Battle of the Brands: Dunzo vs Postmates

One of the businesses that has started to do exceedingly well during the lockdown is Dunzo. It always helps to have someone at hand to send things or get things from your favourite stores – someone who will follow process and respect all the hygienic standards that are necessary so you don’t have to worry about it. Dunzo fills that gap in the market and Covid – though we aren’t officially in a lockdown anymore- has really helped this business model thrive. So we thought, let’s take a look at Dunzo and Postmates – another, very similar business.

 

Talkwalker, a social media analytics company, based in Luxembourg, provides information on the using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data. 

 

1. Mentions: 

 

 

Postmates is a large brand globally, but for the purpose of this piece, we’re looking at data from India over the last three months. Postmates has a big peak in June – this is because the peak coincides with the period in which Uber acquired this platform. They were all over the media and press. Dunzo however has seen a more consistent number of mentions. One of the reasons for this is the huge number of services that Dunzo has managed to fulfil during the lockdown. There are mentions of products being available on Dunzo, Fraazo and even, competition from Flipkart. Dunzo has arrived.

 

2. Demographics: 

 

It’s important to keep an eye on who the brand chatter is coming from. Interestingly, the demographic data – especially in terms of gender- is very similar for both brands. Just over two-thirds of the mentions for both brands come from the male demographic and just under one-third comes from the female demographic. Gen Z seems to have a greater affinity for Postmates than for Dunzo, but of course, as is the norm, the lion’s share of mentions come from millennials for both of the brands.

 

3. Themes:

 

 

Apart from the mentions and the demographic data, it’s important to look at the themes and the actual content of the conversation. For Dunzo, we see a lot of themes. Mainly to do with services that they provide in India and their competitors (Zomato, Swiggy). Another prominent theme – unsurprisingly – is delivery. For Postmates, people are talking about pretty much similar things, however the Uber acquisition plays a central role.

 

4. Image Insights:

 

 

For both brands, visuals seem to be central. But Postmates have an edge when it comes to video content. Additionally, most of the content from Postmates seem to come from indoors. In the case of Dunzo, there is a higher monopoly of images as compared to video and there also seems to be a more even indoor-outdoor split.