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Digital Marketing Plan Ola Autos

3899 words - 16 pages

DIGITAL MARKETING PLAN – OLA AUTOS
DIGITAL MARKETING PLAN – OLA AUTOS

Done by:
Ayush Srivastava - 32
Manjula Puranik - 77
Tanika Naik - 160

Done by:
Ayush Srivastava - 32
Manjula Puranik - 77
Tanika Naik - 160

INTRODUCTION
The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital ...view middle of the document...

The marketing mix is also called the 4Ps. The 4Ps are price, place, product and promotion.
Product:
Olacabs provides car rentals for all kinds of city taxi needs, railway station transfers, airport transfers and people can opt from the best car rental deals and hire cheap taxi services for traveling. They have recently come up with a new service Ola Auto-rickshaws. The on-demand auto service from Ola works similar to the cab booking service. The number of autos in Ola's service is around 300, and each of the autos under the Ola service has been equipped with Huawei phones to track bookings.

Price:
The company will charge Rs 13 per kilometer and a base price of Rs 100 for the first six kilometers. Autos in metro cities currently have a base price of Rs 25 for the first two kilometers and Rs 13 afterwards. It also does not have any night charges unlike auto-rickshaws that automatically demand more than double the meter charge past 9pm. The effective pricing of auto-rickshaws is a strategic step towards success.
Place:
As of now the Ola auto-rickshaw service is launched in Bengaluru. After the success of this service, it would be launched in metro cities like Mumbai, Chennai, New Delhi, etc as well. The service can be availed only via phone or mobile app.  User has to enter the drop-off point before an auto driver accepts the booking. Bangalore is the first city where Ola has both auto rickshaw and cab services.

Promotions:
1. Search Engine Optimization - SEO is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results. SEO will help in a better transparency of the auto-rickshaw service which is being provided by Ola Cabs.

2. Social Media Marketing - It is a form of online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the user’s demographic information and target their ads appropriately. Since it is new service in the market so we are focusing on social networks like Facebook, Twitter, Youtube so as to target maximum online users.
3. Email marketing - It is directly marketing a commercial message to a group of people using email. With the existing database (emails) of the users of Ola cabs we can also inform them about the auto-rickshaws being launched in the market.

4. Keyword Advertising - It is a method of advertising on search engines by utilizing keyword research. The customization will be done in such a way that the moment the users enter auto-rickshaw in the search engine, the next search should be for Ola cabs auto-rickshaw.

5. Mobile advertising - Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.

6. Online banner advertising - A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This...

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