marketing strategy

2. About Swiggy:
Swiggy is a Bangalore based food tech start-up by three techies from the
IIT, IIM breed of entrepreneurs – Nandan Reddy, Rahul Jaimini and
Sriharsha Majety. Touted as one of the fastest growing businesses in this
sector, it was founded in December 2013 and is operational since August
2014. Currently operating in 8 cities across 1000 and growing
restaurants, it serves an average 30,000+ customers. Owing to its rapid
growth and popularity, Swiggy has attracted 100+ crore venture capital
investments, making it one of the rising start ups in food tech.

3. Objective:
Swiggy came into existence with the idea of the co-founders to provide an end to end
food service, right from order to delivery; all this from the comfort of one’s home. The
objective of the company is to disrupt the kitchen at home and make their delivery
service a viable option for an everyday food need. Rahul Jaimini, one of the three co-
founders sums up Swiggy’s objective as – ‘make kitchens obsolete’.

4. Social media strategy: :
• Swiggy’s marketing strategy includes both online and offline marketing campaigns, with the online
mirroring all the offline campaigns. It promotes its campaigns via Facebook, Twitter, Youtube,
Pinterest and Instagram. Some of its campaigns include #Secondtomom, #DiwaliGhayAayi,
#SingwithSwiggy, Know your food series of pictures and food walks in a local area. The
company builds its brand awareness and connects with its audience through these channels. Their
facebook page is quite active with regular updates, averaging to one post a day. The posts are eye
catching, flavoured with humour and good quality creatives. The face book audience of Swiggy is
clost of 70k fans. The posts garner active engagement, with week on week increase in the number
of likes.
• Videos from the company are very innovative too. Some of the popular ones are Swiggy goes
international and Diwali Ghar Aayi along with a host of video interviews of co-founders and staff.
A special mention needs to be made for the innovative idea of #DiwaliGharAayi campaign for the
concept, but more so for its popularity; the video went viral with close to 60K views. Along with
popularity in its customers, the company has caught the attention of a bigger audience through AIB
– Bars and Restaurants video with a whopping 27 lakh likes. The message, loud and clear says that
Swiggy delivers faster than the local restaurant uncle – a definite bait for an urban foodie.
Their April fools prank video of going international has caught more than 10k likes and definitely
got some people praying for it to be true.

5. SEO:

8. Growth hacking tool:
LEVERAGE THIRD-PARTY PLATFORMS
• Find websites, blogs, directories, apps etc that already have an audience you want like Airbnb did by creating
an auto posting option for Craig’s List. It may even be as simple as signing up for the right communities in
your niche.
• Deals are the key to hacking your startup’s growth. A lot of examples are present in the current market which
you can use an example to learn this technique.

9. Marketing ideas:
1. Traditional marketing, like pamphlets and hoardings. Posters are stuck in the
buildings where they serve. Partner restaurants will have pamplets available at the
counter which the customers can take with them. Partnering with already popular
restaurants helps their cause.
2. Online discount coupons. They regularly have coupons for special occasions, or
for certain days wherein they have 1+1 offers or a certain % discount.
3. Making people download their app with special features or exclusive discounts.
4. Cash on delivery. (And discount coupons made available on COD; only Faasos
does this at the moment as it is much more feasible for them)