INTRODUCTION OF THE COMPANY-

 Swiggy is food ordering and delivering company based in Bangalore. It provides a single window for ordering
from a wide range of restaurants and have their own exclusive fleet of delivery personnel pick up orders from
restaurants and deliver it to customers.
 It is a complete food ordering and delivery solution that connects neighbourhood restaurants with urban foodies.

Swiggy Founders:
Swiggy was founded by Nandan Reddy, Sriharsha Majety, and Rahul Jaimini in August 2014. Nandan Reddy aged
29 and Sriharsha Majety aged 31 both are both alumni of Birla Institute of Technology and Science (BITS) Pilani
while Rahul Jaimini aged 31 is an alumnus of IIT Kharagpur.
 GOALS-
 To revolutionize the restaurants – takeaway – delivery business in India.
 Reliability and consistency in services.
 Increasing in market share and creating more opportunities for business employees and customers.
 Evolve as a leading Market place.
 Increase in brand building and marketing campaigns.
 Expand to six new cities in Next one year.
MARKETING STRATERGIES OF
SWIGGY

 Online and offline marketing campaigns.

 campaigns via Facebook, Twitter, YouTube and Instagram.
 Swiggy uses its Social media not only for campaigning but to engage
with its customers from solving the greviences to taking the feedback.
 Also established through television, newspaper and hoardings and
distributions through masses.
SEARCH ENGINE OPTIMISATION

 Search Engine Optimisation through social media campaigns and contents of

food bloggers.
 Swiggy can come up with different email marketing campaigns
satisfying different objectives.
 The emails could be about notifying the customers regarding the
delivery of their order or announcing latest offers and features.
 Swiggy can further strengthen its online reputation by
getting itself listed on top websites like Justdial, Group
table, Huffington Post, Dine out, TripAdvisor.
 Online Reputation Management plays a major role in
defining a brand’s authority and credibility.
 It should also perform Search Ads targeting keywords
such as ‘order food online’, ‘food delivery’, ‘home delivery’
etc.
MARKETING SGMENTATION-

Target Audience:
 Swiggy as a brand can cater to a huge target audience. It can include the varied
group of ages, people with various demographics and even varied
characteristics.

 Though Swiggy has a great population to target, it’s ideal target audience will
be people between the age of 18-55.

 These people could be students, entrepreneurs or professionals working in

MNC’s who are also financially stable and live in posh localities.
 Marketing mix of Swiggy

 Product of Swiggy- Delivery company that supplies food and beverage items to its customers.
It has created a single window and included a wide range of food parlors and restaurants under
its umbrella.
 Place of Swiggy- 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
 . Price in Swiggy- It has an extensive workforce and this flexibility prompts it to allow its
customer a policy of no minimum order, and so charges a minimum delivery fee from its
customer.
 Promotion- Swiggy realizes the importance of a good marketing strategy and has adopted several plans to
create further brand awareness. It relies heavily on mouth publicity and satisfied customers is its greatest
advertising tools as they recommend the brand to friends and family. Swiggy has adopted online marketing
strategy.
 Branding
Key brand influencers: Emotional route
1. RESTAURANTS Efficient
2. ONLINE CUSTOMERS Customer centric
3. SOCIAL FORUMS Responsible
4. FOOD BLOGGERS
 Branding Ideas?
 Popularize the Swiggy app through other popular apps that consumers use
 Promotion activities at corporate, schools, housing societies, etc.
 Use a swiggy mobile van that reaches out to customer’s with offers / discounts
 Invite participation in v-blogging and run contests online
• Collaborate with food and restaurant bloggers
• Social media collaborations for ads through offers / discounts
• Online partner collaborations
• Event collaborations
Industrial Analysis
 Swiggy’s Journey:

 Swiggy began its Journey from Bengaluru with six delivery executives and 25 restaurants on its
platform.
 In the time of 3 years, it has scaled up with over 6,000 delivery executives across India in more than 8
cities like Delhi-NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, and Pune.
 Swiggy is backed by one of best investors available in the market. Swiggy has raised a total of 75.5
million dollars in funding from various investors, including Bessemer Venture Partners, Norwest
Venture, Accel Partners, SAIF Partners, Harmony Venture Partners, RB Investments and Apoletto.
 Market Description

 Swiggy was inspired by the thought of providing a complete food ordering and delivery solution from the
best neighborhood restaurants to the urban foodie
 Keeping in mind its presence of customers on Internet and mobiles, Swiggy has web platform for ordering
food as well as application for android and iOS user.
Unique selling point of Swiggy.

 it has its own fleet of delivery boys who are equipped with smartphones and the Swiggy
app, which helps the user to track their delivery through routing algorithms.
 Since Swiggy has their own fleet of delivery boys, it does not have a minimum order
policy. Swiggy charges a commission from the restaurant and also charges a delivery fee
from the customer.
 Swiggy claims to be more reliable and faster than its competitors , Swiggy average
delivery time is close to 37 minutes and this is what makes it stand apart.
Swiggy has two major revenue streams-
 The major part of Swiggy’s revenue from commission it collects from restaurants for lead
generation and for serving as a delivery partner.
 Swiggy also charges a nominal delivery fee from customers on orders below a threshold value
which 200 rupees for most cities.
 Since Swiggy has their own fleet of delivery boys, it does not have a minimum order policy.
Swiggy charges a commission from the restaurant and also charges a delivery fee from the
customer.
 Users can order anything without worrying about the minimum order policy, they just have to
pay delivery fee and get food delivered even if it costs only Rs 50.
 SWIGGY FUNDINGS
 Swiggy is backed by one of best investors available in the market.
 Swiggy has raised a total of 75.5 million dollars in funding from various investors,
including Bessemer Venture Partners, Norwest Venture, Accel Partners, SAIF Partners,
Harmony Venture Partners, RB Investments and Apoletto.
 MARKETING BUDGET
 Banners- 800rs for 1 banner = 800*100= 80,000.
 Plus monthly rent = 5000 per banner
 So, 100*5000= 5,00,000rs for banners
 Total cost for banners- 5,00,000+80,000= 5,80,000.
 Digital marketing- for google ads, social media marketing through
 Instagram and facebook.
 For google ads- 20,000.
 500rs for both Instagram and Facebook per day. Total cost will be
 for a month 30,000- per month.
 Total cost for Digital marketing- 20,000+30,000= 50,000.
 TV Ads- 3 lac per day for 20 TV ads including the every time of a day. Because every time have their different rates. So, for a month 90lac for a month on TV
ads. Plus one time payment for the celebrity for ads is 10 lac.
 Total cost for TV ads= 1 crore.
 News paper ads- 2000 per ad on a news paper for a month will be 60,000.
 1000 pamphlets per day. Cost of one is 3 rupee. total for a day is 3000 and for a month 90,000rs.

 Total Budget- Rs.10,780,000 .

 SWIGGYS COMPETITORS-

 Swiggy is in direct competition with major on-demand food aggregators like Zomato.
Whereas there are other
 Small startups like Foodpanda and Faasos also in the competition.
 Now that Uber has finally released its food delivery app UberEATS in Mumbai and
Google has launched its hyperlocal services and meal delivery app Aero in Bangalore and
Mumbai.
 The competition is getting tougher for Swiggy. Swiggy is aiming to maintain its market
share by keeping their maximum focus on 8 major cities which are Mumbai, Pune,
Bangalore, Hyderabad, Chennai, Delhi, Gurgaon, and Kolkata.
 What differentiates Swiggy from its competitors is that it has its own fleet of delivery boys who are equipped
with smartphones and the Swiggy app, which helps the user to track their delivery through routing
algorithms.
SWOT ANALYSIS-