How is Ola Cabs bridging the gap between Supply and Demand in the transport industry? Can the Uberization model sustain itself in the long term? How do they even make money? Click this presentation to learn it all.

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

10. Marketing Strategy -
Campaigns

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

16. Victim
sends
signal
Victim’s
destination
gets
tracked
Nearest
Ola is
contacted
Arrives
and
Diffuses
Situation

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