STRATEGIC

MANAGEMENT(CM681)

TOPIC: MARKETING
STRATEGY OF ZOMATO.

Submitted By,
Bhavisha Patel
 Marketing strategy
 A plan of action designed to promote & sell a product
or service.
 An organization's strategy that combines all of its
marketing goals into one comprehensive plan.
 A good marketing strategy should be drawn
from market research and focus on the right product
mix in order to achieve the maximum profit
potential and sustain the business.
 “Discover more places to eat around you”

Zomato : An Indian Startup

acquiring the world.
 Financial
strategy

Marketing Growth
strategy Zomato strategy

Globalization
Strategy
Introduction
 Zomato is an online restaurant search & discovery
service provider that was founded by Pankaj
Chaddah and his accomplice Deepinder Goyal in the
year 2008.
 The firm has grown within a short time to become
present in about 23 countries by now.
 Former named- Foodiebay.
 the company was renamed to Zomato in 2010 after
which Smartphone applications were introduced
in 2011.
 Literature reviews
 (1)“Product and Brand Strategy of Zomato”
International Journal of Engineering Research &
Technology (IJERT) ,ISSN: 2278-0181,Vol. 6 Issue
06, June – 2017.
 The objectives of this research paper are:
 1)To study and understand the branding and marketing
strategy of Zomato.
 2)To analyze the current positioning of the brand as
per consumer perception.
 3) To suggest scope of improvement for the brand as
per consumer responses.
 (2)CASE STUDY- Zomato : An Indian Startup
acquiring the world.
The 7 p’s of marketing
Product
 Zomato provides its users with restaurant search
information and reviews that will enable one to make
an informed decision in regard to the choice of
restaurant.
 Menu images are offered to customers, especially for
those restaurants that aren’t running their own websites.
 Their slogan “Never have a bad meal” has truly been
proven right by the company’s ability to help its users
secure the right restaurants for their needs. The
company lists at least 1.5 million restaurants across
the almost 25 countries where it is present.
The main services in its marketing mix include Point of Sale
systems, Restaurant Search and Delivery, Table Reservations
and management, White label Apps and online ordering
services. White label is the product or service produced by a
company (main company), and it is used by another company to
rebrand it as if it is made them. There is a discontinued product
‘Citibank-Zomato Restaurant Guide’ which was a print version
of the website.
Price
 Zomato doesn’t charge restaurants for putting their
restaurant information on the Zomato page.
However, it doesn’t mean that the restaurants
won’t ultimately pay anything.
 Event based advertising when restaurant hold an
event and use Zomato as a medium to advertise
their event. There is a commission set on the
ticket sales through Zomato. They also provide
consulting services to restaurants to where should
the restaurant chains open their next outlet.
 Zomato uses various analytical tools to analyze where
the demand lies and help them with the solution. The
percentage revenue distribution can be summarized
as under; restaurant advertising- 85%, event
advertising- 5%, event ticket sales- 15% of the
revenue.
Place
 Zomato, an online service is available on Windows
platform, Android and iOS platform. It is available in
25 countries which include India, Australia, USA,
Chile, Malaysia, United Arab Emirates, Portugal,
South Africa and many more.
 Today, the site receives a flooded traffic of about 90
million visits every month. Products are available in
about ten languages namely: English, Italian, Slovak,
Spanish, Portuguese, Turkish, Polish, Indonesian and
Slovak.
Promotions
 Zomato is credited for being one of the few brands to
have become successful in content marketing.
 One of their content marketing strategy, in fact, the
main strategy, is the vast use of images to promote
their products.
 These images require a glimpse, have an impact on
audience and offer pure entertainment.
 The content is always fresh with old sayings, messages
delivered in a unique way in line with the service of
zomato.
 The social media is an important channel to market their
services.
 Their posts, messages are always some simple industry
jargons that is targeted at different audience segments.
 Along with posts and messages, Zomato has collaborations
with Paytm, Uber, Food Bloggers which display Zomato
as an option for any food related queries customers search
on these applications.
Advertisement
SWOT
Analysis
PESTEL
Analysis
Results of consumer survey
Conclusion & Recommendations
 It was found that social media platform is not being
properly utilized. The Facebook page should be
more active to interact with consumers.
 Also, Zomato needs to keep innovating. New features
like virtual tour of restaurants should be added. Live
video shots from café/pubs can be added if some
famous band is performing over there.
 The brand should build on its most used features. It
must ensure that Authenticity of the reviews should be
maintained.
 Paid reviews should not be encouraged, as it will
dilute the brand.
References
 [1] www.zomato.com
 [2] www.wikipedia.com
 [3] zomato mobile app
 [4] Media Reports McKinsey & Company, 2016