RESEARCH PROJECT REPORT

ON

COMPARATIVE STUDY OF UBER AND OLA

Submitted in partial fulfillment of the requirements for the award of

BBA degree

Submitted by
VIPUL TYAGI
BBA (2019 – 22)
System ID.:  2019645626

Under The Guidance Of

MS. KALPANA SINGH

SCHOOL OF BUSINESS STUDIES

SHARDA UNIVERSITY, GREATER NOIDA-201306
Certificate from College
 DECLARATION

The research project report on “COMPARATIVE STUDY OF UBER AND OLA " has been undertaken

as a partial fulfillment of the requirement for the award of the degree of BBA of Sharda University . I

hereby declare that this Project is my original work and the analysis and findings are for academic purposes

only. This project has not been submitted by the any student earlier to any other institution/ university.

VIPUL TYAGI
 ACKNOWLEDGEMENT

It is with a sense of gratitude, I acknowledge the effort of whole hosts of well-wishers who have in some

way or other contributed in their own special ways to the success and completion of this project.

 I wish to offer my deep veneration to Dr. Hannah Hameed, Faculty Guide, Sharda University , Gr. Noida,
for guided me with all aspects on the entitled “COMPARATIVE STUDY OF UBER AND OLA "

Place: Signature of the candidate

Date Name: VIPUL TYAGI

 PREFACE

The BBA programme is so designed that student get enough practical knowledge of business
world which helps them to explore their skills in the corporate world in future. The BBA
programmer helps the students to understand and gain knowledge about the industry and market
environment it develops skills of analyzing and interpreting problems through application of
concepts and techniques of management. I did a project on competitive view on COMPARATIVE
STUDY OF MARKETING ANALYSIS OF UBER AND OLA. The study consists of the
following chapters.
 CONTENTS

S. NO. TOPICS PAGE NO.

1. Chapter-1 EXECUTIVE SUMARRY 01-02

PROJECT PROFILE

OBJECTIVES OF THE STUDY

METHODOLOGY OF THE PROJECT

2 CHAPTER-2

MARKETING STRATEGY OF UBER AND 03-05

OLA
3 CHAPTER-3 06-10

MARKETING MIX

4 Chapter-4 11-20
MANAGING THE MARKETING EFFORT

MARKETING STRATEGY

DISTRIBUTION STRATEGY

5 Chapter-5 REASEARCH 21-27

METHOLODGY
6 Chapter-6 22-32

SOURCES OF DATA COLLECTION

CONCLUSION
RECOMMENDATION

BIBLIOGRAPHIES

WORDS OF THANKS
 CHAPTER- 1

EXECUTIVE SUMMARY

We studied the COMPARATIVE STUDY OF MARKETING ANALYSIS OF UBER AND

OLA and tried to implement our observation in this project. Also we are to relate this study
to the lessons we were being taught in our class throughout the semester.
This project includes the product or market expansion grid, customer value and relationship,
4 P’s, planning, analysis and implementations of Uber and Ola. However, this project
illustrates the application of major marketing analysis of Uber and Ola.
In its growth strategy, Uber and Ola uses the market penetration and market development
strategy to grow its market. Again, other marketing strategies such as segmentation strategy,
targeting strategy, positioning strategy, differentiation strategy are used by Uber and Ola.
Also Uber and Ola offers different types of products, prices, places and promotion by which
they can influence the demands for its products. Uber and Ola analyses its market
thoroughly to manage its market functions for which it conducts SWOT analysis and so on.
It also goes through some strategic planning that help the company attain its overall
marketing objectives.

PROJECT PROFILE

As a course requirement for Principles of Marketing, F-204, the term project is on the

analysis of marketing of UBER and OLA.

Objective of the study:-

The main objective of the report is to have an overview of UBER and OLA to understand

the as the 4 P’s, product or market expansion grid, planning etc.

Achieving practical knowledge about the Marketing Analysis Of Uber and Ola and being

1
able to relate the lessons that had been taught in the class with regard to those scenarios,

applying them where needed, getting to know the history, marketing mix, strategies of

UBER and OLA and their scope of application in real life is the secondary objective of

the project.

Methodology of the Project

This study is basically conducted by collecting and analyzing data from both primary and

secondary sources. For collecting information we searched and browsed through various

websites country with a view to getting a clear picture of what we are doing and

preventing any mistakes from happening.

2
 CHAPTER-2

Marketing strategies of Uber and Ola

Segmentation strategy of Uber and Ola

Segmentation is the process of dividing the market into the groups of homogeneous

characteristics. Uber and Ola uses a mix of demographic and geographic segmentation

variables which helped the company pricing its services accordingly.

Both geographic and demographic segmentation is important because Uber and Ola

needs to know which areas to target for customers who are ready to use an “on order

transportation service” over public transport services. You will not find Uber and Ola in

Rural areas but mainly in urban areas only where it replaces taxis

Targeting strategy of Ube and Ola

Differentiating targeting strategy is used by Uber and Ola in order to the share of wallet

customer brings in and how to increase wallet size by upselling. If we want to define the type

of differentiation used by Uber and Ola, then we can use the terminology “Cost based

differentiation”. Because of the very structure of Uber and Ola as a company, there is a huge

pricing advantage to the end customer when they compare Uber and Ola taxis vs publicly

available modes of transport

3
Differentiation strategy of Uber and Ola

Technology based differentiation is also a primary source of competitive advantage for the

brand. Technology is the main enabler of its services and plays a central role in its business

model. It is the Uber and Ola app that connects the riders with the taxi drivers, allows them to

pay for the services and rate their ride and convenience. Before the introduction of Uber and

Ola, booking a taxi ride was not as easy and people had to pay higher while the waiting time

for a taxi could also be longer. Now, a ride can be available .within minutes after booking.

You click and the nearest available taxi responds. Customer convenience here becomes an

important differentiating factor for the brand. Since the level of convenience is higher, .it

adds quality to the service and therefore become as a source of competitive advantage for the

business. This is how the brand has used a mix of cost leadership and differentiation to build

competitive advantage.

Positioning strategy of Uber and Ola

User benefit based and pricing positioning strategy is used by Uber and Ola to attract

customers from different strata of the society. Because day to day travel is a huge cost to

customers, positioning on the basis of Economy makes a huge difference in the mindset of

the customers.

RESEARCH METHODOLOGY

This research is focused on Ola and Uber users in MuBBA i area and specifically targeted to

working professionals. After literature review gaps have been identified and questionnaire

has been designed to collect the data. Primary data for the study was collected through online

survey method, using a structured questionnaire which was designed based on literature

review. All the responded were from MuBBA i and data was collected from February 2017

to

4
 March 2017.To full fill the Objectives and based on literature review following hypothesis

and sub hypothesis have been designed.

H1: There is significant difference between demographic profile of Ola and Uber users.
H11: Gender has significant impact on choice of cab services.
H12: Age has significant impact on choice of cab services.
H12: Income has significant impact on choice of cab services.
H2: There is significant difference between Ola and Uber consumer’s perception towards safety.
H3: There is significant difference between Ola and Uber consumers satisfaction level.

DATA ANAYLYSIS AND FINDINGS

After data collection data has been analyzed using SPSS and finding of same is as

follows. Total number of respondents were 103 out of which 51 were Ola users and 52

were Uber users.

Hypothesis Testing

To identify the difference between demographic profile of Ola and Uber users’ including

impact of gender, income and age, hypothesis have been tested using Chi square test. The

result obtained indicated that gender has significant impact on choice of cab service

5
 CHAPTER-3

Marketing Mix:
It refers to the set of controllable tactical marketing tools-product, price, place and promotion

that the firm blends to produce the response it wants in the target market. The marketing mix

consists of everything the firm can do to influence the demand for its product.

Figure 1: 4 P's Marketing

6
Product

Product means the goods and services combination the company offers to the target market.

Product includes
➢
Variety
➢
Quality
➢
Design
➢
Features
➢
Brand name
➢
Packaging

Uber and Ola offers different types of products. It includes:

Getting the food you love delivered: Order from your favorite restaurants, online or in-app.

The restaurants will prepare your order, and a nearby Uber and Ola delivery partner will

deliver it to your door.

Flexible Shipping: Uber and Ola Freight is a free app that matches carriers with shippers.

Shippers tap a button to instantly book the loads they want to haul. And thanks to upfront

pricing, carriers always know how much they’ll get paid.

The road to self-driving vehicles: This innovative team is dedicated to building safe,

reliable, and cost-effective self-driving technologies. With teams in Detroit, Pittsburgh, San

Francisco, Tempe, and Toronto, the group is bringing self-driving cars and freight trucks to

the Uber and Ola network.

Reliable and comfortable rides for patients: We’ve partnered with healthcare

organizations to provide flexible ride-scheduling options for patients, caregivers, and staff.

Healthcare professionals can schedule rides for patients and caregivers going to and from the

7
care they need, all from a single dashboard.

Price

Price is the amount of money customers must pay to obtain the product .Marketers of Uber

and Ola wants to negotiate prices with each customer by offering discounts, trade-in-

allowances and credit terms. These actions adjust prices for the current competitive situation

and bring them into line with the buyer’s perception.

Price of Uber and Ola includes:

❖ list price

❖ discounts

❖ allowances

❖ payment period

❖ credit terms

Uber and Ola sets his prices depending on the city customer ride on Uber and Ola. Trip fares

are of two kinds. One is upfront fares and the other is post trip fares. In upfront pricing one

knows the exact costing of trip before requesting. This fare includes a base rate, rates for the

estimated time and distant of the route as well as the current demand of the area. Some cities

do not provide upfront fares. Instead, you're charged either a minimum fare or a fare based on

the time and distance for your trip's route, including a base fare, booking fee, surcharges,

tolls, and other relevant factors such as dynamic pricing when demand for rides is high in the

area of the city where you're requesting a ride. Fares may vary by location, the vehicle option

you select, and other factors.

8
Place:

Place means company activity that make the product available to target customers. Despite

being active in more than 760 cities, Uber and Ola does not have too many offices due to

network nature of its business model. Anyone can become a customer at any time, simply by

downloading Uber app. The five top countries where the ride-hailing giant is the most active

are US, Brazil, China, Mexico and India. Uber and Ola connects places to their customer on

online media coverage as well as different channels by giving their locations and

transportations.

Promotion:

Promotion manes activities that communicate the merits of the product and persuade target

customers to buy it. Dealership and sales people plays an important role here. Promotion

includes:

❖ Advertising

❖ Personal selling

❖ Sales promotion

❖ Public relations

Uber and Ola advertises there activities on their website and blog pages. Uber and Ola offers

special promotions to provide discounts on rides to riders. To apply a promotional discount to

a trip's fare promo code should be used. Valid promo codes are automatically applied in

reverse order. Most recently added promo code will be applied to current or next trip. A

9
promo code's value will only apply to one trip fare. Any remaining amount disappears. In

addition to promotions, Uber an Ola credits can be applied whenever you want. Credit

balance can be checked easily.

Uber and Ola ensures that everyone involved in their company is completely satisfied. Which

is why they provide customer promo codes, which includes free ride credits. That’s also why

they offer short-term and long-term partnerships to virtually everyone and any business. It

provides so many opportunities as an employee and customer. These promotions can be

broken down into two parts: promotions for drivers, and promotions for riders. In an effort to

get drivers onto the platform, Uber and Ola offers new drivers massive sign-on bonuses

worth hundreds of dollars. To get new riders onto the platform, the company offers free ride

credit good towards their first ride. These promotions have proved to be incredibly effective

so far and played a massive part in Uber’s and Ola rapid growth.

Bottom line: Uber and Ola wants unhappy customer to complain.

For personal selling, Uber and Ola uses its semi to luxury transportation vehicles to allow the

customer to feel comfortable using the service, as well as continuing to use the service. With

transportation services this type of relationship should be developed in order for continued

use and even recommendation and promotion.

10
 CHAPTER-4

Managing the Marketing Effort

Marketing Analysis of Uber and Ola

Managing the marketing function begins with a complete analysis of marketing

situation. The marketer should conduct a SWOT analysis, by which it can evaluate

the company's overall strengths, weakness, opportunities and threats.

Strengths in the SWOT Analysis of Uber:

Brand Equity: Uber is a recognized Brand Globally with presence in over 50

countries. Uber has already surpassed Automobile giants like Motors, Ford and

Honda on Brand value Parameter. With increasing internet penetration and

coming of age technology, Uber is expected to grow rapidly in the coming years.

It is currently valued at over $68 Billion. Due to the high valuation of brand,

Uber attracts investors too.

Low Fixed Investment: Uber, being an aggregator does not require high fixed

investment and so it becomes easier for Uber to add more cities to its network. It

has expanded rapidly because there is no fixed investment or infrastructure

required.

Emphasis on Customer Satisfaction: Uber has always prioritized customer

satisfaction. Uber has understood that it is serving in a totally customer driven

11
market where competition is increasing. To keep an edge over the rivals, it needs

to provide better customer satisfaction and enhanced user experience. A recent

survey comparing the customer satisfaction of Uber and Ola in India has clearly

shown that Uber is far ahead. About 65 % chose Uber over Ola when it comes to

user experience.

Dynamic Pricing Strategy: Uber has adopted the dynamic pricing strategy

which works on the demand supply principle of economics. Higher the demand,

Higher the price. This becomes really beneficial for the company and the

drivers. In peak hours as well as in Night time, drivers earn a good amount of

money.

Adaptive: Uber is also known to adapt very well to business conditions.

Because of its international exposure, Uber faces various problems in various

regions. Uber is known 8

12
To be a smart marketer and has adapted very well wherever it has established its

business.

Growth rate: The growth rate of Uber can be seen below. This concerns growth rate in

India only. As we can see, Ola is expanding by more than 100% year on year and this

expansion has continued in 2017.

Weaknesses in the SWOT Analysis of Uber:

Highly Dependent on Manpower: Drivers are the face of the company and thus the

company’s image depends on the behavior of drivers towards the customer. This is a

highly uncontrollable situation even though strict guidelines are provided to the drivers.

Highly dependent on Internet: Uber is heavily dependent on internet connectivity to

expand and develop itself in developed countries. Thus, it is facing problems in

developing and emerging countries where internet is slow or poor.

Caters only to Tech Savvy individuals: Digital Literacy in developing nations is low

and hence technology based applications such as Uber only cater to those who are

technologically updated.

Opportunities in the SWOT Analysis of Uber:

Dissatisfaction with unorganized market: Customers are unsatisfied with the

unorganized cab market which presents an opportunity for Uber to take advantage of.

This is one of the main reasons for the success of Uber. Local cab drivers are known to

be rude and do not comply.

Increasing internet penetration: With Government’s move to digitize India, Number

of smartphones are increasing and technology based applications like Uber can expand

13
their services to other cities and enlarge its footprint over the country. 9

Rising Disposable income: With rising disposable income, customers are willing to

spend higher on convenience.

Alternate transport: Uber has launched ‘Uber chopper’ in various countries and can

look for other transport medium catering local needs. In India, Uber can launch Bus

aggregator system.

Poor government transport: In markets like China and India where there is over

population and people are tired of using public transport, Uber provides a kind of privacy

and relief where the user gets his own space to travel and does not have to drive in

Traffic.

Special transport: Uber can provide special transport services such as paid ambulances

or urgent and emergency vehicles for dedicated transport operations.

Logistics: A smart idea for Uber can be to launch movers and packers support whereby

people can search movers and packers in the nearby area via Uber. Local logistics can

also be integrated. Though this is easier said than done.

Threats in the SWOT Analysis of Uber:

Government regulations are unclear: The primary point of disagreement between cab

aggregators and government regulators is about their legal status and whether they should

be treated as conventional taxi companies or as IT companies.

Customer retention and switching: As competition rises, it becomes all the more

difficult to retain customers and drivers for Uber. Any monetary advantage can sway the

customers and drivers from Uber.

14
 Low margins: Uber helps the drivers to get a high number of daily rides but it does not

have a high-profit margin for the drivers and thus they can easily be swayed away. 10

Revolt from unorganized market: The unorganized market of cab drivers can revolt

against such companies which are taking away the bread and butter of drivers from

unorganized market. Such a revolt will directly affect the operations of a brand like Uber.

Ola Strengths
Below are the Strengths in the SWOT Analysis of Ola:
➢
First mover advantage as a taxi aggregator in India

➢
Acquisition of Taxi For Sure made it No. 1 in India

➢
Top of the mind service

➢
High awareness due to aggressive TV, online and print media marketing

➢
Huge customer base & due to network effect it is increasing

➢
Rapid expansion and online application

15
 ➢ Multiple rounds of VC investments have made the brand financially strong

Ola Weaknesses
➢
Here are the weaknesses in the Ola SWOT Analysis:

➢
Drivers are the face of the company and hence their misbehavior directly affects
the brand image

➢
While the demand is huge, amount of cash burning is huge and monetization is
very difficult

Ola Opportunities

Following are the Opportunities in Ola SWOT Analysis:

o Unorganized market is huge (~90%) and hence potential is high

o Increasing internet penetration & smart phone users

o Rising disposable income

o Shifting of consumers towards convenience creates huge demand

16
 o Acquisition of smaller players

Ola Threats
➢
The threats in the SWOT Analysis of Ola are as mentioned:

➢
Rising competition

➢
Uber has deep pocket and hence can burn cash heavily

➢
Presence of many national players

➢
Absence of clear government regulations in developing countries

➢
Future is unclear due to lack of regulations and Customer loyalty is less in this
industry

Marketing Planning of
Uber
Through strategic planning, Uber decides what it wants to do with each business unit.

Marketing planning involves deciding on marketing strategies that will help the company

17
 attain its overall marketing objectives. A detailed marketing plan is needed for each

business, product or brand. The plan begins with an executive summary that quickly

reviews major assessments, goals and recommendations. Contents of marketing plan is

given here.

Ola
Segmentation, targeting, positioning in the Marketing strategy of Ola – Ola have been

using segmentation parameters such as geographically dividing the market it serves into

urban & metro in order to devise promotional and business strategy based on demand in

these markets.

Executive Summary:
Uber
Uber marketing strategy will position itself as the primary transportation service in the

minds of business people and millennial. The quality of UberX experience will provide

more personal, on-demand and efficient approach to the car service industry. The new

action programs will be launched to include the implementation of Uber kiosks, a revised

social media campaign and a new Refer a friend program. Based on the first year

objective, the new Uber budget plans for a 100% increase in profit. Uber will closely

monitor drive and customer satisfaction, brand awareness and the overall brand image to

ensure continued overall growth in the company.

Ola
Ola have been using segmentation parameters such as geographically dividing the

market it serves into urban & metro in order to devise promotional and business strategy

based on demand in these markets. Also, it segments customers on the

18
 basis of customer income profile such as Ola Luxury, Prime, Ola share, autos.As the

company serves different customer segments i.e. long route outstation customers,

customers within 8 Kms, Shuttle service and shared services, therefore it uses

differentiation targeting strategy.Ola Cabs has positioned itself as a company making

mobility easy, convenient, affordable and safe 24*7.

Marketing Strategy:
Uber
Uber maintains more for less marketing strategy. The strategy is based on the experience

they gave their customer and how much value is getting versus how much they pay, when

compared to the common cab company. Uber will position itself as the primary

transportation service in the minds of business people and millennial. The quality of the

Uber experience will stand out from the competitors with a more personal, on-demand

and efficient approach to the car service industry.

Ola
Ola cabs have been using segmentation parameters such as geographically dividing the

market it serves into urban & metro in order to devise promotional and business strategy

based on demand in these markets. Also, it segments customers on the basis of customer

income profile such as Ola Luxury, Prime, Ola share, autos

Distribution Strategy:
Uber
Uber will expand its operation in large cities, coinciding with the objectives for nest two

years. Having more drivers will decrease the wait times and be even more efficient for

meeting customer meets. Uber will expand the apps reach to other platforms, including

19
 windows and android systems.

Ola
Operating in 180+ cities in India Ola Cabs serves more than 8,00,000 customers every

day by empowering and collaborating with around 10,00,000 drivers in its platform. Ola

Cabs works with a Platform wherein a customer can easily book a Cab and drivers can

easily get passengers by paying commission to the company. In the process Ola Cabs

does not need to own any car, any driver with duly authorized and verified by transport

authorities can work with Ola. Ola has a dedicated team of 6000 employees who work

dedicatedly to provide best in technology services to its stakeholders.

Marketing Implementation
Implementation is as important, sometimes more important than planning and strategies.

Uber and Ola needs to execute the plans properly. Uber and Ola turns marketing plans

into marketing actions in order to accomplish strategic marketing objectives. Uber and

Ola executives’ drivers and all other people of different levels work together to

implement marketing strategies. At Uber and Ola both , marketing implementation for

the vehicles, tools necessary for repairing the vehicles and other equipment require day to

day decisions of thousands of people both inside and outside the organization. Marketing

managers make decisions about target segments, branding, packaging, pricing, promoting

and distribution.

Marketing Control
Marketing control evaluates the result of marketing strategies and plans and taking

corrective action to ensure that objectives are attained. Control is based on four steps.

Management first sets specific goals and evaluate the performance

20
 CHAPTER-5

REASEARCH METHOLODGY

Research Setting
In order to test the aforementioned hypotheses, a quantitative study was conducted at

one of the largest public universities in Malaysia whose respondents comprised a mixture

of local and international students. The respondents were chosen because of their easy

access to several online food ordering companies operating nearby such as Pizza Hut,

McDonald’s, Domino’s, Nando’s, Papa John’s and Room Service Deliveries.

Data Collection
The questionnaires were distributed to 600 undergraduate students of the Kulliyyah of

Economics and Management Sciences requesting them and their friends or family

members who had experienced ordering food online to participate in the research project.

Using a questionnaire is the most economical method of data collection, allowing for

wide distribution and is best suited to handle complex questions.

Measurement of Research Variables

All constructs were measured using multiple items, 7-point Likert scales ranging from

strongly disagree to strongly agree. Website quality consists of four scales namely

information quality, website design, security and payment system. Information quality

will be evaluated from three dimensions: information accuracy, information

comprehensibility and information completeness. These dimensions were adapted from

21
 the items initially developed by Jeong et al. (2003) and Muylle et al. (2004). On the other

hand, website design will be evaluated from four aspects: navigation, colour combination

and ease of use.The survey instrument consists of two sections. In the first section,

respondents were requested to rate their agreement on statements related to their latest

online food ordering experience. Each item was measured on a 7-point Likert.

Data Analysis
This study comprises three sections of data analysis. The first section is descriptive

analysis based on the demographic information of the respondents. The second section

discusses the validity of the research variable based on the confirmatory factor analysis.

Lastly, section three analyses structural equation modelling and test the hypothesized

relationship.

METHODS OF COLLECTING DATA:

Questionnaire and observations are the Methods available, for collecting data.

QUESTIONNAIRE METHOD: The greatest advantage of the questionnaire method is

Its versatility. Almost every problem in marketing research can be studied only by

questioning. Questioning is usually faster and cheaper than observation. As a result,

less time is typically wasted in questionnaire study.

22
QUETIONNAIRE IS OF THE FOLLOWING TYPES:

1. Structured Non Disguised Questionnaire: Most questionnaire studies made in

marketing research are of this type. A structured interviews of this type introduced

gives more reliable results. The purpose of the question is clear and thus undisguised. It

is simple to administer and easy to tabulate and analyze.

2. Got the provision for alternative response that helps in making the questions

clear.

3. Non-Structured None Disguised Questionnaire: Unstructured and undisguised

questionnaire is distinguished by the fact that the purpose of study is clear but the

questions remain open-ended.

23
4. Structured-Disguised Questionnaire: These are the least used in the marketing

research. They emerge as an attempt to secure the advantage of disguise in revealing

the sub-conscious and hidden motives and attitudes along with the advantage in coding

and tabulation common to structured disguised approach which typically rests on

propositions regarding the role of attitude in person’s typical psychological make-up.

2. OBSERVATION METHODS:

1. Whether the situation on which the observation is made natural or contrived.

2. Whether the observation is obtrusive or unobtrusive.

3. Whether the observation is structured or unstructured.

4. Whether the factor of interest is direct or indirect.

5. Whether observation made by observers or by mechanical means.

6. Whether the situation on which the observation is made natural or contrived.

7. Whether the observation is obtrusive or unobtrusive.

8. Whether the observation is structured or unstructured.

9. Whether the factor of interest is direct or indirect.

10. Whether observation made by observers or by mechanical means.

Each of the classification has some impact on the quality of the data collected.

UNIVERSE:

The universe is the entire group of items researchers’ wishes to study and which

they plan to generalize. This depends on the research objective.

24
SAMPLING

According to a famous statistician “YULE” the objective of sampling is to get

maximum information about the parent population with minimum efforts.

Types of Sampling:

Probability Sampling, and

Non-Probability Sampling.

1. Probability Sampling

a) Simple random sampling

b) Systematic sampling

c) Stratified sampling

d) Area sampling

2. Non-Probability Sampling

a) Convenience sampling

b) Quota sampling

c) Judgment sampling

d) Panel sampling

25
SAMPLING UNIT

Sampling unit contains the particular units being studied and which generally reflects

the desired response that is most of the traits that the universe has. SAMPLING

PROCESS

Two general classes of methods exist for selecting samples. These are probability

method and non-probability methods.

PROBABILITY SAMPLING METHOD:

Probability sampling methods are those in which every item in the universe has a

known chance or probability of being chosen for the sample. This implies that the

selection of sample items is independent of the controlled activity so that the items are

selected on random basis.

NON-PROBABILITY SAMPLING METHOD:

This method does not provide all the items in the universe with a known

chance of being included in the sample. The selection process is at least partially

subjective.

RESEARCH DESIGN OF PROJECT

A preliminary study of the mothers using baby soaps was done by this

method of research. For this purpose structured and non-structured questionnaire was

26
Prepared and administered to various customers in different market segments and

income groups. It included;

1. Survey method, and

2. Personal Interview

27
 CHAPTER-6
SOURCES OF DATA COLLECTION

Both primary as well as secondary sources are used in collection of data.

Data regarding the history of the concern are collected by using secondary
sources

i.e.

➢ Through internet

Information regarding the products & offering of the concern is collected by

using primary sources of data collection & i.e.

➢ Employees of the uber and ola of the marketing deptt.

For the collection of the data regarding survey only primary method is used i.e.

➢ Questionnaire

And for the comparison of different categories of a/c’s both primary as well as

secondary sources are used i.e.

➢ Meeting with the employees

➢ Brochures of different cabs

comapny Schedule of charges

28
 CONCLUSION
Conclusion

Ola has seen a tremendous growth in the taxi market sector. There is surely no looking

back for Ola as it is improving day by day in every prospect. Revenue of Ola has

increased almost 10 folds over the past four years. Today, it is the largest cab service

provider in the country. Ola has successfully achieved public support and has created a

buzz about its brand in the market. Furthermore if some more technological advancement

is done at Ola then the customer base can be increased by providing better experience to

the customer.

By collecting information about Uber we have gone through the marketing mix and the

strategies of this company. We understood all the growth strategies and marketing

strategies it use to grow its market share and to expand their market presence. We could

go through its marketing mix that it blends to produce the responses it wants in the target

market. Also market analysis of Uber make its company know to the strengths,

weaknesses, opportunities and threats which is necessary to manage the market function.

Last of all, Uber makes implementation of its all planning and then evaluates the result of

marketing strategies and plans to ensure that objectives are attained. Thus, Uber makes

its marketing mix and strategic planning successful

29
 RECOMMENDATION

Uber could introduce a system so that you can book a ride in advance, and not have to

worry that no car is available when you need to get to the airport.

Ola does have such a system, but it is not reliable (so I was left stranded when I had to

catch a flight).

Ola could learn a lot from Uber about customer support when things go wrong. If you need

support from Uber you can contact them at no cost: when I needed support from Ola I had

just finished my credit and so could not call them. And when I let Ola know that my ride

had just cancelled my booking and I had to get to the airport they promised another ride

but did nothing. When I told Uber about a similar problem they found a car for me.

And I think that the surge pricing is a good idea: if you want to travel at a busy time then

pay the market price for doing so. There has to be some reward for drivers who work when

the traffic is bad, and if there are more passengers than rides then give the rides available

to the passengers willing to pay most for them (and this will also encourage more drivers

to work at these times).

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 BIBLIOGRAPHI

• Allamdas Rohit H. (2017) ‘A Study of surge pricing by Uber & Ola legal in India’, ‘Airo

International Research Journal, Vol XI. ISSN: 2320-3714.

• Chen, W. (2014). Technical Improvements on Mobile App Based Taxi Dispatching

System. International Conference on Computer Science and Service System (pp. 281-

284). Atlantis Press.

• Dr. Kavitha and R. Rajeswari (2017), Mobile wallets usage in taxi companies- problems

& Challenges. International Journal of Informative & Futuristic Research. ISSN: 2347-

1697. Vol 4. Issues 3. pp: 5538-5544.

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 WORDS OF THANKS

At the end I thank everybody who helps me direct or indirectly in doing this project. I

also thank readers and solicit their comment on our work. Very humbly I request our

readers to let me know about any of the mistakes I did during the project and also which

is apparent in the report. Last but not the least I am grateful to my Guide Ms. POOJA

GOEL who spared her valuable time for me, without of her this work would not have

come true.

I also thank to my college which gave me the opportunity for doing the

project on the marketing analysis of Uber and Ola which is part of BBA .

THANKS AND REGARDS

VIKK

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