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Introduction to the
Company
UpGrad Product Management
Competitor Analysis – Indian Cab Industry
Student Name:
Snehil
Acting as a PM at Meru Cabs
• Competitor Identification
• Background Analysis
• Business Model Analysis
• Strengths and Weaknesses
• Product Analysis and Performance
• Predict Future Initiatives
2
Contents
3
Competitor Identification
ANI Technologies Pvt. Ltd., operating under the trade name Ola, will stand as the top
competitor as they are the leading the charts with 70% market share. They have been
operating in this space since 2010 and have seen tremendous growth since then.
Ola started with app booking and call center booking, but later on followed the ‘app
only’ path.
Direct Competitors (DC) Ola Cabs Uber
Indirect Competitors (IDC) City Bus or Auto Metro Rail
4
Background Analysis
cabs was founded by two alumni from IIT Bombay in 2010. They started from
Mumbai to solve the city’s transport woes. The company now provides services in 100
cities. At present they claim to clock 200,000 bookings per day.
cabs was founded by a Serial Entrepreneur, Neeraj Gupta in March, 2007 with 30
taxis. Today, Meru provides services in 24 Indian cities (18 Metros) with a fleet of
20,000 cabs and claims to have a consumer base of 5 Million.
5
Background Analysis Contd..
a. Goals & Mission :
With a mission to have a marketplace for all types of cabs and car rentals, Ola has
come a long way from where they started. The vision behind Ola cabs is to provide
hassle-free, reliable and technology-efficient car rental service to Indians. Today Ola is
the biggest player in Indian cab industry and it aims to continue with the same. Ola has
also entered the B2B segment with ‘Ola corporate’ and ‘Ola Operator’ app.
Meru has a goal to deliver reliable taxi service by focusing on pain areas of the
customers. It offers unshakeable reliability and character which is also a core value of
the company. It also claims to provide best-in-class service & 90% customer
satisfaction in 3rd party audits.
6
Background Analysis contd..
b. Strategy :
• Manage bookings, customer calls, tracking &‘fair fares’ to woo the customer
• To keep drivers happy by offering good incentives (up to INR 1.5 Lakhs in early days)
• Only chose cabs with All India Permit to reap on both intra and inter-city benefits.
• Lure customer with attractive fares and amazing offers.
• Acquired TaxiForSure in March 2015, for $200 Million, to gain 80 % market share.
• Leveraged the smartphone revolution and reach more than 90% App bookings.

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Competitor Analysis_Snehil

  • 1. Introduction to the Company UpGrad Product Management Competitor Analysis – Indian Cab Industry Student Name: Snehil Acting as a PM at Meru Cabs
  • 2. • Competitor Identification • Background Analysis • Business Model Analysis • Strengths and Weaknesses • Product Analysis and Performance • Predict Future Initiatives 2 Contents
  • 3. 3 Competitor Identification ANI Technologies Pvt. Ltd., operating under the trade name Ola, will stand as the top competitor as they are the leading the charts with 70% market share. They have been operating in this space since 2010 and have seen tremendous growth since then. Ola started with app booking and call center booking, but later on followed the ‘app only’ path. Direct Competitors (DC) Ola Cabs Uber Indirect Competitors (IDC) City Bus or Auto Metro Rail
  • 4. 4 Background Analysis cabs was founded by two alumni from IIT Bombay in 2010. They started from Mumbai to solve the city’s transport woes. The company now provides services in 100 cities. At present they claim to clock 200,000 bookings per day. cabs was founded by a Serial Entrepreneur, Neeraj Gupta in March, 2007 with 30 taxis. Today, Meru provides services in 24 Indian cities (18 Metros) with a fleet of 20,000 cabs and claims to have a consumer base of 5 Million.
  • 5. 5 Background Analysis Contd.. a. Goals & Mission : With a mission to have a marketplace for all types of cabs and car rentals, Ola has come a long way from where they started. The vision behind Ola cabs is to provide hassle-free, reliable and technology-efficient car rental service to Indians. Today Ola is the biggest player in Indian cab industry and it aims to continue with the same. Ola has also entered the B2B segment with ‘Ola corporate’ and ‘Ola Operator’ app. Meru has a goal to deliver reliable taxi service by focusing on pain areas of the customers. It offers unshakeable reliability and character which is also a core value of the company. It also claims to provide best-in-class service & 90% customer satisfaction in 3rd party audits.
  • 6. 6 Background Analysis contd.. b. Strategy : • Manage bookings, customer calls, tracking &‘fair fares’ to woo the customer • To keep drivers happy by offering good incentives (up to INR 1.5 Lakhs in early days) • Only chose cabs with All India Permit to reap on both intra and inter-city benefits. • Lure customer with attractive fares and amazing offers. • Acquired TaxiForSure in March 2015, for $200 Million, to gain 80 % market share. • Leveraged the smartphone revolution and reach more than 90% App bookings.
  • 7. 7 Background Analysis contd.. • Advantage of first entrant in the radio taxi space & solve customer’s pain point. • Trust Factor built amongst users through quality service and trained drivers. • Launched ‘Meru Genie’ at the right time to cope up with competitive pricing. • Completely revamped Mobile App to give users a totally new experience. • Trying to make a mark as the best Airport Taxi. • Owns 50% of the fleet and help partner drivers get loan and insurance. “We are adding SUVs, sedans and hatchbacks as a separate service through the mobile app. The pricing is also competitive, in line with other services available in the market” – Meru Cabs CEO
  • 8. 8 Background Analysis contd.. 0 500 1000 1500 2000 2500 Nov-15 Apr-15 Jul-14 Oct-14 Apr-12 Dec-15 Baillie Gifford DST Global Sequoia and Steadview Capital Softbank Capital Tiger Global Management Vanguard $5.00 $2,500.00 $210.00 $400.00$500.00 $57.30 Series G Series F Series E Series D Series C Series A In Millions $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 Jun-16 Mar-15 Brand Capital India Value Fund $25.00 $50.00 In Millions Ola is presently valued at $5 Billion c. Finances :
  • 9. 9 Background Analysis contd.. d. Products : Apart from its cab categories and e-wallet, Ola also has Ola select privilege program & Ola Corporate. All this is made possible by its mobile applications. Meru brings instant and advance cab booking supported by its mobile App and website. It also offers various e-wallet payment options. ‘Fare Exactometer’ is considered to be its USP.
  • 10. 10 Background Analysis contd.. Brand/Parameters e. Market f. Employees Users who need to book inter-city or outstation cabs through their mobile application. “The entire mobility space is our market” - Bhavish Aggarwal 5000 Users in need of instant or ‘book later’ cabs and also the users looking to pay a premium price for better service and reliability. Users who like transparent pricing and want to do away with surge prices. 1000+
  • 11. 11 Business Model Analysis a. Revenue Models : Marketplace model X % commission from trip fare. Car Type, On-Boarding Fee, On-Cab Ads. Part-Inventory model to gain exclusivity. Buying cabs for leasing to the drivers Ola Money, Ola Corporate, Peak time charges In contrast to Ola, Meru began with complete inventory model & owned all of its fleet. Drivers were required to pay per day rentals (INR 1200-INR 1300). Driver strikes in 2012 has forced Meru to take the part-Inventory route too. Today 50% of its fleet is owned by drivers. It also earns around 10% of revenue from On-Cab advertisements. Began With Moved to
  • 12. 12 Business Model Analysis contd.. b. Operational Locations : c. Target Market : 100 Indian Cities 24 Indian Cities It believes that the entire mobility space is the target market. Anyone who needs a online, point to point or outstation transport according to their budget, Ola has a category for them. Meru targets the users who want to get a cab instantly and reliably. Women customers form a good target area for Meru due to well behaved drivers, clean AC cars and ‘Trust Factor’.
  • 13. 13 Business Model Analysis contd.. Brand/Parameters d. Inventory e. User Segment • Had no Inventory to begin with. • IT related product functions. • Recently bought cars form inventory. • Anyone who wants to book an economical cab from smartphone. • Youngsters, working class and elderly who need a point to point travel. • Began with Inventory model • Entire fleet owned makes up the inventory • Devices fit in the vehicle. • Users looking for instant-reliable cab. • Users looking for airport cab. • Users looking to pay a premium price for better service.
  • 14. 14 Strengths and Weaknesses Analysis Brand/Parameters Strong Points Pain Points Information First mover as aggregator. Acquired Taxi For Sure. High awareness & user base. Multiple rounds of funding. Poor behaviour of drivers Surge Pricing Drivers refusing Ola Money App crashes and malfunction Ola has maintained a USP of being price efficient despite the surge pricing. Ola Auto is a useful offering. First radio taxi provider. Good awareness & presence. Transparent fare & no surge. Meru Genie is price efficient. Huge investment to buy cars Higher prices than competition Lesser funding received Incurs high training cost Meru has retained a good customer base with its ‘Rely on Us’ image.
  • 15. 15 Product Analysis & Performance Parameter/Platform ios Android Windows Phone App Downloads Undisclosed 10 Million Undisclosed App Rating 2.5 4.0 3.4 App Reviews Many bugs Fairly Positive App Crashes Reported Technology Well Established and renowned operator. App is pretty famous in market. Functionality Allows to chose location, book & track cab, contact driver & pay online/cash Design Facility to compare fares across ride types is added, Ola select is also new. New Features Prime Play is available now, Weekend Getaway, New layout to display Prime rides User Experience (Android Perspective) : GPS works fairly well but there are issues with drivers cancelling the rides. However, the booking & cab selection works smooth. It almost never properly predicts the estimated time of arrival of cab to the user. Pricing is not transparent.
  • 16. 16 Product Analysis & Performance Parameter/Platform ios Android Windows Phone App Downloads Undisclosed 1 Million Undisclosed App Rating Undisclosed 3.8 4.0 App Reviews Bugs & Crashes Fair with some bugs Fairly Positive Technology App works smooth on major platforms. Booking is also possible through website. Functionality Allows instant or advance bookings through app & website. GPS tracking and e-wallets. Design Has a revamped design and UI. New portfolio for intra-city travel. New Features Introduced SUV to the fleet; India’s first CAB-wallet; Fare ‘Exactometer’ User Experience (Android Perspective) : The App works fairly well for bookings, fare estimation and tracking. However, bugs like ‘cab always unavailable’ have been reported. Wallet and Cash related issues have come up too. ‘Exactometer’ calculations have been questioned by users.
  • 17. 17 Predict Future Initiatives • The focus could well be on ride sharing in the future to ensure efficient cab utilization. • It has also shown intentions to empower women entrepreneurship by initiatives like Pink Cabs. • Expansion to furthermore Tier-2 and Tier3 cities, given the smartphone boom in India. • Take the Ola Money wallet to many more partners and make it a widely used & accepted e- wallet. • Looking at the automotive industry trends in India, it is pretty believable that all Ola cabs will come with Airbags, one touch SOS buttons, one touch women helpline switches and advanced driver training measures.