Search for Cases

Case Details

Case Code: MKTG409
Case Length: 10 Pages 
Period: 2018-2019   
Pub Date: 2020
Teaching Note:Available
Price:Rs.300
Organization : Zomato
Industry :Food delivery platform
Countries : India
Themes: Marketing Management/Managing Platform Businesses/Managing Networked Businesses
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
Technology
Operations
Economics
Leadership & Entrepreneurship

Can Zomato Continue its Deep Discounting Strategy?

 
<<Previous Page 

INTRODUCTION

On August 15, 2019, over 300 restaurants under the National Restaurant Association of India (NRAI) launched a Logout campaign and delisted themselves from the platforms of some major Food Service Aggregators (FSAs) such as Zomato, EazyDiner, Nearbuy, Magicpin and Dineout over what they called unsustainable deep discounting practices. The campaign aimed to give the restaurant industry independence from aggregators that had allegedly distorted the food service sector through aggressive discounting and predatory pricing, thereby hurting the core value proposition and bottom line of restaurants. Among the FSAs, Zomato was one of the biggest food delivery startups in India, and it had come under severe scrutiny as its premium subscription-based dining out service Zomato Gold (ZG) had 6,500 restaurants as partner members and a total of 1.1 million subscribers in India as of August 2019. Around 2,500 restaurants logged out from the ZG service...

 

 
Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
or
Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
or
PayPal (7 USD)

 

 

 
BACKGROUND NOTE-Next Page>>