This assignment (called CEC) is prepared by my buddies and me of the sub Product and Brand Management. Topics that are covered here are Products/Services, Brand Positioning, Brand Elements, Brand Architecture, and Brand Extention of Ola Cabs. I hope you find it useful and pardon me for any mistakes.

1. A Project Report
On
Product & Brand Management- Ola Cabs
Institute Code: 750
Institute Name:
S. R. Luthra Institute of Management, Surat
Subject: Product & Brand Management
MBA (Semester IV)
Prepared by: Submitted To
Abhishek Mehta (187500592001) Dr. Roshni Singh
Chanchal Jhanwar (187500592017)
Vaibhav Falaskar (187500592032)
Akshay Jain (187500592041)
Vishal Kanani (187500592050)

2. 🔍About Ola Cabs
• Ola is India’s largest mobility platform and one of the world’s
largest ride-hailing company, founded in Dec 2010 by Bhavish
Aggarwal and Ankit Bhati.
• The company is based in Bengaluru, Karnataka, India and was
developed by ANI Technologies Pvt. Ltd. As of October 2019, Ola
was valued at about $10 billion.
• Ola is serving 250+ cities across India, Australia, New Zealand,
and the UK.

3. 🔍Products/Services offered by Ola
Auto-Rickshaw
Bike
E-Rickshaw
Luxury
Luxury SUV
Micro
Mini
Outstation
Prime Executive
Prime Play
Prime Sedan
Prime SUV
Rental
Share
Share (Express)
Shuttle (Closed)
Taxi (AC/Non-AC)

4. 🔍Brand Positioning of Ola Cabs
• Ola on the other hand, knowingly or unknowingly has created a perception that it is a
means of transportation available to the general public and not an experience which
they have to pay for.
• Their levels of customer service are not at par with Uber but are not bad either.
• Ola's brand positioning in more in line with the expectations of the target segment they
are catering to
Easy mobility ✕ Convenient ✕ 24*7 ✕ Affordable ✕ Safe ✕
“The message a company wants to imprint in the minds of customers and prospects about
its product or service and how it differs from and offers something better than competitors.”
– Copernicus Marketing

5. 🔍Brand Elements of Ola Cabs
Brand elements, also referred to as brand identities, are those trademarkable devices that
serve to identify and differentiate the brand (Keller, 2003)
🔒 www.Olacabs.com
“Chalo Niklo (चलो निकलो)”
#GreenOlacabs
#GreenBumperOla
#ChaloNiklo
#FarakPadtaHai
#GhoomoResponsibly
#OlaOutstation
#HerosOfOla
#MomsOnTheMove

6. 🔍Use of Secondary Association
It transfers the qualities/equity of other entities to the brand in question.
Brand Extension Country of Origin
“Namaste, London. Thank you, India.”

7. 🔍Use of Secondary Assosiation
Brand ambassador
Alliances

8. 🔍Brand Architecture & Hierarchy
Brand Architecture is a system that organizes brands, products and services to help an
audience access and relate to a brand.
(Branded House Architecture)

9. 🔍Brand Extension
Kotler and Armstrong (2002) defined brand extension as using a successful brand name to
launch new or modified products in a new category.

10. 🔍Ola vs Uber – A campaign on children’s day.
Uber and Ola generated a heart-melting campaign concentrating
on Children’s Day.
• Ola presented the communication
focusing on parents –
‘Just like you are there for your child,
we are there for you’
• Ola called their children’s day
campaign #ThereForYou.
• Uber named its campaign ‘Koi Naa’.
• Uber took viewers on a nostalgic
journey by portraying the long-distance
relationship and challenges between an
ambitious daughter and her growing old
father.

11. 🔍Ola vs Uber – A campaign on children’s day.
Conclusion
Ola’s campaign is not that impactful. The advertisement is
lacking the focus on the product but, it is undoubtedly a feel-
good video. It seemed more attentive on parents and was not
perfectly fit for the occasion.

12. 🔍Ola's Chetan Bhagat campaign backfires, users threaten to use Uber
Waseem Ahmed ವಸೀಮ್
@Waseem_Ahmed11
If I take this ride, it will be one of 'The 3
Mistakes of my life'.
Raj Malpekar
@malpekar
Thanks for the warning… OLA App deleted
until further notice
Ankur
@krankur3
Finally Ola decided to promote uber..... 😂

13. 🔍Product Life Cycle of Ola cabs
51
418
1286 1380
1847
2343
0
500
1000
1500
2000
2500
2013-14 2014-15 2015-16 2016-17 2017-18 2018-19
Revenue (in crores)
Revenue
As per the chart we can see that revenue of OLA is increasing at high growth rate
so we can say that Ola is in the Growth stage of the product life cycle.

14. 🔍Product Life Cycle of Ola cabs
Introduction Stage
Ola started in the year 2010 and till 2014
they were in the introduction stage.
Strategies
• Create awareness through giving
pamphlet in commonwealth games
delhi.
• Giving heavy discounts and cash back.
• Inhousing drivers by paying them huge.
• Launching step by step in various cities.
• WOM
• 3 ride free for new users
Growth Stage
Ola entered into growth stage in the
year 2014-15.
Strategies
• Acquired Competitors
• Heavy advertisement campaign
• Discounts
• Tie ups with many companies
• Sponsor events
• Targeting new segments
• Introducing new products
• Improving UI and UX

15. 🔍How Ola manage brand globally
UK AUS NZ
Strategy for the Australia
Ola on boarded local drivers by offering
them higher value.
Because of high competition customer
were not downloading the Ola app to
resolve the problem they focused in
providing higher customer service at
affordable price.
Strategy for the UK
As UK facing the problem of Brexit and
facing the financial issue the Ola found
the opportunity and enter in the UK
market. As Ola have high experience of
dealing with price sensitive customer of
India.

16. Thank You.