Zomato Marketing Mix and 7Ps (Updated 2024)

The Marketing mix of Zomato analyses the 7Ps of Zomato, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Zomato. The Zomato marketing mix helps to design marketing strategies and an aggressive marketing channel mix that will deliver marketing messages, promote the business brand, conduct initial marketing research, use various marketing metrics wisely, understand customer demographics preferences based on the market situation, and help to take marketing initiatives of the business brand in the multiple target customers and market.

Zomato marketing consists of persuasive content marketing, product, price, distribution, various marketing metrics, multiple marketing campaigns, targeted advertisers pay search engines, and social media marketing so that the marketing teams working professionals from the marketing department segments can understand the marketing environment and the market leader create an effective marketing strategy that will take the company forward.

Developing a marketing strategy helps create the best brand voice and most effective message aligned with Zomato’s marketing and brand strategies.

About Zomato

• Type: Online food delivery and restaurant discovery platform
• Industry: Foodtech
• Founded: July 2008
• Founders: Deepinder Goyal and Pankaj Chaddah
• Headquarters: Gurugram, India
• Area served: Over 10,000 cities in 24 countries
• Current CEO: Deepinder Goyal
• Number of employees: 3,800
• Major products: Zomato app, Zomato website, Zomato Gold, Zomato Pay, Hyperpure

Zomato Product Strategy

We are developing a digital marketing strategy. A mix of Zomato has helped the core team conduct initial marketing research, identify marketing metrics, and design marketing strategies, aligning the product strategy with the Zomato brand strategy.

Zomato is a food delivery service and app platform that helps users understand the marketing environment and search for a particular restaurant by cuisine or area. The company offers cashless payment and subscription services with useful features like table management and online ordering. Digital marketing strategies adopted by Zomato have helped the company connect with customers through offers like free delivery on the first purchase and have become one of the most popular delivery service apps for food.

The new Product Mix of Zomato in 2024 is as follows (Source).

1. Restaurant Search and Discovery: Zomato allows users to search for restaurants, cafes, pubs, and other dining venues based on criteria like location, cuisine, and user ratings. It also provides detailed information about these establishments, including menus, photos, reviews, and contact details.
2. Online Table Booking: Zomato enables users to book tables at restaurants through its platform in some regions, often offering special deals and discounts.
3. Online Food Ordering and Delivery: One of Zomato’s essential services is its food delivery platform. Users can order food from various restaurants and deliver it to their doorstep.
4. Zomato Gold (or Zomato Pro): This subscription-based service offers premium features like dining discounts, complimentary dishes/drinks, and other exclusive benefits at partner restaurants. The specifics of this program may vary by region and over time.
5. Hyperpure: Zomato’s Sply wing, Hyperpure, supplies fresh and high-quality ingredients to restaurants. This service helps maintain quality control and streamline the supply chain for partner restaurants.
6. Zomato Kitchen: This service involves Zomato investing in cloud kitchens, which are kitchen spaces used solely for online food orders, without any dine-in facility. This enables restaurants to expand their reach without significant investment in physical dining spaces.
7. Zomato Pay: A digital payment solution integrated within the Zomato app, allowing for seamless transactions for both online orders and dine-in experiences.
8. Advertise with Zomato: Restaurants and brands can advertise on the Zomato platform, leveraging its large user base for targeted visibility.
9. Zomato Market: Zomato expanded into grocery delivery in some regions, although this may depend on current market strategies and regional operations.
10. Events and Experiences: Zomato occasionally hosts food carnivals, pop-up restaurants, and other culinary events, although these are more promotional and not regular features of their business model.

Zomato Pricing Strategy

Zomato’s pricing is a sophisticated blend of market penetration, competitive pricing, and dynamic pricing models with delivery partners’ best restaurants, designed to capture and maintain a strong position in the highly competitive food delivery and restaurant aggregator market. Here’s the pricing strategy of Zomato.

1. Competitive Pricing: Zomato strategically prices its services to remain competitive against other key players in the market. By regularly analyzing competitors’ pricing structures, Zomato ensures its offerings are attractively priced to retain existing customers and attract new ones.
2. Dynamic Pricing for Delivery: Zomato employs dynamic pricing for its delivery services, which can vary based on distance, order size, and peak hours. This approach allows Zomato to manage operational costs effectively while adapting to consumer demand and market conditions.
3. Subscription-Based Model (Zomato Pro/Gold): Zomato offers a subscription-based model, providing members with discounts, free delivery, and exclusive offers. This pricing strategy ensures customer loyalty and provides a consistent revenue stream.
4. Freemium Model for Restaurant Partners: For restaurants, Zomato operates on a freemium model, offering basic listings for free while charging for additional promotional and analytics services. This approach enables Zomato to onboard various restaurant partners and monetize through enhanced services.
5. Promotional Discounts and Offers: Zomato frequently uses promotional pricing strategies, such as discounts, coupons, and special offers, to increase order volume and attract new users. These promotions are often strategically timed around festivals, holidays, or special events to maximize impact.
6. Customized B2B Pricing for Hyperpure: For its B2B segment, Hyperpure, Zomato likely adopts a customized pricing approach, tailoring prices for restaurant partners based on their specific supply needs and order volumes, thereby ensuring a value-driven proposition for its clients.

Zomato Place Strategy

Zomato, with its aggressive marketing channel mix and marketing initiatives, has spread its presence to 1,000+ cities in India. Founded as FoodieBay, the website started as a restaurant recommendation, online ordering services, and listing platform. The founders changed the company website’s name in 2010 to Zomato to avoid a conflict with eBay.

Here is an overview of Zomato’s place strategy:

1. Wide Geographical Coverage: Zomato operates in multiple countries across the globe, focusing on urban areas with a high demand for restaurant discovery and food delivery services. This extensive geographical presence allows it to capture a diverse market segment.
2. Partnerships with Local Restaurants and Chains: Zomato partners with a wide range of dining establishments, from local eateries to international chains, ensuring a varied and comprehensive listing that appeals to different customer preferences and dining needs.
3. Use of Technology for Seamless Service: The platform employs advanced technology, including AI and data analytics, to optimize delivery routes and ensure efficient order processing, enhancing customer satisfaction and service speed in various locations.
4. Strategic Expansion into New Markets: Zomato carefully selects new markets for expansion, often starting with significant cities before branching out into smaller towns, ensuring a gradual and sustainable growth pattern.
5. Adaptation to Local Market Needs: In each operating region, Zomato adapts its services and offerings to suit local tastes, preferences, and regulatory environments, demonstrating a flexible and localized approach to its place strategy.

Zomato Promotion Strategy

The Zomato marketing and Zomato digital marketing strategies focus on marketing research, email marketing, search engine marketing, meme marketing strategy, social media marketing, Google analytics, moment marketing, persuasive content marketing, paid advertising, and advertising marketing campaigns targeted at potential and existing customers. Zomato’s digital marketing strategy is to deliver strong marketing messages and utilize growth opportunities in the industry.

Multiple marketing campaigns help the brand voice its target audience, draw people through niche advertising, and convert them into customers using search engines.

The various promotional tools used by the marketing. The advertising and marketing strategy of Zomato is as follows-

Television

Zomato ads are widely shown on television to target audiences and create brand awareness and visibility.

Print Media Marketing

Zomato is known for its print media, email marketing strategy, and restaurant advertising on social media platforms like Instagram. One of the most famous advertising campaigns was “Doodh Mangoge Doodh Dhenge” heer Mangoge Kheer Denge.”

Promo Activities

Promo activities in Zomato’s marketing approach and distribution strategy will include marketing research, personal selling, and advertising marketing so that the products are well-received in the market.

Website Optimization

Zomato’s marketing strategy uses digital marketing channels for website optimization, including search engine marketing, email marketing, and social media marketing. Google Analytics suggests that an innovative marketing campaign, discounts, and offers impact both paid search traffic and organic traffic in search results. The Zomato marketing strategies team uses digital marketing techniques to convert one-time users into long-time visitors.

Some Recent Video ads and Print ads of Zomato are:

Zomato People Strategy

The “People” element of the service marketing mix for a company like Zomato, which operates in the online food delivery and restaurant discovery space, encompasses various stakeholders who play a critical role in the success story delivery and perception of their service. Here are some key points regarding the “People” aspect of Zomato’s service marketing mix:

1. Customer Support Team: Zomato strongly emphasizes its customer support team to ensure customer satisfaction and handle any issues or queries. This team is crucial for managing feedback and complaints and assisting both customers and restaurant partners.
2. Delivery Personnel: Known as “Zomato Delivery Partners,” these individuals are the face of Zomato to many customers. Their efficiency, politeness, and timeliness directly impact customer satisfaction and loyalty. Zomato invests in training and technology to assist its delivery partners.
3. Restaurant Partners: The chefs, managers, and staff at partner restaurants are essential to Zomato’s success. The quality of food, service, and overall dining experience these partners offer influence Zomato’s reputation and customer repeat rate.
4. Sales and Marketing Team: Responsible for onboarding new restaurants, managing partnerships, and executing promotional campaigns, this team is pivotal in expanding Zomato’s reach and ensuring a diverse and attractive selection of dining options for users.
5. Technology and Product Development Team: Although indirectly involved with customers, this team is crucial for enhancing the user experience through a seamless, intuitive, and feature-rich app interface. They work on innovations that make the service more accessible and enjoyable for users and partners.
6. Quality Assurance and Hygiene Auditors: To maintain high standards, Zomato may employ quality assurance teams or auditors who ensure that partner restaurants meet specific hygiene and quality standards, which is increasingly important in the food delivery industry.
7. Management and Strategic Planning Team: The leadership team at Zomato, including its founders, senior managers, and strategic planners, is vital in setting the company’s vision, culture, and customer service policies. Their decisions impact every aspect of the customer experience.
8. Community Engagement and Social Media Teams: These teams engage with customers and the broader community on social media platforms, forums, and other marketing communications. They play a crucial role in building and maintaining the brand image, gathering feedback, and fostering community among users and partners.

Zomato Process Strategy

The “Process” element of the service marketing mix for Zomato involves the operational and service delivery procedures that impact the customer experience. This encompasses everything from how customers discover restaurants and place orders to how those orders are fulfilled and the food delivered. Here are key points regarding the “Process” aspect of Zomato’s service marketing mix:

1. Online Ordering Process: Zomato has streamlined the online ordering process to make it user-friendly. Customers can easily search for restaurants, view menus, read reviews, and place orders through the Zomato app or website. The process includes selecting items, choosing payment options, and confirming the order.
2. Search and Discovery: Zomato uses a sophisticated search algorithm that allows customers to filter restaurants by cuisine, location, ratings, cost, and other preferences. This process is integral to the customer experience, helping users find exactly what they want.
3. Payment Integration: Zomato integrates multiple payment options, including credit/debit cards, net banking, wallets, and cash on delivery. The payment process is secure and seamless, enhancing customer convenience and trust.
4. Order Tracking: After placing an order, customers can track their order status in real time through the Zomato app. This includes updates from the restaurant acceptance to the delivery partner’s pick-up and delivery progress.
5. Delivery Logistics: Zomato has developed an efficient delivery logistics system that assigns delivery partners based on proximity and availability. This process ensures timely delivery of orders, which is critical for customer satisfaction.
6. Feedback and Ratings System: Customers are encouraged to rate their dining experience and the delivery service post-delivery. This feedback mechanism is crucial for quality control and helps other users make informed decisions.
7. Customer Support and Resolution: Zomato has a structured process for handling customer complaints and queries. Customers can contact the app, website, or social media platforms for assistance. The process includes ticket generation, issue resolution, and follow-up to ensure customer satisfaction.
8. Restaurant Onboarding and Management: Zomato has a streamlined process for onboarding new restaurant partners, including verification, menu digitization, and training on using the Zomato platform for order management and fulfillment.
9. Health and Safety Standards: In response to health concerns like the COVID-19 pandemic, Zomato has implemented processes for ensuring health and safety standards are met by its restaurant partners and delivery personnel, including contactless delivery options.
10. Continuous Improvement: Zomato invests in constant process improvement based on customer feedback, data analytics, and technological advancements. This involves regularly updating the app features, optimizing delivery routes, and enhancing the overall service efficiency.

Zomato Physical Evidence Strategy

Physical evidence in the service marketing mix refers to all the country’s tangible and intangible elements that help customers evaluate the service before, during, and after its consumption. For a digital-first company like Zomato, physical evidence encompasses various elements contributing to its brand image and customer experience. Here are key points regarding the physical evidence aspect of Zomato’s service marketing mix:

1. Website and App Interface: The design, usability, and functionality of Zomato’s website and mobile app serve as critical physical evidence. A user-friendly interface that provides easy navigation, detailed restaurant information, and secure payment options reflects the quality of Zomato’s service.
2. Delivery Packaging: The packaging used for food delivery is a tangible form of physical evidence. Branded, tamper-evident, and hygienic packaging reassures customers about the safety and quality of their food order.
3. Uniforms of Delivery Partners: Delivery partners often wear branded uniforms or carry delivery bags with Zomato’s logo. This is a marketing tool and physical evidence of Zomato’s professional and reliable service.
4. Branding Materials: Items such as stickers, napkins, or cutlery provided by Zomato to its restaurant partners for use in delivery orders act as physical evidence. These materials enhance brand visibility and assure customers of the partnership’s quality standards.
5. Physical Hygiene and Safety Measures: In response to health concerns, Zomato may highlight the hygiene and safety measures undertaken by restaurants and delivery personnel, such as regular temperature checks, which are physical evidence of their commitment to customer safety.
6. Customer Reviews and Ratings: While not physical in the traditional sense, accumulating customer reviews and ratings on the Zomato platform provides tangible proof of service quality and customer satisfaction, influencing potential customers’ perceptions and decisions.
7. Order Receipts and Confirmation Messages: Digital or physical receipts, order confirmation, and delivery status updates are physical evidence of the transaction and Zomato’s efficiency in processing and delivering orders.
8. Social Media Presence: Zomato’s activity on social media platforms, including interactions with customers, marketing campaigns, and community engagement, contributes to its physical evidence by showcasing its brand personality and customer service ethos.
9. Corporate Identity Materials: Business cards, letterheads, and other corporate identity materials used in B2B interactions or during customer service communications reinforce Zomato’s professional image and credibility.
10. Visibility in Partner Restaurants: Some restaurants may display Zomato’s branding or ratings badges on their premises, which is physical evidence of their partnership and the trust in Zomato’s brand.

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