Assignment on

Analysis of Digital Marketing

of
Faasos

Submitted To- Submitted By-

Prof. Krishna Aklamkam Aditya Agrawal
PGDM RM (2018-20)
Roll No.- 18RM903
 CONTENTS

Sl. TOPIC Page No.

No.
Executive Summary 3
1 About Faasos 4
2 Social Media Marketing 5
3 Web Analysis 11
4 Recommendations 16

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 EXECUTIVE SUMMARY
Faasos being one of the major aggregators present in the foodtech industry in
India has been constantly ranked low among its competitors when it comes to
Digital Marketing. There might be several reasons for the same one of them
might be low penetration when compared to other competitors. This may be
attributed to its late entry in the market compared to market leaders such as
Zomato, Swiggy, UberEATS etc. To analyse its digital marketing strategy we
took 4 leaders in the FoodTech industry in India, Zomato, Swiggy, and
UberEATS and compared the strategy of all 4 with that of Faasos.
Given below is the cross channel audience of all the 4 companies compared.

Source: Rival IQ

We also find some flaws in SEO and SEM strategy of the Faasos including no
proper keyword research, and the keywords which were there were too
specific, unsecure website, lack of meta-description and website heading. This
all flaws adversely affects it overall rank in search engines.
Being one of the major foodtech aggregator in the country Faasos has the
potential to be at par with its competitors if they apply a good nix of digital
and offline marketing and do not miss on opportunities.

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 1. About Faasos
Faasos Nutrition Pvt Services. Ltd. is a company called Faasos which was
founded in 2011 and is an Indian "Food on Demand" agency. Rebel Foods
Pvt was renamed the company. Ltd. Faasos will operate in 2018 through its
mobile app and website in 15 of India's largest cities and places customer
orders. It is the first vertically integrated food business in India and operates
all three phases of a' food-on-demand' company: procurement, distribution
and order fulfillment.

In India, Faasos receives 10,000 orders a day and sees a rise of between 20
and 25 percent a month-on-month.
The company operates in 22 cities: New Delhi, Mumbai, Chennai,
Coimbatore, Bangalore, Kolkata, Hyderabad, Nagpur, Gurgaon, Pune, Ah
medabad, Vadodara,Indore, Noida, Bhopal, Ghaziabad , Faridabad
, Mysore, Surat, Nashik, Pondicherry and Jaipur. The company has scaled
up operations to 9 cities, with over 125 fulfillment centers in three years.
Faasos launched their mobile app in 2014. It has been downloaded over
1,500,000 times, serving 300,000 customers a month and managing 12,000
orders a day via its mobile app (as of November 2015). Users can look at
the daily changing menu shown on the web by the application and the
ordering portal and place an order within the application itself. Monitoring
live order creates a competitive edge, further enhancing the experience.
In social media, Faasos is also involved. The release of a tweet-2-order with
#faasosnow in 2011 is one of the very few restaurants in the world.

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 2. SOCIAL MEDIA MARKETING
Social Media Marketing (SMM) involves promoting your company or product
through different websites for social media. Facebook, Instagram, Twitter,
YouTube, Pinterest, Google+, etc. are some of the popular websites. Many of
these websites, such as Twitter, YouTube and Instagram, have already reached a
billion users with Facebook leading the way with over 2.2 billion users (as of
October 2018). It has become incredibly important for brands to be on these
forums as it is where the perception is being drawn up and changed. This value
has led advertisers to track different metrics on these platforms to assess their
success and returns on different ads and promotions.
Given below is the analysis of some of the major social media websites for
Faasos.
2.1 FACEBOOK

Source: RivalIQ

Number of likes of a Facebook page is the most popular metrics used to measure
the success of a page. Likes in Facebook means number of people who have opted
to follow this page. This is an organic way of reaching to its customer. It is a one-
time cost and brands would not need to pay for reach once a person likes the page.
This is also the reason brands pay a lot for ads to get users to like their page.
From the above graph we can see that compared to major competitors in fast food
industry Faasos has the least number of followers but the growth rate is the

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highest compared to its other listed competitors. This is maybe due to Faasos
entered Indian market comparatively late, i.e., in November, 2011. But when we
see the % change around the same date last month Faasos stands 2nd with least
decline of -0.038% only next to Zomato which saw a positive growth and has the
highest number of followers.
According to Rival IQ these are some of the important observation about Faasos’s
Facebook Page during the period Sept 13, 2019 to Oct 13, 2019:
 Average posts/day is least at 1.80 whereas average of all the four
companies (landscape) mentioned above is 0.76.
 Engagement Rate/Post is highest at 0.025% whereas landscape average is
0.032%. The highest is Swiggy with 0.68% engagement rate.
 Faasos has the third highest number of total engagements which includes
reactions, share and comments with 3.81K only next to Swiggy & Zomato
which has 18.2K & 5.16K engagements respectively whereas landscape
average is 6.82K. Total engagements of the company saw a decline of 13%
this period compared to base period which is lowest among all 4
companies.

Source: RivalIQ

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Top Post on Facebook

Faasos’s post on September 15, 2019 got a total engagement of 767 including
reactions, shares and comments which had an engagement rate (interactions per
follower for this posts compared to total posts) of .28%.
2.2 INSTAGRAM
Instagram has the 5th highest number of users (including WeChat and WhatsApp)
compared to all social media with more than 1 Billion users which it achieved on
June, 2018. Since is mobility is the King and Instagram is an app focused social
media site it has become more relevant. Instagram as a platform for sharing only
images and videos is the fastest to reach 1 billion active users in less than 8 years

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since its launch in October, 2010. In August 2016, Instagram launched stories
where a user can share photo or video which automatically disappears after 24
hours. Business can share shoppable posts where companies can make money
directly through ‘shop now’ button which take them to online store. Instagram
can get a brand huge popularity in very short period of time.
Given below are number of Instagram followers of some of the popular fast food
chain.

Source: Rival IQ

Like Facebook Instagram is also led by Ubereats with 263K followers and Faasos
has the 2nd Highest number of followers with 213K followers and it also has
second highest growth rate of 3.96% only next to Swiggy. Its average post per
day is 1.90 which is much lower than landscape average of 1.00 per day. This
means Faasos’s frequency of posting is quite good. The engagement rate of .44%
per post is quite low among all the companies whereas landscape average is
1.43%.
The hashtags used were Of the 8 most broadly used
hashtags, #frenchfries generates the most engagement per post. Faasos
used 6 of these 8 hashtags, but they didn't use #frenchfries.
Source: Rival IQ

2.3 TWITTER
Twitter is a hyperactive microblogging website. It was founded in March, 2006
and has since then became a top place for opinion makers. Twitter emphasised on
hashtags and it takes just few minutes for these hashtags to become trending. It is
important for brands to be on twitter because your consumers and opinion makers
for them are on Twitter and you would not like to absent when your brand is being
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talked about. It can be a positive or negative discussion on Twitter but brands
need to be there to reply. Users on Twitter generally needs reply within an hour.

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Here is how Faasos stands before top competitors in the fast-food market on

Twitter:
Source: Rival IQ

As we can see Faasos has the least number of followers among all its peers
and even the growth rate is very low. This may be accredited to very low
frequency of posts and less usage of hashtags. As mentioned earlier
Twitter is hyperactive and users must be kept engaged with tweets every
day. We can see that frequency of tweets for all the companies is very low.
The landscape average is 5.5 tweets/day whereas for Faasos it is even
lower at 2.1 tweets/day. Between Sep 13, 2019 to Oct 13, 2019 Faasos two
of the popular hashtags used by Faasos were #InternationalCoffeeDay
and #HappyDussehra with engagement rate per tweet of around 0.12%
0.71%.

2.4 MAJOR SOCIAL MEDIA CAMPAIGNS

 Tweet to Order- The whole process was to create awareness and
increase sale at the same time of the new product. The customers tweet

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 their orders @Faasos and use #FaasosNow hashtag with it. Now, what
could be the reason which made the founders to go app-only? It was
a wonderful but calculative step taken based on the foresight that in a
country with 150 smart phone users, a mobile app to order food would
be the most realistic approach to get in touch with the target crowd.
Now after 10 years, the on-demand food delivery business has 75
stores in ten cities in India with 97% of their orders coming from
mobile app! With time the number of smart phone users will only
increase in number.

 Faasos Rolls Out A Snazzy Ad Campaign 'We Got Your Food. You
Got Our App?' To Accentuate Youth Appeal

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 3. WEB ANALYSIS
Web Analysis includes two parts Search Engine Optimization (SEO) and Search
Engine Marketing (SEM). Both of these methods aims at increasing the visibility
of a website in a search engine, the difference is that SEO is primarily organic
whereas SEM deals with paid advertising.

WEBSITE SPEED
The best way to measure site speed is Website Grader. It actually examines the
performance of the website
We can see that the website has got the score of 82 which is average but very near
to fast. According to the analysis the first text image appears in 2.0 seconds which
is a good score but the speed index score is 4.8 seconds which is considered
average. ----- Source: Google Page Speed Insights

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For mobile devices we can see that Google Page Insight score is very low at 15.
According to lighthouse analysis the first text image appears in 6.2 seconds and
the speed index score is 8.5seconds both of them are critical. Google suggests
that enabling text compression can speed up the website by 5.1 seconds and
deferring unused CSS can optimize it by 3.75 seconds. Other measures can be
serving images are in next-gen formats and differing off-screen images.
Figure: Mobile Site Speed Source: Google Page Speed Insights

SEO and SECURITY

Faasos website’s SEO score was 20/30 on Website Grader in October, 2019.
Aspects such page titles, meta description, heading help users in finding the
relevant data in search engines and are thus given very higher weightage by them.
A sitemap helps search bots in scanning your content better and to ensure that
your website is easy to navigate. We found some of the following observation
while analysing Faasos website in website.grader.com. Faasos must add a meta
description of not more than 300 words. Meta description helps in summarising

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the contents of a webpage. It must also add a heading as it is the most crucial part
of designing a website and can seriously impact the SEO score.

Source: Website Grader

It was also found that the website doesn’t use HTTPS encryption. This makes the
users vulnerable to data theft and security flaws. Users must be cautious while
entering any data may cause personal, financial or security loss. SSL certificates
helps in building confidence of the users and increases the SEO ranking. We also
ran a google transparency report but didn’t find any malware.

WEBSITE TRAFFIC
According to SimilarWeb, order.faasos.io had a total visit of 59.8K in October,
2019 up -2.87% from last month. Its Bounce Rate is 58.94% which means the
number of people that leaves the website without browsing further. Being a
country domain 88.5% traffic came from India.

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 Source: SimilarWeb

Search consisted of majority of the traffic with 92.04% and 100% of the search
traffic was organic. Faasos India did not spent any money on AdWords and
display ads. Other sources of the traffic were direct, referrals and social. The order
and delivery website of Faasos was the top destination which the visitors of its
main website visited afterwards.

Source: SimilarWeb

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 4. RECOMMENDATIONS
 Increase Frequency of Social Media Posts- Faasos being a late entrant
must increase the frequency of its social media posts. This will help it in
creating more brand awareness as it is observed that only 0.15% of its
website traffic comes from social media.
 Spending on AdWords- As it is seen from the data above that Faasos
doesn’t spend on AdWords in India. Spending on AdWords will drive
traffic to its website and increase its online ordering.
 Decrease Bounce Rate- Above data states that the website has a bounce
rate of 58.94% which is very high. Faasos must work on making its website
more relevant for its customers by giving them personalised offer on
landing page.
 Add Meta Description and Heading- From our analysis we found that
Meta Description and headings were missing from the website. Both of
them are very helpful in finding any website on the search engine also
affects the rank of the websites in search engines.
 Optimize its Mobile Website- Faasos’s website scored very low in test
scores of Google Page Speed Insights. These score are used by google to
rank any website on search engine. Slow loading speed will also affect user
experience. Some of the measures suggested by google are enabling text
compression, deferring unused CSS, using next-gen image formats, etc.
 Use SSL Certificates- During analysis we found that its website was not
secured and was not using HTTPS protocol. Insecure website may possess
a threat to user’s personal data and also affects the search engine rank.
 Use more Social Media Campaigns- It was found that social media
campaigns used by Faasos were very successful in generating organic
followers in social media. It also led to lot of people visiting their store.
 Use proper hashtags- Faasos was not using proper hashtags in its social
media posts. Only 6 out of 8 popular hashtags were used by Faasos that too
had low engagement rate.
 Do keyword research- In comparison to all 5 companies Faasos appeared
least number of times in top 100 results. Faasos must do a good keyword
research to increase its organic traffic and also incorporate them in
AdWords.

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