Download - Lyft: Our Generation's Taxi
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“Our Generation’s Taxi”Hannah Kim
Carolyn Huang
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Hypothesis
Lyft is more successful than Uber among the college demographic in Los Angeles due to its approachable branding.
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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
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Findings
Lyft is more successful than Uber among the college demographic in Los Angeles due to its approachable branding.
LESS^
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Methodology• Secondary Research– Media Coverage– Industry Landscape– Competitive Landscape
• Primary Research– Media Content Analysis– Focus Group– Insta-Poll– Twitter Content Analysis
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Secondary Research
• Press Coverage– Game changing for the transportation
industry– Fierce competition
• Industry Landscape– The “sharing economy”
• Competitive Landscape– Uber, Sidecar, Taxis, Public Transit
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Press Coverage
Source: The Wall Street Journal
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Social Media
#lyft popularity and top correlated hashtags
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Hobby Soul Cycling
Brand H&M
Drink Green Juice
Lyft Persona
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Uber Persona
Hobby Wine Tasting
Brand Hugo Boss
Drink Espresso
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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
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Primary Research• Media Content Analysis• Focus Group• Insta-Poll• Twitter Content Analysis
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Media Content Analysis
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Focus Group: KeywordsLyft• Pink Moustache• Car Service• Taxi• Uber• Cheap
Uber• Classy• Professional• Controversy• Town Cars• Pricey
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In Car ExperienceFocus GroupLyft• Casual, interactive drivers• Creepy candy-giving
Uber• Taxi-like, professional drivers• Gum/water is nice
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”
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.
“
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There’s Only Room For
One
Focus Group• People don’t need both apps• Stick with initial app
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There’s Only Room For One
Insta-PollI’m used to getting Uber. Started with it first and I’m lazy to change.
“ ”
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What drives purchase decisions?
Focus Group• Past experience• How close the drivers are located• Promo codes between friends• Rides are heavily social based
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“
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.”
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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.“ ”
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Uber Lyft
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Which would you call?
46%
34%
20% Insta-Poll Results
UberLyftEither
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Which would you call?Insta-Poll
I would call Lyft, but sometimes I want to have the choice of not interacting with the driver.
“ ”
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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
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Twitter Sentiment Score
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Positive Sentiment
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Negative Sentiment
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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
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ScoreboardMedia Content Analysis
Focus Group
Insta-Poll
Twitter Content Analysis
x
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Summation
Lyft is LESS successful than Uber among the college demographic in Los Angeles due to its approachable branding.