Uber. Situation Analysis. Uber is a transportation network company that utilizes a mobile application to connect

Transcription

1 Uber Situation Analysis Uber is a transportation network company that utilizes a mobile application to connect passengers with drivers for hire, similar to a taxi service. The fundamental differences between a taxi service and Uber lie in the use of its mobile application, the styles of available vehicles, a timelier and more reliable service, fare quoting, GPS tracking, web-based pay, and individual driver ratings. This company prides itself in its punctuality and chicness, as evidenced by their own tagline, Where lifestyle meets logistics, and a headline from one of their ads Arrive In Style ( In keeping with the spirit of Uber s modern image, the following campaign is designed to convey a message of superior reliability and stylishness. Although it is possible to delineate all of the benefits of using Uber with body copy, a pragmatic approach was taken to highlight its premium benefits in a simplistic and appealing format. Print Campaign The tagline chosen for this campaign adopts a familiar expression with an interesting twist: Fashionably On Time. It is reminiscent of the idiom Fashionably Late because it is widely recognizable, easily interpreted, and reflects two ideas in one simple phrase: fashionability and punctuality, respectively. The images in the print campaign employ black and white photography with selective color. The technique of using black and white to create the nostalgic aura of classic photography with selective color evokes a sense of modernism. In essence, the images should pop out to the audience. The first of the three print ads includes a gentleman sitting in a car, dressed in formal attire with a bouquet of roses; the entire image is in black and white, while the roses are in color. The man is presumably on his way to pick up a date for the evening. The headline reads Flowers are just a bonus. The image directs the viewer s attention to the flowers, however, the

2 copy is explicit in its tone that the flowers are not the purpose of the advertisement. The idea proposes the question, Why are the flowers just a bonus? In conjunction with the tagline, it is clear that the individual in the image will pick up his date Fashionably On Time the intended purpose of the ad. Also in black and white, the second of the three print ads includes a man sitting in a car dressed in business attire, speaking on his cellular phone and holding a portfolio. He is concentrating on his call, suggesting he may have an important meeting to attend. The headline, When the meeting is non-negotiable, choosing how you get there is, punctuates the man s serious demeanor in the image. It is evident with the combination of imagery, headline, and tagline, that the man in the vehicle will arrive Fashionably On Time for his business meeting. In addition, the secondary meaning of the ad subconsciously proposes that he had multiple options to consider, of which Uber was the most sensible choice. The last of the three print ads employs slightly different imagery, but still conveys the same overall message. While the first two print ads contain individuals in a more formalized setting, it is important not to alienate other potential consumers. For this reason, the third print portrays two members of a band in black and white, each with their own instrument overlaid in color. The headline reads Don t keep them waiting, implying that the band may have had trouble getting to the venue. More than the sum of its parts, the ad is an implicit statement about the band using Uber to make it to their show on time to perform for their loyal fans. Outdoor Interactive and Guerilla/Ambient Ads In addition to print, this campaign will feature an outdoor interactive and guerilla advertisement. The outdoor interactive ad will be situated in a heavily trafficked area with little parking availability. There will be a jumbo touchscreen display placed upright on the sidewalk, and which will enable the consumer to summon an Uber ride, plan and time their route, or allow

3 for a street-view location image of their intended destination. There will be a red carpet leading from the screen to an Uber car that will appear when summoned. The mechanics of this execution will include the hiring of on-call professional drivers who will await the summons of potential passengers. The cars will be high-class luxury vehicles, preferably from Uber s own selection, and will give the person who is riding in them the Uber experience. A red carpet positioned from the car parking spaces to the screen will emphasize the feeling of luxury that the consumers are intended to feel. In addition, the company will need to acquire permission to implement the large screen on the property of choice, and they will also need to reserve two parking spaces adjacent the sidewalk. This advertisement is promotional in nature and is designed to create awareness for Uber even if the consumers do not participate in the screen and car-summoning interactive. It illustrates the idea that no matter who they are or where they go, they are always Fashionably on time by using Uber. The second advertisement will feature a door that has been remodeled to resemble the inside and outside of a luxury car door. This door will be affixed to a popular or trendy nightclub and will attract attention to the brand at the point of entry. It will include the copy Go home with Uber on the inside and outside. As the consumer is leaving the establishment, they will read the copy and understand the message that getting home safe with a sober driver, regardless of the hour, is always Fashionably On Time. The advertisement will employ a guerilla marketing strategy by appearing for an agreed upon duration with the establishment of choice and then disappearing after the allotted amount of time. The Competition The main competitors for Uber are the local taxi companies in the area where the company operates, the public transit system, ridesharing services like Car2Go, pedicabs, rentalcars, and specifically, two other drive for hire companies, Lyft and Sidecar, both of which

4 have eerily similar business models ( and For some areas, like Austin, Texas, where public transit isn t as comprehensive as in places like New York City, it is less of an issue. For taxi services, Uber advertises itself as a faster and cheaper (up to 25%) alternative ( With respect to rental cars, short trips made within the city are certainly a less expensive alternative. Pedicabs might have novelty in their own right, but these services are primarily used for short trips ranging from one to several blocks. For ridesharing services like Car2Go, these consumers are primarily concerned with environmental impact and physically driving the vehicles. Lastly, the main competitors for Uber are Lyft and SideCar, both with comparable rates and services ( and Where Uber differentiates itself from these companies is in its premium service models with available upgrades to Taxi, Lux, Black, and SUV; as a transportation network company, Uber also integrates the use of limousines and Lincoln Town Cars. Strategic Consumer Insights Uber s target market ranges from the young adult category to the business professional, and by offering different premium models for the customer to choose from, Uber appeals to people from many economic classes ( Prior to constructing this campaign, it was important to consider the perspective of the consumer while answering one key question about the brand and its services. Due to the fact that Uber s market is so large, there are many answers to the fundamental question, What do people use it for? (gadgets.ndtv.com). It could be anything, like getting to their daughter's recital just in time for her to say her lines It could be making it to that interview ten minutes ahead of schedule with enough to get up the elevator, or maybe it s catching that wedding, that bachelor party, or that night on the town. Maybe it s making it to the corporate party "fashionably late" on purpose; maybe it's making it to that first date, that premiere, or that dinner with their significant other's parents for the first time. All of

5 these answers qualify: Uber is a convenient, fashionable, easy-to-use, fast, reliable, and cheaper alternative to using other ride-sharing, drive for hire, and taxi services.