SERVICE

MARKETING
SERVICE MARKETING
OLA
 SERVICE CONCEPT OF OLA
CABS
• The service concept of Ola cabs considers
the core service that is transportation
facility as well as all the other
supplementary services (both enhancing
and facilitating) in its aspect.
The four dimensions of service concept in Ola's
point of view are as follows:

• Service Operations: Service operations consist

of all the activities taken to full-fill the service like
that of duties by the driver, functions of IT team
and operations department.

• User Experience: User experience is the overall

experience of the service by the customer which
in Ola's case starts from booking the cab to
rating the driver on the basis of ride.
• Service Outcome: The experience of the
ride, was it beneficial to the customer or
not decides the outcome of the service.

• Value: Value is the net value which is

obtained by the difference of perceived
benefits and perceived outlays/cost
 Flower of service
 Flower of service is a visual framework for
understanding the supplementary service
elements that surround and add value to the
core product. Flower of service is introduced by
Christopher Lovelock that distinguishes between
facilitating and enhancing supplementary
services.
 Marketing BluePrint
The marketing blueprint defines the strategy to
move forward, and addresses and identifies the
elements that have the most impact on marketing,
branding and communication planning. It brings
clarity, organization, accuracy, and insight to the
development process and provides a blueprint so
organizations can make the best decisions
possible when beginning a new marketing or
branding initiative
 SIGNUP PHASE RIDE PHASE POST RIDE PHASE

Evidence Appearance Facebook Push Push -Appearance -Quality of Push Payment Rate/review
and ease of pages,emails notification notification of driving notification amount request
use of mobile ,website,tv confirming received for car,driver,cle -Does the received for communicat displayd on
application ads booking approaching alinessand customer compleleting ed to mobile app
ride car interiors feel ride passenger
relaxed/safe through
SMS/push
notification

User Download the Register as a Request for Push Passenger Passenger Passenger Passenger Passenge
actions application passenger pick up notication boards the rides to the reaches final makes rates the
received car entered destination payment for driver/ride
with driver destination ride
details

Front of Be accepted Clean Reach the Start the Drive vehicle End the trip Collect Rate the
stage as a ola vehicle and passenger ride on the safely and on the payment for passenger
driver services,pre location in mobile app make the mobile app the ride for the ride
partner pare for ride stipulated passenger from the
requestes waiting time feel passenger
comfortable

Backstag Create Identify the Communica Communicat Communicat Communicat Processs Communicat
e passenger location of tion driver e the e start of the e end of ride payment for e the
and driver the details to confirmation ride to with the ride passenger to
profile passenger passenger of driver passenger passenger rate the
and drop a and vice reaching and and driver and driver driver and
destination versa the pickup vice versa
location

Support Background Record and Record and Keep track Keep track Keep track Incorporate Record and
process checks on maintain maintain of waiting of waiting of waiting discount update
the driver ride ride time,ride time,ride time,ride codes ratings and
ancounters ancounters time time time reviews for
passenger
and driver