Answer to Question #294807 in Marketing for Yashika Arora

Question

The concept of reserving an Ola Scooter by paying ₹499 means that customer will be first in line to purchase it when the company announces its deliveries. The company also gives an option to cancel and get a refund anytime. Based on the statement, plan an appropriate Segmentation, Targeting for Ola Scooter considering the profile of the Indian consumer.

Answer 1

Ola Electric is the new product-based offering by Ola, where they are launching electric scooters for customers. Ola is offering a pre-booking for these scooters at Rs. 499. Ola is on a mission to transform the future of mobility with its electric scooters.

It is well segmented based on the price and refund policy. It is quite well flexible to assist customers who find it hard to wait for delivery time.

The target market for e-scooters and portable e-bikes is commuters looking for a way to speed their last mile to home or work. Students on college campuses are another big market. The payment of ₹499 is appropriate for the target market for their planning.