Ola v/s Uber: Complete Marketing Analysis

Which app comes to your mind when you want to book a cab? It’s either Uber or Ola. You also think of Rapido but it has gained popularity recently.

Otherwise, Ola and Uber are the go-to options for most people. But have you ever wondered why these brands are top of mind when it comes to ride-booking?

It’s because of high brand awareness. And what did they do to become this popular? It’s because they’ve built a strong presence in the minds of consumers, making them the first choice when booking a ride.

Let’s compare their marketing strategies and discover what they did right to become this well-known.

Table of contents

• Brand Overview Uber vs. Ola
• Ola vs. Uber Brand’s Audience
• Ola vs Uber Brand Positioning
• Ola vs Uber Marketing Strategy
• Ola v/s Uber Standout Campaigns
• Where do they Stand Currently?
• Conclusion
• Frequently Asked Questions

Brand Overview Uber vs. Ola

Ola

Bhavish Aggarwal and Ankit Bhati started Ola as a humble taxi service in Bangalore. Later it became so huge that in just 4 years, it reached almost 100 cities in India.

Over time, They have expanded their offerings to include auto-rickshaws, bikes and even electric vehicles. It’s because they understand the needs of their local consumers.

The brand positions itself as a reliable, affordable and convenient option for urban commuters.

Uber

Uber, launched in 2009 in San Francisco, has grown into a global leader in the ride-booking industry. They started their operation in India in 2013 as a part of their global expansion strategy.

They provide different kinds of cab booking services in India like UberX for affordable rides, Uber Intercity to travel from one city to another and much more.

It’s evident that they understand the Indian market very well and offer services accordingly.

Ola vs. Uber Brand’s Audience

Ola’s primary audience includes price-sensitive consumers in India who value affordability and local customisation.

Most of their customers are millennials as per a study by Statista. These individuals want economical options for their commute and hence use Ola for transportation.

Uber on the other hand caters to a more diverse audience. This includes individuals who are travelling to other cities for work and want reliable transportation.

Additionally, they also target individuals who want to use a taxi but at lower fares.

Ola vs Uber Brand Positioning

Ola and Uber have similar brand positioning in the Indian market. Both companies are perceived as go-to apps for booking a cab or auto in the Indian market.

They’ve become synonymous with convenient, on-demand transportation. Whether you’re in the bustling streets of Mumbai or the quieter lanes of a tier-2 city, Ola and Uber are likely the first apps you think of when you need a ride.

This strong brand recall reveals how effectively both companies have embedded themselves into the daily lives of Indian consumers.

Ola vs Uber Marketing Strategies

SEO Marketing strategy

Both Ola and Uber are not very aggressive when it comes to SEO. Well, of course, you will not go on Google and visit their website for daily travel needs.

But they both have a web presence. Their websites are optimised with regional keywords like “taxi service in Gandhinagar” “Book cabs” or “best taxi service” etc.

See these images and you will know. Pay attention to the bold text here. Those are the keywords they have used to optimise their website.

Social Media Strategy

Ola is pretty consistent on social media. They leverage all popular platforms like Instagram, Facebook and X.

They keep their content relatable for Indian consumers with posts covering serious issues at times. By doing this, they portray themselves as a responsible corporate citizen.

Uber India is also consistent on social media. Their posts are more fun, relatable and highly engaging for Indian consumers. Additionally, they do a lot of influencer marketing by collaborating with popular influencers.

This indicates that they are trying to target more Gen Z and millennial audiences.

In-app Marketing

Ola uses in-app notifications, personalised offers and rewards programs to keep users engaged and encourage repeat bookings.

For instance, Ola might offer discounted rides during peak hours or festive seasons. They might be doing this by using data-driven insights to target users based on their travel patterns and preferences.

This approach not only boosts user retention but also enhances the overall customer experience by providing value at key touchpoints.

Uber’s in-app marketing strategy is similarly data-driven. They also give discounts on frequently travelled routes or incentives for using new services like Uber Auto. And they also promote these offers by sending push notifications to users.

Ola v/s Uber Standout Campaigns

Campaigns are perhaps the only differentiators for Ola and Uber. Let’s dissect their notable campaigns and observe the difference.

Ola’s #GiveWayGiveLife Campaign

Ola’s #GiveWayGiveLife campaign was a significant milestone in the brand’s marketing journey. The campaign aimed to raise awareness about road safety and encourage drivers to give way to emergency vehicles.

They opted for a long video format for this ad. The film showed an ambulance being delayed due to people refusing to move from the road amidst the celebration.

It was aimed to draw people’s attention to this issue. And, it’s worth noting that there was no mention of Ola as a brand in this digital film.

Then also the campaign was a success, with over 1.6 million views on Facebook and significant media coverage.

The success of this campaign also highlighted how brands could leverage cause marketing to build a positive brand image and drive consumer engagement.

Uber’s WhatsApp To Ride Campaign

Uber’s WhatsApp to Ride campaign is a textbook example of how brands can innovate to meet local needs while maintaining global standards.

So Uber integrated their booking service with WhatsApp to make ride booking easy for consumers in Delhi.

To spread awareness about this update, they did a “WhatsApp to Ride” Campaign.

The campaign continued on social media for 3 months. Additionally, they did OOH at commuter locations to remind consumers about the same.

The campaign resulted in 31 millions impressions and a significant increase in user engagement.

Where do they Stand Currently?

Ola and Uber, a few key points stand out. Uber, with its global footprint, consistently outperforms Ola in terms of revenue and market share.

This is evident from Uber’s significant $37.2 billion revenue in 2023, compared to Ola’s more modest Rs 2,800 crore for FY23.

Ola, however, has made notable strides in the Indian market, especially with its ability to cut losses by 50% and achieve profitability in its India mobility business. This is a significant achievement for a company primarily operating in a single market.

Conclusion

Ola and Uber are very close competitors. There’s almost no difference in what they offer. Their marketing strategies are also very similar.

Both brands have shown that you don’t need to be aggressive on all platforms to succeed. Figuring out the right marketing platform is the key.

Also, learn from your competitors and adapt accordingly. Also, it’s not necessary to promote your product. You can also bring important issues to light and develop a strong brand identity just like Ola.

A digital marketing agency can offer the best ideas for marketing and make your brand reach more people. So, partnering up is perhaps the best solution if you want to boost your brand.

Frequently Asked Questions

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...