AMITY UNIVERSITY UTTAR PRADESH NOIDA

AMITY SCHOOL OF BUSINESS

                                                

Minor Project Report

On
Customer Relationship Management practices of OLA and UBER:A Comparative Study

Name of the Student: AYUSH MISHRA

Enrollment Number: A3923016001
Class Roll Number: 23
Program: BBA+MBA(DUAL)
Batch: 2016-2021
Faculty Supervisor: Divya GOEL

DECLARATION BY STUDENT
This is to certify that I,AYUSH MISHRA, a student of BBA+MBA of 2016-2021 Batch, Amity
School of Business, Amity University Uttar Pradesh, Noida have worked under the guidance and
supervision of Divya Goel for NTCC minor project..
This report has the requisite standard for the partial fulfillment of the Post Graduate Degree in
Business Administration. To the best of my knowledge no part of this report has been reproduced
from any other report and the contents are based on original research.
I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the report.

Signature (Student)

Name of the student – AYUSH MISHRA

Enrollment No. – A3923016001
Batch: 2016 - 2021

ACKNOWLEDGEMENT
I express my sincere gratitude to my faculty guide Ms. Divya Goel, for her able guidance, continuous
support and cooperation throughout my project,without which the present work would not have been
possible.

INTRODUCTION
 OLA
ANI Technologies Pvt. Ltd., operating under the trade name Ola, is an Indian online transportation
network company. It was founded as an online cab aggregator in Mumbai, but is now based in
Bangalore. As of September 2015, Ola was valued at $5 billion.

Ola Cabs was founded on 3 December 2010 by Bhavish Aggarwal, currently CEO, and Ankit Bhati.
As of 2017, the company has expanded to a network of more than 600,000 vehicles across 110 cities.
In November 2014, Ola diversified to incorporate autos on a trial basis in Bangalore. After the trial
phase, Ola Auto expanded to other cities like Delhi, Pune, Chennai, Hyderabad and Kolkata starting
in December 2014. In December 2015, Ola expanded its auto services in Mysore, Chandigarh, Indore,
Ahmedabad, Jaipur, Guwahati and Visakhapatnam. In January 2018, Ola flourished its arm to first
overseas market in Australia and has aims to run service in Sydney, Melbourne and Perth.

In March 2015, OlaCabs acquired Bangalore based taxi service TaxiForSure for approx. US$200
million.From June 25, 2015, Ola users have gained access to TFS cabs via the Ola mobile application.
In November 2015, Ola acquired Geotagg, a trip-planning applications company, for an undisclosed
sum.
In December 2017, Ola acquired Foodpanda's business in India.
Ola provides different types of service, ranging from economic to luxury travel.The cabs are reserved
through a mobile app and the service accepts both cash and cashless payments with Ola money.It
claims to clock an average of more than 150,000 bookings per day and commands 60% of the market
share in India.
In November 2014 Ola started on-demand auto rickshaw service on its mobile app in Bangalore and
Pune. It now available in 73 cities.

Services available :

Ola Share
Ola Micro
Ola Mini
Ola Prime
Ola Auto
Ola Rentals
Ola Outstations
Ola Lux
Ola Byke share
Ola Pedal - a dockless bicycle-sharing system available at IIT Kanpur and other large university
campuses across India. The service launched in November 2017 with bikes which are unlocked by
scanning a QR code on the Ola app.

UBER

Uber Technologies Inc. is a peer-to-peer ridesharing, food delivery, and transportation network
company headquartered in San Francisco, California, with operations in 633 cities worldwide. Its
platforms can be accessed via its websites and mobile apps.

The name "Uber" is a reference to the common (and somewhat colloquial) word "uber", meaning
"topmost" or "super", and having its origins in the German word über, meaning "above".

Uber has been a pioneer in the sharing economy, so much so that the changes in industries as a result
of it have been referred to as Uberisation.Uber has also been the subject of protests and legal actions
and the subject of a criminal investigation for its use of Greyball.

Uber offers various service levels. Not all service levels are available in every city. UberPOOL,
available for up to 2 people per party, is the lowest cost level of service, in which the customer may
share the ride with other passengers going in the same general direction.

UberX provides a private ride in a standard car for up to 4 passengers. UberPOP offers a compact or
subcompact car. UberSELECT provides a car with a leather interior. UberBLACK offers a black
luxury vehicle. UberXL provides a larger car that can seat up to 6 passengers. UberKIDS provides a
car with a child safety seat. UberSUV offers an SUV. UberWAV offers a wheelchair accessible
vehicle. UberPETS includes pet transport.

UberGo, available in India, provides for a ride in a hatchback.

UberAUTO, available in Pakistan, provides transportation by auto rickshaw.

UberTAXI, which is available in some markets, allows users to summon a taxi using the Uber
software application. Users pay an additional booking fee and can leave a gratuity through the
app.The service is designed to appease taxi drivers who protest the increased competition from Uber.

UberEATS provides meal delivery from participating restaurants within 30 minutes, for a fee.

UberRUSH is a courier package delivery service available in New York City, San Francisco, and
Chicago.

UberBOAT is a water-taxi service. In Istanbul, it offers transportation by Beneteau boats across the
Bosporus strait.It also offers speedboats in the summer along the coast of Croatia.UberBOAT has also
run in other cities during special events such as across Biscayne Bay during Miami Art Week.

UberAIR (Uber Elevate) is a program expected to debut in 2020 in Los Angeles, Dallas-Fort Worth,
and Dubai which consists of Vertical takeoff and landing (VTOL) aircraft, commonly known as
"flying cars".

PURPOSE

The purpose is to summarize the overall actions taken to retain and satisfy the customers of
ola and uber.It will help us to gain in depth knowledge of how the marketing concepts can be
used to retain the customers as well as working concepts of both the company.It will let us
explore the various methodologies that can be used to research about both the companies.At
the end of the project, we aim at developing an insight how a product uses its opportunities to
its advantage and build on its USP and at the same time, learn to handle its threats.
 OBJECTIVE

● To study the in depth business model of a particular product/brand

● To understand the basic marketing concepts and apply those concepts to understand the
working of the particular brand.
● To understand the growth path and model adopted by the company.
● To do an analysis of the consumer behavior by analyzing the market factor that influence the
buying decision.
● To study the factors that influence the success or decline of the product such as opportunities
realized or missed, threat, USP, etc.
● To understand how a product makes its way to become a brand.
● To do a concluding analysis and give suggestions based on our research and understanding.

INDUSTRY REVIEW
OLA

● The vision behind ola cabs is to provide hassle-free,reliable and

technology-efficient car rental service to indians.
● Runs on a pay-for-performance model.OLA charges a commission in
whatever sales the make.Also to get access to technology platform.
● OLA charge taxi owners a small fee.
● One of the ambition is to deliver a cab within 20 minutes from the time of
booking.
● For this the company is making use of data analytics.
 UBER
● LEVELS OF SERVICE
Uber offers various service levels. Not all service levels are available in every city.
UberPOOL, available for up to 2 people per party, is the lowest cost level of service,
in which the customer may share the ride with other passengers going in the same
direction.
● RIDING WITH UBER
Riders are quoted the fare that they will pay before requesting the ride.
Uber uses a dynamic pricing model; prices vary based on projected time and
distance as well as the time of day and the supply and demand for rides at the
time the ride is requested.At the end of the ride, payment is made based on the
rider's pre-selected preferences, which could be a credit card on file, Google
Wallet, Apple Pay, cash, or, in India, Airtel mobile wallet,or Unified Payments
Interface. After the ride is over, in the United States, the rider is given the
option to provide a gratuity to the driver, which is also billed to the rider's
payment method.

RESEARCH METHODOLOGY

1.OBJECTIVE OF RESEARCH

Each research has a particular objective.The main purpose of the research is to find the true
fact about the topic into consideration which has not been noticed as yet.

My research has two objectives:

PRIMARY OBJECTIVE

To know and analyze the CRM practices of OLA and UBER.

SECONDARY OBJECTIVE
Awareness about the kind of products of OLA and UBER..
To know the position of OLA and UBER in the market.
To know the quality and effectiveness in OLA and UBER.
To know areas of improvement of OLA and UBER.
To know the strategies adopted by OLA and UBER to reach their target market.
To know the results OLA and UBER received while applying their strategies in the market.

2. TYPE OF RESEARCH
The type of research are:
Analytical and Descriptive Research
Quantitative and Qualitative Research
Empirical and Conceptual Research
Fundamental and Applied Research
One Time Research

My research is based on Descriptive Research.

DESCRIPTIVE RESEARCH
Descriptive research is used to describe characteristics of a population or phenomenon being studied.
It does not answer questions about how/when/why the characteristics occurred. Rather it addresses the
"what" question.

3. PROCESS OF RESEARCH
STEP I: The topic of the research was identified and consumer behaviour was evaluated.
STEP II:The quality and effectiveness of product has to be identified.
STEP III:Concluding the whole research.

QUESTIONNAIRE

RATE OUT OF 10

1.HOW DO YOU RATE THE DRIVERS BEHAVIOUR?

2.HOW DO YOU RATE THE PERFORMANCE OF THE CAR?

3.HOW WAS THE AIR CONDITION OF THE CAR ?

4.HOW WELL DRIVER CONVERSED WITH YOU?

5.WAS THE CAB PUNCTUAL?

6.HOW WAS THE DRIVER’S DRIVING SKILLS?

CONCLUSION

Fabindia has a very different growth story compared to any other company in the same
sector. Doing this project and studying and researching about the company , I got experience
as a sales and marketing consultant.

In the end I would like to thank my professor in charge Ms Divya Goel for giving me this
opportunity to learn through live examples and set up a strong base for future marketing
courses.