Zomato Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Zomato through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Zomato Product Strategy:
Zomato is an app / website which shows restaurants and food menu to its users. Zomato provides the user with the restaurant details, their images, rates, menus and even portal for customers’ feedback where people can voice their opinions regarding the experience, taste at a particular restaurant. This application helps the restaurants which do not have their own websites. It is a good way to make their restaurant visible online without making a site for their own. The main services in its marketing mix include Point of Sale systems, Restaurant Search and Delivery, Table Reservations and management, Whitelabel Apps and online ordering services. Whitelabel is the product or service produced by a company (main company), and it is used by another company to rebrand it as if it is made them. There is a discontinued product ‘Citibank-Zomato Restaurant Guide’ which was a print version of the website.
Image: company website
This concludes the product strategy in Zomato marketing mix & strategy.
Zomato Price/Pricing Strategy:
Below is the pricing strategy in Zomato marketing mix strategy:
Zomato does not charge for restaurants to put their details on their application or website. The restaurant advertising which Zomato does on their site or application is the major source of their revenue.
Restaurant advertising includes banners ads for restaurants which gives them maximum visibility as soon as a person logs into the app or 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 analyze 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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Zomato Place & Distribution Strategy:
Following is the distribution strategy in the Zomato marketing mix:
Zomato, an online service 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 UI is user friendly and has nine language options viz. English, Italian, Spanish, Portuguese, Turkish, Slovak, Indonesian, Polish and Italian.
Also they are active on various social platforms like Facebook, Twitter, Pinterest and Instagram which are used to engage with customers.
Zomato Promotion & Advertising Strategy:
The promotional and advertising strategy in the Zomato marketing mix is as follows:
Zomato is known for its content marketing strategy. In content marketing they aim to advertise extensively via images. These images require a glimpse, have an impact on audience and offer pure entertainment. The content is always fresh with old sayings, messages delivered in a unique way in line with the service of Zomato. The social media is an important channel to market their services. Their posts, messages are always some simple industry jargons that is targeted at different audience segments. Along with posts and messages, Zomato has collaborations with Paytm, Uber, Food Bloggers which display Zomato as an option for any food related queries customers search on these applications.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Zomato.
Physical Evidence:
Zomato being a service offers no product of its own. It has no particular physical presence, except for the delivery system started by Zomato in 2015. The delivery system consists of delivery men delivering the food placed by an order from Zomato website or application. There are selected restaurants which offer delivery services through Zomato. Basically, Zomato acts as a third party system for the deal between these restaurants and the buyer.
People:
Majority of the companies rely on its workforce to offer their product or services. This workforce constitutes the people segment in services. Zomato comprises a strong team of around 3000 people working towards best services to people. They have adopted leaner operations systems where the market demand is less. This led to the maximum utilization of workforce. Also they are keen in suggesting best practices as a part of their consultancy business to restaurants, employee retention methods and maximizing their potential.
Process:
In food delivery service the key part lies in the fact that food should be hot and fresh as and when it reaches customers. All the players in the food delivery space make this as a differentiating factor from its competitors. For example Foodpanda promises delivery within 45 minutes from the time an order is placed. In Zomato one needs to sign in with our registered phone number and email address. The location is detected and one can browse the menu and place the order. Payment can be made wither by cash or online modes. The restaurant confirms the order and dispatches as soon as it is made. Zomato asks for the feedback after the service provided. Thus an entire process is made to be convenient to the user and the user can have an hassle free experience. Hence this is the marketing mix of Zomato.
About Zomato:
Zomato, initially named Foodiebay was founded in 2008 by Deepinder Goyal and Pankaj Chaddah. Later it was named ‘Zomato’ in November 2010, which currently operates in 25 countries. It is an application/ website service which provide details about a particular restaurant, images, menu options, ratings from the customers. It started online food ordering and delivering services in 2015. Zomato acquired food delivery startup Runnr in 2017 for a deal close to around $20 million.
In September 2017, Zomato claimed to be a profitable startup in the countries it operates in. The company has a listing of 1.5 million restaurants across all the countries where it operates.
Browse marketing strategy and 4Ps analysis of more brands similar to Zomato. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
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