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CONSUMER BUYING BEHAVIOUR OF ZOMATO

CONSUMER BUYING BEHAVIOUR OF


ZOMATO
CUSTOMER BUYING / VALUE PROPOSITIONS OF
ZOMATO

Zomato is an exceptional platform for diners to review a wide range of different


restaurants in their serving area. At the same time, it allows restaurant owners to
differentiate themselves in the market place, even if they are the owners of more than
one restaurant.Zomato further serves as a bridge between restaurant owners and
hungry customers.Zomato provides a comprehensive pricing model for the food delivery
services, providing insightful details to the overall cost, duration, etc. of the delivery
order.Additionally, Zomato provides membership and loyalty program to build loyal
customer base. For example, Zomato Gold membership and Piggy Bank loyalty program
ensure that customers get additional value for their money.
CUSTOMER SEGMENTS
Zomato has three customer segments:Users – Zomato platform is explicitly designed for
users to find and locate restaurants in a range of various cuisines. Zomato is perfectly
geared for customers who prefer home delivery.Local Businesses – The platform further
stands significant for restaurants who want to promote the business or restaurant name
to help reach the target audience. Zomato was built on market and trend
research.Reviewers (content contributors) – these are active reviewers, who add reviews
and photos of local restaurants or businesses on Zomato platform.
BRAND IMAGE OF ZOMATO
Zomato is brand, which every customer associate when he think of an e-food platform.
Brand Name : Zomato is named after Foodiebay.It is arbitrary brand name.

Brand Tagline : "Discover more places to eat around you".

Brand Logo : Simple & Classy.

This brand is very popular mostly among youngsters,since they want to experiment new
place to dine-out & enjoy with friends & family.
Zomato is present across all social platforms such as
facebook,twitter,pininterest,instagram which allows it to interact with customers on
regular basis.Majority of customers use zomato for checking reviews of restaurants.The
authenticity of reviews made customers choose brand.Getting innolved with
users,specially who actively use zomato,with physical activity like Foodsprint &
Zomnathon has given lot of brand ambassadors who are always very highly valued
CUSTOMER RELATION
Convenient Self Servicing: Zomato provides its customers independence to make the right
choice, providing all the options and information which leads to comfortable self-
servicing.Up to Date Ratings and Reviews: Users enjoy Zomato’s transparency in their
ratings and reviews, providing authentic information to users about the quality and
service of restaurants.Customer Engagement Activities: Zomato initiates customer
engaging activities like offering coupons and tickets.Active Communication Channel and
Customer Support: Zomato has a reliable customer support platform and maintains
effective communication with its customers.
THE DEEP TECH BEHIND ESTIMATING FOOD PREPARATION
TIME:
•Where should i order?
Earlier, restaurants in the online ordering flow •What should I order?
used to appear based on factors such as First, we simply reorganized the
popularity, and distance from your physical dishes on each menu page for a
location. The problem was, this made the list of restaurant, and put the ones you
restaurants static, and you’d likely have to scroll are most likely to order at the top.
endlessly to find that one place you really love For example, if we notice a pattern
ordering from. To overcome this, we’ve added a of someone consistently ordering
layer of personalization that helps us put the non-vegetarian dishes, we push
restaurants you are most likely to order from right non-vegetarian dishes to the top of
at the top of the stack. How do we know which every menu page on all restaurants
ones to show you first? Your search, browsing, that person views, so there’s less
and order history on Zomato offer some very scrolling to get to dishes they
strong indicators, such as your cuisine might want to order.
preferences, how much you spend on orders on
an average, and what you typically order at a
given time of day. The algorithm also factors in
how you’ve been using Zomato in general, and
shows places you may not have ordered from yet,
but might like to try
THERE ARE 3 COMMISSION BANDS SET UP BY ZOMATO
•If the restaurant is top notch and very popular they charge 7.5% commission of sales
coming from zomato. These are called priority 1 restaurant(P1)

•If the restaurant is moderately popular, they charge 10% of the sales coming from
zomato, these are called P1H and P2 restaurant.

•If the restaurant is not so popular, they charge 15% of the sales coming from the
zomato. These are called P3-P12 restaurant.
USER INTERFACE
ZOMATO’S DESIGN SYSTEM THAT HAVE BEEN BUILT FROM THE GROUND UP. IT’S NOT JUST
A DESIGN SYSTEM FOR ZOMATO, BUT MORE THAN THAT IT HELPS THEM PROVIDE A NEW
AND ENHANCED EXPERIENCE FOR THEIR USERS USING THE ZOMATO APP.
SWOT ANALYSIS
SWOT analysis of Zomato analyses the brand/company with its strengths, weaknesses,
opportunities & threats. In Zomato SWOT Analysis, the strengths and weaknesses are the
internal factors whereas opportunities and threats are the external factors.
Weaknesses:
Strengths are: 1. Competition from search engines &
1. Users perceive Zomato as ‘Specialty product’ other similar apps means limited
(Focused only on foods & restaurants) growth
2. High awareness – Top of the mind product 2. Drastic growth means susceptible to
3. Global presence – 25 countries – 1.5 million bad content
listed restaurants Opportunities:
4. Superior technology and a strong workforce 1. Opportunity to expand to further
of over 1200 poeple more countries
5. Asset less business model 2. Increasing internet penetration &
6. High financial leverage due to its business number of smartphone users
model 3. Rapid technology development
7. Simple & user friendly interface Threats:
8. Aggressive and Innovative marketing strategy 1. Intense competition
9. Strong brand recognition and has won several 2. Lack of clear rules and regulations -
accolades & awards Changes in government policy can
easily affect the business model
3. Business model can be easily imitated
by other players
COMPARISON ZOMATO VS SWIGGY
Basically both Swiggy and Zomato are food delivery aggregators running their services via
mobile applications.
There are little differences between them.
1. Zomato has reviews & ratings, images and details of restaurants whereas Swiggy has
only ratings.
2. Swiggy is very simple to use and order food compared to Zomato.
3. Zomato has lot more than ordering food like details about restaurants in your city,
Zomato Gold, following other people.
4. Swiggy has zero delivery fee membership called Swiggy super which gives unlimited
free deliveries on orders above ₹99. This membership fetch you some more offers.
5. And after acquiring ‘ubereats’ zomato is providing free gold membership to the
customers using uber eats.
6. And there are plans for zomato gold membership plans.
7. In gold membership the main focus is pay for one and get one free at restaurants.
For Restaurants details- Zomato helps you.
CONCLUSION
Zomato happens to be one of the most successful platforms that was originally launched
in India. Today it’s serving platforms and operations have extended to over 21+ countries
and are determined to continue to grow its customer base.Zomato is working on many
new business endeavors. However, this doesn’t limit Zomato from further
implementation and improvement to their existing platforms and software applications.
PREAPARED & PRESENTED BY :

NAME: ROLL NO:


AJAY GUPTA 194
JATISH JAIN 196
SAURABH JONDHALE 197
POOJA KHAPEKAR 200
NEETAL LALWANI 202
PUNIT MODI 204