ACKNOWLEDGMENT

I express my profound gratitude to Dr. Neha Bhagat, under

whose esteemed guidance and mentorship this research
paper has been meticulously prepared. Their invaluable
insights, unwavering support, and constructive feedback
have significantly contributed to the successful
completion of this work.
I extend my sincere appreciation for providing a conducive
academic environment and access to essential resources,
which have facilitated comprehensive research and
compilation of this file.
Lastly, I convey my deepest gratitude for their unwavering
encouragement and moral support, which have been
instrumental in the successful execution of this academic
endeavor.

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

DIA BENIWAL
2B
 Comparative Study on the Effectiveness of Food Delivery
Campaigns and marketing : A Case Analysis of Zomato and
Swiggy

Abstract
Food delivery services have become an essential part of urban lifestyles, with companies like
Zomato and Swiggy dominating the market in India. This research examines the effectiveness
of their marketing campaigns by comparing strategies, customer engagement, and overall
impact on sales. Using data from advertisements, social media, and customer feedback, the
study evaluates which company’s campaigns are more successful in attracting and retaining
users. The findings provide insights into the best marketing practices in the food delivery
industry and suggest ways to improve customer engagement and brand loyalty.
Keywords: Marketing strategy, Zomato and Swiggy.

Introduction:

Background Information
For a considerable number of decades, the food delivery industry in India has witnessed a ramp-
up register of reports unheard of earlier. This growth is believed to have been stimulated due
to massive increases in smartphone penetration and internet velocity, along with a shift in
consumer behaviour to prefer convenience and on-demand service options. There has never
been a time when more people preferred food delivery right to their doorstep due to the ease
patterns and make comparisons across different user groups. Despite its limitations, the chosen
sample size and sampling technique offered sufficient data for analysis and interpretation.

Data Collection and Data Sources

Data collection is a crucial aspect of research, and for this study, both primary and secondary
data sources were utilized. Primary data was collected through online questionnaires
distributed to the selected respondents. The questionnaire included both closed and open-ended
questions to gather detailed responses about user preferences, perceptions, and experiences.
Data for this study was collected from both primary and secondary sources to ensure
comprehensive and balanced coverage of the topic. These dual sources offered a broader
perspective on the marketing strategies adopted by Zomato and Swiggy and helped validate
findings.

Primary Data was collected through a well-structured questionnaire distributed to 55

respondents. It aimed to gather insights into customer preferences, their experiences with the
promotional campaigns, and their level of satisfaction with marketing efforts by Zomato and
Swiggy. This data played a crucial role in understanding real-world consumer perceptions and
the direct impact of these campaigns.
Secondary Data was drawn from a variety of reliable and up-to-date sources. These include
financial reports, journalistic articles, academic case studies, and industry analyses that
provided a detailed view of the companies’ marketing and campaign strategies.
Zomato and Swiggy have established themselves as prominent players in India's food delivery
industry, each implementing unique marketing strategies and campaigns to capture and expand
their market share. A comprehensive analysis of their approaches, supported by financial
reports, media articles, and industry studies, provides valuable insights into their effectiveness
and competitive positioning.

Zomato's Marketing Strategies and

Campaigns
Zomato has effectively utilized digital
marketing, leveraging data analytics and
artificial intelligence to personalize user
experiences. Their push notifications are
known for their quirky and relatable content,
enhancing user engagement and brand recall. The company actively engages in moment
marketing, capitalizing on real-time events and trends to create relevant content, thereby
increasing shareability and audience interaction.
In addition to digital strategies, Zomato has employed localized marketing approaches to
connect with India's diverse culinary landscape. By featuring regional cuisines and
collaborating with local influencers, Zomato resonates with the varied tastes prevalent across
different regions. This strategy involves showcasing specific regional dishes during festivals
and partnering with local food bloggers and chefs to enhance authenticity and trust among
users.
Financially, Zomato reported a 57% decline in third-quarter net profit, amounting to 590
million rupees ($6.8 million), attributed to intensified competition in the quick commerce
sector and increased investments in new fulfilment centres for its Blinkit platform. Despite this,
overall third-quarter revenue rose by 64% to 54.05 billion rupees, bolstered by festive season
demand.

Swiggy's Marketing Strategies

and Campaigns
Swiggy emphasizes targeted
advertising, employing geographical
and demographic targeting to reach specific customer segments effectively. This approach
ensures that marketing efforts are concentrated in areas with higher demand and tailored to the
preferences of distinct demographics.
Content marketing and influencer collaborations are central to Swiggy's strategy. By partnering
with content creators, Swiggy produces engaging content that enhances brand visibility and
fosters trust among potential customers. Campaigns like "Voice of Hunger" have demonstrated
significant success, generating substantial user engagement and increasing brand interaction.
Swiggy maintains a robust social media presence, with substantial followings across platforms
like Instagram, Twitter, and YouTube. The brand effectively utilizes memes, collaborations,
and timely content to engage millennials and Gen Z audiences, creating a relatable and
approachable brand image.
Financially, Swiggy reported a significant increase in its quarterly loss, amounting to 7.99
billion rupees ($91.40 million) for the third quarter ending December 31, compared to 5.74
billion rupees the previous year. This increase is attributed to substantial investments in its
quick commerce service to compete with rivals like Zomato and Zepto. Despite the losses,
Swiggy's revenue climbed by 31% to 39.93 billion rupees, with food delivery revenue
increasing by 24% and quick commerce revenue more than doubling.

Comparative Analysis
Both Zomato and Swiggy have effectively harnessed digital marketing techniques, including
data analytics, personalized communication, and social media engagement, to build strong
brand identities and connect with their target audiences. Zomato's focus on moment marketing
and personalized notifications complements Swiggy's targeted advertising and influencer
collaborations.
Financially, both companies face challenges due to heavy investments in quick commerce and
intensified competition. Zomato's significant revenue growth despite profit declines and
Swiggy's increased losses alongside revenue growth reflect their aggressive expansion
strategies and the competitive dynamics of the Indian food delivery market.
In conclusion, Zomato and Swiggy's marketing strategies underscore the importance of
personalization, real-time engagement, and influencer partnerships in the digital age. Their
approaches offer valuable insights for businesses aiming to enhance their market presence in
the competitive food delivery industry.

Data Analysis And Interpretation

The given bar chart represents the age distribution of 55 respondents. The majority of
respondents fall within the age range of 16 to 19, with the highest number (16.4%) being 18
years old, followed by 17 years (12.7%) and 19 years (10.9%). There is a noticeable decline in
frequency as the age increases beyond 21, with scattered responses from ages 24 to 42. The
data suggests that the majority of participants are teenagers or young adults, likely indicating a
target demographic of students or young professionals. The distribution is skewed towards
younger individuals, with minimal representation from older age groups.
The gender distribution of respondents in the survey is nearly balanced, with 52.7% male and
47.3% female out of 55 total responses. This indicates that food delivery services like Zomato
and Swiggy appeal almost equally to both genders, suggesting a broad and diverse user base.
Such a distribution is valuable for marketing campaigns, as it shows that promotional strategies
should be designed to attract and retain both male and female consumers equally. The next step
in analysis would be to see how frequently each gender uses food delivery services to
understand any behavioural differences.

The chart shows the frequency of food delivery service usage among 54 respondents. The
majority (44.4%) use food delivery services weekly, indicating a strong dependency on such
platforms for regular meals. A significant portion (25.9%) uses them monthly, while 18.5%
order food daily, showing a small but engaged segment of high-frequency users. Only 11.1%
use food delivery services rarely, suggesting that most respondents integrate food delivery into
their lifestyle, making it a key area for marketing strategies.
The chart analyses food delivery app preferences, revealing that 44.4% of respondents
primarily use Zomato, giving it a slight lead in market share. Swiggy follows with 31.5%,
showing it is also a strong contender in the market. Meanwhile, 24.1% use both apps equally,
indicating that nearly a quarter of the users do not have a strict preference and may be
influenced by factors like discounts, user experience, or restaurant availability. This insight
suggests that competitive pricing and promotional offers could sway this undecided segment.

The chart indicates that 69.1% of the 55 respondents have noticed marketing campaigns by
Zomato or Swiggy in the past month, while 30.9% have not. This suggests that both companies
have a strong presence in terms of advertising and promotional campaigns, but there is still
room for improvement in reaching the remaining audience. Effective targeting and diversified
marketing strategies could help engage the segment that has not yet noticed these campaigns.
The chart reveals user preferences regarding the appeal of marketing campaigns. Among 54
respondents, 42.6% find Swiggy’s campaigns more appealing, while 36.2% prefer Zomato’s,
and 22.2% consider both equally engaging. Swiggy’s slight edge suggests that its marketing
strategies, such as advertisements, offers, or brand positioning, are resonating better with
consumers. However, the relatively close competition indicates that Zomato still holds a strong
market position, and a more engaging or differentiated campaign could shift consumer
preferences further in its favor.

The chart shows how respondents usually come

across marketing campaigns for food delivery
services. The most common medium is social media
(30.9%), highlighting the effectiveness of digital
marketing on platforms like Facebook, Instagram,
and Twitter. Online banners and pop-ups (21.8%)
also play a significant role, followed by email/SMS promotions and word-of-mouth, both at
18.2%. TV ads (10.9%) are the least common source, suggesting that digital-first strategies are
more effective than traditional television advertising. This insight emphasizes the need for
Zomato and Swiggy to prioritize social media engagement and targeted digital promotions.

The chart indicates that 70.9% of respondents feel that marketing campaigns influence their
decision to use a food delivery app more frequently, while 29.1% do not. This confirms that
well-crafted marketing efforts can drive customer engagement and increase app usage. It also
suggests that promotional strategies, such as discounts, loyalty rewards, and engaging
advertisements, play a crucial role in shaping consumer behaviour. Companies should continue
investing in impactful marketing to maintain and grow their customer base.

The chart shows the effectiveness of different types of marketing campaigns in food delivery
services. Discounts and promotions are the most effective, with 29.1% of respondents
favouring them, followed by seasonal or festive campaigns (21.8%) and limited-time offers
(23.6%). Referral programs (16.4%) and celebrity endorsements (9.1%) are less effective in
influencing consumer choices. This indicates that price-based incentives are the most
compelling, while brand endorsements by celebrities have limited impact. Companies like
Zomato and Swiggy should focus on offering frequent discounts and time-sensitive promotions
to attract more customers.

The chart highlights which food delivery campaigns or promotions encourage users to place
orders more frequently. Cashback offers lead with 40% of responses, showing that customers
prefer rewards that provide direct monetary benefits. Limited-time seasonal discounts (27.3%)
and discounts on first orders (18.2%) also play a significant role in encouraging purchases.
Free delivery on orders above a certain amount (14.5%) is the least influential, suggesting that
while delivery fees are a consideration, they are not the primary driver of consumer behaviour.
To maximize engagement, food delivery services should emphasize cashback and seasonal
discounts in their promotional strategies.
The chart highlights the best factors in Swiggy according to users. Customer support ranks the
highest at 25.5%, indicating that Swiggy is perceived as providing better assistance when issues
arise. Price/discounts (23.6%) and delivery time (20%) follow closely, suggesting that
affordability and timely deliveries are also strong points. Food variety/options (18.2%) and
user interface/ease of use (12.7%) are rated lower, meaning Swiggy could improve in these
areas to enhance user satisfaction. This implies that Swiggy’s strength lies in its after-sales
service rather than just price competitiveness.

The chart showcases the best factors in Zomato. Food variety/options lead with 31.5%,
showing that users appreciate Zomato’s diverse menu selection. Delivery time (24.1%) and
price/discounts (22.2%) are also major strengths, indicating that Zomato provides a balanced
mix of affordability and efficiency. Customer support (16.7%) and user interface/ease of use
(5.6%) rank the lowest, suggesting that Zomato might need to enhance customer service
responsiveness and make its app more user-friendly. Overall, while Swiggy excels in customer
support, Zomato is preferred for its broader food options.

Final Analysis of the data

The survey results reveal key insights into food delivery service usage, app preference, and the
impact of marketing campaigns. A significant portion of respondents (44.4%) use food delivery
services weekly, while others use them monthly (25.9%) or daily (11.1%). Zomato is the most
preferred food delivery app, with 44.4% of users favoring it over Swiggy (31.5%), while 24.1%
use both equally. This indicates a strong competition between the two platforms, but Zomato
has a slight edge. Additionally, marketing visibility plays a crucial role, as 69.1% of
MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES
Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector
22, Rohini, Delhi 110086, India

DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION

Subject Name – MINI PROJECT - 1

Subject Code – BA(JMC)-RP - 160
Batch :- ( 2024- 2028)

Subject Teacher - Dr. Neha Bhagat

Designation – Assistant Professor
Enroll. No. – 04961102424
Student name - Dia Beniwal
Class &sec - 2B
 TABLE OF CONTENTS
Sno. Title Signature Remarks
1. Abstract
2. Introduction
3. Background information
4. Relevance of the Study
5. Purpose of the Study
6. Literature Review
7. Meaning of Research
8. Objectives of the Study
9. Scope of the Study
10. Research Design and Types of Research Design
11. Sample Size and Sampling Technique
12. Data Collection and Data Sources
13. Zomato’s Marketing Strategies and Campaigns
14. Swiggy’s Marketing Strategies and Campaigns
15. Data Analysis And Interpretation
16. Findings And Conclusion
17. Suggestions and Recommendations
18. References And Bibliography
19. Appendices(questionnaire)