2. About zomato
Zomato is restaurant search and discovery and deliver business and was founded by
Deepinder Goyal and Pankaj Chaddah in the year 2008. Zomato currently operates in
more than 24 countries. Initially, it started under the name Foodiebay which was later
changed into Zomato in the year 2010.Zomato has also expanded overseas to Sri
Lanka, Qatar, Turkey, Brazil, Indonesia, etc. Zomato also claimed that it turned
profitable in all 24 countries it operates in. In February 2017, Zomato introduced its
zero commission model in a partner restaurant.
3. Market segmentation
According to philip kotler “Market segmentation is the process of sub-dividing the
customer into homogenous sub-set of customer.
Segmentation is essentialy the identification of sub-set of buyers within a market
that share similar needs and demonstrate similar buyer behaviour.
Segmentation aims to match groups of purchasers with the same set of needs and
buyer behaviour. Such a group is known as a segment.
5. Demographic factors
Under the demographic segmentation strategy, Zomato targets the age 18-35.
People who want to dine out and want to research the restaurants they wish to
visit.
Zomato has found a larger target segment in the working professionals who want
to dine out and also want to get food delivered at their doorstep
.Zomato has also entered the experiential events segment and had launched the
multi-city food and entertainment carnival called Zealand.
Zomato believes that there is an experience that is needed to be built around
food and Zomato has played a significant role in making that happen.
6. Geographical factors
Geographic segmentation involves segmenting your audience based on the region they live or
work in. This can be done in any number of ways: grouping customers by the country they live in,
or smaller geographical divisions, from region to city, and right down to postal code.
there are six factors that pertain to geographic segmentation and can be used to create
customer segments:
Location (country, state, city, ZIP code)
Timezone
Climate and season
Cultural preferences
Language
Population type and density (urban, suburban, exurban or rural)
7. Psychographic factors
Psychographic segmentation is the research methodology used for studying
consumers and dividing them into groups using psychological characteristics
including personality, lifestyle, social status, activities, interests, opinions, and
attitudes.
Psychographic marketing enables you to engage with multiple target audiences in
the ways that will make the biggest impact for each one. This approach saves time
and money on approaches that might fall flat and makes it easier to relate to the
groups you care about.
8. Behavioral factors
Behavioral segmentation refers to a process in marketing which divides
customers into segments depending on their behavior patterns when interacting
with a particular business
It also Identifies the most engaged users. Being able to filter existing customers
and potential prospects that display highest levels of engagement – for example,
those regularly opening your emails, or spend the most time with your product
pages – enables marketers to make more informed decisions on how and where to
best allocate time, budget, and resources.
In return, this makes your marketing more cost-effective, as you’re not burning
through budget trying to warm up predominantly cold leads
