What is Sales and Marketing Strategy of Zomato Company?

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What is Zomato's Sales and Marketing Strategy?

Zomato, a leader in online food delivery, has dramatically evolved its sales and marketing approach. Its expansion into comprehensive food delivery and the acquisition of a quick commerce platform have reshaped its market position. This strategic shift transformed Zomato into a complete food and grocery ecosystem, significantly boosting its growth and influence.

Initially focused on restaurant discovery and reviews, Zomato now leads the Indian online food delivery market with a 58% share in Q1 FY25. Its consolidated revenue for FY 2024-25 hit ₹20,243 crore, a 67% increase driven by delivery, quick commerce, and B2B services.

This analysis explores Zomato's methods for reaching customers, its marketing tactics, brand positioning, and key campaign successes. The company's dynamic strategy highlights the importance of adaptability in a competitive market to maintain strong growth, including its Zomato BCG Matrix analysis.

Zomato's sales strategy is deeply integrated with its digital-first approach, primarily utilizing its mobile application and website as direct-to-consumer e-commerce platforms. This allows users seamless access to food discovery, ordering, and delivery tracking, forming the backbone of its Zomato sales strategy.

Direct-to-Consumer Digital Platform

The company's core sales channel is its user-friendly mobile app and website, facilitating food discovery and ordering. In fiscal 2024, the average monthly transacting user base reached 18.4 million, an 8% increase year-on-year.

Quick Commerce Expansion

Through the acquisition of Blinkit, Zomato has expanded into quick commerce, delivering groceries and essentials rapidly. Blinkit's gross order value nearly doubled to ₹4,027 crore in Q4 FY24, supported by an increase in dark stores to 526.

B2B Supply Chain Solutions

The Hyperpure division offers B2B services to the HoReCa industry, providing kitchen supplies and supply chain management. Hyperpure's revenue saw a 96% year-on-year growth in Q1 FY25, reaching ₹1,473 crore in Q2 FY25.

Loyalty Programs and Partnerships

Strategic initiatives like the Zomato Gold loyalty program encourage repeat business and customer retention. Approximately 50-55% of Zomato's food delivery Gross Order Value (GOV) is attributed to Gold members as of Q1 FY25.

Zomato's Zomato business strategy encompasses a diverse range of sales channels, evolving from its initial restaurant listing service to a comprehensive food delivery and quick commerce ecosystem. This multi-channel approach is crucial for its Zomato growth strategy and its ability to reach a broad customer base across various demographics and geographies. The company's expansion into non-metro cities is also a significant part of its sales strategy, with these areas now contributing 50-60% of the food delivery business.

Key Sales Channel Components

Zomato's sales channels are designed to maximize reach and customer engagement across different service offerings.

• Direct online ordering via app and website.
• Quick commerce deliveries through Blinkit.
• B2B supply chain services via Hyperpure.
• Loyalty programs like Zomato Gold to drive repeat purchases.
• Expansion into smaller cities to capture new markets.

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Zomato employs a multifaceted marketing strategy, with a strong emphasis on digital channels to build brand awareness, drive customer acquisition, and boost sales. This digital-first approach is central to its overall Zomato business strategy, aiming to connect with a wide audience through various online platforms and personalized engagement.

Digital Dominance

Zomato heavily relies on digital marketing tactics, including content marketing, SEO, paid advertising, email marketing, influencer partnerships, and social media engagement to reach its target audience.

Search Engine Optimization

The company's strong SEO strategy targets hyperlocal food queries. Zomato ranks in the top 3 for over 3,500 food and delivery-related keywords, with organic traffic contributing 48% of its total sessions in 2025.

Paid Advertising

Zomato invests in paid advertising across Google and Meta platforms. For instance, Blinkit's SEM campaigns highlight its 10-minute delivery USP, resulting in a 20% year-on-year click-through rate increase.

Personalized Communication

Email marketing and app push notifications are utilized for personalized deals and witty alerts. Blinkit's push notifications have achieved an impressive 33% open rate.

Influencer Collaborations

Zomato partners with food bloggers, chefs, and social media influencers to promote its services. This includes collaborations with both macro and micro-influencers to reach diverse audience segments.

Social Media Engagement

Platforms like Instagram, Twitter, and Facebook are used for meme-driven campaigns and viral content to attract younger demographics and maintain brand relevance.

Zomato's Zomato sales strategy is significantly bolstered by its data-driven marketing approach, which focuses on hyper-personalization to enhance user experience and retention. This analytical backbone has been a key driver of its marketing success in 2024. While digital channels form the core of its media mix, Zomato also incorporates traditional media such as Out-of-Home (OOH) and cinema advertisements, which represent approximately 10% of its total media spend. The company's marketing mix has increasingly shifted towards a digital-first orientation, with a strategic focus on hyperlocal and regional campaigns to maximize resonance and engagement with its user base.

Investment in Marketing

Zomato significantly increased its advertising and promotions budget. In FY25, the company spent ₹1,972 crore, a 38% rise from FY24's ₹1,432 crore. Q4 FY25 alone saw ad expenses jump by 63% to ₹634 crore.

• Digital channels are the primary focus of Zomato's marketing efforts.
• SEO is crucial, with top rankings for numerous food-related keywords.
• Paid advertising on Google and Meta platforms drives targeted campaigns.
• Influencer marketing and social media engagement are key for brand connection.
• Data analytics fuels hyper-personalization for improved customer retention.
• The company's website attracts an average of 20 million monthly visitors, with 59% from India.
• Understanding Zomato's Growth Strategy of Zomato provides insight into its market approach.

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Zomato has established itself as a comprehensive food platform, connecting restaurants, suppliers, consumers, and delivery partners to create a unified food ecosystem. Its brand positioning emphasizes convenience, reliability, and a deep understanding of food culture, setting it apart in a competitive landscape. The company's core message, 'Better food for more people,' and 'Instant commerce indistinguishable from magic,' underpins its market approach.

Unified Ecosystem Approach

Zomato aims to be a one-stop solution for all food-related needs, seamlessly integrating various stakeholders. This holistic approach differentiates it from single-service providers in the food tech industry.

Target Audience Appeal

The brand's quirky, witty, and relatable tone resonates strongly with its core demographic of urban youth aged 18-35, working professionals, and families. This consistent persona is key to its Zomato customer acquisition strategy.

Emphasis on Authenticity and Value

Zomato prioritizes authentic reviews and recommendations, positioning itself as a trusted source for dining decisions. Programs like Zomato Gold further enhance its value proposition by making dining out more affordable.

Brand Equity and Recognition

'Zomato' has become a household name synonymous with food and dining, a testament to its strong brand equity. This recognition is crucial for its Zomato growth strategy and customer retention.

Zomato's brand consistency across all touchpoints, from its app interface to its extensive social media presence and advertising campaigns, reinforces its market position. The company's ability to adapt to evolving consumer preferences and competitive pressures is evident in its diversification into quick commerce with Blinkit and its B2B supply chain venture, Hyperpure. This demonstrates a commitment to becoming a comprehensive lifestyle convenience app. By leveraging data-driven personalization, Zomato ensures a tailored experience for its vast user base, maintaining relevance and driving engagement. In 2025, Zomato reported over 80 million monthly app users, with user engagement improving as indicated by a bounce rate reduction to 27%. This success is a direct result of its effective Zomato marketing strategy and its continuous innovation in line with its overall Zomato business strategy. Understanding Brief History of Zomato provides context for its strategic evolution.

Adaptability and Diversification

Zomato's expansion into quick commerce and B2B supply chains showcases its agility in responding to market shifts. This strategic diversification is a key component of its Zomato growth strategy.

Data-Driven Personalization

The company utilizes data analytics to tailor user experiences, enhancing relevance and engagement. This is a critical element of Zomato's digital marketing tactics for restaurant partnerships and customer acquisition.

Brand Loyalty Initiatives

Programs like Zomato Gold are designed to foster brand loyalty among users by offering tangible benefits. This aligns with Zomato's strategy for building brand loyalty among users.

Social Media Engagement

Zomato's playful and witty social media presence is instrumental in connecting with its target audience. The role of social media in Zomato's marketing and sales is significant.

Competitive Advantages

Zomato leverages its established brand, extensive network, and data insights to maintain a competitive edge in the food tech industry. These are Zomato's competitive advantages in the food tech industry.

Customer Acquisition Tactics

The company employs a multi-faceted approach to attract new users, including targeted advertising and promotional offers. This addresses how Zomato acquires new customers for its delivery service.

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Zomato consistently launches impactful sales and marketing campaigns that have significantly contributed to its brand identity and growth, a core element of its Zomato sales strategy.

Mission Diwali 2024

This humorous campaign featured actor Piyush Mishra, depicting a NASA astronaut drawn to Zomato-delivered sweets. The tagline 'Mithai Zomato karo, desh ko roshan karo' emphasized the joy food brings during special moments.

IPL 2024 Campaign

Leveraging the high engagement of the Indian Premier League, this campaign starred Ranveer Singh, Samantha Ruth Prabhu, and Cheteshwar Pujara. It utilized hype and humor for broad mass-market visibility.

Mother's Day 2024 Campaign

This campaign featured influencers like Arpit Bala and Ranveer Allahbadia, blending emotions and entertainment. It used memes and popular dialogues to encourage users to order food for their mothers.

'Fuel the Hustle' 2025 Campaign

Marking a shift towards effort and ambition, this campaign featured Shah Rukh Khan and Mary Kom. It aimed to be thought-provoking and potentially support future wellness and productivity offerings.

Zomato's marketing strategy also includes viral Twitter campaigns in 2024, using humor and relatable scenarios to generate buzz, a key aspect of its Zomato growth strategy. The company consistently promotes loyalty programs like Zomato Gold to maintain user connection and offer perks, contributing to Zomato's customer acquisition efforts. The success of these campaigns is measured by increased engagement, brand visibility, and sales lift, supporting Zomato's consolidated revenue of ₹20,243 crore for FY 2024-25. Producing ads in-house, as noted by marketing head Sahibjeet Singh Sawhney, helps maintain a deeper connection with its brand identity, reinforcing its Zomato brand positioning.

Viral Twitter Campaigns

In 2024, Zomato utilized viral Twitter campaigns, employing humor and relatable everyday experiences of food delivery to generate significant buzz and engagement.

Loyalty Program Promotion

The company consistently promotes its loyalty programs, such as Zomato Gold, to maintain user connection and offer benefits like free delivery and exclusive discounts, a key part of Zomato's approach to retaining customers in the competitive food delivery market.

Campaign Success Metrics

The success of Zomato's campaigns is typically measured by increased engagement, enhanced brand visibility, and a direct sales lift, contributing to the company's overall financial performance.

In-House Ad Production

Zomato's decision to produce advertisements in-house, as highlighted by its marketing head, allows for a more profound connection with its core brand identity and messaging.

Influencer Marketing

Zomato's approach to influencer marketing for food delivery involves collaborating with popular personalities to reach wider audiences and enhance brand relatability.

Data Analytics for Personalization

The company leverages data analytics to personalize marketing efforts, aiming to understand How Zomato uses data analytics to personalize marketing efforts and improve customer experience.

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