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From Zero to Zomato
- 1. FROM ZERO TO ZOMATO Discover Great Place To Eat Around You ST.XAVIER’S COLLEGE KOLKATA NAME:NARENDRA NARAYAN HALDER ROLL NO.:0253 ROOM NO:14 GUIDE:PROF. ANULEKHA BANERJEE
- 2. INTRODUCTION ZOMATO WAS FOUNDED BY DEEPINDER GOYAL, PANKAJ CHADDAH THE SERVICE BEGAN AS “FOODIEBAY” IN 2008 ZOMATO IS RESTAURANT RESEARCH AND DISCOVERY SERVICE NOVEMBER 2010 FOODIEBAY WAS RENAMED AS ZOMATO
- 3. OBJECTIVES Primary objective To evaluate the impact of social media marketing on its current and prospect users To find out growing trend of socializing over food. To examine the rate of increase in disposable income toward fooding. Secondary objective To study consumer behaviour and consumer awareness about the product To determine the brand awareness, brand preference of zomato and it’s competitors. To study the market share of food service industry.
- 4. Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. RESEARCH DESIGN The research design used in this research is Descriptive Research Design, which is concerned with specific factors. DATA COLLECTION METHOD PRIMARY DATA The primary data are those which are collected afresh and for the first time and thus happen to be original in nature. Here, the primary data will be collected by means of preparing a questionnaire from the respondent for the questionnaire. This will help in drawing conclusions about the case. SECONDARY DATA Access to different research papers for writing the literature review. QUESTIONNAIRE DESIGN Questionnaire consists of a number of questions measuring the responses of the customers on a 5 point Liker scale and Multi choice. SAMPLE SIZE 50 respondents as the user of the company services. SAMPLING AREA Kolkata RESEARCH METHEDOLOGY
- 6. BUSSINESS MODEL Cashless payment. Advertising on Zomato website and app. Consulting services with data. Zomato event. Ordering food online. Zomato restaurent guide.
- 7. MARKETING STRATEGY Social media marketing Facebook Twitter Tumblr Google+ Blog
- 8. SEO MARKETING Google SERP TOP IN ORGANIC LISTING PPC CAMPAIGN IS BANG ON SERP NOT GOOD IN BING AND YAHOO ON PAGE OPTAMIZATION MORE THAN 2000 KEY WORD
- 9. AD CAMPAIGN
- 10. INVESTMENT The website covers a list of over 1,20,000 restaurants across all these regions catering to more than 15 million customers worldwide. With its headquarter in New Delhi, Zomato.com is providing career opportunity to over 350 employees all across the globe.
- 11. ACQUISITION 1. MAPLE 2. URBANSPOON 3. LUNCHTIME AND OBEDOVAT 4. NEXTABLE
- 12. COMPETITORS FOODPANDA It operates in 24 countries and territories The company has partnered with over 40,000 restaurants. Foodpanda was launched in March 2012 in Singapore FASSOS Fassos was founded by Jaydeep Barman and Kallol Banerjee and incorporated in 2011 The company operates in 15 cities: Faasos raised its first round of funding of US$5 million (Rs. 30 Cr.) from Sequoia capital in November 2011
- 13. ZOMATO FOR BUSINESS Zomato Book The one-stop solution for all your table management and reservation needs Zomato book is a powerful tool that puts you in control of your table management and reservations.
- 14. Zomato Base Powerful and easy-to-use pos system Zomato base is a cloud-based pos system to help you manage your restaurant operations from a single platform Zomato Order Get discovered by and easily accept online orders from hungry customers. Maximize your business potential through increased exposure to hungry customers. Managing online orders was never this easy — simply accept an order, cook it, and have it delivered.
- 15. Zomato Whitelable Custom plug-and-play native apps for restaurants Make the app your own, with your branding on the splash screen and app icon Have market-ready iOS and android apps in 3 weeks, with no technical knowledge required
- 16. Most of the respondent use mobile app as it is more user friendly. Good percentage of respondent also use website because some people keep specific mobile app. Most of the respondent are ready spending upto 1000 Rs. on a meal which show increase in disposable income of people. Only 10.4% respondent prefer paying less than 200 for a meal which suggest people spending less on outside food are very less DATA ANALYSIS
- 17. Billing process of Zomato needs to be improved as 16.7% respondent are not satisfied. Zomato should also check there restaurant providing customer with bills. Scope for improvement of delivery service is still there. Majority of respondent are satisfied with the service.
- 18. User’s are satisfied with zomato ordering servive. 93.7% rated it from 3-5. Zomato website is made attractive and need users engaged for a longer period of time. Zomato website are most presentable to young generation with articlesand blog attracting them.
- 19. Zomato has a upper hand over foodpanda in packing service Competitiong is growing because users have preference of other company over zomato. Zomato’s service in offers and promotion is very poor. Foodpanda is a great competition challenging Zomato with 33.3% respondent preference.
- 20. LIMITATION TIME CONSTRAINT: The time duration for doing the complete research on Growth Of Zomato. Project on Growth Of Zomato is broad, which requires an in-depth research and analysis. Due to the time period given it was very limited. DATA RELIABILITY: As the data will be collected from various sources the accuracy of the data collected would be an area of concern. It would be an uphill task to validate the data consistency of the collection of that data. UNAWARENESS: Since some people are unaware of the company Zomato and its presence and services India, it was difficult to analyse the subject with precision. DATAAVAILABILITY: The data collected was from very limited resources because availability of data are very limited on specific topic. RESTRICTED SAMPLE SIZE: Respondent for data analysis were less and was mostly restricted to specific group of people.
- 21. FINDINGS Social media marketing is a great success from zomato with its great response from its users on facebook, twitter and google+. There is a steep and steady rise in consumers spending toward having food outside to some restaurant. There is a need of improvement in services like billing process and delivery service. Customer prefer using mobile application more than website. Zomato have good competition from its competitors with providing offers and promotion and on time delivery. Restaurant also has preference for listing there restaurant on zomato over there competitors.
- 22. RECOMMENDATION Zomato should have there own delivery system with the amount of funds they have. Zomato should improve there review system with bill attachmet. Quality of service and Dimension of service should always be prime focus of any company. Improvisation and Innovation are another two important factors needed to be kept in mind.
- 23. CONCLUSION In this highly competitive market the survival and the success of a company depends on innovation and changing thing for betterment. Odds of success for a startup is very bad, according to statistics 9 out of 10 startup fails. All the startup should consider and gaining from the strategies used by zomato for its steady growth. Zomato not only maintained their quality services but also keet improving it. Startup company should be careful choosing the marketing strategy because there are various factors like target audience, type of product or service One of the most important feature for a startup company is adaptability which means to change with the change in trend