Building Brand Architecture report: UBER AND OLA

Introduction

This report builds and examines two brand architecture those are Uber and OLA on the Urban
transportation market, i.e., Paratransit. The two brands are chosen because they compete in markets
that are very similar and yet have very different brand identities. Uber and OLA are among the most
commonly used online platforms to book intercity and intracity travel paratransit and this study will
highlight the mark's sharp differences.

Brand Architecture

The first step is to develop brand pyramids for Uber and OLA brands.

 Brand Architecture for Uber

Brand Core/Essence
- customer obsessed

Brand Personality - Competitive,

Frugal, Achiever

Emotional Benefits – Premium membership, safety

Product Benefits -Ease of use, secure, low cost

Product Attributes – Fast travel, less expansive, GPS tracking

  Brand Architecture for OLA:

Brand Core/Essence - customer

obsessed

Brand Personality - Competitive, Frugal,

Achiever

Emotional Benefits – Premium membership, safety

Product Benefits -Ease of use, secure, low cost

Product Attributes – Fast travel, less expansive, GPS tracking

Brand comparison

Despite the two apps that solve the same pain-point for the same customer, the way they do it and the
things that they focus on seem very different. And that's reflected in the way they design their app
flows. Clearly stating the pick-up point — The pick-up point is explicitly shown by OLA's ride booking,
Uber implicitly assumes the pin accuracy and does not specifically indicate the same. I assume this stems
from the fact that Uber is a global service and that routing accuracy is not a problem internationally.
OLA, on the other hand, recognizes that Indian addresses may have problems, and displays the pickup
address clearly. Trip Information Page — Why should a user visit the page of a trip after the journey is
over? Mostly, I suppose, for invoice. Or, for the driver to rate. Often there is some issue for help /
coverage. OLA is providing upfront descriptions of the bill. Uber has a click away from the receipt, which
gives help more importance. The first choice shown in help, too, is 'I was involved in an accident.' I am
sure the most growing help demand isn't there (hopefully not). OLA reveals the ride's start and end time
which I feel is a useful piece of knowledge. I like OLA's subtle use of colours to indicate the start and end
points, driver ranking, too. Uber is all black and needs more time to get the details for the reader, in that
context. Features of Loyalty — OLA's select system, OLA money, OLA play are features of value added
that drive loyalty towards OLA. I also recently took some OLA outstation rides and found the booking
experience to be very straightforward and assuring particularly when in a new place. Uber's Know Your
driver program The Know Your Uber driver program seems to be a reasonable plan for interaction, but
an overkill. Due to the span of attention of somebody, driver rating is necessary to determine whether
to ride with / depend on a certain car. But provided again that Uber is a global app and based on my
travel experience in the US, people actually use this feature extensively abroad and in reality, this
becomes one of the most critical starting points for communication between a rider and a driver. Only
that is different to our culture in India. None of us get into a cab and have a nice chat with the driver as a
means of having a decent trip. We love being with us, on our mobile, sleeping and working.
Conversation with the driver is never on our radar.

Brand Value:

Uber Technologies, Inc., commonly known as Uber, is an American multinational ride-hailing company
offering services that include peer-to-peer ridesharing, ride service hailing, food delivery (Uber Eats),
and a micro mobility system with electric bikes and scooters. The San Francisco based corporation has
operations in more than 785 metropolitan areas around the world. You can access its services through
its websites and mobile apps. Uber is projected to have more than 110 million riders worldwide as of
2019. In the United States, ride-sharing market share in early 2019 was 67 percent and food delivery
market share in 2018 was 24 per cent. Uber was so influential in the shared economy that the resulting
shifts in sectors were referred to as uberisation, and several companies described their goods as "Uber
for X." The National Bureau of Economic Research reported that Uber had generated a market surplus of
$6.8 billion in 2015. OLA Cabs is an Indian ridesharing company (TNC) that provides services including
peer-to-peer ridesharing, ride hailing, taxi and food delivery services. The company was founded by ANI
Technologies Pvt and is headquartered in Bengaluru, Karnataka, India. Ltd. Ltd. OLA was valued at
roughly $10 billion as of October 2019. A number of venture capitalists have major stakes in the
business-like Softbank. OLA Cabs was founded as an online cab aggregator in Mumbai on 3 December
2010, and is now based in Bengaluru. As of 2019 the organization has spread over 250 cities to a
network of more than 15 lakh (1.5 million) drivers. OLA diversified into Bengali in November 2014 to
introduce auto rickshaws on a trial basis. As of December 2014, after the trial period, OLA Auto
expanded to other cities such as Delhi, Pune, Chennai and Hyderabad. OLA expanded into its first
overseas market in January 2018, Australia, and in September 2018 in New Zealand. OLA launched its UK
operations in March 2019 offering auto rickshaws in the UK. Over 10,000 drivers have applied in both
online and offline mode prior to its London launch. OLA launched its taxi-hailing services in February
2020, with more than 25,000 registered drivers.

Sources Consulted

https://medium.com/@dishachhabra/uber-versus-OLA-app-comparison-d6ff5ccd7b04

https://en.wikipedia.org/wiki/OLA_Cabs

https://en.wikipedia.org/wiki/Uber