Question

Provide explanation of the international promotion for the company UBER.

Answer 1

Uber is an on-demand transportation service which has brought a revolution in the taxi industry all across the world. Uber Technologies Inc., a United State company, is a mobile application based transportation network that connects passengers with drivers of vehicles for hire(Bloomberg, 2016). Today Uber is one of the leading transportation services in the world, starting out with a Series A funding of $11.5 Million (Belarbi, 2015). Uber Technologies serves customers in various cities worldwide as it is currently active in 77 countries and in more than 527 cities.  Uber is most active in countries such as United States, China, Mexico, and Brazil

Uber’s promotional strategy in was never once about large media spends or traditional mass marketing methods like TV, Print, etc. It was never even about huge digital spends. Uber stuck to basics, always. The Uber team focused on building a good product, putting it out in the market and speaking about it in a language that instantly built a connect with the consumers. The idea was to convince the consumer to try out the product once and Uber was confident that the consumers would come back again.

One of Uber’s existing promotional strategies is the referral program. Uber’s referral program which is to give friends free rides, while earning credits for themselves is a great strategy, this give money-get money program gives first-timers a more concrete reason to try the service. It’s been massively successful both for Uber and its constant users.

Some new strategies Uber can incorporate are collaborations and sponsorships. Uber can implement partnerships to entice both first-time and loyal customers to take a rides. Hotels Preferred or VIP Guest members can earn hotel points for every Uber trip they take. The company can also partner with shopping malls for tourists looking for easy transportation. Finally, Uber can collaborate with social night clubs to provide their veterans with cars to promote safe driving while under the influence.

Another promotional strategy can be that Uber sponsors the music app Spotify by offering uses a hour of ad free music and unlimited ‘skips’ for non premium uses of spotify. Sponsoring events such as ‘Amazing race Asia’ where participants use Uber taxis to get around will bring awareness to the brand name.

1. People and Process

Uber is an app-based car service. It develops markets and operates the Uber mobile “app”, which allows consumers with smartphones to submit a trip request, which the software program then automatically sends to the Uber driver nearest to the consumer, alerting the driver to the location of the customer, delivers a more personable experience. Users can select their driver, vehicle, and provide overall feedback regarding their experience. Through the app, the user is also alerted when the driver arrives as the designated location.

There are a few initial ground rules that every driver must pass before being able to drive for Uber, such as intended drivers must drive a vehicle that is either a four-door car, truck or minivan, required to be 21 year-old or older, be on the vehicle insurance, minimum three years driving experience, clean driving record, pass a background check and as well as Uber’s vehicle inspection (Uber Technologies Inc. 2016). Besides, Uber’s driver is said to have flexible working hours.

On the other hand, Uber has its Advanced Technology supporting by experienced scientists and engineers working on the future of transportation technology (robotics, autonomy, vehicle safety) and advance the vision of its real-time marketplace. It has different teams with different talent in-charging for a particular department for business development.

2. Physical Evidence

Physical evidence is the material part of a service. The signage if Uber reassures the consumer through branding. Tangible objects including Uber driver’s car, logo, mobile app and offices. A high-quality app is required to facilitate the whole Uber experience used by both riders and drivers. The app must not only be functional, but also user-friendly and secured to aid in customer retention, gaining public confidence and on-going business.

Uber drivers do not wear uniforms. Besides, drivers have to always make sure the interior and exterior of the car is always in good condition as this is the initial requirement riders are looking for. A useful app, clean car, excellent services is crucial in order to achieve and maintain the objectives mentioned above.