Summer internship project report on online food app- TINYOWL

Summer Internship Project Report

On

Market Research and Competitor Analysis of Online Food App

TINY OWL

By

SAHIL JAIN

III Semester MBA

Reg.No 14MB1383

GuideMrs. Madhu Smriti

Project Report submitted to ISBR Business School in partial fulfillment of the

requirements of III Semester MBA examinations – 2015

ISBR BUSINESS School

Electronic city Phase-1

Bangalore-560100

Certificate by Guide

Declaration

Acknowledgement

List of Tables and Figures

Table 1...........................................................................................................................................4

Fig. 1...........................................................................................................................................21Fig. 2...........................................................................................................................................22Fig. 3...........................................................................................................................................23Fig. 4...........................................................................................................................................23Fig. 5...........................................................................................................................................24Fig. 6...........................................................................................................................................24Fig. 7...........................................................................................................................................25Fig. 8...........................................................................................................................................26Fig. 9...........................................................................................................................................26Fig. 10.........................................................................................................................................27Fig. 11.........................................................................................................................................27Fig. 12.........................................................................................................................................28Fig. 13.........................................................................................................................................29Fig. 14.........................................................................................................................................30Fig. 15.........................................................................................................................................31Fig. 16.........................................................................................................................................31Fig. 17.........................................................................................................................................32Fig. 18.........................................................................................................................................33Fig. 19.........................................................................................................................................33Fig. 20.........................................................................................................................................34Fig. 21.........................................................................................................................................34Fig. 22.........................................................................................................................................35Fig. 23.........................................................................................................................................36Fig. 24.........................................................................................................................................37Fig. 25.........................................................................................................................................38Fig. 26.........................................................................................................................................38Fig. 27.........................................................................................................................................39Fig. 28.........................................................................................................................................39Fig. 29.........................................................................................................................................40Fig. 30.........................................................................................................................................41Fig. 31.........................................................................................................................................41Fig. 32.........................................................................................................................................42Fig. 33.........................................................................................................................................42Fig. 34.........................................................................................................................................43

Abbreviations Used

Table of Contents

Contents

Executive Summary...................................................................................................................1Chapter 1 Introduction........................................................................................................2

1.1 Introduction about the sector ...................................................................................21.2 Introduction about the company .............................................................................51.3 Competitors ...................................................................................................................61.4 Features Of the App....................................................................................................6

Chapter 2 Literature Review.............................................................................................72.1 Market Research.............................................................................................................72.2 Marketing Research Procedure ...................................................................................82.3 Sampling Design...........................................................................................................112.4 Questionnaire Design..................................................................................................132.5 Advantages and Disadvantages of Questionnaire Design ................................152.6 Summary.........................................................................................................................152.7 Competitor Analysis ....................................................................................................16

Chapter 3 Methodology....................................................................................................173.1 Research objectives .....................................................................................................173.2 Research methodology................................................................................................183.3 Data Analysis Techniques .........................................................................................193.4 Limitations of the project study ..............................................................................20

Chapter 4 Findings............................................................................................................214.1 Findings of electronic city ........................................................................................214.2 Findings of BTM Layout ............................................................................................284.3 Findings of Jayanagar .................................................................................................36

Chapter 5 Competitor Analysis .....................................................................................445.1 FOOD PANDA analysis .............................................................................................445.2 Zomato Analysis ...........................................................................................................485.3 Summary of all the competitors ...............................................................................535.4 Competitor Analysis Grid ..........................................................................................55

Chapter 6 Inferences and Summary of Findings ..................................................59

6.1 Inferences from Electronic city ...............................................................................596.1.1 About Working Individuals ...............................................................................596.1.2 About Students ......................................................................................................59

6.2 Inferences from BTM Layout ...................................................................................606.2.1 About Working Individuals ...............................................................................606.2.2 About Students ......................................................................................................60

6.3 Inferences from Jayanagar .........................................................................................616.3.1 About Working Individuals ...............................................................................616.3.2 About Students ......................................................................................................61

6.4 Inferences from Restaurants .....................................................................................626.4.1 From Electronic city ............................................................................................626.4.2 From BTM Layout ................................................................................................626.4.3 From Jayanagar .....................................................................................................63

Chapter 7 Recommendations .........................................................................64Chapter 8 Conclusion ......................................................................................65Bibliography..............................................................................................................................66

REFERENCES......................................................................................................................66APPENDICIES.........................................................................................................................67

APPENDIX I.........................................................................................................................67APPENDIX II ........................................................................................................................69

Executive Summary

The internship was aimed towards the launch of the Bangalore’s freshest online

Food Ordering App, TINYOWL. The main objectives of this internship were-

Identifying the Target Audience.

Where to find the Target Audience.

How to reach them in the most effective manner.

Every individual was provided 3 localities to work upon and understanding the

consumer behavior and food ordering patterns of individuals. The internship also

aims at gaining thorough understanding of TinyOwl product differentiation from

competitors and exciting features in the TinyOwl App.

The initial phase of internship deals with the preparation of questionnaire for

the focus groups and then reaching out to them and making them fill the

questionnaire. The next phase involved competitors analysis of the company and

their various marketing strategies and SWOT analysis.

Questionnaire was prepared based on certain parameters such as-

Age group

Lifestyle

Frequency of ordering food

Average amount spend per meal

Preferred cuisines

Entertainment preferences

Preferred restaurants.

Chapter 1 Introduction

1.1 Introduction about the sector

Food delivery market in India worth over 12.5 bil lion, Online food delivery is

contributing more than 7% to this market. More than 50,000 restaurants in India

provides home delivery, indicates a very high potential and untapped market in

online food delivery space.

Players in the industry broadly classified into three categories---

o Fully integrated: Those who process food and delivers (Dominos,

McD etc)

o Delivery as a Service

o Aggregators: Provides a platform for customers where they could

discover restaurants, navigate through menus of different cuisines,

and select the food. Delivery made by the restaurant. In short,

aggregates information about food for customers and function as an

order generating channel for restaurants. (TinyOwl, Zomato,

FoodPanda etc)

Reasons for growth in online food delivery industry:

o Increase in disposable income and deeper internet penetration of

customers (web/mobile).

o Restaurants tying up with online food delivery platforms claim to

get a profit margin of more than 2 to 3% than dine-ins.

These days’ people are prone to placing food orders online and capitalising this

trend a lot of restaurants are yielding good returns by registering themselves on

online ordering sites like Foodpanda, Tastykhana, JustEat, HyderabadSpecial etc

and many local ordering websites are also following suit.

Driving factors

Greater awareness and disposable income along with deeper Internet penetration, availability of

more payment options, long working hours and erratic lifestyle are contributing online food

ordering business. At the same time, with more and more people wanting healthy food, or food

similar to home cooked meals that too easy on the pockets is leading to the rise of online food

business in the country.

Nixon Dsouza, Brand Manager, Nom Nom, says, “Penetrating through every commercial aspect

humans have started using technology for everything and food ordering is one such

developments”.

Rohit Chadda, MD and Founder Foodpanda, believes, “Online ordering is convenient giving the

customers a broader option to choose from the restaurants listed on the website.”

Future of the business

As per the industry experts, the overall food delivery business is more than USD 7 billion to

which online food ordering contributes 5-7 percent and is growing 40 percent per year than dine-

in culture. The margin is however two to three percent higher in deliveries. According to Ritesh

Dwivedy, MD and CEO, JustEat, “The future seems bright for the online food business in India,

as we are trying to catch up with developed markets where 30 percent of delivery takes place

through online channels.”

Major players

Online food ordering is at an exciting phase now. Many local and national players are joining the

space. In fact the foreign brand JustEat has also tied up with the Bangalore based HungryZone.

Foodpanda which started its business from Delhi-NCR is the major player in the segment

followed by JustEat and TastyKhana, a Pune initiative. Besides, DeliveryChef, BigBite, Titbit

and eatallnite are the emerging players in the online food delivery market which is estimated to

grow at 40 percent annually.

Benefits

Placing food orders online benefits consumers, restaurants and the food delivery players. For

consumers, it is not only an easy and convenient tool but it is also a great platform to avail good

discounts.

Vasul Chauhan, Restaurant Manager, Smokeys Barbeque & Grill, said, “We have partnered with

JustEat to explore new business opportunities and give a push to our already successful home

delivery format but till now the response is not overwhelming.”

However, Dwivedy is of the opinion that, “The profit margin is 2-3 percent higher in deliveries

as compared to dine-in these days”

Marketing strategies

Online food delivery platforms largely try to be present in all the channels that drive awareness.

For example, newspapers, television, hoardings and billboards to the social networking sites like

Facebook and Twitter, they advertise in all. Chadda explained, “We give about 15-30 percent

discounts on ordering through us. At the same time we have also organised several campaigns

including the food gifting programmes and buy one get one free deals.”

Table 1

1.2 Introduction about the company

TinyOwl is a Mumbai based company founded by Harshvardhan Mandad &

fellow IIT alumni in 2014 having 400+ employees, 2000+ daily orders, and

association with 4000+ restaurants. It Raised $3 mill ion from Nexus Venture

partners and Sequoia Partners in series A funding. Tiny Owl also raised Rs

100 crore from Matrix Partners, Nexus Venture partners and Sequoia Partners

in series B funding. Tiny Owl is planning to expand their business operations

to 50 cities in India. Target is to pass 50,000 daily orders before end of the

year. Order placement is through mobile app. Payment options available are

COD and online payment. Delivery t ime estimated 30- 45 minutes for each

order depending on the location of the restaurant.

Features of app:

Detects location of app user automatically.

User can choose from more than 4000 restaurants.

Saves the order history and addresses.

Customer support team with strength of more than 100

No extra fees charged from customers .

TinyOwl would begin charging restaurants 10-20 percent commission per

order this year. The service does not currently make money. It is the Official

food ordering app of Mumbai Indians IPL team.

It Uses VVIP passes, meet & greet MIs etc for social media marketing.

Marketing campaign #Anythingforfood launched as a part of their pan-India

expansion.

1.3 Competitors

There are more than 20 Indian start-ups in online food delivery space.

TinyOwl faces tough competit ion from FoodPanda, Zomato. Swiggy, a

prominent online food delivery start-up based in Bangalore is assumed to

be a competitor of TinyOwl for i ts expansion in Bangalore.

FoodPanda and Zomato have got more funding compared to TinyOwl.

Customer reviews states that

o TinyOwl app is more sleek and hassle free compared to other apps

of same kind

o TinyOwl concentrates on data and service more, whereas other

players l ike FoodPanda concentrates more on offers.

o Unlike other apps, TinyOwl is not flooding the email ids of

customers with spam messages.

o More options of food and restaurants available in TinyOwl app,

compared to competitors.

1.4 Features of the App

The TinyOwl is a location based app that lets you order your food from a

range of restaurants anywhere in available cit ies, right from your mobile

phone.

The app does almost everything for you. It’s simple and friendly UI and is

constantly updated by their team for the menus and prices, making it easy,

convenient and reliable to use. When you start the app it detects your

location and gives you a list of the nearby restaurants.

The app provides you not only the lunch and dinner menus, i t describes

each dish and provides you the chef’s profile.

They have recently launched the TinyOwl Homemade app which gives you

access to food from home chefs. The Homemade app gives you the choice

of having home-cooked food, and lets you know of the nearest home-chef

in your locali ty.

Chapter 2 Literature Review

2.1 Market Research

Market research is defined as “function that links the consumer, customer, and

public to the marketer through information-information used to identify and

define marketing opportunities and problems; to generate, refine, and evaluate

marketing actions; to monitor marketing performance; and to improve

understanding of the marketing process. Marketing research specifies the

information required to address these issues, designs the methods for collecting

information, manages and implements the data collection process, analyzes, and

communicates the findings and their implications..” .

Briefly i t is a systematic design, collection, analysis, and reporting of data and

findings relevant to a specific marketing situation facing the company, allows

management to make the changes necessary for better results through adopting a

proactive approach. Therefore, if a company wants to know what type of

products or services would be profitable i t should make a market research.

Furthermore, a comprehensive research will enable the company to know about

the product imperfections (if there are) and to know if it has been able to satisfy

customers’ needs. It attempts to provide accurate information that reflects a true

state of affairs. Due to market research the company can formulate a viable

marketing plan and estimate the success of i ts existing plan.

There are two main sources of marketing research information:

Primary marketing research is collected for the first time if the

company has enough money to finance it, but in most case it is the second

more accurate one. It is original and collected for a specific purpose, or to

solve a specific problem. Primary research delivers more specific results

than secondary research, more expensive and time consuming, which are

an especially important consideration when the company is launching a

new product or service.

There are many ways to conduct primary research. By customizing tried-and-true

approaches, focus groups, surveys, field tests, interviews or observation, you

can gain information about your target market. Primary research is generally

based on sampling techniques and requires statist ical methodologies. The sample

size could be as small as 1 percent of the market and thus the information and

results gathered are highly accurate.

Secondary marketing research or desk research is generally used when a

company considering, extending a business into new markets or adding

new services or product lines, because it already exist in one form or

another. This information is based on studies previously performed by

government agencies, chambers of commerce, trade associations, and

other organizations. There are number of sources available to the

marketers, which are the following: Business libraries, Public records,

Trade associations, Websites, National/international governments,

Informal contacts and Professional institutes and organizations. That is

why secondary research is relatively cheap, and can be conducted quite

quickly. However, its main disadvantage is that the information gathered

may be old and obsolete, therefore results of analysis may be inaccurate.

2.2 Marketing Research Procedure

Stage-1 Research Purpose:-The first step in the procedure of market research is to define research purpose. Research purpose

is usually not very well defined or fully understood. The procedure of fully and accurately

defining and understanding research purpose always requires efforts. The research purpose is

typically developed as result of recognizing and understanding problem. This problem is usually

generated by realization of fissure between expected out come and the outcome in reality.

It is also important to define reason of problem that where that problem occurred. The problem

definition is the point on which the whole arrangement is formed.

Stage-2 Research Objectives:-Research objective is accurate report about required in sequence. It understands problem

statement more accurately and in more understandable way. Research objectives are designed in

such a way that chore of finding required information fully provide the research purpose.

Research objectives have three essential parts.

Research QuestionThe research question describes information required by organization accountable for decision

making. Research question represents the in sequence needs to obtained accordingly to research

purpose.

HypothesisHypothesis is researcher’s view of probable answer to a research question. The Researcher may

produce possible outcome of research question in earlier stage and carry out research to answer

that if hypothesis created at start of research was right or not.

Scope of ResearchHypothesis development aids keeping research procedure more accurate and well-focused to

serve research purpose. Another important issue of the research is indicating research boundaries

or research limitations.

Stage-3 Estimating the Value of Research information:-After defining research purpose, objectives and scope it is also very significant to estimate value

of information needed or the value of research problem that will possibly be replied in research

question.

Stage-4 Research DesignResearch design is in general structure or framework of research that is developed in order to conduct research.

Research design may include following tasks

Primary and Secondary Data analysis:-There are two types of data analysis

Primary data is data that research needs to collect by himself more specific to research

conducted. Primary data is usually collected through questionnaire surveys, interviews, and focus

groups etc.

Secondary data is not first-hand data as primary research it is the data that already is available

like journals, books, articles, company records etc.

Qualitative and Quantitative Research:-After selecting type of data required for research it is decided that what medium of data is

required. Research can be through quantitative or qualitative or both depending on the wish of

researcher.

Stage-5 Data CollectionAfter preparing questionnaire the next job is to practically get into filed and distribute questionnaires among group of respondents. It can also be done through

On line surveys,

Phone conversations,

Face to face interviews, and

By post.

In larger scale marketing research full dedicated field team or person may be required in order.

Stage-6 Data AnalysisAfter gathering of data it is then procedures to derived results in order to change them in

conclusion, data analysis can be conducted with two methods manual or computer based data

analysis. There can be different types of mathematical formulas can be used on data that is

collected from questionnaires. It can also be checked for precision and soundness.

Stage-7 Reporting Results and Presentation

The Last and final part of research procedure is to write down in black and white whole project

findings and write report that replies that specific research question that was identified at

initiation of research. Research report also includes research loom adopted, design, collection

and analysis of data together with all results of data. This report should be in the form to be

prepared for decision makers to be used in decision maker procedure.

2.3 Sampling Design

Generally, a researcher employs sampling strategies in order to generate

statist ics and generalize findings to a larger population. Sampling refers to the

process of selecting individuals from a larger group of people and drawing

conclusion that are “an accurate representation of how the larger group of

people acts or what they believe”.

Simple Random Sampling A simple random sample is one in which each member of the population has an

equal and independent chance of being included in the random sample. If the

sample is large, this method is the best way to obtain a sample representative of

the population. Simple random sampling approximates drawing a sample out of a

hat: Members of a population are selected one at a t ime, independent of one

another and without replacement; once a unit is selected, it has no further

chance to be selected. The steps in simple random sampling comprise the

following:

1. Define the population.

2. List all members of the population.

3. Select the sample by employing a procedure where sheer chance determines

which members on the l ist are drawn from the sample.

Step-by-step method for determining reliability of data

As soon as data collection begins, steps can be taken to ensure the data is reliable. Following these steps will allow insight into whether or not enough data has been collected to provide reliable (95% certainty) information:

Determine coding scheme for data . Depending on the options that survey

and interview respondents have to answer questions, the data will have to

be coded for each question. Given the type of information most state

programs seek through interviews and surveys, this data should be able to

be divided into two categories. For instance, if the question is a yes or no

question, then one category would be yes, the other would be no. If the

question asks participants to place items into a Likert scale, then two

categories would be created in order to determine which half of the Likert

scale the data favored (with the total number of neutral answers being

counted, divided by two, and placed equally into each of the two

categories).

Code responses . Code your responses to each answer in order to

determine which of the two categories created for each question the

answer would fit. Once you have coded all of the answers, determine how

many answers fall into each of the two divisions.

Compute reliability. Although you will have a random sample to use at

this point, you will not l ikely be able to interview or survey all of the

people in that sample. This is acceptable, as the entire 15% will likely not

be needed in order to come to a reliable conclusion (although, in some

rare cases where enough responses cannot be obtained from the

participants originally selected, the original population must be re-visited

to find more randomly selected sampling units).

2.4 Questionnaire Design

A questionnaire is a document designed with the purpose of seeking information from the respondents.

Steps in Questionnaire Design:-

1. What is involved The researcher defines the information that is being sought.

Consider research objectives.

Discuss with others in the field.

Literature searches and wide reading on Literature searches and

wide reading on the topic.

Review earlier questionnaires/scales or Review earlier

questionnaires/scales or instruments that may be available.

2. Drafting of questionnaire Researcher takes the list of information they wish to obtain from

respondents and devises draft questions.

Phrasing and design of questions affect the validity of the affect the

validity of the information obtained.

Sequencing the questions –background variables first, introduce

each theme/topic area in separate sections

Methods for coding the data

Methods for analysis of the data

Layout and presentation - make it easy to complete and present

professionally;

Consider your audience - type face, font size, instructions, use of

language (elderly respondents need instructions, use of language

(elderly respondents need large font)

Cultural and gender appropriateness.

3. Questionnaire pilot Trial the new questionnaire with a small group of intended

respondents or colleagues to improve clarity, remove problems

before the main survey

Analyze the responses to the pilot survey (are some response

categories never used, analyze some response categories never used,

analyze the missing data, are some Qs misunderstood?)

Ask the respondents or colleagues for feedback Ask the respondents

or colleagues for feedback about design and questions

4. Redrafting the Questionnaire If problems were found then the questionnaire will need to be

redrafted

If there are major changes required i t is best to then do another

pilot

If the problems are minor the researcher may If the problems are

minor, the researcher may then proceed to administration of the

questionnaire to the full sample

5. Administration of the Questionnaire After development of the questionnaire, it is administered to the full

sample of respondents administered to the full sample of

respondents

How would this be done? Postal , telephone, structured interview.

Mode of administration differences Bias issues in clinical follow

up and patient satisfaction surveys can arise.

The responses are then analysed in terms of the researcher’s aims

and objectives.

2.5 Advantages and Disadvantages of Questionnaire Design

Table 2

2.6 Summary

Questionnaires are useful tools if properly designed and administered and

administered

Well-constructed questionnaires can yield valuable and often novel

information relatively inexpensively and often novel information

relatively inexpensively

A questionnaire is a vehicle allowing communication between the

researcher and the subject between the researcher and the subject

A good questionnaire is the product of testing and retesting

Where ever possible, construct or use a valid and reliable tool, or test i ts

validity and reliabili ty.

2.7 Competitor Analysis

Competitive analysis is a process used in the formulation of strategic plans in

most organizations. Very often, it is adopted due to its rational process of

making long-term strategies. This is a process for identifying a specific

acceptable strategy for each individual organization, determined by its own

particular circumstances.

In any competitive analysis, industry structure analysis is unavoidable. The first

step in analyzing industry structure is to define the market or industry. Having

defined the market, the next step in the analysis is to identify the structure of

that market. We can do this by analyzing the external factors which may affect

the market usually termed as Porter’s 5 forces. These include Threat of new

entrants, Rivalry among firms, Threat of Substitutes, Bargaining power of

suppliers and bargaining power of buyers. This can also be done using SWOT

analysis of that particular industry.

Analyzing the forces and making judgments on their relative importance should

lead managers to see how they can deal with and influence the forces, thus

identifying competit ive advantage. The purpose of identifying a market’s

structure, and the sources of competit ive advantage it causes, is to draw

conclusions about strategies that will match or fit the environment.

Based on such frameworks, the manager need to demonstrate that strategies

recommend fulfil a strategic logic. Strategic logic means that a proposed

sequence of actions is consistently related to the objectives of the organization

and yet matches the organization’s capability to its environment. Therefore, in

order to achieve this, various analytical techniques to determine the strategic

logic of a sequence of actions have been prescribed. They include SWOT

analysis, Life cycle Analysis, Portfolio analysis and Value chain analysis.

Chapter 3 Methodology

3.1 Research objectives

Identifying the target audience: - The main objective of this

internship is to identify the target audience for the launch of the new

online food ordering app TinyOwl. Mostly the target audience which we

found out includes students, working individuals, working married couples

and some home makers. These target audience generally tend to order food

through online portals due to their hectic working schedules, ease of

delivery, varieties of cuisines and ease of payment.

Where to find the target audience: - The next objective is to know

where we will get our target audience. Usually these target audience we

found out near small shops beside the companies where employees used to

come and hangout for sometimes, in restaurants and various hangout

places according to the areas allocated. Most of the target audience which

I found was near small tea shops and stalls.

How to reach them in most effective manner: - The next main

task is to know that how we can reach out to our target audience in the

most effective manner so that we can get our responses and at the same

time people can get to know about the app and its features. For this

purpose a small questionnaire was designed comprising of 10 questions so

that people don’t find i t too long to fil l. Also a demonstration of the app

was shown to all the people from whom the questionnaire was fi lled.

Competitor analysis: - The last main objective is to identify the

competitors of this app like Food panda, Swiggy, Justeat, etc. and the

services which these competitors are providing to the customers which

would help TinyOwl to make different strategies to capture the market.

These services include promo offers, cashback offers, delivery time and

many other parameters.

3.2 Research methodology

A research design is the "blue print" of the study. The design of a study defines

the study type (descriptive, correlational, semi-experimental, experimental,

review, meta-analytic) and sub-type (e.g., descriptive-longitudinal case

study), research question , hypotheses, independent and dependent

variables, experimental design, and, if applicable, data collection methods and a

statist ical analysis plan. Research design is the framework that has been created

to seek answers to research questions.

Types of Data Collection Methods

Primary research: Primary research is defined as factual, firsthand

accounts of the study written by a person who was part of the study. The

methods vary on how researchers run an experiment or study, but i t

typically follows the scientific method. One way you can think of primary

research is that it is typically original research. In a nutshell, primary

research is original research conducted by you (or someone you hire) to

collect data specifically for your current objective. You might conduct a

survey, run an interview or a focus group, observe behavior, or do an

experiment . You are going to be the person who obtains this raw data

directly and it will be collected specifically for your current research

need.

Secondary research: Secondary research is defined as an analysis and

interpretation of primary research. For instance, secondary research often

takes the form of the results from two or more primary research articles

and explains what the two separate findings are tell ing us. It involves

searching for existing data that was originally collected by someone else .

https://en.wikipedia.org/wiki/Design_of_experiments

https://en.wikipedia.org/wiki/Dependent_and_independent_variables

https://en.wikipedia.org/wiki/Dependent_and_independent_variables

https://en.wikipedia.org/wiki/Hypothesis

https://en.wikipedia.org/wiki/Research_question

https://en.wikipedia.org/wiki/Case_study

https://en.wikipedia.org/wiki/Case_study

You might look in journals, l ibraries, or go to online sources l ike the US

census. You will apply what you find to your personal research problem,

but the data you are finding was not originally collected by you, nor was

it obtained for the purpose you are using it for.

3.3 Data Analysis Techniques

Analysis of data is a process of inspecting, cleaning, transforming, and

modeling data with the goal of discovering useful information, suggesting

conclusions, and supporting decision-making. Data analysis has multiple facets

and approaches, encompassing diverse techniques under a variety of names, in

different business, science, and social science domains.

Analysis refers to breaking a whole into its separate components for individual

examination. Data analysis is a process for obtaining raw data and converting i t

into information useful for decision-making by users. Data is collected and

analyzed to answer questions, test hypotheses or disprove theories .

Techniques for analyzing Quantitative data

Graphs: There are many types of graphs, but the most common and most

useful for the statist ician are bar charts, histograms, and frequency

polygons. Each has two axes, the vertical axis (the y-axis) and the

horizontal axis (the x-axis), and labels to identify the variables and the

values, with tick marks showing where each indicated value falls along

each axis. A bar chart contains solid bars separated by spaces. It is a

good tool for displaying the distribution of variables measured in discrete

categories (e.g., nominal variables such as religion or marital status),

because such categories don’t blend into each other.

Histograms: Histograms, in which the bars are adjacent, are used to

display the distribution of quantitative variables that vary along a

continuum that has no necessary gaps. Exhibit 8.4 shows a histogram of

years of education from the 2010 GSS data. The distribution has a clump

https://en.wikipedia.org/wiki/Information

https://en.wikipedia.org/wiki/Data

of cases centered at 12 years. The distribution is skewed because there are

more cases just above the central point than below it.

Pie charts: A pie chart (or a circle chart ) is a circular statist ical

graphic, which is divided into slices to i llustrate numerical proportion. In

a pie chart, the arc length of each slice (and consequently its central

angle and area), is proportional to the quantity it represents. While i t is

named for its resemblance to a pie which has been sliced, there are

variations on the way it can be presented.

3.4 Limitations of the project study

There are certain limitations of doing this project especially comprising limitations for doing market research.

Costly: Marketing research is a costly affair. It needs a lot of money to

conduct various market research activit ies. Huge funds are required to pay

salaries, prepare questionnaires, conduct surveys etc.

Time consuming: Marketing research is a lengthy and time-consuming

process. This process involves many important steps. Generally it takes at

least 3-6 months to solve a marketing problem. Therefore i t can’t be used

in urgent si tuations.

Limited scope: Marketing research solves many business related problems

but it can’t solve all business problems. It cannot solve problems related

to income, expenditure, relationship etc. thus its scope is limited.

Can’t predict consumer behavior: Marketing research collects data

about consumer behavior. However, this data is not accurate because

consumer behavior keeps on changing and cannot be predicted. It is also

very complex as it is influenced by social, religious, economic and other

factors.

Non availability of reliable data: The quality of marketing research

report depends on the quality of collected data. However, it is very

difficult to find latest and trustworthy data.

https://en.wikipedia.org/wiki/Pie

https://en.wikipedia.org/wiki/Proportionality_(mathematics)

https://en.wikipedia.org/wiki/Area

https://en.wikipedia.org/wiki/Central_angle

https://en.wikipedia.org/wiki/Central_angle

https://en.wikipedia.org/wiki/Arc_length

https://en.wikipedia.org/wiki/Statistical_graphics

https://en.wikipedia.org/wiki/Statistical_graphics

Can be misused: Sometimes, marketing research is misused by the

company. It is used to delay decision. It is used to support the views of a

particular individual.

Chapter 4 FindingsSince, every individual is allocated 3 localities each for doing market survey and understand the behavior of the market. So the findings of each locality are presented as under.

4.1 Findings of electronic city

Electronic city, belonging to south Bangalore, is predominantly an IT area and

management schools (more individual B-schools, compared to apartments),

surrounding the small business units, IT companies. The survey conducted had

250 respondents, which include students, working individuals and working

married couples, which completes the target audience (TA). Following are the

findings from the survey.

Working individuals (WI):

Method of placing food home delivery order :

direct call33%

online14%

mobile app38%

direct walk in

14%

Way of Ordering

Fig . 1

Majority of the WIs (38%) prefer to order through mobile apps

since most of them are students. 34% of WIs preferred ordering

food through direct call to restaurant, direct walk in to restaurant

(14%) and online web portals (14%).

Thus most of the people prefer using apps and then through direct

walk-ins.

Level of satisfaction with online food delivery

satisfied43%

highly satisfied10%

neutral43%

dissatisfied5%

Satisfaction Level

Fig . 2

9% of WIs responded that they are highly satisfied with online food

delivery and 43% of the WIs responded that they are satisfied with

online food delivery, 43% neutral and 5% dissatisfied.

Dissatisfaction may be due to the payments and difficulties with

some restaurants regarding online payment confirmation.

Awareness about Tiny Owl

yes 38%

no62%

Awareness

Fig . 3

62% of working individuals were unaware about Tiny Owl app. 38%

of the WIs had knowledge about the Tiny Owl app and they are

using it regularly.

Frequency of ordering food home delivery in a month

5 to 1057%

10 to 1538%

15 to 205%

Frequency

Fig . 4

57% of WIs opted for 5-10 times per month. 38% opted for 10-15

times and another 5% for 15-20 times.

Number of people for which food is ordered

138%

2 to 357%

3 to 45%

No. of people

Fig . 5

57% of the WIs order food for 2-3 people and 5% of WIs order food

for 3-4 people, 38% for self and almost nobody orders for more than

4 people.

Famous Entertainment Preferences

movie 52%

going out to eat24%

travelling19%

others5%

Entertainment

Fig . 6

Around 52% of the WIs prefer going for movie and after that 24%

prefer going out to eat. 19% of WIs prefers travelling and rest

prefer some other entertainment options.

Students:

Method of placing food home delivery order

online26%

direct call19%

direct walk in26%

mobile app30%

Way Of ordering Food

Fig . 7

30% of students preferred mobile apps to order from restaurants,

26% preferred direct walk in to restaurant and 18% preferred direct

call.


highly satisfied7%

satisfied63%

neutral26%

dissatisfied4%

Satisfaction

Fig . 8

63% of students responded satisfied, 26% were neutral and 4% were

dissatisfied.


yes33%

no67%

Awareness

F ig . 9

67% of the students were unaware about Tiny Owl app.


5 to 1078%

10 to 1515%

15 to 207%

Frequeny

F ig . 10

78% of students opted for 5-10 times a month, and 7% who order

food 15-20 times a month and 15% order 10-15 times a month.


141%

2 to 344%

3 to 415%

No of people

Fig . 11

44% of students usually order food for 2-3 people and 15% of

students order food for 3-4 peoples. 41% students order food for

self.


Around 44% of the students prefer going for movie and after that

30% prefer going out to eat. 22% of students prefer travelling and

rest prefer some other entertainment options.

4.2 Findings of BTM Layout

BTM Layout, belonging to south Bangalore, is predominantly an IT area and

students (more individual B-schools, compared to apartments), surrounding the

small business units, IT companies. The survey conducted had 230 respondents,

which include students, working individuals and working married couples, which

completes the target audience (TA). Following are the findings from the survey.


movie44%

going out to eat30%

travelling22%

others4%

Entertainment

Fig . 12

Method of placing food home delivery order:

online32%

direct call23%

direct walk in18%

mobile app27%

Way of ordering Food

Fig . 13

Majority of the WIs (32%) prefer to order through online since most

of them are students. 23% of WIs preferred ordering food through

direct call to restaurant, direct walk in to restaurant (18%) and

mobile apps (27%).

Thus most of the people prefer using online portals and then

through mobile apps.


highly satisfied9%

satisfied45%

neutral36%

dissatisfied9%

Satisfaction

Fig . 14







yes45%

no55%

Awareness



using it regularly.


5 to 1055%

10 to 1536%

15 to 209%

Frequency

Fig . 15




141%

2 to 350%

3 to 49%

No. of people

Fig . 16

50% of the WIs order food for 2-3 people and 9% of WIs order food

for 3-4 people, 41% for self and almost nobody orders for more than

4 people.


movie36%

going out to eat36%

travelling23%

others5%

Entertainment

Fig . 17




Students:


online40%

direct call15%

direct walk in35%

mobile app10%

Way of ordering food

Fig . 18

40% of students preferred online portals to order from restaurants,


call.


highly satisfied10%

satisfied45%

neutral35%

dissatisfied5%

highly dissatisfied5%

Satisfaction

Fig . 19

45% of students responded satisfied, 35% were neutral and 10%

were dissatisfied.


yes35%

no65%

Awareness

F ig . 20



5 to 1065%

10 to 1535%

Frequency

F ig . 21

65% of students opted for 5-10 times a month and 35% order 10-15

times a month.


125%

2 to 345%

3 to 425%

4+5%

No. Of people

Fig . 22



self.


Around 35% of the students prefer going for movie and majority

45% prefer going out to eat. 20% of students prefer travelling and

rest prefer some other entertainment options.

4.3 Findings of Jayanagar

Jayanagar, belonging to south Bangalore, is predominantly a residential area and

working class people (more apartments, compared to colleges), surrounding the

small business units, IT companies. The survey conducted had 200 respondents,

which include students, working individuals and working married couples, which

completes the target audience (TA). Following are the findings from the survey.



movie35%

going out to eat45%

travelling20%

Entertainment

online17%

direct call26%direct walk in

48%

mobile app9%


Fig . 23

Majority of the WIs (48%) prefer to order through direct walk in

since most of them are residential societies. 26% of WIs preferred

ordering food through direct call to restaurant, online portals (17%)

and mobile apps (9%).

Thus most of the people prefer direct walk in and then through

direct calls.


highly satisfied9%

satisfied39%

neutral39%

dissatisfied9%


Satisfaction

Fig . 24







yes22%

no78%

Awareness

Fig . 25



using it regularly.


5 to 1065%

10 to 1526%

15 to 209%

Frequency

Fig . 26




135%

2 to 343%

3 to 422%

No. of people

Fig . 27

43% of the WIs order food for 2-3 people and 22% of WIs order

food for 3-4 people, 35% for self and almost nobody orders for

more than 4 people.


movie35%

going out to eat22%

travelling39%

others4%

Entertainment

Fig . 28




Students:

Method of placing food home delivery order

online25%

direct call44%

direct walk in25%

mobile app6%


Fig . 29

25% of students preferred online portals to order from restaurants,


call.


highly satisfied6%

satisfied19%

neutral63%

dissatisfied6%


Satisfaction

Fig . 30

63% of students responded neutral, 19% were satisfied and 12%

were dissatisfied.


yes19%

no81%

Awareness

F ig . 31



5 to 1088%

10 to 1513%

Frequency

F ig . 32

87% of students opted for 5-10 times a month and 13% order 10-15

times a month.


125%

2 to 363%

3 to 413%

No. of people

Fig . 33



self.


movie25%

going out to eat25%

travelling50%

Entertainment

F ig . 34

Around 50% of the students prefer travelling and 25% prefer going

out to eat. 25% of students prefer movie and rest prefer some other

entertainment options.

Chapter 5 Competitor Analysis

This is the second phase of the internship where we have to find out the

competitors of the new food app TinyOwl. This research was mainly carried out

by visiting various restaurants within the locali ties and asking from them about

the services other competitors are providing and their way of taking or giving

orders to the restaurants on behalf of the customers and also by doing some

secondary research about the competitors available. This also includes knowing

about their delivery patterns, delivery charges etc.

Mainly according to the market research in Bangalore there are mainly 2 big

competitors of TinyOwl i.e. Food Panda and Zomato. Also, locally available

food app Swiggy is also giving tough competition to TinyOwl in terms of its

delivery boys. Following are the findings of the 2 major competitors i.e. Food

Panda and Zomato.

5.1 FOOD PANDA analysis

SWOT Analysis

Strengths

It is the largest American Chinese restaurant chain in the United States. It has close to 1,700 plus restaurants located across all different states in

the United States. Offers a variety of food along with combo meals. Panda Express is among the US's 25 largest quick-service operations and

Asian quick-serve category. The chain was one of the earliest entrants into the supermarket arena. Strategically located in mall food courts and other non-traditional venues

including airports, college campuses, and theme parks. It has a successful track record of making Asian cuisine accessible to the

masses. Strong following among Asian, Hispanic, and Caucasian diners. Leveraged lovable pandas in their name

Weakness

Restricted to one cuisine thus restricting its customer base. Specialty ingredients used in Chinese food might be difficult to source and store. Restricted in a few geographies means lower brand recall. Price differences in menu and app prices.

Opportunities

There is a large market leading to huge customer base. Venturing into newer markets. Introducing more i tems on its menu. Untapped market as online food apps contribute only 7%

Threats

Managing huge employee base can be an issue. Stiff competition from multi cuisine restaurant. Presence of strong competitors in the Chinese restaurant segment. Threat of New entrants.

Market Share

1) They’ve grown to become one of the largest food ordering portals in India.

2) Built a network of 2000+ partners including some of the well know brands

like: Pizza Hut, Subway, Nirula’s, Baskin Robbins, Mast Kalandar, Faasos

amongst many others.

3) We have quite steadily ‘shaped the market’ towards ordering food online,

instead of ordering on phone. This has helped us gather a l ion share of the food

delivery market, and propel us towards a leadership position in the market.

GrowthIndia is a market with huge potential where the scope for growth is immense. However, with internet penetration of only 8%, it is only logical to target the more cosmopolitan Tier I cit ies which have a sizable working population with mature internet users.

We’ve seen a steady growth in traffic since our launch last year. However, the focus has really always been on quality traffic & targeting potential customers, which we have been able to achieve very successfully. We are growing by 25-30% on month-on-month basis.

Currently we get around 25000-30000 unique visitor a day. With this 65% of our traffic comes from Delhi, Mumbai & Bangalore and rest 35% from Chandigarh, Hyderabad and Pune.

Market StrategyBeing an ecommerce business, we believe i t is best to target our potential customers when they are online in front of their computer screens, in encourage them to try us out. Hence our focus has majorly been on digital marketing channels.

We believe in providing the best customer experience on our site and hence our product is continuously evolving adding new features almost every other week. We launched our mobile app in January and was very well received. We have already seen more than 250,000 app downloads worldwide which is a clear indicator of the need for innovation in the space and we are happy to take the lead.

Financial fundingFoodpanda announced that it has raised $20 million to fuel its aggressive growth strategy.FoodPanda’s steepest competition is Delivery Hero, a Berlin-based startup that operates in 14 countries around the world. Delivery Hero has raised nearly $200 million to date and claims it has 6 million customers, 55,000 restaurants, and did $500 million in annual sales last year.Another competitor is Just Eat, a UK-based service that raised $64 million in 2012. The U.S. saw consolidation in this space last year with the union of GrubHub and Seamless.

http://venturebeat.com/2014/01/13/delivery-hero-raises-88m-to-save-the-worlds-online-food-orders/

FoodPanda has 22,000 restaurants in its database. It raised $20 million last May and added 20 more markets in 2013. With this financing, it plans to hit 40 countries by the end of the first quarter of 2014. Croatia, Bulgaria, Serbia, Slovenia, Kazakhstan, Azerbaijan, Tanzania and Uganda are next up for expansion.

PopularityFoodpanda has over 892,000 likes on Facebook, 383 followers on their Pakistan twitter account (@FoodPandapk), and a thriving campaign tempting people to try them out. What sets them apart from their competitors is that they are able to take a worldwide brand and make it country specific, and market themselves accordingly.

They know what their consumers want, and they know how to get it to them.

Foodpanda has been able to distinguish i tself in a market that is seeing a

growing number of online food delivery services.

Forward ExpansionFoodpanda is now available in 41 countries and is looking to expand to even more. The company made an announcement in February stating: “Foodpanda and its affi liated brand hellofood, the fastest growing online food delivery marketplace worldwide, received another USD 20 million in funding from a group of investors including Phenomen Ventures.

With the new investment Foodpanda is aiming to continue its global ambitions and roll out to over 40 markets.” The company previously received another USD 20 million from AB Kinnevik in Sweden, and Phenomenon Ventures. They also received USD 8 million from iMENA.

Foodpanda raised $110 million in a fresh round of fund raising from Rocket Internet and other investors. Since 2012, Foodpanda has raised over $200 million and plans to invest into product and technology. With the entry of Zomato and TinyOwl in the online food ordering space, Foodpanda wants to focus on providing the best customer service to its users. In an interview, Rohit Chadda, co-founder and managing director of Foodpanda, tells Neha Bothra about plans to tap potential in tier 2 and tier 3 cities, and increase restaurant partners from 12,000 to 15,000 in the next six months .

Order rate at Food PandaWe earn revenue from the commission we earn from restaurants on every successful order that we place. In terms of traffic, we get around 1,30,000 to 1,50,000 visitors each day. The average value of each order ranges between Rs

http://venturebeat.com/2013/05/07/foodpanda-suits-up-with-20m-to-conquer-online-food-delivery/

500 to Rs 550. This is higher on the mobile platform. Around 45-48% of our transactions come from our smartphone based application, and the transaction size on this platform is 20% higher than on the web.

Tie ups with restaurantsAt present, we have 12,000 restaurants. In the next six months we will probably be at around 15,000 restaurants across India. We believe in quality over quantity. We have always concentrated on adding good quality restaurants, and if we see that a restaurant is not really performing- then we take i t off from our coverage. The most important thing for us is consumer experience.

5.2 Zomato Analysis

SWOT Analysis

Strengths

Users perceive Zomato as ‘Specialty product’ (Focused only on foods &

restaurants).

High awareness – Top of the mind product.

Global presence – 25 countries – 1.5 million listed restaurants.

Superior technology and a strong workforce of over 1200 people.

Asset less business model.

High financial leverage due to i ts business model.

Simple & user friendly interface.

Aggressive and Innovative marketing strategy.

Strong brand recognition and has won several accolades & awards.

Weakness

Competition from search engines & other similar apps means limited growth.

Drastic growth means susceptible to bad content

Opportunities

Opportunity to expand to further more countries. Increasing internet penetration & number of smartphone users. Rapid technology development.

Threats

Intense competition. Lack of clear rules and regulations - Changes in government policy can

easily affect the business model. Business model can be easily imitated by other players

Differentiation from othersTo differentiate themselves from their competitors, Zomato concentrated on adding approx.

18,000 new places to eat from. Along with they also decorated many special features, such as

pointed to particular dishes or opening times”.To be the largest resource in food supply market,

Zomato bought urbanspoon, a leading restaurant service providing portal for $52 million to enter

US, Canada and Australia to leverage local insights and experience and to expand their business

in overseas seeing the future goal and objective.

Milestones

Number of listed restaurants: in 2008 it was 4000 restaurants which increase to 94000 in 2013

and currently 384,100 in Q1 of 2015.

Monthly visitors of Zomato increases to 35 mill ion in 2014 which was 11

million in 2013 and 0.015 million in 2008.

Yearly revenue of Zomato in 2008 was 0.06 crores which increased to 11.3

crores in 2013.

Spread in 21 countries worldwide.

Success Factor

First mover advantage Strong content platform Efficient employees Good rating mechanism and social platform Funding from experienced source

Strategy of Zomato

Zomato works with keen interest on various strategies to achieve their goal. It

includes

Financial strategy: To increase their fund and revenue

Marketing strategy: To tap their customers from across the globe

Growth strategy: To grow continuously and increase their customers and

page traffic

Globalization strategy: To expand themselves across the whole globe as a

leading service provider.

Marketing Strategy

Featured and user friendly website Global mobile app Focusing on digital marketing channels for potential customers Acquire the competitors: To be the largest resource in food supply market,

Zomato bought urban spoon for $52 mill ion to enter US, Canada and Australia

Simpler review and rating system

Financial Funding

In August 2010, Zomato got its first round of funding of $1million from Info Edge, India. And in September 2011, got i ts second round of funding of $3.5million from the same financier. Next year Zomato upraised its third round of another $2.5 million from the same investor and again in early 2013, Info Edge funded fourth round worth $10 million which gives them a 57.9% stake in Zomato.

Seeing the future and growth of Zomato, Sequoia Capital and Info Edge, India in November 2013 funded Zomato with $37 million. Info Edge now owned 50.1% of Zomato on an investment of INR 143 crores. The total funding raised by Zomato ti ll November 2013 stands at $53.5 mill ion.

In November 2014, Zomato came up with a fresh round of funding of $60 million at a post-money valuation of ~US$660 million. This round of funding was jointly headed by Info Edge India Limited and VY Capital , with involvement from Sequoia Capital . This made a total funding of over US$113 million for Zomato.

Expansion

Zomato will leverage its existing reach and scale (sales team of over 300 people, 5000 odd advertisers) to fast track its growth in this space. Setting ambitious targets, Zomato claims to bring over 10,000 restaurants in its food ordering network in the next three months and also start processing over 40,000 orders a day in the near term. And why not? “Given that we have over 400,000 people who visit our India section every day, this shouldn’t be too hard,”“We will invest $50 million in the business in India over the next year or so ,” he continues. “This will be our fastest ramp up for any business in any geography ever.”Zomato plans to make money from this new service via a cut of each order, but the exact size of i ts fee will be based on feedback from customers directly. In the case of a five star rating, Zomato will take a 7.5 percent commission fee. But that cut will rise to a maximum of 15 percent for the lowest customer feedback. Thus the best experience and value for customers will be the key focus.“We will own the customer experience on the tech end, as the platform, the delivery and logistics will be owned by the restaurants. ”

Order rate

The company works with more than 150 vendors to provide shipments across 175 cit ies. It averages about 9,000 deliveries daily. “We not only provide for shipments and deliveries, but also warehousing facilit ies where the company stocks and racks the products for the vendors,” said Bharati. In addition, Delivery provides all kinds of retailers, even small businesses, technology solutions to integrate all channels of sale. These include offline, online, social media, mobile and voice solutions that allow sellers to manage stores and integrate delivery with market needs.

Future strategy

Delivery is looking to expand to 250 cities, 30 delivery centres and targeting revenue of Rs.250 crore for the fiscal year 2015-16. International expansion is part of i ts future strategy.

App reviews

Zomato, the popular online and mobile restaurant guide, has updated its iOS app, completely overhauling

the user interface and has added new features.

The updated Zomato app offers a much simpler user interface, in line with the resecnt redesign of the

Zomato website, with the home screen offering large swappable images of nearby restaurants that lead to

their respective listings, in addition to options to browse restaurants and search for them by entering

keywords for name, location, cuisine or dish.

The Browse Restaurants option takes you to a menu that offers mood-based recommendations. So, you can

select if you're looking to get food home delivered, going out for a meal, going out for drinks or just

catching up with friends. Selecting the location is the next step, following which, the app offers a list of

restaurants that match the criteria.

There's a separate screen for location based restaurants search through which you can sort restaurants based

on the distance from your current location. You can apply additional filters such as ratings, whether the

restaurant is open at the time of the search, cuisine, budget and other aspects.

There's also a 'Featured Content' section that offers lists such as top 25 restaurants, foodie leader board (for

regular users), and featured reviews, among other content.

Users can also post pictures for restaurants they've visited in case they just want to post picture reviews.

Pictures can be posted through the restaurant's listing page or through a section within the app that allows

users to upload reviews and pictures of restaurants

5.3 Summary of all the competitors

Particulars FoodPanda/Tasty khana/ Just Eat

Swiggy Zomato

Strengths Offers and coupon discounts, Market share across Bangalore, Promotion for brand awareness, recruiting delivery boys (12000 at the end of the year 2015).

Timely delivery and excellent service, more than 150 delivery boys

Ultimate destination for food includes table bookings, home delivery, and discovery of the restaurant.

Weakness Payment delay to the restaurants, no cash on delivery on some restaurants.

Services are down at peak time.

Home delivery begins in only one segment of their entire market.

Opportunities Customers order food via app and online is increasing.

Customers order food via app and online is increasing.

Customers order food via app and online is increasing.

Threats New entry New entry New entry

Market Strategy

Funds Raised $110 mill ion in a fresh round of fund raising from rocket internet and other investors

Raised $16.5 mill ion in additional funding to make a play for the Indian market.

Raises $50 million in funding led by existing investor Info Edge

Short term goal

Increase restaurant partners from 12000 to 15000 at the end of October 2015

Increase manpower New product line i .e., a product which will allow the users to pay restaurant bil l through mobile application

Purchase and usage

Average purchase

The average value of each order ranges between Rs 500 to Rs 550.

Delivers over 70000 orders on a monthly basis.

9000 delivery per day all over India.

Usage Around 45-48% of the transactions come from smartphones based app and the transaction size of this platform is 20% more than on web.

50% more orders shifting from the website to the app quickly.

Online ordering is more when compared to mobile app.

5.4 Competitor Analysis Grid

FoodPanda Swiggy ZomatoCompany info.

FoodPanda is one stop

Swiggy is an early stage on-

Zomato wants to become a singular

Description destination for ordering a scrumptious meal at your doorstep.

demand food delivery startup delighting customers in Bangalore.

platform for discovery,table bookings,restaurantordering

Purpose

"Food Panda - Your One Shop Stop For Delicious Food"

Biggest focus : “never let our customers stay hungry”

Zomato the ultimate destination for all things food

Product and Services

Principle product

Online & Mobile platform to discover and order from nearby restaurants.

Online & Mobile platform - Open market place that enables online ordering from nearby restaurants & picks up and delivers

Online and mobile platform for discovery of restaurants, table bookings, home delivery and payments.

Pre-ordering facility

Pre-ordering facility available

No Pre-ordering facility available. All deliveries done on demand

No Pre-ordering facility available

Delivery duration

45-60 min 35 - 45 minutes (Delivery fee is fully waived if i t takes longer)

Delivery charges

Determined by restaurants individually. Delivery cost for each restaurant mentioned in the website.

Standard delivery charges ( 40rs - 70rs depending on the distance/ restaurant ordered from )

Service Timings11 am to 11 pm from Monday to Sunday.

11:30am - 10:45pm from Monday to Sunday

Product/Service Positioning

Positioned as an online food

Efficient logistics solution

Providing a user interface platform

delivery platform where more offers, coupons and discounts are available for customers, compared to competitors.

(150+ delivery executives), seamless on-ground operations and powerful technology

to restaurants. Hence giving the restaurants the power to direct , accept orders , change menus, attract customers , provide important information.

Target Audience and Marketing

Primary Target Market

Tech savvy youth, working people, working couples in the age group of 18-40, people hesitant to cook and go out to have food, who need food at their door steps on demand.



Strategy used to market their product/services

Attractive offers which is appealing to the customers. Using the carousel format to promote its app, foodpanda increased click-through rates by 180% and reduced their cost per install by 39%.

Area focused sales teams and online platforms.

Currently they are focusing on segments such as Online food ordering, restaurant booking, subscription-based services and bill ing inside of restaurants

Growth

Growth by acquiring similar start-ups like Just Eat, tastykhana etc

Slow and measured locality wise expansion with strength of logistics team in

Dependent on brand name, word of mouth through its network of users.

the launch phase to create the right first impression.

Social media details Facebook

1.4 million l ikes 3300+ likes

Twitter

11.3K followers, 13.2K tweets, 2760 favorites

312 followers, 520 tweets, 126 favorites

Linkedin

5400+ followers 691 employees listed, Uses LinkedIn mainly to brand their CSR init iatives.

270+ followers, 52 employees listed

Others

Instagram- 1200+ followers, 280+ posts.

Instagram-14 followers, no posts

No. of visitors 66,583 daily, 1,997,490 monthly

17,949 per day, 538,470 per month

366,353 daily, 10,990,590 monthly

Marketing Campaigns

tv ads, online pop ups, st ickering at restaurants

online ads, logos and stickering restaurants

online marketing, st ickering at restaurants, ads

Sales Promotion 30% off, 300 off on 450, 50% off, buy 1 get 1

Rs. 75 off on any order

combo offers

User interface(website)

Locality search option. Chat option available. Login option available. FAQ and Policies available.

Locality search option in the center. Chat feature available. Login option available

Locality search option visible. Collection and categories of cuisine on right. Specific meal search on left.

User interface (application)

Application available. Limited restaurants available.

Application available. Food ordering primary. No proper list of restaurant sorted as shows restaurants not present in the area.

Application available. Attractive. Food ordering not primary. Providing restaurant and cuisine information primary target. Not user friendly.

Minimum delivery amount

yes depending on restaurant

yes depending on restaurant. Rs 30 delivery charge for order below 150

yes depending on restaurant

Features of mobile app

Mode of placing orders

Website, mobile app

Website, mobile app

Website, mobile app

Operating platforms Android, iOS, Windows

Android Android, iOS, Windows

No. of downloads(Android)

1 mil l ion+ 5000+ 10000+

Minimum no. of steps involved (From search to order placement)

10+ Less than 10 Less than 10

Info about selected restaurant given

Address, Payment methods, Reviews and locat ion in map.

No info/ reviews, Delivery t ime indicated.

Restaurant Location

Reviews about restaurant given

Given while listing restaurants and in the info

Not given Not given

Chapter 6 Inferences and Summary of Findings

6.1 Inferences from Electronic city

6.1.1 About Working Individuals

It can be inferred that WIs who prefer ordering food through mobile apps

(38%), online web portals (14%) indicates the presence of TA who like to

have convenience in ordering food.

From level of satisfaction we can understand that online food delivery system

is prominent and running successfully in Electronic city.

Statist ics about frequency of ordering food home delivery indicates that there

is decent number of food home delivery orders in Electronic city.

Marketing activities with emphasis on the combo offers in the app will be

fruitful in Electronic city.

Regarding the preferred cuisines of respondents, North Indian was the

predominant cuisine, followed by Biryani items. Going out for eating and

movie were the major entertainment preferences of WIs.

6.1.2 About Students

They prefer dining with friends and going for movies in weekends.

Majority were students have placed a food home delivery through online,

hence they chose Satisfied option.

Frequency of food home delivery orders placed in a month by students and

WIs, indicates that decent number of orders can be generated from Electronic

city.

While showing the demo of the TinyOwl app, students found the free meals

offer which enables them to earn money in their TinyOwl account more

attractive.

North Indian was the preferred cuisine by most of the students. Major

entertainment preferences include Movie and going out for eating.

6.2 Inferences from BTM Layout


It can be inferred that WIs who prefer ordering food through online portals

(32%), mobile apps (27%) indicates the presence of TA who like to have

convenience in ordering food.


is prominent and running successfully in BTM Layout.


is decent number of food home delivery orders in BTM Layout.


fruitful in BTM Layout.


They prefer dining with friends in weekends.

Majority were students have placed a food home delivery through online,

hence they chose Satisfied option.


WIs, indicates that decent number of orders can be generated from BTM

Layout.



attractive.

North Indian was the preferred cuisine by most of the students. Major

entertainment preferences include Movie and going out for eating.

6.3 Inferences from Jayanagar


It can be inferred that WIs who prefer ordering food through direct walk in

(48%), direct call (26%) indicates the presence of TA who like to have

convenience in ordering food by going to restaurants directly.


is not so prominent in Jayanagar.


is less number of food home delivery orders in Jayanagar.


fruitful in Jayanagar.


They prefer travelling to their respective homes or with friends in weekends.

Majority of students have placed a food home delivery through direct call ,

hence they chose Neutral option.


WIs, indicates that number of orders that are generated from Jayanagar are

very less



attractive.

6.4 Inferences from Restaurants

6.4.1 From Electronic city

While interviewing with the restaurant managers/owners of 12 restaurants from

Electronic city region revealed the following.

On an average, they are getting 10-15 home delivery orders per day from

electronic city.

The number of walk-in customers per day in these restaurants averages from

100-200 customers/day.

FoodPanda and Zomato are the apps they are t ied up with.

The areas from which they get maximum number of home delivery orders are

Electronic city phase 1, phase 2, B-schools and areas within 3km radius.

Peak hours of home delivery are from 12-2pm in week days and 7-9pm in

weekends.

Also since in Electronic city more students and PGs are there, they get bulk

order from colleges and etc.

6.4.2 From BTM Layout


BTM Layout region revealed the following.

On an average, they are gett ing 5-10 home delivery orders per day from

BTM Layout.





from areas within 3km radius.


weekends.

Also since in BTM Layout more students and companies are there, they get

bulk order from colleges and etc.

6.4.3 From Jayanagar


Jayanagar region revealed the following.

On an average, they are gett ing 5-10 home delivery orders per day from

Jayanagar.





from areas within 3km radius.


weekends.

Also since in Jayanagar more residential societies and companies are there,

they get bulk order from homes and etc.

Chapter 7 Recommendations

In case of WIs, marketing activities with promo codes and emphasis on

combo offers will be effective.

When it comes to students, they are more attracted towards the free meal

offer, which enables them to earn money into their TinyOwl account

easily. Marketing activities with emphasis on this offer will create interest

in students towards the app.

Marketing activities in PGs and colleges will be effective in catching

attention of more students and working individuals.

Marketing activities in residential areas and apartments will be effective

in catching attention of more people and working individuals.

Marketing activities need to be extensive as there is a lot of scope of

people who can use the app.

Marketing activities such as big hoardings, posters etc., if displayed, will

attract more and more customers and also people will get awareness about

the app.

Marketing activities near hostels and colleges will be most effective since

most of the students prefer to have variety of food at reasonable rates.

Chapter 8 Conclusion

Bangalore is also called foodie’s paradise because of vast variety of foods and

eatables available with a touch of uniqueness and tradition. Popular cuisines in

Bangalore includes traditional vegetarian (south Indian & North Indian, Chinese,

Thai, Arabic (Mughlai & Hyderabadi).

A survey done by FoodPanda.in states that Bangalore being the Silicon Valley of

India with a large population of young working professionals beats other cities

when it comes to ordering food between 3 p.m. and 7 p.m. with 18 percent of the

total orders across India coming from the city.

The survey also reveals that

o Italian cuisine is the most preferred choice for food in between meals at 32

percent, it is closely followed by Chinese (24 percent) and fast food (17 percent).

o Japanese and Hyderabadi cuisine seems to have lost the gourmet game by being

the last options preferred by foodies.

o Salads and Sandwiches (eight percent), Mughlai (seven percent), multi-cuisine

(three percent) and South Indian (two percent) make up the rest of the least

preferred choices with bakery items and ice cream recording only one percent of

orders placed.

This data reveals that Bangalore is known for foodies and also increasing users

of smart phones clearly indicates that for such kind of mobile food apps will be

very much fruitful for the expansion and establishment of these companies.

Since, TinyOwl is currently serving in only 5 major cit ies, but seeing the

interest of the customers in the app it is trying to expand its market to all over

India gradually.

Bibliography

REFERENCES

http://www.pce.uw.edu/courses/data-analysis-methods.html

http://www.restaurantindia.in/article/growth/expansion/Online-food-

delivery-sees-a-boom.a137/

http://blog.zomato.com/post/94342869876/three-problems-we-are-trying-

to-solve-at-zomato

http://yourstory.com/2015/02/zomato-announces-online-food-ordering-

india/

http://www.financialexpress.com/article/companies/foodpanda-raises-110-

mn-from-rocket-internet-rohit-chadda-says-targetting-15000-restaurants-

across-india/53218/

https:/ /www.tinyowl.com/

http://www.hungryforever.com/story-mumbai-based-food-ordering-app-

tinyowl/

http://www.hungryforever.com/story-mumbai-based-food-ordering-app-tinyowl/

http://www.hungryforever.com/story-mumbai-based-food-ordering-app-tinyowl/

https://www.tinyowl.com/

http://www.financialexpress.com/article/companies/foodpanda-raises-110-mn-from-rocket-internet-rohit-chadda-says-targetting-15000-restaurants-across-india/53218/



http://yourstory.com/2015/02/zomato-announces-online-food-ordering-india/

http://yourstory.com/2015/02/zomato-announces-online-food-ordering-india/

http://blog.zomato.com/post/94342869876/three-problems-we-are-trying-to-solve-at-zomato

http://blog.zomato.com/post/94342869876/three-problems-we-are-trying-to-solve-at-zomato

http://www.restaurantindia.in/article/growth/expansion/Online-food-delivery-sees-a-boom.a137/

http://www.restaurantindia.in/article/growth/expansion/Online-food-delivery-sees-a-boom.a137/

http://www.pce.uw.edu/courses/data-analysis-methods.html

APPENDICIES

APPENDIX I

Questionnaire for customersQ1. How do you order your food?

a. Direct call to restaurant

b. Online portal.

c. Mobile application

d. Direct walk in.

Q2. Are you satisfied with ordering online?

a. Highly satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

e. Highly dissatisfied.

Q3. Are you aware about TinyOwl?

a. Yes

b. No

Q4. Are you interested in using this app?

a. Yes

b. No.

Q5. Occupation?

a. Student

b. Working individuals

c. Working married couples.

d. Home maker.

Q6. What are your famous entertainment preferences?

a. Movie

b. Going out for eating

c. Travelling

d. Others

Q7. No. of times you order home delivery in a month?

a. 5-10 times

b. 10-15 times

c. 15-20 times.

d. 20-25 times.

Q8 what are your preferred Cuisines?

Q9 For how many people you usually order food?

a. 1

b. 2-3

c. 3-4

d. 4+

Q10. Most popular restaurant you prefer?

APPENDIX II

Questionnaire for Restaurant Owners

Q1. No. of orders per day for home delivery?

a. 100-250

b. 250-400

c. 400-550

d. 550 and above

Q2. No. of walk-in customers per day?

a. 75-150

b. 150-300

c. 300-400

d. 400 and above

Q3. Are you tied up with any of the food ordering apps?

a. Yes

b. No.

Q4. Which mobile application or online portal gives the maximum no. of orders?

a. Foodpanda

b. Zomato

c. TinyOwl.

d. Swiggy.

Q5. Are you aware of TinyOwl?

a. Yes

b. No.

Q6. From which location you get the most number of orders?

Name of Restaurant:

Q7. Any offers/discounts given to customers by you?

Q8. Which portal do you prefer the most?

a. Foodpanda

b. Zomato

c. TinyOwl.

d. Swiggy

Q9. Peak hours for home delivery?

a. 12-2 pm

b. 2-3 pm

c. 7-9 pm

d. 9-11 pm

Q10. Common Issues faced due to home delivery?