Uber Technologies Inc which has exited the China market, now wants to unseat OLA, the local leader in India’s $10Billion Ride hailing market. Uber & Didi went under a deal to strategise their positions in the ride hailing market.
Uber has more than tripled rides per week since start of year
Uber unveiled its first-ever brand campaign in India in early September with a video showing a tense Uber driver navigating gridlocked streets as he rushes to drop off a little girl to her school on exam day. In a Bollywood-style twist at the end, the girl turns back at the school gate and calls out to him, “Have a nice day, Papa.”
Uber- Ad Campaign
The positioning of the ad-campaing clearly shows that UBER wanted to position itself as an enabler for all those drivers out there, to improve their lifestyle.Contrary, in Indian standards, drivers were always seen at a lower level on their economic standards. This positioning would definitely touch the hearts of huge mass of people who currently thinks the company is a foreginer & would prefer an India aggregator. UBER, being a global leader, knows exactly to touch the nerve of its stake holder. The above ad-campaign was focussed on UBER Share feature, which it has recently launched.
Uber again competing against local rival with head start
Uber has stated that, during August, it has expanded to 28 Indian cities & handled about 5.5 million rides per week. This was 3x the number of rides it was handling at the start of the year. Indian market contributing to 12% of the total rides that Uber manages globally, it is on the top of its priority list. As the market is just at the initial stage, the untapped potential is huge. The mandate for the SanFrancisco based company is clear, just unseat OLA from its leader position.
OLA vs UBER
OLA though has raised 12Billion dollar to focus at the Indian market,it would be difficult for OLA to fight the war chest of UBER.Ola and Uber often drags up & down each other. Post Uber’s app-less service started in September, Ola started letting users book rides through text messaging. In a campaign to recruit drivers, Ola struck a deal with automaker Mahindra & Mahindra to make it more affordable for thousands of people to buy their own cars. Uber cracked a similar deal with Maruti Suzuki, the country’s largest carmaker.
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