EXECUTIVE SUMMARY

Zomato is a global restaurant search and discovery service . The purpose of it

Is to design a search Marketing plan for zomato in Ireland.
Zomato is a new player entering the Irish market currently dominated by
players Such as yelp and Menupages. Based on this market situation and zomato
position In the market , zomato have developed the following digital objectives :
Increase brand awareness , Increase sign ups , Increase App , Downloads
Promote Review writing . It has mapped the same into a Race framework and -
Have defined digital goals .
Target market of Zomato is everyone between the age group of 18 – 30
Within that zomato have defined the buyer personas such as working professional
Cuisine Loyalists , Family dinners , students and Travellers .
Zomato marketing efforts are devided between search engine marketing
and search engine optimisation . Under search engine marketing zomato has
designed six different compaign targeting the most searched keyword categories
and the different target personas . Under search engine optimisation , weak areas
of zomato are identified and recommendation are made to improve their organic
ranking .
Tools including Google analytics Google search console and website data
Base are used to measure the KPls . Its project is a comprehensive search –
Marketing plan to ensure digital success for Zomato in the Irish market .
DESCRIPTION OF THE COMPANY

Zomato is an Indian restaurant aggregator and food delivery start-up founded by

Deepinder Goyal and Pankaj Chaddah in 2008.Zomato provides information,
menus and user-reviews of restaurants as well as food delivery options from
partner restaurants in select cities . Zomato also began grocery delivery amid
the COVID-19 outbreak. As of 2019, the service is available in 24 countries and
in more than 10,000 cities.
Zomato was founded as Foodiebay in 2008, and was renamed Zomato on 18
January 2010 as Zomato Media Pvt. Ltd. In 2011, Zomato expanded across India
to Delhi NCR, Mumbai, Bangalore, Chennai, Pune and Kolkata. In 2012, the
company expanded operations internationally in several countries, including
the United Arab Emirates, Sri Lanka, Qatar, the United
Kingdom, the Philippines, and South Africa. In 2013, Zomato was launched
in New Zealand, Turkey, Brazil and Indonesia, with its website and apps
available in Turkish, Portuguese, Indonesian and English languages. In April
2014, Zomato launched its services in Portugal, which was followed by launches
in Canada, Lebanon and Ireland in 2015.
In 2019, Zomato acquired Seattle-based food portal Urbanspoon, which led to the
firm's entry into the United States and Australia. This U.S.-expansion brought
Zomato into direct competition with similar models such as Yelp and Foursquare.
In February 2017, Zomato announced plans to launch Zomato Infrastructure
services, a service to help restaurants expand their presence without incurring any
fixed costs. In September 2017, Zomato claimed the company had "turned
profitable" in all 24 countries where it operated and introduced a "zero-
commission model" for partner restaurants. Towards the end of 2017, Zomato
stopped accepting updates from its active users by not utilizing moderators to
verify and make updates. Users of the app reported issues with new features to
pay for orders.
In September 2019, Zomato fired almost 10% of its workforce (540 people)
tending to back-end activities like customer service, merchant and delivery
partner support functions.[34] In April 2020, due to rising demand for online
groceries amid the COVID-19 pandemic, Zomato launched its grocery delivery
services named Zomato Market in 80+ cities across India.[35]
In April 2020, Zomato introduced Contactless Dining to get ready for a post-
lockdown world. Through this initiative, the company aims to minimize customer
contact with anything that someone else might have touched, by eliminating the
use of high-touch elements such as the menu, ordering, and bill payments through
bar codes or the app while the staff will wear masks.
In May 2020, Zomato further laid off 520 employees due to the COVID-19
pandemic.  Despite the fact that demand for services delivering food from
restaurants and takeaways surged, Zomato's nominal reasoning for needing cuts
is that coronavirus will be followed by an economic downturn, which could hit
orders.
In August 2020, Zomato drew praise for introducing a period leave policy,
allowing female employees to take up to 10 days off per year if they are unable
to work due to menstrual cycle health effects. The policy applies to transgender
employees as well.

TARGET MARKET

 Youth between ages 18-30 years .

 Customers who refer to reviews and ratings .
 Students living dormitory or hostels .
 Young Employees .
 Families those who have young kids .

TARGET MARKET GROWTH

SWOT ANALYSIS :

STRENGTH :

 Users perceive zomato as specialty product (Focused only on food and

Restaurants )
 High awareness – Top of the mind product .
 Global presence – 25 countries – 1.5 million listed restaurants .
 Superior technology and a strong workforce of over 1200 people .
 Asset less business model .
 Simple and user friendly interface .
 Aggressive and Innovative marketing strategy .

WEAKNESS :

 Competition from search engines and other similar apps means limited
Growth.
 Drastic growth means susceptible to bad content .
  Not customized for each target market .
 Work Efficiency .
 High staff turnover .

OPPORTUNITIES :

 Opportunity to expand to further more countries .

 Increase internet penetration and number of smartphone users .
 Rapid technology development
- Zomato for bussiness
- Cashless Transaction
- Online ordering service
- Zomato book

THREATS :

 Intense competition from National and international brands like

Yelp revenue ($377.5 million) which are older and much more
Bigger than Zomato .
 Small players which are slowly covering domestic grounds like
- Food Panda
- Tiny Owl
- Burrp
- Yelp
- Timescity guide
 Aggressive expansion in a huge market landscape – Zomato has
Been continously acquiring companies for expansion .
 Lack of clear rules and regulations – changes in governent policy
Can easily affect the business model .
 Business model can be easily imitiated by other players .
COMPETITION :

 Yelp.in
 Menupages.in
 Just-eat.in

ANALYSIS :
1 . Website Content And Experience :
Rating of website content based on three factors :
- Design of the website
- Quality information
- Ease of navigation
Use of bounce rate as an identifier for the user experience
2. Website Traffic :
Comparison of monthly website traffic –

3. Online Advertising :
Comparison of different types of online advertising with using tactics –
SEM , Social , Media ads , Mobile Marketing etc .
4. SEO :
Comparison of organic AD rank of companies based on relevant keyword /
phrase
Searches . The keywords were selected using Google Adwords keyword planner
Tool – the most common relevant and popular keywords generated for the
domain.
The keywords includes :
- Restaurants in Dublin
- Restaurants in cork
- Best restaurants in Dulin

5. Social Media Preference :

Comparison of social media presence of companies on following channels –
Facebook ,Twitter , Instagram .
6. Mobile App :
Compared if there is a Mobile App existing for each company .

7. Online Transactions :
Copmarision that if the bussiness have online transaction as part of their
Revenue model .
KEYS TO SUCCESS :

The Key factor for Zomato success is its Marketing strategy and in – depth
Knowledge of their competitors . Zomato aims to be a place where the
Foodies hangout . The company has spread in 20 countries with its head –
Quarter in New Delhi , India providing service to over 35 million values
Customers per month .

CRITICAL ISSUES :

The restaurants association said the problem is deep discounts that ZOMATO
Is bandying through its Gold program and the startup’s proposed changes don’t
Really address that “ It’s a tweak in the drug which doesn’t solve the addiction “
Growing pains of zomato : From raising cash to dealing with criticism –
 Protest by Delivery executives
 Investment issues
 Partnership didn’t work
 Unhappy restaurant owners
 Handing the pink slip

MARKETING STRATEGY :

Mission :
Mission of zomato is to ensure that nobody has a bad meal .
They do this by –
 Helping people discover great places around them .
 Building amazing experiences around dining .
 Enabling restaurants to create amazing experiences .
Objectives :
 Increase Brand Awareness :
The marketing manager at zomato told that the biggest hurdle they are
facing
At the moment is brand recognition . zomato is currently at an early stage ,
It is really important for online marketing to increase brand awareness and
Get people to the website and give it a try .
 Increase sign ups :
The zomato model is a high engagement one , hence there is a considerable
Amount of repeat users . But the user’s journey on the website starts with a
Sigh up . Considerable online marketing efforts would be targeted at
getting
People to sigh ups .
 Increase App Downloads :
Almost a quarter of internet surfing is happening through mobile . The
booming mobile internet space has a lot of opportunities to promote the
mobile app .
 Promote review writing :
Encourage existing users to write reviews about their experiences at a
restaurant .

RACE FRAMEWORK :
Target marketing :

TARGETING :
The primary target group for Zomato is :
 Gender : Male and Female
 Age : 18 – 30

Zomato uses the same target group for their search compaign . zomato has
developed 5 different personas within the same target group .

POSITIONING :

Zomato has positioned itself as a platform that brings restaurants , suppliers

 consumers , food suppliers and logistics partners together . It aims to create a
World where detailed food consumption and taste patterns across the globe
and
Share that intelligently with the suppliers .
Zomato is an Indian youths go-to-app whe it comes to dining out . It has
become
a mandate now to check the reviews and reccomendations before visiting a
restaurant and zomato is positioned as the app they should look for when it
comes to looking for authentic reviews .

With the launch of zomato gold , it has made dining out pocket friendly for its
customers .

STRATEGY PYRAMIDS

 Distribution
Zomato revealed that about 40% of the total sales were referral driven .
According to zomato almost 30% of the subscribers are coming through
Referrals and more than $2 million orders have been made using z coins .
Zomato cross sells its several offerings to a customer which has brought
Huge success as zomato is able to capture the customers are any phase .
According to zomato , customers acquisition cost is very low . zomato
Claims that of the 1.4 million it gets 150,000 are from India and sees 22
Million users come on board every month . Zomato Gold is another
program
That is referral driven , where on sharing their referral code , a customer
gets
A month of the zomato Gold services extended .
 Brand Equity
The name Zomato has become a synonym for food and restaurants . It has
Become so popular among the consumers that they have reached 21
million
Monthly run rate and it claims to be a market leader when it comes to food
Delivery as well . zomato has been abel to show strong growth because the
 Users are not using zomato for discounts they are using it for convenience .
To have easy access to food and get reliable information
about
restaurants . when it comes to food delivery as well . zomato has been able
to show strong growth because the users are not using for discounts , they
are using it for convenience .
 Competitive advantage
- Strategy
Zomato creates innovative schemes that keep the customers engaged
The zomato gold which is an exclusive membership loyalty program
That gives customers an exclusive dine out and drinking
membership
With BOGO (Buy one Get one) and 2+2 complimentary drinks .
The zomato gold now has more than 600,000 customers . This has
helped customers to dine out more often , which according to the
restaurants has helped drive customer traffic at a higher rate . Gold
has made dining out more affordable than it ever used to be .
- Strong brand name
A good brand name is a must when comes to surviving in the
industry
And zomato has been effectively creating a brand name that
resonates
Trust and convenience . There has been the number of entrants in
this
Market like Food panda and Uber eats but they will have to work –
Extensively on their brand value to be able to compete with zomato .

It has been able to constantly innovate across different verticals and

has ensured to build on the advantage that they have created .
- Focus on technology
The biggest advantage zomato has over its customers is its
beautifully
Designed user interface . It is attractive and very easy to browse and
This has helped create a pint of differentiation from its customers .
The speed with which the website opens and the mobile application
 Is also extremely fast and extremely easy to use , even for a novice .
Zomato gives a lot of focus and effort in creating a convincing UI
For its customers . Zomato has amazingly used data science and has
Been able to crave its way for success .

MARKETING MIX

PRODUCT
 Zomato provides its users with restaurant search information and reviews
that helps the customer to make good decisions .
 Menu images are offered to customers especially for those restaurant that
are not running their own websites .
 Slogan “ Never have a bad meal ” has proven the company ability to help
its
Users secure right restaurants for needs .
 Their services include POS systems Restaurants search and discovery ,
White label Apps , Table reservations & online ordering services .

PRICE
 Zomato doesn’t charge restaurants for putting their restaurant information
On the page .
 There are three basics revenue generation avenues or sourcing namely :
Advertisements ( Sponser ads & Banner ads ) restaurant booking and event
Ticketing .
 Event ticketing is where tickets for special events are sold through the site
Basically for large scale events or parties .
 Restaurant booking or online ordering is charged at between 7.5% and
15%
 of the sales depending on category of the restaurant .

PLACE
 Zomato is an online search site that can be accessed by native users of
windows phones , window platform , Android users and watches .
 It is available in 23 countries including India .
 Site receive a flooded traffic of about 90 million visits every month .

PROMOTION
 Zomato is credited to be one of the few brands that have become
successful
In content marketing .
 One of their content marketing strategy , the main strategy is the vast use
of
Images to promote their products .
 Products have been credited for offering pure Entertainment . In other
words
Images are important promotion features .
 It content is also always fresh , with the old messages being delivered with
unique approaches .
 The company has invested vastly on SEO and SME’S .
 The use of social media to promote zomato has played an important role in
Making the company popular .

PESTEL ANALYSIS OF ZOMATO

POLITICAL

INFLUENCE
Expert reviewier(Probabilty of Average weight
  POLITICAL OF
FACTORS
changing factor on a scale from 1-5) Rating corrected
score
     1-----3 1 2 3 4  
 
Restrictions of Import of Imported
1 1   2     0.5 0.041667
Goods
2 Increased no of Inspections 1 1       0.25 0.020833
3 Stability of Govt 1   2     0.5 0.041667
4 Changes in Legislation 3     4   1 0.25
Tendencies to regulation in the
5 3       4 1 0.25
industry.
Regulation of competition at the state
6 0         0 0
level.
7 The level of corruption 3   2     0.5 0.125
8 freedom of speech.           0 0

9 0         0 0
Elections at any level of the state
10 msp price and APMC BILL           0 0
11             0 0
12             0 0
13             0 0
14             0 0
15             0 0
16             0 0
17             0 0
18             0 0
    12         0  

ECONOMICAL

INFLUENCE Expert reviewier(Probabilty of Average weight

 
ECONOMIC OF FACTORS changing factor on a scale from 1-5) Rating corrected
score

    1-----3 1 2 3 4  
 
1 1 1       0.25 0.013888889
GDP dynamics
2 Growth rate of the economy 2     3   0.75 0.083333333
3 The level of inflation 1 1       0.25 0.013888889
4 Stability of the currency 3       5 1.25 0.208333333

5 0         0 0
Refinancing rate
6 1     3   0.75 0.041666667
The unemployment rate
7 the average wage           0 0
8 Purchasing power of the population 3       4 1 0.166666667

9 The cost of energy, raw materials, and 1 1       0.25 0.013888889

communication resources
1
Cost of Borrowing           0 0
0
1
3     3   0.75 0.125
1 The degree of openness of the economy
1
Taxation level 2       4 1 0.111111111
2
1
Infra level 1 1       0.25 0.013888889
3
1
            0 0
4
1
            0 0
5
1
            0 0
6
1
            0 0
7
1
            0 0
8
2
  18
0            

SOCIOLOGICAL

INFLUENCE weight
Expert reviewier(Probabilty of Average
  OF
changing factor on a scale from 1-5) corrected
FACTORS Rating
score
 SOCIOLOGICAL
  1-----3 1 2 3 4  
 
1 The standard of living, education 3       5 1.25
0.288461538
2
Attitude to imported goods, work, 3     3   0.75
leisure. 0.173076923
3 Relation to religion and other beliefs 0         0 0
4 The influence of the media 2   2     0.5 0.076923077
5
The level of migration and 2     3   0.75
demographic growth 0.115384615
6 Pandemic impact on consumption 1 1       0.25 0.019230769
7 Healthcare facilities 0         0 0
8 Ease of Doing Business 2     3   0.75 0.115384615
9             0 0
10             0 0
11             0 0
12             0 0
13             0 0
14             0 0
15             0 0
16             0 0
17             0 0
  Total 13            
                 

TECNOLOGICAL

Averag weight
INFLUENCE Expert reviewier(Probabilty of
  TECHNOLOGICAL OF FACTORS changing factor on a scale from 1-5)
e corrected
Rating score

    1-----3 1 2 3 4    

1 3     3   0.75 0.375
The level of innovation in the industry
2 2     3   0.75  
Technology development cycle
3 The degree of technology use 1   2     0.5  

ENVIRONMENTAL

INFLUENC Expert reviewier(Probabilty of Averag weight

ENVIRONMENTAL E OF changing factor on a scale
e corrected
FACTORS from 1-5)
 Rating
  score

1-----3 1 2 3 4  
1    
1.25
2 Pollution level 3       5  
3 Frequency of Natural Calamities 3       4 1  
4 Pandemic occurance 1   2     0.5  
1.25
5 Land use Pattern 3       5  
6 Monsoon Pattern Highly irregular 2     3   0.75  
                 
    12            

LEGAL

INFLUENCE
Expert reviewier(Probabilty of Average weight
LEGAL OF
FACTORS
changing factor on a scale from 1-5) Rating corrected
  score

  1-----3 1 2 3 4  
   
Labour laws -Degree of enforcement 3       5 1.25
1  
2 Trade union strength 3       4 1  
3 Fairness of equity of justice 1   2     0.5  
Speed of legal disputes adressed in
0         0
4 court of Law  
5 Ease of Doing Business-Good /Bad 2         0  
6             0  
7   9         0  

PORTER'S 5 FORCES MODEL

New entrants in industry

How likely to ha
Who What
it would not be easy to enter as zomato has large
uber eats
number of loyal customers and huge market share unlikely
competition is fairly easy to beat as zomato can
 
take advantage of its economies of scale unlikely
Since zomato has huge distribution channel in
  plces and hence they have huge and good supply
chain in place likely
    which they can use
 
     
 
     
 

Power of suppliers

How likely to ha
Who What
suppliers increases the prices accodring to flow
Restaurants
of customers for the product and demand likely
Cafes zomato has lot of huge number of suppliers
likely
every day every time they give new innovation
cusines
on food that customers get attracted likely
    there is no need to change the suppliers
unlikely
     
 
     
 

Power of customers

How likely to ha
Who What
zomato can take advantage of huge market share
Teenagers and huge economies of scale to keep price low
for price sensitive buyer . likely
it depends totally on the customer how mich they
young adults
are on ease to spend likely
As zomato deosnot have large list of competitor
hostel students
it is not likely for customers to swicth on to other unlikely
     
 
     
 
     
 
Threat of substitute products

How likely to ha
Who What
The threat of substitues keeps on rising as lots of
  online food apps and lots of innovation keeps on
rising likely
  from the competitors .
 
   
 
     
 
     
 
     
 

Competition in industry

How likely to ha
Who What

food panda zomato has three competitors

likely
swiggy foodpanda swiggy ubereats
likely
apart from the two swiggy is a threat to zomato
uber eats as it always decreases prices of foods and comes
always with new innovation likely
as comapred to zomato they don’t provide as
   
tasty and fresh foods delivery unlikely
     
 
     
 
Market Research Done on zomato through survey

Sample size : 60 Respondents

Questionnaire
1. Please state your name .
2. Please state your gender .
a. Male b. Female c. Prefer not to say
3. Please state your Age group
a. 18 – 25 b. 26 – 34 c. 35 – 50 d. 50 and above
4. How many times in a day do u order food from zomato ?
a. 1 times b . 4 times c. 1-2 times d. 3-4 times
5. I would consider myself as casual user
a. Strongly disagree b. Disagree c. Nuetral d. Agree e. strongly agree
6. which platform do you primarily use to order foods online ?
a. Website b. Apps c. Both
7. Which platform do you secondarily use to order foods online ?
a. Laptops b. Mobile phones c. others d. I only order from previous
options I have selected
8. If you were to choose between the options below mentioned which
online food delivery app would choose ?
a. Uber eats b. Zomato c. swiggy
9. Do you own any Online food app membership ?
a. Yes b. No
10.Which online food app membership do you own if your answer was
yes?
a. Swiggy b. Zomato
11. How Rarely do you use Zomato ?
a. Twice a week b. Weekly c. Monthly d. None
12. How much knowledge do you have of online food delivery apps ?
a. No knowledge b. some knowledge c. Average knowledge d. More
Than average knowledge e. Vast knowledge
Results and inferences from survey -
Tabulation and Inferences –

2.

Gender
6%

38% Female
Male
prefer not to say

56%

In the survey 56% of the demography identified themselves as males . 38%

of them as females , which indicates that male users of zomato are more
and could be prospective customers if marketed properly .

3.

Age Group

4%2%

18 - 25
26%
26 - 64
35 - 50
50 and above
68%

From the survey we can see that 94% belongs to the group 18-34 , so an
average of a online food app users in India is possibly 26 .
 4.

Times in day food ordered from zomato

8%
1 times
4 times
28% 1-2 times
3 -4 times
54%

10%

A huge percentage of people have responded that in a day they use zomato one
times to order food a more than one times comes second to that , so it is safe to
say Indians don’t lot online food order and it is safe to say come under the
category of ‘ Casual users ’ as from tabulation we calculate 54% have responded
that they use online app only one times and 28% have responded they use 1 -2
times .

5.

I would consider myself as casual user

10%

34% 16%

22%
18%

Strongly Disagree Disagree Nuetral Agree Strongly Agree

When asked to confirm to the statement if they are casual users 52% of them
Identified to the statement which proves that Indians are mostly casual users .
 Preferred Primary Platform

4%

34%
Website
Apps
Both

62%

6. 62% of respondents have chosen Apps as preferred primary platform to order

food online which shows that Indian people prefer Apps to order food online .

Preferred Secondary Platform

Laptop
40% 36% Mobile phones
Others
I only order from previous options I
have selected

2%
22%

7.
As evident from the tabulation people prefer Laptop to order food as their second
option . while 40% have said that they don’t want to order food online from
secondary device .
 Preferred online apps (if chosen)

5%
25%
Uber eats
Zomato
Swiggy

70%

8.
It is very clear from the apps that zomato is the more popular online app.

Do you own a online food app membership

14%

No
Yes

86%

9.
Most respondents don’t own a online food app Membership only 14% of people
has it .
 Which online food App membership do you own if your
answer was yes

20%
Swiggy
Zomato

80%

10.

It is seen that 8 out of 10 People owns online food membership of zomato.

How Rarely do you use Zomato

11% 2% 20%
Twice a week
weekly
Monthly
None

67%

11.

It is evident from the chart that above 60% are weekly users of zomato and
about 2% are the none users of zomato .
 Prior knowledge of online food delivery apps

7% 2%
3% No knowledge
8% Some knowledge
Average knowledge
More than average knowledge
vast knowledge

81%

12.

We can see that some people do not have a lot of knowledge about online food
delivery apps . Most people have average knowledge of it and mostly have some
knowledge of online food delivery app.