Comparative Analysis of Marketing Strategies: Just Eat and Deliveroo

This report undertakes a comprehensive comparative analysis of the marketing strategies employed by Just Eat and its competitor, Deliveroo. The report begins with an introduction to the concept of marketing and its significance in driving business success, followed by an overview of both companies. The core of the report focuses on a detailed comparison of Just Eat and Deliveroo using the 7Ps of the marketing mix: Product, Price, Place, Promotion, Process, People, and Physical Evidence. Each element is dissected to highlight the similarities and differences in their approaches. The report also includes a marketing plan for Just Eat, outlining strategies to meet its marketing goals and objectives. Finally, the report concludes with a summary of the key findings and a list of references used in the analysis.

MARKETING
STRATEGY AND
APPLICATION

Table of Contents
INTRODUCTION.........................................................................................................................3
Task 1............................................................................................................................................3
Comparison between Just Eat And Its competitor Deliveroo, using various elements of
marketing mix...........................................................................................................................3
TASK 2..........................................................................................................................................9
The marketing plan of Just Eat to meet the Marketing goals and objectives...........................9
Conclusion...................................................................................................................................14
REFERENCES............................................................................................................................14

INTRODUCTION
Marketing is viewed purely as a management function, rather than a philosophy that
helps to drives the successful businesses. The project report of marketing essentials outlines the
Just Eat Company Marketing strategies, Marketing mix elements and business plan which helps
to achieve there Company's goals and objectives. Just Eat Company is an online food order
and delivery service provider. Its headquartered is situated in London and England. The
Company operates its operations in 13 countries of Europe, Asia, Oceania and the Americas.
The platform enables the Just Eat customers to search for local food outlets and restaurants to
place their orders via online payment options(Armstrong and et.al., 2015).
Task 1
Comparison between Just Eat And Its competitor Deliveroo, using various elements of
marketing mix.
Just Eat is an online food delivery company that provides food delivery service to
customers. It act as an medium between restaurants food outlets and customers. Consisting its
headquarters in London, Just Eat is operating in 13 countries of Europe, Asia, Oceania and
America. Just Eat has an online platform that enables customers to place online orders at
restaurants and pay online accordingly or cash on delivery.
Deliveroo is an British online food deliver company that delivers food from restaurants
to customers, based on their orders and payment. The company was founded in 2013 by Will
Shu and Greg Orlowski and has its headquarters in London ,UK. Deliveroo operates in 14
countries from Europe, Asia and gulf countries(Angell and Kraemer).
Marketing mix strategy consists of 7ps of marketing that are- Product Mix, Price mix, Place
mix, Promotion mix, Process mix, People mix and Physical evidence mix.
Comparison of Marketing mix of Just Eat and Deliveroo-
Basis Just Eat Deliveroo
Product Mix Just Eat deals in food delivery
channel as its product. It
delivers foods being ordered
by customers from the
Deliveroo also has the food
delivery as its product line. It
delivers the order for food to
customers from restaurants

respective restaurants. The
average orders from a
particular restaurant amounted
to 2,107 units in 2018. The
company has only one product
line and is completely
dependent on it(Menon and
et.al., 2015).
within 30 minutes of the
order. Food parcels from
different restaurants are being
delivered to prescribed
customers through Deliveroo
online platform and delivery
channel.
Price Mix Just Eat charges restaurants
£699 to join its services and
13-14 % is been charged over
every order from the
restaurant. The company earns
90% of its revenue from
commission on orders. Just
Eat has adopted competitive
pricing strategy and charges
less for a delivery. It charges
between £0 and £2.50 for a
delivery, with an average cost
of £0.94 on each delivery.
Thus, the company has kept
its prices low to beat the
competitors in market and for
the growth of its business by
attracting more customers.
Deliveroo has adopted
premium pricing strategy as
based on its quality of
delivery service. The prices
are varied according to the
restaurants listing with the
company. For example if the
restaurant has been listed with
Deliveroo and Just eat, there
are 58 % chances that the
prices will be similar to its
competitors. But rest 42%
comprises of 19% higher
charges by Deliveroo than its
competitor. This is because of
Deliveroo quick 20 minutes
delivery as an unique quality
for the customer benefits.
Deliveroo believes that
customers are willing to pay
high prices for food delivery if
they get their order in shortest

possible time.
Promotion Mix Just Eat does most of its
investment in promotional
activities. The company
conducts TV advertisement to
reach its customers and
represent them what company
offers. Marketing and
technology are the biggest
area of investments for Just
Eat. The company believes
that traditional media channels
are crucial for the growth of
the business. Just Eat also
prefer radio advertising,
Search Engine Optimisation
and social media advertising
as the company itself is
dependent on its online
platform. Various
advertisements of Just Eat
company are being done on
Facebook and YouTube in
order to spread the company's
offering service and its offers
to the people and customers.
Apart from advertising, Just
Eat offers many discount
coupons comprising of
discounts on orders from
selected restaurants, student
Deliveroo does its
promotional activities in
different ways. First the
company focussed on
attracting customers through
promo codes on their orders.
For example – A typical lunch
for an individual costs $25
along with delivery charges,
in America. Deliveroo would
give discount of $20 at initial
order by customer, this would
satisfy the customer by
enjoying the meal for only $5.
This activity attracted most of
the customers for trying out
the service of Deliveroo. The
company also adopted a stunt
marketing in which the
company adopts a weird
aspect for marketing. For
example- In UK, a 2-metre
high “RooMachine” was
installed in which the people
used to spin the rollers to win
prizes of food samples from
the partner restaurants of
Deliveroo. This strategy
initiated customers to get
attract and try out the service

discount offers etc. as a part of
their promotion mix strategy.
of Deliveroo. The company
also initiated partnership with
food bloggers to write positive
reviews on the company and
the bloggers also explained
the use of Deliveroo service
application in detail online.
These activities turned out to
be promotional mix strategies
of Deliveroo.
Place Mix Just Eat operates in 13
countries worldwide. The
company has 16 million
customers all over the world
and about 64000 restaurants
partners. About 45% of its
customers are from UK. The
company has performed many
acquisition and joint venture
activities in Brazil, Australia
and Canada in order to expand
its market share in these
countries.
Deliveroo operates in 13
countries over different
continents. The company has
targeted to create six million
customers from UK by the
end of 2019. Deliveroo has
also aimed at connecting
10000 restaurants through
expanding its business by 50
% to 50 new towns and cities
in UK. These are the place
strategies used by Deliveroo
to beat its rival competitors.
Process Mix Just Eat has been successful in
its various mergers and joint
ventures in different countries
and has also integrated
number of technological
companies to streamline its
operations and build a reliable
Deliveroo has cut down the
delivery time of its rider to
enable them deliver more
within an hour and earn more.
This will increase the sales
and distribution components
of the company and customers

supply chain across the world,
thus enhancing the success of
its process mix strategy. The
basic component of Just Eat is
its online platform on which it
serves the people in different
areas. Optimisation of its
software and websites has
made it more convenient for
the customers to work with
Just Eat.
will get food faster than their
expectation. These are the
activities performed by
Deliveroo in their Process mix
strategy.
People Mix Just Eat company invests huge
resources in training and
development of its employees
to turn them into skilled and
professional workforce.
Through its dedicated
customer relationship
management, Just Eat has
been able to achieve High
level of customer satisfaction
among the existing customers
and also been able to create
good brand equity for the
potential customers. The
company also spends in
training sales team in order to
explain the customers how
they can extract maximum
benefits out of the products.
About 80% of the employees
Deliveroo offers its employees
many benefits such as flexible
working conditions and better
payment options for them.
Deliveroo believes that its
riders and employees are the
ones that will be able to bring
customers and satisfy them.
By offering Fast and reliable
delivery Deliveroo has
initiated its revenue growth of
over 650% a year and the
growth of partner restaurants
of about 30%, creating
thousands of jobs in restaurant
sector. Deliveroo has the main
target to bring customers a
entire world of restaurant-
quality food. Deliveroo
focusses on what the

are Proud to be apart of Just
Eat and the company is
connecting 26 million
customers with 1000000
restaurant partners. Thus it is
noted that how Just Eat uses
different techniques to
implement its People mix
strategy in the working of
company and its
benefits(Baker and Saren,
2016).
customers want, where they
want and when they want and
accordingly fulfil their
requirements. Deliveroo also
helps Restaurants in
expanding their business
through their data research on
the needs of customers and
market. The above activities
not only establish corporate
social responsibility towards
its customers and employees
but also establish a steady
growth of the company
globally, within shortest
possible time.
Physical evidence Mix Just Eat sells its products in a
distinct packaging colour that
is easily identifiable on retail
shelves. The packages are
placed on special shelves
provided by the company,
having distinct colour and
design. This attracts the
customers through the design
of packages. Just Eat has its
online website that is simple
in use and allow the customers
to view the products and
dishes of various restaurants
through high quality images.
Deliveroo has attractive
packaging design containing
the company's logo on it.
Amazing window stickers are
being attached at the partner
restaurants of the company in
order to seek the attention of
customers and advertise its
service along with the
restaurants. Deliveroo also has
its online application software
where the customers can see
the wide range of food dishes
from several restaurants, their
price and accordingly order

The company also provides
the ratings or feedbacks by
customers regarding the
delivery of its service. The
company also has its
headquarters in London,
England in order to establish
its physical evidence to
customers.
the delivery. Deliveroo has
consumer feedback
component in its application
so that the customers can
place their grievances and
queries related to the service
and also to communicate with
the company.
TASK 2
The marketing plan of Just Eat to meet the Marketing goals and objectives
Executive summary-The marketing plan of Just Eat Company is to launch Just Eat up
Scheduled into the market which enables the customers to pre-order food in time slots of 30
mins for up to two days in advance through their Just Eat app which offers a daily curated
menu of meals from the top restaurants partners in the customer’s area(Ohmae, 2016).
Mission- The mission of Just Eat Company is to connect people's and to bring people together
with their food. To make food discovery exciting for everyone.
Vision- The vision of Just Eat Company is to Serve the world with the greatest menu.
Brilliantly.
Aim and objectives- The Aim and objectives of Just Eat Company is to Drive more choice for
more occasions to make their customers happy. The Company believes to live for the joy side
of life and to provide right food for every moment of life to their Customers. To Develop
industry-leading technology. To built strong relationships with customers which leads to
Customer’s satisfaction.
Company Value- The Just Eat company listen to understand, not just to reply. The company
believes that respect comes as standard for their customers and restaurant partners. The Just Eat
Company shows a relentless attitude and non stop innovations.

Situational analysis ( Internal influence )
SWOT Analysis
Strengths-
 The strength of Just Eat plc is that they have reliable suppliers. They have strong base
of reliable suppliers of raw material which overcomes any supply chain bottlenecks.
 The automation of activities in Just Eat plc brought consistency in quality of products
they offers.
 The Just Eat plc has a strong dealer community which built a culture among dealers and
distributors which promotes the company's products and also invest in training the sales
team.
 The company devotes high time in customer relationship management which leads Just
Eat plc towards customer’s satisfaction.
Weakness-
 The Just Eat plc Days inventory is high in comparison to their competitors which makes
the company to raise more capital to invest in the channel. It can impact long term
growth of the Company.
 The Just Eat plc has limited success outside its core business. They have faced
challenge in order to move into another product segment.
 The Just Eat plc has not being able to tackle the present challenges by the new entrants
and has lost small market share.
 The Just Eat plc has not very good in demand forecasting of their products. As a result
the Just eat plc end up with higher inventory losses.
Opportunities-
 The Just Eat company leverage the opportunity by knowing its customer better and
serving their needs using big data analytics. The online investment platform opens the
new sales channels for Just Eat plc.

 The economic up-tick and the increasing trend in customer spending, after the years of
recession and slow growth rate in the industry. It is an opportunity to increase the Just
Eat plc market share.
 The decrease cost of transportation because of lower shipping prices can bring down the
cost of Just Eat plc products. The company can use this opportunity either by increasing
profitability and through giving benefits to their customer in order to increase their
market share.
Threats-
 There is threat of local distributors in some market to Just Eat plc as the competition is
paying higher margins to them.
 There is threat to existing physical infrastructure, supply chain model because of
changing consumer buying behaviour from online channel.
 There is threat of shortage skilled workforce in the certain global market to growing
profits of Just Eat plc(Nagle and Müller, 2017).
 There is threat of new technological development by the competitors to Just Eat plc
Situational analysis (External influence)
PESTEL analysis
Political factors- There is influence of Political stability and growing importance of retail
sector in the United Kingdom helps the Just Eat plc in increasing its market share. The
bureaucracy and interference in retail sector by the government will be hard task in terms of
expanding the business of Just Eat plc. There is influence of trade regulations and tariffs related
to consumer services. The favoured trading partners of Just Eat plc leads towards greater
profitability of the Company(Richardson and et.al., 2016).
Economic factors- There is influence of exchange rates fluctuation and stability of host
country currency on the products of Just Eat plc. There is advantage of host country and
growing consumers sector to Just Eat plc, this is helpful to increase the sales of Just Eat plc.
Social factors- The encouraging society and entrepreneurial spirit in the border nature of
society will helps the Just Eat plc in exploring its innovative ideas in the product development

process. The health consciousness society is helpful in ordering healthy food products from
Restaurant partners of Just Eat plc. It is helpful in increasing market share of Just Eat plc.
Technological factors- The recent technological developments by Just Eat plc competitors
results in decrease market share of the Company. The technology improvement in Just Eat plc
puts positive impact on product offering(Gillespie and Riddle,2015).
Environmental factors- The environmental factor impacts the Just Eat plc food products in
transit in adverse climate conditions. There is chances of food spoilage. The Just Eat plc works
as food and beverage industry, the food products can easily be decompose and give less harm
to environment.
Legal factors- While supplying food products to the consumers the Just Eat plc considers the
health and safety of the consumers in accordance with Consumer protection act.
Marketing mix (7P'S)
 Product mix- To introduce the innovative product in the market which is Just Eat up
scheduled. It enables customers to pre-order food in time slots of 30 mins for up to two
days in advance(Kienzler and Kowalkowski, 2017).
 Price mix- The pricing strategy is being followed in this plan. The attractive
discounting offers is being given to the consumers of food products of Just Eat plc on
timely and occasional basis.
 Place mix- The Just Eat Plc sells its new products through two marketing channels. The
first is to sale directly to its customer through its online website. The second is to sale
from wholesalers and different retailers located all over the country.
 Promotion mix- The promotion is being done through publishing articles in newspaper
and telecasting the advertisement on various television channels. The promotion is also
being done through social media advertising(McDONALD, M.A.L.C.O.L.M., 2016).
 People mix- The Just Eat plc people have been trained in persuasive and marketing
techniques and also to show respect to the business customers by taking consideration
of their choice, taste and preferences.

 Process mix- The Just Eat Plc make sure that its products are always available at every
retail stores and has systems installed where the retailers can be notify when their
inventory levels are low.
 Physical evidence mix- The Just Eat Plc sells its food products in a distinct colour
packaging and labelling that easily identify by the Consumers.
STP- Segmentation Target Positioning
 Segmentation-Segmentation is being done on the basis of loyal customers and interest
customers. The segmentation is also being done on Demographic variables based on
different geographical located restaurants partners of Just Eat plc(Parment and et.al.,
2016).
 Targeting- The targeting is being done highly on youngster because they are highly
active on Just Eat application software through there mobile phones via online.
 Positioning- The positioning of Just Eat plc food products is being done on online
platform via its online application software Just Eat up so it can easily reach all over the
global consumers.
Budget Plan
Basis Amount (in £)
Software and application development
expenses
30000
Infrastructure and premises rent and expenses 6000
Employee's salary and other expenses 6000
Total 30000
Monitoring and Controlling
The monitoring of food products of Just Eat plc will be done through consumer
feedback on online website of the Company and on the basis of availability of orders by
the customers and by the growth rate of new customers in the company. Monitoring

process will be further improved by observing timely sales of the company and its profit
earning capability after launching the product. The controlling will be done through
avoiding wastages in several components and turning out to be cost effective for all the
dimensions of business activities also making improvements in the product quality
according too the requirements of customers. This will enhance the Just Eat Plc to
increase the value proposition, improve customer satisfaction and enhance
stickiness(Wirtz and Lovelock, 2016).
Conclusion
From the above observation and study it can be noted that how different market
strategies can be implemented on various components of business firms. It can be observed
that different marketing mix strategies plays an important role for the growth and survival of
business. Further it is elaborated about the comparison of marketing strategies being used by
the two different firms of same industry. The report also consists of marketing plan that
contains the aims and objectives and different components such as situational analysis-
Strengths, Weakness, Opportunities and threats and the external components such as- Political,
economical, social, technological, environmental and legal factors that affect the business. Plan
concluded with the budget planning, the segmentation and target area, Monitoring and
controlling activities in which the company needs to perform in order to achieve the goals and
objectives of the plan.
REFERENCES
Books and Journals
Angell, R.L. and Kraemer, J.R., International Business Machines Corp, 2017.
Automatically generating an optimal marketing strategy for improving cross sales and
upsales of items. U.S. Patent 9,685,048.
Armstrong and et.al., 2015. Marketing: an introduction.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publications Limited.

Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Gupta, V.K., 2017. Marketing Strategy: A War to Win. Journal of Management
Science, Operations & Strategies (e ISSN 2456-9305), 1(1), pp.21-24.
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of
marketing research. Journal of Business Research, 78, pp.101-110.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.
Menon and et.al., 2015. Effective Marketing Strategy-Making: Antecedents and
Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Annual Conference (pp. 224-224). Springer, Cham.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to
growing more profitably. Routledge.
Ohmae, K., 2016. MARKETING STRATEGY FOR VALUE EXPLORATION.
Marketing For Competitiveness: Asia To The World-In The Age Of Digital
Consumers, p.175.
Parment and et.al., 2016. Principles of Marketing Scandinavian Edition: Scandinavian
Edition. Pearson Higher Ed.
Richardson and et.al., 2016. Social Media Marketing Strategy: Theory and Research
Propositions. Journal of Marketing Development and Competitiveness, 10(2), p.24.
Wirtz, J. and Lovelock, C., 2016. Services marketing. World Scientific Publishing
Company.