Comparative Study on A Branding Strategy of Online Ordering and Delivery Platforms of Food Industry with Reference of Zomato & Swiggy

Abstract

Branding is necessary aspect in modern day business to improve the popularity of the products. The aim of this study is to determine the branding strategy differences between Swiggy and Zomato in terms of business growth. Aim and objectives are presented effectively along with background. The data indicate that Zomato have 11.2 million customer base that is good enough in terms of internationalization of the business of online food. Different articles are analysed to identify that strategies associated with branding. Effective branding strategies are personal strategy of branding, corporate strategy, service-oriented branding, online social media-based branding and product-based branding. Survey is done with 20 people each who generally use the online food delivery services from Zomato and Swiggy. However, secondary data are not collected for further data analyses that have created issues in terms of in-depth analysis and gathering knowledge. Comparison shows that Swiggy has an advantage in terms of branding however; Zomato has advantage in terms of social media branding. Future scope indicates the possibility to use this study as the secondary source due to its authenticity in result.