Assignment for Product Manager

Problem Statement
You must have observed the Zomato Gold Program. For the sake of this assignment, let's consider
their first version: Buy One Get One (BOGO) on Food OR Buy 2 Get 2 (B2G2) on beverages on dine-
in orders
Suppose you were the PM for gold. It is day 1, and you are sitting at the drawing board with your
team. Please help build an answer for the following three questions:

Q1: What is the total addressable market size for gold?

Ans: Currently as per the latest report the market size for Zomato gold is 38 Lakh members and
counting

Q2: What would be your go-to-market?

Ans: Launching Zomato effectively involves a multi-faceted go-to-market strategy that encompasses
various channels and approaches to reach both consumers and restaurant partners. Here's a high-
level outline of what that strategy might look like:

1. Consumer Acquisition:

Digital Marketing: Utilize digital channels such as social media advertising, search engine marketing,
and content marketing to reach potential users. Highlight the benefits of using Zomato, such as
discovering new restaurants, ordering food conveniently, and accessing reviews and ratings.

Partnerships: Forge partnerships with complementary services or platforms, such as ride-sharing

apps or food bloggers, to extend Zomato's reach and tap into its existing user base.

Referral Programs: Implement referral programs that incentivize existing users to invite their friends
and family to join Zomato, offering rewards or discounts for successful referrals.

Promotions and Discounts: Offer promotional deals, discounts, and coupons to encourage trial and
repeat usage among consumers.

2. Restaurant Partnership:

Direct Sales Team: Deploy a direct sales team to approach restaurants and pitch the benefits of
partnering with Zomato. This team can provide personalized guidance and support throughout the
onboarding process.

Online Sign-Up: Simplify the onboarding process for restaurants by offering an online sign-up portal
where they can easily register their establishment and start using Zomato's services.

Incentives: Offer incentives such as reduced commission rates for early adopters or high-volume
partners to incentivize restaurants to join the platform.

Training and Support: Provide comprehensive training and ongoing support to restaurant partners to
help them maximize their presence on Zomato and optimize their operations.

3. Geographic Expansion:

Market Prioritization: Prioritize markets based on factors such as population density, urbanization,
dining culture, and competition to allocate resources effectively.
Localized Marketing: Tailor marketing campaigns and messaging to resonate with local preferences
and cultural nuances in each target market.

Pilot Programs: Conduct pilot programs in select regions to test market receptivity, refine operations,
and gather insights before scaling up.

4. Technology and Product Development:

Continuous Improvement: Regularly update and enhance the Zomato app and platform based on
user feedback, technological advancements, and industry trends.

Innovative Features: Introduce innovative features and services that differentiate Zomato from
competitors and address evolving consumer needs, such as AI-driven recommendations, contactless
delivery options, or sustainability initiatives.

5. Brand Building:

Brand Identity: Develop a strong brand identity and narrative that resonates with Zomato's target
audience, emphasizing values such as convenience, choice, quality, and community.

User-Generated Content: Encourage user-generated content such as reviews, ratings, and photos to
build credibility and authenticity around Zomato's brand.

Community Engagement: Foster a sense of community among Zomato users through social media
engagement, events, and initiatives that bring people together around food and dining experiences.

By employing a comprehensive go-to-market strategy encompassing consumer acquisition,

restaurant partnership, geographic expansion, technology and product development, and brand
building, Zomato can effectively launch and grow its platform in new markets while maximizing its
impact and value proposition for both users and partners.

a. Demand (eater): What will be the pitch, what price, and what benefits?
Ans: If we're looking to create a pitch for Zomato to attract more demand from consumers (eaters),
we might want to consider highlighting key features, pricing strategies, and benefits to make it
appealing. Here's a sample pitch:

Pitch:

"Experience Dining Like Never Before with Zomato Gold!"

Price:

Introductory Offer: ₹X per month (or) ₹Y for an annual subscription

Regular Price: ₹Z per month (or) ₹W for an annual subscription

Benefits:

Exclusive Discounts:

Enjoy up to 1+1 on food and 2+2 on drinks at a wide range of partner restaurants.

Unlock unbeatable savings every time you dine out.

Priority Seating:

Say goodbye to waiting! Get priority seating at popular restaurants with Zomato Gold.
Special Events and Promotions:

Access members-only events, tastings, and promotions at partner establishments.

Curated Experiences:

Explore curated dining experiences, chef's specials, and hidden gems in the culinary scene.

Global Expansion:

Use your Zomato Gold membership not only in your city but across the country and even
internationally.

Partner Benefits:

Exclusive offers from Zomato's partner brands, extend the perks beyond dining.

Flexibility:

Choose between monthly or annual subscription plans for added convenience.

Why Zomato Gold:

Elevate your dining experience with unparalleled savings and exclusive privileges.

Discover new restaurants and cuisines with confidence, knowing you're getting the best deals.

Zomato Gold is not just a subscription; it's a passport to a world of culinary delights!

Limited-Time Offer: Join Now and Start Savouring the Savings!

Remember to customize the pitch based on specific details, current promotions, and any unique
features or partnerships Zomato Gold may have at the time.

b. Supply (rest): what will be the pitch, what selection criteria, and what costs or benefits?
Ans: It appears you're asking about the supply side of Zomato's business, potentially referring to the
restaurant partners, also known as the "rest" in Zomato's context. Here's an overview of what the
pitch, selection criteria, and costs or benefits might look like for restaurants partnering with Zomato:

1. Pitch to Restaurants:

Increased Visibility: Zomato can pitch to restaurants by highlighting the increased visibility and
exposure they would receive through the platform, reaching a wider audience of potential
customers.

Order Volume: Emphasize the potential increase in order volume as customers discover and order
from their restaurant through the Zomato platform.

Marketing Support: Zomato may offer marketing support, such as featured placements, promotions,
and advertising, to boost the restaurant's presence and attract more customers.

2. Selection Criteria for Restaurants:

Quality of Food: Zomato may have criteria related to the quality of food to ensure that the offerings
align with the platform's standards and customer expectations.

Hygiene and Safety Standards: Restaurants might need to adhere to specific hygiene and safety
standards to maintain the trust of Zomato's customer base.
Timely Delivery: For delivery services, Zomato may evaluate a restaurant's ability to provide timely
and reliable delivery services to ensure a positive customer experience.

Compliance with Regulations: Restaurants may need to comply with local regulations and licensing
requirements.

3. Costs and Benefits for Restaurants:

Costs:

Commission Fees: Zomato typically charges restaurants a commission on each order facilitated
through the platform.

Marketing Costs: Restaurants might incur additional costs if they choose to participate in marketing
campaigns or promotions offered by Zomato.

Benefits:

Increased Revenue: Partnering with Zomato can lead to a significant increase in revenue through a
broader customer base and additional orders.

Marketing Exposure: Restaurants benefit from the marketing and advertising efforts of Zomato,
which can enhance their brand visibility.

Delivery Infrastructure: Those using Zomato's delivery services, can leverage the platform's existing
delivery infrastructure, saving on establishing their delivery systems.

Why Partner with Zomato:

Reach a Massive Audience:

Tap into Zomato's large user base to attract more customers to your restaurant.

Efficient Operations:

Streamline your restaurant's operations with Zomato's tech solutions, saving time and effort.

Boost Revenue:

Increase your restaurant's revenue by reaching a broader customer base and participating in
exclusive promotions.

Limited-Time Offer: Join the Zomato Partner Program Today and Elevate Your Restaurant's Success!

This pitch can be customized based on Zomato's current offerings, promotions, and any specific
features they may have at the time.

Note: It's important to note that specific details may vary based on the region, type of restaurant,
and the evolving nature of Zomato's business model. Restaurants may also have different
experiences and negotiations based on their size and location.

Q3: What will be your product roadmap for the next 12 months?

Ans: The product roadmap for the next 12 months is segregated into quarter-wise so the
performance and the improvement are identified in the respective timeline

Quarter 1-3: Improving User Experience

Enhanced Mobile App Experience:

Roll out a major update to the mobile app, focusing on a more intuitive and user-friendly interface.

Implement user feedback to enhance navigation, search, and ordering processes.

Personalization and Recommendations:

Introduce machine learning algorithms to provide personalized restaurant recommendations based

on user preferences, order history, and location.

Implement features that allow users to save favourite restaurants and dishes for quicker access.

User Engagement Features:

Introduce a loyalty program to reward frequent users and encourage repeat orders.

Implement push notifications for order updates, personalized promotions, and new restaurant
additions.

Improving Review System:

Enhance the review and rating system to provide more detailed and helpful feedback.

Introduce features for users to follow and receive updates from their favourite reviewers.

Quarter 4: Service Expansion

Diversification of Cuisine and Restaurants:

Expand the variety of cuisines available on the platform, catering to diverse customer preferences.

Onboard more local and independent restaurants to offer a wider range of dining options.

Subscription Models:

Introduce a subscription model for users, offering benefits such as free deliveries, exclusive
discounts, and early access to promotions.

Explore partnerships with popular restaurant chains for joint subscription offers.

Grocery and Essentials Delivery:

Capitalize on the growing demand for online grocery shopping by integrating a grocery and essential
items delivery service.

Collaborate with local grocery stores and suppliers to ensure a diverse product offering.

Quarter 5-8: Operational Efficiency and Sustainability

Optimizing Delivery Logistics:

Invest in route optimization algorithms to enhance delivery efficiency and reduce delivery times.

Implement sustainable delivery practices, such as eco-friendly packaging and delivery options.

Integration of Technology:

Explore the integration of emerging technologies like blockchain for secure transactions and data
management.
Invest in AI-driven customer service tools to handle common queries and issues more efficiently.

Data Analytics for Restaurants:

Provide restaurants with advanced analytics tools to help them understand customer preferences,
optimize pricing, and streamline operations.

Offer insights into market trends and customer behaviour to support strategic decision-making.

Quarter 9-12: Global Expansion and Emerging Technologies

International Market Expansion:

Identify key international markets and initiate expansion plans.

Adapt the platform to local languages and preferences while maintaining a consistent user
experience.

Integration with Emerging Technologies:

Explore partnerships with emerging technologies such as augmented reality (AR) for virtual
restaurant experiences or voice-enabled ordering systems.

Research and assess the feasibility of incorporating blockchain for secure transactions and data
management.

Enhanced Social Integration:

Strengthen social media integration, allowing users to share their dining experiences directly from
the Zomato app.

Explore partnerships with social platforms for seamless integration and user engagement.

It's essential to note that this roadmap is a general guideline, and the specific priorities should be
adjusted based on continuous user feedback, market dynamics, and emerging trends. Regularly
reassessing and adapting the roadmap ensures agility and responsiveness to the evolving needs of
both users and the business.