Marketing Mix Of Foodpanda – Foodpanda Marketing Mix

Foodpanda is a private company associated with food and beverage industry. It is a mobile platform for food delivery that is ordered via online applications. Foodpanda is actually a B2C that is a business to customer’s organisation. It was founded in Singapore in the year 2012 and includes multi-brands for its operations like in Russia through Delivery Club, in UAE through 24h, and in Middle-east through Hellofood.  Some of its competitors are as follows-

• Grubhub
• Swiggy
• Zomato
• Delivery Hero
• Delivery Chef

Table of Contents

Product in the Marketing Mix Of Foodpanda :

Foodpanda ensures the healthy, tasty and unique experience of eating without the hassle of travelling or prior planning. It is all about ordering through mobile and online as it connects customers to the restaurant of their choice.

Brand sends the ordered food directly to restaurants which later deliver it to customers. Ordering food is a simple method. A customer has to enter postcodes on site and then browse for food items from the list of available restaurants. Items can be easily selected while browsing through the menu.

At the time of placing an order, it is necessary to first enter an address and then check-out. Foodpanda confirms the order and estimated delivery time by sending an SMS. Restaurants are told of orders and they later deliver to customers. Choosing, ordering and paying are through online applications. On restaurant pages company has a review section where a consumer can comment on several features like delivery, sales process, overall impression and taste.   

Place in the Marketing Mix Of Foodpanda :

Foodpanda is an international company that allows placing food orders from local restaurants through websites and mobile applications. Its network is spread all over the world in nearly forty-three countries with headquarters base in Berlin, Germany. Foodpanda has ties-ups and deals with an estimated forty thousand restaurants in the global market.

It started from Singapore and by the beginning of the year 2016 was operating in Latin America, Eastern Europe, Russia, Africa and Asian countries like India, Bangladesh, Thailand, Singapore, Malaysia and Pakistan. Foodpanda is one the most popular online site in India for placing food orders.

It has delivery points in nearly four thousand restaurants that are located in forty cities including Hyderabad, Mumbai, Bangalore, Chandigarh, Pune and Delhi. Its distribution network includes more than two thousand partners like Mast Kalandar, Baskin Robbins, Nirula’s, Subway and Pizza Hut. It has trained employees to meet customer demands successfully.

Price in the Marketing Mix Of Foodpanda :

Foodpanda has become a huge online portal and this has been possible because of several pricing policies are undertaken by the brand. It has adopted a value-added pricing policy as it offers quality items for a reasonable price to its customers.

It faces competition from several brands and hence has also adopted competitive pricing policy that allows it to maintain reasonable prices for items. Customers are offered several incentives like discounts and special offers to lure them away from rival brands. It also makes its services more affordable and ultimately results in more orders and better revenues for Foodpanda.

Promotions in the Marketing Mix Of Foodpanda :

Usage of Digital marketing has played a huge role in creating brand awareness for Foodpanda. The company believes in offering something new and inventive periodically in terms of food festivals, offers, and incentives to maintain the loyalty of its customers through email marketing.

It has used social media to launch several commercials. It has a Facebook page displaying regular updating and interactions to maintain visibility and brand value. It also has innumerable followers on Tweeter. Friendly applications have been a great source of luring customers to its base in case of Foodpanda. One of its taglines is an apt description Foodpanda is in your pocket. It reminds customers of easy and quick availability through Apple and Google Play store.

Promotional ads are also placed on various apps to maintain brand recognition. Publicity events have been launched in popular malls, television, radio, cinema, magazines, newspapers, train hoardings, bus hoardings and billboards. Since December 2015, it has made a deal with Indian Online Railway System under which it is possible for a customer to place food orders while travelling.