Capstone Project - To Increase

Awareness and Consideration for

Uber India during ICC MEN’s
WORLD CUP 2023
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Member 01: Swati Dhariyal
Member 02: Ila Goswami
Member 03: Kshitij Seth
Task 1: Target Audience and Your Consumer
Task 1
a) Define the target audience for Uber

● Demographics:
1. 18 – 30 years Male and Female
2. College students, office goers working in a small – mid startups and MNCs
3. Earning ~ 30 – 60K / month
4. Living in Tier 1 and 2 cities

● Psychographics:
1. Living away from family
2. Can’t afford a personal vehicle
3. Living a fast moving life
4. Ambivert
5. Hard working
 b) Consumer Persona

Place: Gurgaon Pain Points:

Profession: 1. Unhygienic public
A marketer working in an agency transport
for 10 am – 07 pm, 2. Fluctuating and high prices
06 days a week. 3. Unsafe transport
4. Long waiting time

Source: Unsplash.com

Interest & Hobbies:

Preferred Mode of 1. Traveller
Transport: 2. Tech savy
Name: Ahana 3. Loves to party
Age: 26 years old Private Cabs 4. Cricket lover
AC buses 5. Likes to try out new things
Autos that makes life easier
6. Believes in Work Life
Balance
Task 2: Competition
Task 2
a) Identify top competitors of Uber in the assigned market

● Ola Cabs
● Meru Cabs
b) Identify the target market for each competitor brand

● OLA CABS
1. Young students and lower – middle class office goers
2. Office goers of tier 1 and 2 cities
3. 18 - 30 yrs old Male and Female
4. Psychographics - pick and drop, people who love travelling in a cost efficient manner

● MERU CABS:
1. Office goers of tier 1 and 2 cities
2. Travellers ( house to airport and vice versa )
3. Corporate tie ups and businesses
4. High end hotels
5. Online travel booking platforms like goibibo, make my trip, etc.
 c) SWOT Analysis

Strengths
Weaknesses
1. Seamless tech 1. High waiting time
2. Pan India (Tier 1/Tier 2) service 2. Lack of support

S W
3. Hygienic and safe rides communication
4. Well behaved staff 3. High rides cancellation
5. Hassle free payments rate
6. Spacious cars

Threats
Opportunities O T 1. Businesses like BluSmart
which focused on
1. Tier 3 citiy expansion sustainable rides.
2. Collaboration with EV 2. Personal vehicles
businesses for 3. 3. Work from home /
sustainable rides hybrid working model for
office goers
Task 3: Choosing Digital Marketing Channels
Task 3
Task 3a.Choose
Choose the digital
the digital marketing marketing
channels channels
that you want to use (atyou
leastwant to use.
6), identify Define the social
the objective
for each one
media of them and
channels then specify the reason you have chosen this channel mix.
separately
Digital Marketing Channels Objectives Reason

1.Instagram To showcase Uber as the go-to ride Reason1: Through this objective, we aim to
service for youngsters on highlight Uber's Safety, convenience, and
reliability as a cab service during the World
Instagram.
Cup 2023. By emphasizing Uber's
availability and ease of use, we aim to
2. Linkedin To position Uber as the top choice for
encourage youngsters to rely on Uber for
transportation during World Cup 2023
their transportation needs.
for Working professionals by
showcasing how Uber's services can
Reason2: Our objective is to leverage
save time, so that working
LinkedIn's professional platform to
professionals can enjoy a match with showcase how uber can make their
a hassle free uber ride. transportation easy and hassle free. We
will create content with Influencer &
entrepreneur Ashneer Grover.
Digital Marketing Channels Objectives Reason

3. Whatsapp We can leverage whatsapp to increase 3. Reason: This will give Uber’s riders,
ease of booking through Uber’s official convenience in booking a cab making
WhatsApp chat bot by targeting a large booking an Uber ride as easy as sending a
set of working people who use cab WhatsApp message. Don’t miss the
service for their daily transportation exciting cricket match updates, because
needs. Uber Chat bot is here to keep you updated
with the latest match scores.

4. Youtube To establish Uber’s services as the cool & Reason: Our objective is to leverage
safe option for the age group between YouTube's video content format to create
25-45 through engaging video content on engaging and informative content that
YouTube. showcases Uber's services as the top
choice for transportation during the
World Cup 2023. We will create videos
with famous Influencers like Kusha
Kapila, Bhuvan Bam etc, highlighting
Uber's convenience, safety, and reliability.
Digital Marketing Channels Objectives Reason

5.Twitter To position Uber as the leading cab Reason: Our objective is to leverage the
hailing company with affordable rates real-time nature of Twitter to promote
and hassle free transportation. Uber's services as the go-to option for
transportation during the World Cup
2023. We aim to increase brand
awareness and drive engagement by
strategically using hashtags, mentions,
and engaging content. We will share
time to time updates on Uber's
availability, pricing, and promotions
during the event to provide real-time
value to our target people. We will also
leverage user-generated content like
photos and reviews to build social proof
and showcase Uber's services.

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Digital Marketing Channels Objectives Reason

6. Facebook To increase awareness about Reason6: We aim to increase

Uber and world cup 2023 by awareness among facebook
creating video ads with top users and encourage them to
influencers of social media. use Uber for their transportation
needs during the event. We aim
to engage with users on
Facebook through interactive
content, such as polls, quizzes,
and giveaways, to promote
Uber's services further and
encourage user engagement.

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Task 4: Content Ideas & Calendar
Task 4
Define the content themes/idea you would like to use for each channel ( at least one per channel), the
content formats for each channel ( at least one per channel) and then define the KPIs of each channel.
Content Theme/Idea Content Formats KPIs

1.Instagram - Parent Campaign Reels - for influencers’ collaboration Likes, Comments, Share, story mention
#Don’tMissAChance Influencer - Shubhman Gill

If they are not there to drive you to the office, how would Carousel Posts - User Generated
you see the world cup match? A way to thank your uber
driver is to take a selfie with them & Post it with #gratitude Content
#Don’tMissAChance

Tag @Uber_India and get a chance to win the upcoming TARGETING - 1.CONSIDERATION
match ticket.

#TryUber #Don’tMissAChance

2.Linkedin- Unlock the Benefits of Uber for 1. Video ad ( with a CTA - get the best Engagement rate
World Cup 2023 Attendees and Businesses on offers) Conversion rate
LinkedIn Click-through rate (CTR)
#Don’tMissAChance 2. Meme Carousel
Ashneer Grover on Linkedin can promote uber as an
employer annoyed with employee for reaching late at
the office (due to parking problems) as he planned TARGETING - 1. CONSIDERATION
big screening of ICC World Cup for all the employees and 2. AWARENESS
at office. This could be avoided if employee had
booked UBER like others.
Content Theme/Idea Content Formats KPIs

3. Whatsapp- "Uber Cab on your Single Static Post with a CTA - Get reply rate
finger tips: Enjoy World cup 2023 your first ride Free Read rate
with hassle free ride” Click-through rate
#Don’tMissAChance Conversion rate
TARGETING - CONSIDERATION
A whatsapp notification to the customers
who just signed up on Uber but dropped off
without booking a ride.
This campaign targets the abandoned users
and aims to increase consideration and first
rides of the users.

4. Youtube- "Cool people know how Video Ad - Install Now Views

to manage their time for World Cup Watch time
2023” Likes
#Don’tMissAChance TARGETING - CONSIDERATION Comments

Don’t want to miss a single ball of ICC world

cup 2023? But worrying about office hours?
Don’t worry, an Uber ride is always there for
you, book an uber cab and enjoy the world
cup match, on the way to the office.
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Content Theme/Idea Content Formats KPIs

5. Facebook- "Leave the Driving to 1. Static Post for engagement and Likes, shares, and
Us: Enjoy ICC World Cup 2023 with spreading awareness of the Uber Comments
Uber" Go rides
#Don’tMissAChance
Itne bade Match lover ho k World Cup k
TARGETING - AWARENESS
chakkar me roz late Office pahunchte ho?
Drop a comment if you are a late comer ;-)

#TryUberGo #Don’tMissAChanceGo

6. Twitter - "Join the Winning Team: Impressions

Ride with Uber to World Cup 2023" 1. Static Post for engagement and Retweets
#Don’tMissAChance spreading awareness of the Uber Comments
Premium rides
Whom do you think will be the
#ManOfTheMatch today? Sending our
#UberPremium to pick them up from the
TARGETING - AWARENESS
ground ;)

#Don’tMissTheChance #fun #enjoythematch 17

 d).Create a content calendar for the campaign - pre launch, launch and post launch.
*Since the ICC WORLD CUP 2023 dates are not finalized on the ICC website, we are taking the rough estimates.

Pre Launch ( Before the 1st Match - 10 Launch ( During League matches ) Post Launch ( Towards the end of the
October ) World Cup 2023 )

1. 15 Sep 2023 1. 15 Oct 2023

Facebook- "Leave the Driving to Us: Enjoy ICC Whatsapp- "Uber Cab on your finger tips:
World Cup 2023 with Uber" Enjoy World cup 2023 with hassle free ride”
#Don’tMissAChance #Don’tMissAChance

2. 25th Sep 2023 2. 25th Oct 2023 - Campaign Success

Linkedin- Unlock the Benefits of Uber for World Instagram - Parent Campaign - User stories
Cup 2023 Attendees and Businesses on LinkedIn #Don’tMissAChance - User Generated Content
#Don’tMissAChance
- X number of user are now Uber
3. 02nd Nov 2023 Family
3. 09th October 2023
Twitter - "Join the Winning Team: Ride with
Instagram - Parent Campaign Uber to World Cup 2023"
#Don’tMissAChance
#Don’tMissAChance
4. 09th Nov 2023
Youtube- "Cool people know how to manage
their time for World Cup 2023”
*Please refer to slide 15, 16, and 17
#Don’tMissAChance

*Please refer to slide 15, 16, and 17

 e).Mention which brands/influencers Uber can collaborate with for increasing
awareness and consideration for their brand (mention at least 2)

1. Ashneer Grover - We chose him because he has became a Sensational

Social Media celebrity for his quirky, savage yet thoughtful and
knowledgeable content on LinkedIn.

2. Shubhman Gill is trending on social media now a days and as a budding

cricketer he can influence others to watch world cup & enjoy hassle free ride
with Uber.

*Please refer to the Slide 15 for detailed Content Ideas and objectives.
Task 5: Video Submission
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 learnings 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/1hyx3E2MSZuWZ_mpkhU5c41E10kl_cW7e/view?usp=sharing
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