Question

Uber determined there was a need to connect people with inner city transportation, that Taxis could not adequately fill. They targeted these people changing Place and they used new technology Smart Phone.

Identify a group (Segment) of people with unsatisfied needs that can be reached by changing/modifying one of the four P’s. How would you do it?

Answer 1

Considering another  company in the same segment ( App based taxi aggregator) , there was an unmet need of another segment of commuters which travelled in the public transport to their work / elsewhere, and could not afford a taxi. Even the Uber inner city taxi service was not affordable for them, and they were looking for a more affordable way of commuting or travelling from a place to other within the city. A new product which enabled the customers to avail shared vehicles with help of smartphone application was created by the company. Now, the commuters who want a safer, reliable, time saving and affordable ride, can avail a shared taxi just like an exclusive taxi, at a much lower price. These customer forego few minutes and don't mind travelling with 2-3 more passengers sharing the vehicle, normally going on the same route. It is much better and time saving option than a regular exclusively booked vehicle. Another innovative product by the same company is a motorbike taxi, which can be booked just like a four wheeled vehicle, and is much affordable. This new product is ideal for a small ride of 2-5 kms for a single rider, particularly in a densely populated area where a bike is more convenient and time saving. It is also good when there is a single traveller and he /she does not want to spend too much on taxi.

Both the products are target middle class customers in developing nations who want to save time, effort and money on travel, and want a reliable, safe and convenient mode of transport on regularly travelled, popular routes.