“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.