Zomato Case Study

CASE STUDY- Zomato: An Indian Startup acquiring the world

Zomato initially named as Foodiebay was started in 2008 by Mr. Deepinder Goyal. It is a restaurant searching platform proiding in!depth details with autonomous reiews and ratings. Foodiebay" the initial name was changed to Zomato in #oember 20$0 to increase their reach among people. %o differentiate themseles from their competitors" Zomato concentrated on adding appro&. $8"000 new places to eat from. 'long with they also decorated many special features" such as  pointed to particular particu lar dishes or opening times(. t imes(. %o be the largest resource in food supply mar)et" Zomato bought urban spoon" a leading restaurant serice proiding portal for *+2 million to enter ,-" anada and 'ustralia to leerage local insights and e&perience and to e&pand their business in oerseas seeing the future goal and ob/ectie.

Viion %o e&pand to more +0 countries

!iletone: •

 #umber of listed restaurants in 2008 it was 1000 restaurants restau rants which increase inc rease to 1000 10 00

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in 20$3 and currently 381"$00 in 4$ of 20$+. Monthly isitors of Zomato increases to 3+ million in 20$1 which was $$ million in

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20$3 and 0.0$+ million in 2008. 5early reenue of Zomato in 2008 was 0.06 crores which increased to $$.3 crores in

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20$3. -pread in 2$ countries worldwide.

Succe "actor:

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First moer adantage -trong content platform 7fficient employees Good rating mechanism and social platform Funding from e&perienced source

Strateg# o$ Zomato: Zomato wor% with %een interet on &ariou trategie to achie&e their goal' It include "inancial trateg#:  %o increase their fund and reenue !ar%eting trateg#:  %o tap their customers from across the globe (rowth trateg#:  %o grow continuously and increase their customers and page traffic (lo)ali*ation trateg#:  %o e&pand themseles across the whole globe as a leading serice

 proider 

!ar%eting Strateg# • • • •

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Featured and user friendly website Global mobile app Focusing on digital mar)eting channels for potential customers 'cuire the competitors %o be the largest resource in food supply mar)et" Zomato  bought urbanspoon for *+2 million to enter ,-" anada and 'ustralia -impler reiew and rating system

Integrating other tools in their mar)eting strategy has gien them wonderful hi)e in their   business. • •

Sale promotion: oupons and price!offs Direct !ar%eting:  9hone call and direct mail

In 'ugust 20$0" Zomato got its first round of funding of *$million from Info 7dge" India. 'nd in -eptember 20$$" got its second round of funding of *3.+million from the same financier. #e&t year Zomato upraised its third round of another *2.+ million from the same

inestor and again in early 20$3" Info 7dge funded fourth round worth *$0 million which gies them a +:.; sta)e in Zomato. -eeing the future and growth of Zomato" -euoia apital and Info 7dge" India in #oember  20$3 funded Zomato with *3: million. Info 7dge now owned +0.$; of Zomato on an inestment of I#< $13 crores. %he total funding raised by Zomato till #oember 20$3 stands at *+3.+ million. In #oember 20$1" Zomato came up with a fresh round of funding of *60 million at a post! money aluation of =,-*660 million. %his round of funding was /ointly headed by Info 7dge India >imited and ?5 apital" with inolement from -euoia apital. %his made a total funding of oer ,-*$$3 million for Zomato. an)a" the ,nited 'rab 7mirates and the ,C as well. %he website coers a list of oer $" 20"000 restaurants across all these regions catering to more than $+ million customers worldwide. ith its headuarter in #ew Delhi" Zomato.com is proiding career opportunity to oer 3+0 employees all across the globe.

Social media Strateg#: "ace)oo% 

%here is a huge engagement of customers on Faceboo). Zomato has more than 600) strong Faceboo) community. Twitter

%witter is a place where Zomato is spar)ling. It has more than $$1 ) followers there. ,sed as a conersation platform with the customers" Zomato is doing a great /ob in engaging their  customers on their page. %hey answers all the ueries raised oer the platform by the customers. +log

-haring and updating with all the latest updates is a )ey point for any organiEation. Zomato uses their blog as their mouthpiece to share all the latest updates.

,interet

%he platform shares the food e&perience with great content to attract their customers. %he company needs to do a lot of /ob to ma)e its followers on this platform which will certainly wor) in their promotion.

Intagram

%his platform lets the user share the foodie photographs /ust by sharing it using the tag  Zomato. %he image automatically gets shared on the microsite.

Succe Stor#

%he )ey factor for Zomato success is its mar)eting strategy and in!depth )nowledge of their  competitors. Zomato aims to be a place where the foodies hangout. %he company has spread in 20 countries with its headuarter in #ew Delhi" India proiding serice to oer 3+ million alues customers per month. %he list of registered restaurants on the website has increased to 381"$00 till March 20$+.

Faceboo)" %witter and 9interest are the 3 main platforms which made the base for the success of Zomato with a deep presence among their customers. ther than that" Zomato has e&tensiely inested a lot oer -MBs" -7Bs and has wor)ed a lot to improe its ,I and ma)e it more user interactie. -ide by side with a goal to branch globally" they also inest much on %? ads to bombinate Zomato.

9an)a/ haddah" the co!founder of Zomato agreed" @ads on the mobile app hae changed the reenue game for them(. More than +0; of their total traffic comes from their mobile apps. @,sing location!based serices to target ads around a consumerBs physical location helps ma)e this decision easier( said haddah.

-an/ee Ai)chandani" co!founder of Info 7dge and ZomatoBs largest shareholder said" @the firm will focus on segments such as online food ordering" restaurant boo)ing" subscription!  based serices and billing inside of restaurants(.