Marketing Mix of Deliveroo 

Deliveroo is a British food delivery service providing brand. Will Shu and Greg Orlowski founded the company in 2013. Today, we’ll discuss the marketing mix of Deliveroo; it will discuss the 4Ps and 7Ps elements involved in the mix like; product mix, price, place, promotion, people, process, and physical evidence.

The marketing mix of Deliveroo would discuss the marketing strategy of Deliveroo; 4Ps and 7Ps elements involved in the mix like; product mix, pricing strategy, place, promotion, people, process, and physical evidence. Here’s Deliveroo marketing mix analysis as follows;

Marketing Mix of Deliveroo

Let the 4Ps and 7Ps elements involved in the marketing mix of Deliveroo are as follows;

Product Mix of Deliveroo

I-Quality Service

Deliveroo is a delivery service providing company. The focus of the company is to offer quality service by providing deliveries timely and efficient. However, it allows the company to amplify the customer satisfaction level with the quality of service.

II-Easy & Convenient

The focus of Deliveroo is to offer delivery services easily and conveniently to its customers; convenience plays a key role in the growth and success of the platform. Users could easily download the application, select their favorite restaurant, and place an order, and food would reach their doorsteps through Deliveroo.

III-After Sale Service

Deliveroo also provides the after-sale service in case of return or exchange of food or grocery items. The after-sale service plays a key role in the customer satisfaction level and the company’s service offer. However, it shows the commitment of the company to its product or service and its customers.

Price Strategy of Deliveroo

I-Aggressive & Competitive Pricing

Deliveroo implements an aggressive and competitive pricing strategy in the competitive market. The objective of the company is to earn brand loyalty and expand its growth rate. Customers could easily switch to Deliveroo; the platform offers gifts, discounts, and free deliveries in order to retain customers.

II-Introductory Pricing

When Deliveroo enters the new competitive market, the company implements an introductory pricing strategy lower than its competitors. It allows the company to spread brand awareness, attract price-conscious customers, and penetrate new markets.

III-Penetrative & Skimming Pricing

Deliveroo implements the penetrative and price-skimming strategy during busy and crowded hours. It happens when a lot of people order food and groceries at a time, or in a market where there are very few competitors. However, the price skimming strategy helps the company to take advantage of the situation.

Place Strategy of Deliveroo

I-Partnered Restaurants

Deliveroo partners with various hotels, restaurants, and retail stores and offers them the delivery service. According to an estimate, approximately 160,000 restaurants and retail stores are available on the Deliveroo platform. The mass network of stores and restaurants on its platform helps the company to amplify its market share.

II-Website & Application

Deliveroo has established an e-commerce platform and website where customers can order food or groceries from their favorite restaurants and stores. The web platform and mobile application amplify the customer experience and satisfaction. Ease and convenience help the company to increase its sales.

Promotion of Deliveroo

I-In-store Promotion

Deliveroo launches various types of marketing and advertisement campaigns; in-store promotion is among them. The company implements promotional banners and posters inside the stores and restaurants of its partners to attract the attention of potential customers and make them come to its platform.

II-Digital Marketing

Along with in-store promotion, Deliveroo also implements digital and social media market on various platforms. The focus of the delivery service providing company is to highlight its features and characteristics in order to create a positive brand image of the company.

III-Traditional Marketing

Deliveroo employs traditional marketing campaigns and media channels for the promotion of its product, service, and brand reputation. The company employs traditional media channels like TV, radio, and print media for marketing and advertising.

We have just discussed the 4Ps of Deliveroo; the remaining three elements are part of the 7Ps of Deliveroo marketing mix analysis.

People Strategy of Deliveroo

Deliveroo has a very large network of employees and self-employed couriers and they play a key role in the growth and success of the company. The company is aware of their role and significance to the company and platform. In order to boost their morale and motivation level, the platform offers them market-competitive incentives and commissions.

Process of Deliveroo

Deliveroo is highly cautious about its processes in order to provide quality service to the customers. Good and grocery delivery service, ghost kitchen, onboarding couriers and riders, and payment transaction methods are some of the main processes of the platform.

Physical Evidence of Deliveroo

More than 7 million users, 160000 partnered restaurants and stores, and over 110000 self-employed sources are the physical evidence of Deliveroo. Their movement and activity on the platform amplify the market share and brand value of the company.

Conclusion: Deliveroo Marketing Mix Analysis 

After an in-depth study of the marketing mix of Deliveroo; we have realized that Deliveroo is the UK’s leading delivery service providing platform. If you are learning about the marketing strategy of Deliveroo marketing mix analysis; then you should keep in mind the abovementioned 4Ps and 7Ps of Deliveroo like; product mix, pricing strategy, place, promotion, people, process, and physical evidence.

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