A PROJECT ON

MARKETING STRATGIES AND CUSTOMER

SATISFACTION OF ZOMATO

A REPORT SUBMITTED IN PARTIFULFILMENT OF THE

REQUIRMENT FOR THE DEGREE OF
BACHELOR OF BUSINESS MANAGEMENT (B.B.M. 2ND YEAR )
FROM

ARCADE BUSINESS COLLEGE, PATNA

(A CONSTITUENT UNIT OF PATLIPUTRA UNIVERSITY PATNA)
UNDER THE GUIDANCE OF SUBMITTED BY
MR. AMIT KUMAR JHA(H.O.D) SHRISTI KUMARI
(HOD OF BBM DEPARTMENT) ROLL NO. 21058
ARCADE BUSINESS COLLEGE REG NO.202143900136
ARYA KUMAR ROAD, PATNA-16 BBM 2ND YEAR (2021-24)
 ACKNOWLEDGEMENT
I would like to express my special thanks of my gratitude to
my teacher MR. AMIT KUMAR JHA who gave me the
golden opportunity to do this wonderful project on the
topic…
“MAKERTING STRATEGIES OF ZOMATO”
Which also helped me in doing a lot of Research
and I came to know about so many new things I am really
thankful to them.
Secondly, I would also like thank my friend Aman Kumar who
helped me a lot in finalizing this project within the limited
time frame.
DATE: __/__/__
SHRISTI KUMARI
B.B.M 2ND YEAR
ROLL NO: 21058
ARCADE BUSINES COLLEGE
Arya Kumar road Patna – 16
 DECLARATION
This is to certify that I have completed this project titled,
“MARKETING STRATEGIES OF ZOMATO” under the guidance
of Mr. Amit Jha in partial fulfilment of the requirement of the
award of degree of bachelor of business management at
Arcade Business College Patna. This is an original piece of
work I have not submitted it earlier elsewhere.

SHRISTI KUMARI
B.B.M 2ND YEAR
ROLL NO: 21058
 ARCADE BUSINESS COLLEGE
www.abcollege.org An Educational Institution registered u/s Indian Trusts Act.1861,
Affiliated to Patliputra University, Patna
---------------------------------------------------------------------------------------------------------------------

GUIDE CERTIFICATE

This is to certify that Ms. Shristi kumari Student of Bachelor of Business Management has
completed a Project Report on the subject “Marketing Strategy and customers satisfaction”
in Marketing with special reference to “Zomato” under my supervision. her approach during
the project period was highly commendable.

I wish all the best for her future endeavor.

Date of issue:-

Amit Kumar Jha

(HoD)
Deptt. of Management

-----------------------------------------------------------------------------------------------------------------------------------------
PATNA EAST CAMPUS PATNA WEST CAMPUS
Arya Kumar Road, Rajendra Nagar Near Saguna More, Khagaul Road
Patna-800 016 Patna-801 503 (Bihar)
Tel.:(0612) 2666000, 2663335 Email: abcollege.patna@gmail.com Tel. : 94316 29500
 ZOMATO
ZOMATO; An India Startup Acquiring the World

Zomato’s tagline – “Never have a bad meal”. It serves as a comprehensive encyclopedia of

restaurants, replete with ratings, average pricing, menus, and reviews. It is currently the only
app of its kind in India. To keep the people entertained, they even have a streaming service
with roughly eighteen original series. Zomato just focuses on food. It also intends to include
everything from restaurant discovery to delivery in its value chain. Coming to the backstory
of Zomato….in the year 2008, one day Deepinder Goyal and Pankaj Chaddah were waiting in
the line for lunch in their cafeteria with their coworkers, it happened. They observed the
lengthy line and considered how much time would be saved if customers could order their
food online rather than waiting in line. They posted a few images of the cafeteria’s menu on
the business website as a result. Soon many workers began placing online orders rather than
visiting to the cafeteria directly. Originally known as Foodiebay, it is now called Zomato. So,
coming to what Zomato is all about, Zomato wants to change what people eat? So, they are
focusing on how people eat? They believe that if one has a decent amount of positive
influence over how we eat, they can use that to be able to influence one to what we eat.

Their vision is “Better food for more people”. Zomato’s future says that hopefully they will
pivot and so but they think that they will have to launch in a lot of new products, experiment
a lot with what users need and want and step by step, hopefully they’ll get there. Whom does
Zomato see as competition? obviously competition is not a necessary competition but yeah,
they have different parts of business, food is generally of two typespeople going to food and
food coming to people, in these two segments they have different people to compete with and
they also have a sourcing business from farm to restaurants and they actually compete for
different players in this business, there are multiple players to compete with so far, there’s
nobody in their opinion yet who is chasing everything food kind of Vision. Let’s see where
goes.
The vision “Better food for more people,” the food delivery battle, then the discounting
wars and all of those things they’re not really going to add up to better food for more people
in the room, but they have to win this to be able to have the right to food so go to market
approach. Being a start-up is about a culture of an organization rather than a state of an
organization.
 COMPANY PROFILE
Type of Company : Public , Unlisted
Industry : Online food ordering
Founded : July 2008
Founder : Deepinder Goyal and Pankaj Chaddah
Headquarters : Gurgaon, Haryana, India
Area served ; Worldwide
Executives : Deepinder Goyal (Founder & CEO), Pankaj
Chaddah (Co-Founder), Gaurav (COO), Akriti
Chopra (CPO & Co-Founder), Akshant Goyal (CFO)
Board Members : Deepinder Goyal (Zomato Ltd) , Sanjeev Bikhandani
(Info Edge India Ltd) , Gunjan Tilak Raj Soni (Zalora)
Services : Food delivery and table reservation
Revenue : ₹4,687 crore (US$590 million)
Net Income : ₹−1,222 crore (US$−150 million)
Total assets : ₹16,505 crore (US$2.1 billion)
Total equity : ₹17,327 crore (US$2.2 billion)
Owner : Info Edge (15.17%)
Alipay Singapore (7.1%)
Antfin Singapore (7%)
Number of employees : 5000+
Subsidiaries : Blinkit
Website : www.zomato.com
Sectors : Food & Beverage , Technology , Restaurant , Search ,
Social networks , Customer experience , hospitality
Competitors : Swiggy , Just Eat , Uber Eats , LimeTray
Industries : Food Delivery , Moblie Apps, Reservations ,
Restaurants
Email : support@zomato.com
Contact number : +91-11-30806376
 SWOT Analysis

Strengths: A Unique approach-the company has put many innovative concepts into practice
on numerous fronts and can give them tremendous sway. In several large metropolis during
the COVID-19 era, there is a demand for grocery delivery via online applications. To stop
COVID-19 from spreading and to support delivery drivers and restaurant partners, the
company introduced contactless dining which enhanced online payments and food takeaway
services. In locations like Delhi and Bangalore, Hyperpure services were offered, supplying
kitchenware and fresh, hygienic food to restaurants at their preferred times. The general
population is strongly backed giving period breaks to female employees. Global Presence:
Zomato has led the way in several countries when it comes to online food delivery systems,
which has significantly increased its market share. With a large team and restaurants listed
with them, Zomato operates in more than 10,000 cities across, providing, a wide range of
options to its customers. When compared to its rivals, it has a stable user base with millions
of active customers, each month. Acquisition: Through the purchase of more than 12 well-
known companies, Zomato strengthened its position in the worldwide market, giving it a
competitive advantage and expanding its customer base. Simple and User-Friendly interface-
With an emphasis on the IT department, the organization fully supports the newest
technology. The firm’s ever-growing scale has led to a number of complications and
management-related problems. Sushi, the company’s incredibly userfriendly, straightforward,
and reliable design system. This aids in making the user more accustomed to the interface.

Weaknesses: Security, in order to maintain consumer confidence, the application’s integrity

and security must be maintained at all costs. The business uses the client’s phone number,
email, address and location to improve the effectiveness of its services. Information about
users was lost as a result of the previous security breach. The company’s IT division is
concentrating on it to offer better security. The programme occasionally shows inadequate
details, out-of-date menu cards, poor image quality, etc. about the available restaurants,
dishes, etc.

Opportunities: For growth in rural areas and other nations: The business is growing rapidly,
which has the potential to have a significant impact on the world. The company is attempting
to concentrate on major cities and semi urban areas as these places receive the majority of
Electronic copy available at: https://ssrn.com/abstract=4299232 their business. In remote
locations, the logistics services must be handled. By concentrating on rural areas, companies
who supply food online will have access to new customers. More and more people are using
smartphones: The majority of the company’s clients are young people and students.
Additionally, a large portion of this clientele uses the internet. To broaden the company’s
consumer base, more knowledge of the use of such applications should be generated.

Threats: Competitors-They are vying for the loyalty and trust of customers in this still
untapped market for online meal delivery. This increases competition in the market among
other players, including Dunzo, Food Panda, Swiggy, Dominos, and Scootsy, among others.
Their profit margins were also reduced by too many marketing initiatives.
Google services: The business also offers Google services in addition to services like food
delivery, dining out, navigation, and menu cards. Business Models: Zomato, which invented
the online meal delivery service, concentrated on developing many business models and
market strategies. Now that other market competitors have started utilizing the identical
models, they are facing stiff rivalry. Technology: Modification of the Reviewing System-
Zomato offers both in-person eating and online meal delivery. When both of these services
are offered, the quality of service can occasionally vary. Firm’s single review procedure
occasionally results in inaccurate information and misunderstanding. Challenges: Market
Prices- because of the ongoing competition, market prices continue to fluctuate because
prices are constantly changing. While the smaller businesses cannot survive this intense
rivalry, the larger ones may suffer short term losses, but can make up for it through other
means. Giving the company any form of exclusive agreements or incentives during these
difficult times could prove to be quite burdensome. Customer loyalty- Providing better and
better services to a growing number of consumers is the most important necessity for the
service sector, which increases market share. Consumers in the market compare every aspect
of the services offered, and their loyalty to different providers changes over time. Unreliable
delivery and logistics- The company needs to monitor its logistical services, allocating the
right number of trucks at the right time to the regions where they get the majority of their
orders. In order to reduce delivery delays, it is also important to create efficient routes for
quick delivery to clients. The location service should be integrated into the system so that
customers may locate themselves simply and reduce order cancellations due to delays in
delivery. The company’s top priority must be serving high quality cuisine
 PISTEL ANAYLSIS OF ZOMATO
A) POLITICAL

• Nationwide lockdowns encourage street food sellers and eateries to switch to an online-
only model. Policy reforms that favour ease of doing business help enterprises expand
into new markets.

• The Digital India Movement: Political climate most favourable for online businesses.

• Government initiatives like the Pradhan Mantri Kaushal Vikas Yojna provide a forum
for hiring people with the right expertise and skills.

B) ECONOMIC

• Consumer expenditure in India is anticipated to rise by 9.1% in the second half of 2021
after declining by 9.3% the year before as a result of the pandemic.

• Online food delivery has increased significantly at a rate of over 28% per year over the
last five years. The online food delivery market in India is expected to expand at
compound annual growth rates of 30.55% (based on revenue) and 10.19% (based on the
number of users) during the 2020–2024 period.

• It is anticipated to generate a revenue of INR 1,334.99. • India's inflation rate based on

the consumer price index (CPI)reached the highest in the past six months at 6.3 percent

C) SOCIAL

•More families in India are living busy lives with two incomes; young couples choose to
eat out or order takeout.

•With a median age of 28.7 years and an urban population of about 34.9%, concentrated in
the metros, India is a country with a sizable market for online delivery services. India is a
country with a sizable market for online delivery services. Millennials base their
purchasing decisions on convenience, quickness, and options/choices. Customers
nowadays want to belong; therefore, loyalty or membership programmes help them feel
like they are a part of a larger group. Increased health consciousness, a developing feeling
of community, and a focus on sustainability as a result of the pandemic's second wave.
Consumers are now more ready to support locally made, artisanal businesses and buy
more from them.

D) Technological

Electronic copy available at: https://ssrn.com/abstract=4299232 With over 483 million

smartphone users, India has the second-largest internet population. Increasing digital
literacy across both urban and rural populations is a benefit to online technology-based
platforms. Online app usage among young working populations with smartphones is
anticipated to reach 158.4 M (by 2023)
 • AR and VR technologies are growing in popularity and are included into most
competitors' applications.

• The "Digital India" campaign increased the use of online services.

E) Environmental

Eco-friendly packaging materials have become more popular in India as a result of the
country's plastic prohibition. Companies are aiming to minimise their carbon
footprints to match the country's initiatives by switching to EVs by 2030 and joining
the EV100initiative.

F) Legal

Respect the rules that govern Indian tech companies According to the Food Safety
and Standards Act of 2006, all food business operators must be either registered or
licenced.

It was a restaurant review business for the first eight to nine years of its existence, but
now the content wasn't coming from them, but in a content business and there are a lot
of people who come to consume content at Zomato so it's not really different from
what they do, and they think a lot of their target audience in terms of getting people
work a job. Zomato's potential as a content platform. We don't know whether the
vegetables we eat are full of pesticides or whether the meat we use is full of
antibiotics. Customers don't even know that they should be asking for X versus Y, and
many B2C companies have tried to change the customer's mindset, but that's been
unsuccessful. In order to change the fundamental fabric of the quality of food that is
produced in a country like ours, they need to educate customers at scale. Like those
companies start off with like an invasion of scale and wanting to really change the
world, they're never able to get to a point where a lot of customers are eating their food
because of how the market is structured. These companies are never able to get a large
enough demand base to be able to bring their prices down to a level where more
people can buy, so it just stays a niche product. Zomato doesn't want to grow or
prepare food; instead, they plan to work with farmers, restaurant owners, and pretty
much everyone else who stands between the farm and the consumer because they
believe that B2C businesses today don't really scale, and Whole Foods in the US
recently sold to Amazon for $17 billion. According to Deepinder, a very large
company like that had, if he's not mistaken, about 1.5% of the US grocery market at
one point in time. As a result, they believe that customers will eat out more often or
order takeout more frequently than they will cook at home. Ghar Ka Khana is
currently undergoing a transformation to become Ghar Bete Khana.
How do they establish "Ghar bete khana" but "Bahar ka Khana," or how do they
achieve this while maintaining trust? They measure a restaurant, the restaurant
business, and if the services they offer to the user are genuinely useful within their
triple AQ framework. Quality also refers to the cleanliness of the food, and their
biggest effort in terms of quality to the consumer is Hyperpure. If they could address
these four problems ten out of ten, there would be no reason for us to cook at home.
 WINNING ZOMATO’s MARKETING
STRATEGIES
The rise of Zomato coincided with the rise of digital marketing in India. The internet boom
and data were becoming cheaper and accessible inclined the odds in favor of Zomato, and
the food tech startup pounced upon the opportunity with both hands.

 Visual media to boost marketing

Zomato has been leading the way to use both traditional and digital marketing strategies.
For visual or billboard advertisements, it uses punch lines and catchy phrases that connect
with the customers and compel them to order food through their platform. While opting for
the traditional route, amazing content has a vital role in Zomato’s branding strategy.
Moreover, the visual marketing strategy gives a much-needed boost to the organization to
approach their ‘not-so-tech-savvy’ target audience and get the best out of their on-demand
delivery application.

 Paid marketing strategy

Despite being a non-permanent marketing strategy, paid advertising is vital and
contributes to keeping the engagement up at the platform. In addition, it drives organic
footfalls on the mobile app or website drastically and improves the search results.
Zomato concentrates on running the Google ads only to target some specific customers.
These ads get displayed along with the organic search results and allow the food tech giant
to find a wide range of keywords that they can work on later.

Search adds:

It is a search advertising method that allows online advertisements to be placed on the

website, and these ads show results from the search engine queries. Zomato’s digital
marketing strategy uses this method to enhance its online presence even more.

Display adds:

Zomato uses this method of graphic advertising as it allows the food tech startup to
promote itself in multiple formats such as through images audio video etc.
  SMS and Email marketing
It is a search advertising method that allows online advertisements to be placed on the
website, and these ads show results from the search engine queries. Zomato’s digital
marketing strategy uses this method to enhance its online presence even more.
In the subject lines, the food tech startup has created a ‘CV for Biryani’ and has included
popular pop culture references from different web series, movies, shows, etc. These subtle
inclusion assists in Zomato’s promotion strategies in a seamless way.
Along with email, Zomato has set ‘gold standards’ when it comes to SMS marketing. It
presents engaging content according to the buying habits of the customers. This technique
also helps in increasing the food tech platform’s retention rate.

 Social media strategy

As we have seen earlier, most of Zomato’s target audience falls under the age category of
‘18-35 years. Therefore, it becomes essential for the food tech giant to keep its ‘social
media marketing campaigns’ up to the mark. The platform puts an extra effort to stay
connected with its audience through some unique content on social media by doing
engaging posts.

Zomato’s followers on different social media platforms are:

 Zomato Instagram: 587k

 Zomato Twitter: 1.5M
 Zomato Facebook: 1.8M
 Zomato YouTube: 218K subscribers

Moreover, as per data, 0.73% of the total traffic, and YouTube and Facebook hold the
chunk of this traffic.

 Meme Marketing
 Memes are very famous on social media and Zomato, understanding its importance has
mastered the art of ‘meme marketing.’ Through this content marketing strategy, the food
tech giant generates much organic affect that eventually helps in boosting its overall
revenue as well.

 Influencer Marketing Strategy

Zomato understands the power of influencer marketing thus has given much emphasis to it
in the advertising campaign. Whether a macro influencer or micro-influencer, Zomato
doesn’t shy away from going the extra mile and uses its popularity to increase its user
base.

Rubb off Effect / Humour :

We all know the hilarious take Zomato’s tweets have on different situations. Whether it is
an ongoing situation or the situation its customers face in our daily lives, Zomato has some
content that will bring a smile to their faces. And its humorous content spreads like
wildfire and has a great rub-off effect.

 Use of local Languages

Along with approaching the micro-influencers, Zomato has taken the ‘hyper-local
marketing’ strategy to a new level by promoting its content in local languages. This helps
Zomato in reaching more people, thus boosting their trustworthiness.

 Emotion Marketing
Human beings are emotional, and Zomato’s social media marketing strategy always has an
element of emotion in it. More often than not, that emotion strikes the right chord with the
audience and helps increase the overall engagement rate.

 YouTube Marketing
Zomato has always been a front runner in understanding the importance of videos and has
been utilizing it to its benefit on the YouTube platform. You often will get to see short,
crisp, and non-skippable video advertisements of Zomato on YouTube that have a subtle
‘call-to-action’. Thus, it will be safe enough to say that video advertisements hold an
important place in Zomato’s digital marketing strategies.

 SEO Strategy
In today’s business world, where everything runs on data and analytics, it becomes
impossible to do away with SEO strategies. However, Zomato fully understands that there
are no alternative, competent SEO strategies as it drives around 99.44% of organic traffic
and the remaining comes from paid advertising.
It is the foolproof SEO strategy of Zomato that increases the organic traffic number from
66% to 99.44%.

 Few methods of employed by Zomato to

scale up its ‘SEO’ game

Internal linking:
The most common SEO strategy is to link the specific URLs to the keywords. Although it
seems very basic, if done correctly, it reaps rich benefits, as we have seen in the case of
Zomato. The relevant URLs to the keywords enhance Zomato’s digital media presence and
take the promotion strategy to a whole new level. Here the food tech brand targets many
keywords that promote the overall brand.

Targeted keywords:

In the marketing plan of Zomato, there are more than 900k keywords that are optimized
for SEO purposes. Targeting these many keywords organically gives Zomato an upper
hand in SEO that is tough to surpass.

One of the main reasons behind Zomato’s dominant position in the search results is its
huge directory of restaurants and food, and it has become a blessing for them. And the
directory includes minute details such as the name of the dish, place of the restaurant, its
best-selling item, and many more. This data also helps in developing an airtight Zomato
promotion strategy.

Website pages:

Zomato has over 54 million pages on its website as it allows restaurants to create and
maintain their data. In addition, the high number of pages helps increase the SEO of the
website. This is because many website pages play a crucial role in getting high ranks on
the search engine.

Having authority backlinks:

Getting a high number of backlinks from various websites is crucial in boosting domain
authority. For example, Zomato has a high domain authority as it gets backlinks from .edu
and .gov websites. The food tech giant’s website currently has more than 13 million
domains.

Along with its immaculate services, it is the top-class marketing strategies of Zomato that
has helped the company to become a brand. We will see some of its top efforts before
getting to the details.

Things that make Zomato digital marketing

strategy unique
Now you might be thinking that in the digital marketing strategy of Zomato, there is
nothing that is ‘out of the box. On the contrary, it does the same thing as you would expect
from a normal company that has an online presence. Thus, here we will discuss those
important aspects that make Zomato’s advertising strategy unique.
  Offering diversified things
One of the greatest USPs of Zomato is that it believes in giving ‘something extra’ to its
customers. So along with giving satisfactory food delivery services, it never fails to
brainstorm on things that will enhance the overall app experience of its customers.

One such idea was to launch Zomato Gold in 2017. It was a premium service that offered
countless discounts to the users against a monthly subscription fee. It turned out to be a
‘masterstroke’ and emerged as one of the leading app monetization strategies.

Then in August 2018, Zomato started Hyper pure. This initiative ensured that the supplies
to the restaurant were highly hygienic and of high quality.

 On-time or free campaign

Following the model of Domino’s Pizza, Zomato began the ‘On-Time or Free’ campaign
in December 2019. And it went a step further than Domino’s as Zomato’s this campaign
was applicable on all its food and not just Pizza.

The customers could avail themselves of the ‘On-Time or Free’ by tapping on a button on
the Zomato app. And after that, if the food is not delivered on time, they will get their
money back. The food delivery service provider used online advertising, TV creatives, and
different kinds of social media platforms to promote this campaign.

 Acquiring major companies

Since its inception, Zomato has believed in constant innovation. Thus, during its journey,
it has followed the ‘constant innovation’ template and acquired different companies such
as Uber Eats, Uber Spoon, MapleGraph, Nestable, etc.

Although these acquisitions were not cheap, they helped Zomato give momentum to the
brand and innovate it time and again.

 Zomato premier league

India is a cricket-crazy nation and Zomato as a brand understands it to the core. Thus, the
food-tech startup introduced the Zomato premier league. It was an amazing attempt at
gamification by the brand that became a huge hit among the customers. Through this, the
brand listed great deals and discounts that were offered by the participating restaurants. In
addition, the customers also stood a chance to win further discounts by predicting the
winner of the match.
  Zomato gold membership program
With a view to enhancing customer loyalty, Zomato introduced the gold membership
program. The program is a monthly subscription scheme that renders superlative discounts
and complimentary dishes to the customers.

This marketing strategy of Zomato became extremely successful and helped the brand
increases its revenues. Until July 2021, Zomato gold membership is available in 41 cities
in India and 9 countries worldwide.

ZOMATO DURING THE PANDEMIC

The government significantly increased the dining out service as a preventive measure in
response to COVID-19. Due to COVID-19 because of some government preventive
actions, although other services are improving quickly. Zomato's COVID Report 2
compared order sizes between pre-COVID and the present discovered that ordering for a
family or group is more common as people move in with their respective families, whereas
single orders have significantly decreased. The pattern of virtual presence is returning to
an actual presence at various locations as things start to get back to normal. No surprises,
but here’s a fun fact, Biryani is the Indian meal that Zomato users order the most. Only
during Pandemic 2020, there were almost 44 lakh orders placed on Zomato. Like twenty-
two biryanis were served by Zomato every minute.

 The impact of Covid-19 on Zomato

Initiatives in covid-19: Orders were reduced by 60-70 percent at a time during Covid 19
lockdown. The business began offering grocery delivery since it was necessary at the time.
Also linked with Zomato with Grofers for it, which unquestionably reduced the company’s
financial load and also assisted in battling against rivals like Jiomart and BigBasket. For
Delivery Partners: Because the delivery staff’s pay had been cut, the company gave money
to them through the Rider Relief Fund. If any of the company’s employees contracted
COVID-19, the company provided assistance with hospitalization costs through the
delivery partner insurance plan. For restaurant partners and employees: A portion of the
annual subscription plan was donated to the staff's Zomato Gold Support Fund in order to
assist them during these trying times. Takeaways had no commission and allowed
customers to pick up their meals directly from the restaurants, which made things easier
for everyone involved. For customers: The business introduced contactless delivery to
reduce the risk of virus infection. In order to reduce touch, cash on delivery was
completely avoided and digital payments were encouraged. The Zomato Gold membership
was increased.
  Zomato,s looses decrease as food orders
increase
Due to an increase in food orders and the number of repeat customers, Zomato's adjusted
losses have decreased from the previous quarter. In the first quarter of its fiscal year 2023,
the company's adjusted EBITDA losses decreased from US$27.9 million to 1.5 billion
rupees (US$19 million). Zomato's adjusted revenue for the quarter increased from
US$146.9 million to US$229.3 million. The majority of it came from meal delivery, which
provided US$186.1 million, with the remaining US$34.2 million and US$8.9 million
coming from its restaurant supply procurement service Hyperpure. The food delivery
industry achieved a significant milestone in the reported period by reaching adjusted
EBITDA breakeven, according to the company's CFO, Akshant Goyal. Zomato reported
adjusted EBITDA losses of US$3.8 million last year. In the quarter, a gross order value
(GOV) climbed to US$814.5 million from US$576.4 million in the prior quarter. Although
he added that average order values only witnessed a slight increase, Akshant said that the
surge in GOV was caused by "a strong growth in order volumes." In the meantime, year
over year revenue growth for Hyperpure exceeded 260%. Moving forward, according to
Akshant, the division can achieve EBITDA margins of 5% to 10%, which gauge operating
profit as a proportion of sales.

 Zomato completes the Acquisition of fast

growing retailer Blinkit
Zomato announced the deal in June after its board approved the acquisition of Blinkit for
Rs 4,447 crore. The ancillary business was bought for Rs 61 crore. Akshant estimates that
it took Zomato 45 months after the company started offering meal delivery to catch up to
Blinkit's current monthly GOV scale. According to him, a significant portion of Blinkit's
current government business comes from its legacy clients and is also due to its former
infrastructure, supply-side network, and knowledge, all of which enabled for rapid growth.
Then he added, "Quick commerce encompasses a wide spectrum of necessary purchases,
such as groceries, fruits and vegetables, personal care products, OTC medications,
stationery, and more. As a result, we anticipate that the overall client base, average order
value, and monthly order frequency will be higher than those of meal delivery (restaurant
food is still more of a luxury purchase in India)." Following the completion of the
purchase, the leading meal delivery e-commerce company intends to test using Blinkit's
and Zomato's respective user bases in tandem. Zomato's CEO,
Deepinder Goyal, stated that even though the company is now losing money, it will be in
"financial conservation mode." Additionally, the company has no plans to invest in any
other minorities. Blinkit, a company that specializes in rapid commerce, will be acquired
by Zomato for US$570 million in an all-stock deal. Additionally, it will pay $8 million in
cash to buy the warehousing division of Blinkit. Deepinder Goyal, founder and CEO, said,
"We will also begin integrating the back-ends of the delivery fleet, which should result in
improved delivery efficiency over time. In terms of geographic footprint, the objective, for
now, is to remain focused on the top 15 cities and strengthen Blinkit's presence in these
regions. Tech integrations between the two organizations will quicken the pace of
advancement at both ends."
 INDUSTRY PROFILE
Ordering food online with the swipe of a finger has become nothing less than a cakewalk
for most of us. There are a number of applications that are essentially designed to ease
people’s lives, especially when most of the people live away from home trying to make a
living on their own. And no matter how healthy cooking own meals would be, it is not
always possible to do so, given the hectic lives. The First Pizza Delivery Was Way Back
In 1889: King Umberto 1 of Italy once asked a renowned chef from Naples to make him
and his wife, Queen Margherita of Savoy three different pizzas. The chef delivered the
pizzas to them, being little aware of the fact that this would later turn into a billion-dollar
industry. There was a time when the online food delivery system would be considered an
underdog. However, it has seen monumental growth over the last few years, and its
popularity has gone over the roof. The industry has penetrated through every layer of
society and has spread its roots all across the globe. It is difficult to think of a country
which does not have this highly functional chain of online food delivery system. And as
more and more millennials join the phenomenon of ordering food online, the marketplace
for online food delivery grows by the minute. With individuals becoming increasingly
busy, the service provided by online food delivery Apps allowing them to place their order
and receive delivery within a matter of minutes, is a great advantage. In addition to this,
the online environment offers an avenue for customers to satisfy their impulsive food
cravings. Customers can have easy access to competitive service providers at competitive
prices and at the same time they can also receive input from their peers through social
media, which helps influence their ultimate purchase decision. With a population of over
1.2billion, India is undeniably one of the biggest consumer markets in the world
today.50% of this population fall under the age of 25, making India one of the countries
with the youngest population in the world. Furthermore, it has been predicted that by the
year 2025 the number of middle-class Indians will touch 550 million. Moreover, e-
commerce has been expected to grow from US $2.9 billion in 2013 to a mammoth US
$100 billion by 2020, thereby making it the fastest growing e-commerce market in the
world. With this backdrop it should be noted that a growing trend has been observed
showing that a majority of the fast food demand occurs within the age group of 10 – 40
years. The recent rise in the number of productively employed young Indians in sectors
such as IT services has resulted in an increase in the spending capacity of the individuals.
According to statistics provided by the World Bank, there has been a 50% increase in the
per capita income from 2006 till date. This growing appetite and increased spending
capability of young Indians has made the food industry an attractive and lucrative area in
which to start a business. With this significant growth in the online food and restaurant
service industry, it has been estimated that the Gross Merchandise Value of online food
and restaurant industries would reach an estimated $2.7 billion by the end of 2019, which
is a significant leap from the $300 million in 2016. In addition to young Indians fueling
the growing demand for the services of online food delivery, the increase in dual income
families in urban areas of India, where both parents work, is dramatically changing the
way people live in subtle yet significant ways. The changes in routines, lifestyle and food
habits have resulted in an increase in demand for easily accessible and good quality food.
It has been estimated that almost 92% of nuclear families who seek out fast food or take
out, as against preparing a meal at home, do so in order to save the time and energy. Also,
the increase in the number of working women and the increase in the amount of disposable
income has proved to be a key demand 18 driver. Online food ordering is the process of
ordering food from a website or other application. The product can be either ready to eat
food or food that has not been specially prepared for direction consumption. Many of these
allow customers to keep accounts with them in order to make a frequent ordering
convenient. A customer will search for a favorite restaurant, usually filtered via type of
cuisine and choose from available items and choose delivery or pickup. Payment can be
amongst others either by credit card or cash, with the restaurant returning a percentage to
the online food company. Online ordering system is a technique that allow customer to
order their favorite food online via the internet using a web browser that installed in their
respective computer or smart phone. Implementing this system can help fast food industry
to solve the problem that they face while using the traditional food ordering process. The
system greatly simplifies the food ordering process for both customer and restaurant
compare to the past. The customer can place an order everywhere and anywhere whenever
the internet connection is available for them. Customers access to the website and choose
the food that they prefer from the online menu displayed. Online food ordering software
designed specifically for food to go retailers, restaurants and takeaway online sustenance
requesting is quickly expanding as clients take pleasure in the comfort of requesting
online. Benefits of using online food ordering or restaurant ordering application is reduced
labour costs, reduces walk away and long queues. This online ordering system for
restaurants is designed for multisite food to go chains and independents like restaurants,
cafes, and coffee shops, fast food, take away, other catering services.
Some of the popular applications for food delivery in India.

1. Swiggy Swiggy is one of the top rated food ordering mobile applications in India. It was
aroused by the prospect of giving entire sustenance requesting and conveyance
arrangements from the best nearby hotels to the customers. Swiggy is the best food
delivery apps for Bangalore and other top clients in India. The service which provides
customers offering from any restaurant with no minimum order method and receives an
amount from all nearby hotels collaborates with.

2. Uber Eats. Uber eats is a popular online food ordering app in India which operates in all
major cities including Mumbai, Chennai, Bangalore, Hyderabad, Delhi and more. The
mobile app is available for both android and iOS devices. This is a venture of Uber
Technologies, Inc. Who is also its own popular taxi service across the globe. Uber eats
operating in over 1000+ many major cities around the world in various countries. The app
allows users to pick favorite food from nearby restaurants and delivers to the spot in a
quick span of time.

3. Food Panda Food panda is a mobile food delivery marketplace owned by Berlin- based
company delivery Hero SE and operates in about 50 countries. Food panda is one of the
pioneers of the online food delivery industry. The application has all your favorite
cuisines. Food panda is user- friendly and quick to order app. The steps to complete your
order are convenient and super fast.

DATA ANALYSIS
AND
INTERPRETATION
Table 1.1 showing the age of the respondents.

AGE FREQUENCY PERCENTAGE

17-18 1 2
 19-20 2 4
21-22 5 10
23-24 27 54
25-26 15 30

TOTAL 50 100

Figure 1.1 showing age wise classification of the respondents.

Chart Title
30

25

20

15

10

0
17-18 18-19 19-20 20-21 21-22

Series 1 Series 2 Series 3

Interpretation : The table 1.1 shows age wise classification of respondents it, reveals that
2% of the total respondents is aged between 17-18 , 4% is aged between 19-20, 10% of the
respondents aged between 21-22, 54% belongs to the age group 23-24 , and 30% belongs to
the age group 25-26.

Table 1.2 showing the gender of the respondents.

Gender Frequency Percentage
MALE 25 50
FEMALE 25 50

TOTAL 50 100
Figure 1.2 showing gender wise classification of the respondents.

Chart Title

30

25

20

15

10

0
MALE FEMALE

Series 1 Series 2 Series 3

Interpretation: Table 1.2 shows gender wise classification of respondents. It reveals that
50% of the respondents are male and the other 50% of the respondents are female.

Table 1.3 showing the education qualification of respondents.

QUALIFICATION FREQUENCY PERCENTAGE

DEGREE 43 86
P. G 7 14
TOTAL 50 100
Figure 1.3 showing education qualification of respondents.

Chart Title
50

45

40

35

30

25

20

15

10

0
DEGREE P. G

Series 1 Series 2 Series 3

Interpretation: Table 1.3 shows education qualification wise classification, it reveals that
86% of the respondents are degree students and the remaining 14% of the respondents are
P.G students.
Table 1.4 showing how often the respondents order food online.

PARTICULARS FREQUENCY PERCENTAGE

DAILY 4 8
WEEKLY 9 18
MONTHLY 37 74

TOTAL 50 100

Figure 1.4 showing how often the respondents order food online
 Chart Title
20
18
16
14
12
10
8
6
4
2
0
DAILY WEEKLY MONTHLY

Series 1 Series 2 Series 3

Interpretation: From the above figure 4.4 we can understand that 74% of the whole
respondents order food online in monthly basis, 18% of the respondents make orders in
weekly basis and 8% order food online on daily basis.

Table 1.5 showing from where did the respondents got to know about Zomato.

SOURCE FREQUENCY PERCENTAGE

TELEVISION 2 4
FRIENDS 10 20
ONLINE 36 72
ADVERTISMENTS
NEWSPAPER 0 0
ADVERTISMENTS
FAMILY 2 4
 TOTAL 50 100

Figure 1.5 showing information source about Zomato.

Chart Title
80

70

60

50

40

30

20

10

0
TELEVISION FRIENDS ONLINE AD NEWSPAPER FAMILY

Series 1 Series 2 Series 3

Interpretation: From the above figure it is found that 72% of the respondents came to know
about Zomato through online advertisements, 20% respondents through friends, 4%
respondents through family, 4% of respondents through television and there are no
respondents who got to know about Zomato from newspaper advertisements

Table 1.6 showing how long the respondents have been using Zomato’s service

DURATION FREQUENCY PERCENTAGE

LESS THAN 1 YEAR 20 40
1-2 YEARS 12 28
2-3 YEARS 14 24
MORE THAN 3 YEARS 4 8
 TOTAL 50 100

Figure 1.6 showing how long the respondents have been using Zomato’s services

Chart Title
45

40

35

30

25

20

15

10

0
LESS THAN 1 YEAR 1-2 YEARS 2-3 YEARS MORE THAN 3 YEARS

Series 1 Series 2 Series 3

Interpretation: From the above figure it is found that 40% of respondents started using
Zomato in less than a year, 28% respondents started using it for 1-2 year, 24% respondents
started using it for 2-3 years and 8% respondents have been using it for more than 3 years.

Table 1.7 showing reasons for choosing Zomato.

PARTICULARS FREQUENCY PERCENTAGE

PRICE 1 2
QUALITY 3 6
SPECIAL OFFERS 25 50
QUANTITY 0 0
 DELIVERY SPEED 10 20
VARIETY OF FOODS 11 22
TOTAL 50 100

Figure 1.7 showing reasons for choosing Zomato.

Chart Title
60

50

40

30

20

10

0
PRICE QUALITY SPECIAL OFFERS QUANTITY DELIVERY SPEED VARIETY OF
FOODS

Series 1 Series 2 Series 3

Interpretation: From the above figure it is found that 2% respondents chose Zomato due to
it’s product price, 6% respondents due to it’s quality, 50% due to special offers, 20% due to
it’s delivery speed, 22% due to variety of foods that they are providing and no respondents
considering quantity for choosing Zomato
Table 1.8 showing comparison of Zomato with other food delivery companies.

PARTICULARS FREQUENCY PERCENTAGE

MUCH BETTER 11 22
SOMEWHAT BETTER 17 34
ABOUT THE SAME 17 34
SOMEWHAT WORSE 4 8
 MUCH WORSE 1 2
TOTAL 50 100

Figure 1.8 showing how would the respondents compare the services offered by Zomato
with other companies

Chart Title
40

35

30

25

20

15

10

0
MUCH BETTER SOMEWHAT BETTER ABOUT THE SAME SOMEWHAT WORSE MUCH WORSE

Series 1 Series 2 Series 3

Interpretation: From the above figure we can analyse that 22% respondents found Zomato
much better than other food delivery applications, 34% of the respondents found it somewhat
better than other food delivery applications, 34% respondents about the same opinion
compared to other applications, 8% respondents feels that Zomato somewhat worser than
other applications and 2% of people found Zomato much worser than other food delivery
applications.
Table 1.9 showing how easy is to navigate the website www. Zomato.com.

PATICULARS FREQUENCY PERCENTAGE

EXTREMELY EASY 17 34

SOMEWHAT EASY 31 62
 NOT SO EAST 2 4

NOT EASY AT ALL 0 0

TOTAL 50 100

Figure 4.9 showing how easy is to navigate the website Zomato.com.

Chart Title
70

60

50

40

30

20

10

0
EXTREMELY EASY SOMEWHAT EASY NOT SO EASY Category 4

Series 1 Series 2 Series 3

Interpretation: From the above figure it is found that 34% respondents are of the view that it
is extremely easy to navigate the website www.Zomato.com, 62% respondents find it
somewhat easy , 4% says that it is not so easy and no respondents find it not easy at all to
navigate through www.Zomato.com

Table 1.10 showing the expectation and satisfaction of the respondents towards price
ranges of Zomato
EXPECTATIO FREQUENC WEIGH TOTA SATISFACTIO FREQUNC WEIGH TOTA
N Y T L N Y T L
EXCELLENT 2 5 10 STRONLY 2 5 10
SATISFIED
VERY GOOD 2 4 8 SATISFIED 33 4 132
 GOOD 20 3 60 NEUTRAL 13 3 39

FAIR 24 2 48 DISSATISFIE 1 2 2
D
POOR 2 1 2 STRONLY 1 1 1
DISSATISFIE
D
TOTAL 50 15 128 TOTAL 50 15 184

Average expectation is 128/50 = 2.56 Average satisfaction is 184/50 = 3.68

Figure 4.10. Expectation and satisfaction on price

Chart Title
4

3.5

2.5

1.5

0.5

Series 1 Series 2 Series 3

Interpretation: Table 1.10 shows the expectation and satisfaction of Zomato customers on
product price. From the table it is clear that the average expectation is 2.56 and average
satisfaction is 3.68. Therefore satisfaction on price is higher that expectation on price.
Table 1.11 showing expectation and satisfaction of respondents towards application of
Zomato.
EXPECTATIO FREQUENC WEIGH TOTA SATISFACTIO FREQUNC WEIGH TOTA
N Y T L N Y T L
EXCELLENT 4 5 20 STRONLY 9 5 45
SATISFIED
VERY GOOD 6 4 24 SATISFIED 26 4 104
 GOOD 23 3 69 NEUTRAL 13 3 39

FAIR 13 2 26 DISSATISFIE 1 2 2
D
POOR 1 1 1 STRONLY 1 1 1
DISSATISFIE
D
TOTAL 50 15 140 TOTAL 50 15 191

Average expectation is 140/50 = 2.8 Average satisfaction is 191/50 = 3.82

Chart Title
4.5

3.5

2.5

1.5

0.5

0
AVERAGE ON EXPECTATION AVERAGEON SATISFACTION

Series 1 Series 2 Series 3

Interpretation: Table 4.11 shows the expectation and satisfaction of Zomato application .
From the table it is clear that the average of expectation is 2.8 and average of satisfaction is
3.82. Therefore the satisfaction on application is higher than the expectation on application.

Table 1.12 showing expectation and satisfaction of customers towards food quality of
Zomato.
EXPECTATIO FREQUENC WEIGH TOTA SATISFACTIO FREQUNC WEIGH TOTA
N Y T L N Y T L
EXCELLENT 5 5 25 STRONLY 5 5 25
SATISFIED
VERY GOOD 4 4 16 SATISFIED 31 4 124

GOOD 25 3 75 NEUTRAL 12 3 36

FAIR 14 2 28 DISSATISFIE 1 2 2
D
POOR 2 1 2 STRONLY 1 1 1
DISSATISFIE
D
TOTAL 50 15 146 TOTAL 50 15 188

Average expectation is 146/50 = 2.92 Average satisfaction is 188/50 = 3.76

Figure 1.12. Expectation and satisfaction towards food quality

4
Chart Title
3.5

2.5

1.5

0.5

0
AVERAGE ON EXPECTATION AVERAGEON SATISFACTION

Series 1 Series 2 Series 3

Interpretation: Table 1.12 shows the expectation and satisfaction of food quality provided
by Zomato. From the above table it is clear that the average expectation on food quality is
2.92 and the average satisfaction on food quality is 3.76. The satisfaction on food quality is
higher than expectation on food quality.
Table 1.13. showing the expectation and satisfaction of respondents towards packaging
of food.

EXPECTATIO FREQUENC WEIGH TOTA SATISFACTIO FREQUNC WEIGH TOTA

N Y T L N Y T L
EXCELLENT 4 5 20 STRONLY 10 5 50
 SATISFIED
VERY GOOD 9 4 36 SATISFIED 25 4 100

GOOD 24 3 72 NEUTRAL 11 3 33

FAIR 10 2 20 DISSATISFIE 3 2 6
D
POOR 3 1 3 STRONLY 1 1 1
DISSATISFIE
D
TOTAL 50 15 151 TOTAL 50 15 190

Average expectation is 151/50 = 3.02 Average satisfaction is 190/50 = 3.8

Figure 1.13 Expectation and satisfaction towards packaging of food.

3.5
Chart Title
3

2.5

1.5

0.5

0
AVERAGE ON EXPECTATION AVERAGEON SATISFACTION

Series 1 Series 2 Series 3

Interpretation: Table 1.13 shows the expectation and satisfaction of food packaging . From
the table it is clear that the average expectation on packaging is 3.02 and average satisfaction
is 3.8. Therefore satisfaction on packaging of food is higher than expectation of the
respondents.
Table 1.14. showing the expectation and satisfaction of respondents towards
responsiveness of Zomato.

EXPECTATIO FREQUENC WEIGH TOTA SATISFACTIO FREQUNC WEIGH TOTA

N Y T L N Y T L
EXCELLENT 3 5 15 STRONLY 5 5 25
SATISFIED
VERY GOOD 5 4 20 SATISFIED 27 4 108

GOOD 19 3 57 NEUTRAL 13 3 39

FAIR 21 2 42 DISSATISFIE 2 2 4
D
POOR 2 1 2 STRONLY 3 1 3
DISSATISFIE
D
TOTAL 50 15 136 TOTAL 50 15 179

Average expectation is 136/50 = 2.72 Average satisfaction is 179/50 = 3.58

Figure 1.14. Expectation and satisfaction towards responsiveness

3.5
Chart Title
3

2.5

1.5

0.5

0
AVERAGE ON EXPECTATION AVERAGEON SATISFACTION

Series 1 Series 2 Series 3

Interpretation: Table 1.14 shows the expectation and satisfaction of the respondents towards
responsiveness of Zomato. From the table we can understand that the average expectation on
responsiveness is 2.72 and average satisfaction is 3.58. Therefore, the satisfaction on
responsiveness is higher than the expectations of the respondents.
Table 1.15. showing the expectation and satisfaction of respondents towards delivery
speed of Zomato.

EXPECTATIO FREQUENC WEIGH TOTA SATISFACTIO FREQUNC WEIGH TOTA

N Y T L N Y T L
EXCELLENT 1 5 5 STRONLY 13 5 65
SATISFIED
VERY GOOD 10 4 40 SATISFIED 27 4 108

GOOD 20 3 60 NEUTRAL 5 3 15

FAIR 17 2 34 DISSATISFIE 2 2 4
D
POOR 2 1 2 STRONLY 3 1 3
DISSATISFIE
D
TOTAL 50 15 141 TOTAL 50 15 195

Average expectation is 141/50 = 2.82 Average satisfaction is 195/50 = 3.9

Figure 1.15. Expectation and satisfaction towards delivery speed.

4.5
4 Chart Title
3.5
3
2.5
2
1.5
1
0.5
0
AVERAGE ON EXPECTATION AVERAGEON SATISFACTION

Series 1 Series 2 Series 3

Interpretation: Table 4.15 shows the expectation and satisfaction of the respondents towards
delivery speed of Zomato. From the table it is clear that the average expectation on delivery
speed is 2.82 and average satisfaction is 3.9. So the satisfaction on delivery speed is more
than the expectations of the respondents on the delivery speed.

Table 1.16. showing the overall satisfaction of the respondents

PARTICULARS SATISFACTION(SUM) 3.76AVERAGE

 PRICE 184 3.68
APPLICATION 191 3.82
FOOD QUALITY 188 3.76
PAKAGING 190 3.8
RESPONSIVENESS 179 3.58
DELIVERY SPEED 195 3.9

Figure 1.16. Overall satisfaction of respondents

Chart Title
4

3.9

3.8

3.7

3.6

3.5

3.4
PRICE APPLICATION FOOD QUALITY PAKAGING RESPONSIVENESS DELIVERY FOOD

Series 1 Series 2 Series 3

Interpretation: Table 4.16 shows the satisfaction comparison of various factors of Zomato.
From the table it is clear that average of satisfaction on delivery speed is 3.9, it is higher than
all the other factors. Therefore, respondents are having more satisfaction on the delivery
speed of Zomato.

Table 1.17 showing whether respondents have felt any trouble in dealing with Zomato
PARTICULARS FREQUENCY PERCENTAGE
 YES 21 42

NO 29 58

TOTAL 50 100

Figure 1.17. showing whether respondents have felt any trouble in dealing with Zomato

Chart Title
70

60

50

40

30

20

10

0
YES NO TOTAL

Series 1 Series 2 Series 3

Interpretation: From the above figure it is found that 42% of the total respondents have felt
problems in dealing with Zomato , 58% respondents is of the view that they have not felt any
trouble in dealing with Zomato.

Table 1.18 showing whether the respondents will recommend Zomato’s services to
others.
 PARTICULARS FREQUENCY PERCENTAGE

YES 40 80

NO 10 20

TOTAL 50 100

Figure1.18 showing whether the respondents will recommend Zomato’s services to

others.

Sales

YES NO

Interpretation: From the above figure it is found that 80% of the respondents said that they
will recommend Zomato to others and 20% respondents will not recommend it to others.

FINDINGS
Following are the findings that we obtained from the study
 54% of respondents are aged between 21-22.
 50% of the respondents are male and 50% of them are female.
 86% of respondents are degree students.
 Majority of the respondents i.e. 74% order food online on monthly basis.
 72% respondents got to know about Zomato from online advertisements.
 40% of respondents have been using Zomato for a period of less than 1 year.
 50% of the respondents use Zomato considering its special offer.
 When compared with services offered by other companies 34% of respondents feel that
Zomato is better than other applications.
 More than half of the respondents i.e. 62% says that it is easy to navigate through website.
 Average expectation on price is 2.56 and average satisfaction on price is 3.68, respondents
are satisfied with the price of product.
 Satisfaction level of respondents towards application i.e. 3.82 of Zomato is more than their
expectations on application i.e. 2.8 before using it.
 The average expectation on food quality is 2.92 and average satisfaction is 3.76 therefore
the satisfaction of respondents on food quality is higher than their expectation
.  The satisfaction level of respondents on packaging of food i.e. 3.8 provided by Zomato is
higher than the expectation i.e. 3.02 they had before using it.
 Average expectation on responsiveness of Zomato is 2.72 and average satisfaction is 3.58,
the satisfaction on responsiveness is more than expectations. 39
 The respondents are satisfied on delivery speed of Zomato. Average expectation of
respondents about delivery speed of Zomato is 2.82 and average satisfaction is 3.9, the
satisfaction is higher than expectations.
 While considering the overall satisfaction of respondents, average satisfaction on delivery
speed of Zomato is higher which is 3.9.
 It is found that 42% of respondents have faced trouble in dealing with Zomato and 58% of
respondents have not faced any problem.
 Most of the respondents i.e. 80% will recommend Zomato’s services to others.

SUGGESTIONS
 Company should try to reach to people of other age groups.
  Company should take necessary steps to stimulate customers in repurchasing on a frequent
basis.
 Zomato should focus more on other promotional activities such as television
advertisements.
 The company should focus on giving better quality product as most customers were very
brand loyal and were generally satisfied with the product.
 The company should try to be competitive than other companies and try to establish a
strong position in the market.

CONCLUSIONS
Applications for the food supply have now become a major sensation in India. Numerous
food delivery applications in India can be downloaded from the ease of homes on smart
phones to order food on the go. The study helped in identifying the factors which influenced
the customers for choosing Zomato. On analyzing the customer satisfaction on Zomato, it can
be concluded that the company has to focus on building positive image regarding the product
on customer’s mind. Customer’s expectation about Zomato was surpassed and most of the
customers are satisfied in every means. The customers who had several expectations before
using Zomato had more satisfaction after making purchases. Comparing with other variables
customers are more satisfied on the delivery speed of Zomato. The company should focus on
providing food items in considerable quality and quantity , it should also focus in undertaking
more promotional activities through more mediums.

CUSTOMER SATISFATION
Definition
 Customer satisfaction is whether the buyer is satisfied after purchase depends on the offer’s
performance in relation to the buyer’s expectations. In general satisfaction is a person’s
feeling of pleasure or disappointment resulting from comparing a product’s perceived
performance (outcome) in relation to his or her expectations. Satisfaction is a function of
perceived performance and expectations. If the performances fall short of expectations, the
customer is disappointed. If the performance matches the expectations, the customer is
satisfied. If the performance exceeds expectations the customer is highly satisfied or
delighted. (Philip Kotler. 2000).
Importance of customer satisfaction
Customer satisfaction is important because it provide marketers and business owners with a
metric that they can use to manage and improve their businesses. Here are the top reasons
why customer satisfaction is so important:
 It acts as leading indicator of customer repurchase intention and loyalty:
Customer satisfaction is the best indicator of how likely a customer will make a purchase in
the future. Asking customers to rate their satisfaction on a scale is a good way to see if they
will become repeat customers.
 It is a point of differentiation:
In a competitive market place where businesses compete for customers, customer satisfaction
is seen as a key differentiator. Business who succeed in these cut throat environment are the
ones that make customer satisfaction a key element of their business strategy. Companies
who offer amazing customer experiences create environments where satisfaction is high and
customer advocates are plenty. This is an example of where customer satisfaction goes full
circle. Not only can customer satisfaction help you keep a finger on the pulse of your existing
customers, it can also act as a point of differentiation for new customers.
 It reduces customer churn:
An Accenture global customer satisfaction report (2008) found that price is not the main
reasons for customer churn, it is actually due to the overall poor quality of customer service.
Customer satisfaction is the metric you can use to reduce customer churn. By measuring and
tracking customer satisfaction you can put new processes in place to increase the overall
quality of your customer service.
 It is cheaper to retain customers than acquire new ones:
This is probably the most publicized customer satisfaction statistic out there. It costs six to
seven times more to acquire new customers than it does to retain existing customer.
Customers costs a lot of money to acquire.

Factors effecting customer satisfaction

 Quality of product or service:
 Customers give prior importance to quality of the product or service. It is the first and
foremost thing that the customers consider. No amount of aggressive marketing can save a
product or service which is a poor quality.
 E -business:
The age of the internet has made finding products and services a snap. What used to take
minutes of flipping through a phone book now takes seconds on the web. E-mailing and
searching for products and services on the internet has become such a central reference point,
companies have invested millions in making sure access is extremely easy. Customers are
satisfied when there are two barriers, or at the very least, limited barriers to access a service.
 Timely service:
When the product or services are not delivered or availed in time, the customer gets
dissatisfied. Excuses don’t fly when customers are counting on a service. One example is the
dreaded time window. In a society that demands instant results for everything from food to
foreign policy, a good business has to keep the wait time to a minimum.
 Separation from identical products:
In a market, there is usually more than one of the products, perhaps dozens. Word of mouth
certainly plays into customer satisfaction. If a product is a best one among several identical
products, then it is necessary to separate it from the rest, through marketing, customer service
and good- old fashioned product quality.
 Creation of sense of good value:
When a product or service costs more, but it is worth it, its value becomes acceptable to the
customer. When a consumer buys high priced products of big brands, the positive features of
the products or service should overweigh the cost, creating a strong sense of good value.
Good customer service also plays a vital role.
 Responsibility:
A company has a commitment to tell the truth. Hiding facts, figures and excessive print
doesn’t go far when it comes to a customer satisfaction. If a company doesn’t stand by its
product, or hassles the customer when a refund or exchange is in order that will stick. When
something goes wrong with a product or service, if the supplier goes above and beyond the
call of duty in taking responsibility, the end result is often that the customer is so impressed
with the supplier response, it neglects the original problem.
 A nice atmosphere:
Given the same product or service, the customer would rather shop at that place that offers a
clean, safe and well -organized environment. When you need a product that’s the same brand
and the same price, the store that’s psychologically more inviting will win out every time.

MAKERTING STRATEGY
A marketing strategy is a written plan that includes marketing topics like product
development, promotion, distribution and pricing 2 approach. It identifies company's
marketing goals and explains how company can achieve those goals. Marketing strategies
help in identifying strengths and weaknesses of the company and that of its competitors.
Marketing strategy helps to identify the areas on which the company has to focus its
marketing tactics. A strategy is a long-term plan to achieve certain objectives. A marketing
strategy is therefore a marketing plan designed to achieve marketing objectives. For example,
marketing objective may relate to becoming the market leader by delighting customers. The
strategic plan therefore is the detailed planning involving marketing research, and then
developing a marketing mix to delight customers. Every organization’s needs to have clear
marketing objectives, and the major route to achieving organizational goals will depend on
strategy. Developing a strategy involves establishing clear aims and objectives around which
the framework for a policy is created. Having established its strategy, an organization can
then work out its day-to-day tools and tactics to meet the objectives. Marketing can thus be
seen as the process of developing and implementing a strategy to plan and coordinate ways of
identifying, anticipating and satisfying consumer demands, in such a way as to make profits.
It is this strategic planning process that lies at the heart of marketing. A marketing strategy is
a process or model to allow a company or organization to focus limited resources on the best
opportunities to increase sales and thereby achieve a sustainable competitive advantage.
Marketing strategy includes all basic and long-term activities in the field of marketing that
deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contributes to the goals of
the company and its marketing objectives.
Definitions:
1. “Strategy is a plan of action or policy designed to achieve a major or overall aim.” -
Oxford Dictionary
2. “Marketing Strategy is a process that can allow an organization to concentrate its
resources on the optimal opportunities with the goals of increasing sales and achieving a
sustainable competitive advantage.” - David Aaker.

SIGNIFICANCE OF MARKETING STRATEGY

The effective marketing strategy plays a very important role in the business working of the
firm. Some of its important benefits are discussed as follows:
o Strategic Planning:
The most important aspect of marketing strategy is that it involves strategic planning.
Strategic planning is a concept that encompasses marketing, promotion, sales, and financial
goals and is essentially about developing goals for your business. Having a strategic plan for
the business means having a plan in place to deal with both expected and unexpected
situations. For example if company knows that its mortgage will increase by 5 percent next
year, then a strategic plan will outline how company will increase sales or decrease expenses
to meet this additional outflow.
 o Establishes Effective Distribution:
With the effective marketing strategy company can establish an effective distribution
network to reach its customers. Once the strategy is finalized it is very easy to locate target
customers and also the market areas where it can sell product effectively. For example
younger customers will be more likely to shop using a smart phone or on a website. Older
customers might prefer to shop at retail outlets. If the market research shows that the
company’s product need to be in retail stores but if the company doesn’t have a sales force,
then it can use a wholesaler or distributor.
o Streamlines Product Development:
A marketing strategy helps the company to create products and services with the best
chances for making a profit. This is because marketing strategy starts with market place
research, taking into Consideration Company’s optimal target customer, what your
competition is doing and what trends might be on the horizon. Using this information,
company can determine the benefit customers and clients want what they’re willing to pay
and how company can differentiate its product or service from the competition.
o Developing Financial Goals:
Marketing strategies are also important for guiding the business into the development of
financial goals. Financial goals are two-fold: They are related to sales targets and also to
expenses budget. Sales targets are initially set as part of the marketing plan 4 but might
change over time according to changing market conditions, increases in product price, or
increases or decreases in consumer demand. Monitoring expenses is also part of financial
goal development. If business tends to spend more than it brings in, it will have a serious
problem maintaining long-term business viability. However, if the business is able to closely
monitor its outflows, only spending what it absolutely needs to, then it will be better
equipped to increase the profit margins.
o Preparation of marketing Plan:
Marketing strategies are often first brainstormed and written as part of an organization's
marketing plan. Most marketing plans include the current or expected strategies for your
products, the price points of those products, how to distribute the products, and also the
advertising and marketing tools. A marketing plan is also important for developing a
promotional strategy as it helps the business to identify its target markets and to set
measurable goals. It is vital to the success of the organization that implements a marketing
plan that aims for growth and positive change in the bottom line.
o Understanding the customers:
Marketing strategies can also assist the business in understanding and connecting with
clients and customers. If the marketing plan is loosely structured, company will not have
much success at targeting products to the "right" demographics. Effective marketing strategy
enables a business firm to identify market segments that it will serve and what product offers
it will make. A well defined marketing strategy clearly describes whom to serve and whom to
exclude.
o Assists with Marketing Communications:
Market research will help to create brand, or image it wants to establish about business. It
facilitates the company to communicate to its target customer. Marketing strategy facilities
the company to determine if a particular magazine, radio station or website fits company’s
selling plans
. 8. Facilitates optimum use of resources:
There can be optimum utilization of resources in order to achieve the desired objectives. If
there are no proper strategies, then the organization may not be able to make arrangement of
proper resources. There may be arrangement of fewer resources, in which case, the
organization may not be able to undertake its activities and there may be also arrangement of
more resources 5 that what is actually required and as such it may lead to wastage of
resources.
o Selection of the Right Communication Tactics:
A clear understanding of the target audience and an idea of the desired goal will help to drive
the selection of appropriate media choices. For instance, if the target audience is elderly, the
Internet is not likely to represent a good communication tactic. Conversely, if the target
audience is college-age students, local newspapers are not likely to be a good choice. The
company’s goals also provide insight into communication tactics. A goal of increasing
marketing share by 25 percent might require an extensive multi-media campaign; a goal of
adding 10 new customers might require only a news release and an ad in the local paper.
Marketers rarely benefit by over-reaching their goals and being unable to meet demand.
o Enhances corporate image:
Well defined strategies can generate corporate image of the firm. This is because strategies
when implemented properly bring good returns to the organization. The organization is in a
position to undertake its social responsibility towards customers, employees, suppliers and
others and as such the organization can earn goodwill in the market.

CONDITIONS FOR A SUCCESSFUL MARKETING

STRATEGY
The essentials of an effective marketing strategy refer to the guidelines for designing a
marketing strategy. The following are the essentials of a good marketing strategy:
1. Knowing the target audience:
For a truly effective marketing strategy, company must study and evaluate its business and
its target audience, then create a plan of action and follow through with it. The first part of
business is to evaluate the actual business the company is having. This means looking at
business from a customer’s or end user’s point of view and finding what they truly get out of
company. And many business owners are surprised to find that it’s not what they actually
thought.
2. Proper market segmentation:
To have effective marketing strategy proper market segmentation is required. Market
segmentation facilitates demographic segmentation of the customers. For example a
plumbing business might focus on homeowners, whereas the companies that supply video
games might focus on teenagers. It can’t be said enough how important it is to know who
your target audience is, and how you can best appeal to them.
3. Unique selling proposition:
The next part of creating a great marketing strategy is finding out what company offers that
no other company does. To set the company apart, it should advertise the thing that makes the
company special – the magic that no other company has. This unique selling proposition may
include offering products at the lowest prices, providing the best customer service etc. This
must not only be included in marketing strategy, but it must be a part of every aspect of
marketing done by the company.
4. Situation Analysis:
Marketing strategy should conduct market analysis i.e. SWOT analysis (strengths,
weaknesses, opportunities, and threats), and a competitive analysis. The market analysis will
include a market forecast, segmentation, customer information, and market needs analysis.
This analysis will make the strategy effective.
5. Objective oriented:
The strategy should be objective oriented. It should be developed by considering the
organizational objectives. Strategies, which are not consistent with the objectives of the
organizations, do not serve any purpose. The strategies which are consistent with the
organizational objectives will be able to achieve desired objectives.
6. Identification of competitive advantage:
One important part of any strategy is a specification of how the organization will compete in
each business and product-market within its domain. How can it position itself to develop and
sustain a differential advantage over current and potential competitors? To answer such
questions, managers must examine the market opportunities in each business and product and
the company’s distinctive competencies or strengths relative to its competitors.
7. Simplicity:
The marketing strategy should be simple and clear to understand. It should be well defined.
Clarity in terms is important while framing marketing strategy. While designing the
marketing strategy ambiguity should be avoided. It should be understood by all in the
organization.
8. Flexibility:
Business has to survive in the competitive and uncertain business environment. These
environmental factors are not constant. To adjust with these changes, marketing strategy
should be flexible. It should allow the changes in the short run. They should not be rigid. It
should allow modifications whenever the situation demands
9. Resource deployments:
Every organization has limited financial and human resources. Formulating a strategy also
involves deciding how those resources are to be obtained and allocated, across businesses,
product-markets, functional departments, and activities within each business or product-
market.
10.Comprehensive:
The marketing strategy should be comprehensive in nature. It should cover all those areas
which are relevant to the firm. A good strategy always considers the factors which are
affecting the business functioning directly or indirectly.
11.Consistency:
The marketing strategy should be consistent with the strategies of the other departments of
the organization. All the functional strategies should be complimentary to each other,
ultimately all the functional strategies of the organization should be consistent with the
overall organizational strategy.
12. Periodical review:
Strategies should be periodically reviewed. Such a review allows the firm to make necessary
changes in the strategy depending upon the needs of the firm. Periodic review also benefits to
incorporate the fluctuations taking place in the business environmental factors.

BIBLIOGRAPHY
 https://www.zomato.com/patna

 https://www.prismetric.com/zomato-digital-marketing-strategy/

 https://www.scribd.com/document/503227356/Consumer-buying-
pattern-through-zomato

 https://en.wikipedia.org/wiki/Zomato

 https://www.safalta.com/careers/zomato-marketing-strategy-the-
complete-guide

 https://www.zomato.com/blog/introducing-the-zomato-platform

QUESTIONAIRE
1. Age

o 17-18

o 19-20

o 21-22

o 23-24

o 25-26

2. Gender

o Male

o Female

3. Education

o Degree

o P.G

4. How often you order food online?

o Daily

o Weekly

o Monthly

5. From where you got to know about Zomato?

o Television o Family

o Friends

o Online Advertisements

o Newspaper Advertisements

6. How long have you been using Zomato?

 o Less than one year

o 1-2 years

o 2-3 years

o More than 3 years

7. What are the reasons for choosing Zomato?

o Price

o Quality

o Special offers

o Quantity

o Delivery speed

o Variety of foods

8. How would you compare the services offered by Zomato with other
companies?

o Much better

o Somewhat better

o About the same

o Somewhat worse

o Much worse

9. How easy is to navigate the website www. Zomato.com ?

o Extremely easy

o Somewhat easy

o Not so easy

o Not easy at all

10.Expectations about Zomato before using it
 EXECELLENT VERY GOOD GOOD FAIR POOR

Price

Application

Food quality

Packaging

Responsiveness

Delivery speed

11 . Satisfaction on Zomato after using it

STRONGL SATISFIE NEAUTRA DISSATISFIE VERY

Y D L D DISSATI
SATISFIED S
FIED
Price

Application

Food quality

Packaging

Responsivenes
s
Delivery speed
12 . Have you faced any problem in dealing with Zomato ?
o Yes

o No

13 . Will you recommend Zomato’s services to others?

o Yes

o No
.