Grab entered the Thai ride-hailing market in 2013 after Uber and Easy Taxi. Brandnow.Asia was hired to help Grab gain traction. They found Grab's initial target audience was too broad and advised focusing on specific customer segments like moms with children. Brandnow created marketing campaigns targeting these groups as well as Grab's drivers. Their work helped Grab secure further funding and expand its services to become Thailand's dominant ride-hailing app, and eventually list on the Nasdaq. Grab's representative praised Brandnow's dedication and professionalism for helping Grab achieve its goals.

1. Market Entry
&
Launch in Thailand
By Brandnow.Asia

2. Market Entry & Brand Challenges:
 In 2013, Grab was the 3rd ride-hailing app
to enter the Thai market after Uber and
Easy Taxi
 Prior to connecting with Brandnow.Asia,
Grab had been working with an event
agency for a few months to incentivize
downloads. We were advised that app
usage and completed rides remained low
 We reviewed the app and shared insights
on how the average Thai uses their mobile
data and also related that finding and
locating pins on maps are new for the Thai
consumers

3. Target Audience: B2C
On the B2C side, the initial target audience for the app was too wide,
and required adjustments to address specific pain points for
identifiable customer segments to gain momentum and get traction
in the market. The first 3 segments were
 moms and babies/children who do not have a personal vehicle and they
require a door-to-door service for school, errands, shopping etc.
 safety for young female students with the share a ride feature via GPS
when traveling at night
 friends or family friends who are caregivers to a loved one and they
require regular transport to hospitals and clinics for regular medical
attention

4. Target Audience: B2B
 GrabLife was a B2B
campaign that spotlighted
the life and career of taxi
drivers. The program
provided the benefits for
Grab member drivers,
which on their own are
difficult to attain: health
and family insurance,
educational loan, a micro-
lending program

5. Recap of the Marketing Solution Mix
 Strategy & advisory
 Market entry
 Seasonal and fun
campaign creation
to personify and
amplify the brand
 B2B Storyboard &
film production
 Media relations
 Crisis management
 Blogger/vlogger
management
 Localization &
content seeding
 Partnership
program and
activation
 Continuous
improvement

6. Results
We started working with Grab shortly after they
received their series A funding. As we collaborated,
the brand grew and was successful in securing their
series D. Grab gained market share and became the
dominant app for the ride-hailing app. The brand
expanded its services to include other logistic
services and today it continues to add services such
as e-wallet, lending, and grocery delivery, to grab a
hotel room.
Recently, Grab was listed on Nasdaq

7. We are very impressed with the Brand Now
team’s dedication and professionalism as our
public relations firm. They exceeded our
expectations- they go above and beyond to
continuously help our social enterprise
achieve our goals. We are happy to continue
working with them to further expand Grab’s
position as a market leader in Thailand.
Nina Teng
Public Affairs and Regional Business
Development Head at Grab

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