Marketing Plan For Uber Eats: Objectives, Market Scan, And Strategies

Selected product for the organization

The marketing plan is a strategy that the business is implementing to seek the products and services and help determine the marketing objectives, market scan for the product and market strategy to achieve the objectives of Uber Eats. The marketing budget is also provided with an outline of the business that intends to be spent on the marketing-related project (Westwood, 2019). The role of marketing is the management of the product or service, pricing, distribution and promotion of the services to get the products. The selected organization is Uber, and the product is Uber Eats.

The selected product is Uber Eats, a food ordering as well as the online delivery platform launched by Uber in the year 2014. The users are using this app to read menus, reviews, and orders of food as well as pay for the food from the participating restaurants by using the application on iOS as well as Android platforms.

The market objectives of Uber Eats are as follows:

• Local segmentation as well as the targeting of the customers
• Designing of the marketing campaign
• To offer delivery using the mobile app and grow the customer base
• Develop customer relationships as self-service with the customer support

Uber Eats is a mobile-based platform where the app connects the users with a range of local restaurants, display food menus on the smartphones screens of the users and deliver the food at the doors. The business model of Uber Eats is focused on various transactions as well as segments of the customers (Groucutt and Hopkins, 2015). The restaurant can select the prices of the dishes listed on the app and then pay the commission for each order to Uber Eats. End customers are those users who can create accounts on the platform and then order food from various local restaurants, as the device is connected to the internet. The delivery guys are responsible for picking up the orders and then taking them to the end customers (Marketing Week, 2020). The users can get information regarding the delivery time and track the order using the app.

Product: Uber Eats offers a unique eating service experience without hassle-free travelling. It is regarding ordering food through the mobile app as it connects customers to restaurants (Gomez, 2022). At the time of order, it is required to enter the address and check for nearby restaurants.

Place: This app places ordering of food from the local restaurants through mobile applications. Headquarter is based in California, and the product operates in 6000 cities in over 46 countries (Curry, 2022).

Price: Uber Eats is becoming an online platform, and it is possible to understand pricing policies by the brand. Value-added pricing offers quality items for a reasonable price to the customers (Evolution, 2020). The brand is adopted a competitive pricing policy that can allow maintaining proper prices for the items.

Develop marketing objectives

Promotion: Digital marketing is playing a key role to create brand awareness for Uber Eats. Social media is launching various commercials where the Facebook page is displaying regular updates as well as interactions to maintain the brand value (Opresnik, 2018).

Physical Evidence There Is No Physical Evidence Of The Product As It Is Mobile Based Food Delivery Platform The Brand Sends Ordered Foods Directly To Restaurants, which are later delivered to the customers (McDonald and Wilson, 2016).

Process: Through the food delivery business, Uber Eats charges a commission to restaurants based on the orders. The users are paying delivery fees, and Uber Eats is earning through the restaurants paying the commission for each order delivery. It is to be spat among the delivery partner of Uber Eats.

People: Uber Eats is ensured customer satisfaction at restaurants and provides fast, friendly services to the customers (Richardson, 2019).

Uber Eats has segmented the market focused on age. The market segmentation included teenagers who are staying away from their homes and spending money on food delivery. Another segment is office going people who do not have enough time to cook food. Uber Eats has also tried its best to segment the market focused on urban as well as suburban populations (Jobber and Ellis-Chadwick, 2019). Uber Eats tried to make smaller cities their home ground.

Uber Eats is targeting young people in society who are tech-savvy to make their life easier for living. The target is people between the age of 18-35 years who are either college-going or office going those have little time to cook food at home (Curry, 2022). The product is also targeting the sub-urban population who are open to ordering food using an online food delivery mobile app.

The positioning strategy of Uber Eats is establishing expensive food ordering services with no compromising on faster food delivery services. The brand is focused on bringing the convenience of ordering food to semi-urban areas that are positioning itself as worth for money of the brand that will bring quality experiences (Kotler and Armstrong, 2016). The brand differentiates itself from its competitors by creating useful joint relationships with partner diners.

Budget items	Details	Cost (In £)
Inbound content marketing	Blogging, case studies, podcasts, videos	100,000
Influencer marketing	Media outlets, high profile blogging, scoring partnerships	8000
Research	Surveys, market research and focus groups	28,000
Tools	Software and IT infrastructure	90,000
Events	Trade shows and conferences	56,000
Product testing	Testing software and User testing	120,000
Product releases	Product management, Launch event and PR	98,000
Total		500,000

From the above table, it is estimated that the total budget for the market plan to promote and launch the product is UK£500,000. 

In this marketing plan, customer feedback is monitored through performing surveys as well as polls. The business can reach the customers indirectly by online surveys that will ask questions about the marketing plan of Uber Eats. The actual sales of the business in the target market are to be compared with the marketing plan that is projected to monitor the variations. The market plan is monitored and controlled by sharing the key milestones. The marketing plan of Uber Eats is called for an increase in the 10% market share of the products that they are delivering (Gomez, 2022). Through the planning timeline, the milestone is checked for an increase in the percentage of market share by the estimated schedule. If the plan is meeting its goals, then the business is going as per the scheduled milestones (Duermyer, 2020).

Market scan for the product

From the study, it is summarized that the marketing plan of Uber Eats helps to manage the target market and position the product among other people those are liked to live a comfortable lifestyle. The purpose of this report is to gain an understanding of the marketing strategy and objectives of Uber Eats, such as a value proposition that helps the customers to identify if they will use the service or not. A marketing mix helps to get an understanding of the set of actions that the business uses to promote the brand in the target market. It helps in the successful offering of the app and helps the company to use its strengths for market development.

Media budget items	Details	Cost (In £)
Marketing tools	CRM	16,000
Online advertising	9000
Social media channels	18900
Event marketing	12300
Data reporting	6700
Content creation		15900
Advertising		23900
Total budget		102,700

Recommendations and rationale for multi-media activities

The selected multi-media activities for this marketing campaign are customer relationship management (CRM), online advertising, social media channels, event marketing and data reporting. The other activities are content creation and advertising. CRM helps to manage relationships of the business with the customers and helps the business to stay connected with the customers. The rationale for selecting online advertising is targeting and delivering marketing messages to the right customers. It also helps to drive traffic as well as build brand awareness. The social media channels such as Facebook YouTube are used to brand the product among the target market and help to convey messages to the customers. Event marketing is recommended to develop and present product promotion and leverage person to person engagement (Ala-Krekola, 2021). Data reporting helps to format raw data in digital form to assess current organizational performance.

Digital, offline, and social media channels for communication

The offline digital marketing channels are electronic billboards, television advertising, print and radio advertising and business card. The social media channels used for the purpose of communication are Facebook, YouTube, Instagram and others (Mullen, 2020). This communication strategy helps to strengthen relationships with the customer as it allows direct interaction with the target market and increase engagement with the Uber Eats brand. Digital advertising is social media, paid search and display advertising (Hanlon, 2021). It helps the business in establishing an online presence as well as translating diagnoses into real consumers.

The multi-media plan helps to determine an efficient way to convey the messages to target audiences. It is a proper process that can synchronize contributing parts to achieve the goals of the business. The main three objectives of the media plan are building strong relationships among the business and customers, raising awareness among target audiences as well as growing sales (Dykha et al. 2021). The media plan helps to know the target audience, decide the media channels to be used for content sharing and determine the frequency of media as well as content to be published.

References

Ala-Krekola, E. (2021). Social Media Marketing Plan for Café Neuhaus.

Curry, D. (2022). Uber Eats Revenue and Usage Statistics (2022). [online] Business of Apps. Available at:

<https://www.businessofapps.com/data/uber-eats-statistics/> [Accessed 23 March 2022].

Duermyer, R. (2020). What Are the Elements of a Marketing Mix?. [online] The Balance Small Business. Available at:

<https://www.thebalancesmb.com/marketing-mix-what-is-it-and-how-to-use-it-1794425 [Accessed 23 March 2022].

Dykha, M., Ustik, T., Krasovska, O., Pilevych, D., Shatska, Z. and Iankovets, T. (2021). Marketing Tools for the Development and Enhance the Efficiency of E-Commerce in the Context of Digitalization. Studies of Applied Economics, 39(5).

Evolution, M. (2020). What is Media Planning? A Complete Guide | Marketing Evolution. [online] Marketingevolution.com. Available at: <https://www.marketingevolution.com/marketing-essentials/media-planning> [Accessed 23 March 2022].

Gomez, R. (2022). UberEats Background Check 2022 [UPDATED NOW]. [online] Jobs For Felons: Jobs for people with felonies. Available at: <https://felonyfriendlyjobs.org/ubereats-background-check/> [Accessed 23 March 2022].

Groucutt, J. and Hopkins, C. (2015). Marketing. Macmillan International Higher Education.

Hanlon, A. (2021). Digital marketing: strategic planning & integration. Sage.

Jobber, D. and Ellis-Chadwick, F. (2019). EBOOK: Principles and Practice of Marketing, 9e. McGraw Hill.

Kotler, P. and Armstrong, G. (2016). Principles of Marketing. 7^th Ed London: Pearson.

Marketing Week (2020). Planning for marketing planning: 14 steps to an effective presentation. Available at: https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/ [Accessed 23 March 2022].

McDonald, M. and Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Mullen, A. (2020). How to future proof our local shopping strips from uber eats. Planning News, 46(7), pp.14-15.

Opresnik, M.O. (2018). Effective Social Media Marketing Planning–How to Develop a Digital Marketing Plan. In International Conference on Social Computing and Social Media (pp. 333-341). Springer, Cham.

Richardson, N. (2019). Sustainable marketing planning. Routledge.

Westwood, J. (2019). How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals (Vol. 152). Kogan Page Publishers.