Group 6

Archana Sajeevan 160103029

Ashish Sachdeva 160101159
Bhaskar Maheshwari - 160101030
Dinakar P Kaushik 160201088
Sangeeth Venkateswaran 160103152
Sriram PK - 160103141
 Background of the Case

2010 : Ola 2015 : Parent Ola also raises Uber introduces Cash burn due to
launches point company of Uber $675 million cash payments investment in
to point drop sanctions $1 billion and was rated No. customer
taxi service investment for 1 by customers acquisition, driver
Indian operations incentives and
supply of new
cabs

Uber gains Price wars Ola raises $500 Olas market Ola has 4,50,000
45% market between Ola and million and share as well as cabs as compared
share Uber launched Ola cash burn to 3,50,000 of
micro (cheaper increased Uber
than UberGo)
Assumptions for the case

01 02 03
Customers will prefer
No major investments more transparency Software
are lined up for Ola by and additional modifications in the
its investors in the options during Ola cabs app wont
near future booking of ride as require much
compared to ease of investments
booking
Choices Available

01 Go aggressive on customer acquisition

02 Focus on aggressive customer retention

Our Proposal

Aggressive Customer Retention strategy

02
Already the market leader (65% market share)

Focusing only CA would result in significantly higher CAC

Probability of partial acquisition is high since it is a duopolistic industry

so customer has only one alternative and thus churn rate would be
faster

Easier to implement

Customer experience and overall brand image needs improvement

A recent survey
How frequently do you book an Ola What do you crib about the most ?
or Uber ?
9% Driver asking for drop
location and then
12%
canceling
26% Daily
Driver not being able to
2-3 times a week navigate using GPS
26% 37% 54%
1-2 times a month
Driver speaking loudly on
Only special occasions
phone throughout the trip
36%

What influences your decision about

Who provides better service ? quality ?

12% 9%
23% Both provide same
quality 29% Driver behaviour (safety)
19%
No. Uber is better Pricing
Punctuality
No. Ola is better
Car quality
65%
43%
Plan of Action- Improving Customer Experience
Customers will have the option to choose the type of car before booking. They would
also be provided with driver ratings of all available drivers.

Customer will have the option to choose special needs (wheel-chair care,
pregnancy care, baby care).The special service will have no additional charges.

Cabs will be equipped with amenities & frills like fresh water bottle, magazines.

Add NPS question after completion of ride to better analyze customer experience

Additional offers will be provided on birthdays for customers Olas Signature moment
Plan of Action- Improving Employee Experience

oTraining Ensure that

programs for drivers receive
Keep flexible drivers in their MBG
incentive certain fields every Friday
programs for like hospitality, and focus on
drivers to Safe driving & addressing
incorporate Ola First aid to driver
Takeaway deliver a better grievances
customer more
experience. effectively
Loyalty Program- OLA Kilometer Club
All the travelled kilometers will be added on the Ola dashboard
Levels Of Achievements -100 Club, 300 club, 600, 1000 and 2500 km Club

600 km
200 Rs of OLA Money with
additional 5% Cashback on
Every Ride

100 km 2500 km
Rs 100 Ola money
01 03 05 No peak pricing + 10%
cash back + 5 rides
100/- each

02 04
300 km 1000 km
Rs 300 Ola money 4 Free Rides worth Rs
100+ 5% Cash back and
cap on surge price
 Ola Takeaway Food on the Go

Select Ola takeaway from the menu 01

GPS pop-up. You will be

02 displayed with the nearest joints
en route to your destination

Select a joint and place order

from the menu. The route will be
automatically redirected towards 03
the joint

Select payment option : Cash or

04 Ola money . Collect your order
from the joint.

Order amount will be credited

with the final bill after completion 05
of the ride
Gamification

Creating a leader board showing the overall rank and the overall distance travelled
between all your Contacts (User enrollment required )

App updating you and giving benefits once you enter a new level or beat any of your
friends.

Earn badges by sharing your achievement on social network when entering a new club ,
achieving a top rank or completing specific number of rides(50 trips,100 Trips etc)
Impact of our strategy

Enhanced Customer Experience Increased Revenue generation

Market Leadership

Price not the only major Encourage Investments

differentiator
THANK YOU