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Presented by:
Group 7
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.
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
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”
Business Goals: To be the market leader in every market
Metric: Largest Market Share in terms of orders
Business Model Overview
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
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
Global Presence
The Food Take Away Value Chain
Focused on high automation and scalable food chain
Enabler
Competitors
Website Analysis
Online marketing strategy of Food Panda
Online marketing strategy of Food Panda
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
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
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 Foodpanda.com
Online search Status
Blogging on Foodpanda Website
Customers
sharing their
blogs on
foodpanda
website
Social Media
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
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
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
Social Media Campaign: Methodology
Social Media Campaign: #LoveFoodHateWaste
Twitter campaigns about participating
restaurants
Infographics to educate the user
Collaborating with food bloggers
about the campaign
Analysis - Twitter
Analysis - Facebook
MOBILE STRATEGY
• Food Panda Mobile App
PLATFORMS
• Android – download from Google Play
• IOS – download from itunes
• Windows – download from Windows Phone store
• Free apks available on websites like apkmaniafull.com
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
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
Improving the WAP site
Facilitating Search & Display
Avoiding Long And
Extensive articles
Seeking out the best practices
• 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
• Promotional adds on other games and apps
• Adds via notifications driven by the installed app
Reaching out and Engagement
• 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
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
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
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.
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.
Promotional Campaigns
1. Hunger Campaign - Together we can end hunger
Agenda
Audience
channel/
Media
Platform
Analysis
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
Outdoor marketing
• Publicity events in popular malls
• Radio and TV and cinema Commercials
• Newspaper and Magazine Commercials
• Youtube Ads
Bus and train hoardings and shelters
• 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
Online marketing strategy of Food Panda

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Online marketing strategy of Food Panda

  • 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. 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. 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. Business Goals: To be the market leader in every market Metric: Largest Market Share in terms of orders
  • 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
  • 10. The Food Take Away Value Chain Focused on high automation and scalable food chain Enabler
  • 15. 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
  • 16. 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
  • 17. 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 Foodpanda.com
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. Social Media Campaign: Methodology
  • 26. Social Media Campaign: #LoveFoodHateWaste Twitter campaigns about participating restaurants Infographics to educate the user Collaborating with food bloggers about the campaign
  • 29. MOBILE STRATEGY • Food Panda Mobile App
  • 30. PLATFORMS • Android – download from Google Play • IOS – download from itunes • Windows – download from Windows Phone store • Free apks available on websites like apkmaniafull.com
  • 31. 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
  • 32. 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
  • 33. Improving the WAP site Facilitating Search & Display Avoiding Long And Extensive articles Seeking out the best practices
  • 34. • 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
  • 35. • Promotional adds on other games and apps • Adds via notifications driven by the installed app Reaching out and Engagement
  • 36. • 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
  • 37. 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
  • 38. 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
  • 39. 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.
  • 40. 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.
  • 41. Promotional Campaigns 1. Hunger Campaign - Together we can end hunger Agenda Audience channel/ Media Platform Analysis
  • 42. 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
  • 43. Outdoor marketing • Publicity events in popular malls • Radio and TV and cinema Commercials • Newspaper and Magazine Commercials • Youtube Ads
  • 44. Bus and train hoardings and shelters
  • 45. • 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