' for the Topmost or the most superior. Uber offers an online and app based taxi booking service that has revolutionised the way people travel across countries. It has been a champion of sharing services and the sharing economy is hence referred to as 'Uberification'. Uber was launched in the year 2009 as Uber cab. It slowly expanded its operations from outside of US to other countries. It currently operates in 633 cities worldwide across 14 different countries.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
Browse 4Ps Analysis of more brands and companies similar to Uber Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
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Uber 401k Summary Plan Description
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