What is the marketing strategy for Swiggy

Marketing Swiggy

ABHISHEK RANKA
Marketing plan AAFREEN TALAT
MARIAM ASIF
ADIBA AFTAB
Title and Content Layout with List

▪ Add your first bullet point here


Swiggy is a food ordering and delivery
▪ Add your second bullet point here company based out of Bangalore, India.

▪ Add your third bullet point here Swiggy was inspired by the thought of
providing a complete food ordering and
delivery solution from the best
neighborhood restaurants to the
urban foodie.
EXECUTIVESUMMARY

▪ Swiggy is a food ordering and


delivery company
▪ Asingle window for ordering
from a wide range of
restaurants
▪ Exclusive fleet of delivery
personnel to pickup orders
from restaurants and deliver it
to customers
• Quick Delivery • Location based restaurant
• Good brand image finder
• Trained delivery personnel’s • Marketing, brand awareness
• Responsive customer support • Delivery charges for orders
• Wide range of restaurants below Rs250
offered • Menu and App price difference

• Pioneer in food delivery • Unstable and low customer base


business • Increasing health consciousness
• Growing market • Increasing potential competitions
• Increasing market share • Laws and government regulations
• Minimal competition
• Lack of market leader
GOALS

▪ To revolutionize the restaurant-takeaway-delivery business in India


▪ Reliability and consistency in service
▪ Evolve as a leading marketplace
▪ Increase market share
▪ Increase brand building and marketing campaigns
▪ Achieve more than break even in the existing cities
▪ Expand to six new cities in the next one year
Competitors Collaborators Customers
• Foodpanda All the • -Age 20-30
restaurants - college
listed in theApp Students
• Zomato
- Working
Private fleet professionals
• TastyKhana
- e-commerce
Third party savvy
communication -Away from
channels home crowd
Company - business model

Key business units

- Operations
- marketing
- Fleet management team
- Customer care team
- Analytics and market research team
CONTEXT

- Flocking population to metro cities


- IT professionals
- Easy food, efficient time goals
- Need of the hour for many
- Busy life, socioeconomic factors
- Market relevance
Value proposition

▪ Time efficiency, the need of the hour.


▪ A service which is desired by many.
▪ A single window for ordering.
▪ No delivery charge if the order exceeds Rs250.
▪ Quick delivery and responsive customer care
▪ Collaborators - are handsomely paid + incentives
▪ Company - positioning - market niche
TACTICS
TACTICS

▪ Product - Food delivery app, Lightning quick delivery, hassle free,


different modes of payment
▪ Service - Delivers food from among the listed restaurants, COD
available, timesaving.
▪ Brand - Swiggy + logo - premium, out of the box design,
aggressiveness portraying company policy.
▪ The urban dictionary throws the meaning of the word 'swiggy' as
something unbelievably legitand real.
▪ Slogan: When you are hungry, think of us!
TACTICS

▪ Price –Orders below Rs250 will attract an additional delivery


charge of Rs30.
▪ Orders above 250 will not attract any delivery charges
▪ If the order was placed during the time of an unfavorable climate,
an additional fee of Rs20-30 shall be levied. Eg: Rain
▪ TheApp will be provided as a free version as well as a Premium
version
Free V / SPremium

▪ The free version of the app will provide basic services to the
consumer.
▪ The app can be downloaded from any of the app stores
▪ The premium version of the app could be upgraded to by paying Rs
2999
▪ This will guarantee an assured delivery time, enhanced and bigger
list of restaurants from other localities as well
▪ Unlimited amount of the aforementioned offer will be valid till
lifetime
INCENTIVES
• For customer - offers, referral money
• For collaborators - Incentives, bonus for
quick order preparation, a new platform
• For Company personnel bonuses
depending on their performance,
Celebratory bonus, Timely appraisal
• Swiggy + will have exclusive offers for the
premium members.
• There will be a mail list developed for the
above
Communication & Distribution

Communication channels: blog, social media, email list, advertisements, door to door area
specific marketing flyers.
Implementation

▪ Infrastructure -
An order will be placed first by the customer through our mobile app
-This order will be directed to one of the onsite delivery executive
-He will go to the restaurant and pick up the order by making a
virtual swiggy payment
- He picks up the food and delivers it to the customer
- Fleet team will be managed by the operations department
- Analyst department and their functions
- Rating system for customer as well as for the delivery executive
- 360 Degree appraisal system for office staff
Implementation

▪ Processes -
-Client management and market research team will engage with
potential collaborators and fix the deal.
-The business unit will be looked after by GM’s of various
departments
-under them, there are local managers> team players> Delivery
executive
-Finance, strategy, product management teams work in tandem to
introduce newer products
- Technology team - engineers will work on app based improvements
Implementation

▪ The communication channel will be completely established by July


last week, 2017
▪ The product management team will start working on the allotted
project by june22nd
▪ The technology team is already working on fixing the bugs in the app
▪ The HR team will conduct campus recruitment in colleges in
Bangalore in the coming quarter
▪ The marketing plan will be completely implemented by the end of
this financial year