Deliveroo's Marketing: Key Concepts, Technology, and B2B/B2C Analysis

This essay critically evaluates Deliveroo's marketing strategies, focusing on key concepts and the role of technology. It examines Deliveroo's business model with regard to B2B and B2C market typologies, highlighting its engagement with both direct customers and restaurant partnerships, including corporate clients. The analysis extends to the needs, wants, and demands of Deliveroo's customers, emphasizing the importance of online delivery, variety, timely service, and transparency. Furthermore, the essay evaluates Deliveroo's business philosophy and orientation, identifying it as a facilitator between customers and restaurants through its online food delivery platform. It also pinpoints the 4.0 technologies that enable Deliveroo's business model and how they deliver customer value, along with suggesting five key technologies for Deliveroo's marketing implementation, including marketing automation platforms, email marketing software, CRM, customer tracking tools, and advertising tools. Desklib provides access to similar solved assignments for students.

study – critical evaluation of
key marketing concepts and
the role of technology in
marketing

. Evaluate Deliveroo’s business with regard to B2C and B2B
market typologies
Deliveroo is engage in both B2B and B2C segment where it directly offer services to
customers. By using app, customers can place order for the food. On other side, it has also
tie up with restaurants where company provide a platform to restaurants to sale their
product (Hwang and Seo, 2016). In addition to this, now company has also been
associated with some corporate where they offer service to corporate customers.
Therefore, Deliveroo is working in both the segment such as B2B and B2C which will
bring ample of growth opportunities in future period of time.

With changing time, needs of customers are also changing. Due to current situation, people are
likely to prefer online delivery rather visiting to website. Deliveroo is such a platform which
offers services like online food deliver, giving reviews and more to customers (Hsu and Chen,
2018). Customer segment of respective company wish to get variety of options from different
restaurants at single click so that they get a wider choice to make appropriate selection. Apart
from this, they also wish to get timely delivery. In current time, transparency is also important
so that customers get to know about the reviews of food before ordering it.
Evaluate what are the needs, wants, demands of the
Deliveroo customer

Deliveroo is a well known platform which works as a middle man between customers and
restaurants. The business philosophy of company is to provide ease to customers by bringing
restaurants at their door step. Deliveroo works on online food delivery business model with two
major segments such as customers and restaurants (Kannan, 2017). It offers services through
website and apps and take an average time of 30 minutes in order to deliver the order. It allows
customers to get access of restaurants by website and also provide opportunity to restaurants to
get connect with such audience who wish to enjoy the food but do not want to visit the venue.
Based on your knowledge of the development of marketing; evaluate
Deliveroo’s business philosophy and orientation

In current time, technological evolution is on rise where highly advance and efficient techniques
are used by industries for bringing ease in business. In Food and beverage industry, 4.0 will bring
a new revolution which will help companies in order to meet with needs, requirements of
customers in an efficient manner (Payne, Frow and Eggert, 2017). Here, 4.0 technologies wil
help Deliveroo in order to serve the customers in an efficient manner. With this, company will be
able to provide ample of features to customers and also offer timely delivery which wil
eventually help in providing values to customer segment.
Identify which 4.0 technologies enable the Deliveroo business model and
how these deliver customer value.

From your knowledge of MarTech stack suggest five key technologies you
would expect Deliveroo to utilise in its marketing implementation
• Marketing automation platforms: These platforms are used in order to drive automation in the field of marketing for
getting positive outcomes.
• Email marketing software: It is a martech tool under which products and services are promoted using emails (De
Jesus and et. al., 2018).
• CRM: It is a tool which can be used by Deliveroo in order to get familiarity with requirements of customers and
provide them best possible services.
• Customer tracking tools: Deliveroo can use appropriate tools for tracking custtomerd which will help in enlarging
customer group in an effective manner (French and Gordon, 2019).
• Advertising tools: There are several tools which can be used by Deliveroo for advertising services at digital platforms
(Baker and Saren, 2016).

Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
De Jesus and et. al., 2018. Eco-innovation in the transition to a circular economy: An analytical literature review. Journal of
Cleaner Production, 172, pp.2999-3018.
French, J. and Gordon, R., 2019. Strategic social marketing: for behaviour and social change. Sage.
Hsu, C.L. and Chen, M.C., 2018. How gamification marketing activities motivate desirable consumer behaviors: Focusing on
the role of brand love. Computers in Human Behavior, 88, pp.121-133.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience management: Theoretical, methodological
and cultural perspectives. International Journal of Contemporary Hospitality Management.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in
Marketing, 34(1), pp.22-45.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution, development, and application in
marketing. Journal of the Academy of Marketing Science, 45(4), pp.467-489.
REFRENCES

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