Assignment 2: Marketing Campaign Slide Deck Part A

Assignment 2 Marketing Campaign Slide Deck Part A Create Slides 1 To

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3. For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides.

To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included. Bear in mind that your audience will be the CMO and members of the company’s executive team. As high-level decision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign. Leverage what you have learned in the first seven weeks of your JWI 518 - Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources.

You will also build on the work you did in your Campaign Brief in Assignment 1. Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard. Submission of Part A and Part B In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide feedback to help you revise the first six slides.

Your slides should be as complete as possible. If you still need additional data, note this in your slides, indicating what will be added and where you will locate the data. Assignment 2, Part A is due by Sunday, midnight of Week 5. In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10, and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B. Assignment 2, Part B is due by Sunday, midnight of Week 7.

Paper For Above instruction

Developing a Comprehensive Marketing Campaign for Uber: Enhancing Customer Value and Competitive Positioning

In modern marketing, a successfully crafted campaign hinges on aligning strategic goals with detailed understanding of customer needs, effective differentiation from competitors, and leveraging core brand assets. This paper delineates the process of developing an integrated marketing campaign for Uber, illustrating how specific goals, target audience insights, competitive analysis, and brand positioning converge to foster a compelling value proposition.

Setting SMART Marketing Goals

A critical element in campaign planning involves establishing SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals. For Uber, objectives such as increasing user engagement, expanding market share in targeted cities, and enhancing brand loyalty are primary. For example, a SMART goal could be: “Increase Uber app downloads by 20% in Toronto within the next three months by implementing targeted social media advertising and referral incentives.” This precise, quantifiable objective guides campaign activities and allows for performance tracking.

Similarly, other goals need to be articulated with clarity. Notably, the goal related to customer retention could be: “Achieve a 15% increase in repeat rides among existing users in Vancouver over the next quarter by launching a loyalty rewards program and personalized communication strategies.” These goals are interconnected with overarching business aims, and their SMART framing ensures accountability and focus.

Understanding Customer Needs, Wants, and Values

Uber’s customer base values convenience, reliability, safety, and transparency. Customers prefer Uber over taxis because it offers real-time tracking, estimated arrival times, and cashless payments, addressing key pain points associated with traditional taxi services. The ability to see the driver’s location on the app and receive notifications about arrivals enhances the perceived control and reduces uncertainty for riders.

Beyond basic transportation, Uber addresses deeper customer values such as time savings and safety. For instance, traditional taxis often lack visibility of driver details prior to pickup, whereas Uber provides driver profiles, ratings, and GPS tracking. Additionally, Uber’s seamless payment process eliminates the need for cash transactions, adding to customer convenience. The app’s interface fosters a sense of connection and trust, making the ride experience more predictable and less stressful.

Competitive Analysis and Differentiation

Uber’s primary competitors include Lyft, another ride-hailing service, and traditional taxis. Comparing Uber with Lyft emphasizes features such as the size of the driver network and geographic coverage, with Uber often possessing more extensive service areas globally. Incorporating other competitors like local taxi firms or newer ride-sharing apps such as Bolt or Didi can further contextualize Uber’s market position.

Uber distinguishes itself through technological integration—particularly the Uber app—which serves as the cornerstone of its brand connection. The app not only facilitates booking but also personalizes experiences, tracks rides, and enables cashless payments. This seamless digital ecosystem creates substantial differentiation, making Uber more than just a transportation provider but a technology-driven mobility solution.

Brand Connection and Visual Identity

The Uber app is central to the brand’s identity, fostering a tangible connection with users. Its intuitive design and consistent branding (color schemes, logo, user interface) reinforce trust and familiarity. Throughout the campaign, emphasizing the app’s features—such as real-time tracking, safety features, and loyalty rewards—will underscore Uber’s value proposition.

Incorporating testimonials, user stories, and success metrics can amplify the narrative of convenience and safety, strengthening brand perception. The visual elements of the campaign should echo the sleek, modern aesthetic synonymous with Uber, ensuring visual consistency and recognition across all touchpoints.

Addressing Additional Feedback

The initial campaign strategy lacked detailed SMART criteria for all goals; hence, refining each with specific metrics and timelines will improve clarity and effectiveness. The competitive analysis should include an additional competitor such as Lyft to capture broader market dynamics. Deeper insights into customer needs, especially regarding experience differentiation, are critical to tailor messaging and offerings.

Highlighting the Uber app’s functionalities prominently throughout the campaign will reinforce its role as the core differentiator. Removing template instructions and ensuring the presentation focuses solely on strategic insights and actionable plans will enhance professionalism and clarity.

Conclusion

Crafting an effective marketing campaign for Uber demands a nuanced understanding of customer needs, clear and measurable goals, differentiation through innovative use of technology, and a strong brand connection embodied by the Uber app. Incorporating detailed SWOT analyses, refined customer profiles, and competitive positioning strategies will contribute to a compelling campaign aimed at elevating Uber’s market presence and customer loyalty.

References

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
• Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2017). Marketing Management (15th ed.). Pearson.
• Lyft. (2023). Lyft company overview. https://www.lyft.com/about
• Uber Technologies Inc. (2023). Uber safety features. https://www.uber.com/us/en/safety/features/
• Smith, P. R., & Zook, Z. (2016). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
• Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4-9.
• Statista. (2023). Ride-hailing market size worldwide. https://www.statista.com/markets/424/topic/541/ride-hailing/
• Weinberg, B. D., & Pehlivan, E. (2011). Social spending: Managing the social media capital of brands. Business Horizons, 54(3), 275-282.
• Wang, Y., & Emons, T. (2020). Digital innovation and mobility services. Journal of Business Research, 124, 21-36.