This presentation talks about the present and suggested marketing strategies for Swiggy

1. GROUP 3

2. About Swiggy
 Swiggy started in Aug 2014.
 It’s headquater is in Bangalore.
 Co-founder of Swiggy are Nandan Reddy, Sriharsha and Rahul
Jaimini
 Swiggy is a restaurants aggregator and food delivery service.

3. • Swiggy provides an online platform for ordering from a wide range of
listed neighbourhood partner restaurants and have their own fleet of
delivery personnel who pick up the orders from the partner restaurants
and deliver it to the customers at their doorsteps.

4. Revenue Model
• Commission from Restaurants
• Delivery charges from customer
• In-app promotions of Restaurants

5. Commission from Restaurants

6. Delivery charges from customer

7. Promotions of Restaurants
Featured
Service

8. Competitors
• Zomato
• Foodpanda
• UberEats
• Innerchef

9. Competitive Advantage
• It has its own fleet of delivery boys who are well trained.
• No minimum order policy.
• Faster and timely delivery
• Greater geographical reach.
• Brand Equity

10. Segmentation
•Swiggy under demographic segmentation targets its customers
on the following parameters:
 Age
 Culture
 Income
•Behavioral segmentation
•Loyalty Status

11. Targeting
• Target group of Swiggy is made up of go-getters with a zeal for
life.
• The targeting groups are:
 College students
 Working professionals
 E-commerce savvy
 People who are living away from family

12. Positioning
•It is positioned as a lightning fast food delivery service
• Present Ad proposition- Swiggy karo, phir jo chahe Karo!, offers a glance at
the Indian families of today, where consumers are increasingly investing in
sharing new experiences with family members while turning to the convenience
of ordering online for food through Swiggy.
•It has the motto that “no customers go hungry” and helps customers connect
with their favorite restaurants with a click of the button.

13. Positioning
The positioning is explained by POD and POP of Swiggy compared to its
competitors
•Points of Parity(POP)
Similar services available
Shared restaurant listing by competitors
Unstable market base
•Points of Difference(POD):
Quicker delivery time
No Minimum order
Restaurant Matrix for Quality maintenance
Easier and efficient post purchase sales

14. RESEARCH AND STRATEGY
SUPPORTACTIVITIES
PRIMARY ACTIVITIES
MARKETING DEPARTMENT
HR DEPARTMENT
IT AND ANALYTICS
PATNERING
WITH
EATRIES
AND RETAIL
SHOPS
HIRING DELIVERY
PROVIDERS AND
SUPPLIERS
MANAGING
THE DELIVERY
SERVICES
MANAGING
THE PAYMENT
PROCESS
REALTIME,
ONLINE
SUPPORT
VALUE CHAIN OF SWIGGY

15. Marketing Mix
Product
Price
Promotion
Place
Hassle Free Delivery
On-time 24x7 delivery
Real-time tracking
Return provisions
Customer support
COD
Wide range of price options
No minimum order
Minimal Delivery Fee
Word of Mouth
Online Platforms
TVCs
Print Ads
Radio Ads
Swiggy stickers on food packages
Tier 1 and Tier 2 cities

16. • Quick Delivery
• Wide range of restaurants
• Real-time tracking
• Trained delivery executives
• Efficient customer support
• No minimum order
STRENGTHS WEAKNESS
THREATSOPPORTUNITY
• Explicit delivery charges on certain
orders.
• Complete internet dependency
• Increasing health consciousness in
consumers
• Government rules
• Competitors
• Expanding in Tier 2 and 3 cities
• Diversifying delivery function

17. Present Marketing strategy
• Targets people who have disposable income and prefer ordering instead of
cooking at home
• Delivery time efficiency
• A single window for ordering with efficient customer service
• Mass market campaigns- online, TV, Print, radio.
• SEO
• Social Media Marketing
• Email Marketing
– Cashbacks and offers provided to attract more customers.

18. Future Marketing Strategy
• Retaining the old customer by providing specific benefits based on
purchasing patterns.
• Acquiring new markets in Tier 2 and 3 cities.
• Funding new restaurant/promote cloud kitchens.
• Diversifying the delivery network and exploring the capabilities of the
service.