Swiggy’s Marketing Plan

• SWOT Anlaysis  Where we stand

• Porters 5 stage Analysis 
• Pestel Analysis
 5 C Analysis – Customer Analysis

Market Survey - 193 people Behavioral Variables Demographic Variables Average Spending per
Order
Frequency Of Order Indulgent Age 25-35 years : 72.5 %
Rs 250-500 : 52%
Weekly : 43.5% Impatient Working Professionals : 63.2%
Rs 500-1000 : 25%
Occasionally : 21.8% Quality & Price Conscious Living with Family/Friends : 88.6%
Seek Convenience & Comfort Student : 20.2%
SOCIAL NEED Quality of Food Word of Mouth Indulgence
Need

Decision
Recognition

Attributes
Desired

Influencers

Making Rules
Indulgence : 58% Variety Social Media Occasion
(Non- routine/Party) Price/Discounts Print Ads Price
Convenience : 26% Delivery Time TV/Radio Ads
No time to cook : 13% Rating/Review of the YouTube Ads
Restaurant
5 C Analysis – Company Analysis
Strengths Weaknesses
• Quick Delivery Thin operating margins
• Hyperlocal Delivery Service • Effective in Tier I cities only
• Own Fleet of Well Trained Delivery • High Attrition rate of Delivery Boys
Boys
• No Minimum Order
• Easy to Use App
• Responsive Customer
Support

SWIGGY

Threats
• Intense Competition with cash rich
companies
• Shift towards Healthy eating
• Restaurants dictate terms & margins
• Major food chains opening their
own Apps
Opportunity
• Cloud Kitchens
• Booming Industry with growth rate
of 15% q-o-q
• Surge in buying power & lifestyle of
customers in Tier-2 and Tier-3 cities
• Untapped localities in Tier I cities
 5 C Analysis
Communication Channels

Collaborators Context

Political Economical Social Technological

Increase in
Occasions;
usage of Apps
Inflation Festivities
for Food
Delivery
Healthy eating
habits Better “Ready
Fuel Prices to Make” Food
Preference for Options
“Ready to Make”
Tax Policies Food vs Cooked
PHYSICAL Food Increase in
POSSESSION Income Growth Food Truck
PROMOTION Cooking Habits Culture
Changes
NEGOTIATION
FINANCING
Proximity of Drone Usage for
RISKING Work Life
Restaurants Balance Delivery
ORDERING
PAYMENT
 Key Activities Customer
Relationships
Increasing Restaurant tie-
ups Customer Support Helpline/Chat - Customer
Order Edits, Cancellations Segments
Food Delivery
Social Media Geographic : Tier I, Tier II
Managing Tech
Citizens
Swiggy Business Model

Infrastructure: Improving Value Proposition

Key Order Rating, Review and Feedback Demographic: 18-35 Age
App/Website experience
Partnerships system Group
Customer Acquisition Lightening Fast Bachelors
Tie-ups with restaurants and Retention Deliveries Honeymooners
Incentives :Referral Bonus, Offers
Upper Middle – Middle
Delivery Fleet (Self-owned Live Food Tracking Class
and third party vendors - Key Resources Channels Psychographic: Thinkers,
Shadowfax Technologies No Minimum Order Achievers and Experiencers
Technology (Google Sales Channel: Website/App
Pvt. Ltd/Opinio ) Distance Matrix API Suppliers: Restaurants Behavioral: Daily & Weekly
(GDMA), Open Street Distribution Channel: Delivery Fleet Usage , Split Loyalists
Maps (OSM), Communication Channel: SMS/Email/ Technographic: Optimists
Aerospike etc.) push notification

Fleet of Delivery
executives

Cost structure Revenue Stream

Tech Support (Hosting your products, Development and maintenance of
Apps/Website) Fluctuates Delivery Fee
Digital Marketing Commission from each restaurant : 15-20%
Delivery Fleet and Logistics Advertising revenues
Employee Cost
 Swiggy Targeting
Tier I Cities
Technographic 18-35 Age
Optimists Group

Split Loyals Bachelors

Swiggy’s
Daily & Weekly
Target
Usage Customers Honeymooners

Upper Middle
Experiences
– Middle Class

Achievers Thinkers
Brand Mantra:
Think Food, Think Swiggy!

Points of Parity:
Timely Delivery, Discounts, No Minimum
Order

Points of Difference:
Cloud Kitchen (The Bowl Company),
Reliability

Reasons-to-Believe:

Self Owned and trained Delivery Fleet,

Responsive Customer Care Service
User Friendly App Interface
Live Food Tracking

Visual Identity:
Map marker (Assured Delivery) + ‘S’

Values/Personality : “Customer Comes First” –

Responsive , Quality Conscious

Swiggy Brand Positioning & Differentiation

 Learning From Markstrat Experience – Application to Marketing & General
Argentina – Team Radiance
Real World – FMCD Sector
5 C Analysis
LG Elect.
Sonite Vodite
• Based on
Explorer • Innovator
• Income &
Shopper • Early Adopter
• Professional • Follower Lifestyle –
Customer • Channel Partners , SEC A , B , C
• High Earner Bank , Suppliers , Ad Customer
• Savers Rural, Urban
agency , Media

• Radiance
Collaborator Company Leading innovative Collaborator Company • LG
company with Strong Brand
Across Product line Innovative Produc
Presence Good Customer
Trust

• TREX , LIONZ ,
Context Competition MAPLE , SHOWTIME Context Competition
• Samsung , Whirlpool
Haier , Godrej
• Country – Argentina • India Growth Story
- Politically Stable , Fastest growing Country ,
Good Economic Growth Growing Middle Class Aspiration
Moderate Inflation
Markstrat – Team Radiance
Marketing Mix – 5 P’s
Pricing based on Right
Features for the Right
target Group – Use
Semantic Charts to find
Deployment of the the Right Price
Sales force basis the
Placement of Product & Price Marketing Mix application in Real World
Target Customer Buying
Preference (Company`s goes to 7Ps & 8Ps – FMCD (LG Electronics )

Place –
 Product - Different Product for Different Target Customer
People – Refrigerator – Single Door , Double Door , Side
Speciality Stores, Speciality Stores,
by Side , Bottom Mounted , French Door
Mass Merchandiser , Mass Merchandiser ,
online  Price – Pricing based on feature , Competition mapping
online
,Internal input Costs , Promotional pricing – Free EMI ,
Cash Back
Placement of Product in
Right Channel based on the
 Place – Different Channels - Brand Shops , MBO ,
Target Consumer Buying Distribution , Modern Trade , Online , Regional Speciality
Preference Stores
Advertising Promotion-
Product  Promotion – ATL ( Online , TV , Print ) & BTL ( Bill Board ,
Spend on Sonite – ROCK , ROLL , POP`s , POSM`s) , Creative work , Experential Marketing
creating Media Buying & ROSS , ROGUE
Awareness and Vodite –
 People – Shop Sales Executives , Sales Force
Effective Creatives
creating the RENALDO,RETARD Product based on Target  Process - Effective and short Processes – ROI
right content Consumer needs and  Productivity – Productivity at each level , Trained
for the Target requirement – Use of
Audience - use Semantic maps & MDS
Personnal , Promotional Events effectiveness
MDS maps
 Price Place
• Pricing Method: Mark-up Pricing Method

Restaurants
Restaurant Packaging Delivery Paisa
Charges Charges Charges Vasool
Communication Delivery
Channels Fleet
Swiggy’s Markup:
Fluctuates During Season / Off season ; Peak
hours / off peak hours ; Weekdays / Weekends
• Promotional Pricing

Payment Swiggy
Channels App/Website

Cloud Swiggy
Kitchen Access

Exclusive Distribution/Self Owned

Promotion
Advertising

Word of Sales
Mouth Promotion

Promotion

Public Events and

Relations Experiences

Direct Interactive
Marketing Marketing
 Product Productivity

Swiggy Technology : Better

User Interface, Live
Order Tracking, Refined
Swiggy Normal Analytics for Better
Swiggy Pop Suggestions for users
Access Delivery
Same Product Line, Same Brand

• Complete food ordering and delivery Focus on Quality:

solution Ensuring only Good
Quality
• Variety : Tie-up with local and even small
Restaurants are
restaurants with no minimum orders
included
• Easy to Use : Cleaner User Interface of
App/Website
• Responsive Customer Care: Customer
care helpline, Social Media Handles, Average Delivery
Chatbots Time: 30-45 mins
• More efficient: Own Delivery Fleet. Faster Well trained
Delivery Time Delivery Fleet
Technology: Better User
Interface, Live Order
Tracking, Refined Analytics Well trained
for Better Suggestions for Workforce :
users Delivery Fleet and
Packaging : Ensures leak- Customer Care
proof and clean packaging. Support
 Recommendations
• Target consumers above age of 35 years
• Diversify: Swiggy can offer Liquor Delivery in Tier I cities
• Start charging premium for certain services – non-local restaurant deliveries,
offer cutlery etc.
• Provide loyalty programs
• Partner with popular street food vendors
• Swiggy should tie-up with social media gaming / contest / quiz apps to offer
prizes in the form of coupons or discounts which can be redeemed when
ordering food from Swiggy.