MARKET ANALYSIS AND

TRENDS-OLA CABS

Project Report Submitted to MERI

GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY
in partial fulfilment of the requirements for the award for the
degree of
BACHELOR OF BUSINESS ADMINISTRATION
By
BHAVYA JAMDAGNI
MANAGEMENT EDUCATION & RESEARCH INSTITUTE
G.G.S.I.P.U
JANAKPURI, NEW DELHI
(MAY 2022)
Internal Guide External Guide
 DECLARATION
I hereby declare that this Project Report titled “Market Analysis and Trends-
OLA Cabs” submitted by me to Management Education And Research Institute
is a bonafied work undertaken and has not been submitted to any other
University or Institution for the award of any degree diploma/ certificate or
published any time before

(Signature of the Student) Date: 20/5/2022

 CERTIFICATE

This is to certify that this is a bonafied record of the project work done
satisfactory at Management Education Research Institute, New Delhi
by Mr. Bhavya Jamdagni Roll Number 02135101721 in partial fulfilment
of BBA 2nd Semester Examination.

This report or a similar report on the topic has not been submitted for any
other examination and does not form part of any course undergone by the
candidate.

Place: New Delhi Signature of Candidate

Date: 20/7/22 Signature of Project

Guide

Name:
Designation:
 ACKNOWLEGEMENT
I owe a great many thanks to a great many people who helped and supported me
during the writing of this report.
My deepest thanks to Mrs. Parul Sharma the guide of the project for guiding and
correcting various documents of mine with attention and care. She has taken pain to
go through the project and make necessary corrections as when needed.
My deep sense of gratitude to my mentors for their support and guidance.
I would also thank my Institution and my faculty without whom this project would
have been a distant reality. I also extend my heartfelt thanks to my family and well-
wishers.

Place: New Delhi Signature of Candidate

Date: 20/7/22
 EXECUTIVE SUMMARY

A taxi (or cab in the United States) is a car, or other vehicle which is
used for public transport. People use them to get to where they want
to go. This means there are no stops in between where they get on and
where they get off. Many big cities have taxis.

In most other types of public transport, such as a bus, tram, or train,

the rider does not get to choose the locations where they want to get
picked up or dropped off. These vehicles often take certain roads or
follow a very specific route. Because of this, they usually do not stop
exactly where people want to go.

Riding a taxi is a lot like having your own car, but you don't drive it.
You only tell the taxi driver where you want to go and he or she will
take you there. How much you pay for the ride, in most cases,
depends on how far you are going from where you get on. It is
common for the price for a taxi ride to be more expensive than other
forms of transport.
Taxi service can be an important backup option for other alternative
forms of transport, such as allowing pedestrians to carry large loads
back from a store, providing an emergency ride home when a cyclist
has a medical or mechanical problem, or a Guaranteed Ride Home for
a rideshare or transit commuter. Informal taxi service often develops
in rural communities where certain motorists will drive their
neighbors for a fee. In this role, Taxi Improvements can be an
important support for TDM efforts to reduce personal automobile
ownership and use, and encourage use of alternative modes.
 TABLE OF CONTENT
S.NO DESCRIPTION PAGE NO.

1 DECLARATION

2 CERTIFICATE

3 ACKNOWLEDGEMENT

4 EXECUTIVE SUMMARY

5 TABLE OF CONTENT

6 CH-1 INTRODUCTION

7 CH-2 LITERATURE REVIEW

8 CH-3 DATA ANALYSIS & INTERPRETATION

9 CONCLUSION

10 QUESTIONNAIRE
 Chapter-1

Introduction
 INTRODUCTION

Not many of us are blessed to have our own vehicle and thus we
need to rely on the available public transport system. Thanks to
the available trains, buses, metros, auto-rickshaw, etc. it is quite
feasible to travel from one place to another.
But, can we really rely on all these public transport in all the
situations? Suppose, you are traveling with your family and you
require public transport that is affordable yet it can offer you the
desired privacy. Will it be possible to have it in the public
transport options? Certainly not! So, what is the next possible
option that you can try?
Well, it is having your own public transport option just like a
cab or in simple words, your own public taxi. Now, without any
delay, what is the first name that comes to your mind, when we
talk about public cabs which can offer you the required privacy?
Yes, it is none other than –OLA cabs. Wouldn't you be
interested in knowing about the market analysis and trends
about your favourite transport service? If yes, then here are
some of the unknown details and facts about your very own
OLA Cabs.
Ola Cabs (stylized as OLΛ) is an Indian multinational ridesharing
company, headquartered in Bangalore. It also operates in other
business verticals including financial services, cloud kitchens, and
used-car marketplace.

A variety of venture capitalists including Softbank have large stakes

in the company. In January 2018, Ola extended into its first overseas
market, Australia, and launched in New Zealand in September 2018.
In March 2019, Ola began its operations in the UK.
Ola is India’s largest mobility platform and one of the world’s largest
ride-hailing companies, serving 250+ cities across India, Australia,
New Zealand, and the UK. The Ola app offers mobility solutions by
connecting customers to drivers and a wide range of vehicles across
bikes, auto-rickshaws, metered taxis, and cabs, enabling convenience
and transparency for hundreds of millions of consumers and over 1.5
million driver-partners.

Ola’s core mobility offering in India is supplemented by its electric-

vehicle arm, Ola Electric; India’s largest fleet management business,
Ola Fleet Technologies and Ola Skilling, that aims to enable millions
of livelihood opportunities for India's youth. With its acquisition of
Ridlr, India’s leading public transportation app and investment in
Vogo, a dockless scooter sharing solution, Ola is looking to build
mobility for the next billion Indians. Ola also extends its consumer
offerings like micro-insurance and credit led payments through Ola
Financial Services and a range of owned food brands through India’s
largest network of kitchens under its Food business.

Ola was founded in Dec 2010 by Bhavish Aggarwal and Ankit Bhati
with a mission to build mobility for a billion people.
 HISTORY

In March 2015, Ola Cabs acquired Bangalore-based taxi service

TaxiForSure for approximately ₹12.37 billion (US$160 million). June
2015 onwards, Ola users gained access to TFS cabs via the Ola
mobile application. Later in the year in November, Ola further
acquired Geotagg, a trip-planning applications company, for an
undisclosed sum.

In a move to expand beyond cab aggregation, Ola acquired struggling

foodtech company Foodpanda India with an eye on leveraging the
growing food delivery segment business in December 2017. Later in
August 2018, Ola financed Series A funding of the scooter rent start-
up Vogo, and again in December, invested another $100 million.
In March 2019, the Karnataka state transport department suspended
Ola's operating license for six months for violation of license
conditions and violation of Karnataka On-Demand Transportation
Technology Aggregator Rules, 2016. This was on account of Ola
running bike taxi services though it only had license for four-wheeler
taxi operations. The company termed the order unfortunate and was
looking at working with driving partners to continue functioning.
They also claimed to be in touch with authorities to sort things out.
In 2019, more than 10,000 drivers applied both in online and offline
mode, ahead of its launch in London. In February 2020, Ola launched
its taxi-hailing services in London with over 25,000 drivers registered.

Ola posted its first-ever operating profit of ₹90 crore (US$12 million)
in the financial year 2020-21.
LOGO
 FOUNDERS

ANKIT BHATI
(Co-founder and Chief Technology Officer [CTO]
of OLA Cabs)
 BHAVISH AGGARWAL
(Current CEO and Co-founder of OLA cabs)
HEADQUATERS
 ABOUT THE FOUNDERS

(BHAVISH AGGARWAL)

Bhavish Aggarwal (born 28 August 1985) is an Indian entrepreneur

and co-founder of Ola Cabs and Ola Electric.
Aggarwal was included in Time magazine's 100 Most Influential
People of 2018.
Aggarwal was born and brought up in Ludhiana city, Punjab, in a
Punjabi Hindu family. He completed a bachelor's degree in computer
science and engineering at Indian Institute of Technology Bombay in
2008. He started his career with Microsoft Research India as a
Research Intern and later got reinstated as an Assistant Researcher.
He began his career with Microsoft, where he worked for two years,
filed two patents and published three papers in international journals.
In January 2011 he co-founded Ola Cabs with Ankit Bhati in
Bengaluru.
The idea for a cab company struck Aggarwal when he had a bad
experience with a taxi, which led him and Ankit Bhati to co-found
Ola Cabs in 2010. Ola Cabs has become the largest network of
personal transportation options within India and has emerged as the
most popular choice for many consumers in 22 Indian cities.

ABOUT THE FOUNDERS

 (ANKIT BHATI)

Ankit Bhati is the Co-founder and Chief Technology Officer (CTO) of

Ola Cabs. He founded Ola with his companion Bhavish Aggarwal in
2010. He is also the Co-founder of ANI Technologies. Speculations
arose that Ankit Bhati distanced himself from the ridesharing
company last year owing to some serious conflicts between him and
the founder of the company, Bhavish Aggarwal. Nonetheless, his
contribution to the company is way more than such conjectures.
Ankit Bhati was born in the year 1987 in Jodhpur, India. He currently
resides in Bangalore, Karnataka, India. He is considered an introvert
who spends his time coding while sitting in a corner. He likes to
spend his spare time playing video games with his friends. Ankit
Bhati is active on social media platforms including Twitter, Instagram,
and Facebook.

During his academic career, he was not interested in extracurricular

activities rather he was more interested in computers. Ankit used to
spend most of his time at the computer center. Bhati was less of a
guy who would hop to the basketball court in his leisure but more of
one who would sit in front of a computer. Ankit also became the
administrator in the computer center he mostly used to hang out.
Along with diving deep into video games, Ankit also loved to build
websites and worked on freelance projects to make money during
his college days.
 OVERVIEW

Type -Private
Industry Transportation
Founded 3 December 2010; 11 years ago
Founders
Bhavish Aggarwal
Ankit Bhati
Headquarters-Bangalore, Karnataka, India
Number of locations 250+ cities
Area served-India
Australia
New Zealand
United Kingdom
Key people
Bhavish Aggarwal (CEO)
Ankit Bhati (CTO)
Products Mobile app, website
Services
Vehicle for hire
Goods and food delivery
Mobile payment and digital wallet
Revenue Increase₹2,544 crore (US$330 million) (FY 2019)
Number of employees-3,000 (2020)
Parent ANI Technologies
Website www.olacabs.com
CHAPTER-2

LITERATURE
REVIEW
 CURRENT POSITION

Ola cab is certainly ruling the market right now and has nearly
600000 vehicles running across in 110 cities. Onan average estimate,
Ola cabs get over 150000 bookings per day. Other than this, the
estimated revenue of this transportation provider is nearly 942.
8cr.During the initial phase, Ola only offered auto services in
Bangalore, but later it acquired ‘TaxiForSure', one of the taxi services
available in Bangalore at that time, and became the largest and the
well-known transportation network across India.
 PLANS

One of the primary and focused business plans of Ola Cabs is to

expand its business in the Indian market and become one of the best-
known transportation service providers across the world. It aims to
customize its operations to meet the needs and requirements of its
customers in the local market so that it can become the most preferred
transportation provider for its users. Ola cabs also focus on using the
latest and trending technologies for shaking its market presence and
also to offer the best cab services to its customers. well, without any
second thought, the focused approach and the dedicated vision and
aim of the company has helped it to drive its journey to the path of
success.
 OLA CABS-MARKET ANALYSIS

The founder of the Cab aggregator which builds up online

Marketplace for Taxi, Bhavish Aggarwal started its entrepreneurial
venture in the year 2010 when he experienced the deep routed
problem in India quality Cab service and professionalism of the Cab
drivers.

The brand has received series of funding from angel investors and

companies like Softbank, Tekne Capital, Vanguard, Baillie Gifford
and Yes Bank. Spurt with the growth in the demand, in 2017 the
company has received $ 18 billion.

Also, it segments customers on the basis of customer income profile

such as Ola Luxury, Prime, Ola share, autos.

As the company serves different customer segments i.e., long route

outstation customers, customers within 8 Kms, Shuttle service and
shared services, therefore it uses differentiation targeting strategy.

Ola Cabs has positioned itself as a company making mobility easy,

convenient, affordable and safe 24*7.
 OLA CABS-CUSTOMER
ANALYSIS

The passenger Cabs services market has 4 segments of customers,

those who don’t mind sharing the cabs, the one who prefer taking
personal Cab wherever they go, office goers and outstation / long
journey commuters.

Most of the customers of the Bank across the segment are in the age
group of 20-45 years, are young, office goers, and college student.

‌Ola was initially started as a Taxi Rental Fleet Business which later
stepped into the bigger marketing dimensions as a ride-hailing
company.

Ola changed its marketing strategies in 2015 when it found an

incredible opportunity on the digital platform and that's when the
online cab services came into full force on the Internet.

Ola entirely changed its business model and opted for Digital

marketing. The company wholly shifted to an online application, Ola
App. Its business model was altered into a moderator between the
customer and the taxi drivers. Its online application connects the taxi
drivers with the customers.
 Competitive advantage in the
Marketing strategy of Ola Cab

1. Strategic Acquisitions:
 In order to strengthen its business, the company has been acquiring
different companies such as TaxiForSure.com for $ 200 Mn in 2015,
to strengthen its shuttle service it acquired Geotag, an intelligent
transportation firm in the year 2015, further to introduce Ola money it
acquired Qarth in the year 2016 and recently it acquired Foodpanda to
compete in the meta market.

2. Promotional Strategy:

Innovatively thought concept ideas and ads of the company such as

Chalo Niklo, 6/ per Km, Ola Share pass, Ola outstation, shuttle and
Ola peddle has helped the company in being ahead of its peers.

3. Ola Electric-Solving Mobility Issues:

The mission of Ola is “Building Mobility for a Billion Indians.”

It is not just a statement, but Ola takes their job seriously and works
towards accomplishing this mission. We have discussed that Ola
offers product differentiation and offer various mobility solutions to
riders, but ola is planning to add more to its range.

OLA Electric is the new product-based offering by Ola, where they

are launching electric scooters for customers. Ola is offering a pre-
booking for these scooters at Rs. 499. Ola is on a mission to transform
the future of mobility with its electric scooters.
 OLA CABS LATEST LAUNCH

In October 2021, Ola launched its new and pre-owned car

marketplace called Ola Cars in 30 cities, which was also expected to
sell new vehicles of Ola Electric and other brands. By May 2022, the
company had scaled down operations to 17 cities. In June 2022, it
closed Ola Cars across all cities and stated that Ola Cars'
"infrastructure, technology and capabilities will now be repurposed
towards growing Ola Electric’s sales and service network.
OLA’s ‘Mission Electric’, a pledge that no petrol two-wheeler will
be sold in India after 2025. This is a mission that they are putting
forward to the industry and to the consumers to reject petrol and fully
commit to electric. It's time for India to lead the way in electrification
and build technologies of the future, here in India for the entire world.
“This is certainly not going to be easy but together we can and we
must. The climate needs it, the world wants it and our country
definitely deserves it.” Says Bhavish Aggarwal.
 OLA CABS FINANCIAL

Ride-hailing platform Ola has reported its first operating profit of Rs

89.82 crore for 2020-21, even as its revenue declined 65 percent to Rs
689.61 crore amid COVID-19 induced lockdowns.
According to the RoC filing, Ola has been able to reduce its expenses
both on consolidated (65 percent) and standalone (75 percent) basis
across segments, including advertising and sales promotion.

Revenue (In Profits/Loss (In

Year Source
crores) crores)

FY
 1,177  -4,898
2017

FY
 1,847  -2,843 [45][46]

2018

FY
 2,543  -2,593
2019

FY
 2,721  -2,213
2020
[47][48]

FY
 1,039  -839
2021
 MAJOR COMPITITOR(UBER)

Uber Technologies, Inc. (Uber) is an American mobility as a

service provider. It is based in San Francisco with operations in
approximately 72 countries and 10,500 cities. Its services include
ride-hailing, food delivery (Uber Eats and Postmates), package
delivery, couriers, freight transportation, electric
bicycle and motorized scooter rental via a partnership
with Lime, and ferry transport in partnership with local
operators. Uber does not own any vehicles; instead, it receives
a commission from each booking. Fares are quoted to the customer in
advance but vary using a dynamic pricing model based on the local
supply and demand at the time of the booking.

In 2009, Uber was founded as Uber cab by Garrett Camp, a computer

programmer and the co-founder of StumbleUpon, and Travis
Kalanick, who sold his Red Swoosh start-up for $19 million in 2007
 After Camp and his friends spent $800 hiring a private driver, he
wanted to find a way to reduce the cost of direct transportation. He
realized that sharing the cost with people could make it affordable,
and his idea morphed into Uber. Kalanick joined Camp and gives him
"full credit for the idea" of Uber. The prototype was built by Camp
and his friends, Oscar Salazar and Conrad Whelan, with Kalanick as
the "mega advisor" to the company.

Uber has been criticized for its strategy of generally commencing

operations in a city without regard for local regulations. If faced with
regulatory opposition, Uber called for public support for its service
and mounted a political campaign, supported by lobbying, to change
regulations. Uber argued that it is "a technology company" and not a
taxi company, and therefore it was not subject to regulations affecting
taxi companies. Uber’s strategy was generally to "seek forgiveness
rather than permission". In 2014, with regards to airport pickups
 without a permit in California, drivers were actually told to ignore
local regulations and that the company would pay for any citations.
Uber's response to California Assembly Bill 5 (2019), whereby it
announced that it would not comply with the law, then engaged
lobbyists and mounted an expensive public opinion campaign to
overturn it via a ballot, was cited as an example of this policy. Taxi
companies sued Uber in numerous American cities, alleging that
Uber's policy of violating taxi regulations was a form of unfair
competition or a violation of antitrust law. Although some courts did
find that Uber intentionally violated the taxi rules, Uber prevailed in
every case, including the only case to proceed to trial.

In March 2017, an investigation by The New York Times revealed

that Uber developed a software tool called "Greyball" to avoid giving
rides to known law enforcement officers in areas where its service
was illegal such as in Portland, Oregon, Australia, South Korea, and
China. The tool identified government officials using geofencing,
mining credit card databases, identifying devices, and searches of
social media. While at first, Uber stated that it only used the tool to
identify riders that violated its terms of service, after investigations by
Portland, Oregon, and the United States Department of Justice, Uber
admitted to using the tool to skirt local regulations and promised not
to use the tool for that purpose. The use of Greyball in London was
cited by Transport for London as one of the reasons for its decision
not to renew Uber's private hire operator licence in September 2017.
A January 2018 report by Bloomberg News stated that Uber routinely
used a "panic button" system, codenamed "Ripley", that locked,
powered off and changed passwords on staff computers when those
offices were subjected to government raids. Uber allegedly used this
button at least 24 times, from spring 2015 until late 2016.
UBER LOGO
FOUNDERS
 Garrett Camp
(Co-founder & board member, Uber)
 Travis Kalanick
(Co-founder of Uber)

ABOUT THE FOUNDERS

(Garrett Camp)
 Garrett Camp (born October 4, 1978) is a Canadian billionaire
entrepreneur. He has helped build a series of companies, including
founding StumbleUpon, a web-discovery tool; co-founding Uber; and
founding Expa, a startup studio. Camp is chairman of Mix, the
successor to StumbleUpon, and served on the board of directors of
Uber until 2020.
Camp was born and raised in Calgary, Alberta, Canada. His father
was an economist, and his mother an artist, and both later became
home builders. He graduated from the University of Calgary with a
bachelor's degree in electrical engineering in 2001, and later earned a
master's degree in software engineering, researching collaborative
systems, evolutionary algorithms and information retrieval.

Camp founded Uber as Uber Cab in early 2009 while he was CEO of
StumbleUpon, and self-funded the seed round of $250K.

Uber launched in San Francisco in mid-2010 with just a few cars on

the road and, in late 2010, raised $1.25M in venture capital. In 2011,
the company continued to expand across the United States and
abroad, including major markets such as New York City and Paris.
Uber's motto is "Everyone's Private Driver" and, in mid-2012,
launched UberX and Uber SUV to offer customers low cost options
and more vehicle choices. In late 2012, Uber launched Uber TAXI,
allowing taxi drivers to use the application with taxi-like fares for
customers, and, in early 2013, CEO Travis Kalanick announced that
Uber would begin offering a ride-sharing service, allowing
community drivers to use the application.
 ABOUT THE FOUNDERS
(Travis Kalanick)
Travis Cordell Kalanick (born August 6, 1976) is an American
businessman best known as the co-founder and former chief executive
officer (CEO) of Uber. Previously he worked for Scour, a peer-to-
peer file sharing application company, and was the co-founder of Red
Swoosh, a peer-to-peer content delivery network that was sold to
Akamai Technologies in 2007.

Kalanick was CEO of Uber from 2010 to 2017. He resigned from

Uber in 2017, after growing pressure resulting from public reports of
the company's unethical corporate culture, including allegations that
he ignored reports of sexual harassment at the company. Kalanick
retained his seat on the board of directors until he resigned the seat on
December 31, 2019. In the weeks leading up to the resignation,
Kalanick sold off approximately 90% of his shares in Uber, for a
profit of about $2.5 billion. Following the sale, in 2017, Kalanick was
ranked 238th on the Forbes 400 list of richest Americans, with a net
worth of $2.6 billion.

In 2018, Kalanick started a venture fund named 10100, intended to

invest in e-commerce, innovation and real estate in emerging markets
like China and India. That same year, Kalanick announced an
investment of $150 million in real estate redevelopment company
City Storage Systems; he also announced that he would serve as its
CEO. The company operates a ghost kitchen startup under the name
Cloud Kitchens, for which Kalanick has invested $300 million.
CHAPTER-3

DATA
ANALYSIS
&
INTERPRETATION
OLA CABS FINANCIAL

Year Revenue (In crores) Profits/Loss (In crores)

FY 2017 1,177 -4,898

FY 2018 1,847 -2,843

FY 2019 2,543 -2,593

FY 2020 2,721 -2,213

FY 2021 1,039 -839

 MARKET ANALYSIS

For running a successful company like Ola, it is very important to

have a focused analysis of the market share. Let us have look at the
market analysis of the Ola cab in the present scenario which has
helped the company to reach its success mark. There are 2 kinds of
environmental influence on any company which are –Micro
environment and Macro environment. The proper analysis of both
environmental factors is important for reaching the path of success.

Therefore, it is important to understand the various factors which play

a major role in these types of environments for making an impactful
presence on the working of the company.
 MICRO ENVIRONMENT:

In extremely simple words, the factors contributing to the micro

environment are those which are very close to the company and have
direct contact and interaction in the company. For Ola Cabs, these are:

a) Suppliers: Ola is one of the online aggregators which aim at

providing more customers to the taxi service providers through
their online platform. Ola is not responsible for providing the
cabs but it is the local taxi services that provide the cabs and the
drivers
b) Competitors: The topmost competitors for Ola Cabs are –
• Uber cab
• Sewa cab
• Meru cab
• Hello 42 cab
• Redbus.in
• Carpooling services
 Out of these names, the biggest rival for Ola cabs is Uber cab
but Ola cabs have more value of the market share.

c) Stakeholders: Stakeholders are that support to any company

without whom the company would cease to exist properly in the
market. For the Ola cabs, these are the top stakeholders which
have helped the company to be at its present position.
•ANI Technologies Pvt. Ltd
•Japan's Soft Bank Group Corporation
•DST Global Investment Firm Russia
•TATA
Other than these stakeholders, the possible stakeholders which
are likely to invest in Ola cabs in the near future are Ten Cent
and Chinese Internet Conglomerate.

MACRO ENVIRONMENT:
These are the factors which are not that close to the company and
don’t have any direct contact in the company. These include:

a) Government: In recent times, the government has taken effective

steps to end the pricing model in which the fare can fluctuate
depending upon the demand. Other than this, the government
has also made it compulsory to have fixed permanent billing
meters in any vehicle. There are also measures taken for setting
minimum wages for the taxi industry.

b) Social: Ola cabs have taken a step forward in providing equal

opportunities to working women by opening services like Ola
Pink. Also, the company is taking care of the rise in
transportation needs in urban areas.

c) Technologies: Every now and then, Ola cabs are introducing

new and latest trending technologies in their working model.
Such technologies are used for the ease and convenience of the
users so that they can get the best services from the company.
 THE SECRET OF VALUE
CREATION FOR OLA CABS:

For attracting targeted customers, Ola cab has tried and is trying every
possible effort. As some offered value for its customers, Ola cabs
offer:
•The option of ‘Pay-to-Cash' model for all the customers who are not
comfortable with using credit cards or debit cards.
•As an additional effort to connect with their customers, Ola cab also
started the services of ‘Ola hotspots' in many public areas like parks,
colony areas, etc. so that the users can easily connect with them and
can avail the needed services
•Ola has also tied up with Zomato for its users and has extended the
option for the users to pay for their food bills using Ola cash. This
has increased the ease and convenience for the users.
•Ola also made it easy for its customers to order the required vehicle
by using the services of the call centre. This is the step taken for all
the users who are not that familiar with the use of smartphones and its
services.
•Other than this, MAGICBRICKS has also tied up with Ola cabs and
now offer free site-visits in the available option of Ola rentals.
HOW OLA CAB REACHES TO ITS
TARGETED AUDIENCE?

The effective market strategy of Ola cab for reaching to its targeted
audience set is by creating a need amongst them. There are mainly 2
major ways of making money and profit –the one is to fulfil the needs
of the customers and the seconds to create a need for them. Ola started
its services by allowing the users to book the services using their
phones but now it has extended the services which provide the
opportunities to the user for booking a cab using the available Ola cab
app. Other than this, Ola also ensures the proper safety of its
customers by thoroughly tracking their cabs. Right from the time
when any of the customers book their cab, they start monitoring the
cab until the customers reach their destination. This also assures the
users that their safety is in the right hands and thus number of people
gets attracted with the services offered by the company.
Some other efforts which Ola cab takes for reaching to the right and
relevant audiences along with attracting a greater number of people
are as follow:
•Search engine optimization
•Search engine marketing
•Referral code facility
•Free rides for new users
•Credit points for cancelling rides and also in case of delay
•Taking feedback from customers for future growth and development
Other than this, the company followed the right and relevant
marketing strategies to attract the desired number of users and
customers. After not getting the desired number of customers with its
offline measures, the company took the benefit of Facebook
marketing for reaching to its customers.
Ola organized various campaigns and advertisements for making
people aware of its offered services and eventually succeeded. Under
the Facebook marketing option, Ola cab took the benefit of a wide
range of ad formats along with targeting the customers. Both the tools
are powerful in promoting the brand and the app for assuring the
success of the company for the short and the long run.
 CONCLUSION

So, these are some of the aspects which should be considered about
the market analysis and trends of the Ola cab. In many ways, the
company has succeeded in targeting the right and relevant audiences
and thus has become one of the leading and largest transportation
service providers. By following the trending market analysis and
trend tactics, it can be made sure that the company will reach a much
higher height of success within no time.
By following the trending market analysis and trend tactics, it can be
made sure that the company will reach a much higher height of
success within no time.
 QUESTIONNAIRE

This Survey will help every Indian Citizen to find a Safe, affordable
Rides with Transparency.

1. What is your age?

o 18 to 24
o 25 to 34
o 35 to 44
o 45 to 54
o 55 to 64
o 65 to 74
o 75 or older

2. Do you prefer Traditional negotiation?

o Yes
o No

3. Which online Cab aggregator do you typically use?

o OLA Cabs
o Uber
o Meru Cabs
o Easy Cabs
o Savaari.com
 o Mega Cabs
o Tab Cabs
o Wings Radio Cabs
o Cel Cabs
o Ixago Cabs
o Lithium Cabs
o Others

4. Do you prefer to use Traditional Billing Methods (Taxi/Auto

Meters)?

o Yes
o No

5. Which of the following would be better billing method for

online Cab/Taxi or Auto Transportation?

o Traditional meter
o Distance & Transit Billing -GPS
o Others or Suggestions (please Specify)

6. Safety and Security Feature would help?

o GPS Tracking Device Connected on the Vehicle to help track

the actual locations.
o CCTV Camera to Monitor the Drivers Behaviour.
o Panic App Option- User/Driver/Operator.
o All above or Others or Suggestions (please specify)
7. Do you prefer to compare all Cabs Operators availability
and transparency on fares form a Unified Platform?

o Yes
o No

8. Do you think unified Platform will help find a Safe, reliable

and cheaper online transportation?

o Yes
o No

9. Which factor is most important to you when choosing a form

of transportation?

o Price (affordability) and transparency

o Ease of use (convenience)
o Safety & Security
o All of the above

BIBLOGRAPHY
Bbamantra.com
Wikipedia.com
marketing 91.com
startuptalky.com
olacabs.com
vtpi.org
blog.olaelectric.com
moneycontrol.com
surveymonkey.com