Similarity Report ID: oid:17335:22096649

PAPER NAME

ZOMATO PHASE 3 ANALYSIS.docx

WORD COUNT CHARACTER COUNT

1483 Words 7367 Characters

PAGE COUNT FILE SIZE

7 Pages 85.4KB

SUBMISSION DATE REPORT DATE

Sep 14, 2022 12:26 AM GMT+5:30 Sep 14, 2022 12:26 AM GMT+5:30

23% Overall Similarity

The combined total of all matches, including overlapping sources, for each database.
19% Internet database 0% Publications database
Crossref database Crossref Posted Content database
19% Submitted Works database

Summary
 ZOMATO’S MARKETING MIX

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MARKETING MIX: It is a set of marketing tactics which used to promote a product or
services in the market and helps to sell it. It is all about positioning a product in right place at
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right time. In business sector, the marketing managers plan a marketing strategy by
considering 4P’s and 7 P’s approach for vital development. It provides a big picture of
marketing a product that indeed helps the marketer to understand deeply. It highlights the
product strength and gives the best possible way to promote it.

Edmund Jerome McCarthy proposed the concept of marketing mix analysis. In detail, it
further developed by Neil Borden. He came up with 4P’s concept. As this method became old
Booms and Bitner added other 3P’s to the marketing strategy. In total now we are using 7P’s
approach in promoting a product or service.
Here now we are going to implement these 7tactics in the company ZOMATO.

A. PRODUCT:

1. QUALITY

 It is a web-based application designed to find restaurants and helps us to show the

food menu with different cuisines that are available near to the customers location.
 It promises the customer with quality, accessibility, range and affordability.

2. EASE ACCESS

 It provides the customer with restaurant details, images of food, reviews given by
early or previous customers in form of feedbacks.
 People can voice out their opinions in this designed app regarding their taste
preference and hotels or dining they visited.
 On the other hand, it provides a great opportunity to showcase their menu and
availability of dining for small hotels or restaurant owners where they don’t have their
own website.
 It is one of the good possible ways for them to visible online. Their marketing mix
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include services like Searching the best restaurant and delivery, reserving table and
management, Point of sale systems and online ordering services.

3. PORTFOLIO DIVERSITY

 Zomato offers wide range of food menus. The food delivery app focuses on creating
content that include target customers of 18-35 years age group.
 It focuses on leveraging trends in market and uniquely connects them to brand.
 It has been working on various multiple fronts on long standing multiples.
 As it has millions of active users it attempts to expand the horizons into new
geographies.
 It is mainly accessible to the food eaters.
B. PRICE:

1.PREMIUM PRICING:

 This app offers two different or extra benefits called ZOMATO PRO AND ZOMATO
PRO PLUS.
 It offers the membership to the customers who avail the access by paying 900rs for 12
months.
 It launched ZOMATO GOLD PROGRAMME by giving extra offers to the
customers. It provides various coupon codes and promo codes to attract customers.

2. QUALITATIVE PRICING:

 It categorises the restaurants according to the luxury zones and comfort zones.
 The app provides the information of various hotels according to the customer
preference and standards.
 For example, it differentiates the hotels or restaurants into premium like Taj, Novotel,
Radisson from normal customer friendly hotels.

3. STRATEGICAL PRICING:

 Company generates majority of income or revenue by restaurant advertising.

 It consists of banner ads in which when a customer opens the app or website it enables
the customer with maximum visibility of exposure in best suitable way.
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 It covers event-based advertising platform where restaurant hold an event and uses
this medium to advertise.
 Event ticketing is for providing tickets for special events on commission basis
basically for large events or parties.
 They use analytical tools and offer consulting services.
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 The revenue generated can be summarised as restaurant advertising – 85%, event
advertising- 5%, ticket sales – 15%.

4. GEOGRAPHICAL PRICING:

 Pricing can be done according to locations where the customers place the order.
 They charge amount with the comparison of distance travelled in form of delivery
charges.
 The amount of delivery time also extends with respective of food placed.

C. PLACE:

ECOMMERCE:
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 Zomato is an online service that is accessible on Windows, Android, and iOS.
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 It has an ease access in 25 countries such as India, Malaysia, the United Arab
Emirates, Portugal, Australia, the United States, Chile, and South Africa. English,
Turkish, Slovak, Indonesian, Polish, Italian, Spanish, Portuguese, and Italian are
among the nine languages available.
 They also maintain a connect with customers on social media zones like Facebook,
Twitter, Pinterest, and Instagram.
 The site is flooded with the heavy traffic check of 90 million visits for every month.

D. PROMOTION:
1. CUSTOMER CENTRIC IN CONTENT:
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 It is crucial that they use social media to promote their services. Their articles and
messages are always strike a balance of basic business jargon aimed at a variety of
audiences.
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 It made agreements with Paytm, Uber, and Food Bloggers, which display Zomato as
a choice for any food-related queries consumers search on these sites.

2. NOTIFICATIONS DEPENDS ON MOOD:

 The app sends the notification according to customer mood to grab the attention, they
use notifications and timely messages.
 It tries to figure out at least by cheesy lines or interesting catchy words customers can
purchase food in this app.
 It not only adds humour but also delivers the message in ways that is subtle yet
interesting and funny.

3. EMAIL GRAB THE ATTENTION AND CAPTURES INTENTION:

 Many brands make continuous efforts that strike a balance between target customers.
 This company does this not by offering deals and offers but also focuses on loyalty of
brand.
4. CREATES FUN:
 Zomato has unique way of letting customers get a glimpse or idea of tools.
 It offers Zomato badges feature where it creates a fun and joy of users getting
interacted with brand.
5. ADVERTISING:
 The content marketing technique used by Zomato is well-familiar. They want to use
photographs in content marketing to advertise in a big way.
 These photographs act as second glance, impact an emotional response from the
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viewer, and give pure feel. The content is always fresh, with old adages and feelings
delivered in a unique style consistent with its service.
 They circulate ads everywhere in google related to the site or ordering foods from
different hotels or enabling deals and offers.
E. PROCESS:
1. OPERATION:
 One need to sign into the account and should enter the required data like name, phone
number and email address. Then and their account will be created and enables the
user to access the app.
 When the order got placed, it enables the customer to track the information regarding
the customer point of arriving to the doorstep.
2. MAINTAIENCE:
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 In food delivery service the key part lies in the fact that food should be hot and fresh
as and when it reaches customers. All the players in the food delivery space make this
as a differentiating factor from its competitors.
 For example, Food panda promises delivery within 45 minutes from the time an order
is placed, where as in Zomato it ensures customers within time with no further delay.
If in case, it happens it delivers the food for free.
3. MANGEMENT:
 The customer can browse the menu and order it online.
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 Mode of payment can be done via by online or cash on delivery.
 Location can be tracked by using GPS technique.
 The entire process makes the user much more convenient and helps us to have hassle
free experience.
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F. PEOPLE:

 Majority of the companies rely on its workforce to offer their product or services.
This workforce constitutes the people segment in services.
 Zomato comprises a strong team of around 3000 people working towards best
services to people.
 They have adopted leaner operations systems where the market demand is less. This
led to the maximum utilization of workforce.
 They are keen in suggesting best practices as a part of their consultancy business to
restaurants, employee retention methods and maximizing their potential.

G. PHYSICAL EVIDENCE:
1. WEBSITE:
 It was designed to enhance customers with good quality of attracting features so that it
enables users intend to order food.
 It is created in a user-friendly way.
 It wanted consistency from different restaurant platforms which would result in easy
identification of food customers can be apt for.
 It incorporated the new modern visual design trends that have delightful experience for
the users.
2. SERVICE:
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 Zomato being a service offers no product of its own.
 It has no physical presence, except for the delivery system started by Zomato in
2015.
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 The delivery system consists of delivery men of both genders for delivering the food
placed by an order from Zomato app.
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 Selected restaurants offer delivery services through Zomato. Basically, Zomato acts as
a third-party system for the deal between these restaurants and the buyer.
 Similarity Report ID: oid:17335:22096649

23% Overall Similarity

Top sources found in the following databases:
19% Internet database 0% Publications database
Crossref database Crossref Posted Content database
19% Submitted Works database

TOP SOURCES
The sources with the highest number of matches within the submission. Overlapping sources will not be
displayed.

mbaskool.com
1 16%
Internet

ESC Rennes on 2022-04-19

2 3%
Submitted works

University of Hertfordshire on 2020-12-09

3 3%
Submitted works

Global Banking Training on 2022-08-22

4 <1%
Submitted works

pdfcoffee.com
5 <1%
Internet

Sources overview