Foodpanda

Topic: 7p’s
Date: 13th July 2020

Services marketing mix is predominantly governed by the 7 Ps of

marketing namely Product, Price, Place, Promotion, People, Process and Physical

evidence. The 7 P framework is one of the most popular framework for deciding a

marketing strategy, right from strategy formulation to actual implementation. For our

brand Foodpanda, we have broken the details down as such:

1. Product: (ID: 1821522)

The main product Foodpanda offers to the customer base is its service. Foodpanda

works as the bridge between the users and the affiliated restaurants. Foodpanda

ensures the healthy, tasty, and unique experience of eating without the hassle of

travelling or prior planning. It is all about ordering through mobile and online as it

connects customers to the restaurant of their choice.

As of today, foodpanda offers delivery service of not only food but groceries and

medicine too. For the food section, they offer a wide range of restaurants to the users

based on their location and interests. Grocery section is available to the users too

based on their needs and proximity.

They primarily offer a virtual support for the users who may face issues or problems

regarding the order of the service.

The branding of foodpanda is seen on different platforms. The bright pink and white

color works as a brand itself as the color is very distinguishable. The logo of an
illustrated panda bear is their logo. This logo can be seen on the delivery vehicles and

uniforms of the service providers.

2. Price: (ID: 1710042)

Foodpanda has become a huge online portal and this has been possible because of

several pricing policies are undertaken by the brand. It has adopted a value-added

pricing policy as it offers quality items for a reasonable price to its customers. The

pricing strategy of foodpanda is simple and often transparent. The bill is generated

using restaurant set rates. A delivery charge is added to the total bill which is usually

around BDT. 35 to BDT. 50. On average delivery for the orders from nearby

restaurants differ from 60tk- 100tk. Regular customers are gifted with free delivery

and they only have to pay for the food they order. The inclusion of tax depends on

how the restaurants set their prices on the application. While many restaurants set

their price including taxes, some other restaurants set their prices excluding taxes and

the amount of taxes is added in the total bill during the checkout process.

Restaurants can also be categorized in the application based on their price range.

However, foodpanda offers discounts and promotional codes every month for a wide

range of occasions and situations. The users benefit by availing discounts ranging

from 10%-65%. Foodpanda faces competition from several brands and hence has also

adopted competitive pricing policy that allows it to maintain reasonable prices for

items. Customers are offered several incentives like discounts and special offers to

lure them away from rival brands. It also makes its services more affordable and

ultimately results in more orders and better revenues for Foodpanda.

3. Place: (ID: 1621137)

Foodpanda is an international company that allows placing food orders from local

restaurants through websites and mobile applications. Its network is spread all over

the world in nearly forty-three countries with headquarters based in Berlin, Germany.

Foodpanda has tie-ups and deals with an estimated forty thousand restaurants in the

global market.

It started from Singapore and by the beginning of the year 2016, it was operating in

Latin America, Eastern Europe, Russia, Africa and Asian countries like India,

Bangladesh, Thailand, Singapore, Malaysia, and Pakistan. Foodpanda is one of the

most popular online sites in Bangladesh for placing food orders.

Their delivery points are located over 30 plus cities throughout Bangladesh including

Dhaka, Chittagong, Syhlet, Cox’s Bazar, Rajshahi, Khulna, Comilla, Rangpur, etc. It

has trained employees to meet customer demands successfully.

4. Promotion: (ID: 1711422)

Usage of digital marketing has played a huge role in creating brand awareness for

Foodpanda. The company believes in offering something new and inventive

periodically in terms of food festivals, offers, and incentives to maintain the loyalty of

its customers through email marketing.

It has used social media to launch several commercials. It has a Facebook page

displaying regular updates and interactions, Pop-up, in-between show, and banner ads

on YouTube, to maintain visibility and brand value. It also has a huge number of
followers on Twitter. Friendly applications have been a great source of luring

customers to its base in case of Foodpanda. One of its taglines is an apt description

that, “Foodpanda is in your pocket”. It reminds customers of how easy and quickly

available the app is through Apple and Google Play store.

Promotional ads are also placed on various apps to maintain brand recognition.

Publicity events have been launched in popular malls, television, radio, cinema,

magazines, newspapers, train hoardings, bus hoardings and billboards. Constant free

delivery on many popular restaurants are also given daily.

5. People: (ID: 1710195)

People are crucial in service delivery when the offering is intangible. This involves

anyone and everyone who takes part in delivering the service of foodpanda. This

would include the employees working at foodpanda for the customer benefits and

company management to the personnel working at the help-line. The main people

under the spotlight would be the delivery man in this case since foodpanda is a food

delivery service.

Foodpanda recruits hard working men and women who are willing to invest time to

provide the service by delivering the food. Foodpanda follows a business to business

as well as business to consumer approach, they usually interact with other business

such as restaurant owners and managers with the help of their skilled zone managers.

The primary tasks of the zone manager are to interact with the delivery boys and deal

with any obstacles that the firm may face in that particular area. The task of a delivery

boy is to interact with the final consumer while the order is being placed and then

deliver the food from the restaurant to the consumer. The customer support
department of the Foodpanda deals with all sorts of complaints coming from their

client and resolve them to have good faith. They are also instructed to report any

issues, problems or bugs in the application, website or even complain of the customer.

6. Process: (ID: 1821522, 1621137, 1710195)

The whole process is simply working as a link between the user and the restaurants.

Since foodpanda also provides service to the restaurants, they work effectively to

maintain a constant flow of this work process. In short, the whole process can be

simplified by;

ordering food is a simple method. A customer has to enter postcodes on site and then

browse for food items from the list of available restaurants. Items can be easily

selected while browsing through the menu. Restaurants apply to foodpanda to be

featured on the mobile application. On the other hand, users get access to different

restaurants based on their interests and mainly location. The user then orders their

desired cuisine from their picked restaurant using the foodpanda application.

At the time of placing an order, the address where the food will be delivered is

entered first then it proceeds to check out. Foodpanda confirms the order and

estimated delivery time by sending notifications on the mobile app. Restaurants are

told of orders and they are later delivered to the customers. Foodpanda receives the

order and forwards it to the nearest deliveryman based on location and availability.

The order is sent to the restaurants who are also using the foodpanda application.

They start preparing the food while the deliveryman reaches the restaurant. Once the
order is prepared, the deliveryman collects the order and delivers it to the user. The

user may pay cash on delivery or using their bank cards.

Foodpanda currently operates in 31 cities across Bangladesh and is expanding.

7. Physical evidence: (ID: 1710042, 1711422)

This would include everything foodpanda has to offer to establish their presence in

the market. Since the company is based on mobile application and a virtual platform

on the internet, their physical presence would primarily be the mobile application

itself. Foodpanda provides access to their service through their mobile application

would can be found in both iOS and Android devices. Their simple, user-friendly yet

aesthetically pleasing interface connects the users to their desired restaurants. Since

foodpanda has two different sets of clients, they use two versions of the application to

cater to the need of their clients. One application is used by the restaurant

management who would have their restaurant placed in the application for the users to

order from. The other version is used by the majority of the users who would simply

pick their desired cuisine from the application. People can also order from

foodpanda’s website which is another example of its physical presence.

The logo of foodpanda and its signage would be seen at different restaurants. This

would establish the affiliation between foodpanda and the restaurant. Every time a

customer would see the logo of foodpanda on the gates or at the counters of the

restaurant, the customer would be confirmed that they could avail the service of

foodpanda to order the same food from the same restaurant. Other physical evidence
may include their signature pink uniforms, bicycle with the pink box at the back and

more. All these physical artifacts have their signature colour and logo visible.