Foodpanda, a successful online food delivery service, founded by Ben Bauer in 2012.

During COVID-19 pandemic it expanded its business through targeted marketing by

providing wider meal choices and convenience. Its market share increased
significantly from 37% to 63% , making it the market leader despite competition from
big players like Deliveroo, UberEats etc.

SWOT Analysis
Strengths Weaknesses Opportunities Threats
 Excellent platform  Orders from nearby  Growing market  Increased potential
 Investments (raised restaurants only  Customer expansion competitors
$318 million by VC)  Tap on the free delivery  Increase in customer  low customer
 Wide coverage  Yet to cover more area loyalty programs  change in economic
 Quick delivery condition
 Good customer support  ease of going to the
 Global operations nearby restaurant

With the success in this segment, the company decided to look beyond ‘food delivery’ and expand the
revenue stream by launching a new vertical, Pandamart. It is a grocery delivery service launched in
collaboration with more than 100 city stores providing customers with various grocery products, ranging
from fresh vegetables to personal care, delivered within 20 minutes. They adopted contextual marketing
strategies for faster and better growth.

Business Objectives - Horizontal business expansion to drive new growth for Pandamart as well as widening
the customer base on Foodpanda.

Pandamart Unique Product Benefit - “quick” and “responsive” grocery delivery service

Marketing techniques:-

 During the pandemic, online presence of people rose through a significant margin. This was capitalised by
Pandamart effectively, they targeted trending video content platforms and other media networks, making
their presence felt everywhere. They also utilised the presence of existing user base on foodpanda to
promote Pandamart.
 Market research indicated people’s interest in gaming and cooking during the pandemic, Pandamart used
creative ways to create cut-through and trigger intent. They hijacked one of the most popular cooking
show, Foodie Talkies and made the host order ingredients from Pandamart on the show and delivering real
time, demonstrating its quick service live. They also disrupted a gaming show, Slam Dunk and delivered
midnight snacks to the game players demonstrating its responsiveness even at late hours.
 They made smart use of a fading channel that is Outdoor Marketing, by strategically placing
advertisements and video demonstrating screens in the residential areas, as maximum population was at
home during the pandemic. It allowed them to best utilize their marketing budget.

Pandamart Competitors – iHerb, ParknShop,

Wellcome

The use of contextual targeting resulted in better communication relevancy and created an impact.
Business Results :-

 62% Campaign awareness and 82% Google search trend uplift in just a month.
 824% new customers to Foodpanda with Pandamart
 +181% Active customers recorded and Total order no. increased by 303% vs last year