ZOMATO

CLIENT BRIEF

Naveena Veeraraghavan
Navya Viriyala
Lishika Jain
Ansh Gogri
 Ishika Mulage
Dhriti Chheda
Gurmehr Kaur

Brand Description
Zomato is an online food delivery website that has been functioning for 13 years now. Its
popular statement “Better food for more people” accurately describes the company’s mission.
Zomato’s mission is to acquire and maintain market leadership in the food tech industry. Its
mission is strongly backed up by AAAQ - Affordability, Accessibility, Assortment, and Quality,
their 4 core values. Zomato tries to provide easily accessible and affordable high-quality food to
its customers while encouraging them to diversify their food palette. Zomato aims at
empowering its restaurant partners and sustainability in this process. Other than this, the
company primarily aims at easing out the restaurant browsing process for customers. They have
used the slogan “Eat what makes you happy, love at first bite” as a way to convey their concept
to customers and appeal to their target audiences. Two of Zomato’s main challenges are that it
spends a lot of money on marketing channels and discounts to attract customers and the
possibility of supply chain disruptions and increased costs caused by high reliance on third-party
vendors.
Proposal summary
1. Project objective:
● Increase in order volume by 15% over three months
● Increase in 20 percent of bookings made through the app by the next three months
● Acquire 10,000 new customers over the next three months
2. Challenges :
● Convincing new restaurants to partner with Zomato
● Maintaining the pace of delivery not only with increased volume but with the gain of new
customers
● Economic constraints: Since Zomato has just started making profits, it is advisable to
input all the money into these aspects.
Step 3: Target Audience
Demographics: Young adults and working professionals between the ages of 18 to
35 belong to middle to high-income groups.
Psychographics: These include people who are comfortable with online
transactions and are active on social media. Who are open to trying new cuisines,
and value quality and experience. The target audience majorly includes busy
professionals, families, and individuals who value convenience and are willing to
pay for it.
Seasonality: Zomato's usage is probably year-round, but it might vary periodically,
peaking at festivals, holidays, and big events like the World Cup. Also, leaving the
house is challenging during distinct weather patterns like the monsoon.
Secondary consumers are small children and the elderly who are not that tech-
savvy.

Pain Points
 ● The need for accurate and current information regarding menus, reviews,
and eateries.Along with worries about how promotion affects reviews.
● Worries over the accuracy and reliability of the information, particularly the
costs and menu. Moreover, worries over restaurant hygiene
● The desire for social engagement and individualized food suggestions.
● Limited customer support options and challenges with online transactions.
Consumer Personas
● Budget-conscious student: Raj, Age: 22, Delhi, prioritizes affordability and quick
delivery. Needs value-driven options, student discounts, and easy payment options.
● Family with young kids: The Sharma family, Mumbai, parents, and 2
children, value convenience, large portions, and kid-friendly options. Need
family-friendly restaurants, quick delivery, and easy ordering options.
Competitors.
Swiggy and Dineout: The major head-to-head competitor, dominating several
Indian cities. They excel in technology and on-demand delivery logistics. Now with
Dineout, they have a strong presence on bookings as well.
● Learning: Swiggy leverages data-driven personalization and targeted marketing.
Campaigns like "Swiggy Genie" for grocery delivery were successful, expanding their
scope. Failures include negative press regarding delivery agent treatment.
● Marketing techniques: Aggressive social media presence, influencer marketing,
celebrity endorsements, and in-app promotions.
● Market share: Estimated at 50% of the Indian online food delivery market.While
Dineout has 5% with a separate budget of 100 crores
EatsNow: Operates in Tier 2 and 3 cities, focusing on affordability and regional cuisines.
● Learning: Their hyperlocal approach caters to a specific audience. The "EatsNow
Legends" campaign successfully highlighted local restaurants.
● Marketing techniques: Regional influencers, local partnerships, and community-driven
initiatives.
● Market share: Approx. 10% of the Indian online food delivery market.
Distribution:
Performance-based marketing: 50% (₹50 crore)
● Social media advertising (targeted ads on platforms like YouTube, Instagram, and
Facebook) Along with Search engine marketing and pay-per-click campaigns
Focus: Allocate budgets based on proven return on investment and optimize campaigns
based on performance data.
1. Brand awareness and engagement: 30% (₹30 crore)
● Influencer marketing partnerships (micro-influencers and macro-influencers aligned with
target segments)
● Video content creation (recipes, restaurant spotlights, delivery efficiency showcases)
● Public relations and Creative social media campaigns and contests
 Focus: Build brand image, increase brand mentions, and engage target audiences.
2. Testing and innovation: 20% (₹20 crore)
● Experimenting with emerging channels like audio streaming ads or augmented reality
experiences. Testing new creative formats and messaging.
● Exploring partnerships with innovative food and technology companies
Focus: Stay ahead of the curve and discover new ways to connect with your audience.
Project Specific/Mandatories:
Design-Related Mandates:
● Incorporate Zomato’s signature color red predominantly, the color should be used in the
packaging of the order and the shirt of the delivery executive, with Zomato prominently
displayed on both the package and the shirt. With a balance between modernity and
approachability. Use high-quality images and videos of diverse cuisines to evoke appetite
and desire among viewers.
Campaign-related Mandates:
● Emphasis Zomato’s commitment to timely delivery, showcasing delivery executives
consistently being punctual, whether serving a regular customer or high-profile
personalities like celebrities.Integrate promotions and discounts into the campaign
narrative .
● Highlight Zomato’s reliability and efficiency in fulfilling orders promptly, even during
peak hours or unforeseen circumstances.
Event-Related Mandates:
● Use cultural moments to resonate with the target audience, leveraging partnerships with
renowned figures such as Cris Gayle and Ranveer Singh to Amplify brand visibility.
● The confusion about how Zomato’s name is pronounced should be integrated into most
ads, keeping it relevant to the main concept of the campaign.
Primary Metrics:
● Brand Awareness: 20% increase in website traffic, app downloads, social media
engagement, and brand mentions within 3 months.
● Brand Perception: Improve Net Promoter Score (NPS) by 5 points and increase the
proportion of positive online reviews within 3 months.
● Market Share: Maintain or increase market share by 2% within 1 year.
● Customer Acquisition: Increase new user registrations by 20% and repeat purchase rates
by 10% within 3 months.
● Order Value: Increase average order value by 15% and order frequency by 3% within 3
months.
● App Store Ratings and Reviews: Maintain a 4.5-star average rating on app stores and
increase the proportion of positive reviews.
● Return on Investment (ROI): Achieve a 2:1 return on investment for all marketing and
technology initiatives.