Marketing Plan #65845

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American Public University *

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Course

BUSN696

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Marketing

Date

Apr 3, 2024

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docx

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Uploaded by jalop1226

1 Marketing Plan Student’s Name Department, University Course Code: Course Name Professor’s Name Date

2 Marketing Plan Zomato is one company that needs a good marketing plan for its new10 minute delivery strategy. Zomato is an Indian company progressively establishing a dominant position within the food delivery sector. Zomato is an internet-based platform that serves as a restaurant aggregator and collaborates with meal delivery chains in India (Dolat Analysis Research Themes, 2021). Zomato has just embarked on a brand commitment to ensure the timely delivery of meals from restaurants to customers' doorsteps within a 10-minute delivery. Zomato will be analyzed to understand the rationale behind its new business plan and strategy for the intended audience. Rationale Zomato needs a business plan because the 10-minute delivery system has caused mixed reactions among consumers. While there is widespread appreciation for the efficiency of the supply chain in achieving 10-minute deliveries, there are instances of delivery personnel engaging in reckless driving behaviors to meet the stringent time constraints. Adopting a 10- minute delivery time has resulted in several mishaps, as delivery personnel are seen engaging in reckless behavior, perspiring profusely (Mishra, 2023). A revised approach to positioning and brand communication is required. Zomato needs to prioritize transmitting its ability to achieve 10-minute delivery while ensuring that this efficiency does not compromise the welfare of its delivery personnel and on-site workers. Strategy The target demographic consists of urban consumers, primarily young individuals and baby boomers, who are particularly concerned about the welfare of delivery personnel (Patwa, 2021). The firm needs to take various actions to ensure effective delivery of its products to the

3 consumers. The first action to be taken is mitigating the adverse public relations. The second aspect is including the delivery personnel in the branding communication strategy, with the primary objective being to showcase that they are not subject to exploitation. The brand should effectively communicate its commitment to customer service, demonstrating a sense of pride and dignity in its efforts. The third aspect is elucidating the hypermarket's strategic approach and showing how its extensive fleet of delivery personnel enables a reduction in turnaround time. Lastly, a comprehensive strategy through social media can be devised to ensure the safety of delivery personnel, including measures such as insurance coverage, provision of protective equipment, and training programs. The necessary information will be accessed by conducting surveys among delivery personnel. For example, a comprehensive social media research will be used to get the concerns of the consumers, which will be used to create effective response.

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4 References Dolat Analysis Research Themes. (2021). Zomato. In DART . https://images.assettype.com/bloombergquint/2021-08/69547660-16f9-452a-84c7- 556a5986d610/Dolat_Capital_Zomato_Initiating_Coverage.pdf Mishra, M. (2023, May 30). Explained: ONDC vs. Zomato-Swiggy and what it means for the food-delivery space. The Economic Times . https://m.economictimes.com/tech/technology/explained-ondc-vs-zomato-swiggy-and- what-it-means-for-the-food-delivery-space/articleshow/100098523.cms Patwa, P. (2021, May 5). WHY MORE RESTAURANTS ARE PREFERRING TO GO DIGITAL AND AWAY FROM THIRD-PARTY AGGREGATORS Read more at: https://yourstory.com/2021/05/restaurants-going-digital-own-delivery-platform-swiggy- zomato . YourStory. https://yourstory.com/2021/05/restaurants-going-digital-own- delivery-platform-swiggy-zomato

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