Zomato Instant : launch of the controversial ten-minute food delivery service /

This case discusses the dilemma of Deepinder Goyal, Co-founder and CEO of the most popular food-tech delivery and restaurant aggregator company Zomato based in India with presence across multiple international locations, that faced one of the worst social media backlash in response to his announceme...

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Bibliographic Details
Main Authors:	Rai, Soumi (Author), Desai, Devang (Author), Rajhans, Kirti (Author), Chilakamarri, Savitha (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	SAGE business cases.
Subjects:	Service industries > Marketing > Case studies. Strategic planning > Case studies. Services (Industrie) > Marketing > Études de cas. Planification stratégique > Études de cas. Service industries > Marketing Strategic planning Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case discusses the dilemma of Deepinder Goyal, Co-founder and CEO of the most popular food-tech delivery and restaurant aggregator company Zomato based in India with presence across multiple international locations, that faced one of the worst social media backlash in response to his announcement of the launch of 'Zomato Instant' platform, a 10-min food delivery service (Goyal, 2022). The case traces the new service promise of Zomato and what went wrong in terms of its launch communication and service strategy that put the brakes on a cherished initiative. The case provides an opportunity for students to reflect on the need for integration across the three verticals of a service marketing triangle for successful strategy and execution of a new initiative. It also highlights the rapidly expanding role of social media in service communications and how a mixed message can derail a well-planned strategy.
Physical Description:	1 online resource : illustrations.
ISBN:	9781529623260 152962326X