Attached is my personal take on marketing strategy that Uber India must use to build consumer models. This can be very useful to drive new customer acquisition as well as drive uasge.

1. Driving the Indian Juggernaut, Riding a Billion dreams
Segments and moments, Opportunities to accelerate rider growth
exponentially
Prasanna Rao
Bangalore, India
Private and Confidential 1

2. Private and Confidential 2
500 million rides in India, What next? A Billion rides!
Next frontier for Uber in India!
o Scaling active rider count
o Increasing frequency of usage
o Optimizing marketing spends including
acquisition
o Creating affinity and engagement with
Uber brand
o Understanding customer demographics,
quintessentially Indian

3. About me, Why am making this presentation?
• Uber power rider! Close to 2K rides in the last 3 years!
• Self-confessed uber-holic, Professional marketer (Dichotomous affinity to Brand
and Product sciences), and student of brand management
• 15+ years in sales and marketing, Understand India and its eccentricity all too-well,
worked in 4 industries (FMCG, Banking, Telecom and SaaS), in 6 cities (Mumbai,
Ahmedabad, Bangalore, Chennai, Cochin and Delhi)
• Brand leader (Ezetap, Virgin Mobile & Vodafone), Product champion (HDFC Bank
and Vodafone)
• Believer that happiness in an urban setting is directly proportional to quality
commute to work
Private and Confidential 3

4. Presentation Agenda
• Customer segments, Who is an Uber customer?
o Segment need
o Solution sought
• Variables and micro-segmentation, Opportunities available to target customers
• Moments, When to target a potential customer?
o Getting the app downloaded
• Target media, How to reach a potential customer optimally?
o On their smartphones, for the digital able
o Off their smartphones, for the digital needy
Private and Confidential 4

5. Across customer segments, Destination,
purpose of travel, and life-stage of customer
decides first-time adoption and price
sensitivity
Private and Confidential 5

6. Segment 1: The Daily commuter, routine travel replacing other modes or self-
driving
Office/Work areas
Temples, church
and Mosques Home
Malls, Pubs and
commercial areas
Airport-Railway
station-Bus
station
1
Relevant to all members of family, travel is planned in most instances and booked between the
primary couple in the family | Primary need is safe and timely commute, value for money
Private and Confidential 6
Urban households (#s) : 79 million
Average household size : 4.9
Note: Thickness of connector denotes estimated
frequency

7. Building Targetable micro-segments based on purpose of their trip, Life
stage and price sensitivity – Daily Commuter
Age Destination
Uber Booking done
by
Need sought Price sensitivity Product
Daily Commuter
< 16 yrs School Parent Safety Medium UberGo
16-24 yrs
College Self Style High UberPool
Malls, Pubs… Self Comfort Medium UberPool
Airport, Rail and Bus stn Self Timely comfort Low UberGo
24 - 30 yrs
Office Self Comfort Medium UberGo
Malls, Pubs… Self Comfort Medium UberGo
Airport, Rail and Bus stn Self Timely comfort Low UberGo
30-45 yrs
Office Self Replace self-drive Low Uber X
Malls, Pubs… Self Family comfort Low Uber X
Airport, Rail and Bus stn Self Timely comfort Low Uber X
45-60 yrs
Office Self Replace self-drive Low Uber X
Malls, Pubs… Self Family comfort Low Uber X
Airport, Rail and Bus stn Self Timely comfort Low Uber X
> 60 yrs
Office Self/Child Safety and comfort Medium Uber Go
Malls, Pubs… Self/Child Safety and comfort Medium Uber Go
Airport, Rail and Bus stn Self/Child Safety and comfort Medium Uber Go
Personal travel, paid by the customer himself, safety and comfort are dominant decision factors |
Price sensitivity service strongly influenced by life stage, decreases with age |Product laddering from
Pool to X
Private and Confidential 7

8. Segment 2: The office Journeyman, Eliminating traffic and parking woes
Customer
meetings
Office
Malls, Pubs and
commercial areas
Airport-Railway
station-Bus
station2
Primary user belongs to a client-facing function, especially relevant in a large city where self-driving
is tiring, and parking is an issue| Primary need is comfort and timeliness, relatively price-in sensitive
Private and Confidential 8
Note: Thickness of connector denotes estimated
frequency

9. Building Targetable micro-segments based on purpose of their trip, Life
stage and price sensitivity – Office Journeyman
Age Likely destination
Uber Booking done
by
Need sought Price sensitivity Product
Office
Journeyman
24 - 30 yrs
Customer meetings Self Affordable chaffeur Medium Uber Go
Malls, Pubs… Self or 3rd party After party chauffeur Medium Uber Go
Airport, Rail and Bus stn Self Timely comfort Medium Uber Go
30-45 yrs
Customer meetings Self Comfortable chauffeur Low Uber X
Malls, Pubs… Self or 3rd party After party chauffeur Medium Uber Go
Airport, Rail and Bus stn Self Timely comfort Low Uber X
45-60 yrs
Customer meetings Self Comfortable chauffeur Low Uber X
Malls, Pubs… Self or 3rd party After party chauffeur Low Uber X
Airport, Rail and Bus stn Self Timely comfort Low Uber X
Mostly paid or reimbursed by office, primary purpose is to beat the traffic and parking problems in
large cities | Price sensitivity is low, relatively to the daily commuter | Product laddering from Go to X,
Perfect use case for Uber for Business
Private and Confidential 9

10. Segment 3: The Out-of-towners, Business and leisure, Seeking safety in a
foreign place
Office
Airport-Railway
station-Bus station
Hotel
3
Home
Includes both executive and leisure travelers, differentiated by their destination | Primary need is
safety in most cases, as they are out of their home town, another critical factor is easy and quick exit
as they carry luggage for the business traveler
Private and Confidential 10
Note: Thickness of connector denotes estimated
frequency
# Domestic tourists (2015):
1432 million

11. Building Targetable micro-segments based on purpose of their trip, Life
stage and price sensitivity – Out-of-towners
Age Likely destination
Uber Booking
done by
Need sought Price sensitivity Product
Out-of-towners
16-24 yrs
Home Self Safe comfort Medium Uber Go
Hotel Self Safe comfort Medium Uber Go
24 - 30 yrs
Home Self Quick exit Medium Uber Go
Hotel Self Easy pickup Medium Uber Go
Office Self Quick exit Medium Uber Go / UberHire
30-45 yrs
Home Self Quick exit Low Uber X
Hotel Self Easy pickup Low Uber X
Office Self Quick exit Low Uber X / UberHire
45-60 yrs
Home Self Quick exit Low Uber X
Hotel Self Easy pickup Low Uber X
Office Self Quick exit Low Uber X / UberHire
> 60 yrs
Home Self Easy pickup Low Uber X
Hotel Self Easy pickup Low Uber X
Travel could be business or personal, hence could be self-paid or reimbursed by company, walking
distance to pick-up zone critical as most are carrying luggage | Low price sensitivity in most cases |
Product laddering from Go to X
Private and Confidential 11

12. Making moments matter, when customer
need is either perceived or immediate
Private and Confidential 12

13. Moments based on part of the day enables micro-segment targeting and
clear messaging to customers
Targeted pitch to each micro-segment based on their need state and benefit sought by the
customer
Segment
Part of day
Before 8 AM < AM - 10 AM 10AM - 1 PM Lunch 7PM-6PM : PM - 8PM After 8PM
Daily Commuter Before Office commute Out for lunch Ready for home
Office Journeyman
Customer
meetings
Customer
meetings
Ready for a
party
Ride back home
from a party
Out-of-towner
Arriving at a
new destination
Leaving for a
new place
Private and Confidential 13

14. Own the most ubiquitous media, both online
and offline at that time when need is
perceived or immediate by the customer
Trace the journey of a smartphone from a
shop to customer to enable assisted
acquisition for the digital needy
Private and Confidential 14

15. Targeting customers with media in front of their eyes (Both digital and
offline), at the right moment
Segment
Part of day
Before 8 AM < AM - 10 AM 10AM - 1 PM Lunch 7PM-6PM : PM - 8PM After 8PM
Daily Commuter
Online : FB, Inshorts, Daily hunt,
SMS, In-app, Whatsapp for
business
Off-line: News paper and Bus
shelters
Online : Zomato,
Dineout, Swiggy
Off-line: Near
restaurants
Online : FB,
Inshorts, Daily
hunt, SMS
Off-line: News
paper and Bus
shelters
Office Journeyman
Online: Internal
company portals
Off-line: Radio,
Hoardings
Online: Internal
company portals
Off-line: Radio,
Hoardings
Online: Internal
company portals
Off-line: Radio,
Hoardings
Online : FB,
Inshorts, Daily
hunt, SMS
Out-of-towner
Online: IRCTC and travel sites like Booking.com, cleartrip, makemytrip, redbus
Off-line: Airport, Railway and Bus stations
Private and Confidential 15

16. Tracing the journey of a smartphone, assisted acquisition by getting the uber
app downloaded
Tie-up with
mobile
manufacturers
Go Native on
the phone App download
at the time of
purchase
Tie-up with
Flipkart,
Amazon
Tie-up with
modern retail
At the time of
SIM card
activation
Tie-up with
telecom
companies
Bundle with
WhatsApp,
Hike, Line &
WeChat
Content tie-up
with chat apps
Uber zones @
malls, Pubs
Assisted
download
Zones during
festival
congregations
Cricket
stadiums
Private and Confidential 16

17. Thanks for reading through this presentation!
- Prasanna Rao
Private and Confidential 17