Zomato: "Never have a bad meal"

Zomato: “Never have a bad meal”. Marketing Dynamics Student name: Pratik Ankush Jagtap Student ID: 77420258.

Table of Contents. Introduction Marketing approaches of Zomato Product Differentiation. Consumer/Buyer Behavior Marketing Segmentation, Targeting & Positioning The Marketing Mix Conclusion References.

Introduction. Zomato logo. Zomato is an Indian restaurant aggregator and food delivery company. The company launched its platform in 2010. Zomato technology platform connects customers, restaurants, and delivery partners, to serve their multiple needs. Zomato started in the office of Bain & Company in Delhi, the company founded by Deepinder Goyal and Pankaj Chaddah. They thought of this idea after seeing people standing in queue during lunchtime and giving orders for food after their turn came. Initially, they founded “Foodiebay”, so in 2010 they renamed it “Zomato”. Zomato technology platform is used by customers to search and discover restaurants, read and write reviews about restaurants, order food, book a table, and make a payment on dining orders at restaurants. Zomato technology platform also provides restaurant partners with required industry-specific marketing ideas and tools that help them to acquire customers to grow their business..

Marketing Approches of Zomato. Zomato maintains a strong presence on social media platforms. Zomato engages with its users through posts, updates, and interactive content. Zomato uses content marketing to share content related to food, restaurant recommendations, and new dining trends. This strategy helps the company to attract and retain users. It also helps the company to position its Authority in the food industry. Zomato’s loyalty program, Zomato Pro membership, offers exclusive benefits to its subscribers such as discounts, complimentary meals, and prioritized delivery. This helps in encouraging customer loyalty and repeat orders from customers. Zomato uses its marketing strategies to local preferences and cultural practices. This includes promoting local cuisine, engaging with local influencers, and promoting cuisines or restaurants as per geographical locations..

Product Differentiation:. Product differentiation sets a product or service apart from its competitors with unique features and attributes. Zomato stands out from its competitors by collaborating with a diverse range of restaurants, providing users with an extensive selection of cuisines and dining options to cater to varying tastes and preferences. Zomato's search filters refine restaurant choices by cuisine, price, delivery time, and ratings, enhancing the user experience. This sets Zomato apart from competitors and contributes to its success. Zomato stands out with diverse restaurant collaborations, search filters, and transparent pricing. Builds trust, and attracts price-sensitive customers. Zomato also allows user to monitor order status after placing on the platform till receiving it at their doorstep. This feature provides transparency and keeps users informed about the food delivery process..

Consumer/ Buyer Behavior. Consumer behavior shapes the decision-making process when purchasing a product or service. It's important to understand how this behavior applies to a platform like Zomato, which focuses on food delivery and restaurant discovery. Consumer behavior influences the decision-making process when purchasing a product or service. The perceived value of using Zomato is determined by factors such as the range of restaurants available, quality of food, delivery time, and user experience. Understanding consumer behavior is vital for Zomato to remain a reliable and valuable platform for its users. Understanding consumer behavior is crucial for Zomato, which relies on food delivery and restaurant discovery. A user-friendly interface and hassle-free online ordering contribute significantly to its convenience. Positive reviews and high ratings are essential for building trust and attracting users. Therefore, maintaining customer satisfaction is critical for Zomato's success. Zomato's success depends on understanding consumer behavior, offering a user-friendly interface, positive reviews, and utilizing the power of social media to attract new users..

Marketing Segmentation, Targeting and Positioning.

Positioning: Zomato has positioned itself as an intermediary between restaurants, suppliers, consumers, food suppliers, and logistics partners, with the goal of creating a comprehensive database of global food consumption and taste patterns to be intelligently shared with suppliers. Zomato has become a preferred application for Indian youth when it comes to dining out. In the present scenario, checking reviews and recommendations before visiting a restaurant has become a standard practice, and Zomato has become the app of choice for authentic reviews. Zomato Gold, a feature that offers discounts on dining out, has made it more economical for its users to enjoy the experience of dining out..

Marketing Mix (4Ps):. Marketing involves strategically placing the right product at the right place, at the right price, and time. Marketing mix is the controllable variables that an organization can coordinate to satisfy its target market. ( McCarthy and Perreault, 1987) When developing a marketing strategy, it is essential to adopt a consumer-centric approach. The 4 Ps framework offers a valuable tool for analyzing a product or service from the customer's perspective, which enables marketers to create a comprehensive and effective marketing plan. By strategically assessing the product, pricing, promotional tactics, and target audience, marketers can build a robust marketing strategy that resonates with their audience and drives business growth. The four Ps create a framework for your marketing strategy. Consider each factor carefully..

Marketing Mix (4Ps):. Price: Zomato offers free listing services to restaurants on its website. The company earns revenue through website advertising and consulting services for restaurant chains. Zomato increased its revenue by cross-selling during checkouts, introducing a phased delivery fee, and increasing Gold membership rates. Product: Zomato is a website and app that offers users information about restaurants and menus, allowing for online ordering. Additional services include point-of-sale systems, restaurant expedition and delivery management, and table bookings..

Marketing Mix (4Ps):. Place: The use of mobile apps for food ordering has brought significant growth to the service industry. Zomato is an online service available on various platforms in 24 countries. The user-friendly interface supports nine languages, and the organization actively engages with customers on social media. The logistic system has transformed with private services making delivery channels more efficient, meeting consumer expectations of speed and timeliness. Promotion: Zomato's advertising strategy is highly targeted and precise, supported by an in-built analytics platform. Their offers are more attractive than competitors, and marketing is notably aggressive with guerrilla tactics. Promotional events feature entertainment and attractive concessions and promo codes to attract customers..

Conclusion:. Zomato has implemented a marketing strategy that is both effective and admirable. As one of India's original unicorns and a major player in the food delivery industry, they have demonstrated a keen understanding of what works in marketing. Their approach is straightforward, refreshing, and highly impactful. The key takeaways from Zomato's marketing strategy are as follows: Simplicity is paramount, and humor can be a powerful tool. Bold, eye-catching visuals and colors are effective in both traditional and digital advertising contexts. Consistency in branding and messaging is critical to establishing a strong brand identity and recognition. Zomato's promotional offers are carefully considered and designed to fill gaps in the market, providing real value to their customers. Additionally, their marketing efforts are focused on creating a sense of community, which is reflected in their approach to addressing the challenges posed by the COVID-19 pandemic in India. Overall, Zomato's marketing strategy provides a valuable example of how to effectively promote a brand while also creating a meaningful connection with customers. Their success is a testament to the power of a well-crafted marketing approach..

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