Marketing Strategy and SWOT analysis of Foodpanda
While several years ago all of us used to cook by ourselves, nowadays, ordering food from somewhere else has become a daily habit because of our busy and saturated schedule. These days the international market is full of online food delivery companies, and one of them is Foodpanda, a German mobile food delivery marketplace. The company has started its activities in 2012 and already cooperates with more than 27095 restaurants in 14 countries. To understand the steps that led to this company’s success, let’s look at its marketing strategies and SWOT analysis.
To begin, let’s look at the mission statement of the company.
Foodpanda’s mission statement argues that they are a company that is “Bringing good food into your everyday. That means we don’t just deliver-we bring it, always going the extra mile to make your experience memorable.
And it means this is delicious food you can enjoy each day: from vibrant salads for healthy office launches to indulgent family-sized pizzas to fresh sushi for a romantic night in. whatever you crave, we can help.”
The company’s mission statement clearly tells us about it, and one can easily understand the main functions of this online food delivery platform. On the other hand, some key points need particular attention.
As a pattern, although Foodpanda’s mission statement does not mention that they seek to make people happy, after reading the phrase “make your experience memorable,” one can understand the company’s “real job.”
Besides, the mission statement argues about different types of food, starting from salads to pizzas; by this, the company introduces its target audience. So, this means that even if people have different preferences, social statuses, etc., they can still use their app or website.
Last but not least, the mission statement ends with a sentence saying that “whatever you crave, we can help.” This is a very tricky marketing step, as it is specifically done to attract customers.
It is a wide belief that every person wants to be respected by others, and it does not mean it is a company or a person. Foodpanda creates an illusion that they respect and appreciate each of their users and are always open to help them.
Positioning Strategy of Foodpanda
In order to do so, take a look at this post, taken from their Instagram page.
The first thing that makes one get attracted to this post is the chosen color. The bright pink color is representative of friendship and harmony. It is also the official color of charm and romance. Besides, pink is associated with inner peace and approachability. After looking through this post, one can unconsciously get happier.
It is undoubtedly noticeable that the soft drinks illustrated in this picture are one of Coca-Cola’s products. This is done on purpose because looking through these two companies’ posts, one can learn that both of them prefer purity.
The writing that lies in the center of this picture conveys a message that the company includes a wide range of food that can even not have any relation to each other. On the other hand, it confuses us because the hamburger and the soft drink can be perfect “friends.”
The caption that stands near the picture is very easy to read. The company preferred using emojis because it is a very convenient way to express one’s feelings.
After all, the childish simplicity and purines behind this post mak e it clear that the company belongs to a brand archetype called Innocents.
The Innocent brand archetype’s primary strategy is to make people happier and always keep them in a kind mood. This brand archetype fears making mistakes, and that is why they are always careful in their steps.
Overall, Innocent Brand Archetype values perfection, easy and happy living.
Now let’s mention some bullet points that this brand archetype gives importance to.
Goal: Happiness is all that they seek for
Values: Easy living and certainty
Strategy: Do everything in a proper way
Here are the messaging levels of The Innocent Brand Archetype.
Level one: A wish for simplicity
Level two: Being dependent and obedient
Level three: Reinvention and Renewal
Level four: A state of being whole and unified
The Innocent Brand Archetype will ensure a relevant identity for brands if:
- They are ready to provide a simple answer to problems
- They want to be different from the products that have tarnished image
- They give importance to cleanness, simplicity
- They are produced from moderate to low
Brand Archetypes. Why do we need them in practice?
Interested in learning more about the 12 brand archetypes? Thesocialgrabber.com offers you the opportunity to find out in the book 8 Steps to Complete Archetypal Branding.
What does the book represent?
This book provides easy steps anyone can take to brand their business using 12 archetypes. Create company mood, logos, brand styles, packaging, positioning, and more.
And now it’s time to look at the SWOT analysis.
Convenient ordering: A person can make orders through the company’s website and mobile application.
User-friendly website and app: It is easy for the customers to browse the company’s website/app to find the food they want because everything is categorized.
Quick delivery: The company has trained some people to make its delivery as fast as possible.
Customer support: Foodpanda is in the market starting from 2012. Due to fast delivery and fresh food, the company could gain the support of its customers.
Comprehensive Coverage: The company cooperates with various restaurants, and that’s why every type of person can find their preferable food.
Global Operations: Foodpanda is available in 14 countries situated in Asia and Eastern Europe.
Weaknesses
Availability: Costumers can make orders only from the restaurants located in the zone of the order placement. This means that each customer has a limited choice of restaurants.
Delivery: The quantity required for having free delivery is at times way more than what one can ask for.
Opportunities
Costumer Expansion: To meet up with some customers’ requirements, the company can cooperate with new restaurants.
Customer connection: The company can set up some awards (e.g., free delivery, sale coupon) to make its customers sustain with them. This will provide a connection between Foodpanda and its users, which is a critical component of a business.
Global Operation: Availability in new countries is another method to attract new customers.
Threats
Competitors- As day by day the world is getting technologically advanced, the number of online deliveries is getting higher and higher, which is a serious challenge to this company.
Ease of going to the nearby restaurants: Costumers might prefer going to the nearby restaurants rather than ordering food (even paying an additional fee for it).
Changes in economic conditions: Any economic change would impact the company’s future activities. Because of that, Foodpanda should build resilience in order to overcome financial difficulties.
Let’s have a look at targeting strategy of Foodpanda
For that purpose, let’s look at this commercial, if you haven’t done so already.
The advertisement opens with a scene where the courier, a handsome and young boy, gets a notification on his phone about the new delivery. However, before going forward, let’s first notice that the boy was drawing Foodpanda’s logo, which means that the advertisement company preferred to directly integrate this brand into the commercial. Besides, the boy changes his outfit by wearing a unique t-shirt made for the company’s workers.
After this scene, the boy takes his motorbike and goes to the delivery place. It is essential to note that on his way, he meets various people. As a pattern, while waiting for the red light to change green, he talks to a driver and shows him a direction. This indicates that the driver is a pretty outgoing and communicative boy.
When the boy took the food from the restaurant, he suddenly forgets his motorcycle hat, but her collogue takes and gives it to him. This shows how this company’s team is dedicated to their work and each other. Although the boy is in the process of work, he seeks to do anything to enjoy every moment of his life.
So, after watching this commercial, it becomes clear that Foodpanda has chosen Hedonists as target segmentation.
Now let’s learn some interesting facts about this target audience.
Lifestyle, Values, and Brand Usage
Hedonists’ life motto is “We only live once.” That is the primary reason why these people try to enjoy every moment of their life by filling them with the people they love and buying the things that can make them happier.
The representatives of this group are very easy to talk to, and they are very open to making new friends. People belonging to this target group like to focus on themselves. Even if they get a low salary, they need to buy the latest things.
When it comes to relationships, Hedonists do not keep them long. The representatives of this target segment do believe that real men should not cry, and women’s place is at home. The primary motivation for these people is money, and they can even play lotteries. One can usually find them in clubs, pubs, cinemas, etc. They tend to shop in smaller stores
Other interesting facts
- Hedonists scroll through the media just for their entertainment
- They prefer to spend more time reading magazines online
- These people do not really like to listen to music, and if they do, it is usually at the places where they go
- Rarely TV watchers
- Although these people do not tend to hang out with family members on weekends, the family is always their first priority
All in all, Foodpanda carries out its activities starting from 2012 and has a special place in that field. This post was about the company’s marketing and positioning strategies, which are the key components that lie behind every business’s success. It also included the SWOT analysis of Foodpanda, which is a simple way to analyze the company’s strengths and weaknesses; understand the future steps and possible challenges. We hope this post could answer to your questions.
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