Faculty of Business and Management

BR202/BBM2073 Social Media Marketing

Group Assignment (30%)

COURSE TITLE : SOCIAL MEDIA MARKETING

SUBJECT CODE : BBM 2073
Title of assignment : FOODPANDA
LECTURER : Dr. Linda Seduram

No. Student Name Student ID

1 Bryson Ting 1001954247

2 Wong Vincent 1001852882

3 Chan Zhyng Yin 1002370282

Table of Contents
1.Select ONE (1) service or product that you want to offer and provide a detailed description of the
product/ service. .................................................................................................................................... 1
2.Conduct a situation analysis for the business. ................................................................................... 2
Strength ............................................................................................................................................. 2
Weakness ........................................................................................................................................... 3
Opportunity ....................................................................................................................................... 4
Threat ................................................................................................................................................ 5
3. Briefly explain TWO (2) objectives that you want to accomplish through social media marketing.
................................................................................................................................................................ 6
(1) Develop Brand Awarness ............................................................................................................. 6
(2) Monitor Customer Feedback ..................................................................................................... 10
4. Gather insight about your target audience. .................................................................................... 12
5. Describe a mix of the four social media zones that will be best to accomplish your objectives
within the available resources. ............................................................................................................ 14
Social Community ........................................................................................................................... 14
Social Publishing .............................................................................................................................. 14
Social Entertainment ....................................................................................................................... 15
Social Commerce ............................................................................................................................. 16
6. Briefly explain how you create an experience strategy encompassing selected zones.................... 17
References ............................................................................................................................................ 19
1.Select ONE (1) service or product that you want to offer and provide a detailed description
of the product/ service.

Foodpanda is an online platform for ordering and delivering food that links users with wide range
of restaurants and food establishments in various cities around the world. Rico Wyder and Lukas
Nagel, both Swiss, created it. Foodpanda was founded in Malaysia in 2012 as a component of a
worldwide meal delivery business. Since then, the company has expanded quickly, especially in
the last three years. (Foodpanda, 2012). Some detailed description of the Foodpanda which is Food
variety, User-friendly app, and rating and review.

Firstly, Foodpanda provides a wide variety of cuisines and meals, From local specialties to
worldwide cuisines. Customers may explore menus from various restaurants, including fast food,
fine dining, and everything in between.

Besides that, Foodpanda operates through a user-friendly mobile app and website. With only a few
taps or clicks, customers can quickly browse restaurants, read menus, and place orders.

Lastly, when choosing a restaurant from which to order meals, consumers may utilize Foodpanda's
user ratings and reviews to help customers make informed decisions when selecting where to order
their food.

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2.Conduct a situation analysis for the business.

The food delivery industry has undergone a remarkable transformation in recent years Online
platforms have enabled consumers to access a wide variety of culinary delights from the comfort
of their homes. A significant competitor in this competitive sector, Foodpanda has earned a
reputation for convenience and variety.

Strength

The variety of foods available on Foodpanda is one of its significant strengths. Foodpanda caters
to a wide spectrum of tastes and preferences with its huge assortment of cuisines and meals. Due
to this diversity, patrons have access to a variety of gastronomic delights, from regional specialties
to global delicacies. In countries like Malaysia, customer can explore menu from Nasi lemak, Roti
Canai, any fast food and so on.

Besides that, the user-friendly app of Foodpanda has been important in the company's growth.
(Figure 1.0). Customers may easily browse menus, place orders, and monitor delivery thanks to
the company's user-friendly smartphone app and website. The consumer experience has become
smooth and delightful as a result of this user-centric strategy. (Shastri, 2021)

Last but not least, Foodpanda routinely runs sales and discounts to cater to budget-conscious
customers. These offers, which may include free delivery or discounts on particular eateries, serve
as powerful incentives to order through the platform. For example, in Kuala Lumpur, certain
restaurants may offer discounts of up to 50% off, making eating more affordable.

(Figure 1.0)

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Weakness
Despite having numerous advantages, Foodpanda still has faces certain problems. One major
problem in the food delivery sector is the fierce competition. Multiple competing platforms are
fighting for market share, putting pressure on prices and driving up marketing costs. For instances,
in market like Malaysia, Foodpanda faces fierce competition from other food delivery giants like
Eatme, Shopee Food, and Grab food. (Figure 2.0)

The second weakness is the relationships with restaurant partners. The partnerships between
Foodpanda and its restaurant partners are crucial to the company's success. Any issues or
disagreements with these partners, will affect food selections and the level of service provided by
the platform may be greatly impacted.

Lastly, one of its significant weaknesses is the delivery challenge. Because It might be logistically
challenging to guarantee that delivery are constantly on time and that food stays fresh during hectic
lunch and evening rushes in places like KL or Klang.

(figure 2.0)

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Opportunity

Foodpanda offers several chances for expansion and improvement. The market expansion is one
such chance. In particular, the organization may expand into areas where there is a rising need for
meal delivery services. (Figure 3.0). Expanding its footprint could unlock significant growth
potential. Foodpanda can tap into markets in city like Klang, where the demand for food delivery
is on the rise.

Furthermore, Foodpanda can create a variety of customer loyalty programs to keep customers
coming back. To encourage customers to stick with them, they may start making incentives and
implementing reward schemes. This would have a provide a huge opportunity for them.

Lastly, the food business is seeing an increase in demand for sustainability initiatives. In order to
reflect shifting customer preferences and contribute to a greener future, Foodpanda can investigate
eco-friendly packaging, decrease food waste, and adopt other sustainable practices. (foodpanda,
2022) (Figure 3.0)

(Figure 3.0)

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Threat

Foodpanda is faces several threats threatened, despite its strengths and opportunities. The fierce
rivalry in the food delivery sector such as Shopee food and Grab food may lead to price wars and
higher marketing costs, which might have an effect on profitability. (Figure4.0)

Moreover, economic uncertainties, such as recessions or downturns, can lower consumer spending
on takeaway and food delivery, which can have an effect on earnings and future growth prospects.
Customers' economic restrictions, such as those experienced during the COVID-19 epidemic, may
have an effect on how frequently and how much food they order through Foodpanda. (Bhasin,
2019)

Lastly, Customers might choose eating at nearby restaurants than placing an order. The reason for
this is that customers believe eating at a nearby restaurant might be more affordable for them since
they can save the delivery costs, service fees, and tips connected with meal delivery services.
(Darbinyan, 2021)

(Figure 4.0)

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3. Briefly explain TWO (2) objectives that you want to accomplish through social media
marketing.

1st objective:

Develop Brand Awareness

To develop a brand awareness, it helps shorten the sales process, positioning brand as the leader
in the sector. Producing original content, tailoring promotions to the target market, developing
products based on social insights, and developing communication strategies are all part of this
process. The following are a few of the steps we developed:

1ststep
The media we utilize is paid media with the display ads in social communities that include text,
graphics, video ads and pop-ups ads of promoting the brand. We own a YouTube channel to
promote foodpanda advertising. This we aim for more engagement from the paid media to generate
brand awareness.

https://www.youtube.com/watch?v=6shgcNddEfQ

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2ndstep
We also collaborate with some influencer, with influences posts can helps gains likes, followers
and during the conversation surrounding the social media. With the discount code we gave, the
more user willing to use our services.

https://getcraft.com/kairulnizam/ig-photo-kairulnizam

3rdstep
We also having some user generated continent campaigns (UGC) to invite consumers to engage
and interact when they involve with shareable content. The ads we aim for educating consumers
on a series of “hacks” with the hashtag of #TakekanTakTahu. During the campaign, we able to
gain the attention of user when they want to shop mart without driving.

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https://www.minimeinsights.com/2021/10/08/foodpanda-launches-a-series-of-multi-genre-music-videos/

4thstep

We aim the search engine marketing (SEM) of Search Engine Optimization (SEO) to form an
online promotes websites it increasing the visibility of the sites’ URL in search engine results with
organic and sponsored. We own a blog called Foodpanda Magazine Malaysia and we aims to
achieve up to 1500 organic keywords in 10 months. In blog, we have several categories of food &
drinks, lifestyles, events, press, and recipe box.

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https://magazine.foodpanda.my/

5thstep

Lastly, we using storytelling strategies to create personal connection with audience. We created a
story of Pau-Pau who is the food panda’s brand ambassador.

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https://sea.mashable.com/life/20199/the-story-of-pau-pau-foodpandas-adorable-brand-ambassador

2ndobjective:

Monitor Customer Feedback

To improve customer experience, monitor customer feedback is important to capture their opinions
and measure customer satisfaction with evolution of over time. How we monitor customer
feedback, we use these few steps to evaluate it.

1ststep

Create a polling in our social media platform of Facebook, Instagram or twitter. With the simple
and engaging language of asking new ideas that wants us to improve or good advising on future
strategic.

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https://www.similarweb.com/website/foodpanda.my/#outgoing-links

2ndstep

We make survey form to user and public through emails, social media platforms and apps. After
they complete the survey form and we reward them with discount code. With the survey form we
able to understand and improve our that our weakness and strongest in our strategic.

3rdstep

We train social media team to be professional and make sure they are effective with customer
engagement and the feedback management with this helps in consistently.

4thstep

We also analyze the overall sentiment of customer feedback based on the sentiments of positive,
negative or neutral with the sentiment analysis tools. These helps to spot overview of how user
feel about our brand of food panda in overtime.

5thstep

When monitoring social media activities, we can also see how the content of our competitiors like
Grab Good is sharing along with their ads. Enabling us to analyse and identify trands and topics
of interest for all our users.

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https://www.similarweb.com/website/foodpanda.my/#outgoing-links

4. Gather insight about your target audience.

In Malaysia, our primary target audience consists of urban dwellers in major cities such as Kuala
Lumpur, Penang, and Johor Bahru. This includes tech-savvy individuals, Gen Y and Gen Z
consumers who value convenience and enjoy trying new cuisines via online food delivery.

https://www.similarweb.com/website/foodpanda.my/#outgoing-links

As those working professionals in Malaysia, particularly those with demanding schedules,

Majority of them depend on the platform to get easy access to quick meals during their busy
workdays. And as Malaysian students, both at the university and secondary school levels. Their
favorable like how easy it is to order meals that cater to different tastes and dietary preferences,
making it an ideal option for dorm residents and students living in cities.

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In addition to the younger demographic, families in Malaysia use Foodpanda for the convenience
of ordering meals that suit the preferences of various family members. The platform's variety of
options appeals to many parents with children. Foodpanda's diverse restaurant partnerships appeal
to food enthusiasts, including Malaysians who enjoy trying new cuisines and discovering new
restaurant offerings. This demographic is more likely to use the platform to discover new dining
experiences.

https://www.similarweb.com/website/foodpanda.my/#outgoing-links

Finally, price-conscious is Malaysians are looking for discounts, promotions, and loyalty rewards
contribute significantly to Foodpanda's user base. Other than that, our target audience also includes
expats and travelers in Malaysia. They able to use the platform to access both Malaysian and
international food options, for giving them a taste of home.

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5. Describe a mix of the four social media zones that will be best to accomplish your objectives
within the available resources.

The main objective of Foodpanda is to become the world’s fastest and most innovative business
in the industry and implementing the mix of four social media zones can help the company in their
journey to achieve that objective. The four social media zones include Social Community, Social
Publishing, Social Entertainment, and Social Commerce.

Social Community

One of the ways to establish relationships with customers, Foodpanda can utilize social media to
connect with customers by attending to their feedback and queries and engaging in relevant
discussions. This will enable Foodpanda to build a clientele of devoted users to ensure customer
loyalty. Besides that, it is encouraged to have users share their experiences on social media
platforms as this may develop a sense of community among one another. To do so, Foodpanda can
host events, contests, and campaigns to entice customers to post pictures and short video reviews
of the meals delivered by Foodpanda. Moreover, the feedback given by the customers can be used
to improve the service and also invite new opportunities. In terms of providing more for the
community as a whole, Foodpanda has allocated as much as 29 million dollars in 2021 to
supporting Micro SMEs in countries like the Philippines, Singapore, Malaysia, Taiwan, and
Thailand. A further 6 million dollars was set aside for the welfare and benefits of riders, including
safety instruction, insurance, and financial assistance for purchasing of bicycles or motorcycles
(Raj, 2022).

Social Publishing

To reach new potential customers and raise brand exposure, Foodpanda may convey the
company’s story, purpose, and values through social media platforms. Foodpanda frequently
features its restaurants on social media, posting images of their mouth-watering dishes and positive
reviews and ratings from customers. One of the many ways to generate excitement about the
company’s next moves is to use social media to hold giveaways and contests. For example,

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Foodpanda held a massive giveaway during Chinese New Year 2022, and the prizes included
brand-new cars like the Proton X50, and electronics such as PS5, iPhones, and iPads. It's fair to
say that the prizes definitely attracted a lot of people. Besides that, Foodpanda can also share links
to its website and app on their social media platforms to ensure the targeted audience can see the
ongoing special promotions. In addition, Foodpanda can share links to its latest blog posts and
articles on its social media platform to build up visibility and improve their search engine. They
are making sure that customers are encouraged to order food and drinks from its platform.
Furthermore, Foodpanda can also use social publishing to provide news and updates as well as
address questions and comments made by customers via social media.

Social Entertainment

Social Entertainment can be a valuable tool for Foodpanda to increase awareness of its brand and
services, drive traffic to the Foodpanda app, and obtain customer data in order to grow the customer
base and its business. There are multiple social media platforms to help do just that such as
Facebook, Twitter, Instagram, and even YouTube. Each social media platform's content has been
tailored because of the features and audience differences. By doing so, Foodpanda can ensure that
their content reaches the correct audience with what they post. There is so much to do when
promoting, for instance, Foodpanda can use Instagram to share pictures and short videos of mouth-
watering food and beverages. This would be a smart way to appeal to potential customers making
them hungry for a meal of their choice. Not only that, Foodpanda can also use Instagram to
collaborate with influencers or food bloggers to promote their services ensuring that Foodpanda
reaches an even wider audience. Apart from just hosting social media contests and giveaways,
another creative way of using social entertainment in their social media plan is developing a unique
social game that focuses on food or cooking on its own. Furthermore, by accomplishing various
in-game objectives such as answering trivia questions on food or preparing fictitious meals, players
may gain points and rewards. In my opinion, games like this are very entertaining and just might
have that hook on people who enjoy entertainment like this during their free time.

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Social Commerce

Foodpanda’s social commerce process involves maintaining a website and an app for people to
use when ordering food from the restaurants and eateries of their choice. In the process of choosing
a restaurant, customers are able to see the reviews and ratings left by other customers in the past,
making it easier for new customers when deciding which restaurant to choose from. All the
restaurants and eateries that are available to choose from in the Foodpanda app are partnered with
Foodpanda, gaining access to a merchant app therefore whenever customers order from a
restaurant using the app, they get notified right away and can begin preparing the order. When
using the Foodpanda app, people may look up restaurants and eateries that deliver food to their
addresses. Customers can choose their meals, add them to their cart, then proceed to checkout and
payment. After an order has been placed, the selected restaurant will begin to prepare the
customer’s meal right away to make sure that once the Foodpanda rider comes, it is ready to be
picked up and delivered to the customers. Once the meal reaches the customer's address, they can
choose to pay with cash on delivery or by payment online if they have already done so. In addition,
on the Food Panda app, to ease the mind of the customers, they are able to track the whole process
from the restaurant preparing the order to delivery. This is because Foodpanda provides live
location tracking, which is a popular feature in the food delivery business (Krishna Kumar, 2023).

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6. Briefly explain how you create an experience strategy encompassing selected zones.

There are multiple examples of social media activities that Food Panda could do to support and
extend its existing promotional strategies. One of them would be creating a social media campaign
to promote its loyalty program. Take PandaPro for example, it is a subscription program that allows
customers to receive exclusive deals and benefits on food, and groceries, along with free deliveries.
Promoting this campaign will attract the targeted audience as well as new customers. Besides that,
Food Panda could also host a contest on social media where participants can submit pictures and
short videos of them enjoying their orders from Food Panda with their family and close
companions. A group lunch or dinner could be provided at no cost to the winner of the contest.
Another example is the partnership between Food Panda and Air Asia, making use of the
advantages of the two platforms to give users better value and convenience. Air Asia will
incorporate its ride-hailing service into the Food Panda app, while Food Panda will incorporate its
food and grocery delivery service into the Air Asia SuperApp meaning the two parties will share
features in each other's apps.

A part of creating an experience strategy for Food Panda encompassing the selected zones is the
message that Food Panda shares using their social media platform. Food Panda is the most
convenient and practical way of ordering food delivery. With its huge list of restaurants to choose
from, it ensures that there is something for everyone. On top of that, Food Panda is committed to
offering customers a pleasant experience whenever they use their service by having exclusive
discounts and promotions. For example, Food Panda gives discount codes to their social media
followers to use when they checkout their orders in the future. Food Panda seeks to establish itself
as the preferred choice for food delivery services through social media by demonstrating to
customers how simple, convenient, and reasonably priced it is to order food delivery. In addition,
Food Panda also uses social media to interact and develop connections with customers, showing
how they are a business that also cares about its community.

To encourage engagement with the brand in social places, there are some factors to take into
consideration. First and foremost, to understand your audience by knowing what kind of social
media platforms they use and what sort of content they mostly consume. Once variables like these
are identified, Food Panda can tailor their content and the message they want to spread out
effectively. Putting out high-quality content is of the utmost importance. This means that the

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content must be informative, engaging, and at the same time visually appealing to our audience. It
is also wise to be observing conversations involving the Food Panda brand with social media
listening tools as it will enable you to spot trends and chances to interact with your audience.
Additionally, you may utilize social media listening in order to identify and rapidly answer queries
from customers. Not to forget, incorporating uniqueness and humor into social media content will
most likely increase engagement. For instance, Food Panda could produce a number of short films
showcasing individuals using the app in various settings.

The individuals who engage with the brand socially act as opinion leaders and share their
experiences with others need to be encouraged more by Food Panda. To put it in perspective, Food
Panda needs to develop a sense of community around the brand. This is easily achieved by running
social media promotions and giving away gifts, establishing private groups for devoted followers,
and working with influencers for the promotion of the business. Knowing that most people are
more willing to share their experiences with others when they feel that they are a member of a
community. Besides that, Food Panda should make sure that it is easy and convenient for people
to leave ratings and reviews. To entice more customers to share their experiences, Food Panda
could shower them with rewards and discounts in exchange for every single customer’s feedback.
Another way of encouragement would be to acknowledge the most significant consumers of Food
Panda and thank them for their support and loyalty. Gifting them unique discounts, allowing them
to gain early access to new features, or sending invitations to special events hosted by Food Panda.

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References
Bhasin, H. (2019, september 3). Marketing91. Retrieved from SWOT Analysis of Foodpanda:
https://www.marketing91.com/swot-analysis-of-foodpanda/

Darbinyan, M. (2021, march 20). thesocialgrabber. Retrieved from Marketing Strategy and SWOT
analysis of Foodpanda: https://thesocialgrabber.com/marketing-strategy-and-swot-analysis-of-
foodpanda/

foodpanda. (2022, January 21). foodpanda. Retrieved from sustainability initiatives:

https://www.foodpanda.hk/contents/sustainability

Shastri, A. (2021, November 19). The digital school. Retrieved from https://iide.co/case-studies/swot-
analysis-of-foodpanda/: https://iide.co/case-studies/swot-analysis-of-foodpanda/

Foodpanda. (2012, October). About of Foodpanda. Retrieved from

https://www.foodpanda.my/contents/about.htm

Krishna Kumar, A. B. (2023, August 29). Retrieved from Startup Talky:

https://startuptalky.com/foodpanda-business-model/

Raj, A. (2022, April 4). Retrieved from TECHWIRE ASIA: https://techwireasia.com/2022/04/foodpanda-

micro-smes-grow/

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