A SYNOPSIS ON TOPIC

“Study of Brand Promotion of Zomato”.

Submitted
To
Dhanwate National College

By
Kunal Pethe
UNDER THE GUIDANCE
Of
Dr. Parag Joshi
Ms. Nidhi Somani

DHANWATE NATIONAL COLLEGE

BACHELOR OF BUISNESS ADMINISTRATION U. G
CONGRESS NAGAR, NAGPUR
 CONTENT

1. Introduction…………………………………………………...…3

2. Rational Behind the Study………………………………………5

3. Importance of Proposed Topic………………………………….5

4. Research Methodology…………………………………………..6

a. Objective of Study…………………………………………..6

b. Marketing Strategies………………………………………..6

c. Advantages of Zomato………………………………………7

d. Disadvantages of Zomato………………………………...…8

5. Plan of Work……………………………………………………...9

6. References……………………………………………………......10

KUNAL PETHE 2
 INTRODUCTION

Globalization has made it easier to use the Internet not only between different
companies, but also between companies and customers. Customers not only go
online to order a product online, but also compare the costs, product features, and
after-sales services they would receive if they bought a product from a particular
store. The Internet is becoming an increasingly ubiquitous platform to facilitate the
search, selection and purchase of content.
Online Food Ordering Aggregators (OFA) offer a range of features and
conveniences that allow consumers to place orders at restaurants with a simple tap
of their smartphone. As many new online delivery channels compete to gain ground
in the markets and attract customers in many of India's major cities, the restaurant
food delivery business is booming. Food delivery services have become very
successful businesses over the past five years, although these businesses can quickly
receive their orders from online channels and serve multiple restaurants in a given
local market. Plus, the demand for inter-restaurant delivery services has grown
significantly considering how busy people are these days. Many people place orders
in a restaurant in their free time and then go to get their food. However, given the
extremely busy lives of people, they now want to have access to a delivery service
that can deliver food to them very quickly. Therefore, the popularity of food delivery
services has skyrocketed with the launch of these new companies, coupled with
online applications that allow them to take orders very quickly.
Zomato is the fastest growing restaurant start-up website founded in 2008 by
Deepinder Goyal and Pankaj Chaddah. It was originally called Foodiebay, but in
2010 it was renamed Zomato. It not only provides information on nearby restaurants,
but also provides services such as online ordering, table reservations and
management. Zomato currently serves 10,000 cities in 36 countries with 1.2 million
popular restaurants with 80 million gourmets every month. The registered users are
required to post reviews and rate (on a scale of 1 - 5 stars) the restaurants on the
basis of their choice, visit and experience. It is available in 10 different languages
and has 10 million reviews with 18 million bookmarks. It offers restaurant owners a
platform to serve a large number of users with quality food. Zomato is an online
directory of restaurants, bars, pubs, clubs and food service establishments.

KUNAL PETHE 3
Registered users must review and rate restaurants (on a scale of 1 to 5 stars) based
on their choices, visits, and experiences. The website helps identify a restaurant /
pub / club based on whether it has air conditioning, smoking area, wifi, bachelor
entrance, entertainment and outdoor seating, and whether food is served or not.
Vegetarian alcoholic drinks. Zomato also provides information on served kitchens,
opening hours, approximate cost of a dinner for two, credit cards accepted or not.
 History of Brand Zomato
Zomato started as the website Foodiebay.com, by Deepinder Goyal, a post-graduate
from IIT Delhi. Foodiebay officially started in July 2008 with a list of 1,200
restaurants in the Delhi NCR region. This database expanded to 2,000 restaurants by
end 2008. Expanded its reach to Kolkata, Mumbai, Bangalore and Pune within the
next six months That is when Info Edge (India), the parent company of the
Naukri.com group, invested 4.7 crore (US$1 million) in the business. In November
2010, Foodiebay.com was renamed Zomato.com. The brand name was changed due
to a possible move outside of the food vertical and also to avoid a possible conflict
with eBay, because the earlier brand name Foodiebay contained ‘ebay’ in it.

 Geographical Coverage
By 2011, Zomato’s coverage reached Chennai and Hyderabad as well. In 2011,
Zomato also launched applications for iOS, Android, Windows Phone and
BlackBerry devices. In September 2012, Zomato expanded to its first overseas
location by launching its services in Dubai, UAE. This was followed by quick
expansion into Sri Lanka, Qatar, the United Kingdom, The Philippines, South
Africa, New Zealand, and more recently to Brazil, Turkey and Indonesia.

KUNAL PETHE 4
 RATIONAL BEHIND THE STUDY

In today’s scenario the quick service restaurant (QSR) industry is growing at a rapid
pace. The birth of this industry is due to India's economic rise. This industry is
expected to grow at 15.5% annually. The main objective and intension of this project
is to find out how the combination of different technologies, marketing strategies
and man management helped this industry to grow at rapid pace.

IMPORTANCE OF PROPOSED TOPIC

In many ways, with the advancing technology and economic boom in India the quick
service restaurant (QSR) has emerged as the new sector in economy. This sector
mainly include the companies like Zomato which have huge un-tapped potential to
grow and change the future of restaurant industry. The intension of this project is to
find out the marketing strategies and technologies used by Zomato and to project the
future of Zomato.

KUNAL PETHE 5
 RESEARCH METHODOLOGY

The paper is based on primary and secondary research. Primary data was collected
from respondents and food bloggers through a set of questionnaires prepared to
understand the perception of the brand ‘Zomato’. Secondary data was collected from
consumer food blogs, newspaper research articles & social media pages of Zomato.

OBJECTIVE OF RESEARCH
The objectives of this research paper are:
 To study and understand the branding and marketing strategy of Zomato
 To analyze the current positioning of the brand as per consumer perception
 To suggest scope of improvement for the brand as per consumer responses

MARKETING STRATEGIES
Zomato was supposed to be the site of the Foodies' hangout. Currently, it was
renamed as Food Network. The food market in India in 2015 was around 23 trillion
Indian rupees, according to the Boston Consulting company, and by 2020 it is
projected to cross 42 lakh crores and is revolutionizing the experience of foodservice
delivery, technology plays its main role.
 Segmenting: Zomato targets the 18-35 age group who are involved in dining out
and want to have sufficient restaurant information. A larger target segment was
found by Zomato Professionals who like to dine out in the office and even they
like to munch food if it is delivered at their places of the stay. They organize
some entertainment and food festivals called Zealand in many cities in the
experiential events category. Zomato claims to provide a satisfying experience
to the customers towards food. It strategizes to do so by introducing new food-
centered products for banqueting out and delivery segments.
 Target: Zomato aims to capture young people between the ages of 18-35;
individuals who often want to dine-out with their loved ones. It aims to get
clients who regularly give ratings and feedbacks about the location to get more

KUNAL PETHE 6
 customers in the belief the place is worthwhile good and value for money. People
who like more food and those who wish to share it with other individuals are
also aimed to capture. These individuals just want to know where the best foods
in town are available and frequent those restaurants. All online opinion seekers
from restaurants are the target of consumption

 Positioning: The website is popular among young people because they want to
explore many places to dine outside and relish the food with family and friends.

ADVANTAGES OF ZOMATO
 Easy accessibility: This online platform allows people to quickly and easily
place an order and get delivery in no time. Consequently, it saves their time
and effort that are otherwise wasted in choosing what to eat and going to pick it
up. This gives them ample time to invest in completing their responsibilities.

 Offers variety: Zomato offers a bunch of features such as dining, table

booking, and takeaways. It’s even starting to become a form of social media,
where you can follow other foodies and discover more places. Along with
restaurant details and menu, you can also explore the photos.

 Helps food businesses: Zomato allows establishments to create their restaurant

profile. They can provide information such as restaurant address and directions,
food menu, contacts, and images of the meals and the premises. The platform
allows businesses to build a good customer base and attract more foodies over
the Internet and for in-person visits.

 Promotional offers: Zomato has a tie-up with other payment service

providers, providing additional discounts for placing an online order using
them. You can explore different offers and choose the one that gives you
higher discounts.

KUNAL PETHE 7
DISADVANTAGES OF ZOMATO
 Expenses: There are expenses associated with placing online food orders on
Zomato over dining at a restaurant. Several costs such as their commission,
taxes, packaging fee, and delivery charges are included. Consequently,
customers might end up paying more while placing an order on Zomato.
Restaurants can also inflate the price for online customers

 Cutthroat competition: Zomato has created fierce competition among

restaurants. Opening an online food business using Zomato has become
feasible. This resulted in a dramatic increase in the listing of restaurants on the
online platform. People are leaving their corporate jobs to fulfill their dreams
of starting an online food-related business.

 Health concerns: Zomato is an online platform connecting customers to

restaurants, but it has no control over what they order. The responsibility lies
with customers. It is normal to get distracted by the huge variety of available
dishes and slip into unhealthy eating habits. Additionally, there are a plethora
of restaurants available on Zomato, and expecting all of them to follow health
and safety precautions is difficult.

 Lacks restaurant experience: Since it is an online platform, it is normal to

miss those restaurant connections once in a while. That’s the disadvantage of
Zomato. You can live in a remote area and still be able to order from any
business, but you will miss out on the restaurant vibe. Most of the restaurants
have themes to entice their customers and improve their dining experience

KUNAL PETHE 8
 PLAN OF WORK

Plan of work is a discipline for stating how to complete a report within a certain time
frame. It includes the following information.

Sr. No. Particular Tentative Duration

1. Literature Review Week- 1

2. Data Collection Week- 2,3,4,5

3. Analysis & Study Week- 6

4. Compilation Of Data & Week-7

Statistical Analysis

5. Writing, Printing & Week- 8

Binding

Total Week- 8

KUNAL PETHE 9
 REFERENCES

 https://bootcamp.uxdesign.cc/swiggy-or-zomato-food-ordering-and-
delivery-app-b4922da4029e
 https://iide.co/presentations/swiggy-digital-marketing-strategy/
 https://iide.co/case-studies/zomato-digital-marketing-strategy/
 https://www.g2.com/compare/swiggy-vs-zomato
 https://medium.com/@bremipreethi/swiggy-vs-zomato-aae6ce45a77f
 https://www1.nseindia.com/live_market/dynaContent/live_watch/get_quote/
GetQuote.jsp?symbol=ZOMATO#

KUNAL PETHE 10