THE BATTLE OF TAXI APPLICATIONS (Grabtaxi Vs Easy taxi)

THE BATTLE OF TAXI

APPLICATIONS

1 Copyright © Datasection Vietnam Co., Ltd All Rights Reserved

2 Copyright © Datasection Vietnam Co., Ltd All Rights Reserved

OVERVIEW

１ PURPOSE

２ DATA SOURCE

Using Insight Report tool

(insightreport.vn) to determine

who win on Facebook

Showing customer insight

Từ 24/9/2014 đến 07/10/2014

3 PERIOD

facebook.com/GrabTaxiVN

facebook.com/easytaxivn

https://www.facebook.com/GrabTaxiVN

https://www.facebook.com/GrabTaxiVN

https://www.facebook.com/easytaxivn

https://www.facebook.com/easytaxivn

3 3 Copyright © Datasection Vietnam Co., Ltd All Rights Reserved

FACEBOOK RACE

129618

53448

Total Page Fans Total Page Fans

(∗)

WHY?

• Campaigns is more attractive?

• Community is more active?

• CRM is better?


TOP CAMPAIGNS

1

2

3

1

2

3


No. CONTENT TIME ENGAGEMENT

1

Input promotion code to discount

15000 VND per ride, used 8

times

09/29 to 10/05

(7days) 11452

2

Discount 30000 VND per ride,

used 3 times

09/25 to 09/28

(4 days) 5786 Enter “IPHONE6” gift code to

take a chance of getting Iphone 6

and discount 10000 VND per

ride

3 Discount 15000 VND per ride,

used 8 times

10/06 to 10/12

(7 days) 3274

TOP THE BEST CAMPAIGNS

TOP CAMPAIGNS


No. CONTENT TIME ENGAGEMENT

1

Enter gift code to take a chance

of getting Iphone 6 End time: 10/20

7654 Discount 20000 VND per ride,

no limited

9/27 to 10/06

(10 days)

2 Discount 40000 VND for a ride,

only applied for Ha Noi

10/07 to 10/10 (3

days) 2247

3 Special promotion only applied

for Ha Noi For newbie 295

TOP THE BEST CAMPAIGNS

TOP CAMPAIGNS


KEY TAKEAWAY

The best their campaigns is promotion (discount) and

attracting many people. However, Grab received more.

“Iphone 6” event of Grab was held sooner than Easytaxi

Easy taxi promotions focus on mainly Ha Noi resident.


OTHER CAMPAIGNS


1. Give gifts weekly (food, fruit, skin-care)

2. Discount 50,000 VND for a ride, if clients have 10

rides in week

3. Sponsor of Saigon Makeover contest

None

OTHER CAMPAIGNS


THE WHOLE CAMPAIGNS

CLIENTS BENEFITS FROM PROMOTIONS

SAVE*

310000 VND

(*) If users take 2 rides per day

SAVE*

280000 VND


Grab:

Various campaigns

Making impressive with clients as Saigon

Makeover contest

Clients receive more benefit

KEY TAKEAWAY


COMMUNITY HEALTH


USER POST SENTIMENT

29%

67%

4%

Positive Neutral Negative

0%

50% 50%

Positive Neutral Negative

29 POSTS 6 POSTS

COMMUNITY HEALTH

KEY TAKEAWAY

GRAB REVIEWED

BETTER (29% USER POSTS ARE POSSITIVE)

14 14 14 Copyright © Datasection Vietnam Co., Ltd All Rights Reserved

370

464

COMMUNITY HEALTH

COMMENTER

COMMENT

165

175

COMMENTER

COMMENT


Grab:

• More active users

• More user contents

• Better review

KEY TAKEAWAY


CRM


Grabtaxi have higher response rate (58.6% compare with

33.3% of Easytaxi)

Grabtaxi answer more quickly, but still too late, average

response time is 747.88 minutes (~ 12.5 hours)

KEY TAKEAWAY

THE BATTLE OF TAXI APPLICATIONS (Grabtaxi Vs Easy taxi)

Marketing