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360° Guide to the Marketing Strategy of Wow Momo – with Campaigns & STP Analysis

Updated on: Nov 3, 2022
marketing strategy of wow momo - featured image

In our previous article, we learned in detail about the marketing strategy of a really fascinating brand, Mcdonald’s. In this article, we are going to elaborate on the marketing strategy of Wow Momos- a Famous Indian Fast Food Restaurant Chain.

Wow! Momo, India’s fastest-growing momo chain, was founded in 2008 by classmates Sagar Daryani and Binod Kumar Homagai, who sold steamed momos from a 6 by 6 kiosk in Springdale Spencer. In Kolkata, West Bengal, India, The Food Company began in a garage.

The objective is to help you gain insights into Wow Momo’s inspiring story. Wow, Momos, the popular food chain, was founded in a garage and has over 200 locations. Read the inspirational story of two young founders.

Marketing is an essential component of a business that may make or break it. As users migrate to the digital realm, marketing has followed them.

If you’re interested in cutting-edge digital marketing, you should definitely check out Karan Shah, our CEO, and Founder of IIDE’s MasterClass on Digital Marketing 101.

We will fully cover our marketing strategy for Wow Momo in this blog.

Let us begin our deep dive by learning about the company’s history, target audience, and digital presence. Inquiry – Business Overview Wow Momo was started by Binod Kumar Homagai and Sagar Jagdish Daryani in Kolkata.

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About Wow Momo

marketing strtaegy of wow momo - logo

Source – Wikimedia commons

Sagar Jagdish Daryani and Binod Kumar Homagai from Kolkata began Wow Momo. They drew their motivation from their affection for momos and longed to begin a Momo business.

Sagar’s parents initially invested INR 30,000; the founders started their venture with this money. They began by hiring two cooks on a part-time basis to work in a 200-square-foot kitchen with one table and low compensation.

The foundation for their budding firm was the local grocery store, which supplied them with raw supplies on credit.

Headquartered in Kolkata, today WOW! Momo is a chain of fast food restaurants specializing in different varieties of momos.

The initial stores were kiosks inside hypermarkets of Big Bazaar and Spencer’s in Kolkata, which paved the way for opening food outlets in malls, tech parks, and other commercial locations.

WOW! Momo is now available in Mumbai, Delhi, Noida, Gurgaon, Bengaluru, Chennai, Lucknow, Kochi, Bhubaneswar, Cuttack, Puri, and Kanpur, in addition to Kolkata.

With a recent Company valuation of over INR 450 crores and the journey from small kiosks in Kolkata to India’s largest homegrown Quick Service Restaurant Chain.

Today Wow! Momo is India’s largest chain of Momos both in terms of Volumes & Turnover with over 200 Outlets across 13 cities.

Sagar is an enthusiast who is pretty passionate about brand building. He fantasizes about an India where everyone is employed.

The company currently employs over 1800 people, with about 100 being especially capable or coming from various NGOs with which the company has partnered.

Wow, under his leadership! Momo has received numerous honours and awards, including the National Entrepreneurship Award 2016 from the Ministry of Skills Development and Entrepreneurship, Govt. Of India, and The Images Most Admired Indian Origin.

The brand, under his leadership, aspires to be the Mcdonald’s of India and aims to become one of the World’s fastest-growing QSR Chains, thereby creating employment & adding value to the economy & society as a whole.

With a focus on expanding and improving its customer base and service, a 1000 Wow! Momo stores are a distinct possibility in the near future.

Quick Stats:

CEOSagar J. Daryani
CMOL Muralikrishnan
Area servedKolkata, Noida, Gurgaon, Mumbai, Chennai, Lucknow, Delhi, Bengaluru, Cuttack, Puri, Kochi, Bhubaneswar, and Kanpur
IndustryFast Food Chain Industry
Revenue₹450 Crores
(FY 2023 (est))
VisionOur mission is to make Wow! Momo is the food of all times and creates a niche market for the masses. We want to be India’s McDonald’s and expand globally. Our goal is to become one of the world’s fastest-growing QSR Chains, creating jobs and contributing to the economy and society as a whole.
Tagline

 

Marketing Strategy Of Wow Momo:

Let’s start with the segmentation, targeting and positioning of wow momo –

Segmentation, Targeting, and Positioning

SEGMENTATION:

The cost proposition of Wow! Momo displays in its special product of various momos that are a mixture of pleasure, flavour, and unique varieties. Nowadays, they offer 12 unique flavours of momos in 3 varieties i.e. steamed, fried, and pan-fried momos.

Also, flour versions are more often than not white and brown. Their exceptional candy or highly spiced sauces are being used to fry these momos to give Indian flavour.

Moreover, they have different types like Momo chats, Tandoori momos, baked momos, and Momo Burgers below the call MoBurg. Also, the brand contains a special ‘Chocolate momo’ dessert on its menu.

The organization additionally celebrated occasions like Independence Day and Republic Day by serving tricoloured sauce, and staff wore conventional outfits. During celebrations like Holi, Diwali, Eid, and Durga Puja,29 Wow! Momo made new logos for extraordinary events.

TARGETING:

The target customer base of Wow! Momos are both Gen-Z and Gen-Y because they are popular among both generations.

The majority of their customers are Gen-Y. i.e. students and working professionals. They cater to the needs of both vegetarian and non-vegetarian customers.

The organization conceived that momos would be made accessible for breakfast, lunch, and supper and for all ages.

An assortment of menu choices was accessible to all clients. One senior supervisor remarked, “Insight is significant. In the event that we stay open for just lunch and supper, we miss out on clients since we can’t serve them all around then.”

Wow! Momo worked with schools and universities and gave entry-level positions.

POSITIONING:

Wow momo has positioned itself as one of the fast-growing fast-food chains and the first option when craving moms among the indian audience.

Marketing Campaigns

1. In the initial phase, Wow! Momo had chosen a yellow colour for the Kiosk for promotions and to organize marketing campaigns. Their marketing campaign used to be product-oriented.

Due to a shortage of finances for leaflet printing, both entrepreneurs of the brand used to sell samples of their momos in a tray by wearing Wow mom t-shirts. 

This idea of branding and marketing worked well and clicked with customers. As a result, their sale which was Rs. 2200 on the first day went up to Rs. 53000 at the end of the first month.

 

2. During the holiday seasons, Momo has also engaged in guerilla marketing.

Rahman was aware of large corporations employing this strategy, reporting that “for example, at the Puri Jagannath Temple festival of Ratha Yatra,28 Vodafone spent approximately 45 million in advertising.”

When Wow! Momo first debuted in Puri, the company spent between $120,000 and $150,000 on 200 massive yellow umbrellas imprinted with the Wow! Momo logo for beach vendors.

Fifty promoters got trash on the oceanfront wearing organization T-shirts and utilized organization containers set apart with a half-circle notice that showed the Wow! Momo brand.

 

3. Another creative marketing strategy is Wow! Momo gathered data on the blood types of its clients.

In response to the need for blood in our country, Rahman said, “We maintain information regarding the blood group of our customers.

Customers are encouraged to get in touch with us if they need blood, especially if they belong to a rare blood type like O negative or AB negative.

Additionally, we ask customers for consent before calling them in case we need blood.

Social Media Marketing

  • Facebook: 649,346 Followers
  • Instagram: 93.4k Followers
  • LinkedIn: 17.3k Followers
  • Twitter: 2789 Followers

Wow Momo has the most followers on Facebook with the largest community and the most reviews by customers.

SEO Strategies

marketing strategy of wow momo - ubersuggest seo screenshot

Source – Ubersuggest

As per SEO analysis, organic keywords below 500 are bad, more than 1000 are good and more than 10,000 is amazing. If the monthly visits are around 20,000+ then it is considered amazing.

As you can see there are 0 organic keywords and traffic which means it has bas seo strategy. Either people are not aware enough of the website or wow momo is not active in making the website optimised for the audience.

Influencer Marketing

The brand doesn’t have any influencer marketing strategy right now but Influencers have the ability to make your brand appealing with their creative and engaging content strategies.

Influencers’ regular posts, reviews, stories, and videos will bring your brand the attention it requires. Instagram influencers are extremely important for influencer campaigns.

E-commerce Strategies

Wow! Momos use platforms like Zomato, Swiggy and etc. also to deliver the food to the customers. Customers can then use this information to determine whether the restaurant is a nice place to eat.

Reviews support business growth and consumer interaction. It helps to rectify any issues the customers face with quality, service, etc.

Mobile Apps

Wow momo doesn’t have any mobile apps of their own but they do sell on other 3rd party platforms which have their own mobile app. like Zomato and Swiggy.

Marketing initiatives assist businesses in notifying both existing and potential clients about new goods and services.

Mobile applications boost marketing and promotional efforts since they require an active installation effort on the part of potential buyers. In other words, apps bring valuable leads into the marketing reach of a company.

Content Marketing Strategies

Wow! Momo is an innovative brand. Be its products or promotion of products, the brand always experiments with innovative ideas.

Wow! Momo was introduced on wheels in Metros stations and further expanded to different happening areas like the open area of malls, Corporate tech parks.

Further, Wow! Momo Food bus or Truck was launched in an Amusement park, Nicco park in Kolkata. Also, similar formats were introduced in Bangalore in Tech parks.

It was difficult to launch Wow! Momo Kiosks at Airport due to smoke emission. So the brand came up with the Mango Momo dessert. It was a combo of Alphonso Mango pulp which was used as a momo stuffing and poured Mango syrup as an add-on flavour.

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Conclusion – What’s unique about the marketing strategy of Wow Momo?

The company that most exemplified the value of taking risks was Wow Momos. The business owners abandoned their position and took a huge risk. Instead, they developed a brand-new business, and the rest is history.

This organization is the result of incredibly challenging work and versatility. The two business visionaries really buckled down for the outcome of Wow! Momo.

They began with a thought and that thought has spread all around the country. Their commitment to work and enthusiasm for their point has set a model for other people. Their prosperity mantra lies in consistent item development.

At the point when the two business people of the brand began the business, they didn’t contemplate disappointments. Their focus was on being successful.

Therefore, it is crucial for you to continue to believe in the idea and your company’s success as an entrepreneur.

The company has demonstrated that anyone can achieve success, even with little starting capital, through creativity, perseverance, and faith.

As we understood that digital marketing has become an integrated part of any business to showcase themself to their audience.

If you are keen to learn such amazing digital marking skills then do go through IIDE’s Online Digital Marketing Course.

And if you liked this case study and want to read more such insightful case studies about the companies check IIDE’s Knowledge portal.

Thank you for reading this case study till the end. We will appreciate and welcome all your views and recommendations in the comment section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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