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Swiggy+Case+Study+-+Solution+Template+(1).pptx
1.
Swiggy Case Study
— Assignment © All rights reserved upGrad | MICA - Digital Branding & Full Name of Group Members: Mohit Tandon,
2.
© All rights
reserved Primary Audience People under 30, who aren’t likely to cook or know how to cook themselves, most likely living away from their family/home city, and probably want to try new cuisines, but are starved for time. They are likely to order most frequently. Swiggy’s objective for the primary group is to increase purchases. upGrad | MICA - Digital Branding &
3.
© All rights
reserved 2 Guy is living alone away from his family. After a long and tiring day he feels like having good hot food. He watched videos and goes to kitchen seeing that he does not have even half of the ingredients at his home. He suddenly thinks that kaun banaega yar, chal swiggy karte h na yar and orders food from swiggy. Use Case for the Primary Audience 1 upGrad | MICA - Digital Branding &
4.
© All rights
reserved 2 <This is the campaign tagline or the key message from the brand. Think of ideas, themes or appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of the content already created by Swiggy.> <Specially in Winters ) Kaun bnaegga, chal swiggy karte h na yar! Creative Content Message for the Primary Audience 2 upGrad | MICA - Digital Branding &
5.
© All rights
reserved 2 Channel 1: Social Media (Facebook, Instagram, YouTube) Reason The primary users belong to the under 30 agae category, social media like Instagram, YouTube and Facebook are most widely used by this audience by spending hours consuming content on social platforms and reaching out to them on these platforms will be more beneficial as far as results are concerned. Channel 2: App NOTIFICATIONS Reason: Since this target audience is already using swiggy and our objective is to increase the purchase, the notifications sent before lunch time or dinner time can create more intent to finish the starvation and therefore increase purchase among our audience. Channels for Primary Audience 3 upGrad | MICA - Digital Branding &
6.
© All rights
reserved Secondary Audience The secondary target audience for Swiggy isn’t restricted to a particular age group, gender, city, or social class. They would mostly comprise families, older couples, and friends’/colleagues’ groups. The brand’s objective for the secondary group is to increase the level of their consideration. upGrad | MICA - Digital Branding &
7.
© All rights
reserved 2 Children in a MIDDLE CLASS family feel like that whenever there is some special occasion or gathering at home mother is always in kitchen cooking food for the guests. Therefore they use swiggy tto order the food so that their mother is able to enjoy with them and other guests. Use Case for the Secondary Audience 1 upGrad | MICA - Digital Branding &
8.
© All rights
reserved 2 <This is the campaign tagline or the key message from the brand. Think of ideas, themes or appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of the content already created by Swiggy. Swiggy karo aur apno ke sath enjoy karo. Swiggy Kar pyaare ! Creative Content Message for the Secondary Audience 2 upGrad | MICA - Digital Branding &
9.
© All rights
reserved 2 Channel 1: Advertisement on TV Reason: Since this target group isn't a particular age group, gender, city or social class so the channel to advertise to such mass audience can be TV ads. Radio : Again It can be used for Mass Advertisements Channel 2 : In app notifications and landing page advertisements leading to CTA Reason: The notifications will help people to consider swiggy in daily life situations for ordering the food in those situations. Catering to these situations, The landing pages can be made. For example creating Cristmas landing page for food offerings at this point of year. Channels for Secondary Audience 3 upGrad | MICA - Digital Branding &
10.
© All rights
reserved Tertiary Audience This includes stakeholders like Swiggy’s restaurant partners, store partners and delivery fleet. Finally, the objective of the tertiary group would be to increase the number of delivery partners, restaurant partners and store partners who register on Swiggy. upGrad | MICA - Digital Branding &
11.
© All rights
reserved 2 There is a food joint in the location which is quite at a distance from various Hotels at a hill station. Feeling it difficult to deliver at such High demand, The owner of Food joint feels that he must take his food online with Swiggy and carry on business in a smooth Manner. Use Case for the Tertiary Audience 1 upGrad | MICA - Digital Branding &
12.
© All rights
reserved 2 <This is the campaign tagline or the key message from the brand. Think of ideas, themes or appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of the content already ‘Let Your food Delivered at right place and Right Time with Swiggy ‘ Creative Content Message for the Tertiary Audience 2 upGrad | MICA - Digital Branding &
13.
© All rights
reserved 2 Channel 1: Email Marketing Reason: Email are a good Way for this kind of Communication. Reaching directly to Businesss you are targetting. Also It can inlclude valuable information You want to share. Channel 2 : Social Media Marketing – facebook, Instagram and You tube videos It is easy to target food business/store owners and appeal to this tertiary audience in order to convince them to register as a Swiggy partner Channels for Tertiary Audience 3 upGrad | MICA - Digital Branding &
14.
Thank You! © All
rights reserved upGrad | MICA - Digital Branding &
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