SL NO. CONTENT PAGE NO.

1. Marketing Mix 23

2. Elements of Marketing Mix 24

3. Product Mix 25

4. Price Mix 26

5. Place Mix 27

6. Promotion Mix 28

7. Zomato 29-37

8. Swiggy 38-45

9. Comparison 46-47

10. Conclusion 48

11. Acknowledgement 49

12. Bibliography 49

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Marketing mix
 MARKETING MIX
The term "marketing mix" refers to a set of
controllable elements or variables that a company
uses to influence and meet the needs of its target
customers in the most effective and efficient way
possible. It refers to the set of actions, or tactics, that
a company uses to promote its brand or product in
the market. The 4Ps comprise a typical marketing
mix: Price, Product, Promotion, and Place.
The marketing mix is a fundamental concept in
marketing that encompasses various elements crucial
for a company's success. It refers to the combination
of product, price, place, and promotion strategies that
a company employs to effectively reach its target
market. The marketing mix helps companies
understand their customers' needs, create compelling
products or services, determine appropriate pricing,
select distribution channels, and develop promotional
campaigns.
By carefully crafting and integrating these elements,
the marketing mix enables companies to achieve their
marketing objectives and gain a competitive
advantage in the market. It serves as a framework for
creating and implementing effective marketing
strategies that resonate with customers and drive
business growth.

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4 P’s of Marketing Mix
ELEMENTS OF MARKETING MIX
The marketing mix, often referred to as the 4 P's, is a
fundamental concept in marketing that helps
businesses effectively develop and implement their
marketing strategies. The 4 P's represent four
essential elements that need to be considered when
creating and executing a marketing plan. According to
William Stanton, a marketing mix is a systematic
combination of four elements – product, price, place,
and promotional activities used to satisfy the needs of
an organisation’s target market(s) and, at the same
time, achieve its marketing objectives.
1. Product Mix: (a) product range, (b) size, shape,
design, (c) quality of the product, (d) brand name
of the product, (e) packaging and labelling of the
product, (f) after sale services, (g) warranty
against defects.
2. Price Mix: (a) price to be charged, (b) discounts
and allowance to be offered, (c) terms of credit.

3. Place Mix: (a) channel of distribution, (b)

distribution policy, (c) transportation, (d)
warehousing, (e) inventory control.

4. Promotional Mix: (a) advertising, (b) personal

selling, (c) sales promotion, (d) publicity, (e)
public relations.

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Product Mix
 PRODUCT MIX
A product is a commodity, produced or built to satisfy
the need of an individual or a group. The product can
be intangible or tangible as it can be in the form of
services or goods. It is important to do extensive
research before developing a product. A product has a
life cycle that includes the growth phase, the maturity
phase, and the sales decline phase. It is important for
marketers to reinvent their products to stimulate
more demand once it reaches the sales decline phase.
A product mix is the total number of product lines
and individual products or services offered by a
company. Additionally referred to as product
assortment or product portfolio. Product mixes vary
from company to company. Some have multiple
product lines with lots of products in each line. But
others are much more limited.

There are four key product mix strategies:

1. Expansion: A company increases the number of
product lines or depth (i.e., product variations)
within lines.
2. Contraction: A company narrows its product mix
to eliminate lower-performing products or lines or
to simplify remaining products or lines.
3. Change an Existing Product: A company
improves a current product rather than creating
a completely new product.
4. Product Differentiation: Without modifying the
product in any way, a company positions it as a
superior choice to a competitive product.

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Price Mix
 PRICE MIX
Price mix is the combination of different ‘price-related
variables’ determined by a producer to fix the price of
the product or service he offers. These variables
include the cost of making the product, the factors
that influence the pricing decisions, the various
pricing strategies, the pricing objectives, etc.
Simplistically, price is the amount of money
customers have to pay to obtain a product. That is, it
is the economic value of a product expressed in
monetary terms. A well-chosen price can help the firm
attain its financial objectives, adapt to the market
realities, and conform to other elements of the
marketing mix. The product’s price stipulates the
product’s future, and customer acceptability and is
an instrument against the competitors. Thus, it
should be weighed above other marketing elements
since it is the only marketing mix component that
generates revenue while other elements create cost.
Pricing is of essential importance because:
 It regulates demand
 It is a determinant of profitability
 It is an integral part of sales promotion

A large number of internal factors and external

factors influence price determination. Some are:

 Cost of product
 Government control (taxes)
 Objectives of the firm (profit maximisation or
service motive)

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Place Mix
 PLACE MIX
Place mix or distribution mix is an arrangement of
channels, both physical and non-physical, through
which the product is made available to customers for
purchase. It is the set of decisions a company
undertakes to make the product accessible to its
target customers conveniently and in the most cost-
efficient manner. In layman's terms, the place is all
about decisions regarding the distribution channels
and physical movement of goods.

Thus, it aims to reduce the gap between the

producers and the customers by concentrating on the
location of the business, and the destination market,
connecting both, and transporting them at the end of
the day. The place mix is made up of two major
components that can help a company meet its
distribution goals and business targets. They are:

 Physical Distribution: Physical distribution is a

set of activities concerned with the efficient
physical movement of goods from the producer to
the consumer. It includes the four major
activities like order-processing, transportation,
warehousing and inventory control.

 Channels Of Distribution: Channels of

distribution refer to the various essential linkages
between manufacturers and intermediaries and
end-users involved in the firm’s distribution
network. It’s the network of individuals and
institutions that helps to establish frequent
contact with the customers and offer the required
information about the items to the customers.

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Promotion Mix
 PROMOTION MIX
The promotion mix refers to the various strategies
and tactics that businesses use to communicate and
promote their products or services to their target
market. It encompasses the overall promotional
efforts employed by a company, including advertising,
public relations, sales promotions, personal selling,
and direct marketing. It is a crucial component of the
overall marketing strategy and plays a vital role in
generating awareness, driving sales, and building
brand loyalty. The importance of the promotion mix
lies in its ability to effectively communicate the value
proposition of a product or service to the target
audience. Some elements of promotion are
advertising, publicity, sales promotion, and personal
selling. The importance of promotion mix are:

 Creates awareness

 Driving sales

 Builds brand image

 Builds relationship with the customers

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 Zomato

Zomato Business Model

 ZOMATO
Zomato, a popular online food delivery and restaurant
aggregator platform, has successfully utilized the
marketing mix to establish itself as a leading player in
the food delivery industry. It is one of the leading
company in food-tech industry founded in July, 2008.
It offers a user-friendly platform that allows
customers to explore a wide range of restaurants,
browse menus, and place food orders. The platform
also provides comprehensive information about
restaurants, including reviews, ratings, and photos,
helping customers make informed decisions. Zomato's
product is designed to provide convenience, variety,
and a seamless food ordering experience for its users.
It operates on a variable pricing model, allowing
partner restaurants to set their own prices.
Customers can find a range of price points for
different restaurants and cuisines, catering to various
budget preferences.
It operates in multiple cities and countries, providing
wide geographical coverage. Its platform is accessible
through a website and a mobile application, making it
convenient for customers to order food from
anywhere, anytime.
It employs various promotional strategies to create
awareness and attract customers. It uses a mix of
online and offline marketing channels, including
digital advertising, social media campaigns, email
marketing, and partnerships with restaurants and
food bloggers.

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Product Mix of Zomato
 PRODUCT MIX OF ZOMATO
Zomato is an Indian multinational food delivery
company and a restaurant search portal. The online
ordering platform offers menus, information and user
review of restaurants attached to its company and the
various food delivery options of particular restaurant
partners.

Zomato started its online ordering services for food

delivery in several cities in India in the year 2015.
Initially, it started as a delivery service for companies
like Grab and Delhivery which did not have their
delivery services. On June 24, 2022, Zomato made
the acquisition of Blinkit, and then it had started
delivering groceries via blinkit from their main app
also i.e. Zomato app, as the online food aggregator to
accelerate Blinkit’s journey to profitability. Following
are the list of products launched by Zomato:

1. Zomato Book:
In April, 2016 Zomato ventured into table bookings
with the acquisition of US-based online table
reservation platform NexTable, since renamed
Zomato Book. Zomato Book, which allows users to
book tables via the app and website. It makes
money by charging a monthly subscription fee
from restaurants, and claims that table bookings
is a high-margin business.

2. Zomato Trace:
Launched as a Food Delivery platform, Zomato
Trace had real-time delivery location tracking
features

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 Zomato Base

ZIS (Zomato infrastructure services)

Zomato Gold
3. Zomato Base:
In 2015, Zomato acquired Maple OS and renamed
it Zomato Base. It is an Android-based POS system
that offers restaurants a host of features including
menu, recipe, and inventory management, a built-
in payment solution that accepts debit and credit
card payments, CRM, and real-time analytics. The
detailed list of features in Zomato Base includes
menu management, inventory management, recipe
management, customer relationship management,
data analytics, electronic receipts, Offline
transaction support, and payment gateway
integration.

4. Zomato Infrastructure Service:

Zomato's infrastructure services likely refer to the
underlying technology and systems that support
their food delivery and restaurant discovery
platform. This could include servers, databases,
cloud computing, network infrastructure, and
various software components that enable the
smooth operation of their services. It is a cloud-
based kitchen infrastructure service that helps
partner restaurants spread their presence far and
wide without additional fixed costs.

5. Zomato Gold:
Zomato Gold is a subscription-based dining
program that offers its members various benefits,
such as discounts on food and drinks at partner
restaurants

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Zomato Hyperpure

Zomato Instant

Intercity Legends

ZOMALAND
6. Hyperpure:
WOTU was rebranded by Zomato as Hyperpure for
supplying food ingredients from warehouses to
restaurants. Hyperpure by Zomato is a B2B
platform for kitchen supplies and a one-stop-shop
for the HoReCa (Hotels, Restaurants & Caterers)
industry.
7. Zomato Instant (Blinkit):
Zomato Instant is a 10-minute food delivery
service. Customers order groceries and essentials
online. Then the company secures the items from
their warehouse and delivers the items to the
consumer within 10 minutes.

8. Intercity Legends:
In 2022, zomato launched Intercity Legends, this
service lets users order the best-known dishes
from famous restaurants in other cities, though
the delivery will take over a day or so in some
cases.

9. Zomato Pay:
Zomato Pay was introduced in November 2022 so
that partner restaurants could promote themselves
and users could get offers from them and make
necessary payments to these partner restaurants.

10. Zomaland:
Zomaland by zomato is a food and entertainment
carnival that brings together some of the top
eateries, musicians, DJs, comedians, and
interactive installations and carnival games, under
one roof.

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PRICE MIX OF ZOMATO
 PRICE MIX OF ZOMATO
The Zomato marketing strategy focuses on price as it
is one of the important elements of the marketing mix
that will help create customer-targeted marketing
strategies. The success of a product in the market to
a great extent depends upon how the company has
priced it. Different price mixes of zomato are:
 Advertising and Marketing: The business model of
Zomato is largely dependent on advertisement
revenues. The digital marketing strategies adopted
by the company help to increase sales. It offers rare
dishes, a localized menu in ten languages, and
doorstep delivery via Food Panda services to
maintain its customer base.
 Zomato Gold: The marketing strategy of Zomato
recognizes the importance of regular customers and
thus offers a gold membership that costs only INR
149 quarterly to regular customers. The
membership card gives discounts, incentives, and
offers on the restaurants listed on the portal.
 Commission Fees: Zomato typically charges
restaurants a commission on orders placed through
their platform, which can range from 10% to 25%
or more of the order value. Additionally, they may
charge restaurants for advertising and promotion
services to increase their visibility on the platform.
 Delivery Services: For restaurants that opt to use
Zomato's delivery service, there might be additional
fees associated with delivery partners, logistics, and
packaging. These costs can impact the overall
pricing mix.

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Promotion Mix of Zomato
PROMOTION MIX OF ZOMATO
Zomato, a leading online food delivery and restaurant
discovery platform, employs a multifaceted promotion
mix to engage with its target audience and drive
business growth. This promotion mix encompasses
various marketing and advertising strategies aimed at
raising brand awareness, increasing user retention,
and boosting overall sales. The Zomato marketing
strategy and marketing mix focuses on marketing
research, email marketing, search engine marketing,
meme marketing strategy, social media
marketing, Google analytics, moment marketing,
persuasive content marketing, paid advertising and
advertising marketing campaigns targeted at potential
and existing customers to deliver strong marketing
messages and utilize growth opportunities in the
industry. Core components of Zomato's promotion
mix are:
1. Advertising:
Advertising is a pivotal aspect of Zomato's promotion
mix. The company invests heavily in both online and
offline advertising to reach a broad audience. Online
advertising includes pay-per-click (PPC) campaigns,
display ads, and social media promotions. Zomato
leverages platforms like Google Ads, Facebook,
Instagram, and Twitter to target potential customers
with personalized advertisements.
Offline advertising is equally important, as Zomato
often conducts print campaigns, radio spots, and
even television commercials to reach customers who

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Famous advertisement of Zomato

Social Media Marketing

may not be active on digital channels. These
advertising efforts reinforce the brand's presence and
encourage users to download the app or visit the
website. One of the most popular advertising
campaigns was “ Doodh Mangoge Doodh Dhenge
Kheer Mangoge Kheer Denge”, “On time or free”.

2. Content Marketing:
Content marketing is a powerful tool for Zomato. The
company regularly publishes blog posts, articles, and
videos related to food trends, restaurant reviews, and
culinary experiences. By creating valuable and
engaging content, Zomato not only provides
information to its audience but also establishes itself
as an authority in the food industry

3. Social Media Marketing:

Zomato maintains a strong presence on various social
media platforms. They actively engage with their
audience through posts, stories, and interactions.
They also encourage user-generated content, such as
food photos and reviews, which serve as social proof
and endorsements for their platform.

4. Email Marketing:
Zomato utilizes email marketing to stay in touch with
its users. They send out personalized
recommendations, promotional offers, and updates on
new restaurant listings. Email marketing allows
Zomato to nurture existing users, encourage repeat
orders, and highlight exclusive deals.

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Influencer Marketing

Service Motive
5. Influencer marketing:
Collaborating with food bloggers, influencers, and
celebrities is a key part of Zomato's promotion mix.
They partner with individuals who have a significant
following and expertise in the food industry to
promote their services. Influencers create content,
share their Zomato experiences, and encourage their
followers to try the platform, thereby expanding
Zomato's reach to a broader audience.

6. Search Engine Optimisation (SEO):

Zomato invests in search engine optimization to
ensure their website and app appear prominently in
search results when users are looking for food-related
information. This includes optimizing their website
content, managing local listings, and ensuring their
platform is user-friendly.

7. Public Relations (PR):

Maintaining a positive public image is crucial for
Zomato. They actively manage public relations by
addressing customer concerns, responding to
feedback, and handling any PR crises promptly and
transparently.
8. Customer Support:
They ensure that customers have a seamless
experience and promptly address any issues or
inquiries. Positive interactions with customer support
can lead to word-of-mouth promotion and customer
retention.

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Place mix
 PLACE MIX OF ZOMATO
Zomato’s marketing strategy and marketing mix
elements focus on marketing research, marketing
environment and marketing department so that it can
create an effective place and distribution strategy. The
distribution strategy in the companies’ marketing
strategy focuses on distribution channels like mobile
apps and websites 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. The UI is user friendly and has nine language
options viz. English, Italian, Spanish, Portuguese,
Turkish, Slovak, Indonesian, Polish and Italian.

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 Swiggy

Swiggy Business Model

 SWIGGY
Swiggy is a delivery company associated with food
and beverage industry. It is an Indian company that
was launched with the purpose of offering a complete
solution to the urban foodie in terms of food ordering
and delivery from best restaurants located in the
vicinity. It is a partnership based company and was
founded in the year 2014, August. It has
revolutionized the way people order food.
It ensures that customers have access to a vast array
of options, from local street food joints to high-end
restaurants, all at their fingertips. Swiggy also
focuses on product innovation, regularly introducing
features like Swiggy Pop (affordable single-serve
meals), Swiggy Super (subscription-based), and
Swiggy Daily (homestyle meals) to cater to different
customer needs and preferences.
Swiggy follows a dynamic pricing strategy, where
prices can vary based on factors like restaurant
popularity, demand, and delivery distance. It aims to
strike a balance between affordability for customers
and profitability for itself and its partner restaurants.
One of Swiggy's key focuses is delivering exceptional
customer experiences. It does this by ensuring quick
and efficient deliveries, real-time order tracking, and
transparent communication with customers. Swiggy's
user-friendly app and website, along with its
responsive customer support, contribute to a
seamless and hassle-free ordering process.

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Swiggy Product Mix
 PRODUCT MIX OF SWIGGY
Swiggy the food delivery platform offers a variety of
quality services to satisfy its customers’ appetites. It
helps customers connect with their favourite
restaurants with just a tap on Swiggy app and Swiggy
website. The company offers a variety of delectable
services, including services like online food ordering
and delivering food, its main service, and Insta Mart,
a more recent addition with delivery time efficiency.
Key components of Swiggy’s product mix are:

 Online Food Ordering Platform

At the heart of Swiggy's product mix is its user-

friendly app and website, which serve as the primary
platform for customers to order food. The app
provides a seamless and intuitive interface, allowing
users to browse through a wide range of restaurant
menus, select their desired items, customize orders,
and place them with just a few taps. Swiggy's website
offers a similar experience, catering to customers who
prefer ordering through their desktop computers.

 Swiggy Genie:

Swiggy Genie is a delivery service offered by Swiggy, a

popular food delivery platform in India. It extends
beyond food and allows users to have various items
delivered to their doorstep, such as groceries,
medicines, documents, and more. Users can request
a Genie delivery through the Swiggy app, specifying
their requirements and location. A Genie delivery
executive then collects the items from the specified
location and delivers them to the user. It provides

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 Swiggy Super

Swiggy Instamart
convenience and accessibility, especially during the
COVID-19 pandemic, as it minimizes the need for
individuals to venture out for essential items.

 Swiggy Super:

Swiggy Super is a subscription program offered by

Swiggy, a prominent food delivery platform in India.
For a monthly or yearly fee, Super members enjoy
several benefits, including unlimited free delivery on
orders above a certain amount, exclusive promotions,
and priority customer support. Swiggy Super aims to
enhance the overall food delivery experience, making
it more cost-effective and convenient for its members.
It's particularly beneficial for frequent Swiggy users,
as it eliminates delivery fees and provides additional
perks, ultimately saving them money and time when
ordering food from a wide range of restaurants and
cuisines.

 Swiggy Instamart:

Swiggy Instamart is an on-demand grocery delivery

service offered by Swiggy, a popular food delivery
platform in India. Instamart allows users to order a
wide range of grocery and household items through
the Swiggy app, which is then delivered to their
doorstep in as little as 30 minutes. The service
features a diverse inventory of products, including
fresh produce, dairy, packaged foods, cleaning
supplies, and more. Swiggy Instamart is known for its
quick delivery, often referred to as "ultra-fast
delivery," making it convenient for customers to
access essential items in a short time frame.

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Swiggy Kitchen Access

Swiggy Money
 Swiggy Access Kitchen:

Swiggy offers an opportunity for restaurant partners

to gain rent-free access to fully-equipped kitchens, in
areas where they don’t have their own presence, to
optimize more delivery services, making it a win-win
situation for both restaurant owners and customers
in under-served areas.

 Swiggy Ads:

Swiggy Ads is an advertising platform introduced by

Swiggy, a leading food delivery company in India. It
allows restaurants and food brands to promote their
products and services within the Swiggy app. These
advertisements appear to Swiggy users as they
browse the app, enticing them with offers, discounts,
and featured menu items. Swiggy Ads is designed to
help restaurants increase their visibility and attract
more customers by targeting a specific audience
based on their preferences and location. It's a way for
restaurants to boost their sales and presence on the
Swiggy platform.

 Swiggy Money:

Swiggy Money is a digital wallet or prepaid account

offered by Swiggy, an online food delivery platform.
Users can load money into their Swiggy Money
account, which can then be used to make food orders
and pay for deliveries within the Swiggy app. This
service provides a convenient and secure way for
customers to make transactions, as it eliminates the
need for traditional payment during the checkout.

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Price Mix of swiggy
 PRICE MIX OF SWIGGY
The company expertly combines several pricing
techniques to attract price conscious Indian
customers and keep them loyal for as long as
possible. Swiggy also provides a variety of discounts
and promotional offers to entice customers and boost
sales, such as cashback incentives, discounts on the
total cost of the purchase, and exclusive deals for
customers who use specific payment methods.
Different price mixes of Swiggy are:
 Swiggy One: Swiggy One is a subscription-based
service that provides exclusive discounts, faster
delivery times, and other benefits for a monthly or
annual fee. Swiggy recently launched a lite version
of Swiggy One, “Swiggy One lite” which gives almost
the same features as Swiggy One at a lower price.
 Commission Fees: Swiggy has tie-ups with
restaurants that offer a minimum of 15% to 25%
commission and this has helped it in increasing its
distributive channel and garnering better
revenues.

 Delivery charges: It also charges a minimum

delivery fee from its customers irrespective of a
small or high amount orders, which varies
according to the location, the time of delivery, and
the distance.

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Promotion Mix
 PROMOTION MIX OF SWIGGY
With their promotion mix Swiggy is set out to raise
brand awareness and establish a relationship with
their audience through the strategic use of offline and
online platforms. It relies heavily on mouth publicity
and satisfied customers is its greatest advertising
tools as they recommend the brand to friends and
family. Swiggy has adopted online marketing strategy
and has taken help of social media platforms
like Twitter, Facebook, Instagram, YouTube and
Pinterest via innovative and interesting ad campaigns
like #SingWithSwiggy and #DiiwaliGhayAayi. They
also publish amusing blogs that shed light on current
events to promote the company's goals and services.
Its Facebook page is very popular and active as it
offers regular updates and encourages active
participation. Some promotion strategies are:
 Swiggy Tuesday:
Swiggy Tuesday is a promotional campaign run by
the food delivery platform Swiggy. It typically offers
special discounts and deals on Tuesdays to attract
customers and boost sales. In the promotion mix of
Swiggy, Swiggy Tuesday serves as a strategic tool to
achieve several objectives. Firstly, it creates a sense
of urgency and anticipation, encouraging customers
to place orders specifically on Tuesdays. This not
only drives sales but also helps in balancing order
volumes throughout the week. Secondly, it
enhances customer loyalty by providing cost-
effective dining options. Overall, Swiggy Tuesday

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Swiggy Advertisement
 effectively integrates pricing strategies into Swiggy's
marketing mix, attracting and retaining customers.

 Search Engine Optimisation (SEO):

Swiggy's digital marketing strategy has proven to be
effective in the realm of online advertising. One
notable aspect of this business strategy is their
exceptional SEO efforts, which have allowed them
to consistently rank higher on search engine results
pages — (Google search console) than their tough
competition — Zomato.
 Social Media Marketing:
Their Facebook, Twitter, YouTube, Pinterest, and
Instagram accounts are a veritable treasure trove of
relatable and humorous content, from witty one
liners to meme marketing strategies designed to
keep you coming back for more.
 Email marketing:
Swiggy has a highly successful email marketing
strategy for interacting with millennials and
Generation Z. They use eye-catching visuals and
enticing subject lines to capture the reader's
attention and personalize their message.
Additionally, they provide emails on current events
and trends that combine humor, useful advice,
coupons, and discount codes.
 In app advertising:
For businesses, Swiggy provides in-app advertising
options like banner ads, sponsored search results,
and sponsored content, can be monitored using
metrics like click-through and conversion rate.
Swiggy earns advertising revenue from the
restaurants featured on their app

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Swiggy Place Mix
 PLACE MIX OF SWIGGY
Their user-friendly website and smartphone app
make ordering, tracking food orders, and finding
nearby eateries simple. Their network of delivery
partners goes to great lengths to ensure that your
food orders arrives hot and fresh. They also provide
convenient pick-up locations where you can pick up
your order directly from the partner restaurant for
those who prefer to eat in. Because of their
connections with over 150000 restaurants, they
provide a wide range of cuisines Swiggy is planning to
diversify its delivery services by not only providing
food delivery but also developing a delivery system for
medication, groceries, gift shops, and flower shops to
expand its presence in India’s delivery industry.

Swiggy has spread its presence to few cities in India

like Bengaluru, Gurgaon, Pune, Chennai, Delhi,
Hyderabad, Kolkata and Mumbai. It has its
headquarters base at Bengaluru in Karnataka and
has established its corporate offices at Hyderabad in
Telangana and Gurgaon in Haryana. Swiggy has set
up a strong and widespread distribution network to
offer prompt and best results. It has an exclusive fleet
of personnel that includes services of nearly eight
hundred delivery people working on-field. Swiggy has
hired Shadowfax Technologies, a third-party delivery
company, for part-time distribution in Delhi and
Bengaluru.

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Swiggy v/s Zomato
 COMPARISON
Marketing
Zomato Swiggy
Mix
Deliver food and
Deliver food and groceries
groceries
Provide subscribtion Provide subscribtion
based model as based model as "Swiggy
"Zomato Gold" One"
Deliver groceries under
Deliver groceries under
the name "Swiggy
the name "Blinkit"
Instamart"
Deliver foods from other
cities like from Kokata to
No such facility avaiable
Mumbai through "Intercity
Product legends"
mix
Payment service with Payment service with the
the name "Zomato Pay" name "Swiggy Money"
Delivers any item from one
No such facility
place to another through
available
Swiggy genie
Promotes restaurants Promotes restaurants by
by advertising Swiggy Ad
Cloud kitchen with the Cloud kitchen with the
name "Zomato name "Swiggy Access
Infrastructure" Kitchen"
Membership program Membership program
(Zomato Gold) (Swiggy One)
Commision charges
Commision charges from
from restaurants (10%-
restaurants (20%-25%)
15%)
Price Mix Takes Delivery charges Takes Delivery charges

Earns through sell of

No concert or event is held
tickets of Zomaland

Earns from adversting Earns from adversting

restaurants restaurants

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 Swiggy markets itself with
Zomato sees social
a desi and pop culture
media applications as a
viewpoint, they use
main platformto
humorous and
promote, their tweets
personalized messages for
and instagram posts
promotions and
often go viral
advertising
Promotion More emphasis on More emphasis on Search
Mix social media marketing engline optimisation
Promotion is made by Promotion is made by
sending catchy mails sending catchy mails
Some famous slogans
Some famous slogans are:
are: "Kheer mangoge,
"Ghar Ka Khaana, Saath
kheer denge", "On time
Mein Thoda Swiggy!"
or free"
Available in form of app Available in form of app
and website and website
Place Mix
Available in many
Not available out of India
countries out of india

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 CONCLUSION
A successful marketing mix helps to get your product
or service to the right customer, at the right time and
at the right price. Without consistently analyzing and
adapting your marketing mix based on real-time data
and consumer research, your business will not reach
its full growth potential. The marketing mix is the
main factor influencing whether a business can sell it
profitably. The company considers it to suit the needs
and preferences of consumers in the target market. It
is essential because it helps companies to:

 Understand where they should focus their marketing

efforts
 Determine what products they can offer to customers,
at what price, where, and how to attract customers
 Develop and execute an effective marketing strategy
 Allocate resources effectively and efficiently, avoiding
unnecessary costs
 Leverage company strengths and minimize threats to
internal weaknesses

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 ACKNOWLEDGEMENT
I express my gratitude to my commerce teacher Sir
Sam who guided me through the project and gave
me valuable suggestions and guidance for
completing the project. As well as I would also like
to thank our principal. I learned a lot of new
things by doing this project, so I am very grateful
to them. This was an exciting project. From this
project, I learned about stock exchange and about
marketing mix.

BIBLIOGRAPHY
 Moneycontrol
 BSE
 MBA sckool
 Marketing91

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