PRESENTATION ON ZOMATO

SUBMITTED BY:
KANIKA BANSAL
AKANSHA GUPTA
SWEENA
 ZOMATO
Zomato is a restaurant search and discovery service founded in 2008 by
Deepinder Goyal and Pankaj Chaddah. It currently operates in 23
countries, including India, Australia, and United States.

By 2011, Zomato launched

in Bengaluru, Pune, Chennai, Hyderabad and Ahmedabad and
introduced smartphone applications.
In April 2015, Zomato acquired Delhi based startup Maple Graph that
built MaplePOS. Zomato renamed the MaplePOS product to Zomato
Base.

In Feb 2017, Zomato in a company's blog had explained the concept of

cloud kitchen. With its cloud kitchen, the company will help the
restaurants to expand their presence without incurring any fixed costs.
 About the Industry
Online food ordering is a process of ordering food
from a local restaurant or food cooperative
through a web page or app. A customer will search
for a favourite restaurant, usually filtered via type
of cuisine and choose from available items, and
choose delivery or pick-up. Payment can be
amongst others either by credit card or cash, with
the restaurant returning a percentage to the online
food company.
 Background
Time Key developments in online food industry
Period

This era is characterized by the rise of the Internet, the dotcom boom and
1996 the subsequent crash. Dotcom start-ups like Webvan, HomeGrocer,
2001 and Kozmo started online grocery delivery, but ended up closing in 2001
after the dotcom crash. Seamless is also founded.

2001 GrubHub is founded. By the late 2000s, major pizza chains have created
2010 their own mobile applications and started doing 20-30% of their business
online.

With increased smartphone penetration, and the growth of both Uber and
2011 the sharing economy, food delivery start-ups start to receive more attention
2015 again. This era is associated with the founding of Caviar and Instacart. By
2015, online ordering is about to overtake phone ordering.
 APPROACH
This is a descriptive research type study. In this,
survey has been conducted.
Sample size of 44 respondents has been taken.
Random sampling technique is used in the study.
Questionnaire was developed to achieve the
objectives of the project and was used to collect
the data from respondents.
Then the questionnaire was analyzed with the
help of bar graph and pie chart.
Objective
To create awareness of the brand.
To know its competitors in the market.
To know the various sources of the brand
awareness.
To know the trustworthiness of the brand.
Scope
The purpose is to create more awareness of the
brand.
 Consumer Analysis
TRENDS OF CONSUMERS
Modern Consumers (going online)
Home Delivery Demand
Social Media and rise of Online food
Preference to localisation and convience
Frequent use of app is very less
Trustworthy app for consumers
 Motivation
Consumer motivation is driven by thoughts,
feelings, and beliefs. If any brand fulfill their
needs, this will make consumers to make a
repeat purchase.
Factors that motivates consumer
Brand image
Word of Mouth
Rating
Comparisons
 Perception of consumers towards
Brands
Accessible
Easy to use
Consumer Needs
Value for money
They want everything up to date
Segmentation
Young population
working professionals looking for information of
restaurants
 Brand Inventory
ELEMENTS
Brand name- Zomato which is named after
Foodie bay to avoid conflicts with Ebay.
Brand Tagline- Discover more places to eat
around you.
Brand Logo- Simple And Classy
 Marketing And Brand Strategy
Search Engine
optimization
Various Social media
platforms
i. Facebook
ii. Twitter
iii. Blogs
iv. Pinterest
v. Instagram
 Zomato Food Porn
Zomato has come up with an amazing portal
that is a beautiful amalgamation of social,
mobile and crowdsourcing. Powered by
Instagram, the Zomato Food Porn microsite
amasses food images from Instagram users.
If you are an Instagram user, all you have to do
is to take a snap of the food and share it using
the tag #Zomato. The image automatically gets
shared on the microsite.
 Competitors
Foodpanda
Swingy
Just Eat
Burp
Marketing Strategies By foodpanda

Facebook page
Twitter
Publicity events have been launched in popular malls,
television, radio, cinemas, magazines, newspaper, hoardings.
BRAND EXPLANATORY
ANALYSIS:
ANALYSIS
Through this analysis, it has been cleared that still majority of people
prefers to order their food through direct walk in followed by direct
call to restaurant. There is a huge gap between online and offline
ordering of food. So online companies should make some efforts to
reduce this gap.
ANALYSIS:
Through this analysis, it is cleared Zomato is famous among its
competitors followed by Food Panda. Food Panda is the major
competitor to Zomato. So Zomato should make efforts to retain
its customers and also try to reach out its non-users and convert
them into users.
ANALYSIS:

Through this analysis, we can see Zomato has

great awareness in the market. That means their
marketing strategies are very good.
ANALYSIS:
Through this analysis, it shows the reason behind
its awareness is Social Media and Word Of
Mouth. So Zomato should prioritize both and
create more online campaigns to indulge more
people.
ANALYSIS:
Through this analysis, it shows despite Zomato being
highly aware, still half of the people does not order food
from Zomato. Zomato should find out the reason behind
this and then apply the suitable tactics for it.
ANALYSIS:
Through this analysis, it indicates there is large segment
which does not use Zomato app. So Zomato should
provide eye-catching deals for increasing its consumer
base.
ANALYSIS:

The above results indicate that there is a large segment which have not heard
about this new Zomato order app. That means they have not marketed their
new app properly.
ANALYSIS:
The above results indicate that Zomato
has good brand equity. Thats why
majority of people trust Zomato app.
ANALYSIS:
The above result indicates that from the users
of Zomato everybody gave positive feedback
for Zomato. This reflects the customer
satisfaction of Zomato.
ANALYSIS:
The above result indicates that majority of
people will recommend this app. That means
they are happy from the services provided
by Zomato.
COMPETITORS ANALYSIS
 Swiggy
"Swiggy is a food ordering and delivery company based out of
Bangalore, India.
Swiggy was inspired by the thought of providing a complete food
ordering and delivery solution from the best neighbourhood
restaurants to the urban foodie.
A single window for ordering from a wide range of restaurants, they
have their own exclusive fleet of delivery personnel to pickup orders
from restaurants and deliver it to customers .
Having their own fleet gives them the flexibility to offer customers a no
minimum order policy on any restaurant and accept online payments
for all partner restaurants that we work with.
Their delivery personnel carry one order at a time which ensures we get
reliable and fast deliveries."
1.STRENGTHS
Quick delivery.
No minimum order policy.
Trained people for making delivery.
Good organizational Structures & Managers.
Better Customer Support.
Wide range of restaurants offered.
Delivery is free.

2.WEAKNESSES
Orders only available from restaurants that are located
in the zone of the order placed.
Low awareness of Brand or low marketing.
Delivery charges in some cities.
Price differentiation in menu and app price.
3.OPPORTUNITIES
Pioneer in Food Delivery Business.
Growing market for potential customers.
Increasing Market Share.
Only few other Food Delivery businesses.
Cost effective and good quality food.
Delivery options are lacking in the market.
Provide better and effective service.
4.THREATS
Present customer base is low.
Increasing health consciousness.
Increasing potential competitors.
Negligence of potential competitors.
 Food Panda
The Foodpanda group (stylized as foodpanda) is a global mobile
food delivery marketplace.
It is headquartered in Berlin, Germany, operating in 43 countries and
territories.
The service allows users to select from local restaurants and place orders
via its mobile applications as well as its websites.
The company has partnered with over 40,000 restaurants. The firm was
acquired by Delivery Hero in early December 2016.

1.STRENGTHS
International understanding of business.
Trained people in making delivery.
Better customer support.
Wide coverage of restaurants.
More Coupons and discounts available than the other similar industries.
2.WEAKNESSES
Minimum order policy for free delivery.
Has not covered all areas in the city.
Orders only available from restaurants that are located
in the zone of the order placed.
3.OPPORTUNITIES
More people are using online food delivery apps.
Awareness of food delivery app increasing.
Growing market.
4.THREATS
Increasing potential competitors.
Negligence of potential competitors.
Low customer base at present.
 STRENGTH
User perceive Zomato as Speciality Product
Assets light business model.
Superior technology and a strong workforce of
over 1200 people.
Asset light business model.
Simple & User friendly interface
Aggressive and Innovative Marketing strategy
 WEAKNESS
Competition from search engines and other
similar apps means limited growth.
Not customized for each target market
Work inefficiency
High staff turnover.
 OPPORTUNITIES
Opportunity to further expand to new
countries.
Increasing Internet penetration and number
of smartphones users.
Rapid technology development.
 THREATS
Intense competition.
Lack of clear rules and regulations.
Business can be easily imitated by
others players.
BRAND EQUITY OF
ZOMATO
QUALITY AND
RESONANCE ITS
CONSISTENCY

CREDITIBILITY, ATTACHMENT,
CONSIDERATION JUDGEMENT FEELINGS HAPPINESS

PERFORMANCE IMAGERY
(STRONG AVAILABILTY, (RED DESIGN,HAPPINESS,
INNOVATIVE SHARING)
COMMUNICATION)

SALIENCE
(FAMOUS FOOD CHAIN,TRUSTWORTHY)
 RECOMMENDATIONS
Zomato should create awareness about their
new app.
Zomato should find out the reason why
people are not ordering food from their app.
Zomato should provide better deals.