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    Swiggy

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    AkshaySalve
    Swiggy is a food delivery company based in Bangalore, India that provides a platform for customers to order food from local restaurants for delivery. The company aims to revolutionize the food delivery business in India through reliable and consistent service, increasing their market share, and expanding to new cities. Swiggy's key competitors include Foodpanda and Zomato, but it differentiates itself by having its own private fleet for deliveries and offering quicker delivery times. The marketing plan outlines tactics for customer acquisition such as promotional offers and incentives, as well as strategies for implementing the plan such as expanding infrastructure and improving the mobile app.

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    Swiggy

    Uploaded by

    AkshaySalve
    290 views29 pages
    Swiggy is a food delivery company based in Bangalore, India that provides a platform for customers to order food from local restaurants for delivery. The company aims to revolutionize the food delivery business in India through reliable and consistent service, increasing their market share, and expanding to new cities. Swiggy's key competitors include Foodpanda and Zomato, but it differentiates itself by having its own private fleet for deliveries and offering quicker delivery times. The marketing plan outlines tactics for customer acquisition such as promotional offers and incentives, as well as strategies for implementing the plan such as expanding infrastructure and improving the mobile app.

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    Swiggy is a food delivery company based in Bangalore, India that provides a platform for customers to order food from local restaurants for delivery. The company aims to revolutionize the food delivery business in India through reliable and consistent service, increasing their market share, and expanding to new cities. Swiggy's key competitors include Foodpanda and Zomato, but it differentiates itself by having its own private fleet for deliveries and offering quicker delivery times. The marketing plan outlines tactics for customer acquisition such as promotional offers and incentives, as well as strategies for implementing the plan such as expanding infrastructure and improving the mobile app.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    290 views29 pages

    Swiggy

    Uploaded by

    AkshaySalve
    Swiggy is a food delivery company based in Bangalore, India that provides a platform for customers to order food from local restaurants for delivery. The company aims to revolutionize the food delivery business in India through reliable and consistent service, increasing their market share, and expanding to new cities. Swiggy's key competitors include Foodpanda and Zomato, but it differentiates itself by having its own private fleet for deliveries and offering quicker delivery times. The marketing plan outlines tactics for customer acquisition such as promotional offers and incentives, as well as strategies for implementing the plan such as expanding infrastructure and improving the mobile app.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 29

    Swiggy+ Mobile App - Marketing plan

    Title and Content Layout with List

    ▪ Add your first bullet point here


    Swiggy is a food ordering and delivery
    ▪ Add your second bullet point here company based out of Bangalore, India.
    ▪ Add your third bullet point here
    Swiggy was inspired by the thought of
    providing a complete food ordering and
    delivery solution from the best
    neighbourhood restaurants to the
    urban foodie.
    Title and Content Layout with Chart

    Series 1 Series 2 Series 3

    2 2
    3
    2.8
    2.4
    4.4 1.8

    4.3 4.5
    3.5
    2.5

    CATEGORY 1 CATEGORY 2 CATEGORY 3 CATEGORY 4


    EXECUTIVE SUMMARY

    ▪ Swiggy is a food ordering and


    delivery company
    ▪ A single window for ordering
    from a wide range of
    restaurants
    ▪ Exclusive fleet of delivery
    personnel to pickup orders
    from restaurants and deliver it
    to customers
    Two Content Layout with SmartArt

    ▪ First bullet point here


    ▪ Second bullet point here Group
    ▪ Third bullet point here B
    Group Group
    A C
    Task
    1
    SITUATION ANALYSIS
    • Quick Delivery • Location based restaurant
    • Good brand image finder
    • Trained delivery personnel’s • Marketing, Brand awareness
    • Responsive customer support • Delivery charges for orders
    • Wide range of restaurants below Rs 250
    offered • Menu and App price difference

    • Pioneer in food delivery • Unstable and low customer base


    business • Increasing health consciousness
    • Growing market • Increasing potential competitions
    • Increasing market share • Laws and government regulations
    • Minimal competition
    • Lack of market leader
    TARGET CUSTOMERS

    • 20-30 years old

    • College Students

    • Working Professionals

    • E-Commerce Savvy

    • Crowd that is living


    away from their
    hometown
    GOAL??
    GOALS

    ▪ To revolutionize the restaurant-takeaway-delivery business in India


    ▪ Reliability and consistency in service
    ▪ Evolve as a leading marketplace
    ▪ Increase market share
    ▪ Increase brand building and marketing campaigns
    ▪ Achieve more than break even in the existing cities
    ▪ Expand to six new cities in the next one year
    Competitors Collaborators Customers
    •Foodpanda All the •- Age 20-30
    restaurants - College
    listed in the App Students
    •Zomato
    - Working
    Private Fleet professionals
    •TastyKhana
    - E-Commerce
    Third party savvy
    communication - Away from
    channels home crowd
    Company – Business model

    Key Business Units

    - Operations
    - Marketing
    - Fleet management team
    - Customer care team
    - Analytics and Market research team
    CONTEXT

    - Flocking population to metro cities


    - IT professionals
    - Easy food, efficient time goals
    - Need of the hour for many
    - Busy life, socioeconomic factors
    - Market relevance
    Value Proposition

    ▪ Time efficiency, the need of the hour.


    ▪ A service which is desired by many.
    ▪ A single window for ordering.
    ▪ No delivery charge if the order exceeds Rs 250.
    ▪ Quick delivery and Responsive customer care
    ▪ Collaborators – are handsomely paid + Incentives
    ▪ Company – positioning - market niche
    POSITIONING
    Positioning

    ▪ PODS -
    - Different Business model
    - Quicker delivery time
    - Private fleet
    - Variety of modes of payment accepted
    - COD available
    ▪ POPS –
    - Similar service
    - Similar restaurant listings
    - Unstable market base
    -Branding techniques
    TACTICS
    TACTICS

    ▪ Product – Food delivery app, Lightning quick delivery, hassle free,


    different modes of payment
    ▪ Service – Delivers food from among the listed restaurants, COD
    available, Time saving.
    ▪ Brand – Swiggy+ logo – premium, out of the box design,
    aggressiveness portraying company policy.
    ▪ The urban dictionary throws the meaning of the word 'swiggy' as
    something unbelievably legit and real.
    ▪ Slogan: When you are hungry, think of us!
    TACTICS

    ▪ Price – Orders below Rs 250 will attract an additional delivery


    charge of Rs 30.
    ▪ Orders above 250 will not attract any delivery charges
    ▪ If the order was placed during the time of an unfavourable climate,
    an additional fee of Rs 20-30 shall be levied. Eg: Rain
    ▪ The App will be provided as a free version as well as a Premium
    version
    Free V/S Premium

    ▪ The free version of the app will provide basic services to the
    consumer.
    ▪ The app can be downloaded from any of the app stores
    ▪ The premium version of the app could be upgraded to by paying Rs
    2999
    ▪ This will guarantee an assured delivery time, Enhanced and bigger
    list of restaurants from other localities as well
    ▪ Unlimited amount of the aforementioned offer will be valid till
    lifetime
    INCENTIVES
    • For customer – offers, referral money
    • For collaborators – Incentives, bonus for
    quick order preparation, a new platform
    • For Company personnel- Bonuses
    depending on their performance,
    Celebratory bonus, Timely appraisal
    • Swiggy+ will have exclusive offers for the
    premium members.
    • There will be a mail list developed for the
    above
    Communication & Distribution

    Communication channels : Blog, Social media, Email list, Advertisements, Door to door area
    specific marketing – flyers.
    Implementation

    ▪ Infrastructure –
    An order will be first placed by the customer through our mobile app
    - This order will be directed to one of the onsite delivery executive
    - He will go to the restaurant and pick up the order by making a
    virtual swiggy payment
    - He picks up the food and delivers it to the customer
    - Fleet team will be managed by the operations department
    - Analyst department and their functions
    - Rating system for customer as well as for the delivery executive
    - 360 Degree appraisal system for office staff
    Implementation

    ▪ Processes –
    -Client management and market research team will engage with
    potential collaborators and fix the deal.
    -The business unit will be looked after by GM’s of various
    departments
    - under them, there are local managers > team players > Delivery
    executive
    - Finance, strategy, product management teams work in tandem to
    introduce newer products
    - Technology team – engineers will work on app based improvements
    Implementation

    ▪ The communication channel will be completely established by july


    last week, 2017
    ▪ The product management team will start working on the allotted
    project by june 22nd
    ▪ The technology team is already working on fixing the bugs in the App
    ▪ The HR team will conduct campus recruitment in colleges in
    Bangalore in the coming quarter
    ▪ The Marketing plan will be completely implemented by the end of
    this financial year
    DISCLAIMER

    Created by Vivin R, Christ University – Main campus


    For the partial fulfilment of Marketing Management Internship
    under the guidance of Prof. Sameer Marthur, IIM Lucknow

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