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Case Study On Zomato: Intro, Target Audience, Market Analysis, Marketing Strategy

Zomato is an online restaurant guide and food delivery platform. Its mission is to ensure nobody has a bad meal and its vision is to be the global platform for finding food locally. It targets customers aged 18-35 who enjoy dining out and researching restaurants. Zomato has positioned itself as a platform that brings restaurants, suppliers, consumers, food suppliers, and logistics partners together to intelligently share food consumption and taste patterns globally. It has built strong brand equity and a competitive advantage through innovative loyalty programs and a focus on technology and data. While facing competition from platforms like Google Maps, Swiggy, and Uber Eats, Zomato promotes through content, social media, and experiential events to engage customers

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Chaitanya Sehgal
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0% found this document useful (0 votes)
641 views24 pages

Case Study On Zomato: Intro, Target Audience, Market Analysis, Marketing Strategy

Zomato is an online restaurant guide and food delivery platform. Its mission is to ensure nobody has a bad meal and its vision is to be the global platform for finding food locally. It targets customers aged 18-35 who enjoy dining out and researching restaurants. Zomato has positioned itself as a platform that brings restaurants, suppliers, consumers, food suppliers, and logistics partners together to intelligently share food consumption and taste patterns globally. It has built strong brand equity and a competitive advantage through innovative loyalty programs and a focus on technology and data. While facing competition from platforms like Google Maps, Swiggy, and Uber Eats, Zomato promotes through content, social media, and experiential events to engage customers

Uploaded by

Chaitanya Sehgal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CASE STUDY ON ZOMATO

Intro, Target Audience, Market Analysis, Marketing Strategy


INTRODUCTION
Mission:
Our mission is to ensure nobody has a bad meal

 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.

 Zomato has also entered the experiential events segment and had launched


the multi-city food and entertainment carnival called Zealand. Zomato
believes that there is an experience that is needed to be built around food
and Zomato has played a significant role in making that happen.

 It intends to launch new products and business lines centered on food in


both dine out and delivery segment.
Target:
 The main target customer of Zomato is the youth who are between
the ages 18-35 and people who often want to eat out with their
friends and colleagues. It targets those customers who often refer to
ratings and reviews and want to take a decision if the place is good.

 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.

 Zomato is an Indian youth’s go-to-app when it comes to dining out.


It has become a mandate now to check reviews and
recommendations before visiting a restaurant and Zomato is
positioned as the app they should look for when it comes to looking
for authentic reviews.

 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.

These responses clearly indicate


that only a minor section of the
users are using the ordering app.
Many people are yet to hear about
the new facility provided by
Zomato. This is something to be
deliberated on
These clearly indicate
towards the threat of
competitors of Zomato.

Usage of Zomato for various


purposes is clearly highlighted in
the above graph. People use it
mainly to find a good place to eat
and celebrate.
This reflects the customer satisfaction of Zomato - shows a good overall
satisfaction
MARKETING STRATEGY
Brand Equity, Competitive Advantage In The Marketing
Strategy Zomato, Competitive Analysis. Twitter Strategy
MARKETING STRATEGY
BRAND EQUITY

 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.

 To have easy access to food and get reliable information about


restaurants. When it comes to dining out, more than 70% of the
customers check the reviews in the app. Zomato has already laid
strong foundations and has huge potential growth because of its
good brand name.
Competitive advantage in the Marketing
strategy Zomato
 Strategy:
Zomato creates innovative schemes that keep the customers
engaged. The Zomato Gold which is an exclusive membership
loyalty program that gives customers an exclusive dine out and
drinking membership with BOGO( Buy One, Get One) and 2+2
complimentary drinks.

 Strong Brand Name:


A good brand name is a must when comes to surviving in the
industry and Zomato has been effectively creating a brand name
that resonates trust and convenience. There has been the number of
entrants in this market like Food Panda and Uber eats but they will
have to work extensively on their brand value in order to be able to
compete with Zomato.
 Focus on technology:
The biggest advantage Zomato has over its customers is
its beautifully designed User interface. It is attractive and
very easy to browse and this has helped create a pint
of differentiation from its competitors.

Zomato has been able to obtain a competitive edge


because it is extremely data-driven. It has been able to
drive operational and commercial efficiencies like
delivery time prediction, logistics optimization, ad
delivery, and supply prioritization.
Competitive analysis in the Marketing
strategy of Zomato
 Thefood industry is highly competitive with most of the companies doing extremely
good in the market. Google Maps as well includes listing of restaurants in the
neighborhood including reviews, photos, and ratings.

 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.

 Zomato’s Zomaland festival turned to be a great strategy for Zomato to


promote its services and it was able to turn food into a carnival with music,
dance, and stand-up comedies. Zomato uses the number of strategies like
discounts and promo codes to make more customers use the platform.

 Zomato is one of the most Omni-present brands on the internet.


Zomato’s approach to Twitter
 Effective communication is at the core of Zomato’s excellent marketing
strategy. Their tone of voice has always been engaging but rather
unconventional and this is what makes them stand out. Their focus is
interaction with their audience.
 A recent example of this is a marketing campaign they launched on
Twitter in December where they asked people the most creative
restaurant name they’ve ever come across. Naturally this garnered a
deluge of responses with 567 comments, 72 retweets and 692 likes at the
time of publishing this post.
THANK YOU
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