Comprehensive Analysis of Zomato and Swiggy's Marketing Report

This report provides a comprehensive analysis of Zomato and Swiggy, two leading online food delivery platforms in India. It begins with an introduction to Zomato, its services, and financial performance, followed by a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats. The report then delves into digital marketing trends, including AI-based strategies, and their impact on the industry. Subsequently, it introduces Swiggy, outlining its services, founders, and key features. The report examines Swiggy's revenue and market position, offering a comparative perspective alongside Zomato's strategies. The analysis covers various aspects, including the companies' approaches to customer acquisition, competitive positioning, and adaptation to digital marketing advancements. The report leverages academic sources to support its claims, offering a detailed understanding of the competitive landscape and strategic choices of these two major players in the online food delivery sector.

INTRODUCTION
Zomato's technical system in India, which launched in 2010, connects customers, restaurant partners,
and delivery partners to meet their varied needs. Using the Zomato platform, customers can look for
restaurants, read and write reviews about them, browse and submit photographs, order food delivery,
reserve a table, and pay for their meals while dining out. Parmar (2022)
On the other hand, Zomato furthermore provides its restaurant partners with industry-specific
marketing methods that allow them to lure customers to their venues while also providing a reliable
and efficient last-mile delivery service. Zomato also operates Hyper pure, a one-stop shopping site
that provides its restaurant partners with high-end goods and utensils. Parmar (2022)
The loss for Zomato increased from Rs 134.2 crore at this time last year to Rs 360 crore this year.
Operations income climbed from Rs 692.4 crore in the previous quarter to Rs 1,211.8 crore, a 75.01
percent rise. According to the company, during Q4FY22, it launched services in over 300 new cities.
Currently, more than 1,000 Indian villages and cities have access to it. The company's losses during its
fiscal year 2022 went from Rs 816.4 crore to Rs 1222.5 crore. Revenue increased from Rs 1993.8 crore
to Rs 4192.4 crore. Raj (2022)
. They also offer their delivery partners a variety of open and flexible payment alternatives.
The competitor of Zomato are Swiggy ,Uber eats , Postmates , Grubhub , Deliveroo .
SWOT analysis is an abbreviation for strengths, weaknesses, opportunities, and threats. the possible
external and internal influences on every company. While possibilities and risks are external factors,
strengths and weaknesses are internal ones. It serves as a tool for making strategic strategies and
choices.
1.Strength
The first part of SWOT is the strengths. These are the characteristics that distinguish the company as
the greatest and most potential in its industry.
The benefits of Zomato are as follows.
Initially Offered Services: One of the first companies to launch its services in India was Zomato,
which went on to amass a huge user base of over 90 million individuals. Despite the existence of
other directories and various types of restaurant ratings, according to its user-friendliness,
customers frequently utilise the Zomato app first. Shastri, A. (2022)
Restaurant industry's perennial viability: The restaurant industry is a well-known example of an
evergreen industry. Of sure, the industry may suffer from an economic recession or slump, but it will
always bounce back.Cheng (2021)
Zomato has already received several awards for its exceptional design and user-friendly interface.
Customers may utilize it to quickly and effectively find restaurants nearby or in places you want to
travel to. Zomato has a strong network of pubs and eateries, and it frequently gets feedback from
both customers and workers. The brand's reputation and image have grown thanks to this focused
strategy. Shastri, A. (2022)

The firm has received exceptional financing and assistance from numerous organisations as this
name has expanded over the years in a number of nations. As a result, there are plenty of resources
accessible for continuing to build the software. Shastri, A. (2022)
2. Weakness
Throughout the course of its life, the app has had several hacks, putting the data of at least 17
million users at jeopardy. These security difficulties are like the pits of hell for a new internet
company like Zomato.
Over the past ten years, this app has been constantly expanding, and during that time, it has
established itself in 24 various countries. Despite this, it ought to have been more given the
enormous budget it had. Zomato is allowing other companies to establish themselves in this
particular market while being the first in several countries. Since they are only establishing the
foundation for tougher challenges, this shouldn't be allowed.
“The expansion of the brand in any one place is greatly hampered by competition from search
engines and other comparable food discovery and delivery applications like Swiggy”. Shastri, A.
(2022)
3 . Opportunity
Every company does an insightful analysis of its potential. In order to stay one step ahead of its
competitors, the organisation now has a few specific goals to focus on. Check out what Zomato can
find:
Zomato has to establish its foundation swiftly and extend its reach to various additional countries. A
major issue in the service industry is the ease with which services may be copied and utilised as
substitutes. Therefore, if Zomato wants to stay on top of the industry, it must expand and increase
more swiftly than rivals.
New businesses, both big and small, are continuously joining this sector. Zomato may collaborate
with a lot of its competitors while also maintaining a close eye on the latest current technologies and
trends in order to remain competitive and advance.
The amount of web users and mobile users has significantly risen over the last many years. As a
result, companies like Zomato have a tremendously profitable opportunity to reach out to and
convert new consumers. The platform's ongoing growth has also been aided by the covid-19
outbreak. Shastri, A. (2022)
4 . Threat
It's important to remember that Zomato was the first firm in this industry to go into India. That first-
entrant advantage is unquestionably present. The corporation has enough room to implement its
business plan in the international market. The company's business strategy has, nevertheless,
recently grown rather fragile. Any new IT company that possesses the required knowledge and
experience in this field may now benefit from the idea.

Due to many issues like identity theft, cybersecurity, data privacy, etc., the general public is
becoming increasingly mindful of and cautious regarding their online actions. As a result of these
issues, governments are creating new regulations and standards that these internet platforms must
adhere to. These laws provide a significant obstacle to the business models of the firms operating
consistently.
This demonstrates the intense competition present in the online food delivery business. In these
extreme conditions, the company must put in a lot of effort to endure and prosper. Shastri, A. (2022)
VISION
EXCEUTIVE SUMMARY
The new business platform for conducting the same activities using electronic devices is digital
marketing. In the areas of the entire field with which people are familiar, electronic equipment
including radios, televisions, mobile phones, computers, and internet consumption devices are utilised
for both media and non-media purposes. Digital marketing improves the marketing approach, and the
turnout also grows due to improved brand loyalty and consumer pleasure resulting from online
transactions between customers and businesses.. Kesevan (2020)
Trends in digital marketing
One of the first businesses to signal changes in public opinion, media consumption patterns, and
lifestyle is marketing.
A 2019 study found that marketing strategies including big data, marketing automation, and artificial
intelligence and machine learning are scored higher. The various important trends may be anticipated
in 2019 according to the standardisation of global digital marketing trends based on the top global
digital marketing web resources: Conversational user interfaces (chatbots, voice assistants, visual
search authors), video marketing, augmented reality, machine learning, data transparency, and
customization . Kesevan (2020)
Artificial intelligence (AI) based on digital marketing is currently a global trend. The promotion and
views of any sort of data downloads will alert the consumer and customer to watch often in order to
keep the respondents' memories of the products and services. Several services will eventually be
powered by artificial intelligence, and users now are noticing its implementation in areas like basic
communication, product suggestions, content production, email personalisation, and electronic
transfers. These spam messages in email message boxes are an example of artificial intelligence
communications, advertisements, and marketing strategies. Spam messages are irrelevant or
unsolicited messages sent via the Internet, generally to a large number of users, for hacking,
distributing malware, advertisement etc.. Kesevan(2020)
Artificial intelligence is effectively collaborating with those who use electronic gadgets and the
internet, whether consciously or unconsciously. By utilising big data analysis, digital advertising or
commercial companies keep track of them. The global marketing trend is heavily centred on service-
oriented industries like education, healthcare, hospitality, banking, insurance, finance, and
transportation as well as commodities, bullion, capital markets, local markets, industrial, consumer,
and durable markets, as well as data-mining, big data analysis, derivative market analysis, online
publications, media, and telecom.. Kesevan (2020)
To identify the target audience and potential customers, a target analysis is required (demography,
age, hobbies, areas of interest, preference for certain social networking, etc.).

Digital marketing strategy is founded on goals or problems and how marketing tactics may be tailored
to meet the stated goals. A digital marketing plan must build upon and adjust conventional marketing
while using the benefits and difficulties presented by the digital media. Consistent optimization and
improvement should be made to the digital marketing campaigns.. Sruthi S (2021)
Digital marketing's catchphrase is "user centric thinking," which offers tremendous possibility for
customer connection and participation rather than simply passing the interactive experience. Return
on investment must be considered while developing the digital marketing strategy, and evaluating
behavioral action routes must be the end goal. The goal of an organization's entire brand-building
strategy must be in line with the results of its digital marketing plan.. Sruthi S (2021)
There is no way to have a blueprint that everyone in the company can follow, thus each company
should strive to develop its own road map. yet, may there be any advice regarding what your business
is? What exactly are you providing? Whom are you offering to, why are you offering, and how are you
doing it? What the organisation hopes to accomplish and how it should overcome obstacles are
addressed in this question.
In this sense, the company must do an analysis of the following question: the existing context in which
the company is working and potential changes in the future.Who are you? why you are brand matters
to customers and what makes your brand useful and valuable .Your customer base , the needs , wants
and desire of your customers . your competitors based on products , price ,time etc .Sruthi S ( 2021)
“Marketing strategy consists of firms’ decisions and actions focused on creating value for
stakeholders by building sustainable differential advantage relative to competitors” (Morgan et al.
2019; Varadarajan 2010; Palmatier and Sridhar 2017)
The development of digital technology and the requirement for enterprises to include this technical
innovation in their strategic planning are intrinsically tied to the evolution of digital marketing
strategy. Sirdhar(2019)
INTRODUCTION OF COMPANY
The largest online food ordering and delivery service in India is Swiggy, which also leads the list of
India's unicorn start-ups. Founded in Bangalore in 2014, the firm has now spread to more than 100
Indian locations. Swiggy launched speedy pick-up and drop-off meal delivery services to make
people's lives easier. It provides a single point of contact to make requests from a wide selection of
restaurants as well as a complete meal ordering and delivery system that links foodies and local
businesses. Jalan, Y. (2021)
Due to circumstances like "when you don't want to go out to the restaurant, then they bring the
restaurant to you," the industry leaders in food ordering and delivery are now expanding their
services and expanding digitally. Jalan, Y. (2021)

Swiggy offers a variety of products and services to its customers, including Swiggy Pop, a 30- to 35-
minute single-serve meal delivery service. The Swiggy POP menu has a variety of dishes such Indian
Thalis, bowl meals, biryanis, burgers, and Asian combinations. All single-serve meals priced between
Rs.99 and Rs. 200 will be delivered quickly. Jalan, Y. (2021)
Founder(S): Sriharsha Majety, Nandan Reddy, Rahul Jaimini , Headquarters: Bangalore, India
Founding date: 2014
With its Bengaluru headquarters and a tech-first approach to logistics and consumer expectations,
Swiggy is India's top on-demand delivery platform. Swiggy was started in 2014 and has its
headquarters there.With a presence in 500 Indian cities, associations with tens of thousands of
eateries, more than 5,000 staff members, and a 2 lakh+ autonomous fleet of delivery executives.
Jalan, Y. (2021)
In FY21, Swiggy's revenue decreased by 23% year over year to Rs 2,145 crore. In the fiscal year
2020–21, Swiggy (Bundl Technologies) reported a 23% year over year decline in sales to Rs 2,145
crore (FY21). Tofler, a business intelligence platform, got regulatory paperwork stating that the
company's net loss decreased 66% year over year to Rs 1,314 crore. The Bengaluru-based company's
whole costs came to Rs 3,310 crore. Singha, A. (2022)
SWOT Analysis
Strength : Swiggy provides a fast and simple
It has a robust, successful business concept.
In India, it enjoys a positive brand image.
It has a strong foothold in urban areas and access to a network of restaurants for food delivery.
Its robust IT infrastructure makes using it affordable for eateries. Biznews (2022)
Weakness : Swiggy is a new player on the scene and is less widely known than some of the older
competitors like Zomato, UberEats, and DoorDash.
Presently, only Bangalore, Mumbai, Chennai, and Delhi are served.
It must enhance the way that food goods are delivered.
Given that clients with poor English proficiency utilise the app, the product selection and meal items
must be simple to order through the app itself.
Other Indian cities have yet to receive the Swiggy app. Biznews (2022)
Opportunities : Due to India's rapid market growth on its own, there are chances to enter that
market.
It has a chance to compete against local firm Zomato, which leads the Indian market for online meal
delivery.
By extending its services to other locations, it may establish a strong brand presence in India.
It may grow its company by collaborating with other companies to offer food goods.
By providing meal delivery services in these cities, it may grow into new markets.
Considering that India gives it a strong brand name, it can grow abroad. Biznews (2022)
Threats : UberEats recently expanded its offerings in India and intends to include meal delivery
services.

The leading meal delivery business in India, Zomato, is anticipated to concentrate on growing its
presence in new cities.
Some restaurants charge more for delivery than their rivals.
Some delivery people provide things that clients did not order or arrive late. Biznews (2022)
VISION
Using a structured approach to marketing and boosting conversion, our digital channels will make it
simple for customers to search, compare, and pick items, resulting in an experience that the majority
of our customers regard as outstanding.
SMART Objective
Swiggy needs to be really clear about its goals. These include bringing in new clients, turning visitors
into clients, keeping clients happy and getting them to come back, and turning a profit on tight
margins. You must address numerous pain points at once and overcome each of these difficulties if
you want to convert a visitor into a devoted customer.
SPECIFIC : Increase the customers by 30 %
MEASURABLE : It should expand its services to tier 3 and tier 4 cities .
ATTAINABLE : Improving current customers relationship by expanding its services through
networking , social media . This will help them to boost there business because they will find more
leads which will increase the profit.
TIME BOND : Increasing there profit by the end of 2023 .
These objective can be achieve by implementing
1) Network effects – The worth of a firm is increased by a wider network for the vast majority of
contemporary IT enterprises. Even though almost all platform companies claim to have a good
network impact, network effect quality varies among different types of companies. Swiggy must
evenly focus on tier 3 and tier 4 cities in addition to tier 1 and tier 2 cities in order to expand sales
because of the extensive use of social media platforms, cellphones, and the Internet among young
people. Cummins (2022)
2)Data-In order to run targeted advertisements and customise the consumer experience, modern
digital corporations acquire store, organise, and analyse years' worth of user data . Swiggy may utilise
big data analytics to learn about customer emotions, delivery schedules, customised offers, and much
more. Swiggy can use the Big Data approach to analyse a range of data, such as:
• Real-time road traffic alerts
• A history of prior orders
• Customer reviews posted on social media sites.
• There are comments on several social media sites. Cummins (2022)
3)Using new channels to place order : According to the report, at least 65% of consumer will cancel
digital orders if they have a bad customer experience of any kind. Approximately 55% of people also
require access to user-friendly software. This demonstrates the necessity of ongoing upkeep and

improvements for the current platforms in order to facilitate order placement. With recent
developments, platforms may now accept purchases through a variety of channels, including social
media, mobile devices, virtual assistants, and many more.
Here is a example : Via Tweet - Popular pizza delivery service Domino's has joined Twitter, enabling
users to place orders by Tweeting a pizza emoji. Customers must make an order and create a "pizza
profile" on the company's online delivery service. Users must connect their accounts to their pizza
profiles in order to proceed. So, in this way in future social media platform can use used to place order.
Cummins (2022)
Above we can see a gantt chart which shows how the campaign is planned for swiggy which will help
swiggy to capture more market area specially in tier 3 and tier 4 cities .
Performance
Singla, S. (2022) To measure the success of the plan metric which swiggy can use is Metrics -
Acquisition - of unique visitors on the website , of the total number of app download ,daily signup
,Activation & Revenue ,of profile completion rate,of searches made , of restaurants discovered ,of
avg order volume per person,of avg daily orders ,of avg profit per order of total revenue
generated (D/W/M)
Retention - Of premium subscriptions purchased
Referal - Of referrals sent per user , % of conversation rate
Few other metrics - of cancelled orders ,Avg delivery time , of returns reported by user

I’ve listed down quite a few metrics, as our goal is to earn more revenue
The company must choose the right infrastructure and software while achieving these strategic goals.
The goal should be divided into more manageable milestones, and resources should be utilised
effectively. The success of the strategic implementation is the staff's responsibility. They must receive
training materials from Swiggy that will not only help them meet their deadline but also ensure that
the new method is followed exactly as intended.
To ensure that everyone involved in the project or activity is aware of it, I will develop a strong working
connection with my client as a consultant. I'll see to it that they start working as soon as possible under
the new strategic plan. Even I will solicit feedback, just like the other team members, to help them
identify their strengths and areas for development.
Conclusion
the claim that shifting from a focus on digital environments to digital can provide significant strategic
insights. Our study gives helpful advice for utilising social media use in strategic marketing as the first
step in resolving this issue. The parties involved in the interaction can then strategically employ these
created social networks and influences to convert and exchange resources. Larimo and co. (2020)
This further demonstrates the beneficial effects of digital marketing on the company's sales growth.
How simple it is to monitor utilising different technological tools As an example, turning consumers
from passive recipients of the business's social media products into active value providers, the capacity
of the organisation to discover and exploit customer-owned resources will be crucial to its success. It
will also rely on how ready the company is to commit resources to fostering collaborative discussions,
creating suitable replies, and fostering better customer connections. All of these will eventually
contribute to creating a long-lasting competitive edge and improving corporate success. Larimo and
co. (2020)

Reference
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https://doi.org/10.1016/j.intmar.2019.08.002
. Zomato will achieve the aforementioned items by being in constant contact with all stakeholders,
focus on technology upgradation , capacity building and implementation.
OBJECTIVE
Food businesses have a once-in-a-lifetime chance to increase profitability and broaden their consumer
base as internet purchases rise more quickly than before. Creating a balance among customer desire
for quick, easy, and transparent delivery and the logistical complexity and expense required to satisfy
these goals will be challenging.
Zomato should apply all these strategies to improve there sale.
1) Data-In order to run targeted advertisements and customise the consumer experience,

modern digital corporations acquire, store, organise, and analyse years' worth of user data.
When a consumer enters an Amazon online shop as opposed to a Walmart supercenter,
Amazon immediately rearranges the whole store in a way that is specifically tailored to that
customer. We can utilise time series to anticipate the future using business intelligence tools,
and we can use Rapidminer to determine what customers are demanding of these products
at certain times of year. Zomato should recruit more data analysts to implement this.
Zomato may utilise big data analytics to learn about customer emotions, delivery schedules,
customised offers, and much more.
Zomato use the Big Data approach to analyse a range of data, such as:
• Real-time road traffic alerts
• A history of prior orders
• Customer reviews posted on social media sites.
• There are comments on several social media sites. Cummins (2022)
Big Data technology may be used by Zomato to accurately predict the aforementioned data
and immediately address any consumer inquiries that may arise.
2) Network effects –For the majority of modern tech businesses, a larger network increases a
company's value. Although nearly all platform firms claim to have a positive network impact,
network effect quality differs amongst businesses. The widespread use of smartphones and
the Internet has changed youths' ways of life, and as a result, Zomato must evenly concentrate
on tier 3 and tier 4 cities in addition to tier 1 and tier 2 cities to increase sales. This is because
youngsters are progressively looking for quick and smart alternatives which save time as well
as provide comfort. Cummins (2022)
3) Using new channels to place order - According to the report, at least 65% of consumer
will cancel digital orders if they have a bad customer experience of any kind. Approximately
55% of people also require access to user-friendly software. This demonstrates the necessity
of ongoing upkeep and improvements for the current platforms in order to facilitate order
placement. With recent developments, platforms may now accept purchases through a
variety of channels, including social media, mobile devices, virtual assistants, and many
more. Here are few example which will help Zomato to come up with more detail idea about
of them. Cummins (2022)
Via Tweet: Popular pizza delivery service Domino's has joined Twitter, enabling users to place orders
by Tweeting a pizza emoji. Customers must make an order and create a "pizza profile" on the
company's online delivery service. Users must connect their accounts to their pizza profiles in order
to proceed.
Via Smartwatch: Apple and Samsung have introduced smartwatches. Both companies have adopted a
technology-driven strategy and made sure to introduce and connect the items with future
developments in the foodservice business. Customers may order from Domino using their
smartwatches as well. It simplifies the buying procedure and makes it simple for customers to use
wearable technology to place orders.
Via Car : The user may make an order while driving using a different innovative method. On their
way to work, Visa cardholders of Accenture may purchase pizza. With the integration of Visa
checkout into the dashboard, customers may place voice orders while operating a vehicle. Cummins
(2022)

Zomato should develop these concepts in this way so that they can boost sales.
4)Food Trash Applications : One-third of all generated food is wasted each year. Applications for food
waste are created to solve this problem and help safeguard the environment. They help restaurants
and supermarkets get rid of excess and give those in need access to affordable food. Food For All
serves as one excellent illustration. Customers may receive a 50% discount at this establishment on
any leftover food from nearby eateries, cafés .
This is how anyone can get a good supper at lower price. Simply place an order, and then pick up your
food at the scheduled time. Another illustration of future changes in the foodservice sector .This
platform can be operated entirely by volunteers and works to save food. This can serve millions of
poeple who are food insecure receive fresh, useable food from overstocked restaurants and grocery
stores according at really cheap price, which strives to end hunger in the country. Cummins (2022)
5)Virtual Kitchen Application : Zomato should invent the idea of a "virtual kitchen," where the
platform features new eateries and dishes that are only available via their app. This help restaurants
by enabling them to use existing cooking space to manufacture additional meals rather than
incurring the high costs of opening a new physical location. This idea would help food delivery
companies save money and concentrate more on product development and data research to
identify and serve the most popular cuisines in particular regions. Cummins (2022)
While implementing these strategic objectives, the business must decide what type of infrastructure
and software are needed. The aim should be broken down into smaller milestones, and resources
should be used wisely.
Staff are responsible for the strategic implementation's success. Zomato must provide them with
training materials that not only enable them to fulfil there deadline but also guarantee that the new
procedure is used as planned.
I will establish a healthy relationship with my client as a consultant. to guarantee that all parties
participating in the project or activity are aware of it. I'll see to it that the new strategic plan gets
them operating as soon as possible. Just like the other members of their team, even I will ask for
input so they can know what they're doing well and where they need to improve.
Key lessons learnt and difficulties encountered as a consultant were An asset's value is assessed by a
customer portfolio using the client's strategic strategy and factors like cost and risk. I first conducted
an examination of the company environment before reviewing the client's portfolio. Then I
conducted a consumer expectation analysis for my client.

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