Contents

INTRODUCTION: .................................................................................. 4
GROWTH OF ONLINE FOOD DELIVERY START-UPS: ............................. 7
1. SWIGGY: ...................................................................................... 8
SWIGGY BUSINESS MODEL & INNOVATIVE STRATEGIES
...................................................................................................... 9
2. ZOMATO ...................................................................................... 10
ZOMATO BUSINESS MODEL & INNOVATIVE
STRATEGIES: ............................................................................. 11
SOME OF THE STRATEGIES OF ZOMATO ARE AS FOLLOWS: ........... 11
3. Food Panda: ................................................................................. 12
4. FAASOS ........................................................................................ 14
ZOMATO ........................................................................................... 15
SWOT ANALYSIS ZOMATO................................................................. 17
STRENGTHS IN THE SWOT ANALYSIS OF ZOMATO ......................... 17
WEAKNESSES IN THE SWOT ANALYSIS OF ZOMATO ....................... 21
OPPORTUNITIES IN THE SWOT ANALYSIS OF ZOMATO .................. 22
THREATS IN THE SWOT ANALYSIS OF ZOMATO .............................. 23
MARKETING MIX OF ZOMATO .......................................................... 24
PRODUCT - IN THE MARKETING MIX OF ZOMATO: ........... 24
PRICE - IN THE MARKETING MIX OF ZOMATO ................................ 25
PLACE - IN THE MARKETING MIX OF ZOMATO: .............................. 26
PROMOTIONS - IN THE MARKETING MIX OF ZOMATO: ................. 27
 PHYSICAL EVIDENCE: IN THE MARKETING MIX OF ZOMATO: . 28
PEOPLE: IN THE MARKETING MIX OF ZOMATO: .......................... 29
PROCESS: IN THE MARKETING MIX OF ZOMATO: ........................ 29
SWIGGY ............................................................................................. 30
SWOT ANALYSIS ................................................................................ 30
STRENGTHS  .................................................................................... 30
WEAKNESSES .................................................................................. 31
OPPORTUNITIES  ............................................................................. 31
THREATS  ........................................................................................ 31
MARKETING MIX OF SWIGGY ............................................................ 32
PRODUCT - IN THE MARKETING MIX OF SWIGGY: .......................... 32
PLACE - IN THE MARKETING MIX OF SWIGGY :............................... 33
PRICE - IN THE MARKETING MIX OF SWIGGY : ............................... 34
PROMOTION - IN THE MARKETING MIX OF SWIGGY : .................... 35
FOODPANDA ..................................................................................... 36
MARKETING MIX OF FOODPANDA .................................................... 37
Product in the Marketing Mix Of Foodpanda: ................................ 37
PLACE IN THE MARKETING MIX OF FOODPANDA : ......................... 38
PRICE IN THE MARKETING MIX OF FOODPANDA : .......................... 39
Promotions in the Marketing Mix Of Foodpanda: .......................... 39
INTRODUCTION:

Start-ups in India have become the new trend setters and talk-
of the-town in the global business economy since the past few
years. These companies led by young Indians have been
inspired to take up various challenges to address the concern
areas of Indian consumers and extend them with various
products and services at reasonable prices. The tech savvy
youth are geared up with a variety of ideations for their start-
ups to capture the mindshare of people with differentiated
technology, innovative products and pioneering services. The
current generation is high on confidence, prefers to lead their
life much more comfortably and therefore have brought in
valuable solutions to improve the life of others around them.
The Indian start-ups are finding that their secret ingredient for
success in life is indeed, Food. There are too many players
today fighting to win the consumers hearts literally through their
bellies. Food technology is the flavour of the season for Indian
start-ups. But contrary to popular opinion, it is not about IT but
innovation in the food experience provided to the consumer
using real food technology. It is not about fancy Smartphone
technology and apps but about breakthrough food technological
Process used to create innovative food products and
experiences to the consumer. After grocery, food delivery is
emerging as the next big frontier for India’s largest e commerce
companies. Indian food delivery market is valued at 15 billion
dollars and set for an exponential growth. Food delivery has
become a very competitive market in India. The growth of
online food ordering a delivery platform by mobile apps has
made businessman awake and take notice. Some popular food
hubs like swiggy, Foodpanda, grubhub and hungry house are
feeding the world online and making profits.

The piping hot Indian Food tech industry is slated to reach $78
billion by 2018 growing at 16% Year on year. However, the
picture is not rosy as it appears. Despite the vast potential of
this sector, many players that jumped into the food tech fray
either downsized like zomato or completely shut down.
Currently out of 105 Food tech start-ups in India, only 58 are
currently operational.

Initially the food tech industry in India began with companies

like zomato trying to solve the problem of finding a good
restaurant via a simple user friendly platform. The next stage
saw companies like Foodpanda trying to address the issue of
ordering booking on these restaurants by working as an
aggregator. The next stage had players like swiggy tackling the
issue of delivery in the value chain. Essentially these sums up
the evolution of the Indian food tech market till date.

The irony is that none of the players have touched upon the top
portion of the value chain which is food itself. Also the
fundamental reason behind the shutdown of so many Food
Tech start-ups all the players are mere clones of one another
completely lacking in any differentiation and innovation.
GROWTH OF ONLINE FOOD DELIVERY
START-UPS:

Indian Tier-1 cities such as New Delhi, Mumbai and Kolkata have
been witnessing traffic jams caused by an increase of late in the
number of vehicles on roads and a heavy density of population. This
has amplified the time to travel within a city, and created a paucity of
time for working Indians in these metropolitan towns. As a result,
more and more Indians have started ordering from online food
delivery services, rather than cooking at home. The number of
households eating at home every day witnessed a visible decline. This
decline resulted in a large proportion of the household/consumer base
ordering food in, thereby helping to drive the growth of 100% home
delivery.”
More than 80% of orders are now coming from the top five cities in
India, out of more than 20 cities where online food delivery is active
in this country. Due to this concentration of orders, food delivery
players in India have limited their expansion to newer towns and are
now are focusing on achieving operational efficiencies and
profitability in Tier 1 cities only. To garner a bulk of the share in this
nascent market, which has witnessed the entrance of new players from
stables of global behemoths such as Google and Uber, Indian start-ups
such as Swiggy and Zomato have taken steps including fundraising or
making acquisitions in order to protect and gain their market share.
 1. SWIGGY:

Swiggy is food ordering and delivering company, founded by

techpreneurs Nandan Reddy, Sriharsha Majety, and Rahul Jaimini in
August 2014. It provides a single window for ordering from a wide
range of restaurants and has their own exclusive fleet of delivery
personnel pick up orders from restaurants and deliver it to customers.
It is a complete food ordering and delivery solution that connects
neighbourhood restaurants with urban foodies.
Swiggy began its Journey from Bangaluru with six delivery
executives and 25 restaurants on its platform. The platform, which
manages customer orders and delivers the food using its own fleet,
has close to 12,000 partner restaurants in eight cities. On average
Swiggy fulfils 100,000 orders every day and plans to utilize this
capital for hiring engineering talent and developing technology for
better demand prediction, consumer preferences and delivery
efficiencies. A part of the raised capital will also be leveraged to
increase the service offerings of Swiggy to restaurant partners. Earlier
this year Swiggy had also started cloud kitchens, which are kitchen-
only operations with no dine-in facility, as part of its offerings to
restaurant partners looking to serve in areas where they do not have a
physical presence.
SWIGGY BUSINESS MODEL &
INNOVATIVE STRATEGIES

Swiggy’s marketing strategy consists of both online and offline

marketing campaigns. It promotes its campaigns via Facebook,
Twitter, YouTube, Pinterest, and Instagram. Some of its campaigns
include Second tomom,#DiwaliGhayAayi, #SingwithSwiggy and
Know your food series of pictures and food walks in a local area. The
company has successfully built its brand awareness and connects with
its audience through these channels. Their Facebook page is quite
active with regular updates, averaging to one post a day. Swiggy uses
its Social media not only for campaigning but to engage with its
customers from solving the grievances to taking the feedback. It ideal
target audience will be people between the age of 18-55.These
people could be students, entrepreneurs or professionals working
in MNC’s who are also financially stable and live in posh
localities. But what sets Swiggy apart from Zomato & Foodpanda is
their remarkable social media campaign strategies. Every campaign of
theirs is extremely engaging, easy to consume and have an interactive
quotient in them. The posts are highly appealing, humour based and
of good quality.
Influencer marketing is another one great strategy that Swiggy can
look up to Influencers & Influencer marketing is the newest trend
these days. Brands have started approaching influencers to market
their product because of their power to create an impact in the minds
of people. Swiggy has two major revenue streams. The major part of
Swiggy’s revenue from commission it collects from restaurants for
lead generation and for serving as a delivery partner. Swiggy also
charges a nominal delivery fee from customers on orders below a
threshold value which is 200 rupees for most cities.

2. ZOMATO

Zomato initially named as Foodiebay was started in 2008 by

Mr. Deepinder Goyal. It is a restaurant searching platform
providing in-depth details with autonomous reviews and ratings.
Foodiebay, the initial name was changed to Zomato in
November 2010 to increase their reach among people. To
differentiate themselves from their competitors, Zomato
concentrated on adding approx. 18,000 new places to eat from.
Along with they also decorated many special features, such as
pointed to particular dishes or opening times”. To be the largest
resource in food supply market, Zomato bought urbanspoon, a
leading restaurant service providing portal for $52 million to
enter US, Canada and Australia to leverage local insights and
experience and to expand their business in overseas seeing
the future goal and objective.
ZOMATO BUSINESS MODEL & INNOVATIVE STRATEGIES:

Zomato uses different platforms to engage their customers with them.

There is a huge engagement of customers on Facebook. Zomato has
more than 600k strong Facebook community. Twitter is a place where
Zomato is sparkling. It has more than 114 k followers there. Used as a

conversation platform with the customers, Zomato is doing a great job in

engaging their customers on their page. They answers all the queries
raised over the platform by the customers. Blog Sharing and updating
with all the latest updates is a key point for any organization. Zomato
uses their blog as their mouthpiece to share all the latest updates.
Pinterest The platform shares the food experience with great content to
attract their customers. The company needs to do a lot of job to make its
followers on this platform which will certainly work in their promotion.
Their strategy is to be content driven with very low market or customer
acquisition costs and a bulk of their revenues come from advertising.

SOME OF THE STRATEGIES OF ZOMATO ARE AS FOLLOWS:

Zomato’s advertising is very specific, when people search for specific

keywords; ads of restaurants are shown for that specific keyword. This
makes it highly targeted. This is also hyper local. Zomato sits on a pile
of data and information. They have an in-built analytics platform that run
a lot of queries and get valuable information out. Say if a person wants
to open a new restaurant, they can connect with Zomato and find out the
success rate of opening a restaurant in a particular location. Restaurant
owners can also find out what is the most popular type of food in the
area, understand the needs of the users and provide a complimenting
service that will help build their business.

Zomato has forayed into the events space by partnering with restaurants
and creating exclusive events. They make a sale through the price of the
tickets. A lot of Zomato hosted new-year parties were held. Very late to
the game, Zomato started their online delivery service. Different from
other players like Swiggy, Zomato does not have their own delivery
system, they let users place the order through the website or the app
and the restaurant fulfil that order through by their own..

3. Food Panda:

It is one of the most leading food deliveries in India. It was

found in the year 2012 and its headquarters is in Germany and
Berlin. Soon after that it was started in India. It has a tied up
with many restaurants such as Haldiram, Dominos, Ammis
Biriyani etc. And, it has been started in around 24 cities across
India and is still growing. It has both vegetarian and non-
vegetarian menu. One can order the items through app
(Android and IOS) or through the website. Payment can be
done either by Cash On Delivery or Online through cards and
wallets.
Business model & Innovative strategies of Faasos: Foodpanda
processes and sends orders directly to partner restaurants,
which then deliver to their customers. The service is available
via its websites and mobile applications. Customers order food
by entering their postcodes on the site and browsing for food
from a list of restaurants. They can create meals by browsing
restaurant menus and selecting items they want to order before
entering an address and proceeding to the checkout.
Restaurants receive these orders and then deliver to
customers. Food panda sends out an SMS to confirm orders
and their estimated delivery time. Foodpanda’s business model
may be disruptive in the short term but in the long term it will
need to stick to its vision while responding to changes in the
marketplace. Food panda is revisiting its strategy by
outsourcing delivery and is also looking to start its own kitchen,
a comparatively higher margin business, as it seeks to bolster
its local business.
 4. FAASOS

Faasos, is an Indian "food on demand" company that was

incorporated in 2011. Faasos operates in the 16 of the largest
cities in India and takes customer orders via its mobile app and
also the website. It is the only vertically integrated food
business in India and operates all three stages of a "food on
demand" business: ordering, distribution and order fulfilment.
Faasos receives 10,000 orders a day across India and has
recorded a growth rate of 20-25 per cent month-on-month
Business model & Innovative strategies of Faasos: Faasos runs
on a cloud-kitchen model offering four in-house brands on its
platform. These brands are Oven Story, Kettle & Eggs, and
Behrouz. Faasos was running on multi-brand marketplace
since 2015 but then added four in-house brands to its platform.
The company relies on its own delivery personnel to fulfill
orders generated through its own app.

Faasos is serving more than 30 thousand per day and served

more than 40 lakh customers in 15 cities across India. Faasos
recently completed tie-ups with 500 restaurants across metros
and tier 1 cities to double up order volumes without investing
big on new customer acquisition. It is currently following pizza
chain, Domino’s, model. It is in every neighbourhood, ensuring
a standardized product and guaranteeing delivery in 30
minutes. The company flipped its business model last year to
expand food variety on its menu by tieing up home chefs -
around 100 on its rolls now.

ZOMATO
Zomato is credited for being one of the few brands to have become
successful in content marketing. One of their content marketing
strategies, in fact, the main strategy, is the vast use of images to
promote their products.

Such products have been credited for offering pure entertainment. In

other words, images are important promotion features. However, one
is not just to pick any image but the right one. On Zomato, you will
not come across one image that doesn’t make you smile. It is because
of this that I will keep waiting for them to post something new.

Zomato’s content is also always fresh, with the old message being
delivered with unique approaches. Zomato has thus more than just
preached about being unique but has also proven so.

The company has invested vastly on SEO and SME’s. The use of the
social media to promote Zomato has also played an important role in
making the company popular. Their posts on social media are always
just some simple industry jargons that help attract the different
audience segments. All their posts and promotions prove that the
company always sticks to the niche and also understands exactly who
it is catering to.
SWOT ANALYSIS ZOMATO

Zomato is the restaurant discovery app and website by Info edge.

Because of its unique design and user-friendliness, Zomato is loved
by its users. The brand has spread fast across the world. Here is the
SWOT analysis of Zomato.

STRENGTHS IN THE SWOT ANALYSIS OF

ZOMATO
First mover advantage – One of the best competitive advantages of
Zomato is that it is the first mover in many of the nations where it is
establishing itself. Directories and other forms of restaurant ratings
might exist. But as an app Zomato is excellent and many countries
(like India) have loved the usability of the Zomato app.

Evergreen industry – The restaurant industry is an evergreen industry.

Sure, there may be recessions and other downturns which might affect
the industry. But overall, this industry is going to stick around at all
times and is only going to grow with rising disposable income.

Fast Expansion – It is appreciative that Zomato has expanded so fast.

It is already in 24 countries and is expanding year on year.

Fantastic design of the app – Zomato has regularly won awards for its
app design and for its user-friendliness. The App design is fantastic
and it helps you discover restaurants nearby as well as in an area you
are going to visit.

Number of users – Zomato has a huge number of users using their

app. At the same time, the site also has 90 million visitors a month
approximately. With so many users following the app and site, there
are more reviews and hence more chances to find better restaurants.

Focused approach – The brand has a very focused approach and has
always tried to bring the most of out of its unique offering. It is well
connected with restaurants and regularly takes feedback from
customers as well as restaurants. This focused approach has also
helped the brand image and reputation of the firm.

Excellent funding available – Zomato has picked multiple rounds of

funding over the years and because it is now so well established in
many countries, there is a lot of funding available for the app.

Multiple acquisitions – Zomato has acquired multiple companies most

of which are software or technology related.

Already turning profits – In April 2017, Zomato was profitable in all

24 countries it was operating in. For a company which is a start-up
and has so much funding, it is a big thing to turn profitable because
many funded organizations are still declaring losses even after a
decade of establishment.
Brand Equity – Zomato is valued at $1.4 billion within 7 years of
inception. That says volumes about the popularity and love for the
brand.

Fantastic marketing – You can find Zomato working for its own
marketing offline as well as online. Its print ads are hilarious and
make an immediate connect with the audience. It is strong on Social
media marketing and uses a combination of ATL and BTL strategies
to attract and retain customers.
WEAKNESSES IN THE SWOT ANALYSIS OF
ZOMATO
Security issues for the app – A major issue for Zomato in the past has
been some security issues due to which the app was hacked and at
least 17 million users data was copied. Such security issues are a
nightmare for internet companies.

Still a lot of expansion required – Considering that the app has

established in 24 countries, there is good expansion. But at the same
time, the app has been started 7 years back and with the amount of
funding available for Zomato, the expansion can be much faster. It is
allowing other services to establish themselves in this niche before it
reaches their country.

Word of mouth and Facebook check-ins – Besides such apps, in many

places word of mouth still trumps apps and at the same time,
Facebook check-ins are a strong competitor wherein people might not
need Zomato. Thus, it is an app for early adopters but definitely not
for laggards

.
OPPORTUNITIES IN THE SWOT ANALYSIS OF
ZOMATO

Further expansion – The number 1 opportunity for Zomato is to

expand to more countries and establish its base faster. Service
industry has a major problem that services can be copied very fast and
very easily. As a result, it is critical for Zomato to establish and
expand itself faster.

More acquisitions – There are and were many small players in this
space. Zomato can acquire several of its competitors and at the same
time, it has to keep an eye on the tech industry and acquire any tech
innovation it can get its hands on to keep on rising.

Cloud restaurants – Zomato is coming up with the concept of Cloud

restaurants wherein restaurants will not have to get a physical space to
actually sell their food products. Instead, they can sell from Zomato.

Creating a community – Zomato does have a huge following but the

users do not interact with each other. Creating a forum and a
community out of the users already following Zomato can be a huge
benefit for the brand.

Adoption of the internet and Smartphone’s – There is a huge increase

in the adoption of Internet across developing and underdeveloped
countries as well. Similarly, adoption of Smartphone has also
increased. Thus more and more orders and research about restaurants
can happen online instead of through physical visits.
THREATS IN THE SWOT ANALYSIS OF
ZOMATO

Google’s schema module – One of the major threats Zomato faces

right now is the Schema module of Google wherein google locations
itself is getting in restaurant recommendations. Even google
homepage shows the Google maps page where you can search for
restaurants within your locality. Google being such a big brand,
zomato faces huge competition from them.

Market followers and challengers – In the service industry, it is very

easy to replicate the success of another service product or offering.
Similarly, marketing followers and challengers can slowly take away
the market share of Zomato.

MARKETING MIX OF ZOMATO

PRODUCT - IN THE MARKETING MIX OF

ZOMATO:

Zomato provides its users with restaurant search information and

reviews that will enable one to make an informed decision in regard
to the choice of restaurant. Menu images are offered to customers,
especially for those restaurants that aren’t running their own websites.
Their slogan “Never have a bad meal” has truly been proven right by
the company’s ability to help its users secure the right restaurants for
their needs. In general, their services include POS Systems,
Restaurant Search & Discovery, Whitelabel Apps, Table Reservations
& Management and online ordering services. The company lists at
least 1.5 million restaurants across the almost 25 countries where it is
present

Other products include the food porn, which is offered in the

Zomato.xxx as well as “Citibank Zomato Restaurant Guide”- a print
version of its website content which it launched in 2012 in
collaboration with India’s largest bank Citibank. This print version
has however been discontinued.

PRICE - IN THE MARKETING MIX OF

ZOMATO:

Zomato doesn’t charge restaurants for putting their restaurant

information on the Zomato page. However, it doesn’t mean that the
restaurants won’t ultimately pay anything. There are three basic
revenue generation avenues or sources namely: advertisements
(sponsor ads & banner ads), restaurant booking and event ticketing.

Event ticketing is where tickets for special events are sold through the
site basically for large scale events or parties. Restaurant booking or
online ordering is charged at between 7.5% and 15% of the sales
depending on the priority category of the restaurant.
PLACE - IN THE MARKETING MIX OF
ZOMATO:

Zomato is an online search site that can be accessed by native users of

Windows Phones, Universal Windows Platform i.e. Windows 10 and
Windows 10 Mobile, Android users, iOS, and watches. It is currently
available for use in about 23 countries including India, Canada, Chile,
Malaysia, United Arab Emirates, New Zealand, Lebanon, the United
Kingdom, Ireland, Czech Republic, Italy, Sri Lanka, Poland, Turkey,
Slovakia, Portugal, Qatar, South Africa, the USA as well as Australia
among others.

Today, the site receives a flooded traffic of about 90 million visits

every month. Products are available in about ten languages namely:
English, Italian, Slovak, Spanish, Portuguese, Turkish, Polish,
Indonesian and Slovak.
PROMOTIONS - IN THE MARKETING MIX OF
ZOMATO:

Zomato is credited for being one of the few brands to have become
successful in content marketing. One of their content marketing
strategies, in fact, the main strategy, is the vast use of images to
promote their products.

Such products have been credited for offering pure entertainment. In

other words, images are important promotion features. However, one
is not just to pick any image but the right one. On Zomato, you will
not come across one image that doesn’t make you smile. It is because
of this that I will keep waiting for them to post something new.
Zomato’s content is also always fresh, with the old message being
delivered with unique approaches. Zomato has thus more than just
preached about being unique but has also proven so.

The company has invested vastly on SEO and SME’s. The use of the
social media to promote Zomato has also played an important role in
making the company popular. Their posts on social media are always
just some simple industry jargons that help attract the different
audience segments. All their posts and promotions prove that the
company always sticks to the niche and also understands exactly who
it is catering to.

PHYSICAL EVIDENCE: IN THE MARKETING MIX

OF ZOMATO:

Zomato being a service offers no product of its own. It has no

particular physical presence, except for the delivery system started by
Zomato in 2015. The delivery system consists of delivery men
delivering the food placed by an order from Zomato website or
application. There are selected restaurants which offer delivery
services through Zomato. Basically, Zomato acts as a third party
system for the deal between these restaurants and the buyer.
PEOPLE: IN THE MARKETING MIX OF
ZOMATO:

Majority of the companies rely on its workforce to offer their product

or services. This workforce constitutes the people segment in services.
Zomato comprises a strong team of around 3000 people working
towards best services to people. They have adopted leaner operations
systems where the market demand is less. This led to the maximum
utilization of workforce. Also they are keen in suggesting best
practices as a part of their consultancy business to restaurants,
employee retention methods and maximizing their potential.

PROCESS: IN THE MARKETING MIX OF ZOMATO:

In food delivery service the key part lies in the fact that food should
be hot and fresh as and when it reaches customers. All the players in
the food delivery space make this as a differentiating factor from its
competitors. For example Foodpanda promises delivery within 45
minutes from the time an order is placed. In Zomato one needs to sign
in with our registered phone number and email address. The location
is detected and one can browse the menu and place the order.
Payment can be made wither by cash or online modes. The restaurant
confirms the order and dispatches as soon as it is made. Zomato asks
for the feedback after the service provided. Thus an entire process is
made to be convenient to the user and the user can have an hassle free
experience. Hence this is the marketing mix of Zomato.

SWIGGY

SWOT ANALYSIS

STRENGTHS 
 The Swiggy brand has grown to be a good and respected brand in
the eight cities it currently serves. It is associated with quick delivery,
a wide range of restaurants, and well-trained delivery executives.
WEAKNESSES 
 The Company’s main weakness is the delivery charge for all orders
below Rs 250 while some of their main competitors like Zomato have
free delivery on all orders.

OPPORTUNITIES 
 The food delivery market is a relatively new market in India which
lacks a leader. It is a fast-growing market which Swiggy — with the
right marketing strategy — can do well to win and become its leader.

THREATS 

The irregularities and constant change in Indian laws and

government regulations present a threat to startup companies like
Swiggy. Another cause for concern is the growing health
consciousness in India which poses a threat to all food delivery and
serving companies if they fail to meet or maintain improved health
standards. A study by Ali, Kapoor, and Moorthy (2010) showed that a
significant amount of the Indian population is shifting their top
priority of food from price to cleanliness and freshness. Swiggy and
other food delivery service need to maintain their health standards
and make cleanliness and freshness a priority.
MARKETING MIX OF SWIGGY

PRODUCT - IN THE MARKETING MIX OF

SWIGGY:

Swiggy is one of the popular delivery companies that supplies ordered

food and beverage items to its customers. It has created a single
window and included a wide range of food parlours and restaurants
under its umbrella

A customer now can make a choice from visual menus of restaurants

in neighbourhood and order online. Ordering food and getting a swift
delivery has become a hassle-free option from a customer viewpoint
because of Swiggy. The company has estimated seven hundred and
fifty restaurants on its platform and receives nearly seventy thousand
orders on monthly basis. Swiggy is not accountable for the quality of
food as it only delivers from one hand to another.
In the case of complaints it usually takes up to the restaurant in
question. The company encourages promotions and ratings of
restaurants for online delivery. Swiggy has launched an On-Time-
Delivery service titled Swiggy Select that guarantees cashback if the
order does not reach a customer in stipulated time-frame.

PLACE - IN THE MARKETING MIX OF SWIGGY

:

Swiggy has spread its presence to few cities in India like Bangaluru,
Gurgaon, Pune, Chennai, Delhi, Hyderabad, Kolkata and Mumbai. It
has its headquarters base at Bangaluru in Karnataka and has
established its corporate offices at Hyderabad in Telangana and
Gurgaon in Haryana. It is a popular app that takes order for food
delivery from listed restaurants on its portal. Swiggy has set up a
strong and widespread distribution network to offer prompt and best
results.
It has an exclusive fleet of personnel that includes services of nearly
eight hundred delivery people working on-field. They are involved in
picking up orders from selected restaurant and delivering it to
customers. Delivery boys are equipped with Swiggy App and smart
phones that make tracking of a delivery throughout routeing
algorithms easy. Swiggy has hired Shadowfax Technologies, a third-
party delivery company, for part-time distribution in Delhi and
Bangaluru.

PRICE - IN THE MARKETING MIX OF SWIGGY

:

Swiggy has an extensive workforce and this flexibility prompts it to

allow its customer a policy of no minimum order. This has increased
its customer base to a great deal. Swiggy was able to raise 2 million
dollars in Series A funding from Accel Partners and SAIF Partners.
During Series B it raised 16.5 million dollars funding from an
undisclosed investment firm and Norwest Venture Partners. Swiggy
has tie-ups with restaurants that offer a minimum of 15% to 25%
commission and this has helped it in increasing its distributive
channel and garnering better revenues. It also charges a minimum
delivery fee from its customer irrespective of a small or high amount
order.
PROMOTION - IN THE MARKETING MIX OF
SWIGGY :

Swiggy realises the importance of a good marketing strategy and has

adopted several plans to create further brand awareness. It relies
heavily on mouth publicity and satisfied customers are its greatest
advertising tools as they recommend the brand to friends and family.
Swiggy has adopted online marketing strategy and has taken help of
social media platforms like Twitter, Facebook, Instagram, YouTube
and Pinterest via innovative and interesting ad campaigns like
#SingWithSwiggy and #DiiwaliGhayAayi.

Its Facebook page is very popular and active as it offers regular

updates and encourages active participation. Swiggy has launched
innovative videos that have become very popular amongst masses like
Swiggy Goes International. The company runs contests to encourage
direct participation by customers through #SwiggyTuesdays and
offers to munch bag and coupons as rewards. Ahead of its launch in
Mumbai city, it partnered with popular Dabbawalas of Mumbai to get
a better grasp of the situation and later used it as a promotional
strategy to gain brand exposure.
FOODPANDA

Foodpanda is a private company associated with food and beverage

industry. It is a mobile platform for food delivery that is ordered via
online applications. Foodpanda is actually a B2C that is a business to
customer’s organisation. It was founded in Singapore in the year 2012
and includes multi-brands for its operations like in Russia through
Delivery Club, in UAE through 24h, and in Middle-east through
Hellofood. Some of its competitors are as follows-

 Grubhub
 Swiggy
 Zomato
 Delivery Hero
 Delivery Chef
MARKETING MIX OF FOODPANDA

Product in the Marketing Mix Of Foodpanda:

Foodpanda ensures the healthy, tasty and unique experience of eating

without the hassle of travelling or prior planning. It is all about
ordering through mobile and online as it connects customers to the
restaurant of their choice.

Brand sends the ordered food directly to restaurants which later

deliver it to customers. Ordering food is a simple method. A customer
has to enter postcodes on site and then browse for food items from the
list of available restaurants. Items can be easily selected while
browsing through the menu.

At the time of placing an order, it is necessary to first enter an address

and then check-out. Foodpanda confirms the order and estimated
delivery time by sending an SMS. Restaurants are told of orders and
they later deliver to customers. Choosing, ordering and paying are
through online applications. On restaurant pages company has a
review section where a consumer can comment on several features
like delivery, sales process, overall impression and taste.
PLACE IN THE MARKETING MIX OF
FOODPANDA :

Foodpanda is an international company that allows placing food

orders from local restaurants through websites and mobile
applications. Its network is spread all over the world in nearly forty-
three countries with headquarters base in Berlin, Germany.
Foodpanda has ties-ups and deals with an estimated forty thousand
restaurants in the global market.

It started from Singapore and by the beginning of the year 2016 was
operating in Latin America, Eastern Europe, Russia, Africa and Asian
countries like India, Bangladesh, Thailand, Singapore, Malaysia and
Pakistan. Foodpanda is one the most popular online site in India for
placing food orders.

It has delivery points in nearly four thousand restaurants that are

located in forty cities including Hyderabad, Mumbai, Bangalore,
Chandigarh, Pune and Delhi. Its distribution network includes more
than two thousand partners like Mast Kalandar, Baskin Robbins,
Nirula’s, Subway and Pizza Hut. It has trained employees to meet
customer demands successfully.
PRICE IN THE MARKETING MIX OF
FOODPANDA :

Foodpanda has become a huge online portal and this has been
possible because of several pricing policies are undertaken by the
brand. It has adopted a value-added pricing policy as it offers quality
items for a reasonable price to its customers.

It faces competition from several brands and hence has also adopted
competitive pricing policy that allows it to maintain reasonable prices
for items. Customers are offered several incentives like discounts and
special offers to lure them away from rival brands. It also makes its
services more affordable and ultimately results in more orders and
better revenues for Foodpanda.

Promotions in the Marketing Mix Of

Foodpanda:

Usage of Digital marketing has played a huge role in creating brand

awareness for Foodpanda. The company believes in offering
something new and inventive periodically in terms of food festivals,
offers, and incentives to maintain the loyalty of its customers through
email marketing.
It has used social media to launch several commercials. It has a
Facebook page displaying regular updating and interactions to
maintain visibility and brand value. It also has innumerable followers
on Tweeter. Friendly applications have been a great source of luring
customers to its base in case of Foodpanda. One of its taglines is an
apt description Foodpanda is in your pocket. It reminds customers of
easy and quick availability through Apple and Google Play store.

Promotional ads are also placed on various apps to maintain brand

recognition. Publicity events have been launched in popular malls,
television, radio, cinema, magazines, newspapers, train hoardings, bus
hoardings and billboards. Since December 2015, it has made a deal
with Indian Online Railway System under which it is possible for a
customer to place food orders while travelling