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BROOKE REYNOLDS | BENJAMIN TOMS | TANIS RAE | JACOB PAPADIMITRIOU
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Consumer Behaviour Women Safety
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The problemHow Many People use Uber?
● 8 Million and counting
Why do consumers LOVE Uber?
● Empowers the user● The competition against Taxis creates better service● It's safe, reliable and innovative
Why Women Safety is a Prerogative
● Consumers will want to make Uber their first line of travel● It's a global issue that needs to be addressed ● We need to give women a platform
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The solutionEnsure Women's Safety:
Fund it Innovate It Empower It
● Uber had contracted a deal with UN Women was to hire over 1 Million Women by 2020, it failed as it was to ambitious - Uber needs build more of a female friendly image
● Uber can collaborate with major campaigns to assist in supporting victims of violence and rape, to build a rapport with consumers
- The White Ribbon “Break the Silence”- One Girl Campaign ● Uber can look at themselves for
development- More female drivers - Create resources for the driver- On-going mentorship program
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How it works
Step 1
Ensure a sense of safety with Uber
● Safety is a major building block to consumer motives.
● People are motivated for protection of their physical well being.
Step 2
Initiatives
● Uber's new initiatives will increase consumer demographics.
- Parents, young women and minority groups.
● Women will feel more at ease to become drivers
- This will give the industry more equality- Make women consumers feel more
comfortable - Flexible hours to raise a family
Step 3
The Derivative
● Have a wide variety of consumers select uber for its innovation against violence.
● Have the social media platform successfully build the campaign for Women Safety
● Have more women driving for Uber.
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Segmentation, Targeting and Positioning
Gender segmentation
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Just 14% of drivers are
WomenThe speed and ease of use,rating features and cashless transactions have contributed to the success in reaching women
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Digital Marketing
Social Media Support
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The problem
Uber are not responding to community concerns and complaints on women’s safety on social media platforms.
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The solutionA social media support service.
Concerns on women's safety and private reports on assaults can be addressed on Facebook and Twitter. A private message support service can be utilised to deal with high sensitivity issues.
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The problem
Uber are not participating in pro-women activities nor aligning themselves with supporting organisations.
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The solution#zontadrive
Alignment with the women’s aid organisation Zonta International will boost Uber's public image whilst giving back to the local communities.
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How it works
Step 1
Zonta Challenge
The public are asked to fill a shoebox of old or new items that may be a necessity for underprivileged women.
Step 2
Uber Drive
Uber facilitates a collection drive for all the boxes to be donated to the local Zonta organisation.
Step 3
Promo codes
Upon pick up, the donor received a promo code offering discounted or free ride.
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Social MediaContent
IllustrationExplanation
&
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$10M
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Questions?
Queries?
Other issues?
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