A

Research Project

On

“A STUDY OF MARKETING STRATEGY OF ZOMATO”

Submitted to

G.S. College of Commerce and Economics (Autonomous), Nagpur

Affiliated to

Rashtrasant Tukadoji Maharaj Nagpur University

In partial fulfilment for the award of the Degree of

Bachelor of Business Administration

Submitted by

Aman Babu Devanand Parmar

Under the Guidance of

Dr. Afsar Sheikh

G.S. College of Commerece & Economics, Nagpur

Academic Year 2023-24

 G.S. College of Commerce and Ecomomics, Nagpur

Academic Year 2023-24

CERTIFICATE

This is to be certify that the project entitled “A Study of Marketing Strategies of Zomato”

prepared by “Aman Babu Devanand Parmar” submitted in partial fulfillment of BACHELOR

OF BUSINESS ADMINISTRATION degree examination, has not been submitted for any other

examination and does not form part of any other course undergone by the candidate. It is further

certified that he has completed her project as prescribed by BBA Department, G.S.College Of

Commerce & Economics (Autonomous), Nagpur. Affiliated To Rashtrasant Tukadoji Maharaj

Nagpur University, Nagpur.

Dr. Afsar Sheikh Dr. Afsar Sheikh

(Project Guide) (Co-ordinater)

Place: Nagpur

Date:
 G.S. College of Commerce and Ecomomics, Nagpur

Academic Year 2023-24

DECLARATION

I here-by declare that the project with title “A Study on Of Marketing Strategy of Zomato’’ has

been completed by me in partial fulfilment of BACHELOR OF BUSINESS ADMINISTRATION

(BBA) degree examination asprescribed by Rashtrasant Tukadoji Maharaj Nagpur University,

Nagpur and this hasnot been submitted for any other examination and does not form the part of any

other course undertaken by me.

Place:Nagpur

Date: Aman Parmar

 G.S. College of Commerce and Ecomomics, Nagpur

Academic Year 2023-24

ACKNOWLEDGEMENT

With immense pride and sense of gratitude, I take this golden opportunity to express my sincere

regards to Dr. Praveen Mustoor, Principal, G.S. College of Commerce & Economics, Nagpur.

am extremely thankful to my Project Guide and sincere regards to Co-Ordinator, Dr. Afsar Sheikh

for his guideline, enthusiastic suggestions and invaluable encouragement which helped me in the

completion of the project. I will fail in my duty if I do not thank the non Teaching staff of the college

for their Co-operation. I would like to thank all those who helped me in making this project complete

and successful.

Place: Nagpur

Date: Aman Parmar

 INDEX

SR. NO. CHAPTERS PAGE

1. INTRODUCTION 1-9

2. COMPANY PROFILE 10-15

3. LITERATURE REVIEW 16-18

4. PROBLEM DEFINATION 19-20

5. RESEARCH STUDY 21-23

5.1 SCOPE OF STUDY

5.2 OBJECTIVE OF STUDY

5.3 LIMITATION OF STUDY

5.4HYPOTHESIS

6. RESEARCH METHODOLOGY 24-26

7. DATA ANALYSIS AND INTERPRETATION 27-38

8. FINDINGS 39-40

9. SUGGESTION 41-43

10. CONCLUSION 44-45

11. REFERENCE 46-47

12. ANNEXURE 48-51

 CHAPTER - 1

INTRODUCTION
 INTRODUCTION

WHAT IS MARKETING?

Marketing refers to any actions a company takes to attract an audience to the company's product or

services through high-quality messaging. Marketing aims to deliver standalone value for prospects

and consumers through content, with the long-term goal of demonstrating product value,

strengthening brand loyalty, and ultimately increasing sales.

WHAT IS MARKETING STRATEGY?

A marketing strategy refers to a business’s overall game plan for reaching prospective consumers

and turnin them into customers of their products or services. A marketing strategy contains the

company’s value proposition, key brand messaging, data on target customer demographics, and

other high-level elements.

HOW WAS ZOMATO STARTED?

The story of Zomato started in the office of Bain & Company in Delhi. Deepinder and Pankaj

worked at this company when they thought of this idea. They saw people standing in a queue at

lunchtime and give the order for their food when their turn came. From there they got an idea of

“Foodiebay” which became a prologue to Zomato. At first, they started scanning all the menu items

of the restaurant and listed them on their intranet website Foodiebay.com. Later on, after seeing a

huge surge in their traffic, they decided to launch their website open to the public. They began listing

restaurants from Deli NCR on their portal and quickly expanded to other cities like Kolkata and

Mumbai. In November 2010 they changed the name Foodiebay to Zomato.

Their idea germinated in the form of Foodiebay.com they put up scanned copies of the food court

menu Onto their company’s private network. Everyone at the company soon started using this

service and there was a sudden surge in the website traffic.By now this wasn’t just confined to the

walls of their office. Everyone else around their vicinity also started using these scanned copies.

The first professional restaurant menu that Deepinder and Pankaj uploaded onto their site was that

of Hauz Khas in Delhi. After this, they started expanding this idea into other metropolitan cities of

the country including Kolkata, Mumbai, and Bangalore.And once a word was around, thousands of

people started using their website to get to know about the best restaurants around. It was this interest

from people around that encourage both Pankaj and Deepinder to think of going PAN India with

this idea.

This is when the idea of renaming the site came into their minds. They wanted something with more

of a punch and something easier to remember and hence came the word ZOMATO in November

2010.The founders then wanted to make life a little easier for their users and hence came the idea

of building a mobile application. With this growth in their business and their ideas arose a need for

funding.

THE STORY BEHIND THE NAME ZOMATO

One of the reasons why they decided to change the name in late 2010 from Foodiebay to Zomato

was that they wanted a powerful brand name. After endless debate over several cups of coffee, they

came up with the name Zomato. Decided to keep the idea of food at the center and choose a name

that is short, easy to remember and makes people think of food. Zomato’s got a zing to it and is

originally a play on the word ‘tomato’.

ZOMATO STARTUP-LAUNCH

When the founders launched this website, it wasn’t called Zomato back then, it was called Foodiebay.

And it initially started out in Delhi, then the services were extended to cities like Mumbai and

Kolkata. With the tremendous user base and growth rates that Foodiebay brought in to the founders,

they decided to modify it and take it international. And that’s when this venture started being called

Zomato, as we know of it today. It was in 2010 when Foodiebay was officially rechristened as

Zomato.

ZOMATO - NAME, TAGLINE & LOGO

The founders changed Foodiebay to 'Zomato' to make it more prominent, simple to memorize and

primarily to eliminate the confusion with the website eBay. Zomato's tagline is "Never have a bad

meal".

ZOMATO - BUSINESS MODEL & REVENUE MODEL

The main source of revenue for Zomato now is the advertisements channel that the portal offers to

display. This accounts for most of its revenue followed by the commissions that it charges to the

restaurants. It works on a commission business model.

ZOMATO - HYPERPURE

Hyperpure by Zomato is changing the way restaurants work. It is Zomato’s B2B foodtech vertical.

Hyperpure allows restaurants to buy everything online from vegetables, fruits, poultry, groceries,

meats, seafood to dairy and beverages. It claims to be working directly with farmers, mills,

producers, and processors to source these products thus ensuring quality and consistency.

THE BIGGEST CHALLENGE FACED WHILE SETTING ZOMATO UP

WHILE TAKING IT OVERSEAS

One of the biggest challenges faced by any fast-growing company is finding the right talent to fuel

growth. Today they have a team of about 650 people globally and are looking at tripling that number

in the nearn future. They keep innovating in the ways they hire and try to ensure that people fit in

well in terms of skill, culture and attitude. However, the challenge continues to be finding the right

people for the right job. Another major challenge has been to make sure that they have covered each

and every street in the cities they’re launching in. The information needs to be relevant and

comprehensive for users to keep coming back to use our product. Data collection teams in each city

hit the streets on a daily basis and collect data first hand. One thing learned while going international

is that there is no alternative to doing own market research or data collection. They send out teams

to scout a market before decide to launch there and have their own teams working on gathering data

to ensure accuracy and exhaustiveness.

FUNDING RAISED BY ZOMATO

This idea of Deepinder’s and Pankaj’s impressed Sanjeev Bikhchandani, the founder of Naukri.com.

In December of 2010, Sanjeev Bikhchandani provided Zomato with a funding of 1 million USD

through his company Info Edge India and from here on, there was no looking back.The next round

of funding that they got was again from Info Edge India and this time it was 3.5 million USD and

again in the year 2013, Zomato received a staggering 10 million USD from Info Edge India which

made Info Edge India a holder of nearly 50% of the shares in the start-up. Other investors for Zomato

include Sequoia Capital, VY Capital, and Temasek.

The funds just kept coming in after this. By the end of 2018, it is estimated that Zomato would’ve

received a funding of more than 300 million USD. This funding then gave Zomato the idea of

expanding into more cities across India apart from Delhi, Bangalore, Kolkata, and Mumbai. So, they

moved into Hyderabad, Ahmedabad, Pune, Chennai, etc. In September 2012, Zomato launched its

services in Dubai, Sri Lanka, United Kingdom, South Africa, Turkey, and New Zealand.

HOW DOES ZOMATO WORK?

The main work of Zomato is to suggest local and nearby restaurants to users and receive orders from

them. Users can place orders from their favorite restaurant based on ratings and reviews shared by

previous customers.Perhaps this is why more and more startup owners are interested in developing

an app similar to Zomato. It offers comfort to the users and helps business owners reach their local

food business to new heights.Zomato’s working flow is simple,

□ Step 1: From the desiccated app solution or website, users can explore various restaurants and

order meals.

□ Step 2: Particular restaurant owners receive an order request and start preparing a meal.
□ Step 3: Once the food is ready to dispatch, it will be handed over to delivery providers.

□ Step 4: Delivery providers deliver the meal to the customer’s preferred location.

□ Step 5: From the given payment options, customers can make payments and share reviews based

on their experience.

THE SUCCESS STORY OF ZOMATO

Food is the prime mover for anyone across the globe. Of course, there are many people who yearn

for food and to taste a variety of cuisines that are available. The furtherance in the technology has

paved a way for the creation of many innovations and it is no less to mention that food delivery app

development is one among them.In this extravagantly ornate system, it has become hard for every

person to disburse time on everything. Besides, cooking food after a busy day entails a lot of time

and that is what that has gained huge rage about these food delivering applications, where food will

be delivered directly at your doorsteps.

For all these ingenious thoughts, there are those unusual people who have a perfect understanding

of all the trends and so are these people Pankaj Chaddah and Deepinder Goyal. They are the master

brains behind this great food delivery application 'Zomato'. Zomato has been and is the most widely

used ordering application that attracted many customers with its innovatory strategies.
 THE FORMULA OF ZOMATO'S SUCCESS

The founders of Zomato, Deepinder Goyal and Pankaj Chaddah consider that hiring the correct

persons is the primary reason for their company's startling growth and moreover, it was also the

greatest hurdle encountered by them while building Zomato. Now, they have a squad who are vital

in bricking their dream project.

ZOMATO - STRATEGIES

SEO STRATEGY :-

Zomato has a strong SEO strategy. We have already discussed that Zomato gets approx 66% of its

traffic from searches made online. With their SEO efforts, they manage to get 99.44% of organic

traffic from its search ratio whereas their paid searches are just 0.56%. This explains why they have

a strong SEO strategy.Such an uprising metrics is because of the SEO strategy of Zomato.

SOCIAL MEDIA STRATEGY :-

An app that targets the customers of the 18-35 age group, cannot miss social media marketing.

Zomato understands that most of its target groups are active social media users. So, it focuses on

creating social media ads and creates engaging posts to connect with the audience.

TARGETED KEYWORDS STRATEGY :-

Zomato targets over 900K keywords to rank high in search results. That’s why it is has a dominant position

in search results. The keywords include restaurant names, dish names, and some phrases that relate to the

user’s search query like “cafes near me” or “order online food,” etc.
TARGETED AUDIENCE :-

Zomato targets people of the age group of 18-35 years who are comfortable using smartphones.The

people of this age group are tech-savvy and can use mobile applications. The target audience of

Zomato is of 2 categories.
 CHAPTER – 2

COMPANY PROFILE
COMPANY PROFILE

THE NATURE OF BUSINESS

COMPANY PROFILE

SECTOR : Consumer Discretionary

INDUSTRY : Food Delivery, Lodging & Restaurants

SUB-INDUSTRY : Restaurants

Zomato Media Pvt. Ltd. provides an an online food and nightlife guide service. TheCompany

operates a website and mobile app that provides in-depth information includingmenu, contact details,

pictures, directions, ratings, and reviews for a multitude ofrestaurants. Zomato Media extends its

services throughout global networks.Founded in 2008, Zomato is a leading platform for restaurant

search & discovery, onlinefood ordering, and restaurant table reservations. The company was

founded by DeepinderGoyal and Pankaj Chaddah and is headquartered in Gurgaon (officially

Gurugram).Featuring a robust review system, Zomato allows foodies to find the best meals

andrestaurants in their neighborhood. A notable aspect about Zomato is that it is among the

fewcompanies that have gone global after starting operations in India. Zomato currentlyfeatures

more than 1 million restaurants globally on its platform.

KEY EXECUTIVES

DEEPINDER GOYAL - CEO / Co-Founder

SAMEER MAHESHWARY - Chief Financial Officer

MUKUND KULASHEKARAN - Chief Business Officer

MOHIT GUPTA - CEO : Food Delivery

SWOT ANALYSIS

STRENGTH

FIRST MOVER ADVANTAGE

One of the best competitive advantages of Zomato is that it isthe first mover in many of the nations

where it is establishing itself. Directories and otherforms of restaurant ratings might exist. But as an

app Zomato is excellent and manycountries (like India) have loved the usability of the Zomato app.

EVERGREEN INDUSTRY

The restaurant industry is an evergreen industry. Sure, there may berecessions and other downturns

which might affect the industry. But overall, this industry isgoing to stick around at all times and is

only going to grow with rising disposable income.

FAST EXPANSION

It is appreciative that Zomato has expanded so fast. It is already in 24countries and is expanding

year on year.

FANTASTIC DESIGN OF APPLICATION

Zomato has regularly won awards for its app design andfor its user-friendliness. The App design is

fantastic and it helps you discover restaurantsnearby as well as in an area you are going to visit.
EXCELLENT FUNDING

Zomato has picked multiple rounds of funding over theyears and because it is now so well

established in many countries, there is a lot of fundingavailable for the app.

BRAND EQUITY

Zomato is valued at $1.4 billion within 7 years of inception. That saysvolumes about the popularity

and love for the brand.

WEAKNESS

SECURITY ISSUES FOR THE APPLICATION

A major issue for Zomato in the past has been somesecurity issues due to which the app was hacked

and at least 17 million users data wascopied. Such security issues are a nightmare for internet

companies.

STILL A LOT OF EXPANSION REQUIRED

Considering that the app has established in 24countries, there is good expansion. But at the same

time, the app has been started 7 years back and with the amount of funding available for Zomato,

the expansion can be muchfaster. It is allowing other services to establish themselves in this niche

before it reachestheir country.

FACEBOOK CHECK - INS

Besides such apps, in many places word ofmouth still trumps apps and at the same time, Facebook

check-ins are a strong competitorwherein people might not need Zomato. Thus, it is an app for early

adopters but definitelynot for laggards.

OPPORTUNITIES

FUTURE EXPANSION

The number 1 opportunity for Zomato is to expand to morecountries and establish its base faster.

Service industry has a major problem that servicescan be copied very fast and very easily. As a result,

it is critical for Zomato to establish andexpand itself faster.

CLOUD RESTAURANT

Zomato is coming up with the concept of Cloud restaurants whereinrestaurants will not have to get

a physical space to actually sell their food products. Instead,they can sell from Zomato.

THREATS

GOOGLE SCHEME MODULE

One of the major threats Zomato faces right now is theSchema module of Google wherein google

locations itself is getting in restaurantrecommendations. Even google homepage shows the google
maps page where you cansearch for restaurants within your locality. Google being such a big brand,

zomato faceshuge competition from them.

MARKET FOLLOWERS & CHALLENGCHALLENGER'S

In the service industry, it is very easy to replicatethe success of another service product or offering.

Similarly, marketing followers andchallengers can slowly take away the market share of Zomato.
 CHAPTER – 3

LITERATURE REVIEW
LITERATURE REVIEW

This paper has been prepared after a thorough research from a number of articles and research pieces

and by visiting a number of editorials expressing opinions on the same.

SERHAT MURAT ALAGOZ & HALUK HEKIMOGLU (2012)

Determined a noticeable growth in e-commerce with a similar growth in the online food industry.

They used Technology Acceptance Model (TAM) model to study the online food ordering system.

Ease and usefulness of the online ordering and delivery services has been emphasized as a major

factor towards the acceptance and growth of these services and an important reason for consumer

preference for these services.

HARSHLEEN KAUR SETHI (2017)

Determined several factors like geographical coverage and customer support to analyze the

responses that customers usually have with respect to these. This was accompanied by a complete

interpretation of usage of social media effectively by the brand. This was aided by a PESTLE and

pricing strategy analysis of the brand. The positioning and communication strategy of the brand was

correlated and a gap was found in terms of effective implementation.

ANSHUL SHARMA (2017)

Did a comprehensive study on the infrastructure of Zomato including factors like Zomato treats,

Zomato Gold etc. and effectively correlated it with the sales management techniques of the brand.
This was done keeping in mind sales planning, sales documentation, automation and other key

factors. The study concluded by pointing out certain problems in the implementation and overall

management of the system in terms of recruitment and data authentication. This was followed by a

series of suggestions and recommendations for more control.

ANIRUDDHA DESHPANDE (2016)

Conducted a market and consumer analysis for Zomato with special emphasis on new and upcoming

opportunities for the brand. This was done by conducting a SWOT analysis and a further study on

emerging markets. Furthermore, Porter's FIVE FORCE ANALYSIS was also carried out to aid the

research. Industry rivalry- Local and global completion were taken into account. Overall, the study

regarded Zomato as an excellent means of serving customers as it rated well on several consumer

perception parameters as compared to its counterparts.

DR . GOMATHY THYAGARAJAN (2015)

Published a study on the Zomato in the form of a case study. The study aimed at an overall analysis

of the brand by taking into account several parameters like marketing strategies, competitive

strategies and global avenues. This study has been extremely useful in understanding the overall

domain of the brand and how it effectively correlates each theme.

 CHAPTER – 4

PROBLEM DEFINITION
PROBLEM DEFINITION

One of the biggest challenges faced by any fast-growing company is finding the right talent to fuel

growth. Today they have a team of about 650 people globally and are looking at tripling that number

in the near future. They keep innovating in the ways they hire and try to ensure that people fit in

well in terms of skill, culture and attitude. However, the challenge continues to be finding the right

people for the right job. Another major challenge has been to make sure that they have covered each

and every street in the cities they’re launching in. The information needs to be relevant and

comprehensive for users to keep coming back to use our product. Data collection teams in each city

hit the streets on a daily basis and collect data first hand. One thing learned while going international

is that there is no alternative to doing own market research or data collection. They send out teams

to scout a market before decide to launch there and have their own teams working on gathering data

to ensure accuracy and exhaustiveness. In fact, it was encouraging for the team to see Pankaj,

Zomato’s Co-Founder and COO, sweating it out on the streets collecting data in the Dubai

summer to launch Zomato UAE two weeks after Ramadan.

 CHAPTER – 5

RESEARCH STUDY
 5. RESEARCH STUDY

5.1 SCOPE OF STUDY

1. Financial performance

2. Corporate social responsibility

3. International expansion

4. Regulatory and legal environment

5. Data availability

6. Technology and innovation

5.2 OBJECTIVE OF STUDY

1. To understand the marketing strategies adopted by Zomato.

2. To analyze how these strategies have affected their company’s growth.

3. To analyze how Zomato’s marketing strategies have affected consumer behavior.

4. To analyze the competition faced by Zomato and Swiggy.

5.3 LIMITATION OF STUDY

1. Data availability

2. Geographical diversity

3. Limited sample size

4. Dependence on secondary source

5.4 HYPOTHESIS

Hypothesis is usually considered as the principal instrument in research. Its main function is to

suggest new experiments and observations. In fact, many experiments are carried out with the

deliberate objects of testing hypothesis.

ALTERNATIVE HYPOTHESIS- H1: There is a significant correlation between the positioning

strategy and consumer preference for Zomato.

NULL HYPOTHESIS- H0: There is no correlation between the marketing/positioning strategy and

consumer preference for Zomato.

 CHAPTER – 6

RESEARCH

METHODOLOGY
RESEARCH METHODOLOGY

Methodology includes the overall research procedures, which are followed in the research study.

This includes Research design, the sampling procedures, and the data collection method and analysis

procedures. To broad methodologies can be used to answer any research question-experimental

research and non-experimental research. The major difference between the two methodologies lies

in the control of extraneous variables by the intervention of the investigator in the experimental

research.

RESEARCH DESIGN

A research design is defined, as the specification of methods and procedures for acquiring the

Information needed. It is a plant or organizing framework for doing the study and collecting the data.

Designing a research plan requires decisions all the data sources, research approaches, Research

instruments, sampling plan and contact methods.

RESEARCH DESIGN IS MAINLY OF FOLLOWING TYPE'S :-

1. Exploratory research.

2. Descriptive studies

EXPLORATORY RESEARCH

The major purposes of exploratory studies are the identification of problems, the more precise

Formulation of problems and the formulations of new alternative courses of action. The design of

exploratory studies is characterized by a great amount of flexibility and ad-hoc veracity.

DESCRIPTIVE STUDIES

Descriptive research in contrast to exploratory research is marked by the prior formulation of

specific research Questions. The investigator already knows a substantial amount about the research

problem. Perhaps as a Result of an exploratory study, before the project is initiated. Descriptive

research is also characterized by a pre-planned and structured design.

DATA COLLECTION METHODS

PRIMARY DATA

These data are collected first time as original data. The data is recorded as observed or encountered.

Essentially, they are raw materials. They may be combined, totalled but they have not extensively

been statistically processed. For example, data obtained by the peoples.

SECONDARY DATA

The Secondary data collected has been collected from books, journals, broachers, internet and other

secondary sources. Official Publications, Publications Relating to Trade, Journal/ Newspapers etc.
 CHAPTER – 7

DATA ANALYSIS AND

INTERPRETATION
 7.1 Age classification

Table 7.1

AGE NO. OF RESPONDENT PERCENTAGE

15-20 22 42.3%

21-25 25 48.1%

26-30 3 5.8%

31 to above 2 3.8%

Total 52 100%

(Source primary data)

Chart 7.1

INTERPRETATION:

The above table and chart shows that there are 22(42.3%) respondents of 15-20 age

group,25(48.1%)respondents of 21-25 age group,3(5.8%) respondents of 26-30 age group,2(3.8).

 7.2 Gender classification

Table 7.2

GENDER NO. OF PARTICIPANTS PERCENTAGE

Male 21 40.4%

Female 31 59.6%

Prefer not to say - -

Total 52 100%

(Source primary data)

Chart 7.2

INTERPRETATION:-

The above table and chart shows that there are 21(40.4%) respondents of MALE

group,31(59.6%)respondents of FEMALE group.

 7.3 How often do you use Zomato for ordering food ?

Table 7.4

PARTICULAR NO OF RESPONDENT PERCENTAGE

Daily 3 5.8%

Weekly 11 21.2%

Monthly 12 23.1%

Rarely 26 50%

Total 52 100%

(Source primary data)

Chart 7.3

INTERPRETATION:

The above table and chart shows that there are 3(5.8%) respondents of DAILY

group,11(21.2%)respondents of WEEKLY group,12(23.1%) respondents of MONTHLY

group,26(50%) respondents of RARELY group.

 7.4 How aware are you of Zomato's marketing strategies?

Table 7.4

PARTICULAR NO. OF RESPONDENT PERCENTAGE

Very aware 20 38.5%

Somewhat aware 27 51.9%

Not aware 5 9.6%

Total 52 100%

(Source primary data)

Chart 7.4

INTERPRETATION:-

The above table and chart shows that there are 20(38.5%) respondents of VERY AWARE

group,27(58.9%)respondents of SOMEWHAT AWARE group,5(9.6%) respondents of NOT AWARE

group.
 7.5 Which marketing channel do you think Zomato utilize effectively?

Table 7.5

PARTICULAR NO. OF RESPONDENT PERCENTAGE

Social media 36 69.2%

Influencer marketing 8 15.4%

Telivision 4 7.7%

Email marketing - -

Others 4 7.7%

Total 52 100%

(Source primary data)

Chart 7.5

INTERPRETATION:-

The above table and chart shows that there are 36(69.2%) respondents of SOCIAL MEDIA

group,8(15.4%)respondents of INFLUENCER MARKETING group,8(7.7%) respondents of

TELEVISION group,4(7.7) respondents of other group.

 7.6 Do you think Zomato's marketing strategies have contributed to the

company's Growth?

Table 7.6

PARTICULAR NO. OF RESPONDENT PERCENTAGE

Yes 42 80.8%

No - -

Not sure 10 19.2%

Total 52 100%

(Source primary data)

Chart 7.6

INTERPRETATION:-

The above table and chart shows that there are 42(80.8%) respondents of

YES group,10(19.2%)respondents of NO group.

 7.7 How would you rate Zomato's growth compared to its competitors

Table 7.7

PARTICULAR NO. OF RESPONDENT PERCENTAGE

Stronge agree 12 23.5%

Agree 23 45.1%

Neutral 15 29.4%

Disagree 1 2%

Total 52 100%

(Source primary data)

Chart 7.7

INTERPRETATION:-

The above table and chart shows that there are 12(23.5%) respondents of STRONGLY AGREE

group,23(41.5%)respondents of AGREE group,15(29.5%) respondents of NEUTRAL group,1(2%)

DISAGREE respondents of other group.

 7.8 How Zomato's marketing strategies influenced your decision to use their

services?

Table 7.8

PARTICULAR NO. OF RESPONDENT PERCENTAGE

Yes 33 63.5%

No 5 9.6%

Not sure 14 26.9%

Total 52 100%

(Source primary data)

Chart 7.8

INTERPRETATION:-

The above table and chart shows that there are 33(63.5%) respondents of YES

group,5(9.6%)respondents of NO group,14(26.9%) respondents of NOT SURE group,

 7.9 What aspects of Zomato's marketing do you find most appealing?

Table 7.9

PARTICULAR NO. OF RESPONDENT PERCENTAGE

Discounts and offers 18 34.6%

User – friendly app/ 6 11.5%

website

Veriety of restaurant 14 26.9%

Reviews and ratings 8 15.4%

Other 6 11.5%

Total 52 100%

(Source primary data)

Chart 7.9

INTERPRETATION:-

The above table and chart shows that there are 18(34.6%) respondents of DISCOUNTS AND OFFERS

group,6(11.5%)respondents of USER FRIENDLY APP/WEBSITE group,14(26.9%) respondents of

VARIETY OF RESTAURNT group,8(15.4%) REVIWES AND RATINGS group,6(11.5%)

respondents of other group.

 7.10 Which platform do you prefer for food delivery?

Table 7.10

PARTICULARS NO. OF RESPONDENT PERCENTAGE

Zomato 21 40.4%

Neither 5 9.6%

Swiggy 6 11.5%

Both 20 38.5%

Total 52 100%

(Source primary data)

Chart 7.10

INTERPRETATION:-

The above table and chart shows that there are 18(34.6%) respondents of DISCOUNTS AND OFFERS

group,6(11.5%)respondents of USER FRIENDLY APP/WEBSITE group,14(26.9%) respondents of

VARIETY OF RESTAURNT group,8(15.4%) REVIWES AND RATINGS group,6(11.5%)

respondents of other group.

 7.11 what factors influence your choice between Zomato and swiggy?

Table 7.11

PARTICULAR NO OF RESPONDENT PERCENTAGE

Delivery time 20 38.5%

Restaurant selection 7 13.5%

User interface 4 7.7%

Offer and discount 14 26.9%

Other 7 13.5%

Total 52 100%

(Source primary data)

Chart 7.11

INTERPRETATION:-

The above table and chart shows that there are 18(34.6%) respondents of DISCOUNTS AND

OFFERS group,6(11.5%)respondents of USER FRIENDLY APP/WEBSITE group,14(26.9%)

respondents of VARIETY OF RESTAURNT group,8(15.4%) REVIWES AND RATINGS

group,6(11.5%) respondents of other group.

CHAPTER – 9

FINDINGS
FINDINGS

• According to the survey most of the people rarely use zomato for ordering food.

• According to the survey of the people are aware about the marketing strategy of zomato.

• According to the suevey most of the people says that zomato utilizes social media as
marketing channel effectively.

• According to the survey most of the respondent says that zomato marketing strategies have
contibuted to the companies growth.

• According to the survey people have mix rating on zomato’s growth comapred to its
copetitors.

• According to the servey people says discounts and offers is the most appealing aspect of
zomato’s marketing.

• As per the survey most of the respondent prefer both swiggy and zomato for food delively.

• According to the survey most of the people says delivery time is one of the factor that
influence them to choice between zomato and swiggy.
CHAPTER – 10

SUGGESTION
 SUGGESTION

ZOMATO is basically an online food related guidebook. They can add some new featureswhich

will give them competitive advantage to be successful in doing business.Some ofthese features can

be :-

KIDS MEALS

In recent times, the number of working women has increased. They havelimited time for family.

Because of that, in Tiffin times their kids are not getting hygienemeal. For this type of kids

ZOMATO can offer healthy and light meals for them by tyingup with restaurants and convincing

the school authority.

AWARDS TO CUSTOMERS

They may award the valued customer on how many times theyorder food through ZOMATO

after certain time.. Those customers whose no. of orders isthe highest will be awarded with a free

meal.

STORY TELLER

They can add option where people can get chance to share theirexperiences with ZOMATO in

their website. After every month they select a winneramong those story tellers and will offer them

a free meal. By this way, we will be able toimprove their service and offer the best to the

customers.
SENIOR CITIZENS MEAL'S

In our country, senior citizens are not willing to go torestaurants for their various health issues.

And for this they are not getting the essence ofgood meal. So, ZOMATO is going to offer them

10% discounts on every meal.

ADDING FEATURES IN APPLICATION

ZOMATO doesn’t use customized app for each target marketwhich is troublesome for users.

They should customize their website and app for eachtargeted customer segment. Such as there are

some people in our country who do notunderstand English properly. For this reason, ZOMATO

can add HINDI or other regionallanguages feature so that all people understand and get a chance

to order meal fromZOMATO easily.

CHAPTER – 11

CONCLUSION
CONCLUSION

The Zomato is used by consumers globally to discover, rate, and review restaurants, as well

ascreate their own personal networks of fellow food enthusiasts for trusted recommendations.

In addition to restaurant search and discovery, Zomato has expanded its offering to

includetransactions – Online Ordering, Table Reservations, and a Point-of-Sale system,

creatingcutting-edge technology to connect restaurant businesses and customers in ways that

willrevolutionise the restaurant industry.

In the beginning they did not concentrate on making money but as the website geared up,they

saw business prospects in it. They then modeled it in a way that their hardwork pays offin the

form of monetary benefit.With 62.5 million registered users, Zomato is a platform where on can

get in touch withfoodies around the world. Taking advantage of this, big restaurants place

theiradvertisements on this website and in turn Zomato earns revenue.Another way in

which this portal generates revenue is by the sale of tickets to food festivalsand culinary events.

They also have clients who seek their advice in making their business better, which is also a part

of their business model.With the launch of its cashless transaction, they have made it easy for

customers to pay their bills without carrying cash, and in turn they benefit from the commissions

they are entitledto.The implementation of new ideas is one of the many things which have paved

the path tosuccess for them.

CHAPTER – 12

REFERENCE
REFERENCE

LINKS:-

□ https://innov8.work/blog/swiggy-zomato-food-startups-in-india/

□ https://inc42.com/buzz/zomato-financials-2017/

□ https://www.yosuccess.com/success-stories/zomato-success-story/

□ https://www.whizsky.com/2017/08/case-study-zomato-global-indian-company/

□ https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/zomato-ceo-claims-100-

million-in

annualised-revenue-run-rate-40-growth-in-last-2-months/articleshow/63414145.

REFERENCE:-

1. Ahmed, K. (2015, September 16). Google's Demis Hassabis-misuse of artificial intelligence

'could do harm'.

httpswww.bbc.com/news.business-34266 425 Accessed: 6 November 2018,

2. Bughin, J., Hazan, E., Manyika, J., & Woetzel, J. (2017). Artificial Intelligence: The Next

Digital Frontier, McKinsey Global Institute.

3. Hoanca, B. and Forrest, E. (2015). Artificial Intelligence: Marketing's Game Changer - IGI

Global

4. Kaput, M. (2016, November 1). The Marketer's Guide to Artificial Intelligence Terminology.

https://www.marketingalinstitute.com/blog/the-marketers-guide-to-artificial-intelligence-

termina log Accessed: 6 November 2018. 6. Lee, C., Wang, M., Yen, S., Wei, T., Wu, L. Chou, P.

& Yang, T. (2016, August).

CHAPTER – 13

ANNEXURE
ANNEXURE

PROFILE FORM:-

• EMAIL-ID

• NAME

• AGE

• GENDER

QUE-1. HOW OFTEN DO YOU USE ZOMATO FOR ORDERING FOOD?

• DAILY

• WEEKLY

• MONTHLY

• RARELY

QUE-2.HOW AWARE ARE YOU OF ZOMATO’S MARKETING STRATEGY?

• VERY AWARE

• SOMEWHAT AWARE

• NOT AWARE

QUE-3.WHICH MARKETING CHANNEL DO YOU THINK ZOMATO UTILIZE

EFFECTIVELY?

• SOCIAL MEDIA

• INFLUENCER MARKETING
• TELEVISION

• EMAIL MARKETING

• OTHERS

QUE-4 DO YOU THIK ZOMATO’S MARKETING STRATEGIES HAVE

CONTRIBUTED TO THE COMPANY’S GROWTH?

• YES

• NO

• NOT,SURE

QUE-5 HOW WOULD YOU RATE ZOMATO’S GROWTH COMPARED TO ITS

COMPETITORS?

• STRONGLY AGREE

• AGREE

• NEUTRAL

• DISAGREE

• STRONGLY DISAGREE

QUE-6 HOW ZOMATO’S MARKETING STRATEGIES INFLUENCED YOUR

DECISION TO USE THEIR SERVICES?

• YES

• NO

• NOT SURE
QUE-7 WHAT ASPECTS OF ZOMATO’S MARKETING DO YOU FIND THE MOST

APPEALING?

• DISCOUNTS AND OFFERS

• USER FRIENDLY APP/WEBSITE

• VARIETY OF RESTAURANT

• REVIEWS AND RATINGS

• OTHER

QUE-8 WHICH PLATFORM DO YOU PREFER FOR FOOD DELIVERY?

• ZOMATO

• NEITHER

• SWIGGY

• BOTH

QUE-9 WHAT FACTORS INFLUENCE YOUR CHOICE BETWEEN ZOMATO AND

SWIGGY?

• DELIVERY TIME

• RESTAURANT SELECTION

• USER INTERFACE

• OFFER AND DISCOUNT

• OTHER