"Marketing Showdown: Zomato vs.
Swiggy in the Food Delivery Arena"
INTRODUCTION OF INDUSTRY -
Food delivery has become a big deal in cities nowadays. You see delivery folks cycling
around all the time, wearing company gear and carrying branded orders. Both food
delivery and courier services aim to move stuff from point A to point B, using their own
teams or other delivery people. Ordering happens through apps or restaurant sites, usually
with a flat shipping fee, sometimes waived for bigger orders. COVID-19 made contactless
delivery popular, and now food services also bring groceries. Better tech means faster and
smoother service, making customers happier and more loyal. These delivery businesses use
different methods but all want to get fresh food to you quickly and safely.
INTRODUCTION OF COMPANIES -
ZOMATO :
Zomato, launched in 2008 from India, is a global food delivery and
restaurant platform in 24 countries, including the US and Australia. It
provides restaurant details, menus, and user reviews, facilitating online
ordering and reservations. They focus on attracting customers through an
easy-to-use app, promotions, and a thriving community of food enthusiasts
sharing reviews and photos. Founded by Deepinder Goyal and Pankaj
Chadha, Zomato, headquartered in Gurgaon, has grown into a leading
platform connecting over 1 million restaurants worldwide, benefiting both
diners and eateries.
SWIGGY :
Founded in Bengaluru in 2014, Swiggy was born from the idea of a better food delivery
service. With a tech-driven platform, it's now a major player in India's food ordering and
delivery scene, operating in 500+ cities. Swiggy's strong suit lies in its in-house delivery
network, ensuring quick, reliable service by tracking deliveries in real-time and
optimizing routes. Beyond food, Swiggy innovates with Swiggy Go for quick pickups
and Swiggy Genie for hyperlocal deliveries, expanding its services and attracting more
users.
LITERATURE REVIEW -
1. Dr. Mayuri Chaturvedi, Tatikonda Karthik (2019) : It's important to note that while some
people may face connectivity issues with company executives, many food delivery companies have
implemented various customer support channels such as chatbots, email support, and call centers
to improve their customer service Regarding the discounts offered by food delivery companies, it is
a common strategy used to attract and retain customers, but it can also lead to losses for the
companies.
2. Prof. (Dr.) Sagar H. Mohite, Dr. Ambar Beharay (2020) : While social media presence can
certainly have an impact on a company's revenue, it is just one of many factors that contribute to a
company's success. Swiggy and Zomato are both major players in the online food delivery market
in India, and both companies have their own unique strengths and weaknesses. While Zomato may
have a strong social media presence, Swiggy may have other advantages such as faster delivery
times or a wider selection of restaurants in certain areas. Ultimately, it will be a combination of
factors that will determine which company emerges as the market leader in the long term.
3. Anubhav Kumar Pathak, Muskaan Saraf (2020) : The cost of online food delivery services can
be a barrier to adoption for some people, and the need to increase prices to cover costs or turn a
profit can exacerbate the problem. However, offering discounts and deals is also a common
marketing strategy to attract new customers and retain existing ones. It's a delicate balance that
online food delivery services must strike to remain competitive while also remaining profitable.
Additionally, expanding the availability of service to areas that currently do not have it is crucial
to growing the market and reaching new customers.
OBJECTIVES OF THE STUDY -
1. Compare the effectiveness of their marketing approaches.
2. Figure out which channel attracted more customers for them.
3. Understand the image their marketing strategies create for customers.
4. Determine how frequently they reach their intended customers.
5. Learn about the various marketing methods they use.
SAMPLING :
Sampling design Non-probability sampling
Sample unit Students
Sample size 100
Area of study Bhopal
Data analysis method Table and graphical method
DATA COLLECTION METHOD :-
There are two main ways to gather data: Primary Data and Secondary Data. Primary
Data is collected firsthand, like through forms or surveys, for a specific purpose.
Secondary Data is information already available, like from websites or journals. I used
both types: Secondary Data to understand the marketing strategies of both platforms, and
Primary Data for other research objectives. I made a questionnaire using Google Forms
and shared it with around 50+ students from Sage University in Bhopal.
ANALYSIS AND INTERPRETATION -
Data Interpretation - Figure no.2 shows that Near about 64.7% of the respondents are from age 18-25 which is
our sample area. Near about 35.3% are of other than the age between 18-25.
Figure no.1 shows that 70.6% of the respondents are male and 29.4% are female. We can
say that there is a major difference between male and female costumers among all respondents.
100 responses 100 responses
Figure 1 - Gender Figure 2 - Age
Data Interpretation - Figure No. 3 shows that more than 90% respondents have used one of the app minimum once
in a life. Only 9% of the respondents never used these apps for online food delivery.
The majority of the people preferred the Zomato app for online food delivery services. Figure no.4 shows that 68.8%
respondents prefer Zomato over Swiggy. Only 31.3% prefer Swiggy over Zomato. So, we can say that Zomato
marketing strategies are more successful than the Swiggy
Figure No.3 – Usage of platforms Figure No.4 – Preferable app
Data Interpretation - It's fascinating to see how social media dominates the discovery process for Swiggy and
Zomato, accounting for more than 50% of people's awareness, followed closely by the power of word-of-mouth
publicity. It's a testament to the impact of online presence and recommendations in today's interconnected world!
Figure No.5 – Source of information at 1ˢᵗ time
Data Interpretation - Below chart shows that majority of the people feels positive about these platforms.
Very less portion of people are more focused on negative side of these platforms. It means they
successfully change the mind of the customer to switch from traditional buying behaviour to order food
from these platforms.
60
30
Figure No.6 – Perception among people
Data Interpretation - Figure 7 underscores the remarkable frequency with which both
platforms effectively reach their target customers. Surprisingly few individuals mentioned
encountering advertisements from both platforms infrequently, highlighting the consistent
and prevalent visibility these services maintain in their marketing strategies.
90
60
30
Figure No.7 – Frequency of Advertisement
Data Interpretation - Below chart shows that More than 70% of students notice Zomato and
Swiggy ads mostly on YouTube, followed by Instagram and TV. Overall, it's clear that social
media ads, especially on YouTube, are way more effective in reaching students compared to
other advertising methods.
90
60
30
Figure No.8 – Different channels of advertisement of Zomato & Swiggy
MARKETING STRATEGIES ADOPTED BY ZOMATO -
Zomato's way of marketing is all about being unique and fun. They run creative
campaigns on Twitter, like asking unusual questions, to get people talking. During tough
times , they started "Feed the Daily Wager," collecting money to provide meals for
families in need. They get a lot of website visitors by being smart about how they show up
in online searches. They also use Google Ads a bit to get more people to notice them.
Their emails are catchy, making people want to keep coming back. With personalized
messages, they make ordering food feel exciting through their app.
MARKETING STRATEGIES ADOPTED BY SWIGGY -
Swiggy's marketing focuses on being seen and heard online. They've put effort into making
sure their website pops up easily in searches by using the right words and links. On social
media, they're known for catchy campaigns like #eatyourveggies , making healthy eating
fun. Their Instagram is full of tempting food pics that make you want to order. They also
make quick videos on YouTube, showing how Swiggy helps in different situations. Their
emails are personalized and offer deals, keeping people engaged. Swiggy might use Google
Ads to target hungry folks looking for food online, a common strategy to attract
interested customers.
FINDINGS -
1. Zomato's marketing is more appealing with better deals compared to Swiggy.
2. People prefer Zomato for home food delivery over Swiggy for various reasons.
3. Most people focus on the good things about these platforms; only a few look at the
negatives.
4. Social media works best for ads to reach more customers.
5. Among social media platforms, YouTube is great for advertising.
6. It's possible to reach the right audience without paying for ads.
7. Both platforms effectively reach their target audience with their strategies.
8. Very few haven't tried using Zomato or Swiggy even once.
SUGGESTIONS -
1. Swiggy could offer better deals to compete with Zomato.
2. Studying how customers behave can help Swiggy improve their marketing.
3. Spending more on marketing could help Swiggy give more discounts and attract more
customers.
4. Swiggy needs to figure out why people like Zomato more and make changes
accordingly.
5. Swiggy should share different stuff on Facebook and Twitter. What works on one
might not work on the other. Each platform needs its own special approach.
6. Zomato can invest more in research to find new markets and understand why some
people aren't using their app in certain places.
CONCLUSION -
Both Zomato and Swiggy have succeeded in the tough online food delivery market in
India. They've used various ways like social media, email, and ads to get customers.
Zomato's strength is fun social media posts, while Swiggy focuses on getting noticed in
online searches. Both also use emails and ads to get people ordering. They've built strong
strategies that help them grow in a very competitive market.
NAME :- Aayush Dwivedi
COURSE :- BBA(HR) & 1ˢᵗ Sem.
SCHOLAR NO. :- 230189
