A CASE STUDY IN MARKETING

SUCCESS

PRESENTED BY:
VANSH
210101010001
INTRODUCTION
Started In- July 2008, Delhi NCR.
Presence in more than 24 countries.
Founded By: Deepinder Goyal, Pankaj
Chaddah
Initially named- "FoodieBay“
In November 2010, it was renamed as
“ZOMATO”.
Category - Mobile Application Based
Sector - Food & Restaurant guide
THE BEGINNING
Deepinder Goyal was working as a management consultant
and Pankaj Chaddah was working as Senior Analyst at Bain.
At Bain, they saw a long line in office canteen to get a
glance at a menu card. One day they thought of finding a
solution to this problem and the idea thought germinated in
the form of Foodiebay.
➤ Foodiebay scanned the menu of the restaurants and posted
it on the company private
network.
➤ Soon the employees of Bain started using the website and
thus saving their time and in
return bringing traffic to the website.
CONTD.
In 2008, he just scanned the menus and uploaded.
He also involved his friend and colleague Pankaj
Chaddah.
After great response, he started doing that for Delhi
NCR
Registered company in name "Foodiebay.com“
It had around 2 million visitors and 8000 restaurants
listed.
Restaurant started approaching for Advertisement.
In 2010, he left Bain & Co. for pursuing it Full time
 Management lesson #1

Business is all about finding problems

and providing solutions

Its not Just for maintaining lifestyle.

(Think why you are doing it?)

 Management lesson #2

If you are passionate enough, You

always find a way to do it.

Don't give excuses.

INITIAL FUNDING
Management lesson #3

When you get Opportunity,

Jump on it.
CHANGE OF NAME
Foodiebay.com had 2 problems:
It has Food in its name, Which Limits the Scope
It is similar to Ebay.com, which might invite
legal issues.
Search began for the name
It Stopped in Zomato “Zing+Tomato”
Domain was available for $10,000 so Goyal
Fizzled but with support of Sanjeev, he finally
bought it.
EXPANSION
By 2012, it had over 40,000 restaurants in
12 cities
Have over 1000 Advertisers
In Sep 2012, it Entered in Dubai
Set up local offices & Hired Local Staff
Led by country Managers
After being Global leader in niche, they
decided to enter into other segment like
Food Delivery & Table booking.
Business Model of Zomato
COMMISION FROM PARTNERS
ADVERTISEMENTS FROM
PARTNERS
EVENT PROMOTIONS

EVENT TICKET SALES

CONSULTANCY BUSINESS
How Valuation is derived in loss making
companies?
No. of Users
No. of Transactions
Gross order Value
Total cities being served
Total countries being served
Total partner Hotels and Restaurants
Future growth prospect
EVOLUTION
Rate and Review Restaurants: During its initial days, Zomato was largely a website
which
listed restaurants with basic details, where users were able to rate the restaurants listed on
their website. This feature was a big hit among foodies as they could now rely on peer
ratings and not ratings given by food critics
Filters for search: The first iteration of this feature consisted of users entering the city
and
locality in the search bar where they wished to find restaurants and decide a restaurant they
would eventually prefer to visit.
Online Ordering :Zomato has evolved from a ratings website to a food tech giant. This
has
been possible due to adopting an agile framework and an excellent leadership with a
vision. After creating a large user base of users and restaurants, they ventured into the food
delivery business.
Zomato's Future Plans: Zomato has discussed about setting up the Zomato Infrastructure
Services (ZIS). Through this, the company plans to work with current restaurant owners to
expand their business to more locations without incurring any fixed cost.
REASONS FOR SUCCESS
First Mover Advantage: Zomato was the first player in the industry to
unveil the concept of online restaurant discovery in India.
Robust Business Model: Zomato carved a unique, profitable business
model for itself right from the beginning, which helped them sail through
even during tough times, including the period of 2015-2016, when the
startup was experiencing significant losses
Strong Team: Well, in case you happen to interact with Deepinder Goyal
anytime about his brand's journey, you would notice he would never miss
talking about his people. Out of the two things that he usually owes his
success to, one of them is his ambitious team, which he created right from
the beginning, and eventually kept expanding
Continuous Innovation and Evolution: The best thing about Zomato
has been that it never stopped whether it was expanding [nationally or
internationally], designing new offerings, raising funds, acquisitions,
marketing, engagement, etc