DIGITAL MARKETING PLAN – OLA AUTOS
DIGITAL MARKETING PLAN – OLA AUTOS Done by:
Ayush Srivastava - 32
Manjula Puranik - 77
Tanika Naik - 160 Done by:
Ayush Srivastava - 32
Manjula Puranik - 77
Tanika Naik - 160

INTRODUCTION
The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital landscape, transforms into major business value. For our Digital marketing plan we have selected Ola Auto services as it is a new service with little digital marketing if any done as of now. Our digital marketing plan for the same is as given below.
Target Audience
Keeping the product in mind, the plan aims to target the masses, hence we will be having multiple targets, with varying priorities which are as follows: * Young College Going Students – Priority 1 * Profile: 18-25 yrs, budget constraints, irregularity in buying patterns, maximum consumption on weekends * Requirements: Availability in the evenings, especially on weekends, last minute bookings, short distance travel * Expectations: Cheap fares, Quick and hassle free service, gps for unknown locations, music players with usb slots to play own music

* Working Professionals – Priority 2 * Profile: 25-40 yrs, Regular travel (fixed pick up and drop location), No budget constraint * Requirements: Availability at odd timings * Expectations: Polite and courteous drivers, quick and hassle free service

* General – Priority 3

Objectives * Launch of new product – Ola Auto rickshaws * Increasing brand awareness * Increase frequency by highlighting competitive pricing factor (autos run on meter only) * Driving sales and revenue through the digital marketing campaign

MARKETING MIX OF OLA AUTO-RICKSHAWS
The marketing mix is the tactical or operational part of a marketing plan. The marketing mix is also called the 4Ps. The 4Ps are price, place, product and promotion.
Product:
Olacabs provides car rentals for all kinds of city taxi needs, railway station transfers, airport transfers and people can opt from the best car rental deals and hire cheap taxi services for traveling. They have recently come up with a new service Ola Auto-rickshaws. The on-demand auto service from Ola works similar to the cab booking service. The number of autos in Ola's service is around 300, and each of the autos under the Ola service has been equipped with Huawei phones to track bookings.

Price:
The company will charge Rs 13 per kilometer and a base price of Rs 100 for the first six kilometers. Autos in metro cities currently have a base price of Rs 25 for the first two kilometers and Rs 13 afterwards. It also does not have any night charges unlike auto-rickshaws that automatically demand more than double the meter charge past 9pm. The effective pricing of auto-rickshaws is a strategic step towards success.
Place:
As of now the Ola auto-rickshaw service is launched in Bengaluru. After the success of this service, it would be launched in metro cities like Mumbai, Chennai, New Delhi, etc as well. The service can be availed only via phone or mobile app. User has to enter the drop-off point before an auto driver accepts the booking. Bangalore is the first city where Ola has both auto rickshaw and cab services.

Promotions: 1. Search Engine Optimization - SEO is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results. SEO will help in a better transparency of the auto-rickshaw service which is being provided by Ola Cabs. 2. Social Media Marketing - It is a form of online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the user’s demographic information and target their ads appropriately. Since it is new service in the market so we are focusing on social networks like Facebook, Twitter, Youtube so as to target maximum online users. 3. Email marketing - It is directly marketing a commercial message to a group of people using email. With the existing database (emails) of the users of Ola cabs we can also inform them about the auto-rickshaws being launched in the market.

4. Keyword Advertising - It is a method of advertising on search engines by utilizing keyword research. The customization will be done in such a way that the moment the users enter auto-rickshaw in the search engine, the next search should be for Ola cabs auto-rickshaw.

5. Mobile advertising - Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.

6. Online banner advertising - A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. Moreover, when the users will click on the online banners a coupon code will be generated which can be availed on the auto-rickshaw rides. This would also help us in tracking the number of internet users who clicked on the banner.

7. Referral Marketing – It is a method of promoting products or services to new customers through referrals, usually word of mouth. Influencers like bloggers and interactive online communities would definitely help in spreading awareness about the new Ola auto-rickshaw service.

8. Affiliate networks - An affiliate network acts as an intermediary between the providers (affiliates) and the users. We can use services like Just Dial as an affiliate network for making people aware of the Ola auto-rickshaw service.

9. Advertising through posters on rickshaws and cabs- We can also paste posters of Ola auto-rickshaws at the back of buses, contracted autos, etc. in order to increase the number of users.

DIGITAL MARKETING BUDGET

Parameters | Cost per month(in Rs) | Cost for 6 months(in Rs) | Search engine optimization | 1,00,000 | 6,00,000 | Social media marketing | 12,000 | 72,000 | Email marketing | 20,000 | 1,20,000 | Keyword advertising | 6,000 | 36,000 | Mobile advertising | 50,000 | 3,00,000 | Online banner advertising | 16,200 | 97,200 | Referral Marketing | 5,000 | 30,000 | Affiliate networks | 1,500 | 9,000 | Advertising through posters | 1,000 | 6,000 | Total Cost | 2,11,700 | 12,70,200 |

Note- * The budget is made for 6 months * The costs of the parameters used may vary * The website used for calculating the budget is www.digitalmarketingcalculator.com

ACTION PLAN
As mentioned above we shall be using several e-marketing activities as well as non- internet marketing activities in our marketing mix. The action plan for the same is listed below:
1) Search Engine Optimization:
The steps we shall be following for search engine optimization are: 1) For improving the visibility of our website on Google, we’ll be using unique and accurate page titles that will make us stand out amongst our competitors 2) Using Google’s webmaster tool we will be designing an appropriate description meta tag which will tell Google and other search engines what our website is about. The description mete tag is sometimes used by Google as snippet for the page and hence is important for the website’s visibility 3) We shall be using simple to understand URLs which will convey our content easily and also lead to better crawling of our documents by search engines 4) Navigation is very important for search engines. And though our best in class website for Ola Cabs already implements easy to use navigation we shall be doing the same for our Ola Auto pages to drive visitor traffic 5) To influence our website more, we shall be designing our content in such a way that it is compelling, unique, exclusive and useful for the visitors 6) Further our anchor text i.e. the clickable text that users will see as a result of the link will be designed to tell users & Google something about the page we are linking to 7) Images attract visitors and hence we shall be using relevant images on our Ola Autos webpage. Further relevant image related text will be provided incase users are unable to see the image 8) Further we shall be configuring our mobile site in such a way that it can be easily accessed by the search engine. 9) We shall also be using Google’s webmaster tool to improve our site content

2) Social Media Marketing:
Social media is one of the best and cost effective methods of gaining visibility and brand awareness. It is also one of the best ways to improve customer engagement and reach our target segments.
Facebook: Ola already has a good presence on Facebook with 92884 likes. The content used on Facebook so far has mainly been targeting Ola’s cab feature. Since the auto feature started quite recently there’s very less related content and visibly less engagement for the same.
Twitter: Ola has about 3760 followers on Twitter, which is considerably less. Their Twitter account runs the same content as their Facebook account. To increase followers Ola needs to run a campaign specific to Twitter.
Youtube: Ola has only 114 subscribers on youtube and their content is only limited to their ads. They only have 16 videos. To increase their subscriber base they should either start a video blog or a contest.

Social media campaign: Currently Ola is running a social media campaign using the hash tag #OlaAuto featuring memes indicating how easy it is to get an auto using Ola. Though this is a good idea for a social media campaign it hasn’t taken off that well amongst the users as yet in terms of user engagement. There are very few likes on the posts and though Ola asked users to send in their entries as well for the meme’s there’s no incentive for the users to share.
Hence to build up on Ola’s campaign we shall be starting this a nationwide Facebook, Twitter & youtube contest. This will be 3 contest campaign explained as follows: 1) In the 1st contest users will be asked to submit similar meme’s and the top 3 best meme’s will win varying amounts of reacharge in their Ola wallets ranging from Rs 2000 for the winner to Rs 500 for the 2nd runnerup. This incentive will definitely drive users to participate in the campaign. 2) We will be following up this campaign with athe 2nd contest during christmas aimed at increasing brand awareness as well as sales during christmas. The campaign will ask users to share their nightmarish auto ride story using the hashtags #OlaAuto #AutoNightmare which will be featured on our website as well as facebook. This will mainly be a Facebook contest as Twitter limits the content to 140 characters. However to drive visibility to our Facebook page & Website, we will be tweeting the links of the facebook & Website links of the stories asking our Twitter followers to vote for the best. Our Facebook, Twitter & Youtube followers, Website & app users get to vote on these nightmarish auto ride stories to choose the most nightmarish auto ride ever and the top 3 winners will get an Ola auto wallet recharge ranging from Rs 500-Rs 2000 which can only be used during the month of December, thus driving our sales during Christmas. 3) The christmas contest will be followed with our youtube contest mainly aimed at improving visibility on youtube where Ola lacks in terms of viewers and subscribers. Users will be asked to submit videos about their best Ola experience which will be uploaded on youtube. Winners with the best story will be chosen through an online voting on Facebook, Twitter, Youtube and Ola Website & app. Winners get Ola reacharge of Rs 2000-Rs 500 in their Ola Wallet.
To further drive visibility on social media we shall be going for user driven content. This shall be done in the following 3 ways: 1) The ola app shall ask users to connect their Facebook & twitter accounts for further discounts and contests. The app shall also ask users to post their feedback with the hashtag #OlaAuto once their ride is completed. This feedback will be registered on the Ola app, and posted on Facebook & on Twitter in the form of Tweets 2) To increase subscribers and viewership we will be running a video story feature on Youtube where videos of Ola Auto drivers telling people why they are partnering with Ola instead of just running their service by themselves will be posted and further shared on Facebook & Twitter. This will increase the credibility of Ola autos 3) Using the paid ‘boost post’ feature on Facebook we shall be increasing the visibility for our Facebook content 4) Using paid ads on Facebook, Twitter & YouTube.
3) Email Marketing: * The Ola app & website requires users to submit their email ids while registering along with their names & phone numbers. Thus we have an extensive database of users with their emails & phone numbers * We will be using email marketing to convey offers, contests and new features of Ola auto to our existing Ola Cab customers * The emails will have eye catching headings, and simple but attractive content like videos, print ads, gifs etc to captivate attention of the users * Videos will only be shown as stills with a play icon. Clicking the play icon will direct the users to our website or youtube channel * Further for those who fail to provide feedback on the app or website a feedback form will be emailed to such users providing them with an option of giving feedback to improve our services and providing us with much needed metrics for measuring our service as well as the effectiveness of our digital marketing campaign.
4) Keyword Advertising * We will be using Google’s adwords feature for our keyword advertising campaign * Using Google’s keypwrd planner we will obatin only the appropriate and relevant keywords or grouped keywords to pay for * To further improve the efficiency of our keywords and reduce costs we shall also include negative keyowrds, so that when users search for these keywords which are not related to our service our website ad doesn’t apprear in the search results. * Further we shall also be using softwares like wordstream keyword research suite or Keyword advertising edge to choose & group only those keywords that are highly relevant to our service but not very competitive thus reducing our pay per click costs.

5) Mobile Advertising * For mobile advertising we shall be foremost targeting customers with our best in class mobile app, designed with easy and attractive user interface and easy to navigate * Further we will be using Google’s adwords feature for mobiles in our mobile advertising campaign as well * Mobile ads appear on mobile devices in Google search results, on content websites, in apps and video * To improve visibility through mobile ads we shall be using various adwords features like mobile ad sitelinks, call extensions, location extensions, seller ratings, image banners & interstitial ads * We shall also be using features like mobile roadblock and instream video ads to advertise on youtube mobile app * Further, using our database of our customers phone numbers we shall convey offers and social media contests to our customers by sending them, short, simple, crisp and attractive text messages

6) Online Banner Advertising * Using sites like dogpile.com we will be able to determine the best sites for the placement of our banner ads * Additionally we shall be placing our banner ads on online booking websites like bookmyshow, makemytrip, redbus etc. This is because if people book hotels, flights, busses etc they are likely to need autos to take them to their final destination, whether it be homes, restaurants, hotels, companies, airports or busstops * Our banner ads will eb designed with simple yet attractive content and useful and relevant information for users * On festive seasons these banner ads will also contain a coupon code which the users will obtain on clicking the banner ads. Users can avail discounts on auto fares using these coupon codes.
7) Referral Marketing * Ola already uses referral marketing for its cab services. This shall be furtehr extended to its auto services * Users will be asked to refer Ola auto to their friends and family through a coupon code * For 5 users who book Ola Auto using the referral code a voucher of Rs. 100 will be recharged on the original user’s Ola Wallet * Social Media, mobile advertising, email marketing and banner ads will be used to gte the word out about the referral marketing offer.
8) Affiliate Networks * We shall be using affliate networks like Rakuten Linkshare, Just Dial & Amazon * This will make tracking, payment and reporting easy * Further we are also planning to become publishers allowing retailers or brands to advertise on our website thus adding to our revenue stream * Our ads will be placed on trusted, relevant affiliate websites to drive user base * Ads shall be banner ads, video ads, text ads using simple, relevant yet attractive content
9) Advertising through posters on Autos, Cabs & Busses * Taking a leaf from the marketing campaign of the movie 3 Idiots we shall be promoting our services on the backs of autos and cabs owned by Ola. This will reduce our advertising costs as the cabs & autos are owned by Ola, provide revenue to Auto & Cab Drivers & further improve our visibility in the city * We will also be advertising through poster os the back of buses and on bustands as these are the areas most used and visited by our target customers.

MEASUREMENT PARAMETERS * To measure the success and effectiveness of our digital media campaigns we shall be using softwares like Google analytics, Google URL Builder, Google Website optimizer, Google webmaster tools & Alexa * Using these softwares we will be able to measure a number of metrics important for both search engine optimization, banner ads & pay per click digital marketing techniques * These metrics are: * Overall site traffic - Significant changes in how traffic flows to our site can give us an insight on how effective a particular digital marketing technique initiated is effective or not. When measuring site and app traffic we shall be focussing on page views, number of hits and number of unique visitors per week or month * Traffic Sources - Knowing where the site traffic is coming from and what particular sets of keywords brought them there can give us an insight as to what keywords or keyword phrases we should focus more on in our digital marketing campaigns * Mobile Traffic – This includes the traffic generated on our mobile app as well as the number of respondents to our mobile ads and text messages * Click Through Rate (CTR) - Pay-Per-Click (PPC) are viable sources for targeted traffic and can be measured effectively by figuring out the number of clicks our PPC ads receive based on the total number of impressions. The higher the CTR, the better our Quality Scores will be, allowing us to lower our PPC costs by receiving pricing discounts from Search Engine Marketing platforms like Google Adwords * Cost per Click (CPC) - The Cost Per Click (CPC) defines how much we are going to pay the search marketing platform every time an internet user clicks on our PPC Ad. This value will vary depending on how popular our chosen keyword or keyword phrases are, our Quality Score as influenced by Click Through Rates (CTR), and the standard prices search engines initially set * Conversion rate (CVR) - Measuring how many website visitors actually gets converted into leads or sale is a valuable and tangible metric that defines digital marketing success. In addition to giving information on conversion of site visit to sales, it also gives valuable information on behaviour habits of website visitors & potential customers * Cost per Lead (CPL) - Cost Per Lead (CPL) is a metric that defines the lead conversion ratio of a particular campaign and corresponding cost, giving insights to the business owner or marketer on how profitable their campaign is or not * Bounce Rate - On some of site visits, visitors immediately leave or “bounce” as fast as they arrive – should they find the content irrelevant to their needs. Knowing bounce rates can provide insights on how we could better improve or optimize our content * Average page views per visit - The more page views generated from each visit the more chances for engagement with website visitors, eventually influencing them to get converted into leads or paying customers. * Average cost per page view - The amount of investment poured into a paid digital marketing channel like PPC can be controlled by knowing the average cost per page view and the amount of revenue we can generate from a particular page. The cost per page view should be significantly lower than the revenue we generate from the page in order to gain profit from your campaigns. * Average Time on site - We can measure how well we are engaging with our targeted website visitors by how long their average times during each visit to our site is. This is important for gauging what content is relevant and would drive results from site visitors, gaining their valuable trust, and eventually increase these levels of trust into something that would finally entice them to convert. * Rate of Return Visitors - Website popularity is not only defined by the amount of traffic our site is generating, but also by the rate of return visitors that keep coming back to partake more of what we can showcase with our content. Knowing our Rate of Return Visitors can give us an insight on how we can improve our content to entice site visitors who have not converted yet as leads or paying customers – to finally do so. * Return On Investment (ROI) - The Return on Investment (ROI) can be aptly measured by website traffic that are eventually converted into new paying customers. This metric will also help us identify which area in our digital marketing campaign is driving sales and revenue, and which areas should be given more room for improvement. * Cost to Acquire a Customer (CAC) - The cost for acquiring these new customers is defined by getting the total of our marketing and advertising costs for a particular time period divided by how many new paying customers were generated during that same period. CAC can good insights on how effective and successful our digital marketing campaigns can be. * Social media campaigns on Facebook can be measured using Facebook page insights * Youtube also offers measurement tools like dashboards & youtube analytics to measure the effectiveness of our Youtube channel * Websites like Klout on the other hand can be used to measure effectiveness of our twitter campaigns besides using Twitter analytics * Further to gain insight on the efficiency of our services as well as marketing campaigns, users will be asked to give feedback at the end of a ride, on our app, by the auto driver on his GPS enabled mobile phone which will again have our app installed in it and also through emails incase the customer wants to give feedback at leisure