study of these two brands

1. Global Marketing and E-commerce
Semester 06
Marketing Mix and OnlineVisual Merchandising

3. Done by:
Ananya Banerjee
Minni Rathi
Parth Anand
Rahul Singh
TanyaTathgir

4. Table of
Content

5. 01. Marketing Mix
PLACE
PRODUCT
PEOPLE
PROCESS
PRICE
PHYSICAL EVIDENCE
PROMOTIONS
02. Online Visual
Merchandising
APP FEATURES
WEB FEATURES
EXTRA FEATURES OFFERED
03. Search Engine
Optimization

7. 01. Marketing Mix
PLACE
PRODUCT
PEOPLE
PROCESS
PRICE
PHYSICAL EVIDENCE
PROMOTIONS

8. Place

9. Swiggy has spread its presence to few cities in India like Bengaluru,
Gurgaon, Pune, Chennai, Delhi, Hyderabad, Kolkata and Mumbai.
It has its headquarters base at Bengaluru in Karnataka and has
established its corporate offices at Hyderabad inTelangana and
Gurgaon in Haryana.
Despite being active in more than 760 cities, Uber does not have
too many offices due to the network nature of its business model.
Anyone can become a customer at any time, simply by download-
ing the Uber eats app.The five top countries where the ride-hailing
giant is the most active are US, Brazil, China, Mexico and India.

10. Product

11. Swiggy follows the aggregator model, where it collects
information about the cuisines and food provided with their
partnered restaurants and delivers them to the customer. The
company has estimated seven hundred and fifty restaurants on
its platform and receives nearly seventy thousand orders on a
monthly basis.
They follow the aggregator model, where it collects information
about the cuisines and food provided with their partnered
restaurants and delivers them to the customer on the go. Special
features include clear overview of pricing prior to ordering,
tracking orders on the map, cashless convenience and a curated
list of restaurants according to old orders.

12. People

13. Swiggy’s main target audience is the 18-35 demographic, which
has easy access to a smartphone, is fluent with using apps to get
services and looks towards online platforms to fulfil their daily
necessities.
This includes students who cannot cook on their own and working
professionals who face hunger pangs during office hours.
Uber Eats make use of their existing customer base from the uber
app.Their mainly target audience is the 18-35 demographic who
are on the go, which has easy access to a smartphone, is fluent
with using apps to get services and looks towards online platforms
to fulfil their daily necessities.

14. Process

15. It is a popular app that takes order for food delivery from listed restaurants on its
portal. Swiggy has set up a strong and widespread distribution network to offer
prompt and best results.
It has an exclusive fleet of personnel that includes services of nearly eight hundred
delivery people working on-field.They are involved in picking up orders from
selected restaurant and delivering it to customers. Delivery boys are equipped
with Swiggy App and smartphones that make tracking of a delivery throughout
routing algorithms easy. Swiggy has hired ShadowfaxTechnologies, a third-party
delivery company, for part-time distribution in Delhi and Bengaluru.
UberEats are involved in picking up orders from selected restaurants and
delivering it to customers. Delivery boys are equipped with Ubereats App and
smartphones that make tracking of a delivery throughout routing algorithms easy.
Swiggy has hired ShadowfaxTechnologies, a third-party delivery company, for
part-time distribution.

16. Price

17. Swiggy has an extensive workforce and this flexibility prompts it to allow its
customer a policy of no minimum order.This has increased its customer base to
a great deal. Swiggy was able to raise 2 million dollars in Series A funding from
Accel Partners and SAIF Partners.
During Series B it raised 16.5 million dollars funding from an undisclosed invest-
ment firm and NorwestVenture Partners.
Swiggy has tie-ups with restaurants that offer a minimum of 15% to 25% com-
mission and this has helped it in increasing its distributive channel and garnering
better revenues. It also charges a minimum delivery fee from its customer irre-
spective of a small or high amount order.
UberEats charges a flat delivery fee from its customers irrespective of the order
value. Ubereats has tie-ups with restaurants that offer a minimum of 15% to
40% commission and this has helped it in increasing its distributive channel and
garnering better revenues.

18. Physical evidence

19. The app on smartphone handsets becomes the physical evidence of
the user interface of the, also the packaging of the food and the deliv-
ery guy in the swiggy uniform is another evidence of the brand.

20. Promotions

21. Swiggy realises the importance of a good marketing strategy and has adopted
several plans to create further brand awareness. It relies heavily on word of
mouth and digital marketing.
Swiggy has adopted online marketing strategy and has taken help of social
media platforms likeTwitter, Facebook, Instagram,YouTube and Pinterest
via innovative and interesting ad campaigns like #SingWithSwiggy and
#DiiwaliGhayAayi.
Digital Marketing
Swiggy has 141k youtube subscribers.
Interesting ad campaigns like #SingWithSwiggy and #DiwaliGharAayi.
Its Facebook and instagram page is very popular and active as it offers regular
updates and encourages active participation. Swiggy has 197k followers on Ins-
tagram, 912k followers on Facebook and 79.8k followers onTwitter.

22. Facebook
What sets Swiggy apart from its competitors is their remarkable social
media campaign strategies. In the past, it has come up with brilliant
campaigns like #eatyourveggies, #earnyourcheatmeal & #superswiggy,
where they convey the notion of healthy eating in a humorous way by
using puns and witty one-liners.

23. Instagram
When they are not running campaigns, they use enticing food images on
Instagram.They also focus on relevant social issues and keep the follow-
ers engaged. All such things keep people hooked up to the page, increas-
es user engagement, and reduces the unfollow rate.

24. Twitter

25. Youtube
Swiggy also produces short videos and publishes them on youtube.These
videos are less than 30 seconds.Their content revolves around moments
in which Swiggy can be most helpful to its users and connect to everyone
from every social/ economic class.

26. E-mail
Swiggy has a very good email marketing strategy in place. It sends us-
ers a lot of coupon codes that give discounts.The subject lines are very
clickbaity.The visuals in the emails are also very enticing.
They also make use of current affairs and events to send humorous
emails. Such emails ensure that a high number of people open their
emails.These emails give various reasons to customers to order from
Swiggy.This is how successful email strategies must be thought of.

27. Paid ADs
They also run facebook ads to target users.These ads appear before their target
audience and give them another way to lead people onto their website or app.
Swiggy got 165K visits last month while running ads for 136 keywords which costs
them ₹5.4 M. Here is the ad which generated 77% of paid traffic for Swiggy:

28. Promotions

29. UberEats relies heavily on word of mouth publicity to gain market share. Its
initial expenses on advertising and promotional activities were very low.They
relied through referral marketing and convinced corporate clients into accepting
their free rides and services.They use social media to engage and relate with
customers.
Digital Marketing
Uber eats has 425k followers on Instagram, 2.7 m followers on Facebook, 191.7k
followers onTwitter and 135k followers on youtube.

30. Facebook
Their facebook page has campaigns that promote local businesses and also
at the same time keep up with trends like #dailypartonchallenge.
They also run facebook ads to target users.These ads appear before their tar-
get audience and give them another way to lead people onto their website
or app.They mention offers to attract more footfall to the website. Ubereats
also collabs with other food pages on facebook to attract traffic.

31. Instagram
Unlike swiggy, UberEats instagram is more food centric, showing peo-
ple the vast options of cuisines they can get.

35. 02. Online Visual
Merchandising
APP FEATURES
WEB FEATURES
EXTRA FEATURES OFFERED

36. APP FEATURES

37. Downloads

38. Swiggy is available on both App Store and Google Play.
Swiggy currently has about 1 million monthly app downloads.

39. UberEats is also available on both App Store and Google Play. It hit close
to 7.7 million installs in december 2019, becoming the most downloaded
food delivery app of the month worldwide.

40. Registration

41. Setting up an account on Swiggy is a very simplified process.To register,
Swiggy requires the phone number first and foremost. It requires a name
and email to complete the registration. Moreover, a referral code can also be
added while registering to avail exclusive offers.

42. Just like all other food delivery apps, UberEats requires a phone number
before proceeding to add details to the account. Customers can also sign
up UberEats using their Uber account

43. Landing Page

44. Swiggy with your mobile’s geo-location turned on Auto-detects the location and
shows the available restaurants nearby. Major CTA are shifted to the bottom nav-
igation panel which includes Explore, Cart and Account. Much like its website in-
terface it has offer listings on the top followed by favicons which shows various
categories that Swiggy really flaunts about. All the popups like ( rate you food here)
are generally displayed on the landing page.The app follows a strict color theme of
orange and white and involves the use of heavy graphic posters and illustrations.

45. UberEats also Auto-detects location and shows the available restaurants nearby.
Unlike Swiggy, UberEats has a very clean and minimal interface. The naviga-
tion bar is represented by line icons without use of heavy text anywhere on the
screen’s single fold. Have CTA like Home, Search, Save and My profile. As of now,
no dedicated slots are given in the app to display the special offers and categories
on the first fold of the home screen of the application.

46. Payment option

47. • Swiggy has partnered with Flipkart's arm PhonePe to enable a new
payment option for customers.
• Consumers can choose from various payment options such as Pho-
nePe wallet, unified payment interface (UPI) and pay for their food
orders seamlessly within the Swiggy app, the companies said in a
joint statement.
• As an introductory offer, users paying through PhonePe on the
Swiggy app can avail 25 per cent cashback up to Rs 100 on their first
order, and up to Rs 50 on their subsequent order during the offer
period.
• Swiggy'sVice President-Product, Anuj Rathi, said this partnership
with PhonePe gives our users many simplified payment options like
UPI and PhonePe wallet, that are fast, safe and cashless.
• Recently, Swiggy partnered with ICICI Bank to introduce UPI-based
payment facility for its delivery fleet.
Back when UberEats operated in India, it introduced the latest UPI
method along with the well acclaimed transfer of money source plat-
form- Paytm. Mastercard collaboration andVenmo abroad is also avail-
able followed by the option to pay cash on delivery.

48. Swiggy
Uber Eats

49. Search Bar

50. The search bar shows recent searches and restaurants.
Typing specific keywords Into the search bar brings results with the same
keywords minus any product description
Mobile App:The search option is visible at the banner below making it
easily visible.

51. Just like swiggy, typing specific keywords Into the search bar brings results with
the same keywords minus any product description.
Mobile App:The Search Bar is placed right below the address and stays on top of
the screen even after scrolling.

52. Offers on first orders

53. Swiggy is known for its numerous and frequent offers. Swiggy offers a
flat 50% off to its new users with a maximum savings cap at Rs 100.
The offer is available in only select cities.
UberEats offers its new users a flat 60% discount on first 3 orders
through any payment mode.There are no minimum order require-
ments and customers can save upto Rs. 100 for first 3 orders.

54. Filters

55. The homescreen has a carousel bar with tags. Users can sort through restau-
rants using this tab.This bar takes care of the general requirements of the
user.
Iconography helps the user to better understand the categories.
Further filters can be added to specify the cuisine and rating. Maximum sort-
ing is one through the filter menu and not the carousel bar.
Filters can be added in UberEats to get more personalised restaurant rec-
ommendations.These filters only do the sorting based general parameters
like rating and price.They have dietary filters to sort gluten free, vegan and
vegetarian options.
No iconography for different categories.The filter icon itself is not promi-
nent on the landing page

56. swiggy
uber eats

57. Tracking system
and experience

58. From the data analysis, it has been discovered that customers spend a lot of
time on the Swiggy app’s order tracking screen as they want to know how far
their delivery executive is and how soon they can expect their food.
In fact, it has also been discovered that customers come back to the order
tracking screen multiple times in the time span of 20 to 45 minutes (the ex-
pected delivery time) just to keep a tab on their order.
To reduce this anxiety, they made the order tracking screen accessible via a
special multi-window screen called Picture in Picture (PIP) mode.
Picture in Picture mode (available to all devices with versions of Android O
and higher) keeps users up to speed with their order status even when they
navigate to other apps or the home screen.With Picture in Picture mode, you
can multitask while you wait for your order to be delivered.
What exactly is Picture in Picture mode:-
Picture in Picture (or PIP) mode is a type of multi-window mode, where an
activity can be pinned as a floating window over other screens of the app.
How is Picture in Picture mode useful:-
After an order is placed, you may want to use your phone to check news,
social media or get some work done while you’re waiting for your order. PIP
mode helps you carry on with all your work without having to switch to the
Swiggy app to stay updated about your order.

59. Basically, UberEats makes ordering food easier - for you and for restaurants.
They team up with delivery partners who courier food from your favourite
restaurants directly to your door. All you have to do is download the app
and sign up. From there, you can search foods that are near to you by de-
livery time or by type of cuisine. In the mood for Lebanese food in the next
30 minutes? Or a burger and fries as soon as possible? UberEats has got you
covered.You enter your address, add any extra requests and it’s on its way to
you as quick as you can tap.
Scheduling an Order:
UberEats allows you to think ahead with pre-scheduled food deliveries that
come whenever you want them.Think of it as the most delicious type of meal
prep. Simply choose your order and go to checkout, and you’ll find a clock
icon that defaults to “ASAP.”You can change it to suit your schedule.
TrackingYour Order:
Finding out exactly when your food will arrive using theTrackYour Order fea-
ture on the UberEats app. It means that you get real-time updates from the
restaurant and courier. Simply go to your orders, tapTrack Order and you’ll
see a status update of either ‘being prepared’ or ‘with a delivery partner’. If
it’s with a delivery partner, you’ll see a map that shows the current location
of your food.You can also use this feature to contact your delivery partner
either by call or text.

60. Adding a Note: If you’ve got a special request for the restaurant, there’s space for
you to add it in your order.Whether you want to add an ingredient, subtract a sauce
or see if they’ll write a special message on it in icing, you can leave a note under the
Special Instructions box. Simply go to the food you want to order, and you’ll find it
along with your options, before you add your order to the basket.They don't guar-
antee any extras or amends will be possible, but they recommend that you try to be
as specific as you can in your notes to make it easier for the restaurant to understand
and fulfil your request.
Adding Promo Code :You can use promo codes on Uber Eats to access special offers
on various orders.The most recently added code on your account is automatically
applied to your order. If you have multiple promo codes and want to use a specific
one, you’ll need to add it last.You can simply remove any previous added codes and
re-add them if required.
Adding a Review Honest feedback helps keep the UberEats community going. After
you receive your order, you can leave a review with a quick and easy tap of the app.
Uber Eats uses the same five-star rating system as the Uber app, except with Uber
Eats, you can rate both your delivery partner and the restaurant you order from.You
can even be specific about the items you ordered, with a thumbs up or thumbs down
option for each one. All the reviews are anonymous but overall scores are delivered
to the restaurants so that they can use this information and feedback to improve
their food.
Giving aTip: After you’ve left your review, you also get the option to leave a tip for
your delivery partner.You can do this immediately after receiving your order, or for
up to seven days following.There are present options to make it as easy as possible,
so you can just pick the one you want, and it’ll be charged to your account.Tips are
entirely optional and not expected, but they can be nice ways to say an extra thank-
you to your delivery partner when they go above and beyond.

61. WEB FEATURES

62. Navigation bar

63. Both Swiggy and UberEats web interface follow the responsive guide-
lines with a dedicated full screen interface on the web.
Both show the preferences based upon the geolocation of the user.
Have a dedicated search panel allowing customers to further simplify
their experience with faster dedicated search results.
Swiggy is much widely appreciated for its customer helpdesk and this
is evident on their navigation panel with a dedicated help desk unlike
UberEats.
UberEats with its overseas access of costumers experience has added
on features on scheduling the orders to a specific time and also a de-
livery or pickup feature which Swiggy is yet to have.

64. Landing Page

65. Swiggy focuses a lot on engagement with their visual offer banners. Not only
do they have beautiful graphics but also dedicated categories under which the
restaurants are listed further.
UberEats doesn’t have specific listings for categories like that of Swiggy but focus-
es upon displaying restaurant details who are providing individual special offers.

66. Restaurant Listings Grid

67. At 100% view on the website, swiggy displays 4 restaurants grid in
a row with infinite scroll. Information includes Restaurant’s name,
popular servings, Ratings, average delivery time, and optional offers
on the bottom if any.

68. At 100% view on the website,UberEats displays a proportionally larger
view with 3 restaurants grid in a row with infinite scroll. Information
includes Restaurant’s name, popular servings, Ratings, average deliv-
ery time and the delivery fee.

69. Restaurant page
listed on Swiggy

70. All the necessary requirements for the customers are provided on
the top label of any restaurant’s dedicated webpage ( here Mc-
Donald’s) .
Details provided - Restaurant name, food chain category, Ratings,
timings,estimate delivery time and the average cost per person.
*Have a dedicated space for the offers to show up for the ease of
customers looking for something specific.

71. Same as that of Swiggy with the same information feeding. Basic
difference is just that in UberEats the profile transitions to the
cover with no dedicated offer section.

72. Menu display

73. No tile display with images like that of UberEats.

74. UberEats really puts in a lot of visible efforts to display every food item with images listed
in a tile grid spread over the page with the price.
Categories are spread across the top in horizontal bar
*Notice the calorie value listed for some healthy eating suggestions.

75. Account dashboard

76. • Swiggy offers a crisp interface with Profile bar, activity section,
past orders and title bar showcasing offers, search bar, help and
cart menu.
• Swiggy displays the number and signed in mail id in profile section
• Past orders provide all major info like time, restaurant name, price
and gives options to reorder and give feedback to the order and
delivery executive.
• Activity section includes Super ( prime membership) , manage
address section, favourites and Payments

77. (no info available)

79. 03. Search Engine
Optimization

80. SEO aims to attract an audience, organic traffic becomes the most important
metric to measure SEO success.
The above data shows that Swiggy’s OrganicTraffic is 4.6 million visits per
month. On the other hand, Uber Eats is getting only 1.7 million visits per month.
So, we can conclude that Swiggy’s SEO is better than Uber Eats’.

81. Swiggy has a response time of2.5 tp 5 seconds and a small user friendly file size of
33kb.
The website is optimised for different interfaces i.e phone since it uses media query
technique, which is the base for responsive design functionalities.
The home page of Swiggy website has an appropriate meta title which includes their
main keywords like ‘food’, ‘online’, ‘food delivery’, ‘order’, and restaurants near you’.
They have a good meta description that includes the names of the popular cities that
they operate in as well as their most popular restaurant partners.

82. They have no broken links on their website. Swiggy has made a lot of
efforts to ensure that their webpages are search engine friendly.

83. International data
Ubereats has a response time of 0.52 second and a small user friendly file size of
78.kb.
The homepage of Ubereats website has an appropriate meta title and description
which includes their main keywords like ‘order online’, ‘takeout’ ‘food delivery’,
‘order’, ‘lunch’ and ‘restaurants’.
The website is optimised for different interfaces i.e phone.

84. They use important keywords like ‘uber’, ‘eat’, ‘deliver’ and ‘food’ to increase search results
The Ubereats page has a very high organic and a healthy paid search traffic.

85. UberEats had 23.1m visits in march 2020 (13.42% increase) and a bounce rate of 53.32% (-1.22%).
Traffic

87. Bibliography
https://blog.prototypr.io/ubereats-ux-case-study-to-improve-user-search-experi-
ence-highlight-an-unused-feature-314d124cc955
https://fourweekmba.com/uber-eats-business-model/
https://www.businesstoday.in/buzztop/buzztop-corporate/zomato-uber-eats-deal-
swiggy-to-still-remain-leader-in-food-delivery/story/394254.html
https://medium.com/@LoganTjm/ubereats-vs-deliveroo-which-app-has-the-best-
user-experience-8fc41a7f830a