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!