Case Study On Zomato: Intro, Target Audience, Market Analysis, Marketing Strategy
Case Study On Zomato: Intro, Target Audience, Market Analysis, Marketing Strategy
Vision:
We want to be the ‘Google’ of food. Our vision is to
be the global platform when someone is looking
for food locally.
Tagline:
Discover great places to eat around you
Segmentation targeting and positioning in
the Marketing strategy Zomato
Segmentation :
Under the demographic segmentation strategy, Zomato targets the age 18-
35. People who want to dine out and want to research the restaurants they
wish to visit. Zomato has found a larger target segment in the working
professionals who want to dine out and also want to get food delivered at
their doorstep.
It is those customers who are seeking to have a good time with their
friends and want to be assured that the place is going to worth the
price. It also targets the foodie who wants to experience food and
share it with people.
These people also want to know where they get the best foods in
town and visit those restaurants. The consumption target is all the
online opinion seekers of restaurants.
Positioning:
Zomato has positioned itself as a platform that brings restaurants,
suppliers, consumers, food suppliers, and logistics partners
together. It aims to create a world where detailed food consumption
and taste patterns across the globe and share that intelligently with
the suppliers.
With the launch of Zomato Gold, it has made dining out pocket-
friendly for its customers.
MARKET ANALYSIS
Competitors, Consumer behavior and Findings
CONSUMER BEHAVIOUR
The above results indicate that the users of Zomato are enjoying the services
being offered. Zomato is meeting its purpose of ensuring that its users do not
have to go hungry. It is guiding patrons to places to have food.
The responses above clearly
indicate that though a large
number of users roughly believe
the reviews on Zomato, there
are many who have second
thoughts about their
authenticity. Thus it is
something which needs to be
worked upon.
The name Zomato has become a synonym for food and restaurants.
It has become so popular among the consumers that they have
reached 21 million monthly run rate and it claims to be a market
leader when it comes to food delivery as well. Zomato has been able
to show strong growth because the users are not using Zomato for
discounts, they are using it for convenience.
One main advantage Zomato has over Google Maps is that Maps has not started menu
listing. Zomato is still a customer’s favorite restaurant discovery tool. The main
competitor of Zomato is Swiggy when it comes to food delivery space, because of its
extremely well-designed logistics capabilities, it is giving good competition to Zomato.
Foodpanda had a first mover’s advantage as it launched an online order facility much
earlier than Zomato thus cause Zomato to lose the relevant market share. Burrp! Is
another important competitor or Zomato, because of its expansion from restaurant
listing to retails and events outlets, the company’s focus has been distributed but Zomato
has been stuck to its core functions.
Anothercompetitor of Zomato is Uber Eats and it gets about 3.5-4 million orders per
month. Uber Eats and FoodPanda’s acquisition by Ola has further shaken the market.
Zomato will have to continuously innovate and evolve to stay ahead of the competition.
Promotion Strategy:
Zomato is one of the few companies to have been successful in the content
market and uses images to promote its products. Zomato ensures that its
contents stay fresh and has invested vastly on SME’s and SEOs.
Another important role is played by social media and it has helped Zomato
become more popular among its customers. All the promotions made by
Zomato proves that the company chooses to stick to the niche and
understands exactly who it is catering to.