Objectives:

• Introduction

• Marketing Analysis

• Consumer Perception

• Strategy Mix

• Competitors

• Advertising Campaigns

• Recommendations
History:
• Indian restaurant aggregator and food delivery start-up

• Founded in 2008 by Deepinder Goyal and Pankaj Chaddah

Business Units:
• Restaurant search & Discovery

• Zomato Order – Online Ordering

• Zomato Book – Table Reservations & Management

• Zomato Base – POS Systems

• Zomato Gold – Subscription services

• HyperPure – B2B marketplace for farm produce

Financials:
• In 2016, 100% of Zomato’s revenue was from advertising

• In 2019, 85% of Zomato’s revenue is driven from transactions

• With rising costs and commissions charged, advertising revenue took a hit

• Realigned business into three key verticals

1. Delivery - $ 155 mn revenue in 2019[1]

2. Dineout - $ 49 mn revenue in 2019

3. Sustainability - $ 2 mn revenue in 2019

[1] Source: Zomato Annual Report FY 19

Marketing Analysis:
STP:
Segmentation:
a) Geographic Segmentation – Locality
b) Demographic Segmentation – Age, Economic status
c) Psychographic Segmentation – Prefers ordering food to home,
d) Behavioral Segmentation – Benefits oriented; Experience oriented
Targeting:
Profile – Age: 18-45 years
Living in Metro, Tier-I and Tier-II cities
Likes to eat out or get food delivered
Prefers to read customer reviews about the restaurant
Loves Food
Positioning:
Positioned as a platform that brings restaurants, suppliers, consumers, food bloggers and logistic
partners together.
Consumer Perception:

Why do you prefer one platform over How frequently do you order food online?
another?

Better choices for restaurants

13%
21% Better payment experience 29%
37% Twice a week
3% Quicker food delivery Once in a month
3%
Once a week
Better offers and discounts Once in a fortnight
3%
60% Quicker correspondence 31%
fromcustomer service executive
Consumer Perception:

Do you think Zomato Gold Would you be willing to use proprietary

subscription fee is worth the benefits? wallet services from a food delivery
platform?

23%

42%
Yes No Yes No
58%

77%
Key Consumer Insights:
• About 37% of the people ordered food twice a week

• Major factor affecting the selection of food delivery platform is “Better offers and discounts”

• More than three-fourths of the people felt that subscription fees of Zomato Gold is worth the benefits

• 42% of the people were willing to use wallet services from a food delivery platform

Pronounced trends in India:

• Rise of nuclear families has increased demand for delivery of food [2]

• Millennials spend 11% of their food expenses on ‘Eating out’, where it is 6% for Gen-Xers [2]

• Millennials spend more on ‘Eating out’ than they spend on ‘Entertainment’ [2]

• For Urban millennials the ratio of average expenditure on Eating out compared to Groceries is two-thirds

where it is about one-thirds for Gen-Xers [2]

• Loose to Branded Conversion – Consumers have come to be more influenced by Brand than ever [2]

[2] Source: Marketing Whitebook 2019

Strategy Mix:

Product
Place
1) Platform for ordering food
online 1) Mobile App & Website
2) Platform for finding 2) Offline meets
restaurants
to dine out Food at
convenience

Promotion
1) TV and Social media
advertising during high activity
period like Diwali, New year etc
2) Billboard advertising
3) Zomaland
Competitors:

• Restaurant search & Discovery - Dineout

• Zomato Order - Swiggy

• Zomato Book - EazyDiner

• Zomato Base - TouchBistro

• Zomato Gold - Gourmet Passport

Zomato vs Swiggy:
The Hunger Games

Zomato Swiggy

Zomato Order

Zomato Base Swiggy Delivery

Product
Zomato Go out Swiggy Go

HyperPure

TV commercials

Social Media Ads TV commercials

Promotion
Zomaland Social Media Ads

Bi-Annual bloggers Meet

Place Mobile App & Website Mobile App & Website

Discounts and Offers Discounts & Offers

Price
Zomato Gold Swiggy Super
Advertising Campaigns:
Zomato Swiggy
Cravings Quick Delivery

Convenience Wide range of cuisines

Recommendations: Average order value on India’s food-delivery apps in 2018

400
• Zomato should improve it’s app UI as it is an important factor
350

for 29% in choosing a platform 300

250
• The order tracking system should be improved 200
150
• Should allow 2 restaurant visits per day using Zomato Gold 100
50
• Should promote more bundled food items to increase per 0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
basket price Swiggy Zomato FoodPanda
India’s food-delivery app market share by transactional
• Should profile the app users based on the content viewed to volume in 2018
100%
display appropriate restaurants at the top of list
80%
• Zomato should not aggressively delve into new markets for first
60%

movers advantage but rather let competitors develop the 40%

market 20%

0%
• Should start new Wallet services with exclusive discount for Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

wallet users Swiggy Zomato FoodPanda Faasos Box8

THANK YOU !!!

order online on
zomato