Uber’s Marketing Plan to Put Its Scandals Behind It
I initially chose this article simply for the fact that I am a huge user of Uber Technology Inc. services such Uber Ride and Uber Eats and I was a little familiar with a few legal troubles the company was up against in the past few years. My generation grew up being told by our parents to not get in the car with strangers and now we are essentially paying a stranger mindlessly to drive us from one destination to another.
Uber has been under a lot of heat, fighting multiple legal cases which involve the failure to act on sexual harassment, theft of trade secrets, and mistreatment of customers and drivers. Due to these incidents that have been on in the past years, a large number of people have began to boycott their services and moved over to their competitor, Lyft. With Lyft competing in the same market, they cut Ubers Market share from 90% in 2016 to 77.5% in 2017. Uber Technology Inc. took a huge hit on their image after being unable to successfully clean up the multiple legal cases and have failed to prove to the public that their number one goal is to promote safety for both the driver and the user. Rebecca Messina was brought on to the team as CMO (Chief Marketing Officer) to help rebuild the brand with her own approach "Be it, do it, say it."
A huge vision she is putting into play is for more story telling in the companies marketing and more ties to cultural moments such as when Uber ran a Super Bowl promotion offering free rides to loyalty members in the losing teams city. She is also pushing a lot to let customers know how much they working to ensure customer safety and equity. Also Rebecca, mention that it was important to show the public how Uber is working to expand their services from what they have now to Uber bike, Uber for Business, Uber freight, and autonomous driving. Ubers goal is to expand their brand meaning and show the public what good they are doing for their customers on every socioeconomic level to help move past those legal cases they had and to keep telling their timeless story of what Uber stands for.
Uber has been under a lot of heat, fighting multiple legal cases which involve the failure to act on sexual harassment, theft of trade secrets, and mistreatment of customers and drivers. Due to these incidents that have been on in the past years, a large number of people have began to boycott their services and moved over to their competitor, Lyft. With Lyft competing in the same market, they cut Ubers Market share from 90% in 2016 to 77.5% in 2017. Uber Technology Inc. took a huge hit on their image after being unable to successfully clean up the multiple legal cases and have failed to prove to the public that their number one goal is to promote safety for both the driver and the user. Rebecca Messina was brought on to the team as CMO (Chief Marketing Officer) to help rebuild the brand with her own approach "Be it, do it, say it."
A huge vision she is putting into play is for more story telling in the companies marketing and more ties to cultural moments such as when Uber ran a Super Bowl promotion offering free rides to loyalty members in the losing teams city. She is also pushing a lot to let customers know how much they working to ensure customer safety and equity. Also Rebecca, mention that it was important to show the public how Uber is working to expand their services from what they have now to Uber bike, Uber for Business, Uber freight, and autonomous driving. Ubers goal is to expand their brand meaning and show the public what good they are doing for their customers on every socioeconomic level to help move past those legal cases they had and to keep telling their timeless story of what Uber stands for.
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