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Global Marketing Assignment 3 Group 2 Submitted by

Ola Electric is launching its first electric vehicle in India, an electric scooter, to leverage its position as a leading ride-hailing platform. It has begun construction of the world's largest scooter factory in Tamil Nadu to produce 10 million scooters annually by 2022. Ola Electric aims to make electric vehicle technology affordable and accessible through partnerships across the electric mobility ecosystem. It plans to first target the Indian market and then expand globally to markets in Europe and beyond.

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Suvhro Deep Mondal
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74 views

Global Marketing Assignment 3 Group 2 Submitted by

Ola Electric is launching its first electric vehicle in India, an electric scooter, to leverage its position as a leading ride-hailing platform. It has begun construction of the world's largest scooter factory in Tamil Nadu to produce 10 million scooters annually by 2022. Ola Electric aims to make electric vehicle technology affordable and accessible through partnerships across the electric mobility ecosystem. It plans to first target the Indian market and then expand globally to markets in Europe and beyond.

Uploaded by

Suvhro Deep Mondal
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© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
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GLOBAL MARKETING

ASSIGNMENT 3
Group 2
Submitted by :

Gagan M : 19MBAR0084
Chethna S: 19MBAR0610
Jerin Bopaiah: 19MBAR0533
Jayashree G R 19MBAR0461
Dipendra Gupta 19MBAR0269
Kshitija B 19MBAR0568
PRODUCT CHOSEN AND THE
REASON FOR CHOOSING THIS
PRODUCT
◦ The product chosen is Ola electric
◦ The first Indian cab aggregator company, Ola has made availing cab services a smooth experience.
Owned by ANI Technologies Pvt. Ltd. and formerly known as OlaCabs, Ola was launched in December
2010 by two IIT Bombay graduates.
◦ Ola Electric is a product by Ola, one of the world’s largest ride-hailing companies. It aims to place
10,000 e-rickshaws in service over the next 12 months. Building on the EV pilot by the company in
Nagpur, Ola believes that electrification can improve outcomes for drivers, customers, and its business
model. Ola Electric, which was set up in 2017, will work with driver-partners, cities, vehicle
manufacturers, and battery companies to make sustainable technologies cost-effective and viable in daily
mobility. Ola is the market leader in app-based hailing and intends to leverage its scale to bring cleaner,
more comfortable, and safer products to the market. With investments from SoftBank, Tiger Global,
Ratan Tata, and several others, the startup became the fastest unicorn after Udaan.
Ola electric

Ola Electric Mobility Private Limited provides transit services. The Company offers
platform to work with driver-partners, cities, vehicle manufacturers, battery
companies, and others to make technologies cost-effective and viable in daily
mobility. Ola Electric Mobility serves customers in India.
SITUATIONAL ANALYSIS
First ola electric VEHICLE

◦ We will go global within the first quarter or two. We will first be looking at Europe and then beyond that
too, says Bhavish Aggarwal, Founder, Ola Electric, in an interview with Uttkarsh Chaturvedi of ET NOW

We are all hard at work in creating this. We are calling this facility that we are creating -- the Future Factor.
It is going to be the world’s largest two-wheeler factory not just in EVs but all across. We are going to
produce only EVs but it is going to be the world’s largest factory, 10 million units a year when it is complete
in the middle of next year. We will have 15% of the world’s production capacity in this single factory and it is
going to be a fully integrated plant.
◦ I have been told that a scooter is only one of the OLA Electric products and there are many to come in the
two-wheeler space. When will you launch this scooter? When will the other two-wheeler come in? What
about four wheelers and other plans?
Our first product will be rolling off this summer when this factory is complete. We will be rolling out our
product. The product is ready. It has been a prototype. It has been assembled. It has been tested rigorously.
Ola Electric Scooter Highlights

◦ Ola Electric has appointed veteran Yongsung Kim as the Head of Global Sales &
Distribution, overseeing India and international markets. He previously worked as
executive director at Hyundai Motor and Kia. He’ll be responsible for spearheading
both the domestic and international strategy for sales and go-to-market for Ola
Electric.
Ola Electric has started the construction of the world’s largest scooter factory. The 500-
acre mega factory is being made in Krishnagiri in the state of Tamil Nadu and this new
facility will not only cater to the demand in India but will act as an export hub for Ola
Electric as well. With the new plant, Ola Electric will be exporting electric scooters to
some global markets like Europe, Asia and Latin America. The upcoming state-of-the-art
facility will have an annual capacity of 10 million units and will start operations in the year
2022. The company has now revealed its upcoming electric scooter for India. The
pictures show that the upcoming Ola’s first-ever electric scooter will have its styling very
similar to that of the Etergo Appscooter.
Segmentation, targeting,
positioning
SEGMENTATION:
Ola Electric Mobility is an electric vehicle business spun out from Olacabs. Ola Electric Mobility
focuses on deploying charging and battery-swapping networks for the commercial electric
vehicles segment.
TARGETING:
◦ The targets set by Ola are not in sync with the most ambitious estimations.
◦ For example, Mckinsey’s projections for the Indian e-two wheeler market is 4.5-5 million by
FY2025 ( 25-30% of total two-wheelers) and 9 million by 2030 (40% of total two-wheelers.)
Ola Electric’s capacity by 2022 will be that total e-Two wheeler estimated by 2030.
POSITIONING:
Echoing strong policy positions to support electric vehicles used for commercial activities,
both by the Government of India and various state governments across the country, Ola
Electric aims to provide the enabling infrastructure to enable “clean kilometers travelled”
at scale.
Suggestions for launching in
india
Tesla has to make a load of changes in its EV Model 3 before launching in India. Because
India is a country where no proper awareness on automation is given. There are
accidents happening in India because of people not knowing how to operate an AT
transmission or Cruise control. But when its comes to Tesla, it is known for self driving
feature. People without proper awareness on how to use it could be extremely fatal.
India’s traffic discipline is one the least standardized in the world. So, Tesla has to change
its USP (i.e. self driving) because it is not possible except in few expressways in India.
Tesla has to focus on its pricing strategy because consumers will have mixed thoughts
while buying a new product from a new brand which they have never tried before.
People rely more on German brands rather than US brands. So, it is vital to focus on
pricing strategy in India where majority of the population belongs to Middle class and
upper middle class family.
Thank you

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