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    Zomato

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    amit pal
    Zomato is an Indian restaurant aggregator and food delivery startup founded in 2008. It operates various services including restaurant search and discovery, online ordering, table reservations, POS systems, and a subscription service called Zomato Gold. In 2016, Zomato's revenue came entirely from advertising, but by 2019 85% came from transactions. The document analyzes Zomato's business model, marketing strategy including segmentation, targeting and positioning, consumer perceptions of the platform, key insights, competitors like Swiggy, and recommendations.

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    Zomato

    Uploaded by

    amit pal
    5K views14 pages
    Zomato is an Indian restaurant aggregator and food delivery startup founded in 2008. It operates various services including restaurant search and discovery, online ordering, table reservations, POS systems, and a subscription service called Zomato Gold. In 2016, Zomato's revenue came entirely from advertising, but by 2019 85% came from transactions. The document analyzes Zomato's business model, marketing strategy including segmentation, targeting and positioning, consumer perceptions of the platform, key insights, competitors like Swiggy, and recommendations.

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    zomato strategy marketing mangement

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    Zomato is an Indian restaurant aggregator and food delivery startup founded in 2008. It operates various services including restaurant search and discovery, online ordering, table reservations, POS systems, and a subscription service called Zomato Gold. In 2016, Zomato's revenue came entirely from advertising, but by 2019 85% came from transactions. The document analyzes Zomato's business model, marketing strategy including segmentation, targeting and positioning, consumer perceptions of the platform, key insights, competitors like Swiggy, and recommendations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    5K views14 pages

    Zomato

    Uploaded by

    amit pal
    Zomato is an Indian restaurant aggregator and food delivery startup founded in 2008. It operates various services including restaurant search and discovery, online ordering, table reservations, POS systems, and a subscription service called Zomato Gold. In 2016, Zomato's revenue came entirely from advertising, but by 2019 85% came from transactions. The document analyzes Zomato's business model, marketing strategy including segmentation, targeting and positioning, consumer perceptions of the platform, key insights, competitors like Swiggy, and recommendations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Objectives:

    • Introduction

    • Marketing Analysis

    • Consumer Perception

    • Strategy Mix

    • Competitors

    • Advertising Campaigns

    • Recommendations
    History:
    • Indian restaurant aggregator and food delivery start-up

    • Founded in 2008 by Deepinder Goyal and Pankaj Chaddah

    Business Units:
    • Restaurant search & Discovery

    • Zomato Order – Online Ordering

    • Zomato Book – Table Reservations & Management

    • Zomato Base – POS Systems

    • Zomato Gold – Subscription services

    • HyperPure – B2B marketplace for farm produce


    Financials:
    • In 2016, 100% of Zomato’s revenue was from advertising

    • In 2019, 85% of Zomato’s revenue is driven from transactions

    • With rising costs and commissions charged, advertising revenue took a hit

    • Realigned business into three key verticals

    1. Delivery - $ 155 mn revenue in 2019[1]

    2. Dineout - $ 49 mn revenue in 2019

    3. Sustainability - $ 2 mn revenue in 2019

    [1] Source: Zomato Annual Report FY 19


    Marketing Analysis:
    STP:
    Segmentation:
    a) Geographic Segmentation – Locality
    b) Demographic Segmentation – Age, Economic status
    c) Psychographic Segmentation – Prefers ordering food to home,
    d) Behavioral Segmentation – Benefits oriented; Experience oriented
    Targeting:
    Profile – Age: 18-45 years
    Living in Metro, Tier-I and Tier-II cities
    Likes to eat out or get food delivered
    Prefers to read customer reviews about the restaurant
    Loves Food
    Positioning:
    Positioned as a platform that brings restaurants, suppliers, consumers, food bloggers and logistic
    partners together.
    Consumer Perception:

    Why do you prefer one platform over How frequently do you order food online?
    another?

    Better choices for restaurants


    13%
    21% Better payment experience 29%
    37% Twice a week
    3% Quicker food delivery Once in a month
    3%
    Once a week
    Better offers and discounts Once in a fortnight
    3%
    60% Quicker correspondence 31%
    fromcustomer service executive
    Consumer Perception:

    Do you think Zomato Gold Would you be willing to use proprietary


    subscription fee is worth the benefits? wallet services from a food delivery
    platform?

    23%

    42%
    Yes No Yes No
    58%

    77%
    Key Consumer Insights:
    • About 37% of the people ordered food twice a week

    • Major factor affecting the selection of food delivery platform is “Better offers and discounts”

    • More than three-fourths of the people felt that subscription fees of Zomato Gold is worth the benefits

    • 42% of the people were willing to use wallet services from a food delivery platform

    Pronounced trends in India:


    • Rise of nuclear families has increased demand for delivery of food [2]

    • Millennials spend 11% of their food expenses on ‘Eating out’, where it is 6% for Gen-Xers [2]

    • Millennials spend more on ‘Eating out’ than they spend on ‘Entertainment’ [2]

    • For Urban millennials the ratio of average expenditure on Eating out compared to Groceries is two-thirds

    where it is about one-thirds for Gen-Xers [2]

    • Loose to Branded Conversion – Consumers have come to be more influenced by Brand than ever [2]

    [2] Source: Marketing Whitebook 2019


    Strategy Mix:

    Product
    Place
    1) Platform for ordering food
    online 1) Mobile App & Website
    2) Platform for finding 2) Offline meets
    restaurants
    to dine out Food at
    convenience

    Promotion
    1) TV and Social media
    advertising during high activity
    period like Diwali, New year etc
    2) Billboard advertising
    3) Zomaland
    Competitors:

    • Restaurant search & Discovery - Dineout

    • Zomato Order - Swiggy

    • Zomato Book - EazyDiner

    • Zomato Base - TouchBistro

    • Zomato Gold - Gourmet Passport


    Zomato vs Swiggy:
    The Hunger Games

    Zomato Swiggy

    Zomato Order

    Zomato Base Swiggy Delivery


    Product
    Zomato Go out Swiggy Go

    HyperPure

    TV commercials

    Social Media Ads TV commercials


    Promotion
    Zomaland Social Media Ads

    Bi-Annual bloggers Meet

    Place Mobile App & Website Mobile App & Website

    Discounts and Offers Discounts & Offers


    Price
    Zomato Gold Swiggy Super
    Advertising Campaigns:
    Zomato Swiggy
    Cravings Quick Delivery

    Convenience Wide range of cuisines


    Recommendations: Average order value on India’s food-delivery apps in 2018

    400
    • Zomato should improve it’s app UI as it is an important factor
    350

    for 29% in choosing a platform 300


    250
    • The order tracking system should be improved 200
    150
    • Should allow 2 restaurant visits per day using Zomato Gold 100
    50
    • Should promote more bundled food items to increase per 0
    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
    basket price Swiggy Zomato FoodPanda
    India’s food-delivery app market share by transactional
    • Should profile the app users based on the content viewed to volume in 2018
    100%
    display appropriate restaurants at the top of list
    80%
    • Zomato should not aggressively delve into new markets for first
    60%

    movers advantage but rather let competitors develop the 40%

    market 20%

    0%
    • Should start new Wallet services with exclusive discount for Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

    wallet users Swiggy Zomato FoodPanda Faasos Box8


    THANK YOU !!!

    order online on
    zomato

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