SWIGGY
A Comprehensive Analysis of Marketing Strategy
INTRODUCTION
- Swiggy was founded in August, 2014 by Nandan Reddy, Sriharsha Majety & Rahul Jaimini.
- Ordering food online & providing delivery solutions at your doorstep from the best restaurants in your neighbourhood.
- Accepts online payments for all orders with no minimum order policy.
- Has own fleet of delivery personnel.
MARKET STRUCTURE
- Net worth at Rs. 386.25 lakh
- Swiggy reported Rs. 4.18 lakh as other income (income from non-business activities)
- Sales of Rs. 7.41 lakh in 2014
- Employee costs at Rs. 125.62lakh comprised 57% of the total sales cost
- However, the year closed at Rs.212.20 lakh losses.
PRODUCT
- Swiggy is one of the most popular delivery company that supplies ordered food and beverage items.
- A customer can go to the Swiggy Website or App, make a choice from online menus of restaurants in his or her neighbourhood, order online and, if all goes well, get a swift delivery.
- Payment can be done online or on delivery.
PRICE
- Its success depends on keeping delivery prices extremely low.
- In Bangalore, for example Swiggy gives free delivery for any order over Rs 250 and a delivery fee of Rs 35 for orders below 250.
- It generates its revenue by taking a cut from the restaurants itself.
PLACE
- Swiggy has spread its presence to few cities in India like Bengaluru, Gurgaon, Pune, Chennai, Delhi, Hyderabad, Kolkata and Mumbai.
- It has its headquarters base at Bengaluru in Karnataka and has established its corporate offices at Hyderabad in Telangana and Gurgaon in Haryana.
PROMOTION
- Online marketing strategy
- Interesting ad campaigns like #SingWithSwiggy and #DiwaliGharAayi.
- Its Facebook page is very popular and active as it offers regular updates and encourages active participation.
PRICING STRATEGY
How Swiggy does pricing???
ADAPTING THE PRICE
- Geographical Pricing
- Price Discounts and Allowances
- Promotional Pricing
- Differentiated Pricing
Emotional branding is one of the important parameters in positioning of the brand in minds of customers .
BRANDING
- Leveraging Secondary Associations
BRANDING
FIVE STAGE BUYING MODEL
According to a survey done, 60.7% of people have used Swiggy.
FIVE STAGE BUYING MODEL
PROBLEM IDENTIFICATION
- Easy, convinent and accepts online payment.
- Some of the restaurants didnt have the delivery option which was available through Swiggy.
- Convenience of ordering food.
- To enjoy the comfort of food delivery at my doorstep.
- As it was efficient way to get delivery with variety of restaurants available. And you can track where is your delivery.
EVALUATION OF ALTERNATIVES
EVALUATION OF ALTERNATIVES
Reasons:
- Better service provider
- Offers and discounts
- Easy to use, quick service.
- More variety, and good customer support
THANK
YOU
GROUP 5
Atreyee Roy - (PGP03019)
Christy Joseph - (PGP03022)
Harsh Kumar - (PGP03025)
Karan Yadav - - (PGP03027)
Kartheek Pathivada - (PGP03028)
Kaushik Bagchi - (PGP03029)