1.Swiggy 2.product line and target 3. Business models 4. Delivery options 5. Promotions 6.Logistics 7. Salary of delivery boy 8.Customer Relationship Management 9.Competitors 10. Market position

1. SWIGGY

2. INTRODUCTION
 "Swiggy is a food ordering and delivery company based out of Bangalore, India.
 Founded in 2014 by 1. Rahul Jaimini 2. Sriharsha Majety 3. Nandan Reddy
 TAGLINE: When you are hungry, think of us!
 Swiggy Journey:
It began with 6 delivery executives and 25 restaurants on its platform. In the time
of 3 years, it has scaled up with over 6,000 delivery executives across India in more than
8 cities like Delhi-NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, and Pune.

3. PRODUCT LINE & TARGET
CUSTOMERS
 PRODUCT LINE : FOOD
i. Variety of foods.
ii. More than 50 various cuisines.
 TARGET CUSTOMERS:
i. Anyone who has a knowledge to use Internet & mobile phones.
ii. 20-40 years

4. BUSINESS MODELS
BUSINESS TO CUSTOMERS (B2C)
 The cost of serving customer in
restaurant(greater) and commission paid
to swiggy( lesser) is making a great deal.
 A typical restaurant in metro city can
serve max 50–60 customers at a time.
 Swiggy’s business model is not only
sustainable but also scalable

5. DELIVERY OPTIONS
 Swiggy operates with a fleet of over 20,000 delivery persons delivering food from over 25,000
restaurants across 12 cities.
 The digital payment system methods will also help in preventing cash leakages.
 Swiggy aims to “change the way India eats” and is currently operational in cities like New Delhi,
Gurugram, Mumbai, Pune, Kolkata, Bengaluru, Hyderabad and Chennai among a few others.
 The Delivery options for Swiggy is processed after the order is confirmed by the Restaurant.A
delivery executive will be assigned. You can also find his name and mobile number.
 One of the best feature is that It has live order tracking.
 The company doesn’t provide bike and fuel. It is the responsibility of the delivery guy to get his
own bike and fuel. They would be hired only if they own a bike.
 The delivery guy earns approximately 25000-30000/month.

6. PROMOTIONS
 Banner promotions – Swiggy recently started with Banner promotions,taking a leaf out of
Zomato and Foodpanda’s books.
 Restaurants are promoted and displayed in Marquee style in their app and website pertaining
to regions.
 Swiggy has become a very reputed brand in just 4 years not just because of their exceptional
services but also because of their excellent social media marketing strategy.
 Considering their past social campaigns such as #eatyourveggies,
 #eatyourcheatmeal ,#superswiggy and few others where they convey the notion of healthy
eating in a humorous way by using puns and witty one-liners.

7. • In recent times,Swiggy ran a big campaign around IPL- Swiggy ran a big
campaign around IPL- Swiggy Premier League and used print campaigns to
reach out to the people.
• Due to this it saw 23% increase in the new user order and 19% increase in the
overall orders during the season.
• It has also tied up with Emojifi and created unique stickers called Foodiemojis
exclusively for Swiggy .
• It promotes its campaign via Facebook , Twitter , Youtube , Pinterest and
Instagram.
• Their promotions aimed at improving visibility for clients.

8. LOGISTICS
 Swiggy has started hiring third-party logistics partners for delivery as the company
struggles to scale its business, said four people aware of the development.
 A swiggy spoken person said that orders serviced through external logistics firms
currently make up less than 1% of the overall volume.
 Swiggy did not confirm the names of the logistics partners.
 Swiggy does not have the entire delivery fleet on a fixed pay basis.
 The company has now roped in Shadowfax Technologies Pvt. Ltd to deliver some of
its orders in Bengaluru and Delhi.
 Swiggy also held talks with Mumbai-headquartered Grab a Grub Services Pvt. Ltd,
but the talks were unsuccessful

9. SALARY OF DELIVERY BOY
 45/ delivery + 30/hour + 200 bonus if they work 8 hours in a day + 50 bonus if
they work 5 hours at a stretch.
 So, on a typical day if a guy works for 8 hours - 5 hours + 3 hours .. Then he
would earn :
 8*30 + 200 + 50 + (no.of deliveries) * 45 = 490 + X
 X being the amount earned from deliveries. If his average delivery rate is 10
orders/day (minimal-worst case scenario) then he would get 450 .
 So minimum earning is 490+450 = 940/day
 940*30 = 28200/ month

10. CRM (CUSTOMER RELATIONSHIP
MANAGEMENT
 Swiggy’s responses certainly seem conversational and non-scripted.
 Swiggy has a centralized customer care handle and thus has uniformity in all
their responses. A majority of Swiggy’s responses are error free and quick.
 Swiggy is very apologetic for delays and inconvenience caused in the first level
response. Nevertheless, they manage to resolve the query on the same channel.
 Having a response rate of 84%, Swiggy sits at the top in comparison with it's
competitors ( zomato, food panda etc).
 Swiggy seems to maintain a good response time 11 minutes.

11.  If you cancel your order after it has been confirmed, Swiggy shall have a right to
charge you cancellation fee of a minimum INR 75 upto the order value, with a
right to either not to refund the order value or recover from your subsequent
order, the complete/ deficit cancellation fee, as applicable, to compensate our
restaurant and delivery partners.
 If the order isn't delivered under promised time and the restaurant is 'swiggy
assured' you are eligible to get full refund. If not you can still ask them and they
shall refund atleast the delivery charges.

12. COMPETITORS:
 Zomato
 Food Panda
 Uber eats
 Tinyowl
 Just eat
 Faasos

13. MARKET POSITIONS