LOVELY PROFESSIONAL UNIVERSITY

MITTAL SCHOOL OF BUSINESS

MARKETING MANAGEMENT – 1

ASSIGNMENT – 2

ANALYSIS OF OLA CAB COMPANY

DATE OF ALLOTMENT: 09 - 10 -2021

SUBMISSION DATE: 25-10-2021

SUBMITTED BY SUBMITTED TO
MASTHAN.SHAIK DR. PAVITAR PRAKASH SINGH
SECTION: Q2141 MKTM503
RQ2141B29 UID-19476
12104042

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 INTRODUCTION

OLA is digital transportation network company. The company operates as on on-line cab aggregative that
has a mobile application for booking a cab connecting cab drivers and customers. The ola company
conjointly provides on – demand automotive vehicle rikisha service, car sharing and bicycle -sharing
services to the purchasers Ola could be a non-public company.it is chiefly within the transportation business
later it's joined in diff sectors. Ola company has supported within the year of 2010, December 03.

This company has started with 2 individuals they are the founders of this company one is bhavish Agarwal
and another one is Ankit Bhati and Bhavesh Agarwal is business executive of ola and Ankit Bhati is CTO of
the ola company. headquarters are situated in city, Mysore state. ola operates services on solely Asian nation
this company has dilated business to several prime countries like Australia, New Sjaelland, uk , And ola
company has providing their services in additional than 250+ cities. In January 2018, olla extended into its
1st overseas market, Australia and in New Sjaelland in Sept 2018. In March 2019, olla began its uk
operations introducing automotive vehicle rickshaws in Britain. over ten,000 drivers have applied each in
on-line and offline mode earlier than its launch in London. Ola parented company is ANI Technologies
Private Limited.

In Feb 2020, olla launched its taxi-hailing services with over twenty-five,000 drivers registered. There are
few major monetary intuitions had major stake within the olla company. Mainly plunger and Softbank have
their stakes in olla company. The olla company handling their operations with 8000+ workers within the
company. Company revenue as per the reports of FY2021 is two,544 crores INR (&345.77 million) 2019.
the overall funding of company is $4.3 Billion. Ola company dealing products are chiefly mobile app and
web site. In a move to expand on the far side cab aggregation, olla nonheritable troubled foodtech company
Food panda Asian nation with a watch on investing the growing food delivery phase business in December
2017.

In April 2018, olla created its second acquisition with Rider (formerly Traffline), a conveyance ticketing
app. Later in August 2018, olla supported Series A funding of the scooter rent start-up Vogo, and once more
in December, endowed another $100 million. In March 2019, the Mysore state transport department
suspended Ola's operative license for 6 months for violation of license conditions and violation of Mysore
On-Demand Transportation Technology Individual Rules, 2016. This was on account of olla running bike
taxi services although it solely had license for four-wheeler taxi operations. the corporate termed the order
unfortunate and was staring at operating with driving partners to continue functioning. They conjointly
claimed to be in grips with authorities to kind things out.

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OLA PRODUCTS / SERVICES

Ola could be a company.it is principally providing automobile services to the shoppers in several countries.
writing paper at first started its business on cab services however at the moment it's modified and began
giving completely different services to the shoppers. during this writing paper offers completely different
level of services that starting from economic to luxury travel , within the method of rising services writing
paper has started automotive vehicle service and bike services. writing paper has providing differing types of
merchandise within the markets

.• Auto

• Bike

• Share

• Micro

• Mini

• Prime Sedan

• Prime Play

• Prime SUV

• LUX

• E-Rick

• Kalli Pelli

The cabs of writing paper ar reserved through the mobile app and thru writing paper web site. The service
accepts money and cashless payments with writing paper cash Ola Auto In Gregorian calendar month 2014
writing paper has started another service to their customers to create ride more cost-effective. writing paper
started wide-ranging to include automotive vehicle, rickshaws on an endeavor basis in Bengaluru, once the
trial writing paper has started same services in metropolis and Hyderabad fully innovate the year of 2014.

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OLA FEATURES

1. City Taxi

• Ola Play

• Ola selects

• Cab for each pocket

• Free LAN

• Safer cars

• For each device

• Corporate

• Cashless rides

• Ride Sharing

2. Out station Ride

• Hassle free asking

• Affordable and up-front rating

• Round trip or a method booking

3. Rentals

• By the hour rating

• Multiple stops

MARKET SHARE & MARKET SIZE

In FY 2019, writing paper Cabs accounted for almost seventy-two.44% of the general sales generated via
way of means of the net taxi offerings marketplace in Asian u. s. a., while, Uber Asian u. s. a. command a
percentage of ~21.01%. App primarily based totally normally taxi offerings have become one in all of the
first mode of delivery throughout all most important Indian towns. while the combat for funding and
marketplace percentage continues, range evaluation explores the consumer choice for the all brands. In a
latest survey carried out via way of means of Numr, AN Indian studies Company, it actually turned into
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rumoured that eighty-4 of city Indians inside the excessive 8 towns have used writing paper and 80th have
used Uber for journey hailing.
Another enterprise and six June 1944 respondents declare to own used Meru and Mega Cabs severally.
totally three-D of the general parents’ surveys rumoured that they want ne'er used any of the apps noted on
pinnacle of. regular with the file titled, ‘India Taxi Market by User section, By Payment Mode, By Vehicle
sort, By Taxi sort, Competition Forecast & Opportunities, 2012 – 2022’, in 2016, Indian taxi marketplace
stood at round half-dozen. Four billion in 2016 and is forecasted to gain fourteen. Three billion in 2022,
developing at a CAGR of thirteen.7%. Increasing disposable menage monetary benefit and consequently the
dynamical travelling existence fashion are the main impetuses for the consistent surge inside the call for for
Ride Hailing Services. The survey moreover rumoured that 6 June 1944 of people on pinnacle of forty-5 and
zero.5% of millennials in city Asian u.s.a. have now no longer used a Taxi app. Out of the app(s) the
respondents had chosen, they had been requested to select out the only that they used maximum often.

MARKET SIZE OF DIFFERENT TAXI COMPANIES

2.23% 1.00%

41.30%
UBER OLA 55.67%

OLA UBER MERU PALTRY

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From the chart we have a tendency to get to understand that fifty-six divulged that they primarily use writing
paper for ride booking, forty first use Uber, a pair of use Meru and a paltry I Chronicles uses Mega Cabs.
apparently, urban centre emerged because the solely town that primarily chooses to use Uber (55%) over
writing paper (40%). against this, in South Asian country reportedly uses writing paper doubly the
maximum amount as Uber. (66 nothing respondents primarily use writing paper compared to the thirty third
preferring Uber). Also, Indian urbanites below forty-five appear to like writing paper and other people over
forty-five, Uber. (58% beneath forty-five claim to use writing paper primarily whereas solely forty seventh
of individuals over forty-five claim the same).
Ola operates in around a hundred twenty-five cities in Asian country whereas Uber is just accessible in
thirty-six. each ar nearly identical within the styles of services they supply and thence, it's the standard of the
service that acts as a significant somebody between the 2. Together, they need entirely decimated the
majority competition. In terms of NPS, the Numr survey rumoured that Uber features a slightly higher NPS
as compared to writing paper. Uber’s NPS is sixty.29 whereas Ola’s is fifty-nine.27.

MARKET GROWTH

Ride-hailing major writing paper is watching raising USD 1-1.5 billion (Rs seven,324-10,985 crore) via AN
initial public giving (IPO) and is anticipated to file the DRHP (Draft Red Herring Prospectus) within the
Dec quarter, per sources. Ola is functioning with choose banks, together with Citigroup opposition and
Kotak Mahindra Bank Ltd, to manage the general public giving, 2 individuals about to the event
aforementioned. the main points of the giving by cuckoo Technologies (which runs Ola), together with size
and timeline, may still amendment providing deliberations ar still current. E-mails sent to writing paper
failed to elicit a response.

Recently, writing paper co-founder Bhavish Aggarwal had aforementioned the corporate -- that competes
against US-based Uber -- is coming up with a public giving someday next year, however has not
nevertheless set a date. Ola had antecedental talked of a doable listing still. AN commercialism can facilitate
writing paper investors like SoftBank, Tiger world and Stead view Capital to exit or part sell their stake
within the company to come funds to their shareholders. It is calculable to possess raised over USD four
billion in funding thus far.In July, writing paper had proclaimed AN investment of USD five hundred
million (about Rs three,733 crore) from Temasek, Warburg Gregory Goodwin Pincus affiliate Plum Wood
Investment and Bhavish Aggarwal.

At that point, Aggarwal had aforementioned the corporate has created its ride-hailing business "more strong,
resilient and efficient" over the last twelve months. "With sturdy recovery post imprisonment and a shift in
client preference off from public transportation, we have a tendency to ar well-positioned to capitalise on the
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varied urban quality desires of our customers," he had aforementioned. In the same month, writing paper had
conjointly proclaimed the enlargement of its worker stock choices (ESOP) pool to Rs three,000 large integer
and allocation of an extra Rs four hundred large integer price of stocks to workers. A number of internet-led
businesses within the country ar gears up to launch their IPOs, together with Nykaa, Paytm, Policy Bazaar
and Droom. Last month, Zomato created a stellar debut on Dalal Street with its shares zooming nearly fifty
three per cent against the problem worth of Rs seventy six, and its market valuation crossing the Rs 1-lakh-
crore mark. Recently, CarTrade conjointly created its debut on the exchange.

FACTORS AFFECTING THE SALES OF THE PRODUCTS

They are many elements that affecting on ola offerings in India in lots of ways. Now the ola organisation has
seeking to rectify that aspect but someplace the ones matters are repeating and effecting the commercial
enterprise of ola. They are :

1.Techonolgy Ola Cabs' era got here beneathneath grievance concerning the safety of its cell app. The API
calls will be replayed to pinnacle up its wallet In August 2016, a privateness breach befell while customers'
information consisting of names, telecellsmartphone numbers and addresses, in Bangalore, had been
obtained as SMS messages via way of means of an person in Chennai, even though those unanticipated
messages had been stated to Ola, the organisation not noted them, even beneathneath the danger of being
stated to the TRAI. The problem turned into reportedly constant 3 weeks later after receiving great media
insurance and social media attention. On January 19, 2020, a technical glitch induced more than one
customers to get hold of notifications consisting of "Your experience is at the way" or "Your experience is
here" in spite of them now no longer even trying to ee-e book via the platform. In a few instances, cancelling
the experience even tried to mechanically ee-e book some other experience.

2. OVER CHARGING AND NO TRANSPARENCY IN CHARGING The refund coverage of Ola Cabs
has been criticised due to charging mistakes due to technical system faults of their system. Surge pricing has
been an problem with customers, as Ola is stated to first of all remove opposition via way of means of
decreasing expenses, after which trekking up expenses via what it calls surge pricing. The reality that the
identical experience can value distinct quantities relying at the time, day and the profiles, records and score
of the driving force in addition to passenger has additionally incurred a lot purchaser wrath

3. ASSAULTS ON AND MURDERS OF OLA CAB DRIVERS There had been eleven instances of
murders, and over ninety instances of kidnapping and theft of drivers running for app-primarily based totally
cab aggregators which include Ola, via way of means of criminals posing as passengers the use of faux

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profiles. The maximum current case came about withinside the metropolis of Pune in June 2019 while a
passenger killed the driving force to scouse borrow his car. Two different murders of Ola drivers via way of
means of robbers befell in New Delhi and Agra respectively.

4. CONGESTION EXTERNALITIES A current have a look at has proven that Ola can be contributing
notably to congestion in 3 predominant Indian cities - Mumbai, Bangalore and New Delhi. The unfavorable
congestion outcomes had been discovered to be the very best withinside the busiest regions of every
metropolis at some stage in top hours. The have a look at additionally stated that many that use those
offerings could have in any other case used extra green sorts of public shipping, consisting of the Delhi
Metro.

5. DRIVER CREDIBILITY Delhi Transport authority in early 2015 puzzled the credibility and required
verification of drivers running for Ola, in conjunction with different competition consisting of Uber. The
inquiry found out that about 80% of drivers among all offerings did now no longer own allows to ply
business shipping offerings in Delhi. Drivers additionally protested outdoor the Kukatpally, Hyderabad
workplace of ola , traumatic extra transparency over payment

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SEGENTATION

Segmentation is the method of knowledge why human beings through positive services and products. which
of these can excellent fulfil the patron, and what the organisation can do to make its services and products
genuinely irresistible Segmentation for OLA includes segregating the marketplace on elements which
includes

Demographic

 Income Cabs could be accessed typically through human beings from the centre elegance and higher
centre elegance strata of society, who searching for inexpensive factor to factor shipping. Family Size-
Ola affords three provider alternatives for its clients. The OLA Mini, OLA Sedan, OLA Auto (in pick
out towns), & its luxurious segment (in pick out towns) permit clients to pick a experience in their
preference relying upon the variety of passengers.
 Geographical Location-Ola is presently running in as a minimum 50 towns, all tier or tier
 These towns were cantered preserving in thoughts the excessive frequency at which the hundreds shuttle
from one area to any other in city and semi city areas. Social Status-Ola objectives populace this is
located better up the social ladder. It confers a positive "experience proper component on human beings
for selecting to journey through automobile rather than taking nearby shipping which includes rickshaw
or buses.
 Occupation-OLA are utilized by college students and running experts alike and absolutely everyone else
who had a want for speedy commuting from one area to any other.

Psychographic

 Price Sensitivity-Ola might be the most inexpensive choice for people who need to rent a cab. At Rs.
9/km, Ola has the bottom fare fee amongst all its competitors. Cheap costs additionally assist to attract
the scholar crowd which paperwork a extensive a part of its revenue. It has furnished four choices (Mini,
Sedan, Auto, and Luxury) for its customers to select from relying upon their want and affordability.
 Ola additionally affords its registered customers with coupons and discounts (promo codes) in an effort
to propagate utilization of its app.
 Services-Ola app we could customers ee-e book a cab for fast use or for once more withinside the future,
Ola for that reason affords clients with spontaneous provider. OLA is likewise desired through people
who very own no shipping in their very own as it affords consolation and sound conveyance.
 Features which include Ola Money permit human beings the benefit of cashless journey that is in any
other case now no longer feasible in nearby shipping. There is likewise provision to pay through coins if
the patron prefers that three.
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Behavioural

 Internet Usage- one of the maximum crucial elements in figuring out utilization of cab offerings is the
cappotential you got one. Ola cab reserving is to be had via its app only. It has discontinued the usage of
its internet site and does now no longer ee-e book cabs thru telecall smartphone calls. Smartphone
customers for that reason shape the biggest bite of Ola clients.

Based on the Income of the customer

 Ola company has dividing customers has per their income.

 Also, it segments customers on the basis of customer income profile such as Ola Luxury, Prime, Ola
share, autos.
 Based upon the consumer income base the ola company divided its costumers on the bases of the income
state ola cabs providing its services to the costumers
 In the initially ola cabs just as started its services only normal cab services slowly after understanding
the consumer income state ola started different services like auto and sharing of cabs and bikes
 Ola cabs provides its services to upper class people and lower-class people this why ola has become
famous in India
 Mainly in India most of the consumers are low-income people they don’t afford luxury services that
provided by the ola so after understanding this has changed it services in different way and grabbing the
low-income people to use ola cabs.

Geographical segmentation

 Ola mainly divided its costumers on the basis of area they have using cabs, because on the basis f that
only company can provide and design its services.
 Initially when ola has started that time it has only normal cabs but later on it changed it services as per
the locations it is providing the services
 In the Delhi first it only provides cabs after it changed it services as per the locality because it started
risks
 Ola has made many changes as per the locations and the cities it is giving services

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 Ola cabs has made many changes as per the regions, they are diff examples are their like autos and
rickshas and sharing and many more.

My Opinion

Ola has doming it segmentation has per four time as we disused above it has changed many things as per the
requirement, ola cabs company has following proper segmentation in the process of giving services Ola has
doing good business because of the segmentation of services, after changing its services as per the
segmentation it has doing great business.as per me ola has following segmentation properly. By doing
segmentation properly ola doing good business, there are chances that to ola to develop. Ola has doing this
segmentation to reach more customers

Targeting marketing and Promotional strategies of Ola

Answer

The ola company has following big strategy to make its position top one in the transportation
sector of the world and in India .We can see that ola has mainly focus on changing its services
as per requirements of the costumers, ola has providing different services to compete its
competitors in the market, to secure its position in the market ola has doing many things like
segmentation and targeting different costumers and promotions and service improving and
many other things ola has following.

Targeting

OLA goals humans from the centre magnificence, top centre magnificence and wealthy strata of society who
need to have get admission to to low cost and precise best conveyance centres. It additionally seeks to offer
a shipping alternative for hundreds now no longer owning 4 wheelers. Ola targets to offer an opportunity for
those who are hesitant in the usage of public shipping because of numerous reasons

standards are essential to determine whether or not or now no longer the organization has decided on a
possible goal marketplace.

These are

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• Size there's massive call for best shipping centres in a growing usa like India the Indian cab marketplace
has visible quite a few tractions, with over INR six hundred crores being raised through the main gamers
withinside the quarter. While this has been a totally aggressive marketplace, the prepared quarter
bureaucracy a small percent of the general marketplace. It is predicted that the radio taxi marketplace in
India is $6-nine billion dollars. developing at 17-20%. It is likewise predicted that the range of taxis
withinside the prepared quarter will attain 30.000 through 2017.

• Expected Growth-as of 2014, Ola had a fleet of approximately 9000 rented automobiles. It is stated to be
including approximately a thousand vehicles (each taxis and autos) to its fleet each month. Ola presently has
60% of the marketplace percentage withinside the cabs quarter. It is predicted to develop further

Ola did the whole lot from attending the calls of the consumer to supplying a using facility to the preferred
destination. This turned into accomplished for being a marketplace leader, for accomplishing the equal
underneath techniques have been followed.

1.EMPOWERING THE DRIVERS: Ola helped the drivers in shopping for their automobiles at massive
reductions and low-cost compensation scheme through taking part with main automobile manufacturers.

2. OLA MINI: It turned into one of a success advertising campaigns through OLA. The primary
characteristic right here turned into the charge which turned into equal to the car charge.

3. STRATEGIC PARTNERSHIPS WITH MAKE MY TRIP: In the yr. 2013, Ola cabs did a partnership
with making my experience. Under which the clients of creating my experience receives apartment
automobile facility for select out up and drop on the preferred destination. This helped in obtaining a big
consumer base as humans have become extra aware about the logo.

4.TREATING CUSTOMER WITH CARE: Customer is the middle of advertising. This turned into
accomplished for constructing consumer loyalty. Ola made positive that clients are handled nicely and are
given all of the comforts, they commenced emphasizing extra on consumer lawsuits and supplying well
timed resolution.

5. ADVERTISING PARTNERSHIP WITH TVF: Ola did a partnership with TVF (The viral Fever) that
is an Indian on-line internet collection platform. Ola obtained clients thru TVF consumer base and vice-
versa.

6. OLA BOATS DURING CHENNAI FLOODS: Ola released its ferry carrier withinside the state of
affairs of crisis. This turned into evolved to assist stranded humans attain domestic and additionally to
supply crucial fabric such as food, water, etc. This greater the social attain for ola.

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7. ECONOMIC STRATEGIES: Ola specializes in goal advertising wherein fleets are segregated in step
with clients’ wishes and affordability. Ola purple specializes in women’s protection and is delivered for
women. People pick it a lot due to the fact ola gives much less charge in comparison to its aggregators.

8. SOCIAL MEDIA: Ola used numerous advertising channels for logo merchandising and awareness, from
all of the social advertising device Ola favoured Facebook because the range of customers is high. The
marketing campaign over Facebook which turned into termed because the #chaloniklo marketing campaign
turned into a massive success. It enabled customers to down load the app and it extended the recognition of
Ola apps. After the marketing campaign, the purchaser acquisition fee extended rapidly.

Ola usually goals its target market in numerous segments. It majorly specializes in human beings withinside
the age organization of 20-forty-five years who're financially independent, young, workplace workers,
university students, and plenty of others.

Brand positioning

 Competitive Position-Ola has particularly decrease fares. It commenced off at Rs. 10/km. Currently it
operates at costs among Rs. 9/km to Rs. 13/km. Ola has devised a method in which it offers unique
provider at Rs. 13/km in absence of neighbourhood public shipping because of union moves etc. Ola is a
marketplace chief in each town that it operates It has a fleet of luxurious vehicles, sedans, and
hatchbacks for intra-town shipping. None of its competition offer such variation. It additionally offers
taxis for intercity travel.
 From its inception Uber banks itself as a top rate provider in which the consumer is paying an low-cost
charge for the enjoy of visiting in luxurious cars, while Ola usually focussed on getting extra cars, taxis,
and vehicle mobile-rickshaws on their platform and extra riders to apply their services. But the traces are
an increasing number of getting blurred with the release of Ola’s commercial enterprise magnificence
provider known as Ola Prime.
 In May each taxi aggregators released their journey sharing verticals known as Ola Share and Uber
POOL. With these, customers can now proportion cab rides with others heading to the equal vacation
spot or withinside the equal direction. Uber even ventured into vehicle mobile rickshaw class in Delhi
however needed to drop its operation after seven months. In March Ola brought Ola Cafe, a meals
transport facility through its app. The version is much like Uber FRESH provider withinside the US and
UberEATS in Spain. Uber has run promotions round meals transport in India with Uber GOURMET, a
connoisseur meal provider curated via way of means of movie star chefs.

Celebrity engagement

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Leveraging the energy of celebrities, each manufacturer carried out green conversation campaigns to emerge
as the speaking factor on social media platform like Facebook and Twitter. For instance, this September Ola
introduced a first-rate revamp of its business-elegance offering (Ola Prime) in Bangalore, in which choose
clients may be picked up with the aid of using celebrities like F1 racer Narnia Karthikeyan and previous
version Milind Soman.

BIGGEST COMPETITOR OF OLA

UBER CABS

Uber makes use of the subsequent positioning methods:

1. multi-section positioning: Uber makes use of multi-section kind of positioning and accordingly,
objectives numerous consumer segments with extraordinary degrees of service. The ride-hailing large gives
financial system offerings which include Uber X, Uber XI and Uber Pool for cost-aware clients. At the
identical time, Uber PREMIUM together with fleet of fashionable automobiles is to be had for clients who
don’t thoughts to pay more.

2. Stop-hole positioning: Stop-hole positioning entails making an investment in presently unprofitable

manufacturers with profitability expectancies in lengthy term-perspective. Uber used this positioning
approach for its Advanced Technologies Group (ATG) commercial enterprise unit. Specifically, the ride-
hailing large invested masses of hundreds of thousands of USD withinside the improvement of self-
sufficient self-using cars. However, the mission did now no longer generate anticipated outcomes and ATG
unit became bought to Aurora Innovation Inc. in January 2021.

TARGET MARKETING STRATEGY

1. Early Adopter Advocacy

Word of mouth advertising and marketing has been vital for Uber. The manner the employer first of all
fostered it turned into via way of means of searching out Silicon Valley movers and shakers and getting
them to recommend for the brand. While many techies are continuously searching out new services and
products that rework their methods of life, Uber additionally took purpose at them via way of means of
sponsoring events, giving first-time riders a unfastened trial, and adopting a hyper-neighbourhood approach
that adjustments form with every new metropolis the employer enters.
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2. Referrals Early

adopters have seeing that been capable of take benefit of Uber’s referral advertising and marketing software
to offer pals unfastened rides at the same time as incomes credit themselves. This supply cash-get cash
software gave first-timers a greater concrete purpose to attempt the provider. It’s been vastly a success each
for Uber and for positive super-fans, one in every of whom earned over $50,000 in referral credit. Drivers
additionally get referral incentives, thereby making acquisition on each the patron and “contractor” facets
quicker and easier. Learn greater approximately the advantages of imposing a referral advertising and
marketing software.

3. Reviews

One big differentiator among Uber and conventional taxis is that the transportation disruptor has score
structures for each drivers and passengers. Drivers are possibly greater stimulated via way of means of their
rankings seeing that passengers can’t effortlessly discover in which they stand. Either manner, the gadget
promotes consider in Uber and higher conduct at the elements of each motive force and passenger. A
positive quantity of uncertainty (or dread) approximately how chatty or drunk one’s tour pal might be is
thereby eliminated, making the whole lot a touch smoother for everyone.

4. Stunts

Every time Uber launches a brand new unique offer, organizations of millennials round the sector cheer.
Sometimes the provider provides kittens to workplaces and different instances it we could passengers
experience with well-known musicians like Diplo or Matt & Kim. These exciting “wonder and delight”
procedures paintings to thrill unswerving clients, generate high-quality buzz, and supply Uber a greater a
laugh and pleasant image, that is some thing it regularly lacks in evaluation to its competitor Lyft.

5. Partnerships

Uber has carried out some of partnerships to trap each first-time and constant clients to take a experience.
Certain Capital One credit score card holders can get discounted rides, Starwood Hotels Preferred Guest
participants can earn inn factors for each Uber ride they take, and Spotify customers can hyperlink their
profile to their Uber account to play their track at the same time as they experience. While the Capital One
and Starwood Hotels partnerships supply the ones clients a monetary incentive to experience, the Spotify
alliance is only a a laugh add-on for customers coming domestic from the bars. All of those partnerships,
though, supply greater legitimacy to the gargantuan startup.

6. A Loyalty Program

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Not many purchasers recognise it, however Uber has had a loyalty software for at the least approximately
years now. “Uber VIP” is distinct to people who are sincerely unswerving – clients who’ve taken over one
hundred Uber rides. It looks as if the principle tangible gain of this system is that VIPs have unique get entry
to to the highest-rated drivers. However, this system additionally indicates a dedication to and gratitude for
those returning clients, who absolutely sense barely happy with the truth that they’re “very important.”
Looking for patron loyalty software program to reinforce retention? or ee-e book a unfastened 30-min demo
today.

7. An Omni-Channel Approach

The maximum critical component of Uber’s advertising and marketing approach and its product itself is its
seamless, multi-channel nature. In an superb Growth Hackers post, Sean Ellis, Everette Taylor, and Dylan
los angeles Com be aware that “Uber got down to reimagine the entire [taxi] enjoy to make it seamless and
exciting throughout the board. Uber didn’t restoration one component of the gadget (e.g. cell bills for the
prevailing taxi infrastructure), they tackled the entire enjoy from cell hailing, seamless bills, higher cars, to
no hints and motive force rankings.” The product is tapped into clients’ lives in a completely progressive
manner in comparison to the antique approach of hailing or dialing a cab.

The omni-channel procedures don’t even forestall there. Uber has lately partnered with Facebook Messenger
to allow customers request rides from in the messaging app.

In positive cities, the employer has installation bodily kiosks with breathalyzers, for you to hail a experience
for bar shoppers who’ve had a touch an excessive amount of that night. There’s even an Uber cell game! At
the identical time that Uber extends its presence to different channels, it’s additionally striving to satisfy
greater patron desires on its very own platform.

UberEATS is the employer’s fast meals shipping provider and a standalone app.

UberRUSH, meanwhile, is a commercial enterprise-to-commercial enterprise shipping provider that’s

already partnered with Shopify, Bigcommerce, and Clover.

UberHEALTH has began to supply flu shots, and UberEVENTS is operating its manner into the marriage
enterprise via way of means of letting occasion hosts prearrange and prepay for delivery for his or her
guests. While your commercial enterprise may not have its eyes set on imparting such a lot of specific
functions, there’s nevertheless plenty to study from Uber’s advertising and marketing approach. They’re
merging cell generation and information to create a well-known patron-centric enjoy.

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Uber’s entrepreneurs in no way consider their clients as faceless hundreds who come to the commercial
enterprise for one component and one component only. Instead, purchasers are considered as people with
numerous desires and desires–they need convenience, honest prices, novelty, and recognition. All agencies
want to understand that and ask themselves, “How else are we able to assist our clients, and the way are we
able to higher talk with them?”

UBER SEGEENATION

Uber target customer segment

Type of Segmentation
segmentation criteria Uber X, Uber XI, Uber Uber Premium, Uber
pool, Uber-MOTO, Go, UberEATS, Uber Uber Access
Uber AUTO BOAT, Uber RUSH
North & South
America, Asia, & New
  North & South
Zealand Australia, North & South
America, Asia,
Europe, Africa America, Asia, & New
& New Zealand
Uber AUTO – Zealand Australia,
  Australia,
Bangalore and Pune Europe, Africa
Europe, Africa
Region Only
Density Urban/rural Urban/rural Urban/rural
Geographic

Age 18+ 25-65 45-65

Males &
Gender Males & Females Males & Females
Females
  Bachelor Stage Full Nest I Full Nest III
Newly Married
  Full Nest II Empty Nest I
Couples
  Full Nest I Full Nest III Empty Nest II
Life-cycle stage Full Nest II Empty Nest I  
  Full Nest III Empty Nest II  
  Empty Nest I    
  Empty Nest II    
  Solitary Survivor I    
Demographic   Solitary Survivor II    
Students, employees, Employees & Retired & Had
Occupation
professionals Professionals capped
‘Hard core loyals’ ‘Hard core loyal’
Degree of ‘Soft core
‘Soft core loyals’ ‘Soft core loyal’
loyalty loyals’
‘Switchers’ ‘Switchers’
Benefits sought cost-efficiency sense of achievement convenience

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 Easy-going,
Personality Determined, ambitious easy-going
determined, ambitious
non-users, potential potential users, first-
non-users,
Behavi-oral User status users, first-time users, time users, regular
potential users,
regular users users
working class,
Lower class, working middle class, upper
Social class middle class,
class, middle class, class
upper class
Struggler, Resigned,
Aspirer, Succeeder,
Psycho-graphic Life style Mainstreamer, Struggler,
Explorer, Reformer
Explorer, Reformer Mainstreamer,
ANALYSIS
Uber has followed the great segmentation m=of market compare to ola it is doing great in that, and not only
that uber has implementing its services as per the need of the customers.by doing this segmentation uber has
improving its business and profits in many ways. We can see that in the above table that how the uber cabs
company has doing segmentation of the market.
Uber has divided its customers in a different segmentation wise by that the uber has providing services to
them and improving its services as per that segmentation only.
The way uber has reaching the target market is really outstanding the way it is doing programs and plans to
reach the market is really outstanding. By following it uber has reaching its customers in tremendous way.
With this strategy’s uber has doing very good at its business, compare to ola uber is doing great in terms of
segmentation and marketing in soon uber going to reach top position if it is following the same route.
We can clearly see its strategy’s in above by that we can understand how well uber is performing compare to
ola cabs company but right now ola is in the top list and haring max profit in transportation market but in
soon uber may reach top place.
Uber is implementing its service as per the requirement of the market, first it has only started cabs services
but after that slowly it has entered into food sector and started UBEREATS, this uber eats are online food
delivery site which deliveries the food to the costumers and like wise it has developed many things we can
see that above

SUGGESTIONS

generation segmentation

 Ola can implement generation segmentation in market segmentation it gives ola cabs to and other

cab transportation company to get profits.

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  Now a days elder people are not able to go anywhere because of their age, if ola start new facilities

for old people to make their journey fixable then they get good profits and can increase its profits

too.

 Family old people are being alone because of many factors they want to travel from one place to

another place but they are not able to go anywhere alone, traveling in buses or any other vehicles is

not possible for them.

 Ola should start its services as per the age and requirement.

Services for disable people

 Disable people are not like normal people they can go everywhere they are many barriers are there.
 They feel like to go everywhere but transportation are bit difficult for them to do that.
 If ola cabs company start this type of service like special services for disable people then then they
will get good profit and brand image in the market.
 Ola has to start new features and services for this disable people.
 Ola should create new different platforms or ways to reach this costumer
 Ola should start these services with new way of booking cabs because not every disable persons can
book cabs in mobile or from any other sources.
 It gets good profits to the ola cabs company if they started this type of services in their daily
business.
 No one has this type of facility in cab services this is best one in my opinion.

Some suggestions to improve business

 Cab carrier vendors want to spotlight themselves through supplying higher offerings in order to assist
them to advantage recognition and create attention amongst people.
 Companies need to point out accurate information about the fare and need to fulfil the claims made as
clients are stimulated through their enjoy and that they have bad photograph of the companies. Also,
studies play essential position and phrase of mouth too and for this reason if claims are fulfilled it's
going to get similarly communicated to the pals and family.
 These days the cab carrier vendors want to follow the fashion and preserve them upgraded so they can
avail the possibility of being the satisfactory through including the functions which makes the enjoy of
the client extra handy and which assist in attracting extra clients. Along with the fashion the subsequent
essential position is performed through price/reductions and for the reason that marketplace is aggressive

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 the carrier vendors need to additionally attention on appealing gives to advantage similarly recognition
among the people.

Companies need to confirm the want of the clients as each client has exceptional wishes and populace need
to be cantered thinking about each the company's offerings in addition to the clients want

REFERENCES

https://ola.com.au/blog/introduction-to-ola/

https://www.businesswire.com/news/home/20200515005415/en/Online-Taxi-Services-Market-in-India-
Profiles-of-Leading-Market-Players-Including-ANI-Technologies-Carzonrent-and-Uber-India---ResearchAn

http://www.businessworld.in/article/Ola-Vs-Uber-Vs-Meru-Vs-Mega-Cabs-Numr-Research-Finds-Out-
Which-Taxi-App-Indians-Prefer/23-06-2019-172499/

https://in.investing.com/equities/orla-mining-ltd-balance-sheet

https://www.marketwatch.com/investing/stock/uber/financials/balance-sheet

https://en.wikipedia.org/wiki/Ola_Cabs

https://craft.co/ola-ani-technologies-pvt

https://startuptalky.com/startup-story-ola/

https://www.businesswire.com/news/home/20200515005415/en/Online-Taxi-Services-Market-in-India-
Profiles-of-Leading-Market-Players-Including-ANI-Technologies-Carzonrent-and-Uber-India---
ResearchAndMa

http://www.businessworld.in/article/Ola-Vs-Uber-Vs-Meru-Vs-Mega-Cabs-Numr-Research-Finds-Out-
Which-Taxi-App-Indians-Prefer/23-06-2019-172499/

https://embapro.com/frontpage/pestelcase/16048-cabs-ola

https://www.marketing91.com/marketing-strategy-of-ola-cab/

https://bstrategyhub.com/business-model-of-ola-how-does-ola-make-money/
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https://embapro.com/frontpage/portervaluechainanalysis/16048-cabs-ola

https://www.talentproindia.com/2019/04/10/how-do-human-resources-work-in-uber-ola-and-other-taxi-
firms/
https://ride.guru/content/newsroom/ola-services

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