SUBJECT: DIGITAL MARKETING

Question 3 When Zomato launched, it aimed to be the best restaurant search and discovery platform. It had the names of various restaurants, their menu, their prices, reviews and other details. It provided in-depth information of over 1.4 million restaurants across 23 countries. Over the years, it has converted itself into an online food delivery platform. People can now order food from the restaurants near them using their app or website. Zomato has delivery executives who pick up the order from the eatery and deliver it to the address provided by the customer. Zomatos target audience includes people between 18 to 35 years of age who have access to smartphones and are comfortable in using apps. It targets two kinds of customers: The first group includes people who want to order their food home and the second group includes people who prefer to dine out. IN Lot of cases, these groups overlap. It offers food delivery to those who need it delivered as well as gives incentives to people to dine out through its Zomato Gold program. Source: zomato.2021. Digital Marketing Strategy.iide.co [online] MKT2135 (F) / Page 5 of 5 (a) Zomato is being said to have an idea on how it plans to approach its existing and new customers. Explain FIVE (5) key decisions in strategy development that Zomato needs to consider when formulating its strategies. (15 marks) (b) Briefly explain FIVE (5) intangible benefits of internet marketing to Zomato (10 marks)