A Study of Brand Promotion Strategy of Zomato and Swiggy

Abstract

This study examines the brand promotion strategies of Zomato and Swiggy in India’s online food delivery market. It analyzes how digital advertising, social media marketing, discounts, influencer marketing, and app-based promotions influence consumer awareness, engagement, and purchase behavior. Using survey data and secondary sources, the study finds that personalized offers, strong digital presence, and frequent promotions improve brand recall, customer satisfaction, and repeat usage. However, high promotional costs and declining customer loyalty remain key challenges. The study concludes that innovative and data-driven promotion strategies are crucial for sustainable competitive advantage.