OLA Case Study: The Story

of a Millionaire Without a

Car

Presented by Group 12:

Mehra Aishwarya - 2022PGP233
Pranat Kashyap - 2022PGP554
Sayed Firoz Ahmad - 2022PGP346
Suryansh Vikram Singh - 2022PGP400
Suumedh Pravin Kalnawat - 2022PGP540
 Market details
Summarised Research Problem
Management Decision Problem
Marketing Research Problem
Research Objectives

Agenda Research Questions

Hypothesis for the study
Selected respondents for the study
Techniques for Data Collection & Survey
Sample Questions to be asked
Sampling Plan
Ideas on Data Analysis
Market Details
OLA was started as a taxi aggregator service in 2011
Founded by Bhavish Aggarwal and Ankit Bhatti
OLA does not own or operate its own fleet but aggregates small
operators and single-vehicle owners
Provide the services through the web, mobile app, or through the
customer service center.
After being successful with their model in India they expanded their
business to the UK, Australia, and New Zealand.
Diversified the business by venturing into the electric mobility space.
Currently it is the largest player in the Indian 2W EV market with a
30% market share.
OLA has a 35% market share in Indian taxi and ride-hailing service
Summarised Research Problem
OLA’s mission was to put 1 million electric vehicles on Indian
roads by 2021. Then the COVID-19 pandemic happened.
Since 2018, OLA has expanded its operations in Australia, UK,
and New Zealand. OLA is betting on increasing its market
share in the Indian market.

Mr. Bhavish Aggarwal sees a business opportunity in the current

distress which may yield him a huge profit in the coming time.
Management Decision Problem
MDP: Increase in market share for taxi services and EVs

What strategies / steps need to be adopted for increasing OLA’s market share in
India for taxi services and EVs?
Marketing Research Problem (MRP)
MDP: What strategies / steps need to be adopted for increasing

OLA’s market share in India for taxi services and EVs?

MRP 1: Determine the MRP 2: Determine the

potential target customers pricing strategies to be
for its taxi services and its EV adopted for increasing
sales. OLA’s market share and EV

sales in India.
Research Objectives (RO)
MDP: What strategies / steps need to be adopted for increasing

OLA’s market share in India for taxi services and EVs?

MRP 1: Determine the potential target MRP 2: Determine the pricing strategies to be adopted for
customers for its taxi services and its EV sales. increasing OLA’s market share and EV sales in India.

RO 1: Understand the willingness RO 2: Understand and analyse the pricing

of the target customers to adopt the strategies to increase OLA’s market share in
taxi service and EVs. general and EVs in particular.
Research Questions (RQ)
MDP: What strategies / steps need to be adopted for increasing OLA’s market

share in India for taxi services and EVs?

MRP 1: Determine the potential target customers

MRP 2: Determine the pricing strategies to be adopted for

for its taxi services and its EV sales. increasing OLA’s market share and EV sales in India.

RO 1: Understand the willingness of the target

RO 2: Understand and analyse the pricing strategies to increase

customers to adopt the taxi service and EVs. OLA’s market share in general and EVs in particular.

RQ 1.1: Are target customers in Tier-2 and RQ 2.1: What pricing strategy will work to
3 cities willing to opt OLA taxi? increase the market share of OLA in taxi?
RQ 1.2: Are target customers in Metro and RQ 2.2: What pricing strategy will work to
Tier-1 cities willing to purchase OLA EV? increase the sales of OLA EV?
Hypothesis for the Study
Independent Dependent
Research Questions Hypothesis
Variable Variable
RQ 1.1: Are target customers in Tier- Financially independent and young
Financial

Avail OLA cab

2 and 3 cities willing to opt OLA people prefer to use the services of OLA
Independence

services
taxi? cabs and Age
RQ 1.2: Are target customers in Environmental Concern of the people
Environmental
Purchase Electric

Metro and Tier-1 cities willing to can positively influence their intention to
Concern  Vehicles
purchase OLA EV? purchase Electric Vehicles.
RQ 2.1: What pricing strategy will Dynamic pricing will work to increase
Avail OLA cab

work to increase the market share of the market share of OLA in the taxi Dynamic Pricing
services
OLA in taxi? industry
RQ 2.2: What pricing strategy will Offering competitive pricing and Competitive

Sales of Electric

work to increase the sales of OLA incentives will work to increase the pricing and

Vehicles
EV? sales of OLA EV incentives
Techniques -Data Collection & Survey

Focus Group Discussion Survey Method - Online and Mail

Why FGD? Primary data gathering is carried out with the help of
To understand the current behavior of the customers of OLA. structured questions using online and mail. Online platforms
To get in-depth insights about the factors they consider to choose
like googleforms and qualtrics to be used for reaching out.
OLA.
To understand individual dissent and group confirmations.
How? Online and mail survey method is chosen because
Make group of 4-5 people from each of the target respondent Ease of data collection
Conduct discussion among them by providing them the necessary Higher response rates compared to most other methods
direction and moderated by interlocutor.
Data generation which could be used for better analysis
This would help to identify the needs and get feedback on our current
Better reach to our target respondent segment
services.

In Depth Interview Disadvantages : Poor data quality because of irrelevant

We can conduct in-depth interview to better understand the pain
people filling survey.
points of these respondents. This would also help us to better

test our hypothesis and understand their preferences

Selected Respondents
Current OLA Riders Business Travellers
Existing Users of OLA for their transportation
Frequent travellers for work/ Use transport
needs services like OLA for intercity
Insights obtained from their feedback:
Insights obtained from their feedback:
Strengths and weaknesses of OLA's service
Important services/ features while selecting a
and how it can be improved mode of transport

Electric Vehicle owners Potential Electric Vehicle buyers

Users who currently own/ have experience
with electric vehicles
Insights obtained from their feedback: Benefits
and challenges of owning an electric vehicle
and how OLA can position its electric
vehicle services to meet their needs
People who are considering buying an electric
vehicle in the near future
Insights obtained from their feedback: Factors
that influence the buying decisions and how
OLA can position its electric vehicle services
to meet their needs
Sample Questions to be asked
A. General

1 Age  Below 18 years 18 - 30 years 30 - 45 years 45 - 60 years Above 60 years

2 Gender Female Male Others    

3 City (tick as per list enclosed) Tier 1 City Tier 2 City Tier 3 City Tier 4 City Others

4 Occupation Government Job Private Job Self-Employed/ Professional Student Unemployed

5 Expenses spent on Travel per month Below Rs. 2000 Rs. 2,000 - Rs. 5,000 Rs. 5,000 - Rs. 10,000 Rs. 10,000 - Rs. 15,000 Above Rs. 15,000

B. For OLA Cabs

6 Frequency of using OLA cabs Daily Weekly Monthly Rarely Never

7 Type of vehicle used while travelling with OLA Mini Prime Sedan SUV Auto Bike

Vehicle Quality based on

Service Quality based
Customer
8 Factors considered while choosing OLA cabs as preferred mode of transport Pricing Waiting Time
past experience on past experience Support

How would you compare the pricing of OLA cabs with other modes of

9 Under-priced Over-priced Accurate Don't Know  

transport available in your area?

  Scale (1 being the lowest and 5 being the highest) 1 2 3 4 5

10 Are you satisfied with the availability of OLA cabs in your area?          

How important is price in your decision to choose OLA cabs over other

11
transportation options?

How important is the service speed in choosing OLA cabs over other

12
transportation options?

13 How satisfied are you with the quality of drivers provided by OLA cabs?
Sample Questions to be asked (contd.)
How would you rate the overall quality of service (driver behavior, vehicle
14
quality, and customer support) provided by OLA cabs?

15 How likely are you to recommend OLA cabs to a friend or family member?

  Descriptive

16 Concerns/ Challenges experienced while using OLA cabs?

17 Suggestions for improving the OLA cabs service

C. For Evs

No, considering to

18 Do you own an OLA electric vehicle (EV)?  Yes, I own Not Interested    
purchase

Environment

19 Major Factor that influence(d) your decision to switch to OLA Evs Price of EV Cost efficieny Service Quality Mileage
Concern

20 Types of vehicles would you like to see added to the OLA EV fleet 4-wheeler 2-wheeler SUVs Others  

21 Types of destinations for which you typically use OLA EV Work School Leisure Others  

  Scale (1 being the lowest and 5 being the highest) 1 2 3 4 5

How do you perceive the benefits of using OLA EVs in terms of

22          
environmental impact?

How do you perceive the benefits of using OLA EVs in terms of cost

23          
savings?

How do you compare OLA EVs with other EV offerings in terms of price,

24          
range, and overall quality?

25 How satisfied are you with the quality provided by OLA EV?
Sample Questions to be asked (contd.)
26 Rate your experience while using OLA EVs

27 How likely are you to recommend OLA EVs to a friend or family member?

  Descriptive

28 Concerns/ Challenges experienced while using OLA EVs?

29 Suggestions for improving the OLA customer experience with respect to EV

Sampling Plan
Sampling for the questionnaire survey and focus group discussion requires
division of the population into different strata based on different
characteristics

The strata would be based on:

1. Exposure to OLA cabs: Current OLA riders vs Business travellers
2. Exposure to EVs: EV owners vs Potential EV buyers

Sample size from each stratum would be equal to its proportion in the
population as a whole to represent the segments in the data.

Sample size should be large enough to help draw statistical conclusions

for both the marketing research problems.
Ideas on Data Analysis
Identify if there is any
Understand how the

Identify how important

relation between Age,

current users perceive

price factor is in deciding

Financial Independence
OLA cab services and

whether to use OLA cab

and using OLA cab

which factors to focus on

services
services to improve its service

Identify whether
Understand how the

Identify how important

Environment Concern is
current users perceive

price factor and cost

an important factor while

OLA EVs and which

efficiency is in deciding

switching to OLA EVs. If

factors to focus on to

whether to purchase OLA

not, which other factors

increase its sales
EV.
are important.
Thank You