UBEREATS.
PRIMARY OBJECTIVES
UberEATS relies heavily on partnerships - The restaurant prepares the food, UberEATS delivers it to your doorstep. This means that it is crucial for UberEATS to appeal to not just their consumers, but other businesses as well. This would allow them to expand their business, which in turn benefits both themselves and the consumer.
5
GROW BUSINESS PARTNERSHIPS.
TWO KEY STRATEGIES.
KEY STRATEGIES
1
IDENTIFYING THE TARGET AUDIENCE.
Before deciding on the appropriate channels, identifying the target audience is the most important step. In this case, UberEATS has identified their target audience as youths, aged between 16-24 years old.
2
IDENTIFYING COMPETITORS.
The next step after identifying the target market would be to identify the competitors. UberEATS' competitors include Foodapanda, Deliveroo & FeastBump, all of which are established delivery services, highly popular in Singapore.
FIVE KEY OBJECTIVES.
1
BUILD AWARENESS & INCREASE EXPOSURE.
The brand "UberEATS" is relatively new in Singapore, and many consumers still have not yet heard of them. Bringing attention to their brand on platforms used widely in Singapore would increase their brand awareness, thus improving their brand positioning.
2
GARNER INSIGHT FROM INDUSTRY / COMPETITORS.
New Media Marketing for UberEATS would be highly necessary due to their lack of a physical store. Using various platforms in this case would allow them to keep track of consumer demands and also what their competitors are offering.
3
DEVELOP LOYAL FANS.
In order for an UberEATS, an on-demand delivery service to be successful, loyal fans are a necessity. This means that they would have to keep their fans updated with information that appeals to them, via a platform their target market frequents.
4
GENERATE LEADS, IMPROVE SALES.
In a culture where news travels fast and food plays a large role in the lives of many, it is not uncommon to see various people posting #fotd (Food of the Day) pictures online. It is important for UberEATS to be able to provide suitable content to their consumers, in order to generate more leads and improve their sales in the long run.
