Ola Cabs: Value Creation, Strategy and Analysis
- 1. Aditya Mrunal Tanupriya Gaurav Soumil Aman Upamanyu
- 2. Value Creation • Taxi business is extremely disorganised • Ola, Uber, TFS and other competitors aim to organise this sector Disorganised Value Creation Organised
- 3. Bridge the Gap Demand Supply Technology App Website Call centre
- 4. How Ola Works • Explain • Logistics • Technology
- 5. Uberization • Ola doesn’t own any of their taxis • Prevents unionization, insurance and maintenance and asset depreciation • Very ‘asset-light’ Utilising Uber’s business model
- 6. Uberization Benefits: • Prevents depreciation • Reduces maintenance and running costs • Prevents unionization • Entrepreneurial spirit
- 7. Transport Hierarchy Hired Car AC Cabs Black cabs AC Bus Bus Trains Conversion Target
- 8. Competitors Ola + TFS Meru Uber Others Market Share 74% 16% 5% 5% Valuatio n 12,000 cr 2,200 cr $41 Billion - Number of Taxis 1,15,000 8,000 50,000 (worldwi de) - Number of Cities 70 14 11 -
- 9. Marketing Strategy - Campaigns Heavy focus on Social Media Chalo Niklo Cup Shup
- 11. Marketing Strategy - Offers Get Double Cashback Upto Rs 300 Ola Cab Booking: Get Flat Rs 100 OFF (First Ride Users) Ola Cabs is Offering 5% Cashback on your Ola Money Recharges With your HDFC-SD Card Rs99 Cashback on your first order with Ola Café.
- 12. Marketing Strategy - Engagement • International Yoga Day • World Blood Donor Day • Twitter Meetups
- 13. So What is Ola Capable of?
- 14. 93 women in India are raped everyday 25,000 rape cases go unreported every year 96% of the rape cases lead to charges
- 17. SWOT Analysis Strengths Weaknesses Opportunities Threats Largest operator in the country End to end user experience cannot be controlled Only 10% of the taxi business is organised Regulation Good branding and awareness Getting good quality drivers is a problem Expand into more cities Government Expansion Strong technology Training of drivers is needed Socio-economic trends fuelling growth Present taxi service improves Asset Light model Multi-app situation Expand into new services Transportation improves
- 18. Consumer Research 70% people have heard of Ola 10% had an unfavourable experience 40% prefer Ola to Uber
- 19. Thank You