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ADVERTISING DESIGN PROJECT 1

MAD3113

-SITUATION ANALYSIS-

NAME: NAVIN DANIEL

STUDENT ID: 112703322

 

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CHAPTER 1 

 

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1.1 – Introduction

o Uber is evolving the way how the world moves. By seamlessly connecting with riders to the drivers through our apps (UBER App), we make cities more accessible, by opening up more possibilities for riders and more business for drivers. From our founding in 2009 to our launches in hundreds of cities today, Uber's rapidly expanding to a global presence and continues to bring its people and their cities closer.

1.2 – Problem Statement and Issues

o Passengers have the impression that UBER is premium service transport provider. Passengers thinks it’s expensive than taxi services.

o Passengers are not aware of UBER or never heard of its services. Thus it has not reach to the passengers that needs its services.

1.3 – Objectives and Aims

In point form, make sure there are differences between objectives and aims.

o Objectives – Learn what the passengers need for transport

o Aims – The aim is to find the solution of the services problem and how it can help the passengers to use its services. With a solution to the problem it will be a good benefit to the passengers.

 

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CHAPTER 2 

 

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2.1 – Service Name

o UBER provides transport passengers through the UBER App by requesting its services

2.2 – Service Classification

o UBER is a budget transportation network for cities hub.

2.3 – Service Characteristics

o UBER has a range of prices for their transport services. Its starting prices starts at RM 1:50 base fare for UBERX and RM 3:00 base fare for UBER Black

 

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2.4 – Service Ranges

o Here’s a range of services transport that UBER use for their transport services.

 

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2.5 – Distribution

• UBER does direct distribution through the passengers. Using the UBER App to request for its services direct to the passenger. Uber doesn’t have any 3rd party app for their services this cuts down to its simplicity

2.6 – Product Life Cycle

The image above shows a graph of the sales in UBER.

 

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2.7 – The Services

o UBER has been providing its transportation services since 2011. It starting launched 6 major US cities along with its first non-US city Paris. In 2014 UBER launched in in Kuala Lumpur, Malaysia being part of UBER Asia. With UBER Malaysia it launched UBER Johor Bahru on August 2014 and Penang on May 2015.

2.8 – Brand Image and Implication

o The service, UBER has created a brand image that resembles the image of having cheaper/budget transportation. When people think of the word UBER they would quickly associate its transportation services. UBER offers budgeted and premium transport services. UBER life cycle is reaching its peak as day by day, people tend to get busier with their daily life and moving around, and they not having a cheaper transportation. With UBER it will be the transportation services need in this kind of situation Some of the competitors to UBER are MyTeksi and EzCab. These respective two services also are selling the same services as UBER is based on. With its current situation, the gap of these three services MyTeksi and EzCab have more publicity than UBER.

 

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2.9 – Strength and Weakness

STRENGHT-

o UBER has a budgeted transportation services o Has two different transport services o new kind of cheap transport

WEAKNESS-

o UBER is not recognize to the passengers o Passenger thinks it’s a premium service transport

 

2.10–Advantage and Disadvantages

ADVATAGE-

o Getting passengers to use budgeted transport service. o Pay upfront using the UBER App

DISADVANTAGES-

o Making the consumers to use its transport services.

 

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2.11 Unique Selling Proposition

UBER brings budget transport services to you and around you. It’s accessible anywhere in the city.

2.12 Promotional History and Advertising Schedule

On the 12th of December 2014, UBER KL launched the UBER VW Charity Drive. With 52 celebrities took the streets of KL as UBER Partner Drivers. With all the fares collected by these celebrities were matched by UBER and donated to the charities of their choice. The idea was to raise funds for the

charities, whilst increasing awareness of the various causes. Volkswagen were the official car sponsors, and provided 32 cars for the event

2.13 Positioning statement

UBER services is ideal for those who are need in budgeted transport. Passengers relies on good transport services. With UBER it gives affordable transport services

 

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CHAPTER 3 

 

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3.1 – Company Overview

Uber Technologies Inc. is an American international transportation network company headquartered in San Francisco, California. The company develops, markets and operates the Uber mobile app, which allows consumers with smartphones to submit a trip request which is then routed to a Uber drivers who use their own cars. By 28 May, 2015, the service was available in 58 countries and 300 cities worldwide.

3.2 – Business Description

Uber was founded as "UberCab" by Travis Kalanick and Garrett Camp in 2009 and the app was released the following June. Beginning in 2012, Uber expanded internationally. In 2014, it experimented with carpooling features and made other updates. By the Mid-2015, that Uber was estimated to be worth USD$50B. It is to estimate that Uber will generate USD $10 billion in revenue by the end of 2015.

3.3 – Company History

Uber was founded by Garrett Camp, the founder of StumbleUpon, and Travis Kalanick in 2009. The company received $200,000 in seed funding that same year. In 2010, Uber raised $1.25 million in additional funding.

Following a beta launch in the summer of 2010, Uber's services and mobile app officially launched in San Francisco in 2011. Initially, Ryan Graves was appointed as CEO, however, Kalanick replaced him in the role later that year. Graves stepped down to become the company's COO.

By the end of 2011, Uber had raised $44.5 million in funding. That year, the company changed its name from UberCab to Uber.

 

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3.4 – Key People CO-FOUNDER & CHIEF EXECUTIVE OFFICER

-TRAVIS KALANICK

CHIEF TECHNOLOGY OFFICER -THUAN PHAM

HEAD OF GLOBAL OPERATIONS -RYAN GRAVES

GENERAL COUNSEL -SALLE YOO

3.5 – Location and Subsidiaries

• Not available

3.6 – Brands, Major Products and Services

UBER BLACK UBERX

3.7 – Corporate Vision

Uber is evolving the way the world moves by seamlessly connecting riders to drivers through our app.

3.8 – Corporate Mission

• We're changing the way people are getting around by offering a convenient, cashless, and stylish on demand car request service from your mobile phone.

 

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3.9 – Company’s Current Promotional Strategy

Here is one of the current promotional that UBER has done

#MyUberHero

● Whilst our Partner Drivers regularly go above and beyond what is expected of them, unfortunately not many know about these stories.

● The #MyUberHero campaign was launched to spotlight these incredible stories, and to give due recognition to all the amazing efforts of our Partners.

 

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3.12 – Media Expenditure

Social Media- UBER uses Facebook as one of its way to promote the current offerings, promotions and events.

 

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TVC- UBER has a few TVC for their services here are some examples

Print Ads

 

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CHAPTER 4 

 

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4.1 – Consumers’ Characteristics

4.1.1 – Current Consumers’ Characteristics. Identify “current” demographics situation;

» AGE: 20-40

» Gender: Male/Female

» Education: higher education and graduates

» Occupation: campus student/Working Adult

» Income range: RM1000 and higher

» Race & ethnicity: Mix races(Malaysians)

» Geographical location: Urban/City

4.1.2 Psychographics - Identify “current” psychographics situation;

• Perception: The consumers will use its services when in need of a transport service that is easy to get on.

• Learning: Through friends, colleagues, tvc and printed media

• Motivation & needs: Passenger needs reliable transport service. Especially during peak hours,

• Attitude & Personality: Convenience and affordable

• Lifestyle: Always on the go.

 

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4.2 – Stakeholders’ Characteristics

4.2.1 Primary

Board Of Directors Making decisions that will affect the company. Overseeing the future of the company and assuring the company is making profit and its working efficiently

Shareholders Providing money as for a modal and capital to start anything. Also assist in making decision for the benefit of the company.

Staffs Reflecting the company’s image. Have to be at its best behaviour, and especially from the Public relation department and those who deals with the customers and consumers

Consumers People who purchase its services, are the ones that have the purchasing power. They are the ones that contributes the company’s revenue

4.2.2 Secondary

Media It plays an important role in advertising and gaining its consumers to use its services will help the sales growth of the company.

 

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CHAPTER 5 

 

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5.1 – The Industry

5.1.1

Definition of the Industry

To its classification that refers to a large group of companies that are related to its terms of their primary business of activities. In modern economies, there have dozens of their different industry classifications, which are the typically that grouped into a larger categories which are called sectors.

Individual companies are generally have classified into an industries based on their largest sources of revenue. For example, an automobile manufacturer might have a small financing division that contributes 10% to overall revenues, but the company will still be universally classified as an auto maker for attribution purposes.

Industries are often studied by investors and economists to better understand the factors and limitations to corporate profit growth. Companies operating in the same industry can also be compared to each other to evaluate the relative attractiveness of a company within that industry. Stocks within the same industry often rise and fall as a group because the same overlying factors exist for all the members.

 

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5.1.2

Shape of the Industry

In this modernization era, especially in the urban area, people are moving everywhere in order to chase the wealth and live up to the standard of living. However, this cause people to be travelling all the time. They will be using public transport or overpriced transport services. A lot of transport service provider tried to provide to the services to their passengers. A lot of the transport services are taking advantage of their passengers by not giving its best services.

However, all of the transport services are not stable. It just focuses on providing its services. One of easiest way to get around the city is getting a transport service.

In the market nowadays, we can see there are vary of transport services promoting. It is the matter of competition of which service wins the loyalty of the consumers with what can them offer and how they offer affordable transport services

 

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5.1.3

Development of the Industry

Malaysia’s transport service industry started in the beginning as a public transport service. It is usually used for getting passengers around. It then revolves in the form of taxi. With taxi it gets to the destination faster and convenient. Then private transport service is introduce.

Seeing that as the potential market, the current private transport service. Transport was offer for the passengers. One of the examples is MyTeksi, they offered pickup services using the App. While still maintaining the existing services, the new services are targeted to different passengers and in the same time increasing the profit of their company.

Aligning with the current trend and to suit the market that is moving fast, the transport service keeps revolving. The services of transport is more efficient. After a while, the consumers tend to get frustrate. That’s when private transport comes in. So this is the current and uprising of transport services that is in the market. While still maintain the services, consumers can choose to switch to private transport services.

 

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5.2 – The Market place

5.2.1

Current Condition of the Marketplace

The current marketplace for transport services in Malaysia is very competitive. Various kind of transport services to compete and to suit the passenger’s needs. UBER is one of the service that is produced to suit certain target market, those who is always on the go and need to travel around the cities. However, it is not the only servicer that produces that service, there is also MyTeksi and EzCab that is producing much similar services.

5.2.2

Changes in Market place

With the current trend, comes in positive and negative side of the product’s marketplace. The good side of this services is that it really suits the current lifestyle, just that not many are aware of the existence. If many are aware, the services of UBER it will be higher and will have increasing the revenue of its respective company. On the other hand, the down side of the marketplace of this services is as the trend goes. Other transport services are being available to suit the market and by giving it an indirect competition to its services.

 

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CHAPTER 6 

 

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6.1 – Direct Competitors The main competitors for UBER is Myteksi. Myteksi is the main transport service provider for

Malaysia. In service wise MyTeksi uses cabs that are under the public transport. UBER offers private transport service.

6.2 – Indirect Competitors The indirect competitors can be taxi it has public transport service system.

 

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CHAPTER 7 

 

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Chapter 7

SWOT ANALYSIS

7.1 STRENGTHS

Affordable transport service Cashless payment Available in two kinds of transport service

SWOT ANALYSIS

7.2 WEAKNESS

Not available outside city area No publicity Lack of promotions

 

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SWOT ANALYSIS

7.3 OPPORTUNITY

Current lifestyle everyone is traveling Easy on the go More promotions Do more collaborations with other companies and events

SWOT ANALYSIS

7.4 THREATS

Cheaper transport services to suit the trend Competitor of the same services Passengers disapproval People would prefer established brands

 

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CHAPTER 8 

 

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STRATEGIC TARGET AUDIENCE

8.1 – Proposed Primary Target Audience

8.1.1Demographic

Age -25 to 30 Gender - Male & Female Education -degree and graduates Occupation - young working adult Income -RM1000 Race and Ethnicity -All Geographical Location -Urban

8.1.2– Physiographic

Perception- A passenger who need to travel in the city during peak times

Learning- Through TVC and printed Medias

Motivation and Needs The transport services they used must be affordable and safe.

Attitude and Personality There must have good transport services

Lifestyle Always on the move.

 

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8.2 – Proposed Secondary Target Audience 8.2.1Demographic

Age -25 to 35 Gender - Male & Female Education -degree and graduates Occupation - young working adult Income -RM1000 and above Race and Ethnicity -All Geographical Location -Urban

8.2.2– Physiographic

Perception- Passengers who needs transport

Learning- Through TVC and printed Medias

Motivation and Needs For mostly entertain and social wise

Attitude and Personality Transport must be accessible

Lifestyle Less of a fast going person

 

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CHAPTER 9 

 

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RESEARCH

9.1 Marketplace Research

UBER can be easily found in every shopping mall or a housing area. It does not have a specific place to be placed at. It’s usually found in a city place. Approaches towards several services that are providing like UBER services were all done during this situation analysis. With this it is to identify the marketplace and the positioning of the service among its competitor.

9.2 Market Observation

All observation are based on the Uber app. With the app it’s the only to request a ride from Uber. All it needs an email address and Credit/Debit Card. With that passengers are able to request a ride from Uber

 

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9.3 Online Survey

 

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CHAPTER 10 

 

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PRECEDENT STUDIES

10.1 – Advertising Strategy

Cingular’s “Dropped Calls” Guerilla Marketing Billboard

 

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10.2 – Precedent Studies

 

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All of these Ads have PSA message to it.

 

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REFERENCES

https://www.uber.com/

https://www.uber.com/cities/kuala-lumpur

http://newsroom.uber.com/kl/en/

 

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APPENDICES

1. PROJECT OVERVIEW

1.1 INTRODUCTION

1.2 PROBLEM STATEMENT AND ISSUSES

1.3 OBJECTIVES

2. PROJECT PROFILE

2.1 SERVICES NAME 2,2 SERVICE CLASSIFICATION

2.3 SERVICE CHARACTERISTIC 2.4 SERVICE RANGE 2.5 DISTRIBUTION

2.6 SERVICE LIFE CYCLE 2.7 THE SERVICE

2.8 SERVICE IMAGE AND IMPLICATION 2.9 STRENGTH AND WEAKNESS

2.10 ADVATNTAGES AND DISADVANTAGES 2.11 UNIQUE SELLING PROPOSITION(USP)

2.12 PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE 2.13 POSITIONING STATEMEN

 

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3. THE COMPANY

3.1 BUSINESS OVERVIEW

3,2 BUSINESS DESCRIPTION 3.3 COMPANY HISTORY

3.4 KEY PEOPLE 3.5 LOCATION & SUBSIDARIES

3.6 BRANDS, MAJOR PRODUCTS AND SERVICES 3.7 CORPORATE VISION

3.8 CORPORATE MISSION 3.9 COMPANYS CURRENT PROMOTIONAL

STRATEGY 3.12 MEDIA EXPENDITURE

4. CONSUMERS AND STAKEHOLDERS

4.1 Consumers’ Characteristics 4.2 Stakeholders’ Characteristics

5. INDUSTRY AND MARKETPLACE

5.1 THE INDUSTRY 5.2 THE MARKETPLACE

 

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6. COMPETITIVE SITUATION

6.1 DIRECT COMPETITORS

6.2 INDIRECT COMPETITORS

7. SWOT ANALYSIS

7.1 STRENGHT 7.2 WEAKNESS

7.3 OPPORTUNITY 7.4 THREATS

8. STRATEGIC TARGET AUDIENCE

8.1 PROPOSED PRIMARY TARGET AUDIENCE

8.2 PROPOSED SECONDARY TARGET AUDIENCE

 

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9. RESEARCH AND DEVELOPMENT

9.1 MARKETPLACE RESEARCH 9.2 MARKET OBSERVATION

9.3 ONLINE SURVEY

10. PRECEDENT STUDIES

10.1 ADVERTISING STRATEGY 10.2 PRECEDENT STUDIES

 

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Situation Analysis