I need to complete this assignment for part 2 for my marketing in a Global Enviornment
Bru8011w
MarketingAssignment1.pptCompany: Uber Cabs limited
Campaign: On time, in time and secure arrivals campaign
Product or Service: Taxi services
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product or Service.
KEY FEATURES & BENEFITS
The service is meant to ensure that the clients get the taxis as soon as possible to ensure there is no delay to the customers by use of the apps the company had previously produced. The company is in the business of ensuring that there are ever available services of taxis that make picking and delivery of the clients to and from the various destinations.
2
Instructions: Name and describe at least three key features of your product or service.
| Feature Name | Description of Benefit |
| Uber App modification | Creation of a call section for communication in the uber application also allow rating of services by clients. |
| Emergency call number | Created number for security issues for the client, and delayed cabs in urgency |
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness
- Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share
- Description: Capture at least 3% of the product’s category share from competitors within Year One.
Goal: Add new accounts or relationships
- Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two.
| Marketing Goal | SMART Description (Specific, measurable, achievable, relevant, time-bound) |
| Customer attraction | The campaign is focused on attracting the larger prospect of the consumers of the services because of the course that we are aiming to pursue. |
| Promote Quality services | The campaign will ensure that the quality of the services by the drivers and the technical teams is improved to meet the on time in time campaign by setting standards to meet. |
| Competition advantage | The campaign will ensure that the company is a mile a head compared to the consumers in providing the quality services. |
| Embrace technological resource | The campaign will ensure that the company exploits it resource of technology to the level best for maximum profit making. |
| Marketing Goal 5 |
SAMPLE GOALS
- Build brand awareness
- Increase in number of items sold
- Growth in market share
- Capture a new target market
- Increase overall company revenues
- Increase donations to organization
- Add new accounts or relationships
- Improve ROI on advertising expenditure
- Enhance the company’s image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response: the target audience is the consumers prospects of the company services, and improved services for the current consumers including tourists and local people.
DIFFERENTIATION of your BRAND
Response: the products is different because of the embracing of the advanced technology like the application to interact with consumers being the company is customer oriented
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?
| COMPARISON | COMPANY & PRODUCT/SERVICE | COMPETITOR 1 | COMPETITOR 2 |
| NAME of COMPANY and NAME OF PRODUCT/SERVICE: | Response: Uber | Response: Local taxi | Response: |
| KEY FEATURES and BENEFITS: What are the top features of the product, from the customer perspective? | Response: Offers taxi services from point to point | Response: Offers taxi services from point to point | Response: |
| TARGET AUDIENCE: Describe the best target audience for this product. | Response: Tourists and local people | Response: Tourists and local people | Response: |
| COST: What is your best estimate of the cost of the product or service? | Response: fixed and depend upon the total mileage | Response: Driver decides on the price and majorly costly | Response: |
Customer Needs and Wants
CUSTOMER NEED
What customer “need” does the product or service address? What value does it deliver to the customer? Why would a customer buy it?
CUSTOMER WANTS
What customer “wants” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others?
Response: Customers values the convenience that comes with the usage of the services from uber and the easy access to the ride from the comfort of the consumers.
Response: Customers want to move from one point to another for example from town A to town B
5
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Response: Customers value and believe include the convenience and comfort respectively that the uber cabs offer them.
Response: Our brand connection to customer needs and values is the application that the company has and the very many uber cars and drivers present to offer the very many of the services in the organization. The modification of the uber application and the slogan on time in time will be a motivator to ensure a quicker arrival of cabs plus security needs addressed to ensure quality services for customers.
6
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
MARKETING STORY
What is the “story” you will use to appeal to customers in this campaign?
Response: Avoiding delays(time consciousness), Security and improve communication between customers and the organization.
Response:
Response: in time, on time and secure arrivals.
WORDS AND IMAGES
What words and images will you use to “frame” your marketing story in this campaign?
7
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
Response: Create accounts for friends and employees to share on a policy of tell a friend to tell a friend (referrals) and many other adverts
Response: Encourage tell a friend to tell a friend via massive sharing of the adverts on the social media platforms
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
8
| Social Media Channel | Universe Size | Ideal Demographic(s) | Cons of Channel |
| universal | 330 million | It consists of a large population | |
| universal | Three billion | Consists of a large population coverage | |
| Linked in | universal | Over 550 million | Made up of working class people who are always traveling and considers time to be of value |
Marketing Metrics and Budget Allocation
HOW WILL YOU ALLOCATE YOUR BUDGET FOR THIS CAMPAIGN?
Over 50% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
For Metrics, consider these questions: How will you measure your campaign’s performance? What are the key data items you need? How frequently will you collect these data items? What metrics will you calculate, based on the campaign data? Why are these metrics useful?
9
| Marketing Category | Budget | % | Type | Why This Category? | Metric Calculation | Frequency of Data Collection | Why These Metrics? |
| $400,000 | 29% | Digital | The large population coverage | What Metric(s) can you calculate with this data? | Weekly | Because our goal is more repeat users … | |
| $200,000 | 14% | Digital | The large population coverage | What Metric(s) can you calculate with this data? | Daily | More endorsements will lead to … | |
| $350,000 | 25% | Digital | The large population coverage | What Metric(s) can you calculate with this data? | Monthly | To build a community on this site, we must measure … | |
| Radio | $200,000 | 14% | Traditional | The large population coverage | What Metric(s) can you calculate with this data? | Bi-Monthly | By knowing which radio programs our buyers prefer, we can … |
| Outdoor Billboards | $250,000 | 18% | Traditional | It’s a reminder for passers-by | What Metric(s) can you calculate with this data? | Quarterly | To determine the best locations for our ads … |
| TOTAL | $1,400,000 | 100% |
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long term benefits of a successful campaign
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
Enter description: Introduce a new innovativeness and advancement in the present application.
Specify reasons: The company for quite a while has been eager to achieve the four Cs of marketing which include the cost, consumer, convenience, and communication (Hys,2017).The campaign will ensure that the communication and customer part of the four Cs is achieved as customers can best be achieved if the are kept aware of the service the company is offering that will attract the consumers in need of our services.
Conclude your presentation: Thank you all for the time and cooperation you have given me to present the campaign hope you find time to look into it further and give your considerations. Kindly feel free to ask any question pertaining the campaign.
THANK YOU!
Thank your audience and invite questions
10
References
- Hys, K. (2017, October). Mechanisms stimulating actions customer-decision maker on the market: marketing mix instruments. In DIEM: Dubrovnik International Economic Meeting (Vol. 3, No. 1, pp. 566-576). Sveučilište u Dubrovniku.
