1|Page

ACKNOWLEDGEMENT

The internship opportunity I had with OLA CABS was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period.

This report documents the work done during the summer internship at Integral University,
Lucknow under the supervision of Dr. Shahab Uddin.
The report first shall give an overview of the tasks completed during the period of internship
with technical details. Then the results obtained shall be discussed and analyzed. Report shall
also elaborate on the future works which can be persuaded as an advancement of the current
work.
I have tried my best to keep report simple yet technically correct. I hope I succeed in my
attempt.

Sincerely,

FAISAL ALI KHAN

Place: LUCKNOW

Date:

5|Page
 PREFACE

I am lucky that, I got an opportunity for making the project report on “OLA”. I visited the
various concerns for 45 days and I prepare my project report on the topic “A Marketing
Strategy of OLA Cab Services.” and the study is divided into various chapters to get
knowledge. I also considered some published material on the particular topic as well as about
the concern. This helps me in boosting up my confidence and determination which will help
me to face the situation in coming years. This report is written account of what I learnt and
experienced during my survey. I wish, those going through it will not only find it readable but
also get as useful Information. The main limitation of my experience was that I did not get
the full and correct Information from the market, as many of the respondents did not answer
to my questionnaire correctly and completely.

6|Page
Table of content

• Acknowledgement
• Chapter 1 Industry Analysis

1.1 Overview of cab services Industry

1.2 Market Dynamics

1.3 Growth Rate of Cab Industry

1.4 Market Trends

1.5 Competition Analysis

1.6 Opportunities and Challenges

1.7 Porter’s 5 competitive forces model of cab Industry.

• Chapter 2

2.1 About the Company

2.2 Vision

2.3 values

2.4 objectives

2.5 why this Company?

2.6 Services provided by the company

2.7 Departments and work of every department

a. Marketing Department

2.7.1 USP

2.7.2 4ps of Rayer Services

2.7.3 Target Market (clients)

2.7.4 Major Competitors

7|Page
 b. Human Resource

c. Financial management

• Chapter 3

3.1 Task Assigned

3.2 Task Achievements

SIP Learning’s

Log book Status

• Chapter 4

4.1 Appendix

8|Page
 Chapter 1
Industry Analysis
1.1 Overview of cab services Industry

What is a cab?
A taxicab, also known as a taxi or a cab, is a type of vehicle for hire with a
driver, used by a single passenger or small group of passengers, often for a
non-shared ride. A taxicab conveys passengers between locations of their
choice. This differs from other modes of public transport where the pick-up
and drop-off locations are determined by the service provider, not by the
passenger, although demand responsive transport and share taxis provide a
hybrid bus/taxi mode.

History of the taxi industry

Taxicabs were invented to provide easy travel solutions to everyday working
class people who either had limited transportation options, or a need to ride in
style without having to drive themselves. The industry has been around since
the 1600’s when the horse and buggy was used to transport individuals in
Paris. It wasn’t until the 1800’s when the trend carried over to the US and
other countries, becoming most popular in the city of New York. The trend
started after mass development of the automobile came into play. People saw
an opportunity to loan automobiles out to create competition for the horse
and buggy industry, in which they ultimately succeeded.

The first taxis cabs that came on the market were battery operated vehicles, in
which the batteries weight upwards of 800 pounds. By 1899 the taxicab
became so popular that there was an introduction of 100 taxicabs onto the
streets of New York City alone. By the 1900’s more than 600 additional
taxicabs, as well as a host of privately owned taxi companies came into play in
the same city.

9|Page
Evolution of taxis
Today we still use taxicabs in a variety of major metropolitan areas across the
country, and other similar countries. Taxis have been integrated into our
culture, being a major symbol many associate with the city of New York. It also
has become a faucet in the entertainment industry and news media. While the
yellow taxi cab has been integrated into many societies, there now exist an
extension of the traditional taxi that seeks to revolutionize the industry. This
new extension is called ridesharing, which is application in which it becomes
easier and more convenient to get rides in an untraditional manner.

The concept is fairly easy. Such applications allow you to hail a ride from a
stranger, and save cash at the same time. To most individuals who use such a
service they see ridesharing as economic freedom, in that they no longer have
to pay outrageous prices to hail a ride. Such apps came into existence around
2010

Taxi market in India

There are two types of cab services

1. Organized 2.Unorganized

cab services in India

0% 0%

12%

Organized
Unorganized
88%

The radio taxi market has seen a lot of traction over the past couple of years.
The Indian radio taxi market is pegged anywhere between $6-$9 billion dollars

10 | P a g e
by different estimates, and is forecast to grow at 17-20% annually. More
importantly, only about 12% of this market is organized sector – the rest is by
operators who own fleets of 2-50 cars and typically have a presence in one
city. Ola cabs seem to be the front-runner in the Indian market with their
state-of-the-art mobile first approach to booking cabs. It was the first Indian
taxi company to make users aware of the nearest cabs; this gave the freedom
to users to book cabs at their own convenience. It’s really good to see Ola
giving Uber a tough fight in the Indian market by constantly upgrading its
technology.

Ola has been aggressively trying to make sense of the data to increase their
mobile dominance. To further strengthen their data-science and product’s
roadmap, Ola is now partnering with Appiterate, a mobile A/B testing and app
relationship marketing platform for mobile apps

11 | P a g e
12 | P a g e
1.2 Market Dynamics of Taxi Industry

Hailing a cab (or sharing it) has never been easier. All you need to do is to
download a simple app, punch in the location details and in a matter of
minutes you’ll have a ride waiting for you at your doorstep. But have you ever
wondered about the dynamics behind it? When was the first time you hopped
on a UBER or a Lyft or used any other such service?In most cases, it would have
been a message, an e-mail or a social media post from a friend sharing their
referral code/link, which made you use the service.

How Referral Marketing Brought Change In The Taxi Stratosphere?

The real change in the current taxi stratosphere isn’t decades old, in fact, UBER
(the forerunner) brought this revolution only 6 years back. Being an early
adopter, it benefitted from many factors that included leveraging local growth

13 | P a g e
opportunities and others, however, what really made a difference was word-
of-mouth publicity/referrals that were generated by its loyal users.

Since the service meant downloading a mobile app, In-app referrals emerged
as the most convenient way of enticing users to use the service.With stiff
competition, both within the industry and from local services, these cab start-
ups became an overnight favourite. After all, it was all about the convenience
and trust (powered by the magic of word of mouth/referrals) that was being
served on a platter to the users!It doesn’t come as a surprise then that better-
off cab services today use referral marketing to boost app downloads, thereby
increasing their customer’s base.

Why Are In- App Referrals Popular Within the Cab Industry?

Popular Cab Services That Offer App Referrals

There are numerous cab services that offer customer’s referral links, however
below mentioned are the best and the most up-voted by its users

UBER

One of the most popular In-app referral programs is run by UBER. It offers a
two-way referral, where in both the referrer and the friend gets incentivised.
With UBER, one can either hail the cab service or sign up as a driver to be
eligible for a referral program.

14 | P a g e
Simple Steps for UBER Referral

GrabTaxi

GrabTaxi is one of the fastest growing taxi platforms in Southeast Asia. Though
the company does not have a passenger referral program, they have one for
their drivers.

LYFT

Lyft was conceptualised to give meaning to community ridesharing. This fine

aspect coupled with referral marketing has made it the biggest competitor to
UBER today.

The concept of cab sharing apps has gained much significance in the last 3
years. While few popular names are present in multiple cities across the globe,
a few local players are also gaining tractionsfrom everyday commuters.

15 | P a g e
SIDE CAR

One of the newest services, Sidecar seems to be a popular pick amongst users.
Much like Lyft, SideCar also follows community ridesharing. Since the focus is
on community building (through drivers), they have a unique referral program
meant for friends that refer new drivers.

Source:TaruBhargava(2015,May)How The Cab Industry Is Making the Best Of

Referral Marketing! (web log post).Retrieved July 8,2015.from
http://www.appvirality.com/blog/cab-industry-referral-marketing/

16 | P a g e
1.3 Growth Rate of Cab Industry
The Indian taxi industry has grown into a $13-billion enterprise, including the
unorganised sector

Mega Cabs and Fast Track Taxi came into existence in 2001 itself, with small
fleets. However, the market started seeing traction only from 2006 onwards
when Meru, Easy Cabs (owned by Carzonrent) and Savaari all came into
existence almost in a span of one year. There are several competitors now in
the radio taxi market, with their own respective war chests to build / aggregate
their fleets, as shown by the image below.

(Note:

– The image does not include other companies such as Mega Cabs, Fast Track
Taxi, Tab Cab, Your Cabs and Cabs 24×7 as they operate in specific regions and
information is not comprehensive and verifiable

– Uber has raised $307 million globally, including from Google Ventures. Funds
being allocated to the Indian market is not available)

17 | P a g e
Although the radio and mobile taxi segment constitutes only 5 per cent of the
Indian taxi market, the segment is witnessing a significant growth with
competition hotting up and new players and technology making an entry every
now and then.

18 | P a g e
“The radio taxi segment posted a 35 per cent compounded annual growth rate
in the last five years. We expect this to continue in the next five years,” said
SidharthaPahwa, CEO, Meru Cabs. The segment has four or five big players
(Meru, Ola, Easy Cabs and Bookmycab) and similar number of medium players.
The list is growing. “We have around 10,000 cabs operating daily while the
industry as a whole has around 50,000 cabs. There’s a mushrooming growth of
new players,” he said.

Pahwa added that the action is now in the digital space. “We get around 60 per
cent of the bookings through the digital space now. We have seen that the
younger generation prefers radio taxi and cashless transactions ,” he said.

Anand Subramanian, director — marketing communication, Ola, “We are

growing at a rate of 40 per cent month on month and have over 42,000 cabs in
our platform across 26 cities we operate in. We are expanding at a rate of 5-7
cities per month and our plan is to be present across 100 cities by the end of
FY16.”

Some companies like Ola and Meru have launched low-cost services. There are
companies like Taxiforsure which has signed up normal taxis under its

19 | P a g e
umbrella. Leading companies don’t own taxis but provide software and trained
driver-owners with KYC safeguards. How do they ensure safety? “We ensure
that the partner driver who is using our software should pass the stringent
compliance check of his personal and professional papers. Each and every ride
of ours is tracked and all the records are maintained meticulously. Traceability
is paramount for us. We also have a continuous ride feedback from customers
to keep a high quality experience,” Subramanian said.

Pahwa said some customers have switched over from owning cars to radio
taxis in view of the cost and other advantages. For example, a car owner
spends around Rs 40,000-45,000 per month directly or indirectly on the car.
This includes Rs 15,000 for the EMI, Rs 10,000-12,000 on the driver, Rs 8,000-
10,000 for fuel and Rs 3,000-5,000 for maintenance. “A car owner drives 1,200
per month. This works out to Rs 33 per km. For a radio taxi service, the running
cost per km is around Rs 20,” he said. On the new technology, Subramanian
said, “The mobile app shows the available cabs nearby and allots a cab, which
is closest to the customer and provides him with navigation to reach the
customer without having to call for directions. Customers can also book a cab
later by setting the date and time.”

Sources: George Mathew (2014, December 8) New players, technology push

growth in radio cab sector. Retrieved from
http://indianexpress.com/article/business/business-others/new-players-
technology-push-growth-in-radio-cab-sector/

20 | P a g e
21 | P a g e
1.4 Market Trends
India and Tier 1 & 2 cities have a vehicle-based transport history. In
comparison to other cities – especially in India– the public transport is less
developed

The current market of taxi service providers in Tier 1 & 2 cities is competitive
but stable and has one market leader. “Tier 1 & 2 cities Co-Op Taxis” (300
3000) with approximately 700 vehicles and 1.100 drivers serve 20 % of the Tier
1 & 2 cities market and carries about five to six million passengers a year. All
together there are approximately 25 million taxi passengers a year and 3.500
taxis in Tier 1 & 2 cities, most of them owned by small companies. No
competitor has more than 120 vehicles, so they can described as market
follower and market niches. A market challenger is missing and the taxi
industry operates on a low level of professionalism and frequency in
marketing-activities and communicating (no IMC).

After a few crashes and robberies the security- and safety-issue for booth
driver and customer is the current topic of public interest to the taxi market.
The Government decided to install security cameras in all taxis to increase
safety. This regulation is valid for the 18 largest towns and cities in whole India
from 2011.

Strategy
The strategy is the plan of action, the policy, the program- it is composed and
based on elementary decisions and objectives. After the market analysis the
overall strategy for the OLACAB-campaign is specified as:

1. Create a new memorable and unique brand using a strong corporate

design

2. Communicate the brand (repetition) – concentrated on the

professionalism of the company and the drivers (and ensure the
professionalism)

3. Create and highlight the experience of going by taxi – in connection with

the brand

22 | P a g e
4. Generate and use the feedback of the customers

The strategy has different objectives, messages, used media vehicles and
creative

To whom – Targeting
Taxi customers are the same. Every person in Tier 1 & 2 cities is a potential
customer and should be satisfied by the taxi-service of OLACAB. The prior need
of a customer is to get from point A to point B. Every customer expects good
service for a fair charge It is as easy as it sounds. Therefore the target audience
of OLACAB can defined as follows:

“Every Tier 1 & 2 cities resident, employee and visitor over 16, female and
male (who is interested in professional, valued and safe transport services and
wants to enjoy their ride with OLACAB)

23 | P a g e
1.5Competitor Analysis
Major players of cab services (Organized) in India are as
followed-
Radio taxi services-

24 | P a g e
Starting Up:
Olacabs started its operations in 2010 from Mumbai under the name of
ANI Technologies Pvt. Ltd.
TaxiForSure.com started its operation in 2011 from Bangalore under the
name of Serendipity InfolabsPvt. Ltd.
Uber started its operations in India in 2013 starting from Bangalore, but
the parent company operates under Uber Technologies Inc,
incorporated in the state of Delaware, US

25 | P a g e
 Funding
Uber got seed funded from Travis Kalanick (co-founder), Garrett Camp
(~$200K) (2009). The firm then went on to raise angel funding from
Lowercase Capital, First Round Capital and a bunch of other investors
including Naval Ravikant (~$1.3 million). This was followed by rounds of
$11 million and $37 million till 2011 from investors including Jeff Bezos
of Amazon. The last two rounds have been humongous and brought in
marquee investors including Google Ventures and KPCB – $258 million in
2013 and $1.2 billion in 2014 at a whopping valuation of $18.4 billion
Ola Cabs got Angel funded to the tune of ~$1 million (2011), followed by
a growth investment of $5 million by Tiger Global Management. There
were follow up rounds by Tiger and Matrix Venture Partners for $20
million
Taxi For Sure raised seed funding from Accel Partners, Helion Venture
Partners, Blume Ventures (Unknown Amount) (2012) and followed a
similar trajectory to raise $4 million followed by a round of $10 million in
2014

Going Mobile:
OlaCabs launched its Mobile App on Android first, followed by iOS in
2012 followed by Windows in 2014
TaxiForSure launches its Mobile App on Android &iOS in 2013 followed
by Windows in 2014
Uber started its operations in India (2013) with Android and iOS apps.
Uber App on Windows platform is published by Caro Apps

Unique Marketing Initiatives:

OlaCabs provided a lot of promo codes on their website to give huge
discounts in various segments. They also started the trends of providing
fixed rate drops to the airport when they launch in a city
OlaCabs provides cabs at INR 13 per kilometre whenever Auto Unions
call a strike
TaxiForSure provides promo codes on Tuesdays

26 | P a g e
 Uber is way ahead in marketing as they did campaigns during elections
(providing Uber at a discounted rate for voting), UberStud (to encourage
referral) and free credits while introducing a new customer. They
launched Uber Chopper, by which you can ride a chopper and have a
view of your city’s skyline

There are some cabs services all around the world which are

Some of these players are now trying to enter the market of India also

Other players in India (Organized and non-organized)

1. go cabs
2. KSTDC
3. cel cabs
4. A one airport taxi
5. mega
6. friends city taxi
7. Fast Track City Taxi
8. cool cab
9. bookmycab.com
10.Apollo
11.she cab (WOMEN)
12.viira
13.aarya

27 | P a g e
 14.easy
15.Priyadarshini taxi
16.Mumbai taxi
17.cabs4share
18.Mumbai Cab Services
19.Quick cabs
20.smaart cab
21.Komfy Cabs
22.Mango
23.Delhi Taxi Service
24.Just Cab
25.Star Cabs
26.A One Cab Service
27.City Car Hire

Ola cab
The Founder and C.E.O of Ola cab are Bhavish Aggarwal and Ankit Bhatti. The
vision of the company is to “To expand in every city in India and provide access
to great transportation across cities”. Mumbai based Ola Cabs, 30k cabs on its
platform and with 1500 operators spanning across 20 cities. It is also doing 20k
Diwali deliveries in 20 cities where they are present. here, they deliver sweets
and dry fruits to the relatives of the customers and money is paid through the
Ola money wallet but is just a marketing experiment done by them it is not
their business. Ola started itself by taking help from yourstory.com. The
marketing strategies used by Ola cabs are-

• Free Rides

• Coupons

• Application

• Social media marketing

• Social media advertising

• Customer centricity

28 | P a g e
 • Customized to local Indian market

• SMS tracker

• Ola money

The market share of Ola cabs are 46% and also it is the most followed taxi
service provider on twitter. Ola believes in quality, control and convenience.

With Ola cabs you can hire luxury cars rentals in Bangalore like BMW,
Mercedes Benz, Audi A6 and other high end models depending on specific
needs. In an interview of Mr.Bhavish Aggarwal with yourstory.com he said “We
are witnessing a 40% month on month growth when it comes to bookings and
attend to over 10,000 customer calls per day. We have also witnessed a 100%
increase QoQ on our booking through the mobile app since August 2012. While
the app saw upward of 2 million visits across Android and iOS, the web-
booking platform had over 5 million visitors in the last year. Today close to 25%
of our bookings happen through the app. The average ticket size for our city
taxi is around INR 400”.

29 | P a g e
Tackling competition
The Indian cab industry is seeing more aggressive competition, and the trend
isn’t going to change with both international and existing Indian players getting
into the picture. Given this scenario, focus on user acquisition was bound to
step up. Ola’s move to launch a ‘Referral program’ for its users wasn’t any
special as others also followed the same suit.

Ola partnered with Appiterate to leverage maximum return out of their

marketing campaigns and gain more users on their mobile app. They have
been taking data driven decisions to make the app experience visual look and
feel to drive more revenues. It’s really good to see startups effectively using
A/B testing tools like Appiterate to improve their sales. One of the variations
through A/B testing led to an increase in 55%, which translated to a 33%
increase in user acquisition via the referral route! Also Ola has partnered with
MakeMyTrip to provide integrated cab services to MakeMyTrip customers.

Fare
• For Ola mini rs 100/- for first 4kms and after 6 km rs 15/- per km extra
• For ola Sedan rs 150/- for first 6 kms and after 8 km rs 18 per km extra
• For prime rs 200/- for first 5 km and after rs 17/km

They also charge rs 2/- for a minute for waiting

These rates are of Mumbai city, for other cities rates may slightly differ.

Payment
You can pay through credit, cash, debit card etc.

Ola cab app

The app is really smooth and easy to use. You can book the cab in seconds .the
app doesn’t hang also. The services are so instant that within few minutes cab
would arrive at your pick up point. The app provides users instantaneous
confirmation of booking along with necessary details like the name of the cab,
driver and vehicle number, distance from the user’s location as well as
expected time taken to reach the location. The app also tracks and shows the

30 | P a g e
real time movement of the cab from its location to the location of the
customer, on a map. Olacabs can also be booked through the Internet and
customer service centers over phone.

Uber

Uber is not an Indian company.it was founded by Travis kalanick & Garrett
Camp. Ryan Graves is the C.E.O. Recently it has been in the news for wrong
reasons but the service is quite good and sometimes better than Ola. “To
create 50,000 jobs for women in India by 2020” is the vision of the company.
Uber today has 400 employees across globe and is backed by some leading
venture capitalists – Google Ventures, TPG Capital, Jeff Bezos, Goldman Sachs,
Benchmark Capital, and Menlo Ventures. Uber has the largest fan base on
Facebook and highest rating on Goggle play store rating. Uber first rolled out in
Bangalore then Delhi, Mumbai, Chennai, Hyderabad, Pune etc. They use the
following marketing strategies to attract the customers towards them

• Everyone’s private driver

• One thing and doing it well

• Constant customer interaction for improvement

• Focus on experiences-Consumer willing to pay the premium

• Uber has no drivers natively

31 | P a g e
 • Word of mouth

• Sales promotion

• Advertising

• Events and experience

• Direct marketing

• Personal selling

• Interactive marketing

• Facebook

• Instagram –tell your stories

Fare
It is quite cheap just like Ola, in fact sometimes even cheaper than Ola cabs

Uber x is cheaper than Auto Rickshaw.

32 | P a g e
 • Uber black’s base fare is rs 100/- that is rs 13/km, minimum fare is rs
150/-
• Uber x ‘s base fare is rs 70/- rs 10/km ,minimum fare is rs 100/-
So 30 km in just rs 300/- which is cheaper than a Taxi or Auto Rickshaw.

Service
Well the service is classy and superb. The cabs are really cleanest

Ola cabs are worn out however Uber is cool. Drivers are also good and they
keep the cab clean. They provide following cabs

• Luxury car services(Uber black)

• Cab rides(Uber taxi)

• SUV (UberSuv)

• Car rides (Uber X)

Payment
It could be a problem for those who prefer cash or credit/debit cards. Uber
India said credit card will remain its only mode of payment for the service and
maintains that it is operating under the ambit of law. You can only pay through
Pay Tm because government does not allow certain foreign companies.
However once you learn to use Pay TM then it is easy. Uber, the ride-hailing
app, announced on November 13, 2014 that it has tied up with Paytm, a digital
payments service provider based out of NCR .Users can link their Debit Card or
Bank Account via a Paytm wallet to the Uber account to pay for all rides. Users
will have the option to add money to, or top up the wallet using multiple
payment options.The app is really cool and it works great just like Ola. It is
simple with easy to learn interface.

Meru cabs
The Founder and Managing Director of Meru cabs are Mr.Neeraj Gupta and
Rajesh Puri is the C.E.O. the vision of the company is “To give urban
commuters in India world class travelling experience, by using a technology
that has evolved in developed countries over the past 20 years”. The company

33 | P a g e
has presence all over India with over 6000 cabs. It is one of the largest Indian
Radio Taxi providers in the country. Meru cabs are bit expensive if you are a
normal working guy.

They provide-

Advanced booking available “on demand”

Operated by environmental friendly fuel –CNG
Social media marketing
Social media advertising
Application

Also some other advantage of Meru cabs are that they have thoroughly trained
chauffer's in a smart Meru uniform, fluent in English and Hindi, Lost and found
GPS based tracking technology, Basic amenities like maps of cities, wet wipes,
clean bottled water and a limited selection of music, another feature it has is a
panic button installed in the Meru cab, which enables the driver to connect to
the Control Centre in case of emergency or mishap

Meru has Tie up with Axis bank –Credit/Debit card payment and has won many
Accolades.

34 | P a g e
Fare
Meru used to charge decent amount like rs 10 per km which was affordable.
However, now it is quite expensive and for a Km fare could be up to Rs 20/-
(after 1 km) for day time.

Booking
You can book the car on hourly basis. You can call the helpline number of radio
taxi and the nearest taxi would reach to your home or pick up point. There is a
booking charge also, if you do through phone. But, if you do through Meru App
and website then no booking charges

Services
Service is good, taxi is air conditioned but again the cost is too much

Payment
You can pay through cash to the driver. You can also use your credit card on
the meter. A printed or e receipt would be given to you.

Easy Cabs
The only good thing is that Easy Cabs are readily available but the fare is too
high. They are owned by Carzonrent. They have Well trained chauffeurs,
Young, well-maintained car fleet & Amenities for comfort. They are India's
largest car hire/rental company, In car GPS devices for extra safety is there and
they have transparent pricing structure.

35 | P a g e
Fare
For first 3 km it is rs 69/- and for night time it is rs 87/-(for Delhi)

After 3 km it is rs 23/km and rs 28.75/km for night time. For waiting charge you
around rs 30 per hour. Waiting charge is really low.

Service
Taxis are good and drivers are also professional .they know their directions and
the cab is safe for women also

Booking
You can call to their number and book a cab. You can also download their app
and book. Website is also an option. They are available across major cities.

Payment
You can pay through credit or debit card. However cash payment is allowed
when your approximate advance amount is less than Rs 10,000/-

Taxi For sure

The Co-Founders are Aprameya Radhakrishna & Raghunandan G.The problem
is the company gets a lot of phone calls for booking and sometimes they don’t
show up. Ola the mobile app for personal transportation has announced that

36 | P a g e
it has acquired TaxiForSure for $200 mn in a cash and equity deal. With this
deal, Ola, which is already the market leader in the personal transportation
space with over 1-lakh vehicles on its platform, has further deepened its
footprint with TaxiForSure’s operator led model. TaxiForSure is currently in 47
cities with over 15,000 vehicles registered on its platform. Ola and TaxiForSure
will continue to operate as separate entities. The leadership and all of the 1700
employees shall continue to work with TaxiForSure, with Arvind Singhal
(currently COO) being appointed the CEO. Aprameya Radhakrishna and
Raghunandan G, the founders of TaxiForSure, will contribute in an advisory
role for a certain period. Ola has been funded by Tiger Global, Matrix Partners,
Sequoia Capital, Steadview Capital and most recently, Softbank over its four
rounds of fund-raising. Investors in TaxiForSure are Accel Partners, Bessemer
Venture Partners and Helion Venture Partners. With this acquisition, investors
in TaxiForSure will roll over their stock into Ola.
Fare
For point to point, hatchback and sedan rs 99/- for first 6 km and rs 15/km
after 6km, SUV rs 200/km for first 6km. The fares are cheaper than Meru and
Easy cabs but costlier than Ola and Uber.

Booking
You can book a cab in your city either calling on the helpline number, online or
use app.

Payment
You can pay through credit or debit card and get the receipt. You could also
pay through cash to the driver.

Savaari.com
Savaari Car Rentals is an online cab booking aggregator that aims to provide
affordable and safe taxi services to travellers. With operations across 60 cities
in India, Savaari is uniquely placed as the largest car rental company in terms
of geographical reach. Savaari provides competitive Airport transfers which
include toll, parking and waiting charges, cabs for outstation travel as well as
intra-city local cabs. Travellers can opt for various taxi booking packages like 4

37 | P a g e
Hr/40 kilometres and 8 Hr/80 Kilometres for local travel. Do look for special
packages that they have to offer in select cities like Bangalore where you can
travel unlimited kilometres for 8Hrs/10 Hrs. without any restriction on the
kilometres travelled. The unlimited travel km package can be booked for
airport pickups in Bangalore.

Fare
Savaari offers you pretty flat rates within the city limits. Savaari also offers trips
between 2 cities. You can travel for unlimited kilometre in the city once you
have booked the cab. In Mumbai rate starts from Rs 1450/-.You can book a cab
for few hours and travel unlimited.

Service
Cars are clean and well maintained cars and hire only courteous and
experienced chauffeurs who are well versed with regional routes, drivers are
good and they come on time. The service is good if you want to travel for long
hours within a city. There are no toll charges like Meru Cab and waiting charges
like Easy Cabs. They provide following services-

Local Car Rentals

Outstation Taxi
Airport Transfer
Savaari for Businesses
One Way Cabs

Booking
You can book cabs online or by calling on their number. The user interface is
really cool to use.

Payment
The driver creates an electronic receipt and payment is done electronically.

Mega Cabs
It is a radio taxi like Meru Cabs and they are bit expensive. They are known for
their Reliability, 24 X 7 customer service, GPS Enabled Cars, Well Trained

38 | P a g e
Courteous Chauffeurs, transparent Pricing, always on time, value for money,
Awarded as the “Service outlet of the year” in 2013

Fare
Fare charges differ from city to city. In Delhi it is about Rs 23 km. For night
about Rs 23 per km. for night charges are 25% extra.

Service
Cabs are good but they charge you 30/- for waiting. And the cab is not that
safe for women. Convenience, Clean and Comfortable Cars

Booking
You can book the cab by calling on their helpline number or downloading their
mobile app. You can also visit the website.

Payment
Multiple Payment Options – Quick and Easy. You can pay through credit card
or cash.

Tab cab
Tab cab service is good for corporate or bulk bookings not for individuals.Tab
cabs are only present in Mumbai and it’s a part of the radio taxi services. We
get comfortable travelling experience only in Mumbai. Tab Cab has set up a
dedicated contact centre team catering exclusively to airport bookings.

39 | P a g e
Fare
For first km rs 27 and after that rs 20. For night it is rs 33.75. The waiting
charges is just rip off and it is around rs 2 for one minute.

Service
Service is mediocre.

Booking
You can book the cab online or calling on their helpline number or
downloading their mobile app.

Payment
The only payment option is through cash. No credit or debit card. Moreover,
you also have to pay 5% service tax.

Wings Radio Cabs

Wings Radio Cab is one of the reliable names in the cab rental and car hire
business, offering services in Pune, India. It is the first company which started
Radio Cab Services in Pune.They offer fleet services to corporate houses and
individual online cab hire services to households and individuals and also offer

40 | P a g e
both intercity and intra-city cab facilities.A proper documentation and permits
is done for all the cabs, so that their client's will not face any problem due to
the absence of proper documents. They also have proper back-up for any
emergency. The cab drivers recruited by them are well educated and are
trained to handle the emergency situations. It is the first company to initiate
green fuel like LPG and CNG in their cabs.

They have gained Leadership Excellence Award in 2013 from Brands Academy,
which is a premier brand management consultancy.

Fare
Rs 20/km for day and Rs 30/km for night. Waiting charges are Rs 1 per min for
day and night both. Moreover, you also have to pay 5% service tax.

Booking
You can book online or calling to their helpline number. However there is no
mobile app.

Payment
Pay through cash

Services
They use advanced GPRS technology in their cabs so that these can easily be
monitored by their call center. On receiving a call for a pick-up/drop, the
reservation center uses GPRS to direct the nearest available cab to the client.
Cost is calculated on kilometre basis, from pick-up to drop.

Advantages
You get radio cab service that is Prompt, Courteous, Dependable.

Modern, Brand New, Air Conditioned Cabs, Wagon R LPG Cabs

Eco friendly fleet - clean green fuel - resulting in a cleaner environment

and less pollution.

Smart Drivers

41 | P a g e
 Ability to call for a taxi at the desired place of pick-up (residence, office
etc.)

Emergency security features installed in the car for complete passenger

safety, backed by their Patrol Vans.

Cel Cabs
Cel Cabs is formed by a Group of Mind Blowing Entrepreneurs from various
backgrounds extremely "Passionate" about delivering their "Promoter's Vision"
& helping people at large in India. CelCabs is India’s first Taxi Company to
achieve Certification from Meteorology Dept., Weights & Measures Govt of
India for their Billing System fitted in their Cabs. Good for bulk and corporate
bookings

Fare
For 4 hours and 40 km they could charge you rs 700, waiting charges are Rs
100 extra.

Booking
Online or through phone and no apps are available.

Payment
Through cash only.

Payment Process of the cab companies

After complaining about US-based cab-hailing app Uber's payment processes
to Reserve Bank of India, Indian taxi firms appear to have come round to the
view that 'if you can't beat 'em, join 'em'.The taxi operators had complained
that Uber was using an international payment gateway to get around a two-
stage authentication mandated by RBI, making it possible for the world's most
valuable start-up (about $18 billion, or Rs 1.1 lakh crore, at last count) to store
credit card details of its clients.

The Association of Radio Taxis in India, which includes large operators such as
Meru Cabs, Easy Cabs and Mega Cabs, plans to set up collection offices abroad

42 | P a g e
to avail the advantage of single-level authentication. Similarly, Taxiforsure,
which is not a member of the body, is also planning to set up collection offices
in foreign countries. Others, such as Bangalore-based taxi aggregator Ola Cabs,
are planning to set up mobile wallets as the battle for supremacy in India's $6-
billion (Rs 36,000-crore) taxi rentals market intensifies. "Uber has shown there
is demand for such a (payment) service," said Bhavish Aggarwal, co-founder &
CEO of Ola-Cabs, which is funded by Matrix Partners India and Tiger Global
Management. "We will soon introduce alternative payment methods like Ola
Money to give flexibility to consumers to pay as per their choice. "There are
about 5.5 lakh commercial cabs registered across India's top 10 cities, where
these startups are present. Aggarwal, however, said cash still remained
supreme. "Our 'incar credit card' service pilot didn't work well in Bangalore so
we won't be following that. “Bangalore based Taxi For Sure, another taxi
aggregation startup, said it is evaluating all options to offer a seamless
experience to its customers. "We want to give a choice to users," said
Aprameya Radhakrishnan, CEO at Taxi For Sure, which has been funded by
Bessemer Venture Partners, Accel Partners and Helion Venture Partners. The
overall unorganised taxi rentals market is growing at 40% annually, but the
startups is dwarfing it with 500% annual growth in transactions.

43 | P a g e
Affliators like Savaari and aggregators like Ola, TFS are present in most number
of cities; owned cab players have been unable to scale up as rapidly

Below is the image of cabs services presence across cities of taxi players

44 | P a g e
Olacabs has the largest fleet size amongst all players; Meru has started
leveraging the aggregator model as well to grow its fleet rapidly.

45 | P a g e
1.6 Opportunities and Challenges for Radio Cabs Companies in India
The radio cab business has observed a tremendous year-on-year growth rate
of 10% over the last two years and has emerged as one of the fastest growing
businesses with several private operators entering the market. Though the
radio cab business started about eight years ago, the service gained popularity
only about three years ago when a handful of key operators such as Easy Cabs,
Meru Cabs, and Mega Cabs entered the market. These players have a collective
market share of 70%.

The genesis of the modern radio cab industry was in the ownership model. In
this model, the radio cab operator owns his fleet, and the driver pays a pre-
decided subscription fee of Rs 900-1300 per day or 20-30% of his fares. A full
time driver who works for 26 days a month usually makes Rs 15,000-20,000
per month. Over the last three-four years, cab operators have provided drivers
with the option of owning the cabs in two to four years by paying the equated
monthly installments (EMIs) for the cabs in addition to the subscription charge.

The high growth of the industry can be attributed to several factors.Firstly,

there is increase in demand in the metros and large cities as executives,
tourists and affluent Indians opt for travelling in well-maintained cabs. These
customers want to have a reliable transportation source which is also safe,
especially those who want transport at odd hours of the day at railway stations
or airport. Further, the increase in demand has been fueled by an increase in
the information technology and information technology enabled services
companies in India. These companies have leased a fleet of cars to help their
employees commute from their homes to the workplace and back. Seeing this
trend, market players are entering into strategic tie-ups with corporate. For
instance, Meru Cabs, that had started its operations on a pure B2C (business-
to-consumer) model has recently entered into strategic tie-ups with three
firms in Delhi.

Secondly, many state governments are encouraging radio cab services by

issuing permits for fleet operators and licenses to operators of radio cabs. With
increased focus on attracting international investors, and promoting tourism,
the need for organized taxi services is inevitably growing. For instance, the
Delhi government has decided to three-fold the number of radio taxis to

46 | P a g e
12,000. In Maharashtra, government is even urging owner-drivers of the
~55,000 yellow-and-black taxis in Mumbai to switch over to the modern
vehicles. Given the demographics of India and this encouragement from
government, the radio cab industry is likely to observe healthy growth in the
coming years.

Finally, the growth of the industry is also triggered by support from the
automobile sector which has allowed the operators to reduce the operating
costs. Automakers, such as Maruti Suzuki, offers discounts on some of its
models for taxi operators. Some automakers, such as Toyota, has come up with
a compressed natural gas (CNG) based variant of its multi-utility vehicle,
Innova, whose running cost is one-third of that of the petrol version.

The conducive industry environment has allowed the market to expand across
customer segments. With the entry of San Francisco-based aggregator Uber
into India in September’13, a leg-up to luxury rentals has been started. Also,
operators have started targeting newer segments like railway stations apart
from the traditional tie-ups with airlines and travel portals. For instance, Tab
Cab now has cars stationed at nine stations in Mumbai

Despite all the opportunities, the industry has its set of challenges that are to
be addressed by any player to succeed in the marketplace. The most important
of these challenges is the customer experience of a cab service. Analysis of the
customer experience posts on social media sites such as Facebook and Twitter
has revealed that customers are not happy with older fleets being used for the
service. With more players entering the market, customer loyalty is emerging
as a key area of concern for the operators. To provide a better service
experience, operators have started cab booking through iOS or Android app.
Such initiatives further increase the outreach to customers. Uber also offers
the option of splitting fares among people. However, all these initiatives are
still to gain traction.

Though regulatory barriers are low, a new company entering the market has to
make huge investments in vehicles, technology, telecom equipment, training
programs for drivers, call centers and parking lots. In metro cities such as Delhi,
Mumbai, and Bangalore, where the charges are high, parking a fleet of 15,000
cars in airports and malls is an expensive proposition.

47 | P a g e
Another challenge that operators face is the economies of business in India
given the low per kilometer fares. International player such as Uber finds the
margin to be lower in India when compared to cities like San Francisco or New
York and hence, has to make big investments to sustain themselves in India. To
cater to the cheaper taxi demand, operators have launched hatchback versions
that are nearly 20% cheaper than the regular cabs. For instance, Meru
launched Genie in Hyderabad in December’13 and subsequently in Bangalore.

The market does not look crowded at a first glance. However, only a few of the
new entrants have achieved modest scale or sizable funding till date. Though
it’s difficult to capture 100% of the taxi market all across India by these players,
the taxi market is maturing rapidly. The business as such is low margin and
operationally intensive. Adding to this, the regulated and political environment
of the business coupled with an uneducated labor force makes it a difficult
venture. Hence, despite being an attractive space, this is one of those
businesses that one should enter with caution.

Source:Shubham Kumar (2015, March 5), Opportunities and challenges for

Radio Cabs companies in India retrieved from Inside IIM.com.

48 | P a g e
1.7 Porter's Five Forces Analysis of Car Rental Services in India
What is Porters Five Force Model?

Porter’s five force model is an analysis tool that uses five forces to determine
the profitability of an industry and shape firms competitive strategy. It is
framework that classifies and analyses the most important forces affecting the
intensity of competition in the industry and its profitability level.

1) Rivalry Among the Competitors

• The competition among the players in this market will be high and rising.
E .g. Meru cabs, tab cabs, ola cabs, uber etc.
• Price is not a differentiating aspect of competition. People these days
look for comfort, luxury, availabity of the car etc.
• Other than the fleet of vehicles the cost of the company has increased
on the tech products like mobile apps, websites and also on call center
services to attain competitive advantage.
• Factors affecting the competitive rivalry are that there are few players in
the market, Government fixes the price,and there is a strong of the
same.

49 | P a g e
2) Threat of New Entrants

• The major threat to the new entrant is the initial investment, as more
VC’s are investing in this industry the company might get significant sum
with can have advancement in technology products innovation and a
larger fleet of cars.
• Economies of scale would be a significant factor, the reason being as the
industry is growing at a fast pace the economies which are available to
existing players will be reduced.
• The profitability is also affected with entry of new players as this
industry has low loyal customers when it comes to luxurious segment
customers.
• Barriers to entry like the government regulations, skilled drivers etc
affect the same.
• Innovation in terms booking service products and facilities to the
customers e.g. the diamond customer will get a higher facility for using
higher car miles, coupons etc. E.g. Uber has cashless service, Meru does
cabvertising etc.

3) Threat of Substitutes

The biggest threat to the car rental service is the threat of substitutes. The
biggest substitute is the public transport. It includes Local buses which have
also provide luxury buses and are cheap and comfortable, Rickshaws, local
taxis etc.

Factors that differentiate Substitute with Car rental service are as follows:

• Price, availability of close competence in public transport, cheap, easy

availability.
• With advancement in the technology the companies usually can setup
the meeting via video conference rather meeting in person.

4)Bargaining Power of Buyers

• The leisure sector customer has very little or no power, the corporate
segment possess the significant upper hand in this matter.

50 | P a g e
 • The switching is also low as there are not many loyal customers, as the
customers are travellers. Also there is no point in switching to other in
terms of price as the prices are fixed by the government.
• The corporate buyers have a say in this as they frequently avail the
facility and can emphasize on reducing the cost for the service. E.g. of
corporate buyers- big corporate houses, hotels.

5)Bargaining Power of Suppliers

• The major suppliers in this industry are Car dealers, fuel, skilled drivers,
and technology products.
• Car Dealers have low bargaining because there are many car dealers in
the market so to attract the loyalty of the business they offer low price,
high end model etc.
• Fuel suppliers have low to moderate bargaining power as there are quite
a few suppliers in the market and also they cannot regulate the prices as
this are regulated by the government. Also the Government is
emphasizing in the use of CNG as it is cheaper and cleaner.
• Skilled drivers have a high bargaining power as they are on the rise, also
there is unionization involved which overpower the business.
• Technology also has low bargaining power as the suppliers of the
electronic meters, GPS navigation device, GIS navigation, television and
also call center services are in large numbers.

What analysis and future can be concurred from Five Force model ?

• The competition/ rivalry is high but is expected to rise more in the near
future with more players entering and also there are foreign players
entering the market. E.g of foreign players : Hertz, Avis. More and more
VC’s are investing in this services like UBER, taxi guide, savaari.com, my
car have all got huge sums of investment in it.
• The threat to the new entrant is moderate and is expected to remain the
same in the future as the regulation might not have bigger change in it,
also with the increase in the rise of skilled drivers there is less hassle for
the same. The only problem area is expansion as the the major cities are
covered but expanding in smaller areas might be a liability for a while.
However the return might be possible only after 5 to 7 years.

51 | P a g e
 • The threat of substitute is high and is going to be high as the
technological advancements will result in cutting the cost of transport.
The cheapness of public transport is also rising and also their easy
availability a threat.
• The bargaining power of buyer is going to be more or less the same in
the future as the buyers won’t have say in the prices only help would be
for the corporate clients and hotels that might get benefits because of
the constant usage.
• The threat of the Suppliers is moderate and is expected to remain the
same as the car dealers, fuel suppliers, technology and drivers dose not
seem to be on the downturn.

Source:vedangdave(2015,march 10) Porter's Five Forces Analysis of Car Rental

Services in India. Retrieved from
https://www.academia.edu/9479816/Porters_Five_Forces_Analysis_of_Car_R
ental_Services_in_India_What_is_Porters_Five_Force_Model

52 | P a g e
 Chapter 2
2.1 About the company
Rayer services
It is a company based in Goregaon, Mumbai. It is an advertising agency. Mr
Gaurav Tripathi is its business development head. Rayer Services is one of
India’s most leading services provider agencies specialized in a 360 degree
solution for all advertisings needs. They have exclusive tie ups with promoters
and owners across all over in India, by which they get special rates and provide
best service to their clients. They work on established systems and processes
which ensure a seamless flow of work from beginning to end. They break
barriers when they need to. And go that extra mile.

Mr Ameet looks after the event management team and promotion. He has
handled many events like when Dr APJ Abdul Kalam and PM Narendra Modi
visited Rourkela and has also done various celebrity endorsement and
promotion.

Mr Nitin Pandey looks after the web design, web development, e-commerce
website, website redesign, hosting, domain booking and email hosting.

2.2 Vision

To emerge as the leading services provider of choice in advertising pan India by

the 2016 based on quality of their deliverables, customer focus intent to excel.

2.3Values

Integrity, Commitment, Teamwork & Excellence

2.4 Objectives

To deliver excellent and satisfactory services for the growth of clients in an

innovative way

53 | P a g e
2.5Why Rayer Services

Rayer’s printing facilities have undergone a huge expansion with the addition
of a twin: Mutoh VJ 2216 and Roland Versa Art RA-640 printing machine at its
new 10,000 sq. ft. facility at Thane, Mumbai.

They are 360 degrees solutions services agency – one stop shop

• Integrated approach of marketing and advertising strategies

• Flexibility & speed to meet deadlines
• Excellent understanding of client needs
• Broad expertise in a wide variety of industries. [Events, corporate,
activation, mall promotions, fashion shows, TV award shows] etc.
• Customer Focused, Professional Approach

They are very customer focused and their endeavour has always been to
provide 10 out 10 satisfactory services to their client. Their execution team is
much focused and they consistently deliver in terms of their time and quality
commitments. They are an ethical player and conduct their business with
utmost professionalism

2.6 Services provided by Rayer Services

• Office Stationary, Printing & Packaging

They are the fastest growing Print Production House based in Mumbai.
They undertake Designing & Printing of Annual Reports, News Letters,
Folders, Labels, Books, Calendar, Diary, Stickers, Magazines, Catalogue
Brochures, Posters, Visual Aids, Danglers, Wobblers, Innovative
Dispensers, Innovative Gifts & Giveaways, Prescription Pads, Stationery
& Quality Packaging Boxes, Display Material like Banners, Hoardings,
Flex, Vinyl , Digital and offset Prints.

• Mall & Multiplex Activation

Malls and multiplexes attract audiences from different backgrounds who
come to shop and entertain themselves. Malls and Multiplexes are a
good catchment ground for brand activations, visual merchandising and
promotions. They are a great consumer connect location and allow
meaningful interaction with your target audiences. They have exclusive

54 | P a g e
 tie-up with Pan India Future group Mall like; Central, Brand Factory & Big
Bazaar, Mumbai Mall like, Vivava Mall Thane, Inorbit Mall Malad &
Vashi, Infinity Mall Malad, R City Mall Ghatkopar & Phonix Mall, Kurla
and Cinepolis India.

• Events & Promotion

They have expertise in wedding & Sangeet , theme based event,
birthday party, D.J.Nights, Annual Day Function, Fashion show, Road
show, concerts & Live performance ,corporate show festival decoration
& Celebration -(Diwali, Navratri, Holi, New Year) etc.

Promotions:
Human Bannering/ Street Bannering, School/ College Promotion,
Product Promotion, Mall & Multiplexes activity, In Shop/ Bar
Promotions, Float Road Show, Merchandising, Sampling Programs,
Contests.

Social Events Management:

Birthdays, Anniversaries, Weddings, Theme Parties.

Corporate Events Management:

Product Launch, Theme Events, Dealer & Vendor meet, Sales
Conferences, Employee Parties, Award Ceremonies, Team Building, &
Press Conferences

• Celebrity & Model Management

As a celebrity and Model management agency, Rayer Services specialises
in identifying, grooming, and mentoring and marketing India's future
stars. Their aim is to convert each aspirant into a formidable brand by
employing a structured approach and utilising their company's extensive
network and resources to realise the individual's potential.

Celebrity Management Services:

They are engaged in offering services in Celebrity Management Services.
Celebrities from different fields prove an asset and spice up any event. In

55 | P a g e
 our country, celebrities hold a larger than life image amongst their fans
and thus this management is to be dealt with special care by their
professionals. They have excellent contacts with celebrities be it Sports
Stars, Broadcasters, TV presenters, Actors, Actresses, Authors, Radio
Presenters, Musicians, Bands, Newscasters, Politicians, Movie Stars and
Comedians. Their professionals hold good communication skills and can
engage celebrities for Personal Appearances, After Dinner Speaking,
Product Launches, Presentations and various others.
Model Management services
They are involved in offering Model Management services to their
clients. These services also help in the promotion of the models. Their
photo shoots planning and media planning are done by them. In order to
render these services in an efficient manner, they remain in close
contact with the customers. Their team members guide the client for
their promotion and creating the best hype in the modelling, advertising,
film industry
• Corporate Gifting
Most festive seasons begin with presenting gifts to customers, clients
and employees. Every organization will have to pre – plan this procedure
before the main day. They understand this requirement and hence
provide personalized corporate gifts like; Gift Voucher, calendars,
dairies, watches, flower pots, pen stands, card holders, paper blocks,
memento and countless other options. All their products are aesthetic in
design and elegant in appearance. They have exclusive tie –up for Gift
Voucher with various departmental store at best rate.

• Website Design & Development

They are offering static website design, logo design, and dynamic
website and also develop e-commerce website, content management
system, B2B portals, Intranet, Newsletter etc.

56 | P a g e
2.7Departments and work of every department

a. Marketing

2.7.1 USP

One stop of all marketing solution at one place

2.7.2 4ps of Rayer Services

Product

Office Stationary, Printing & Packaging

Mall & Multiplex Activation
Events & Promotion
Celebrity & Model Management
Corporate Gifting
Website Design & Development

Place

The company is present in Bombay. The client’s contacts the company and
accordingly meeting are set at the office of the company or wherever clients
call them.

Price

The price differs depending upon the need of the clients and the services
which they require. Due to good network of the company, the clients get
special prices for their services.

Promotion

Advertising on Sulekha.com, Olx, Quicker, Indianmart.com, askme.com, they

also have a Facebook page as well as a LinkedIn page.

57 | P a g e
2.7.3 Target market

Clients of Rayer services.

58 | P a g e
2.7.4Major competitors

• Akshara Advertising

• Leo Burnett India Pvt Ltd

• Contract Advertising (India) Ltd

• Crayons Advertising and Marketing Pvt Ltd

• Creative Advertising – Mumbai

• Hindustan Thompson Associates - Mumbai, Kolkata, Delhi, Chennai,

Bangalore, India and worldwide in Latin America, North America, Asia
Pacific etc.

• Lintas India Ltd - Mumbai, Delhi, Chennai, Bangalore, Kolkata

• MAA Bozell Communications Ltd Bangalore, Chennai, Delhi, Mumbai,

Hyderabad, Cochin

• Enterprise Nexus Communications Pvt. Ltd - Mumbai, Delhi, Bangalore

• Euro RSCG Advertising Pvt Ltd

• FCB-Ulka Advertising Ltd - Mumbai, Delhi, Hyderabad, Calcutta,

Bangalore, Kochi, Chennai

b. Human resource
Rayer services’ sole proprietor is Mr. Gaurav Tripathi. They do not have
any separate department of HR nor do they have any policy to be
followed or any HR process. Mr Gaurav handles everything.

c. Financial management

The company works on credit.

59 | P a g e
 Chapter 3

3.1 Task Assigned

1. To prepare presentation on the company (Rayer services). In that I had

to include details about the company’s working, its services, future and
growth of advertising agency and also for digital marketing.

Objective:

• To know about the working of the company

• Services provided by the company
• Clients of the company
• Vision
• Mission
• Objective of the company
• Future of advertising agency
• Competitors of the company

Action:

• I visited the company’s website for knowing its vision, mission, objective,
clients etc. Also I had a talk with Mr.Abhiram business partner of Mr.
Gaurav he told me regarding the clients and working of the company.

Learning derived

• I learnt that what an advertising agency is and also how does it work,
Also I came to know about various advertising agency present in India
that are competitors of Rayer services.

60 | P a g e
 2. To prepare questionnaires for cab services to know consumers thinking
and usage of cabs. The questionnaire was supposed to be made for the
managers of the cab services, customers using the cab services and
drivers of the cab services.

Objective:

• To know the consumer behaviour and their feedback regarding the using
of cab services.

Action

• For making questionnaire I used different types of scales like Likert scale,
interval scale, ordinal scale etc.
• I also referred to different online questionnaire patterns and various
questions asked for preparing the questionnaire

Learning derived

I learnt about making of different questionnaires for managers, customers

and drivers for cab services. Also I learnt during the making of questionnaire
is that enough options or data should be present in the questionnaire for
better understanding for the person who will fill up the questionnaire.

61 | P a g e
 3. To collect secondary data for cab services and study various cab
services present in India especially in Mumbai, Bangalore and Delhi.
This task was given to me as the company is launching a new product
i.e. a cab so get the competitors knowledge I was told to do this task,
to do a deep research on cab services i.e. segment wise –organized and
unorganized cab services.to find out the founders of the cab company,
to do s.w.o.t analysis of cab services and to find out various marketing
strategies used by this cab services and also to find their USP.

Objective:

• This task was given to me for studying the cab services industry in India
• To learn the working of cab services in specific cities, also their
competitive analysis was to be known by me.
• What discount or scheme they provide in different cities
• USP,Prices and marketing strategies used by this cabs in different cities
• To study various segments of cab services.
• To find out the founder and co-founders of the cab companies.
• To learn to do S.W.O.T analysis

Action

• As mentioned in the Chapter 1 I have mentioned everything in detailed

and also the sources through which I gathered information is given there

Learning derived

• I came to know about various cab services in india, also how did they
start up ,I learned about the different marketing strategies used by the
cab services ,payment mode, funding raised etc. all this details I have
mentioned in chapter 1.
• Also I came to different sources to collect information
• As cab company also do digital marketing I acquired some knowledge of
it .

62 | P a g e
 • I learnt that how ola cabs, taxi for sure and merustarted.i.e how did their
founder caught the pain point and decided to start such a thing.
• I leaned about various USP of all the cab services
• I did SW.O.T analysis of the companies on my own.

63 | P a g e
 4. To do a GAP analysis on various common cab servicers’ apps like Scoot,
grab my cab and Cabguru.com.

Objective:

• To make me understand that how the various applications fulfil the gap
of need for the customers which the other app is not able to provide.

Action:

• I studied various cab aggregators applications like scoot, grab my cab,

cab guru, Ixigo cab app etc.
• I visited all the application’s website and found out how these apps are
different from each other and what are the things which one app
provides and the other does not provide
• I also read the story of the founder of scoot app, Ixigo app and grab my
cab.

Learning

• I came to know that such applications also do exist beside Ola app ,Meru
app, Taxi for sure etc.
• I did GAP analysis on my own
• I came to know about various different functions provided by different
app’s to attract the customers.

64 | P a g e
 5. To gather information about cancer hospital present in Thane, Mulund,
as the company from where I am doing my sip also works for a NGO
that works for cancer patients so this task was giving to me.

Objective:

• The objective was to collect the name of the cancer hospital names’ in a
specific area.
• To understand the working of Drishti Cancer patient NGO
• To raise funds for the cancer patients by doing events in malls

Action:

• I visited the justdial.com website and noted out all the names of the
required hospital
• I also called some hospital for the details of the cancer patients

Learning

• I learned that how a fund is raised by the NGO i.e by doing various
events in the malls and from that 60% of the funds collected is given to
the patient for their treatment and other 40% is kept by the NGO as they
hired the place in the mall so they have to pay the rent and other
expenditures of volunteers and etc.

65 | P a g e
 6. To get information about the top digital marketing agency’s in Mumbai
and also to setup meetings with my guide for the quotation

Objective:

• To find out the name of the top digital marketing company and set
meetings with the mentor
• to find out their quotations for doing promotion for 3 months
campaingn.

Action:

• I gathered the name of the companies through Sulekha.com and

Economic times

This is the list of top 20 ad agencies

1. Ogilvy and mather

John goodman –C.E.O

2. Mccann Erickson India

Santosh Desai-President

3 .Lowe Lintas
PraneshMisra-President and COO

4. JWT
Colvyn J Harris-C.E.O

5. Leo Burnett
Arvind Sharma-chairman

6. Mudra Communication
MadhukarKamath-C.E.O

7. Grey Worldwide
AshutoshKhanna-C.E.O

66 | P a g e
 8. FCB Ulka
NG alai-Executive director

9. Contract Advertising
JagdipBakshi,Chief executive offices

10. Rediffusion DYR

PreetKsbedi-President

11. RkSwamy BBDO

ShekarSwamy-President

12. Saathi and saathi

V shantakumar-MD and C.E.O

13. IB and W communications

Mukesh Gupta-MD and Chairman

14. Euro RSCG

SumanSrivastava-President

15. Bates enterprise

SunhashKamath-C.E.O

16. Ambience Publicis

Nakul Chopra-M.D

17. SSC and B Lintas

AshishBhasin-President.

18. Everest Brand Solutions

Anirudhha Banerjee-COO

19. DentsuMarcom
Rajesh Aggarwal-Executive Director

67 | P a g e
 20. Interface
NG Alai-Executive Director and Group CFO

(This information I got from economic times newspaper.)

These are the TV and Radio Advertising company names of Bombay which I
got from Sulekha.com

1. Ambest Media, SantaCruz east

2. Z3 media, Churchgate
3. Good Luck Advertising, Thane West
4. Vortex Communication Pvt.Ltd, Thane West
5. Aman Publicity Services, Virar East
6. Space Age Adv. Services .Bandra East
7. Meenakshi Entertainment, Powai
8. Ambaji Advertising Agency, Dombivali West
9. Ashtavinayak Media and Entertainment, Prabhadevi
10.Hero Publicity Service, Churchgate.

I had a verbal talk with Ambaji Advertising Agency, R3 media, ET medialabs,

Ready connect and Ambest Media

Learning

• I came to know about the top digital marketing company

• I learnt about the working of digital marketing for Radio station i.e the
rate is decided upon the parameters like how long is the ad time slot
(morning, evening, noon ,night), channel, jingle or just a name or a song
etc. for whatsaap marketing they have various rates for video, image,
song, voice note etc, for tv the rates depends upon the size of the ad,
duration of the ad, channel, time, no of times to be displayed etc.
• Also I was told to arrange the meeting so I learnt that how the
appointment is to be taken and how a call is handled when speaking ot
someone senior.

68 | P a g e
 7. To visit various mall i.e. Hypercity and R mall to observe the consumer
behaviour in the mall and also to see and study different types of
schemes given out to attract the consumers.

Objective:

• to see people’s behavioursvisiting the mall

• schemes and discounts offered
• no.of shops and various brands present in the mall
• weather they come by private vehicle of public transport

Action

• I visited Hypercity mall (Thane ,Godhbunderrd) and R mall(Thane)

• I observed people behavious by roaming in the mall, by visitng various
shops like the Max, mega mart, vegetable and foodgrain section, the
apparel section, foodcourt etc.
• I observed various schemes and discounts laid out ,no. of shops present
and the layout of the mall

Learning

• I learnt a little about the discount schemes and various brands present in
the mall
• There were big big banners, posters kept so as to attract the people
regarding the ongoing end of season sales, schemes , discount offers etc.

69 | P a g e
 8. To do promotion of my company through Sulekha.com,
Indiamart.com, Olx, quicker, askme.com and yellow page and to do
lead generation of the company through database provided to me.

Objective:

• To promote the company at various sites as mention above

• To do lead generation through database

Action

• I created my account Sulekha.com, Indianmart.com, askme.com, Olx and

quicker.
• I posted and ad of my company
• for lead generation I was given a database so I called upon around 200
people and made them aware about my company.

Learning

• i learnt to do lead generation

• how promotion is done on all such websites and also how and ad is
posted,because before this I never used all such sites.

70 | P a g e
SIP Learning’s (Experiential Learning)

First of all I learnt what an advertising agency is and what does it do? An
advertising agency provides its services for its clients and fulfils all their
requirement whether it is for branding, promotion, product launching, also it
does creates, plans and handles advertise for the clients.

In Rayer services I learned about the Product Launch Activity that before
launching of product what all things are to be done i.e. the company who is
launching the product should have in depth knowledge about its competitor’s
whole history, existing players in the market for the similar players, the
company should know its target customers and accordingly the product should
be made available to them. I also observed that the company who is launching
the product has a plan of every detail things whatever they are going to do. For
example Rayer services has a plan of 6 months for developing of the product
till its launching, they know whom they want to target and how to approach
their customers. They also decided that for 3 months they will do digital
marketing campaign and they will spend at least 30% of their funding on
promotions and branding of their products.

I learned about working of various cab services about their marketing

strategies, how they attract customers by laying out various schemes like Ola
gives out free ride, Saavari gives out the unlimited km if booked from airport in
Bangalore, Meru has GPs tracking system etc.

I read about the stories of the owner of the cab companies and applications
like Ola, Taxi for sure, Scoot, and Grab my cab. I read stories of Mr Bhavish
Aggarwal in which he said that he used to face problems for hiring of taxis due
to their non-availability and as he was habitual of using it so it became his pain
point and he decided to launch Ola cabs, similarly co-founders of taxi for sure
Mr Raghunandan and Mr. Apramaya once were sited in a bar and having a
conversation and within few minutes they made a rough plan of taxi on a
tissue paper and they decided to launch taxi for sure. Then I read about Gunjan
Thakuria and Sagar Yarnalkar owner of scoot app they created this app so that
they can bring all the cab aggregators at a single platform and work. Initially
they created this app only for themselves and they were enjoying using it so
they later on decided to launch it on play store.

71 | P a g e
I learned to do S.W.O.T analysis of cab services for various cab companies. for
this I went through all the major cab services details and found out that what
one cab service provides and what the other doesn’t provide in this way I came
to know their strengths, also all the cabs services are not present everywhere
some are present only in major cities while some are present only locally so
this became the opportunities for the cab services to expand wherever they
are not present. Strength of one cab service becomes the weakness of the
other cab services as they could not provide that type of services and threats
were like government policies, also some cases filed against cab services like
Uber etc.

As Rayer services also does website development and website designing I

learnt about working of website development and type of website. There are
two types of websites i.e. static and dynamic. In static website yearly contract
is done so that if clients want to do any changes, add data or remove data then
it can be done within 1 year it is cheaper than dynamic website because in
dynamic website a user id and a password is to be provided to the clients so
that they can do changes to their website by themselves.

As we were already taught various methods for making questionnaire I applied

that knowledge and made 3 questionnaires for cab services. I applied use of
various scales in it like ordinal scale, interval, scale etc.

I also attended meeting for digital marketing of Mr. Nirav Trivedi and Mr.
Gaurav Tripathi I learnt many things in the meeting like exchanging of cards,
how a meeting is terminated well, and what all points are to be discussed in
the meeting. I learnt that how corporate meetings are held also it plays an
important role to present you as I was told to be in a perfect formal dressing. I
came to know more about whatsaap marketing, SMS blast and Radio
Marketing during the meeting. Now a days there is a big trend of digital
marketing I learnt names about top 10 Indian digital marketing companies. As I
was told to set meetings of various people with my guide I learnt to take
appointments and how to talk with the other corporate people. Also I noticed
that meeting was started and ended on a perfect time. From which I learnt
that timing plays a very crucial role.

72 | P a g e
The other thing which I observed was to keep a dairy and a pen with you
always and whenever you’re senior or boss tells you or gives you any work you
should note it down and also during the meeting you should carry these things
and should note down the important points.

As my guide also discussed with me the rough marketing plan for cab services I
came to know that how they allocated budget for promotions and other
activities. As I was also told to visit R mall and Hypercity to observe people
behaviour, how many of them come to purchase things, how many of them
just come for time pass. What types of people come whether they come in car,
cabs or public vehicle? He told me to observe various schemes and discounts
given by the shops as well as how they gave their ads, I learnt all the above
things.

I learnt to do GAP analysis of application of cab services .I was told to study all
scoot, grab my cab and cab guru and was supposed to do GAP analysis by
myself. I had to see that which application fulfils the gap of the customer’s
desire and how many customers are satisfied by using this application.

I was told to do lead generation of the company for website development and
designing and also for other services provided by the company. I used
Sulekha.com, Indiamart.com, askme.com, quicker and Olx. I did promotion of
the company to generate more clients. For created lead one should know how
to pitch a correct client. So I came to know that above websites were the
solutions for doing the promotion of our company.

I observed people’s working behaviour around me, they come on regular time
and some of them work continuously without wasting a single minute.

73 | P a g e
 OBJECTIVE

“A study of the satisfaction Level of OLA CABS’s User”

PRIMARY OBJECTIVE:
➢ To analyze the customer satisfaction of OLA CABS

SECONDARY OBJECTIVE:

➢ To make assessment of the consumers acceptance and the determinants

of their purchase satisfaction (survey of customer through
questionnaire)
➢ To study the attitude of customers towards the facilities provided at the
center.

74 | P a g e
 RESEARCH METHODOLOGY

OLA CABS is a famous well known automobile industry of the India. Today’s market is full of
competition; the success of company depends on how much company is able to penetrate the user
satisfaction. The future of an organization depends up on its marketing distribution & user
satisfaction strategy. Reaching more & more deeper in the market can increase the sale of the
product. The research work has been conducted in the main line division of the OLA CABS the report
consist of the aspects based on the satisfaction level of OLA CABS. User in have conducted this
research & used observational & personal interviewing Technique for collection the data. I have
gathered the information regarding user behavior.

Defining Market Research

In 1987, the American Management Association adopted a new definition of market research.
“Market research is the function, which link the user and public to the marketer
through information that is used to identify and define marketing opportunity and
problem, refine and revalue marketing actions, monitor marketing performance and improve
understanding of marketing as a process.”

Project Plan

This passage definer the methodology used in studying the problem. A project plan is a step-
by-step approach to the problem & describer the way in which the whole project busried out.
It also tells us about scope of the study project plan is an outcome of the great thinking
process to study the objective of the project report. Project plan starts with
our approach to the problem & specifies our objective in what way a plan is developed & that
is deforming the collected data through personal interviewing & observational techniques and
finally reaching the respondents & the area for which research has been busried out.
Collection of the information has been described in brief manner. Lastly the analysis of the
information has also been discussed.

SOURCES OF DATA
Usually the information needed to solve t he problem can’t be found in internal of published
external records. The research must be depending on primary data as well as secondary data.

75 | P a g e
Primary Data:
Primary sources refer to data collected interviewing technique. They are often reliable data
sources & help in over coming limitation of secondary data. Primary data is mainly of two types.

1. Interview
2. Questionnaire development
The questionnaire should be so structured as to collected all relevant information it
often sets the frame work as well as the tone of the interviewing. The research data is built up
on the framework of the questionnaire.

RESEARCH DESIGN

A specific framework used for date collection of scientifically conducted project is know as
research design.

• Research Design Used: Descriptive and Qualitative

• Sample Size: 100
• Sample area: Old Lucknow
• Sampling Procedure
How they are to be selected on reaching different booths the users who appeared accessible
with prospects of information were surveyed we have done judged sampling because user
were fully cooperative & interviewing according to the desire of users.

• Sampling Plan
We have used our judgment of selected population members are good prospects to give
accurate in information.

SEVEN SERVICE STEPS

Appointments

76 | P a g e
 Reception

Repair Order Creation

Monetary Process

Pre-Delivery Inspection

Billing & Final Settlement

Post-Service Following

77 | P a g e
 LIMITATIONS

Any questionnaire could not be adequate enough to fully serve the objective of the
survey, thus making is necessary to busy out on interview along with the questionnaire.
Since the universe of the survey was quite large, it was not feasible for the interviewer
to cover all the OLA CABS users.
Answers so as to create their own importance.
Some unavoidable errors occurred during the process of transforming raw data from
questionnaire in to the research findings.

Other Limitation of the Study as follows

• User did not give favorable response.
• The bias& hesitation in the response of the respondent.
• Time constraint another limiting factor for the research.

78 | P a g e
 DATA ANALYSIS & INTERPRETATIONS

TABLE –1

1.GENDER

Criteria Percentage

Male 60%

Female 40%

Total 100%

GRAPH-1

100%
90%
80%
70%
60%
Series1
50%
40%
30%
20%
10%
0%
SINGLE MARRIED

From the table and chart no 5.2 it is evident that 60% customer satisfied are male and 40% are
female. So it is observed that majority of customer satisfied are male

79 | P a g e
TABLE 2

3. MARTIAL STATUS

Criteria Percentage

Single 52%

Married 48%

Total 100%

GRAPH -2

100%
90%
80%
70%
60%
Series1
50%
40%
30%
20%
10%
0%
SINGLE MARRIED

From the table and graph no 5.3 it is evident that 52% customer satisfied are single, and 48% are
married. So it is clear that more number of customer satisfied are single.

80 | P a g e
TABLE – 3

4. QUALIFICATION

Criteria Percentage

Graduate 50%

Post graduate 30%

Other 20%

Total 100%

GRAPH -3

20%

Graduate
50% Post graduate
Other

30%

From the table and chart no 5.4 it is evident that 50% respondents of OLA CABS diamonds are
graduate, and 30% are post graduate and other are 10% .so it is clear that majority of respondents
are graduate

TABLE – 4

81 | P a g e
ANNUAL INCOME

Criteria Percentage

100000-200000 30%

200000-400000 34%

400000-600000 16%

600000-and above 20%

Total 100%

GRAPH -4

20%
30%
100000-200000
200000-400000

16% 400000-600000
600000-and above

34%

From the table and graph 5.5 it is evident that respondents annual income from 100000-200000 are
30% and 200000- 400000 are 34% and 400000-600000 are 16% and 600000 and above are 20%. So it
is clear that majority no of respondents have annual income of 200000 – 400000.

Table -5

82 | P a g e
AWARE OF OLA CABS DIAMOND

Criteria Percentage

Yes 90%

No 10%

Total 100%

Graph -5

90%
80%
70%
60%
50% Series1
40%
30%
20%
10%
0%
Yes No

From the table and graph 5.6 it is evident that 90% of respondents are aware of OLA CABS and 10%
are not aware . so it is clear that majority of respondents are aware of OLA CABS

83 | P a g e
Table -6

SERVICES PROVIDED BY OLA CABS AND ITS COMPETITORS

Criteria Percentage

Yes 60%

No 40%

Total 100%

Graph- 6

40%
Yes
No
60%

From the table and graph 5.8 it is evident that 60% of respondents are satisfied with services
provided by OLA CABS than its competitors, and 40% are not satisfied. So it is clear that majority of
respondents are satisfied with the services than its competitors.

TABLE – 7

SATISFIED WITH OFFERS AND DISCOUNTS

84 | P a g e
 Criteria Percentage

Yes 80%

No 20%

Total 100%

Graph -7

90%
80%
70%

60%
50%

40% Series1

30%

20%
10%

0%
Yes No

From the table and graph 5.9 it is evident that 80% are satisfied with offers and discounts and 20%
are not satisfied. So it is clear that majority no of respondents are satisfied with offers and discounts.

Table -8

SATISFIED WITH VALUE OF MONEY

85 | P a g e
 Criteria Percentage

Yes 68%

No 32%

Total 100%

Graph 8

32%

Yes
No

68%

From the table 5.10 it is evident that 68% are satisfied with the value of money, and 32% are not
satisfied with the value of money. So it is clear that majority no of respondents are satisfied with the
value of money.

Table -9

WHICH YOU GIVE IMPORTANCE

86 | P a g e
 Criteria Percentage

Quality 40%

Offers 10%

Variety of design 20%

Service 20%

Discounts 10%

Total 100%

Graph -9

10%

Quality
20% 40%
Offers
Variety of design
Service
Discounts

20%
10%

From the table 5.11 it is evident that 40% of respondents give importance to quality,10% to offers
,20% to variety of design,20% to service and 20% to discounts. So it is clear that majority of
respondents give importance to quality.

Table -10

HOW TO ASSURE THE QUALITY OF VEHICLES

Criteria Percentage

87 | P a g e
 Yes 68%

No 32%

Total 100%

Graph -10

32%

Yes
No

68%

From the table and chart 5.12 it is evident that 68% of respondents know to assure the quality of
jewel, and 32% don’t know to assure the quality of ola cabs. So it is clear that majority of
respondents know to assure the quality of ola cab.

88 | P a g e
Table -11

MORE IMPORTANCE TO QUALITY ASSURANCE IN CASE OF OLA CABS

Criteria Percentage

Yes 68%

No 32%

Total 100%

Graph -11

70%

60%

50%

40% 68% Series1

30%

20% 32%

10%

0%
Yes no

From the table and chart 5.13, it is evident that 68% of respondents give more importance to quality
assurance and 32% of respondents don’t give importance. So it is clear that majority of respondents
give importance to quality assurance.

Table 12

89 | P a g e
SATISFIED WITH THE PRODUCT

Criteria Percentage

Extremely satisfied 30%

Very satisfied 60%

Unsatisfied 10%

Total 100%

Graph -12

10%

30%

Extremely satisfied
Very satisfied
unsatisfied

60%

From the table 5.16 it is evident that 30% of respondents are extremely satisfied with the product,
60% are very satisfied, 10% are unsatisfied. So it is clear that majority of respondents are just
satisfied with the product.

90 | P a g e
TABLE – 13

CUSTOMER REPRESENTATIVE HANDLED REQUIREMENT QUICKLY

Criteria Percentage

Strongly agree 32%

Agree 40%

Neutral 20%

Disagree 8%

Total 100%

Graph -13

40%
35%
30%
25%
20% Series1
15%
10%
5%
0%
Strongly Agree Neutral Disagree
agree

From the table and chart 5.17 it is evident that 32% of respondents strongly agree that their
requirement was well hand led by customer representatives quickly, 40% felt it was confusing, 20%
felt it was neutral, 8% felt it wasn’t confusing. So it is clear that requirement handled was confusing.

91 | P a g e
TABLE – 14

CUSTOMER REPRESENTATIVE HAD KNOWLEDGE ABOUT PRODUCTS

Criteria Percentage

Yes 72%

No 28%

Total 100%

Graph -14

80%

70%

60%

50%

40%
Series1
30%

20%

10%

0%
Yes No

From the table 5.18 it is evident that 72% of respondents are satisfied that customer
representatives had good knowledge about the product, 28% of respondents are not satisfied. So it
is clear that majority of customers are satisfied with the representatives knowledge about the the
product.

92 | P a g e
TABLE – 15

SATISFIED WITH AMBIENCE AND DISPLAY OF OLA CABS

Criteria Percentage

Yes 68%

No 32%

Total 100%

Graph -15

32%

Yes
No

68%

From the table 5.21 it is evident that 68% of respondents are satisfied with the ambience and
display of OLA CABS, and 32% are not satisfied with ambience and display of OLA CABS. So it is
clear that majority of respondents are satisfied with the products .

93 | P a g e
TABLE – 16

SATISFIED WITH DESIGNS AVAILABLE AT OLA CABS

Criteria Percentage

Yes 60%

No 40%

Total 100%

Graph 16

80%
60%
40%
Series1
20%
0%
Series1
Yes
No

From the table and chart 5.22 it is clear that 60% of respondents are satisfied with the designs
available at OLA CABS products, 40% of respondents are not satisfied. So it is clear that majority of
respondents are satisfied with the designs available at OLA CABS.

94 | P a g e
 FINDINGS

• Most of the consumers in Lucknow prefer OLA more over than UBER.
• Majority of the consumers are satisfied with the overall cab services
• While booking a cab price is the first concern of the customers.
• The average waiting time after booking a cab is usually 10-15 min.
• Consumers usually feel cabs are safe & reliable.
• Most of the app cab users are willing to prefer cabs to their family & friends.

95 | P a g e
 RECOMMENDATION

• OLA need to improve frequency of cab.

• Price hikes during rains are too much, I would recommend to cut short
those at least for short rides.
• Frequency in rural areas should be increased.
• OLA drivers should be more taught how to provide good services DLA
drivers are really unprofessional.

96 | P a g e
 SUGGESTIONS

1. Increasing Communication with users of ola after the service.

2. Need to increase the quality of services.

3. Company Should give the first priority to the related non geared vehicles.

4. The availability of components should be looked upon in every area.

5. Proper Advertisement can increase the total sale of geared vehicles of geared
vehicles(STALLIO).

97 | P a g e
 CONCLUSION
The study reveals the customer satisfaction about the cab
services, the factors they give Importance in selection of the
service provider, comfort, convenience, service quality and
customer care rendered. This will help the service providers
as an important input to understand about the customer
satisfaction about their service, and to what extent they are
with us by utilizing our services. The finding depicts the exact
replica of the customer's mindset and level of satisfaction
towards the service providers operating the call taxi in the
Kolkata market. Appropriate suggestions were provided
considering the facts and feasibility, if the market players
take these outcomes into account and act, its sure to create
fullest satisfaction rather delight the customers and expand
the market base. This will also help the service providers full
fill the customer expectation that fetches the goodwill and
develop their brand image in the market.

98 | P a g e
 BIBLIOGRAPHY
Book :-
Research methodology – C.R.Kothari

Marketing Management-Philp Kotler

Principle of Management- L.M. Prasad

Magazines: -
BIKE INDIA

Website: -
www.olawheelers.com

www.olagroup.com

www.olaelectric.com

99 | P a g e
 QUESTIONNAIRE
1.GENDER

MALE

FEMALE

MARTIAL STATUS

SINGLE

MARRIED

QUALIFICATION

GRADUATE

POST GRADUATE

OTHER

ANNUAL INCOME

100000-200000

200000-400000

400000-600000

600000-AND ABOVE

TABLE -5

AWARE OF OLA CABS DIAMOND

YES

NO

100 | P a g e
SERVICES PROVIDED BY OLA CABS AND ITS COMPETITORS

YES

NO

SATISFIED WITH OFFERS AND DISCOUNTS

YES

NO

SATISFIED WITH VALUE OF MONEY

YES

NO

WHICH YOU GIVE IMPORTANCE

QUALITY

OFFERS

VARIETY OF DESIGN

SERVICE

DISCOUNTS

HOW TO ASSURE THE QUALITY OF VEHICLES

YES

NO

101 | P a g e
MORE IMPORTANCE TO QUALITY ASSURANCE IN CASE OF OLA CABS

YES

NO

SATISFIED WITH THE PRODUCT

EXTREMELY SATISFIED

VERY SATISFIED

UNSATISFIED

CUSTOMER REPRESENTATIVE HANDLED REQUIREMENT QUICKLY

STRONGLY AGREE

AGREE

NEUTRAL

DISAGREE

CUSTOMER REPRESENTATIVE HAD KNOWLEDGE ABOUT PRODUCTS

YES

NO

SATISFIED WITH AMBIENCE AND DISPLAY OF OLA CABS

YES

NO

102 | P a g e
SATISFIED WITH DESIGNS AVAILABLE AT OLA CABS

YES

NO

1. Do you own a ola cabs ?

a) Yes
b) No

2. Which ola cab you own?

…………………….

3. Which age do group you belong to?

a)18-25
b)26-35
c)36-45
d)45&above

4. How do you rate the advertisement of OLA CABS?

a)0-25%
b)25-50%
c)50-75%
d)75-100%

5. What is your satisfaction level of after services provided?

a)0-25%
b)25-50%
c)50-75%
d)75-100%

6. Do you prevail paid services from OLA CABS service centres?

a)yes
b)no

103 | P a g e
 7. Is availability of components a problem for your vehicle?
a)yes
b)no

8. Overall how would you rate your OLA CABS?

a)not satisfied
b)satisfied
c)highly satisfied

104 | P a g e