A short presentation presented by me and 5 of my friends as a final project, on the business policies, marketing strategies, and functioning of Zomato.

2. Group 4
Bansi Lal Pathak (MB18GID267)
Garishakurthi Siddharth ((MB18GID252)
Mradu Payal Sharma (MB18GID291)
Nilesh Chugh (MB18GID273)
Navdeep Singh (MB18GID270)
Garvi Walia (MB18GID288)

3. Company Profile

4. THE IDEA
People waiting in queues and looking at menus to order food in the
cafeteria of Bain & Company, a prestigious consultancy in Delhi.

5. TURNING IDEA INTO BUSINESS
Deepinder Goyal and Pankaj Chaddah
IIT Delhi graduates from 2005 and
2007 respectively
FOUNDERS
FoodieBay turned to Zomato
in November, 2010.
THE EVOLUTION
10,000+ cities
23 countries
2000+ employees
$2 Billion Brand Valuation
ZOMATO TODAY
Started FoodieBay in 2008 with 6
employees and went on to become
the biggest restaurant directory in
the Delhi NCR region by late 2008.
HISTORY

7. COMPETITION

8. Industry and
Competitive
Analysis

9. INDUSTRY
Industry: Food Tech
Ordering Food
Food Preparation
Delivery
Key Success Factors
Food Delivery
Price

10. PORTER’S ANALYSIS
Print & online media
Dependency on Reviews
Availability of substitute
inputs
Strong brand name
Advanced Technologies
Economies of Scale
Customization
Low dependency-
Distributors
Easy to switch
Existing
Competitors
Limited number
of substitutes

11. Analyzing
Resources and
Capabilities for
Competitive
Advantage

12. Technology
2
3
4
1
The basic promotions are done online on social media and through the Zomato App and website
Zomato is providing website and mobile/ tablet app for android and iOS platform
Facebook, Instagram, E-mails, Messages, app notifications
Zomato is an online based company which completely runs on online services

13. Need for technology
Monthly Visitors
Restaurant
Registered
Average Monthly
Orders
90
mm
1.4
mm
3
mm

14. Zomato always use Low-Cost
Marketing Mediums
Marketing

15. New Product Development
It is a paid service from
Zomato that allows
customers with Gold
membership get
complimentary food and
drinks while ordering from
partner restaurants and
bars.
Zomato Gold
As a sustainable mobility
Zomato has opted
delivery on e-bikes and
bicycles to bridge that
last mile.
Cycle of meals Zomato

16. HR Policies
Culture at Zomato
1
2 At Zomato the culture is very
friendly and helping
3
Keeping transparency at first, they
are always determined to deliver in
time.
4 Everyone is treated equally with
equal opportunities and support
It’s has a startup culture

17. • Asset-less business
Model
• First mover advantage
• Evergreen industry
• Fast expansion
• User friendly app design
• Number of users
• Excellent financial
backing
• Multiple acquisitions
• Aggressive and
Innovative
marketing strategies
• Superior technology and
a strong workforce
STRENGTHS
• Security issues for
the app
• Still a lot of
expansion
required
• Word of mouth
and Facebook che
ck-ins
• Drastic growth
means susceptible
to bad content
WEAKNESS
• Further expansion
• More acquisitions
• Creating a
community
• Adoption of the
internet and
Smartphones
OPPORTUNITIES
• Google’s schema
module
• Market
followers and
challengers
• Lack of clear rules
and regulations
THREATS
S W O T
S W O T

18. STRATEGIES:
Current and
Suggested

19. Deep Discounting & Offers
• This strategy burns a lot of cash
• 50% off for first 5 orders within a month.

20. Zero Commission
All restaurants to pay Zero
Commission
Based on some predefined
Criteria
Earlier Restaurants have
to pay commission
depending upon the
reviews of Customers.

21. LOW
ADVERTISING
MEDIUM
STRONG
CUSTOMER
ENGAGEMENT
BETTER
CUSTOMER
SERVICES
USING
UNCONVENTIONAL
MESSAGES
Advertising & Others Strategy
.

22. Implementing
The Strategy

23. Organization Structure
Zomato has a flat hierarchy
Sales Team responsibilities include pitching to
the clients, building networks, contracting and
payment collection.
Key Account Managers Role manage the Sales
Managers, along with handling the key accounts
for the company in that particular region.
Country Sales Head Develop strategies to enter
new cities and looks over the city Sales Heads as
well as the Sales Managers.
City Sales Head holds the revenue responsibility
of a city

24. Organizational Culture and Leadership
The Deskless culture is largely
symbolic, indicating to
employees that they need to be
flexible in terms of roles,
locations, and reporting
structures.
Five-day workweek
from Six-day
workweek
A line that’s often heard –
“Zomato is family”. Work-
spaces are open, with no
cabins or walls, so that
everyone has access to
everyone.

25. Thank you
SPECIAL FOOD