INTRODUCTION

Digital marketing is the new method of marketing commodities using-digital technology, mostly
through internet. Digital marketing is built on the internet that can create and convert brand value from
producer to the potential customer by various digital networks. The development of digital marketing
has altered the method companies use technology for promotion, as digital podiums are progressively
changed into advertising plans, as individuals use digit campaigns like mobile, computer/laptop and
tablet instead of visiting physical market. Digital-marketing elements like searchengine-optimizing is
also called as organic method of ranking the website, pay per click or SEM, content-marketing, email-
marketing, social media, social-media optimization, show promotion besides e-commerce marketing
are becoming more common in advertising technology.

Digital marketing is the comprehensive strategy of promoting a business or brand through various
electronic and internet-based channels. It encompasses utilizing online platforms such as search
engines, social media, email, and websites, along with offline methods like SMS and MMS, to connect
with both current and potential customers.

Also referred to as online marketing or internet marketing, digital marketing essentially involves
taking a business online. It involves the promotion of a business organization or brand through diverse
channels including the internet, mobile devices, television, radio, as well as utilizing different online
advertising formats such as podcasts, videos, and other digital approaches to convey messages.

Internet promotion, in particular, holds a significant portion in most promotional strategies and
serves as the cornerstone for many businesses' overall marketing policies. This digital approach to
marketing allows businesses to reach wider audiences, engage with customers on multiple platforms,
and adapt quickly to changes in consumer behavior and market trends.

CONCEPT

1. Online Presence Building: Digital marketing starts with establishing a strong online
presence for a business or brand. This involves creating and optimizing a website that reflects the
brand identity, is user-friendly, and provides valuable content to visitors. The website serves as the
central hub where customers can learn about products or services, make purchases, or contact the
business.

2. Search Engine Optimization (SEO): SEO is a crucial aspect of digital marketing aimed
at improving a website's visibility in search engine results pages (SERPs). By optimizing content,
keywords, meta tags, and other elements, businesses can rank higher in relevant searches, driving
organic traffic to their site.
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 3. Social Media Marketing (SMM): Social media platforms like Facebook, Instagram,
Twitter, LinkedIn, and others provide opportunities for businesses to engage with their audience, build
brand awareness, and drive traffic to their website. SMM involves creating and sharing content,
running targeted ads, and interacting with followers to foster relationships and encourage brand
loyalty.

4. Email Marketing: Email marketing remains one of the most effective digital marketing
strategies for nurturing leads and retaining customers. Businesses can send personalized emails to
subscribers, offering promotions, sharing valuable content, or providing updates about products and
services. Email marketing helps businesses stay connected with their audience and drive conversions.

5. Content Marketing: Content marketing revolves around creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience. This content
can take various forms, including blog posts, articles, videos, infographics, podcasts, and more.
Content marketing helps businesses establish authority, build trust with their audience, and drive
engagement and conversions.

6. Pay-Per-Click Advertising (PPC): PPC advertising involves placing ads on search

engines or social media platforms and paying a fee each time a user clicks on the ad. This model
allows businesses to target specific keywords or demographics, reach a highly targeted audience, and
drive immediate traffic to their website.

7. Mobile Marketing: With the increasing use of smartphones and mobile devices, mobile
marketing has become essential for reaching consumers on the go. This includes mobile-optimized
websites, mobile apps, SMS marketing, MMS marketing, and location-based advertising to target users
based on their geographic location.

8. Analytics and Data Analysis: Digital marketing relies heavily on data and analytics to
measure the effectiveness of campaigns, track user behaviour, and make informed decisions.
Businesses use tools like Google Analytics, social media insights, and email marketing metrics to
monitor key performance indicators (KPIs) such as website traffic, conversion rates, click-through
rates, and return on investment (ROI).

Overall, digital marketing offers businesses a wide range of tools and strategies to reach their target
audience, drive engagement and conversions, and ultimately achieve their marketing objectives in
today's increasingly digital world.

Digital marketing, or online marketing, is a form of advertising that uses the internet and digital
technologies to connect with customers. Rather than traditional media, such as print, radio, or

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television, digital marketing uses computers, mobile, social media, search engines, and other digital
channels to reach consumers wherever they spend the most time.

What is digital marketing?

Digital marketing is a form of marketing that leverages the internet and digital technologies, such as
computers and mobile devices, to connect with customers. More than running a sponsored Instagram
ad to drive sales, it's a set of practices that interacts with customers at every stage of the buying
journey.

Digital marketing strategy includes email, social media, advertising, and multimedia messaging that
is distributed through mobile and web. Over 60 percent of the global population is online, and more
people are joining them every day. That's why companies are now increasing their digital marketing
budgets by double-digit figures while traditional marketing gets slashed

Data plays a big part in digital marketing. With marketing analytics, marketers can collect valuable
information by tracking a customer’s journey in real time and target specific audiences by tailoring
content to their preferred digital channels. For example, Starbucks has collected data from their
rewards mobile apps to help identify seasonal trends and create tailored promotions.

TYPES

Digital marketing encompasses a variety of strategies and tactics to promote businesses and engage
with audiences online. Here are some of the most common types of digital marketing:

1. Search Engine Optimization (SEO): SEO involves optimizing a website's content,

structure, and backlinks to improve its visibility in search engine results pages (SERPs). The goal is to
increase organic (non-paid) traffic from search engines like Google, Bing, and Yahoo.

2. Search Engine Marketing (SEM): SEM refers to paid advertising on search engines,
commonly known as Pay-Per-Click (PPC) advertising. Advertisers bid on keywords relevant to their
business, and their ads appear at the top of search results when users search for those keywords.
Google Ads is the most popular platform for SEM.

3. Social Media Marketing (SMM): SMM involves promoting a brand and its content on
social media platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest. Strategies include
creating and sharing engaging content, running paid ads, and interacting with followers to build
relationships and drive website traffic.

4. Content Marketing: Content marketing focuses on creating and distributing valuable,

relevant content to attract and retain a target audience. This content can take various forms, including
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blog posts, articles, videos, infographics, podcasts, and eBooks. The goal is to educate, entertain, or
inspire the audience while subtly promoting the brand.

5. Email Marketing: Email marketing involves sending targeted emails to prospects and
customers to promote products, services, or special offers. It's an effective way to nurture leads, build
customer relationships, and drive sales. Email campaigns can be personalized based on user behaviour
and preferences.

6. Affiliate Marketing: Affiliate marketing is a performance-based marketing strategy where

businesses reward affiliates (publishers or influencers) for driving traffic or sales to their website
through affiliate links. Affiliates earn a commission for each successful referral, incentivizing them to
promote the brand.

7. Influencer Marketing: Influencer marketing involves partnering with influencers or

celebrities to promote a brand or product to their followers. Influencers typically have a large and
engaged audience on social media platforms, and their endorsement can help increase brand visibility
and credibility.

8. Mobile Marketing: Mobile marketing targets users on smartphones and other mobile
devices through channels like mobile-optimized websites, mobile apps, SMS marketing, and location-
based advertising. It's essential for reaching consumers on the go and providing personalized
experiences based on their device and location.

9. Video Marketing: Video marketing leverages video content to engage and educate
audiences, whether through social media, websites, or video-sharing platforms like YouTube. It's an
effective way to tell stories, demonstrate products, and connect with viewers on an emotional level.

10. Display Advertising: Display advertising involves placing banner ads or multimedia ads
on websites, apps, or social media platforms to reach a specific target audience. These ads can be
targeted based on demographics, interests, or browsing behaviour, and they often appear alongside
relevant content.

These are just some of the many types of digital marketing strategies available to businesses today.
The most effective approach depends on the target audience, business goals, budget, and industry
dynamics. Many businesses use a combination of these tactics to create a comprehensive digital
marketing strategy that drives results.

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 Importance of Digital Marketing:

1. Global Reach: Digital marketing allows businesses to reach a global audience regardless
of geographical boundaries, enabling expansion into new markets with minimal resources.

2. Cost-Effectiveness: Compared to traditional marketing channels like print or TV

advertising, digital marketing is often more cost-effective, especially for small businesses with limited
budgets.

3. Targeted Advertising: Digital marketing platforms offer advanced targeting options,

allowing businesses to reach specific demographics, interests, and behaviours, resulting in higher
conversion rates and ROI.

4. Measurable Results: Digital marketing tools provide detailed analytics and performance
metrics, enabling businesses to track the effectiveness of their campaigns in real-time and make data-
driven decisions for optimization.

5. Increased Engagement: Interactive content formats like videos, polls, quizzes, and social
media posts facilitate greater engagement with the audience, fostering brand awareness, loyalty, and
advocacy.

6. Personalization: Digital marketing enables personalized communication with customers

based on their preferences, behaviours, and past interactions, leading to more relevant and engaging
experiences.

Scope of Digital Marketing:

1. Search Engine Optimization (SEO): Optimizing website content to improve organic

search visibility and attract relevant traffic from search engines.

2. Social Media Marketing (SMM): Leveraging social media platforms to build brand
awareness, engage with audiences, and drive website traffic and conversions.

3. Content Marketing: Creating valuable, relevant content to attract and retain customers,
establish thought leadership, and drive organic traffic.

4. Email Marketing: Sending targeted emails to subscribers to promote products, services,

and special offers, nurturing leads and fostering customer relationships.

5. Pay-Per-Click Advertising (PPC): Placing ads on search engines or social media

platforms and paying a fee each time a user clicks on the ad, driving immediate traffic and
conversions.
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 6. Affiliate Marketing: Partnering with affiliates to promote products or services in
exchange for a commission on sales generated through their referral links.

Limitations of Digital Marketing:

1. Digital Divide: Not all consumers have equal access to digital technologies, potentially
limiting the reach of digital marketing campaigns, especially in developing regions or among older
demographics.

2. Information Overload: With the abundance of digital content and advertising online,
consumers may experience information overload, making it challenging for businesses to capture their
attention and stand out from competitors.

3. Platform Dependence: Digital marketing relies on third-party platforms and algorithms,

which can change frequently, impacting the visibility and performance of campaigns.

4. Technical Challenges: Digital marketing requires technical expertise and ongoing

optimization, which can be challenging for businesses without dedicated resources or knowledge in
areas like SEO, PPC, and analytics.

5. Privacy Concerns: As digital marketing relies on collecting and analysing user data for
targeting and personalization, concerns about privacy and data security may arise, leading to regulatory
scrutiny and consumer mistrust.

Advantages of Digital Marketing:

1. Flexibility: Digital marketing allows businesses to quickly adapt to changing market

conditions, consumer behaviour, and industry trends, enabling agile decision-making and campaign
optimization.

2. Real-Time Interaction: Digital marketing facilitates real-time communication and

interaction with customers through social media, chatbots, and instant messaging, enhancing customer
satisfaction and loyalty.

3. Higher ROI: Digital marketing offers better ROI compared to traditional marketing
channels, with lower costs per impression, click, and conversion, leading to higher profitability and
revenue growth.

4. Brand Visibility: With the widespread use of digital devices and online platforms, digital
marketing helps businesses increase brand visibility, recognition, and recall among their target
audience.

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 5. Data-Driven Insights: Digital marketing provides access to vast amounts of data and
analytics, enabling businesses to gain valuable insights into customer behaviour, preferences, and
purchasing patterns for informed decision-making and strategic planning.

STATEMENT OF THE PROBLEM

The study deals with the consumer behaviour towards online usage and its further benefits. The
tools which are used to develop the promotion of product service by SWIGGY AND ZOMATO.

OBJECTIVE OF STUDY

 . To identify the tools and techniques of online marketing.

 To analyses online buying behavior of Indian customers.
 To determine the strategies used in digital marketing.
 To understand the important terms used in digital marketing.
 To study the types of advertisements.

LITERATURE REVIEW

Digital and Traditional Modes of Marketing

Digital marketing, enabled by mobile technologies, social media platforms, and ewe, has become
ingrained in our worldwide lives and has supplanted traditional modes of communication and
marketing. Recently, the area of marketing has grown in sophistication as a result of the impact of
intense global competition on numerous sectors through new technology. These factors influence
customer behaviour and tourist perceptions, in contrast to the traditional methods of marketing and
advertising.

Social Media as a Digital Marketing Strategy

According to Dewi (2020), social media can be considered as a virtual medium that helps people
enhance their social interactions. Through public relations, Wonderful Bali's digital marketing
approach has succeeded in establishing a positive reputation among consumers due to the company's
ability to connect effectively with them. Almost every business owner has used digital media to sell
their products

Information Technologies as Marketing Tactics

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 Furthermore, the expansion of information technologies and the internet has been one of the most
significant shifts in the company world over the previous decade. The internal structure and
organization of businesses have developed in response to the emergence of a digital environment
shaped by internet business models and digital marketing (DM) approaches (Saura et al., 2019).

E-commerce During the COVID-19 Pandemic

With consumers increasingly shopping online amid pandemic constraints, entrepreneurs have
become even more receptive to the digital phenomenon of online buying. E-commerce platforms such
as Lazada and Shopee are expected to lead these online shopping platforms, with sales revenues
expected to climb by millions of pesos. Technology has already transformed online business
transactions into an infinite marketplace, where managing a business has become easier and more
effective for both sellers and consumers. Arreola (2020) stated that the importance of online shopping
has been emphasized during the COVID-19 pandemic.

THEORITICAL FRAMWORK

1. Business Objectives and Goals:

 Begin by understanding the overarching objectives of the business or organization.

 Define specific goals that digital marketing strategies should help achieve, such as
increasing brand awareness, generating leads, driving sales, or improving customer
retention.

2. Market and Audience Analysis:

 Conduct comprehensive market research to understand industry trends, competitive

landscape, and market dynamics.

 Analyse target audience demographics, psychographics, behaviour patterns, and

preferences to tailor digital marketing strategies effectively.

3. SWOT Analysis:

 Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify

internal strengths and weaknesses as well as external opportunities and threats.

 Use SWOT insights to align digital marketing strategies with the organization's capabilities
and competitive advantages.

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4. Digital Marketing Channels Selection:

 Evaluate various digital marketing channels such as social media, search engines, email
marketing, content marketing, paid advertising, and influencer marketing.

 Select the most relevant channels based on audience demographics, channel effectiveness,
budget, and business objectives.

5. Content Strategy:

 Develop a content strategy that resonates with the target audience and aligns with business
goals.

 Determine content types, formats, themes, and distribution channels to engage and educate
the audience throughout the customer journey.

6. Search Engine Optimization (SEO):

 Implement SEO best practices to improve website visibility and organic traffic.

 Conduct keyword research, optimize on-page elements, and build high-quality backlinks to
enhance search engine rankings.

7. Paid Advertising Strategy:

 Develop a paid advertising strategy encompassing search engine marketing (SEM), display
advertising, social media ads, and remarketing campaigns.

 Set clear objectives, target audience segments, allocate budgets effectively, and optimize
ad creatives for maximum ROI.

8. Social Media Marketing (SMM):

 Create a social media marketing strategy tailored to each platform's audience and features.

 Develop engaging content, foster community interaction, leverage social media

advertising, and monitor social analytics for insights and optimization.

9. Email Marketing Campaigns:

 Design email marketing campaigns to nurture leads, drive conversions, and build customer
relationships.
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  Segment email lists, personalize content, automate workflows, and measure email
performance metrics like open rates and click-through rates.

COMPANY PROFILE

SWIGGY
Swiggy is a leading food ordering and delivery startup in India. The company started operations in
2014 and is headquartered in Bengaluru. Swiggy works by acting as a bridge between customers and
restaurants. It utilizes an innovative technology platform that allows customers to order food from
nearby restaurants and get it delivered at their doorstep. With Swiggy, customers do not have to keep
the contact numbers of various restaurants and eateries in their locality. Swiggy works as a single point
of contact for ordering food from all restaurants that may be there at a particular location. Swiggy has
its own team of delivery professionals who pickup orders from restaurants and deliver it at the
customer’s doorstep. This has made the task of ordering food a lot easier for customers. Restaurants
also gain by getting more orders and avoiding costs and efforts associated with maintaining their own
delivery personnel.

History:

The idea for Swiggy came in 2014, when the founders realized that there was a huge gap in the food
ordering and delivery space. Restaurants often faced manpower problems and their delivery personnel

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were also not trained to deliver food in time. Swiggy started as a small setup in August 2014, with a
team of six delivery personnel and covering 25 restaurants. However, the idea soon became a huge hit
among customers and restaurants alike. Swiggy now has operations in 8 cities and more than 10,000
restaurants on its platform.

Funding:

Swiggy has received investments worth USD 155.5 million via six rounds of funding. Investors
include SAIF Partners, Harmony Partners, Naspers, Norwest Venture Partners, Bessemer Venture
Partners, and Accel Partners.

Acquisitions:

Swiggy had acquired gourmet food startup ’48East’ in December 2017. The acquisition of 48East
has helped Swiggy to strengthen its service offerings and add additional capabilities as well. The deal
was done for an undisclosed amount.

Competition:

Swiggy competes with other players in the food ordering and delivery space such as Zomato, Box8,
Hola chef, Dine out, etc.

About the Founders:

Swiggy was founded by Sriharsha Majety, Nandan Reddy, and Rahul Jaimini. Sriharsha Majety is
an alumnus of Indian Institute of Management, Calcutta and he currently serves as the Chief Executive
Officer (CEO) at Swiggy. Co-founder Nandan Reddy is an alumnus of Birla Institute of Technology
and Science and he heads operations at Swiggy. He had earlier worked at Galla, Zurna, Insight, and
IntelliSnap. Co-founder Rahul Jaimini is an alumnus of Indian Institute of Technology, Kharagpur and
he is the Chief Technical Officer at Swiggy. Prior to Swiggy, he had worked at Myntra and NetApp.

The journey of Swiggy, initiated by Sriharsha Majety and Nandan Reddy, began in 2014 with a
vision to revolutionize the food delivery landscape in India. Their innovative concept of "hyper local
food delivery" aimed to simplify the process of ordering food with just a tap on a smartphone. To
realize this vision, they teamed up with Rahul Jaimini, who played a crucial role in bringing their idea
to fruition through the development of the first Swiggy website.

In August 2014, Swiggy commenced its operations in Koramangala, Bengaluru, by onboarding a

few restaurants. The initial team of "Hunger Saviors" was tasked with the mission of delivering food
within a remarkable timeframe of 40 minutes, setting the standard for Swiggy's commitment to prompt

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and reliable service. Soon after, Swiggy secured its first round of funding, enabling the company to
scale its operations and expand its reach.

In May 2015, Swiggy took a significant leap forward by launching its mobile application,
enhancing accessibility and convenience for customers. Notably, all the technology powering Swiggy's
seamless food delivery experience was developed in-house, showcasing the company's dedication to
innovation and technological prowess.

With the overwhelming love and support from consumers, Swiggy rapidly expanded its footprint
across Bengaluru and subsequently throughout the entire country. Its relentless focus on customer
satisfaction, coupled with a large and efficient delivery network, propelled Swiggy to become the
foremost food ordering and delivery platform in India.

Today, Swiggy stands as a testament to its founders' vision and perseverance, offering an array of
benefits to customers, including lightning-fast deliveries, real-time order tracking, and no restrictions
on order amounts. Swiggy has transformed the way people enjoy their favourite meals, providing
unparalleled convenience and flexibility by delivering delicious food wherever and whenever it's
desired.

SWIGGY INSTAMART

Swiggy Instacart is a specialized service offered by Swiggy, one of India's leading online food
delivery platforms, designed to cater to the rapidly growing demand for instant grocery delivery. With
Instacart, Swiggy aims to provide customers with a convenient and hassle-free solution for their
everyday grocery needs, delivering a wide range of essential items directly to their doorsteps within a
remarkably short timeframe.

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 Service Offering:

Swiggy Instacart offers a comprehensive selection of grocery and household essentials, including
but not limited to fresh produce, pantry staples, dairy products, snacks, beverages, personal care items,
and home essentials. The service features a curated catalo of high-quality products sourced from
trusted suppliers and brands, ensuring that customers have access to a diverse range of items to meet
their daily requirements.

Instant Delivery Promise:

One of the key distinguishing factors of Swiggy Instacart is its promise of instant delivery. Orders
placed through the Instacart platform are typically fulfilled and delivered within 30 to 45 minutes,
offering customers unparalleled convenience and prompt service. This quick turnaround time is made
possible by Swiggy's extensive network of delivery partners and hyperlocal fulfilment centres
strategically located across various neighbourhoods.

Convenience and Accessibility:

Swiggy InstaMart is seamlessly integrated into the Swiggy app, making it easily accessible to
millions of existing Swiggy users. Customers can browse through the Instacart section within the app,
explore the available products, add items to their cart, and place orders with just a few taps on their
smartphones. This integration simplifies the shopping experience, allowing customers to conveniently
shop for groceries while already using the Swiggy platform for food delivery.

Quality Assurance:

Swiggy Instamart maintains stringent quality standards to ensure that customers receive only the
freshest and highest-quality products. Items offered through Instamart are sourced from trusted
suppliers and undergo rigorous quality checks to guarantee freshness, authenticity, and safety.
Additionally, Instamart offers a satisfaction guarantee, allowing customers to return or exchange
products if they are not completely satisfied with their quality.

Expansion and Growth:

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 Since its launch, Swiggy Instamart has rapidly expanded its presence to serve customers in multiple
cities and neighbourhoods across India. The service continues to grow and evolve, with Swiggy
regularly adding new products, expanding its delivery network, and enhancing the overall shopping
experience for users. Instamart's expansion reflects Swiggy's commitment to innovation and its
dedication to meeting the evolving needs of customers in the grocery delivery space.

In summary, Swiggy Instamart represents a convenient and reliable solution for customers seeking
instant grocery delivery. With its diverse product offerings, instant delivery promise, seamless
integration with the Swiggy app, and commitment to quality, Instamart aims to simplify grocery
shopping and provide customers with a convenient and efficient way to meet their daily household
needs.

SWIGGY GENIE

Swiggy Genie is a hyperlocal delivery service launched by Swiggy, India's leading online food
delivery platform, to provide customers with a convenient solution for delivering packages,
documents, and other items within their city. Here's an overview of Swiggy Genie:

Introduction: Swiggy Genie was introduced as a response to the increasing demand for hyperlocal
delivery services, particularly during the COVID-19 pandemic when people required a reliable and
efficient way to send and receive essential items without leaving their homes.

Service Offering: Swiggy Genie allows users to request the delivery of a wide range of items,
including groceries, medicines, documents, parcels, gifts, and more. Customers can use the Swiggy
app to place a Genie order and specify pickup and delivery locations, along with any special
instructions.

On-Demand Delivery: One of the key features of Swiggy Genie is its on-demand delivery model,
which ensures swift pickup and delivery of items within a short timeframe. Genie orders are typically
fulfilled by Swiggy's network of delivery partners, who are equipped to handle various types of
deliveries efficiently.
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 Convenience and Accessibility: Swiggy Genie offers customers a convenient and hassle-free
solution for sending and receiving items within their city. The service is integrated into the Swiggy
app, allowing users to access Genie's features alongside Swiggy's food delivery services. This
integration simplifies the process of placing Genie orders and enhances accessibility for users.

Flexible Delivery Options: Swiggy Genie provides users with flexibility in terms of delivery
options. Customers can choose between immediate delivery for urgent items or schedule deliveries for
a later time that is convenient for them. This flexibility ensures that customers can receive their items
when they need them the most.

Quality Assurance: Swiggy Genie maintains strict quality standards to ensure the safe and secure
delivery of items. Delivery partners are trained to handle packages with care and adhere to all safety
protocols during the delivery process. Additionally, Swiggy offers real-time tracking for Genie orders,
allowing customers to monitor the status of their deliveries and stay informed.

Expansion and Growth: Since its launch, Swiggy Genie has expanded its presence to serve
customers in various cities across India. The service continues to grow and evolve, with Swiggy
regularly introducing new features and enhancements to improve the overall delivery experience for
users.

IT’S VALUES

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 ZOMATO
Zomato is a multinational food delivery, restaurant discovery, and dining platform headquartered in
Gurugram, India. Founded in 2008 by Deepinder Goyal and Pankaj Chaddah, Zomato has evolved into
one of the world's largest food aggregators, operating in numerous countries and serving millions of
users globally.

Zomato, originally known as "Foodiebay," was founded in 2008 by Deepinder Goyal and Pankaj
Chaddah in Delhi, India. The idea for the platform stemmed from Goyal's frustration with finding
menus online for local restaurants. He saw an opportunity to create a centralized platform that would
provide users with comprehensive information about restaurants, including menus, reviews, ratings,
and contact details.

MISSION Our is to ensure nobody has a bad meal

VISION
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 Zomato is used by millions everyday countries. In a few years we should be able to help point you
to a great place to eat no matter what part of world you are in 8 to ensure nobody has a bad meal
Zomato is used by millions every day to decide where to eat in over 10000cities over 23 countries. In a
few years we should be able to help point you to a great place to eat no matter what part of world you
are in.

Initially launched as a restaurant discovery and review website, Zomato quickly gained popularity
among users seeking information about dining options in their area. The platform's user-friendly
interface and extensive database of restaurants contributed to its rapid growth and adoption.

In 2010, Zomato expanded its services to include online ordering, allowing users to place orders for
delivery or takeaway directly through the platform. This move positioned Zomato as not only a
restaurant discovery tool but also a food delivery aggregator, bridging the gap between consumers and
restaurants.

Over the years, Zomato continued to innovate and expand its offerings, introducing features such as
table reservations, loyalty programs, and curated dining experiences. The company also embarked on a
journey of global expansion, entering markets beyond India and establishing a presence in countries
across Asia, Europe, the Middle East, and the Americas.

In 2015, Zomato underwent a rebranding exercise, transitioning from its original name "Zomato"
and consolidating its services under a unified brand identity. The rebranding reflected the company's
evolution from a restaurant discovery platform to a comprehensive food-tech platform offering a range
of services, including food delivery, online ordering, and table reservations.

Since its inception, Zomato has grown into one of the world's largest food aggregators, serving
millions of users and partnering with thousands of restaurants globally. The company has attracted
significant investment from venture capital firms and investors, fuelling its expansion and growth
initiatives.

Today, Zomato continues to innovate and evolve, leveraging technology, data analytics, and
partnerships to enhance the dining experience for users and restaurants alike. With its commitment to
quality, convenience, and customer satisfaction, Zomato remains a leading player in the food-tech
industry, shaping the way people discover, order, and enjoy food around the world.

SERVICES OFFERED

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 Zomato offers a diverse range of services aimed at enhancing the dining experience for users and
providing valuable solutions for restaurants. Here are the main services offered by Zomato:

1. Restaurant Discovery:

 Zomato's restaurant discovery service allows users to explore a wide variety of dining
options in their area. Users can search for restaurants based on factors such as cuisine,
location, price range, and user ratings. Detailed restaurant profiles provide information
such as menus, photos, reviews, and contact details, helping users make informed dining
decisions.

2. Food Delivery:

 Zomato's food delivery service enables users to order food from their favourite restaurants
and have it delivered to their doorstep. Users can browse through menus, place orders, and
track delivery status in real-time using the Zomato app or website. Zomato partners with a
network of delivery partners to ensure timely and reliable delivery of orders.

3. Online Ordering:

 In addition to food delivery, Zomato offers online ordering services for takeaway orders.
Users can place orders for pickup directly through the Zomato app or website, streamlining
the ordering process and providing added convenience for users who prefer to pick up their
orders themselves.

4. Table Reservations:

 Zomato's table reservation service allows users to book tables at restaurants in advance,
helping them avoid waiting times and guaranteeing a seamless dining experience. Users

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 can browse available reservation slots, select their preferred time and date, and make
reservations through the Zomato app or website.

5. Zomato Gold:

 Zomato Gold is a subscription-based dining program that offers exclusive benefits and
discounts at partner restaurants. Subscribers enjoy perks such as complimentary dishes,
drinks, and desserts, as well as discounts on food and beverages. Zomato Gold aims to
provide users with enhanced dining experiences while helping restaurants attract and retain
customers.

6. Events and Offers:

 Zomato features a section dedicated to events, offers, and promotions at restaurants. Users
can discover special deals, discounts, and themed events happening at restaurants in their
area, making it easier to find value-for-money dining experiences.

7. Restaurant Management Tools:

 Zomato provides a suite of tools and services for restaurants to manage their online
presence, attract customers, and streamline operations. This includes features such as menu
management, table management, customer feedback management, and marketing
analytics, empowering restaurants to optimize their performance and reach a wider
audience.

8. Food and Restaurant Reviews:

 Zomato allows users to write and read reviews of restaurants and dishes, providing
valuable insights and recommendations for other users. Reviews help users make informed
dining decisions and contribute to the overall community-driven aspect of the platform.

Overall, Zomato's comprehensive range of services caters to the diverse needs of users and
restaurants, offering solutions for discovering, ordering, and enjoying food while empowering
restaurants to enhance their visibility, attract customers, and improve their operations.

Global Presence:

 Zomato operates in multiple countries around the world, including India, the United States, United
Kingdom, Australia, Canada, UAE, Qatar, Philippines, Indonesia, and more.
20
 The company has made several acquisitions and partnerships to expand its presence and
consolidate its position in various markets.

Technology and Innovation:

 Zomato leverages advanced technology and data analytics to personalize user experiences,
optimize delivery routes, and improve operational efficiency.

 The Zomato app features intuitive interfaces, real-time tracking, secure payment options, and
personalized recommendations based on user preferences and past orders.

Social Impact:

 Zomato has undertaken various initiatives to support communities and promote social causes. For
example, during the COVID-19 pandemic, Zomato launched initiatives to provide meals to
frontline workers and those in need.

 The company also supports sustainable practices and initiatives aimed at reducing food wastage
and promoting responsible dining.

COMPARITIVE STUDY

HOW SWIGGY WORKS?

Swiggy provides an online platform for ordering from a wide range of listed neighbourhood partner
restaurants and have their own fleet of delivery personnel who pick up the orders from the partner
restaurants and deliver it to the customers at their doorsteps.

21
 Swiggy works by providing a complete food ordering and delivery solution that connects the
existing neighbourhood restaurants with the urban foodies proving to be beneficial for both. You can
open the Swiggy application on your mobile phones or visit the Swiggy website and you will find a
whole list of restaurants to order from. Once the restaurant is

selected and the order placed, the restaurant which has its own Swiggy application receives the
order details and starts preparing for the order. A broadcast signal is then sent to all the drivers in the
vicinity who have their own driver application.

22
 Those willing to accept the order can choose to accept and deliver it. Like other on-demand
delivery startups, Swiggy also has integrated the Google Maps API which lets the customers know
where their order is and the amount of time it will take for their order to get delivered in real-time.

HOW SWIGGY MAKES MONEY?

Swiggy’s business model has made Swiggy an early mover in the food service space in India and
has had a set base model on which their business is based, but they have started earning revenues from
other related avenues ever since they have established themselves. The following are the different
sources that Swiggy makes money from: -

COMMISSIONS

Swiggy typically charges a 15% – 25% commission on the order bill amount received by the
restaurant. This commission is charged on the full bill amount which is inclusive of the Goods and
Service Tax charged over and above the menu price. Swiggy continuously tries to get restaurants on
board to be available on Swiggy exclusively. On this account, certain benefits are given to restaurants
like greater visibility and sometimes a drop in the commission of about 2% – 3%. But since the
resulting benefit is far more than the drop in revenue, Swiggy does this aggressively. The percentage of
commission depends on various factors like the frequency of orders received, location of the
restaurant, dependency of the restaurant on Swiggy, percentage charged by competitors, penetration to
a new city etc.

DELIVERY CHARGES

Swiggy does not have a minimum order requirement for delivery which means that Swiggy often
receives orders amounting to less than Rs 100. This increases the logistics cost per order. So, after
Swiggy got a strong hold of the market, it started charging delivery charges to low order amounts
(depending and varying upon city to city). Delivery charges are typically around Rs 20 for orders less
than Rs 250. Swiggy sometimes also charges a surge in delivery prices in times of high demand, rains,
special occasions and midnight delivery in select markets. This additionally helps in pushing
customers in ordering above the threshold to avoid paying delivery charges.

ADVERTISING

Swiggy started earning advertising revenue via two models’ priority listing of restaurants. Swiggy
recently started with Food panda’s books. Restaurants are promoted and displayed in their app and
website pertaining to regions. Different regions on the displayed page vary in their rates based on the
visibility that the restaurant is to receive via the banner promotion. The only limitation is that Swiggy

23
does not share customer data, so the restaurants rely on generating raw revenue through higher
visibility only. Swiggy typically displays a list of available restaurants to t this very potential into a
revenue stream by charging a premium from restaurants in return of giving priority listing to the
restaurants. Higher up the list the restaurant is displayed, higher is the cost the restaurant has to 15
Swiggy started earning advertising revenue via two models – Banner promotions and priority listing of
restaurants. Swiggy recently started with Banner promotions to take a leaf out of Zomato and Food
panda’s books. Restaurants are promoted and displayed in their app and website pertaining to regions.
Different regions on the displayed page vary in their rates based on arrant is to receive via the banner
promotion. The only limitation is that Swiggy does not share customer data, so the restaurants rely on
generating raw revenue through higher visibility only. Swiggy typically displays a list of available
restaurants to the customers. It has tapped this very potential into a revenue stream by charging a
premium from restaurants in return of giving priority listing to the restaurants. Higher up the list the
restaurant is displayed, higher is the cost the restaurant has to Banner promotions and h Banner
promotions to take a leaf out of Zomato and Food panda’s books. Restaurants are promoted and
displayed in their app and website pertaining to regions. Different regions on the displayed page vary
in their rates based on the only limitation is that Swiggy does not share customer data, so the
restaurants rely on the customers. It has tapped this very potential into a revenue stream by charging a
premium from restaurants in Higher up the list the restaurant is displayed, higher is the cost the
restaurant has to pay.

HOW ZOMATO WORKS?

Zomato has been effectively growing since 2008. Its upward graphs and success timeline is a result
of its adequately creative business plan and a promising revenue generation strategy. Here is a clear
picture of how it works: It enables users to search through a rundown of restaurants and select their
most loved food from their most loved cuisines via a website or mobile app. Zomato is an astounding
platform for restaurants to improve their market presence and grow their user database.

Users can see special offers and deals by skimming through the community on the channels. Once
the clients choose their order, Zomato gives them the leverage to pay using different mediums. The
request received goes directly to the Zomato delivery guys. Then goes to the specific restaurant. The
restaurant then confirms the order and packs it according to the requirements given.

Zomato delivery personnel finish the last step by picking up the parcel from the restaurant and
deliver it to the user. Meanwhile, Zomato likewise provides restaurants an opportunity to show and
promote their cuisines to a huge user base. Restaurants also pay to Zomato for featured listings.

24
Zomato is a reliable partner for Restaurants hoping to grow their business by expanding their reach and
users via online branding.

It has partnered with almost every one of the restaurants of the urban areas thus offering its clients a
wide variety of food items. Zomato has built up a rating framework which puts restaurants in an order
based on their ratings and reviews. The clients rate the restaurants based on the quality of the food,
look and feel of their ambiance and their experience. Its technology enhances the user experience by
telling them the distance of a particular place from user’s area, average food price, delivery charge and
estimated wait time for the order.

HOW ZOMATO MAKES MONEY?

Zomato just released its FY18 yearly report, and the numbers are looking truly strong. Zomato’s
overall revenue was $74 million (Rs. 480 crores) in FY18, up almost 45% from $51 million a year ago.
Zomato now makes money from different verticals. It has its original marketing business, and over the
last couple of years, has been aggressively advertising its food delivery services as well. Recently,
Zomato also launched two successful loyalty programs, Zomato Treats and Zomato Gold. Here are the
means by which it earns money:

ADVERTISING

25
 Zomato started as an online restaurant aggregator and still earns the main part of its revenues
through its unique — advertising. Zomato gives restaurants, eateries, bars and pubs a chance to
advertise on its platforms through sponsored listings, and earns the greater part its incomes through
this channel. This contributes to a 62% share of its overall revenue in FY18.

1. Commission from Restaurants:

 Zomato charges a commission fee to the restaurants listed on its platform for every order
placed through its app or website. This commission typically ranges from 10% to 25% of
the total order value. The exact percentage depends on factors such as the restaurant's
location, popularity, and type of cuisine.

2. Delivery Charges:

 Zomato imposes delivery charges on customers for orders delivered by its delivery
partners. These charges vary depending on factors such as the distance of delivery, time of
day, and demand. A portion of these delivery charges is retained by Zomato as revenue.

3. Zomato Gold Subscription:

 Zomato Gold is a premium subscription program that offers users benefits such as
complimentary dishes, drinks, and discounts at partner restaurants. Zomato charges a
subscription fee for access to Zomato Gold, which can be paid on a monthly or annual
basis. The revenue generated from Zomato Gold subscriptions contributes to Zomato's
overall earnings.

4. Advertising and Promotions:

 Zomato offers advertising and promotional services to restaurants and brands looking to
increase their visibility and attract more customers. Restaurants may pay Zomato for
featured placements, sponsored listings, or promotional campaigns on the platform.
Additionally, Zomato may partner with brands to run targeted advertising campaigns or
offer promotional deals to users.

5. Cloud Kitchen Operations:

 Zomato operates its own network of cloud kitchens under brands like "Zomato Kitchen"
and "Zomato Originals." These cloud kitchens prepare and deliver food exclusively for
orders placed through the Zomato platform. Zomato earns revenue from the sale of food
items prepared in these cloud kitchens.
26
6. Events and Partnerships:

 Zomato hosts events and collaborations with restaurants, chefs, and food-related brands.
These events may include food festivals, pop-up dinners, cooking workshops, and more.
Revenue is generated through ticket sales, sponsorship deals, and partnerships with event
organizers.

SWIGGY

ZOMATO

ANALYSIS OF DIGITAL MARKETING STRATEGIES

27
 SWIGGY
The STP (Segmentation, Targeting, Positioning) process for Swiggy can be outlined as follows:

Segmentation:

1. Demographic Segmentation:

 Age: Targeting individuals aged 20-30 years who are typically tech-savvy and open to
using online food delivery services.

 Lifestyle: Focusing on individuals with a fast-paced lifestyle who value convenience and
seek quick and easy meal solutions.

 Gender: No specific gender targeting, as the service is suitable for both males and females.

 Culture: Considering cultural diversity and preferences in food choices, catering to a wide
range of tastes and preferences.

2. Geographic Segmentation:

 Targeting urban and semi-urban areas where there is a high concentration of college
students, young professionals, and individuals living away from their hometowns.

3. Behavioural Segmentation:

 Targeting e-commerce-savvy individuals who are comfortable with online transactions and
prefer the convenience of ordering food online.

 Focusing on individuals who value time-saving solutions and are willing to pay for the
convenience of having food delivered to their doorstep.

28
  Targeting individuals who frequently order food online due to busy schedules or lack of
time for meal planning and preparation.

4. Psychographic Segmentation:

 Targeting individuals with specific psychographic traits such as adventurous eaters, health-
conscious individuals, or those seeking comfort food options.

 Focusing on individuals who prioritize quality and variety in their food choices and are
willing to explore new cuisines and dining experiences.

Targeting:

Based on the segmentation criteria, Swiggy's target audience includes:

 Individuals aged 20-30 years, including college students and young professionals.

 Tech-savvy individuals comfortable with e-commerce platforms.

 Busy individuals who prioritize convenience and time-saving solutions.

 People living away from their hometowns who may not have access to home-cooked meals or
familiar dining options.

Positioning:

Swiggy positions itself as a convenient and reliable food delivery platform that offers a wide variety
of food options catering to diverse tastes and preferences. Its tagline "Deliciously Yours" emphasizes
the personalized and customer-centric approach, while its focus on quick delivery and user-friendly
app interface reinforces the message of convenience and efficiency. Swiggy aims to be the go-to
destination for individuals seeking quality food delivered straight to their doorstep, regardless of their
busy lifestyle or location.

The positioning is explained by POD’s and POP’s of Swiggy compared to its competitors.

1. Point of difference (POD’s)

 Quicker delivery time

 Different business model

 Private fleet

 COD available.

2. Points of parity (POP’s)

29
  Similar services

 Similar restaurant listings

 Unstable market base

 Branding techniques

MARKETING INSIGHTS

1. Facebook Advertising Overview:

 Swiggy leverages Facebook advertisements to connect with a large audience and promote
its products and services. These ads are strategically crafted to appeal to potential
customers and drive engagement.

2. Target Audience Reach:

 Facebook advertising allows Swiggy to reach a diverse target audience effectively. By

utilizing proper search engine optimization (SEO) techniques and allocating resources
wisely, Swiggy can ensure that its ads are displayed to relevant users who are likely to be
interested in food delivery services.

3. Page Likes and Followers:

 Swiggy has established a strong presence on Facebook since 2015, as evidenced by its
page with approximately 864,000 likes or followers. This indicates a significant level of
engagement and interest from users who are interested in Swiggy's offerings.

4. Audience Engagement and Interaction:

 Swiggy's active engagement with its audience on Facebook is crucial for maintaining
interest and loyalty. By regularly posting updates, responding to comments, and running
interactive campaigns, Swiggy can foster a sense of community and encourage user
participation.

5. Content Strategy:

 Swiggy likely employs a variety of content types in its Facebook advertising strategy,
including eye-catching visuals, engaging videos, and compelling copy. These elements are
designed to capture users' attention and prompt them to take action, such as placing an
order or visiting Swiggy's website.

30
6. Conversion Tracking and Analysis:

 Swiggy likely utilizes Facebook's analytics tools to track the performance of its advertising
campaigns and measure key metrics such as reach, engagement, and conversion rates. This
data allows Swiggy to optimize its ad targeting and content strategy for better results.

INSTAGRAM
Swiggy's investment in Instagram Stories advertising has yielded positive results, leading to further
investment in this format. The brand leveraged appealing food imagery and enticing copy, creating an
immersive experience in the vertical full-screen format of Instagram Stories. Over a span of 3 months,
Swiggy targeted new potential users across the 15 cities where it operates.

Being one of the pioneers in India to adopt ads in Instagram Stories, Swiggy has successfully
attracted numerous new app users through this channel. Currently, ads in Stories contribute 10% of
Swiggy's marketing mix on platforms like Facebook, Instagram, and Audience Network.

The campaign, executed between January 1 to March 31, 2018, delivered impressive results:

 Achieved a 30% lower cost per install compared to other campaigns, indicating cost-efficiency
and optimization in user acquisition.

 Generated a significant 17% increase in app installs using Instagram Stories compared to other
campaigns, showcasing the effectiveness of this advertising format in driving user engagement
and conversions.

Swiggy's success in Instagram Stories advertising underscores the platform's effectiveness in

reaching and engaging with its target audience. The visually appealing content combined with the
immersive storytelling format of Instagram Stories has proven to be a valuable addition to Swiggy's
marketing strategy, driving app installs and user acquisition at a lower cost compared to other
channels.

TWITTER

Through twitter swiggy promotes its brand in most efficient way. Through twitter promote the
swiggy campaigns, swiggy events, customer experience and also uses twitter to introduce new offers
and discounts to consumers Swiggy has around 14.7k tweets on its account with 66.5k people
following its page and 5.5k likes are added to its pages
31
 EMAIL ADVERTISING

Swiggy, India's largest food ordering and delivery platform created a new record in Email
Marketing by achieving a Click Through Rate (CTR) of 7%, Open Rate of 25% on a user base of
millions. With the average industry standard being 1-1.5%, Swiggy's campaign has set a new
benchmark in Email Marketing.

TELEVISION MARKETING

Among the reams of IPL ads rolled out, if there is one ad that is sure to make you chuckle without
in-your-face advertising, it is Swiggy’s Gulab jamun ad which shows an old man ordering and
relishing a Gulab jamun without letting his wife know. With simple insight and its brilliant execution,
Swiggy's nimble approach has helped reinforce that if a brand tells a story well, it is sure to sell.
Sticking to this truth, the brand witnessed a 25% growth in orders during IPL. Swiggy has garnered
significant growth in orders and new user acquisitions post the IPL season. The brand also shared that
there has been over a 10X increase in consumers searching for Gulab jamuns on the platform post the
ad.

SEO Strategy

Swiggy has put in significant efforts to optimize its website for search engines, specifically in
terms of meta tags, backlinks, and website structure. The Swiggy homepage has a well-crafted meta
title that includes relevant keywords such as "food", "online", "food delivery", "order", and
"restaurants near you." Additionally, the meta description includes popular cities of operation and top
restaurant partners. The H1 tag on the homepage helps search engines identify the main topic of the
page. Furthermore, Swiggy has a good backlink score with a mix of inbound and outbound links. They
also ensure that there are no broken links on their website and redirect traffic from non-preferred
domains to their preferred domains. The advanced sitemap they have in place assists search engines in
understanding the website's structure. Overall, Swiggy has put in significant efforts to ensure their
website is optimized for search engines.

Social Media Marketing

Swiggy has a strong social media campaign strategy, and in the past, they have created successful
campaigns such as #eatyourveggies, #earnyourcheatmeal, and #superswiggy. These campaigns use
witty wordplay and phrases to introduce healthy eating in a humorous way. When not running
campaigns, Swiggy uses Instagram to create visually appealing images of food that make people crave
good food and prompt them to order from Swiggy. They also use Instagram's grid feature creatively to
increase engagement. Swiggy creates short videos that are less than 30 seconds long and posts them on

32
YouTube. The videos focus on how Swiggy can be useful to users in various scenarios. All of these
social media strategies help increase user engagement, reduce unsubscribe rates, and connect people to
Swiggy's page.

Email Marketing

Swiggy's email marketing strategy is effective as it focuses on personalization and providing value
to the users through discounts and promotions. The use of clicky subject lines and attractive visuals
also helps to increase open rates and engagement. By leveraging current affairs and events, Swiggy
makes its emails more relatable and relevant to its audience, which further boosts engagement and
conversions. Overall, Swiggy's email marketing strategy is a great example of how to effectively use
this channel to drive sales and build customer loyalty.

Paid Advertising

Swiggy runs Google Ads to target people looking for food, but we cannot confirm that without
access to their marketing strategy. However, it is common for companies to use Google Ads as part of
their marketing strategy to target potential customers through both text ads and display ads. These ads
can be targeted to specific audiences based on location, demographics, interests, and search history,
among other factors. This allows companies to reach people who are already interested in their
products or services, increasing the chances of conversion

ZOMATO
The STP (Segmentation, Targeting, Positioning) process for Zomato can be outlined as follows:

Segmentation:

1. Demographic Segmentation:

 Age: Targeting individuals aged 20-30 years who are typically tech-savvy and have a fast-
paced lifestyle.

 Lifestyle: Focusing on individuals with busy schedules and limited time to plan meals, but
still seek quality food options.

 Gender: No specific gender targeting, as the service is suitable for both males and females.

 Culture: Considering cultural diversity and preferences in food choices, catering to a wide
range of tastes and preferences.

33
2. Geographic Segmentation:

 Targeting consumers across different regions, including North, South, East, and West, to
ensure broad coverage and accessibility.

3. Behavioural Segmentation:

 Targeting e-commerce-savvy individuals who are comfortable with online transactions and
prefer the convenience of ordering food online.

 Focusing on individuals who frequently order food online due to busy schedules or lack of
time for meal planning and preparation.

4. Psychographic Segmentation:

 Targeting individuals with specific psychographic traits such as adventurous eaters, health-
conscious individuals, or those seeking comfort food options.

 Focusing on individuals who prioritize convenience, quality, and variety in their food
choices and are willing to explore new cuisines and dining experiences.

Targeting:

Based on the segmentation criteria, Zomato's target audience includes:

 Individuals aged 20-30 years, including college students, working professionals, and e-commerce-
savvy consumers.

 People living away from their hometowns who may rely on food delivery services for their meals.

Positioning:

Zomato positions itself in the market based on its Points of Difference (PODs) and Points of Parity
(POPs) compared to its competitors:

1. Points of Difference (PODs):

 Quicker delivery time: Zomato emphasizes faster delivery times to differentiate itself from
competitors.

 Different business model: Zomato's unique business model sets it apart from traditional
food delivery services.

34
  Private fleet: Having its own fleet of delivery personnel enables Zomato to have better
control over the delivery process.

 Cash on delivery (COD) available: Offering COD as a payment option caters to customers
who prefer this payment method.

 Online payments and cashbacks: Zomato provides convenience through online payment
options and incentivizes users with cashback offers.

2. Points of Parity (POPs):

 Similar services: Zomato offers similar services to its competitors in terms of food delivery
and restaurant listings.

 Similar restaurant listings: Zomato features a wide range of restaurants similar to its
competitors, providing users with a diverse selection.

 Unstable market base: Zomato shares similarities with competitors in terms of market
volatility and competitive landscape.

 Branding techniques: Zomato employs branding techniques similar to its competitors to

create brand awareness and attract customers.

MARKETING INSIGHTS

FACEBOOK

Facebook advertising is a crucial component of Zomato's online marketing and digital/social media
marketing strategy. Here's an elaboration on how Zomato utilizes Facebook advertising to reach and
engage its target audience:

1. Reach and Targeting: Zomato leverages Facebook's extensive user base and advanced targeting
options to reach a large and relevant audience. With proper search engine optimization (SEO)
techniques and strategic ad placements, Zomato ensures that its ads are displayed to users who are
likely to be interested in its services, such as food delivery and restaurant discovery.

2. Brand Positioning: Over the years, Zomato has established a strong presence on Facebook,
starting in 2008. Through consistent brand positioning efforts and a well-planned marketing
strategy, Zomato has positioned itself as a reputable and trusted platform for discovering and
ordering food. This positioning helps enhance brand credibility and attract more followers and
engagement on its Facebook page.

35
3. Audience Engagement: Zomato engages with its audience on Facebook through various means,
including posting engaging content, responding to comments and messages, and running
interactive campaigns. By fostering two-way communication with its followers, Zomato builds
relationships and strengthens brand-consumer connections.

4. Content Strategy: Zomato employs a diverse content strategy on Facebook, including sharing
food photos, restaurant reviews, user-generated content, promotional offers, and educational
content about food and dining. This mix of content keeps the audience interested and engaged,
driving higher levels of interaction and sharing.

5. Analytics and Optimization: Zomato utilizes Facebook's analytics tools to track the performance
of its advertising campaigns and optimize them for better results. By monitoring key metrics such
as reach, engagement, click-through rates, and conversions, Zomato can refine its targeting and
content strategy to maximize ROI and achieve its marketing objectives.

6. Brand Advocacy and Word-of-Mouth: Facebook advertising also serves as a platform for brand
advocacy and word-of-mouth marketing. Satisfied customers may share their positive experiences
with Zomato on Facebook, leading to increased brand awareness and credibility among their
social networks.

Zomato's marketing strategy is centred on innovation, agility, and efficient communication. The
company stands out by using a nonsensical, humorous, and sometimes counter-intuitive tone of
voice. The main objective is to engage with their audience through interactions. They’re some of
marketing strategies are as follows: -

Zomato’s Twitter Game Zomato's marketing strategy is built around innovation, adaptability, and
effective communication, which sets them apart from competitors. They prioritize engaging with
their audience and use a unique tone of voice that is sometimes nonsensical, witty, and counter-
intuitive. To illustrate, they launched a Twitter campaign asking people to share the most creative
restaurant they have come across, which generated a lot of engagement. In another tweet, they
urged their followers to order less and eat home-cooked food, which is contrary to what one would
expect from a food delivery platform. However, they used reverse psychology to their advantage,
and the tweet was a hit with customers. Overall, Zomato's success on social media stems from
their ability to connect with their community and differentiate themselves in a crowded market.
Networking Strategy In response to the financial struggles faced by daily wage earners during the
pandemic, the company initiated a fund called "Feed the Daily Wager" aimed at providing support
to these families. The fund has a target of 50 crores, out of which over 28.13 crores have already
been collected. The funds are utilized to distribute meal kits to families that can support up to 5
36
people for a week. Additionally, the company has formed partnerships with various NGOs and
organizations to ensure that the food is distributed to the intended recipients.

SEO Strategy

Zomato's success in generating online traffic is largely attributed to its strong SEO strategy, which
accounts for approximately 66% of its website traffic. Through the use of target keywords, URL
linking, website pages, internal linking, and social media tactics, the company has been able to
rank high in search results for approximately 900,000 keywords. Additionally, Zomato allows
registered restaurants to create and manage their pages on its website, resulting in over 54 million
pages. The company has also obtained highquality backlinks from 12,274,172 domains,
including .gov and. Edu domains, further increasing its domain authority. Overall, Zomato's SEO
strategy is a major factor in its dominant position in the market.

37
 DATA ANALYSIS AND INTERPRETATION

Data analysis and interpretation are essential components of the data science process, which involves
examining, cleaning, transforming, and modeling data to extract meaningful insights and make informed
decisions. Here's a breakdown of each:

1. Data Analysis: Data analysis is the process of inspecting, cleaning, transforming, and modeling
data to discover useful information, inform conclusions, and support decision-making. It involves
various techniques and methods to understand the structure, patterns, and relationships within the
data. Data analysis often includes:

 Descriptive Analysis: Summarizing the main characteristics of the data, such as mean,
median, mode, standard deviation, etc.

 Exploratory Data Analysis (EDA): Visualizing and exploring data to understand its
distribution, relationships, and outliers.

 Inferential Analysis: Making inferences and predictions about a population based on a

sample of data.

 Predictive Modeling: Building statistical or machine learning models to predict future

outcomes or behaviors.

 Diagnostic Analysis: Identifying the causes of observed phenomena or patterns.

 Prescriptive Analysis: Recommending actions based on the insights gained from the data.

2. Data Interpretation: Data interpretation involves making sense of the results obtained from data
analysis. It's about extracting meaningful insights, drawing conclusions, and translating them into
actionable recommendations or decisions. This process requires domain knowledge, critical
thinking, and an understanding of the context in which the data was collected. Key aspects of data
interpretation include:

 Identifying Patterns and Trends: Recognizing recurring themes or trends within the data.

 Drawing Conclusions: Formulating conclusions based on the findings of the analysis.

 Making Recommendations: Providing actionable insights or recommendations based on

the conclusions drawn from the data.
38
  Communicating Findings: Effectively communicating the insights to stakeholders through
reports, presentations, or visualizations.

4.1 AGE OF RESPONDANTS

25

20

15

10

0
BELOW 20 21-30 31-40 41-50 50 AND ABOVE

OPTIONS REMARKS PERCENTAGE

BELOW 20 10 20
21-30 23 46
31-40 10 20
41-50 5 10
50 AND ABOVE 2 4

IT SHOWS THAT THE RESPONDANTS MAJORLY CONTAIN YOUNGSTERS OF AGE

BETWEEN 20 AND 30.

39
4.2 DO YOU ORDER FOOD ONLINE?

YES NO

OPTIONS REMARKS PERCENTAGE

YES 45 90
NO 5 10

ABOUT 90% OF RESPONDANTS ORDER FOOD ONLINE

40
4.3 FROM WHERE DO YOU ORDER FOOD REGULARLY?

45

40

35

30

25

20

15

10

0
ONLINE PLATFORM NEARBY LOCAL FOOD RESTAURANT

OPTIONS REMARKS PERCENTAGE

ONLINE PLATFORM 40 80
NEARBY LOCAL FOOD RESTAURANT 10 20

ABOUT 80% OF PEOPLE ORDER FOOD ON ONLINE PLATORMS RATHER THAN LOCAL
RESTAURANTS.

41
4.4 ON WHICH ONLINE ORDERING PLATFORM DO YOU ORDER FOOD
REGULARLY?

OPTIONS REMARKS PERCENTAGE

SWGGY 15 30
ZOMATO 25 50
FOODPANDA 5 10
UBER EATS 3 6
OTHERS 2 4

THE MAJORITY ORDER ON ZOMATO AND THE SECOND MAJORITY IS SWIGGY THE
MINORITY ORDERS ON OTHE WEBSITES.

42
4.5 ON WHICH PLATFORM DO YOU OFTEN SEE SWIGGY ADVERTISEMNT

30

25

20

15

10

0
TWITTER INSTAGRAM FACEBOOK E-MAILS YOUTUBE

OPTIONS REMARKS PERCENTAGE

TWITTER 7 14
INSTAGRAM 25 50
FACEBOOK 5 10
E-MAILS 3 6
YOUTUBE 10 20

SWIGGY ADVERTISEMENT IS OFTEN SEEN ON INSTAGRAM AND THE NEXT

MAJORITY ON YOUTUBE

43
 4.6 ON WHICH PLATFORM DO YOU OFTEN SEE ZOMATO
ADVERTISEMNT

OPTIONS REMARKS PERCENTAGE

TWITTER 6 12
INSTAGRAM 25 50
FACEBOOK 5 10
E-MAILS 3 6
YOUTUBE 11 22

ZOMATO ADVERTISEMENT IS OFTEN SEEN ON INSTAGRAM AND THE NEXT

MAJORITY ON YOUTUBE

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4.7 According to you are the coupon codes offered by swiggy and Zomato beneficial?

yes no maybe

OPTIONS REMARKS PERCENTAGE

yes 30 60
no 15 30
maybe 5 10

MAJORITY ARE SATISFIED AND HALF OF SUCH MAJORITY ARE NOT SSATISFIED.

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4.8 which brand provides better customer support

30

25

20

15

10

0
SWIGGY ZOMATO OTHERS

OPTIONS REMARKS PERCENTAGE

SWIGGY 20 40
ZOMATO 25 50
OTHERS 5 10

THERE IS NO MAJOR DIFFERENCE BUT YET SEEN THAT ZOMATO HAS A BETTER
WEIGHTAGE.

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4.9 ON A SCALE OF 1-5 RATE SWIGGY

OPTIONS REMARKS PERCENTAGE

1 5 10
2 5 10
3 5 10
4 20 40
5 15 30

THE MAJORITY HAVE RATED 4 AND 5.

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4.10 ON A SCALE OF 1-5 RATE ZOMATO

OPTIONS REMARKS PERCENTAGE

1 5 10
2 5 10
3 5 10
4 15 40
5 20 30

THE MAJORITY RATED 4 AND 5

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 FINDINGS

1. Zomato's Marketing Strategy Superiority: The findings suggest that Zomato's marketing
strategy is perceived to be better than Swiggy's, likely due to offering more attractive offers to
customers. This indicates that Zomato's promotional efforts may be more effective in attracting
and retaining customers compared to Swiggy.

2. Preference for Zomato: The data indicates that people prefer Zomato over Swiggy for home food
delivery due to various reasons. These reasons could include factors such as better offers, faster
delivery times, a wider variety of restaurants, or superior customer service.

3. Positive Perception: The majority of respondents seem to consider the positive aspects of Zomato
and Swiggy more than the negative aspects. This suggests that both platforms have successfully
built a positive brand image among their target audience.

4. Effectiveness of Social Media Advertising: The findings highlight the effectiveness of social
media as a channel for advertising to reach target customers. This aligns with industry trends, as
social media platforms offer extensive reach and targeting capabilities for advertisers.

5. Preference for YouTube Advertising: Among social media platforms, YouTube is perceived to be
the best platform for advertising. This may be attributed to the platform's video-centric nature,
which allows for more engaging and immersive ad experiences.

6. Organic Reach Potential: The findings suggest that it is possible to reach the target audience
organically, indicating that both Zomato and Swiggy may be successful in leveraging organic
marketing tactics such as content creation, community engagement, and search engine
optimization.

7. Success of Market Strategies: Both Zomato and Swiggy have been successful in reaching their
target audience frequently through their marketing strategies. This indicates that their respective
marketing efforts are aligned with their target audience's preferences and behaviours.

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8. High Adoption Rate: The data suggests that there are very few people who have not yet used
Zomato and Swiggy even once, indicating high levels of adoption and market penetration for both
platforms.

SUGGESTIONS

These recommendations provide actionable steps for Swiggy and Zomato to enhance their
competitiveness and improve their marketing strategies:

1. Offer Competitive Discounts: Swiggy should consider offering more attractive offers or
discounts to compete effectively with Zomato. This can help incentivize customers to choose
Swiggy over competitors.

2. Conduct Consumer Behaviour Research: Both Swiggy and Zomato should invest in
comprehensive research on consumer behaviour to gain insights into their target audience's
preferences, needs, and purchasing habits. This understanding can inform the development of
more targeted and effective marketing strategies.

3. Increase Marketing Budget: Swiggy may consider increasing its marketing spend budget to
allocate more resources towards offering discounts and promotions. This can help attract new
customers and retain existing ones in a competitive market landscape.

4. Identify Reasons for Preference: Swiggy needs to identify the specific reasons why people
prefer Zomato over their platform. Conducting market research and customer surveys can help
pinpoint areas for improvement and guide strategic changes to address customer preferences.

5. Tailor Content for Each Platform: Swiggy should customize its content strategy for different
social media platforms such as Facebook and Twitter. Each platform has its own unique audience
and content preferences, so tailoring content accordingly can maximize engagement and
effectiveness.

6. Invest in Research and Development: Zomato should allocate more resources towards research
and development (R&D) efforts to explore potential new markets and understand why certain

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 demographics may not prefer their app in existing locations. This can help identify untapped
opportunities for growth and inform strategic decision-making.

CONSLUSION

Zomato and Swiggy, two prominent players in India's online food delivery market, have crafted
comprehensive marketing strategies that have propelled them to the forefront of the industry.
Zomato's marketing approach is characterized by its savvy use of social media platforms, particularly
Facebook, Instagram, and Twitter, where it engages users with entertaining and informative content.
By employing witty and engaging posts, Zomato has fostered a strong sense of community among its
followers, encouraging user interaction and generating buzz around its brand. Additionally, Zomato's
presence on platforms like YouTube allows it to showcase visually appealing content such as food
videos and restaurant reviews, further enhancing its appeal to users.

In contrast, Swiggy has distinguished itself through its emphasis on search engine optimization
(SEO) to drive organic traffic to its website and app. By strategically optimizing its online presence,
Swiggy ensures prominent visibility on search engine results pages (SERPs), making it easier for
users to discover and engage with its platform. Moreover, Swiggy's focus on user experience and
convenience is reflected in its seamless app interface and intuitive ordering process, which
contributes to higher user satisfaction and loyalty.

Both Zomato and Swiggy leverage a multi-channel marketing approach, encompassing social
media, email marketing, search engine marketing (SEM), and push notifications to reach and engage
users across various touchpoints. Email marketing campaigns, tailored to user preferences and
behaviour, serve as effective tools for promoting special offers, discounts, and new features, thereby
driving user engagement and encouraging repeat orders.

Furthermore, both companies invest significantly in Google Ads to capture user intent and drive
conversions. By bidding on relevant keywords and targeting users based on their search queries and

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browsing behaviour, Zomato and Swiggy ensure that their ads are displayed to users at critical
decision-making moments, maximizing the likelihood of conversion.

In conclusion, while Zomato and Swiggy employ distinct marketing tactics tailored to their
respective strengths, both companies share a common goal of enhancing brand visibility, driving user
engagement, and ultimately, capturing a larger share of the online food delivery market in India. By
continually refining their strategies and staying attuned to evolving consumer preferences, Zomato
and Swiggy remain well-positioned to sustain their growth and maintain their competitive edge in the
dynamic and rapidly evolving digital landscape.

BIBLIOGRAPHY

www.slideshare.net/search/slideshow?

www.slideshare.net/search/slideshow?
searchfrom=header&q=ZOMATO&ud=any&ft=all&lang=**&sort=

www.swiggy.com/

www.prezi.com/p/o2844tr6tqal/swiggy-a-comprehensive-analysis-of-
marketingstrategy/

 www.livemint.com/

www.afaqs.com/news/story/53533_Zomato-has-always-been-a-very-limited-
costmarketing-player  www.iide.co/zomato-digital-marketing-strategy/

www.exchange4media.com/advertising-news/swiggy-unveils-its-first-
everintegrated-campaign-87876.html

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QUESTIONAIRE

1. NAME:
2. AGE
a) Below 20 b) 21-30 c)31-40 d)41-50 e) above 50
3. DO YOU ORDER FOOD ONLINE
a) Yes b) no
4. FROM WHERE DO YOU ORDER
a) Online platform b) nearby restaurant
5. ON WHICH ONLINE ORDERING PLATFORM DO YOU ORDER FOOD REGULARLY
a. SWIGGY b) ZOMATO c) UBER EATS d) food panda e) others
6. ON WHICH PLATFORM DO YOU OFTEN SEE SWIGGY ADVERTISEMNT
a) Instagram b) twitter c) YouTube d) face book e_ e mail
7. ON WHICH PLATFORM DO YOU OFTEN SEE ZOMATO ADVERTISEMNT
a. Instagram b) twitter c) YouTube d) face book e_ e mail
8. ACCORDING TO YOU ARE THE COUPON CODES OFFERED BY SWIGGY AND ZOMATO
BENEFICIAL.
a. Yes b) no c) maybe
9. WHICH BRAND PROVIDES BETTER CUSTOMER SUPPORT
a) SWIGGY b) Zomato c) others

10. ON A SCALE OF 1-5 RATE SWIGGY

a) 1 b) 2 c) 3 d) 4 e) 5
11. ON A SCALE OF 1-5 RATE ZOMATO
a) 1 b) 2 c) 3 d) 4 e) 5
12. SOURCE OF INFORMATION FOR THE 1ST TIME SWIGGY
a) Friends b) social media c) television

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13. SOURCE OF INFORMATION FOR THE 1ST TIME ZOMATO
a) Friends b) social media c) television
14. PERCEPTION OF ONLINE FOOD APPLICATIONS AMONG PEOPLE
a) COMFORT b) MAKES LAZY c) REDUCES WORK LOAD d) ACESS TO VARIETIES
15. FREQUENCY OF ADVERTISEMENT
a) Very frequent b) frequent c) sometimes d) rare

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