Foodpanda Case Study

This paper analyses on two marketing concepts: strategic alliances and customer engagement that Foodpanda has implemented into their business process so as to better manage profitable customer relationships.

With the rise of high-speed wireless network technologies and the growing market penetration of mobile phones, the global advertising industry’s interest in using this platform as a way of marketing communication to its consumers are increasing. (Hans H et al., 2005)

Foodpanda, a global online food delivery site is no exception. Their aim is to connect its users to the best restaurants around them in four simple steps using their mobile phones: Search. Choose. Pay and Enjoy. Foodpanda believes that food is a pleasure and food ordering
The fundamental of a business’ success is to constantly grow its brand awareness. If the organization’s brand awareness isn’t growing, neither will the business. Strategic alliances allow a company to reach a larger and wider audience without investing in extra time and capital. (Buckles, 2011)

Strategic alliance partnership also allows the company, in this case, Foodpanda, to have an access to a new customer base. In order to stay competitive, companies are constantly looking for new, innovation ways to expand its clientele and reach new potential customers, and forming a strategic alliance provides an opportunity to do that. (Buckles, 2011) By partnering with established social media platforms such as Facebook and Twitter, Foodpanda will be given access to a completely new customer base that they made not have access to otherwise.

Apart from attracting and attaining customer base, it is also equally important to retain them. If a company wants to increase their profits and sales in the long run, it must work towards attracting customers and retaining them. (Unal,
(Ismail, 2015) Hence, it is crucial for Foodpanda to retain and keep their customers engaged and loyal.

For shopper marketing to be successful, brands must offer and provide experiences that its customers can relate and resonate to. Customers are usually faced with a wide range of products and services that might cater to their need. And because of the various brands to choose from, customers form expectations about the value and satisfaction that different marketing offerings provides and buy accordingly. Good customer relationship management also helps to generate customer delight, which in turn keep them loyal and favorable to the company and its products and services. (Kotler et al., 2013)

Even a minor decline from full satisfaction can create a huge drop in loyalty. (Kotler et al., 2013) CEO and Founder of Foodpanda, Roger Yuen said, instead of selling to the millennial, “connect and engage with them” (Ismail,