<KOD KURSUS>

BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (BBA)

JANUARY/2020

BBPM2103

MARKETING MANAGEMENT 1

NO. MATRIKULASI : 960714016601001

NO. KAD PENGNEALAN : 960714016601
NO. TELEFON : 0167336887
E-MEL : shankaryogi1996@gmail.com
PUSAT PEMBELAJARAN : JOHOR LEARNING CENTRE

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Table of Contents
1.0 INTRODUCTION.........................................................................................................2
2.0 EXISTING ELEMENTS OF SERVICE MARKETING MIX......................................3
3.0 SERVICE MARKETING MIX ELEMENTS PRACTISED IN THE SELECTED
SERVICE FIRM..................................................................................................................4
3.1 PRODUCT.................................................................................................................4
3.2 PLACE.......................................................................................................................5
3.3 PRICE........................................................................................................................5
3.4 PROMOTION............................................................................................................6
3.5 PEOPLE.....................................................................................................................7
3.6 PHYSICAL EVIDENCE...........................................................................................7
3.7 PROCESS..................................................................................................................8
4.0 RECOMMENDATION AND IMPROVEMENTS.......................................................9
5.0 CONCLUSION............................................................................................................10
6.0 REFERENCES............................................................................................................11

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1.0 INTRODUCTION

Foodpanda company is a global online food delivery marketplace headquartered located

in Berlin, Germany. In 2012, Ralf Wenzel and Benjamin Bauer Founded food ordering
service Foodpanda in Berlin, Germany, with the help of incubator Rocket Internet.
Furthermore, the service is a website through which consumers can browse restaurants in
their neighborhood, place a meal order, then have it delivered to them. Foodpanda
customers can either use foodpanda website or mobile application to order their favorite
cuisine. Since its creation, the on-demand food delivery service has grown steadily to
more than 27,000 partner restaurants in more than 190 cities across 12 Asian and Central
Europe countries globally. The branding name Foodpanda is only for countries in Asia
and Europe, though it called with the branding name of “HelloFood” Africa, Latin
America, and the Middle East. The company was able to increase to the international
level presence quickly through acquisitions in other countries. The success of Foodpanda
is not only based on the deals with restaurants but also its fleet of couriers of delivery.
The company success led to many successful rounds of financing. For instance, these
included the raising of $28 million in 2013, $80 million in 2014, and $210 million in
2015. Foodpanda introduced to offers five primary value propositions: accessibility,
convenience, customization, cost reduction, and brand. The firm creates accessibility by
enabling restaurants to market themselves to customers who do not want to visit the
physical location and might have difficulty finding their websites online. Also
convenience by enabling customers to place orders from website or through its mobile
app. The orders can be made 24/7, with a pre-order option also available. Moreover,
customers can also easily obtain general impressions of the outlets through reviews.
Company offers customization by allowing customers to filter restaurants choices by type
of cuisine and to filter meals by category. It also reduces costs by offering a number of
daily deals, such as free deliveries or meal discounts in order to saves customers money
and enables them to try new offerings. It has also won some prestigious honors. For
instance, in 2014 it won the European Tech Startup Award for “Best eCommerce
Startup”.

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2.0 EXISTING ELEMENTS OF SERVICE MARKETING MIX

The marketing mix refers to the set of action, tactics, that a company uses to promote its
brand or product in the market. Every company or industry should have their own vision
and mission which highlighting their strategies or goals that can help them to dominate
the worldwide market. The marketing mix of 7Ps is a marketing practice and business
tool that help to assess the brand’s offer to customers. Every organization must take up
the target customers are identified and their needs satisfied. By the way, the earlier
marketing mix consisted of 4Ps and these were called as product, price, place and
promotion. In addition, at the service firms that offer specific products, another 3Ps were
added to form the 7Ps of marketing mix. The extra 7Ps are people, performance and
processes. (Borden, 1964). Product is main offering of a firm and it generates revenue
through sale its products. Every firm want to succeed the products must have a unique
selling proposition and it must be difficult for others to copy. Products is very important
thing in every firm. For example, an IT company would provide services in enterprise
architecture, software development, programmer development and more based customer
demand. Price refers to the money of customer’s pays to procure the product. While
lower prices could increase sales always, it lowers public perception of product quality
besides reducing earnings. Higher price would keep people away from to buy. Place for the
most important part includes distribution outlet and channel of the business. It is very essential because the
services must be accessible to the consumers at the right time, right place and right quantity. For
example, IT company services to a client, then their place of business would be at office. Promotion
defines the tactics that the business uses to communicate with customers. The
organization promotes their services using the methods such as business developers,
advertising, public relations, social media, billboard and etc. People make who make
contact with customers in delivering the product. Services tend to be produces and
consumed at the same moment and aspects of the customer experience are altered to meet
the individual needs of the person consuming it. Process is the delivery of service is
usually done with the customer present so how the service is delivered is once again part
of the consumer is paying for. Physical evidence which refers to the elements of the
physical environment visitors and customers experience. The physical evidence affects
not only on the impressions of the customers of the restaurant. (G Dhakar, 2017)
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3.0 SERVICE MARKETING MIX ELEMENTS PRACTISED IN THE SELECTED
SERVICE FIRM

3.1 PRODUCT

The Foodpanda ensures the healthy, tasty and unique experience of eating without the
hassle of travelling, delivery or prior planning. It is all about the ordering through mobile
app and online as it connects customers to the restaurant of their choice. Then, the brands
send the ordered food directly to restaurants which later deliver it to customers. Ordering
food is a very simple steps. A customer has to enter postcodes on site and then browse for
food items from list of available restaurants. Items can be easily choosing while browsing
through the menu. At the time of placing an order, it is necessary to first enter an address
and then check-out to next process. Foodpanda confirms the order and estimated delivery
time by sending via SMS to get customer prove. Moreover, restaurants are told of orders
and they later deliver to customers as fast as possible. Finally, choosing, ordering and
paying are last steps in online applications. On the restaurant pages’ company has review
section where a consumer can give comment on several features like delivery, sales
process, overall impression and taste. Figure 3.1.1 can see the variety of products got in
the Foodpanda application. The Foodpanda application is the easiest system order the
foods product.

Figure 3.1.1 show the products of Foodpanda

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3.2 PLACE

Foodpanda is an international company that allows placing food orders from local
restaurants through websites or mobile applications. Its network is wide 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
worldwide. 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 famous in online site in India for placing food orders. It has delivery places in
nearly four thousand restaurants that are located in forty cities including Hyderabad,
Mumbai, Bangalore, Chandigarh, Pune and Delhi. Its distribution wide network system
includes more than two thousand partners like Mast Kalandar, Baskin Robbins, Nirula’s,
Subway and Pizza Hut. It has well trained employees to meet customer demands
successfully.

3.3 PRICE

Foodpanda has become a biggest online portal and this been possible because of several
pricing policies are undertaken by the brand. Foodpanda also adopted a value-added
pricing policy as it offers many quality items for a reasonable price to its customers.
Moreover, 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 got offered several incentives like discounts and special offers to lure them
away from rival brands. Then, it also makes its services more affordable and ultimately
results in more orders and better revenues for Foodpanda. The figure 3.3.1 show the how
the Foodpanda calculate the charges food, delivery and tax also. Most of time Foodpanda
have incentives price also to get customers satisfies of prices.

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 Figure 3.3.1 Foodpanda pricing system

3.4 PROMOTION

Foodpanda is usage of Digital marketing has played a huge role in creating brand
awareness. The company believes in offering something new and incentives to maintain
the loyalty of its customers through email marketing. Foodpanda used social media to
launch several commercials like a Facebook page displaying regular updating and
interactions to maintain visibility and brand value. It also has innumerable followers on
Tweeter. Furthermore, friendly applications have been a great source of luring customers
to its base in case of Foodpanda. It reminds customers of easy and pick availability
through Apple and Google play store. In addition, promotional ads are also placed on
various apps to maintain brand recognition. The publicity events have been launched in
popular malls, television, radio, cinema, magazines, newspaper, 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
traveling anyway and customer will relax. Based on figure 3.4.1 is the website of

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Foodpanda create to customer to watch and by website they will know the promotions
and incentives are giving by company.

Figure 3.4.1 Website of Foodpanda

3.5 PEOPLE

The majority of the companies rely on its workforce to offer their services. This
workforce constitutes the people segment in services are very strong. Foodpanda
Comprises a strong team of around 27000 people working towards best services to
people. They have adopted learner operations system where the market demand is less in
the world and this led to the maximum utilization of workforce. By the way, they are
keen in suggesting best practices as a part of their consultancy business to restaurants,
employee retention methods and maximizing their potential.

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3.6 PHYSICAL EVIDENCE

Foodpanda being a service offers no product of its own. Foodpanda also no particular
physical presence, except for the delivery system. And the delivery system consists of
delivery men delivering the food placed by an order from Foodpanda website or
application. There are selected restaurants which offer delivery services through
Foodpanda. Basically, Foodpanda acts as third party system for the deal between these
restaurants and the buyer.

3.7 PROCESS

Foodpanda is simple service to order food from a variety of restaurants by online.

Customers will enjoy different cuisines and flavors delivered to door step will easy to
customers. Now we see how the Foodpanda process work and satisfies to customers.
Firstly, want to find the restaurant and then enter your area on the home page. Browse
from our extensive list of restaurants that deliver to your area side. Choose one of the
restaurant you like and browse its menu. Secondly, click order what you want to order.
Then, they can build up your meal by choosing from any of your favorite restaurants,
browse the menu and select the items you want to order. For example, if options are
required such as pizza toppings, you will be asked to choose them one you click on an
item. Then, your items will appear on your in front cart on the right. For the next step,
checkout and payments of order of stuffs. Once you are happy with your order, click on
the “ORDER NOW” button and enter your delivery address are to send the food. Then,
simply follow the checkout the instructions from there. We currently only accept cash on
delivery system only. Final process is the delivery system. After finish click all
instruction, we will send you an SMS confirming your order and delivery time all given.
You will sit back, relax and wait for piping hot food to be conveniently delivered to you
as fast as possible. Foodpanda is the simplest process and easy to customer’s access and
order the food.

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4.0 RECOMMENDATION AND IMPROVEMENTS

The recommendation that can improve the marketing mix of food panda should be
expanding to new cities in countries it already operates in and a completely new market
that its’s currently not operating in. The Foodpanda company an edge competitor in
gaining initial market share and traction and ultimately the brand awareness. Not only
expanding Foodpanda cities will increase sales but take some way announcement by all
social media channels. For example, ads on Facebook, videos ads on YouTube and
Instagram can prove to be more effective. The aims of doing this is to drive awareness
and interest. In addition, Foodpanda should also create new launch promos code and
freebies to get increase users to download the app. For example, promo like free delivery
5 order or give vouchers to attract more customers use app. Moreover, email marketing
like campaign announcing the launch and providing a referral scheme for friends and
family living in the new areas can prove to be effective. By use expanding in cities more
customers will get and increase profit of Foodpanda. (O Amofah, 2016)

The second recommendation that can improve the marketing mix of Foodpanda should
increase technology advancement time to time in app. The Foodpanda company will also
continue to upgrade its website and mobile app from a more seamless user navigation to
keeping up more technology advancement. The Foodpanda app is more important to
Food panda company. Why Foodpanda should increase technology in app is sometimes
got navigation troubleshooting by drivers and it will delay send delivery food customers.
This is the reason Foodpanda should use new methods of technology to speed loading
and retaining user access. Because there is important factor that determine how quickly
food can be delivered to customers. Shortly delivery times mean significant savings as
well as increase customers of ordering and customers satisfaction. In addition, customer’s
satisfaction can will increased profit of Foodpanda and more customers like used to order
Food panda mobile app and websites. (M Sharma, 2017) (S Sahu, 2019)

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5.0 CONCLUSION

In conclusion, all the elements in marketing mix play the main role for this Food panda.
Marketing mix is very important in marketing plan and we need talk about 7Ps.By the
way, this gives the organization an important background to lay their marketing plan on a
firm ground. These analyses all elements involve in daily services of Foodpanda and it
shows how important that elements for the growth of Foodpanda. We know that
Foodpanda is an intentional brand and it is also a company that many people can solve
their food problems when they are busy. At the same time, Foodpanda can save customers
a lot of customers a lot of time in choosing restaurants and food. Besides that, waiting for
delivery food customers can do their own things for example can show is office workers
can continue to rush for work at that time. However, the Foodpanda still facing some
problems that can ruin the reputation of the Foodpanda and its annual profits. In addition,
Foodpanda needs to keep thinking of ways to keep the company following to increase in
world market. If Foodpanda can overcome all of its challenges, makes use of
recommendation given above it will win the market again and hold fast food delivery in
the world.

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6.0 REFERENCES

Borden, N. (1964). motamem.org. Journal of advertising research.

G Dhakar, S. T. (2017). pjss.ac.in. Pacific University Journal of Social.
M Sharma, Y. G. (2017). icaindia.info. T INDIAN JOURNAL HE OF COMMERCE, 1-
152.
O Amofah, I. G. (2016). pdfs.semanticscholar.org. European Journal of.
S Sahu, K. P. (2019). researchgate.net. Advance and Innovative Research.

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