Foodpanda is an online food delivery service operating in over 40 countries. It allows users to order food from local restaurants via its website or mobile app. The presentation discusses Foodpanda's business goals of becoming the market leader in every market. It analyzes Foodpanda's competitors, conducts a SWOT analysis, and outlines strategies for marketing through social media, mobile apps, and promotional campaigns.
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
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
26. Social Media Campaign: #LoveFoodHateWaste
Twitter campaigns about participating
restaurants
Infographics to educate the user
Collaborating with food bloggers
about the campaign
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.
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
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