1

ACKNOWLEDGEMENT

I would also like to thank my guide and my perpetual source of

inspiration Mr. NEERAJ for his valuable mentoring and inputs. His
constant support and invaluable advice has always guided me towards the
right direction. He helped me to know various phenomenon’s related to
the research practices which further gave an impetus to channelize my
study in an appropriate way.

I sincerely thank him for his treasured guidance without which this
dissertation would have never been possible.

I won’t miss this opportunity to give credit to the sources both primary &
secondary for adding valuable inputs to my dissertation.

Lastly, I express my deep sense of gratitude to the almighty, my family,

friends & colleagues who have directly and indirectly helped me in this
dissertation.

2
 PREFACE

In the present scenarios, marketing and sales is a major challenge for

seasoned professional. And it is no surprise that Marketing is a tough
nut to crack. Marketing is the activities, set of institutions, and process
for creating, communicating and delivering and exchanging offerings
that have values for customers, clients, partners and society at large.

The research project consists of detailed study of “ MARKETING

STRATEGIES APPLIED BY ZOMATO”. A sincere and
painstaking effort has been made to analyze the working pattern of
restaurant aggregator and food delivery services.

The report further provides information regarding ZOMATO, its

financial position, infrastructure with its services provided by them.

3
 INDEX
SR.NO SUB- PARTICULARS PAGE.NO
SEC

1 Chapter -  Introduction 6-39

1  Literature review
 Objectives of study

2 Chapter-  Research methodology 40-68

2  Competitor review

3 Chapter-  Data analysis 69-84

3  Summary of findings

4 Chapter-  Suggestions 85-87

4  Conclusion

5 Chapter-  bibliography 88-98

5  questionnaire

4
CHAPTER -1

5
 1. INTRODUCTION

1.1 Online Food Ordering Market

Food delivery market showcase in India worth more than 12.5 billion, Online food
delivery is contributing over 7% to this market. More than 50,000 eateries in India
gives home delivery, demonstrates a high potential and undiscovered market in online
food delivery space.

Players in the business comprehensively grouped into three classes -

 Fully integrated: Those who process food and delivers (Dominos, Mc D

and so on)

 Delivery as service

 Aggregators: Gives a stage to clients where they could find restaurants,

explore through menus of various cooking styles, and select the food. Delivery

made by the restaurant. To put it plainly, it aggregates information about food

for customers and function as an order generating channel for restaurants.

(Swiggy, Zomato, Foodpanda)

6
1.2. Explanations behind development in online food ordering industry:

 Increase in extra cash and more profound web infiltration of clients

(web/versatile).

 Restaurants tying up with online food delivery platforms claim to get an overall

revenue of more than 2 to 3% than eat ins.

Nowadays' people are inclined to putting in food requests on the web and underwriting

this pattern a ton of restaurants are yielding great profits by enrolling themselves for

web based requesting destinations like Foodpanda, Tasty khana, Just Eat, Hyderabad

Special and so on and numerous nearby requesting sites are likewise sticking to this

same pattern.

Driving elements More prominent mindfulness and extra cash alongside more

profound Web infiltration, accessibility of greater installment choices, long working

hours and unpredictable way of life are contributing on the web food requesting

business. In the meantime, with an ever increasing number of individuals needing

sound sustenance, or nourishment like home cooked dinners that too simple on the

pockets is prompting the ascent of online sustenance business in the nation.

Nixon Dsouza, Brand Administrator, Nom, says, "Entering through each business
viewpoint people have begun utilizing innovation for everything and sustenance
requesting is one such advancements".

1.3. Future of the business

7
According to the business specialists, the general sustenance conveyance business is
more than indistinct 37 billion USD to which online nourishment requesting
contributes 15% percent.

8
 1.4. INTRODUCTION TO 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 Goyal and Pankaj Chadda initially started a

database for food menu named “Foodiebay” in 2008 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 implication as 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 restaurant across 12 cities in the country. And internationally it has lists of

about 1.4 million restaurant 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 it’s

friendly website with up-to-date information of the restaurants. It also has a global mobile

application from where it gets more than 50% of its total traffic.

9
1.5. BUSINESS MODEL OF ZOMATO

Zomato provides information of all restaurants about their food menu, detailed analysis of

restaurant, its branches and locations, service hours and reviews & comments from other

user’s who have already experience of having food on respective restaurant. The business

model of zomato is affiliate marketing model which w work with website and mobile apps.

The web site enables user to search for food in different ways. Such as by name of food,

general search in a specific location, search for available restaurant open in particular time

of a day and even they can find out if the restaurant has a bar, buffet, live music, happy

hours and other services. This is a great platform for r people Mumbai who love to eat and

very choosy in terms of choice of food.

10
1.6. PRODUCTS OF ZOMATO

 Advertisement/ Banner ads – Advertise on ZOMATO.

 ZOMATO FOR BUSINESS APP : ZOMATO's app for restaurant businesses –
puts the power in the hands of the business owner. With an easy-to-use
interface and powerful features it helps a business get the most out of zomato.
Business can connect and engage with their patrons by replying to their
reviews, and keep them coming back.
 ZOMATO BASE – Zomato Base is a cloud-based POS system to help you
manage your restaurant operations from a single platform
 ZOMATO BOOK – Table & reservation management.
 ZOMATO ORDER – Online ordering.
 ZOMATO WHITE LABLE – Custom apps for restaurant.

11
 2. LITERATURE REVIEW

Serhat Murat Alagoz & Haluk Hekimoglu (2012), opined that e-commerce is dynamically
growing worldwide, the food industry is also indicating an increased growth. They have
suggested the Technology Acceptance Model (TAM) as a base to study the acceptance of
online food ordering apps. Their analysis of data stated that the attitude towards online food
ordering is due to the ease and usefulness of online food ordering process and also vary
according to their innovativeness against information technology, their trust in e commerce
websites and few external influences.
Ashoutosh bhargve (2013) said that Foodpanda an online food ordering apps has been
launched in the Indian market since May 2012. Foodpanda first major move was acquisition
of TastyKhana, which was started in Pune in year 2007.With acquisition of TastyKhana and
JUST EAT, it is now available in over 200 cities and delivery partner with over 12,000
restaurants. JUST EAT which was launched in Denmark in 2001 and was listed publicly on
the London Stock Exchange is also mentioned. Their Indian venture was come as Hungry
Bangalore in 2006. It was reintroduced in 2011 when JUST EAT acquired a majority share in
the business. Today, the company partners with over 2,000 restaurants.
H.S. Sethu & Bhavya Saini (2016), their idea was to analyze the student’s perception,
behavior 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.
According to Sheryl E. Kimes (2011), his study found that perceived control and convenience
associated with the online food ordering services were important for both users and non-users.
Nonusers need more personal attention and also had high uncertainty towards use of early
technologies.
According to Leong Wai Hong (2016), the technological advancement in many industries has
changed the business model to grow. Efficient systems can help improve the productivity and
profitability of a restaurant. The use of online food delivery system is believed that it can lead
the restaurants business grow from time to time and will help the restaurants to facilitate
major business online.
According to 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.

12
 3. MARKET RESEARCH

Market Research is characterized as "work that connections the consumer, customer,

and public to the marketer through data used to recognize and define marketing

opportunities and problems; to produce, refine, and assess showcasing activities; to

screen promoting execution; and to enhance comprehension of the advertising

procedure. Showcasing research indicates the data required to address these issues,

plans the techniques for gathering data, oversees and actualizes the information

accumulation process, investigates, and imparts the discoveries and their implications".

Quickly it is an efficient plan, gathering, investigation, and detailing of information and

discoveries important to a particular showcasing circumstance confronting the

organization, enables administration to improve the progressions essential for comes

about through embracing a proactive approach. In this way, if an organization needs to

realize what sort of items or administrations would be beneficial it should influence a

market to look into. Besides, a complete research will empower the organization to

think about the item blemishes (if there are) and to know whether it has possessed the

capacity to fulfill clients' needs. It endeavors to give precise data that mirrors a genuine

situation. Because of statistical surveying the organization can figure a suitable

showcasing plan and gauge the accomplishment of its current arrangement.

13
  There Are Two Principle Marketing Research Information:

 Primary Marketing
Research is gathered for the first time if the organization has enough cash to back it, however
in most case it is the second more exact one. It is unique and gathered for a particular reason,
or to take care of a particular issue. Essential research conveys more particular outcomes than
auxiliary research, more costly and tedious, which are a particularly imperative thought when
the organization is propelling another item or administration.

There are numerous approaches to direct essential research. By tweaking reliable

methodologies, center gatherings, reviews, field tests, meetings or perception, you can pick up

data about your objective market. Essential research is by and large in view of inspecting

strategies and requires measurable systems. The example size could be as little as 1 percent of

the market and along these lines the data and results accumulated are profoundly exact.

 Secondary Marketing
Research or desk research is for the most part utilized when an organization considering,

broadening a business into new markets or including new administrations or product

offerings, since it as of now exist in some frame. This data depends on ponders already

performed by government offices, councils of business, exchange affiliations, and different

associations. There are number of sources accessible to the advertisers, which are the

accompanying: Business libraries, Open records, Exchange affiliations, Sites,

National/universal governments, Casual contacts and Expert establishments and associations.

That is the reason auxiliary research is generally shabby, and can be led rapidly. Nonetheless,

its fundamental burden is that the data assembled might be old and out of date, in this way

consequences of examination might be off base.

14
 OBJECTIVE OF THE STUDY

 The objectives of this research paper are:

 To study and understand the branding and marketing strategy of Zomato
 To analyze the current positioning of the brand as per consumer perception
 To suggest scope of improvement for the brand as per consumer responses

 RESEARCH METHODOLOGY
This project is based on both primary research and secondary research.

 Limitations of the study

There are sure constraints of doing this extend particularly including confinements for

doing statistical surveying.

 Costly: Advertising research is an exorbitant undertaking. It needs a

considerable amount of cash to direct different statistical surveying exercises.

Colossal assets are required to pay rates, plan polls, direct reviews and so forth

 Time expending: Showcasing research is a protracted and tedious process. This

procedure includes numerous imperative advances. For the most part it takes no
less than 3-6 months to take care of a showcasing issue. In this way it can't be
utilized as a part of dire circumstances.

 Limited scope: Advertising research tackles numerous business related issues

yet it can't take care of all business issues. It can't take care of issues identified

with wage, use, relationship and so on in this way its extension is restricted.

 Can't foresee purchaser conduct: Showcasing research gathers data about

shopper conduct. Be that as it may, this data isn’t precise in light of the fact that

15
 customer conduct continues changing and can't be anticipated. It is likewise

extremely perplexing as it is affected by social, religious, financial and different

components.

 Non accessibility of solid data: The nature of promoting research report relies
upon the nature of gathered data. In any case, it is extremely hard to discover
most recent and dependable data.

 Can be abused: Here and there, advertising research is abused by the

organization. It is utilized to postpone choice. It is utilized to help the
perspectives of a specific person

16
CONCEPTUAL FRAMEWORK, NATIONAL
AND INTERNATIONAL SCENARIO

17
 Competitor Analysis
This is the second period of the internship where we need to discover the contenders of
the new food application Zomato. This examination was fundamentally completed by
going to different eateries inside the territories and getting some information about the
administrations different contenders are giving and their method for taking or offering
requests to the eateries for the benefit of the clients and furthermore by doing some
optional research about the contenders accessible. This additionally incorporates
thinking about their conveyance designs, conveyance charges and so on.

Primarily as indicated by the market research in Delhi Ncr Zone there are basically 2
major contenders of Zomato i.e. Food Panda and Tastykhana and so on. Additionally,
locally accessible Food application Swiggy is likewise giving extreme rivalry to
Zomato as far as its conveyance young men. Following are the discoveries of the 2
noteworthy contenders i.e. FoodPanda and Swiggy.

 INDUSTRY ANALYSIS

"The Indian online fooddelivery industry experienced numerous detours in its

development story in 2016 with different players downsizing their operations or
closing shop. This was likewise noticeable in low speculator feeling wherein the
business saw an aggregate financing of not as much as USD 80 million out of 2016
against USD 500 million same period year earlier," RedSeer said in a report.

Regardless of this, the industry developed at 150 for every penny year-on-year a year
ago with an expected GMV of USD 300 million of every 2016, it included.

For eateries, the online stages have helped increment their range and this extra business
source has enhanced their asset usage, it said.

Additionally, clients have likewise begun to choose numerous options offered by

online stages set up of requesting food by calling singular restaurants.

18
With more than 80 for each penny of requests rolling in from top five urban areas (out
of more than 20 urban areas where online sustenance conveyance is dynamic), the built
up players are currently concentrating on accomplishing operational efficiencies and
productivity in these urban areas and have constrained their extension to more up to
date advertises.

RedSeerConsulting organizer and CEO Anil Kumar sai"The Indian online nourishment
conveyance industry experienced numerous detours in its development story in 2016
with different players downsizing their operations or closing shop. This was likewise
noticeable in low speculator feeling wherein the business saw an aggregate financing
of not as much as USD 80 million out of 2016 against USD 500 million same period
year earlier," RedSeer said in a report.

Regardless of this, the industry developed at 150 for every penny year-on-year a year
ago with an expected GMV of USD 300 million of every 2016, it included.

For eateries, the online stages have helped increment their range and this extra business
source has enhanced their asset usage, it said.

Additionally, clients have likewise begun to choose numerous options offered by

online stages set up of requesting nourishment by calling singular eateries.

With more than 80 for each penny of requests rolling in from top five urban areas (out
of more than 20 urban areas where online sustenance conveyance is dynamic), the built
up players are currently concentrating on accomplishing operational efficiencies and
productivity in these urban areas and have constrained their extension to more up to
date advertises.

19
"With clients and eateries both grasping these online nourishment conveyance benefits,
the request volumes have demonstrated a solid development however the principal
issue of unit gainfulness and operational efficiencies should be routed to construct a
manageable business in this segment," RedSeer Consulting organizer and CEO Anil
Kumar said

20
 INDUSTRY SWOT ANALYSIS

21
 FOODPANDA

 Market Share

 They've developed to wind up noticeably one of the biggest sustenance requesting

entryways in India

 Built a system of 2000+ accomplices including a portion of the notable brands like:
Pizza Cottage, Subway,Nirula's,Baskin Robbins, Tangle kalandar among numerous
others

 We have numerous consistently formed the market towards requesting nourishment

online, instead of requesting on phone. This has helped us assemble a lion offer of the
sustenance conveyance market, and push us towards an initiative position in the
market

 Growth

 India is showcase with gigantic potential where the degree for development is
immense. However, with web infiltration of just 8%, it is just logical to focus
on the cosmopolitan Level I urban areas which have a sizable worki9ng
populace with develop web clients
 We've seen a consistent development in activity since our dispatch last year.
However, the concentrate has truly dependably been on quality movement and
focusing on potential clients, which we have possessed the capacity to
accomplish exceptionally successfully. We are passing by 25-30% on month on
month premise
 Currently we get around 25000-30000 one of a kind guest a day. With this 65%
of our movement originates from Delhi, Mumbai, Bangalore and rest 35% from
Hyderabad Chandigarh and Pune

22
  Market Strategy

Being a web based business we trust it is best to focus on our potential clients when
they are online before their PC screens, and urge them to attempt us out. Hence our
concentrate has significantly been on computerized showcasing channels.

We have confidence in giving the best client encounter on our site and henceforth our
item uis ceaselessly advancing including new highlights practically every other week.

We propelled our versatile application in January and was exceptionally well received.
We have just observed more than 250,000 application downloads overall which is an
unmistakable marker of the requirement for advancement in the space and we are
cheerful and we are upbeat to lead the pack.

23
  Monetary financing

Foodpanda declared that it has raised $20 million to fuel its forceful development .
Food panda has 22,000 eateries in its database. It raised $20 million last May and
included 20 more markets in 2013.With its financing intend to hit 40 nations.

 Tie ups with restaurants

At present, it has 30,000 restaurants. In the next a half year we will presumably be at
around 15,000 eateries crosswise over India. We trust in quality over quantity. We
have constantly focused on including great quality restaurants and in the event that we
see that an eatery isn't generally performing-then we take it off from our coverage. The
most critical thing for us is shopper encounter.

24
SWIGGY

 Approach and System

The motivation behind why Swiggy is not quite the same as its rivals like Foodpanda,
Zomato and Tiny Owl is its own armada of delivery operators. It has 800+work power
in a blend of full time and low maintenance laborers to deal with general and pinnacle
movement. Aside from this, the versatile application empowers a client to live track the
request. To top it all, every client's request is managed autonomous of different
requests, guaranteeing quicker conveyance. One reason, it has possessed the capacity
to collect VC's consideration is the conveyance display. In the expressions of Sumer
Juneja, chief at Norwest Wander Accomplices India, VC financing Swiggy, "The
organization's separated item offering incorporates delivery, which empowers Swiggy
to convey a really end-to end benefit for customers and restaurants in India. Swiggy's
conveyance foundation unravels a noteworthy need in the market by empowering
eateries to focus on their center business and scale up their conveyance incomes."
notwithstanding being a VC top choice, it has played its cards ideal with no base
request and money down, much to the joy of the two clients and eateries tied up with it
as well.

Swiggy's showcasing technique incorporates both on the web and disconnected

promoting efforts, with the web based reflecting all the disconnected battles. It
advances its crusades by means of Facebook, Twitter, Youtube, Pinterest and
Instagram. Some of its battles incorporate #Secondtomom, #DiwaliGhayAayi,
#SingwithSwiggy, Know your nourishment arrangement of pictures and sustenance
strolls in a neighborhood. The organization manufactures its image mindfulness and
associates with its gathering of people through these channels. Their facebook page is
very dynamic with general updates, averaging to one post a day. The posts are
attractive, seasoned with cleverness and great quality creatives. The face book
gathering of people of Swiggy is close to 70k fans. The posts gather dynamic
engagement, with week on week increment in the quantity of preferences.

25
Recordings from the organization are exceptionally creative as well. A portion of the
well known ones are Swiggy goes worldwide and Diwali GharAayi alongside a large
group of video meetings of fellow benefactors and staff. An extraordinary specify
should be made for the inventive thought of #DiwaliGharAayi battle for the idea, yet
more so for its ubiquity; the video became a web sensation with near 60K perspectives.
Alongside fame in its clients, the organization has gotten the consideration of a greater
gathering of people through AIB – Bars and Eateries video with an astounding 27 lakh
likes. The message, uproarious and clear says that Swiggy conveys speedier than the
nearby eatery uncle – a distinct lure for a urban foodie. Their April fools trick video of
going global has gotten more than 10k preferences and unquestionably got a few
people petitioning God for it to be valid.

26
Zomato

 Differentiation from other competitors

To separate themselves from their rivals, Zomato focused on including approx. 18,000
new places to eat from. Alongside they additionally adorned numerous uncommon
highlights, for example, indicated specific dishes or opening times".To be the biggest
asset in sustenance supply showcase, Zomato purchased urbanspoon, a main eatery
benefit giving entry to indistinct 0.00 million to enter US, Canada and Australia to use
nearby bits of knowledge and encounter and to grow their business in abroad observing
the future objective and goal.

 Milestones

Number of listedrestaurants: in 2008 it was 4000 restaurants which increment to 94000

out of 2013 and as of now 384,100 in Q1 of 2015.

Monthly guests of Zomato increments to 35 million out of 2014 which was 11 million
out of 2013 and 0.015 million out of 2008.

Yearly income of Zomato in 2008 was 0.06 crores which expanded to 11.3 crores in
2013.

Spread in 21 nations around the world.

27
 Success Factor

o Efficient workers
o Good rating instrument and social stage
o Funding from experienced source

28
  Strategy of Zomato

Zomato works with unmistakable fascination on different methodologies to accomplish

their objective. It incorporates

 Financial procedure: To build their reserve and income

 Marketing system: To tap their clients from over the globe
 Growth system: To develop constantly and increment their clients and page
activity
 Globalization technique: To grow themselves over the entire globe as a main
specialist organization.

 Promoting Methodology

 Featured and easy to understand site

 Global mobile applications
 Acquire the contenders: To be the biggest asset in sustenance supply showcase,
Zomato purchased urban to enter US, Canada and Australia
 Simpler survey and rating framework

Expansion

Zomato will use its current reach and scale (deals group of more than 300 individuals,
5000 odd sponsors) to quick track its development in this space. Setting ambitions
targets, Zomato cases to bring more than 10,000 eateries in its sustenance requesting
system in the following three months and furthermore begin handling once again
40,000 requests every day in the close term. Also, for what reason not? "Given that we
have more than 400,000 individuals who visit our India area consistently, this shouldn't
be too hard,"

29
Zomato intends to profit from this new administration by means of a cut of each
request, however the correct size of its expense will be founded on input from
customers straightforwardly. On account of a five star rating, Zomato will take a 7.5
percent commission expense. Yet, that slice will ascend to a most extreme of 15
percent for the least customer input. The best understanding and incentive for clients
will be the key core interest.

"We will claim the client encounter on the tech end, as the stage, the delivery and
logistics will be possessed by the restaurants."

 Order rate

The organization works with more than 150 sellers to give shipments crosswise over
175 urban communities. It midpoints around 9,000 conveyances day by day. "We
accommodate shipments and conveyances, as well as warehousing offices where the
organization stocks and racks the items for the sellers," said Bharati. What's more,
Conveyance gives a wide range of retailers, even independent ventures, innovation
answers for incorporate all channels of offer. These incorporate disconnected, on the
web, online networking, portable and voice arrangements that enable merchants to
oversee stores and coordinate conveyance with showcase needs.

 Future strategy

Delivery is hoping to extend to 250 urban areas, 30 conveyance focuses and focusing
on income of Rs.250 crore for the monetary year 2015-16. Global development is a
piece of its future technique.

Zomato, the popular online and mobile restaurant guide, has updated its iOS app,
completely overhauling the user interface and has added new features.

The refreshed Zomato application offers a significantly easier UI, in accordance with
the upgrade of the Zomato site, with the home screen offering vast swappable pictures
of close-by eateries that prompt their particular postings, notwithstanding alternatives

30
to peruse eateries and scan for them by entering watchwords for name, area, food or
dish.

The Peruse Eateries choice takes you to a menu that offers disposition based
suggestions. Along these lines, you can choose in case you're hoping to get sustenance
home conveyed, going out for a supper, going out for drinks or simply getting up to
speed with companions. Choosing the area is the subsequent stage, following which,
the application offers a rundown of eateries that match the criteria.

There's a different screen for area based eateries seek through which you can sort
eateries in view of the separation from your present area. You can apply extra
channels, for example, evaluations, regardless of whether the eatery is open at the
season of the hunt, food, spending plan and different perspectives.

There's additionally a 'Highlighted Content' area that offers records, for example, top
25 eateries, foodie pioneer board (for standard clients), and included audits, among
other substance.

Clients can likewise post pictures for eateries they've gone to in the event that they
simply need to post picture audits. Pictures can be posted through the eatery's posting
page or through a segment inside the application that enables clients to transfer audits
and pictures of eateries

31
SOCIAL MEDIA DETAILS OF FOOD PANDA, SWIGGY AND
ZOMATO

32
COMPETITORS ANALYSIS GRID

33
BCG MATRIX

34
 Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix)
developed by BCG USA.IT is the most renowned corporate portfolio analysis tool. It
provides a graphic representation for an organization to examine different businesses in
it’s portfolio on the basis of their related market share and industry growth rates. It is a
two dimensional analysis on management of SBU’s (Strategic Business Units). In other
words, it is a comparative analysis of business potential and the evaluation of
environment.

According to this matrix, business could be classified as high or low according to their
industry growth rate and relative market share.

1. Stars- Zomato

Stars represent business units having large market share in a fast growing industry. They may
generate cash but because of fast growing market, stars require huge investments to maintain
their lead. Net cash flow is usually modest. SBU’s located in this cell are attractive as they are
located in a robust industry and these business units are highly competitive in the industry. If
successful, a star will become a cash cow when the industry matures.

Stars in the above example will be considered Zomato since Zomato is a major player in the

industry and glowing at a very rapid rate.

35
 2. Cash Cows- Swiggy

Cash Cows represents business units having a large market share in a mature, slow
growing industry. Cash cows require little investment and generate cash that can be
utilized for investment in other business units. These SBU’s are the corporation’s
key source of cash, and are specifically the core business. They are the base of an
organization. These businesses usually follow stability strategies. When cash cows
loose their appeal and move towards deterioration, then a retrenchment policy may
be pursued.

3. Question Marks-Tastykhana

Question marks represent business units having low relative market share and
located in a high growth industry. They require huge amount of cash to maintain or
gain market share. They require attention to determine if the venture can be viable.
Question marks are generally new goods and services which have a good
commercial prospective. There is no specific strategy which can be adopted. If the
firm thinks it has dominant market share, then it can adopt expansion strategy, else
retrenchment strategy can be adopted. Most businesses start as question marks as
the company tries to enter a high growth market in which there is already a market
-share. If ignored, then question marks may become dogs, while if huge investment
is made, then they have potential of becoming stars.

4. Dogs- Foodpanda

Dogs represent businesses having weak market shares in low-growth markets. They neither
generate cash nor require huge amount of cash. Due to low market share, these business units
face cost disadvantages. Generally retrenchment strategies are adopted because these firms
can gain market share only at the expense of competitor’s/rivals expenses.

These business firms have weak market share because of high costs, poor quality, ineffective
marketing, etc. Unless a dog has some other strategic aim, it should be liquidated if there is
fewer prospects for it to gain market share. Number of dogs should be avoided and minimized
in an organization.

36
Limitations of BCG Matrix

The BCG Matrix produces a framework for allocating resources among different
business units and makes it possible to compare many business units at a glance. But
BCG Matrix is not free from limitations, such as-

1. BCG matrix classifies businesses as low and high, but generally businesses can
be medium also. Thus, the true nature of business may not be reflected.
2. Market is not clearly defined in this model.

3. High market share does not always leads to high profits. There are high costs
also involved with high market share.

4. Growth rate and relative market share are not the only indicators of
profitability. This model ignores and overlooks other indicators of
profitability.
5. At times, dogs may help other businesses in gaining competitive advantage.
They can earn even more than cash cows sometimes.

6. This four-celled approach is considered as to be too simplistic.

37
38
 DATA ANALYSIS
Quantative ananlysis: Graphical representations of some questionnaire for
customers are given below:

1. How often do you visit restaurant?

In the above graph 46% people often visit the restaurant, 25% in weakends,27% ones in a
month and 2% never.

Interpretation:

The graph gives us a view that maximum number of people often visit the restaurant.

39
2. What time of the day do you prefer to eat at restaurant?

Analysis:

From the above chart ,2% prefer to eat at restaurant in morning,21% in noon, 55% in
evening and 22% at night.

Interpretation:

From the above it shows that most of the people prefer to eat at restaurant in the evening.

40
41
3. Which of the following things you like in any restaurant ?

Analysis:

In the above graph, it represents that 20% people like service of the restaurant, 52%
food quality, 8% ambience, 10% menu and 10% price.

Interpretation:

From the above graph it seems that most of the people prefer food quality and service
of the restaurants.

42
4. What is the main problem you faced at enjoying foods?

43
Analysis:

From the above chart ,24% respondents faced main problem at enjoying food due to lack of
information, 30% due to high waiting time, 6% due to long queues ,4% due to wrong order,
and 36% due to high price.

Interpretation:

From the above chart it shows that most of the respondents faced main problem at
enjoying food due to high price and high waiting time.

5. How do you order your food?

44
Analysis:

In the above graph 15% order food by direct call to restaurants, 8% order by online
portals, 12% order by mobile application and 65% order by direct walk-in to the
restaurant.

Interpretation:

The graph gives us a view that maximum number of people order food by direct walk-in to
the restaurants.

45
 Qualitative analysis

ZOMATO is basically an online food related guidebook. While doing business in Raipur they
can add a new specification to their business. They can add some new features which will
give them competitive advantage to be successful in doing business in Raipur.

Categorized Restaurants in ZOMATO: In market research I found that most of the people
prefer restaurants based on some features and quality like the ambience of restaurants, quality
of food, price, menus, Service and waiting time etc. So ZOMATO should customize the
restaurants based on the features people wanted. So that people can find their desired
restaurant on their preferences so easily.

Customized Food Delivery: ZOMATO can add a specification which will allow users to
choose ingredients of their choice to make their own food by playing a cooking game .The
exact food will be delivered to the user and it will be from some specific restaurants and for
some specific food like burger, pizza, soup cake etc. For this ZOMATO will be able to
capture the interest of picky eaters. And restaurants which will be a part of this specification,
ZOMATO can give them discounts for such orders.

Kids Meal: In recent times, the number of working women in Raipur has been increased.
They have limited time for family. Because of that, in Tiffin times their kids are not getting
hygiene meal. For this type of kids ZOMATO can offer healthy and light meals for them by
tying up with restaurants and convincing the school authority.

Adding feature in App: ZOMATO doesn’t usecustomized app for each target which is
troublesome for users. They should customize their website and app for each targeted
customer segment. Such as there are some people in our country who do not understand

46
English properly. For this reason, ZOMATO can add language feature so that all people
understand and get a chance to order meal from ZOMATO easily.

Senior Citizen’s Meal: In our country, senior citizens are not wlling to go restaurants due to
various health issues. And for this they are not getting the essence of good meal. So,
ZOMATO is going to offer them 10% discounts on every meal.

Delivery Tracking System: ZOMATO can allow customer to track their delivery. In this
system custmer will be able to track the delivery man who is bringing food for him, where he
is and how much time he needs to wait. And customer can know about the nearest restaurant
from which he can order.

Story Teller: They can add option where people can get chance to share their experiences with
ZOMATO in their website. After every month they select a winner among those story tellers
and will offer them a free meal. By this way, we will be able to improve their service and
offer the best to the customers.

Award to Customer: They may award the valued customer on how many times they order
food through ZOMATO after certain time. This time will be 6 month. Those customers whose
no of orders is the highest will be awarded with a free meal Since, each individual is
apportioned 2 areas each to do marketsurvey and comprehend the conduct of the market. So
the findings of every territory are exhibited as under.

47
 SUMMARY OF FINDINGS

 From the survey conducted it was concluded that most of the people liking zomato
application.

 It was concluded that most of the people are preferring to order food from restaurant
online by zomato application.

 Maximum no. of people order snacks from zomato.

 From the survey conducted it was concluded that maximum people are satisfied with the
quality service of zomato.

 A good number of people are satisfied with packaging ofzomato products.

 From the survey conducted it was concluded that maximum people are influenced by the
service of zomato.

 Maximum number of restaurants are tie-up with the zomato.

 Regarding any complains ,consumer mostly prefer to complain online at zomato official
site.

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49
50
51
CHAPTER-4

52
 SUGGESTION

Zomato a very well known company in food delivery industry around world. Now a days,
food habits of Mumbai people are changing. They are very fond of testing different foods
from different countries. And to satisfy this hunger of the food lovers, there are many more
restaurants being established. In this case, zomato may have very much profitable opportunity
to establish business in Mumbai. They only provide ordered food to their valued customer.
But, along with this service, zomato has very attractiSve& unique value added services like
reservation service, food review etc. With these value added services it may easily take
advantage on its competitors. And another competitive advantage for zomato is its
competitors don’t have that much updated technology like zomato.

Although very few people do order through online but the number is increasing day by day.
Because young generation are very techno freak as their target market. So it’s a huge
opportunity for zomato to attract them easily.

In my survey, I have seen that many more restaurants have appreciated this type of online
food portal. They are very much interested for tying up with this as they will get international
standard service. So, zomato has vast opportunity of investment in Raipur. They may have to
face very low level of risk. They can easily be a market leader with their sophisticated
technology & services With the operation of zomato, restaurants business in Raipur will be
more flourished which will contribute in our GDP.

So in the end we may hope that if zomato operates in our country, they may capture the
market easily and restaurant business will be more successful in Mumbai.

53
 CONCLUSION

Zomato has its own innovative style of marketing itself to the future recruits. They have
positioned 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 a 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%) . The sustainability of
their business model will heavily depend on the way they adapt the applications they develop
to the needs of the market. The creativity that they bring in to the products they develop will
depend heavily on the people they hire. As long as Zomato hires the right people in the senior
management as well as at the junior level, they will be able to work up to their vision.

54
CHAPTER-5

55
 BIBLIOGRAPHY

REFERENCES

http://www.pce.uw.edu/courses/data-analysis- methods.html

http://www.restaurantindia.in/article/growth/expansion/online-food-delivery-sees-a-
boom.a137/

http://blog.zomato.com/post/94342869876/three-problems-we-are-trying-to-solve-at-
Zomato

http://yourstory.com/2015/02/zomato-announces-online-food-ordering-India/
http://www.financialexpress.com/article/companies/foodpanda-raises-110-mn-from-
rocket- internet-Rohit-Chadda-says- targetting-15000-restaurants- across-India/53218/

https://www.zomato.com/

56
 Questionnaire

Questionnaire for Customers

Dear Sir/Madam,

Please spare a few minutes of your valuable time to answer the questionnaire.

1. Personal profile:

Name: Phone:

Age: Email ID:

Occupation:

Please read each statement given below carefully and put a tick in the box which best
reflects your personal opinion

2. How often do you visit restaurants?

a) Often

b) Weekends

c)Once in a month

d) Never

3. What time of the day do you prefer to eat at restaurants?

a)Morni
b)ng
c)Noon

d)evenin
g

Night

57
4. Which of the following factors you like more in any restaurants?
Service

a)Food
b)Quality
c)Ambience
d)Menu

Price

Other ________

5. What is the main problem you faced at enjoying foods?

a)Lack of

b)information High

c)waiting time Long

d)queues

58
 Wrong order

High price

Hygiene problem

6. What type of cuisine do you mostly prefer to enjoy?

a)Thai
b)Indian
c)Italian
Mexican

e)chinese

7. How often do you try new restaurants?

a)Very
b)often
c)Often

d)Sometime)

es Never

8. How often do you give food reviews and ratings after enjoying food?
a)Always

b)Someties

c)Never

9. How do you order your food?

a)Direct call to
b)restaurants

c)Online portal

d)Mobile Applicatio

e)n Direct walk-in

10. Do you order food online?

Yes

No

59
11. If yes, From which company do you prefer?
Foodpanda
swiggy

Huricane
Others

12. Are you satisfied with ordering online?

Highly satisfied
Satisfied

Neutral

Dissatisfied
Highly Dissatisfied

13. Which meal you typically order from online?

Breakfast
Lunch
Snacks
Dinner

14. What is the approximately money you spend on ordering food per time?
<150 Tk
<250 Tk
<500 Tk

More than 500 Tk

15. What features in online food website attracts you most?

Design of a website
Discounts offered

Food reviews and

ratings Variety
Value for money

Any other ( please specify)_______________________________

16. What is the payment system you prefer for ordering food from online?
Cash

60
 a)DBBL mobile
b(Banking ATM
Card
c)Credit Card

17. What is the amount of money you would like to spend for delivery charge
when ordering food from online?
Below 100
100 -500
500 -1000

1000 above

18. If restaurants are located next to your house, would you like to order food
from there?
Yes

No

19. Do you hear about Zomato?

aYe
s
No

20. Are you interested in ordering food from Zomato?

61
Questionnaire for restaurants owners

Name of the Restaurant:

1. No. of orders per day for home delivery?

a) Below 50

b) 50-100

c) 100-250

d) 250-500

e) 500 above

2. No. of walk in customer per day?

a) Below 100

b) 100-250

c) 250-500

d) 500 above

3. Are you tied up with any of the food ordering app?

a) Yes
b) No

4. If no, Are you willing to tie up?

62
 a) Yes

b) No

5. Which online application or online portal gives the maximum no. of orders?

a) Zomato
b) Food panda c)

c) swiggy

6. By what percentage has the no. of orders increased since the association/tie up?

a) < 20%

b) 20% – 50% >

c)50%

7. What percentage of total revenue is generated through the online portals?

a) < 20%
b) 20% - 50% >

c) 50

8. Does the online reviews and ratings affect your business?

a) Yes

b)No

9. Has there been an enhancement in your brand value since the association?

a)Yes

b)No

10. How would you expand your business in the near future?

63
a) Continue to associate with the current online
portal
b) Look for a new online food portal.

c) Develop your own website.

64