MKT309ca1 digital marketing on website review PDF

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Assignment on website and it's review. SWOT analysis of website and it's competitor. Rating according to the performance of there website....

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MITTAL SCHOOL OF BUSINESS Name of the faculty member: Dr. Shamily Jaggi Course Code: MKT309

Course Title: Digital marketing

Academic Task No: CA 1

Academic Task Title: SWIGGY vs Zomato

Date of Allotment: 06/09/2021

Date of Submission: 30/09/2021

Student Roll NO: RQ2007B67

Student Registration No: 12018127

Term: 221221

Section: Q2007

Name: Kundan Kumar

Maximum Marks: 30

ACKNOWLEDGEMENT I would like to express my special thanks of gratitude to my MKT201 professor

“DR. Shamily Jaggi” for her guidance and support in completing my assignment.

I also thank her for making me understand this topic and her way of teaching help me a lot in completion of the assignment.

Although, this assignment has been prepared with carefully and deep routed interest. Even then I accept respondent and imperfection.

DECLARATION: I Declare that this assignment is my individual work. I have not copied it from any other students work or from any other source except where due acknowledgement is made explicitly in the text, nor has any part been written for me by any other person.

PREFERENCE The website chosen for this report are:  ZOMATO

 Swiggy

ZOMATO INTRODUCTION CEO:

Deepinder Goyal

Founder:

Deepinder Goyal

Founded:

July 2008

Industries:

Online Food Delivering

Type:

Public

Headquarters:

Gurgaon, Haryana, India

Revenue:

1994 crore (2021)

Number of employees:

5000+

Specialties:

Delivery on time

Area Served:

Worldwide

Website:

zomato.com

SWOT ANALYSIS OF ZOMATO

Zomato is the restaurant discovery app and website by Infoedge. Because of its unique design and user-friendliness, Zomato is loved by its users. The brand has spread fast across the world. Here is the swot analysis of Zomato. The swot analysis of Zomato differentiates all the main strengths, weakness, opportunities, and threats that would help the company to increase its sale. Readout this article, to get an understanding of where Zomato stands.

Strength of Zomato:  First mover advantage: One of the best competitive advantages of Zomato is that it is the first mover in many of the nations where it is establishing itself. Directories and other forms of restaurant ratings might exist. But as an app Zomato is excellent and many countries (like India) have loved the usability of the Zomato app.  Evergreen Industry: The restaurant industry is an evergreen industry. Sure, there may be recessions and other downturns which might affect the industry. But overall, this industry is going to stick around at all times and is only going to grow with rising disposable income.  Fast Expansion: It is appreciative that Zomato has expanded so fast. It is already in 24 countries and is expanding year on year.  Fantastic Design of the app:

Zomato has regularly won awards for its app design and for its userfriendliness. The app design is fantastic and it helps you discover restaurants nearby as well as in an area you are going to visit. 

Number of users:

Zomato has a huge number of users using their app. At the same time, the site also has 90 million visitors a month approximately. With so many users following the app and site, there are more reviews and hence more chances to find better restaurants.  Focused approach: The brand has a very focused approach and has always tried to bring the most of out of its unique offering. It is well connected with restaurants and regularly takes feedback from customers as well as restaurants. This focused approach has also helped the brand image and reputation of the firm.



Excellent funding available: -

Zomato has picked multiple rounds of funding over the years and because it is now so well established in many countries, there is a lot of funding available for the app. 

Multiple acquisitions: -

Zomato has acquired multiple companies most of which are software or technology used. 

Already turning profits: -

In April 2017, Zomato was profitable in all 24 countries it was operating in. for a company which is a start-up and has so much funding, it is a big thing to turn profitable because many funded organizations are still declaring losses even after a decade of establishment. 

Brand equity: -

Zomato is valued at $1.4 billion within 7 years of inception. That says volumes about the popularity and love for the brand. 

Fantastic marketing: -

You can find Zomato working for its own marketing offline as well as online. Its prints ads are hilarious and make an immediate connect with the audience. It is strong on social media marketing and uses a combination of ATL and BTL strategies to attract and retain customers.

WEAKNESS OF ZOMATO



Security issues for the app: -

A major issue for Zomato in the past has been some security issues due to which the app was hacked and at least 17 million user data was copied. Such security issues are a nightmare for internet companies.  Still a lot of expansion required: Considering that the app has established in 24 countries, there is good expansion. But at the same time, the app has been started 7 years back and with the amount of funding available for Zomato, the expansion can be much faster. It is allowing other services to establish themselves in this niche before it reaches their country. 

Word of mouth and Facebook check-ins: -

Besides such apps, in many places word of mouth still trumps apps and at the same time, Facebook check-ins are a strong competitor wherein people might not need Zomato. Thus, it is an app for early adopters but definitely not for laggards.

OPPORTUNITIES IN THE ANALYSIS OF ZOMATO 

Further expansion: -

The number 1 opportunity for Zomato is to expand to more countries and establish its base faster. Service industry has a major problem that services can be copied very fast and very easily. As a result, it is critical for Zomato to establish and expand itself faster. 

More acquisitions: -

There are and were many small players in this space. Zomato can acquire several of its competitors and at the same time, it has to keep an eye on the tech industry and acquire any tech innovations it can get its hands on to keep on rising.  Cloud restaurants: Zomato is coming up with the concept of cloud restaurants wherein restaurants will not have to get a physical space to actually sell their food products. Instead, they can sell from Zomato.



Creating a community: -

Zomato does have a huge following but the users do not interact with each other. Creating a forum and a community out of the users already following Zomato can be a huge benefit for the brand.



Adoption of the internet and smartphones: -

There is a huge increase in the adoption of internet across developing and underdeveloped countries as well. Similarly, adoption of smartphone has also increased. Thus more and more orders and research about restaurants can happen online instead of through physical visits.

THREATS IN THE ANALYSIS OF ZOMATO  Googles schema module: One of the major threats Zomato faces right now is the schema module of google wherein google locations itself is getting in restaurant recommendations. Even google home page shows the google maps page where you can search for restaurants within you locality. Google being such a big brand, Zomato faces huge competition from them.



Market followers and challengers: -

In the service industry, it is very easy to replicate the success of another service product or offering. Similarly, marketing followers and challengers can slowly take away the market share of Zomato.

CONCLUSION: ZOMATO SWOT ANALYSIS After an in-depth study of the swot analysis of Zomato, we have concluded that Zomato is indeed the world’s growing online food delivery market. The competitive market, government regulations, and cyber security issues are some of the main challenges. Zomato should expand its platform and invest in technology and security system to address these issues.

SWIGGY INTRODUCTION CEO:

Sriharsha Majety

Founder:

Nandan Reddy, Sriharsha Majety, Rahul Jamini

Founded:

July, 2014

Industries:

Online Food Delivering

Type:

Public

Headquarters:

Bangalore, India

Revenue:

2,776 crore (2020)

Number of employees:

5000+

Specialties:

Delivery on time

Area Served:

300+ cities (across India)

Website:

www.swiggy.com

SWOT ANALYSIS OF SWIGGY

 Swiggy is a popular online food ordering and delivery platform. The company was established during the year 2014 and is headquartered in Bangalore India. The company is based out in Bangalore and is currently being operated in about 300 cities across India.

The swot analysis of swiggy differentiates all the main strengths, weakness, opportunities, and threats that would help the company to increase its sale. Readout this article, to get an understanding of where swiggy stands. STRENGTHS OF SWIGGY  Fast Delivery: Swiggy is famous for its quick delivery service. Its technical platform is prepared in such a way that it accepts order from customers based on its location, and the food would be taken from the nearest hotel of the customers. The customers would get the hotels that are near to them in their interface. With this model, Swiggy can efficiently process the orders for every customer.  Neat user Interface: For customers to view comfortably, swiggy has maintained an excellent interface to take their orders. Its user interface is neatly arranged in a way that the hotels are listed, and its menu and rates can be seen on clicking the hotel. When the customers choose their hotel and food, its payment gateways are also simple, and all the offers that the customers are eligible are listed. Then it takes to the payment process and the transactions gets completed. Once the order is done, customers can also check the live update of their order.  Trained employees: One main strength of the brand is its trained employees. The front and the back-end teams are well-trained and get the service delivered for the customers.  Wide selection: Yet another strength of the brand is the wide selection it has of the eateries. It provides various selection of eateries at the nearby location and with an extensive menu available there. It would also show you the eateries based on your preference, whether vegetarian and non-vegetarion.  Neat packing: -

Swiggy delivers food to its customers with a neat pack. The hygiene part is also well maintained.

WEAKNESS OF SWIGGY  Target Zonal restaurants: Swiggy takes orders that are only from the restaurants located within the zone of the customers. Many competitors increase the customer’s requirement and expand to more restaurants.  Increase in Brand name: Currently swiggy brand awareness is less and it needs to pay more attention to branding. Swiggy should create more marketing strategy to have the right brand image.  Delivery charges: The brand incurs some delivery and packing charges from the customer wherein the total bill amount would increase. So, this is a great weakness for the brand because some customers might hesitate to order through the platform as it might cost an extra amount.

OPPORTUNITIES OF SWIGGY  Innovator of this idea: Swiggy was the first online platform for food delivery and the first to get this service to the market. They have shown new methods to deliver foods and sees more opportunities to serve the customers.  Growing marketplace: Swiggy sees a vast opportunity in the market as there are many potential customers. They have many people and likely to increase so that it would benefit the brand. When customers increase, the brand also increase.  Increase in Market Share

Swiggy can increase its position in the market by showing its place more in the market. It can improve its market share by focusing more on its branding. Swiggy should invest more in branding so that it can be reachable to many.  More Service Swiggy should find ways to incorporate more service in its operations. It should also try ways to cut down on the delivery charges so that there would be more customers flowing in.

THREATS OF SWIGGY 

Fewer Customers

Currently, Swiggy has few customers, and this is a significant threat to the brand. When there are fewer customers, it would be tough to increase their sales that would impact its profit.



Increasing Competitors

Swiggy sees many competitors from a small scale. When new competitors arise, they will give new offers, and at times people might tend to switch to the new brand. So, this way, it is a significant threat to the brand.



Increase in Health-Conscious People

Nowadays, people are more health-conscious and prefer less of outside food. Not seeing the restaurant location and cleanliness of the place, people would hesitate to order food online. This is a big threat to the brand. Conclusion The SWOT analysis of Swiggy mentioned in this article has highlighted the main strengths of the brand that comes up from its fast delivery service, having a neat user interface, having trained and professional employees, including a wide selection of eateries, and packing the food neatly. Its weakness is seen from its target zone that includes only the customer’s zone, less brand image, and incurring a delivery charge for every order. Its

opportunities are seen in being the innovator of the idea, growing marketplace to flourish, and an increase in the market share. It sees threats from its competitors, having fewer customers, and an increase in health-conscious people who would hesitate to order food online.

JUSTIFICATION OF CHOOSING COMPETITORS In the field of online food delivering two apps are dominating: Zomato and swiggy. Reason for selecting these two are very simple as they are providing the same service and facilities to the customers like delivering food for whole India and world wide also. Both are giving the facility to choose the restaurants to book his favourite foods and favourite restaurants, but customer choose Zomato higher than swiggy, because zomsato have world wide service and swiggy have only in India. Both companies are friendliness. SERVICES: Zomato provides information, menus and user reviews of restaurants as well as food delivery options from partner restaurants in select cities. As of 2019, the service is available in 24 countries and in more than 10,000 cities. Swiggy provides no minimum order. Ordere in for yourself or for the group, with no restrictions on order value. Lightning fast delivery. Experience swiggy superfast delivery for food delivered fresh & on time.

AWARDS: Zomato Zomato, the food delivery and restaurant discovery company that blazed a new trail with its stellar public listening earlier this year, won top honours at the seventh edition of India’s most prestigious awards for entrepreneurship.

Zomato was voted as The Economic Times Startup of the Year 2021 by a star-studded jury, just a few months after the online food delivery and restaurant discovery platform went public on Indian

bourses and set an example for others in the industry to chart out a similar path.

Swiggy—Awards & Recognition    

SWIGGY won the Economic Times Start-up Award in 2017 as the Best Start-up of the Year. Swiggy also was recognized at Star Re. ... The brand won the Outlook Social Media Award in 2016. Furthermore, Swiggy is also known for achieving unicorn status in just 4 years since it was founded.

Comparison on graph basis between Zomato and SWIGGY

RATINGS:

RATINGS

swiggy

ZOMATO

Meets requirements

8.1

9.0

Ease of use

8.2

9.1

Ease of setup

9.7

9.3

Ease of admin

9.5

8.9

Quality of support

7.8

8.3

Ease of doing business with

9.4

9.1

Reviewers' Company Size Reviewers of both Swiggy and Zomato were most often representing companies in the Small-Business segment. Small-Business (50 or fewer emp.) 45.5% 49.4% Mid-Market (51-1000 emp.) 36.4% 33.8% Enterprise (> 1000 emp.)

18.2% 16.9%

REFERENCES: Zomato 1.

Mittal, Apoorva (9 June 2021). "Zomato elevates Akriti Chopra as co-founder ahead of IPO". Economic Times. Archived from the original on 4 August 2021. Started in 2008 by Deepinder Goyal and Pankaj Chaddah, Zomato at present has four co-founders— Goyal, Gunjan Patidar, Gaurav Gupta and Mohit Gupta. Chopra now joins this bunch. Chaddah left the company in 2018.

2. ^ Soni, Sandeep (9 June 2021). "Ahead of $1.1B IPO, Zomato elevates former CFO Akriti Chopra as co-founder, chief people officer". Financial Express. Archived from the original on 4 August 2021. Before Chopra, Zomato had elevated its COO Gaurav Gupta and food delivery head Mohit Gupta as co-founders in March 2019 and May 2020 respectively. Zomato has another co-founder Gunjan Patidar who is currently the CTO. Pankaj Chaddah, who had launched Zomato along with Goyal, had left the company in 2018.

3. ^ "Zomato, Swiggy launch alcohol delivery service in Odisha". The Financial Express. 27 May 2020.

4. ^ Jump up to:a b Tyagi, Gaurav; Vardhan, Jai (8 July 2021). "IPO-bound Zomato cuts losses by 66% to Rs 816 Cr in FY21". Entrackr. Retrieved 21 September 2021.

5. ^ "Zomato Limited - DRHP". sebi.gov.in. Retrieved 28 April 2021. 6. ^ Alawadhi, Neha (15 May 2020). "Zomato lays off 500 employees, slashes salaries as CEO blames coronavirus". Business Standard India.

7. ^ "Zomato co-founder Pankaj Chaddah quits as it shuffles top management". Economic Times. Retrieved 9 April 2020.

8. ^ "Deepinder Goyal, Founder & CEO, Zomato". www.indiainfoline.com. Retrieved 5 March 2020.

9. ^ www.ETtech.com. "Zomato forays into grocery delivery, in talks to partner with Grofers & BigBasket - ETtech". ETtech.com. Retrieved 26 March 2020.

10. ^ "About Zomato". zomato.com.

SWIGGY 1. 2.

Peerzada, Abrar (28 January 2021). "Swiggy's revenue jumps 115% to Rs 2,776 cr, losses up 61% to Rs 3,768 cr". Business Standard. ^ "Swiggy's FY 2020 Losses Widen 61% To Rs 3,768 Crore". Moneycontrol. Retrieved 6 May 2021.

3. ^ Jump up to:a b https://www.swiggy.com/terms-and-conditions

4. ^ Nishant Sharma (23 December 2018). "Online Food Delivery: Swiggy Vs Zomato: Who Has A Better Chance To Win India's Hunger Games?". BloombergQuint. Retrieved 13 August 2019.

5. ^ Jump up to:a b Deepti Chaudhary (15 March 2019). "Can Swiggy take more orders?". Fortune. Retrieved 13 August 2019.

6. ^ Alnoor Peermohamed (22 June 2018). "Swiggy gets battle ready; raises $210 mn from Naspers, DST Global". Business Standard. Retrieved 13 August 2019.

7. ^ Madhav Chanchani (17 March 2019). "Online food delivery wars are moving from India to Bha...