Post on 08-Jan-2017
“Our Generation’s Taxi”Hannah Kim
Carolyn Huang
Hypothesis
Lyft is more successful than Uber among the college demographic in Los Angeles due to its approachable branding.
HypothesisLyft is more successful than Uber among the college demographic in Los Angeles due to its approachable branding.
TRUE1. Lyft > Uber 2. Reason:
Approachable Branding
1. Lyft < Uber or
2. Reason: Not Approachable Branding
FALSE
Findings
Lyft is more successful than Uber among the college demographic in Los Angeles due to its approachable branding.
LESS^
Methodology• Secondary Research– Media Coverage– Industry Landscape– Competitive Landscape
• Primary Research– Media Content Analysis– Focus Group– Insta-Poll– Twitter Content Analysis
Secondary Research
• Press Coverage– Game changing for the transportation
industry– Fierce competition
• Industry Landscape– The “sharing economy”
• Competitive Landscape– Uber, Sidecar, Taxis, Public Transit
Press Coverage
Source: The Wall Street Journal
Social Media
#lyft popularity and top correlated hashtags
Hobby Soul Cycling
Brand H&M
Drink Green Juice
Lyft Persona
Uber Persona
Hobby Wine Tasting
Brand Hugo Boss
Drink Espresso
The Real DealUber Lyft
First Time Promo Code
First Time Promo Code
Fare Estimate --Friend Promo Code Friend Promo Code
uberPLUS Lyft PlusFare Split Lyft Line
International National
Primary Research• Media Content Analysis• Focus Group• Insta-Poll• Twitter Content Analysis
Media Content Analysis
Focus Group: KeywordsLyft• Pink Moustache• Car Service• Taxi• Uber• Cheap
Uber• Classy• Professional• Controversy• Town Cars• Pricey
In Car ExperienceFocus GroupLyft• Casual, interactive drivers• Creepy candy-giving
Uber• Taxi-like, professional drivers• Gum/water is nice
”
In Car Experience
Insta-PollI like Uber better; I don't like talking to drivers. Lyft, I have to sit in the front seat and talk to drivers or fist pound. Uber, I can do my own thing.
“
There’s Only Room For
One
Focus Group• People don’t need both apps• Stick with initial app
There’s Only Room For One
Insta-PollI’m used to getting Uber. Started with it first and I’m lazy to change.
“ ”
What drives purchase decisions?
Focus Group• Past experience• How close the drivers are located• Promo codes between friends• Rides are heavily social based
“
What drives purchase decisions?
Insta-PollI think Uber is more reliable. I like the drivers better. I've had bad Lyft driver experiences, and also the cars are blaringly ugly with the pink moustache.”
What would it take for you to call a Lyft next time you need a ride?Focus Group• A free ride
Insta-Poll I guess I would call Uber if it’s cheaper.“ ”
Uber Lyft
Which would you call?
46%
34%
20% Insta-Poll Results
UberLyftEither
Which would you call?Insta-Poll
I would call Lyft, but sometimes I want to have the choice of not interacting with the driver.
“ ”
Insta-Poll
Price & Promotions
Socia
l Influence
Convenience
In-Car Exp
erience
First
Download
Reliabilit
ySp
eed
Media Influence
0102030405060
50
19 16 126 5 4 2
# Mentions
Twitter Sentiment Score
Positive Sentiment
Negative Sentiment
Challenges & Limitations• Too much material to digest• Constantly updating app features• Insta-Poll and Focus Group only
represent USC• Focus Group only included USC PR
students• Uber’s international reach skews
results
ScoreboardMedia Content Analysis
Focus Group
Insta-Poll
Twitter Content Analysis
x
Summation
Lyft is LESS successful than Uber among the college demographic in Los Angeles due to its approachable branding.