ZOMATO

BEST OF REVIEWS
 ABOUT THE COMPANY

Zomato is a company which offers a restaurant

search and discovery app and website, providing
in-depth information about restaurants.
Zomato is used by consumers to discover, rate and
review restaurants, as well as create their own
personal network of foodies for trusted
recommendations.
 MARKET ANALYSIS

Restaurant discovery and food delivery firm Zomato claimed

to have hit the 21 million monthly order run rate in India in
September implying that the firm saw its highest daily order
volume during the month touch 700,000 orders each day of
the week. With this Zomato claims it is the market leader in
the food delivery space in India.

Zomato claims its order value is higher at around Rs 320 due

to a premium set of users owing to our reviews business and
Zomato Gold, which keeps our average order value higher
than competition.
 SWOT ANALYSIS FOR ZOMATO

STRENGTHS WEAKNESSES
• Focused approach
• Increased competition
• Number of users
• Word of mouth and check-ins
• Fantastic design of the app
• Lot of expansion required
• Reviews and ratings of restraunts.
• Lack of clarity of ratings
• Brand equity
• Fantastic marketing

OPPORTUNITIES
• Emerging market
• Zomato for business
• Advanced technology
• More acquisitions
• Cloud restraunts
• Creating a community
THREATS
• Google’s schema module
• Market followers and challengers
• Improve standards
• Internet penetration in India
 COMPETITORS ANALYSIS

The current big four of the food delivery

industry-
FoodPanda, Zomato, UberEats, Swiggy need
to keep expanding the coverage of the
restaurants, servicable areas and rework
their pricing models to stay competitive
and grow.
 COMPETITORS OF ZOMATO
FOODPANDA
SWIGGY

BURRP!

FAASO’S
UBEREATS
 PRODUCT

Zomato provides its users with restaurant search information and reviews that will
enable one to make an informed decision in regard to the choice of restaurant.

PRICE
Zomato doesn’t charge restaurants for putting their restaurant information on the
Zomato page. However, it doesn’t mean that the restaurants won’t ultimately pay
anything. There are three basic revenue generation avenues or sources namely:
advertisements (sponsor ads & banner ads), restaurant booking and event ticketing.
 PLACE
Zomato is an online search site that can be accessed by native users of
Windows Phones, Universal Windows Platform i.e. Windows 10 and
Windows 10 Mobile, Android users, iOS, and watchOS. It is currently
available for use in about 23 countries including India.

PROMOTION
Zomato is credited for being one of the few brands to have become
successful in content marketing. One of their content marketing strategy,
in fact, the main strategy, is the vast use of images to promote their
products.

PLACEMENT
The brand/website is very popular and common these days among the
youth especially, since they want to experiment new places to dine-out or
enjoy with their friends and family. Such experiments require reviews.
 POSITIONING STRATEGY

• Ad campaign focus to add new dimensions to the old approach of swiggy. According
to our research, one of the main reasons why customers get attracted towards
service of Zomato is because of checking restaurants and reviews feature. In our ad
campaign, we will bring review feature to attention on same platforms as our
competitor as it is one feature that swiggy lacks.

• The aim is to place zomato as the best option available against all it’s competitors.
POSITIONING STRATEGY BASED ON THE FOLLOWING SURVEY
 ADVERTISEMENT CAMPAIGN
OBJECTIVES

BROAD OBJECTIVE

Increase the market growth and awareness of Zomato in comparison to swiggy.

SPECIFIC OBJECTIVE

● To highlight more feature of Zomato through ads and social media.

● To advertise more frequently
● Lay emphasis on the ‘reviews’ and ‘ratings’ feature of Zomato
 CREATIVE BRIEF

To highlight more features of zomato through ads and social

media. Highlighting more features telling the people about the
daily offers and discounts on a particular restraunts so that
the people can eat a good quality meal.
 TARGET AUDIENCE

TELEVISION- Urban middle to high class people including both males and females. Age group
includes all children to elders.

INTERNET- Urban middle to high class people including both males and females. Age group
includes 13-60 years old.

OUTDOOR- Urban all segments of class people including both males and females. Age group
includes all children to elders.

NEWSPAPER- Rural to urban all segments of class people including majorly males as
compared to females. Age group ranges from 15-80 years old.
 MEDIA PLAN

MEDIA MIX

5%

10%

Television
Internet
Outdoor
Newspaper

55%
30%

Our main emphasis is on TV and Internet mainly Youtube and Instagram,

because we need to reach large no of audience nation wide. We need to create
the awareness as compared to our competitor (Swiggy).
We need to develop the connection with our target audience through visuals, we
also need to create impact in peoples mind.
APPROVED CREATIVES

PRINT ADVERTISEMENT
HOARDING
INTERNET ADVERTISEMENT
TELEVISION ADVERTISEMENT
 MEDIA SCHEDULING

SCHEDULE
MARCH 2019

ACTIVITY/ DATES 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 29 30 31

TELEVISION

STARPLUS

COLORS

STAR GOLD

ZEE CINEMA

NEWSPAPER

THE TIMES OF INDIA

THE HINDU

OUTDOOR/HOARDIN
G

YOUTUBE

WEB BANNERS
 BUDGET

MONEY IN Money Out

CLIENTS BUDGET ₹ 3,00,00,000

Additional income ₹0 0%
TOTAL INCOME ₹ 3,00,00,000 21%

0%
MONEY OUT

TELEVISION ₹ 1,88,04,480

NEWSPAPER ₹ 62,880

HOARDINGS ₹ 50,00,000
78%
WEB BANNER ₹ 1,365

YOUTUBE ₹ 4,500

MISCELLANEOUS ₹ 1,00,000

TOTAL EXPENSES ₹ 2,39,73,225 TELEVISION NEWSPAPER

HOARDINGS WEB BANNER
YOUTUBE MISCELLANEOUS

MONEY LEFT OVER

Income minus expenses ₹ 60,26,775

21
BY TEAM PITCH PERFECT
FOR ZOMATO