PROJECT REPORT ON

COMPARATIVE STUDY ON BRANDING STRATEGY OF ONLINE ORDERING AND

DELIVERY PLATFORMS OF THE FOOD INDUSTRY WITH REFERENCE TO ZOMATO &
SWIGGY

SUBMITTED BY
YASH PANKAJ GADKARI

TYBMS SEMESTER-VI
2022-2023

UNDER THE GUIDANCE OF

DR. SWAPNA KADAM

SUBMITTED TO
UNIVERSITY OF MUMBAI

VIDYALANKAR SCHOOL OF INFORMATION TECHNOLOGY

(AFFILIATED TO THE UNIVERSITY OF MUMBAI),
VIDYALANKAR MARG, WALDALA EAST,
MUMBAI-400 037
 PROJECT REPORT ON

COMPARATIVE STUDY ON BRANDING STRATEGY OF ONLINE ORDERING AND

DELIVERY PLATFORMS OF THE FOOD INDUSTRY WITH REFERENCE TO ZOMATO &
SWIGGY

SUBMITTED BY
YASH PANKAJ GADKARI

TYBMS SEMESTER-VI
2022-2023

UNDER THE GUIDANCE OF

DR. SWAPNA KADAM

SUBMITTED TO
UNIVERSITY OF MUMBAI

VIDYALANKAR SCHOOL OF INFORMATION TECHNOLOGY

(AFFILIATED TO THE UNIVERSITY OF MUMBAI),
VIDYALANKAR MARG, WALDALA EAST,
MUMBAI-400 037
 VIDYALANKAR SCHOOL OF INFORMATION TECHNOLOGY
(Affiliated to Mumbai University)

Certificate
This is to certify that

Mr. Yash Pankaj Gadkari Of Bachelor in Management studies Semester SIX

has undertaken & completed the project work titled Comparative Study On
Branding Strategy Of Online Ordering And Delivery Platforms Of The Food
Industry With Reference To Zomato & Swiggy during the academic year
2022-23 under the guidance of Dr. Swapna Kadam submitted on
to this college in fulfilment of the curriculum of Bachelor in Management studies.

This is a Bonafede project work & the information presented is True &
original to the best of our knowledge and belief.
PROJECT COURSE EXTERNAL PRINCIPAL
GUIDE CO-ORDINATOR EXAMINER
 ACKNOWLDGEMENT

I hereby acknowledge all those who directly or indirectly helped me in the drafting of
this project report. It would not have been possible for me to complete this project
without their help and guidance.

First, I would like to thank my guide Dr. Swapna Kadam for the valuable guidance in
completion of my project. I thank the Head of the Department Dr. Poonam Mirwani
and department faculty members for the moral support to complete the project. I thank
our project in charge Ms. Khushboo Julka for updating me with university guidelines
during project work. My heartfelt gratitude to the principal Dr. Rohini Kelkar and the
Vice-Principal Mr. Vijay Gawde for the opportunity given to do the project work.
Finally, I thank our library staff for assisting me in getting the right source of
information.

Last but not the least, I am thankful to the University of Mumbai for offering me the
project in the syllabus. I must mention my hearty gratitude towards my family, other
faculties and friends who supported me to go ahead with the project.
 DECLARATION

VIDYALANKAR SCHOOL OF INFORMATION TECHNOLOGY

(AFFILIATED TO THE UNIVERSITY OF MUMBAI),
VIDYALANKAR MARG, WALDALA EAST,
MUMBAI-400037

I, YASH PANKAJ GADKARI, student of T.Y.BMS Semester VI, Vidyalankar School

of Information Technology hereby declare that I have completed the project on
comparative study on branding strategy of online ordering and delivery platforms of
the food industry with reference to Zomato & Swiggy in Mumbai for the academic
year 2022-23.

The information submitted is true and original to the best of my knowledge.

Signature of student

Yash Gadkari
 EXECUTIVE SUMMARY

The project titled “Comparative study on branding strategy of online ordering and
delivery platforms of the food industry with reference to Zomato & Swiggy prepared
by Yash Gadkari highlights key branding differences between the selected online
ordering and delivery platforms- Zomato & Swiggy. It discusses the ever-emerging
concept of online food delivery applications and describes how it benefits customers.

Zomato & Swiggy are the two market leaders in the online food ordering and delivery
market. Swiggy is only into online food ordering and delivery whereas Zomato was
initially a restaurant discovery platform that entered into online food ordering and
delivery after Swiggy. This project covers topics such as the history of Swiggy and
Zomato their funding history and current market position. It also includes the business
model followed by both the companies and also their marketing mix and then the
marketing strategies used to attract large target audience.

The data is collected from various sources like questionnaire, websites, books,
magazines, newspapers articles, etc. The research design is exploratory and conclusive
in nature. An attempt has been made to study the company’s perspective in the Indian
market and analyze on how they use different marketing strategies to woo their
customers.

This research will outline differences in the branding strategy between the selected
online food delivery platforms. In addition, it will identify the factors that are essential
while operating for players in the online food industry and then shortlist the factors that
are most important to an Indian customer and should be a focus of new businesses
entering the industry with less capital and manpower. In addition, the paper will also
identify the best player in this industry by comparing the two companies Zomato and
Swiggy based on the same set of factors. This comparison will be done from an Indian
consumer perspective by asking the opinion of different consumers belonging to
different cities.
This study also covers a survey to know the most preferred online food delivery service
portal by consumers. In addition, it analyzes the strengths and weaknesses of the above
apps with the help of a SWOT analysis. This project is completed using primary and
secondary research to achieve its objectives while highlighting its scope and limitations.

The project is concluded with emphasizing the increasing demand for online delivery
apps and highlights the preferred choice of the customers.
 INDEX

SR. CHAPTER PAGE

CHAPTER
NO. NO. NO.
1 CHP 1 Introduction 1

2 1.1. Objective of the Study 3

3 1.2. Limitations of the Study 4

4 1.3. Scope of Study 5

5 1.4. Methodology & Sources of Data 6

6 CHP 2 Review of literature 8

7 CHP 3 Introduction to the Topic 20

8 CHP 4 Data Analysis 35

9 CHP 5 Findings and Suggestions 74

10 CHP 6 Conclusion 76

11 CHP 7 Annexure 78

12 CHP 8 Bibliography 85
 CHAPTER 1

INTRODUCTION

Online food ordering apps are the mediums through which local hotels and restaurants,
chefs, canteens deliver take away and food parcels directly to consumer’s footsteps.
Due to the increase in working young generation in metro cities and hectic work life
culture this type of idea is easily spreading. This system has generated a new dimension
to working people’s kitchen. Now days consumers are getting more attracted towards
online ordering apps rather than home delivery of a specific restaurants. In a process of
online food ordering apps there is no human intervention involved which gives it more
privacy. Apps are having number of restaurants, chef's kitchens listed with their menu
specifically. So, the consumers need not to carry pamphlets and menu list for further
orders. It gives convenience to order food on click of a button. These apps can be
directly downloaded to smart phone which give them more accessibility. By giving
your address and profile, payment information account can be created. However, the
app needs to be downloaded by the customers on their cell phones and register them on
the app. Creating profile on apps includes their address and payment information. Apps
are having different kind of mode of payments like credit cards, debit cards, cash less
accounts and free home delivery. Different apps offer different services, offers, features
or restaurants too. Downloaded app used to give some coupons discounts, previous
order history, some palette suggestions, recent customers review on restaurants as well
as dishes. The market business of Indian food industry is expected to reach $4 trillion
by 2025, reports BCG. Presently, the Indian food business is around $8 billion in 2022.
This sector is coming up with innovative ideas to provide their consumer convenience,
satisfaction, and retention. There is a huge competition between free home delivery
given by particular restaurants and online food ordering apps.

Due to introduction of new technology and innovation consumers are having so many
options and varieties to choose from. Initially, due to adherences, people were skeptical,
and investors were hesitant but after the success of this concept, there are growing
number of players in market.

1
Zomato, Swiggy, Food Panda, UberEats, and Just Eat are some main players in this
segment. Few big restaurants brand own their own chain of delivery like Dominos,
Pizza Hut, and KFC.

Technology has played a key role in revolutionizing the food delivery services.
Convenience is the prime factor to consumer as to place an order is as simple as few
clicks on any mobile devices have app facility. Technological dependency convinces
and less time taken for the food to be delivered aids as good reason for the consumer lo
choose the services offered by the online food ordering and delivery service portals
such as Zomato, Swiggy and Uber Eats. The recent development of the Internet has
boosted the extension of online food providers by enabling people to search, compare
prices and conveniently access these services. As of 2016, approximately 95% of the
United States population searched for online food provider's information at least once
and while in 2015 more than one third of Asia-Pacific participants, especially in
developing countries, answered that they looked for and ordered products via the
Internet. Hence Online food trading is essential to managing and recommending further
actions. Restricting dangers from food products purchased through an online trading
platform is primarily relying on the Cautiousness of online purchasing behaviour
customers. Existing literature indicated that one of the most requisite factors
influencing food service selection was the reviews or suggestions of peers. Mobile
application is a combination of marketing acumen and technology uses the Internet as
a medium to advertise and sell services and goods. Today, more people are getting
connected through mobile application and they are ready to trade through it. It also
affects the operation of companies and organizations. Companies have changed their
traditional business Strategies into online marketing to suit customer needs and taste at
any time. The popularity of online food ordering and delivery services is steadily
growing; expectations of the users are also increasing.

2
 1.1. OBJECTIVES OF THE STUDY

• To underline the difference in branding strategies of Zomato and Swiggy

• To understand marketing mix of both food delivery applications

• To identify the benefits of online food delivery apps from the point of view of

customer

• To know the most preferred online food delivery service portal by consumers

between Zomato and Swiggy through survey

3
 1.2. LIMITATIONS

• The study totally depends on the responses given by the respondents

• The sample may not totally represent the whole section of the population

because of different backgrounds, preferences, available options, locality, etc.

• It is limited to 104 respondents based in Mumbai

• For the purpose of the study, only two online ordering and food delivery apps

were analyzed in detail

• It can be subjected to samples’ personal biases

4
 1.3. SCOPE OF THE STUDY

• The study aims to gauge customer reviews and satisfaction towards the available

online food ordering and delivery services

• The study further compares Zomato and Swiggy food delivery services. Based

on these factors the findings of the study can help service providers meet

customer expectations in a better way

• On the other hand, new customers of online food ordering and delivery services

can choose the best provider out of all available options

• Therefore, findings from the study can be beneficial for both customers as well

as service providers

5
 1.4. METHODOLOGY & SOURCES OF DATA

Nature of study:

The nature of the study for this project is quantitative and descriptive.

Descriptive research aims to accurately and systematically describe a population,

situation, or phenomenon. It can answer what, where, when, and how questions, but not
why questions, A descriptive research design can use a wide variety of research
methods to investigate one or more variables. It focuses on expanding knowledge on
current issues through a process of data collection.

The qualitative research was applied to collect data in a structed questionnaire

consisting of closed and open-ended questions. The study therefore engaged a
descriptive research design to access the preferences and views of customers on Zomato
and Swiggy. The survey method is the most effective method as a form of specific
research for data collection.

Research Design:

Research Design is the heart of the research study. A research study is the course of the
condition for gathering and examination of information in such way that aim to
consolidate significance to the study purpose. The design incorporates a framework of
what a researcher intends to do in study.

The research design includes a combination of exploratory research, descriptive

research, explanatory research, and survey research.

Method of data collection:

This research is based on primary and secondary sources.

6
• Primary Data:

The primary data is collected from a circulated questionnaire to customers in the age
group of between 18 to 45 using Google Forms which were distributed using social
media platforms and the analysis was done based on their input.

• Secondary Data:

The secondary data is collected from Articles, Magazines, Books, and the Internet.

Sampling Method and Sample Size:

A modern sampling method was used for this study. This study was done through
Convenience Sampling where a survey was posted on a website (google form) and all
visitors to that site were invited to respond, and an invitation to participate was
circulated via social media.

There were 104 samples collected for this study as sample size.

Rationale of the study:

The rationale of the study is the ever-increasing demand for online delivery and
ordering platforms, change in customer preferences of having a meal, and the cut-throat
competition between the giants in this industry. Through this study, the aim is to
understand this industry, gain customer insights, understand the present competition
and provide a meaningful conclusion.

7
 CHAPTER 2

REVIEW OF LITERATURE

• Chaturvedi, D., & Karthik, T.

The food sector is expanding rapidly and now controls the Indian e-commerce business
as a result of a number of factors, including changing consumer preferences,
technological improvements, rising consumer income, increased consumer education,
and speedy financial expansion globally. The food industry is expanding rapidly and
already controls the majority of the Indian e-commerce market. The success of the
internet food industry was made possible by a 15% increase in 2017. As internet
penetration increased, ordering food online became more popular in India. Urban areas
such as Mumbai and Delhi have seen an increase in online meal ordering. Rural areas
haven't seen much of an increase. Swiggy, Zomato, Food Panda and Uber Eats should
understand user behaviour to develop their performance.

• Sheryl E. Kimes Ph.D.

A study showed that by giving customers more perceived control and convenience, an
online meal ordering system might be improved. Customers need to have a lot of
options so they can simply modify their orders. Reduced non-users will result from
better perceived control, convenience, and relief from technological anxiety. Security
should be given key focus and customers should be informed that their debit/credit card
details will not be compromised or shared with third parties.

• Jyotishman Das (2018)

Customers choose to purchase meals online due to doorstep delivery, ease of use, and
convenience. Customers are enticed to try online food ordering because of the enticing
incentives provided by the apps. Customers may be discouraged from purchasing food
online due to negative past experiences and unfavourable word of mouth from family
or friends.
8
• Carsten Hirschberg et al, 2016

States that there has been a significant change in the meal delivery sector as a result of
increased internet usage and online penetration. The market for food delivery was
approximately 30 percent in 2016, and it is anticipated that it will continue to develop
and reach up to 65 percent per year.

• Varsha Chavan, et al, (2015)

The use of smart phone mobile interface for consumers to view order and follow has
helped the restaurants in delivering orders from consumers immediately. The increase
in uses of smart phones and computers are giving platform for service industry. Their
Analysis concluded that this process is convenient, effective and easy to use, which is
expected to better day by day in coming times.

• Gupta (2019)

Found that customers' comfort is the primary cause of the online food ordering system.
Consumers can easily view the full menu with name, image, specialty and price by
sitting at their home. Sometimes the food ordering companies are giving huge discounts
to the customer. It also saves the time and effort of the customer. Because the customer
can get the food in front of his/her door.

• Singh (2018)
Found that the consumer can mostly kind of get all the information about the food items
and the customer can literally essentially definitely modify his/her data, which basically
for the most part is basically really possible through the application, which basically is
fairly significant in a subtle way.

9
• Suryadev Singh Rathore, (2018)

Revealed that online food ordering companies must pay attention to the quality of
information, Mobile Application and website design, security and privacy for payment
systems towards their customers to provide them full satisfaction experience. It reveals
that product price, ease of payments, special offers and discounts play important role in
the system.

• H.S. Sethu & Bhavya Saini (2016)

Their idea was to analyse the student’s perception, behaviour and satisfaction of online
food ordering and delivery applications. Their study shows that online food ordering
apps secure their time due to easily availability. It is also found that visibility of their
favourite food at any point of time and always access to internet, free data are the main
reasons for using the apps.

• Jacob et.al (2019)

Found that the main reasons for online food ordering are discount, special offers,
availability of many options from a wide range of Restaurant, convenience, easy and
fast ordering of food. The tracking is also an advantage for online food ordering.
Youngsters are more inclined towards the online food ordering system as compared to
older people.

• Parashar et.al (2017)

Found that the facilities offered by the food application companies play a major role in
purchasing an application. Cash delivery is the most preferred option for payment by
the respondents. Food applications are convenient and easy to use.

10
• Chandrasekhar et al. (2019)

Have opined that online delivery services of food by companies depend on the service
quality, perceptions and promotional strategy of the products and services. Therefore,
it can be considered from the above fact that effective branding strategy in different
online food companies needs to be customer-centric along with needs to include better
strategies for service development.

• Lu et al. (2020)

Key elements of customer satisfaction of customer can be termed as an important factor

for which quality, effective services and value management are necessary. Therefore, a
strategic process of business development is necessary for every online food delivery
company that can create barriers in terms of managing effective strategic business
growth.

• Serhat Murat Alagoz & Haluk Hekimoglu (2012)

Determined a noticeable growth in ecommerce with a substantial speed worldwide,

similarly food industry has been noticed to grow by the time. Researchers have used
Technology Acceptance Model (TAM) model to study the online food ordering system.
Ease and usefulness of the online ordering and delivery services has been emphasized
as a major factor towards the acceptance and growth of these services.

• Ansar Z. & Jain S. (2016)

Specified the growth in the ecommerce industry as prime factor for the success of online
food ordering and delivery services. Research has mentioned that more than 400 food
delivery apps are nurturing in India with a funding of about $120 million from venture
capital firms and other such investors. Considering the fact that a minimum 3 meals are
consumed by each individual in a day the food industry is called as a repetitive business
industry which attracts the interest of investors and entrepreneurs towards this growing
business segment.

11
• Denise Rennie (November 2009)

Customers can be defined by factors such as age, income, and education. One of the
reasons customers are hesitant to purchase organic food is the high price. Domestic
production of organic food should be encouraged so that farmers may produce it at a
reduced cost and make it available to consumers at a lower cost, lowering prices and
raising demand for organic foods. Tran (2018), It should be emphasised that cell phones
play an important role in the development and expansion of on-line features for food
ordering and delivery. It also assisted clients in searching restaurants, menu items, and
comparing their prices to rivals.

• Megha Gera (2018)

They sought to learn how operations research may be applied in the food sector. And
have examined how the research may benefit both restaurants and food delivery firms
at the same time. They also suggested that businesses may utilise operations research
to identify how to choose between multiple foods delivery firms in order to reduce costs
and increase profit margins.

• Yeo et al. (2017)

Examined the structural relationship between variables such as post-usage usefulness,

motivation, convenience, price saving orientation, prior experience with online
services, time saving orientation and behavioural intention towards online food delivery
services. The researchers proposed a theoretical model based on the extended model of
IT continuance.

• Suhartanto et al. (2019)

Studied the influence of factors such as food quality and e-service quality on loyalty
towards the online food delivery services. The study also looked into the mediating
effects of perceived value as well as customer satisfaction on the relationship between
the dependent and independent variable.

12
• Pigatoo et al. (2017)

Conducted a study on the online food delivery companies in Brazil and found that most
of these companies receive large investments from foreign investors. Also, a trend of
acquisition of these domestic online food delivery companies was observed. The study
found factors such as content, functionality and usability to be important dimensions of
online food delivery applications

• Li et al. (2020)
Conducted a study from an economic standpoint and looked into the business model of
online delivery services from the perspective of stakeholders such as restaurants and
the delivery people.

• Gunden et al. (2020)

Conducted a study to examine consumer’s intention to use online food delivery services
using a structural model based on UTAUT 2. Three additional constructs were added
to the model including impulse buying tendency, mindfulness and congruity with self-
image. The study found that performance expectancy was the strongest predictor of
intention to use online food delivery services.

• Bagla and Khan, 2017

Conducted research to determine the variables that contributed to the rise in reputation
of in India, as well as customer expectations and satisfaction with the country's top
online food ordering apps.

Bagla, R. K., & Khan, J. (2017). Customers' expectations and satisfaction with online
food ordering portals. Prabandhan: Indian Journal of Management, 10(11), 31-44.

13
• Zeithaml V. et al. (2000)

Described in their research study that electronic service qualities are important for a
firm’s success on the e-service model as the firms have realized that just focussing on
the web presence and low price is not sufficient for a firm’s success in the long run.
The researchers have focussed on the efficiency, fulfilment of promises, maintaining
privacy, reliability of the firm in the minds of customers and responsiveness.

• Madu C. et al. (2002)

Pointed out in their study aims in identifying the different features or dimensions which
the consumer use for assessing the virtual or online quality of their e-service and
operations. This paper focuses in finding and analysing the features that the customers
looks for as a necessity which determines the increased level of satisfaction among the
consumers. The research focuses on many dimensional qualities of e-service such as
the structure of the website, reliability, serviceability, privacy, trust, responsiveness,
integrity, customization and assurance.

• Dr. Yang Z. et al. (2002)

Conducted the study and has derived an exploratory study with relation to the
dimensions of service quality from two different points of view of the group. One from
the internet purchasers and from the point of view of nonpurchasers. The researchers
have discovered that there are 6 primary service quality dimensions for internet
purchasers which is access, personalization, security, reliability, ease of use and
credibility. For the internet non-purchasers the dimensions are as responsiveness, ease
of use, personalization, access and security.

• Santos J. (2003)

Surveyed in her study has said that the service quality is increasingly becoming a crucial
part of e-commerce. As the medium of e-commerce is more pocket friendly, feasibility,
and at ease when compared to products through traditional channels.

14
The researchers have focussed that service quality is the most important determinant
for the success of e-commerce. The study focusses on the various dimensions like
efficiency, support, reliability, incentives, support and communication that this are
actively involved while accessing e-commerce.

• Sohn C. et al. (2008)

Described in their study said that today a greater number of companies are participating
in the online markets for selling their products to a wider number of customers. As each
and every company is in the online market; the companies need to find out something
different so as to grab the attention of the consumers to increase their sales. The most
important dimension of e-service is the quality of service which is being provided to
the customer online. The research enumerates 6 different dimensions which needs to be
focussed on which are customization, trust, reliability, ease of use, web design, delivery
speed.

• Lee G. et al. (2005)

Analysed in their study examined the relationship between the quality dimensions and
the total service quality, intention to purchase and satisfaction among the consumers. A
survey of around 297 online consumers were taken for testing the research model. The
study showed the presence of different dimensions such as reliability, design of the
website, trust, personalization and responsiveness as the most important dimensions
related to e-service.

• Raina A. et al (2018)

Described in the research paper about studying the perceptions of the consumers who
order food using the online food delivery applications which is Zomato, Swiggy and
Uber eats in Ludhiana. The study focuses on people using the mentioned apps for
ordering food online. For the study, a survey was conducted for analyzing the different
attribute of the above mentioned apps, to find out which application is serving the best
and in where the customer satisfaction is the most.

15
• Sparta J. et al (2019)

Pointed out in the research paper focusing on the marketing strategies and the
implementation of the same by Zomato for becoming a pioneer in Online Food Service
sector. The research is based on the case study of Zomato which is the biggest ordering
food through online platform in the country. Zomato has build itself as a strong brand
which emphasis on making sure that the consumers get used to the services rendered
by them. The research helps in studying the aspects through which the company
manages it's process in the growing industry.

• Frederick D. et al (2021)

Conducted in the research paper studying the analyzing of the positioning strategy,
marketing mix, and overall SWOC analysis of Zomato's business. The study examined
that Zomato should also explore the rural regions, also providing virtual restaurant tours
for enhancing the capabilities of the services provided. The study draws conclusions
that the positioning strategies of Zomato are well-defined in capturing the market but
on the other hand requires to develop more strategies for surviving in the market.

• Ms. Harshleen Kaur Sethi (2017)

In her article “Product and Brand Strategy of Zomato” stated that with the boom in e-
commerce in India, the Indian consumer’s life has been impacted in almost every
vertical from online shopping to ticket bookings, healthcare, etc. One of such verticals
is thee-food industry, which has very efficiently utilized the e-commerce platform in
the online food review and food ordering business. This vertical has shown tremendous
growth over the last 5 years signifying the untapped potential. The pioneer and leader
of this segment in India has been Zomato. Zomato is a brand which every consumer
would associate with when he thinks of an e-food platform.

16
• Leong Wai Hong (2016)
In the article "Food Ordering System Using Mobile Phone” stated that the technological
advancement in many industries has changed the growth trajectory of the business.
Efficient systems can help improve the productivity and profitability of a restaurant. It
is believed that the use of an online food delivery system can lead the restaurant's
business to grow from time to time and will help the restaurants to facilitate major
business online.

• Hong Lan, et al, (2016)

In “Improvement of Online Food Delivery Service Based on Consumers Negative
Comments” stated that the online food delivery market is still immature; there are some
obvious problems that can be seen from consumers 'negative comments. In order to
solve these problems, one can neither rely merely on the self-discipline of online food
delivery restaurants nor the supervision and management of online food delivery
platforms.

• Dr. Neha Parashar (January-June 2017)

Reveals that the market size of food in India is expected to reach Rs. 42 lakh crore by
2020, investment in food startups, which mainly include food ordering apps, has
increased by 93 percent to $130.3 million. Swiggy and Zomato are the most preferred
food apps and respondents prefer cash on delivery.

• Dr. Sonali Jadhav (April 2018)

Has explained the reasons of online market growth is urbanization, increasing
disposable income, working women and rapid increase in the use of smart phones &
the adoption of technology by the restaurants to caters changing need of the customer.

17
• Dr. Vijaya Lakshmi Kanteti (2018)

Explains that there are many popular business models in the food tech and the topmost
valued, unexplored and toughest model is the home cooked food model. Technology
provides significant cost and efficiency improvements for restaurant partners. The
Indian Food tech start-up Industries is taking the right opportunities to grow and achieve
profitability.

• Soham Trivedi (2018)

Explains that male consumers are more preferred to buy online and the Zomato is
preferred over other aggregators.

• Dr. N. Sumathi, S. Josphin (2017)

In their study enables online food ordering system is one of the largest services for fast
food restaurants. This is made possible to use of easy electronic payments system, and
also useful for making easy payments for credit card consumer. In this study saying
about to reduce the long queues of consumer at the counter ordering for food and also
reduce the workload of employees.

• Rekha Priyadharshini (2017)

In her study examined about India fast food business is growing due to changing of
consumer preferences and the largest youth population. The Indian fast-food industry
has 40% growth year after year. The most top chains are planning an aggressive
expansion in semi urban areas and also most popular in tier2 & tier3 cities. The
international fast-food chains have to change this business model completely, to adapt
to Indian preferences.

18
• Adithya R., Singh, Pathan and Kanade (2017)
A food menu is set in the online food ordering system so that the customers can place
their orders successfully and with this they can also track their orders. Also, various
facilities are also provided by these apps for making its access convenient for the
customers.

• G. See-Kwong (2017)

The food delivery system in India has been growing at a larger pace due to technology.
From making orders on call to ordering online and satisfying all the needs of the
customers and making changes according to the changing needs of the customers. Now
everything can be delivered to the customers at their doorstep.

19
 CHAPTER 3

INTRODUCTION TO THE TOPIC

India’s online food ordering sector saw a strong growth rate in the number of daily
orders, growing consistently at 15 per cent on a quarterly basis from January to
September last year, according to a report from RedSeer Consulting. The growth has
resulted in the number of orders on a daily basis clocking an average of 400,000 during
the September quarter. It has also meant players, including Swiggy, Zomato and
Foodpanda, are investing in in-sourcing deliveries. In the September quarter, self-
deliveries grew to 56 per cent of the total number of orders done by the food-tech sector
in India. In-house deliveries stood at 46 per cent in the fourth quarter of 2016. Having
a better control of their deliver fleets, food ordering platforms were able to bring down
the average time taken to deliver a meal from 47 minutes in the December quarter of
2016 to 42 minutes in the September quarter in 2017.

This number is expected to grow as food tech players look to boost customer
satisfaction and have them order more meals. Swiggy, one of the leading players has
in-sourced deliveries since its inception and continues to process 100 per cent of
deliveries. Zomato, which started off as a restaurant discovery platform and turned to
online food ordering, acquired Runner, a hyper local logistics firm in order to boost its
own in-house delivery arm. The growth in 2018 is expected to continue at the same
pace. However, Ola, India's largest taxi-hailing firm, buying Foodpanda could upset the
market. Ola has said it would invest $200 million into Foodpanda over the next few
years, creating a scare that there could be a price war in the food-tech space again.

Currently, players such as Swiggy and Zomato have managed to maintain the growth
despite charging delivery fees for small-ticket deliveries. Experts and industry watchers
say the model of delivering food from restaurants, which is ordered online has been
proven, even if there’s some way to go for firms in the space to begin making profits.
This also puts the sector at risk from being invaded by players with deep pockets, who
splurge huge amounts of money to grab market share and fend off rivals in the hope
that they'll be able to turn profitable someday.

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ZOMATO - HISTORY | HOW WAS ZOMATO STARTED?

All of it started when the founders, Deepinder Goyal and Pankaj Chaddah were in their
office in New Delhi and they came across so many people who were waiting for a long
time just to acquire a flash of the menu card. And in that exact moment, the idea for
obtaining a solution was planted in this duo’s minds and that led them to launch
Zomato, formerly known as ‘Foodiebay’.

They uploaded the soft copies of the menu cards on the website. Following this,
everyone in the office started using this, which led to a lot of time-saving for them.
Subsequently, this increased the traffic on their website and soon enough they expanded
their website to make it available to everyone in the city.

Zomato - Startup Launch

When the founders launched this website, it wasn’t called Zomato back then, it was
called Foodiebay. And it initially started out in Delhi, then the services were extended
to cities like Mumbai and Kolkata. With the tremendous user base and growth rates that
Foodiebay brought into the founders, they decided to modify it and take it international.
That’s when this venture started being called Zomato, as we know it today. It was in
2010 when Foodiebay was officially rechristened as Zomato.

KEY ELEMENTS OF THE BRAND:

Zomato - Mission and Vision

Zomato states that their mission "is to ensure nobody has a bad meal."

Zomato co-founder Pankaj Chaddah had declared that the vision of Zomato "is to be
the global platform when someone is looking for food locally”.

Zomato - Name, Tagline, and Logo

The founders changed Foodiebay to 'Zomato' to make it more prominent, simple to

memorize, and primarily to eliminate the confusion with the website eBay.

Zomato's tagline is "Never have a bad meal".

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Positioning:

The brand/website is very popular and common these days among the youth especially,
since they want to experiment new places to dine-out or enjoy with their friends and
family. Such experiments require reviews.

SWIGGY - HISTORY | HOW WAS SWIGGY STARTED?

Swiggy is the result of the hard work and dedication of three friends: Sriharsha Majety,
Nandan Reddy, and Rahul Jaimini. Three had failed in their previous ventures and
decided to come up with an online food delivery app. But this was not an easy task.

Sriharsha and Nandan, two IIT graduates, had already failed in their previous venture,
'Bundl.' We all know how complicated it is to get up after falling. But the two cleared
the first stage and collaborated with a software engineer, Rahul. The three put their
respective skills and finally came up with Swiggy in 2014. And now, Swiggy is one of
the few names that come to our mind while thinking of a food ordering site. Besides
creating a separate identity in our minds, Swiggy has also become the fastest Indian
company to achieve Unicorn status (a startup company valued at over $1 billion) within
four years.

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KEY ELEMENTS OF THE BRAND:

Swiggy - Mission and Vision

Swiggy’s vision is to elevate the quality of life of urban consumers by providing

unparalleled convenience.

Swiggy- Name, Tagline, and Logo

Swiggy was founded in the year 2014 by Nandan Reddy, Sriharsha Majety, and
Sriharsha Majety. It is an online food ordering and delivering service and has its head
office in Bengaluru, Karnataka.

Swiggy tagline is “Swiggy karo, phir jo chahe Karo!”

Positioning:

Swiggy has made the food delivery not just an extended arm of restaurants and has
profited well out of this business. The main positioning strategy of Swiggy is an app
that helped customers get the food they want, wherever they want.

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BRANDING STRATEGIES:
Branding strategy can be termed as a planning of an organisation that helps in achieving
the long-term goals in business by maintaining customer satisfaction. Effective
branding strategy of organisations helps to attract a new potential customer that helps
in improving the business. This study is based on branding strategy of two online food
delivery companies such as Swiggy and Zomato for attracting new customers. Strategic
branding is termed as an important factor in any organisation. This strategy helps in
growth of business especially for the online ordering platforms such as Swiggy and
Zomato. This strategy helps to improve its business functions in any market. Online
delivery of food can be termed, as a self-service for which an accurate design of the
branding and services are required (Suhartanto et al. 2019). Therefore, strategic
planning for branding the online food pruning business for Swiggy and Zomato is
essential through which effective customer attraction can be possible. Recent statistical
data indicates that Zomato has 11.2 million transacting customers globally for which
effective branding is necessary to maintain such a customer base. Innovation is an
important aspect of branding for those online food-ordering organisations for which
technology selection is necessary. The use of technology in innovative strategy
implementation in online food delivery systems is necessary to maintain a competitive
advantage. Therefore, the main asset of branding is regular innovation that helps in
improving the brand awareness to customers for improvement of the business aspects.

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Different strategies for online food delivery business for effective branding

Different styles of branding are present in the market using which companies can
experience business growth. Such effective branding strategies are a personal strategy
of branding, corporate strategy, service-oriented branding, online social media-based
branding and product-based branding. According to Wegerer & Munro (2018), ethical
consideration in corporate branding is an important aspect that supports the manager of
loyalty online food ordering and other perspectives. Corporate branding along with
other styles of braiding is completely dependent on the market requirements of products
along with strategy made by any company in terms of sales. In contrast, Lund et al.
(2018) have opined that the social media strategy of branding is effective in managing
effective communication that helps in influencing the decision-making ability of
customers. Therefore, it can be termed as an important aspect of a business to manage
social, media branding to increase the promotion of products. Keller's model of brand
equity can be termed as an important factor that helps in the creation of high brand
value of any business along with both helping in maintaining effective customer
engagement with brands.

Brand Equity
According to Mr. Aakar ‘Brand equity’ is a term used to describe the value of having a
recognized brand, based on the idea that firmly established and reputable brands are
more successful. More specifically, it’s a set of brand assets and liabilities linked to a
brand name and symbol which add to or subtract from the value provided by a product
or service. The importance of brand equity has been recognized in the marketing
literature for at least three decades as an intangible asset that promotes firm
performance Connecting “brand” to the concepts of “equity” and “assets” radically
changed the marketing function, enabling it to expand beyond strategic tactics and get
a seat at the executive table. To help break down brand equity and provide details about
how the term is used in the marketing industry, we’ve outlined how it all came into
place, why it’s so valuable and a roadmap for success.

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One of the biggest advantages of brand equity is that customers are ready to pay a high
price for products which have a strong brand equity. The competitor may sell the same
product at a lower price, but if a product has brand equity, customers don’t hesitate
paying a higher price for that particular product.

Brand equity can be built through brand elements, marketing program activities and
product, price, distribution, marketing communication strategies and secondary brand
associations. Building a strong brand has been shown to provide numerous financial
rewards to firms and has become a top priority for many organizations.

According to the model, building a strong brand involves four steps:

1. Establishing the proper brand identity that is establishing breadth and depth of
brand awareness
2. Creating the appropriate brand meaning through strong, favourable and unique
brand associations
3. Eliciting positive, accessible brand responses
4. Forging brand relationships with customers are characterized by intense, active
loyalty.

Achieving these four steps, in turn, involves establishing six brand-building blocks
brand salience, brand performance, brand imagery, brand judgements, brand feelings,
and brand resonance.

The most valuable brand-building block, brand resonance, occurs when all the other
brand-building blocks are established. With true brand resonance, customers express a
high degree of loyalty to the brand such that they actively seek means to interact with
the brand and share their experiences with others. Firms that are able to achieve brand
resonance should reap a host of benefits, for example, greater price premiums and more
efficient and effecting marketing programs.

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Why is Brand Equity so Valuable?

It enhances the customer’s ability to interpret and process information, improves

confidence in the purchase decision and affects the quality of the user experience. The
fact that it provides value to customers makes it easier to justify in a brand building
budget. This model provides one perspective of brand equity as one of the major
components of modern marketing alongside the marketing concept, segmentation, and
several others.

Awareness

Can consumers easily identify your brand? Messaging and imagery surrounding your
brand should be cohesive so consumers can always identify it, even for a new product.
What kind of values do consumers associate with the brand? Perhaps they think of
sustainability, quality, or family friendly qualities.

Perceived Quality

The term refers to the quality that customers acknowledge via the look, the touch, and
the feel of a car. For example, in a showroom, the customer would first take a glance
around the car, then open the door, sit on the seat, and check the quality of the details.

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Brand Association

The goal of brand association is to have a brand linked with positive attributes. Brand
association builds value and equity for a company brand. It ultimately makes consumers
aware of brand quality.

Brand Loyalty

This is present when a customer continues to purchase from your company, not because
you’re the only option, but because they trust your company. Health considerations
have significantly impacted the food industry forcing brands to change their product
offerings to adapt to the changing demands of the Indian consumer. Since the universe
of food is much larger and complex than the content we consume, it too needs
technology as an enabler in helping consumers make the right choices.

BUSINESS AND REVENUE MODEL OF ZOMATO & SWIGGY:

Zomato:

Business Model:

During the initial phase of the company, Zomato used to scan the menu of the
restaurants, keep it on the site and the menu was received by people. It still follows the
same formula but has also added other services to its operation. The business model of
Zomato is quite different from that of other food delivery company such as Swiggy.

While the key resource of the company is that it has a large database of restaurants
across 10,000 cities in 24 different countries. The business model is based on providing
local restaurants search services and collecting data on food menus, contacts and
providing relevant information to their customers. The main channels for Zomato are
the mobile applications and its online website. The target audience of the company are
the users who try to find local restaurants of various cuisine and restaurants who want
their name to reach a large number of people.

28
Zomato also caters to customers that prefer home delivery, it helps out database and
market research companies. While the online service is built with mandatory rating
mechanism. The business model of Zomato has revolutionized the food business
industries by incorporating various restaurants and making it convenient for people to
find restaurants, provide feedback, check listings, and availability according to their
choice of cuisine.

Revenue Model: How does Zomato make money?

1. Delivery charges:
Based on the number of orders, Zomato charges the partner restaurants a commission,
which is divided between the company and the delivery partners.

In FY 2019, the company made four times more on delivery than it did the previous
year. These charges formed around 75% of the total revenue for the company in that
year, which makes delivery charges the largest source of income for the company.

According to the company, in India, the number of customers ordering food every
month on their platform in FY 2021 touched 6.8 million customers with three times the
average frequency.

2. Zomato Pro:
Earlier known by the name Zomato Gold, it was based on a freemium model where
customers who paid a certain fee enjoyed premium services while dining at partner
restaurants like offers on food and beverages. Zomato introduced a new membership
service in August, an ‘invite-only upgrade of Zomato Pro’s named Zomato Pro Plus.

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3. Event Organization:
Zomaland event of Zomato became quite popular before COVID hit, and it’s an
excellent opportunity for partner restaurants to get visibility. Here Zomato earns from
both customers (entry fee) and restaurants.

4. Restaurant Advertising:
With 90 billion monthly visits and 1.4 million restaurant listings, Zomato sure is the
go-to place for people who want to find where to eat/order from next.

So, to stand out on the platform, the restaurants have to pay a certain sum of money so
that their restaurant gets noticed by people visiting the platform. Zomato charges a
certain amount of money from restaurants for advertising.

Zomato started as an online restaurant aggregator and still earns the main part of its
revenues through its unique — advertising. Zomato gives restaurants, eateries, bars and
pubs a chance to advertise on its platforms through sponsored listings and earns the
greater part its incomes through this channel. This contributes to a 62% share of its
overall revenue in FY18.

By charging a monthly subscription fee, it even provides restaurants with analytical

tools like Zomato order (with the help of which restaurants can manage their offerings
to consumers and give discounts accordingly) and Zomato book (managing table
reservations more efficiently).

5. Zomato Kitchens:
Here, Zomato will connect kitchen partners (a partner who will construct the kitchen
according to the design and specifications and in turn Zomato will pay money to operate
this place) with restaurant partners (partners who will operate their restaurants in the
space which Zomato had asked kitchen partners to construct).

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6. Zomato Gold:

Zomato Gold is a premium subscription-based service which is offered by Zomato. It

started in 2018 and is a paid service that allows customers with gold memberships get
complimentary food and drinks at the time of ordering form partner bars or restaurants.
However, the gold service is only applicable to dine in orders and not available for
deliveries and can be used only once at each partner restaurant in a day.

Zomato Gold offers either 1 + 1 on food or 2 + 2 on drinks when the customers visit
their partner restaurants.

Zomato has announced that its premium service, Zomato Gold will now be invite only.
Zomato Gold allows customers to get complimentary food and drinks from over 2,100
restaurants across Pune, Hyderabad, Delhi NCR, Mumbai and Bangalore. Zomato had
launched the Zomato Gold paid service back in November last year with a launch price
of Rs. 999 for a year for the first 10,000 customers. The subscription price has been
increased from Rs. 999 to Rs. 2,399 for a year. Zomato has said that the subscription
price of Rs. 2,399 will be increased further, once the service goes invite only.

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Swiggy:

Business Model:

The Business Model of Swiggy is built on hyperlocal on-demand food delivery

services. It allows the users to order any food and get the recipe delivered on their
doorstep.
They can do this by choosing from a range of eateries/restaurants and menus along with
prices listed on the Swiggy app. But the most exciting feature of the Business Model of
Swiggy is that they have their convoy of delivery agents. These delivery partners can
pick up and deliver food in less than half an hour. Business Model of Swiggy is also
based on a model of dual partnership.

Swiggy’s revenue streams are increasing. This is indicative of very stable and long-
term growth of the company. The pandemic restrictions on dine-in services have further
helped Swiggy to get that extra push it needed.

Revenue Model- How does Swiggy make money?

1. Delivery Charges:

Swiggy does not have a minimum order requirement for delivery which means that
Swiggy often receives orders amounting to less than Rs 100. This increases the logistics
cost per order. So, after Swiggy got a strong hold of the market, it started charging
delivery charges to low order amounts (depending and varying upon city to city).

The company charges a nominal charge of Rs 20 to Rs 40 for orders below Rs 250 and
raises the same during unusual weather conditions or periods of high order demand.
Swiggy charges between 15-25% commissions from the restaurants for using their
delivery fleet for every order placed on their app.

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2. Restaurant Advertising:

Swiggy earns advertising revenue from the restaurants featured on their app Banner
promotions & Priority listing. They allow restaurants to place banner ads for a cost &
also allow them to pay for a higher listing on the app.

Swiggy started earning advertising revenue via two models priority listing of
restaurants.

Swiggy recently started with Banner promotions to take a leaf out of Zomato and
Foodpanda’s books. Restaurants are promoted and displayed in their app and website
pertaining to regions. Different regions on the displayed page vary in their rates based
on the visibility that the restaurant is to receive via the banner promotion.

The only limitation is that Swiggy does not share customer data, so the restaurants rely
on generating raw revenue through higher visibility only.

Swiggy typically displays a list of available restaurants to t this very potential into a
revenue stream by charging a premium from restaurants in return of giving priority
listing to the restaurants.

Higher up the list the restaurant is displayed, higher is the cost the restaurant has to pay.

3. Swiggy Access:

This is an entirely new concept that Swiggy has pioneered. They offer cloud kitchens
on rent to restaurants so that they can offer their menus to consumers in locations where
they may not have a physical restaurant. This service alone could account for 25% of
Swiggys revenues in the future.

4. Swiggy Super:

The program offers unlimited free delivery for all orders above Rs 99 and can help
members avoid surge pricing during periods of excessive demand.

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5. Swiggy Go:

This is another new service that Swiggy launched in 2019 to offer instant pick up &
drop service for parcels from different locations across the city. This service has now
morphed into Swiggy Genie.

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 CHAPTER 4

DATA ANALYSIS

The study indicated that the online food delivery business model is highly demandable,
potential and money efficient. This space is increasing in leaps and bounds because of
the size of market. Every human needs to eat multiple times and variety in a day. So, it
ensures repeat in order and growing business. Due to repeat customers, Profit margins
are high. Ordering online is nowadays in fashion or a way of life. Ordering online is
much comfortable and less expensive than dine out.

Some of the benefits to the customers are:

1. Easy to use:

The food ordering mobile apps are easy to use and offers high convenience with time
and effort saving for the customers. This has encouraged more users to use the mobile
apps and order their favourite food online, to get them delivered to their houses. The
UI/UX of these apps, along with the ease of navigability and efficient search options
enhances the convenience of the food ordering apps.

2. Flexible payments:

The food ordering mobile apps offer flexible payment options for the customers to be
able to pay using various modes of payments, best suitable for them. The integration of
various popular payment gateways offers flexibility and cashless transactions to the
customers, thus encouraging them to use the food delivery app.

3. Real-time tracking:

The food ordering software is equipped with real time GPS tracking systems, such that
the customers can track the delivery boy bringing their food, along with helping the
delivery boys to track down the exact address of the customers.

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4. Loyalty points:

Online food ordering often offers loyalty points to the customers for encouraging them
to use the mobile app even more often. These loyalty points can be used by the
customers to place future orders, thus helping them to use the app more often.

5. Effective customer support:

With 24/7 customer support facilities, the mobile apps can offer the best customer
supports, answering to their queries and assisting them in any need or complaints.
Customer support has effectively become even more efficient, since the customers can
connect to the executives, with just a few clicks on their apps.

Brand Social Media Strategy of Zomato & Swiggy:

Zomato:

Zomato aims to be the place where Foodie’s hangout. In fact, it had rechristened itself
as a Food Network. It is leveraging 3 primary platforms to power its own Food
Network: Facebook, Twitter and Pinterest. Their social media content strategy revolves
around food and restaurants, but the efforts look a little half-hearted.

Facebook

Though Zomato has a 1288k strong Facebook community, it is seriously lacking in

engagement.

The page doesn’t have regular updates going out. Only a handful go out each month.
But whatever content they share, they do a stellar job at it.

36
Twitter

Twitter is where Zomato shines. Twitter is primarily being used as a conversation

platform and the brand is doing an excellent job at engaging in conversation with the
people.

Because Twitter allows for Realtime conversation, it is used daily to respond to queries
from people asking for recommendations. They also periodically run contests on
Twitter, Foodie Friday being one that has taken off and seen a great response. The
Yummy Yatra happened recently and was covered live almost entirely on Twitter.
Twitter is less about updates, more about conversation/engagement.

Facebook is a little static in comparison and is more a platform for updates from
Zomato. For example, our new TV commercial, posts fresh off our official blog, or
photo albums from events conducted by us.

Blogs

The Zomato blog is the company’s mouthpiece where it shares all the latest updates
about the brand and its initiatives. Though the posts are written very well, there is no
regularity here as well.

Pinterest

A visual treat and a foodie’s true delight, the content shared on their Pinterest channel
is simply amazing! They should work hard on promoting it.

Swiggy came into existence with the idea of the co-founders to provide an end-to-end
food service, right from order to delivery; all this from the comfort of one’s home. The
objective of the company is to disrupt the kitchen at home and make their delivery
service a viable option for an everyday food need.

37
Swiggy:
Facebook

Their Facebook page is quite active with regular updates, averaging to one post a day.
The posts are eye catching, flavoured with humour and good quality creatives. The face
book audience of Swiggy is clost of 70,000 fans. The posts garner active engagement,
with week on week increase in the number of likes.

Twitter

Twitter presence of Swiggy is pretty strong with 6000 plus followers and regular
updates. It also uses its Twitter handle to respond to customer appreciation or criticism.
The company also runs engaging contests like #SwiggyTuesdays with interesting
giveaways like coupons and the munching bag.

Blogs

The Swiggy Blog speaks for the company as it shares all the important news and
updates about the brand and its initiatives.

Pinterest

Swiggy’s presence on Pinterest is something to watch out for too. In all, it has packaged
its social media presence with the right number of contests and creatives, ensuring
customer.

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MARKETING MIX OF ZOMATO
PRODUCT:

Zomato is an app / website which shows restaurants and food menu to its users. Zomato
provides the user with the restaurant details, their images, rates, menus and even portal
for customers’ feedback where people can voice their opinions regarding the
experience, taste at a particular restaurant. This application helps the restaurants which
do not have their own websites. It is a good way to make their restaurant visible online
without making a site for their own. The main services in its marketing mix include
Point of Sale systems, Restaurant Search and Delivery, Table Reservations and
management, White label Apps and online ordering services. White label is the product
or service produced by a company (main company), and it is used by another company
to rebrand it as if it has made them. There is a discontinued product ‘Citibank-Zomato
Restaurant Guide’ which was a print version of the website.

PRICE:

Zomato does not charge for restaurants to put their details on their application or
website. The restaurant advertising which Zomato does on their site or application is
the major source of their revenue. Restaurant advertising includes banners ads for
restaurants which gives them maximum visibility as soon as a person logs into the app
or the site. Event based advertising when restaurant hold an event and use Zomato as a
medium to advertise their event. There is a commission set on the ticket sales through
Zomato. They also provide consulting services to restaurants to where should the
restaurant chains open their next outlet. Zomato uses various analytical tools to analyze
where the demand lies and help them with the solution. The percentage revenue
distribution can be summarized as under; restaurant advertising- 85%, event
advertising- 5%, event ticket sales- 15% of the revenue.

39
PLACE:

Zomato, an online service is available on Windows platform, Android, and iOS

platform. It is available in 25 countries which include India, Australia, USA, Chile,
Malaysia, United Arab Emirates, Portugal, South Africa and many more. The UI is user
friendly and has nine language options viz. English, Italian, Spanish, Portuguese,
Turkish, Slovak, Indonesian, Polish and Italian. Also, they are active on various social
platforms like Facebook, Twitter, Pinterest and Instagram which are used to engage
with customers.

PROMOTION:

Zomato is known for its content marketing strategy. In content marketing they aim to
advertise extensively via images. These images require a glimpse, have an impact on
audience and offer pure entertainment. The content is always fresh with old sayings,
messages delivered in a unique way in line with the service of Zomato. The social media
is an important channel to market their services. Their posts, messages are always some
simple industry jargons that is targeted at different audience segments. Along with posts
and messages, Zomato has collaborations with Paytm, Uber, Food Bloggers which
display Zomato as an option for any food related queries customers search on these
applications.

40
MARKETING MIX OF SWIGGY
PRODUCT:

Swiggy is one of the popular delivery companies that supplies ordered food and
beverage items to its customers. It has created a single window and included a wide
range of food parlors and restaurants under its umbrella customer now can make a
choice from visual menus of restaurants in neighborhood and order online. Ordering
food and getting a swift delivery has become a hassle-free option from a customer
viewpoint because of Swiggy.

The company has estimated seven hundred and fifty restaurants on its platform and
receives nearly seventy thousand orders on monthly basis.

Swiggy is not accountable for the quality of food as it only delivers from one hand to
another. In the case of complaints it usually takes up to the restaurant in question. The
company encourages promotions and ratings of restaurants for online delivery. Swiggy
has launched an On-Time-Delivery service titled Swiggy Select that guarantees
cashback if the order does not reach a customer in stipulated time-frame.

PLACE:

Swiggy has spread its presence to few cities in India like Bengaluru, Gurgaon, Pune,
Chennai, Delhi, Hyderabad, Kolkata and Mumbai. It has its headquarters base at
Bengaluru in Karnataka and has established its corporate offices at Hyderabad in
Telangana and Gurgaon in Haryana. It is a popular app that takes order for food delivery
from listed restaurants on its portal. Swiggy has set up a strong and widespread
distribution network to offer prompt and best results. It has an exclusive fleet of
personnel that includes services of nearly eight hundred delivery people working on-
field. They are involved in picking up orders from selected restaurant and delivering it
to customers. Delivery boys are equipped with Swiggy App and smartphones that make
tracking of a delivery throughout routeing algorithms easy. 25 Swiggy has hired
Shadowfax Technologies, a third-party delivery company, for part-time distribution in
Delhi and Bengaluru.

41
PRICE:

Swiggy has an extensive workforce and this flexibility prompts it to allow its customer
a policy of no minimum order. This has increased its customer base to a great deal.
Swiggy was able to raise 2 million dollars in Series A funding from Accel Partners and
SAIF Partners. During Series B it raised 16.5 million dollars funding from an
undisclosed investment firm and Norwest Venture Partners. Swiggy has tie-ups with
restaurants that offer a minimum of 15% to 25% commission and this has helped it in
increasing its distributive channel and garnering better revenues. It also charges a
minimum delivery fee from its customer irrespective of a small or high amount order.

PROMOTION:

Swiggy realizes the importance of a good marketing strategy and has adopted several
plans to create further brand awareness. It relies heavily on mouth publicity and a
satisfied customer is its greatest advertising tools as they recommend the brand to
friends and family. Swiggy has adopted online marketing strategy and has taken help
of social media platforms like Twitter, Facebook, YouTube and Pinterest via innovative
and interesting ad campaigns like #SingWithSwiggy and #DiiwaliGhayAayi. Its
Facebook page is very popular and active as it offers regular updates and encourages
active participation. Swiggy has launched innovative videos that have become very
popular amongst masses like Swiggy Goes International. The company runs contests to
encourage direct participation by customers through #SwiggyTuesdays and offers to
munch bag and coupons as rewards. Ahead of its launch in Mumbai city, it partnered
with popular Dabbawalas of Mumbai to get a better grasp of the situation and later used
it as a promotional strategy to gain brand exposure.

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STP PROCESS OF ZOMATO

SEGMENTATION:

Segmentation of Zomato is done on the basis of attributes below:

1. Demographic segmentation
• Age
• Lifestyle
• Gender
• Culture

2. Geographic segmentation
• North
• South
• East
• West

3. Behavioral segmentation

4. Psychographic segmentation

TARGETING:

Target group is made of go – getters with a zeal of life. While they may not have the
time to plan their meals, they still want the best and choicest food options delivered at
the touch of the button. The targeting group are

1. 20-30 years old

2. College students
3. Working professtionals
4. e-Commerce savvy
5. People who are living away from their hometown.

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POSITIONING:

The positioning is explained by POD’s and POP’s of Zomato compared to its

competitors.

1. Point of difference (POD’s):

• Quicker delivery time

• Different business model

• Private fleet

• COD available

• Online payments and cashbacks

2. Points of parity (POP’s)

• Similar services

• Similar restaurant listings

• Unstable market base

• Branding techniques

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STP PROCESS OF SWIGGY

SEGMENTATION:

Segmentation of swiggy is done based on the attributes below:

1. Demographic segmentation
• Age
• Lifestyle
• Gender
• Culture
2. Geographic segmentation
3. Behavioral segmentation
4. Psychographic segmentation

TARGETING:

Target group is made of go – getters with a zeal of life. While they may not have the
time to plan their meals, they still want the best and choicest food options delivered at
the touch of the button. The targeting group are

1. 20-30 years old

2. College students
3. Working professtionals
4. e-Commerce savvy
5. People who are living away from their hometown.

45
POSITIONING:

The positioning is explained by POD’s and POP’s of Swiggy compared to its

competitors.

1. Point of difference (POD’s):

• Quicker delivery time
• Different business model
• Private fleet
• COD available.

2. Points of parity (POP’s):

• Similar services
• Similar restaurant listings
• Unstable market base
• Branding techniques

PRIMARY DATA ANALYSIS

Below is a detailed analysis of the study response collected through an online survey
from 104 samples. A questionnaire was given to the samples of the study to find out
which brand is better and preferred by them.

The given responses were tabulated and analyzed as follows:

46
1. Table showing the age of respondents:

OPTIONS (YEARS) NO. OF RESPONDENTS PERCENTAGE

18-25 70 70%

26-35 20 20%

36-45 8 8%

Above 55 2 2%

TOTAL 100 100%

Interpretation:

The above pie diagram showing the age of the respondents gives us a clear picture
as to 70% of respondents belong to 18-25 years of age, 20% belong to 26-35 years
of age, 8% belong to 36-45 years of age and 2% belong to above 55 years of age.

47
2. Table showing the gender of respondents:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

MALE 88 88%

FEMALE 11 11%

PREFER NOT TO SAY 1 1%

TOTAL 100 100%

Interpretation:

The above pie diagram showing the gender of the respondents gives us a clear picture
as to 88% of respondents are male, 11% of respondents are female and 1% prefer
not to say.

48
3. Table showing the marital status of respondents:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

MARRIED 28 28%

UNMARRIED 72 72%

TOTAL 100 100%

Interpretation:

The above pie diagram showing the marital status of the respondents gives us a clear
picture as to 72% of respondents are married and 28% of respondents are unmarried.

49
4. Table showing the income of respondents (annually):

OPTIONS NO. OF RESPONDENTS PERCENTAGE

BELOW 2 LAKHS 61 61%

2-5 LAKHS 24 24%

5-10 LAKHS 12 12%

ABOVE 10 LAKHS 3 3%

TOTAL 100 100%

Interpretation:

The above pie diagram showing the income of the respondents gives us a clear
picture as to 61% of respondent's income is below 2 lakhs, 24% of respondent's
income is between 2-5 lakhs, 12% of respondent's income is between 5-10 lakhs and
3% respondents income is above 10 lakhs.

50
5. Table showing the current employment status of respondents:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

STUDENT 54 54%

EMPLOYED 27 27%

SELF-EMPLOYED 18 18%

RETIRED 1 1%

TOTAL 100 100%

Interpretation:

The above pie diagram showing the current employment status of the respondents
gives us a clear picture as to 54% of respondents are students, 27% are employed,
18% are self-employed and 1% are retired.

51
6. Table showing the response of people ordering food online or not:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

YES 96 96%

NO 4 4%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us the number of people who orders food online where
in most of the respondents have opted for yes at 96% saying they order food online
and 4% have opted for no saying they do not order food online.

52
7. Table showing the preferences of the respondents towards ordering food
online:

OPTION NO. OF PERCENTAGE

RESPONDENTS
OVER THE MOBILE APP 93 93%

OVER THE WEB BROWSER 7 7%

TOTAL 100 100%

Interpretation:

The above pie chart shows the preference of customer towards ordering food where
in 93% prefer to order food over the mobile app and 7% prefer ordering food over
the web browser.

53
8. Table showing why customers prefer online food delivery:

OPTION NO. OF RESPONDENTS PERCENTAGE

FASTER DELIVERY 38 38%

TIME SAVING 27 27%

MONEY SAVING 17 17%

CONVENIENT 38 38%

ALL OF THE ABOVE 42 42%

TOTAL 100 100%

Interpretation:

The above bar diagram shows us why people prefer online food delivery where 38%
of the respondents have opted for faster delivery and for convenience, 27% of
respondents have opted for time saving, 17% have opted for money saving, and 42%
have opted for all the above.

54
9. Table showing the response of the customers towards which website or app
has easy accessibility:

OPTION NO. OF RESPONDENCE PERCENTAGE

ZOMATO 71 71%

SWIGGY 29 29%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us which website or app is easily accessible to order
food online and 66.3% of respondents opted for Zomato and 33.7% of respondents
opted for Swiggy. This shows that Zomato is easier to use by the customers.

55
10. Table showing the response of the customers towards who has more tie ups
with the restaurants:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 66 66%

SWIGGY 34 34%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us who has most tie ups with the restaurants, 66% of
respondents opted for Zomato and 34% of respondents opted for Swiggy. This shows
that Zomato has more tie ups with the restaurants than Swiggy.

56
11. Table showing the response of which company provides good packing
services:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 48 48%

SWIGGY 52 52%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us who provides better packing services where in most
of the respondents have opted for Swiggy at 52% saying that it provides better
packing services compared to Zomato at 48%.

57
12. Table showing the response of which company provides good quality
services:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 53 53%

SWIGGY 47 47%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us who provides good quality services where in most
of the respondents have opted for Zomato at 53% saying that it provides better
quality services compared to Swiggy at 47%.

58
13. Table showing the response of which company services are good in on time
delivery:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 58 58%

SWIGGY 42 42%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us who provides good on time delivery services where
in most of the respondents have opted for Zomato at 58% saying that it provides
better quality services compared to Swiggy at 42%.

59
14. Table showing the response of which is offering better customer service:

OPTION NO. OF RESPONDENTS PERCENTAGE

ZOMATO 66 66%

SWIGGY 29 29%

OTHER 5 5%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us the better service provider where in most of the
respondents have opted for Zomato at 60.6% saying that it provides better customer
service compared to Swiggy at 31.7% and others at 7.7%. The best customer service
provider will always lead the market.

60
15. Table showing the response of which company provides better quality of
food:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 67 67%

SWIGGY 33 33%

TOTAL 100 100%

Interpretation:

The above pie diagram shows us who provides better quality of food where in most
of the respondents have opted for Zomato at 67% saying that it provides better
quality of foods as compared to Swiggy at 33%.

61
16. Table showing the amount of money spent on ordering food by respondents:

OPTION NO. OF RESPONDENTS PERCENTAGE

<150 6 6%

<250 34 34%

<500 46 46%

<1000 14 14%

TOTAL 100 100%

Interpretation:

The above pie diagram showing the amount of money spent on ordering food gives
us a clear picture as to 6% of respondents spend more than 150 Rs, 34 % of
respondents spend more than 250 Rs, whereas 46% respondents spend more than
500 Rs and 14% of respondents spend more than 1000 Rs.

62
17. Table showing the intervals in which people order food online:

OPTION NO. OF RESPONDENTS PERCENTAGE

DAILY 3 3%

WEEKLY 34 34%

MONTHLY 51 51%

FORTNIGHT 12 12%

TOTAL 100 100%

Interpretation:

The above pie diagram gives us a clear view on how often people order food online
and we can see that most of them order food monthly (51%), and some respondents
are seen ordering weekly (34%), where takers of daily and fortnight are
comparatively few (3% & 12%).

63
18. Table showing responses of service provider provides more offers &
promotions:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 52 52%

SWIGGY 25 25%

BOTH 23 23%

TOTAL 100 100%

Interpretation:

The above pie diagram shows that Zomato provides more offers, discounts and
promotions compared to its rival Swiggy, where in both stand at different levels
where is Zomato has 52%, Swiggy has 25% and both having 23%, considerably
Zomato is the best in giving offers and promotions.

64
19. Table showing responses of which brand implements more effective
branding strategies:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 68 68%

SWIGGY 32 32%

TOTAL 100 100%

Interpretation:

The above pie diagram gives us a clear view on who's branding strategies are more
effective wherein 68% of respondents opted for Zomato whereas only 32% of
respondents opted for Swiggy. This confirms that Zomato's branding strategies are
more effective and impactful than Swiggy’s.

65
20. Table showing the preferences of the respondents towards Zomato &
Swiggy:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 63% 63%

SWIGGY 37% 37%

TOTAL 100 100%

Interpretation:

The above pie chart shows the preference of customer towards online food delivery
aggregators, where in 63% prefer Zomato, 37% prefer Swiggy. This also shows that
Zomato has a slightly more preference compared to Swiggy.

66
21. This table shows which brand will respondence suggest to others:

OPTIONS NO. OF RESPONDENTS PERCENTAGE

ZOMATO 63 63%

SWIGGY 37 37%

TOTAL 100 100%

Interpretation:

The above pie chart gives us a clear view that 63% of respondents will suggest
Zomato and 37% of respondents will suggest Swiggy to their acquaintance, family,
friends.

67
22. This table shows how respondents rate the Zomato's ordering process:

OPTION NO. OF RESPONDENTS PERCENTAGE

VERY HIGH 17 17%

HIGH 42 42%

MODERATE 28 28%

LOW 9 9%

VERY LOW 4 4%

TOTAL 100 100%

Interpretation:

The above pie diagram shows the rating given by respondence and gives us a clear
picture as to 17% of respondents rated very high, 42% of respondents rated high,
28% respondents rated moderate and respondence also rated low and very low which
are comparatively very few in numbers (9% & 4%).

68
23. This table shows how respondents rate the Swiggy’s ordering process:

OPTION NO. OF RESPONDENTS PERCENTAGE

VERY HIGH 18 18%

HIGH 22 22%

MODERATE 42 42%

LOW 13 13%

VERY LOW 5 5%

TOTAL 100 100%

Interpretation:

The above pie diagram shows the rating given by respondence and gives us a clear
picture as to 18% of respondents rated very high, 22% of respondents rated high,
42% respondents rated moderate and respondence also rated low and very low which
are comparatively very few in numbers (13% & 5%).

69
24. Table showing the rating of Zomato:

OPTION NO. OF RESPONDENTS PERCENTAGE

VERY HIGH 21 21%

HIGH 38 38%

MODERATE 29 29%

LOW 8 8%

VERY LOW 4 4%

TOTAL 100 100%

Interpretation:

The above pie diagram shows the rating given by respondence and gives us a clear
picture as to 21% of respondents rated very high, 38% of respondents rated high,
29% respondents rated moderate and respondence also rated low and very low which
are comparatively very few in numbers (8% & 4%).

70
25. Table showing the rating of Swiggy:

OPTION NO. OF RESPONDENTS PERCENTAGE

VERY HIGH 13 13%

HIGH 26 26%

MODERATE 44 44%

LOW 11 11%

VERY LOW 6 6%

TOTAL 100 100%

Interpretation:

The above pie diagram shows the rating given by respondence and gives us a clear
picture as to 13% of respondents rated very high, 26% of respondents rated high,
44% respondents rated moderate and respondence also rated low and very low which
are comparatively very few in numbers (11% & 6%).

71
SWOT ANALYSIS OF ZOMATO:

STRENGTH WEAKNESS

• First service providers • Inefficiency in expansion

• User-friendly interface • Security issues

• Strong funding • Increased competition

• Worldwide presence • Google’s schema module

• Brand awareness

• Brilliant marketing strategy

OPPORTUNITIES THREATS

• More acquisition • Market followers and challengers

• Scope of expansion in future • Policies by the government

• Online users • Fragile business model

• Creating a community • Tough competition

• Tech development

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SWOT ANALYSIS OF SWIGGY:

STRENGTH WEAKNESS

• Fast delivery • Location constraints

• Trained personnel • Low awareness of brand image

• Free delivery • Delivery charges on orders below Rs.

250
• Neat packaging
• Location based restaurant finder
• Wide selection
• Menu and app price difference

OPPORTUNITIES THREATS

• Pioneer in food delivery business • Increase in health-conscious customers

• Growing marketplace for potential • Negligence of potential customers

customers
• Increase in competitors
• Value effective
• Fewer customers
• Increase in market share

• Give higher service

73
 CHAPTER 5

FINDINGS AND SUGGESTIONS

A) FINDINGS
• 96% of respondents are aware about the online food ordering apps and order food
online.

• It has been found that 3% of respondents order food daily, 34% of respondent's order
food weekly, 51% of respondents order food monthly, 12% of respondents order food
fortnight.

• Majority of respondents feel that online food ordering and delivery app is easy to use
and convenient.

• 93% of the respondents were using mobile app to order food online and very few
customers use the web browser.

• It was found that respondents were introduced to online food delivery app through
internet and their friends or family.

• Majority of respondents are preferring the food delivery app Zomato (63%) and
Swiggy (37%).

• On online delivery food, 6% of respondents spend more than 150rs, 34% spend more
than 250rs, 46% spend more than 500rs, 14% spend more than 1000rs.

• The most user-friendly and easily accessible app is Zomato.

• Zomato's branding strategy is far better, effective and impactful as compared to

Swiggy.

• The negative influence from friends and family also prevents them from using the
delivery apps

• Zomato has more tie ups with the restaurants than Swiggy.

74
• The respondents have opted for Zomato at 67% saying that it provides better quality
of foods as compared to Swiggy at 33%.

• Zomato provides more offers, discounts and promotions compared to its rival Swiggy,
where in both stand at different levels where is Zomato has 52%, Swiggy has 25% and
both having 23%, considerably Zomato is the best in giving offers and promotions.

• The major reason for choosing online food delivery apps are offers on app, speed of
delivery and convenient.

B) SUGGESTIONS

• Improve the restaurant sites and menus to satisfy the customers in a better way

• Reduce the delivery charges and attract more customers

• Encourage the working of delivery boys about customer seasonal food orderings

• Formulation of suitable policies to improve the efficiency and willingness of delivery

boys

• Train the workers about the behaviour, politeness, method, rules, and procedures to
be followed by conducting effective training programs

• Provide attractive offers and discounts to capture the attention of people to increase
the profit of online providers

• Strengthen the security of payment system of online food apps

• Create plans and policies to ensure food delivery to isolated areas

• I would like to recommend all newly established companies in the food delivery
sector to put their initial attention on the four factors of Service Quality, On-Time
Delivery, Fresh, Well-Cooked, & Packaged Food, as well as Real-Time Delivery
Tracking, as these are the factors that are crucial to Indian customers and with which
they may not be willing to make concessions.
75
 CHAPTER 6

CONCLUSION

The change in the standard of living of the people, increasing disposable income, and
the busy schedule has changed the life of people and their eating habits. Earlier people
used to prefer cooking food rather than going to restaurants or ordering food but now
things have changed wherein most people have got addicted to online ordering of food
and prefer to order food instead of cooking. Mostly, the young crowd, working
professionals, and people who don’t like to cook or don’t know to cook have started
making the most use of these apps. Online food delivery services have made the life of
individuals much easier and more convenient wherein they can save a lot of time and
energy. With the rise of these services, there is no need to call restaurants for placing
orders and no need to wait for a long time if restaurants are busy. Through these
applications, one can order their choice of food from their choice of restaurant anytime,
anyplace and from anywhere.

The food delivery landscape has been undergoing significant change in the last few
years. It is now possible to get fully prepared meals from our favourite restaurants
delivered to our door, making it convenient and time saving. This has led to massive
growth of the food delivery companies and other related industries, such as Zomato,
Swiggy, UberEats etc to capitalize on the need for delivery solutions for restaurants.
Online food delivery apps, an application as a search engine for all food delivery apps
are efficient and effective in real-time as you can have your any of your favourite
restaurant foods at the comfort of your home or your office desk. This website
application is capable to fulfil the customer’s requirements as well as to manage
restaurant’s workload.

But since every coin has two sides, even online food ordering has few
disadvantages/challenges that are faced by its customers. Food arriving cold, packaging
not upto the mark are some of the issues faced by the customers followed by Mobile
application not working or loading, not user friendly and also difficulty in using them.

76
The interface of the app needs improvement along with customer care services. In spite
of these problems faced, many of them yet opt for online food ordering through food
delivery apps over other ways of food ordering because of its various advantages and
this is the reason this industry is booming. To conclude, customers will appreciate not
having to wait in long queues and getting their food delivered on time at their
convenience.

Through this research, both the online delivery applications selected for this study were
analyzed in detail. The responses from the survey highlighted that majority of the
respondents think that Zomato offers better customer service than Swiggy. It is also
seen that, on average, the samples for this survey spend less than 500 Rs. on food
delivery applications and most of them order food monthly. As far as brand promotion
strategies are concerned, it is found that respondents receive more offers from Zomato
as compared to Swiggy. This study also identifies that in general, around 73% of the
respondents prefer Zomato over Swiggy, whereas 27% prefer Swiggy over Zomato.

Thus, it is observed that all the objectives of the research have been attained.

77
 CHAPTER 7

ANNEXURE

QUESTIONNAIRE (BLANK COPY)

78
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 CHAPTER 8

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