The foodpanda (logo see fig. 1) group is the leading global online food delivery marketplace in Hong Kong. Headquartered in Berlin, Germany, it operates in more than 40 countries across 5 continents. foodpanda allows users to conveniently discover food around their neighbourhood and directly order their favourite meals online or via mobile phone. Entering Hong Kong in 2014, foodpanda is one of the first food delivery apps in the city, followed by Deliveroo in 2015 and UberEats in 2016. However, foodpanda's performance had been lacking, and it was not until the 5th wave of COVID did the group's performance improve. In the first half of 2022, foodpanda has been growing rapidly, leading Hong Kong's food delivery market share by revenue at around 63%, compared to the 37% share by Deliveroo. Statistics have also shown that the platform's loyal users have kept increasing, and about 17% users use both apps simultaneously in the first half of 2022. foodpanda has made aggressive marketing efforts. A variety of methods, such as TV and outdoor advertising, social media marketing, email marketing and seasonal promotions were frequently used. Celebrity endorsement, such as by Dayo Wong and Ian Chan from MIRROR, was also used to increase brand awareness effectively. Besides, their delivery riders are all dressed and equipped with special design apparel and courier kits in distinctive brand colours (see fig. 2), helping improve brand visibility and awareness ultimately. Last year, foodpanda introduced a new brand ambassador, Pau-Pau (see fig. 3). This fun- loving and free-spirited panda was created to evoke love among customers. The objective is to make the brand more relatable to people's daily lives. "While Pau-Pau had an adventurous 2022, for 2023, we are very excited for him to explore even more meaningful ways to add value to our customers' lives," said Monika Mikusova, senior director of marketing APAC at foodpanda. Innovation is also one of the platform's characteristics. The introduction of pandamart, with a 24 hours grocery delivery service, catering service, and 24/7 online customer service, is examples of the brand's originality. Their most recent, innovative promotion is the subscription program, pandapro. Members can enjoy unlimited free delivery and other discount offers by paying a monthly fee, providing a good choice and fair deal for frequent users. However, foodpanda's brand image was adversely affected by news on customer complaints, workers strike, harsh working conditions, cut in delivery fee, and data breach. In order to achieve a better brand reputation, it seems that foodpanda has still a far way to go. Ad apted from https://blog.measurable.ai/2022/10/26/hong-kong-food-delivery-market-overview-2018-2022/ ; www.foodpanda.com; www.marketing-interactive.com Questions Answer 1. Discuss the point-of-difference (POD) of foodpanda HK.

 

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foodpanda LogoTaglines.com foodpanda foodpanda Fig. 1 Logo of foodpanda Fig. 2 foodpanda crew in corporate uniform and equipment Fig. 3 Pau-Pau, foodpanda brand ambassador foodpanda LogoTaglines.com foodpanda foodpanda Fig. 1 Logo of foodpanda Fig. 2 foodpanda crew in corporate uniform and equipment Fig. 3 Pau-Pau, foodpanda brand ambassador