1

PREFACE

In today's dynamic and highly competitive business landscape, effective marketing strategies
are essential for companies to thrive and maintain their competitive edge. As a leading player
in the food delivery and restaurant discovery industry, Zomato has been at the forefront of
innovation and disruption. This dissertation report delves into the intricate details of Zomato's
marketing strategy, aiming to provide a comprehensive analysis of its approaches,
methodologies, and outcomes.

The journey of preparing this dissertation has been both enlightening and enriching. It
involved extensive research, data analysis, and critical evaluation of various marketing
theories and practices. Throughout this process, I have had the opportunity to explore the
multifaceted nature of marketing strategy formulation and implementation, gaining valuable
insights into the complexities and challenges faced by modern businesses.

The primary objective of this dissertation is to shed light on the marketing strategies
employed by Zomato, examining how the company leverages its strengths, mitigates
weaknesses, exploits opportunities, and tackles threats in the ever-evolving marketplace. By
dissecting Zomato's marketing initiatives, this report aims to uncover the underlying
principles and tactics that have contributed to its success and competitiveness in the industry.

It is important to note that this dissertation is not intended to be a mere regurgitation of

existing knowledge but rather a thoughtful analysis and synthesis of information gathered
from various sources, including academic literature, industry reports, and company
publications. Moreover, while the focus is primarily on Zomato, insights drawn from other
relevant case studies and examples are also incorporated to provide a broader perspective on
effective marketing strategy development.

I would like to express my sincere gratitude to all those who have supported and guided me
throughout the process of writing this dissertation. Special thanks to my supervisor for their
invaluable feedback and encouragement, which have been instrumental in shaping the
direction and content of this report. I would also like to extend my appreciation to my family
and friends for their unwavering support and understanding during this challenging yet
rewarding endeavour.
CERTIFICATED OF INTERNAL GUIDE
 DECLARATION

I do hereby declare that this dissertation entitled “MARKETING STRATEGY

OF ZOMATO” has been done by me and all the information provided is correct
and true to my knowledge.

This dissertation is submitted by me for the partial fulfillment of the award of

degree in ‘master of business administration’.

The dissertation is exclusively prepared by me and has not been submitted to any
other institutions or published anywhere before.
 ACKNOWLEDGEMENT

I express my sincere gratitude to ARATRIKA ROY CHOWDHURY, Faculty,

EIILM who has sincerely provided me with critical suggestions and valuable insights
which enabled me to complete this project and bring out this report in the best way
possible.

I would take this opportunity to thank Dr. R.P Banerjee (Director, EIILM) and other
faculty members for their cooperation and support.

I am also thankful to my colleagues for their motivation and to all those persons who
directly or indirectly helped me during developing this dissertation.
 Introduction

Significance of the study

Objectives of the study

Methodology

Analysis and interpretation

Marketing strategy

Findings of the Study

Conclusion

Bibliography

TABLE OF CONTENT
 INTRODUCTION

ONLINE FOOD ORDERING MARKET

The online food ordering market has undergone a remarkable transformation in recent years,
reshaping the way people dine and interact with restaurants. Characterized by the
convergence of technology and convenience, this market has surged in popularity, offering
consumers a seamless and efficient way to satisfy their culinary cravings. With the
proliferation of smartphones and the widespread availability of high-speed internet, ordering
food online has become a ubiquitous aspect of modern living. Consumers can now browse
through a myriad of dining options, place orders with a few taps on their mobile devices, and
have their favourite meals delivered to their doorstep or ready for pickup in minutes. This
evolution has been fuelled by changing lifestyles, with busy schedules and urbanization
driving demand for convenient dining solutions. Moreover, the COVID-19 pandemic further
accelerated the adoption of online food ordering, as social distancing measures and
restrictions on in-person dining propelled consumers and restaurants alike to embrace digital
platforms for food delivery and takeaway services. In this dynamic landscape, online food
ordering platforms compete fiercely for market share, continuously innovating to enhance
user experience, optimize delivery logistics, and forge strategic partnerships with restaurants.
As the market continues to evolve, understanding its dynamics and trends is essential for
businesses looking to capitalize on the opportunities presented by the booming online food
ordering industry.

Introduction of Zomato
ZOMATO is the brainchild of Mr. Deepinder Goyal and Pankaj Chadda who were colleagues
in ‘Bain and Company’. The idea to start Zomato came from the demand for menu cards to
order food among their colleagues. Mr. Deepinder Goyaland Pankaj Chadda initially started a
database for food menu named “Foodiebay” in2008 which soon had gone live with menus of
1200 restaurants in Delhi NCR (INDIA) by July 2008. Later the name was changed into
Zomato (to avoid any legal implications the name Foodiebay has Ebay annexed with it) in
November 2010 which is now the largest restaurant detecting platform in India listed with
more than 4200 restaurants across 12 cities in the country. And internationally it has lists of
about 1.4 million restaurants across 10,000 cities in and at present it operates in 23 countries,
including India, Australia and the United States. Zomato got its first funding of $1 million
from Info Edge and it’s also Zomato’s largest shareholder. Zomato has over 2000 passionate
Zomans strong across 23 countries, and this number is increasing day by day. Zomato is
widely used by internet users who want information for dining and delivery options. Zomato
is capturing customers by providing all the information a customer can need before going to a
restaurant or ordering foods online. Zomato is following affiliate marketing model with
website and mobile apps. Customers who are ordering foods online can pay through debit
cards, credit cards and net banking. Zomato has also partnered with Paytm, PayPal, and
Freecharge to enable online payments. For marketing purpose, Zomato’s key strategy is its
friendly website with up-to-dateinformation of the restaurants. It also has a global mobile
application from where it gets more than 50% of its total traffic.

 Company name ZOMATO

 Headquarters Gurgaon, Haryana, India
 Sector Food Delivery
 Founders Deepinder Goyal, Gaurav Gupta, Pankaj Chaddah
 Founded 2008
 Website zomato.com

Zomato - Industry
The online food delivery industry in India is anticipated to generate US $43.78 billion in
revenue by 2024, growing at a remarkable 16.95% CAGR (CAGR 2024-2028) according to
Statista's study analysis.

According to growth projections, the market volume is expected to reach US $81.91 billion
by 2028, highlighting the noteworthy influence and continued growth of the online food
delivery sector in India.

Zomato - Start up Story

Zomato's beginning story can be traced back to the creative minds of Deepinder Goyal and
Pankaj Chaddah, two IIT Delhi grads who worked in New Delhi for Bain & Company.
'Foodiebay' was developed in 2008 by them as a way to save time and streamline food access.
It became the biggest restaurant directory in Delhi NCR in an astounding nine months, and it
quickly spread to Mumbai and Kolkata.

Following two prosperous years, the business changed its name and became Zomato. Due to
the app's ability to browse menus, read reviews, and place food orders from partner
restaurants, its popularity skyrocketed, and it began to expand steadily throughout the world.
Foodiebay changed its name to Zomato on January 18, 2010, and by 2019, it had grown into
a major international restaurant aggregator with operations in 24 countries and more than
10,000 cities.

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 in to 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.

Zomato - Mission and Vision

Zomato states that their mission is "to provide better food for more people."

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 - Products/Services
Some of the prominent products/services of Zomato are:

Zomato Wings: Linking Restaurants and Investors

Zomato unveiled Zomato Wings, a website that links restaurant owners and investors.
Serving as a fundraising intermediary, Zomato places a strong emphasis on building a
connection between restaurants and venture capital firms to promote expansion in the food
sector.

Zomato AI - Revolutionizing Food Discovery

Zomato AI, an innovative AI-powered food discovery companion, is integrated into the
platform to redefine how users interact with food-related services. This advanced feature
offers personalized suggestions, catering to individual preferences, dietary needs, and moods,
revolutionizing the dining experience.

Zomato Future Foundation

Investing in Education: Up to two children of Zomato delivery partners are financially
supported by the Zomato Future Foundation, which focuses on education. The project
supports employee families and provides further education scholarships for top performance,
with an annual coverage of Rs 50,000 per child.

Zomato's Hyperpure
The B2B food tech vertical Hyperpure by Zomato is revolutionizing restaurant operations.
With the help of this program, restaurants can purchase premium foods straight from farmers
and producers, guaranteeing the consistency, quality, and freshness of their supply.
Zomato Gold
Free deliveries, VIP access during rush hours, and extra savings on dining and delivery
services are all included with this exclusive Zomato Gold membership.

Zomaland
Zomato curates an offline carnival called Zomaland that features interactive installations,
musicians, comedians, and some of the best restaurants in town. The finest of Zomato
Collections are on display at this large event, which provides an immersive experience that
goes beyond the screen.

Xtreme
Zomato's parcel delivery app, Xtreme, was released in October 2023 and allows retailers to
send and receive tiny parcels. Zomato's revenue streams are diversified and its services are
expanded beyond food delivery through Xtreme's utilization of its vast network of delivery
partners.

Zomato - Business Model

Zomato's business model is a shining example of innovation and change in the food
technology industry. Zomato is an international restaurant aggregator and food delivery
company based in India that has completely changed how people find restaurants and order
food.

Originally established as a restaurant discovery platform, Zomato swiftly evolved to

encompass a broader spectrum of services, including food delivery and table reservations. Its
success is ascribed to the skillful fusion of state-of-the-art technology, effective logistics, and
a user-centric mindset. Zomato's business model is multidimensional, encompassing many
revenue streams and services, which together form a comprehensive ecosystem within the
food and restaurant industry.

Zomato is a powerful player in the fast-paced food delivery and restaurant aggregation
business. It operates in a highly competitive environment both locally and abroad. Its
tenacity, diversification, and skillful use of technology have cemented its position.
 Zomato - Revenue Model
Zomato makes revenue from different resources; some of the prominent ones are:

Primary Revenue Source: Zomato's primary source of revenue is the channel it offers for
businesses to place their advertisements on the platform.

Commission-Based Plan: Zomato charges restaurants a fee to be included on its platform

and to process orders. Its business plan is based on commissions.

Zomato Pro membership: Through the Zomato Pro membership program (previously
Zomato Gold), a loyalty program that offers members access to special privileges and
services, Zomato increases its revenue.

Zomato - ESOPs
According to a news story from August 2023, Zomato announced in a BSE filing that it has
granted employee stock option plans (ESOP) worth Rs 2.52 crore to a subset of its workers as
well as employees of its subsidiaries.

Zomato has distributed equity shares worth around 10.65 crore through various employee
stock option programs (ESOPs). According to an exchange statement, the business stated that
10,64,69,448 fully paid-up shares had been allotted under the Zomato Employee Stock
Option Plans of 2018, 2021, and 2022 by its board, as per the news report of November 2023.

According to a news source dated February 8, 2024, Zomato reported in an exchange filing
that its board has approved the allotment of 10,88,68,081 equity shares with a face value of
Rs 1.
 PAYMENT MODEL
Zomato has introduced online payments for ordering food in select restaurants in India. The
latest version of the iOS and Android application allows users to pay for their orders through
debit cards, credit cards and net banking. In addition, it has partnered with PayPal to enable
online payments. Users can either scan their card details or enter them manually. The
company also introduced Zomato Credits where users can get referral points underfunds also
launched Zomato order, a separate app for ordering food. In app & online payment options do
not show up on it as yet. This is along the lines of the company’s expansion and intentions
internationally. Dubai was the first city to receive its ‘Pay with Cashless ‘system. This online
payment product allows a user to open a tab by visiting the Cashless integrated restaurant’s
page on the Zomato app and tapping on ‘Pay with Zomato Cashless’. Zomato also has also
partnered with Paytm on September 2015. This would let users pay for their online orders
using the Paytm Wallet, in addition to the existing payment options of credit/ debit cards, net
banking, and cash on delivery. Paytm's Wallet is the first mobile wallet to be integrated into
Zomato. Through this customer would experience smooth, seamless payment. Mobikwik also
integrated with Zomato. In August 2016, Freecharge, India’s fastest growing digital payments
platform, has partnered with restaurant search and discovery platform Zomato to offer swift
and secure digital payment option to food lovers. Customers across 10cities can now
seamlessly pay for their Online Food orders, in less than 10seconds using the Freecharge
digital wallet - across all the platforms on Zomato. Through this partnership Freecharge will
enable thousands of consumers who21
place an average of 32,000 orders a day, across over 11,000 restaurants on Zomato, to adopt
digital wallet.

MARKETING MODEL
The key factor for Zomato is its marketing strategy and it’s featured & user friendly website.
They also have a Global mobile application for Google Android operating system, Windows
phone, IOS and Blackberry devices as people using smart phones are increasing day by day
and people are more likely to do the search from their mobile.

MARKETING TOOLS
I.Online Tools: Search Engine Optimization (SEO), Search Engine Marketing(SEM).
II.Offline Tools: Attractive, colorful and good Quality pamphlets, Word of mouth,OOH, B2B
Marketing, Press etc.
III.Broadcasting Tool: Occasionally use TV advertising during high activity periodlike
DIWALI, NEW YEAR & other festivals.
IV.Social Media: Zomato uses different platforms to engage user with them. As on August,
2019 -a) 19,18,369 likes on Facebook.
Investments by Zomato
Between 2010 and 2013, Zomato raised approximately US$16.7 million from Info Edge
India, giving Info Edge India a 57.9% stake in Zomato. In November 2013, it raised an
additional US$37 million from Sequoia Capital and Info Edge India. In November 2014,
Zomato completed another round of funding of US$60 million at a post money valuation of
~US$660 million. This round of funding was being led jointly by Info Edge India and Vy
Capital, with participation from Sequoia Capital. While in April 2015, Info Edge India, Vy
Capital and Sequoia Capital led another round of funding for US$50 million. This was
followed by another US$60 million funding led by Temasek, a Singapore government-owned
investment company, along with Vy Capital in September. In October 2018, Zomato raised
$210 million from Alibaba's payment affiliate Ant Financial. Ant Financial received an
ownership stake of over 10% of the company as part of the round, which valued Zomato at
around $2 billion. Zomato had also raised an additional $150 million also from Ant Financial
earlier in 2018. In September 2020, Zomato raised $62 million from Temasek, after
previously committed capitol from Ant Financial never came through. In October 2020, as
part of a Series J round of funding, Zomato raised $52 million from Kora, a US-based
Investment firm. In February 2021, Zomato raised US$250 million from five investors,
including Tiger Global Management, at a valuation of US$5.4 billion.

Expansion of Zomato in India

2021 With the launch in 17 new cities, Zomato has expanded its online ordering and food
delivery services to 213 cities in India, the online restaurant guide and food ordering firm said
Monday. The newly launched cities include Bulandshahr, Shahjahanpur, Solan, Palwal,
Rewari, Machilipatnam, Nandyal, Bhimavaram, Ongole, Srikakulam, Kadapa, Kottayam,
Kollam, Khanna, Gurdaspur, Ambur and Deoghar. "Emerging cities are a major growth
avenue for us and we expect them to constitute more than 50 per cent of our total order
volume by the end of the year," Zomato Founder and CEO Deepinder Goyal said.
As the company grows, it is also trying to create value for everyone in the ecosystem, he
added. "With 1.8 lakh delivery partners, we are creating jobs and skill-building opportunities
for many in India. We are developing Zomato Kitchen hubs in smaller cities in India to drive
growth for our restaurant partners," Goyal said.

How Does Zomato Work?

The main work of Zomato is to suggest local and nearby restaurants to users and receive
orders from them. Users can place orders from their favourite restaurant based on ratings and
reviews shared by previous customers. Perhaps this is why more and more startup owners are
interested in developing an app similar to Zomato. It offers comfort to the users and helps
business owners reach their local food business to new heights. Zomato’s working flow is
simple, Step 1: From the desiccated app solution or website, users can explore various
restaurants and order meals. Step 2: Particular restaurant owners receive an order request and
start preparing a meal. Step 3: Once the food is ready to dispatch, it will be handed over to
delivery providers. Step 4: Delivery providers deliver the meal to the customer’s preferred
location. Step 5: From the given payment options, customers can make payments and share
reviews based on their experience.
 Significance of the study
The significance of studying the marketing strategy of Zomato lies in its profound impact on
various stakeholders and aspects of the food delivery and restaurant discovery industry:

Market Dynamics: Zomato's marketing strategy has reshaped the competitive landscape of
the food delivery sector. Understanding its approach provides insights into market trends,
competitor responses, and evolving consumer preferences, which are crucial for businesses
aiming to thrive in a rapidly evolving industry.

Consumer Behavior: Zomato's success hinges on its ability to connect with consumers and
provide value-added services. By examining its marketing strategy, researchers can gain
valuable insights into consumer behavior, preferences, and decision-making processes in the
context of food ordering and dining experiences.

Innovation and Technology: Zomato continuously leverages technology and innovation to

enhance its services and stay ahead of the competition. Studying its marketing strategy sheds
light on the integration of technology, data analytics, and AI-driven solutions in the food
delivery ecosystem, offering lessons for businesses seeking to innovate and improve
efficiency.

Global Expansion: Zomato's journey from a local startup to a global brand involves strategic
expansions into diverse markets worldwide. Analyzing its marketing strategy provides
valuable insights into the challenges, opportunities, and best practices associated with
international expansion, which can guide other businesses planning to venture into new
territories.

Economic Impact: Zomato's growth and success have significant economic implications,
including job creation, revenue generation, and entrepreneurship opportunities.
Understanding its marketing strategy helps assess its contribution to the overall economy,
particularly in terms of employment generation and support for the restaurant industry.

Policy and Regulation: The rise of online food delivery platforms like Zomato has prompted
policymakers to address regulatory issues related to competition, consumer protection, and
labor practices. Studying its marketing strategy can inform policymakers about the dynamics
of the food delivery market, facilitating the development of appropriate regulations and
policies to ensure fair competition and consumer welfare.
Business Strategy and Decision-making: Businesses across various sectors can derive
valuable insights from Zomato's marketing strategy to refine their own strategies and
decision-making processes. Whether it's optimizing customer acquisition tactics, enhancing
brand positioning, or fostering strategic partnerships, lessons from Zomato's approach can
inform business strategies across the board.
Objectives of the study

To Analyze Zomato's Marketing Approach: The primary objective is to dissect Zomato's

marketing strategy comprehensively. This involves understanding its branding initiatives,
customer acquisition and retention tactics, market segmentation, partnership strategies,
technological innovations, and competitive positioning.

To Identify Key Success Factors: The study aims to pinpoint the critical factors that have
contributed to Zomato's success in the food delivery and restaurant discovery industry. This
involves identifying the key drivers behind its market leadership, customer satisfaction, and
sustained growth.

To Understand Consumer Behavior: Another objective is to gain insights into consumer

behavior within the context of online food delivery and restaurant discovery. This involves
analyzing how Zomato's marketing strategies influence consumer choices, preferences, and
decision-making processes.

To Evaluate Technological Innovations: The study seeks to assess Zomato's technological

innovations and their impact on the user experience, operational efficiency, and competitive
advantage. This involves examining the role of technology in facilitating services such as
real-time tracking, personalized recommendations, and seamless ordering.

To Explore Global Expansion Strategies: Understanding Zomato's strategies for

international expansion is also an objective. This involves examining its market entry
approaches, localization efforts, and challenges encountered in scaling its operations across
different countries and regions.
To Assess Competitive Positioning: The study aims to evaluate how Zomato positions itself
relative to competitors in the food delivery and restaurant discovery space. This involves
conducting a comparative analysis of its marketing strategies, strengths, weaknesses,
opportunities, and threats vis-à-vis key competitors.

To Provide Insights for Businesses: One of the objectives is to offer practical insights and
recommendations for businesses operating in similar sectors. This involves distilling lessons
learned from Zomato's marketing strategy and translating them into actionable
recommendations for improving brand positioning, customer engagement, and
competitiveness.
To Contribute to Academic Knowledge: Lastly, the study aims to contribute to academic
research by adding to the body of knowledge on marketing strategies in the food delivery and
restaurant discovery industry. This involves identifying gaps in existing literature, proposing
theoretical frameworks, and generating new insights that can inform future research
endeavors.

Methodology
The methodology for this study on the marketing strategy of Zomato incorporates a mixed-
methods approach to ensure a comprehensive understanding. Qualitative data will be
gathered through in-depth interviews with key stakeholders within Zomato, including
marketing executives and strategic partners, allowing for insights into the decision-making
process behind Zomato's marketing initiatives. Purposive sampling will be used to select
participants, ensuring representation from diverse roles within the organization. Thematic
analysis will then be employed to identify recurring themes and patterns in the qualitative
data. Additionally, quantitative data will be collected from publicly available sources,
including financial reports and user reviews, to provide numerical context to the study.
Descriptive statistics will be used to analyze quantitative data, complementing the qualitative
findings. Throughout the research process, ethical considerations will be upheld, with
measures taken to ensure participant confidentiality and data security. While limitations may
arise regarding data availability and reliability, validity and reliability will be maintained
through triangulation and systematic data collection and analysis processes. This
methodology aims to offer a robust analysis of Zomato's marketing strategy, grounded in
both qualitative insights and quantitative evidence.
 Analysis and interpretation
Branding and Positioning Analysis:

Assess Zomato's brand image and positioning strategies based on qualitative insights from
interviews and quantitative data on brand perception and recognition.
Interpret how Zomato has effectively differentiated itself from competitors and resonated
with its target audience through branding efforts.
Customer Acquisition and Retention Analysis:

Analyze Zomato's customer acquisition channels, conversion rates, and retention strategies.
Interpret the effectiveness of various customer acquisition tactics employed by Zomato and
their impact on user engagement and loyalty.
Market Segmentation and Targeting Analysis:

Examine Zomato's market segmentation strategies and how it targets different customer
segments based on demographics, psychographics, and behavior.
Interpret how Zomato tailors its marketing messages and offerings to cater to the diverse
needs and preferences of its target audience.
Partnerships and Collaborations Analysis:

Evaluate Zomato's partnerships with restaurants, delivery partners, and other stakeholders.
Interpret the role of partnerships in expanding Zomato's reach, enhancing its service offering,
and fostering ecosystem collaborations.
Technology and Innovation Analysis:

Assess Zomato's technological innovations and how they have improved the user experience
and operational efficiency.
Interpret the impact of technology on Zomato's competitive positioning and ability to stay
ahead in the rapidly evolving food delivery industry.
Global Expansion Analysis:

Analyze Zomato's global expansion strategies, market entry approaches, and localization
efforts.
Interpret the challenges and opportunities encountered by Zomato in expanding
internationally and the effectiveness of its expansion strategies.
Competitive Analysis:

Conduct a comparative analysis of Zomato's marketing strategy with key competitors in the
food delivery and restaurant discovery space.
Interpret Zomato's strengths, weaknesses, opportunities, and threats relative to its competitors
and identify areas for improvement.
Overall Implications and Recommendations:

Synthesize key findings from the analysis and interpret their implications for Zomato's future
growth and competitiveness.
Provide actionable recommendations for Zomato and other businesses based on the insights
gleaned from the analysis.
 Competitor Analysis
Indian market
In the Indian market, Zomato faces stiff competition from several prominent players in the
food delivery and restaurant discovery industry. Some of its primary competitors in India
include:

Swiggy: Swiggy is one of the largest and most popular food delivery platforms in India,
competing directly with Zomato. It offers a vast selection of restaurants and cuisines for
delivery, along with features like Swiggy Super and Swiggy Pop to attract and retain
customers.

Uber Eats (Now merged with Zomato): While Uber Eats operated as a standalone food
delivery platform in India, it eventually merged its operations with Zomato, consolidating the
competitive landscape in the country.

Dunzo: Dunzo is a hyperlocal delivery app that offers a range of services, including food
delivery, grocery delivery, and more. While not exclusively focused on food delivery, Dunzo
competes with Zomato by providing quick and efficient delivery services in select cities.

Foodpanda: Foodpanda is another major player in the Indian food delivery market, offering
a diverse range of restaurants and cuisines for delivery. It competes with Zomato by
providing competitive pricing and attractive discounts to customers.

Amazon Food: Amazon Food is Amazon's foray into the food delivery space in India,
offering delivery services from a selection of restaurants in select cities. With the backing of
a global e-commerce giant, Amazon Food poses a significant threat to Zomato's market share
in India.

Just Eat India (Now part of Swiggy): Just Eat India was acquired by Swiggy, consolidating
its operations with Swiggy's platform. However, before the acquisition, Just Eat India
competed with Zomato by offering food delivery services from a variety of restaurants.

Ola Foods (Cloud Kitchens): Ola Foods, a subsidiary of Ola Cabs, operates cloud kitchens
under various brands such as Khichdi Experiment and Love made. While not directly
competing with Zomato in the food delivery aggregator space, Ola Foods competes indirectly
by offering food delivery services through its cloud kitchen brands.

Some of the other international competitors of Zomato are:

  DoorDash
 Uber Eats
 Grubhub Inc.
 Deliveroo
 Postmates
 ChowNow

Zomato Differentiation from Other competitors

In the realm of food delivery and restaurant exploration, Zomato shines with its unmatched
array of dining options and user-friendly platform. Boasting a vast database of restaurants
spanning various cuisines, Zomato provides users with a seamless experience to discover,
order, and track deliveries effortlessly. Its intuitive interface, powered by advanced
algorithms, ensures personalized recommendations tailored to individual preferences. With a
transparent review system and a commitment to user satisfaction, Zomato stands out as a
trusted destination for culinary exploration. Through continuous innovation and a focus on
sustainability, Zomato reaffirms its position as a leader in the competitive food delivery
industry, setting the standard for convenience, quality, and social responsibility.
 By 2011, Zomato had successfully established a monopoly in Delhi, NCR, and had
moved to other Indian cities like Pune, Bangalore, Chennai, Hyderabad, and
Ahmedabad.
 Zomato also kept up with the smartphone boom and timely launched its mobile
application. This greatly contributed to its growth.
 By 2012, Zomato had begun its overseas operations, full-fledged in countries like the
UAE, Sri Lanka, Qatar, the United Kingdom, the Philippines, and South Africa.
 In 2013, it added Turkey, Brazil, and New Zealand to its ever-growing list of
expansions.
 In 2017, Zomato claimed that it was operating profitably in all 24 countries, along
with rolling out a zero-commission model. The company claimed that its revenue
grew by 81% in this particular year.
 In the same year, the online ordering services of the company crossed the mega
milestone of 3 million orders per month. Zomato proudly boasts of serving 1.5+
million orders in a day.
 Zomato delivered its 1 billion order in July 2021.
 Zomato had 226,000 average monthly active food delivery restaurant partners.
 Zomato had 352,000 average monthly delivery partners.
 It had 647 million orders and 58 million customers in fiscal year FY23.
 It served more than 800 cities in the same year.
 SWOT
Strengths:

Strong Brand Recognition: Zomato has established itself as a prominent brand in the food
delivery and restaurant discovery industry, enjoying high levels of brand recognition and trust
among consumers.

Extensive Network: With a vast network of partner restaurants and delivery partners, Zomato
offers users a wide range of dining options and delivery services, contributing to its
popularity and user engagement.

Innovative Technology: Zomato leverages innovative technology, including AI-driven

recommendation engines and real-time order tracking, to enhance user experiences and
operational efficiency, giving it a competitive edge in the market.

Global Presence: Zomato's successful international expansion has enabled it to establish a

presence in multiple countries, diversifying its revenue streams and reducing dependency on
any single market.

Weaknesses:

Dependence on Delivery Partners: Zomato's reliance on third-party delivery partners for

order fulfillment poses operational risks, including potential service disruptions and quality
control issues.

Market Competition: The food delivery and restaurant discovery market is highly
competitive, with rival platforms such as Uber Eats and DoorDash vying for market share,
putting pressure on Zomato to continuously innovate and differentiate its services.

Regulatory Challenges: Zomato faces regulatory challenges in various markets, including

compliance with food safety standards, labor regulations, and licensing requirements, which
could impact its expansion plans and operational costs.

Opportunities:
Expansion into New Markets: There are opportunities for Zomato to further expand its
presence in emerging markets and underserved regions, tapping into growing consumer
demand for food delivery and restaurant discovery services.

Diversification of Services: Zomato can explore opportunities to diversify its service

offerings beyond food delivery, such as meal kit delivery, grocery delivery, or event
ticketing, to capture additional revenue streams and enhance user engagement.

Strategic Partnerships: Forming strategic partnerships with complementary businesses, such

as grocery chains, payment platforms, or entertainment providers, could open up new
avenues for growth and enhance the overall user experience.

Threats:

Market Saturation: The food delivery and restaurant discovery market may become saturated
with numerous competitors, leading to price wars, margin pressures, and challenges in
acquiring and retaining customers.

Changing Consumer Preferences: Shifts in consumer preferences, such as a preference for

cooking at home or dining out, could impact the demand for food delivery services and pose
challenges for Zomato's growth prospects.

Technological Disruptions: Rapid advancements in technology, such as the emergence of

drone delivery or virtual dining experiences, could disrupt the food delivery industry and
threaten Zomato's competitive position if it fails to adapt quickly.
 Marketing strategy
Brand Building and Positioning:

Zomato focuses on building a distinctive brand identity through engaging marketing

campaigns, social media presence, and consistent brand messaging.
The company positions itself as a comprehensive food discovery and delivery platform,
emphasizing its extensive network of restaurants, user-friendly interface, and commitment to
customer satisfaction.
Digital Marketing and Social Media:

Zomato leverages digital marketing channels, including social media platforms like
Facebook, Instagram, and Twitter, to reach and engage with its target audience.
The company employs targeted advertising, influencer partnerships, and user-generated
content to promote its services, drive app downloads, and increase user engagement.
Content Marketing and SEO:

Zomato invests in content marketing initiatives, including blog posts, articles, and videos, to
provide value-added content to users and enhance its visibility in search engine results.
The company utilizes search engine optimization (SEO) techniques to improve its website
ranking for relevant keywords, driving organic traffic and user acquisition.
Referral and Loyalty Programs:

Zomato incentivizes user referrals and loyalty through referral programs, where users can
earn rewards or discounts for referring friends and family to the platform.
The company also offers loyalty programs, such as Zomato Gold, which provides exclusive
perks and discounts to subscribers, encouraging repeat usage and customer retention.
Partnerships and Collaborations:

Zomato forms strategic partnerships with restaurants, delivery partners, and other
stakeholders to expand its service offering and enhance the overall user experience.
The company collaborates with popular food brands, local eateries, and celebrity chefs to
create exclusive promotions, events, and dining experiences for its users.
User Reviews and Ratings:
Zomato emphasizes the importance of user-generated content, including reviews and ratings,
to help users make informed decisions about where to dine or order food.
The company actively solicits feedback from users and encourages them to share their dining
experiences, which not only provides valuable insights but also fosters a sense of community
and trust among users.
Data-Driven Insights and Personalization:

Zomato utilizes data analytics and machine learning algorithms to analyze user behaviour,
preferences, and trends, enabling personalized recommendations and targeted marketing
campaigns.
The company leverages insights from user data to optimize its services, improve user
experiences, and tailor its marketing efforts to specific user segments.

Push Notifications

Zomato's push notification marketing approach is centred on sending individualized and

relevant messages to its subscribers at the appropriate moment. The corporation segments its
users and sends them personalized communications based on various data elements, including
their location, previous orders, and preferences. For example, the company might use humor,
pop culture references, or even personalized emojis in its notifications.

Influencer Marketing
Zomato's influencer marketing strategy involves collaborating with food bloggers, vloggers,
and social media influencers to generate talk about its brand and offerings. The organization
collaborates with a wide range of influencers, from macro-influencers with millions of
followers to micro-influencers with smaller but more engaged followings. Zomato also
collaborates with influencers to organize events and contests.
The company, for example, may collaborate with an influencer to host a food-tasting event or
to provide a free lunch to a lucky follower.

Paid Advertising Campaigns

Though paid advertising is a temporary marketing strategy that a brand might opt for, it
contributes a major part to keeping the engagement up. Effective paid advertising, along with
organic optimization, significantly improves the search results of a brand, and Zomato never
fails to do just that! The advertising strategy of Zomato focuses on retaining its audience.

The food delivery giant runs Google ads to target specific customers, which are displayed
along with its organic results, and together, they help the brand target a wide range of
keywords, which was impossible otherwise. Zomato Marketing Campaigns are generally paid
advertisements that help them to engage with their audience.
Email marketing
Many brands use email marketing strategies to their benefit, but only a few can emerge with
as witty and compelling email marketing strategies as Zomato does. To maintain its brand
loyalty, Zomato combines compelling one-liners for the subjects and a fitting call to action to
conclude them.
In one of its email marketing campaigns, Zomato themed its email on Mirzapur season 2, one
of the most popular Amazon Prime Video series, to ride the hype that the series enjoys.
“Munna Bhaiya invited you to a weekend,” mentioned Zomato once.
At the start of another weekend, Zomato exclaimed, “Enjoy a weekend to guddu to be true.”
Furthermore, on another occasion, Zomato further used its email marketing strategy to create
a resume for the all-favorite biryani. Here, the brand typically used phrases related to the
food, like “curryculum Vitae of Biryani,” and replaced “hire now” with “order now” to form
tempting email templates that ensured a roaring success!

Visual Advertising of Zomato

Zomato’s visual advertising is as appealing as its other marketing strategies. The brand, in
fact, come up with some of the best visual adverts ever since it came into prominence.
Regardless of whether it is their video advertisements or billboards, Zomato always comes up
with impressive content ideas to score well.

Prominent Marketing Campaigns of Zomato

Zomato has also led a bunch of awesome marketing campaigns along with its impressive
marketing strategies. Here’s a look at the brand’s most popular marketing campaigns and
their famous advertising strategies:

Zomato Premier League

Zomato Marketing Campaigns - Zomato Premier League
Zomato has caught the Indians' nerve for cricket very early in their game and has crafted
tellable IPL marketing strategies, which include TV ads and irresistible offers throughout the
years.
Zomato has introduced the Zomato Premier League, which is an exemplary attempt of the
brand at gamification. Here, the brand has exhibited a huge list of deals and discounts that are
offered by the participating restaurants for their customers. Moreover, the users also stand a
chance to predict the winners of the matches and avail of further discounts that will be
unlocked whenever they are right in their predictions.
The brand promoted this initiative with TV spots and on social media. ZPL witnessed a huge
success even last year, which saw participation from over 4 million users!
Zomato Gold Membership Programme
The company launched Zomato Gold as a paid loyalty program for the users of Zomato, who
can subscribe to the scheme with a monthly subscription that would help them avail
themselves of irresistible discounts and complementary dishes.
This initiative turned out to be extremely profitable for the customers of Zomato. Though
Zomato Gold attracted numerous controversies from the restaurant partners, which led to the
spreading of a lot of negative vibes, it has contributed over 30% of the gross order value in
the food delivery business.
On-time or free
Zomato Marketing Campaigns - Zomato On-time or Free
Zomato launched the “On-Time or Free” campaign in December 2019, which was modeled
on Domino’s Pizza. However, here in Zomato, the users can avail of this lucrative offer on all
of its deliveries and not just on pizza, as it was with Domino’s.
You can also avail of this simply by tapping on the “On-Time or Free” button on the Zomato
app, which will get you a refund if Zomato is unable to deliver food on time.
Zomato used the usual route of TV creatives, online advertising, and social media platforms
to spread the word about this marketing campaign
Mother’s Day Campaign of Zomato
Zomato ideated the Mother’s Day campaign in 2019, which didn’t fail to strike a chord with
all audiences. Through this campaign, Zomato made it easier for the kids to order their
mother’s favorite food using the app. This campaign gives Zomato a terrific opportunity to
target the kids living in their homes and those who live away, allowing them to gift their
mom using the Zomato app.
Zomato vs Zomato Campaign
Zomato Marketing Campaigns - Zomato vs Zomato
The campaign began in April 2023 and includes a series of advertisements that play on how
individuals pronounce the company name. The campaign also features a series of social
media commercials in which people from many walks of life argue about pronouncing
Zomato correctly. This advertising strategy of Zomato is amusing and cheerful, and the
public has responded positively.
Zomato vs Zomato is a brilliant and inventive approach to promoting the brand. This
Zomato's marketing strategy has gained a lot of success. It also reflects India's rich culture
and the many ways in which individuals speak and pronounce words.
Humans of Zomato Campaign
The Humans of Zomato campaign is a video series that tells the stories of Zomato's delivery
partners. The campaign began in June 2022 and is now in its second season. The Humans of
Zomato campaign's videos are all brief and touching. They highlight Zomato's delivery
partners' problems and accomplishments and provide viewers with a behind-the-scenes look
at the food delivery sector.
Some of the Humans of Zomato promotional videos show delivery partners who have
overcome personal struggles to attain success. In one video, a delivery partner is a single
mother who works two jobs to support her family. Another video shows a delivery partner
who is differently abled and has never let his impairment prevent him from reaching his
goals.

Zomato - Future Plans

Zomato plans to use its wide network of restaurant partners to its advantage as it enters the
catering industry. Zomato wants to get into the large-order service industry, as indicated by
this strategic plan that was announced by a senior executive in December 2023.

With the use of its well-established platform, the large food delivery company hopes to
expand its customer base and provide new services. This action is in line with Zomato's
future goals to investigate uncharted territory and offer a wide range of services in addition to
standard meal delivery.
 Findings of the Study
 Successful integration of social media platforms into marketing strategy.
 Implementation of targeted email marketing campaigns leading to increased user
engagement.
 Emphasis on creating relevant and engaging content to resonate with the audience.
 Effective utilization of influencer collaborations to enhance brand visibility and reach.
 Strategic focus on search engine optimization (SEO) to improve online visibility and
traffic.
 Deployment of mobile marketing tactics to target smartphone users effectively.
 Utilization of online advertising channels to expand reach and drive website traffic.
 Adoption of customer relationship management (CRM) tools for personalized
communication and retention efforts.
 Conclusion

Zomato has its own innovative style of marketing itself to the future recruits. They
havepositioned their workplace as youth and technology centred in such a way that Zomato is
associated with tech savvy young people who likes flexible yet challenging style of working.
The main competitors of Zomato, i.e., foodpanda and Swiggy do not employ as much of
online marketing as Zomato does. For a company that started in 2008, Zomato has come a
long way through its online marketing and by recruiting the right fit for the organization. The
single biggest thing that Zomato looks for in a recruit is passion to do work rather interest in
making money. This is perhaps their success mantra that has achieved them attain great
heights. Making every ‘zoman’ a brand ambassador is indeed great achievement when a lot
of companies are grappling with the issues of attrition. Zomato’s revenue model is hugely
based on advertising (about 95%). Thesustainability of their business model will heavily
depend on the way they adaptthe applications they develop to the needs of the market. The
creativity that theybring in to the products they develop will depend heavily on the people
theyhire. As long as Zomato hires the right people in the senior management as wellas at the
junior level, they will be able to work up to their vision
 Bibliography

 https://www.scribd.com/document/696154476/Project-report-on-marketing-
strategies-applied- by-zomato
 https://www.slideshare.net/JagtarDhaliwal/zomato-case-study?
_gl=1*3xghl8*_gcl_au*MTg4Mzc5MTI0Ny4xNzEwMjY5Mjkw
 https://www.zomato.com/blog/category/marketing
 https://www.zomato.com/press
 https://startuptalky.com/zomato-success-story/
 https://startuptalky.com/zomato-marketing-strategies/