GROUP 2

Abhijeet Bhattacharya 01
Ankit Kumar 09
Tanzeem 34
Price Sharma 45
Shambhavi Kumari 58
Vinay Pathak 80
Meghna 105
Nilesh Lalwani 109

BATTLE OF INDIA’S BIGGEST FOOD AGGREGATOR

 About SWIGGY
Founded in 2014, “SWIGGY” is a food ordering and Delivery Company based out of Bangalore, India.
TAGLINE: “When you are hungry, think of us!” and “Swiggy it”
Founders:
1. Rahul Jaimini
2. Sriharsha Majety
3. Nandan Reddy

JOURNEY
It began with 6 delivery executives and 25 restaurants on its platform in 2014. As of March 2019, it is
operating out of 100 Indian cities, with more that 6000 Delivery Executives and have also expanded into
general product deliveries, under the brand name “Swiggy Stores”

VISSION
To elevate the quality of life of urban consumers by offering unparalleled convenience.
MISSION
To change the way India eats apart from servicing the customer better than last year and widening the
assortment to enable users to order on a higher frequency.
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 About ZOMATO
Started in July 2008, Zomato is an Indian restaurant aggregator and food delivery start-up, which provides
information, menus and user-reviews of restaurants, and also has food delivery options from partner
restaurants in selected cities.
•Founded By: Deepinder Goyal, Pankaj Chaddah
•Initially named- “FoodieBay” later in November 2010 it was renamed as “ZOMATO”
•Sector - Food & Restaurant guide
•Tagline/ Slogan - Discover great places to eat around you.

PRESENCE – As of 2019, the service is available in 24 countries and in more than 10,000 cities.

MISSION
“To ensure nobody has a bad meal”

VISION
“To be the global platform when someone is looking for food locally”.
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 THE CASE
The Start Promising Start Challenge

• • The challenge started

• Zomato and Swiggy are two At the end of 2018, both
Swiggy and Zomato entered becoming increasingly clear
Indian start ups in the online
the much-vaunted unicorn as the year went on, with
food industry sector.
start-up group, with the both Zomato and Swiggy
• There have already been
expectations for 2019 for both now needing to move
number of start-ups in this
companies. towards profitability.
sector like Foodpanda, • Started off positively, with the • To increase their market
JustEat, TinyOwl who are combined monthly orders shares. companies have
few examples of them. crossing the 50 million mark been burning cash, with
• Zomato and Swiggy have Swiggy with a higher number Zomato reporting a loss of
shown considerable growth of daily orders over 1.5 million, over ₹ 1,000 Cr. & Swiggy
in a short span of time. to Zomato’s 1.2 million. about ₹ 2,300 Crores.

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 THE CASE
Exploring What’s in 2020 Requirement

• Among the biggest trends • Both the companies are • In 2020, the biggest focus
of 2019 was the growth of looking at the road ahead with has to be on cutting the
these brands in the tier II hope, as the numbers point mounting losses, while
and III cities. towards a growth in their user maintaining the growth rate
• Cities like Kanpur, Ludhiana, base but so do the losses. for both Swiggy and
• ZOMATO’s revenue models
Shillong, Pushkar have Zomato.
includes advertising, dine-out
shown almost seven times • The food-tech market is
& streaming, also the
growth as compared to the management is reportedly slated to be worth $ 4 Billion
major cities. looking at bringing innovation by 2020, and user retention
• Swiggy by going Hyper- into the food delivery space and capturing more and
Local has taken one further with the use of drones. more market is going to be
step in these cities. the key.

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MEGHNA 5
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Q1- Carry out PEST and SWOT analysis of the Food Aggregator Industry?
PEST ANALYSIS
POITICAL ECONOMIC
• The digital India campaign by our the country’s Prime • The company in this sector has large number of
Minister Shri Narendra Modi is more likely to allow employees, and it has somehow managed to solve
the company to get more internet penetration in the unemployment problems in the country.
India and everyone can easily access from every
• The industry attracts several investments as well as
corner of the market.
funding from the government and foreign
• The Indian government puts more focus on ease of investment, all of which are good for the country’s
doing business in the country because it encourages economy.
foreign direct investment.
• Besides, there is a potential rise in service prices after
• The government puts emphasis on skill development the country announced a service tax from 12.36% to
among the youths who will eventually help many 14%
people with skills and knowledge.
• Other than these there are plenty of government
schemes that could allows the companies to develop
and increase business and its presence.

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SHAMBHAVI 6
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Q1- Carry out PEST and SWOT analysis of the Food Aggregator Industry?
PEST ANALYSIS
SOCIAL-CULTURE TECHNOLOGICAL
• In past few years online delivery has turned out to be • Using technology in designing a beautiful user
the country’s favourite online restaurant discovery interface that makes it easier for the users to browse
tool.
• The restaurant information is customised in a manner
• The changing lifestyle and income levels of the Indian that the customer to obtain the information he or she
working population has changes and affected this needs without necessarily making a hassle.
industry a lot.
• Technology also makes the company have a good
• Diversified businesses from the food industry has business model that keeps the customers’
been able to find customers through this sector, and information
have been able to generate income, and people of
our country have been able to see the diverse culture
of our country.

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NILESH 7
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Q1- Carry out PEST and SWOT analysis of the Food Aggregator Industry?
SWOT ANALYSIS
STRENGTHS WEAKNESSES
 Experienced staff & Strong delivery  Capital Intensive
system  High Employee Turnover
 Well Recognized Brand  Lack of Trust among the Public
 Cheaper Prices
 Fresh Food
 Modified Menu

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ABHIJEET 8
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Q1- Carry out PEST and SWOT analysis of the Food Aggregator Industry?
SWOT ANALYSIS
OPPORTUNITIES THREATS
 Food Trucks and Wagons  Cheaper Prices of Competitors
 Expansion across the country  Contaminated Food
 Improves Customer Service  Economic Downturn
 Competition

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TANZEEM 9
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Q2- For Zomato identify the Business and Marketing objectives?

ENHANCING DIVERSIFY &

BRAND IMAGE EXPAND SERVICE
OFFERS

MANAGE UTILIZING & CUSTOMER

NETWORK MANAGING EXPERIENCE
EFFECTS ADVERTISING INITIATIVES

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PRINCE 10
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Q3- Identify the competitive advantages for Zomato?

• One of the best competitive advantages of Zomato is that it is the first mover in
many of the nations and it is already in 24 countries and expanding year on year.
• In India, the platform sees 22 million user come on board every month who
haven’t tried the delivery service yet.
• ZOMATO converts and scales up with even a fraction with its food delivery
business.
• Every month, about 5% (of the 22 million new users)try out delivery and that is a
no-cost acquisition to them.

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Q3- Identify the competitive advantages for Zomato?

• Zomato have doubled down on spending for a captive delivery fleet, discounts
for customer acquisition.
• Additionally, Zomato provides membership and loyalty program to build loyal
customer base.
• For example, Zomato Gold membership and Piggy Bank loyalty program
ensure that customers get additional value for their money.
• Other than food delivery business, ZOMATO also has three different business to
scale up, and could help the company drive properly.
• Advertisement
• Consultancy Business

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Q4- Based on your answer in Objectives question, formulate the various types of strategies you
would deploy to achieve your objectives?

MORE FOCUS ON LOYALTY

INCREASING CONSULTANCY PROGRAMS AND
MARKET SHARE SERVICES UNORGANIZED
SECTORS

DRIVE PROFIT FOCUS ON THE

WITH CORPORATES
ADVERTISEMENT
MODEL

STRENGHTENING
GROCERIES & DAILY
NEEDS SEGEMENT

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ABHIJEET 13
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ThankYou

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