กลยุทธ์การสื่อสารการตลาดของธุรกิจสั่งอาหารออนไลน์

Abstract

The objectives of this research are (1) to study the marketing communication strategies of online food ordering businesses of Grab food and foodpanda (2) to study patterns and experiences of using Grab Food and foodpanda applications. This research is a qualitative research using focus group interviews from users of Grab food and foodpanda applications to syudy information and experiences about both applications. Two brands The results showed that Regarding the marketing communication strategies of Grab food and foodpanda, the strategies of both brands are similar in many aspects. Both in advertising Press releases and public relations promotion And direct marketing, both brands will focus on offering advertising about discounts, giveaway, giveaway and restaurant advertising. The most competitive aspect is sales promotion. In addition, such a strategy that Grab food differentiates from other brands is the creation of Grab Thumbs Up Awards for partner merchants. And in foodpanda’s strategy, promotional activities have been organized in the form of a Tuesday Food panda campaign. In terms of User Interface (UI) and User Experience (UX) , it was found that the design process responsive design process And the external appearance design of both brands is similar in terms of design process, responsive design process, external appearance design in terms of the use of colors, text, system usage. And presenting information through the application of their own brand In addition, the two brands are different in terms of images, which is that foodpanda uses a way of presenting food images used for brand advertising. Bring it to a shop that doesn’t upload pictures of food onto the application. As a result, users are unable to see food images of the restaurant’s menu at all, causing users to hesitate to order food on the foodpanda app. Which is actually true from their own stores and in terms of User Experience (UX), it was found that in terms of variety, efficiency and quality improvement, there are differences with the Grab food application also providing other services in addition. From food delivery services such as Grab Taxi. As for quality improvements, because Grab food has a wider scope of service, new restaurants are always being added. This makes it possible to have a wide variety of options available to users all the time.