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Swiggy Marketing strategy
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- 2. About Swiggy Swiggystarted in Aug 2014. It’s headquater is in Bangalore. Co-founder of Swiggy are Nandan Reddy, Sriharsha and Rahul Jaimini Swiggy is a restaurants aggregator and food delivery service.
- 3. • Swiggy providesan 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 • Commissionfrom Restaurants • Delivery charges from customer • In-app promotions of Restaurants
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- 6. Delivery charges fromcustomer
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- 8. Competitors • Zomato • Foodpanda •UberEats • Innerchef
- 9. Competitive Advantage • Ithas 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 demographicsegmentation targets its customers on the following parameters: Age Culture Income •Behavioral segmentation •Loyalty Status
- 11. Targeting • Target groupof 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 positionedas 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 isexplained 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. RESEARCH AND STRATEGY SUPPORTACTIVITIES PRIMARYACTIVITIES MARKETING DEPARTMENT HR DEPARTMENT IT AND ANALYTICS PATNERING WITH EATRIES AND RETAIL SHOPS HIRING DELIVERY PROVIDERS AND SUPPLIERS MANAGING THE DELIVERY SERVICES MANAGING THE PAYMENT PROCESS REALTIME, ONLINE SUPPORT VALUE CHAIN OF SWIGGY
- 15. Marketing Mix Product Price Promotion Place Hassle FreeDelivery 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
- 16. • Quick Delivery •Wide range of restaurants • Real-time tracking • Trained delivery executives • Efficient customer support • No minimum order STRENGTHS WEAKNESS THREATSOPPORTUNITY • 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
- 17. 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.
- 18. 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.