Zomato Ppt.pptx

INTEGRATED MARKETING COMMUNICATION AND BRAND MANAGEMENT OF ZOMATO. Presented By: Renuka Vinod Kundojwar

INTRODUCTION • Zomato is a restaurant finder platform and discovery service founded in 2008 by Deepinder Goyal and Pankaj Chaddah.

• It was named by ‘FoodieBay’ in 2008, but in 2010 it was chaged as ‘ZOMATO’.

• Service provided by Zomato i.e restaurant searching, discovery, online ordering and table reservation, etc.

• In the summer of 2015 Zomato introduced its food ordering business in India, quickly gaining ground as a major player in the online ordering and food delivery sector.

STRATEGIES ADOPTED BY ZOMATO • Cost Leadership • Capital Investment

APPROACH TOWARDS SOCIAL MEDIA • Right now Zomato promotes itself as a food network. • On social media, they follow simple strategies of always be there for your customer and only best content needs to be sent to customers.

• They treat Facebook and Twitter as two different platforms, Twitter is more used for interaction and conversations and Facebook is primarily used to push their content and to reach more people.

• Once a user logs into Zomato with the help of Facebook or Google account. His/Her friends will be automatically identified on the site and they can easily follow their friends, as the friends ratings are more trusted by users.

BUSINESS MODEL • Restaurant pays Zomato for being featured on their platform. • Users views restaurants. • More customer footfall for the restaurant.

CHALLENGES FACED • Being in the daily meals market, they have to work with very low ticket sizes starting at Rs 50, with no minimum order requirement or delivery cost. Considering the costs associated with food production packaging and delivery, maintaining a strong unit margin is the biggest challenge.

• Confusion may happen between the restaurants and Zomato which may effect the end customer and customer has to suffer.

• A very high competition is already present in the market.

MAJOR COMPETITORS • Swiggy • Food Panda • Uber Eats

THANK YOU