The case study is about Talabat

Developer: Delivery Hero

Talabat is a food delivery app

More info on Talabat: https://www.google.com/search?q=talabat&rlz=1C5CHFA_enAE881AE881&oq=talabat&aqs=chrome..69i57j0i131i433i512l4j0i433i512j0i131i433i512j0i433i512j0i457i512j0i402.1136j0j7&sourceid=chrome&ie=UTF-8

Task 1

1. What are your insights from the above table? List as many as possible insights
2. What are the initiatives you will run to address these insights? Please provide

campaign ideas, plans, messaging channels, execution, and measurement criteria to

assess the success of the campaign.

1. Feel free to make any additional assumptions and clearly mention them.

Task 2

Abu Dhabi as a city is growing year-over-year for Brand A in orders, but the trend for year-over-year acquisition is declining. Research tells us that Brand A is strong when it comes to lunch, but the peak meal time in Abu Dhabi is during dinner.
Based on these insights, what do you think is the challenge that needs to be addressed? What would your strategy be to tackle this challenge? Please provide a complete strategy,

campaign idea, campaign plan, media plan, execution, and measurement criteria to assess the initiative’s success. Be as detailed as possible and make any assumptions required, but be sure to mention any assumptions made clearly.

Task 3

10% of Brand A’s users are multi-vertical users ( i.e they use Brand A for food, groceries, pharmacy, etc.) You have to increase multi-vertical usage to drive higher frequency, and thereby increase the number of orders. Create a detailed workflow that explains campaigns/initiatives that you will implement to drive higher multi-vertical usage. Be as detailed as possible, and feel free to include any supporting information like a prototype of user flow/communication sent to the user. The workflow should include details of the campaigns/initiatives, spending, ROI, and incremental demand.

Task 4

You are launching a new area in a city (assume Abu Dhabi). Please share a detailed media plan for the launch of the new region along with expected impact and measurement criteria.

Task 5

Refer to the quantitative exercise to answer the following questions: (Please send across the excel sheet with calculations while submitting the assignment)

1. Refer to the tab – “GMV Exercise”:
   a. Calculate the weekly GMV for each restaurant and show us either using a

pivot table or a formulated table (GMV is Gross Merchandise Value or Revenue in simple terms, which is basically orders multiplied by average order value). You can find the Average order value in “tab 2”

1. Which Restaurant generated the highest GMV at the end of 6 months?
2. Which Restaurant saw the highest uplift in GMV from Jan to July?

1. Refer to the tab – “Discount Exercise”:

1. There is a 50% discount (capped at AED 30, meaning the maximum discount is only AED 30) running on this restaurant. What is the total discount value for these 500 orders?
2. If talabat is funding half of this, what is talabat’s share?