Abstract

This study investigates the impact of digital transformation on the marketing strategies of Zomato, a leading food delivery platform, within an increasingly competitive landscape. As digital technologies reshape consumer behaviour, understanding effective marketing approaches is crucial for sustaining brand loyalty and market share. This research explores Zomato’s brand positioning as a comprehensive food discovery platform, emphasizing its unique value proposition that integrates quality, variety, and community engagement. Through an analysis of digital customer engagement strategies, loyalty programs, and technological advancements, this study highlights how Zomato leverages user-generated content and personalized recommendations to enhance consumer experience. Furthermore, it compares Zomato’s marketing initiatives with key competitor, Swiggy and Uber Eats. By synthesizing existing literature and empirical data, this study explores Zomato’s adaptive digital marketing strategies and highlights the importance of innovation in food delivery, offering insights and recommendations for future growth in the digital era.

Keywords