introduction
Foodpanda is a online food delivering platform that leads custumers to order restaurants
via its app. The company consists of
multiple brands operating in more than 40 countries
across South America, Asia, the Middle East, Eastern Europe and Africa.
The company is established in the year 2012 headquatered in the berlin and within a short
span of time it established in business in approx 40 different nations and earn a huge
market share. Foodpanda has partnered with more than 58000 restaurents worldwide.It
connects with restaurents that offers food delivery in their area and let them choose their
order and pay online.

World Map of Foodpanda

Foodpanda in India
Taxi aggregator Ola has bought Foodpanda India from its German parent Delivery
Hero group in a stock deal pegged at about $40 million, re-entering a resurgent
food-delivery market that has matured and become more competitive in the past
year.
Foodpanda India handles about 30,000 orders a day in about 150 cities, and
UberEATS India about 10,000 orders a day in seven cities, according to analysts,
which would give Ola ?an upper hand over its primary rival through its latest
acquisition? in the food-delivery business. UberEATS said the estimate of 10,000
orders a day was “grossly inconsistent” with market realities but declined to disclose
the average number of daily orders the platerform handles.
The bigger challenge for Ola's food-delivery business will come from Swiggy, which
handles about 140,000 orders a day in India. Zomato handles about 100,000 orders a
day in India and the UAE.

Marketing mix of foodpanda
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.
First p of marketing (PRODUCT)
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.

Second P OF MARKETING (PRICE)
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.

Third P of marketing.
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

Fourth p of marketing (promotion)
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
1.Email Marketing
Foodpanda is utilizing the full power of email marketing. Once you have ordered with
Foodpanda then many a times you must have received a mail with various promotion and
discount coupons. The company always tries to ensure that their user’s first experience
remains awesome and then they try to retarget them through discounted and promotional
emails.

2.Social media marketing
foodpanda ran a campaign on social media in 2013. The campaign promoted
the brand and increased the brand popularity among the customers.
people need to use the code “IPAD” at the time of placing the order. Using the
code makes them eligible for the contest. People can increase their chance of
winning the iPad by making more orders
Foodpanda’s Facebook page shows its popularity on Facebook as it has more
than 2.2 million fans on its page. Foodpanda on Twitter also has a strong
follower base with 26.7K followers over the platform. Solving the customers
query through social media has created a faith for the brand among the
customers

Mobile strategy
The time Foodpanda started and entered the market in 2012, people were not clear about
the business model of the company. Some thought that Foodpanda as a restaurant while
others thought it as food supplier and food Delivery Company. But now users have a clear
view of what Foodpanda is all about.
Mobile has played a great role in the success of the company. Most of the orders coming
from the mobile app, Foodpanda now focus more on mobile marketing.
Foodpanda user friendly mobile app has made it easily accessible and available for the
customers to access it from anywhere anytime.

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.

How Foodpanda used social media during
Women’s Day marketing activity

S.W.O.T analysis of Foodpanda
Strength
1. The first one to come with idea of online food delivering platform where you have to just
choose the restaurant in a particular location and just choose the dish which you want and pay
the bill and it will be delivered within an hour.
2.It the largest American Chinese restaurant chain in the united states.
3.Offers a variety of food along with combo meals offers
4.It delivering time is much more less than their other competitiors
5.It has a great custumer loyality means once any customer order their food then they get
attached to the service and became their permanent customer

Weakness
1. Security issues for the app – A major issue for Foodpanda in the past has been some
security issues due to which the app was hacked and at least 17 million users data was
copied. Such security issues are a nightmare for internet companies.
2.Foodpanda has arrived in india when there is already such platforms in the market such as
Swiggy,Zomato so they have trouble regarding this.
3.Lack of awareness among certain group of people eg.Chinese
4.People tend to ordering food less frequent.

Opportunities
 Further expansion – The number 1 opportunity for Foodpanda is to expand
to more countries and establish its base faster. Service industry has a major
problem that services can be copied very fast and very easily. As a result, it
is critical for Zomato to establish and expand itself faster
 More acquisitions – There are and were many small players in this space.
Foodpanda can acquire several of its competitors and at the same time, it
has to keep an eye on the tech industry and acquire any tech innovation it
can get its hands on to keep on rising.

opportunities
 Cloud restaurants – Foodpanda come with the concept of Cloud
restaurants wherein restaurants will not have to get a physical space to
actually sell their food products. Instead, they can sell from foodpanda.

Threats
 Google’s schema module – One of the major threats foodpanda faces right
now is the Schema module of Google wherein google locations itself is
getting in restaurant recommendations. Even google homepage shows the
google maps page where you can search for restaurants within your
locality. Google being such a big brand, Foodpanda faces huge
competition from them.
 Market followers and challengers – In the service industry, it is very easy to
replicate the success of another service product or offering. Similarly,
marketing followers and challengers can slowly take away the market share
of Foodpanda.

Funding and future planning
 Foodpanda works under name of Rocket Internet that is one of the biggest
internet companies in the world. Started in 2012, Foodpanda raised $20 million
to make it stable in the market. The funding round was led by AB Kinnevik,
Phenomen Ventures and Rocket Internet in April 2013. Soon then in
September 2013, Foodpanda raised $8 million from iMENA Holdings. Again
there was another funding round of $20 million funding in February 2014 from
Phenomen Ventures and other investors.
 With the continuous raised funds, the brand name was getting wider and wider
across the globe and Foodpanda was becoming a home name for the foodies.
Again in August 2014, the company raised another $60 million. Soon then
Rocket Internet invested another $110 million in March 2015. Then again in
May 2015, Goldman Sachs and other investors invested around $100 million.
Foodpanda with its current presence in 24 countries is looking forward to
expand its footprint to more countries.

conclusion
If we talk about product life cycle of foodpanda when it was
launched it was introduction but now a days it came in maturity
level and in this stage competition has been increasing and there
are many company came into the food delivery market like Zomato,
Swiggy,and many more but it is not easy to kicked out foodpanda from the
market.
As it is an e-commerce business so the best strategy they used is to target
the customers when they are online in front of their computers and
encourage them to try Foodpanda. That is why their focus have always been
on digital marketing strategies. They have used above three strategies that is
email marketing, social marketing and mobile marketing to its best use and
that is why Foodpanda has evolved to be the big brand.