Beruflich Dokumente
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On
By
SAHIL JAIN
III Se me s te r M BA
Reg.No 14MB1383
Guide
Mrs. Madhu Smriti
Project Report submitted to ISBR Busines s School in partia l fulfi llme nt of the
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Abbrev iatio ns Used
Table of Contents
Contents
Page | 2
Executive Summary
The internship was aimed towards the launch of the Bangalore’s freshest online
Food Ordering App, TINYOWL. The main objectives of this inter ns hip were -
Identif ying the Target Audie nce.
Where to find the Target Audie nc e.
How to reach them in the most effec tive manne r.
Every individual was provided 3 localities to work upon and understanding the
consumer behavior and food ordering patterns of individuals. The internship
also aims at gaining thorough understanding of TinyOwl product differentiation
from competitor s and excitin g feature s in the TinyO wl App.
The initial phase of internship deals with the preparation of questionnaire for
the focus groups and then reaching out to them and making them fill the
questionnaire. The next phase involved competitors analysis of the company and
their vario us marketin g strategies and SWOT analys is .
Questio nna ire was prepared based on certain parameter s such as-
Age group
Life sty le
Frequenc y of ordering food
Average amount spend per meal
Preferre d cuis ines
Enterta in me nt prefere nce s
Preferre d restaura nts.
Page | 1
Cha pte r 1 Introduction
Food delivery market in India worth over 12.5 billion, Online food delivery is contributing more
than 7% to this market. More than 50,000 restaurants in India provides home delivery, indicates a
very high potential and untapped market in online food delive r y space.
Players in the industr y broadly class ified into three categor ies - - -
o Fully integrated: Those who process food and delivers (Dominos, McD etc)
o Deliver y as a Service
o Aggregators: Provides a platform for customers where they could discover
restaurants, navigate through menus of different cuisines, and select the food.
Delivery made by the restaurant. In short, aggregates information about food for
customers and function as an order generating channel for restaurants. (TinyOwl,
Zomato, FoodPanda etc)
These days’ people are prone to placing food orders online and capitalising this
trend a lot of restaurants are yielding good returns by registering themselves on
online ordering sites like Foodpanda, Tastykhana, JustEat, HyderabadSpecial etc
and many local ordering website s are also follo wing suit.
Page | 2
Driving factors
Greater awareness and disposable income along with deeper Internet penetration, availability of
more payment options, long working hours and erratic lifestyle are contributing online food
ordering business. At the same time, with more and more people wanting healthy food, or food
similar to home cooked meals that too easy on the pockets is leading to the rise of online food
business in the country.
Nixon Dsouza, Brand Manager, Nom Nom, says, “Penetrating through every commercial aspect
humans have started using technology for everything and food ordering is one such
developments”.
Rohit Chadda, MD and Founder Foodpanda, believes, “Online ordering is convenient giving the
customers a broader option to choose from the restaurants listed on the website.”
Major players
Online food ordering is at an exciting phase now. Many local and national players are joining the
space. In fact the foreign brand JustEat has also tied up with the Bangalore based HungryZone.
Foodpanda which started its business from Delhi-NCR is the major player in the segment
followed by JustEat and TastyKhana, a Pune initiative. Besides, DeliveryChef, BigBite, Titbit
and eatallnite are the emerging players in the online food delivery market which is estimated to
grow at 40 percent annually.
Page | 3
Benefits
Placing food orders online benefits consumers, restaurants and the food delivery players. For
consumers, it is not only an easy and convenient tool but it is also a great platform to avail good
discounts.
Vasul Chauhan, Restaurant Manager, Smokeys Barbeque & Grill, said, “We have partnered with
JustEat to explore new business opportunities and give a push to our already successful home
delivery format but till now the response is not overwhelming.”
However, Dwivedy is of the opinion that, “The profit margin is 2-3 percent higher in deliveries
as compared to dine-in these days”
Marketing strategies
Online food delivery platforms largely try to be present in all the channels that drive awareness.
For example, newspapers, television, hoardings and billboards to the social networking sites like
Facebook and Twitter, they advertise in all. Chadda explained, “We give about 15-30 percent
discounts on ordering through us. At the same time we have also organised several campaigns
including the food gifting programmes and buy one get one free deals.”
Tabl e 1
Page | 4
1 .2 Introduction about the company
TinyOwl is a Mumbai based company founded by Harshvardhan Mandad & fellow IIT
alumni in 2014 having 400+ employees, 2000+ daily orders, and association with 4000+
restaurants. It Raised $3 million from Nexus Venture
partners and Sequoia Partners in series A funding. Tiny Owl also raised Rs
100 crore from Matrix Partners, Nexus Venture partners and Sequoia Partners
in series B funding. Tiny Owl is planning to expand their business operations
to 50 cities in India. Target is to pass 50,000 daily orders before end of the
year. Order placement is through mobile app. Payment options available are
COD and online payment. Delivery time estimated 30 - 45 minutes for each
order depending on the locatio n of the restaura nt.
Features of app:
TinyOwl would begin charging restaurants 10 - 20 percent commission per order this year.
The service does not currently make money. It is the Official food ordering app of Mumba i
India ns IPL team.
It Uses VVIP passes, meet & greet MIs etc for socia l media marketin g.
Page | 5
1 .3 Competitors
There are more than 20 Indian start- ups in online food delivery space.
TinyOwl faces tough competition from FoodPanda, Zomato. Swiggy, a
prominent online food delivery start- up based in Bangalore is assumed to
be a competito r of TinyO wl for its expans io n in Banga lor e.
FoodPanda and Zomato have got more fund ing compared to TinyO wl.
Custome r revie ws states that
o TinyOwl app is more sleek and hassle free compared to other apps
of same kind
o TinyOwl concentrates on data and service more, where as other
player s like FoodPanda concentra te s more on offers .
o Unlike other apps, TinyOwl is not flooding the email ids of
customer s with spam message s.
o More options of food and restaurants available in TinyOwl app,
compared to competitor s.
The TinyOwl is a location based app that lets you order your food from a range of
restaurants anywhere in available cities, right from your mobile phone.
The app does almost everything for you. It’s simple and friendly UI and is
constantly updated by their team for the menus and prices, making it easy,
convenient and reliable to use. When you start the app it detects your
locatio n and gives you a list of the nearby restaur a nts .
The app provides you not only the lunch and dinner menus, it des cribes
each dish and provide s youthe chef’s profile.
They have recently launched the TinyOwl Homemade app which gives you
access to food from home chefs. The Homemade app gives you the choice of having
home- cooked food, and lets you know of the nearest home- chef in your locality.
Page | 6
Cha pte r 2 Literature Review
2.1 Market Research
Market research is defined as “function that links the consumer, customer, and
public to the marketer through information- information used to identify and
define marketing opportunities and problems; to generate, refine, and evaluate
marketingactions;tomonitormarketing performance;and to improve
understanding of the marketing process. Marketing research specifies the
information required to address these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and
communic ates the find ings and their imp lica tio ns. . ” .
Briefly it is a systematic design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation facing the company, allows management to
make the changes necessary for better results through adopting a
proactive approach. Therefore, if a company wants to know what type of
products or services would be profitable it should make a market research. Furthermore, a
comprehensive research will enable the company to know about
the product imperfections (if there are) and to know if it has been able to satisfy
customers’ needs. It attempts to provide accurate informa tion that reflects a true
state of affairs. Due to market research the company can formulate a viable
marketin g plan and estimate the success of its existin g plan.
There are two main sources of marketin g research info r ma tio n :
Primary marke ting re s e arch is collected for the first time if the
company has enough money to finance it, but in most case it is the second
more accurate one. It is original and collected for a specific purpose, or to
solve a specific problem. Primary research delivers more specific re sults
than secondary research, more expensive and time consuming, which are
an especially important consideration when the company is launching a
new product or servic e.
Page | 7
There are many ways to conduct primary research. By customizing tried - and-
true approaches, focus groups, surveys, field tests, interviews or observation,
you can gain information about your target market. Primary research is
generally based on sampling techniques and requires statistical methodologies.
The sample size could be as small as 1 percent of the market and thus the
info r ma tio n andresults gathered are highly accurate.
Se condary marke ting re s e arch or desk research is generally used when a
company considering, extending a business into new markets or adding
new services or product lines, because it already exist in one form or
another. This information is based on studies previously performed by
government agencies, chambers of commerce, trade associations, and
other organizations. There are number of sources available to the
marketers, which are the following: Business libraries, Public records,
Trade associations, Websites, National/international governments,
Informal contacts and Professional institutes and organizations. That is
why secondary research is relatively cheap, and can be conducted quite quickly.
However, its main disadvantage is that the information gathered may be old and
obsolete , therefor e results of analys is may be inacc ura te.
It is also important to define reason of problem that where that problem occurred. The problem
definition is the point on which the whole arrangement is formed.
Page | 8
Stage-2 Research Objectives: -
Research objective is accurate report about required in sequence. It understands problem
statement more accurately and in more understandable way. Research objectives are designed in
such a way that chore of finding required information fully provide the research purpose.
Research Question
The research question describes information required by organization accountable for decision
making. Research question represents the in sequence needs to obtained accordingly to research
purpose.
Hypothesis
Hypothesis is researcher’s view of probable answer to a research question. The Researcher may
produce possible outcome of research question in earlier stage and carry out research to answer
that if hypothesis created at start of research was right or not.
Scope of Research
Hypothesis development aids keeping research procedure more accurate and well-focused to
serve research purpose. Another important issue of the research is indicating research boundaries
or research limitations.
Page | 9
Primary and Secondary Data analysi s: -
There are two types of data analysis
Primary data is data that research needs to collect by himself more specific to research
conducted. Primary data is usually collected through questionnaire surveys, interviews, and focus
groups etc.
Secondary data is not first-hand data as primary research it is the data that already is available
like journals, books, articles, company records etc.
Page | 10
initiation of research. Research report also includes research loom adopted, design, collection and
analysis of data together with all results of data. This report should be in the form to be prepared
for decision makers to be used in decision maker procedure.
2 .3 Sampling Design
Generally, a researcher employs sampling strategies in order to generate statistics and generalize
findings to a larger population. Sampling refers to the process of selecting individuals from a
larger group of people and drawing conclusion that are “an accurate representation of how the
larger group of people acts or what they belie ve ”.
Page | 11
Ste p-by-ste p method for determin ing reliability of data
As soon as data collection begins, steps can be taken to ensure the data is reliable. Following
these steps will allow insight into whether or not enough data has been collec te d to provid e
reliab le (95% certainty) infor ma tio n :
De te rmine coding s che me for data . Depending on the options that survey
and interview respondents have to answer questions, the data will have to
be coded for each question. Given the type of information most state
programs seek through interviews and surveys, this data should be able to
be divided into two categories. For instance, if the question is a yes or no question, then one category
would be yes, the other would be no. If the
question asks participants to place items into a Likert scale, then two
categories would be created in order to determine which half of the Likert
scale the data favored (with the total number of neutral answers being
counted, divided by two, and placed equally into each of the two
categor ies ).
Code re s pons e s . Code your responses to each answer in order to determine which of
the two categories created for each question the
answer would fit. Once you have coded all of the answers, determine how
many answers fall into each of the two divis io ns .
Compute re liability. Although you will have a random sample to use at
this point, you will not likely be able to interview or survey all of the
people in that sample. This is acceptable, as the entire 15% will likely not
be needed in order to come to a reliable conclusion (although, in some
rare cases where enough responses cannot be obtained from the
participants originally selected, the original population must be re - visited
to find more randomly selected sampling units ).
Page | 12
2.4 Questionnaire Design
A questio nna ir e is a docume nt designed with the purpose of seeking info r ma tio n from the
respondents.
1. What is involved
The researche r define s the info r ma tio n that is being sought.
Consider research objectives .
Discuss with others in the fie ld .
Literature searches and wide reading on Literature searches and
questio nna ir es /s ca les or instr ume nts that may be availa b le.
2. Drafting of questionnaire
Researcher takes the list of information they wish to obtain from
responde nts and devises draft questio ns .
Phrasing and design of questions affect the validity of the affect the
valid ity of the info r ma tio n obtaine d .
Sequencing the questions –background variables first, introduce
each theme /top ic area in separate sections
Methods for coding the data
Methods for analys is of the data
Layout and presentation - make it easy to complete and present profess io na lly;
Consider your audience - type face, font size, instructions, use of language
(elderly respondents need instructions, use of language
(elder ly responde nts need large font)
Cultura l and gender appropria te ne ss .
Page | 13
3 . Questionnaire pilot
Trial the new questionnaire with a small group of intended respondents or
colleagues to improve clarity, remove problems before the main survey
Analyze the responses to the pilot survey (are some response categories never
used, analyze some response categories never used, analyze the miss ing data, are
some Qs misunde r stood ?)
Ask the respondents or colleagues for feedback Ask the respondents or colle a
gues for feedback about design and questio ns
If the problems are minor the researcher may If the problems are
minor, the researcher may then proceed to administration of the
responde nts
How would this be done? Postal, telephone, structured interview.
Mode of administration differences Bias issues in clinical follow
up and patie nt satisfac tio n surve ys can arise.
The responses are then analysed in terms of the researcher’s aims
and objective s.
Page | 14
2.5 Advantages and Disadvantages of Questionnaire Design
Tabl e 2
2.6 Summary
Questionnaires are useful tools if properly designed and administered and adminis te re d
Page | 15
2.7 Competitor Analysis
Competitive analysis is a process used in the formulation of strategic plans in
most organizations. Very often, it is adopted due to its rational process of
making long- term strategies. This is a process for identifying a specific
acceptable strategy for each individual organization, determined by its own
partic ula r circums ta nce s.
In any competitive analysis, industry structure analysis is unavoidable. The first
step in analyzing industry structure is to define the market or industry. Having
defined the market, the next step in the analysis is to identify the structure of
that market. We can do this by analyzing the external factors which may affect
the market usually termed as Porter’s 5 forces. These include Threat of new
entrants, Rivalry among firms, Threat of Substitutes, Bargaining power of
suppliers and bargaining power of buyers. This can also be done using S WOT
analys is of that particular indus tr y.
Analyzing the forces and making judgments on their relative importance should
lead managers to see how they can deal with and influence the forces, thus
identifying competitive advantage. The purpose of identifying a market’s
structure, and the sources of competitive advantage it causes, is to draw
conclus io ns about strategie s that will match or fit the enviro n me nt.
Page | 16
Cha pte r 3 Methodology
Competitor analysis: - The last main objective is to identify the competitors of this
app like Food panda, Swiggy, Justeat, etc. and the services which these competitors are
providing to the customers which would help TinyOwl to make different strategies to
capture the market. These services include promo offers, cashback offers, delivery time
and many other paramete r s.
Page | 17
3.2 Research methodology
A re s e arch de s ign is the "blue print" of the study. The design of a study defines
thestudy type (descriptive, correlational, semi- experimental, experimental,
review, meta- analytic) and sub- type (e.g., descriptive - longitudinal case
study), research question, hypotheses, independent and dependent
variables, experimental design, and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created
to seek answers to research questio ns.
collect data specifically for your current objective. You might conduct a survey, run an
interview or a focus group, observe behavior, or do an experiment. You are going to be
the person who obtains this raw data directly and it will be collected specifically for your
current research need.
the US census. You will apply what you find to your personal research problem, but the
data you are finding was not originally collected by you, nor was it obtaine d for the
purpose you are us ing it for.
Page | 18
3.3 Data Analysis Techniques
Analys is of data is a process of inspecting, cleaning, transforming, and
modeling data with the goal of discovering useful information,suggesting
conclusions, and supporting decision- making. Data analysis has multiple facets
and approaches, encompassing diverse techniques under a variety of names, in
diffe re nt busine ss , science , and social scienc e domains.
Analysis refers to breaking a whole into its separate components for individual
examination. Data analysis is a process for obtaining raw data and converting it into information
useful for decision- making by users. Data is collected and analyze d to answer questio ns , test
hypothe se s or dispro ve theor ie s .
values, with tick marks showing where each indicated value falls along each axis. A bar
chart contains solid bars separated by spaces. It is a
good tool for displaying the distribution of variables measured in discrete categories
(e.g., nominal variables such as religion or marital status), because such categor ie s don’t
blend into each other .
Histograms: Histograms, in which the bars are adjacent, are used to
display the distribution of quantitative variables that vary along a continuum that has no
necessary gaps. Exhibit 8.4 shows a histogram of years of education from the 2010 GSS
data. The distribution has a clump of cases centered at 12 years. The distribution is
skewed because there are more cases just above the centra l point than belo w it.
There are certain limita tio ns of doing this project especia lly compr is ing limita tio
ns for doing market research.
Cos tly: Marketing research is a costly affa ir. It needs a lot of money to
conduct vario us market research activities . Huge fund s are requir ed to pay salar ie s,
prepare questio nna ir es, conduct surve ys etc.
Time cons umi ng : Marketing research is a lengthy and time - co ns uming process.
This process invo lve s many impor ta n t steps. Genera lly it takes at
least 3- 6 months to solve a marketing problem. There fo re it can’t be used in urge nt
situatio ns .
Limite d s cope : Marketing research solves many busines s related
proble ms but it can’t solve all busine ss problems. It cannot solve
proble ms related to inco me , expend iture , relatio ns hip etc. thus its scope is
limite d.
Can’t pre dict cons ume r be havio r: Marketing research collec ts data
about consumer behavior . However , this data is not accurate because
report depends on the quality of collec ted data. However, it is very diffic ult to
find latest and trustwor th y data.
Can be mis us e d: Sometimes , marketin g research is mis us ed by the
company. It is used to delay decis io n. It is used to support the views of a partic ula r
indiv id ua l .
Page | 20
Cha pte r 4 Findings
Since, every ind ivid ua l is alloca te d 3 localitie s each for doing market surve y and unders
ta nd the behavio r of the market. So the find in gs of each locality are presented as under.
married couples, which completes the target audience (TA). Following are the find ings from the
surve y.
Working individuals (WI):
M e thod of placing food home de live ry orde r:
Way of Ordering
direct walk in
14%
direct call
34%
mobile app
38%
online
14%
Fi g. 1
Majority of the WIs (38%) prefer to order through mobile apps since most of
them are students. 34% of WIs preferred ordering food through direct call to
restaurant, direct walk in to restaurant (14%) and online web portals (14%).
Page | 21
Thus most of the people prefer using apps and then through direct walk- ins.
Le ve l of s atis faction with online food de live ry
Satisfaction Level
highly dissatisfied
dissatisfied
0%
5%
satisfied
43%
neutral
43%
highly
satisfied
9%
Fi g. 2
9% of WIs responded that they are highly satisfied with online food
delivery and 43% of the WIs responded that they are satisfied with
online food delive r y, 43% neutra l and 5 % dissatis fie d.
Dissatisfaction may be due to the payments and difficulties with
some restaur a nts regardin g online payme nt confir ma tio n.
Page | 22
Awareness
yes
38%
no
62%
Fi g. 3
62% of working individuals were unaware about Tiny Owl app. 38% of the WIs
had knowledge about the Tiny Owl app and they are using it regular ly.
Frequency
20 to 25
15 to 20
0%
5%
10 to 15
38%
5 to 10
57%
Fi g. 4
57% of WIs opted for 5 - 10 times per month. 38% opted for 10- 15 times and
another 5% for 15- 20 times.
Page | 23
Numbe r of pe ople for whic h food is orde re d
4+
No. of people
3 to 4
0%
5%
1
38%
2 to 3
57%
Fi g. 5
57% of the WIs order food for 2 - 3 people and 5% of WIs order food
for 3- 4 people, 38% for self and almost nobody orders for more than
4 people.
Entertainment
others
5%
travelling
19%
movie
52%
going out to eat
24%
Fi g. 6
Page | 24
Around 52% of the WIs prefer going for movie and after that 24% prefer going
out to eat. 19% of WIs prefers travelling and rest prefer some other enterta inme
nt options.
Students:
M e thod of placing food home de live ry orde r
Fi g. 7
30% of students preferred mobile apps to order from restaurants, 26% preferred
direct walk in to restaurant and 18% preferred direct call.
Page | 25
online food de live ry
Le ve l of s atis faction with
highly dissatisfied
dissatisfied
Satisfaction 4% highly satisfied
0% 7%
neutral
26%
satisfied
63%
Fi g. 8
63% of students responded satisfied, 26% were neutral and 4% were dissatis fied.
Awareness
yes
33%
no
67%
Fi g. 9
Page | 26
Fre que ncy of orde ring food home de live ry in a month
Frequeny
15 to 20 20 to 25
10 to 15 7% 0%
15%
5 to 10
78%
Fi g. 10
78% of students opted for 5 - 10 times a month, and 7% who order food 15- 20
time s a month and 15% order 10 - 15 times a month.
No of people
4+
0%
3 to 4 1
15%
41%
2 to 3
44%
Fi g. 11
Page | 27
44% of students usually order food for 2 - 3 people and 15% of students order
food for 3 - 4 peoples. 41% students order food for self.
Entertainment
others
4%
travelling movie
22%
44%
going out to eat
30%
Fi g. 12
Around 44% of the students prefer going for movie and after that 30% prefer
going out to eat. 22% of students prefer travelling and
rest prefer some other enterta in me nt options.
BTM Layout, belonging to south Bangalore, is predominantly an IT area and students (more
individual B- schools, compared to apartments), surrounding the small business units, IT
companies. The survey conducted had 230 respondents, which include students, working
individuals and working married couples, which completes the target audience (TA). Following
are the findings from the surve y.
Page | 28
Working individuals (WI):
direct walk in
18% direct call
23%
Fi g. 13
Majority of the WIs (32%) prefer to order through online since most
of them are students. 23% of WIs preferred ordering food through direct call to
restaurant, direct walk in to restaurant (18%) and mobile apps (27%).
Thus most of the people prefer using online portals and then through mobile apps.
Page | 29
online food de live ry
Le ve l of s atis faction with
highly
Satisfaction dissatisfied highly
dissatisfied 0% satisfied
9% 9%
neutral
36%
satisfied
46%
Fi g. 14
9% of WIs responded that they are highly satisfied with online food delivery and
46% of the WIs responded that they are satisfied with
online food delive r y, 36% neutra l and 9% dissatis fie d.
Dissatisfaction may be due to the payments and difficulties with
some restaur a nts regardin g online payme nt confir ma tio n.
Page | 30
Awareness
yes
45%
no
55%
55% of working individuals were unaware about Tiny Owl app. 45% of the WIs
had knowledge about the Tiny Owl app and they are using it regular ly.
Frequency
15 to 20 20 to 25
0%
9%
10 to 15 5 to 10
36% 55%
Fi g. 15
55% of WIs opted for 5 - 10 times per month. 36% opted for 10 - 15 times and
another 9% for 15 - 20 times.
Page | 31
Numbe r of pe ople for whic h food is orde re d
4+
No. of people
3 to 4
0%
9%
1
41%
2 to 3
50%
Fi g. 16
50% of the WIs order food for 2 - 3 people and 9% of WIs order food
for 3- 4 people, 41% for self and almos t nobody orders for more than
4 people.
others Entertainment
5%
movie
travelling
36%
23%
Fi g. 17
Page | 32
Around 36% of the WIs prefer going for movie and after that 36% prefer going
out to eat. 23% of WIs prefers travelling and rest prefer some other enterta inme n
t options.
Students:
M e thod of placing food home de live ry orde r:
online
40%
direct walk in
35%
direct call
15%
Fi g. 18
40% of students preferred online portals to order from restaurants, 35% preferred
direct walk in to restaurant and 15% preferred direct call.
Page | 33
Le ve l of s atis faction with online food de live ry
Satisfaction
highly
dissatisfied
dissatisfied 5% highly satisfied
5%
10%
neutral
35% satisfied
45%
Fi g. 19
Aware ne s s about Tiny Owl
Awareness
yes
35%
no
65%
Fi g. 20
Page | 34
Fre que ncy of orde ring food home de live ry in a month
15 to 20
Frequency 20 to 25
0%
0%
10 to 15
35%
5 to 10
65%
Fi g. 21
65% of students opted for 5 - 10 times a month and 35% order 10 - 15 times a
month.
No. Of people
4+
5%
3 to 4 1
25%
25%
2 to 3
45%
Fi g. 22
Page | 35
45% of students usually order food for 2 - 3 people and 25% of students order
food for 3 - 4 peoples. 25% students order food for self.
Entertainment
others
0%
travelling movie
20% 35%
Around 35% of the students prefer going for movie and majority 45% prefer
going out to eat. 20% of students prefer travelling and
rest prefer some other enterta in me nt options.
Jayanagar, belonging to south Bangalore, is predominantly a residential area and working class
people (more apartments, compared to colleges), surrounding the small business units, IT
companies. The survey conducted had 200 respondents, which include students, working
individuals and working married couples, which completes the target audience (TA). Following
are the findings from the surve y.
Page | 36
Working individuals (WI):
M e thod of placing food home de live ry orde r:
online
17%
direct walk in direct call
26%
48%
Fi g. 23
Majority of the WIs (48%) prefer to order through direct walk in since most of
them are residential societies. 26% of WIs preferred ordering food through direct
call to restaurant, online portals (17%) and mobile apps (9%).
Thus most of the people prefer direct walk in and then through direct calls.
Page | 37
with online food de live ry
Le ve l of s atis faction
highly
Satisfaction
dissatisfied
4% highly satisfied
dissatisfied 9%
9%
satisfied
neutral 39%
39%
Fi g. 24
9% of WIs responded that they are highly satisfied with online food
delivery and 39% of the WIs responded that they are satisfied with
online food delive r y, 39% neutra l and 9% dissatis fie d.
Dissatisfaction may be due to the payments and difficulties with
some restaur a nts regardin g online payme nt confir ma tio n.
Awareness
yes
22%
no
78%
Fi g. 25
Page | 38
78% of working individuals were unaware about Tiny Owl app. 22% of the WIs
had knowledge about the Tiny Owl app and they are using it regular ly.
Frequency
15 to 20 20 to 25
0%
9%
10 to 15
26%
5 to 10
65%
Fi g. 26
65% of WIs opted for 5 - 10 times per month. 26% opted for 10 - 15 times and
another 9% for 15 - 20 times.
Page | 39
No. of people
4+
0%
3 to 4 1
22% 35%
2 to 3
43%
Fi g. 27
43% of the WIs order food for 2 - 3 people and 22% of WIs order food for 3- 4
people, 35% for self and almost nobody orders for more than 4 people.
Entertainment
others
4%
movie
35%
travelling
39%
Fi g. 28
Around 35% of the WIs prefer going for movie and after that 22% prefer going
out to eat. 39% of WIs prefers travelling and rest prefer some other enterta inme
nt options.
Page | 40
Stude nts :
M e thod of placing food home de live ry orde r
online
25%
direct walk in
25%
direct call
44%
Fi g. 29
25% of students preferred online portals to order from restaurants, 25% preferred
direct walk in to restaurant and 44% preferred direct call.
neutral
63%
Fi g. 30
Page | 41
Aware ne s s about Tiny Owl
Awareness
yes
19%
no
81%
Fi g. 31
10 to 15
13%
5 to 10
87%
Fi g. 32
Page | 42
87% of students opted for 5 - 10 times a month and 13% order 10 - 15 times a
month.
No. of people
4+
0%
3 to 4 1
13% 25%
2 to 3
62%
Fi g. 33
62% of students usually order food for 2 - 3 people and 13% of students order
food for 3 - 4 peoples. 25% students order food for self.
Page | 43
Famous Ente rtainme nt Pre fe re nce s
Entertainment
others
0%
movie
25%
travelling
50%
going out to eat
25%
Fi g. 34
Around 50% of the students prefer travelling and 25% prefer going
out to eat. 25% of students prefer movie and rest prefer some other enterta inme nt
options.
Page | 44
Cha pte r 5 Competitor Analysis
This is the second phase of the internship where we have to find out the
competitors of the new food app TinyOwl. This research was mainly carried out
by visiting various restaurants within the localities and asking from them about
the services other competitors are providing and their way of taking or giving
orders to the restaurants on behalf of the customers and also by doing some
secondary research about the competitors available. This also includes knowing
about their delive r y patterns, delive r y charges etc.
Mainly according to the market research in Bangalore there are mainly 2 big competitors of
TinyOwl i.e. Food Panda and Zomato. Also, locally available food app Swiggy is also giving
tough competition to TinyOwl in terms of its delivery boys. Following are the findings of the 2
major competitors i.e. Food Panda and Zomato.
SWOT Analys is
Stre ngths
It has close to 1,700 plus restaurants located across all different states in
the United States.
Offers a variety of food along with combo meals.
Panda Express is among the US's 25 largest quick - service operations and
Asian quick- se r ve categor y.
The chain was one of the earlie s t entrants into the supermar ke t arena.
Strategically located in mall food courts and other non- traditional venues
includ ing airports , colle ge campuse s, and theme parks.
It has a successful track record of making Asian cuisine accessible to the
masses.
Strong follo wing among Asian, Hispanic , and Caucasia n diners .
Levera ge d lovab le pandas in their name
Page | 45
We akne s s
Restricted to one cuis ine thus restric ting its custome r base.
Specialty ingre d ie nts used in Chinese food might be diffic ult to source and store .
Restricted in a few geograp hies means lower brand recall.
Price differ e nce s in menu and app prices.
Opportunitie s
Thre ats
Market Share
1) They’ ve grown to become one of the larges t food ordering portals in India.
2) Built a network of 2000+ partners including some of the well know brands
like: Pizza Hut, Subway, Nirula’s, Baskin Robbins, Mast Kalandar, Faasos amongs t many
others.
3) We have quite steadily ‘shaped the market’ towards ordering food online, instead of
ordering on phone. This has helped us gather a lion share of the food delive r y market, and
propel us towards a leaders hip positio n in the market.
Page | 46
Gro wth
India is a market with huge potential where the scope for growth is immense. However, with
internet penetration of only 8%, it is only logical to target the more cosmopolitan Tier I cities
which have a sizable working population with mature inter net users.
We’ve seen a steady growth in traffic since our launch last year. However, the focus has really
always been on quality traffic & targeting potential customers, which we have been able to
achieve very successfully. We are growing by 25 - 30% on month- o n- mo n th basis.
Currently we get around 25000 - 30000 unique visitor a day. With this 65% of our traffic comes
from Delhi, Mumbai & Bangalore and rest 35% from Chandigarh, Hyderabad and Pune.
Market Strategy
Being an ecommerce business, we believe it is best to target our potential customers when they
are online in front of their computer screens, in encourage them to try us out. Hence our focus
has majorly been on digital marketing channe ls.
We believe in providing the best customer experience on our site and hence our
product is continuously evolving adding new features almost every other week.
We launched our mobile app in January and was very well received. We have
already seen more than 250,000 app downloads worldwide which is a clear
indicator of the need for innovation in the space and we are happy to take the
lead.
Financial funding
Foodpanda announced that it has raised $20 million to fuel its aggressive growth strategy.
FoodPanda’s steepest competition is Delivery Hero, a Berlin-based startup that operates in 14
countries around the world. Delivery Hero has raised nearly $200 million to date and claims it
has 6 million customers, 55,000 restaurants, and did $500 million in annual sales last year.
Another competitor is Just Eat, a UK-based service that raised $64 million in 2012. The U.S. saw
consolidation in this space last year with the union of GrubHub and Seamless.
Page | 47
FoodPanda has 22,000 restaurants in its database. It raised $20 million last May and added 20
more markets in 2013. With this financing, it plans to hit 40 countries by the end of the first
quarter of 2014. Croatia, Bulgaria, Serbia, Slovenia, Kazakhstan, Azerbaijan, Tanzania and
Uganda are next up for expansion.
Po pula rity
Foodpanda has over 892,000 likes on Facebook, 383 followers on their Pakistan twitter account
(@FoodPandapk), and a thriving campaign tempting people to try them out. What sets them
apart from their competitors is that they are able to take a worldwide brand and make it country
specific, and market themselves accordingly.
They know what their consumers want, and they know how to get it to them.
Foodpanda has been able to distinguish itself in a market that is seeing a
growing numbe r of online food delive r y service s.
Forward Expansion
Foodpanda is now available in 41 countries and is looking to expand to even
more. The company made an announcement in February stating: “Foodpanda and
its affiliated brand hellofood, the fastest growing online food delivery
marketplace worldwide, received another USD 20 million in funding from a
group of inves to rs includ ing Phenome n Venture s.
With the new investment Foodpanda is aiming to continue its global ambitions
and roll out to over 40 markets.” The company previously received another USD
20 million from AB Kinnevik in Sweden, and Phenomenon Ventures. They also
received USD 8 millio n from iMENA.
Foodpanda raised $110 million in a fresh round of fund raising from Rocket
Internet and other investors. Since 2012, Foodpanda has raised over $200
million and plans to invest into product and technology. With the entry of
Zomato and TinyOwl in the online food ordering space, Foodpanda wants to
focus on providing the best customer service to its users. In an interview, Rohit
Chadda, co- founder and managing director of Foodpanda, tells Neha
Bothra about plans to tap potential in tier 2 and tier 3 cities, and increase
restaura nt partners from 12,000 to 15,000 in the next six months .
Page | 48
500 to Rs 550. This is higher on the mobile platform. Around 45 - 48% of our transactions come
from our smartphone based application, and the transaction size on this platfor m is 20% highe r
than on the web.
if we see that a restaurant is not really performing- then we take it off from our coverage . The
most impor ta nt thing for us is consumer experie nce .
SWOT Analysis
Stre ngths
Users perceive Zomato as ‘Specialty product’ (Focused only on foods & restaura nts ).
We akne s s
Competition from search engines & other similar apps means limite d growth.
Page | 49
Opport uni tie s
Opportunity to expand to furthe r more countr ies .
Thre ats
Intens e competitio n.
Lack of clear rules and regulations - Changes in government policy can
easily affect the busine ss model.
Busine s s model can be easily imita ted by other players
Milestones
Number of listed restaurants: in 2008 it was 4000 restaurants which increase to 94000 in 2013
and currently 384,100 in Q1 of 2015.
Page | 50
Success Factor
Strategy of Zomato
Zomato works with keen interest on various strategies to achieve their goal. It include s
Globalization strategy: To expand themselves across the whole globe as a leading service
provide r.
Marketing Strategy
Financial Funding
In August 2010, Zomato got its first round of funding of $1million from Info
Edge, India. And in September 2011, got its second round of funding of
$3.5million from the same financier. Next year Zomato upraised its third round
Page | 51
of another $2.5 million from the same investor and again in early 2013, Info Edge funded fourth
round worth $10 million which gives them a 57.9% stake in Zomato.
Seeing the future and growth of Zomato, Sequoia Capital and Info Edge, India in November
2013 funded Zomato with $37 million. Info Edge now owned 50.1% of Zomato on an
investment of INR 143 crores. The total funding raised by Zomato till November 2013 stands at
$53.5 millio n.
In November 2014, Zomato came up with a fresh round of funding of $60 million at a post-
money valuation of ~US$660 million. This round of funding was jointly headed by Info Edge
India Limited and VY Capital, with involvement from Sequoia Capital. This made a total
funding of over US$113 millio n for Zomato.
Expansion
Zomato will leverage its existing reach and scale (sales team of over 300
people, 5000 odd advertisers) to fast track its growth in this space. Setting
ambitious targets, Zomato claims to bring over 10,000 restaurants in its food
ordering network in the next three months and also start processing over 40,000
orders a day in the near term. And why not? “Given that we have over 400,000
people who visit our India sectio n every day, this s hould n’ t be too hard,”
“We will inve s t $50 million in the bus ine s s in India ove r the ne xt ye ar or
s o,” he continues. “This will be our fas te s t ramp up for any bus ine s s in any
ge ography e ve r.”
Zomato plans to make money from this new service via a cut of each order, but
the exact size of its fee will be based on feedback from customers directly. In
the case of a five star rating, Zomato will take a 7.5 percent commission fee.
But that cut will rise to a maximum of 15 percent for the lowest customer
feedback. Thus the best experience and value for customers will be the key
focus.
“We will own the cus tome r e xpe rie nce on the te ch e nd, as the platform, the
de live ry and logis tics will be owne d by the re s taurants . ”
Order rate
The company works with more than 150 vendors to provide shipments across
175 cities. It averages about 9,000 deliveries daily. “We not only provide for
shipments and deliveries, but also warehousing facilities where the company
stocks and racks the products for the vendors,” said Bharati. In addition,
Delivery provides all kinds of retailers, even small businesses, technology
solutions to integrate all channels of sale. These include offline, online, social
Page | 52
media, mobile and voice solutions that allow sellers to manage stores and
inte gr a te delive r y with market needs.
Future strategy
Delivery is looking to expand to 250 cities, 30 delivery centres and targeting
revenue of Rs.250 crore for the fiscal year 2015 - 16. International expansion is
part of its futur e strategy.
App reviews
Zomato, the popular online and mobile restaurant guide, has updated its iOS app, completely overhauling
Zomato website, with the home screen offering large swappable images of nearby restaurants that lead to
their respective listings, in addition to options to browse restaurants and search for them by entering
keywords for name, location, cuisine or dish.
The Browse Restaurants option takes you to a menu that offers mood-based recommendations. So, you can
select if you're looking to get food home delivered, going out for a meal, going out for drinks or just catching up
with friends. Selecting the location is the next step, following which, the app offers a list of
on the distance from your current location. You can apply additional filters such as ratings, whether the
restaurant is open at the time of the search, cuisine, budget and other aspects.
There's also a 'Featured Content' section that offers lists such as top 25 restaurants, foodie leader board (for
Users can also post pictures for restaurants they've visited in case they just want to post picture
reviews. Pictures can be posted through the restaurant's listing page or through a section within
the app that allows users to upload reviews and pictures of restaurants
Page | 53
5.3 Summary of all the competitors
Weakness Payment delay to the Services are down at Home delivery begins
restaurants, no cash on peak time. in only one segment of
delivery on some their entir e market.
restaura nts.
Opportunities Customers order food via Customers order food Customers order food
app and online is via app and online is via app and online is
increa s in g. increa s in g. increa s in g.
M arke t
Strate gy
Funds Raised $110 million in a Raised $16.5 million Raises $50 million in
fresh round of fund in additional funding funding led by existing
raising from rocket to make a play for the inves tor Info Edge
internet and other India n market.
inves tor s
Page | 54
Short term Increase restaurant Increase manpowe r New product line i.e., a
goal partners from 12000 to product which will
15000 at the end of allow the users to pay
October 2015 restaurant bill through
mobile applica tio n
Purchas e and
us age
Average The average value of Delivers over 70000 9000 delivery per day
purchas e each order ranges orders on a monthly all over India.
between Rs 500 to Rs basis.
550.
Usage Around 45- 48% of the 50% more orders Online ordering is more
transactions come from shifting from the when compared to
smartphones based app website to the app mobile app.
and the transaction size quick ly.
of this platform is 20%
more than on web.
Page | 55
5 .4 Competitor Analysis Grid
Product and
Se rvice s
Online & Mobile Online & Mobile Online and mobile
platfo r m to platfo r m - Open platfo r m for
discove r and market place that discove r y of
Princ ip le product order from enables online restaura nts, table
nearby ordering from bookings , home
restaura nts. nearby delive r y and
restaura nts & payme nts.
picks up and
delive rs
Pre- orderin g No Pre- ordering No Pre- ordering
Pre- orderin g facility availab le facility facility availab le
facility availa b le. All
delive r ie s done
on demand
45- 60 min 35 - 45 minute s
(Delive r y fee is
Deliver y duratio n fully waived if it
takes longe r)
11 am to 11 pm 11:30am -
Page | 56
Service Timings from Monday to 10:45pm from
Sunday. Monday to
Sunday
Positio ned as an Effic ie nt Provid in g a user
online food logis tics solutio n inter fa ce platfor m
delive r y platfor m (150+ delive r y to restaur a nts .
Product/S er v ice where more executive s ), Hence giving the
Positio ning offers , coupons seamle s s on- restaura nts the
and discounts are ground power to direct ,
availa b le for operatio ns and accept orders ,
customer s, powerful change menus,
compared to techno lo gy attract custome r s ,
competito rs . provide importa nt
info r ma tio n.
Social me dia
de tails
1.4 millio n likes 3300+ likes
Facebook
No. of vis itors 66,583 daily, 17,949 per day, 366,353 daily,
1,997,490 538,470 per 10,990,590
monthly month monthly
Sale s Promotio n 30% off, 300 off Rs. 75 off on any combo offers
on 450, 50% off, order
buy 1 get 1
Page | 58
Login option featur e availa b le. categor ies of
availa b le. FAQ Login option cuis ine on right.
and Polic ie s availa b le Specific meal
availa b le. search on left.
Fe ature s of mobile
app
Page | 59
Cha pte r 6 Inferences and Summary of Findings
It can be inferred that WIs who prefer ordering food through mobile apps
(38%), online web portals (14%) indicates the presence of TA who like to
have convenie nc e in ordering food.
From level of satisfaction we can understand that online food delivery system
is promine nt and running success ful ly in Electro n ic city.
Statistics about frequency of ordering food home delivery indicates that there
is decent numbe r of food home deliver y orders in Electro n ic city.
Marketing activities with emphasis on the combo offers in the app will be
fruitf ul in Electro n ic city.
Regarding the preferred cuisines of respondents, North Indian was the predominant cuisine,
followed by Biryani items. Going out for eating and movie were the major enterta inme nt
prefere nc es of WIs.
6 .1 .2 About Students
They prefer dinin g with frie nds and going for movie s in weekends.
Majority were students have placed a food home delivery through online, hence they chose
Satisfied option.
Frequency of food home delivery orders placed in a month by students and WIs, indicates
that decent number of orders can be generated from Electronic city.
While showing the demo of the TinyOwl app, students found the free meals offer which
enables them to earn money in their TinyOwl account more attractive.
North Indian was the preferred cuisine by most of the students. Major
enterta inme nt prefere nc es inc lud e Movie and going out for eating.
Page | 60
6 .2 Inferences from BTM Layout
6 .2 .1 About Worki ng Indi vi dual s
It can be inferred that WIs who prefer ordering food through online portals
(32%), mobile apps (27%) indicates the presence of TA who like to have
convenie nc e in ordering food.
From level of satisfaction we can understand that online food delivery system
is promine nt and running success fully in BTM Layout.
Statistics about frequency of ordering food home delivery indicates that there
is decent numbe r of foodhome deliver y orders in BTM Layout .
Marketing activities with emphasis on the combo offers in the app will be
fruitf ul in BTM Layout .
6 .2 .2 About Students
While showing the demo of the TinyOwl app, students found the free meals offer which
enables them to earn money in their TinyOwl account more attractive.
North Indian was the preferred cuisine by most of the students. Major
enterta inme nt prefere nc es inc lud e Movie and going out for eating.
Page | 61
6 .3 Inferences from Jayanagar
6 .3 .1 About Worki ng Indi vi dual s
It can be inferred that WIs who prefer ordering food through direct walk in
(48%), direct call (26%) indicates the presence of TA who like to have
convenie nc e in ordering food by going to restaura nts directly.
From level of satisfaction we can understand that online food delivery system
is not so promine n t in Jayana gar .
Statistics about frequency of ordering food home delivery indicates that there
is less numb er of food home delive r y orders in Jayana gar .
Marketing activities with emphasis on the combo offers in the app will be
fruitf ul in Jayana ga r.
6 .3 .2 About Students
They prefer trave lling to their respective homes or with frie nd s in weekends.
Majority of students have placed a food home delivery through direct call, hence they chose
Neutral option.
Frequency of food home delivery orders placed in a month by students and
WIs, indicates that number of orders that are generated from Jayanagar ar e very less
While showing the demo of the TinyOwl app, students found the free meals offer which
enables them to earn money in their TinyOwl account more attractive.
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6 .4 Inferences from Restaurants
6 .4 .1 From El ectroni c ci ty
While inter vie win g with the restaur a nt mana ge rs /o wne rs of 12 restaura nts from Electr
o nic city regio n revealed the follo wing.
On an average, they are getting 10 - 15 home delivery orders per day from
electro nic city.
The number of walk - in customers per day in these restaurants averages from 100- 200
customer s /da y.
FoodPanda and Zomato are the apps they are tied up with.
The areas from which they get maximum number of home delivery orders are
Electr o nic city phase 1, phase 2, B- schoo ls and areas within 3km radius.
Peak hours of home delivery are from 12 - 2pm in week days and 7 - 9pm in weekends.
Also since in Electronic city more students and PGs are there, they get bulk
order from colle ge s and etc.
While interviewing with the restaurant managers/owners of 10 restaurants from BTM Layout
regio n reveale d the follo wing.
On an average, they are getting 5 - 10 home delivery orders per day from BTM Layout .
The number of walk - in customers per day in these restaurants averages from 100- 200
customer s /da y.
FoodPanda and Zomato are the apps they are tied up with.
The areas from which they get maximum number of home delivery orders are from areas
within 3km radius.
Peak hours of home delivery are from 12 - 2pm in week days and 7 - 9pm in weekends.
Page | 63
Also since in BTM Layout more students and companie s are there, they get
bulk order from colle ge s and etc.
6 .4 .3 From Jayanag ar
While interviewing with the restaurant managers/owners of 5 restaurants from Jayana ga r regio
n revealed the followin g.
On an average, they are getting 5- 10 home delivery orders per day from Jayana ga r.
The number of walk - in customers per day in these restaurants averages from 150- 300
customer s /da y.
FoodPanda and Zomato are the apps they are tied up with.
The areas from which they get maximum number of home delivery orders are from areas
within 3km radius.
Peak hours of home delivery are from 12 - 2pm in week days and 7 - 9pm in weekends.
Also since in Jayanagar more residential societies and companies are there, they get bulk
order from homes and etc.
Page | 64
Chapter 7 Recommendatio ns
In case of WIs, marketing activities with promo codes and emphasis on combo offers will
be effective.
When it comes to students, they are more attracted towards the free meal
offer, which enables them to earn money into their TinyOwl account easily. Marketing
activities with emphasis on this offer will create intere s t in students towards the app.
Marketing activities need to be extensive as there is a lot of scope of people who can use
the app.
Marketing activities such as big hoardings, posters etc., if displayed, will attract more and
more customers and also people will get awareness about the app.
Marketing activities near hostels and colleges will be most effective since most of the
students prefer to have varie ty of food at reasonab le rates.
Page | 65
Chapter 8 Conclusio n
Bangalore is also called foodie’s paradise because of vast variety of foods and eatables available
with a touch of uniqueness and tradition. Popular cuisines in Bangalore includes traditional
vegetarian (south Indian & North Indian, Chines e, Thai, Arabic (Mughla i & Hyderabad i) .
A survey done by FoodPanda.in states that Bangalore being the Silicon Valley
of India with a large population of young working professionals beats other
cities when it comes to ordering food between 3 p.m. and 7 p.m. with 18 percent
of the total orders across India coming from the city.
o Italian cuisine is the most preferred choice for food in between meals at 32
percent, it is closely followed by Chinese (24 percent) and fast food (17 percent).
o Japanese and Hyderabadi cuisine seems to have lost the gourmet game by being
the last options preferred by foodies.
This data reveals that Bangalore is known for foodies and also increasing users
of smart phones clearly indicates that for such kind of mobile food apps will be
very much fruitfu l for the expans io n and establis hme nt of these companie s.
Since, TinyOwl is currently serving in only 5 major cities, but seeing the
interest of the customers in the app it is trying to expand its market to all over
India gradua lly.
Page | 66
Bibliography
REFERENCES
http://www .r es ta ur a ntind ia. in/a r tic le /gro wth/e xp a ns io n/O nline - foo
d-delive r y- s ee s- a- bo o m.a1 37 /
ying-to- solve- a t- zo ma to
in g-india/
http://www . fina nc ia le xpr es s. co m/a r tic le /c o mpa nies /foo dpa nd a - ra ise s-
110-mn- fro m- roc ke t- inte r ne t- r o hit- c hadd a- sa ys- ta r getting- 150 00- r es ta
app-tinyowl/
Page | 67
APPENDICIES
APPENDIX I
Q5. Occupatio n?
a. Student
b. Working individ ua ls
c. Working marrie d couples . d.
Home maker.
Page | 68
Q6. What are your famo us enterta in me nt prefere nce s?
a. Movie
b. Going out for eating
c. Trave llin g
d. Others
Page | 69
APPENDIX II
Q3. Are you tied up with any of the food ordering apps?
a. Yes
b. No.
Q4. Which mobile applic a tio n or online portal gives the maximum no. of orders?
a. Foodpanda
b. Zomato
c. TinyOwl.
d. Swiggy.
Q6. From whic h locatio n you get the most numbe r of orders?
Page | 70
Q7. Any offers /d isco u nts give n to custome r s by you?
Page | 71