Question 1:

By analysing the information presented in section B (trending queries on Google

search) and section C (keyword statistics), propose any two contentthemes for
posts on Ola electric’s Facebook business page. Please note that you do not need
to create content. You will only need to pick content themes based on your
analysis of consumer search queries. Your choice of themes should have
substantial number of queries within them trending against the keyword electric
scooter (use data discussed in section B). Supplement these themes with
information of competition against keywords belonging to the theme (use data
discussed in section C).

Your presentation of the content theme description should include a discussion

of:

- What would be the central idea underpinning the theme?- What specific type of
customer queries would the content address?

Support your choice of the content themes with data from section B and section C

Answer:Content Themes

The central idea underpinning the theme: OLA Facebook Analysis.

• The Facebook page of Ola electric’s Facebook business page has approximately
59,365 followers and Posts to the official social media accounts of Ola
seldom showed e-scooters being sustainable for the future making it the
best choice to make for the customer at this moment.

• In addition, findings showed that Ola utilize customers’ photos of their e-

scooter experiences in promotions through reposts on Facebook. These
Reposts showed e-scooters being used with safety in mind. Posts from the
company on Facebook platforms received likes from their follower’s
demonstrating engagement with the promotional content.

• The Content theme take into consideration of both the organization's beliefs
and products, as well as the issues and pain points of our target audience.
This focuses on the intersection where the company's subject matter
knowledge meets the informational expectations of the consumer.
• The content themes we have adopted is aligned with our business goals and the
needs of our customers.

• The Theme has been chosen basis the Keyword, Average Monthly Searches,
Competition, Bids (High and Low).

• Considering the Website Analysis for Ola Electric and Ather we have observed
that Ola Electric Theme should emphasis on increasing

Monthly Visits, Monthly Unique Visitors, Visit Duration, Pages per Visit, Bounce
Rate in comparison to the Competition; Ather.

• To drive a better Traffic in Channels, India as a Country, and Visits over time;
Ola Electric theme as follows has been chosen wisely.

What specific type of customer queries would the content address?

In reference to the Exhibits, we Grouped the Modifiers into Major Buckets to

narrow down the Customer Queries. The Major Queries which underline the
Content is as follows:

Features- The exhibit illustrates a huge flow of Customer Queries under a

Grouping of Features which are tagged by Modifiers such as “Can, How,
What, Which, Why Will”. The content should address the features which
can showcase the “Features”. A compelling content around features will
emphasise the Interested Buyers to buy Ola Electric Scooter.

Competition: The content should be streamlined to convince the customers

for Ola Electric when compared with other brands. As per the Exhibit the
Modifier Type “Comparison” has been highly aggressive around
competition. Such a Modifier Type inline basis Comparison of Features and
Price majorly.

Price-Customers have different budgets basis that they might use to buy a
product or service, hence the Content to place right value proposition will
be extremely important for Ola Electric.

Functionality-Customers expect the product or service to perform as

expected to solve their problem or fulfil their desire. The content should be
placed in a way which can address seamless functionality to the customer
 for the buyer to take an informed decision.

Design – As pe the exhibit, the search has been illustrative regarding

queries around the design compatibility for Adults, kids, boys, girls,
travelling on hills and roads. The Content should address the queries of the
aforesaid which should be appealing, convenient and provide an ease of
comfort while driving across different terrains and age- groups.

Compatibility - Your product or service must work with other items that
your consumer currently owns.

Alternatives - When a customer is ready to make a purchase from a firm,

they need options. To provide customers the freedom of choice, present a
range of Product, Subscription, Color and Payment Alternatives. Support
your choice of the content themes with data from section B and section C

electric scooter INR 368000 Highather 450x INR 135000 Lowbest electric scooter
INR 8100 Medium

electric two wheeler INR 6600 Low electric scooter price INR 74000 High

Theme 1: Ola Electric Scooter | Ola Electric Scooter | Best Electric Scooter | Best
Electric Scooter Ola

1.Here, the Top 5 Key word search has been taken in consideration and then
based on that the SEO- friendly theme has been selected for more
responsive layout.

2.The theme that loads Quickly. Users have very short attention spans. Many will
leave if a website takes more than a few seconds to load. Page speed is
crucial for SEO.

3.

4.Average Monthly Searches are recorded at 60,500 for Ola Electric Scooter,
which means higher traffic and engagement could be instilled around such
a keyword for the Theme Designed as aforesaid.

5.The Ola Electric Scooter keyword underpin the theme is evident of the fact that
 Top of the Page Bid (low Range) is 4.92 which is quite low in terms of
keywords searches in top of the stack viz-viz higher average searches. It
shows the lower range bid that advertisers have invested for a keyword’s
top of page bid, based on location and Search Network settings to reach
average search results of 60,500.

6.The Ola Electric Scooter Keyword chosen as a Theme will direct the Customers
looking for Ola Electric Scooter precisely onto the website of Ola. This will
be specific in term of attention and shall result in quicker conversion of the
leads.

7.The Ola Electric Scooter with Page Bid (High Range) is 13.48 which is low in
comparison to Top 5 High Monthly Average Search is lowest; hence it
shows that the higher range bid that advertisers has invested for a
keyword’s top of page bid, based on location and search Network settings is
lowest.

Theme 2: Safest electric scooter

1.Study show that modelling and promoting safety is rare on social media
accounts. These promotional practices may contribute to the perceived
norms relating to e-scooter safety.

2.The majority of e-scooter injuries are among those who are 18 to 29 years of
age, an age group that often engages with social media. In this study,
engagement was measured by recording the number of likes and retweets
received by Ola electric’s Facebook business page followers. Reposts
represent approval for the content of the post and can perpetuate such
content throughout the Facebook and thus helps in the Brand Positioning
of the company.

Question 2

a) Use the information discussed in sections D (website analysis), E (search ads)

and F (social media ads) to contrast the current digital marketing strategy and
performance of Ola electric and Ather energy

Your answer should include a discussion of:

- Differences in the behaviour of audience landing on the websites of Ola and

Ather (this is an indication of the performance of their digital marketing efforts)

- Differences in the strategy adopted so far by Ola and Ather for search ads and
social media ads

b) Based on your analysis from Question 2, part a), which segments/personas do

you think Ola should target to promote the electric scooter? Come up with at
least one segment and explain the rationale for your proposed approach

Answer:

Lets analyse the website, keyword and ADs campaign strategy for Ola and Ather

Current: Website Analysis

 More visits
 Less desktop searches, more mobile users
 Almost 43-56% distribution
 More time spent on Ather page
 More page visits
 More bounce rate
 Less bounce rate
 Constant visits
 More visits and up down
 More in Germany, Netherlands
 More traffic from India, US and Singapore
 More socialMore organic search More paid search
 More display ads More directMore referrals
 More unique visitors
Current: Keyword Usage

Below are the set of unique keyword usage Analysis for Ola and Ather

Ola electric scooter Ather 450x

Ola electric Ather 450x price

Ola electric scooter official site Ather energy founders

Ola electric mobility Best electric scooter

Ola mobility Electric scooter

Ola Electric Hero Electric

Ola electric dealership Ather

Electric bicycle

Electric bike

Electric scooter

Electric cycle
 Ether bike

Hero electric

Ola electric scooter price

Okinawa i-praise

Yali bike

KTM

By analysing the keywords, we can interpret below

OLA:

Ola campaigns are very focussed on OLA and doesn’t completely leverage the
power of wide variety of campaigns and keyword that users are searching on the
internet.

It is using keywords which have OLA in the keyword assuming that users will be
perform that specific search. It is not leveraging the monthly search volume

Ather:

Ather has leveraged wide variety of keywords and has also kept it generic to fuel
the organic search results. Ex. Electric, scooter,

It also talks about smart, make in India, quick, feature rich, etc. Hence its find
more buyers from the organic searches. The monthly visits and unique visitors are
more.

Most of the high-volume keywords as found in the key word planner are used by
Ather.

Current: AD campaign

OLA:
OLA Ads are very focussed on the joining the revolution and ease of booking with
less upfront payment. It doesn’t leverage the owner of wide variety of keywords
or positioning as Ather. It doesn’t highlight any features but its more directed to
the user which are “Open for new experiences”

Ather:

It feels like Ather is running multiple Campaigns. The keyboards can broadly be
divided into high level categories like

-  General Electric/scooter/bikeo Keywords such as electric bike, scooter, e-

bike, electric cycle, etc

-  Specific Ather marketingo Keywords which are focussed on Ather 450x as

products, its affiliated companies

-  Competitive Marketing o Ather has also leveraged the keywords from

their competitors like KTM, Hero

Segmentation:We would use multiple segmentation bases

Geographic: Country - India Region - ALL City - ALL URBAN

Demographics: Age-18+to65 IncomeGender - ALL Generaton - ALL Marital Status -

ANY Family Size - ANY Occupaton - ANY Educaton - ANY Ethinicity - ANY Religion -
ANY

Psychographics: Lifestyle - Socially actve, High mobile usage, Openness to

experiencePersonality - Trendsetter,Interests - Social Media Actve, green energy,
Climate change Opinions - Early Adopter, Like to experience new technology

Behavioural: Usage Rate - Medium to HighLoyalty - Not loyal to any brand and
candidate to easy switch Product Knowledge - NoviceInvolvement - ANYBuying
Stage - Exploring/Awareness

Benefits Sought: Convenience - Fast travel, Hassle free Value - Value for Money
Safety - Low

Status - Join the revoluton, wants to maintain a high status in the society,
notcable
Targeting:

Undifferentiated Targeting strategy:

We would recommend starting with Undifferentiated marketing strategy for

OLA. Undifferentiated marketing with target the whole mkt with one offer.

Focusing on common needs rather than what’s different. The primary reason for
undifferentiated marketing strategy is

- Ola is just entering the EV business

- Has only 1 product to offer – OLA scooter.

- Wants to have PAN India/Global presence.

Differentiated marketing strategy

They need to then quickly then create differentiated experiences for different

markets and we recommend to move to Differentiated Targeting strategy. It

will target several different market segments and designs separate offers for

each different markets and consumers. Eg. Different strategies for different

markets like US/Germany/APAC/etc. Pro model and Premium model will also
have

different targeting strategy.

Positioning:

Product Differentaton

The product is different and its just not like any other EV scooters in the market,
different design , different features, Its superior product than any compettors out
there.

Service Differentaton
The most important difference is on the service. The charging statons to support
the product needs to be highlighted since its an important differentator. The tes
with different service providers, own service centers, etc

Image Differentaton

OLA needs to focus on also how they are different from other brands which are in
same space. Ex Hero, Ather. It should focus on highlightng snippets which are
important and sets them aside then others.