Uber segmentation, targeting and positioning can be specified as the essence of Uber marketing strategy. Segmentation involves dividing population into groups according to shared characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment. Uber uses the following positioning methods: 1. Multi-segment positioning. Uber uses multi-segment type of positioning and accordingly, targets several customer segments with different levels of service. The ride-hailing giant offers economy services such as Uber X, Uber XI and Uber Pool for cost-conscious customers. At the same time, Uber PREMIUM consisting of fleet of stylish vehicles is available for customers who don’t mind to pay more. 2. Stop-gap positioning. Stop-gap positioning involves investing in currently unprofitable brands with profitability expectations in long term-perspective. Uber used this positioning method for its Advanced Technologies Group (ATG) business unit. Specifically, the ride-hailing giant invested hundreds of millions of USD in the development of autonomous self-driving cars. However, the project did not generate expected results and ATG unit was sold to Aurora Innovation Inc. in January 2021. The following table illustrates Uber segmentation, targeting and positioning: Type of segmentation Segmentation criteria Uber target customer segment Uber X, Uber XI, Uber pool, Uber-MOTO, Uber AUTO Uber Premium, Uber Go, UberEATS, Uber BOAT, UberRUSH Uber Access Geog-raphic Region North & South America, Asia, & New Zealand Australia, Europe, Africa Uber AUTO – Bangalore and Pune Only North & South America, Asia, & New Zealand Australia, Europe, Africa North & South America, Asia, & New Zealand Australia, Europe, Africa Density Urban/rural Urban/rural Urban/rural Demog-raphic Age 18+ 25-65 45-65 Gender Males & Females Males & Females Males & Females …Uber Segmentation, Targeting and Positioning
Tuesday, July 20, 2021
Research Methodology
Uber segmentation, targeting and positioning can be specified as the essence of Uber marketing strategy. Segmentation involves dividing population into groups according to shared characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment. Uber uses the following positioning methods: 1. Multi-segment positioning. Uber uses multi-segment type of positioning and accordingly, targets several customer segments with different levels of service. The ride-hailing giant offers economy services such as Uber X, Uber XI and Uber Pool for cost-conscious customers. At the same time, Uber PREMIUM consisting of fleet of stylish vehicles is available for customers who don’t mind to pay more. 2. Stop-gap positioning. Stop-gap positioning involves investing in currently unprofitable brands with profitability expectations in long term-perspective. Uber used this positioning method for its Advanced Technologies Group (ATG) business unit. Specifically, the ride-hailing giant invested hundreds of millions of USD in the development of autonomous self-driving cars. However, the project did not generate expected results and ATG unit was sold to Aurora Innovation Inc. in January 2021. The following table illustrates Uber segmentation, targeting and positioning: Type of segmentation Segmentation criteria Uber target customer segment Uber X, Uber XI, Uber pool, Uber-MOTO, Uber AUTO Uber Premium, Uber Go, UberEATS, Uber BOAT, UberRUSH Uber Access Geog-raphic Region North & South America, Asia, & New Zealand Australia, Europe, Africa Uber AUTO – Bangalore and Pune Only North & South America, Asia, & New Zealand Australia, Europe, Africa North & South America, Asia, & New Zealand Australia, Europe, Africa Density Urban/rural Urban/rural Urban/rural Demog-raphic Age 18+ 25-65 45-65 Gender Males & Females Males & Females Males & Females …
0 Response to Uber Segmentation, Targeting and Positioning
Post a Comment