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Case study Zomatos new deep discounting strategy

Zomato is a popular Food Service Aggregator in India known for its online delivery and user-friendly interface. Recently, in an attempt to improve business, Zomato introduced some heavy discounts for its client base. The new Zomato Gold was part of this campaign.

Customers who subscribed to Zomato Gold could access free meals, drinks, and discounts in certain restaurants. The company partnered with numerous eateries to execute this plan. However, 15th August 2019, hundreds of restaurants decided to log out of this marketing campaign. This was because the heavy discounts led to a loss of revenue and profits.

Zomato co-founder, Deepinder Goyal tried to appease the partners by launching a new model. This response was soon rejected as the core issue of discounts remained unresolved. This led to an impasse between the two parties, leaving Zomato vulnerable to takeovers.

Please answer these questions: 1. Summarize the central problem (Zomatos loss of partners) 2. Which marketing communication mix has been used in the above situation? (the discount strategy) 3. What sort of Communication Channel has Zomato used? Please explain briefly. 4. Which growth strategy has been applied for Zomato Gold? (Lecture 4) 5. How would you manage this problem differently? (Which communication mix would you use, which communication channel would you use, which growth strategy would you use)