The Marketing Mix of Zomato tells the 4ps (Product, Price, Place, and Promotion) of the leading Indian multinational restaurant aggregator and food delivery company – Zomato!
Pankaj Chaddah and his partner Deepinder Goyal founded Zomato, an online restaurant search and discovery service, in 2008. The company rapidly grew and is now present in around 23 different countries. Previously known as Foodiebay, the business changed its name to Zomato in 2010, and in 2011 it launched smartphone applications.
Let’s start with the Marketing Mix of Zomato to learn more about its product, price, promotion, and distribution approaches.
Product in the Marketing Mix of Zomato
Zomato is a mobile app and website that provides restaurant menus to users. Zomato gives the user access to restaurant information, photographs, menus, prices, and even a customer feedback portal where people can share their thoughts on the service and food at a particular restaurant. The eateries that don’t have websites can use this particular application.
It is an excellent approach for them to advertise their restaurant online without having to create their website. Point of Sale systems, restaurant search and delivery, table reservations and administration, Whitelabel Apps, and online ordering services are among the key services in the marketing mix of zomato.
By being able to help its users in finding the ideal restaurants for their needs, the company has successfully proven the truth of its tagline, “Never have a bad meal.”
Other products offered by Zomato.xxx include food porn and the “Citibank Zomato Restaurant Guide,” a printed version of the website’s information that was introduced in 2012 in partnership with India’s largest bank – Citibank. However, this print edition has been stopped.
Price in the Marketing Mix of Zomato
Zomato doesn’t charge restaurants to list their information on their website or app. The primary source of income for Zomato is the restaurant advertising they run on their website or mobile application. Restaurant banner ads are included in restaurant advertising to offer them the most visibility possible as soon as a user logs into the app or website.
When a restaurant hosts an event and uses Zomato as a promotional tool, this is known as event-based advertising. The commission on tickets purchased through Zomato has been set. They also provide consulting services to restaurants as to where should the restaurant chains open their next outlet. Zomato uses a variety of analytical tools to identify demand gaps and provide solutions.
Place in the Marketing Mix of Zomato
Zomato, an online service is available on Android, Windows, and iOS platforms. It is available in 25 nations, including Malaysia, United Arab Emirates, India, Chile, South Africa, Australia, and the USA.
Today, the website receives a flood of traffic with about 90 million monthly visitors. About 10 languages, including English, Italian, Slovak, Spanish, Portuguese, Turkish, Polish, Indonesian, and Slovak, are supported for the different products.
Promotions in the Marketing Mix of Zomato
Zomato is famous for its use of content marketing. They aim to heavily utilize photos for advertising in content marketing. These pictures demand a glance, affect viewers, and provide pure fun. Old sayings and messages delivered in a special style in keeping with Zomato’s service make up the content, which is always fresh.
Social media is a crucial platform for marketing their services. They always use basic industry jargon in their articles and messages that are directed at various audience groups. Zomato collaborates with Paytm, Uber, and food bloggers to offer Zomato as an option for any food-related queries users do on these apps, in addition to posts and messages.
The business has heavily invested in SMEs and SEO. The popularity of Zomato has also been significantly assisted by the usage of social media for promotion. They always use basic industry jargon in their social media posts to appeal to a variety of target groups. All of their postings and advertisements show that the business consistently stays inside its specialized market and is aware of its target audience.
I hope you have gathered all the required information about the Marketing Mix of Zomato and the 4 P’s of Zomato. Stay tuned for more Marketing Mix Articles.