BRAND

MANAGEMENT
GROUP 6

1
 PRIMARY SURVEY

110+ 8.47 48%

Respondents Average NPS Are satisfied with
services of Ola

Ola electric
42.07% >56% >66%
Feels Ola provides
extremely satisfied with the Use Ola frequently
better service than
specifications of e scooter
others
BRAND
EQUITY
3

 OLA addressed all the ride hailing
needs according to majority of the
respondents (86%)
Perceived
 Most of the respondents were happy
with the quality and professionalism of
the drivers and found them to be
patient , enthusiastic , friendly and
Quality responsive
 Majority of the respondents (more than
90% ) were very satisfied with their
overall experience with OLA
 First thing which comes to most of the
respondents when they hear about
OLA is convenience, affordability ,
safety and quality
 However some of the
respondents(17%) were unhappy with
drivers being ignorant , unresponsive
and Non cooperative
STRENGTHS
 Prices are sometimes lower than that of
competitors(Uber) and the cabs are usually of
similar quality
 Good grip on technology, with an in-house
payments wallet
 The mobile app is smaller (52 MB) compared to
its major competitor, Uber (197 MB)
 OTP system ensures that the driver and
passengers are matched correctly
 Customer Care executives are human beings
and not automated email bots
WEAKNESS
 Driver’s share often depends on the number of
rides completed rather than the total revenue
generated encouraging drivers to undertake
shorter trips
 Sometimes Drivers if unhappy with the route
conveniently cancels the ride
4

 Majority of the respondents (63%) got to
know about the OLA cab services through
Friends and Relatives and the second
highest (21%) through Social Media Sites.
Brand
 Majority of the respondents (37%) opt for
Ola cabs because of its less cost, (17%)
of the respondents opt because of its
timely pick and drop facility and (13%) of
Awarenes the respondents opt because of easy
booking.
s
 Factors like wait time , connectivity has
“Highly Satisfied” and the other factors
like convenience, safety and customer
service has “Satisfied” majority of the
respondents.
 Majority of the respondents (57%) say
that they are “Satisfied” with the overall
satisfaction level of OLA cab services.
 Majority of the respondents (90.22%) say
that they are aware of OLA Cabs and
experience a high brand recall
STRENGTHS
 The factors like convenience, brand, low cost,
quick and safe, easy to book and timely pick and
drop facility etc. which influence the customer
decision to opt for OLA cabs.
 Brand positioning and awareness is created in
terms of financial feasibility, time management,
easy accessibility and other services.
 OLA cabs has positioned its brand and has
created a good brand image in the minds of
customers concerned to personal transportation
services
WEAKNESS
 Apart from word of mouth , social media OLA
does not generate traction through other
touchpoints
 10% of the respondents not aware of the
brand belong to Tier 2/3 cities indicating that
OLA still needs to work on its network and
presence
5
 Product/Service High-quality service, convenient rides,
Attributes inexpensive

Safety, hassle free travel ,

Intangibles professional drivers , credibility

Brand
Cashless , Drivers don’t need to look for
Customer Benefits address , comfort , Flexible and safe , quick

Associati Celebrity/Person
Influencers/content creators like Bhuvan Bam
to communicate value proposition

on
Life Brand personality portrays Reliability, youthful
Style/Personality and sense of humor

Country/Geographic Promotes atmanirbhar Bharat , Emphasizes on

area local manufacturing and employment
6
 STRENGTHS
 Most of the respondents (52%) availed
 They operate a number of services - Share,
the services of OLA for the fist time more
Micro, Mini, Prime, Lux, Rentals, Outstation,
than 2 years ago, followed by 27% who
Bike, Autos, Shuttle. Something for every budget
availed the services for the first time 1-2
years ago.  The Ola Share Pass ensures customer

Brand  Majority of the respondents (63% ) used

an OLA service within the last one month
and 12% used the service within last
stickiness, even if they have to wait 15 minutes
on average for the cab to arrive at the pick up
location

Loyalty week.

 Majority of the respondents(68%) utilized

 Product innovations, like Ola Play and Ola
Select, they provide an additional dimension to
the best customers to make the rides a little
more enjoyable.
Ola services weekly , 20% Bi weekly and
3% daily and 9% monthly

 Switching cost is low for customers due to

oversaturated ride sharing market.
 Due to high charges at night , frequent
cancellation and unpleasant behaviors of
some drivers the brand often suffers a
reduced customers loyalty
WEAKNESS
 Stiff competition leads to high switching
among customers
 Drivers are the face of the company and
hence their misbehaviour directly affects the
brand image
 Drivers especially at night demand extra
cash apart from the fare computed by the
App 7
 BRAND
COMMUNICATION

8
Collaborate and allows other brand to Ola social media campaigns
promote their own business

Recently Ola also encourages its customers

to share their ola stories by using the hashtag

Ola partnered with TV Channels/Online

Content

9
TRADITIONAL AND
DIGITAL ACTIONS

10
12
 BRAND
REINFORCEMENT AND
REVITALIZATION

13
 Reinforcement and Revitalization strategies

Ola boats during Chennai

Free first Ride Empowering the drivers
floods

 Referral marketing program
 Created a positive word of
mouth
 Increased traction
Ola Credit, Ola Share Pass,
Ola Play and Ola Select
 Ola credit helped customers ride now
and pay later
 Introduced share pass for 1 Rs/-to
reduce the price of share rides
 Ola Play and Select made rides more
enjoyable
 Helped the drivers in buying their cars at huge
discounts  situation of crisis
 Affordable repayment scheme by
collaborating with leading car manufacturers
Strategic partnership with
Make my trip
 Partnership helped Customers of make
my trip get rental car facility for pick up
and drop at the desired destination
 Helped in acquiring a large customer base
 Launched ferry service in the
 Helped stranded people reach
home and deliver essentials
 Enhanced the social reach
Advertising partnership with
TVF
 Ola did partnership with online
web series platform
 Acquired customer through
TVF customer base

Ola EV revolution

 Ola Electric has plans to sustainable electric vehicles in future

 Set up a factory full of industrial robots to help it achieve the EV
goal 14
 1.Customer Service
When feedback is given against driver proper actions need to be taken, based on the
rating given adequate actions needs to be taken.

2.Free Calls
Ola should provide riders with a feature to connect with drivers for free. Each trip will

Suggestion require just 1 to 2 calls on average.

s 3. Driver Ratings
Currently there is no mechanism to book a cab only with drivers whose rating >= X
(rated by at least 10 different rider)

4.Digital retail platform

Provide consumers wide multi-brand choice online, at home test rides, personalized
financing, insurance etc. and revamp 100+ year old model of dealership based sales
and service

5.Customisation and Personalization

App/service may enable users to customize or make changes to the experience to
meet their specific needs and App should try to deliver user the content, experience,
or functionality that matches their needs 15