Grab’s market share continues to grow in Malaysia, yet it still faces stiff competition for other ride-hailing apps. In the following post, we’d like to summarize once more Grab’s profile, customer segments, and present a series of campaigns to not only maintain, but also increase their market share in Malaysia. Business Background Grab is an automated smartphone based booking and dispatch platform. It matches passengers with drivers for transport by taxis, cars and bikes (varies by market). Malaysian based, Grab was founded in 2012 by Anthony Tan and Tan Hooi Ling, and serves as an alternate mode of transportation. Grab is currently headquarter in Singapore. As of July 2016, there is over 350,000 drivers registered under Grab network across Southeast Asia, with more than 19 million mobile downloads. Grab is a technology company that offers wide range of ride-hailing and logistics services through its app in Malaysia and neighbouring Southeast Asian nations su...
Through the use of Facebook’s Audience Insights, Grab’s brand audience is 350-400k people per month in Malaysia. The gender breakdown leans heavier towards men with 58% of the users. Women make up the other 42%. Education level also plays a significant role in the customer base of Grab. In fact, 71% of the audience has a college education. As mentioned in the first blog post, Grab has two main customer groups: Riders and Drivers. For the purpose of this analysis, the focus will be on Riders, noting that Grab continue to market towards this group more significantly that Drivers. After the initial analysis, the focus will be on three main customer segments. Below are said segments Grab targets, and the basic assumptions we’ve made using Facebook Audience Insights (FAI). These definitions will also be used when conducting the competitor analysis. Tourists Business Travelers Young Professionals 18 and older 21 and older Age 21-35 Behavior: Travels fre...