[Online Food Delivery Service: Who Wins?]

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[Online Food Delivery Service: Who Wins?]

Online food delivery services have got a bunch of advantages amidst the pandemic that has changed consumer behaviour significantly. They tend to use the app more for F&B shopping due to the Covid-19 situation. We all know that the world of online food delivery industry in Indonesia has been dominated by two high-demand companies, namely Grab and Gojek.  However, who would have considered that the leading e-commerce platform in Southeast Asia has joined the game? 

Gojek and Grab already have the great brand image and loyal customer base since they are considered to be the pioneer. But the newcomer, ShopeeFood, comes with lots of marketing strategies and discounts to reach new customers. They also do partnership with well-known food merchants to gain their market and have recruited driver partners since November last year. The CEO of Momentum Works, Li Jianggan, considered that Shopee entries into the food delivery business was a strategy to boost revenue. According to Momentum Works’ research entitled Food Delivery Platforms in Southeast Asia, Indonesia contributed the most at Gross Merchandise Value of food delivery service in Southeast Asia, followed by Thailand and Singapore.

Gojek and Grab have anticipated the e-commerce’s arrival by updating their features,  such as “ready to cook” meals and upgrading their online groceries shopping experience with “emak-emak” to create more jobs for women while providing customers with trained and expert personal shopping wizzes. However, these companies will always thrive to make significant progress by expanding their services to more merchants and cities. To sum up, who do you think will dominate the F&B online delivery services in the near future, as e-commerce has plunged in the industry?

Source: TheJakartaPost, Katadata

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.