Book Title: Indian Management Case Studies
Editors: Dr. Jasbir Kaur and Dr. Devyani Ingale
ISBN: 978-81-973428-4-4
Chapter: 1
DOI: https://doi.org/10.59646/imcsc1/192
Author: Mr. Sandeep Suresh Londhe, Assistant Professor, Dr. D. Y. Patil Institute of Management & Research, Pimpri, Maharashtra, India
Learning Objective:
The purpose of this case study on Zomato’s strategic rebranding is to provide participants with a deep understanding of the challenges involved in decision-making within digital platform businesses. Specifically, it focuses on market positioning and tactics for engaging with consumers. Learners will analyse Zomato’s rebranding strategy to understand the key aspects that influence strategic decisions in a competitive market. This includes examining how the company evaluated its market position and made the decision to completely revamp its brand elements. The paper explores market positioning strategies, demonstrating how Zomato employed market research and competition analysis to redefine its branding and enhance its market presence. Participants will also analyse consumer engagement strategies, specifically focusing on the impact of enhancements in user interface and customer service on customer satisfaction and loyalty. Moreover, the case study examines Zomato’s foray into additional service sectors such as table reservations and grocery deliveries, assessing the strategic ramifications and obstacles associated with such diversification.