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    Foodpanda Case Study

    Uploaded by

    Sudhi Malhotra
    Foodpanda is an online food delivery service founded in 2012 that expanded its business and saw increased market share during the COVID-19 pandemic. It launched a new grocery delivery service called Pandamart that targeted online and media platforms to promote itself, leveraging popular shows by having hosts order ingredients live and disrupting gaming shows by delivering snacks. This contextual marketing helped Pandamart gain new customers for both itself and Foodpanda, with business results including significant increases in awareness, new and active customers, and total order numbers within its first month.

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    Foodpanda Case Study

    Uploaded by

    Sudhi Malhotra
    148 views1 page
    Foodpanda is an online food delivery service founded in 2012 that expanded its business and saw increased market share during the COVID-19 pandemic. It launched a new grocery delivery service called Pandamart that targeted online and media platforms to promote itself, leveraging popular shows by having hosts order ingredients live and disrupting gaming shows by delivering snacks. This contextual marketing helped Pandamart gain new customers for both itself and Foodpanda, with business results including significant increases in awareness, new and active customers, and total order numbers within its first month.

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    Foodpanda case study

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    Foodpanda is an online food delivery service founded in 2012 that expanded its business and saw increased market share during the COVID-19 pandemic. It launched a new grocery delivery service called Pandamart that targeted online and media platforms to promote itself, leveraging popular shows by having hosts order ingredients live and disrupting gaming shows by delivering snacks. This contextual marketing helped Pandamart gain new customers for both itself and Foodpanda, with business results including significant increases in awareness, new and active customers, and total order numbers within its first month.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    148 views1 page

    Foodpanda Case Study

    Uploaded by

    Sudhi Malhotra
    Foodpanda is an online food delivery service founded in 2012 that expanded its business and saw increased market share during the COVID-19 pandemic. It launched a new grocery delivery service called Pandamart that targeted online and media platforms to promote itself, leveraging popular shows by having hosts order ingredients live and disrupting gaming shows by delivering snacks. This contextual marketing helped Pandamart gain new customers for both itself and Foodpanda, with business results including significant increases in awareness, new and active customers, and total order numbers within its first month.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    Foodpanda, a successful online food delivery service, founded by Ben Bauer in 2012.

    During COVID-19 pandemic it expanded its business through targeted marketing by


    providing wider meal choices and convenience. Its market share increased significantly
    from 37% to 63% , making it the market leader despite competition from big players
    like Deliveroo, UberEats etc.

    SWOT Analysis
    Strengths Weaknesses Opportunities Threats
    • Excellent platform • Orders from nearby • Growing market • Increased potential
    • Investments (raised restaurants only • Customer expansion competitors
    $318 million by VC) • Tap on the free delivery • Increase in customer • low customer
    • Wide coverage • Yet to cover more area loyalty programs • change in economic
    • Quick delivery condition
    • Good customer support • ease of going to the
    • Global operations nearby restaurant

    With the success in this segment, the company decided to look beyond ‘food delivery’ and expand the
    revenue stream by launching a new vertical, Pandamart. It is a grocery delivery service launched in
    collaboration with more than 100 city stores providing customers with various grocery products, ranging
    from fresh vegetables to personal care, delivered within 20 minutes. They adopted contextual marketing
    strategies for faster and better growth.

    Business Objectives - Horizontal business expansion to drive new growth for Pandamart as well as widening
    the customer base on Foodpanda.

    Pandamart Unique Product Benefit - “quick” and “responsive” grocery delivery service

    Marketing techniques:-

    • During the pandemic, online presence of people rose through a significant margin. This was capitalised by
    Pandamart effectively, they targeted trending video content platforms and other media networks, making
    their presence felt everywhere. They also utilised the presence of existing user base on foodpanda to
    promote Pandamart.
    • Market research indicated people’s interest in gaming and cooking during the pandemic, Pandamart used
    creative ways to create cut-through and trigger intent. They hijacked one of the most popular cooking
    show, Foodie Talkies and made the host order ingredients from Pandamart on the show and delivering real
    time, demonstrating its quick service live. They also disrupted a gaming show, Slam Dunk and delivered
    midnight snacks to the game players demonstrating its responsiveness even at late hours.
    • They made smart use of a fading channel that is Outdoor Marketing, by strategically placing
    advertisements and video demonstrating screens in the residential areas, as maximum population was at
    home during the pandemic. It allowed them to best utilize their marketing budget.

    Pandamart Competitors – iHerb, ParknShop,


    Wellcome

    The use of contextual targeting resulted in better communication relevancy and created an impact.
    Business Results :-

    • 62% Campaign awareness and 82% Google search trend uplift in just a month.
    • 824% new customers to Foodpanda with Pandamart
    • +181% Active customers recorded and Total order no. increased by 303% vs last year

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