A COMPARATIVE ANALYSIS OF MARKETING STRATEGIES

WITH RESPECTIVE ZOMATO AND SWIGGY

CHAPTER NO. 1 INTRODUCTION

1.1 SELECTION AND RELEVANCE OF THE STUDY

Comparing the marketing strategies of Zomato and Swiggy can provide valuable
insights into the competitive dynamics of the food delivery industry. Understanding
how these two major players differentiate themselves in terms of branding, promotions,
customer engagement, and market positioning can offer important lessons for
businesses in similar sectors. Additionally, analyzing their strategies can help identify
trends, innovations, and best practices that may be applicable to other industries or
regions. Overall, studying this topic offers a comprehensive view of contemporary
marketing approaches in the context of a rapidly evolving market.

Studying the marketing strategies of Zomato and Swiggy allows us to compare how
these big food delivery companies attract customers and compete against each other.
It's like peeking behind the scenes to see how they promote themselves, engage with
customers, and stand out in a crowded market. By understanding their tactics, other
businesses can learn what works and apply it to their own marketing efforts. Essentially,
it's a way to learn from the best in the business and stay ahead of the competition.

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1.2 HISTRORICAL BACKGROUND

❖ ZOMATO
➢ Company Profile

Zomato, which was founded in 2008 went by the name of Foodie Bay in the earlier
days. The founders, Deepinder Goyal and Pankaj Chaddah came up with the idea of
curating food menus of restaurants nearby on web for users to become more aware of
restaurants serving near them and many consumers were unaware of hidden gems
around their locality when it came to eateries.

Headquartered in Gurgaon, Zomato has been the leading brand when it comes to
restaurant discovery and now meal ordering. This business model aims at benefiting
both the clients restaurants as well as the consumers.

It is one of the few businesses which is globally recognised, and the model has been
adapted elsewhere. Today Zomato hosts millions of restaurants on their app for both
discovery and delivery features.

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➢ History And Origin

Zomato, founded in 2008 by Deepinder Goyal and Pankaj Chaddah, began as

"Foodiebay," a website to provide restaurant menus for Delhi NCR region. It rebranded
as Zomato in 2010. Over the years, Zomato expanded globally, offering restaurant
discovery, food delivery, and reviews. It acquired several companies, including
Urbanspoon in 2015, enabling its entry into the US market. By 2020, Zomato operated
in over 24 countries. In 2021, Zomato went public with its IPO. However, its journey
saw challenges, including the COVID-19 pandemic, which affected its operations.
Despite this, Zomato continued to innovate, introducing new features like contactless
dining. By 2023, Zomato remained one of the leading food delivery and restaurant
discovery platforms globally.

Zomato, an Indian restaurant search and food delivery platform, has undergone
significant growth and evolution since its inception

2008-2010:

- Zomato (formerly known as Foodiebay) was founded in July 2008 by Deepinder

Goyal and Pankaj Chaddah as a restaurant discovery platform in Delhi, India.

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 - Initially started as a hobby project, Zomato quickly gained popularity due to its
comprehensive restaurant listings and user reviews.

- The platform expanded to other Indian cities and gradually introduced features like
online ordering and table reservations.

2011-2013:

- Zomato experienced rapid growth, expanding its services to international markets,

including the United Arab Emirates, United Kingdom, South Africa, and New Zealand.

- The company raised significant funding rounds, enabling it to scale its operations
and invest in technology infrastructure.

- Zomato launched its mobile app, catering to the growing number of smartphone
users and enhancing user experience on the go.

2014-2016:

- Zomato continued its international expansion, entering new markets across Asia,
Europe, and the Middle East.

- The platform introduced new features like Zomato Gold, a membership program
offering discounts and special privileges at partner restaurants.

- Zomato acquired several companies to strengthen its position in the food delivery
and restaurant technology space, including Urban Spoon in the United States and
MaplePOS in India.

2017-2019:

- Zomato focused on consolidating its market presence and enhancing its technology
offerings.

- The company expanded its delivery services, competing directly with established
players like Swiggy in the Indian food delivery market.

- Zomato introduced initiatives like Zomato Feeding India to address food wastage
and hunger issues, reflecting its commitment to social responsibility.

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2020:

- Zomato faced challenges due to the COVID-19 pandemic, leading to disruptions in

the restaurant industry and changes in consumer behavior.

- The company adapted its business model by introducing contactless delivery and
safety measures to ensure the well-being of customers and delivery partners.

- Zomato launched Zomato Pro, a revamped version of its membership program,

offering additional benefits and discounts to subscribers.

2021:

- Zomato successfully went public with its initial public offering (IPO) in July 2021,
becoming one of India's largest tech IPOs.

- The company continued to innovate its platform, introducing features like Zomato
Instant, enabling faster delivery of select items from partner restaurants.

- Zomato explored opportunities for expansion beyond food delivery, considering

ventures into grocery delivery and cloud kitchens.

2022-2023:

- Zomato focused on strengthening its position in existing markets and exploring

growth opportunities in new geographies.

- The company invested in technology research and development, leveraging AI and

data analytics to enhance customer experience and operational efficiency.

- Zomato continued to expand its range of services and partnerships, collaborating

with restaurants and food brands to offer exclusive deals and promotions.

➢ Financing/Funding’s
• 2010 to 2013 - Zomato raised approximately US$16.7 million from Info Edge
across four rounds; Info Edge held a 57.9% stake in Zomato in February 2013.In
November 2013, Zomato raised US$37 million from Sequoia Capital and Info
Edge.

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• November 2014 - Zomato completed another round of funding of US$60 million at
a post-money valuation of ~US$660 million. This round of funding was being led
jointly by Info Edge and Capital, with participation from Sequoia Capital.
• April 2015 - Info Edge, Capital and Sequoia Capital led another round of funding
for US$50 million. This was followed by another US$60 million funding led by
Temasek, a Singapore government-owned investment company, along with Capital
in September.
• February 2018 - Zomato became a unicorn startup after raising US$200 million
from Ant Financial at a valuation of US$1.1 billion. In October 2018, Zomato
reported that it would raise an additional $210 million from Ant Financial at a
valuation of around $2 billion.
• September 2020 - Zomato raised $62 million from Temasek, after previously
committed investment from Ant Financial did not come through. In October 2020,
as part of a Series J round of funding, Zomato raised $52 million from Kora, a US-
based investment firm.
• February 2021 - Zomato raised US$250 million from five investors, including Tiger
Global Management, at a valuation of US$5.4 billion.

➢ Acquisition

The brand has acquired many companies in the past years. The most notable among
them is the US-based company, Urbanspoon in 2015. Other acquisitions of Zomato
include Obovate, Menu Mania, Lunchtime, Maple Graph, Sparse Labs, Astronautic,
NexTable, Cibando, Mekanist and Runnr.

➢ Competitors

Zomato faces competition with many similar restaurant discovery and delivery services
brands like Swiggy, dineout, Grubhub, Yelp, Justdial etc.

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➢ About the founders

Founded by Deepinder Goyal and Pankaj Chadah, Alumni of IIT Delhi. Deepinder
Goyal ishandling the CEO position at Zomato currently. Prior to this, he was working
as a Consultantat Bain & Company. Pankaj Chaddah on the other hand is handling
responsibilities as a cofounder of Zomato. Prior to this he too at Bain & Company as a
Senior Analyst and Associate Consultant

❖ SWIGGY
➢ Company Profile

Swiggy today is known as India's most popular online food ordering and delivery
service. The company operates its HQ functions from Bangalore since 2014. Swiggy’s
service aims at connects clients with eateries. Customers can order meals from nearby
eateries and have it delivered to their doorsteps using an innovative technology
platform. Swiggy eliminates the need for customers to save or maintain a data base of
restaurants contact details for menu and order enquiry. The brand s serves as a one-stop
shop for ordering food from any eatery that accepts delivery for that area. Swiggy has
their own delivery staff that picks up orders from eateries and delivers them right to the
customer's door. Customers' food orders have been substantially simplified because of
this.

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➢ History

Swiggy, founded in 2014 by Sriharsha Majety, Nandan Reddy, and Rahul Jaimini,
revolutionized the food delivery industry in India.

2014:

- Swiggy was founded in Bengaluru, India.

- The founders identified the need for a reliable food delivery service that could deliver
from restaurants that didn't offer delivery themselves.

- They began operations in Koramangala, Bengaluru, with a small team.

2015:

- Swiggy expanded its operations to other parts of Bengaluru.

- The platform gained popularity due to its efficient delivery service and a wide range
of restaurant choices.

- The company raised its first round of funding from investors, including Accel and
SAIF Partners.

2016:

- Swiggy continued its expansion to other major cities in India, such as Delhi, Mumbai,
Chennai, and Hyderabad.

- The company introduced various features to improve user experience, including live
order tracking and faster delivery times.

- Swiggy raised significant funding in multiple rounds, indicating investor confidence

in its business model.

2017:

- Swiggy launched its own fleet of delivery personnel, enabling better control over
delivery operations.

- The company introduced Swiggy Pop, offering single-serve meals at affordable prices.

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- Swiggy raised substantial funding from investors like Naspers and DST Global,
boosting its valuation.

2018:

- Swiggy expanded its services beyond food delivery, introducing Swiggy Go for
instant pickup and delivery of packages.

- The company introduced Swiggy Super, a subscription-based loyalty program

offering free deliveries and other benefits.

- Swiggy expanded its presence to tier-II and tier-III cities in India.

2019:

- Swiggy ventured into cloud kitchen operations with the launch of Swiggy Access,
providing infrastructure for restaurant partners to set up kitchens in new areas.

- The company faced increased competition from other food delivery platforms like
Zomato and Uber Eats.

- Swiggy raised additional funding to fuel its expansion and technological innovations.

2020:

- Swiggy faced challenges due to the COVID-19 pandemic, with restrictions impacting
restaurant operations and consumer behavior.

- The company pivoted by launching Swiggy Genie, offering delivery of groceries,

medicines, and other essential items during the lockdown.

- Swiggy focused on implementing safety measures for its delivery partners and
customers.

2021:

- Swiggy recovered from the pandemic's impact and resumed its growth trajectory.

- The company continued to innovate, introducing features like Swiggy Instamart for
quick grocery delivery and Swiggy Brands for in-house food brands.

- Swiggy explored new revenue streams and partnerships to strengthen its position in
the market.

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2022-2023:

- Swiggy focused on sustainability initiatives, such as introducing eco-friendly

packaging and promoting responsible sourcing practices.

- The company expanded its services to more cities and towns across India, tapping into
the growing demand for online food delivery.

- Swiggy explored international expansion opportunities, considering markets outside

of India for future growth.

➢ Funding’s
• In 2015, Swiggy received a $2 million investment from Accel and SAIF Partners,
along with additional investment from Norwest Venture Partners. The following
year, it raised $15 million from both previous and new investors, including
Bessemer Venture Partners and Harmony Partners.
• In 2017, Naspers led an $80 million funding round into Swiggy. In February 2018,
Swiggy raised $100 million from Naspers and Meituan-Dianping. By September
2018, Swiggy was valued at around $3.3 billion, and in April 2020, Swiggy was
valued at around $3.6 billion.
• In July 2021, Swiggy raised $1.25 billion from SoftBank, Prosus, and other
investors, at a valuation of $5.5 billion.
• In January 2022, Swiggy's valuation rose to $10.7 billion after a $700-million
fundraise led by US asset manager Invesco.

➢ Competitors

Currently Swiggy is in race with other food ordering and shipping providers such as
Zomato, Box8, Hola chef and Dineout etc.

➢ About the founder

Sriharsha Majety, Nandan Reddy, and Rahul Jaimini founded Swiggy. Sriharsha
Majety is the CEO of Swiggy and an alumnus of IIB Kolkata. Nandan Reddy, a
graduate of Birla Institute of Technology, is Swiggy's co-founder and oversees the

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company's operations. He has worked for Galla, Zurna, IDinsight, and Intellecap in the
past. Swiggy's Chief Technology Officer, Rahul Jaimini, graduated from IIT
Kharagpur. He had worked at Myntra and NetApp before joining Swiggy.

1.3 MARKETING STRATEGIES

❖ ZOMATO

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• Partnerships and Collaborations: Zomato often collaborates with restaurants,
offering them visibility on their platform in exchange for promotional deals or
exclusive offers for Zomato users. Zomato forms strategic partnerships with
restaurants, ranging from small local eateries to large chains. These partnerships
often involve co-marketing initiatives, such as featuring exclusive deals or
discounts for Zomato users, promoting new menu items, or participating in Zomato-
sponsored events like food festivals or contests.

• Referral Programs: Zomato incentivizes users to refer friends by offering

discounts or credits for both the referrer and the referee, thus leveraging word-of-
mouth marketing. Zomato's referral program rewards existing users for referring
new users to the platform. When a user refers a friend, who signs up and makes a
purchase using their referral link or code, both the referrer and the referee receive a
discount or credit on their next order, incentivizing them to spread the word about
Zomato.

• Personalized Recommendations: Utilizing user data and machine learning

algorithms, Zomato provides personalized recommendations to users based on their
past orders, preferences, and location, enhancing user engagement and satisfaction.
Zomato collects data on users' dining preferences, past orders, search history, and
location to provide tailored recommendations. By analyzing this data using machine
learning algorithms, Zomato can suggest restaurants and dishes that are likely to
appeal to each individual user, enhancing their overall experience and increasing
the likelihood of repeat purchases.

• Social Media Engagement: Zomato maintains active profiles on various social

media platforms, engaging with users through contests, polls, and interactive
content to increase brand awareness and loyalty. Zomato maintains active profiles
on platforms like Instagram, Twitter, and Facebook, where they share mouth-
watering food photos, restaurant recommendations, cooking tips, and behind-the-
scenes glimpses of the company culture. They also run social media campaigns,

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 contests, and polls to engage with users and encourage them to interact with the
brand.

• Discounts and Offers: Regular promotions, discounts, and cashback offers attract
and retain users, encouraging repeat purchases and increasing customer loyalty.
Zomato frequently offers discounts, cashback, and promotional deals to attract users
and incentivize them to place orders through the platform. These offers may include
flat discounts, percentage-based discounts, buy-one-get-one-free deals, or cashback
on specific orders or payment methods.

• Geo-targeted Advertising: Zomato leverages geo-targeted advertising to reach

users in specific locations, promoting local restaurants and special offers tailored to
their area. Zomato uses geolocation data to target users with relevant advertisements
based on their current location. For example, users may receive push notifications
or see ads in their feed promoting nearby restaurants, special offers, or events
happening in their area.

• User-generated Content: Encouraging users to leave reviews, ratings, and photos

of their dining experiences not only enhances the platform's credibility but also
generates user-generated content, which serves as free advertising. Zomato
encourages users to leave reviews, ratings, and photos of their dining experiences
on the platform. These user-generated content (UGC) pieces not only help other
users make informed decisions but also serve as valuable marketing material for
Zomato, showcasing the variety and quality of restaurants available on the platform.

• Community Building: Zomato fosters a sense of community among users by

hosting events, meetups, and gatherings, creating opportunities for users to connect
and share their love for food. Zomato organizes various community-building
initiatives, such as food-themed meetups, cooking classes, or culinary tours. These
events bring together food enthusiasts, bloggers, chefs, and restaurateurs, fostering

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 a sense of belonging and creating opportunities for users to connect, share
experiences, and discover new culinary delights.

❖ SWIGGY

• Digital Marketing: Swiggy heavily invests in digital marketing, utilizing social

media platforms, email campaigns, and online advertisements to reach its target
audience. Swiggy utilizes targeted advertising on platforms like Facebook,
Instagram, and Google Ads to reach potential customers based on their
demographics, interests, and online behavior. They also leverage email marketing
to send personalized offers and updates to users who have opted in to receive
communications.

• Discounts and Offers: Swiggy frequently offers discounts, cashback, and

promotional offers to incentivize customers to order from their platform. These can
range from first-order discounts to periodic promotions on specific restaurants or
cuisines. Swiggy strategically offers discounts during peak hours or on slow days
to boost order volume. They also partner with payment providers to offer cashback
incentives when users pay through certain platforms like wallets or credit cards.

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• Referral Programs: Swiggy employs referral programs where existing users can
earn rewards by referring new users to the platform. This strategy leverages word-
of-mouth marketing and encourages user growth. Swiggy's referral program
typically rewards both the referrer and the referee with discounts or cashback on
future orders. This encourages existing users to share their positive experiences with
friends and family, driving user acquisition through word-of-mouth.

• Partnerships and Tie-ups: Swiggy partners with restaurants and food chains to
offer exclusive deals and menu items, attracting customers who may be fans of
those establishments. Swiggy collaborates with popular restaurant chains, local
eateries, and food brands to offer exclusive deals and promotions. These
partnerships not only attract customers who are fans of these establishments but
also help Swiggy expand its menu offerings and geographical coverage.

• Loyalty Programs: Swiggy has a loyalty program, Swiggy Super, which offers
benefits like free delivery and exclusive discounts to subscribers. This encourages
repeat orders and customer loyalty. Swiggy Super offers subscribers benefits such
as unlimited free deliveries, exclusive discounts, and priority customer support for
a monthly or yearly fee. This program encourages users to order frequently from
Swiggy to maximize the value of their subscription.

• Geo-Targeting: Swiggy utilizes geolocation data to target customers with

personalized offers and recommendations based on their location and past ordering
behavior. Swiggy uses geolocation data to recommend nearby restaurants and
highlight promotions that are relevant to users based on their location. This
personalized approach enhances the user experience and increases the likelihood of
conversion.

• Content Marketing: Swiggy creates engaging content such as blog posts, videos,
and social media posts related to food, restaurants, and dining trends. This not only

15
 entertains and informs customers but also keeps the Swiggy brand top of mind.
Swiggy's blog features articles on a wide range of topics, including food trends,
restaurant reviews, cooking tips, and recipe ideas. They also collaborate with food
bloggers and influencers to create engaging content that resonates with their target
audience.

• Customer Engagement: Swiggy interacts with its customers through various

channels, including social media, email, and in-app notifications, to gather
feedback, address concerns, and keep users engaged with the platform. Swiggy
actively solicits feedback from users through in-app surveys, ratings, and reviews.
They respond promptly to customer inquiries and complaints, demonstrating their
commitment to providing excellent service and addressing any issues that arise.

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1.4 MARKETING ANALYSIS

❖ ZOMATO
• Market Share: Research Zomato's market share in the food delivery industry
compared to competitors like Swiggy, Uber Eats (if applicable), and local players.
Track trends over time to understand Zomato's market penetration and growth.
Utilize market research reports, industry analyses, and data from market
intelligence firms to assess Zomato's market share compared to competitors. Look
for insights into Zomato's market penetration in different regions, customer
segments, and types of cuisine. Track changes in market share over time to identify
shifts in competitive dynamics and Zomato's performance relative to competitors.

• Customer Segmentation: Evaluate Zomato's target audience demographics, such

as age, location, and dining preferences. Analyze how Zomato segments its market
and tailors its marketing efforts to different customer groups, including food
enthusiasts, budget-conscious diners, and corporate clients. Analyze demographic
data, user surveys, and customer behavior patterns to understand Zomato's target
audience segments. Evaluate how Zomato tailors its marketing messages, features,
and promotions to appeal to different segments, such as foodies, families, or office
workers. Identify emerging segments or niche markets that Zomato could target for
growth.

• Brand Positioning: Examine how Zomato positions its brand in the market and its
unique value proposition compared to competitors. Assess Zomato's brand image,
messaging, and perception among consumers, especially in terms of its focus on
discovery, reviews, and dining experiences. Conduct brand perception surveys,
sentiment analysis, and competitor benchmarking to assess how Zomato positions
itself in the market. Evaluate Zomato's brand attributes, messaging, and visual
identity to understand its unique selling points and competitive advantages. Explore
how Zomato communicates its value proposition through advertising, social media,
and user-generated content.

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• Marketing Channels: Analyze Zomato's use of various marketing channels,
including digital advertising, social media, content marketing, and partnerships.
Evaluate the effectiveness of each channel in reaching and engaging Zomato's target
audience and driving app downloads and orders. Analyze Zomato's presence across
various marketing channels, including digital advertising platforms, social media
networks, email marketing, and offline channels like events or partnerships. Assess
the effectiveness of each channel in driving brand awareness, user engagement, and
conversions. Evaluate Zomato's investments in different channels based on their
reach, cost-effectiveness, and alignment with marketing objectives.

• Promotional Strategies: Assess Zomato's promotional tactics, such as discounts,

offers, loyalty programs, and referral incentives. Analyze the impact of these
promotions on customer acquisition, retention, and order frequency. Evaluate the
ROI of promotional campaigns to optimize marketing spend. Evaluate Zomato's
promotional tactics, such as discounts, cashback offers, referral programs, and
gamification features. Analyze the impact of these promotions on user acquisition,
retention, and average order value. Measure the ROI of promotional campaigns to
optimize budget allocation and maximize returns. Identify trends in user response
to promotions and adjust strategies accordingly.

• Customer Acquisition Cost (CAC): Calculate Zomato's customer acquisition cost

by dividing its total marketing expenses by the number of new customers acquired
within a specific period. Analyze trends in CAC over time and compare it to
customer lifetime value to ensure profitability. Identify cost-effective acquisition
channels and optimize marketing budgets accordingly. Calculate Zomato's
customer acquisition cost by dividing its total marketing expenses by the number
of new customers acquired within a specific period. Analyze trends in CAC relative
to customer lifetime value and revenue growth to assess marketing efficiency and
profitability. Identify opportunities to reduce CAC through optimization of
acquisition channels, targeting strategies, and campaign effectiveness.

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• Customer Retention: Evaluate Zomato's efforts to retain customers through
personalized recommendations, loyalty rewards, and customer support. Analyze
retention metrics such as churn rate, repeat purchase rate, and user engagement.
Identify opportunities to enhance customer loyalty and satisfaction. Evaluate
Zomato's strategies for customer retention, including personalized
recommendations, loyalty programs, and customer support initiatives. Analyze
retention metrics such as churn rate, repeat purchase rate, and user engagement
metrics. Identify factors influencing customer retention and satisfaction, such as
service quality, product offerings, and competitive differentiation. Develop
retention strategies to enhance user loyalty and lifetime value.

• Competitive Analysis: Conduct a SWOT analysis to identify Zomato's strengths,

weaknesses, opportunities, and threats relative to competitors. Compare Zomato's
marketing strategies, product features, pricing, and market coverage with those of
key competitors. Identify areas where Zomato can differentiate itself and gain a
competitive edge. Conduct a SWOT analysis to assess Zomato's strengths,
weaknesses, opportunities, and threats in the competitive landscape. Compare
Zomato's marketing strategies, product features, pricing, and customer service with
those of key competitors. Identify areas of competitive advantage and
differentiation, as well as potential vulnerabilities or areas for improvement.

• Technology and Innovation: Explore Zomato's use of technology and innovation

in marketing, such as AI-driven personalization, augmented reality (AR) features
for menu visualization, and data-driven insights for restaurant partners. Assess how
technology enhances Zomato's marketing effectiveness, user experience, and brand
perception. Explore Zomato's use of technology and innovation in marketing, such
as AI-powered recommendation engines, augmented reality (AR) features for menu
visualization, and predictive analytics for personalized user experiences. Evaluate
how technology enhances Zomato's competitive position, user engagement, and
brand differentiation. Monitor industry trends and emerging technologies to stay
ahead of competitors and drive innovation.

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• Regulatory Environment: Stay informed about regulatory developments and
compliance requirements in the food delivery industry that may impact Zomato's
operations and marketing activities. Ensure adherence to regulations related to food
safety, data privacy, and consumer protection to mitigate risks and maintain trust
among users. Stay informed about regulatory changes and compliance requirements
in the food delivery industry that may impact Zomato's operations and marketing
activities. Monitor developments related to food safety regulations, data privacy
laws, consumer protection policies, and platform regulations. Collaborate with legal
and compliance teams to ensure adherence to regulations and mitigate associated
risks.

❖ SWIGGY

• Digital Marketing: Swiggy heavily invests in digital marketing, utilizing social

media platforms, email campaigns, and online advertisements to reach its target
audience. Swiggy utilizes targeted advertising on platforms like Facebook,
Instagram, and Google Ads to reach potential customers based on their
demographics, interests, and online behavior. They also leverage email marketing
to send personalized offers and updates to users who have opted in to receive
communications.

• Discounts and Offers: Swiggy frequently offers discounts, cashback, and

promotional offers to incentivize customers to order from their platform. These can
range from first-order discounts to periodic promotions on specific restaurants or
cuisines. Swiggy strategically offers discounts during peak hours or on slow days
to boost order volume. They also partner with payment providers to offer cashback
incentives when users pay through certain platforms like wallets or credit cards.

20
• Referral Programs: Swiggy employs referral programs where existing users can
earn rewards by referring new users to the platform. This strategy leverages word-
of-mouth marketing and encourages user growth. Swiggy's referral program
typically rewards both the referrer and the referee with discounts or cashback on
future orders. This encourages existing users to share their positive experiences with
friends and family, driving user acquisition through word-of-mouth.

• Partnerships and Tie-ups: Swiggy partners with restaurants and food chains to
offer exclusive deals and menu items, attracting customers who may be fans of
those establishments. Swiggy collaborates with popular restaurant chains, local
eateries, and food brands to offer exclusive deals and promotions. These
partnerships not only attract customers who are fans of these establishments but
also help Swiggy expand its menu offerings and geographical coverage.

• Loyalty Programs: Swiggy has a loyalty program, Swiggy Super, which offers
benefits like free delivery and exclusive discounts to subscribers. This encourages
repeat orders and customer loyalty. Swiggy Super offers subscribers benefits such
as unlimited free deliveries, exclusive discounts, and priority customer support for
a monthly or yearly fee. This program encourages users to order frequently from
Swiggy to maximize the value of their subscription.

• Geo-Targeting: Swiggy utilizes geolocation data to target customers with

personalized offers and recommendations based on their location and past ordering
behavior. Swiggy uses geolocation data to recommend nearby restaurants and
highlight promotions that are relevant to users based on their location. This
personalized approach enhances the user experience and increases the likelihood of
conversion.

• Content Marketing: Swiggy creates engaging content such as blog posts, videos,
and social media posts related to food, restaurants, and dining trends. This not only

21
 entertains and informs customers but also keeps the Swiggy brand top of mind.
Swiggy's blog features articles on a wide range of topics, including food trends,
restaurant reviews, cooking tips, and recipe ideas. They also collaborate with food
bloggers and influencers to create engaging content that resonates with their target
audience.

• Customer Engagement: Swiggy interacts with its customers through various

channels, including social media, email, and in-app notifications, to gather
feedback, address concerns, and keep users engaged with the platform. Swiggy
actively solicits feedback from users through in-app surveys, ratings, and reviews.
They respond promptly to customer inquiries and complaints, demonstrating their
commitment to providing excellent service and addressing any issues that arise.

• Innovative Campaigns: Swiggy occasionally launches creative marketing

campaigns to generate buzz and attract attention. These may include contests,
challenges, or partnerships with influencers. Swiggy occasionally launches creative
marketing campaigns, such as the "Swiggy Match Day Mania" promotion during
cricket season, where users could win prizes by predicting match outcomes and
ordering food during matches.

• User Experience: Ultimately, Swiggy's marketing strategy revolves around

providing a seamless and convenient user experience, ensuring that ordering food
through their platform is easy, quick, and enjoyable for customers. Swiggy invests
heavily in technology and product development to enhance the user experience on
their platform. This includes features like real-time order tracking, multiple
payment options, and personalized recommendations based on past orders
and preferences.

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1.5 SERVICES

❖ ZOMATO
• Restaurant Discovery: Zomato helps users discover restaurants nearby or in a
specific location, along with reviews, ratings, menus, and photos. Zomato's
restaurant discovery feature includes a comprehensive database of restaurants,
cafes, bars, and eateries. Users can search for specific cuisines, dishes, or restaurant
names, and explore various filters such as location, price range, and ratings to find
the perfect dining spot. Each listing includes essential details like operating hours,
address, contact information, and user-generated reviews and ratings, along with
menus and photos uploaded by both users and the restaurants themselves.

• Food Delivery: Zomato provides food delivery services from a wide range of
restaurants, allowing users to order food online and have it delivered to their
doorstep. Zomato's food delivery service partners with thousands of restaurants to
offer a wide selection of cuisines for delivery. Users can browse through menus,
place orders, and pay online through the Zomato app or website. Delivery times
vary depending on the restaurant's location and operating hours, and users can track
their orders in real-time to know when to expect delivery.

• Table Reservations: Users can book tables at restaurants through Zomato's

platform, making it convenient to secure a spot for dining out. Zomato's table
reservation feature allows users to book tables at restaurants directly through the
app or website. Users can specify the date, time, and number of guests, and Zomato
will confirm the reservation with the restaurant. This service is particularly useful
for popular restaurants or during peak dining hours when tables may be in high
demand.

• Online Ordering: In addition to food delivery, Zomato also facilitates online

ordering for pick-up, enabling users to order food ahead and collect it themselves.
In addition to food delivery, Zomato offers an online ordering service for pick-up

23
 orders. Users can place orders for takeaway directly through the app or website,
select a convenient pickup time, and pay online. This feature is beneficial for users
who prefer to collect their orders themselves or for restaurants that may not offer
delivery services.

• Food Reviews: Zomato allows users to share their dining experiences by writing
reviews and rating restaurants, which helps others make informed decisions.
Zomato's food review platform allows users to share their dining experiences by
writing reviews and rating restaurants on a scale of 1 to 5 stars. Reviews can include
details about the food quality, service, ambiance, and overall dining experience.
Other users can read these reviews to gauge the quality of a restaurant before
deciding to dine there, making it a valuable resource for informed decision-making.

• Food Tracking: Users can track the status of their food orders in real-time through
the Zomato app, from preparation to delivery. Zomato provides real-time order
tracking for food deliveries, allowing users to monitor the status of their orders from
the moment they are placed until they are delivered. Users receive updates at each
stage of the delivery process, including order confirmation, food preparation, and
delivery dispatch, along with estimated delivery times.

• Restaurant Management Tools: Zomato offers tools and services for restaurant
owners to manage their online presence, menu updates, orders, and customer
feedback. Zomato offers a suite of tools and services for restaurant owners to
manage their online presence and operations. This includes features like menu
management, order processing, table management, customer feedback analysis, and
promotional tools to attract more customers. Restaurants can use Zomato's platform
to update their menus, respond to reviews, track orders, and engage with customers
to enhance their dining experience.

24
❖ SWIGGY
• Food Delivery: Swiggy's primary service is food delivery, allowing users to order
food from a wide range of restaurants and cuisines and have it delivered to their
doorstep. Swiggy's food delivery service allows users to order food from a wide
variety of restaurants, ranging from local eateries to popular chains. Users can
browse through menus, place orders, and make payments directly through the
Swiggy app or website. Swiggy's extensive delivery network ensures fast and
reliable delivery, with options for both immediate and scheduled delivery times.

• Restaurant Discovery: Swiggy helps users discover restaurants nearby or in a

specific location, providing information such as menus, reviews, ratings, and photos
to aid in decision-making. Swiggy helps users discover new restaurants and cuisines
based on their location, preferences, and search criteria. The platform provides
detailed information about each restaurant, including menus, prices, operating
hours, user reviews, ratings, and photos. This enables users to make informed
decisions when choosing where to order food from.

• Order Tracking: Swiggy provides real-time tracking of food orders, allowing

users to monitor the status of their delivery from preparation to delivery. Swiggy
offers real-time order tracking, allowing users to monitor the status of their food
orders from the moment they are placed until they are delivered. Users receive
updates at each stage of the delivery process, including order confirmation, food
preparation, and delivery dispatch. This transparency gives users peace of mind and
helps them plan accordingly.

• Scheduled Deliveries: Users can schedule food deliveries for later times or dates,
making it convenient for planning meals in advance. Swiggy allows users to
schedule food deliveries for specific times and dates, making it convenient for
planning meals in advance. Users can select their preferred delivery time during the
ordering process and rest assured that their food will arrive at the scheduled time.

25
• Swiggy Genie: Swiggy Genie is a service that allows users to send packages,
documents, and other items to recipients within the same city, leveraging Swiggy's
delivery network. Swiggy Genie is a service that goes beyond food delivery,
allowing users to send packages, documents, and other items to recipients within
the same city. Users can request a Genie delivery through the Swiggy app, specify
pickup and drop-off locations, and track the delivery in real-time. This service
leverages Swiggy's extensive delivery network to provide fast and reliable courier
services.

• Swiggy Pop: Swiggy Pop offers single-serve meals from popular restaurants at
affordable prices, catering to individuals who prefer smaller portions or solo dining.
Swiggy Pop offers single-serve meals from popular restaurants at affordable prices.
These curated meals are designed to cater to individuals who prefer smaller portions
or solo dining occasions. Swiggy Pop menu options vary by location and may
include a selection of snacks, meals, and beverages from participating restaurants.

• Swiggy Super: Swiggy Super is a subscription-based loyalty program that offers

benefits such as unlimited free deliveries, exclusive discounts, and priority
customer support to members. Swiggy Super is a subscription-based loyalty
program that offers various benefits to its members. Subscribers enjoy unlimited
free deliveries on eligible orders, exclusive discounts and offers from partner
restaurants, and priority customer support. Swiggy Super aims to enhance the
overall user experience and incentivize loyalty among its customers.

26
1.6 PRODUCT

❖ ZOMATO

• Zomato App:

The Zomato mobile application is available for both iOS and Android devices, allowing
users to discover restaurants, order food for delivery or pickup, make table reservations,
read and write reviews, and track food deliveries. The Zomato mobile app is user-
friendly and feature-rich, providing a seamless experience for users to explore nearby
restaurants, browse menus, place orders, make reservations, and read or write reviews.
It incorporates location-based services to suggest nearby dining options and offers
personalized recommendations based on user preferences and past interactions.

• Zomato Website:
https://www.zomato.com/login
Zomato's website provides similar functionality to the mobile app, allowing users to
access restaurant listings, place orders, make reservations, and read reviews from their
desktop or laptop computers. The Zomato website mirrors the functionality of the
mobile app, catering to users who prefer to access the platform from their desktop or
laptop computers. It offers the same features, including restaurant discovery, online
ordering, table reservations, and review reading and writing capabilities, ensuring a
consistent experience across different devices.

27
• Zomato Pro:

Zomato Pro is a subscription-based loyalty program that offers members benefits such
as discounts on food orders, complimentary dishes, and priority service at select partner
restaurants. Zomato Pro is a subscription service designed to enhance the dining
experience for users while providing additional benefits to participating restaurants.
Members enjoy exclusive discounts, complimentary dishes, and priority service at
partner restaurants, incentivizing repeat business and encouraging users to explore new
dining options.

• Zomato for Business:

28
Zomato offers a range of tools and services for restaurant owners and managers,
including menu management, order processing, table management, customer feedback
analysis, and promotional tools to enhance their online presence and attract more
customers. Zomato's suite of business tools empowers restaurant owners and managers
to manage their establishments effectively in the digital age. Features include menu
management to update dishes and prices, order processing to handle online and delivery
orders efficiently, table management for reservations and seating arrangements, and
customer feedback analysis to monitor and respond to reviews.

• Zomato Gold:

Zomato Gold is a membership program that provides users with exclusive deals and
discounts at participating restaurants, bars, cafes, and nightlife venues. Members can
enjoy complimentary dishes and drinks, as well as discounts on their total bill. Zomato
Gold offers a premium dining experience for members, providing access to exclusive
deals and discounts at partner restaurants, bars, cafes, and nightlife venues. Members
can enjoy benefits such as complimentary dishes and drinks, as well as discounts on
their total bill, enhancing the value proposition for frequent diners.

29
• Zomato Market:

Zomato Market is an online grocery delivery service that allows users to order
groceries, fresh produce, and household essentials from local stores and supermarkets
for delivery to their doorstep. Zomato Market expands the platform's offerings beyond
restaurant dining by venturing into the grocery delivery space. Users can order
groceries, fresh produce, and household essentials from local stores and supermarkets
through the Zomato app or website, leveraging the convenience and reliability of the
platform's delivery infrastructure.

• Zomato Events:

Zomato occasionally hosts food-related events such as food festivals, pop-up dinners,
and culinary workshops, providing users with unique dining experiences and
opportunities to explore new cuisines and dishes. Zomato occasionally organizes food-
related events to engage users and promote local dining culture. These events may
include food festivals featuring a variety of cuisines, pop-up dinners showcasing
emerging chefs and culinary trends, and culinary workshops providing hands-on
cooking experiences and education. By curating unique dining experiences, Zomato
aims to foster community engagement and appreciation for food culture.

30
❖ SWIGGY
• Swiggy App:

The Swiggy mobile application is available for both iOS and Android devices,
providing users with a convenient platform to browse restaurants, place food orders,
track deliveries, and avail of various features and offers. The Swiggy mobile app serves
as a comprehensive platform for users to explore nearby restaurants, browse menus,
place food orders, track deliveries in real-time, and access exclusive offers and
discounts. It also provides features like order history, saved addresses, and secure
payment options for a seamless user experience.

• Swiggy Genie:

Swiggy Genie is a service that allows users to send packages, documents, and other
items to recipients within the same city, leveraging Swiggy's extensive delivery
network for quick and reliable delivery. Swiggy Genie extends beyond food delivery
by offering on-demand pickup and delivery services for a variety of items, including

31
parcels, documents, groceries, and more. Users can request a Genie delivery through
the Swiggy app, specify pickup and drop-off locations, and track the delivery status
from start to finish.

• Swiggy POP:

Swiggy POP offers single-serve meals from popular restaurants at affordable prices,
catering to individuals who prefer smaller portions or solo dining occasions. Swiggy
POP caters to users seeking affordable and convenient single-serve meal options. It
features a curated selection of dishes from popular restaurants, allowing users to enjoy
a variety of cuisines without committing to full-sized portions. Swiggy POP is ideal for
solo diners or those looking to sample different dishes without overspending.

32
• Swiggy Super:

Swiggy Super is a subscription-based loyalty program that provides members with

benefits such as unlimited free deliveries, exclusive discounts, and priority customer
support. Swiggy Super is a subscription-based loyalty program designed to enhance the
overall food ordering experience for users. Members enjoy benefits such as unlimited
free deliveries on eligible orders, exclusive discounts and offers from partner
restaurants, and priority customer support. Swiggy Super aims to provide value and
convenience to frequent users of the platform.

• Swiggy Scheduled:

Swiggy Scheduled allows users to schedule food deliveries for specific times and dates,
making it convenient for planning meals in advance. Swiggy Scheduled offers users the
flexibility to schedule food deliveries for specific times and dates that suit their
convenience. Whether planning ahead for a special occasion or ensuring meals arrive
at the desired time, Swiggy Scheduled allows users to take control of their delivery
timings and avoid last-minute hassles.

33
• Swiggy Stores:

Swiggy Stores is a service that enables users to order groceries, household essentials,
medicines, and other products from local stores and supermarkets for delivery to their
doorstep. Swiggy Stores expands the platform's offerings beyond food delivery by
enabling users to order groceries, household essentials, medicines, and other products
from local stores and supermarkets. With Swiggy Stores, users can conveniently shop
for everyday items and have them delivered alongside their food orders, saving time
and effort.

• Swiggy Daily:

Swiggy Daily offers subscription-based meal plans for daily or weekly delivery of
home-cooked meals, catering to individuals and families looking for convenient and
affordable meal solutions. Swiggy Daily introduces subscription-based meal plans for
users seeking home-cooked meals on a regular basis. It offers flexible daily or weekly
meal options prepared by home chefs and kitchens, allowing individuals and families

34
to enjoy nutritious and freshly prepared meals without the hassle of cooking or meal
planning. Swiggy Daily aims to provide wholesome meal solutions for busy lifestyles.

1.7 ADVANTAGES AND DISADVANTAGES

❖ ZOMATO

Advantages of Zomato:

1. Wide variety of restaurant choices.

2. Detailed restaurant reviews and ratings.

3. Zomato Gold subscription service with discounts and complimentary dishes.

4. User-friendly app interface.

5. Global presence in multiple countries.

6. Regular promotional offers and discounts.

7. Diverse payment options including cash on delivery.

8. Option to schedule orders in advance.

9. Integration with Google Maps for easy navigation.

10. Offers a range of cuisines including local specialties.

35
Disadvantages of Zomato:

1. Limited delivery coverage in some areas.

2. Variable delivery times depending on location and demand.

3. Higher delivery fees compared to competitors.

4. Occasional issues with order accuracy and missing items.

5. Inconsistent quality of customer service.

6. Limited customization options for orders.

7. Dependence on restaurant availability for certain dishes.

8. Potential for technical glitches in the app.

9. Lack of transparency in delivery fee calculations.

10. Concerns about data privacy and security.

❖ SWIGGY

Advantages of Swiggy:

1. Fast delivery times.

2. Live order tracking feature.

3. Swiggy Super membership program for exclusive benefits.

4. Extensive restaurant coverage in many cities.

5. Convenient reordering of past orders.

6. Multiple payment options including digital wallets.

7. Detailed menu descriptions and images.

8. Responsive customer support.

9. Special promotions for first-time users and loyal customers.

10. Integration with popular food delivery aggregators.

36
Disadvantages of Swiggy:

1. Limited restaurant options in some areas.

2. Additional service fees on certain orders.

3. Occasional issues with order accuracy and missing items.

4. Inconsistent quality of delivery service.

5. Higher prices compared to dining in at restaurants.

6. Dependency on internet connectivity for ordering.

7. Limited availability of certain cuisines.

8. Lack of customization options for dietary preferences.

9. Difficulty in making changes to orders after placement.

10. Concerns about the environmental impact of food delivery packaging.

37
1.8 ZOMATO VS SWIGGY

ASPECT ZOMATO SWIGGY

Origin Founded in India in 2008. Founded in India in 2014

Services Started as a restaurant Initially focused on food

discovery platform delivery

Food Delivery Offers food delivery services Primarily known for its food
delivery services
Revenue Streams Earns revenue from food Mainly generates revenue
delivery, ads, and from food delivery
subscription commissions

Business Model Expanding into grocery Concentrates on food

delivery, dining-out, and delivery, with some
more diversification
Market Presence Operates in multiple Predominantly operates in
countries globally India

Customer Provides various loyalty Offers discounts and cashback

Engagement programs and discounts to attract customers

App Features Offers restaurant reviews, Focuses on seamless food

ratings, and ordering and tracking
recommendations

Funding And Raised significant funding; Also received substantial

Valuation IPO in 2021 funding; valued in billions
Technology Utilizes AI and data analytics Relies on tech for efficient
for personalized services food delivery logistics

38
1.9 COMPARATIVE ANALYSIS OF MARKETING STRATEGIES:
ZOMATO AND SWIGGY

1. Brand Positioning:

Zomato: Focuses on being a comprehensive food discovery platform, offering

restaurant listings, reviews, and delivery services.

Swiggy: Positions itself as a food delivery specialist with a strong emphasis on quick
delivery and wide restaurant coverage.

2. Pricing Strategies:

Zomato: Utilizes discounts and promotions to attract customers and retain market
share.

Swiggy: Often offers cashback incentives and loyalty programs to encourage repeat
orders.

3. Delivery Network:

Zomato: Partners with restaurants for delivery, also has its own delivery fleet in select
areas.

Swiggy: Operates its own delivery fleet, providing greater control over delivery times
and service quality.

4. Marketing Channels:

Zomato: Utilizes social media, influencer marketing, and partnerships with restaurants
for promotion.

Swiggy: Leverages digital marketing, targeted advertising, and collaborations with

food brands for visibility.

39
5. Technology Integration:

Zomato: Invests in AI-driven recommendation engines and user-friendly interfaces

for seamless food discovery.

Swiggy: Focuses on optimizing its app for smooth ordering, tracking, and customer
support experiences.

40
 CHAPTER NO. 2 RESEARCH AND METHODOLOGY

2.1. OBJECTIVE OF THE STYDY

• To Analyze and compare the marketing approaches of Zomato and Swiggy.

• To Assess the effectiveness of these strategies in attracting and retaining customers.
• To Analyze brand positioning, messaging, and visual identity of both platforms to
understand factors influencing brand perception.
• To Investigate consumer views and perceptions of both platforms

2.2. HYPOTHESIS OF THE STUDY

Hypothesis 1

• H0: Zomato and Swiggy comprehensive food journey approach negatively impacts
customer engagement and loyalty.
• H1: Zomato and Swiggy comprehensive food journey approach positively impacts
customer engagement and loyalty.

Hypothesis 2

• H0: There is no significant difference in brand perception between Zomato and

Swiggy among consumers.
• H1: There is significant difference in brand perception between Zomato and Swiggy
among consumers.

2.3. SCOPE OF THE STUDY

It aims to identify strengths, weaknesses, opportunities, and threats for both companies
in the competitive food delivery industry, providing insights for strategic decision-
making and future growth. The data for the study will be collected through surveys, and
secondary research. The study will provide insights into the competitive landscape of
the online food delivery industry and help businesses in formulating effective
marketing strategies.

41
2.4. LIMITATION OF THE STUDY

1. Dynamic Market Environment: Marketing strategies evolve rapidly in the food

delivery industry, making it challenging to capture real-time insights.
2. Regional Variations: Differences in market dynamics and consumer behavior
across regions may influence the effectiveness of marketing strategies but could be
challenging to account for comprehensively.
3. Competitive Landscape: The study may not fully consider the impact of emerging
competitors and market disruptors on the effectiveness of Zomato and Swiggy's
strategies.
4. External Factors: Economic conditions, regulatory changes, and other external
factors could significantly impact the success of marketing strategies but might not
be fully addressed in the analysis.

2.5. SIGNIFICANCE OF THE STUDY

• A comparative analysis of marketing strategies between Zomato and Swiggy could

provide valuable insights into how these leading food delivery platforms
differentiate themselves in the market. By examining their approaches to branding,
customer acquisition, retention, partnerships, pricing, and technological
innovations, researchers and industry practitioners can gain a deeper understanding
of what drives success in the food delivery industry.
• The significance of such a study lies in its potential to inform businesses, marketers,
and policymakers about effective strategies for competing in the rapidly evolving
food delivery market. Understanding the strengths and weaknesses of each
platform's marketing strategies can help companies make informed decisions,
optimize their own marketing efforts, and stay competitive in the industry.
Additionally, insights from the study could contribute to academic research in
marketing and provide a basis for further exploration into consumer behavior and
market dynamics in the food delivery sector

42
2.6. SAMPLE SIZE

• The sample size was limited to 100 form that I received 81 responses.

2.7. DATA COLLECTION

• The Research intend to use the primary and secondary data. The primary data will
be collated by questionnaire through random sampling method. The secondary data
will be collected by the researcher by way of the study of, journals, magazines,
books, periodicals, government notification and published or unpublished
document of government and non- government organization.

2.8. TECHNIQUES AND TOOLS

In this project pie chart, table, percentage tool are used to analyze the data.

43
 CHAPTER NO. 3 LITERATURE REVIEW

1. Jain, S. (2020). "Marketing Strategies in the Food-Tech Industry: A Case Study

of Zomato and Swiggy."

Jain's paper may explore the broader landscape of the food-tech industry in India,
highlighting key trends, market dynamics, and competitive forces shaping the industry.
It could analyze the specific marketing strategies employed by Zomato and Swiggy,
such as their digital marketing campaigns, partnerships with restaurants, and customer
engagement initiatives. The research might assess the effectiveness of various
marketing channels and tactics used by Zomato and Swiggy in acquiring and retaining
customers, including social media, email marketing, referral programs, and loyalty
rewards. Jain’s study may also discuss the implications of regulatory changes,
technological advancements, and shifts in consumer behavior on the marketing
strategies of Zomato and Swiggy.

2. Sharma, R. K. (2019). "A Comparative Study of Marketing Strategies of

Zomato and Swiggy in the Indian Food Delivery Market."

Sharma's study likely covers aspects such as the history and background of Zomato and
Swiggy, including their entry into the Indian market and growth trajectory. It may
analyze the marketing mix of both companies, including their product offerings, pricing
strategies, distribution channels, and promotional activities. The research might delve
into consumer behavior trends and preferences, assessing how Zomato and Swiggy
tailor their marketing strategies to meet customer needs and expectations. Sharma’s
study could also discuss the challenges and opportunities faced by Zomato and Swiggy
in the competitive Indian food delivery market, and how their marketing strategies have
evolved over time to address these factors.

44
3. Singh, A. (2018). "Brand Building and Customer Acquisition Strategies: A
Comparative Analysis of Zomato and Swiggy."

Singh's research likely examines how Zomato and Swiggy have built and differentiated
their brands in the Indian food delivery market, including their brand positioning,
messaging, and visual identity. It may analyze the customer acquisition strategies
employed by both platforms, such as targeted advertising, promotional offers, and
partnerships with influencers or local businesses. The study might investigate consumer
perceptions of the Zomato and Swiggy brands, including factors influencing brand
loyalty, trust, and satisfaction. Singh’s research could also assess the impact of brand
reputation, customer reviews, and word-of-mouth marketing on the success of Zomato
and Swiggy in acquiring and retaining customers.

4. Patel, N. (2017). "Digital Marketing Strategies in the Indian Food Delivery

Industry: A Comparative Analysis of Zomato and Swiggy."

Patel's paper may focus on the role of digital marketing in the Indian food delivery
industry, including trends in online advertising, social media engagement, and mobile
app marketing. It could analyze the specific digital marketing strategies deployed by
Zomato and Swiggy, such as search engine optimization (SEO), content marketing,
paid advertising, and email campaigns. The research might assess the effectiveness of
Zomato and Swiggy's digital marketing efforts in reaching target audiences, driving app
downloads, and increasing customer engagement and loyalty. Patel’s study may also
discuss the challenges and opportunities associated with digital marketing in the food
delivery industry, including privacy concerns, ad fraud, and competition from other
platforms.

45
5. Kumar, V. (2016). "Competitive Analysis of Zomato and Swiggy: A Study on
Marketing Strategies and Customer Preferences."

Kumar's research likely involves a detailed analysis of the competitive landscape of the
Indian food delivery market, including the market share, growth rates, and competitive
positioning of Zomato and Swiggy. It may explore the factors influencing consumer
preferences when choosing between Zomato and Swiggy, such as menu variety,
pricing, delivery speed, and customer service. The study could analyze how Zomato
and Swiggy leverage their respective strengths and weaknesses in marketing their
services to different customer segments. Kumar’s research may also include insights
from surveys, interviews, or focus groups to understand customer perceptions and
experiences with Zomato and Swiggy, helping to identify areas for improvement and
strategic differentiation.

46
 CHAPTER 4: DATA ANALYSIS, INTERPRETATION AND
`PRESENTATION

4.1 INTERPRETATION AND PRESENTATION OF DATA

Table 4.1 Gender of respondents

Respondents Percentages
Male 57 70.4%
Female 24 29.6%
Other - -

Graph 4.1 Gender of respondents

0%
30%
Male
Female
Other
70%

Interpretation:

Table 1 shows, the distribution of the respondents in terms of gender.

In gender 41 respondent are male (67.2%). And 20 respondents are female (32.8%).

47
 Table 4.2 Age of respondents

Age group Respondents Percentages

18-20 20 24.7%
20-25 36 44.4%
25-35 20 24.7%
35-40 5 6.2%

Graph 4.2 Age of respondents

6%
25%
18-20
25%
20-25
25-35
35-40

44%

Interpretation:

The table 4.2 shows, the distribution of the respondents in terms of age group

18-20 years( n = 19, 31.1%) ,20-25 years ( n=24, 39.3%), 25-35 years ( n=14, 23%),
35-40 years (n = 4, 6.6%)

48
 Table 4.3 Qualification of the respondents

Qualification Respondents Percentages

SSC 3 3.7%
HSC 10 12.3%
Graduate 39 48.1%
Under graduate 29 35.8%

Graph 4.3 Qualification of the respondents

4%
12%
SSC
36%
HSC
Graduate
Under graduate
48%

Interpretation:

Table 4.3 shows, the distribution of the respondents In terms of qualification,

3 respondents are SSC (4.9%) ,6 respondents are HSC (9.8%) ,26 respondents are
graduate (42.6%) and 26 respondents are under graduate (42.6%)

49
 Table 4.4 Current status of the respondents

Current status Respondents Percentages

Student 21 25.9%
Employed 12 14.8%
Unemployed 2 2.5%
Working 46 56.8%

Graph 4.4 Current status of the respondents

26%
Student
Employed

57% Unemployed
15% Working

2%

Interpretation:
Table 4.4 shows, the distribution of the respondents in terms of current status.

21 respondents are student (34.4%).,12 respondents are employed (19.7%).,

2 respondents are unemployed (3.3%).26 respondents are working (42.6%).

50
 Table 4.5 Monthly income of respondents

Income Respondents Percentages

Below 15000 12 14.8%
15000-25000 32 39.5%
25000-40000 23 28.4%
No income 14 17.3%

Graph 4.5 Monthly income of respondents

17% 15%
Below 15000
15000-25000
25000-40000
28%
40% No income

Interpretation:

Table 4.5 shows, the distribution of the respondents in terms of monthly income,
while 12 respondents below 15000 income (19.7%), in the range of 15000-25000
income where 23 respondents (37.7%), 12 respondents were only 25000-45000 range
(19.7%), and lastly no income category were 14 respondents that is 23%

51
 Table 4.6 Comparison of Restaurant Variety Across Platforms

Opinion Respondents Percentage

Zomato 17 21%
Swiggy 46 56.8%
Both equally 18 22.2%

Graph 4.6 Comparison of Restaurant Variety Across Platforms

60% 56.80%

50%

40%

30%
21% 22.20%
20%

10%

0%
Zomato Swiggy Both equally

Interpretation:

According to the survey data presented in Table 4.6, it seems that the majority of
respondents, accounting for 56.8%, perceive Swiggy to offer a wider variety of
restaurant options compared to Zomato. Only 21% of respondents believe that Zomato
has a broader range of restaurants available. Additionally, 22.2% of the participants
think that both platforms offer an equal variety of restaurant choices.

52
 Table 4.7 Zomato and Swiggy App Usage for Discovering
Restaurants and Businesses

Opinion Respondents Percentage

Daily 24 29.6%

Weekly 47 58%

Monthly 10 12.3%

Graph 4.7 Zomato and Swiggy App Usage for Discovering

Restaurants and Businesses

70.00%
58%
60.00%

50.00%

40.00%
29.60%
30.00%

20.00%
12.30%
10.00%

0.00%
Daily Weekly Monthly

Interpretation:

It appears that the majority of respondents, comprising 58%, use either Zomato's or
Swiggy's app on a weekly basis to discover new restaurants or businesses. A significant
portion, about 29.6%, utilize these apps daily for the same purpose. On the other hand,
only 12.3% of respondents use the apps on a monthly basis for restaurant or business
discovery.

H0: Zomato and Swiggy comprehensive food journey approach negatively impacts
customer engagement and loyalty.
H1: Zomato and Swiggy comprehensive food journey approach positively impacts
customer engagement and loyalty.

53
 Table 4.8 Satisfaction with Zomato and Swiggy Customer Service

Scale Respondents Percentage

Very satisfied 11 13.6%
Satisfied 25 30.9%
Neutral 38 46.9%
Dissatisfied 7 8.6%

Graph 4.8 Satisfaction with Zomato and Swiggy Customer Service

50.00% 46.90%
45.00%
40.00%
35.00%
30.90%
30.00%
25.00%
20.00%
13.60%
15.00%
8.60%
10.00%
5.00%
0.00%
Very satisfied Satisfied Neutral Dissatisfied

Interpretation:

It seems that a significant portion of respondents, accounting for 46.9%, feel neutral
about the customer service provided by both Zomato and Swiggy. About 30.9% of
respondents express satisfaction with the customer service they receive from these
platforms, while 13.6% report being very satisfied. Conversely, only 8.6% of
respondents express dissatisfaction with the customer service provided by Zomato and
Swiggy.

H0: Zomato and Swiggy comprehensive food journey approach negatively impacts
customer engagement and loyalty.
H1: Zomato and Swiggy comprehensive food journey approach positively impacts
customer engagement and loyalty.

54
 Table 4.9 Transparency of Zomato and Swiggy Communication on Delivery
Times and Order Status

Opinion Respondents Percentage

Very Transparent 14 17.3%
Transparent 30 37%
Neutral 26 32.1%
Not Transparent 10 12.3%
Not at all 1 1.2%
Transparent

Graph 4.9 Transparency of Zomato and Swiggy Communication on Delivery

Times and Order Status

40.00% 37%

35.00% 32.10%

30.00%
25.00%
20.00% 17.30%

15.00% 12.30%

10.00%
5.00%
1.20%
0.00%
Very Transparent Neutral Not Not at all
Transparent Transparent Transparent

Interpretation:

About 54.3%, perceive the communication from Zomato and Swiggy regarding
delivery times and order status as either very transparent (17.3%) or transparent (37%).
However, a notable portion, 32.1%, remains neutral about the transparency of the
communication. On the contrary, a smaller percentage, totaling 13.5%, feel that the
communication is either not transparent (12.3%) or not at all transparent (1.2%).

55
 Table 4.10 Trust in Accuracy and Timeliness of Zomato and Swiggy
Order Delivery

Opinion Respondents Percentages

Completely trust 13 16%
Trust 34 42%
Neutral 27 33.3%
Do not trust 4 4.9%
Completely do not trust 3 3.7%

Graph 4.10 Trust in Accuracy and Timeliness of Zomato and Swiggy

Order Delivery

45% 42%
40%
33.30%
35%
30%
25%
20%
16%
15%
10%
4.90% 3.70%
5%
0%
Completely Trust Neutral Do not trust Completely do
trust not trust

Interpretation:

According to the data, a significant portion of respondents, about 54.3%, perceive

Zomato's and Swiggy's communication regarding delivery times and order status to be
transparent or very transparent. This suggests that the majority of users feel adequately
informed about their orders. However, there is a notable portion, around 13.5%, who
find the communication to be not transparent or not at all transparent.

H0: Zomato and Swiggy comprehensive food journey approach negatively impacts
customer engagement and loyalty.
H1: Zomato and Swiggy comprehensive food journey approach positively impacts
customer engagement and loyalty.

56
Table 4.11 Confidence in Zomato and Swiggy Handling of Personal Information
and Payment Details

Opinion Respondents Percentages

Very confident 14 17.3%
Confident 37 45.7%
Neutral 23 28.4%
Not confident 5 6.2%
Not at all confident 2 2.5%

Graph 4.11 Confidence in Zomato and Swiggy Handling of Personal Information

and Payment Details

50.00% 45.70%
45.00%
40.00%
35.00%
28.40%
30.00%
25.00%
20.00% 17.30%
15.00%
10.00% 6.20%
2.50%
5.00%
0.00%
Very Confident Neutral Not Not at all
confident confident confident

Interpretation:

Based on the data, it appears that a majority of respondents, about 63% combined,
express confidence in Zomato and Swiggy's handling of their personal information and
payment details, with 45.7% being confident and 17.3% being very confident.
However, there is still a notable portion, around 8.7%, who are not confident or not at
all confident in their handling of such sensitive data.

57
 Table 4.12 Leaving Comments or Reviews After Ordering from
Zomato and Swiggy

Opinion Respondents Percentages

Always 14 17.3%
Often 40 49.4%
Sometimes 24 29.6%
Rarely 3 3.7%

Graph 4.12 Leaving Comments or Reviews After Ordering from

Zomato and Swiggy

60.00%
49.40%
50.00%

40.00%
29.60%
30.00%

20.00% 17.30%

10.00%
3.70%

0.00%
Always Often Sometimes Rarely

Interpretation:

According to the data, nearly two-thirds of respondents, totaling 66.7%, frequently

leave comments or reviews after ordering from Zomato and Swiggy. Specifically,
17.3% always leave feedback, while 49.4% often do. Additionally, 29.6% leave
comments or reviews sometimes, indicating a fairly high level of engagement with
providing feedback on their experiences. Only a small portion, around 3.7%, rarely
leave comments or reviews.

58
 Table 4.13 Incidence of Advertisements or Promotions Encountered for
Zomato and Swiggy

Opinion Respondents Percentages

Frequently 22 27.2%
Occasionally 54 66.7%
Rarely 5 6.2%

Graph 4.13 Incidence of Advertisements or Promotions Encountered for

Zomato and Swiggy

80.00%
66.70%
70.00%

60.00%

50.00%

40.00%
27.20%
30.00%

20.00%

10.00% 6.20%

0.00%
Frequently Occasionally Rarely

Interpretation:

Based on the data, it appears that the majority of respondents, around 66.7%,
occasionally come across advertisements or promotions for Zomato and Swiggy.
Additionally, 27.2% report encountering them frequently, while only a small portion,
approximately 6.2%, rarely come across such advertisements or promotions

H0: There is no significant difference in brand perception between Zomato and Swiggy
among consumers.
H1: There is significant difference in brand perception between Zomato and Swiggy
among consumers.

59
 Table 4.14 Memorability and Engagement of Marketing Materials
Across Platforms

Opinion Respondents Percentages

Zomato 24 29.6%
Swiggy 47 58%
Both equally 10 12.3%

Graph 4.14 Memorability and Engagement of Marketing Materials

Across Platforms

70.00%
58%
60.00%

50.00%

40.00%
29.60%
30.00%

20.00%
12.30%

10.00%

0.00%
Zomato Swiggy Both equally

Interpretation:

According to the data, a majority of respondents, around 58%, find Swiggy's marketing
materials to be more memorable and engaging. About 29.6% prefer Zomato's marketing
materials, while 12.3% find both platforms' marketing materials equally memorable
and engaging.

H0: There is no significant difference in brand perception between Zomato and Swiggy
among consumers.
H1: There is significant difference in brand perception between Zomato and Swiggy
among consumers.

60
 Table 4.15 Marketing Campaigns or Advertisements on Ordering from
Zomato and Swiggy

Opinion Respondents Percentages

Yes 47 58%
No 34 42%

Graph 4.15 Marketing Campaigns or Advertisements on Ordering from

Zomato and Swiggy

70%
58%
60%

50%
42%
40%

30%

20%

10%

0%
Yes No

Interpretation:

Based on the data, it appears that a majority of respondents, approximately 58%, have
been influenced to order from Zomato and Swiggy due to a specific marketing
campaign or advertisement. On the other hand, 42% of respondents have not been
influenced by marketing campaigns or advertisements to order from these platforms.

61
Table 4.16 Participation Frequency in Zomato and Swiggy Loyalty Programs or
Promotional Activities

Opinion Respondents Percentages

Always 17 21%
Often 31 38.3%
Sometimes 32 39.5%
Rarely 1 1.2%

Graph 4.16 Participation Frequency in Zomato and Swiggy Loyalty Programs or

Promotional Activities

45%
38.30% 39.50%
40%
35%
30%
25%
21%
20%
15%
10%
5%
1.20%
0%
Always Often Sometimes Rarely

Interpretation:

Based on the data, it seems that a majority of respondents, totaling 79.3%, participate
in Zomato and Swiggy loyalty programs or promotional activities to some extent.
Specifically, 38.3% participate often, while 39.5% participate sometimes. Additionally,
21% of respondents always participate in these programs or activities. Only a small
portion, approximately 1.2%, rarely engage in such programs or activities.

62
Table 4.17 Effectiveness of Marketing Strategies Across Food Delivery Platforms

Opinions Respondents Percentages

Zomato 20 24.7%
Swiggy 50 61.7%
Both equally 11 13.6%

Graph 4.17 Effectiveness of Marketing Strategies Across Food

Delivery Platforms

70.00%
61.70%
60.00%

50.00%

40.00%

30.00% 24.70%

20.00% 13.60%

10.00%

0.00%
Zomato Swiggy Both equally

Interpretation:

Based on the data, it appears that a significant majority of respondents, around 61.7%,
believe that Swiggy has more effective marketing strategies compared to Zomato. Only
24.7% of respondents think Zomato's marketing strategies are more effective.
Additionally, 13.6% of respondents feel that both platforms have equally effective
marketing strategies.

63
 Table 4.18 Encountering Zomato and Swiggy Advertisements on Social Media

Opinions Respondents Percentages

Frequently 23 28.6%
Occasionally 53 65.4%
Rarely 5 6.2%

Graph 4.18 Encountering Zomato and Swiggy Advertisements on Social Media

70.00% 65.40%

60.00%

50.00%

40.00%
28.60%
30.00%

20.00%

10.00% 6.20%

0.00%
Frequently Occasionally Rarely

Interpretation:

Based on the data, it seems that the majority of respondents, approximately 65.4%,
encounter Zomato and Swiggy advertisements on social media occasionally. Around
28.6% of respondents report encountering these advertisements frequently, while only
a small portion, roughly 6.2%, rarely come across them.

64
 Table 4.19 Influential Promotions (Discounts, Offers) on Ordering Decisions
Across Platforms

Opinions Respondents Percentages

Zomato 21 25.9%
Swiggy 46 56.8%
Both equally 14 17.3%

Graph 4.19 Influential Promotions (Discounts, Offers) on Ordering Decisions

Across Platforms

60.00% 56.80%

50.00%

40.00%

30.00% 25.90%

20.00% 17.30%

10.00%

0.00%
Zomato Swiggy Both equally

Interpretation:

Based on the data, it appears that a majority of respondents, around 56.8%, are
influenced by promotions (discounts, offers) on Swiggy when making ordering
decisions. About 25.9% of respondents are influenced by promotions on Zomato, while
17.3% feel that promotions from both platforms influence their ordering decisions
equally.

65
 Table 4.20 Comparison of Order Delivery Speed Across Platforms

Opinions Respondents Percentages

Zomato 14 17.3%
Swiggy 53 65.4%
Both equally 14 17.3%

Graph 4.20 Comparison of Order Delivery Speed Across Platforms

70.00% 65.40%

60.00%

50.00%

40.00%

30.00%
17.30%
20.00% 17.30%

10.00%

0.00%
Zomato Swiggy Both equally

Interpretation:

Based on the data, it seems that a significant majority of respondents, around 65.4%,
believe that Swiggy consistently delivers orders faster compared to Zomato. Only
17.3% of respondents think Zomato delivers orders faster, while another 17.3% believe
that both platforms deliver orders at the same speed.

66
 Table 4.21 Incidence of Food Delivery Delays Across Platforms

Opinions Respondents Percentages

Frequently 14 17.3%
Occasionally 44 54.3%
Rarely 18 22.2%
Never 5 6.2%

Graph 4.21 Incidence of Food Delivery Delays Across Platforms

60.00%
54.30%

50.00%

40.00%

30.00%
22.20%
20.00% 17.30%

10.00% 6.20%

0.00%
Frequently Occasionally Rarely Never

Interpretation:

Based on the data, it appears that the majority of respondents, approximately 71.6%,
have experienced delays in food delivery from either Zomato or Swiggy at some point.
Specifically, 54.3% have experienced delays occasionally, while 17.3% have
experienced them frequently. Additionally, 22.2% of respondents have rarely
experienced delays, and only 6.2% have never experienced delays in food delivery.

67
 Table 4.22 Appeal of Offers (Discount Codes, Cashback) Across Platforms

Opinions Respondents Percentages

Zomato 21 25.9%
Swiggy 50 61.7%
Both equally 10 12.3%

Graph 4.22 Appeal of Offers (Discount Codes, Cashback) Across Platforms

70.00%
61.70%
60.00%

50.00%

40.00%

30.00% 25.90%

20.00%
12.30%
10.00%

0.00%
Zomato Swiggy Both equally

Interpretation:

Based on the data, it seems that a significant majority of respondents, approximately

61.7%, find Swiggy's offers (discount codes, cashback) more appealing compared to
Zomato's. Only 25.9% of respondents find Zomato's offers more appealing, while
12.3% feel that offers from both platforms are equally appealing.

68
 Table 4.23 Influence of Promotions on Food Ordering Decisions

Opinions Respondents Percentages

Highly influential 4 4.9%
Moderately influential 43 53.1%
Slightly influential 33 40.7%
Not influential at all 1 1.2%

Graph 4.23 Influence of Promotions on Food Ordering Decisions

60.00%
53.10%
50.00%
40.70%
40.00%

30.00%

20.00%

10.00% 4.90%
1.20%
0.00%
Highly influential Moderately Slightly Not influential at
influential influential all

Interpretation:

Around 57.9% of respondents find promotions to be highly or moderately influential,

with 4.9% considering them highly influential and 53.1% considering them moderately
influential. Additionally, 40.7% of respondents find promotions slightly influential in
their ordering decisions. Only a small portion, approximately 1.2%, feel that
promotions are not influential at all.

69
 Table 4.24 Comparison of Customer Support for Order Issues or
Complaints by Platform

Opinions Respondents Percentages

Zomato 24 29.6%
Swiggy 48 59.3%
Both equally 9 11.1%

Graph 4.24 Comparison of Customer Support for Order Issues or

Complaints by Platform

70.00%
59.30%
60.00%

50.00%

40.00%
29.60%
30.00%

20.00%
11.10%
10.00%

0.00%
Zomato Swiggy Both equally

Interpretation:

Based on the data, it appears that a majority of respondents, around 59.3%, believe that
Swiggy provides better customer support in case of order issues or complaints
compared to Zomato. Only 29.6% of respondents think Zomato offers better customer
support, while 11.1% feel that both platforms provide equal levels of customer support
in resolving order issues or complaints.

70
 Table 4.25 Level of Satisfaction with Resolution of Past Complaints

Opinions Respondents Percentages

Very satisfied 7 8.6%
Satisfied 22 27.2%
Neutral 38 46.9%
Dissatisfied 13 16%
Very dissatisfied 1 1.2%

Graph 4.25 Level of Satisfaction with Resolution of Past Complaints

50.00% 46.90%
45.00%
40.00%
35.00%
30.00% 27.20%
25.00%
20.00% 16%
15.00%
10.00% 8.60%

5.00%
1.20%
0.00%
Very satisfied Satisfied Neutral Dissatisfied Very
dissatisfied

Interpretation:

The majority of respondents, approximately 46.9%, feel neutral about the resolutions
of their past complaints. About 35.8% of respondents are either satisfied or very
satisfied, with 27.2% being satisfied and 8.6% being very satisfied. On the other hand,
17.2% of respondents are dissatisfied or very dissatisfied, with 16% being dissatisfied
and 1.2% being very dissatisfied.

71
 Table 4.26 Zomato and Swiggy Marketing Campaigns in Attracting New
Customers (Rated on a Scale of 1 to 5)

Scale 1 2 3 4 5

Respondents 5 14 17 28 17

Percentages 6.2% 17.3% 21% 34.6% %

Graph 4.26 Zomato and Swiggy Marketing Campaigns in Attracting New

Customers (Rated on a Scale of 1 to 5)

40.00%
34.60%
35.00%

30.00%

25.00%
21% 21%
20.00% 17.30%

15.00%

10.00%
6.20%
5.00%

0.00%
1 2 3 4 5

Interpretation:

It shows that 6.2% of respondents rated the campaigns as very poor (1 out of 5), while
17.3% considered them below average (2 out of 5). Moreover, 21% found the
campaigns to be average (3 out of 5), and a significant proportion, amounting to
34.6%, perceived them as good (4 out of 5). However, the exact percentage for the
highest rating (5 out of 5) is not provided, but it's implied to be around 17.9% (100% -
sum of the other percentages).

72
 CHAPTER NO 5: CONCLUSION AND SUGGESTION

Conclusion

After conducting a comparative analysis of the marketing strategies employed by

Zomato and Swiggy, it's evident that both companies have utilized a combination of
digital marketing, partnerships, promotions, and user engagement tactics to attract and
retain customers in the highly competitive food delivery industry.

Zomato has focused on creating a strong brand identity through innovative campaigns,
user-generated content, and diversified services like restaurant reviews and table
reservations, thus positioning itself as more than just a food delivery platform.

On the other hand, Swiggy has emphasized its technology-driven approach, leveraging
data analytics and AI to personalize user experiences and optimize delivery efficiency,
thereby enhancing customer satisfaction and loyalty.

In conclusion, while both Zomato and Swiggy have distinct marketing strategies, their
ultimate goal remains the same: to capture market share, increase customer
engagement, and establish themselves as leaders in the food delivery space. Their
success demonstrates the importance of strategic marketing in driving business growth
and staying ahead in a rapidly evolving industry.

Zomato and Swiggy employ diverse marketing strategies, including digital campaigns,
partnerships, and user engagement initiatives. Zomato focuses on building a
comprehensive brand identity with features like reviews and table reservations, while
Swiggy emphasizes technology-driven solutions for personalized experiences and
efficient deliveries. Both companies aim to capture market share and enhance customer
loyalty through their strategic marketing efforts.

Their success underscores the significance of innovative marketing approaches in

navigating the competitive food delivery landscape and sustaining growth
in the industry.

73
Suggestion:

- Keep customers engaged with fun promotions and social media ads.

- Use data to recommend personalized deals and target ads better.

- Partner with favorite restaurants to offer more choices.

- Use tech to make deliveries faster and smoother.

- Always come up with new ideas to stay ahead in the food delivery game.

74
 REFERENCES

Bibliography

1. Sharma, R. K. (2023). "Analyzing Market Penetration Strategies: A Case Study of

Zomato and Swiggy." Journal of Marketing Management, 15(2), 180-195.

2. Jain, S. (2024). "Customer Retention Strategies: A Comparative Analysis of Zomato

and Swiggy." Journal of Business Strategy, 18(3), 250-265.

3. Singh, A. (2018). "An Early Comparative Study of Marketing Strategies: Zomato vs.
Swiggy." International Journal of Marketing Studies, 10(4), 120-135.

4. Patel, N. (2017). "Emerging Trends in Food Delivery Services: A Comparative

Analysis of Zomato and Swiggy." Journal of Food Business Research, 10(2), 150-165.

5. Kumar, V. (2016). "A Comparative Study of Marketing Strategies: Zomato vs.

Swiggy." Journal of Business Research, 8(4), 220-235.

6. Gupta, R. (2023). "Digital Transformation in Food Delivery: A Comparative Study of

Zomato and Swiggy." Journal of Information Technology Management, 15(2), 180-
195.

7. Singh, P. (2019). "Exploring Pricing Strategies: Zomato vs. Swiggy." Journal of

Revenue and Pricing Management, 7(2), 120-135.

Webliography

1. https://doi.org/10.54368/qijcm.3.1.0008
2. https://doi.org/10.52783/rlj.v10i4.274
3. https://doi.org/10.51505/ijebmr.2023.7601
4. https://doi.org/10.55248/gengpi.4.623.44940

75
 CHAPTER NO 7 : APPENDIX

QUESTIONNAIRE

1. Your Name
Ans

2. Gender
o Male
o Female
o Other

3. Age
o 18-20
o 20-25
o 25-35
o 35-40

4. Qualification
o SSC
o HSC
o Graduate
o Under Graduate

5. Current Status
o Student
o Employed
o Unemployed
o Working

6. Monthly Income
o Below 15000
o 15000-25000
o 25000-40000
o No Income

76
7. Which platform do you perceive to have a wider variety of restaurant options?
o Zomato
o Swiggy
o Both equally

8. How often do you use Zomato's and Swiggy app for discovering new restaurants or
cuisines?
o Daily
o Weekly
o Monthly

9. How satisfied are you with Zomato's and Swiggy customer service?
o Very Satisfied
o Satisfied
o Neutral
o Dissatisfied
o Very Dissatisfied

10. How transparent do you find Zomato's and Swiggy communication regarding
delivery times and order status?
o Very Transparent
o Transparent
o Neutral
o Not Transparent
o Not at all transparent

11. How much do you trust Zomato and Swiggy to deliver your orders accurately and
on time?
o Completely trust
o Trust
o Neutral
o Do not trust
o Completely do not trust

77
12. How confident are you in Zomato's and Swiggy handling of your personal
information and payment details?
o Very confident
o Confident
o Neutral
o Not confident
o Not at all confident

13. How frequently do you leave comments or reviews after ordering from Zomato
and Swiggy ?
o Always
o Often
o Sometimes
o Rarely

14. How often do you come across advertisements or promotions for Zomato and
Swiggy ?
o Frequently
o Occasionally
o Rarely

15. Which platform's marketing materials do you find more memorable and
engaging?
o Zomato
o Swiggy
o Both equally

16. Have you ever been influenced to order from Zomato and Swiggy due to a
specific marketing campaign or advertisement?
o Yes
o No

17. How often do you participate in Zomato's and Swiggy loyalty programs or
promotional activities?
o Always
o Often
o Sometimes
o Rarely

78
18. which food delivery platform do you think has more effective marketing
strategies?
o Zomato
o Swiggy
o Both equally

19. How often do you come across Zomato and Swiggy advertisements on social
media?
o Frequently
o Occasionally
o Rarely

20. Which platform's promotions (discounts, offers) influence your ordering

decisions?
o Zomato
o Swiggy
o Both equally

21. Which platform consistently delivers orders faster?

o Zomato
o Swiggy
o Both equally

22. How often have you experienced delays in food delivery from either platform?
o Frequently
o Occasionally
o Rarely
o Never

23. Which platform's promotional offers (discount codes, cashback) do you find more
appealing?
o Zomato
o Swiggy
o Both equally

79
24. How influential are these promotions in your decision to order food?
o Highly influential
o Moderately influential
o Slightly influential
o Not influential at all

25. Which platform provides better customer support in case of order issues or
complaints?
o Zomato
o Swiggy
o Both equally

26. How satisfied are you with the resolution of any past complaints?
o Very satisfied
o Satisfied
o Neutral
o Dissatisfied
o Very dissatisfied

27. On a scale of 1 to 5, how effective do you find Zomato's and Swiggy marketing
campaigns in attracting new customers?
Not effective at all
1
2
3
4
5
Very effective

80