Product School

Zomato Pro
Case Study
Nimisha Singh
IIT(BHU) VARANASI
What and How?
Zomato is an online food delivery and restaurant discovery service. The company’s mobile applications allow users to
browse menus, place orders, and make reservations at restaurants in cities where Zomato operates.

How:

Zomato Began "Zomato Gold" but later reinvented the

same idea to transform it to "Zomato Pro", adding more
priviledges to the Gold plan.
Zomato Pro is a Membership offered by Zomato ata
certain price, this membership has various offers and
incentives for the Foodie Community, as such, the top
three offers are:
For home delivery: Upto 30% extra discounts on
orders, over and above other discounts.
Free delivery on all orders, and priority for pro
members in the delivery chain system. Priority Delivery Exclusive Offers
For Dining: Upto 40% off on total bill and no
weekly/ monthly/ yearly limit on usage.

A Guaranteed 2X return value to all Pro members!

Failing which, a cash back will be given by Zomato.
Guaranteed Money Back
Competitor Analysis
Zomato competes with other restaurant discovery services such as Yelp and Foursquare. However, in India its main competition is
Swiggy. Both platforms have minor differences in field of work. Swiggy, like Zomato, also offers "Swiggy One" to get subscription fees
from customer!.

Swiggy One: Pros and Cons Over Zomato Pro

Exclusiv
e Offers
Swiggy One isthe membership program of Swiggy to offers PROS CONS
its Pro foodies, extra offers and free delivery.
It is currently available only in four cities – Lucknow, Pune,
Trivandrum and Vijayawada Cheaper than Zomato Pro No Guaranteed Money back
Unlimited free deliveries offer.
from all restaurants Late in market, compared to
The Swiggy One membership offers unlimited free Free Instamart grocery Zomato
deliveries from all restaurants along with free Instamart deliveries, something that No dining offers, only home
grocery deliveries, something that was missing from was missing from Swiggy’s deliveries
Swiggy’s Bite and Binge subscription plans. Instamart Bite and Binge subscription A bad UI always interupts
orders only above ₹99 will be eligible for free delivery. plans. mood, as has been the user
In addition to this, users can also avail an additional Avail offers and discounts review for swiggy. Zomato
discount of up to 30% on food orders. on Swiggy Genie orders, to has had a smooth UI/UX
Users will also be able to avail offers and discounts on send parcels and get other which enhances customer
Swiggy Genie orders, which allows you to send parcels products from local stores. experince.
and get other products from local stores.
Acquiring New Pro Members:

Our highest chunk of Pro members Maintaing the current subscribers is

can be acquired by convincing the rs also part of aiming for the 6M
be Ex
non-pro members to convert. Features em ist
i subscribers:

gn
to attract: At the end of the month, show the

or
P

orP
-n
At every otrder, give a brief customers, how much they have

oN

M
s r e bme
gn
disclosure of money saved if Goal Setting saved using Zomato Pro and

i ts ixE
order was made via Pro 6M subscribers by End of which of their frequently visited
Membership 2022 restaurents are on Zomato Pro.
At the end of the month, show the Rapid feedback about any delivery
customers, how much they could issues. Once a subscriber faces a
have saved using Zomato Pro and legitimate issue with customer
Co rs
which of their frequently visited mp
etiti mb
e service, the issue must be
on's Pro Me
restaurents are on Zomato Pro. resolved quickly.
Information is Vital

Use current Pro members to send out invites to

a "First time Zomato user" by offering new
discounts and coupons.
On each invitation acceptance, both the users
shall gain some coupons/discounts.
Representation of Features
Representation of Features

At every otrder, a report to

The report would open
give briefs about how
as pop up as well, for
using PRO, your saving will
quick and easy access.
enhance
Data analytics usage to
At end of month, a report
find out the number of
on the savings that could
customers having
have been made via PRO
maximum savings,
getting more pop ups
Go-To-Market Strategy
Launch Beta products, in regions, a lot people can tend to buy PRO (This stat can be found using Data Analytics, to find the
most common areas/ regions with catering needs where poeple tend to order more, hence are more likely to subscribe to
Zomato PRO
Rapid feedback Loop, gather the base feedback from first set of customers (mainly the NON-PRO Zomato users, find out their
inclination to buy the subscription. At this point, also gather fedback on what's stopping them from purchasing.
Based on feedback, Roll out the final product for Customers

Key Metrics
Find out how many Monthly Active Users turned to Pro customers, calculating a rate percent
for the same
Find out how many New users turned to Pro customers, calculating a rate percent for the
same
Find out how many PRO customers renewed their Subscription , calculate a rate percent for
the same.
 THANK YOU!
Nimisha Singh

http://www.linkedin.com/in/nimisha-singh-326381214