Swiggy Marketing strategy

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 S wiggy are Nandan Reddy , Sriharsha and Rahul J aimini 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. 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

15. Quick Delivery Wide range of restaurants Real-time tracking Trained delivery executives Efficient customer support No minimum order STRENGTHS WEAKNESS THREATS OPPORTUNITY 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

16. 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.

17. 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.