A Foodpanda campaign designed for Christmas
This case study is a marketing group project. We selected an existing brand in Hong Kong, analyzed and developed a promotion campaign. I was responsible for doing competitive analysis and the campaign design.
To design an efficient campaign, the first thing we did was to dig deeper and understand the brand, its service, its customers and current promotional campaigns in Hong Kong.
Customers at Foodpanda enjoys the convenience the service offers. They value saving time/enjoying meals at their own pace and they don't mind paying a bit more for delivery. They also value having their favourite restaurants listed in the app.
A typical customer will go through a few phases when wanting to order food
We tried to use market segmentation to further break down groups of customers and identify their characteristics. We got the data online through market analytics sources.
We found that most customers are working professionals or students with disposable income. They are usually very busy with work/study. Gender distribution is rather even with around 47% female and 52% male. People with the age 25-34 makes up the most frequent buyers at 37% of purchases.
The majority of customers are tech savvy and are heavy users of mobile phones. Their browsing interests include news & media publishers, computers & electronics, marketplaces, social media, and so on.
Other sites customers frequent with similar functions as Foodpanda's include Deliveroo, openrice.com, hktvmall, facebook, and more.
The top alternatives of Foodpanda includes Deliveroo HK, Feehk.com, Pizzahut, and so on. We chose Deliveroo to be the subject of our competitive analysis since both shares similar business model, service, market share, has similar food options and targets the same user group.
The top alternatives of Foodpanda includes Deliveroo HK, Feehk.com, Pizzahut, and so on. We chose Deliveroo to be the subject of our competitive analysis since both shares similar business model, service and targets the same user group.
Foodpanda has more monthly visits, monthly unique visitors and less bounce rate as compared to Deliveroo
Source from Similarweb.com
Comparison made to their marketing channels have also revealed that Foodpanda has an advantage over Deliveroo in attracting customers. Foodpanda excels at both organic and paid search.
Foodpanda also surpasses Deliveroo in terms of branded and non-branded search. When we did non-branded keyword search, Deliveroo was not showing up in some queries.
Traffic to various social sites differ drastically. Deliveroo performs better on YouTube, Instagram, Telegram and Twitter. Foodpanda on the other hand, has more traffic on WhatsApp, Facebook and Facebook Messenger.
We conducted a SWOT analysis to better understand the four important aspects of Foodpanda's business model
We have noticed that Foodpanda has the strength of online marketing which drives searches and leads. They have made video campaigns that focus on Hong Kong people's values, while Deliveroo haven't. Both companies have tried to market exclusive deals in the festive season. We think this is a good opportunity to further expand on marketing Foodpanda's social and psychological value in national festivals, combined with its existing influence. We aim to create a need and introduce a new way of catering to potential customers who host gatherings in festivals. We also aim to spread the word of mouth that Foodpanda cares about customers emotional needs.
We have chosen Christmas as the focus of our campaign considering Hong Kong is a multinational community. Christmas also tends to be celebrated by more people in their 20s and 30s, which fits Foodpanda's main customer age group.
The Christmas campaign works by word of mouth. A Christmas card is attached to every delivery order. We encourage the customer to write down his own festive wishes and give the card to his friends and family. The receiver can scan a QR code and enter the card's unique code to claim a voucher code both for him/her and the customer.
We promote other aspects of ordering Foodpanda on Christmas on various social media platforms and physical locations such as malls, billboards and bus stops.
A promotional short film is released with a focus on the COVID situation and people's need to get together and share their care and love. Foodpanda will be able to fulfill their wishes by offering contactless and safe delivery.
Social media promotion is focused on lucky draws and giveaways. Customers are encouraged to post their gathering photos with Foodpanda's delivery and tag the official Foodpanda account for a chance to win Christmas prices.
