Uber for Philadelphia-Area Colleges

When Uber first got started their communication strategy involved a big portion of word-of-mouth advertising as well as offering free trials to new customers. Uber also used referrals which allowed for those who had the app to encourage their friends to use it and in turn the friends received a free ride. We similarly offer this benefit but implement it in a different way by using a rewards program. This program will offer for every 10 rides the consumer will receive the next ride free. Uber also greatly uses social media to promote their product. We will also be very active in social media and will constantly be relying on customer feedback in order to determine what we can improve. What both Uber and Lyft are not effectively leveraging over our service is the fact that we are targeted at a specific market. We are able to relate to a definitive consumer base and therefore can direct our service towards them. Our market segmentation strategy will be focused on college students at three Philadelphia Universities. These three universities will be Saint Joseph's University, La Salle University, and Philadelphia University. The reasoning we have focused on these three universities is due to their close proximity to Manayunk and the fact that many students from these universities live there.

-Tyler Greener