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Zomato

This document analyzes the marketing strategies of Zomato. It discusses that Zomato started as a restaurant discovery app but has now diversified into food delivery and cloud kitchens. It primarily targets young, urban customers with disposable income. Zomato competes with companies like Google for restaurant discovery and Swiggy, Uber Eats, and FreshMenu for food delivery. Restaurants and logistics partners are important collaborators. The document also includes a PEST analysis and summaries of primary research findings, a SWOT analysis, segmentation, targeting, positioning, and a perceptual map analysis.

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Animesh Anand
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1K views9 pages

Zomato

This document analyzes the marketing strategies of Zomato. It discusses that Zomato started as a restaurant discovery app but has now diversified into food delivery and cloud kitchens. It primarily targets young, urban customers with disposable income. Zomato competes with companies like Google for restaurant discovery and Swiggy, Uber Eats, and FreshMenu for food delivery. Restaurants and logistics partners are important collaborators. The document also includes a PEST analysis and summaries of primary research findings, a SWOT analysis, segmentation, targeting, positioning, and a perceptual map analysis.

Uploaded by

Animesh Anand
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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Analysis of marketing

strategies of :

Group 13
Animesh Anand (GMP18-11)
Aayesh Malhotra (GMP18-03)
Devendra Chhajer (GMP18-26)
Kurangi Desai (GMP18-37)
Rajendra Baje (GMP18-55)
5C Analysis

Company : Started off as restaurant discovery app and now diversified into food delivery, cloud
kitchen etc.

Customer : Young working netizens with high disposable income

Competitor: For Restaurant discovery, Zomato is competing with google and in food delivery, it is
competing with Swiggy, Uber eats, Fresh Menu etc.

Collaborator : For Zomato, Restaurants registered on its platform and logistics companies ( for food
delivery) forms important collaborators.

Context : Also referred to PEST analysis and it stands for Political analysis, Economic analysis,
Social analysis,Technological analysis. It is the macro-environment that affects the company
Primary Research Analysis 19.61% 19.1% 36.17% 16.7%
(Others) (Others) (Others)

3.83
26.2%
Average User 26.19% 80.9% (Others)
(₹ 500
Rating (Lazy) -
₹ 1000)
30.5%
( Metro 57.1%
54.2% Cities ) (Zomato
Gold) (₹ 200
⚤ (Alt.) –
33.33% ₹ 500)
Discount
54.7% 78.4% 76.2% ₹₹
Users were in Male Users were in
Non-vegetarian Users the 18-25 years Price
age group
Usage City Attractions
Range
category
SWOT Analysis
Strength Weakness
• First mover advantage.
• Unchecked growth susceptible to
• Strong brand recognition bad user experience and higher
• Simple & user friendly Interface operational costs

• Less Asset intensive business model

Opportunity Threats

• Expansion into different domain • Competition from Google, Swiggy, others


and countries
• Easy replicable model resulting in competition
• Further growth due to Internet
• Low barriers to entry
penetration
• Zomato GOLD
Segmentation
• Geographic: Metro cities: Tier I and Tier II

• Demographic: Young population (20 -30 years of age)

• Psychographic: People who like to try new places over people who

like to go to the same set places again and again

• Behavioural: People who like to read reviews before going to new

places

Targeting
• Young smart phone users
• Students and working professionals
Brand Ladder
Attributes
• An online restaurant guide
• Has Menus, Pictures, Ratings and Location

Functional Benefits
• Comparison of restaurants or ordering food online
• Simple and easy to use
• Restaurants can be Categorised by he use of suitable filters
Emotional Benefits

• Assurance of not landing up at a bad restaurant


• Convenience of ordering food by the click of a button
• Feeling of being a foodie by reviewing restaurants
Positioning
Perceptual Map
High
Price

Fresh Menu
Low High
Quality Quality
Box8
FoodPanda

Faasos
Swiggy
Uber
eats Zomato
Low
Price
Thank you!

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