Ever wondered how one of the leading global ride-hailing mobility platforms in the world became what it is today? 🚗
Hint 💡 The brand is known for its top-notch services and has also expanded into freight transport and __ Eats, which is a food delivery and package delivery subsidiary within the umbrella of the services that they offer.
You guessed it right! ✔️
With an excellent product that spells out ‘destination at your fingertips’ in the most practical and seamless manner, their presence is across multiple countries where they do every step from developing, operating, marketing, and operations for mobility and transportation via a mobile application. 📲
Keep reading to find out how they became leaders in ride-hailing services through their stellar marketing strategy, which we will look at further. 🚀
But first, let’s look at where they started ⬇️
Uber’s History in Short
Uber initially launched a beta version of the now largely known and used app in the year 2010. It started when the founders of the then-startup were stuck in traffic in Paris on a cold evening and could not find a taxi. 🚖
They launched with a mission to disrupt the automobile industry through their app and create a seamless experience to reserve rides from one destination to another to solve the problem they had identified.
But does a beta version go this far? 🤔
In 2011 San Francisco, the app was launched publicly. 🌎
Quick Trivia 🧠: Initially, Uber provided the service of hailing only luxury cars to users, and the cost of this was 1.5 multiplied by the cost of hailing a taxi! 🤑 This obviously transformed over time, and now they are affordable and diversified into affordable ride-hailing! 👏
Marketing Strategies of Uber
What makes Uber scale in multiples all over the world? What is their holy grail of positioning?
Are you someone who thinks about this, too, as you book a ride? Look no further; here is how they create a funnel of great users! 🚀
Early Adoption ♟️
Word-of-mouth marketing is possibly one of the most effective organic marketing strategies and charts immense growth for any brand. Uber outlines early adoption advocacy for their seamless experience through this word-of-mouth strategy. 💬
Local markets are tapped into with personalized strategy for the demographic, which causes people to adopt their service early and spread the word of quality and ease that Uber propagates, marketing them in a quintessential manner. 📢
Referral Points ⭐
Referrals are great marketing strategies in general for any brand and spread the word through a referent who generally has used the service, thus creating potential trust and interest. Uber uses this referral system to their marketing advantage as well. 🧑🤝🧑
Existing customers can refer Uber to a friend or known one and gain points or credits for themselves via referrals. These credits can sometimes be used to gain free rides or against other unique propositions for ride hailers. 🚘
Strategic Partnerships 🧑💼
Partnerships are, in general, the key to growth for many brands. Collaborating with other like-minded key businesses, which can be beneficial, is a strategy that Uber taps into. They collaborate with other businesses and provide a variety of takeaways. 🤝
This strategy helps them position themselves to a network of potential customers who are likely to become Uber users. They even provide exclusive benefits to them, furthering the relationship towards becoming a user from a prospect. 🧑💻
Geographical Targeting 🗺️
Uber has a presence in multiple geographical segments and uses this to their campaign and marketing advantage.
There are multiple campaigns that are localized to the taste of the area in which they operate 🌏.
They use location-based analytics and targeting to position themselves in a personalized manner to the users of the app and increase visibility to display advertisements and campaigns.
Uber has expanded its portfolio from being just a ride-hailing platform to multiple avenues like freight transport. A unique avenue they have diversified into is alternate options to mobility, like bike transport. 🚲
Options like Uber Go and Uber Eats are examples of their expansion beyond just ride-sharing. This positions them as a multi-faceted platform with many product offerings under one platform. 🥗
Review System 👮
Uber has a customer review system that allows them to review the ride they have just hailed. They can rate their ride and driver out of a selected number of stars. This rating is a testament to their tryst with getting the customer’s feedback. ⭐
These positive customer reviews engage other customers to use the service of the app. They can be great indications of how the app works and attract new customers while engaging those who are already using the app and retaining them. ◀️
Social Media 💻
Uber uses social media to target prospective customers at a large rate as well. They create user-generated content and host games on their platforms which users can engage in and win perks within. 🎰
They also encourage users to share their Uber experience on social media using hashtags, photos, videos, or testimonials. This allows others to stay informed of the brand’s services. 📸
Ride Pass System 🎟️
Uber has a Ride Pass system that allows users of the app to avail of Uber Passes. This creates a subscription-based model and can also serve as a loyalty program. These Ride Passes are also available in ticket systems. ✨
These passes operate on subscription-based models that allow customers to avail of rides where they can prepay for a selected number of rides at a discounted rate that is less than the usual pricing models. 💰
Data-Driven Insights 📈
Uber is known to collect data based on their campaigns and user information and create data-driven campaigns, which allows them to optimize how they market themselves. Campaign performance and targets can be measured using these data-driven insights. 🎯
This allows them to create a solid marketing strategy that resonates with their customer base and resonates with them at a level that maintains consumer loyalty and growth.
Data is the currency in today’s digital age. It helps brands collect and track multiple campaigns and return on investments in strategies they have decided to roll out for their brand. 🎢
Is it enough if we know how they position? Absolutely not. What is it that their position is? 🔎
What are their offerings in terms of product? Read on! 👇
Top Uber Product Options 🚘
An option that is getting increasingly popular among ride hailers. UberGo is the motorcycle-sharing option that users can choose to get around the city. It is quick, affordable, and accessible.
- Uber Eats
Affordable food delivery options allow for online delivery from your favorite restaurants over the city straight to your doorstep.
UberX allows affordable, compact rides that are easy to hail and are limited all to yourself. This is a ride option that is most used and accessible by Uber customers.
- UberX Share
This option allows ride hailers to share their compact Uber ride with another person and share with a co-rider. Customers can pool with others for a reduced price.
Uber offers an Airport system for access rides to more than 600+ cities. They offer easily accessible rides that can take you to and from the airport.
- Uber Comfort
Uber Comfort allows ride-hailing customers to avail larger cars which provide more legroom and space.
- Uber Black
Uber provides luxury car offerings via their Uber Black service. The drivers are professionals, and the cars are usually high-end models of luxury cars.
- Uber Assist
Known to provide assistance to passengers with accessibility needs, Uber Assist is vehicles equipped with offerings like ramps or lifts for wheelchairs or otherwise to streamline their experience.
- Uber for Businesses
This is a service that is provided to companies. Companies can subscribe to this service and pay for the employee’s transportation services and expenses.
This ride option allows ride hailers to choose from cars that allow seating for more than 5 or 6 passengers. They are large cars with large space and room for leg space.
QUICK FACTS 🍵 Uber is the most geographically spread ride-hailing platform in the world! They are present in 71 countries with about 10,000 cities and are known for their diverse service portfolio. 🌐
Uber Marketing Mix 4P Analysis
- Product 🚗
Uber has a large diversified offering on their product portfolio, which is often the spine of their marketing mix.
They have ride-sharing and delivery options that are of a wide range that are convenient, reliable, and easy to use for different customer needs and solutions for transportation solutions.
- Place 🗺️
The distribution channels of Uber are diversified and large. They are primarily to connect the driver and the ride-haier via the Uber app. The app is widely available and easy to access.
Moreover, the access to location and map features ensure the most accurate pick up and drop off from locations.
- Price 💲
Uber’s surge pricing and dynamic pricing, as well as passes for rides, are most valued by customers while providing great monetary value as well. They also have flexible pricing that can be adjusted based on demand, supply, and other factors.
- Promotion 🔊
Uber offers many personalized marketing offerings to retain customers and promote in the form of referrals and social media campaigns, and brand partnerships. Strong branding and local campaigns make their promotional campaigns strong and effective.
Uber’s Top Campaigns
Uber’s ‘Where To?’ Campaign 🚘❓
This campaign was launched in 18 countries and emphasized commuting and the community. It highlighted the strength of Uber regarding local partnerships and how easy it is to use Uber.
This campaign largely increased the impression of Uber and its brand awareness, gaining about 1.2 billion impressions. This was a huge hit.
Uber’s Effortless Night Campaign 🚗🌃
This campaign was aimed at targeting young adults and the crowd that goes for a night out.
They promoted the idea of Uber’s services being easy and convenient to use if they step out for a night out in the town. They leveraged many influencers and social media to showcase the message.
Uber Ice Cream 🍨
Probably one of the most effective, unconventional campaigns that gained popularity, the app offered users the ability to order ice cream deliveries through the app for a day during the summer.
Through this campaign, they collaborated with local ice cream sellers and increased branding and loyalty. This was ideal for tapping into the market that also does not consistently take cab rides.
This campaign highlighted Uber’s flexibility in providing the option to offer rides to pet owners. They wished to accommodate those who wished to travel with their furry friends. They showcased themselves as a brand that also segmented pet owners as a consumer pool.
Thank You For Not Riding 🛑
This campaign emphasized the importance of safety in times of the COVID-19 pandemic. It encouraged users of the Uber app to stay indoors and use Uber Eats instead of their other services. They successfully positioned themselves as a conscious and responsible brand.
Uber is a dynamic and responsible brand that continues to be a preferred leader in the ride-hailing service industry. ➕
They are known for their strong product and service portfolio, which is diversified to ensure leader performance in multiple avenues. 💪
Undoubtedly, they are exceptional service providers in their sectors, and their strategy shows why they grow at such a rapid rate 📈 and users ❤️ Uber!
How is Uber so successful?
Uber prioritizes ride safety and security as well as their customers by accommodating exceptional services and accommodations. They also have great positioning and marketing strategies that are local and strong.
How does Uber attract new riders and drivers?
Uber has a number of marketing tactics to attract new drivers and riders through referral programs, social media, and partnerships with businesses.
How is Uber different from its competitors?
Through flexible marketing and reliability over other ride-hailing platforms, Uber positions itself with customer commitment and efficient localized marketing campaigns.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”