Summer Internship Project Report

On

Market Research and Competitor Analysis of Online Food App

TINY OWL

By

SAHIL JAIN
III Semester MBA

Reg.No 14MB1383

Guide
Mrs. Madhu Smriti

Project Report submitted to ISBR Business School in partial fulfillment of the

requirements of III Semester MBA examinations – 2015

ISBR BUSINESS School

Electronic city Phase-1
Bangalore-560100
Certificate by Guide
Declaration
Acknowledgement
 List of Tables and Figures

Table 1...........................................................................................................................................4

Fig. 1...........................................................................................................................................21
Fig. 2...........................................................................................................................................22
Fig. 3...........................................................................................................................................23
Fig. 4...........................................................................................................................................23
Fig. 5...........................................................................................................................................24
Fig. 6...........................................................................................................................................24
Fig. 7...........................................................................................................................................25
Fig. 8...........................................................................................................................................26
Fig. 9...........................................................................................................................................26
Fig. 10.........................................................................................................................................27
Fig. 11.........................................................................................................................................27
Fig. 12.........................................................................................................................................28
Fig. 13.........................................................................................................................................29
Fig. 14.........................................................................................................................................30
Fig. 15.........................................................................................................................................31
Fig. 16.........................................................................................................................................31
Fig. 17.........................................................................................................................................32
Fig. 18.........................................................................................................................................33
Fig. 19.........................................................................................................................................33
Fig. 20.........................................................................................................................................34
Fig. 21.........................................................................................................................................34
Fig. 22.........................................................................................................................................35
Fig. 23.........................................................................................................................................36
Fig. 24.........................................................................................................................................37
Fig. 25.........................................................................................................................................38
Fig. 26.........................................................................................................................................38
Fig. 27.........................................................................................................................................39
Fig. 28.........................................................................................................................................39
Fig. 29.........................................................................................................................................40
Fig. 30.........................................................................................................................................41
Fig. 31.........................................................................................................................................41
Fig. 32.........................................................................................................................................42
Fig. 33.........................................................................................................................................42
Fig. 34.........................................................................................................................................43
Abbreviations Used
 Table of Contents

Contents

Executive Summary ...................................................................................................................1

Chapter 1 Introduction ........................................................................................................2
1.1 Introduction about the sector ...................................................................................2
1.2 Introduction about the company .............................................................................5
1.3 Competitors ...................................................................................................................6
1.4 Features Of the App ....................................................................................................6
Chapter 2 Literature Review .............................................................................................7
2.1 Market Research.............................................................................................................7
2.2 Marketing Research Procedure ...................................................................................8
2.3 Sampling Design...........................................................................................................11
2.4 Questionnaire Design ..................................................................................................13
2.5 Advantages and Disadvantages of Questionnaire Design ................................15
2.6 Summary.........................................................................................................................15
2.7 Competitor Analysis ....................................................................................................16
Chapter 3 Methodology....................................................................................................17
3.1 Research objectives .....................................................................................................17
3.2 Research methodology ................................................................................................18
3.3 Data Analysis Techniques .........................................................................................19
3.4 Limitations of the project study ..............................................................................20
Chapter 4 Findings............................................................................................................21
4.1 Findings of electronic city ........................................................................................21
4.2 Findings of BTM Layout ............................................................................................28
4.3 Findings of Jayanagar .................................................................................................36
Chapter 5 Competitor Analysis .....................................................................................44
5.1 FOOD PANDA analysis .............................................................................................44
5.2 Zomato Analysis...........................................................................................................48
5.3 Summary of all the competitors ...............................................................................53
5.4 Competitor Analysis Grid ..........................................................................................55
Chapter 6 Inferences and Summary of Findings ..................................................59
 6.1 Inferences from Electronic city ...............................................................................59
6.1.1 About Working Individuals ...............................................................................59
6.1.2 About Students ......................................................................................................59
6.2 Inferences from BTM Layout ...................................................................................60
6.2.1 About Working Individuals ...............................................................................60
6.2.2 About Students ......................................................................................................60
6.3 Inferences from Jayanagar .........................................................................................61
6.3.1 About Working Individuals ...............................................................................61
6.3.2 About Students ......................................................................................................61
6.4 Inferences from Restaurants .....................................................................................62
6.4.1 From Electronic city ............................................................................................62
6.4.2 From BTM Layout ................................................................................................62
6.4.3 From Jayanagar .....................................................................................................63
Chapter 7 Recommendations .........................................................................64
Chapter 8 Conclusion ......................................................................................65
Bibliography ..............................................................................................................................66
REFERENCES......................................................................................................................66
APPENDICIES.........................................................................................................................67
APPENDIX I.........................................................................................................................67
APPENDIX II........................................................................................................................69
Executive Summary
The internship was aimed towards the launch of the Bangalore’s freshest online
Food Ordering App, TINYOWL. The main objectives of this internship were-
 Identifying the Target Audience.
 Where to find the Target Audience.
 How to reach them in the most effective manner.
Every individual was provided 3 localities to work upon and understanding the
consumer behavior and food ordering patterns of individuals. The internship also
aims at gaining thorough understanding of TinyOwl product differentiation from
competitors and exciting features in the TinyOwl App.
The initial phase of internship deals with the preparation of questionnaire for
the focus groups and then reaching out to them and making them fill the
questionnaire. The next phase involved competitors analysis of the company and
their various marketing strategies and SWOT analysis.
Questionnaire was prepared based on certain parameters such as-
 Age group
 Lifestyle
 Frequency of ordering food
 Average amount spend per meal
 Preferred cuisines
 Entertainment preferences
 Preferred restaurants.
Chapter 1 Introduction

1.1 Introduction about the sector

Food delivery market in India worth over 12.5 billion, Online food delivery is
contributing more than 7% to this market. More than 50,000 restaurants in India
provides home delivery, indicates a very high potential and untapped market in
online food delivery space.

Players in the industry broadly classified into three categories---

o Fully integrated: Those who process food and delivers (Dominos,

McD etc)
o Delivery as a Service
o Aggregators: Provides a platform for customers where they could
discover restaurants, navigate through menus of different cuisines,
and select the food. Delivery made by the restaurant. In short,
aggregates information about food for customers and function as an
order generating channel for restaurants. (TinyOwl, Zomato,
FoodPanda etc)

Reasons for growth in online food delivery industry:

o Increase in disposable income and deeper internet penetration of

customers (web/mobile).
o Restaurants tying up with online food delivery platforms claim to
get a profit margin of more than 2 to 3% than dine-ins.

These days’ people are prone to placing food orders online and capitalising this
trend a lot of restaurants are yielding good returns by registering themselves on
online ordering sites like Foodpanda, Tastykhana, JustEat, HyderabadSpecial etc
and many local ordering websites are also following suit.

Driving factors
Greater awareness and disposable income along with deeper Internet penetration, availability of
more payment options, long working hours and erratic lifestyle are contributing online food
ordering business. At the same time, with more and more people wanting healthy food, or food
similar to home cooked meals that too easy on the pockets is leading to the rise of online food
business in the country.
Nixon Dsouza, Brand Manager, Nom Nom, says, “Penetrating through every commercial aspect
humans have started using technology for everything and food ordering is one such
developments”.
Rohit Chadda, MD and Founder Foodpanda, believes, “Online ordering is convenient giving the
customers a broader option to choose from the restaurants listed on the website.”

Future of the business

As per the industry experts, the overall food delivery business is more than USD 7 billion to
which online food ordering contributes 5-7 percent and is growing 40 percent per year than dine-
in culture. The margin is however two to three percent higher in deliveries. According to Ritesh
Dwivedy, MD and CEO, JustEat, “The future seems bright for the online food business in India,
as we are trying to catch up with developed markets where 30 percent of delivery takes place
through online channels.”

Major players
Online food ordering is at an exciting phase now. Many local and national players are joining the
space. In fact the foreign brand JustEat has also tied up with the Bangalore based HungryZone.
Foodpanda which started its business from Delhi-NCR is the major player in the segment
followed by JustEat and TastyKhana, a Pune initiative. Besides, DeliveryChef, BigBite, Titbit
and eatallnite are the emerging players in the online food delivery market which is estimated to
grow at 40 percent annually.
Benefits 
Placing food orders online benefits consumers, restaurants and the food delivery players. For
consumers, it is not only an easy and convenient tool but it is also a great platform to avail good
discounts.
Vasul Chauhan, Restaurant Manager, Smokeys Barbeque & Grill, said, “We have partnered with
JustEat to explore new business opportunities and give a push to our already successful home
delivery format but till now the response is not overwhelming.”
However, Dwivedy is of the opinion that, “The profit margin is 2-3 percent higher in deliveries
as compared to dine-in these days”

Marketing strategies
Online food delivery platforms largely try to be present in all the channels that drive awareness.
For example, newspapers, television, hoardings and billboards to the social networking sites like
Facebook and Twitter, they advertise in all. Chadda explained, “We give about 15-30 percent
discounts on ordering through us. At the same time we have also organised several campaigns
including the food gifting programmes and buy one get one free deals.”

Table 1
1.2 Introduction about the company

TinyOwl is a Mumbai based company founded by Harshvardhan Mandad &

fellow IIT alumni in 2014 having 400+ employees, 2000+ daily orders, and
association with 4000+ restaurants. It Raised $3 million from Nexus Venture
partners and Sequoia Partners in series A funding. Tiny Owl also raised Rs
100 crore from Matrix Partners, Nexus Venture partners and Sequoia Partners
in series B funding. Tiny Owl is planning to expand their business operations
to 50 cities in India. Target is to pass 50,000 daily orders before end of the
year. Order placement is through mobile app. Payment options available are
COD and online payment. Delivery time estimated 30- 45 minutes for each
order depending on the location of the restaurant.

Features of app:

 Detects location of app user automatically.

 User can choose from more than 4000 restaurants.
 Saves the order history and addresses.
 Customer support team with strength of more than 100
  No extra fees charged from customers .

TinyOwl would begin charging restaurants 10-20 percent commission per

order this year. The service does not currently make money. It is the Official
food ordering app of Mumbai Indians IPL team.

It Uses VVIP passes, meet & greet MIs etc for social media marketing.

Marketing campaign #Anythingforfood launched as a part of their pan-India

expansion.

1.3 Competitors

 There are more than 20 Indian start-ups in online food delivery space.
TinyOwl faces tough competition from FoodPanda, Zomato. Swiggy, a
prominent online food delivery start-up based in Bangalore is assumed to
be a competitor of TinyOwl for its expansion in Bangalore.
 FoodPanda and Zomato have got more funding compared to TinyOwl.
 Customer reviews states that
o TinyOwl app is more sleek and hassle free compared to other apps
of same kind
o TinyOwl concentrates on data and service more, whereas other
players like FoodPanda concentrates more on offers.
o Unlike other apps, TinyOwl is not flooding the email ids of
customers with spam messages.
o More options of food and restaurants available in TinyOwl app,
compared to competitors.
1.4 Features of the App

 The TinyOwl is a location based app that lets you order your food from a
range of restaurants anywhere in available cities, right from your mobile
phone.
 The app does almost everything for you. It’s simple and friendly UI and is
constantly updated by their team for the menus and prices, making it easy,
convenient and reliable to use.  When you start the app it detects your
location and gives you a list of the nearby restaurants.
 The app provides you not only the lunch and dinner menus, it describes
each dish and provides you the chef’s profile.
 They have recently launched the  TinyOwl Homemade app which gives you
access to food from home chefs. The Homemade app gives you the choice
of having home-cooked food, and lets you know of the nearest home-chef
in your locality.

Chapter 2 Literature Review

2.1 Market Research

Market research is defined as “function that links the consumer, customer, and
public to the marketer through information-information used to identify and
define marketing opportunities and problems; to generate, refine, and evaluate
marketing actions; to monitor marketing performance; and to improve
understanding of the marketing process. Marketing research specifies the
information required to address these issues, designs the methods for collecting
information, manages and implements the data collection process, analyzes, and
communicates the findings and their implications..” .
Briefly it is a systematic design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation facing the company, allows
management to make the changes necessary for better results through adopting a
proactive approach. Therefore, if a company wants to know what type of
products or services would be profitable it should make a market research.
Furthermore, a comprehensive research will enable the company to know about
the product imperfections (if there are) and to know if it has been able to satisfy
customers’ needs. It attempts to provide accurate information that reflects a true
state of affairs. Due to market research the company can formulate a viable
marketing plan and estimate the success of its existing plan.
There are two main sources of marketing research information:
 Primary marketing research is collected for the first time if the
company has enough money to finance it, but in most case it is the second
more accurate one. It is original and collected for a specific purpose, or to
solve a specific problem. Primary research delivers more specific results
than secondary research, more expensive and time consuming, which are
an especially important consideration when the company is launching a
new product or service.
There are many ways to conduct primary research. By customizing tried-and-true
approaches, focus groups, surveys, field tests, interviews or observation, you
can gain information about your target market. Primary research is generally
based on sampling techniques and requires statistical methodologies. The sample
size could be as small as 1 percent of the market and thus the information and
results gathered are highly accurate.  
 Secondary marketing research or desk research is generally used when a
company considering, extending a business into new markets or adding
new services or product lines, because it already exist in one form or
another. This information is based on studies previously performed by
government agencies, chambers of commerce, trade associations, and
other organizations. There are number of sources available to the
marketers, which are the following: Business libraries, Public records,
Trade associations, Websites, National/international governments,
Informal contacts and Professional institutes and organizations. That is
why secondary research is relatively cheap, and can be conducted quite
 quickly. However, its main disadvantage is that the information gathered
may be old and obsolete, therefore results of analysis may be inaccurate.

2.2 Marketing Research Procedure

Stage-1 Research Purpose:-

The first step in the procedure of market research is to define research purpose. Research purpose
is usually not very well defined or fully understood. The procedure of fully and accurately
defining and understanding research purpose always requires efforts. The research purpose is
typically developed as result of recognizing and understanding problem. This problem is usually
generated by realization of fissure between expected out come and the outcome in reality.

It is also important to define reason of problem that where that problem occurred. The problem
definition is the point on which the whole arrangement is formed.

Stage-2 Research Objectives:-

Research objective is accurate report about required in sequence. It understands problem
statement more accurately and in more understandable way. Research objectives are designed in
such a way that chore of finding required information fully provide the research purpose.

Research objectives have three essential parts.

Research Question
The research question describes information required by organization accountable for decision
making. Research question represents the in sequence needs to obtained accordingly to research
purpose.

Hypothesis
Hypothesis is researcher’s view of probable answer to a research question. The Researcher may
produce possible outcome of research question in earlier stage and carry out research to answer
that if hypothesis created at start of research was right or not.
Scope of Research
Hypothesis development aids keeping research procedure more accurate and well-focused to
serve research purpose. Another important issue of the research is indicating research boundaries
or research limitations.

Stage-3 Estimating the Value of Research information:-

After defining research purpose, objectives and scope it is also very significant to estimate value
of information needed or the value of research problem that will possibly be replied in research
question.

Stage-4 Research Design

Research design is in general structure or framework of research that is developed in order to
conduct research.
Research design may include following tasks

Primary and Secondary Data analysis:-

There are two types of data analysis

Primary data is data that research needs to collect by himself more specific to research
conducted. Primary data is usually collected through questionnaire surveys, interviews, and focus
groups etc.

Secondary data is not first-hand data as primary research it is the data that already is available
like journals, books, articles, company records etc.

Qualitative and Quantitative Research:-

After selecting type of data required for research it is decided that what medium of data is
required. Research can be through quantitative or qualitative or both depending on the wish of
researcher.

Stage-5 Data Collection

After preparing questionnaire the next job is to practically get into filed and distribute
questionnaires among group of respondents. It can also be done through
On line surveys,
Phone conversations,
Face to face interviews, and
By post.
In larger scale marketing research full dedicated field team or person may be required in order.

Stage-6 Data Analysis

After gathering of data it is then procedures to derived results in order to change them in
conclusion, data analysis can be conducted with two methods manual or computer based data
analysis. There can be different types of mathematical formulas can be used on data that is
collected from questionnaires. It can also be checked for precision and soundness.

Stage-7 Reporting Results and Presentation

The Last and final part of research procedure is to write down in black and white whole project
findings and write report that replies that specific research question that was identified at
initiation of research. Research report also includes research loom adopted, design, collection
and analysis of data together with all results of data. This report should be in the form to be
prepared for decision makers to be used in decision maker procedure.

2.3 Sampling Design

Generally, a researcher employs sampling strategies in order to generate

statistics and generalize findings to a larger population. Sampling refers to the
process of selecting individuals from a larger group of people and drawing
conclusion that are “an accurate representation of how the larger group of
people acts or what they believe”.

Simple Random Sampling

A simple random sample is one in which each member of the population has an
equal and independent chance of being included in the random sample. If the
sample is large, this method is the best way to obtain a sample representative of
the population. Simple random sampling approximates drawing a sample out of a
hat: Members of a population are selected one at a time, independent of one
another and without replacement; once a unit is selected, it has no further
chance to be selected. The steps in simple random sampling comprise the
following:
1. Define the population.
2. List all members of the population.
3. Select the sample by employing a procedure where sheer chance determines
which members on the list are drawn from the sample.

Step-by-step method for determining reliability of data

As soon as data collection begins, steps can be taken to ensure the data is
reliable. Following these steps will allow insight into whether or not enough
data has been collected to provide reliable (95% certainty) information:

 Determine coding scheme for data . Depending on the options that survey
and interview respondents have to answer questions, the data will have to
be coded for each question. Given the type of information most state
programs seek through interviews and surveys, this data should be able to
be divided into two categories. For instance, if the question is a yes or no
question, then one category would be yes, the other would be no. If the
question asks participants to place items into a Likert scale, then two
categories would be created in order to determine which half of the Likert
scale the data favored (with the total number of neutral answers being
counted, divided by two, and placed equally into each of the two
categories).
  Code responses. Code your responses to each answer in order to
determine which of the two categories created for each question the
answer would fit. Once you have coded all of the answers, determine how
many answers fall into each of the two divisions.
 Compute reliability. Although you will have a random sample to use at
this point, you will not likely be able to interview or survey all of the
people in that sample. This is acceptable, as the entire 15% will likely not
be needed in order to come to a reliable conclusion (although, in some
rare cases where enough responses cannot be obtained from the
participants originally selected, the original population must be re-visited
to find more randomly selected sampling units).

2.4 Questionnaire Design

A questionnaire is a document designed with the purpose of seeking information

from the respondents.

Steps in Questionnaire Design:-

1. What is involved
The researcher defines the information that is being sought.
 Consider research objectives.
 Discuss with others in the field.
 Literature searches and wide reading on Literature searches and
wide reading on the topic.
 Review earlier questionnaires/scales or Review earlier
questionnaires/scales or instruments that may be available.
2. Drafting of questionnaire
  Researcher takes the list of information they wish to obtain from
respondents and devises draft questions.
 Phrasing and design of questions affect the validity of the affect the
validity of the information obtained.
 Sequencing the questions –background variables first, introduce
each theme/topic area in separate sections
 Methods for coding the data
 Methods for analysis of the data
 Layout and presentation - make it easy to complete and present
professionally;
 Consider your audience - type face, font size, instructions, use of
language (elderly respondents need instructions, use of language
(elderly respondents need large font)
 Cultural and gender appropriateness.

3. Questionnaire pilot
 Trial the new questionnaire with a small group of intended
respondents or colleagues to improve clarity, remove problems
before the main survey
 Analyze the responses to the pilot survey (are some response
categories never used, analyze some response categories never used,
analyze the missing data, are some Qs misunderstood?)
 Ask the respondents or colleagues for feedback Ask the respondents
or colleagues for feedback about design and questions
4. Redrafting the Questionnaire
 If problems were found then the questionnaire will need to be
redrafted
  If there are major changes required it is best to then do another
pilot
 If the problems are minor the researcher may If the problems are
minor, the researcher may then proceed to administration of the
questionnaire to the full sample
5. Administration of the Questionnaire
 After development of the questionnaire, it is administered to the full
sample of respondents administered to the full sample of
respondents
 How would this be done? Postal, telephone, structured interview.
Mode of administration differences  Bias issues in clinical follow
up and patient satisfaction surveys can arise.
 The responses are then analysed in terms of the researcher’s aims
and objectives.

2.5 Advantages and Disadvantages of Questionnaire Design

Table 2
2.6 Summary

 Questionnaires are useful tools if properly designed and administered and

administered
 Well-constructed questionnaires can yield valuable and often novel
information relatively inexpensively and often novel information
relatively inexpensively
 A questionnaire is a vehicle allowing communication between the
researcher and the subject between the researcher and the subject
 A good questionnaire is the product of testing and retesting
 Where ever possible, construct or use a valid and reliable tool, or test its
validity and reliability.

2.7 Competitor Analysis

Competitive analysis is a process used in the formulation of strategic plans in
most organizations. Very often, it is adopted due to its rational process of
making long-term strategies. This is a process for identifying a specific
acceptable strategy for each individual organization, determined by its own
particular circumstances.
In any competitive analysis, industry structure analysis is unavoidable. The first
step in analyzing industry structure is to define the market or industry. Having
defined the market, the next step in the analysis is to identify the structure of
that market. We can do this by analyzing the external factors which may affect
the market usually termed as Porter’s 5 forces. These include Threat of new
entrants, Rivalry among firms, Threat of Substitutes, Bargaining power of
suppliers and bargaining power of buyers. This can also be done using SWOT
analysis of that particular industry.
Analyzing the forces and making judgments on their relative importance should
lead managers to see how they can deal with and influence the forces, thus
identifying competitive advantage. The purpose of identifying a market’s
structure, and the sources of competitive advantage it causes, is to draw
conclusions about strategies that will match or fit the environment.
Based on such frameworks, the manager need to demonstrate that strategies
recommend fulfil a strategic logic. Strategic logic means that a proposed
sequence of actions is consistently related to the objectives of the organization
and yet matches the organization’s capability to its environment. Therefore, in
order to achieve this, various analytical techniques to determine the strategic
logic of a sequence of actions have been prescribed. They include SWOT
analysis, Life cycle Analysis, Portfolio analysis and Value chain analysis.
Chapter 3 Methodology

3.1 Research objectives

 Identifying the target audience: - The main objective of this

internship is to identify the target audience for the launch of the new
online food ordering app TinyOwl. Mostly the target audience which we
found out includes students, working individuals, working married couples
and some home makers. These target audience generally tend to order food
through online portals due to their hectic working schedules, ease of
delivery, varieties of cuisines and ease of payment.
 Where to find the target audience: - The next objective is to know
where we will get our target audience. Usually these target audience we
found out near small shops beside the companies where employees used to
come and hangout for sometimes, in restaurants and various hangout
places according to the areas allocated. Most of the target audience which
I found was near small tea shops and stalls.
 How to reach them in most effective manner: - The next main
task is to know that how we can reach out to our target audience in the
most effective manner so that we can get our responses and at the same
time people can get to know about the app and its features. For this
purpose a small questionnaire was designed comprising of 10 questions so
that people don’t find it too long to fill. Also a demonstration of the app
was shown to all the people from whom the questionnaire was filled.
 Competitor analysis: - The last main objective is to identify the
competitors of this app like Food panda, Swiggy, Justeat, etc. and the
services which these competitors are providing to the customers which
would help TinyOwl to make different strategies to capture the market.
These services include promo offers, cashback offers, delivery time and
many other parameters.
3.2 Research methodology

A research design is the "blue print" of the study. The design of a study defines
the study type (descriptive, correlational, semi-experimental, experimental,
review, meta-analytic) and sub-type (e.g., descriptive-longitudinal  case
study), research question , hypotheses, independent and dependent
variables , experimental design , and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created
to seek answers to research questions.

Types of Data Collection Methods

 Primary research: Primary research  is defined as factual, firsthand
accounts of the study written by a person who was part of the study. The
methods vary on how researchers run an experiment or study, but it
typically follows the scientific method. One way you can think of primary
research is that it is typically original research. In a nutshell,  primary
research is original research  conducted by you  (or someone you hire) to
collect data specifically for your current objective.  You might conduct a
survey, run an interview or a focus group, observe behavior, or do an
experiment.  You are going to be the person who obtains this raw data
directly and it will be collected specifically for your current research
need.
 Secondary research: Secondary research is defined as an analysis and
interpretation of primary research. For instance, secondary research often
takes the form of the results from two or more primary research articles
and explains what the two separate findings are telling us. It involves
searching for existing data  that was originally  collected by someone else .
You might look in journals, libraries, or go to online sources like the US
census.  You will apply what you find to your personal research problem,
but the data you are finding was not originally collected by you, nor was
it obtained for the purpose you are using it for.
3.3 Data Analysis Techniques

Analysis of data  is a process of inspecting, cleaning, transforming, and

modeling  data with the goal of discovering useful information , suggesting
conclusions, and supporting decision-making. Data analysis has multiple facets
and approaches, encompassing diverse techniques under a variety of names, in
different business, science, and social science domains.
Analysis refers to breaking a whole into its separate components for individual
examination. Data analysis is a process for obtaining raw data and converting it
into information useful for decision-making by users. Data is collected and
analyzed to answer questions, test hypotheses or disprove theories .

Techniques for analyzing Quantitative data

 Graphs : There are many types of graphs, but the most common and most
useful for the statistician are bar charts, histograms, and frequency
polygons. Each has two axes, the vertical axis (the y-axis) and the
horizontal axis (the x-axis), and labels to identify the variables and the
values, with tick marks showing where each indicated value falls along
each axis. A bar chart contains solid bars separated by spaces. It is a
good tool for displaying the distribution of variables measured in discrete
categories (e.g., nominal variables such as religion or marital status),
because such categories don’t blend into each other.
 Histograms: Histograms, in which the bars are adjacent, are used to
display the distribution of quantitative variables that vary along a
continuum that has no necessary gaps. Exhibit 8.4 shows a histogram of
years of education from the 2010 GSS data. The distribution has a clump
of cases centered at 12 years. The distribution is skewed because there are
more cases just above the central point than below it.
 Pie charts: A pie chart (or a circle chart ) is a circular  statistical
graphic, which is divided into slices to illustrate numerical proportion. In
a pie chart, the  arc length  of each slice (and consequently its  central
 angle and area), is proportional  to the quantity it represents. While it is
named for its resemblance to a  pie which has been sliced, there are
variations on the way it can be presented.  

3.4 Limitations of the project study

There are certain limitations of doing this project especially comprising

limitations for doing market research.

 Costly: Marketing research is a costly affair. It needs a lot of money to

conduct various market research activities. Huge funds are required to pay
salaries, prepare questionnaires, conduct surveys etc.
 Time consuming: Marketing research is a lengthy and time-consuming
process. This process involves many important steps. Generally it takes at
least 3-6 months to solve a marketing problem. Therefore it can’t be used
in urgent situations.
 Limited scope: Marketing research solves many business related problems
but it can’t solve all business problems. It cannot solve problems related
to income, expenditure, relationship etc. thus its scope is limited.
 Can’t predict consumer behavior: Marketing research collects data
about consumer behavior. However, this data is not accurate because
consumer behavior keeps on changing and cannot be predicted. It is also
very complex as it is influenced by social, religious, economic and other
factors.
 Non availability of reliable data: The quality of marketing research
report depends on the quality of collected data. However, it is very
difficult to find latest and trustworthy data.
 Can be misused: Sometimes, marketing research is misused by the
company. It is used to delay decision. It is used to support the views of a
particular individual.
Chapter 4 Findings
Since, every individual is allocated 3 localities each for doing market survey
and understand the behavior of the market. So the findings of each locality are
presented as under.

4.1 Findings of electronic city

Electronic city, belonging to south Bangalore, is predominantly an IT area and

management schools (more individual B-schools, compared to apartments),
surrounding the small business units, IT companies. The survey conducted had
250 respondents, which include students, working individuals and working
married couples, which completes the target audience (TA). Following are the
findings from the survey.
Working individuals (WI):

 Method of placing food home delivery order :

Way of Ordering
direct walk
in
14%
direct call
33%

mobile app
38%
online
14%

Fig. 1

 Majority of the WIs (38%) prefer to order through mobile apps

since most of them are students. 34% of WIs preferred ordering
food through direct call to restaurant, direct walk in to restaurant
(14%) and online web portals (14%).
  Thus most of the people prefer using apps and then through direct
walk-ins.

 Level of satisfaction with online food delivery

Satisfaction Level
dissatisfied
5%

satisfied
43%

neutral
43%

highly satisfied
10%

Fig. 2

 9% of WIs responded that they are highly satisfied with online food
delivery and 43% of the WIs responded that they are satisfied with
online food delivery, 43% neutral and 5% dissatisfied.
 Dissatisfaction may be due to the payments and difficulties with
some restaurants regarding online payment confirmation.

 Awareness about Tiny Owl

 Awareness

yes
38%

no
62%

Fig. 3

 62% of working individuals were unaware about Tiny Owl app. 38%
of the WIs had knowledge about the Tiny Owl app and they are
using it regularly.

 Frequency of ordering food home delivery in a month

Frequency
15 to 20
5%

10 to 15
38%

5 to 10
57%

Fig. 4

 57% of WIs opted for 5-10 times per month. 38% opted for 10-15
times and another 5% for 15-20 times.
 Number of people for which food is ordered

No. of people
3 to 4
5%

1
38%

2 to 3
57%

Fig. 5

 57% of the WIs order food for 2-3 people and 5% of WIs order food
for 3-4 people, 38% for self and almost nobody orders for more than
4 people.

 Famous Entertainment Preferences

Entertainment
others
5%
travelling
19%

movie
52%

going out to eat

24%

Fig. 6
  Around 52% of the WIs prefer going for movie and after that 24%
prefer going out to eat. 19% of WIs prefers travelling and rest
prefer some other entertainment options.

Students:

 Method of placing food home delivery order

Way Of ordering Food

online
mobile app 26%
30%

direct walk in direct call

26% 19%

Fig. 7

 30% of students preferred mobile apps to order from restaurants,

26% preferred direct walk in to restaurant and 18% preferred direct
call.
 Level of satisfaction with online food delivery

Satisfaction
dissatisfied highly satisfied
4% 7%
neutral
26%

satisfied
63%

Fig. 8

 63% of students responded satisfied, 26% were neutral and 4% were

dissatisfied.

 Awareness about Tiny Owl

Awareness
yes
33%

no
67%

Fig. 9

 67% of the students were unaware about Tiny Owl app.

 Frequency of ordering food home delivery in a month

Frequeny
15 to 20
7%
10 to 15
15%

5 to 10
78%

Fig. 10

 78% of students opted for 5-10 times a month, and 7% who order
food 15-20 times a month and 15% order 10-15 times a month.

 Number of people for which food is ordered

No of people
3 to 4
15%
1
41%

2 to 3
44%

Fig. 11
  44% of students usually order food for 2-3 people and 15% of
students order food for 3-4 peoples. 41% students order food for
self.

 Famous Entertainment Preferences

Entertainment
others
4%
travelling
22%

movie
44%

going out to eat

30%

F i g. 1 2

 Around 44% of the students prefer going for movie and after that
30% prefer going out to eat. 22% of students prefer travelling and
rest prefer some other entertainment options.

4.2 Findings of BTM Layout

BTM Layout, belonging to south Bangalore, is predominantly an IT area and

students (more individual B-schools, compared to apartments), surrounding the
small business units, IT companies. The survey conducted had 230 respondents,
which include students, working individuals and working married couples, which
completes the target audience (TA). Following are the findings from the survey.

Working individuals (WI):

 Method of placing food home delivery order:

Way of ordering Food

mobile app online
27% 32%

direct walk in
18% direct call
23%

Fig. 13

 Majority of the WIs (32%) prefer to order through online since most
of them are students. 23% of WIs preferred ordering food through
direct call to restaurant, direct walk in to restaurant (18%) and
mobile apps (27%).
 Thus most of the people prefer using online portals and then
through mobile apps.

 Level of satisfaction with online food delivery

 Satisfaction
dissatisfied highly satisfied
9% 9%

neutral
36%

satisfied
45%

Fig. 14

 9% of WIs responded that they are highly satisfied with online food
delivery and 46% of the WIs responded that they are satisfied with
online food delivery, 36% neutral and 9% dissatisfied.
 Dissatisfaction may be due to the payments and difficulties with
some restaurants regarding online payment confirmation.

 Awareness about Tiny Owl

Awareness

yes
45%

no
55%
  55% of working individuals were unaware about Tiny Owl app. 45%
of the WIs had knowledge about the Tiny Owl app and they are
using it regularly.

 Frequency of ordering food home delivery in a month

Frequency
15 to 20
9%

10 to 15 5 to 10
36% 55%

Fig. 15

 55% of WIs opted for 5-10 times per month. 36% opted for 10-15
times and another 9% for 15-20 times.

 Number of people for which food is ordered

No. of people

3 to 4
9%
1
41%

2 to 3
50%

Fig. 16
  50% of the WIs order food for 2-3 people and 9% of WIs order food
for 3-4 people, 41% for self and almost nobody orders for more than
4 people.

 Famous Entertainment Preferences

Entertainment
others
5%
travelling movie
23% 36%

going out to eat

36%

Fig. 17

 Around 36% of the WIs prefer going for movie and after that 36%
prefer going out to eat. 23% of WIs prefers travelling and rest
prefer some other entertainment options.

Students:

 Method of placing food home delivery order:

 Way of ordering food
mobile app
10%

online
40%

direct walk in
35%

direct call
15%

Fig. 18

 40% of students preferred online portals to order from restaurants,

35% preferred direct walk in to restaurant and 15% preferred direct
call.

 Level of satisfaction with online food delivery

 Satisfaction
highly dissatisfied
dissatisfied 5% highly satisfied
5% 10%

neutral
35%

satisfied
45%

Fig. 19

 45% of students responded satisfied, 35% were neutral and 10%

were dissatisfied.

 Awareness about Tiny Owl

Awareness
yes
35%

no
65%

Fig. 20

 65% of the students were unaware about Tiny Owl app.

 Frequency of ordering food home delivery in a month

 Frequency
10 to 15
35%

5 to 10
65%

F i g. 2 1

 65% of students opted for 5-10 times a month and 35% order 10-15
times a month.

 Number of people for which food is ordered

No. Of people
1
4+ 25%
3 to 4 5%
25%

2 to 3
45%

Fig. 22

 45% of students usually order food for 2-3 people and 25% of
students order food for 3-4 peoples. 25% students order food for
self.
  Famous Entertainment Preferences

Entertainment
travelling
20% movie
35%

going out to eat

45%

 Around 35% of the students prefer going for movie and majority
45% prefer going out to eat. 20% of students prefer travelling and
rest prefer some other entertainment options.

4.3 Findings of Jayanagar

Jayanagar, belonging to south Bangalore, is predominantly a residential area and

working class people (more apartments, compared to colleges), surrounding the
small business units, IT companies. The survey conducted had 200 respondents,
which include students, working individuals and working married couples, which
completes the target audience (TA). Following are the findings from the survey.

Working individuals (WI):

 Method of placing food home delivery order:

 Way of ordering food
mobile app
9% online
17%

direct call
direct walk in 26%
48%

Fig. 23

 Majority of the WIs (48%) prefer to order through direct walk in

since most of them are residential societies. 26% of WIs preferred
ordering food through direct call to restaurant, online portals (17%)
and mobile apps (9%).
 Thus most of the people prefer direct walk in and then through
direct calls.

 Level of satisfaction with online food delivery

 Satisfaction
highly dissatisfied highly satisfied
4% 9%
dissatisfied
9%

satisfied
39%

neutral
39%

Fig. 24

 9% of WIs responded that they are highly satisfied with online food
delivery and 39% of the WIs responded that they are satisfied with
online food delivery, 39% neutral and 9% dissatisfied.
 Dissatisfaction may be due to the payments and difficulties with
some restaurants regarding online payment confirmation.

 Awareness about Tiny Owl

Awareness
yes
22%

no
78%

Fig. 25
  78% of working individuals were unaware about Tiny Owl app. 22%
of the WIs had knowledge about the Tiny Owl app and they are
using it regularly.

 Frequency of ordering food home delivery in a month

Frequency
15 to 20
9%

10 to 15
26%

5 to 10
65%

Fig. 26

 65% of WIs opted for 5-10 times per month. 26% opted for 10-15
times and another 9% for 15-20 times.

 Number of people for which food is ordered

 No. of people
3 to 4
22% 1
35%

2 to 3
43%

Fig. 27

 43% of the WIs order food for 2-3 people and 22% of WIs order
food for 3-4 people, 35% for self and almost nobody orders for
more than 4 people.

 Famous Entertainment Preferences

Entertainment
others
4%
movie
35%

travelling
39%

going out to eat

22%

Fig. 28

 Around 35% of the WIs prefer going for movie and after that 22%
prefer going out to eat. 39% of WIs prefers travelling and rest
prefer some other entertainment options.
Students:

 Method of placing food home delivery order

Way of ordering food

mobile app
6% online
25%

direct walk in
25%

direct call
44%

Fig. 29

 25% of students preferred online portals to order from restaurants,

25% preferred direct walk in to restaurant and 44% preferred direct
call.

 Level of satisfaction with online food delivery

Satisfaction
highly dissatisfied highly satisfied
6% 6%
dissatisfied satisfied
6% 19%

neutral
63%

Fig. 30

 63% of students responded neutral, 19% were satisfied and 12%

were dissatisfied.
 Awareness about Tiny Owl

Awareness
yes
19%

no
81%

Fig. 31

 81% of the students were unaware about Tiny Owl app.

 Frequency of ordering food home delivery in a month

Frequency

10 to 15
13%

5 to 10
88%

F i g. 3 2

 87% of students opted for 5-10 times a month and 13% order 10-15
times a month.
 Number of people for which food is ordered

No. of people
1
3 to 4 25%
13%

2 to 3
63%

Fig. 33

 62% of students usually order food for 2-3 people and 13% of
students order food for 3-4 peoples. 25% students order food for
self.

 Famous Entertainment Preferences

 Entertainment
movie
25%

travelling
50%

going out to eat

25%

F i g. 3 4

 Around 50% of the students prefer travelling and 25% prefer going
out to eat. 25% of students prefer movie and rest prefer some other
entertainment options.
Chapter 5 Competitor Analysis

This is the second phase of the internship where we have to find out the
competitors of the new food app TinyOwl. This research was mainly carried out
by visiting various restaurants within the localities and asking from them about
the services other competitors are providing and their way of taking or giving
orders to the restaurants on behalf of the customers and also by doing some
secondary research about the competitors available. This also includes knowing
about their delivery patterns, delivery charges etc.

Mainly according to the market research in Bangalore there are mainly 2 big
competitors of TinyOwl i.e. Food Panda and Zomato. Also, locally available
food app Swiggy is also giving tough competition to TinyOwl in terms of its
delivery boys. Following are the findings of the 2 major competitors i.e. Food
Panda and Zomato.

5.1 FOOD PANDA analysis

SWOT Analysis

Strengths

 It is the largest American Chinese restaurant chain in the United States.

 It has close to 1,700 plus restaurants located across all different states in
the United States.
 Offers a variety of  food along with combo meals.
 Panda Express is among the US's 25 largest quick-service operations and
Asian quick-serve category.
 The chain was one of the earliest entrants into the supermarket arena.
 Strategically located in  mall food courts and other non-traditional venues
including airports, college campuses, and theme  parks.
 It has a successful track record of making Asian cuisine accessible to the
masses.
 Strong following among Asian, Hispanic, and Caucasian diners.
 Leveraged lovable pandas in their name
Weakness

 Restricted to one cuisine thus restricting its customer base.

 Specialty ingredients used in Chinese food might be difficult to source and store.
 Restricted in a few geographies means lower brand recall.
 Price differences in menu and app prices.

Opportunities

 There is a large market leading to huge customer base.

 Venturing into newer markets.
 Introducing more items on its menu.
 Untapped market as online food apps contribute only 7%

Threats

 Managing huge employee base can be an issue.

 Stiff competition from multi cuisine restaurant.
 Presence of strong competitors in the Chinese restaurant segment.
 Threat of New entrants.

Market Share

1) They’ve grown to become one of the largest food ordering portals in India.

2) Built a network of 2000+ partners including some of the well know brands
like: Pizza Hut, Subway, Nirula’s, Baskin Robbins, Mast Kalandar, Faasos
amongst many others.

3) We have quite steadily ‘shaped the market’ towards ordering food online,
instead of ordering on phone. This has helped us gather a lion share of the food
delivery market, and propel us towards a leadership position in the market.
Growth
India is a market with huge potential where the scope for growth is immense.
However, with internet penetration of only 8%, it is only logical to target the
more cosmopolitan Tier I cities which have a sizable working population with
mature internet users.

We’ve seen a steady growth in traffic since our launch last year. However, the
focus has really always been on quality traffic & targeting potential customers,
which we have been able to achieve very successfully. We are growing by 25-
30% on month-on-month basis.

Currently we get around 25000-30000 unique visitor a day. With this 65% of our
traffic comes from Delhi, Mumbai & Bangalore and rest 35% from Chandigarh,
Hyderabad and Pune.

Market Strategy
Being an ecommerce business, we believe it is best to target our potential
customers when they are online in front of their computer screens, in encourage
them to try us out. Hence our focus has majorly been on digital marketing
channels.

We believe in providing the best customer experience on our site and hence our
product is continuously evolving adding new features almost every other week.
We launched our mobile app in January and was very well received. We have
already seen more than 250,000 app downloads worldwide which is a clear
indicator of the need for innovation in the space and we are happy to take the
lead.

Financial funding
Foodpanda announced that it has raised $20 million to fuel its aggressive growth strategy.
FoodPanda’s steepest competition is Delivery Hero, a Berlin-based startup that operates in 14
countries around the world. Delivery Hero has raised nearly $200 million to date and claims it
has 6 million customers, 55,000 restaurants, and did $500 million in annual sales last year.
Another competitor is Just Eat, a UK-based service that raised $64 million in 2012. The U.S. saw
consolidation in this space last year with the union of GrubHub and Seamless.
FoodPanda has 22,000 restaurants in its database. It raised $20 million last May and added 20
more markets in 2013. With this financing, it plans to hit 40 countries by the end of the first
quarter of 2014. Croatia, Bulgaria, Serbia, Slovenia, Kazakhstan, Azerbaijan, Tanzania and
Uganda are next up for expansion.

Popularity
Foodpanda has over 892,000 likes on  Facebook, 383 followers on their Pakistan
twitter account ( @FoodPandapk), and a thriving campaign tempting people to
try them out. What sets them apart from their competitors is that they are able to
take a worldwide brand and make it country specific, and market themselves
accordingly.
They know what their consumers want, and they know how to get it to them.
Foodpanda has been able to distinguish itself in a market that is seeing a
growing number of online food delivery services.

Forward Expansion
Foodpanda is now available in  41 countries  and is looking to expand to even
more. The company made an announcement in February  stating: “Foodpanda and
its affiliated brand hellofood, the fastest growing online food delivery
marketplace worldwide, received another USD 20 million in funding from a
group of investors including Phenomen Ventures.
With the new investment Foodpanda is aiming to continue its global ambitions
and roll out to over 40 markets.” The company previously received another USD
20 million from AB Kinnevik in Sweden, and Phenomenon Ventures. They  also
received  USD 8 million from iMENA.
Foodpanda raised $110 million in a fresh round of fund raising from Rocket
Internet and other investors. Since 2012, Foodpanda has raised over $200
million and plans to invest into product and technology. With the entry of
Zomato and TinyOwl in the online food ordering space, Foodpanda wants to
focus on providing the best customer service to its users. In an interview,  Rohit
Chadda, co-founder and managing director of Foodpanda, tells  Neha
Bothra about plans to tap potential in tier 2 and tier 3 cities, and increase
restaurant partners from 12,000 to 15,000 in the next six months .

Order rate at Food Panda

We earn revenue from the commission we earn from restaurants on every
successful order that we place. In terms of traffic, we get around 1,30,000 to
1,50,000 visitors each day. The average value of each order ranges between Rs
500 to Rs 550. This is higher on the mobile platform. Around 45-48% of our
transactions come from our smartphone based application, and the transaction
size on this platform is 20% higher than on the web.

Tie ups with restaurants

At present, we have 12,000 restaurants. In the next six months we will probably
be at around 15,000 restaurants across India. We believe in quality over
quantity. We have always concentrated on adding good quality restaurants, and
if we see that a restaurant is not really performing- then we take it off from our
coverage. The most important thing for us is consumer experience.

5.2 Zomato Analysis

SWOT Analysis

Strengths

 Users perceive Zomato as ‘Specialty product’ (Focused only on foods &

restaurants).
 High awareness – Top of the mind product.
 Global presence – 25 countries – 1.5 million listed restaurants.
 Superior technology and a strong workforce of over 1200 people.
 Asset less business model.
 High financial leverage due to its business model.
 Simple & user friendly interface.
 Aggressive and Innovative marketing strategy.
 Strong brand recognition and has won several accolades & awards.

Weakness

 Competition from search engines & other similar apps means limited
growth.
 Drastic growth means susceptible to bad content
Opportunities

 Opportunity to expand to further more countries.

 Increasing internet penetration & number of smartphone users.
 Rapid technology development.

Threats

 Intense competition.
 Lack of clear rules and regulations - Changes in government policy can
easily affect the business model.
 Business model can be easily imitated by other players

Differentiation from others

To differentiate themselves from their competitors, Zomato concentrated on adding approx.
18,000 new places to eat from. Along with they also decorated many special features, such as
pointed to particular dishes or opening times”.To be the largest resource in food supply market,
Zomato bought urbanspoon, a leading restaurant service providing portal for $52 million to enter
US, Canada and Australia to leverage local insights and experience and to expand their business
in overseas seeing the future goal and objective.

Milestones

Number of listed restaurants: in 2008 it was 4000 restaurants which increase to 94000 in 2013
and currently 384,100 in Q1 of 2015.

 Monthly visitors of Zomato increases to 35 million in 2014 which was 11

million in 2013 and 0.015 million in 2008.
 Yearly revenue of Zomato in 2008 was 0.06 crores which increased to 11.3
crores in 2013.
 Spread in 21 countries worldwide.
Success Factor

 First mover advantage

 Strong content platform
 Efficient employees
 Good rating mechanism and social platform
 Funding from experienced source

Strategy of Zomato

Zomato works with keen interest on various strategies to achieve their goal. It
includes

 Financial strategy: To increase their fund and revenue

 Marketing strategy: To tap their customers from across the globe
 Growth strategy: To grow continuously and increase their customers and
page traffic
 Globalization strategy: To expand themselves across the whole globe as a
leading service provider.

Marketing Strategy

 Featured and user friendly website

 Global mobile app
 Focusing on digital marketing channels for potential customers
 Acquire the competitors: To be the largest resource in food supply market,
Zomato bought urban spoon for $52 million to enter US, Canada and
Australia
 Simpler review and rating system

Financial Funding

In August 2010, Zomato got its first round of funding of $1million from Info
Edge, India. And in September 2011, got its second round of funding of
$3.5million from the same financier. Next year Zomato upraised its third round
of another $2.5 million from the same investor and again in early 2013, Info
Edge funded fourth round worth $10 million which gives them a 57.9% stake in
Zomato.

Seeing the future and growth of Zomato, Sequoia Capital and Info Edge, India in
November 2013 funded Zomato with $37 million. Info Edge now owned 50.1%
of Zomato on an investment of INR 143 crores. The total funding raised by
Zomato till November 2013 stands at $53.5 million.

In November 2014, Zomato came up with a fresh round of funding of $60

million at a post-money valuation of ~US$660 million. This round of funding
was jointly headed by Info Edge India Limited and VY Capital, with
involvement from Sequoia Capital. This made a total funding of over US$113
million for Zomato.

Expansion

Zomato  will leverage its existing reach and scale (sales team of over 300
people, 5000 odd advertisers) to fast track its growth in this space. Setting
ambitious targets,  Zomato  claims to bring over 10,000 restaurants in its food
ordering network in the next three months  and also start processing over 40,000
orders a day in the near term. And why not? “Given that  we have over 400,000
people who visit our India section every day, this shouldn’t be too  hard,”
“We will invest $50 million in the business in India over the next year or
so,” he continues.  “This will be our fastest ramp up for any business in any
geography ever. ”
Zomato  plans to make money from this new service via a cut of each order, but
the exact size  of its fee will be based on feedback from customers directly. In
the case of a five star rating,  Zomato will take a 7.5 percent commission fee.
But that cut will rise to a maximum of 15  percent for the lowest customer
feedback. Thus the best experience and value for customers  will be the key
focus.
“We will own the customer experience on the tech end, as the platform, the
delivery and logistics will be owned by the restaurants. ”

Order rate

The company works with more than 150 vendors to provide shipments across
175 cities. It averages about 9,000 deliveries daily. “We not only provide for
shipments and deliveries, but also warehousing facilities where the company
stocks and racks the products for the vendors,” said Bharati. In addition,
Delivery provides all kinds of retailers, even small businesses, technology
solutions to integrate all channels of sale. These include offline, online, social
media, mobile and voice solutions that allow sellers to manage stores and
integrate delivery with market needs.

Future strategy

Delivery is looking to expand to 250 cities, 30 delivery centres and targeting

revenue of Rs.250 crore for the fiscal year 2015-16. International expansion is
part of its future strategy.

App reviews

Zomato, the popular online and mobile restaurant guide, has updated its iOS app, completely overhauling
the user interface and has added new features.

The updated Zomato app offers a much simpler user interface, in line with the resecnt redesign of the
Zomato website, with the home screen offering large swappable images of nearby restaurants that lead to
their respective listings, in addition to options to browse restaurants and search for them by entering
keywords for name, location, cuisine or dish.

The Browse Restaurants option takes you to a menu that offers mood-based recommendations. So, you can
select if you're looking to get food home delivered, going out for a meal, going out for drinks or just
catching up with friends. Selecting the location is the next step, following which, the app offers a list of
restaurants that match the criteria. 

There's a separate screen for location based restaurants search through which you can sort restaurants based
on the distance from your current location. You can apply additional filters such as ratings, whether the
restaurant is open at the time of the search, cuisine, budget and other aspects.
There's also a 'Featured Content' section that offers lists such as top 25 restaurants, foodie leader board (for
regular users), and featured reviews, among other content.

Users can also post pictures for restaurants they've visited in case they just want to post picture reviews.
Pictures can be posted through the restaurant's listing page or through a section within the app that allows
users to upload reviews and pictures of restaurants
 5.3 Summary of all the competitors

Particulars FoodPanda/Tasty Swiggy Zomato

khana/ Just Eat

Strengths Offers and coupon Timely delivery and Ultimate destination for
discounts, Market share excellent service, food includes table
across Bangalore, more than 150 bookings, home
Promotion for brand delivery boys delivery, and discovery
awareness, recruiting of the restaurant.
delivery boys (12000 at
the end of the year
2015).

Weakness Payment delay to the Services are down at Home delivery begins
restaurants, no cash on peak time. in only one segment of
delivery on some their entire market.
restaurants.

Opportunities Customers order food via Customers order food Customers order food
app and online is via app and online is via app and online is
increasing. increasing. increasing.

Threats New entry New entry New entry

Market
Strategy

Funds Raised $110 million in a Raised $16.5 million Raises $50 million in
fresh round of fund in additional funding funding led by existing
raising from rocket to make a play for the investor Info Edge
internet and other Indian market.
investors
 Short term Increase restaurant Increase manpower New product line i.e., a
goal partners from 12000 to product which will
15000 at the end of allow the users to pay
October 2015 restaurant bill through
mobile application

Purchase and
usage

Average The average value of Delivers over 70000 9000 delivery per day
purchase each order ranges orders on a monthly all over India.
between Rs 500 to Rs basis.
550.
Usage Around 45-48% of the 50% more orders Online ordering is more
transactions come from shifting from the when compared to
smartphones based app website to the app mobile app.
and the transaction size quickly.
of this platform is 20%
more than on web.
5.4 Competitor Analysis Grid

FoodPanda Swiggy Zomato

Company info.
FoodPanda is Swiggy is an Zomato wants to
one stop early stage on- become a singular
Description destination for demand food platform for
ordering a delivery startup discovery,table
scrumptious delighting bookings,restauran
meal at your customers in t
doorstep. Bangalore. ordering

"Food Panda - Biggest focus : Zomato the

Your One Shop “never let our ultimate
Purpose Stop For customers stay destination for all
Delicious Food" hungry” things food

Product and
Services
Online & Mobile Online & Mobile Online and mobile
platform to platform - Open platform for
discover and market place that discovery of
Principle product order from enables online restaurants, table
nearby ordering from bookings, home
restaurants. nearby delivery and
restaurants & payments.
picks up and
delivers
Pre-ordering No Pre-ordering No Pre-ordering
Pre-ordering facility available facility facility available
facility available. All
deliveries done
on demand
45-60 min 35 - 45 minutes
(Delivery fee is
Delivery duration fully waived if it
takes longer)

Determined by Standard
restaurants delivery charges
individually. ( 40rs - 70rs
Delivery cost for depending on the
Delivery charges each restaurant distance/
mentioned in the restaurant
website. ordered from )
 11 am to 11 pm 11:30am -
Service Timings from Monday to 10:45pm from
Sunday. Monday to
Sunday
Positioned as an Efficient Providing a user
online food logistics solution interface platform
delivery (150+ delivery to restaurants.
Product/Service platform where executives), Hence giving the
Positioning more offers, seamless on- restaurants the
coupons and ground power to direct ,
discounts are operations and accept orders ,
available for powerful change menus,
customers, technology attract customers ,
compared to provide important
competitors. information.

Target Audience
and Marketing
Tech savvy Tech savvy Tech savvy youth,
youth, working youth, working working people,
people, working people, working working couples in
Primary Target couples in the couples in the the age group of
Market age group of 18- age group of 18- 18-40, people
40, people 40, people hesitant to cook
hesitant to cook hesitant to cook and go out to have
and go out to and go out to food, who need
have food, who have food, who food at their door
need food at need food at steps on demand.
their door steps their door steps
on demand. on demand.

Attractive offers Area focused Currently they are

which is sales teams and focusing on
appealing to the online platforms. segments such as
customers. Using Online food
the carousel ordering,
Strategy used to format to restaurant
market their promote its app, booking,
product/services foodpanda subscription-based
increased click- services and
through rates by billing inside of
180% and restaurants
reduced their
cost per install
by 39%.
 Growth by Slow and Dependent on
acquiring similar measured brand name, word
start-ups like locality wise of mouth through
Growth Just Eat, expansion with its network of
tastykhana etc strength of users.
logistics team in
the launch phase
to create the
right first
impression.

Social media
details
1.4 million likes 3300+ likes
Facebook

11.3K followers, 312 followers,

Twitter 13.2K tweets, 520 tweets, 126
2760 favorites favorites

5400+ followers 270+ followers,

Linkedin 691 employees 52 employees
listed, Uses listed
LinkedIn mainly
to brand their
CSR initiatives.

Instagram- Instagram-14
Others 1200+ followers, followers, no
280+ posts. posts

No. of visitors 66,583 daily,  17,949 per day, 366,353 daily,

1,997,490 538,470 per 10,990,590
monthly month monthly

Marketing tv ads, online online ads, logos online marketing,

Campaigns pop ups, and stickering stickering at
stickering at restaurants restaurants, ads
restaurants

Sales Promotion 30% off, 300 off Rs. 75 off on any combo offers
on 450, 50% off, order
buy 1 get 1

User Locality search Locality search Locality search

interface(website) option. Chat option in the option visible.
option available. center. Chat Collection and
Login option feature available. categories of
available. FAQ Login option cuisine on right.
and Policies available Specific meal
available. search on left.

User interface Application Application Application

(application) available. available. Food available.
Limited ordering Attractive. Food
restaurants primary. No ordering not
available. proper list of primary. Providing
restaurant sorted restaurant and
as shows cuisine
restaurants not information
present in the primary target. Not
area. user friendly.

Minimum delivery yes depending on yes depending on yes depending on

amount restaurant restaurant. Rs 30 restaurant
delivery charge
for order below
150

Features of mobile
app

Mode of placing Website, mobile Website, mobile Website, mobile app

orders app app

Operating platforms Android, iOS, Android Android, iOS,

Windows Windows

No. of 1 million+ 5000+ 10000+

downloads(Android
)

Minimum no. of 10+ Less than 10 Less than 10

steps involved
(From search to
order placement)

Info about selected Address, Payment No info/ reviews, Restaurant

restaurant given methods, Reviews Delivery time Location
and location in indicated.
map.
Reviews about Given while Not given Not given
restaurant given listing restaurants
and in the info

Chapter 6 Inferences and Summary of Findings

6.1 Inferences from Electronic city

6.1.1 About Working Individuals

 It can be inferred that WIs who prefer ordering food through mobile apps
(38%), online web portals (14%) indicates the presence of TA who like to
have convenience in ordering food.
 From level of satisfaction we can understand that online food delivery system
is prominent and running successfully in Electronic city.
 Statistics about frequency of ordering food home delivery indicates that there
is decent number of food home delivery orders in Electronic city.
 Marketing activities with emphasis on the combo offers in the app will be
fruitful in Electronic city.
 Regarding the preferred cuisines of respondents, North Indian was the
predominant cuisine, followed by Biryani items. Going out for eating and
movie were the major entertainment preferences of WIs.

6.1.2 About Students

 They prefer dining with friends and going for movies in weekends.
 Majority were students have placed a food home delivery through online,
hence they chose Satisfied option.
 Frequency of food home delivery orders placed in a month by students and
WIs, indicates that decent number of orders can be generated from Electronic
city.
 While showing the demo of the TinyOwl app, students found the free meals
offer which enables them to earn money in their TinyOwl account more
 attractive.
 North Indian was the preferred cuisine by most of the students. Major
entertainment preferences include Movie and going out for eating.

6.2 Inferences from BTM Layout

6.2.1 About Working Individuals

 It can be inferred that WIs who prefer ordering food through online portals
(32%), mobile apps (27%) indicates the presence of TA who like to have
convenience in ordering food.
 From level of satisfaction we can understand that online food delivery system
is prominent and running successfully in BTM Layout.
 Statistics about frequency of ordering food home delivery indicates that there
is decent number of food home delivery orders in BTM Layout.
 Marketing activities with emphasis on the combo offers in the app will be
fruitful in BTM Layout.

6.2.2 About Students

 They prefer dining with friends in weekends.

 Majority were students have placed a food home delivery through online,
hence they chose Satisfied option.
 Frequency of food home delivery orders placed in a month by students and
WIs, indicates that decent number of orders can be generated from BTM
Layout.
 While showing the demo of the TinyOwl app, students found the free meals
offer which enables them to earn money in their TinyOwl account more
attractive.
 North Indian was the preferred cuisine by most of the students. Major
entertainment preferences include Movie and going out for eating.
6.3 Inferences from Jayanagar
6.3.1 About Working Individuals

 It can be inferred that WIs who prefer ordering food through direct walk in
(48%), direct call (26%) indicates the presence of TA who like to have
convenience in ordering food by going to restaurants directly.
 From level of satisfaction we can understand that online food delivery system
is not so prominent in Jayanagar.
 Statistics about frequency of ordering food home delivery indicates that there
is less number of food home delivery orders in Jayanagar.
 Marketing activities with emphasis on the combo offers in the app will be
fruitful in Jayanagar.

6.3.2 About Students

 They prefer travelling to their respective homes or with friends in weekends.

 Majority of students have placed a food home delivery through direct call,
hence they chose Neutral option.
 Frequency of food home delivery orders placed in a month by students and
WIs, indicates that number of orders that are generated from Jayanagar are
very less
 While showing the demo of the TinyOwl app, students found the free meals
offer which enables them to earn money in their TinyOwl account more
attractive.
6.4 Inferences from Restaurants

6.4.1 From Electronic city

While interviewing with the restaurant managers/owners of 12 restaurants from

Electronic city region revealed the following.
 On an average, they are getting 10-15 home delivery orders per day from
electronic city.
 The number of walk-in customers per day in these restaurants averages from
100-200 customers/day.
 FoodPanda and Zomato are the apps they are tied up with.
 The areas from which they get maximum number of home delivery orders are
Electronic city phase 1, phase 2, B-schools and areas within 3km radius.
 Peak hours of home delivery are from 12-2pm in week days and 7-9pm in
weekends.
 Also since in Electronic city more students and PGs are there, they get bulk
order from colleges and etc.

6.4.2 From BTM Layout

While interviewing with the restaurant managers/owners of 10 restaurants from

BTM Layout region revealed the following.
 On an average, they are getting 5-10 home delivery orders per day from
BTM Layout.
 The number of walk-in customers per day in these restaurants averages from
100-200 customers/day.
 FoodPanda and Zomato are the apps they are tied up with.
 The areas from which they get maximum number of home delivery orders are
from areas within 3km radius.
 Peak hours of home delivery are from 12-2pm in week days and 7-9pm in
weekends.
 Also since in BTM Layout more students and companies are there, they get
bulk order from colleges and etc.

6.4.3 From Jayanagar

While interviewing with the restaurant managers/owners of 5 restaurants from

Jayanagar region revealed the following.
 On an average, they are getting 5-10 home delivery orders per day from
Jayanagar.
 The number of walk-in customers per day in these restaurants averages from
150-300 customers/day.
 FoodPanda and Zomato are the apps they are tied up with.
 The areas from which they get maximum number of home delivery orders are
from areas within 3km radius.
 Peak hours of home delivery are from 12-2pm in week days and 7-9pm in
weekends.
 Also since in Jayanagar more residential societies and companies are there,
they get bulk order from homes and etc.
Chapter 7 Recommendations

 In case of WIs, marketing activities with promo codes and emphasis on

combo offers will be effective.

 When it comes to students, they are more attracted towards the free meal
offer, which enables them to earn money into their TinyOwl account
easily. Marketing activities with emphasis on this offer will create interest
in students towards the app.

 Marketing activities in PGs and colleges will be effective in catching

attention of more students and working individuals.

 Marketing activities in residential areas and apartments will be effective

in catching attention of more people and working individuals.

 Marketing activities need to be extensive as there is a lot of scope of

people who can use the app.

 Marketing activities such as big hoardings, posters etc., if displayed, will

attract more and more customers and also people will get awareness about
the app.

 Marketing activities near hostels and colleges will be most effective since
most of the students prefer to have variety of food at reasonable rates.
Chapter 8 Conclusion
Bangalore is also called foodie’s paradise because of vast variety of foods and
eatables available with a touch of uniqueness and tradition. Popular cuisines in
Bangalore includes traditional vegetarian (south Indian & North Indian, Chinese,
Thai, Arabic (Mughlai & Hyderabadi).

A survey done by FoodPanda.in states that Bangalore being the Silicon Valley of
India with a large population of young working professionals beats other cities
when it comes to ordering food between 3 p.m. and 7 p.m. with 18 percent of the
total orders across India coming from the city.

The survey also reveals that

o Italian cuisine is the most preferred choice for food in between meals at 32
percent, it is closely followed by Chinese (24 percent) and fast food (17 percent).
o Japanese and Hyderabadi cuisine seems to have lost the gourmet game by being
the last options preferred by foodies.
o Salads and Sandwiches (eight percent), Mughlai (seven percent), multi-cuisine
(three percent) and South Indian (two percent) make up the rest of the least
preferred choices with bakery items and ice cream recording only one percent of
orders placed.

This data reveals that Bangalore is known for foodies and also increasing users
of smart phones clearly indicates that for such kind of mobile food apps will be
very much fruitful for the expansion and establishment of these companies.
Since, TinyOwl is currently serving in only 5 major cities, but seeing the
interest of the customers in the app it is trying to expand its market to all over
India gradually.

Bibliography

REFERENCES

 http://www.pce.uw.edu/courses/data-analysis-methods.html

 http://www.restaurantindia.in/article/growth/expansion/Online-food-

delivery-sees-a-boom.a137/

 http://blog.zomato.com/post/94342869876/three-problems-we-are-trying-

to-solve-at-zomato

 http://yourstory.com/2015/02/zomato-announces-online-food-ordering-

india/

 http://www.financialexpress.com/article/companies/foodpanda-raises-110-

mn-from-rocket-internet-rohit-chadda-says-targetting-15000-restaurants-

across-india/53218/

 https://www.tinyowl.com/

 http://www.hungryforever.com/story-mumbai-based-food-ordering-app-

tinyowl/
 APPENDICIES

APPENDIX I

Questionnaire for customers

Q1. How do you order your food?
a. Direct call to restaurant
b. Online portal.
c. Mobile application
d. Direct walk in.

Q2. Are you satisfied with ordering online?

a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied.

Q3. Are you aware about TinyOwl?

a. Yes
b. No

Q4. Are you interested in using this app?

a. Yes
 b. No.

Q5. Occupation?
a. Student
b. Working individuals
c. Working married couples.
d. Home maker.

Q6. What are your famous entertainment preferences?

a. Movie
b. Going out for eating
c. Travelling
d. Others

Q7. No. of times you order home delivery in a month?

a. 5-10 times
b. 10-15 times
c. 15-20 times.
d. 20-25 times.

Q8 what are your preferred Cuisines?

Q9 For how many people you usually order food?

a. 1
b. 2-3
c. 3-4
d. 4+

Q10. Most popular restaurant you prefer?

APPENDIX II

Questionnaire for Restaurant Owners

Name of Restaurant:

Q1. No. of orders per day for home delivery?

a. 100-250
b. 250-400
c. 400-550
d. 550 and above

Q2. No. of walk-in customers per day?

a. 75-150
b. 150-300
c. 300-400
d. 400 and above

Q3. Are you tied up with any of the food ordering apps?
a. Yes
b. No.

Q4. Which mobile application or online portal gives the maximum no. of orders?
a. Foodpanda
b. Zomato
 c. TinyOwl.
d. Swiggy.

Q5. Are you aware of TinyOwl?

a. Yes
b. No.

Q6. From which location you get the most number of orders?

Q7. Any offers/discounts given to customers by you?

Q8. Which portal do you prefer the most?

a. Foodpanda
b. Zomato
c. TinyOwl.
d. Swiggy

Q9. Peak hours for home delivery?

a. 12-2 pm
b. 2-3 pm
c. 7-9 pm
d. 9-11 pm

Q10. Common Issues faced due to home delivery?