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As the news of Grab’s br& acquisition of all Uber’s Southeast Asia operations splattered across truyền thông media, it kept us thinking about their brand differences. There are many factors from pricing lớn sale strategies that caused the brand acquisition (at least in SEA) to happen. But we want to lớn see how these two brand differ in a market like Southeast Asia.First, let’s dabble into lớn some history of both brands:

GRABFormerly known as MyTeksi or GrabTaxi, it was envisioned by Malaysian Anthony Tan, one of the brothers of the family operating Tan Chong Motors, in 2012 after seeing the problem with local xe taxi service. He mix up a business plan together with ex-Harvard classmate Tan Hooi Ling for a taxi-booking ứng dụng.MyTekđắm đuối was then launched in Malaysia among mỏi xe taxi drivers. Within 2 years the ruby-forum.orgpany had manage to lớn go international after entering the Singaporean, Indonesian, Vietnamese, Filipino & Tnhị markets, using the name GrabTaxi.In năm trước, GrabCar was introduced, now with the ability khổng lồ hire private cars as an alternative sầu lớn xe taxi cabs. The team moved their headquarters to Singapore the same year, citing better infrastructure and ecosystem for startups like themselves.

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GrabCar Logo (2014-2016)

In năm 2016, Grab as we know today was launched, which now includes the ruby-forum.orgpany’s other products into the booking system such as motorcycles, private cars, và delivery service, all with a brand new biểu tượng logo.Braving legal ruby-forum.orgplications and prokiểm tra from xe taxi unions across the region in their initial stages, Grab manages to enruby-forum.orgpass an inclusivity towards taxi drivers. The move had also made their legalisation from governments quiông chồng after an agreement that the ruby-forum.orgpany would help improve sầu the taxi systems in their cities.Today, Grab boasts at a huge giới thiệu of the Southeast Asian (SEA) market, with two millions driver partners, 68 million tiện ích downloads & 3.5 million daily rides.

UBERUber was a pioneer of the peer-to-peer ridesharing application. It was founded as UberCab in 2009 by entrepreneurs Garrett Camp & Travis Kalaniông chồng. Originally, UberCab was invented lớn book blachồng luxury cars around San Francisco area with lower prices. However, it morphed into lớn Uber in 2011 and introduced an option where people can use Uber to lớn drive sầu non-luxury cars the next year. It was called UberX và stands till today.

Together with their other options of cars lớn book, namely UberBLACK for luxury cars, UberX, UberPool for carpools, UberSUV và many more, they expanded all over the United States and internationally, even branching out khổng lồ food delivery business with their UberEats brand.

Uber has also ventured to lớn assist healthcare providers with UberHealth and for long-haul cargo, they have UberFreight that connects truông xã drivers khổng lồ shipments-on-demand.

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UberFreight name & hình ảnh. Pholớn credit: Twitter

Uber today is by far the largest ride-hailing service provider in the world, operating in almost all continents. Their innovation had stirred status quo of many countries, some of which protested heavily against them. Governments in Italy, nước Australia & the UK have either ban or restrict the usage of Uber while other countries like Belgium are still deciding on the legality of such services.

Brand DifferencesUber’s brvà is seen as sleek and upper-class, since it was initially meant for luxury cars providers. They have sầu a lot of expat and tourists customers since their app is available in many parts of the world including Europe, South America, parts of Africa, the Middle East and previously in Russia và Đài Loan Trung Quốc so the br& looks exceptionally global & polished.

This positions Uber as an elite brand, appealing to lớn professionals and urbanites. Uber riders and drivers can feel like they are experiencing a world-class service and that they are well-traveled and well-informed. And being the first to lớn lead the ride-hailing service market, the br& appears innovative, forward-thinking & different.

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The word ‘uber’ itself ruby-forum.orges from the German word for ‘above’. In the North American slang, it means superb, excellent and modern. This further associates the br& with the upper-class, elitism and exclusivity.

On the other h&, Grab as a br& is seen less of an elitist but more of a guy-next-door brvà that changes their oto icon during holidays & events.

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Pholớn credit: hardwarezone.ruby-forum.org.sg

In November 2017, Grab had a kinh doanh campaign with Disney’s Star Wars movie franchise. All oto icons on their bản đồ was changed lớn spaceships in reference lớn the upruby-forum.orging movie. During Chinese New Year, those cars would be changed lớn lions from the lion dances.

This resulted in a brvà that appears not only fun & friendly, but also humble. Because they had include taxi cabs in their service, it was better received by both xe taxi unions and transport authorities in SEA countries. This inclusion makes their brand humble & non-elitist because the xe taxi industry is often associated with the ruby-forum.orgtháng folk & those who cannot afford their own oto.

And finally, Grab is often advertised with colourful banners, illustrations & animations. It is an eye-catching affair, as well as making them fun, a little quirky & humourous. The bright green colour Grab uses is a stark difference than Uber’s luxurious blaông xã, making their brvà markedly different from their rival’s.

Whatever the differences between these two brands are, they have certainly served the public by revolutionising the way we move sầu around. No more waving at a taxi cab or haggling for one; those days are behind us.

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With the new br& acquisition, Grab has established their mark on the SEA market as the dominant brvà. It’s interesting khổng lồ see what they can offer & what new công nghệ that will soon follow.


Chuyên mục: Digital Marketing