BROOKE REYNOLDS | BENJAMIN TOMS | TANIS RAE | JACOB PAPADIMITRIOU

Consumer Behaviour Women Safety

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

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

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.

Segmentation, Targeting and Positioning

Gender segmentation

Just 14% of drivers are

WomenThe speed and ease of use,rating features and cashless transactions have contributed to the success in reaching women

Digital Marketing

Social Media Support

The problem

Uber are not responding to community concerns and complaints on women’s safety on social media platforms.

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.

The problem

Uber are not participating in pro-women activities nor aligning themselves with supporting organisations.

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.

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.

Social MediaContent

IllustrationExplanation

&

$10M

Questions?

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