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REVIEW OF LITERATURE
1
Introduction about the sector
Food delivery market in India worth over 12.5 billion, Online food delivery is
contributing more than 7% to this market. More than 50,000 restaurants in India
provides home delivery, indicates a very high potential and untapped market in
online food delive ry space.
These days’ people are prone to placing food orders online and capitalising this
trend a lot of restaurants are yielding good returns by registering themselves on
online ordering sites like Foodpanda, Tastykhana, JustEat, HyderabadSpecial etc
and many local ordering websites are also following suit.
2
Driving factors
Greater awareness and disposable income along with deeper Internet penetration, availability of
more payment options, long working hours and erratic lifestyle are contributing online food
ordering business. At the same time, with more and more people wanting healthy food, or food
similar to home cooked meals that too easy on the pockets is leading to the rise of online food
business in the country.
Nixon Dsouza, Brand Manager, Nom Nom, says, “Penetrating through every commercial aspect
humans have started using technology for everything and food ordering is one such
developments”.
Rohit Chadda, MD and Founder Foodpanda, believes, “Online ordering is convenient giving
the customers a broader option to choose from the restaurants listed on the website.”
As per the industry experts, the overall food delivery business is more than USD 7 billion to
which online food ordering contributes 5-7 percent and is growing 40 percent per year than
dine- in culture. The margin is however two to three percent higher in deliveries. According to Ritesh
Dwivedy, MD and CEO, JustEat, “The future seems bright for the online food business in
India, as we are trying to catch up with developed markets where 30 percent of delivery takes
place through online channels.”
Major players
Online food ordering is at an exciting phase now. Many local and national players are joining the
space. In fact the foreign brand JustEat has also tied up with the Bangalore based HungryZone.
Foodpanda which started its business from Delhi-NCR is the major player in the segment
followed by JustEat and TastyKhana, a Pune initiative. Besides, DeliveryChef, BigBite, Titbit
and eatallnite are the emerging players in the online food delivery market which is estimated to
grow at 40 percent annually.
Benefits
Placing food orders online benefits consumers, restaurants and the food delivery players. For
consumers, it is not only an easy and convenient tool but it is also a great platform to avail good
discounts.
Vasul Chauhan, Restaurant Manager, Smokeys Barbeque & Grill, said, “We have partnered with
JustEat to explore new business opportunities and give a push to our already successful home
delivery format but till now the response is not overwhelming.”
However, Dwivedy is of the opinion that, “The profit margin is 2-3 percent higher in
deliveries as compared to dine-in these days”
Marketing strategies
Online food delivery platforms largely try to be present in all the channels that drive awareness.
For example, newspapers, television, hoardings and billboards to the social networking sites like
Facebook and Twitter, they advertise in all. Chadda explained, “We give about 15-30 percent
discounts on ordering through us. At the same time we have also organised several campaigns
including the food gifting programmes and buy one get one free deals.”
Tabl e 1
Introduction about the company
Features of app:
It Uses VVIP passes, meet & greet MIs etc for social media marketing.
There are more than 20 Indian start- ups in online food delivery space.
Swiggy faces tough competition from FoodPanda, Zomato. Swiggy, a
prominent online food delivery start- up based in Bangalore is assumed
to be a competitor of Swiggyfor its expansion in Bangalore.
FoodPanda and Zomato have got more funding compared to TinyO wl.
o Swiggy app is more sleek and hassle free compared to other apps
of same kind
o Swiggy concentrates on data and service more, whereas
other players like FoodPanda concentrates more on offers.
o Unlike other apps, Swiggy is not flooding the email ids
o of customers with spam messages.
o More options of food and restaurants available in Swiggy
app, compared to competitors.
Market research is defined as “function that links the consumer, customer, and
state of affairs. Due to market research the company can formulate a viable
marketing plan and estimate the success of its existing plan.
There are two main sources of marketing research information :
The first step in the procedure of market research is to define research purpose. Research
purpose is usually not very well defined or fully understood. The procedure of fully and
accurately defining and understanding research purpose always requires efforts. The research
purpose is typically developed as result of recognizing and understanding problem. This problem is
usually generated by realization of fissure between expected out come and the outcome in reality.
It is also important to define reason of problem that where that problem occurred. The
problem definition is the point on which the whole arrangement is formed.
Stage-2 Research Objectives:-
Research Question
The research question describes information required by organization accountable for decision
making. Research question represents the in sequence needs to obtained accordingly to research
purpose.
Hypothesis
Hypothesis is researcher’s view of probable answer to a research question. The Researcher may
produce possible outcome of research question in earlier stage and carry out research to answer
that if hypothesis created at start of research was right or not.
Scope of Research
Hypothesis development aids keeping research procedure more accurate and well-focused to
serve research purpose. Another important issue of the research is indicating research
boundaries or research limitations.
Primary data is data that research needs to collect by himself more specific to research
conducted. Primary data is usually collected through questionnaire surveys, interviews, and focus
groups etc.
Secondary data is not first-hand data as primary research it is the data that already is
available like journals, books, articles, company records etc.
After selecting type of data required for research it is decided that what medium of data is
required. Research can be through quantitative or qualitative or both depending on the wish of
researcher.
After preparing questionnaire the next job is to practically get into filed and distribute
questionnaires among group of respondents. It can also be done through
On line surveys,
Phone
conversations,
Face to face interviews,
and By post.
In larger scale marketing research full dedicated field team or person may be required in order.
After gathering of data it is then procedures to derived results in order to change them in
conclusion, data analysis can be conducted with two methods manual or computer based data
analysis. There can be different types of mathematical formulas can be used on data that is
collected from questionnaires. It can also be checked for precision and soundness.
Stage-7 Reporting Results and Presentation
The Last and final part of research procedure is to write down in black and white whole project
findings and write report that replies that specific research question that was identified at
initiation of research. Research report also includes research loom adopted, design, collection
and analysis of data together with all results of data. This report should be in the form to be
prepared for decision makers to be used in decision maker procedure.
A simple random sample is one in which each member of the population has an
equal and independent chance of being included in the random sample. If the
sample is large, this method is the best way to obtain a sample representative
of the population. Simple random sampling approximates drawing a sample out of
a hat: Members of a population are selected one at a time, independent of one
another and without replacement; once a unit is selected, it has no further
chance to be selected. The steps in simple random sampling comprise the
following:
1. Define the population.
As soon as data collection begins, steps can be taken to ensure the data is
reliable. Following these steps will allow insight into whether or not enough
data has been collected to provide reliab le (95% certainty) information:
Determine coding scheme for data . Depending on the options that survey
and interview respondents have to answer questions, the data will have
to be coded for each question. Given the type of information most state
programs seek through interviews and surveys, this data should be able
to be divided into two categories. For instance, if the question is a yes or no
question, then one category would be yes, the other would be no. If the
question asks participants to place items into a Likert scale, then two
categories would be created in order to determine which half of the Likert
scale the data favored (with the total number of neutral answers being
counted, divided by two, and placed equally into each of the two
categories).
Code responses . Code your responses to each answer in order to
determine which of the two categories created for each question the
answer would fit. Once you have coded all of the answers, determine how
many answers fall into each of the two divisions.
Compute reliability. Although you will have a random sample to use at
this point, you will not likely be able to interview or survey all of the
people in that sample. This is acceptable, as the entire 15% will likely
not be needed in order to come to a reliable conclusion (although, in
some rare cases where enough responses cannot be obtained from the
participants originally selected, the original population must be re-
visited to find more randomly selected sampling units).
Questionnaire Design
1. What is involved
2. Drafting of questionnaire
Phrasing and design of questions affect the validity of the affect the
valid ity of the info rmation obtained.
If the problems are minor the researcher may If the problems are
minor, the researcher may then proceed to administration of the
questionnaire to the full sample
5. Administration of the Questionnaire
Tabl e 2
Summary
Where ever possible, construct or use a valid and reliable tool, or test its
valid ity and reliab i li ty.
Competitor Analysis
CHAPTER-III
COMPANY PROFILE
What’s the Swiggy Story?
What made Harsha, Nandan and Rahul build a platform that is Changing the way India
eats?
Swiggy is a phoenix that rose out of Harsha & Nandan's earlier venture, Bundl
Technologies. After a slow start, Swiggy snowballed into an unstoppable force that
is now changing the way India eats. What happened along the way?
It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majety and
Nandan Reddy decided they wanted to make life easier by changing the way India
eats - all with just a tap! With their idea of ’hyperlocal food delivery’, all they
needed was the tech to power it and were introduced to Rahul Jaimini, who brought
this vision to life with the first website. And with this, Swiggy was launched as a
food ordering & delivery platform.
With love and support from consumers, Swiggy expanded far and wide, first through
the entire city of Bengaluru and then across the entire country. As they say, the rest
is history.
Today, Swiggy is the leading food ordering and delivery platform in India. The
innovative technology, large and nimble delivery service, and exceptional consumer
focus at Swiggy enabled a host of benefits that includes lightning fast deliveries, live
order tracking and no restrictions on order amount, all while having the pleasure of
enjoying your favourite meal wherever you'd like it.
Culture at Swiggy
We strive to create an open,
The Spirit
A comfortable working atmosphere that follows a flat and open culture along
with a great office space was why we were voted as one of India's top firms to
work in 2017 by LinkedIn! We know you work best when you are happy.
The Environment
When your goal is to change the way the country eats, you need all the help you
can get. Swiggy is an equal-opportunity employer offering competitive salaries,
comprehensive health benefits and equity opportunities.
The business of food delivery is undergoing rapid change every day as we are
capturing markets and customers across the country. So as we grow along with the
times, we are always looking for great people to join us on this exciting journey.
Benefits
Mobile allowance
Car Lease
Parental Insurance
Perks
Flexible Schedule
Nap Rooms
Games Room
Approachable Leadership
Security Engineer
CHAPTER-IV
DATA ANALYSIS
Since, every ind ividual is allocated 3 localities each for doing market
survey and understand the behavior of the market. So the find ings of each
locality are presented as under.
Way of Ordering
direct walk in
14%
direct call
34%
mobile app
38% online
14%
Fi g. 1
Majority of the WIs (38%) prefer to order through mobile apps
since most of them are students. 34 % of WIs preferred ordering
food through direct call to restaurant, direct walk in to restaurant
(14%) and online web portals (14%).
Thus most of the people prefer using apps and then through direct
walk- ins.
Satisfaction Level
highly dissatisfied
dissatisfied
0%
5%
satisfied
43%
neutral
43%
highly
satisfied
9%
Fi g. 2
9% of WIs responded that they are highly satisfied with online food
delivery and 43% of the WIs responded that they are satisfied with
online food delivery, 43% neutral and 5 % dissatisfied.
Dissatisfaction may be due to the payments and difficulties with
some restaurants regarding online payment confirmation.
Awareness about Swiggy
Awareness
yes
38%
no
62%
Fi g. 3
62% of working individuals were unaware about Tiny Owl app. 38%
of the WIs had knowledge about the Tiny Owl app and they are
using it regularly.
Frequency
15 to 20 20 to 25
5% 0%
10 to 15
38%
5 to 10
57%
Fi g. 4
57% of WIs opted for 5- 10 times per month. 38% opted for 10- 15
times and another 5% for 15- 20 times.
Number of people for which food is ordered
No. of people
3 to 4 4+
5% 0%
1
38%
2 to 3
57%
Fi g. 5
57% of the WIs order food for 2- 3 people and 5% of WIs order food for 3- 4
people, 38% for self and almost nobody orders for more than 4 people.
Entertainment
others
5%
travelling
19%
movie
52%
going out to eat
24%
Fi g. 6
Around 52% of the WIs prefer going for movie and after that 24%
prefer going out to eat. 19% of WIs prefers travelling and rest
prefer some other entertainment options.
Students:
online
mobile app
26%
30%
direct call
direct walk in 18%
26%
Fi g. 7
highly
dissatisfied
Satisfaction dissatisfied
0%
4% highly satisfied
7%
neutral
26%
satisfied
63%
Fi g. 8
Awareness
yes
33%
no
67%
Frequeny
15 to 20 20 to 25
7% 0%
10 to 15
15%
5 to 10
78%
Fi g. 10
4+
No of people
0%
3 to 4
1
15%
41%
2 to 3
44%
Entertainment
others
4%
travelling
movie
22%
44%
Fi g. 12
Around 44% of the students prefer going for movie and after that
30% prefer going out to eat. 22% of students prefer travelling and
rest prefer some other entertainment options.
direct walk in
18% direct call
23%
Fi g. 13
Majority of the WIs (32%) prefer to order through online since most
of them are students. 23% of WIs preferred ordering food through
direct call to restaurant, direct walk in to restaurant (18%) and
mobile apps (27%).
Thus most of the people prefer using online portals and then
through mobile apps.
Level of satisfaction with online food delivery
highly
Satisfaction dissatisfied highly
dissatisfied 0% satisfied
9% 9%
neutral
36% satisfied
46%
Fi g. 14
9% of WIs responded that they are highly satisfied with online food
delivery and 46% of the WIs responded that they are satisfied with
online food delivery, 36% neutral and 9% dissatisfied.
Dissatisfaction may be due to the payments and difficulties with
some restaurants regarding online payment confirmation.
Awareness about Swiggy
Awareness
yes
45%
no
55%
Frequency 20 to 25
15 to 20 0%
9%
10 to 15 5 to 10
36% 55%
Fi g. 15
55% of WIs opted for 5 - 10 times per month. 36% opted for 10- 15
times and another 9% for 15 - 20 times.
Number of people for which food is ordered
No. of people
3 to 4 4+
9% 0%
1
41%
2 to 3
50%
Fi g. 16
50% of the WIs order food for 2 - 3 people and 9% of WIs order food
for 3- 4 people, 41% for self and almost nobody orders for more than
4 people.
others Entertainment
5%
travelling movie
23% 36%
Fi g. 17
Around 36% of the WIs prefer going for movie and after that 36%
prefer going out to eat. 23% of WIs prefers travelling and rest
prefer some other entertainment options.
Students:
online
40%
direct walk in
35%
direct call
15%
Fi g. 18
Satisfaction
highly
dissatisfied
dissatisfied 5%
5% highly satisfied
10%
neutral
35% satisfied
45%
Fi g. 19
Awareness
yes
35%
no
65%
Fi g. 20
15 to 20
Frequency 20 to 25
0%
0%
10 to 15
35%
5 to 10
65%
Fi g. 21
No. Of people
4+
5%
1
3 to 4 25%
25%
2 to 3
45%
Fi g. 22
45% of students usually order food for 2 - 3 people and 25% of
students order food for 3 - 4 peoples. 25% students order food for
self.
Entertainment
others
0%
travelling movie
20% 35%
Around 35% of the students prefer going for movie and majority
45% prefer going out to eat. 20 % of students prefer travelling and
rest prefer some other entertainment options.
Findings of Jayanagar
online
17%
direct call
direct walk in
26%
48%
Fi g. 23
highly
dissatisfied Satisfaction
highly satisfied
4%
dissatisfied 9%
9%
satisfied
neutral 39%
39%
Fi g. 24
9% of WIs responded that they are highly satisfied with online food
delivery and 39% of the WIs responded that they are satisfied with
online food delivery, 39% neutral and 9% dissatisfied.
Dissatisfaction may be due to the payments and difficulties with
some restaurants regarding online payment confirmation.
Awareness
yes
22%
no
78%
Fi g. 25
78% of working individuals were unaware about Tiny Owl app.
22% of the WIs had knowledge about the Tiny Owl app and they
are using it regularly.
Frequency
20 to 25
15 to 20
0%
9%
10 to 15
26%
5 to 10
65%
Fi g. 26
65% of WIs opted for 5 - 10 times per month. 26% opted for 10 - 15
times and another 9% for 15 - 20 times.
3 to 4 1
22% 35%
2 to 3
43%
Fi g. 27
43% of the WIs order food for 2 - 3 people and 22% of WIs order
food for 3- 4 people, 35% for self and almost nobody orders for
more than 4 people.
Entertainment
others
4%
movie
35%
travelling
39%
Fi g. 28
Around 35% of the WIs prefer going for movie and after that 22%
prefer going out to eat. 39% of WIs prefers travelling and rest
prefer some other entertainment options.
Students:
online
direct walk in 25%
25%
direct call
44%
Fi g. 29
highly satisfied
highly dissatisfied Satisfaction 6%
6%
dissatisfied satisfied
6% 19%
neutral
63%
Fi g. 30
Awareness
yes
19%
no
81%
Fi g. 31
15 to 20
Frequency 20 to 25
0%
0%
10 to 15
13%
5 to 10
87%
Fi g. 32
87% of students opted for 5 - 10 times a month and 13% order 10 - 15
times a month.
No. of people
4+
0%
3 to 4 1
13% 25%
2 to 3
62%
Fi g. 33
Entertainment
others
0%
movie
25%
travelling
50%
going out to eat
25%
Fi g. 34
Around 50% of the students prefer travelling and 25% prefer going
out to eat. 25% of students prefer movie and rest prefer some other
entertainment options.
Competitor Analysis
This is the second phase of the internship where we have to find out the
competitors of the new food app Swiggy. This research was mainly carried out
by visiting various restaurants within the localities and asking from them
about the services other competitors are providing and their way of taking or
giving orders to the restaurants on behalf of the customers and also by doing some
secondary research about the competitors available. This also includes knowing
about their delivery patterns, delivery charges etc.
Mainly according to the market research in Bangalore there are mainly 2 big
competitors of Swiggy i.e. Food Panda and Zomato. Also, locally available
food app Swiggy is also giving tough competition to Swiggy in terms of its
delivery boys. Following are the findings of the 2 major competitors i.e. Food
Panda and Zomato.
SWOT Analysis
Strengths
Opportunities
Threats
Market Share
1) They’ ve grown to become one of the largest food ordering portals in India.
2) Built a network of 2000+ partners including some of the well know brands
like: Pizza Hut, Subway, Nirula’s, Baskin Robbins, Mast Kalandar, Faasos
amongst many others.
3) We have quite steadily ‘shaped the market’ towards ordering food online,
instead of ordering on phone. This has helped us gather a lion share of the food
delivery market, and propel us towards a leadership position in the market.
Growth
India is a market with huge potential where the scope for growth is immense.
However, with internet penetration of only 8%, it is only logical to target the
more cosmopolitan Tier I cities which have a sizable working population with
mature internet users.
We’ve seen a steady growth in traffic since our launch last year. However, the
focus has really always been on quality traffic & targeting potential customers,
which we have been able to achieve very successfully. We are growing by 25 -
30% on month- on- month basis.
Currently we get around 25000 - 30000 unique visitor a day. With this 65% of our
traffic comes from Delhi, Mumbai & Bangalore and rest 35% from Chandigarh,
Hyderabad and Pune.
Market Strategy
Being an ecommerce business, we believe it is best to target our potential
customers when they are online in front of their computer screens, in encourage
them to try us out. Hence our focus has majorly been on digital marketing
channels.
We believe in providing the best customer experience on our site and hence our
product is continuously evolving adding new features almost every other week.
We launched our mobile app in January and was very well received. We have
already seen more than 250,000 app downloads worldwide which is a clear
indicator of the need for innovation in the space and we are happy to take the
lead.
Financial funding
Foodpanda announced that it has raised $20 million to fuel its aggressive growth strategy.
Foodpanda has over 892,000 likes on Facebook, 383 followers on their Pakistan
twitter account (@FoodPandapk), and a thriving campaign tempting people to
try them out. What sets them apart from their competitors is that they are able to
take a worldwide brand and make it country specific, and market themselves
accordingly.
Popularity
They know what their consumers want, and they know how to get it to them.
Foodpanda has been able to distinguish itself in a market that is seeing a
growing number of online food delivery services.
Forward Expansion
Foodpanda is now available in 41 countries and is looking to expand to even
more. The company made an announcement in February stating: “Foodpanda and
its affiliated brand hellofood, the fastest growing online food delivery
marketplace worldwide, received another USD 20 million in funding from a
group of investors including Phenomen Ventures.
With the new investment Foodpanda is aiming to continue its global ambitions
and roll out to over 40 markets.” The company previously received another USD
20 million from AB Kinnevik in Sweden, and Phenomenon Ventures. They also
received USD 8 million from iMENA.
Foodpanda raised $110 million in a fresh round of fund raising from Rocket
Internet and other investors. Since 2012, Foodpanda has raised over $200
million and plans to invest into product and technology. With the entry of
Zomato and Swiggy in the online food ordering space, Foodpanda wants to
focus on providing the best customer service to its users. In an interview, Rohit
Chadda, co- founder and managing director of Foodpanda, tells Neha
Bothra about plans to tap potential in tier 2 and tier 3 cities, and increase
restaurant partners from 12,000 to 15,000 in the next six months.
Order rate at Food Panda
We earn revenue from the commission we earn from restaurants on every
successful order that we place. In terms of traffic, we get around 1,30,000 to
1,50,000 visitors each day. The average value of each order ranges between Rs
500 to Rs 550. This is higher on the mobile platform. Around 45 - 48% of our
transactions come from our smartphone based application, and the transaction
size on this platform is 20% higher than on the web.
At present, we have 12,000 restaurants. In the next six months we will probably
be at around 15,000 restaurants across India. We believe in quality over
quantity. We have always concentrated on adding good quality res taurants,
and if we see that a restaurant is not really performing- then we take it off from our
coverage. The most important thing for us is consumer experience.
Zomato Analysis
SWOT Analysis
Strengths
Strong brand recognition and has won several accolades & award s.
Weakness
Opportunities
Threats
Intense competition.
Lack of clear rules and regulations - Changes in government policy can
easily affect the business model.
Business model can be easily imitated by other players
Differentiation from others
Number of listed restaurants: in 2008 it was 4000 restaurants which increase to 94000 in
2013 and currently 384,100 in Q1 of 2015.
Efficient employees
Strategy of Zomato
Zomato works with keen interest on various strategies to achieve their goal. It
includes
Marketing Strategy
In August 2010, Zomato got its first round of funding of $1million from Info
Edge, India. And in September 2011, got its second round of funding of
$3.5million from the same financier. Next year Zomato upraised its third round
of another $2.5 million from the same investor and again in early 2013, Info
Edge funded fourth round worth $10 million which gives them a 57.9% stake in
Zomato.
Seeing the future and growth of Zomato, Sequoia Capital and Info Edge, India in
November 2013 funded Zomato with $37 million. Info Edge now owned
50.1% of Zomato on an investment of INR 143 crores. The total funding raised
by Zomato till November 2013 stands at $53.5 million.
“We will invest $50 million in the business in India over the next year or
so,” he continues. “This will be our fastest ramp up for any business in any
geography ever.”
Zomato plans to make money from this new service via a cut of each order, but
the exact size of its fee will be based on feedback from customers directly.
In the case of a five star rating, Zomato will take a 7.5 percent commission
fee. But that cut will rise to a maximum of 15 percent for the lowest customer
feedback. Thus the best experience and value for customers will be the key
focus.
“We will own the customer experience on the tech end, as the platform, the
delivery and logistics will be owned by the restaurants. ”
Order rate
The company works with more than 150 vendors to provide shipments across
175 cities. It averages about 9,000 deliveries daily. “We not only provide for
shipments and deliveries, but also warehousing facilities where the company
stocks and racks the products for the vendors,” said Bharati. In addition,
Delivery provides all kinds of retailers, even small businesses, technology
solutions to integrate all channels of sale. These include offline, online,
social media, mobile and voice solutions that allow sellers t manage
stores and integrate delivery with market needs.
Future strategy
App reviews
Zomato, the popular online and mobile restaurant guide, has updated its iOS app, completely
overhauling the user interface and has added new features.
The updated Zomato app offers a much simpler user interface, in line with the resecnt redesign of the
Zomato website, with the home screen offering large swappable images of nearby restaurants that lead to
their respective listings, in addition to options to browse restaurants and search for them by entering
keywords for name, location, cuisine or dish.
The Browse Restaurants option takes you to a menu that offers mood-based recommendations. So, you can
select if you're looking to get food home delivered, going out for a meal, going out for drinks or just
catching up with friends. Selecting the location is the next step, folowing which, the app offers a list of
restaurants that match the criteria.
There's a separate screen for location based restaurants search through which you can sort restaurants
based on the distance from your current location. You can apply additional filters such as ratings, whether
the restaurant is open at the time of the search, cuisine, budget and other aspects.
There's also a 'Featured Content' section that offers lists such as top 25 restaurants, foodie leader board (for
regular users), and featured reviews, among other content.
Users can also post pictures for restaurants they've visited in case they just want to post picture reviews.
Pictures can be posted through the restaurant's listing page or through a section within the app that alows
users to upload reviews and pictures of restaurants
Summary of all the competitors
Market
Strategy
Funds Raised $110 million in a Raised $16.5 million Raises $50 million in
fresh round of fund in additional funding funding led by existing
raising from rocket to make a play for the investor Info Edge
internet and other Indian market.
investors
Short term Increase restaurant Increase manpower New product line i.e., a
goal partners from 12000 to product which will
15000 at the end of allow the users to pay
October 2015 restaurant bill through
mobile application
Purchase and
usage
Average The average value of Delivers over 70000 9000 delivery per day
purchase each order ranges orders on a monthly all over India.
between Rs 500 to Rs basis.
550.
Usage Around 45- 48% of the 50% more orders Online ordering is more
transactions come from shifting from the when compared to
smartphones based app website to the app mobile app.
and the transaction size quickly.
of this platform is 20%
more than on web.
Competitor Analysis Grid
It can be inferred that WIs who prefer ordering food through mobile apps
(38%), online web portals (14%) indicates the presence of TA who like to
have convenience in ordering food.
From level of satisfaction we can understand that online food delivery system
About Students
They prefer dining with frie nds and going for movies in weekends.
Majority were students have placed a food home delivery through online,
hence they chose Satisfied option.
Frequency of food home delivery orders placed in a month by students and
WIs, indicates that decent number of orders can be generated from Electronic
city.
While showing the demo of the Swiggy app, students found the free meals
offer which enables them to earn money in their Swiggy account more
attractive.
North Indian was the preferred cuisine by most of the students. Major
entertainment preferences inc lude Movie and going out for eating.
Inferences from BTM Layout
It can be inferred that WIs who prefer ordering food through online portals
(32%), mobile apps (27%) indicates the presence of TA who like to have
convenience in ordering food.
From level of satisfaction we can understand that online food delivery
system is prominent and running successfully in BTM Layout.
Statistics about frequency of ordering food home delivery indicates that
there is decent number of food home delivery orders in BTM Layout.
Marketing activities with emphasis on the combo offers in the app will be
fruitful in BTM Layout.
About Students
Majority were students have placed a food home delivery through online,
hence they chose Satisfied option.
Frequency of food home delivery orders placed in a month by students and
WIs, indicates that decent number of orders can be generated from BTM
Layout.
While showing the demo of the Swiggy app, students found the free meals
offer which enables them to earn money in their Swiggy account more
attractive.
North Indian was the preferred cuisine by most of the students. Major
entertainment preferences inc lude Movie and going out for eating.
Inferences from Jayanagar
It can be inferred that WIs who prefer ordering food through direct walk in
(48%), direct call (26%) indicates the presence of TA who like to have
convenience in ordering food by going to restaurants directly.
From level of satisfaction we can understand that online food delivery
system is not so prominent in Jayanagar.
Statistics about frequency of ordering food home delivery indicates that
there is less number of food home delivery orders in Jayanagar.
Marketing activities with emphasis on the combo offers in the app will be
fruitful in Jayanagar.
About Students
Majority of students have placed a food home delivery through direct call,
hence they chose Neutral option.
Frequency of food home delivery orders placed in a month by students and
WIs, indicates that number of orders that are generated from Jayanagar ar e
very less
While showing the demo of the Swiggy app, students found the free meals
offer which enables them to earn money in their Swiggy account more
attractive.
Inferences from Restaurants
From El ectroni c ci ty
While interviewing with the restaurant managers/owners of 12 restaurants from Electronic
city region revealed the following.
On an average, they are getting 10 - 15 home delivery orders per day from
electronic city.
The number of walk- in customers per day in these restaurants averages from
100- 200 customers/day.
FoodPanda and Zomato are the apps they are tied up with.
The areas from which they get maximum number of home delivery orders are
Electronic city phase 1 , phase 2, B- schools and areas within 3 km radius.
Peak hours of home delivery are from 12 - 2pm in week days and 7- 9pm in
weekends.
Also since in Electronic city more students and PGs are there, they get bulk
order from colleges and etc.
From BTM Layout
While interviewing with the restaurant managers/owners of 10 restaurants
from BTM Layout region revealed the following.
On an average, they are getting 5- 10 home delivery orders per day from
BTM Layout.
The number of walk- in customers per day in these restaurants averages from
100- 200 customers/da y.
FoodPanda and Zomato are the apps they are tied up with.
The areas from which they get maximum number of home delivery orders are
from areas within 3km radius.
Peak hours of home delivery are from 12 - 2pm in week days and 7- 9pm in
weekends.
Also since in BTM Layout more students and companies are there, they get
bulk order from colleges and etc.
From Jayanag ar
The areas from which they get maximum number of home delivery orders are
from areas within 3km radius.
Peak hours of home delivery are from 12 - 2pm in week days and 7- 9pm in
weekends.
Also since in Jayanagar more residential societies and companies are there,
they get bulk order from homes and etc.
Recommendations
When it comes to students, they are more attracted towards the free meal
offer, which enables them to earn money into their Swiggy account
easily. Marketing activities with emphasis on this offer will create
interest in students towards the app.
Marketing activities near hostels and colleges will be most effective since
most of the students prefer to have variety of food at reasonable rates.
Conclusion
Bangalore is also called foodie’s paradise because of vast variety of foods and
eatables available with a touch of uniqueness and tradition. Popular cuisines in
Bangalore includes traditional vegetarian (south Indian & North Indian,
Chinese, Thai, Arabic (Mughlai & Hyderabadi) .
o Italian cuisine is the most preferred choice for food in between meals at 32
percent, it is closely followed by Chinese (24 percent) and fast food (17 percent).
o Japanese and Hyderabadi cuisine seems to have lost the gourmet game by
being the last options preferred by foodies.
This data reveals that Bangalore is known for foodies and also increasing
users of smart phones clearly indicates that for such kind of mobile food apps
will be very much fruitfu l for the expansion and establishment of these companies.
Since, Swiggy is currently serving in only 5 major cities, but seeing the
interest of the customers in the app it is trying to expand its market to all over
India gradually.
Bibliography
REFERENCES
india/
mn- from- rocket- internet- rohit- chadda- says- targetting- 15000- restaurants-
across- india/53218 /
swiggy/
APPENDICIES
APPENDIX I
b. Online portal.
c. Mobile application
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied.
a. Yes
b. No
a. Yes
b. No.
Q5. Occupation?
a. Student
b. Working individuals
d. Home maker.
a. Movie
c. Travelling
d. Others
a. 5- 10 times
b. 10- 15 times
c. 15- 20 times.
d. 20- 25 times.
a. 1
b. 2- 3
c. 3- 4
d. 4+
Q 10. Most popular restaurant you prefer?
APPENDIX II
Name of Restaurant:
Questionnaire for Restaurant Owners
c. 400- 550
c. 300- 400
a. Yes
b. No.
Q 4. Which mobile application or online portal gives the maximum no. of orders?
a. Foodpanda
b. Zomato
c. Swiggy.
d. Swiggy.
Q 5. Are you aware of Swiggy?
a. Yes
b. No.
a. Foodpanda
b. Zomato
c. Swiggy.
d. Swiggy
a. 12- 2 pm
b. 2- 3 pm
c. 7- 9 pm
d. 9- 11 pm