Comparative study on marketing strategies and impact of Covid-19 on

Online Food Delivery Business: A case study of Zomato and Swiggy

A SUMMER INTERN PROJECT REPORT

Submitted by

MAHIMA GUPTA
Roll No. 47613

in partial fulfillment of summer internship for the award of the degree

of
MASTER OF COMMERCE
to
Department of Commerce and Management
DAV College, Chandigarh

FOR THE SESSION 2019-2021

UNDER THE GUIDANCE OF: Dr. RUCHI ANAND

August 2020
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Certificate
Certified that the summer internship project report “Comparative study on marketing
strategies and impact of Covid-19 on Online Food Delivery Business: A case study
of Zomato and Swiggy” is the bonafide work of “Mahima Gupta”, Roll No: 47613,
2nd semester M.Com in DAV College, Chandigarh carried out under “Dr. Ruchi
Anand.”

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Declaration
I, hereby declare that the Summer Training project entitled “Comparative study on
marketing strategies and effect of Covid-19 on Online Food Delivery Business: A
case study of Zomato and Swiggy” is an original work and the same has not been
submitted to any other institute for the award of any other degree and the information
provided in the study is authentic to the best of my knowledge.

(MAHIMA GUPTA)

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Acknowledgement

Perseverance, inspiration and motivation always play a key role in success of any venture.
In the present world of competition there is a race of existing in which those who are
having willed to come forward succeed. Project is like a bridge between theoretical and
practical working.

To design and compare a project report is a very laborious work, which no student could
complete without taking help from any professional.

I am indebted to Dr. Pawan Sharma, Principal of DAV College, Sector 10, Chandigarh
and also my project report guide Dr. Ruchi Anand who have always supported me in the
best possible manner for allowing me to undertake this project.

Finally, I would like to thank my friends and family without whose constant motivation and
support I would’ve been unable to make this project.

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 TABLE OF CONTENTS

S.NO CONTENT PAGE NO.

1 Title Page 1

2 Certificate 2
3 Declaration 3

4 Acknowledgement 4

5 Table of Contents 5
6 Chapter-1 Introduction 6-10
7 Chapter-2 Literature Review 11-25
8 Chapter-3 Research Methodology 26-28
9 Chapter-4 Analysis and Interpretations 29-40
10 Conclusion 41
11 Findings 42
12 Suggestions and Recommendations 43
13 References 44
14 Limitations of Study 45
14 Questionnaire 46-50

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CHAPTER 1 : INTRODUCTION
• Introduction to Industry
• Overview of Companies – ZOMATO , SWIGGY
• Vision and Mission of the company
• SWOT analysis of the company

I. Introduction to Industry

The Indian online food delivery market reached a value of US$ 3.6 Billion in 2019.
Online food delivery assists individuals in ordering and receiving the desired food products
at the doorstep. It involves browsing the website or application, selecting from a wide
variety of cuisines available and making the payment through different methods. The
website/application updates the user about the expected duration of food preparation and
delivery. These features, in confluence with attributes such as ease, speed and precision of
delivery, are increasing the demand for these services in India.
The market is currently witnessing growth on account of the increasing access to high-speed
internet facilities and the boosting sales of smart phones. This, in confluence with the
growing working population and inflating income levels, is propelling the online food
delivery market growth in India. Although the players are mainly concentrated in the urban
regions of the country, with Bangalore, Delhi and Mumbai representing the three largest
markets, vendors are now also targeting smaller cities, as they have strong growth potential.
Moreover, the rising trend of the on-the-go food items and quick home delivery models that
offer convenience, ready-to-eat (RTE) and cheaper food delivery options are escalating the
demand for online food delivery services in the country. Furthermore, owing to the rising
cases of COVID-19, some of the leading players like Zomato, McDonald's Corporation and
Domino’s Pizza Inc. have introduced contactless delivery services. These services ensure
that the food reaches the customer without being touched by bare hands and is delivered
safely with adequate social distancing measures.

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 Players in the industry broadly classified into three categories---

• Fully integrated: Those who process food and delivers (Dominos, McD etc.)
• Delivery as a Service
• Aggregators: Provides a platform for customers where they could discover restaurants,
navigate through menus of different cuisines, and select the food. Delivery made by the
restaurant. In short, aggregates information about food for customers and function as an
order generating channel for restaurants. ( Zomato, Food Panda, Swiggy, Uber Eats etc.)

Reasons for growth in online food industry:

▪ Increase in disposable income and deeper internet penetration of customers
(web/mobile).
▪ Restaurants tying up with online food delivery platform claim to get profit margin of
more than 2 to 3% than dine-ins.

II. The Evolution of Online Food Delivery Business

Did you know that the first pizza was delivered way back in the year
1889?
Surprising, isn’t it? But here’s how the story goes. A popular Naples pizza chef was asked to
prepare three different pizzas for King Umberto 1 of Italy and his Queen Margherita of
Savoy. The famed chef did not fail to impress and delivered three piping hot delicious pizzas
to them. Little did he know that this would become a trend over a hundred years later and
evolve into a major part of the present-day business.
The online food delivery market is no longer the underdog but has evolved into a champion.
Having a food ordering and delivery platform was considered a state-of-the-art innovation in
the early 2000s but today the segment has expanded to different demographics across the
globe.
As more Millennials jump of the online ordering bandwagon the food delivery market
size continues to evolve at a steady pace. And as more players continue to proliferate this
segment, we are becoming witness to some fresh online food ordering trends.

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 Online orders by tweet, virtual assistants, smartwatches, cars, television screens and even
through your own eyes are now a part of this eCommerce segment. But the innovations
don’t stop there. That’s just how you can place your order. What about the ways these orders
are delivered?
The modern-day delivery option includes good old delivery by a person or these crazy
alternatives — delivery by robots, pizza drones, and parachutes. Yes, you heard it right — a
parachute!
And the food delivery business has not just improved the way food is delivered but it has
also created a level playing field for the underdogs that operate through virtual kitchens.
And with an ecosystem that brings vendors together, entrepreneurs are also doing their bit
for society by introducing the likes of food waste apps.

The food delivery industry has emerged as one of the biggest online platforms with several
new companies starting up in a past decade. The shape of the market is changing with a
breakneck speed with players like Swiggy, Zomato, Food panda, Uber Eats, and many
others. With these giant players in the food industry market, the industry is flourishing not
just in the metros but in the tier II and III cities as well. The business of delivering and
ordering food online is changing with rapid growth and these are attracting considerable
investment. But the increased competition and unstable growth policies has caused some
causalities along the way as well. Companies like Eat Fresh and TinyOwl had to shut down
due to massive losses. Even Food Panda, a giant food delivery marketplace available in 13
countries that went through multiple acquisitions first by Delivery Hero and then by OLA, is
finding it difficult to survive in online food delivery market.

III. Overview of Company

ZOMATO

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 Launched in Delhi 12 years ago, Zomato has grown from a home project to one of the
largest food aggregators in the world. They are operating in 24 countries and 10000+ cities
globally, enabling their vision of better food for more people. Zomato not only connects
people to food in every context but work closely with restaurants to enable a sustainable
ecosystem.
Back in 2008, all it took was an idea to enable digital access to thousands of restaurant
menus. Three passionate foodies who hated waiting in lines, drove around Delhi to collect
menus from restaurants, scan them and put them online. Their idea has now grown into the
vision that drives our team of 5000+ people every day.

SWIGGY

It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majety and Nandan
Reddy decided they wanted to make life easier by changing the way India eats - all with just
a tap! With their idea of ’hyperlocal food delivery’, all they needed was the tech to power it
and were introduced to Rahul Jaimini, who brought this vision to life with the first website.
And with this, Swiggy was launched as a food ordering & delivery platform.

In August of 2014, Swiggy began operations by signing up a few restaurants in

Koramangala, Bengaluru. Soon enough, the first team of Hunger Saviors came into action to
deliver food within 40 minutes. Shortly after, Swiggy raised its first round of funding and
launched the app in May of 2015. Fun fact: The technology that delivers great food right to
your doorstep was completely developed in-house!

With love and support from consumers, Swiggy expanded far and wide, first through the
entire city of Bengaluru and then across the entire country. As they say, the rest is history.

Today, Swiggy is the leading food ordering and delivery platform in India. The innovative
technology, large and nimble delivery service, and exceptional consumer focus at Swiggy
enabled a host of benefits that includes lightning fast deliveries, live order tracking and no
restrictions on order amount, all while having the pleasure of enjoying your favourite meal
wherever you'd like it.

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IV. MISSION AND VISION STATEMENT

➢ ZOMATO

At the moment, Zomato does not seem to have a formal mission and vision statement, but
according to Pankaj Chaddah, co-founder and COO of Zomato, “We want to be the 'Google'
of food. Our vision is to be the global platform when someone is looking for food locally”.

➢ SWIGGY

Our mission is to change the way India eats apart from servicing the customer better than
last year and widening the assortment to enable users to order on a higher frequency.
Swiggy wants to be like a utility app for every Indian. We want people to order food at least
15-20 times a month. That can only happen if you solve deep problems and not just act as an
occasional food delivery provider. For us, it is about how we balance growth and customer
service in the long run.

V. SWOT ANALYSIS

BRAND ZOMATO SWIGGY

STRENGTHS •
First Mover Advantage • Fast Delivery
•
Evergreen Industry • Neat User Interface
• Trained Employees
•
Fast Expansion
• Fast Selection
•
User-friendly app design
• Neat Packing
•
Multiple Acquisitions
•
Brand Equity
•
Best Marketing Strategies
WEAKNESS • Still lot of expansion required • Targets Zonal Restaurant
• Word of mouth and Facebook • Less Brand Awareness
check ins still a competition • Delivery Charges
OPPORTUNITY • Further expansion • Innovator of this idea
• More acquisitions • Growing Market place
• Cloud restaurants • Increase in Market share
• Creating a community • More Service
THREAT • Google’s schema module • Fewer customers
• Market followers and • Increasing Competitors
Challengers • Increase in Health conscious
people

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CHAPTER 2 : LITERATURE REVIEW
What is marketing ?
Marketing refers to the activities of a business related to buying and selling a product
or service. It involves finding out what consumers want and determining whether it is
possible to produce it at the right price. The company then makes and sells it.

According to domycreatinvewritings.com, marketing covers a vast area of business,

including:
• how you communicate
• the brand
• the design
• pricing
• market research
• consumer psychology
• measuring effectiveness

At the core of marketing is an understanding of what customers need and value. A

company’s long-term success depends on learning what its customers’ needs are. It
then finds ways to add value through different approaches.

What Is a Marketing Strategy?

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of the products or services the business
provides. A marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level elements.

The Creation of Marketing Strategy

A carefully-cultivated marketing strategy should be fundamentally rooted in a
company’s value proposition, which summarizes the competitive advantage a
company holds over rival businesses. For example, Walmart is widely known as a
discount retailer with “everyday low prices,” whose business operations and
marketing efforts revolve around that idea.
Whether it's a print ad design, mass customization, or a social media campaign, a
marketing asset can be judged based on how effectively it communicates a company's
core value proposition. Market research can be helpful in charting the efficacy of a
given campaign and can help identify untapped audiences, in order to achieve
bottom-line goals and increase sales.

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 THE FOUR P’S
1) Product
The product is either a tangible good or an intangible service that is seemed to meet a
specific customer need or demand. All products follow a logical product life
cycle and it is vital for marketers to understand and plan for the various stages and
their unique challenges. It is key to understand those problems that the product is
attempting to solve. The benefits offered by the product and all its features need to be
understood and the unique selling proposition of the product need to be studied. In
addition, the potential buyers of the product need to be identified and understood.

2) Price
Price covers the actual amount the end user is expected to pay for a product. How a
product is priced will directly affect how it sells. This is linked to what the perceived
value of the product is to the customer rather than an objective costing of the product
on offer. If a product is priced higher or lower than its perceived value, then it will
not sell. This is why it is imperative to understand how a customer sees what you are
selling. If there is a positive customer value, then a product may be successfully
priced higher than its objective monetary value. Conversely, if a product has little
value in the eyes of the consumer, then it may need to be under-priced to sell. Price
may also be affected by distribution plans, value chain costs and mark-ups and how
competitors price a rival product.

3) Promotion
The marketing communication strategies and techniques all fall under the promotion
heading. These may include advertising, sales promotions, special offers and public
relations. Whatever the channel used, it is necessary for it to be suitable for the
product, the price and the end user it is being marketed to. It is important to
differentiate between marketing and promotion. Promotion is just the communication
aspect of the entire marketing function.

4) Place
Place or placement has to do with how the product will be provided to the customer.
Distribution is a key element of placement. The placement strategy will help assess
what channel is the most suited to a product. How a product is accessed by the end
user also needs to compliment the rest of the product strategy.

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Review of Literature

1. Mitali Gupta (2019), in her paper, studied the impact of food delivery start-

ups Swiggy and Zomato on the restaurant business and also studied their
various business strategies. Today, companies have changed their traditional
business strategies to online marketing for catering to the diverse needs of
customers.

2. J. Das(2018) has studied, analyzed and compared the top 4 food delivery

apps namely, Zomato, Swiggy, Foodpanda and Ubereats. Providing better

discounts” and “better choices of restaurants”, Zomato is positioned at the top
by the customers. Zomato is also positioned at the top by the customers while
considering on delivery on time and good customers service. In both the
situations, customers ranked Ubereats at the last position.

3. Dang and Tran(2018) said that Internet has played a major role in increasing

the awareness of the online food delivery apps. Through internet, people can
search about foods and restaurants, compare their prices and their services
and have easy access to them. Internet has made all these things convenient
for the customers.

4. Kanteti(2018) stated that Startups have become the trend setters in India and

are ruling the economy since past few years. These companies are started by
tech savvy young individuals. These young individuals having fresh brains
and mew and innovative ideas starts different kinds of businesses with the
help of technology.\

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 5. According to G. See-Kwong(2017), The food delivery system in India has

been growing at a larger pace due to technology. From making orders on call
to ordering online and satisfying all the needs of the customers and making
changes according to the changing needs of the customers. Now everything
can be delivered to the customers at their doorstep.

6. According to Adithya R., Singh, Pathan and Kanade(2017), A food menu

is set in the online food ordering system so that the customers can place their
orders successfully and with this they can also track their orders. Also,
various facilities are also provided by these apps for making its access
convenient for the customers.

7. According to Sethu and Saini(2016), The online food ordering apps were

analyzed by the researcher on the basis of certain characteristics. Majority of

the consumers were aware about purchasing on the internet and found that it
is very convenient to use internet.

8. Hall (1977) stated that the millions of people who "eat out" every day have a

wide variety of needs and tastes from a quick lunch to a luxurious meal with
elaborate service. Because of these differences there are many kinds of
restaurants varying from street stands for a hot dog or bowl of noodles to
elaborate restaurants with the best cooking.

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Impact of Covid-19 on Food Industry
What is covid-19?
Corona virus disease 2019 (COVID‑19) is an infectious disease caused by severe acute respiratory
syndrome corona virus 2 (SARS-CoV-2). It was first identified in December 2019 in Wuhan,
Hubei, China, and has resulted in an ongoing pandemic. As of 17 August 2020, more than 21.7
million cases have been reported across 188 countries and territories, resulting in more than 776,000
deaths. More than 13.7 million people have recovered.

Impact of covid-19 on Food Industry

The outbreak of corona virus has had significant impact not only on public health worldwide, but
also on all stages of the supply chain and value chain of various industries. The food & beverage is
one such industry that is currently experiencing impacts due to the outbreak, which was declared a
pandemic by the World Health Organization (WHO) on 11 March 2020.

The COVID-19 lockdown has limited the movement of people across nations. It has also led to
behavioural changes among consumers as they limit the number of trips outside the home and
increasingly strive to maintain control on the hygiene of their households through limiting what
comes into their home.

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Impact of Covid on Zomato
The restrictions in place to fight the covid-19 pandemic have taken a heavy toll on the restaurant
industry. as restaurateurs fight to keep businesses running given the dented cash flows, millions of
restaurant workers, housekeepers, cooks and servers face the possibility of losing their livelihoods
with very little savings to fall back.

Zomato faced several hurdles across cities while trying to deliver food. Online food delivery orders
dropped by 70% in the months of march to may, as customers step back to place orders and top
restaurants being shut amid lockdown.

Anurag Katriar, president of the national restaurant association of India, said that 95 per cent of
restaurants are offline. He added that the staff can't be put in risk and that supply also is not very
smooth. Some have been forced to shut due to the shortage of staff and supplies.

Zomato laid off more than 500 employees amid the downturn caused by the covid-19 pandemic. In
a blog post, Zomato founder and CEO Deepinder Goyal said that the company will not be able to
offer work to 13% of its workforce due to the challenging work environment. The decision came
after the food delivery business in India has been severely affected due to covid-19-related
lockdowns that forced restaurants across the country to temporarily close. Goyal noted that the
company will help the affected employees to find new jobs. Zomato also proposed temporary
reductions in pay for the entire workforce with up to 50% for those with higher salaries.

Additionally, the food delivery company operates more than 150 offices around the world. In
addition, Zomato took steps to cut sales and logistical expenses by reducing its real estate costs.

Steps taken by Zomato to fight Covid

1. For their customers

1.1 Contactless Delivery –

To ensure delivery of safe, hygienic food to customers, they have launched

contactless delivery. Customers can opt to allow the delivery partner to leave the
package outside their home, ensuring no human-to-human interaction and hence
lowering risk of any transmission.

1.2 Face masks –

Zomato has distributed and continued to distribute face masks to their delivery
partners to keep them, as well as their customers, safe from the spread of an unlikely
infection. They are also continuously educating their delivery partners on hygiene
practices (not to touch face, nose, sneeze in elbow, etc.) to ensure their own as well
as the ecosystem’s safety.
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 1.3 Disabling COD –

For safety reasons, to avoid contact between their users and delivery partners,
they’ve temporarily disabled the Cod (cash-on-delivery) option on their app.

1.4 Grocery delivery –

They have started grocery delivery in 80+ cities across India to help with the supply
of essentials. Their delivery network in the country is only second to India Post, and
they are putting in every effort to make sure that they put it to good use to serve the
community. They’d like to thank the government authorities, grocery stores, FMCG
companies & other start-ups that have come forward to partner with them and
support the community in this endeavour.

1.5 Zomato Gold Extensions –

As a small gesture from their end, they have decided to extend all paid Zomato Gold
memberships by two months at zero cost. This will be valid across India, UAE,
Australia, Indonesia, Philippines, Lebanon, Turkey, New Zealand, Portugal and
Qatar.

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For their delivery partners

2.1 Rider Relief Fund –

They have donated money to and are raising funds from the community for the Zomato
Rider Relief Fund. This fund is supporting all their delivery partners whose earnings have
dropped sharply in the midst of reduced demand for food delivery.

2.2 COVID Insurance –

They have reassured their delivery partners that they don’t need to force themselves to work
for financial reasons if they get infected with COVID-19. Zomato’s Delivery Partner
Insurance Plan, which earlier covered only hospitalization, will now also cover lost
earnings, in case the delivery partner gets infected by COVID-19.

2. For their restaurant partners and restaurant workers

3.1 Zomato Gold Support Fund –

With the goal of helping out the restaurants that are finding it difficult to support their
workers, they have launched the Zomato Gold Support Fund. Individual users can
contribute to this cause by purchasing or renewing an annual Gold membership. All
proceeds from the Zomato Gold subscriptions in the month of April 2020 went towards
supporting restaurant workers in need and the users got an additional year of Gold free, as a
token of gratitude.

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 3.2 Food Security –

Zomato’s mission is ‘better food for more people’. And for some underserved segments of our
country, ‘better food’ simply means being able to put some food on the table.

3.3 Feeding Foundation –

Zomato runs a not-for-profit called the Feeding Foundation (in India, known as Feeding
India). The purpose of Feeding Foundation is to leverage their relationship with the food
industry, and their users to be able to provide food security to millions of people who run
the risk of dying from hunger. In the middle of this chapter, we also started the Philippines
chapter of the Feeding Foundation, called Feeding Philippines.

3.4 Feed the Daily Wager –

About 450 million Indians depend on daily wages to run their household and have lost their
livelihoods due to the lockdown. All these people are going hungry and they desperately need
someone’s support. To help with the situation, Zomato started the “Feed the Daily Wager”
initiative in India, wherein they are distributing ration kits to daily wager communities. These
ration kits provide 100 meals to a family (three meals a day for a family of five, for a week).

They have been able to raise ₹25 crores for this from individuals and corporates, and are aiming
to double the amount. They have already distributed more than 100,000 ration kits (to the same
number of daily wager families) in more than 20 cities as of now. Apart from their mega cities,
they have now also started distributing these ration kits in other cities like Patna, Jhansi,
Guwahati, Dehradun etc. They plan to distribute 1M ration kits as part of this initiative and have
already secured supplies to do that.

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4. For people who are directly affected by COVID-19

Food for quarantine facilities –

As an essential service provider, it is important they find more than just a few ways to help the
community fight against this pandemic. They have teamed up with Apollo Hospitals to deliver
food to those who are in isolation wards, in their quarantine facilities. They are currently doing
this in Bangalore and Hyderabad and are expanding this support to hospitals/quarantine
facilities across major cities.

Impact of Covid-19 on Swiggy

Food delivery firm Swiggy lay off 1,100 employees spanning across multiple grades and
functions. Sriharsha Majety, Co-founder & CEO of Swiggy, informed the staff about the
decision through an email.

“Today is one of the saddest days for Swiggy as we have to go through an unfortunate
downsizing exercise. With a heavy heart, I have tried to share the reasons and details of the
process below, because you deserve to know," wrote Sriharsha Majety in the email.

Majety highlights that Swiggy had chalked out an accelerated path to profitability in December.
“As we came closer to chalking out the final details of that exercise, COVID hit us with another
huge blow of uncertainty, forcing us to look even harder at our cost base and preparedness for
the road ahead. While COVID might have long-term tailwinds for the delivery business and
digital commerce when things settle eventually, nobody knows how long the uncertainty will
last," he said.

He listed out major areas of impact in the letter which include the core food delivery business
and the cloud kitchens business. He said, “Since the onset of COVID, we have already begun
the process of shutting down our kitchen facilities temporarily or permanently, depending on
their outlook and profitability profile.”

Despite the negative impact on core business, Swiggy continued to invest in the grocery vertical
and other service offerings that the team anticipate will do well in the long run. For this, Majety
mentions that the teams have already been re-aligned. Going forward, Swiggy will identify and
significantly reduce every single indirect cost like hubs and office infrastructure.

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Steps taken by Swiggy to fight Covid

With the onslaught of COVID-19 pandemic, the way Swiggy cater to their consumers, delivery
partners and restaurant partners has taken a drastic shift. The most pressing concern has been to
continuously ensure the safety of these entities in the ecosystem. Swiggy has launched several tech-
led initiatives to meet this objective. These initiatives are geared towards maximizing the safety at
each step of the order-delivery process. A typical order-journey looks as follows:

Before the Order is Placed by the customer

1. Ensuring that restaurant staff remain healthy -

Restaurant partners check the temperatures of their entire staff every day. Anyone with a
temperature above 99.1 F is advised to rest at home. Similarly, any staff member who feels ill or
exhibits symptoms associated with COVID-19 is advised to stay at home until cleared from a
doctor or after testing negative post the mandated quarantine period.

2. Ensuring high levels of hygiene within the restaurant premises

High levels of hygiene are promoted at restaurants. Restaurants conduct a complete scrub-down
of every possible touch point — chairs, tables, doorknobs, countertops and sinks — every 4
hours. All personnel involved in food preparation are provided 3-ply face masks. Hand Wash
stations are maintained at pickup points to allow delivery partners to practice safe hand hygiene.
All orders are packed in an additional bag, so that the food container does not come in direct
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 contact with anyone during the transit. Restaurants which adhere to all of these guidelines are
promoted as having ‘Best Safety Standards’ on the app.

3. Sensitizing delivery partners about social distancing

Sensitizing the delivery partners is especially important as they usually come in close physical
proximity with different individuals, including customers, restaurants and other delivery
partners. Constant communication in form of gifs and videos like the one below is maintained
with all the delivery partners.

4. Deep Learning Algorithm to ensure that delivery partners wear masks

A Deep-learning-based algorithm was built to ensure that the delivery partners wear masks on a
regular basis. Every delivery partner is required to click a selfie and post it on their app when
they log-in to the system and start receiving orders. The algorithm checks if the delivery partner
is wearing a mask and does not allow partners without masks to log-in. This tool helps us ensure
that our delivery partners follow the required mask-safety guidelines.

When a delivery partner is assigned to an order

The Swiggy delivery algorithm typically assigns a delivery partner, a few minutes after the order is
placed. This delivery partner then travels to the restaurant, waits until the food is prepared and then

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picks up and delivers the order to the customer. This algorithm has been at the core of what has
allowed Swiggy to provide lightning-fast deliveries to our customers.

This algorithm, however, requires the delivery partner to wait at the restaurant for a significant
amount of time till the food is prepared. At restaurants with high order volumes, this could lead to
crowding of delivery partners in times of high demand (like dinner). This might make it difficult to
ensure social distancing.

1. Just in Time delivery partner Arrival

Just in Time (JIT) ensures that the delivery partner assigned to a particular order arrives at the
restaurant right when the food is about to be ready. This reduces the wait-time and hence the
long queues at restaurants.

This is achieved by the use of two machine learning algorithms — an algorithm to predict the
time taken to prepare food for order and an algorithm that predicts the time taken for a delivery
partner to travel to the restaurant. Based on these two predictions, the right time to assign a
delivery partner to order such that he reaches the restaurant just when the food is ready. JIT
assignment leads to about 25% reduction in average wait time for delivery partners.

2. Food-Ready — delivery partner Assignment

As discussed above, the Swiggy assignment algorithm assigns a delivery partner to each order.
For some orders, the delivery partner arrives before the food is ready and has to wait at the
restaurant. For some orders, the partner arrives after the food is ready. This leads to a scenario
where there are some prepared orders at the restaurant whose assigned delivery partners have
not yet arrived, while there are some other partners waiting at the restaurant whose orders
haven’t been prepared yet.

Food-Ready delivery partner Assignment tweaks the assignment algorithm to reduce these
scenarios. Delivery partners are assigned to restaurants instead of specific orders. As soon as the
food is ready for a particular order, it is assigned to a delivery partner who is already present at
the restaurant. Assignment thus happens in a FIFO manner. This ensures that the wait time of
the delivery partner for his order is significantly reduced.

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 When the order is picked-up

1. Standard Demarcation Queues

Another initiative that promoted increased physical distance between the delivery
partners was standard demarcation queues at pick-up points. This was a
widespread concept mandated by the government in several regions. Delivery
partners were asked to stand in designated spots or markers while in a queue to
pick up the food. Accurate guidelines on how to create these markers were shared
with the restaurants.

2. Designated Packers at Stores

Swiggy has been ramping up the supply of groceries over the COVID-19 period.
Grocery orders typically comprise several items which need to be searched and
assembled before being shipped to the customer. A major problem in sending
delivery partners to grocery stores was that they often had to spend a long time at
the store while the items were assembled. To reduce this wait-time, some Swiggy
agents are stationed in stores as packers. These agents start putting the contents of
the order together and then send a notification when the order is packed and ready
to be shipped. A delivery partner is assigned to the order only after this signal
comes through. This drastically cuts down the time the partner has to spend at the
store.

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When the order is delivered to the customer

Contactless Deliveries
Contactless Deliveries are geared towards maximizing the distance between the
delivery partner and the customer. The delivery partner delivers food outside the
customer’s doorstep and then leaves. The customer gets a notification on the app
saying that their food has been delivered. Fewer the number of customers a
delivery partner interacted with, smaller the chance of him contracting an infection,
and smaller still the chance of him transmitting it to any other customer or
restaurant executive. To ensure that orders are delivered accurately, the delivery
partner submits a picture of the delivery every time he delivers a contactless order.

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Research Methodology
Research Methodology is a way to systematically solve the research problem. It deals with the
objective of a research study, the method of defining the research problem, the type of hypothesis
formulated, the type of data collected, method used for data collection and analysing the data etc.
the methodology includes collection of primary and secondary data.

It is a system of principles or rules from which specific methods or procedures may be derived to
interpret or solve different problems within the scope of discipline. The main concept of research
methodology is to describe the process of data acquisition, the nature of studies of the arrangement
of data and the main process used in converting the raw data into information. This study employs
scientific method in analysis and requires systematic analysis and logical interpretation of empirical
evidence to confirm or disprove prior conception.

Objectives of the study

1. To compare the marketing strategies adopted by Zomato and Swiggy.
2. To study the impact of covid 19 on Online Food Delivery Applications.
3. To study the steps taken by Zomato and Swiggy to fight covid.

Research Design
Research design is the blueprint and a guide map which explains step by step procedures of the
research followed by the present research study concerned, on the respondents of Chandigarh
Tricity. The research design that I have used for my study is Descriptive design.

Selection of Population
The study has been conducted in the Chandigarh Tricity. The population of the study comprises of
residents of tricity. The sample size is 100. The sample comprises of people from all age groups and
belonging to different occupations.

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Sampling Techniques

The sampling technique is critical while making contact with the respondent of the
study. The present research study uses non-probability sampling technique at the
appropriate times and situations faced while conducting the research study in tricity.
The main techniques used were:
• Simple random method
• Judgmental sampling
As the samples were to be contacted so I, randomly selected out the sample given
and approached the respondents on the basis of my personal judgment skills i.e. the
most accessible and convenient people were contacted for the present study. The
sample size was 100.

Collection of data

Data was collected from both primary as well as secondary sources.

➢ Primary sources- Primary data is the information that you collect specifically
for the project. An advantage of primary data is that it is specifically tailored to
your research needs. The data was collected by using questionnaire framed
with the help of Google forms because this is the most quick, accurate, reliable
and latest method used by researchers on globe. Also, due to the spread of
covid 19 face to face interaction with respondents was not feasible.

➢ Secondary data- Secondary data refers to the data that was collected by
someone other than the user. Secondary data was collected by using published
reports, articles, surveys, research studies and also a number of different
websites.

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Scope of the study
The study helps us understand the different marketing strategies used by the two
leading companies (Zomato,Swiggy) in the food delivery business. The arrival of
coronavirus pandemic has been very uncertain leading to huge losses to businesses all
around the world. This project studies the impact of covid-19 on Zomato and Swiggy
and what strategies they have adopted to recover the losses.
The study could help other start-ups and companies in the food industry to frame
their marketing strategies and also the final consumers to know which company’s
policies are directed towards giving priority to its consumers.

Limitations of the study

• Due to the spread of coronavirus pandemic there was no face to face contact
with respondents and other people to carry out the research more effectively.
Thus, the data had to be collected from secondary sources.
• Secondary data can be general and vague and may not really help companies
with decision making.
• This study is limited to the attitude and perception of the selected respondents
and may not be universally applicable.
• There was a possibility of biasness on behalf of the respondent in self reporting
the perceptions of the survey.
• The study is ‘micro’ in nature and its survey findings and observations cannot
be generalized and may be subjected to change from time to time and place to
place as the study was limited to the tricity.
• The sample size is 100 respondents of tricity and does not necessarily represent
the population of universe.
• There was a time constraint.
• The respondents might have found some questions confusing.

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Chapter 4 – Data Analysis and
Interpretation
Comparison between Zomato and Swiggy marketing mix
strategy (4P’s)

Price
ZOMATO SWIGGY
Currently Zomato is charging a delivery fee of Rs The current delivery charges for ordering food
31 for online orders. through Swiggy is Rs. 20

The minimum order value is Rs 200 for ordering The delivery fee for ordering groceries through
groceries through Zomato market with a delivery Swiggy is Rs 60 if the cart value is below Rs. 300
fee of Rs 40. and Rs. 40 if cart value is Rs. 300 or above.

Swiggy has an extensive workforce and this

Zomato does not charge for restaurants to put
flexibility prompts it to allow its customer a
their details on their application or website. The
policy of no minimum order. This has increased
restaurant advertising which Zomato does on their
its customer base to a great deal.
site or application is the major source of their
Swiggy has tie-ups with restaurants that offer a
revenue. Restaurant advertising includes banners
minimum of 15% to 25% commission and this
ads for restaurants which gives them maximum
has helped it in increasing its
visibility as soon as a person logs into the app or
distributive channel and garnering better revenues.
the site. Event based advertising when restaurant
hold an event and use Zomato as a medium to
advertise their event. There is a commission set on
the ticket sales through Zomato. They also
provide consulting services to restaurants to
where should the restaurant chains open their next
outlet. Zomato uses various analytical tools to
analyse where the demand lies and help them with
the solution. The percentage revenue distribution
can be summarized as under; restaurant
advertising- 85%, event advertising- 5%, event
ticket sales- 15% of the revenue.

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 Product
ZOMATO
Restaurant Ratings & Reviews: There are two
ratings on the restaurant page telling us how users
have rated food ordering and dining in experience
with the chosen restaurant. The colour scheme of
black for dining and red for delivery is retained
throughout our app for ease of identification.
SWIGGY
Online Order: Food Delivery Swiggy helps
users to order food online from their favourite
restaurants with live tracking facility. Swiggy
claims to deliver food with lightning fast delivery.

Restaurant Search & Discovery: We offer Swiggy Go: Swiggy Go, a service to enable
multiple entities (such as restaurants, cuisines, consumers and businesses to instantly deliver
dishes, attributes, collections, etc.) that you can laundry, forgotten keys, documents and just about
search for with an intent (online ordering, self- anything else within a city.
pickup, going out for a meal, going out for a drink)
in mind.
Swiggy Store : 'Swiggy Stores', deliver to your
Online Order: Food Delivery : It helps users to doorstep household items like groceries, flowers,
order their favourite cuisine from their favourite medicines among other things within an hour. It is
restaurants from the comfort of their home. currently operating in Thrissur, Tirupur,
Pick Up: Ordering Take away: Zomato take away Warangal, Aurangabad, Agra, Mangalore,
closes the loop on providing the entire spectrum of Manipal, Jalandhar, Trichy, Udaipur, Amritsar,
Varanasi, Bhubaneshwar, Vellore,
the food ordering process.
Thiruvananthapuram and Kota.
Table Reservations: It helps its users make,
modify and cancel bookings, whether or not Swiggy Pop : Swiggy POP is a feature meant for
food delivery to single personals. It is now
the restaurant is open.
available in most of the Indian cities including
Hyperpure: Ingredients supply to restaurants Hyderabad, Bengaluru, Chennai, Mumbai, Pune,
an initiative by Zomato to provide fresh, hygienic, Kolkata and Delhi.
high quality ingredients and supplies.
Swiggy provides free delivery with Swiggy POP.
Food@Work: Canteens These are digitised But delivery service in Swiggy POP is restrained
cafeteria for simplified food ordering, payment and within a delivery radius.
feedback through the food@work app.
Swiggy offers no extra charge for Swiggy POP
users. They eliminate fees like surcharge and
other delivery charges from Swiggy POP.
Zomato Gold: Restaurant premium subscription
services -Now, Zomato Pro the membership
programme will have privileges and discounts on
the best restaurants across dining out and delivery.

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 Place
ZOMATO
Zomato is available on Windows platform,
Android and iOS platform. It is available in
25 countries which include India,
Australia, USA, Chile, Malaysia, United
Arab Emirates, Portugal, South Africa and
many more. The user interface is customer
friendly and has nine language options viz.
English, Italian, Spanish, Portuguese,
Turkish, Slovak, Indonesian, Polish and
Italian.
In January 2020, Zomato India acquired
Uber eats India and as a result widened its
customer base.
Also, they are active on various social
platforms like Facebook, Twitter, Pinterest
and Instagram which are used to engage
with customers.
According to Zomato, customer
acquisition cost is very
low. Zomato claims that of the 1.4 million
listings it gets, 150,000 are from India and
sees 22 million users come on board every
month.
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SWIGGY
Swiggy has spread its presence to more
than 500 cities in India like Bengaluru,
Gurgaon, Pune, Chennai, Delhi, Hyderabad,
Kolkata, Mumbai etc. It has its headquarters
base at Bengaluru in Karnataka and has
established its corporate offices at
Hyderabad in Telangana and Gurgaon in
Haryana. It is a popular application that
takes order for food delivery from listed
restaurants on its portal. Swiggy has set up
a strong and widespread distribution
network to offer best results.
It has an exclusive fleet of personnel that
includes services of nearly eight hundred
delivery people working on-field. They are
involved in picking up orders from selected
restaurant and delivering it to customers.
Delivery boys are equipped with Swiggy
App and smartphones that make tracking of
a delivery throughout routeing algorithms
easy.
Swiggy has hired Shadofax Technologies,
a third-party delivery company, for part
time distribution in Delhi and Bengaluru.
 Promotion

ZOMATO SWIGGY
The food delivery service's India handle now has Swiggy has 209k followers on Instagram, 120.4k
286K followers on Instagram, 1.4 million on on Twitter and 909k on Facebook.
Twitter, and 1.9 million on Facebook.
Swiggy realises the importance of a good marketing
Zomato is known for its content marketing strategy. strategy and has adopted several plans to create
In content marketing they aim to advertise further brand awareness. It relies heavily on mouth
extensively via images. These images require a publicity and satisfied customers is its
glimpse, have an impact on audience and offer pure greatest advertising tools as they recommend the
entertainment. The content is always fresh with old brand to friends and family. Swiggy has
sayings, messages delivered in a unique way in line adopted online marketing strategy and has taken
with the service of Zomato. The social media is an
help of social media platforms
important channel to market their services. Their
posts, messages are always some simple industry like Twitter, Facebook, Instagram, YouTube and
jargons that is targeted at different audience Pinterest via innovative and interesting ad
segments. Along with posts and messages, Zomato campaigns like #SingWithSwiggy and
has collaborations with Paytm, Uber, Food #DiwaliGharAayi.
Bloggers which display Zomato as an option for
any food related queries customers search on these
applications. Its Facebook page is very popular and active as it
offers regular updates and encourages active
participation. Swiggy has launched innovative
Effective communication is at the core of
videos that have become very popular amongst
Zomato’s excellent marketing strategy. Their tone
masses like Swiggy Goes International. The
of voice has always been engaging but rather company runs contests to encourage direct
unconventional and this is what makes them stand participation by customers through
out. Their focus is interaction with their audience. #SwiggyTuesdays and offers to munch bag and
coupons as rewards. Ahead of its launch in Mumbai
city, it partnered with popular Dabbawalas of
A recent example of this is a marketing campaign
Mumbai to get a better grasp of the situation and
they launched on Twitter in December where they later used it as a promotional strategy to gain brand
asked people the most creative restaurant name, exposure.
they’ve ever come across. Naturally this garnered
a deluge of responses with 567 comments, 72
retweets and 692 likes at the time of publishing
this post.

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Analysis based on questionnaire responses
Chart 1 : Age

Interpretation: Chart 1 shows that the majority of the respondents fall in

the youth category (21-30) covering 62% of the sample. 16% respondents
are below 20 years of age. 6% respondents fall in the category of 31-40
years of age. 2% of the respondents are above the age of 50 years.

Chart-2:Gender

Interpretation: According to chart 2, 59% of the respondents are female

and 41% respondents are male.

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Chart 3: Profession

Interpretation: As per the study 57% of the respondents were student,

whereas 19% were employed, 15% were self-employed, 7% were Home
maker and 2% were job seekers.

Chart 4: Online food orders?

Interpretation : Online food delivery companies have made such a

remarkable position in the market that out of 100 respondents 98 answered
that they order food online. Only 1% people don’t order food online.

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Chart 5: Company Preference

Interpretation: According to the study, 67% of the people prefer Zomato over
Swiggy. 31% of the respondents preferred Swiggy as their first choice. This shows
Zomato has been able to make a larger and more loyal customer base. On the other
hand, Swiggy somewhere lacked in winning customer confidence.

Chart 6: Frequency of orders

Interpretation: According to the survey nearly 40% respondents prefer ordering

food online weekly or monthly. 19% of the respondents order food nearly twice a
month. Online delivery companies need to work harder to increase the frequency of
orders made by people online.

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Chart 7: Whose services are better?

Interpretation: Zomato has proved to be better than Swiggy in almost every

aspect. 60 % of the respondents feel that Zomato gives better discounts while 40%
feel that Swiggy gives better discounts. 55% respondents find Zomato packaging
better and 45% find Swiggy packaging better. In terms of delivery time and customer
service Zomato is clearly people’s first preference.

Chart 8: Zomato Products Awareness

Interpretation: 70% of the respondent were aware about Zomato pro, but
according to the above graph, the awareness about other services provided by Zomato
is very less. Zomato Pro has been a very popular and successful venture for the
company. Zomato should focus on promoting its other services as well.
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Chart 9: Swiggy Products Awareness

Interpretation: As per the study, 27% of the respondents were aware about
Swiggy Go and 18% and 19% were aware about Swiggy Pro and Swiggy Store
respectively. But 55% of the respondents were not aware about any of them. Swiggy
needs to work really hard on its marketing and promotion strategies to create
awareness about its services.

Chart-10: Orders during lockdown

Interpretation: Due to the spread of covid 19 pandemic, a complete lockdown

was imposed in India on 25th March,2020. Ever since businesses have been severely
affected. 68.7% of the respondents did not order food online during the lockdown.
This shows that the number of orders had a great fall during the lockdown.

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Chart-11: Opinion about safety

Interpretation: Chart 11 shows that only 15.5% of the respondents considered

ordering food online during covid 19 safe. 33.3% respondents answered that they
don’t feel safe to order food online these days. This shows that people were not very
sure about safety norms being followed by food deliver companies.

Chart-12: Precautionary Measures

Interpretation: 53% of the respondents feel that Zomato is taking good

precautionary measures to restrict the spread of covid-19. Only 15% feel that Swiggy
is good precautionary measures. 32% respondents feel that neither Swiggy, nor
Zomato are taking good precautions. This shows that both Zomato and Swiggy need
to work upon the precautionary measures taken by them to curb the spread of covid-
19.

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Chart-13: Safety Measures by Zomato staff

Interpretation: Zomato has successfully satisfied its customers and made them
believe that they are following all the right and safe precautionary measures. 67.7%
of the respondents answered yes when asked about how satisfied they are with the
measures taken by delivery staff of Zomato.

Chart-14: Safety Measures by Swiggy staff

Interpretation: Only 34.8% respondents feel that the delivery staff of Swiggy is
following appropriate safety procedures. This could be a major reason of decline in
number of orders of Swiggy. Swiggy should work on the safety norms followed by its
delivery staff to survive the competition.

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Chart-15: Sanitisation of food

Interpretation: Chart 15 shows that 63% of the respondents sanitize their food
parcels before opening them. This shows that people are very cautious when ordering
food online. Therefore, Zomato and Swiggy should also take care that all the
precautionary measures are being thoroughly followed.

Chart-16: Effect of Covid-19 on orders

Interpretation: As per the study 86.7% of the respondents answered that there
was a fall in their quantum of orders during covid-19. Only 9.2% respondents felt
that there was no change in their ordering routine due to covid. Safety issue is the
major reason of fall in online orders through Zomato and Swiggy.

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Conclusion
The study is about two leading companies in the Online food delivery business i.e.
Zomato and Swiggy. These two companies have brought a revolution in the online
food ordering experience and made life easier and more comfortable.

The study consists of a detailed explanation about the marketing strategies of Zomato
and Swiggy and how they have been impacted by the Covid-19 pandemic. The study
also includes the steps taken by Zomato and Swiggy to survive even in the pandemic.

Based on the comparison made between the two, Zomato came out as the clear
winner in almost all the aspects. According to the respondents Zomato offers better
discounts, better packaging and better customer service. Swiggy has made a very
good set of policies and strategies but failed to implement them properly and create
awareness about services provided by them.

In terms of the safety procedures followed to control the spread of coronavirus

pandemic, people have more trust on Zomato than Swiggy. Zomato has been able to
win the trust of its customers and survived even after such huge losses.

The winning marketing strategies (4P’s) followed by Zomato are a guide to all the
other companies who are already competing or set to join this field.

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Findings

1. People prefer ordering food online these days from the comfort of their home.

2. For survival in this competitive environment, it is very important to keep the

customer satisfied.

3. Good marketing strategies play a key role in building a strong customer base.

4. Zomato being a global company tends to dominate Swiggy which runs its
operation in India only as of now.

5. Research shows that Zomato charges more delivery fees to its customers but
still customers prefer Zomato over Swiggy.

6. Zomato has an upper hand in providing services by providing better

packaging, discounts, on-time delivery and better customer services.

7. Swiggy offers a variety of services but has failed to create awareness about
them.

8. There was a great fall in number of orders after the spread of COVID-19
pandemic.

9. Both the companies have introduced markets to deliver groceries to their

customers during this difficult time of COVID-19 pandemic.

10. Both the companies have started many social causes to help the poor and most
affected people during COVID-19.

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Suggestions and Recommendations
1. There is a great scope for new entrepreneurs in this field.
2. Swiggy should increase awareness about the services provided by them and
offer other important services like restaurant review and discovery, table
bookings etc.
3. Swiggy needs to work upon building customer confidence in the services
provided by them.
4. As they are in the business of food delivery, utmost precautions should be
taken, and all the safety procedures suggested by WHO should be thoroughly
followed.
5. Zomato has been able to convince its customers regarding the safety
procedures followed by them. Swiggy should also work towards gaining
customer’s trust.
6. Zomato should focus on promoting their other service like hyperpure, Zomato
markets etc. also.
7. Swiggy should reduce their fees for delivery of groceries through Swiggy
markets as their competitor Zomato charges lesser delivery fees.
8. Zomato should remove their minimum cart value restriction for placing
grocery orders.
9. Swiggy should increase awareness about the services provided by them and
offer other important services like restaurant review and discovery, table
bookings etc.
10. Swiggy should expand its services to remote areas and other cities of India as
well.

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References
Google Form Link
https://docs.google.com/forms/d/1kMC-SdIQUbXL34WxHu-c3lU4iUn-ckrcVQRekH8LCFA/edit

Website Links
➢ https://www.zomato.com/blog/
➢ https://www.swiggy.com/
➢ https://www.marketing91.com/swot-analysis-of-zomato/
➢ https://www.deccanchronicle.com/business/companies/050420/covid19-impact-orders-on-
zomato-swiggy-go-down-by-70.html
➢ https://www.zomato.com/blog/covid-19-initiatives
➢ https://www.slideshare.net/manleenkolhi/marketing-strategy-of-zomato

Journals and Papers

i. M. Gupta, ―A Study on Impact of Online Food delivery app on Restaurant Business special
reference to Zomato and Swiggy,‖ IJRAR- International Journal of Research and Analytical Reviews,
Volume 6, Issue 1, Jan- March 2019
ii. Das J., 2018, Consumer perception towards online food ordering and delivery services: an empirical
study, Journal of Management, 5, Vol. 5, page no. 158-162
iii. Dang A.K. Tran B.X., 2018, Consumer preference and attitude regarding online food products in
Hanoi, Vietnam, International Journal of Environmental Research and Public Health, 981, Vol no.
15, page no. 5-9, doi:10.3390 14.
iv. Kanteti V.L., 2018, Innovative strategies of start-up firms in India- A study on online food delivery
companies in India, International Research Journal of Management Science and Technology, 3, vol
no. 9, page no. 17-21 2014, The interaction of different players in the online food ordering industry,
page no. 3-6
v. See-Kwong G., Soo-Ryue N., 2017, Outsourcing to online food delivery services : perspective of F&B
business owners, Journal of Internet Banking and Commerce, 2, Vol no. 22, page no. 5-7
vi. R. Adithya, Singh abhishek, Pathan Salman and Kanade Vaishnav, 2017, Online food ordering
system, International Journal of Computer Apps, 6, vol no. 180, page no.22-24
vii. Sethu H.S., Saini B., 2016, Customer perception and satisfaction on ordering food via internet, a
case on Foodzoned.com, in Manipal, Proceedings of the Seventh Asia-Pacific Conference on Global
Business, economics, Finance and social science, page no. 7-10

44 | P a g e
Limitations of the study

• Due to the spread of coronavirus pandemic there was no face to face contact
with respondents and other people to carry out the research more effectively.
Thus, the data had to be collected from secondary sources.
• Secondary data can be general and vague and may not really help companies
with decision making.
• This study is limited to the attitude and perception of the selected respondents
and may not be universally applicable.
• There was a possibility of biasness on behalf of the respondent in self reporting
the perceptions of the survey.
• The study is ‘micro’ in nature and its survey findings and observations cannot
be generalized and may be subjected to change from time to time and place to
place as the study was limited to the Chandigarh tricity.
• The sample size is 100 respondents of tricity and does not necessarily represent
the population of universe.
• There was a time constraint.
• The respondents might have found some questions confusing.

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Questionnaire

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