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Online marketing strategy of Food Panda


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PPT contains detailed Online marketing strategy of Food Panda. It also provides suggestions to improve business.

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Online marketing strategy of Food Panda

  1. 1. Presented by: Group 7
  2. 2. Introduction • Foodpanda is a global online food delivery marketplace headquartered in Berlin, Germany, and operating in more than 40 countries across four continents. • The service allows users to select from local restaurants and place orders via the website or mobile application. • Users of foodpanda/hellofood order cuisines from more than 25,000 restaurants worldwide. • Foodpanda/hellofood is the fastest growing Rocket Internet venture in terms of country expansion.
  3. 3. Nature of the business • B2C service restaurant menus , customer reviews and 4000 restaurant spread over 40 cities in India • With just a few clicks you can order from a wide variety of delicious online cuisines • Target audience – tech savvy people • Food + Ecommerce Industry
  4. 4. Buyer Persona: The Busy Foodie BACKGROUND: • Always Busy • Prefers convenience over ambiance • Always on the go • Tech Savvy DEMOGRAPHICS: • Age 18-30 • Owns a smartphone • Urban Goals: • To have a variety of food options without the constraint of time/place HOW WE HELP: • Ensure a tasty, healthy and varied food experience without the hassle of prior planning and travel Common Objections: • It is not healthy • Online payments are not secure “My schedule doesn’t permit me to go and seek out new places everyday, its good to have an extensive consolidated menu to chose from spanning restaurants”
  5. 5. Business Goals: To be the market leader in every market Metric: Largest Market Share in terms of orders
  6. 6. Business Model Overview
  7. 7. SWOT Analysis Strengths •Quick Delivery •Trained people for making delivery •International understanding of business •Better customer support •Wide coverage of restaurants Weaknesses •Orders only available from restaurants that are located in the zone of the order placed •Quantity required for free delivery sometimes, is a bit more for one person •Has not yet covered all areas in a city Opportunities •Growing market for potential customers Threats •Increasing Potential Competitors •Negligence of potential competitors •Low customer at present
  8. 8. Markets Asia India Thailand Pakistan Brunei Indonesia Vietnam Singapore Kazakhstan Malaysia Europe Russia Poland Ukraine Hungary Czech Republic Romania Slovakia Bulgaria Croatia Serbia Azerbaijan Georgia Latin America Argentina Brazil Chile Colombia Peru Mexico Ecuador Middle East Jordan Lebanon Saudi Arabia Qatar
  9. 9. Global Presence
  10. 10. The Food Take Away Value Chain Focused on high automation and scalable food chain Enabler
  11. 11. Competitors
  12. 12. Website Analysis
  13. 13. Central Strategy: Inbound Creating a strategy to draw customers and get them to try 1. Tie up with food bloggers 2. Give attractive discounts to first timers 3. Educate the people on online buying 4. Be the leader in both organic and inorganic search results 5. Get influencers to endorse the site
  14. 14. End Goals: Key Indicators to focus on! • Hourly, daily, weekly, monthly, quarterly, and annual sales • Average order size (sometimes called average market basket) • Average margin • Conversion rate • Shopping cart abandonment rate • New customer orders versus returning customer sales • Cost of goods sold • Total available market relative to a retailer's share of market • Product affinity (which products are purchased together) • Product relationship (which products are viewed consecutively) • Inventory levels • Competitive pricing
  15. 15. Keyword Planner Plan for SEO and PPC Checking the Speed of the website • Google Auto Suggest Keyword • Google Ad Keyword Planner Tool • PPC ads on websites such as Burrp and other restaurant reviewing websites, food blogs, recipe websites and from where traffic could be redirected to
  16. 16. Online search Status
  17. 17. Blogging on Foodpanda Website
  18. 18. Customers sharing their blogs on foodpanda website
  19. 19. Social Media
  20. 20. Social Media: Tactical Campaigns • Designing a weekly content bucket plan ( 1 post per day ) – for Facebook, twitter and Instagram • 1 small campaign every month (running for 3-4 days ) ( could be a contest ,event ,etc) • 1 big campaign every 3 months ( running for around a week ) – could be on festivals ( Diwali , Holi ,Eid, IPL, World Cup , etc) • A social media team for increasing customer engagement ( replying to messages instantly ) – for every post a Thank You reply could be done to customers
  21. 21. Social Media: Tone of Voice Character Persona Friendly Playful Warm Tone Personal Honest Humble Language Simple Fun Savvy Purpose Engage Educate Sell Chief Channels Facebook Twitter Instagram
  22. 22. Keep up with relevant popular culture trends Food Suggestions Focus posts on Health Example Social Media Posts Inciting conversations through personal posts Eg: Team involved, Life at the Panda
  23. 23. Social Media Campaign: Methodology
  24. 24. Social Media Campaign: #LoveFoodHateWaste Twitter campaigns about participating restaurants Infographics to educate the user Collaborating with food bloggers about the campaign
  25. 25. Analysis - Twitter
  26. 26. Analysis - Facebook
  27. 27. MOBILE STRATEGY • Food Panda Mobile App
  28. 28. PLATFORMS • Android – download from Google Play • IOS – download from itunes • Windows – download from Windows Phone store • Free apks available on websites like
  29. 29. Mobile app promotion options • Searching the app store • Recommendations / Referral Programs • Mention on device or network carrier page and app store marketing • Offline and email promotion combined with handset recognition • Paid Search on search engines like google • Improving the look and feel of the mobile site • Customizing the incentives Driving User Adoption
  30. 30. Driving traffic to mobile Employing New Technologies Eg. QR Code, NFC Providing Incentives for first time users Innovating for delight Enabling Live Tracking of delivery Customize the offers based on mobile data gathered
  31. 31. Improving the WAP site Facilitating Search & Display Avoiding Long And Extensive articles Seeking out the best practices
  32. 32. • Quick replies from the support team • Promotional Messages and App Download link Reaching out and Engagement Reaching out through SMS Initiating conversations through reviews and testimonials
  33. 33. • Promotional adds on other games and apps • Adds via notifications driven by the installed app Reaching out and Engagement
  34. 34. • More than 5 million downloads through Play store only • 3.8 star rating from 112,206 users • 13,692 liked the app on play store • Rated for 3+ age group • Current version 2.10.14 • Last Updated on 18 Dec 2015 PLAY STORE APP ANALYSIS • Mobile apps are more convenient for users and generate repeated business • Customer details like address, credit card information, contact details can be saved in the account settings • Apps are faster and consume lesser data USAGE / ADOPTION
  35. 35. Mobile App Analytics We may use Google analytics for the purpose. This enables the creation of app experiences that are more useful and engaging through data-driven decisions at each stage of the app lifecycle. 1.Acquisition and user metrics such as downloads and new users 2.Engagement metrics such as retention, crashes and conversions 3.Outcome metrics such as app sales and in-app purchases
  36. 36. New and active users - measure the number of new and active users who launch your app everyday and analyze your most valuable segments. App versions - keep track of the distribution of active users over the older and newer versions of your app so you know what to support. Google Play traffic sources - understand which traffic sources are driving new users and in-app conversions through Google Play to fine-tune your marketing initiatives. Device overview - check out the top mobile devices and OS versions that your app runs on and optimize the experience for each device. 1. Acquisition
  37. 37. 2. Engagement Reports User behavior - assess how loyal your users are, how frequently they use the app, and the engagement level of each loyalty group. Engagement flow - visually see the screens, actions and paths users take to move throughout your application in order to optimize usage.
  38. 38. 3. Outcome / Business Impact Goal conversions - set up conversion events in your app, like spending 10 minutes in the app, or clicking on ads to gauge success. In-App purchases - if you sell virtual or tangible goods in your app, you can measure the number of purchases and the revenue generated.  As we grow, Apps will be the new staple in the marketer’s toolbox; like social and web are today.  Adding app measurement in marketing processes is critical to getting the most out of your mobile marketing.
  39. 39. Promotional Campaigns 1. Hunger Campaign - Together we can end hunger Agenda Audience channel/ Media Platform Analysis
  40. 40. Integrated Approach across mediums • Use QR Codes on print pamphlets • App download links on various adds like SMS, games and other apps • Download links on website
  41. 41. Outdoor marketing • Publicity events in popular malls • Radio and TV and cinema Commercials • Newspaper and Magazine Commercials • Youtube Ads
  42. 42. Bus and train hoardings and shelters
  43. 43. • Customer Engagement • Social bookmarks • Inbound links • Blog subscribers • Retweets • Forward to a friend • Social media sharing • Comments How it affects our KPIs • Conversion rate • Total available market relative to a retailer's share of market • Average order size (sometimes called average market basket) • New customer orders versus returning customer sales • Total available market relative to a retailer's share of market • Shopping cart abandonment rate