Marketing91

  • Home
  • Categories
    • Marketing
      • Advertising
      • Branding
      • Sales
      • Retailing
      • Consumer Behavior
      • Distribution
      • Market Research
      • Pricing
      • Product Management
      • Strategy
      • Segmentation
      • Targeting
      • Positioning
      • Services Marketing
      • Articles
    • Digital Marketing
      • Blogging
      • SEO
      • E-commerce
      • PPC
      • Email marketing
      • Social Media Marketing
      • Facebook Marketing
    • Brands Analysis
      • Marketing Mix
      • SWOT
      • Strategies
      • Competitors
      • Lists
      • Expensive
    • Management
      • Customer Management
      • Communication
      • Leadership
      • Decision Making
      • Delegation
      • Organizational Management
      • Motivation
      • Personal Development
      • Project Management
      • Risk Management
      • Team Management
      • Time Management
    • Careers
      • Interviews
    • Business
      • Business Models
      • Logistics
      • Supply Chain
    • Human Resources
    • Skills
  • News
  • About Us
    • Contact Us
  • Academy

Uber Marketing Mix

March 25, 2023 By Hitesh Bhasin Filed Under: Marketing Mix of Brands

slice="1 3 []">The Uber marketing mix has helped to align the business and marketing tactics so that the Uber Company can gain market share as well as a competitive advantage in these competitive times. The marketing strategy focuses on product strategy, upfront pricing policy, distribution network and promotional planning.

The marketing mix of Uber Technologies has led to effective marketing of Uber service as an easily accessible user-friendly low-cost option to the target audience as it will eventually lead to customer retention and a strong customer base.

Table of Contents

  • Introduction of Uber Technologies Inc.
  • Target Audience of Uber
  • Uber Marketing Strategy & Marketing Mix of Uber (7Ps)
  • Product Strategy of Uber Marketing Mix
  • Products in the Marketing Mix of Uber
  • Place: Uber Marketing Strategy
  • Place and Distribution Strategy of Uber Marketing Mix
  • Pricing Strategy of Uber Marketing Mix
  • Pricing in the Uber Marketing Strategy
  • Promotional Strategy: Uber Marketing Strategies
  • Digital Campaigns – Notable Digital Marketing Campaigns
  • Uber People
  • Uber Process
  • Uber Physical Evidence
  • key Takeaways from the Uber Marketing Mix & Marketing Strategy

Introduction of Uber Technologies Inc.

#Uber

  • Origin Country: United States of America
  • Founders: Garrett Camp, Travis Cordell Kalanick
  • Founded: 2009
  • Headquarters: San Francisco, California, U.S.
  • Employees in 2023: 32,800
  • Annual Revenue in 2023: 31.877 billion USD
  • Net Income in 2023: -9.141 billion USD
  • Market Cap in 2023: 63.87 billion USD

Based in San Francisco, Uber Technologies Inc is a world-renowned company tech company that offers transportation services. Various services offered by the company include ride-hailing/mobility as a service, freight transport, package delivery, food delivery and couriers. Products include mobile apps and a website.

Uber was launched by its founders Garrett Camp and Travis Cordell Kalanick as UberCab in 2009. The name was later changed to Uber. The company went public in the year 2019 and is listed on the New York Stock Exchange.

Target Audience of Uber

The Uber marketing mix strategy focuses on the services offered by the company and the target audience because it wants to gain market share and increase its customer base in all the different countries it operates.

Also Read  Marketing mix of Hero Motocorp - 4 P's of Hero Motocorp

The Uber strategy targets people who do not have their own car and require easily accessible vehicles for travelling. The target customers also include people who have their car but do not want to drive themselves and instead prefer driven by taxi drivers and people with limited income who do not like travelling on public transport and are looking for a low-cost option or car-pooling.

Most of the customers are between 20 and 40 years and this group includes young adults new to their jobs looking for wi-fi enabled cabs, bachelors wanting stylish vehicles and even families looking for user-friendly vehicles.

Uber provides wheelchair-accessible vehicles and targets people with disabilities who are looking for a safe travelling option.

As Uber also offers delivery services besides taxi services it also targets customers wanting package delivery or couriers and people who order food through its service Uber Eats and Postmates.

Uber Marketing Strategy & Marketing Mix of Uber (7Ps)

Marketing Mix of Uber

The thought of booking a ride at any location by simply tapping on your cell phone was revolutionary at the onset no doubt and the credit goes to the Uber marketing strategy. There is simply no need to wait on the road for taxi services because the marketing mix of Uber has ensured low-cost options with taxi drivers at your doorstep.

The Uber marketing mix has been the driving force behind several company decisions because the elements align price, place, promotion and product strategies with business goals and objectives. Currently, Uber is one of the fastest-growing rides-share companies in the world. It has been successful in replacing taxi services in numerous cities with the Uber service.

High demand for the varied services provided by the company like Uber Wallet, Uber Eats, Uber Pool, Uber Auto, Uber Moto and Uber Premium, options like wheelchair-accessible vehicles and boat rides and unsurpassed customer experience have led to a strong and loyal customer base across the world.

Also Read  Marketing Mix Of Raymond - Raymond Marketing Mix

Product Strategy of Uber Marketing Mix

The Uber marketing strategy for its product element is very clear. Uber offers the best possible taxi services to Uber customers to ensure customer retention. It is the marketing mix of Uber and its strategies that have set the groundwork for better customer experience and led to high demand for Uber products and services.

Uber has become a global leader in car booking and has increased its operations far and wide because of its market penetration policy. Uber offers transportation services with a few clicks on your mobile or desktop at the doorstep so that customers can travel safely and that too without any hassles from one location to another.

Uber started its journey as UberCab in 2009 but had to change its name to Uber in 2011 after facing complaints from taxicab operators. Later users were able to book Uber drivers or regular taxis via their mobile app. Uber launched its App in the year 2011. This application allowed users to book a luxury vehicle at a price that was 1.5 times that of the normal taxi services.

Products in the Marketing Mix of Uber

The Uber marketing mix ensures that the products and services offered by the company are up to the mark and customers can avail of the services easily without any hassles. Uber offers ride-hailing/mobility as a service, freight transport and couriers/package delivery/food delivery services. Customers can now book bike rides or order taxi services with a few clicks only on their mobile apps.

Varied services provided by the company include

Uber Ride

Uber offers transport services via Uber Ride so that customers can travel from one location to another with a few clicks. Customers can see the fares and the estimated time of the journey beforehand at the time of the booking. Different rides offered by the company are

UberX

UberX allowed drivers to use non-luxury cars and their personal vehicles on behalf of the company. It was a cheaper version of Uber that targeted customers looking for a low-cost option.

Also Read  Marketing Mix of Active Wheel

Uber Pool

Uber Pool was launched in the year 2014 as a shared car-pooling transport service. The car-pooling idea was an instant hit. It is a fact that the number of taxis booked for car-pooling services surpassed other services at one time.

Uber Premium / Uber Comfort

Taxis booked under Uber Comfort are stylish vehicles with premium services. These are wi-fi enabled cabs for people who do not want to take their own car but instead want to be driven to specific locations.

Uber Auto

These are low-cost rides meant for people who do not want to use public transport or car-sharing options. The estimated time of travel is shown beforehand for the customer’s convenience.

Uber Taxi

Taxis booked under this option are for long-distance, outstation trips or a whole day.

Uber Boat Service

Uber provides boat services in Croatia and Istanbul where users can book boat rides with Uber App.

Uber Moto

Customers can book bike rides with Uber Moto.

Uber Eats

Uber offers food delivery services where users can order food and get it delivered from the restaurant of their choice to their doorstep without any hassle.

Uber Freight

Uber offers parcel delivery service with Uber Freight from all locations.

Place: Uber Marketing Strategy

Uber has captured an estimated 68% of the total share in the market and is available in nearly 10,500 cities across 70 countries. The service company generates 23 million trips on average daily and boasts of 5.4+ million active drivers and 131 million active users every month.

Uber has been expanding its services all over the world by opening too many offices in the countries it operates. It offers different types of vehicles and ride options where the customer can track the ride or the delivery person easily.

Uber was launched in India in 2013 and within a short time with too many offices in several locations has been able to leave a positive mark on customers.

Also Read  Marketing Mix Of Greenply - Greenply Marketing Mix

Place and Distribution Strategy of Uber Marketing Mix

The place and distribution strategy in the Uber marketing mix includes

Uber App

Uber App helps to book rides, get an estimate of the journey and know about the fare beforehand. Users can download it on their smartphones easily and use it at their convenience. The app has a customer support system for complaints or any difficulties faced by customers.

Desktop Website

Uber users can also use the desktop website for Uber products and services.

Pricing Strategy of Uber Marketing Mix

The pricing strategy in the marketing mix of Uber depends upon its products and services. The delivery segment of the company generates 34% of the total revenues with ride-hailing and freight transport generating 48% and 18% respectively.

The Uber pricing strategy is also dependent upon the country where it operates. The rates charged by the company differ from country to country. Uber provides several types of vehicles as well as different types of services and the fares are based on their demand in the market.

Uber is a service company that uses a dynamic pricing model for Uber Customers. The company sets the fares based on local demand and supply when the booking is done. Prices are quoted in advance to the customers who can avail of the services or cancel them at their discretion after looking at the fare. Every booking results in a commission fee for the company.

Pricing in the Uber Marketing Strategy

The pricing in the Uber marketing mix includes

Upfront Pricing Strategy

The marketing mix of Uber has adopted an upfront price strategy under which the tech company provides promotional codes for low-cost rides, discounts and even free rides to boost brand loyalty in the market.

Penetration Pricing

The marketing mix of Uber has ensured a penetration pricing strategy for new markets. The company offers low-cost rides to attract customers and increase its base. Sometimes it also offers a free ride to a regular user to reward him for brand loyalty.

Also Read  Marketing Mix Of Tanishq - Tanishq Marketing Mix

Premium Pricing

As the company operates on the supply and demand model it charges premium rates during peak hours or when the number of available vehicles is few.

There are several payment options for customers who are using Uber cars and services. Some of the popular options are Uber Wallet, credit cards and cash.

Promotional Strategy: Uber Marketing Strategies

The Uber marketing strategy for promoting products and services depends heavily on mouth promotion. Initially, the budget for promotion was quite low as the company wanted to focus on penetration in new markets but with time it has understood that effective marketing of its services is as important as the services and products themselves.

The promotional mix in the Uber marketing strategy includes-

Mouth Marketing

The marketing mix of Uber initially was dependent on mouth publicity to promote its products and services. People liked the concept of door-step taxi service and booking with a few clicks from the comfort of their home or office etc. and shared their experiences with others. Later incentives like free rides and discount coupons also led to an increase in brand awareness amongst customers.

Referral Marketing

The marketing mix of Uber focused on referral promotion to convince corporate clients into accepting various types of services and free rides. The free-ride scheme was a success as lots of people went for Uber services.

Social Media Marketing

Uber uses social media platforms to increase brand visibility in the market. It invests in digital marketing and promotes various services with offers of free rides and rides at discounted prices.

Loyalty Program

Uber wanted to show its appreciation to its loyal users through a loyalty program of their own. After a minimum of one hundred rides, the customers could access the highest-rated drivers. From time to time Uber also offered other incentives through their loyalty program.

Also Read  Marketing Mix of Starwood Hotels and Resorts

Digital Campaigns – Notable Digital Marketing Campaigns

Go Big or Go Home

During the Consumer Electronics Show in Las Vegas in the year 2017, Uber offered Uber Chopper services at $100 per person. This publicity stunt “Go Big or Go Home” paid off and helped to create brand awareness in the market

Get There With Uber

The ad campaign “Get There With Uber” created by BBH featured real riders and drivers to show how everyone uses the app in real life. The ad focuses on both the riders to show them how safe and convenient is to book and ride in Uber and on drivers by highlighting how it can prove profitable for them.

Uber People

Uber People refer to the drivers who are entrusted with the task of transporting people to and from different locations. It is very important to hire the right person for the job and this is why Uber drivers are subject to a thorough background check before hiring so that the customers have a good experience on their rides.

Uber Process

The Uber Process includes

  • Going to the app and turning on the GPS location
  • Check for cab availability
  • Select the ride
  • Check for type of vehicle, journey time, driver details, rating and fare
  • Book the ride
  • Track the ride
  • Make payment through a preferred mode which the user has already selected in the beginning

Uber Physical Evidence

Uber offers physical evidence with the Uber cabs and app through which the transaction takes place. Uber does not offer hard copies or travel receipts but users can check details on the App’s dashboard and online account.

key Takeaways from the Uber Marketing Mix & Marketing Strategy

The key takeaways from the Uber marketing mix and marketing strategy are-

  • Bring in new facilities and features for users
  • Keep the pricing competitive and affordable
  • Offer incentives to increase the consumer base
  • Focus on promotional campaigns to boost brand visibility

Liked this post? Check out these detailed articles on Topic of Marketing Mix of Brands

Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.

Marketing91 Academy

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. You will generally find me online at the Marketing91 Academy.

Related posts:

  1. Marketing Mix Of Armani – Armani Marketing mix
  2. Marketing Mix of Deutsche Bank – Deutsche Bank Marketing Mix
  3. Marketing Mix Of Camry – Camry Marketing Mix
  4. Marketing Mix Of Club Mahindra – Club Mahindra Marketing Mix
  5. Marketing Mix Of Fabindia – Fabindia Marketing Mix
  6. Marketing Mix Of Halls – Halls Marketing Mix
  7. Marketing Mix Of IFB – IFB Marketing Mix
  8. Marketing Mix Of ITC – ITC Marketing Mix
  9. Marketing Mix Of Tripadvisor – Tripadvisor Marketing Mix
  10. Marketing Mix of Zee Entertainment – Zee Entertainment Marketing Mix

Join the Marketing91 Academy

Marketing Masterclass

Management Masterclass

Management Masterclass

Communication Course

Communication Masterclass

View All Courses
Economics Masterclass

Economics Masterclass

Sales Masterclass

Sales
Masterclass

Advertising Masterclass

Advertising Masterclass

View All Courses
Leadership Masterclass

Leadership Masterclass

Branding Masterclass

Branding
Masterclass

Strategy Masterclass

Strategy
Masterclass

View All Courses
Not found what you are looking for? Search this website.

Comments

  1. Akash Malakar says

    Great piece of writing, Sir!

    Every day I came and read different articles on Marketing91, and this is an excellent and knowledge-providing place for everyone who wants to learn the core business and marketing knowledge. This is an insane source, guys.

    Thank you.
    Have a fantastic day.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Informational Power: Definition, Sources and Importance
  • Reward Power in Leadership: Definition and Examples
  • Expert Power: Definition, Examples and Development
  • Legitimate Power: Definition, Examples, Advantages and Disadvantages
  • Nike, Adidas, Shein, and Temu Sent Letter From House China Committee About Forced Labor
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Editorial Policy
  • Advertise
  • Contact us
  • Sitemap

WE WRITE ON

  • Marketing
  • Business
  • Management
  • Brands
  • Digital Marketing
Search
[email protected]

Copyright © 2023 Marketing91 All Rights Reserved