Ola Case Study

5.3 Strategies Adopted by Ola Cabs for Indian Customers

1. Instant Availability of Cabs : As compared with earlier days when the customer had to book cab minimum 3-4 hrs earlier Ola has come up with an instant cab booking feature in which the customer can get a ride in as early as 3 minutes. The customer can also keep a track on the cab location and accordingly plan his activities.

2. Different types of Cabs services for different class of consumers: The company has introduced various types of services on the basis of luxury , cost and capacity parameters to tackle all the travelling needs of consumers in India. The services are :

a. Ola Auto: The auto-rickshaw drivers across different cities can get attached with ola. Ola provides them
It is very convenient for the customers to find an Auto nearby as well as for the auto drivers to find customers quickly with the app.

b. Ola Mini: The Ola Mini Cabs mostly consists of Hatchback Cars like Tat Indica, Maruti Zen, Ford Figo etc. This service is mostly for the people who don’t carry huge luggage while travelling. 4 people can easily fit in one car but the Boot Space is very limited.
The fare charges are: Rs 100/- for first 4 Kms and after 6 Km Rs 15/- per Km extra

c. Ola Sedan: These cabs are generally compact sedans and sedans for eg Maruti Swift DZire, Tata Indigo and Toyota Etios, which have good boot space capacity and can carry 4 passengers easily. For people carrying luggage travelling to station /bus stop or airports it’s a viable option.
The fare charges are: Rs 150/- for first 6 Kms and after 8 Km Rs 18 per Km extra d. Ola Prime: These are luxury cabs mostly targeting Business Executive travelling for meetings in places. The service is used by corporate for their Senior Executives and CXO level employees. The cars are mostly BMW or Mercedes Sedans.
The fare charges are: Rs 200/- for first 5 Km and after Rs
Payment System evolving with time: Ola started with the basic online transaction services for paying the cost of journey. Later realizing the need of consumers living in different parts of India it has come up with more than 1 payment systems. Some payment methods are :

a. Online transaction using Internet Banking/Debit Cards/Credit Cards: In Ola you can book your journey in advance and pay through different methods of online transaction.

b. Payment using Mobile wallet: Ola started its own wallet service called Ola Money in which the customer can keep some amount to use Ola cabs. Upon completion of journey the amount gets deducted from the wallet. Ola has also tied up with PayTM for the same purpose. PayTM also offers cash back which has attracted lots of customers.

c. Cash : Realizing the customers interest in cash based transaction and payment after the service Ola has also come up with Cash payment system in which the customers can directly pay the amount to driver on completion of journey.

4. SOS feature: A SOS catch for its clients in its portable application. Whenever enacted, this catch will convey all ride points of interest continuously including GPS directions to a pre-set companion or relative of the client through SMA and