Apart from this, it has been found that the company has never used the traditional marketing and promotional techniques of advertising to make the brand visible among the target segments of the market. Instead, the company has favored the use of non-traditional techniques such as the use of the Internet and guerrilla marketing campaigns. Social media sites like Facebook, Twitter etc. they were used to raise awareness of the brand and entice people to use the company's services. This created a conversation on online media sites and made the brand name visible. Guerrilla marketing campaigns were used to make the brand visible on the Internet and make the logo visible. According to Chicago Uber's Max Crowler, “We've found that our growth is driven largely by word of mouth. When someone sees the ease of use, the fact that they press a button on their phone and in less than 5 minutes a car appears, they inevitably become a brand advocate.” (). The development of word of mouth advertising has been an important feature of Uber's marketing strategies and this has been strengthened by the use of modern advertising techniques. According to Uber CEO Travis Kalanick, “I'm talking about old school word of mouth, you know at the water cooler in the office, at the restaurant when you pay the bill, at a party with