INTEGRATED MARKETING COMMUNICATION

AND BRAND MANAGEMENT OF ZOMATO.

Presented By: Ashvini Ramchandra Patil
INTRODUCTION
• Zomato is a restaurant finder platform and discovery service founded in 2008
by Deepinder Goyal and Pankaj Chaddah.
• It was named by ‘FoodieBay’ in 2008, but in 2010 it was chaged as
‘ZOMATO’.
• Service provided by Zomato i.e restaurant searching, discovery, online
ordering and table reservation, etc.
• In the summer of 2015 Zomato introduced its food ordering business in India,
quickly gaining ground as a major player in the online ordering and food
delivery sector.
STRATEGIES ADOPTED BY ZOMATO

• Cost Leadership
• Capital Investment
APPROACH TOWARDS SOCIAL MEDIA
• Right now Zomato promotes itself as a food network.
• On social media, they follow simple strategies of always be there for your
customer and only best content needs to be sent to customers.
• They treat Facebook and Twitter as two different platforms, Twitter is more used
for interaction and conversations and Facebook is primarily used to push their
content and to reach more people.
• Once a user logs into Zomato with the help of Facebook or Google account.
His/Her friends will be automatically identified on the site and they can easily
follow their friends, as the friends ratings are more trusted by users.
BUSINESS MODEL

• Restaurant pays Zomato for being featured on their platform.

• Users views restaurants.
• More customer footfall for the restaurant.
CHALLENGES FACED
• Being in the daily meals market, they have to work with very low ticket sizes
starting at Rs 50, with no minimum order requirement or delivery cost.
Considering the costs associated with food production packaging and
delivery, maintaining a strong unit margin is the biggest challenge.
• Confusion may happen between the restaurants and Zomato which may effect
the end customer and customer has to suffer.
• A very high competition is already present in the market.
MAJOR COMPETITORS

• Swiggy
• Food Panda
• Uber Eats
THANK YOU