ZOMATO

Primary Colors

The primary colors are red, yellow, and blue.

Color

Secondary Colors

Secondary colors are combinations of primary colors.

Is created when light reflects off an object and hits a person’s eye.

Tertiary Colors

Tertiary colors are a combination of a primary and a secondary color.

Positive Space

CONCLUSION

INTRODUCTION TO ZOMATO

AUDIT OF MARKETING STRATEGIES

Positive space is the space filled by the main item in a work of art. The white area in this image shows positive space.

In conclusion, Zomato's commitment to effective marketing strategies is the linchpin of its success. These strategies keep the brand visible, set it apart in a competitive market, attract and retain users, aid in expansion, and foster key partnerships, all of which are essential for its continued growth and relevance in the dynamic food delivery and restaurant discovery industry.

• Founded in 2008 by Deepinder Goyal and Pankaj Chaddah in Delhi, India.

• Operating in over 25 countries, Zomato has a strong international presence.

• Zomato's mission is "Better food for more people," focusing on improving the food experience for consumers.

• Offers restaurant discovery and food delivery services, connecting users with dining options and delivering food from local restaurants.

• Boasts a large user base with millions of app downloads and active users across the globe.

• Values transparency, authenticity, and user-generated content for an enhanced user experience.

COMPANY CHOSEN:

INTRODUCTION

Negative Space

ANALYSIS

CHANNELS

MARKETING

MIX

PRICING

STRATERGY

PROMOTIONAL

TATICS

Negative space is made up of the spaces around the positive space. The black area in this image shows negative space.

CONCLUSION

MARKETING MANAGEMENT

CIA-3

MARKETING MIX

B. PRICING

Zomato's Promotional Tactics:

Zomato's Marketing Channels:

A. PRODUCT

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MAHI BHALOTIA 2223866

Zomato's Revenue Model:

Zomato charges restaurants a commission fee for using their platform.

This fee can vary based on several factors, including the region and the type of service the restaurant uses, such as food delivery or table reservations.

This flexible pricing strategy allows Zomato to adapt to local market conditions and offer customized pricing structures to cater to the specific needs..

It also ensures that Zomato can generate revenue while supporting the growth of the restaurant industry on its platform.

Zomato offers two main services:

Food Delivery:

Users can order food from local restaurants through the app or website.

It provides real-time order tracking, user reviews, and the option to schedule deliveries.

Restaurant Discovery:

Users can find and explore restaurants based on location, cuisine, and user reviews.

The platform relies on user-generated content like reviews and ratings.

Zomato partners with restaurants and delivery services to offer a wide range of options and expand its reach.

Active Social Media Engagement:

Zomato is highly active on social media platforms, and they interact with their users regularly. They use these platforms to share information and updates, as well as respond to customer feedback and inquiries.

"Zomato Gold" Campaigns:

Zomato runs marketing campaigns, such as "Zomato Gold," to offer users exclusive discounts and benefits. These campaigns encourage user participation and promote loyalty by providing attractive deals.

User-Generated Content Promotion:

Zomato encourages users to contribute by posting reviews and ratings. This not only engages users but also provides valuable content for others looking for restaurant recommendations..

Zomato App and Website:

Zomato's primary platforms are its app and website, which are where users go to access its services. These platforms allow users to explore restaurants, check menus, read reviews, and place orders or make reservations.

Third-Party Delivery Partners:

Zomato seamlessly integrates with third-party food delivery services. This integration means that users have access to a wide range of restaurants and can enjoy efficient delivery options, thanks to partnerships with these delivery partners.

Restaurant Partnerships and Exclusive Deals:

Zomato collaborates with restaurants and provides exclusive deals on its platform. This means users can find and enjoy special offers and discounts from partnered restaurants. These partnerships enrich the variety of dining options for Zomato's users.

D. PLACE ( DISTRIBUTION)

C. PROMOTION

Zomato's Pricing Strategies:

Analysis of Product/Service/Market Offerings

Commission Fees from Restaurants:

Zomato charges restaurants a fee based on the total order value. This means that restaurants pay a percentage of the money they earn from Zomato's platform.

Dynamic Pricing:

Zomato adjusts its prices based on how many people want to use their service and how many restaurants are available. This flexible pricing model ensures that prices change to match supply and demand.

Discounts and Loyalty Programs:

Zomato offers discounts and loyalty programs to its users. This means that customers can enjoy savings and special perks as a reward for using Zomato's services regularly.

Zomato's Ways of Reaching Customers:

Zomato App and Website:

Zomato's main way of reaching customers is through its app and website. These platforms let users explore restaurants, check menus, read reviews, and order food or make reservations. The app works on both iPhones and Android phones.

Working with Restaurants:

Zomato partners with restaurants to show their menus and promotions on its platform. This helps restaurants attract more customers and gives users more dining options.

Using Delivery Services:

Zomato also works with other food delivery services. This means users can choose from many restaurants and get their food delivered. Partnering with these services makes sure Zomato has lots of choices and fast deliveries for its customers.

Food Delivery and Restaurant Discovery:

Zomato's main services are delivering food and helping people find restaurants.

What People Like:

Zomato's food delivery is perfect for those who love the convenience of ordering meals online and getting them at their door. Zomato also appeals to folks who rely on reviews and ratings from others to decide where to eat.

Facing Competition:

Zomato has many rivals in the food delivery and restaurant discovery industry. Zomato's partnerships with restaurants and delivery services help them stay strong in this competitive market.

Zomato employs various promotional tactics to reach its audience effectively, including:

Social Media Marketing:

Zomato maintains an active presence on social media platforms. They regularly engage with their audience and share content to promote their services, restaurants, and special offers.

Event Sponsorship:

Zomato sponsors events and food festivals. These sponsorships help the brand to establish a strong presence in the culinary world and connect with food enthusiasts directly.

Collaboration with Influencers and Bloggers:

Zomato collaborates with influencers and food bloggers. These partnerships help in creating buzz around their services and generate authentic, user-generated content that promotes restaurants and their offerings.