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TABLE OF CONTENTS
SR. NO TOPIC PAGE
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1  Problem Definition 3
 Ola & Ola Electric: The Journey so far
2  The 5 Cs Framework 4
 Diagrammatic Representation: 5Cs of OLA Electric
3  Customer Analysis 5
 Company Analysis
4  Collaborators Analysis 6
 Competitors Analysis

5  Context Analysis 7
6  The Aspiration Decision: STP Framework 8
 Segmentation
7  Targeting 9
8  Positioning 10

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 Problem Definition:

Marketing Plan to Venture Further into

the EV Market: 2 Wheelers + 4 Wheeler

About Ola & Ola Electric:

Started in 2010 by Bhavish Aggarwal and

Ankit Bhati, OLA represents the
quintessential “Great Indian Start-up
Dream”. It was while travelling for one of
these business ventures that he had a
horrendous cab ride experience which led
to him realizing that there was an
enormous untapped potential in the
mobility services sector! Bhavish changed
the Olatrips to the business model which
we all unanimously know as Ola Cabs
today! The rest is history!

This is when the real growth began! After

receiving some heavy funding from big
players like Softbank, Tiger Global, Matrix
India and Mr Ratan Tata himself, soon the
company was valued at over a Billion
dollars. The company’s major move came
when it acquired Atergo, an Amsterdam
based electric scooter manufacturer and
announced that it would soon launch its
own line of electric scooters in 2021. The
journey has been going strong ever since!
With some clever market positioning, OLA
Electric managed to secure 500,000 +
bookings for their debut model in the first
month of availability!

The S1 and S1 Pro model deliveries started

in December 2021. But off lately the
company has faced backlash due to certain
unfortunate incidents of technical
malfunctions and overheating issues. 

We will analyse the current market

scenario, use several marketing
frameworks/concepts and finally, develop
a marketing plan for OLA Electric.

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5 C’s ANALYSIS

COMPANY:

In an interview with Fortune India, Bavish Agarwal stated, "Our vision is to be the future of
mobility and to be the future mobility platform for India and for the rest of the world. And
ride-sharing has been the start of that vision, a core pillar of that vision. Second pillar is our
Ola Electric business where we want to make in India for the world. And the third pillar for
us is to build a new format of auto retail. People need to consume and buy auto products in
a digital way," he added.

Ola Electric falls under five industry categories. It is not only listed under motor vehicle
distribution and manufacturing but also under sustainability, EV batteries, and charging
solutions. This means that there is a broader scope beyond its flagship EV scooter lines, in
manufacturing spares and batteries, to provide charging solutions.

The company has always been a promoter/adapter of new technologies. With the success of
its S1 & S1 pro models, the company has set its sight to another ambitious goal! Launching
its own line of Electric Cars. The company closed its rental car service in order to solely focus
on its dream project. The official video teaser was released in June and Bhavish said that
more information about its cars would be released on the eve of India’s 75th Independence
day.

COLLABORATOR:

Ola electric partnered with the following companies for leveraging manufacturing solutions,
external parts, and employee development:

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·   Ola has partnered with Siemens to leverage the latter's technology at its upcoming
electric vehicle manufacturing facility in Tamil Nadu. As part of the partnership, Ola
will have access to Siemens' integrated 'Digital Twin' design and manufacturing
solutions to digitalise and validate product and production ahead of actual
operations, it added.
·   Fiem Industries has become the sole supplier of Head Lamps, Tail Lamps, Indicators,
Rear Fender Assembly and Mirrors to Ola Electric Mobility.
·   Ola Electric on Monday said it has invested in an Israeli battery technology company,
StoreDot, a pioneer in batteries with extreme fast-charging (XFC) technology. As part
of the investment in StoreDot, Ola Electric will have access to the company’s state-
of-the-art XFC battery technology that charges a battery from 0 to 100% in just 5
minutes. Ola will also have exclusive rights to manufacture batteries integrating
StoreDot’s fast-charge technology in India.
·   Ola Electric has raised over $200 million from Tekne Private Ventures, Alpine
Opportunity Fund, Edelweiss and others in a funding round that pegged the mobility
startup's valuation at $5 billion

COMPETITORS:

Okinawa Autotech, Hero Electric, Ola Electric, Ampere, and Aether have the lion's share of
the EV two-wheeler market in India. As seen by the Sales market share graph, Ola began
FY22 with a modest market share due to its establishment in August of 21; nevertheless, it
has been expanding at a very rapid rate. It climbed from a 7 percent market share to a 22
percent market share, and then to a 30 percent market share in May of 22. In June’22, the
market share of all large corporations declined as smaller brands gained ground.

Ola's main competitors are Okinawa Autotech, Ather, Ampere, and Hero Electric. We will
now evaluate them using a variety of metrics:

Pricing: Okinawa Autotech offers the most affordable electric scooters, with costs ranging
between Rs. 61,998 and 1.22L. Ola offers two versions of their electric scooters, the S1 for
Rs. 99,999 and the S1 Pro for Rs. The cost of the 450X model from Aether is 1.32L. Ampere's
cost begins at Rs. 42,999 and there are five available types. Six types of Hero Electric

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scooters are priced from Rs. 59,101 and Rs. Pricing-wise, Ampere scooters appear to be in
the lead.

Features: Ampere, Hero Electric, and Okinawa Autotech scooters give far less features than
Aether and Ola due to the fact that they appeal to price-conscious clientele. Aether and Ola
provide TFT touch screens with navigation and ride statistics, but other companies merely
offer digital speedometers. Not only does Ola have the segment-first voice assistant
functionality, it is also the first in its class. Other distinctive Ola scooter features include
brake pad sensors, Navigation system, cruise control, personalization choices, and so on.

The Ola S1pro has the longest range per charge at 181 kilometers, followed by the Hero NYK
at 165 kilometers and the Okinawa OKHI-90 at 160 kilometers. Magnus EX from Ampere can
travel 121 kilometers on a single charge, while Aether 450X can travel 108 kilometers.
Ola, although being a touch more expensive than competitors, has far more features.

CONTEXT:

Over 80% of the vehicles sold in India today are 2 wheelers and they consume around 12000
crore litres of fuel every year contributing to about 40% of the pollution. With the alarming
rise in climate concerns, Fuelled vehicles are no longer an option. ‘Electric’ is the future of
mobility. Increasing environmental awareness is driving the demand for fuel-efficient
vehicles and various government policies encouraging sustainable development are further
catalysing the electric market growth. Huge investments in developing advanced
technologies for charging infrastructures, efficient batteries and sustainable alternatives are
providing lucrative opportunities for growth in the EV market. 

However, even with the immense need and buzz around EVs, it is still a very
underdeveloped market, making people hesitant in investing. A major chunk of the potential
market would rather wait a few years for the market to develop, with more charging
stations and availability,  leaving a huge scope for market growth.

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The Aspiration Decision: STP Framework

1. Segmentation

OLA Electric scooter market segment can be divided based on:

 Geography: In this, segmentation mainly happens on the basis of people residing in

urban cities or rural villages. 
 Demography: The demographic segmentation of OLA Electric is based on gender
where both male and female can use electric scooters. Other factors which add value
to the segmentation would be income (low to medium) and education (Level of
Education).
 Psychography: Psychographic segmentation would be based on the general
outlook of the customers towards sustainability and their rate of adaptability towards
new technologies.
 Benefit-sought: Here segmentation can be done on the basis of people who want a
feature rich EV vehicle with a good design, as compared to someone who is not that
interested in many features. Further, segmentation can be done on the basis of
people who care about price and people who are indifferent to the price.

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 2. Targeting

Tar geting
w.r.t
OLA

ELECTRIC would be evaluating the attractiveness of each of the above segments and then
based on our analysis, choose one to two segments as our target audience. We can then
focus on developing marketing strategies for these segments.

The ideal targets in each of our chosen segments would be as follows:

·        Geographic:

Ideal Targets would be people residing in Urban areas having

sufficient EV Charging stations/capacities. Although rural market is large

& untapped it shouldn’t be targeted considering the short-term scenario as

the customers there are devoid of the charging facilities as well as required

awareness about sustainability

 
·        Demography:

With respect to demography, the target crowd would be the ones

that are highly educated, have sufficient earning capacity and lie in the age

group of 20-45. This age group would majorly include university students and working

professionals. Since this is a gender-neutral commodity having equal demand

potential both the male and female populations have to be targeted.

 
·        Psychography:

The target users would be the people that take active responsibility

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of saving the environment and are striving towards achieving environmental

sustainability. People who are actively seeking out new technologies

·        Benefits Sought:

The benefits sought here would be obvious with respect to our target customers – A
desire for cost savings in the form of a lower lifetime cost, fuel savings, trendy
design, decent customer support service system and an accessible network of
charging stations.

3. Positioning:

Positioning in the context of OLA

ELECTRIC- The main focus here would be to create a value propositioning in

the minds of the customer. To do that we need to answer the following questions:

1)     Why should a customer prefer OLA ELECTRIC over other competitors?

If you hover over to OLA Electric’s Website, the company tries to achieve product
distinction by stating their superiority over functional and Aesthetic features like:

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Large Boot space

High Range

Acceleration & Speed

2)     What are the Points of Difference (PODs)?

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SUPERIOR HYPERCHARGER NETWORK

BUNDLED CHARGER
FACILITY:

SUPERIOR CUSTOMER SERVICE:

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3) What are the Points of Parity (POPs)?

The major similarity here being that OLA ELECTRIC as well as all its competitors are
operating in the same tightly contested EV Mobility industry and trying to convince the
customers that Electric is the way to go. Customers are reluctant to buy this claim as they
are waiting for the market to develop further before they make the shift. This is because:

A) Fuel Savings

B) Move towards sustainability

C) Lower Total  Life Time  cost

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