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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

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.

MARKETING MIX ANALYSIS

PRODUCT

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

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

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

PROMOTION

  • Word of mouth

  • 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

COMPETITIVE PRICING

COMPETITIVE PRICING

S T P

SEGMENTATION

SEGMENTATION

TARGETING

TARGETING

POSITIONING

POSITIONING

Emotional branding is one of the important parameters in positioning of the brand in minds of customers .

MARKETING

INSIGHTS

PRODUCT DIFFERENTIATION

PRODUCT DIFFERENTIATION

STRATEGY

STRATEGY

SWOT ANALYSIS

SWOT ANALYSIS

BRANDING

  • Creating Brand Equity

  • Leveraging Secondary Associations

BRANDING

BRAND RESONANCE

BRAND RESONANCE

FIVE STAGE BUYING MODEL

According to a survey done, 60.7% of people have used Swiggy.

FIVE STAGE BUYING MODEL

PROBLEM IDENTIFICATION

PROBLEM IDENTIFICATION

  • Why did you start using?

  • 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.

INFORMATION SEARCH

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

EVALUATION OF ALTERNATIVES

Reasons:

  • Better service provider
  • Offers and discounts
  • Easy to use, quick service.
  • More variety, and good customer support

PURCHASE DECISION

PURCHASE DECISION

POST-PURCHASE DECISION

POST-PURCHASE DECISION

THANK

YOU

GROUP 5

Atreyee Roy - (PGP03019)

Christy Joseph - (PGP03022)

Harsh Kumar - (PGP03025)

Karan Yadav - - (PGP03027)

Kartheek Pathivada - (PGP03028)

Kaushik Bagchi - (PGP03029)

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