Pitch Deck

Case Study

P R E S E N TAT I O N
 Agenda Items
1 2 3

Situational Analysis Customer Value Market Research

Proposition

4 5 6

Go to Market Pricing Strategy Consumer Journeys

Strategy
 5C Analysis

Collaborations
1 2 3 4 5

Customers

Competition
Company

• Make My Trip-
• Ola Cabs is an • Demographic 2013 • Zoomcar • Popularity of

Climate
Indian • Primary Target - collaboration • revv Zoomcar has
Multinational 16-45 years of increased brand • mychoize allowed the
Ridesharing age awareness • avis self-drive car
Company • Uber Hire rental space
• The Viral Fever
• Disposable traction among
(TVF)-
• Verticals Income of 10000 the masses
Advertising
including pm
Partner
financial
services and • Secondary • Hashtags-
cloud kitchens Target- 21-35 allows Ola to
working gain media
professionals leverage
 Customer Value Propositions

Target Customers Value Proposition for Customer

• Car lovers and ride enthusiasts • Enabling customers to use the

with limited budget (try new OlaMoney to rent cars
cars) • One-in-all stop for all cars from
• Demographic Age ranges from low-end to high-end luxury
15-55 years old cars
• Middle Income and Higher • Flexible rental and ease of
Income category for self drive payments
space
 Market Research
Primary Market Research
Survey Questions and data collection by Google form survey

35-44 Low end

Local Dealer Luxury
7% 7% once a year
19.4% 11.6%
11.4%
not usually
20.5%

25-34
26%

High Range
34.9% Mid Range
from time to time
19-24 46.5%
occasionally 22.7%
67%
45.5%

Ola
80.6
%

Age Distribution Local dealers vs Car range Utility

Sample Ola preference preferences preference
 Market Research
Secondary Market Research
Overall Brand Preference
Market Behavior and Size
• Zoomcar has the highest
market share due to its first- • 23.96 million monthly active users in November 2019
mover advantage and • 67.41 million app downloads
• Successful marketing
campaigns With respect to Bangalore
• Penetration Pricing • Population Size - 84.3 lakhs
• Active Internet Users- 6.1M

Offline or Online
Key Growth Drivers

India Car Rental Market Report 2021:

3 Market is Projected to Grow at a
2 CAGR of 9.83% to Reach $2.030
Rise in Fuel Prices
1 Billion by 2026 from $1.053 Billion
Rise in Disposable
Financial Soundness
Income in 2019
among the masses
 Market Strategy
Go to Market- Market
Maturity (Average Revenue
What to sell? Where to Sell? How to Sell? per Unit)
• Faster launch means more revenue for Ola (ARPU)
Car rental Initally target Selling service • Goodwill of the brand allows for good positioning
services with segment would directly to • Tie-ups and collaborations for quick promotions
add-ons like be Bangalore consumers from
clean carwash and move on to the app. Focus
tokens which will Tier 1 and Tier 2 on B2C
be available cities and later approach and
through tieups on focus onto well-timed
Cleaner cars tier 3 cities campaigns on
mean more social media.
brand Digital media
recognition with presence, word
a positive of mouth
outlook marketing.

Channel Strategy Industries Target Offering

• Develop relationships with • Tie up with car washers • New customers-
• Online via app • Economical persons
• Direct selling customers and direct prospects via in the city • Ages from 18-55 Discounts/offers on first
the sales and service directors, • Cleanliness associated few uses
through tie ups
large enterprises with the brand • Existing- First free rentals
 Pricing Mode of Entry
Content Ola Lite Ola Classic Ola XL
Total Kms Driven Competition is
500 500 500
Total Hours
48 48 48 sparsed throughout
Rented
Free Kms
48*5=240 48*10=480 48*15=720 small players and
Rent Price as per zoomcar, JV with
Duration 48*70=3360 48*95=4560 48*120=5760 established small car
Extra Kms Driven 260 20 NA
rentals. The success
Price per Extra
12 12
of these small car
Km 12
Extra Km Charge 3120 240 0 rentals will serve as a
Total Price 6480 4800 5760 benchmark
Pricing of Zoomcar taken as reference- Pricing should be same as market leader or slightly lower,
-100 on each only (to maintain profit-margin) since there are a lot of unsatisfied customers with
Zoomcar, Ola can surely fill that gap and eliminate the smaller players or tie up with them
 Consumer Journeys
Segments Cohort Awarenes Positionin Channel
B2C 15-35 years
s s g
Students Instagram/Reels targeting, Community, Penetration Instagram, Youtube
60% users Social community network Pricing option for Students
Differential Corporate/Business Network based advertising Ease of access for urgent Instagram, Youtube,
Positioning Strategy Professionals matters/ flexible Word of Mouth
for each cohort
Trip Special discounts Flexible timings, various
based on 6 months depending on duration modes of payment
Referrals, Social Media
planners

B2C 35-55 years Economic Family Cost Benefits, Ready-to- Network, social way of
Referrals, Social Media
use, Insurance using cars,
30% users without cars success/satisfaction stories
Word of Mouth

Tie-ups and car- Stores, Social Media,

B2B Sales Network, vehicle One app for all car mobility
management community Network, Referrals
related stores needs
10% users