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Competitive Research for Uber Eats- Digital Marketing
- 1. By: Ritu Jain Sherebanu Patanwala Prasham Jhaveri
- 2. INTRODUCTION
- 3. How does it work? ❖ Browse Uber Eats has hundreds of restaurants to choose from. When you open the app, you can scroll through the feed for inspiration or search for a particular restaurant or cuisine. When you find something you like, tap to add it to your cart. ❖ Order When you’re ready to check out, you’ll see your address, an estimated delivery time, and the price of the order including tax and booking fee. When everything looks right, just tap Place order–and that’s it. We’ll automatically use the card on file so you never need cash. ❖ Track Follow your order in the app. First you’ll see the restaurant accept and start prepping. Then, when the order’s almost ready, a nearby Uber partner–in a car, on a bike, or scooter–will go to the restaurant to pick it up. Next, they’ll drive or ride to you. You’ll be able to see their name and photo and track progress o the map.
- 4. Competitors
- 5. Social Media Presence Social Media Platforms Facebook ✔️ ✔️ ✔️ Instagram ✔️ ✔️ ✔️ Twitter ✔️ ✔️ ✔️ Youtube X ✔️ ✔️ Mobile App ✔️ ✔️ ✔️ Website ✔️ ✔️ ✔️
- 6. MOBILE APPS
- 7. Search Engine Optimization (SEO) Basic Keywords used ❖ Order food online ❖ Food online order ❖ Best place to order food online ❖ Food delivery online ❖ Best food delivery apps in India ❖ Top food delivery companies in india
- 9. Search Engine Marketing (SEM)
- 11. Online Engagement Social Media Platforms Likes (Facebook) 1,505,986 1,821,464 6,39,557 Posts (Instagram) 120 914 1,721 Followers (Facebook) 1,507,579 1,802,565 6,40,632 Followers (Instagram) 13.2K 113K 48.3K Followers (Twitter) 1,505 21,910 44,188 Tweets (Twitter) 93 2,760 13.4K
- 15. TAT Response ❖ Swiggy is the fastest when it comes to responding to customer grievances in less than 10 mins.
- 17. ❖ Zomato comes in the second place by replying within 30 mins on Twitter but not as quick on Facebook
- 19. ❖ Uber Eats typically replies within a day.
- 21. Content
- 22. Content
- 23. Content
- 24. Campaigns ❖ Last year, Uber Eats india sparked a major controversy when they sent out this promotional message. It was termed as sexist by the audience.
- 25. Campaigns❖ In 2017, Zomato India did a campaign which went viral due to their catchy tag lines from films and popular songs. ❖ These ads were posted on social media and on hoardings as well.
- 26. Campaigns ❖ However, this particular ad received mixed reactions from Twitter followers.
- 27. Campaigns ❖ Swiggy did a special digital ad campaign during IPL, where in they promoted their offers and features like no minimum order and super-fast delivery in form of short videos on youtube.
- 28. Email Marketing ❖ Uber eats opts for Email marketing strategy sending approx.7 emails a month about their offers and discounts ❖ Whereas Swiggy and Zomato share approx 5 emails a month about their offers to the subscribers.
- 30. Recommendations ❖ Focus on social media presence. ❖ Grabbing the attention of target audiences by use of catchy tag lines. ❖ Offering discounts, coupons, offers to target audiences. ❖ Increase interaction with their audiences on various social media platforms. ❖ Should do various campaigns, events and use hashtags to reach a large number of audiences. ❖ Reply to complaints by customers should be prompt and efficient. ❖ They should be using influencers like youtubers to get themselves promoted like AIB, Ashish Chanchlani.
Notas del editor
- Browse Uber Eats has hundreds of restaurants to choose from. When you open the app, you can scroll through the feed for inspiration or search for a particular restaurant or cuisine. When you find something you like, tap to add it to your cart. Order When you’re ready to check out, you’ll see your address, an estimated delivery time, and the price of the order including tax and booking fee. When everything looks right, just tap Place order–and that’s it. We’ll automatically use the card on file so you never need cash. Track Follow your order in the app. First you’ll see the restaurant accept and start prepping. Then, when the order’s almost ready, a nearby Uber partner–in a car, on a bike, or scooter–will go to the restaurant to pick it up. Next, they’ll drive or ride to you. You’ll be able to see their name and photo and track progress o the map.
- Uber Eats does not have an active social media presence just like Zomato and Swiggy has. Zomato has an excellent Social Media presence and then comes swiggy.
- Zomato is leading in the SEO, 2nd is swiggy whereas Uber Eats is at the bottom of the first page.
- Swiggy is leading in the online engagement.
- Uber eats mainly receive customer complaints on the FB and twitter. They are garnering a good amount of comments on their instagram by uploading the food guessing posts.
- Most of the comments and tweets are service complaints and regarding for information about the customers order. Swiggy received great participation for the #SwiggyTuesdays QA contest wherein they ask to identify a dish or food item.
- Most of the comments and tweets are complaints regarding the order placed and poor service offered by Zomato. However, there are quite a few positive comments received on twitter for amazing service provided by delivery executives.
- Zomato comes in the second place within 15 mins. Uber Eats takes approximately 1 - 2 hours to respond.
- Content is quirky, trendy and keeping in mind the current events like Fifa. They post instagram stories of new restaurant openings using hashtag #zomatobrandstories and promotional posts for zomato gold membership. These posts have garnered an average amount of likes from the followers.
- Email marketing done by Swiggy and Zomato is weaker than Uber eats as only 5-6 emails are being sent to audiences in a month.