A MINI PROJECT REPORT

ON
“ MARKETING MANAGEMENT OF FOOD DELIVERY APP”

SUBMITTED IN THE PARTIAL

FULFILMENT OF THE REQUIREMENT
FOR QUALIFYING

MASTER OF BUSINESS
ADMINISTRATION BATCH :
2020-2022
(DR.Abdul kalam Technical University,lucknow,uttar pradesh)

Submitted to: AJAY NANDAN

Submitted by: TAPASHWI KUMARI

Roll no: 2002160700114

IIMT COLLEGE OF ENGINEERING,GREATER
NOIDA KNOWLEDGE PARK- 3rd,GREATER
NOIDA
 CONTENTS
● INTRODUCTION
● MARKETING MANAGEMENT
● FIVE MARKETING MANAGEMENT
● FOUR PIECE OF MARKETING
❖ PRODUCT
❖ PRICE
❖ PLACE
❖ PROMOTION
● COMPETITORS
❖ SWIGGY
❖ ZOMATO
❖ UBER EATS
❖ FOOD PANDA
❖ GRUBHUB
● FEATURES OF SERVICE
● IMPACT OF COVID 19
● WHY I CHOOSE THE SERVICE
● SWOT
ANALYSIS
❖ STRENGTH
❖ WEAKNESS
❖ OPPORTUNITY
❖ THREATS
● CONCLUSION
 INTRODUCTION
When developing your food delivery marketing plan, your first
step is to define who you will be targeting. You need to perform
tests that reveal insights such as your key demographic and
common trends you can benefit from. You will also need to
perform competitor research for best results. This will help you
identify which demographics will be harder to target and which
potential users are currently not properly catered for by your
competitors.

A defining question for all food delivery apps is how you will
work with food providers. For example, a discovery platform will
have different goals to an aggregated food delivery app. These
are critical questions that must be answered in order to lay the
foundations of your overall strategy. User personas are also
needed to successfully target different user types who will find

your product valuable.

 MARKETING MANAGEMENT

Marketing management is the process of planning and

executing the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges that satisfy
individual and organizational goals.

Marketing management is the organizational discipline which

focuses on the practical application of marketing orientation,
techniques and methods inside enterprises and organizations
and on the management of a firm's marketing resources and
Marketing management often conduct market research and
marketing research to perform marketing analysis. Marketers
employ a variety of techniques to conduct market research, but
some of the more common include:

● Qualitative marketing research, such as focus groups and

various types of interviews
● Quantitative marketing research, such as statistical surveys
● Experimental techniques such as test markets
● Observational techniques such as ethnographic (on-site)
observation

Marketing managers may also design and oversee various

environmental scanning and competitive intelligence processes to
help identify trends and inform the company's marketing analysis.
 FIVE MARKETING MANAGEMENT

There are 5 marketing concepts that organizations adopt and

execute. These are; (1) production concept, (2) product concept, (3)
selling concept, (4) marketing concept, and (5) societal marketing
concept.The marketing concept is the strategy that firms implement
to satisfy customers’ needs, increase sales, maximize profit, and beat
the competition. There are 5 marketing concepts that organizations
adopt and execute. These are; (1) production concept,
(2) product concept, (3) selling concept, (4) marketing concept, and
(5) societal marketing concept.
 4 P'S OF MARKETING

Product
The product is what the company is trying to sell to consumers. The first
step is to determine what product the company wants to sell that
consumers will want to purchase. The product should be unique and
different from what the competition is offering. The company must come
up with different features to help make this product innovative.
Determining the quality and how the product will be made will help
determine what type of market the product will be in. The product is the
center part of the marketing mix because without the product, there
would be no reason to use marketing.

Price
The price is how much the company should charge for the product.
There are many variables that come into play when deciding on the
price of an item. The price depends on how much it costs to make
the item as well as advertising costs, distribution costs, overhead
costs, competitor pricing, etc. Price is not something that will be set
in stone, because costs of goods may change or competitor pricing
may change. It is vital to have a set price but be prepared to change
the strategy if there is a fluctuation in the market.

For instance, you own a company that creates cases for cell
phones. You have developed different prototypes for the most
popular phones and are distributing them to a few different retail
companies. After taking into account advertising costs, production

costs, etc., you will be selling them to retail stores for a price of $4.

However, once a new cell phone version is developed, you will

have to lower the price because your product will not be in as much
demand, and the retail companies will not need as many to be
displayed.

Place
Another important variable to the success of a product is the place,
which involves determining where the product will be available for
consumers to purchase. It is important to be aware of who your target
audience - the group to whom you want to sell your product - is, and
where your product can best capture their attention. The place will
depend on the type of product being produced. If the goal is to sell the
product to as many consumers as possible, then you are going to want
to place the product in as many stores as possible. However, if the
product is meant to be exclusive, it may just be distributed to a few
different retail outlets.

PERMOTION

In marketing, promotion refers to any type of marketing

communication used to inform target audiences of the relative
merits of a product, service, brand or issue.
 COMPETITORS

SWIGGY:Swiggy is India's largest and delivery platform, founded in 2014. Swiggy is

Stores.

In September 2019, Swiggy launched instant pickup and drop

service Swiggy Go. The service is used for a diverse array of
items, including laundry and document or parcel deliveries to
business clients and retail customers.

ZOMATO; is an Indian restaurant aggregator and founded by Pankaj Chaddah

restaurants as well as food delivery options from partner restaurants in select ci
COVID-19 outbreak.[10] As of 2019, the service is available in 24
countries and in more than 10,000 cities.

UBER EATS:Uber Eats' parent company Uber was founded in

2009 by Garrett Camp and Travis Kalanick. The company began
food delivery in August 2014 with the launch of the UberFRESH
service in Santa Monica, California.In 2015, the platform was
renamed to UberEATS and the ordering software was released as
its own application, separate from the app for Uber rides Its London
operation opened in 2016.

In August 2018, Uber Eats changed its flat $4.99 delivery fee to a
rate that is determined by distances. The fee ranges from a $2
minimum to an $8 maximum. In the UK and Ireland, the delivery fee
is based on the value of the order. In February 2019, UberEats
announced that it would reduce its fee from 35 percent of the
order's value to 30 percent As part of its expansion into foreign
markets, the company announced its intention to open virtual
restaurants in the UK. Sometimes called cloud restaurants or cloud
kitchens, these are restaurant kitchens staffed to prepare and
deliver food, either for existing brick-and-mortar restaurants wishing
to move their delivery operations offsite, or for delivery-only
restaurants with no walk-in or dining room service.

FOOD PANDA: Foodpanda (stylized in lowercase as

foodpanda) is an online food and grocery delivery platform brand
owned by Delivery Hero, which is headquartered in Berlin,
Germany and operates with 20 brands in about 50 countries
across four continents. The Foodpanda brand, currently used in
Asia, Bulgaria and Romania, was acquired by Delivery Hero in
December 2016.

In 2012, Lukas Nagel and Rico Wyder established Foodpanda in

Singapore and later expanded in Malaysia, Indonesia, Thailand.

Foodpanda was launched in 2013 in Romania and in 2014

Foodpanda was launched in Japan, in September 2020 covering 6 cities
including Kobe, Yokohama, Nagoya, Sapporo, Fukuoka and Hiroshima
and later Osaka and Kyoto.

GRUBHUB:

When it comes to finding tutors or institutes for ourselves or for our

dear ones, we always want to find the best. We often start the
search for tutors, educators or institutes which are located in and
around our place of residence and then look for reviews etc. Going
manually by handbook or physical search, we might end up finding
the right institute or organization in our area after a long tiring hunt.

But, all thanks to this startup called, “guruhub.in” local searches for
colleges, tutors, educators, or organizations have been made easy.
Guruhub is basically a location based search platform to find tutors,
teachers, trainers, coaches, institutes, organizations, learners and
courses near to your place. This startup works on a well – built
internal system that identifies the seeker’s to Geo-Position, based
on which results are displayed by the web based on the location.

GuruHub offer its audience the ability for:

• Location Based Search Platform

• Profile and Course Creation / Promotion

• Strategic Planning for Promotion and Marketing

• Course Creation (MOOC, Videos’)

• Content Development / Instructional Design

• Detailed Analytics

• Planning and Developing Learning Systems

• Talent Development and Training Programs

GuruHub.in is a location based search platform to Search Gurus

(Coaches, Trainers, Teachers), Institutes, Academies, Schools,
Organizations, Courses, Events, Opportunities and Learners near to you. On
GuruHub.in we can Find, Connect, Collaborate and Share - Knowledge from
Sports, Arts, Music, Know-How Skills, Life Saving Skills.
 FEATURES OF SERVICE

Services have some salient features which necessitate a new

vision, a distinct approach and a world-class professional
excellence to market effectively and profitably. The professionals
not well aware of the properties find it difficult to make creative
decisions. It is against this background that we go through the
salient features with the viewpoint of their instrumentality in
making the marketing decisions.

Feature # 1. Intangibility:

Intangibility is an important consideration that complicates the

functional responsibility of a marketing manager, especially while
influencing and motivating the prospects/customers. The goods of
tangible nature can be displayed, the prospects or buyers can have
a view and they can even test and make a trial before making the
buying decisions. The selling processes are thus found easier. We
are aware of the fact that services are of intangible nature and it is
intangibility that complicates the task of decision-makers.

Services have some salient features which necessitate a new

vision, a distinct approach and a world-class professional
excellence to market effectively and profitably. The professionals
not well aware of the properties find it difficult to make creative
decisions. It is against this background that we go through the
salient features with the viewpoint of their instrumentality in
making the marketing decisions.

Feature # 2. Perishability:

Unutilised or underutilised services are found to be a waste. A building unocc

Feature # 3. Inseparability:

This is also a feature that complicates the task of professionals

while marketing the services. The inseparability focuses on the
fact that the services are not of separable nature. Generally, the
services are created and supplied simultaneously. Like the
dancers, musicians, dentists and other professionals create and
offer services at the same time. In other words, the services and
their providers are the same. Donald Cowell says, “Goods are
produced, sold and then consumed whereas the services are sold
and then produced and consumed.”
Feature # 4. Heterogeneity:

Another feature is heterogeneity which makes it difficult to

establish a standard. The quality of services can’t be standardised.
The prices charged may be too high or too low. In the case of
entertainment and sports, we find the same thing. The same type
of services can’t be sold to all the customers even if they pay the
same price.

Feature # 5. Ownership:

It is also ownership that makes it significant to market the

services in a bit different way. The goods sold are transferred from
one place to another, the ownership is also transferred and this
provides to the buyers an opportunity to resell. In the case of
services, we don’t find the same thing. The users have just an
access to the service. As for example, a consumer can use personal
care services or Medicare services or can use a hotel room or
swimming pool, however the ownership rests with the providers.

Feature # 6. Simultaneity:

Services can’t be delivered to customers or users. Services don’t

move through the channel of distribution. For availing the
services, it is essential that the users are brought to the providers
or the providers go to the users. It is right to say that the services
have limited geographical areas.
 IMPACT OF COVID 19

Growing consumer demand for convenient food ordering has

been instrumental in driving the growth of the market. However,
growing threat from direct delivery services offered by
restaurants might hamper market growth.

Online On-Demand Food Delivery Services Market 2019-2023 :

Segmentation

Online On-Demand Food Delivery Services Market is segmented as

below:

● Application
Order-focused Food Delivery Services
Logistics-focused Food Delivery Services

● Geographic Landscape
APAC
Europe
MEA
North America
South America

Online On-Demand Food Delivery Services Market 2019-2023 :

Key Highlights
● CAGR of the market during the forecast period 2019-2023
● Detailed information on factors that will assist online
on-demand food delivery services market growth during
the next five years
● Estimation of the online on-demand food delivery services
market size and its contribution to the parent market
● Predictions on upcoming trends and changes in consumer
behavior
● The growth of the online on-demand food delivery services
market
● Analysis of the market’s competitive landscape
and detailed information on vendors
● Comprehensive details of factors that will challenge the
growth of online on-demand food delivery services market
vendors.
 WHY I CHOOSE THE SERVICE

Gone are the days when businesses look to establishing an in-house IT su

needs. Instead, organisations are finding the prospect of having an invisibl

there. Today, the best IT support services, particularly for SMEs,

are those that you can outsource.

The following is a series of useful tips that we believe will help organisatio
support company to leverage technology to achieve their
business goals.

Realising your needs

We know that different companies have different technology

needs. It may be the case that a 5-person startup will need
simple support and consultancy services to keep things ticking
over and to review technology strategy on a yearly basis. On
the other hand, a company that employs one hundred
networked computers will likely need more complex services.
Those might include typical IT rescue, network monitoring, IT
project management and technical consultancy, and
enterprise cloud solutions.

It is important, therefore, to understand the scale of your

support as this will provide solid foundations for your
relationship with a service provider.

Understanding scale

It is all very well opting for the most basic services on offer, but
if you don’t recognise what your company really needs then IT
support will become just another expense that provides little by
way of growth. Instead, an IT service provider should become
an extension of your company’s long term business strategy.
 There is much more to technology support than setting up
firewalls and manning IT help desks.

A great managed service provider will provide sophisticated

services aimed specifically towards driving down IT costs while
increasing internal efficiencies. They will also help you decide
how to adapt your business according to ever changing
technology standards and, in this way, plan for the future.

Useful Tips on Marketing a Food Delivery App

Building a food delivery app is a promising startup idea. But how can you gain a
competitive advantage among other similar services? In this guide, we provide
valuable insights on mobile application marketing for food delivery services. It
doesn’t matter which platform you choose to build your food delivery app for.
These tips can be used for marketing both Android and iOS apps.

 RubyGarage 

 Blog 

 Insights 

 Marketing Food Delivery Apps

 4 Useful Tips on Marketing a
Food Delivery App
 60203 VIEWS

 9 MIN

 SEP 24, 2018

TAGS:

MobileFood DeliveryMarketing
All 
Building a food delivery app is a promising startup idea. But how can you gain a

competitive advantage among other similar services? In this guide, we provide

valuable insights on mobile application marketing for food delivery services. It

doesn’t matter which platform you choose to build your food delivery app for.

These tips can be used for marketing both Android and iOS apps.

1. Define your target audience

To build a successful mobile app marketing strategy, first of all you should know

precisely who your target audience is. That means you need to understand who

your product is meant for. This may sound obvious, but it’s crucial.

To find the best way to promote your app, you may need information about your

potential customers including demographics, location, their interests, and

lifestyles. This information will help you create a buyer persona, which is a picture

of the target customer you want to reach.

A deep understanding of buyer personas will help you with:

 Creating your message

 Choosing communication channels

 Creating a content marketing strategy

As you can see, it’s vital to create and research buyer personas carefully before

deciding which of app marketing strategies to choose for your food delivery

service. But today, it’s also important to find a niche for your product to compete

with big food delivery players. Gesoo, for instance, delivers only from Asian

restaurants and targets the Asian population in the US.

Lots of food delivery startups target customers who are too busy to cook. But to

narrow things down, you can target a specific segment, for instance people who

prefer healthy food or food from high-end restaurants.

Embracing new niches isn’t the only trend sculpturing the food delivery

industry. Find out what to expect from food delivery in the near future.
 2. Create a unique selling proposition
Once you know your target audience well, you’re ready to create a unique selling

proposition (USP). A strong USP can distinguish your food delivery app from

competitors.

Around 60 percent of consumers cite speed of delivery as a key factor when

ordering food online. But there are already many food delivery apps that promise

to deliver fast. That’s why you might need to offer other advantages in order to

stand apart.

Creating a USP is an important part of all app marketing strategies. When you

create a USP, think of your target audience’s needs and pain points. With the help

of a USP, you’ll be able to tell your potential customers what problems your food

delivery app can solve.

Let’s take a look at two of the top food delivery services, Uber Eats and Caviar,

and compare their USPs and target audiences. Uber Eats, which is now the

fastest-growing food delivery service in the US, aims at busy 24- to 35-year-olds

for whom speed of delivery is the top priority. To satisfy their needs, Uber Eats

delivers local food as well as fast food from big chains. The company emphasizes

fast delivery with the slogan “Your favorite restaurants, delivered fast.”

Meanwhile, Caviar targets customers who have higher average incomes and want

quality food from restaurants rather than fast food. That’s why Caviar’s USP is

delivery from high-end restaurants.

Tell your potential customers what’s unique about your product and how they can

benefit from it. Your USP should let people know how your food delivery app
differs from others. When creating app marketing strategies, you should always

keep in mind your USP.

3. Use content marketing

It’s hard to overestimate the role of content for mobile application marketing.

Many of today’s businesses take advantage of content marketing, and there are

several reasons for that. Content marketing can prove effective when it comes to

building trust with customers and building brand awareness. It’s a relatively cost-

effective way of reaching and attracting your target audience.

Social media
Social media is an effective tool for mobile app marketing. Seventy-one percent of

customers who have a good social media experience with a brand are likely to

recommend it to others.

Here are some tips on how to use social media to promote your food delivery app:
 Choose the right platforms. To decide on social platforms and what

content to post on them, you should know what your target customers like

and what influencers they follow. Instagram and Snapchat can help

you reach younger online users while to reach an older audience, you might

want to opt for promoting your app on Facebook.

 Leverage the power of influencers. Consider teaming up with influencers

who can help you reach your target audience. Eighty-seven percent of

buyers give more credence to content that’s shared by an industry

influencer.

 Keep a balance. Posting promotional content is a good idea, but don’t

forget about something entertaining and engaging. While your posts should

be related to your app, keep up with cultural trends and the latest news.

This will help you build a community.

 Align your communication with your audience. Social media is about

communication, so remember that you should speak the same language as

your target audience. Most food delivery companies use a friendly tone of

voice and simple language.

 Use social media to spread the word about your business. Social

media platforms are a great place to run a contest or host a giveaway.

When you ask your audience to share your post, you reach more people as

participants’ friends and followers will see it as well.

  Use social media for advertising your mobile app. With the help of

advertising, you can get your content shown to specific users who fall within

your target audience.

For instance, Uber Eats had Instagram sweepstakes where people had to

comment on a promotional post by the company and tag one friend to participate.

Want to replicate the success of Uber Eats? In this article, you’ll find the core

functionality, cost, and pitfalls you may await when creating an app like Uber

Eats.

To enter the DoorDash sweepstakes, people needed to post a photo taken in front

of one of the company’s murals, tag DoorDash, and use a hashtag. The prize

included a $2,000 donation to Feeding America. This type of campaign can have a

potential to go viral because the company doesn’t ask participants to post ads but

rather their own photos. Moreover, this type of contest has social value, helping

the company build trust with customers and improve its image.

Blog
Blog is one more effective tool for a mobile app promotion. Businesses that have

blogs get 55 percent more website visitors than those that don’t. Creating useful

and informative blog content not only helps you get noticed on search engines but

also builds trust with your customers and gives people a reason to come back to

your website.

Good blog content helps businesses:

 Boost brand awareness and reputation

  Increase incoming traffic

 Strengthen audience engagement

Consider writing guest posts for other websites, as their readers may fall within

your target audience. Guest blogging can also help build your authority as an

industry expert.

To promote your food delivery app, you can post informative and useful articles.

Uber Eats, for example, posts useful and entertaining food-related content

including articles about places to eat and food photography tips.

Think of posting something funny if you want to entertain your readers. GrubHub

has a blog where, in addition to articles, they entertain readers with quizzes like

“Are You a Hot Dog or a Hamburger?” Don’t forget to let your readers share their

results with friends.

We’ve already mentioned posting contest information on social media, but you can

post it on your blog as well. Caviar uses their blog to inform customers about

contests such as for tickets to food events.

Video content
Compared to other types of content, video content may be costly to create. But it

has a number of advantages when building app marketing strategies, especially

taking into account today’s technologies. In a nutshell, video marketing helps to

promote products, entertain, and engage your audience.

Video content you might want to consider when marketing your food delivery app

includes social videos, interviews, stories, tutorials, product videos, testimonials,

and explainer videos. Ninety-eight percent of people have watched an explainer

video to learn more about a product or service. This type of video is used to show

potential customers why they should use your product or service and what

problems they can solve by using it.

While social media platforms like Instagram and Facebook let users post videos,

the key video platform is YouTube. According to Google, the top three reasons

why people turn to Youtube are:

 To find solutions, such as for fixing something in their home

 To be entertained

 To learn something new

When planning a video marketing strategy for a food delivery app, take into

account the preferences of your target audience. For example, 81 percent of

Millenials want to see how their food is produced, while 80 percent want to see the

story behind the scenes.

DoorDash made a behind-the-scenes video telling about Project DASH, which

addresses problems of hunger and food waste. It shows the company’s mission

while building awareness about DoorDash. Such videos help to connect with

audiences and build trust.

4. Remember email marketing

Many businesses focus on social media, but email marketing still works. Being

cost-effective, it helps you to reach a large audience, which may be crucial for

food delivery startups. That’s why emails are also used as a tool for mobile

application marketing.
Email marketing helps to inform customers about loyalty programs, discounts, and

contests, which helps to build brand loyalty. Moreover, emails can be entertaining

as well. People usually don’t reply to promotional emails, but Eat24 found a way

to encourage their customers to answer. The company once sent out an email to

customers signed up for their loyalty program containing a promo code for a

discount as well as a scarf-wearing blue blob asking if anyone was even out there.

By sending this email, Eat24 let customers know that their email address was

monitored by real people. As a result, they got a number of replies from

customers.

We don’t just send a coupon. We always send

something funny or entertaining.

STRATEGIC MARKETING :ANALYSIS OF FOOD

DELIVERY SERVICE

A strategic analysis is an important step before we

embark on a marketing plan. It is important to learn
how to analyze your audience and market.
This is an example of analysis we did for a food
delivery business

SITUATIONAL ANALYSIS

Environment
The situation analysis is required prior to setting up a
marketing strategic plan. The culture of food delivery
and ordering online is growing at an unimaginable
rate. Food delivery is more common for restaurants
that serve Pizza such as Domino’s Pizza and Pizza
Hut.

Current Trend in the Food Delivery Industry

1. More consumers will order food online and at a

higher frequency
In this century, due to busy schedule and heavy
traffic, ordering online has become so normal and
easy for consumers that we only expect the growth
and frequency of that trend to increase.

2. Technology will continue to propel the industry

forward
Technology is the lifeblood of every industry, and with
modern users’ digital expectations, alongside fierce
competition in the food delivery industry, new and
creative use of technology is the only way to succeed.
With the high usages of smartphone, consumers
prefer to order their food vide the online services by
downloading apps and choosing the favourite food.

3. Variations in the Common Delivery Model

As soon as a new trend is adopted by certain key
players in the industry, others will follow suit.
4. In-house and third party delivery services will
compete fiercely
The rise of third party delivery services like
foodpanda, UberEATS and DeliverEAT have
undoubtedly disrupted the food delivery space, in the
same way Uber and Airbnb have shaken up the
traditional business models of taxi firms and hotel.

TARGET MARKET
The target market of food delivery service company
can be categorized in terms of demographic,
behavioural and psychographic.

Demographic
Most of the online food delivery demands come from
the age group of 18-40 years whereby 65 % of the
target market are below 35 years of age. The male
seems to outnumber the number of females in this
composition. The target generation are the millenials
who are more internet savvy, selective , confident and
impatient. A characteristic many millenials share is
leading a busy on-the-go lifestyles. The most recent
key to convenience is delivery. They use social and
mobile media to get recommendations and make
decisions about where they are going to dine. They
expect good quality food at reasonable prices, a
departure from the super-sized, all-you-can-eat tactics
that worked on previous generations. Millennials
greatly value their friends’ opinions when making
decisions, hence it is advisable to spend less on new
marketing and capitalizing more on your existing
customer base.
With an increasing number of people being
productively employed in lucrative industries, they
have increased their living standards and made their
wallets fatter too. The target group are mainly the
middle income segment who have a higher
disposable income.
Food Delivery Service Company targets the
population in urban and semi urban locations because
the city dwellers have a very busy life. The customers
need to keep up with the hectic schedule and they
need immediate, reliable and assistance for their day-
to-day tasks. Urban and semi urban locations are
ideal and potential market segment due to increasing
internet penetration & rapid smartphone adoption,

Marketing Solution
The best marketing solution will be to create a social
media campaign targeting urban audience and
working adults or parents who want to order a quick
meal.
The analysis below provides you insights on how to
select your audience based on their behavioural on
social media and Google Ads campaign.

Behavioural
The target market can be divided into two segments
which are advocates and pragmatic.

Advocates

Lack Culture of Dining Out

The advocates are target group who lack the culture
of dining out . This most often is the case for the
customers in India who brings home cooked food from
home.

Owns a mobile
Whether consumers want to find/order a meal to eat
in, takeaway or have delivered, increasingly the tool of
choice is the mobile phone. Mobile apps and web
based system play an important role in food ordering
at this point of time . With more people using smart
phones, increasing literacy and access to the Internet,
it is highly recommended for food delivery business to
leverage on this new opportunity.

Has good experience with online purchasing

The menu will be offered in multiple online platforms
and they are familiar with apps. The customers should
be familiar with the functions of the apps and the
process of making online orders.

Loyal Customers
Customers who will stay with one food delivery
company if they are efficiently served

Influential
Bloggers, Food critics

Pragmatic
The pragmatic group of customers are always finding
the best option to have their food delivered. They are
usually not loyal to one particular food delivery
company hence they will order food from other food
delivery companies and might switch from other food
delivery company due to poor service. They are the
type of customers who wish to order food to save cost
and time

Psychographic

Achievers
1. Are fully scheduled
Customers have limited time to spend and will choose
to have a short lunch

2. Are goal oriented and hardworking

Customers have datelines to catch up hence food
delivery will be of convenience
3. Are peer conscious
Customers who order food if their colleagues are
doing the same

4. Are private
Customers who prefer some space for themselves
during meals.

5. Value technology that provides a productivity

boost
Customers who wish to make full use of the
technology to compare menus, price and reviews
before purchasing

Experiencers
1. Are first in and first out of trend adoption
Customers who wishes to try out a new service
especially if it is trending

2. Want everything
Customers who wants to subscribe to online food
delivery services if their peers do

3. Go against the current mainstream

Customers who are longing to try something fresh and
new,e.g idea or services
5. Are spontaneous
Customers who do not plan their meals and will
spontaneously decide to order upon noticing an
advertisement

6. Have a heightened sense of visual stimulation

Customers who are attracted to gorgeous visuals of
food on advertisements

The target group of customers are those who choose

to pay attention to what matter to them. They will filter
information that they pereceive as not not useful to
them.They browse website because they are feeling
hungry and they are craving for something.This
cravings can either lead to orders or can frustrate
them and look for more options. They are customers
who research a lot and want something cheaper and
customers who trust reviews rather than
recommendation from friends

SWOT ANALYSIS
SWOT stands for Strengths, Weaknesses, Opportunities, and
Threats, and so a SWOT Analysis is a technique for assessing
these four aspects of your business.

You can use SWOT Analysis to make the most of what you've
got, to your organization's best advantage. And you can reduce
the chances of failure, by understanding what you're lacking, and
eliminating hazards that would otherwise catch you unawares.
Better still, you can start to craft a strategy that distinguishes you
from your competitors, and so compete successfully in your market.

STRENGTH

Strengths are things that your organization does particularly well, or

in a way that distinguishes you from your competitors. Think about
the advantages your organization has over other organizations.
These might be the motivation of your staff, access to certain
materials, or a strong set of manufacturing processes.

Your strengths are an integral part of your organization, so think

about what makes it "tick." What do you do better than anyone
else? What values drive your business? What unique or lowest-cost
resources can you draw upon that others can't? Identify and
analyze your organization's Unique Selling Proposition (USP),
and add this to the Strengths section.

WEAKNESS

Now it's time to consider your organization's weaknesses. Be

honest! A SWOT Analysis will only be valuable if you gather all the
information you need. So, it's best to be realistic now, and face
any unpleasant truths as soon as possible.

Weaknesses, like strengths, are inherent features of your

organization, so focus on your people, resources, systems, and
procedures. Think about what you could improve, and the sorts of
practices you should avoid.

OPPORTUNITIES

Opportunities are openings or chances for something positive to

happen, but you'll need to claim them for yourself!

They usually arise from situations outside your organization, and

require an eye to what might happen in the future. They might arise
as developments in the market you serve, or in the technology you
use. Being able to spot and exploit opportunities can make a huge
difference to your organization's ability to compete and take the lead
in your market.

THREATS

Threats include anything that can negatively affect your business

from the outside, such as supply chain problems, shifts in market
requirements, or a shortage of recruits. It's vital to anticipate threats
and to take action against them before you become a victim of them
and your growth stalls.
 CONCLUSION

After studying the customers’ perception of electronic food ordering

it is concluded that every system has its strengths and weaknesses.
The purpose of this online food ordering system is basically to save
the time of the customers especially when he/she has to invite
people for any occasion. The chief reason for electronic ordering is
convenience. The single most important attribute of electronic
ordering is accuracy. This study found that online food ordering is
reasonably popular among the residents of Bangalore city. Nearly
90 percent of the respondents were aware of electronic food
ordering. Customers between 31-35 years of age ordered more
electronic food and it was often ordered as they didn’t want to cook
especially during the weekends. Customers who evaluate service
quality based on interactions with employees won’t want to use
self-service ordering. Similarly, customers who were uncomfortable
with technology may be reluctant to try an electronic self-service site
because they may be afraid of getting tangled up in the technology.
This study has shown that perceived control and convenience are
keys to customer use of online ordering which leads to higher
satisfaction.
THANK YOU