“SUMMER TRAINING PROJECT REPORT AT REANDRO ADVERISING

INDIA PVT. LTD (DIGITAL MARKETING OF SWIGGY)”

Submitted in partial fulfilment for the award of the

Degree of Bachelor of Business Administration 2019-2020

Under the Guidance of : Submitted By:

CHANDAN PAL SINGH KM. SHALU DIXIT

HEAD OF DEPARTMENT Enrollment no. A-17254498

Roll no. 175255071048

MANORAMA INSTITUTE OF MANAGEMENT AND TECHNOLOGY,

LADAMDA, FATEHPUR SIKRI ROAD, AGRA

Affiliated to Dr. Bhim Rao kAmbedkar University, Agra

Paliwal park, Agra

 SUMMER TRAINING PROJECT REPORT
ON
(RECRUITMENT AND SELECTION)
AT

IN PARTIAL FULLFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF BUSINESS ADMINISTRATION”

Batch 2017-20

Session 2018-19

S u b m i t t e d b y - S u p e r v i s e d b y -

( K M S H A L U D I X I T ) ( R E H M A N )

S t u d e n t O f B B A - V S e me s t e r H R D e p a r t m e n t

R o l l N o . 1 7 0 5 2 5 5 0 7 1 0 4 8 REANDRO INDIA PVT. LTD

.
MIMT COLLEGE (AGRA) A G R A ( I N D I A ) .
 CERTIFICATE

This is to certify that the summer training project report entitled “DIGITAL
MARKETING OF SWIGGY ” is Submitted by SHALU DIXIT student of
BBA V Semester of “Institute of Business Management”, MANORAMA
INSTITUTE OF MANAGEMENT & TECHNOLOGY under my supervision for
the partial fulfillment for the award of the degree of Bachelor of Business
Administration, Session 2018-19,Batch 2017-20.

PLACE: AGRA

DATE:

(REHMAN)

NAME AND SIGNATURE OF SUPERVISOR

DECLARATION

I student of BBA V semester session 2018-2019 batch 2017-2020

hereby declare that my work entitled “DIGITAL MARKETING OF
SWIGGY” is the outcome of genuine efforts done under the able guidance
of Mr. REHMAN and being submitted to “REANDRO India Pvt. Ltd.
SIKANDRA BODLA (AGRA) as summer training project report in partial
fulfillment for the award of the degree of bachelor of business administration
(BBA).

Place: AGRA

Date:

Name: KM SHALU DIXIT

Course: BBA (V Semester)

Roll No: 1705255071048

 ACKNOWLEDGEMENT

Firstly I would like to express my sincere gratitude to Prof. A. M Agarwal – Pro Vice
–Chancellor and Director-IBM without whose blessings my summer training project work
would not be completed. I also want to thank my HOD- Prof. Somesh Dhamija for
providing me encouragement, motivation and moral support throughout the project
work.

In addition to this I would also like to thank Mr. REHMAN who supervised my project.
Under his support and guidance, my project has taken this shape.

In me equally indebted to my family and friends whoal ways inspired and motivated
me to do something better throughout this project.

At last I would like to extend my sincere thanks to all there respondents to whom I
visited for giving their support and valuable information, which helps me in
completing my project work.

KM SHALU DIXIT

Course: BBA (V Semester)

Roll No: 1705255071048

Page | 6

EXECUTIVE SUMMARY

These days’ people are prone to placing food orders online and capitalizing this
trend a lot of restaurants are yielding good returns by registering themselves on
online ordering sites like , Swiggy, etc. and many local ordering websites are
also following suit.

To sustain and grow in such fast growing industry, players should offer
something different from competitors with efficiency. In this research project
we focused on service gaps in existing online food delivery industry and how
Swiggy transformed this gap into opportunity to establish them as a strong
competitor in online food industry. Also we did some secondary research by
firing questions to existing consumer of online food about their expectations
which will basically fill the service gaps.

Research means detailed study of a problem. Here, the details of the marketing
problem are collected and studied, conclusions are drawn and suggestions are
made to solve the problem quickly, correctly and systematically. In MR,
specific marketing problem is studied in depth by collecting and analyzing all
relevant information and solution are suggested to solve the problem which may
be related to consumers, product, market competition, sales promotion and so
on.
Page | 7

CONTENT Pg. No

1) CERTIFICATE 3-

2) DECLERATION 4-

3) ACKNOWLEDGEMENT 5-

4) EXECUTIVE SUMMARY 6-

5) INTRODUCTION OF THE COMPANY 7-9

6) WHAT IS THE WORK OF REANDRO 10 -17

7) WHY REANDRO INDIA PVT. LTD. 18 -29

8) ABOUT PROJECT 30 - 36

 INTODUCTION OF THE SWIGGY

 HISTORY OF SWIGGY
 JOURNEY OF SWIGGY

9) SWIGGY MARKETING STRATEGY 37 - 45

10) RESEARCH METHODOLOGY 46 - 49

11) SUGGESTION 50 -

12) CONCLUSION 51 -

13) BIBLIOGRAPHY 52 -

14) ANNEXURE 53 -54

Page | 8

INTRODUCTION OF THE COMPANY

 REANDRO ADV India Private Limited is a Private incorporated on 12
January 1999. It is classified as Non- Govt. company and is registered at
Registrar of Companies, Delhi.
 Its authorized share capital is Rs. 20,000,000 and its paid up capital is Rs.
17,373,740.
 REANDRO India Private Limited's Annual General Meeting (AGM) was
last held on 30 September 2015 and as per records from Ministry of
Corporate Affairs (MCA), its balance sheet was last filed on 31 March
2015.

Directors of REANDRO India Private Limited are Mr. Debabrata

Majumdar, And Snehashish Bhattacharjee.
REANDRO India Private Limited's Corporate Identification Number
is(CIN) U85110DL1999PTC190362.

 Its registration number is 190362.

 Its Email address is debmaj@REANDRO.com.
 Its registered address is No. 406A, Indraprastha Tower, 6, Commercial
Complex, Wazirpur, New Delhi.
 Current status of REANDRO India Private Limited is – Active
Page | 9

HISTORY OF COMPANY

REANDRO was founded 18 years ago to fill the void in the industry of a
service provider that can provide end-to-end sales enablement solutions with
clear focus on revenue acceleration, ROI optimization with a measurable
impact. As the Global Chief Executive Officer of REANDRO I drive the
strategic goals of the company and am instrumental in building the company’s
future roadmap. Focus is on leveraging operational excellence and innovation to
drive expansion and profitability.
In my initial years at REANDRO, I helped establish the services delivery model
ably supported by a great team. Along with the process led services
methodology we also created a remote services model to overcome
geographical boundaries which led the company’s initial foray into global
markets. Today REANDRO has delivery centres in Noida, Singapore, London
and Kuala Lumpur reaching over 50+ countries and 500+citiesglobally.
With technology and innovation as the convergence point, REANDRO will
drive the future of sales enablement aiming to emerge as the world’s largest
sales enablement organization.
Prior to my stint as a Co-Founder/Global CEO at REANDRO, I have worked
with multi nationals like Wipro and Microsoft in multiple sales and marketing
capacities which contributed in building the foundation of my beliefs and work
culture that I leverage in my preset.
Page | 10

What is the work of REANDRO.?

REANDRO is a global sales enablement company, focused on driving revenue

growth for its customers through a wide range of service offerings. The
company leverages latest technology trends and disruptive approach to create
effective sales engines. The goal is to provide measurable outcomes to its
customers, across industries and sectors. The company offers a gamut of sales
enablement solutions, from strategy to execution. At the core of the service
offerings is the defined objective of amalgamating customer acquisition and
revenue maximization to enable sales.

REANDRO India Pvt. Ltd. is a global sales-enablement business focussed on

executing sales strategies by leveraging technology to drive profitable revenue
growth for our customers. Our mission is to successfully execute sales
programmes that optimise the return of investment and create growth
opportunities for our clients.

Our dedicated practice teams design and deploy sales activation models across
diverse markets applying domain know-how and sales expertise to ensure a
positive brand experience.

18 years and over four billion dollars in revenue contribution to clients,

REANDRO is well on its way to become a global sales catalyst for the next 100
years. With a reach spanning 5 continents, 50+ countries and 500+ cities
globally and a clientele that’s rich in industry-leading companies, the company
has traversed the evolution from an Indian to an Asian to now a global
company. REANDRO is focused on generating employment opportunities
through delivery centres across the world and creating sales leaders of
tomorrow. Dedicated teams design and deploy sales activation models across
diverse markets applying domain know-how and sales expertise to ensure a
positive brand experience. Partnering with customers, REANDRO takes a
Page | 11

solution-conscious approach to deliver sales’ best practices by leveraging

people, processes, technology and innovation to drive revenue. Part of the
esteemed Red Herring Global Top100 Club, REANDRO is impacting the
largest brands in the world.

With Respect for Individual, Integrity & Transparency and Inclusive Growth as
our guiding principles, our building blocks include:

Consultative Sales-

We make efforts to understand the customer pain point as well as the existing
strategy. With our approach bent towards consultative sales, we add value to the
sales process, whether through strategy or through impeccable implementation.

Customer Focus-

At REANDRO, customers come first. As an organisation, we are oriented

towards serving our customers’ needs and building our direction around them –
every single time.

Return on Investment-

We provide service propositions that are backed by a measurable impact – quite

simply; we are uncomfortable delivering non-measurable value propositions to
our customers.

We address the end-to-end of sales enablement process and bridge the gap
between strategy and execution. We are proud to be associated with industry-
leading companies who have entrusted us to accelerate their sales processes. By
partnering with us, our clients benefit in various ways, some of which include:

 Achieve sales objectives: We understand the customer’s desired end goal

and work towards creating program modules that addresses the
Page | 12

complete situation in order to achieve the set objectives. By partnering

with us, our customers see a logical conclusion to their sales vision.
 Abide by Integrity: We are an organisation that has integrity and
transparency in its veins – we believe in doing the right thing and
therefore our leave no scope for our customers in terms of double
guesses.
 Maximised returns: Like our customers, “acceleration” (of revenue)
and “optimization” (ROI) are the key end objectives that we strive
towards achieving. Our sales strategies are built in order to ensure that
our customers get maximum returns.
Page | 13

PHILOSOPHY & VALUE

 Respect for theindividual

 Integrity &transparency
 Inclusivegrowth
 Customerfocus
 Consultative sales
 Return on investment
 Work life balance-we enjoy our work seriously

 Passion - passion drives us forward

 Quality-quality is a mandate

 Open culture -transparency

 Modesty - Be Humble

 Respect- respect the individual

Page | 14

REANDRO`S SERVICES
DEMAND GENERATION

Demand Generation for us simply means getting more customers for our
customers. Our expertise lies in devising sales strategies that lead to increased
awareness, remove complexities and drive incremental revenue for our
customers. This, of course, can be driven through on-ground or tele-led or even
hybrid models.

With our feet-on-street capability, we are able to touch the last mile and provide
market intelligence to our customers from the point of sale. Our telesales
services are designed to enable us to plan sales activity processes, nurture
opportunities, build pipelines, support the inside-sale function, offer sales-ready
leads and eventually help our customers make more sales.

 Inside Sales
 Lead Generation
 Compliance
 Renewals
 Database Management
 Corporate Activation
 Market Penetration

Cloud Sales Solutions

Cloud, the technology that redefined the IT landscape a few years ago, is an
attractive value proposition for most businesses today. As the world’s focus
moves towards optimization and shared services, the cloud market will continue
to gain acceptance and become a key business enabler.
Page | 15

At REANDRO, our sales experts possess the knowledge and experience in

driving cloud consumption to target incremental and consistently growing
revenues.

Our services align with the sales vision of cloud service/ product providers by
focusing on increasing awareness, driving readiness in the ecosystem for faster
adoption, driving activation, growing usage and finally, driving consumption.

Poised for significant growth in the coming years, cloud-based products offer
the opportunity for tremendous potential profit, but it is important to stay on top
of industry changes and choose the right experts to manage the sales engine
end-to-end.

 Customer Acquisition
 Partner Readiness
 Partner Identification
 Partner Development
 Cloud Product Consumption

 Channel Development

Today, global brands are placing a greater emphasis on ‘go to market’ plans.
These are driven by sales strategies that rely on channel partners who become
the face of the brand – from a customer service as well as from the experience
perspective. At REANDRO, we understand the strategic implication of this and
can support this with extensive multi-industry experience to cross-pollinate best
practices in order to ensure that the channel alliances and business partners are
able to make a measurable impact on sales. For us, optimising the channel is a
focus point of sales execution. This could mean many number of things: from
understanding the requirement and mapping vulnerabilities; analysing
partnership needs as business requirements change; assessing partner
Page | 16

capabilities as solutions portfolios evolve; audit and impact of partner programs,

to outlining investment areas and strategic realignment.

 Channel Management
 Channel Build
 Business Partner Recruitment
 Business Partner Enablement
 Business Partner Analysis

Retail Management
At REANDRO, we’ve developed a methodology that ensures a planned and
managed retail sales environment. Our experience shows when all brand assets
are aligned to deliver a superior customer experience, there is a demonstrable
positive correlation on sales. Our Retail practice team takes a solution-
conscious approach to ensure sales readiness thereby promoting brand
advocacy, achieve sell-out targets and impact market in long term share. Having
established our foothold in the IT and Telecom industry, we are now
aggressively focusing on the FMCG industry with our retail services.
 Retail Readiness
 In-store Consumer Experience
 Training
 Audit & Research
Technology
State-of-the-art technology underpins every sales solution that we deliver. Our
experience has shown us that an automated sales process can significantly
impact product life cycle and ROI on sales strategies. With a solution-conscious
approach, our Practice team understands how to encourage sales teams to
embrace technology, ranging from dashboard solutions that support decision-
Page | 17

making; the ability to monitor real-time data via mobile data capture giving
context and location; or workforce management software that enhances business
productivity. Our fundamental goal is to improve sales effectiveness via
technology enablers for the decision makers to overcome challenges and
achieve desired results.
 Workforce Management:
 Employee Self-service Portal
 Learning Portal
Sales force Management:
 Re X (Retail Excellence Platform)
 Den Mobile
 Partner Loyalty Platform
Customer Management:
 Den CRM
• Knowledge Management:
 Den Book

Training Services
At REANDRO, we understand that effective sales engagement and a
measurable impact on sales do not happen by chance. Successful execution of
sales strategies demands that teams and people are well trained and supported
for customer engagement at all phases of the customer lifecycle. REANDRO’s
Training division provides solutions for sales readiness and customer
management for a variety of assignments - from large-scale classroom training
and roll-out; on-the-job specialised learning, to remote on-the-job support.
 Remote Training
 On-the-job Training
 Class room training
 Self-Running Modules
Page | 18

 Content Management

WHY REANDRO INDIA PVT LTD?

Our continued success is based on our ability to bridge the gap between strategy
and execution. Partnering with clients and business partners, we take a solution-
conscious approach to deliver sales’ best practices by leveraging people,
processes and technology to drive revenue.

Close collaboration with sales and marketing stakeholders ensure that we

understand the nature and complexity of the assignment and gauge the
associated business challenges to achieve desired business goals in cross-
industry sales assignments.

 Global Delivery Models: Onshore/Offshore | Blended | Contact

Centre | FOS

 Bridge the gap between sales strategy and execution

 Deliver sales' best practices via people, process & technology

 Engage In Multi-channel, Cross-industry Sales

 Solutions Conscious Approach

 Sales Performance Improvement & Management

 Measurable Impact

 Ensure a positive brand experience for the final consumer.

Page | 19

REANDRO’S CLIENTS
In a span of just 18 years, REANDRO has catered to several clients in the
Telecom, Consumer Electronics as well as the IT industry. And with the success
of our sales strategies, our portfolio of clients currently includes organizations
that are considered world leaders in their industry.
Page | 20
Page | 21

INDUSTRY AWARDS ACCOLADES

 Recognized by IDC I.C.O.N.I.C awards 2014 for Excellence in Employee

Engagement

 Recognized by Asian Customer Engagement Awards for "Successful use

of Technology" under the Retail Touch Points & Merchandising category

 Recognized by IDC I.C.O.N.I.C awards 2015forExcellence in

Transformation

 REANDRO, a global sales Enablement Company focused on driving

revenue growth for customers, has been recognized as Red Herring
Top 100 Asia winner. The accolade honors the year’s most
innovative and disruptive private organizations from the Asia region.

 REANDRO, a global sales enablement organization focused on

driving revenue growth for customers, has joined the prestigious Red
Herring Global Top 100 club. This comes closely on the heels of
REANDRO joining the Red Herring Top 100 Asia list earlier this
year. This award recognizes the year’s most disruptive private
technology companies and entrepreneurs across the globe.
Page | 22

WHAT MAKES ADENAVITE?

D Driven
E Ethical
N Never Say Die
A Able
V Vibrant
I Innovative
T Total Ownership
E Eye for detail

LIFE @ REANDRO

 Amazing work culture”

 Individuals are nurtured”
 Excellent Leadership
 Recognizes hard work, ideas and innovations
 Enables a perfect work-life balance”
 Adds value to employees”
 Imparts learning and opportunities
At REANDRO, continuous learning and growth is what we promise and
deliver!
Page | 23

OPPORTUNITIES@REANDRO

 PROGRESSIVE COMPANY-
Focused on every aspect of enabling sales through services offered
and competencies developed.
 MULTI-INDUSTRY EXPOSURE-
Partner in driving business growth by targeting multiple industry
genres
 CAREER GROWTH
Focused on holistic development of the employees and inspiring
them to aim high
 CREATING GLOBAL SALES EXPERTS
Creating Sales Leaders of tomorrow in the new genre of sales &
marketing

“REANDRO welcomes innovative, smart thinkers who are

dynamic, collaborative and think beyond imaginary lines.”
Page | 24

Our Infrastructure

change some word about us - Reandro Advertising 2 years of experience in

building Go-to-Market approach in emerging markets. Our interventions help
brands to tap into the latent consumer demands through our outreach, activation
and retail services thereby connecting to the aspiring India

Our close to 2 decades of experience has been at the forefront of creating

engagements that deliver memorable experience and drive behaviour change.
As a team with over 15 years of cumulative experience we help clients to
connect to the ever-changing needs of emerging consumers.

Our expertise lies in our ability to deliver strategic proposals & implement the
same as a part of integrated approach.

We work with country’s best brands ranging from FMCG, Auto & Lubes, Agri-
Products, Finance, Durables, and Telecommunications etc. across various socio-
cultural regions of India.

We believe in working with clients as a partner to add value to their businesses.

We invest in tools that act as Force Multiplier, Gather Insights and Optimise
Costs as a part of the process.
Page | 25

Why Us

At a time when advertising and branding services has become a part and parcel
of business organizations all over world, the creative and marketing agencies
are also competing to make a difference in the market. This is where Reandro
Advertising has carved a niche with a number of innovative ideas and sparkling
promotional methods.

Whether it is Rural & Urban platform, we have expertise to build a brand that
has subtle recall value and higher visibility in the market. Further, our
marketing Strategy & research, business planning and strategic advertising
services are second-to-none. Reandro Advertising suits better to those looking
for economical as well as highly productive advertising and marketing services
within a short span of time.

Case Studies

Reandro Advertising has made a mark in the advertising sphere by creating a

strong brand value of several business organizations.

Deliver result-oriented, creative, communicative advertising and branding

strategies and solutions to add distinctive value to the brand.

Transform strategy, creativity and market research analytics into brilliant ideas
that sell our clients products.
Page | 26

We seek to partner our clients.

Become the most sought after advertising and branding agency across the nation
with high creativity, performance and customer responsiveness.

Rural - Unlocking potential of the Rural Markets through insight driven

interventions

Rural Go To Market planning

Behaviour change communication

Social marketing/CSR initiatives

Consumer & trade engagements

Leveraging congregation points

Rural properties & events

Activation - Building brand preferences and driving actions through experiences

Product Launches

Consumer Engagements

Events

Technology enabled experiences

Trials & sampling

Page | 27

Retail - Creating interventions for availability and trials at the last mile

Trade & Retail Mapping

Last mile Channel design and development

Trade Engagement programs

Visibility & Merchandising solutions

Distribution solutions

Digital - Creating conversation through digital experiences

Digital Strategic Solutions

Innovation & Tech

Online brand Management

Mobile Integrated Solutions

Page | 28

TEAM OF REANDRO

Rehman khan(founder & Director / creative director)

Founder and Director of Reandro Advertising, has been another guiding force
behind the success of High Street. His expertise in creative advertising and
business promotion plays a vital role in taking clients' businesses to new
heights. Mr. Khan possesses a rich experience of branding and advertising on
the BTL marketing that makes Reandro Advertising a high performing
organization.

6 year experience of marketing solution of ecommerce, & costumer relationship

services, Founder of webredix.com legalcence.com & singlepaper.com

Sanjay rathore(business unit head)

Business Unit Head, Playing daddy to many pretty souls in problem, a social
stirrer - just to name a few. He displays an unflinching can-do attitude: the
quintessential of a trailblazer. Sanjay has this super-power to woo almost
everybody around him with his rich 14+ years of experience from Below The
Line Marketing & Advertising. At Reandro, Sanjay has been mentoring young
professionals on Brand communication/ strategy/ planning/activation,
Budgeting and Revenue management.

Ranjeet Thakur(Marketing Manager)

Being a B.com graduate, Ranjeet Thakur has been experimental when he

entered the Rural Marketing/BTL domain. Since more than a decade, Ranjeet
emerged out as workhorse and now leads Reandro’s pan India production &
fabrication. The main part of reandro’s team (Thakur Sahab)

Ankit Verma(Legal & Taxes Account Directorr)

Page | 29

The number-cruncher and error-detector is popular in the space as ‘Verma’

joined the Reandro’s team in 2018. And since has leaded his way to head
accounts and finance vertical. While others may be beach-bums, Verma’s is
pretty much an office-bum and a workhorse. Manager at legalcence.com legal
partner of reandro’s

Rohit Rawat(Advertising Consultant & govt project & special project)

Rohit is a professional storyteller, brand builder, and strategic problem solver

with 6 over years of experience as a creative in advertising. He brings to
Agency Creative a passion for design, an eye for detail, and a love for the
written word as well as in-depth, industry-leading knowledge. Rawat has been
helping streamline Reandro’s operations for maximum efficiency since 2016.
This IT graduate (BCA & MCA) having an impressive 6+ years of experience
has been mentoring youngsters of Reandro’s since its inception. Rawat has
travelled the lengths and breadths of India and understands rural consumers in a
way that nobody can. Manager at webredix.com it partner of reandro’s

Shabnam khan(logistic head )

Shabnam joined Reandro way back in 201, He was earlier associated with
Amazon. Shabnam is an excellent planner and manages the logistics and
operations of Reandro’s, Manager of singlepaper.com logistic partner of
Reandro’sClients
Page | 30

ABOUT THE PROJECT

SWIGGY: COMPANY START-UP

Swiggy is a leading food ordering and delivery start up in India. The company
started operations in 2014 and is headquartered in Bengaluru. Swiggy works by
acting as a bridge between customers and restaurants. It utilizes an innovative
technology platform that allows customers to order food from nearby
restaurants and get it delivered at their doorstep. With Swiggy, customers do not
have to keep the contact numbers of various restaurants and eateries in their
locality. Swiggy works as a single point of contact for ordering food from all
restaurants that may be there at a particular location. Swiggy has its own team
of delivery professionals who pickup orders from restaurants and deliver it at
the customer’s doorstep. This has made the task of ordering food a lot easier for
customers. Restaurants also gain by getting more orders and avoiding costs and
efforts associated with maintaining their own delivery personnel.
Page | 31

History:

The idea for Swiggy came in 2014, when the founders realized that there was a
huge gap in the food ordering and delivery space. Restaurants often faced work
force problems and their delivery personnel were not trained to deliver food in
time. Swiggy started as a small setup in August 2014, with a team of 6 delivery
personnel and covering 25 restaurants. However, the idea soon became a huge
hit among customers and restaurants alike. Swiggy now has operations in 8
cities and more than 10,000 restaurants on its platform.

Swiggy Founders:

Sriharsha Majety, Nandan Reddy, and Rahul Jaimini founded Swiggy. Sriharsha
Majety is an alumnus of Indian Institute of Management, Calcutta and he
currently serves as the Chief Executive Officer (CEO) at Swiggy. Co-founder
Nandan Reddy is an alumnus of Birla Institute of Technology and Science and
he heads operations at Swiggy. He had earlier worked at Galla, Zurna,
IDinsight, and Intellecap. Co-founder Rahul Jaimini is an alumnus of Indian
Institute of Technology, Kharagpur and he is the Chief Technical Officer at
Swiggy. Prior to Swiggy, he had worked at Myntra and NetApp.
Page | 32

Swiggy Journey:

The two techies Nandan Reddy, Sriharsha Majety alumni’s of the BITS Pilani,
they came up with an idea to build the delivery management platform, they
developed it and launched with a name called ‘Bundl’ in the year 2013, they
shut down their start-up in the year June 2014.

While working on the ‘Bundl’ they came to know the power of the hyper local
delivery, they did brainstorming to which we can hyper-local delivery that will
make the business and make it useful for the people. At the point of
brainstorming time, they meet the Rahul Jaimin who is the alumnus of the IIT-
Kharagpur working as a developer in Myntra and the fixed to start the Start-up
with the name Swiggy.

Swiggy began its Journey from Bengaluru with 6 delivery executives and 25
restaurants on its platform. In the time of 3 years, it has scaled up with over
40,000 delivery executives across India in more than fifteen cities like Delhi-
NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, and Pune. They have
partnered with 35,000 restaurants across the country.
Page | 33

Swiggy Business Model:

Swiggy has two major revenue streams.

1. The major part of Swiggy’s revenue from commission it collects from

restaurants for lead generation and for serving as a delivery partner.
2. Swiggy also charges a nominal delivery fee from customers on orders
below a threshold value which 200 rupees for most cities.

Swiggy Funding:

One of best investors available in the market backs Swiggy. Swiggy has raised a
total of 465 million dollars in funding from various investors, including
Bessemer Venture Partners, Norwest Venture, Accel Partners, SAIF Partners,
Harmony Venture Partners, RB Investments and Apoletto. Swiggy recently
raised $210 million from a group of investors, catapulting India’s largest food
delivery service provider into a select club of startup unicorns with a valuation
of $1 billion or more. The latest funding, led by Naspers and billionaire Yuri
Milner’s DST Global, values Swiggy at roughly $1.3 billion, surpassing rival
Zomato’s $1.1 billion valuation based on a February fund-raising round.
China’s Meituan-Dianping has also invested in the latest funding round, along
with new investor Coatue Management.
Page | 34

Swiggy, which is by far India’s best-funded food delivery start-up, plans to use
the funds to ramp up its supply-chain network and expand to new markets, the
company said in a statement.

Swiggy Competitors:

Indian food delivery market is valued at 15 billion dollars and set for an
exponential growth. Food delivery has become a very competitive market in
India. Swiggy is in direct competition with major on-demand food aggregators
like Zomato. Whereas there are other, small start-ups like Food panda and
Faasos also in the competition.

In India currently, there are 65 food tech companies operating in the country.
The main competitors are the Zomato and Food Panda which is given good
healthy competition among themselves to give the best service to the customers.
In India, food and beverages industry is strengthening at a good pace.
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Now that Uber has finally released its food delivery app UberEATS in Mumbai
and Google has launched its hyperlocal services and meal delivery app Areo 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. Swiggy is having almost 35-38% of market share in the
food order and delivery market, and Zomato with the 25-30% share.

Swiggy Marketing Strategies

Swiggy’s marketing strategy consists of both online and offline marketing

campaigns. It promotes its campaigns via Facebook, Twitter, Youtube,
Pinterest, and Instagram. Some of its campaigns include Secondtomom,
DiwaliGhayAayi, #SingwithSwiggy and know your food series of pictures and
food walks in a local area. The company has successfully built its brand
awareness and connects with its audience through these channels. Their
Facebook page is quite active with regular updates, averaging to one post a day.
Swiggy uses its Social media not only for campaigning but also to engage with
its customers from solving the grievances to taking the feedback.

With over 10X growth in terms of volume, Swiggy journey has been exciting in
the past one year. Interestingly, Zomato also has grown at a similar pace. While
product-based e-commerce companies are facing stagnation of consumer base
in the past 12-18 months, food and grocery market seem to have scaled quickly.
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Swiggy – Digital Marketing Strategy

As a part of their course assignments, IIDE students do a case study of the
marketing strategies of various brands. Devesh Shah chose to analyse Swiggy
Digital Marketing Strategy. You can have a look at the presentation below as
well as the textual summary to get some visual insights into their e-marketing
strategy.
About Swiggy
Swiggy is an online food ordering platform. It connects people with restaurants.
People can use Swiggy app or website to look for eateries around their area and
order food from them. Swiggy has a team of delivery executives who pick up
the order from the restaurants and deliver it to the address provided by the
customer.
Started in 2014 by Nandan Reddy, Sriharsha Majety, and Rahul Jaimini, it
secured $2 million funding from Accel Partners and SAIF Partners within 8
months of its launch. Using this, it expanded exponentially, and it now has over
40,000 restaurant partners spread over more than 44 cities in the country.
Target Audience
Swiggy’s main target audience is the 18-35 demographic, which has easy access
to a smartphone, is fluent with using apps to get services and looks towards
online platforms to fulfil their daily necessities. This includes students who
cannot cook on their own and working professionals who face hunger pangs
during office hours. This also includes people who have migrated for white-
collar jobs and do not have a place to cook their own meals and families who
prefer to skip cooking on certain days and order their food.
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Marketing Strategies
Search Engine Optimisation
Search Engine Optimization helps improve your website rankings on the search
engine results pages (SERP’s). For a brand to rank organically high, it is
important to have a good SEO strategy.
Swiggy has really worked hard on its Search Engine Optimisation.
As you can see from the SEO audit report from Woorank, the home page of
Swiggy website has an appropriate meta title which includes their main
keywords like ‘food’, ‘online’, ‘food delivery’, ‘order’, and restaurants near
you’.
They have a good meta description that includes the names of the popular cities
that they operate in as well as their most popular restaurant partners.
They use one H1 tag on the home page, which enables the search engines to
know about the main topic of the page.
Their backlink score is good too, with a great mix of inbound and outbound
links. Also, they have no broken links on their website.
They also redirect their traffic from non-preferred domains to their preferred
domain.
They have an up-to-date sitemap, which helps the search engines to figure out
the layout of the site.
Considering all these points, we can see that Swiggy has made a lot of efforts to
ensure that their webpages are search engine friendly. When the search engines
are hungry (pun intended) for information about the domain, they are sure to get
their fill.

As you can see from the SEO audit report from Woorank, the home page of
Swiggy website has an appropriate meta title which includes their main
Page | 39

keywords like ‘food’, ‘online’, ‘food delivery’, ‘order’, and restaurants near
you’.
They have a good meta description that includes the names of the popular cities
that they operate in as well as their most popular restaurant partners.
They use one H1 tag on the home page, which enables the search engines to
know about the main topic of the page.
Their backlink score is good too, with a great mix of inbound and outbound
links. Also, they have no broken links on their website.
They also redirect their traffic from non-preferred domains to their preferred
domain.
They have an up-to-date sitemap, which helps the search engines to figure out
the layout of the site.
Considering all these points, we can see that Swiggy has made a lot of efforts to
ensure that their webpages are search engine friendly. When the search engines
are hungry (pun intended) for information about the domain, they are sure to get
their fill.
Social Media Marketing
As of July 2019, Swiggy has 139k followers on Instagram, 80k followers on
Facebook and 79.8k followers on Twitter. How has it managed to gain such a
massive following? Let’s dissect it
What sets Swiggy apart from its competitors is their remarkable social media
campaign strategies. In the past, it has come up with brilliant campaigns like
#eatyourveggies, #earnyourcheatmeal & #superswiggy, where they convey the
notion of healthy eating in a humorous way by using puns and witty one-liners.
When they are not running campaigns, they use enticing food images on
Instagram. Their purpose is to make people crave good food. If people want
delicious food, they will look at Swiggy to deliver it to them.
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They also make creative use of the Instagram grid to make it more appealing.

Figure 1
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Figure 2
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All such things keep people hooked up to the page, increases user engagement,
and reduces the unfollow rate.
Swiggy also produces short videos and publishes them on youtube. These
videos are less than 30 seconds. Their content revolves around moments in
which Swiggy can be most helpful to its users.

Email Marketing
Swiggy has a very good email marketing strategy in place. It sends users a lot of
coupon codes that give discounts. The subject lines are very clickbaity. The
visuals in the emails are also very enticing.
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They also make use of current affairs and events to send humorous emails.
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Such emails ensure that a high number of people open their emails. These
emails give various reasons to customers to order from Swiggy. This is how
successful email strategies must be thought of.
Paid Advertising
Swiggy runs Google text ads and Display Ads to target people looking for food.

They also run facebook ads to target users.

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These ads appear before their target audience and give them another way to lead
people onto their website or app.
After analysing all this, here are a few suggestions from Devesh Shah, a
student at IIDE:
The Good
Swiggy has been creating a lot of witty posts that increase engagement on social
media. Their email marketing takes current affairs into consideration and emails
that go out are humorous, witty and visually appealing. Their youtube videos try
to give more reasons to people to order from Swiggy. All this, combined with
their paid advertising on Google and Facebook ensure that they get new users
and they keep getting repeat customers as well.
The Bad
One thing that could improve on is that they could post different creatives on
Facebook and Twitter. Posting the same creatives on different platforms may
not work so well. Each platform is independent and targets different people.
Hence, it is always advisable to have separate strategies and creatives for them.
Page | 46

RESEARCH METHODOLOGY
The study will be conducted to achieve the aforesaid objectives including both
exploratory and descriptive in nature and involve personal interviews that will
be based on the questionnaire format. A Research Methodology defines the
purpose of the research, how it proceeds, how to measure progress and what
constitute success with respect to the objectives determined for carrying out the
research study. There is a unique methodology that REANDRO adopts to render
the service.

 The research methodology for the present study has been adopted to reflect
these realties and help reach the logical conclusion in an objective and
scientific manner.

TYPE OF RESEARCH

EXPLORATORY RESEARCH

A research design is the specification of methods and procedures for acquiring

the information needed to structure or solve the problem. It is the overall
operational pattern or framework of the project that stimulates what information
is to be collected from which source and by what procedure. On the basis of
major purpose of our investigation the EXPLORATORY RESEARCH was
found to be most suitable. This kind of research has the primary objective of
development of insights into the problem. It studies the main area where the
problem lies and also tries to evaluate some appropriate courses of action.

DATA COLLECTION

The task of data collection begins after a research problem has been identified
and the research design has been chalked out. While deciding the method of
data collection to be used for the study, the researcher should keep in mind two
Page | 47

types of data:
a. Primary data
b. Secondary data
In this research project the data being collected is as follows:
Primary Data: The survey method is used to collect the primary data in this
research as it is the Analytical research to find out the shortcomings and area of
improvements according to the skill required for recruitment team. The data that
is collected first hand by someone specifically for the purpose of facilitating the
study is known as primary data. So in this research the data is collected from
respondents through QUESTIONNAIRE.

 Primary source of data :

(i). Personal interview

(ii). Questionnaire technique.

QUESTIONNAIRE - Survey among the officials and customers of REANDRO.

PERSONAL INTERVIEWS with the marketing department regarding
marketing research practices in organization.

Secondary Data:
The secondary data is also used in a lesser proportion to find out the name and
designation of the employer who are working with this organization and the
company profile. Secondary data refer to information gathered by someone
other than the researcher conducting the current study. Such data can be internal
or external to the organization and accessed through the Internet or perusal of
recorded or published information.
Page | 48

Secondary sources of data provide a lot of information for research and problem
solving. Such data are as we have seen mostly qualitative in nature.

 Secondary source of data :

(i). Company brochure.

(ii). Internet.

(iii). Websites

(iv). Organizational Reports & Records.

(v). Business magazines

(vi). Journals

SAMPLING TECHNIQUE

SIMPLE SAMPLING

Simple sampling is a sampling process that utilizes some form of random

selection. In probability sampling, each unit is drawn with known probability, or
has a nonzero chance of being selected in the sample. Such samples are usually
selected with the help of random numbers. With probability sampling, a
measure of sampling variation can be obtained objectively from the sample
itself. Simple Random sampling has been adopted for this research. Under
which we have considered the sampling which has been done for a specific
designated population, because here a small cluster of professionals has been
considered out of the total universe which has been divided in small group like
research team and customers
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SAMPLE SIZE
Sample size refers to the number of items to be selected from universe to
constitute a sample. The sample size should be optimum as it should fulfil the
objective of the research.

200 Nos.- Total respondents strength is very huge and I have focused upon 10%
of total employees of REANDRO. (Covering each and every department).

SAMPLE AREA
The sample area refers to the universe to be studied under our research project.
The area denotes the place or the region to be studied and taken into research
consideration. Thus, the sample area chosen for this research project is
REANDRO SIKANDRA BODLA AGRA pvt ltd, SUNJAY PALACE
SIKANDRA BODLA AGRA.
Page | 50

Suggestions

• In instance of WIs, showcasing exercises with promo codes and accentuation on

combo offers will be compelling.

• When it comes to understudies, they are more pulled in towards the free supper offer,
which empowers them to procure cash into their Swiggy account effectively. Promoting
exercises with accentuation on this offer will make enthusiasm for understudies towards the
application.

• Marketing exercises in PGs and universities will be compelling in getting

consideration of more understudies and working people.

• Marketing exercises in neighbour hoods and flats will be powerful in getting

consideration of more individuals and working people.

• Marketing exercises should be broad as there is a considerable measure of extent of

individuals who can utilize the application.

• Marketing exercises, for example, enormous hoardings, notices and so on., if showed,
will draw in more clients furthermore individuals will get mindfulness about the application.

• Marketing exercises close inns and universities will be best following the greater part
of the understudies like to have assortment of nourishment at sensible rates.
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Conclusion
Swiggy Digital Marketing strategy will need to keep evolving as the digital
landscape undergoes a change. As Swiggy looks towards expanding in newer
markets, it will have to keep finding innovative ways to reach users in these
cities. They are doing a wonderful job now, and if they keep transforming their
online marketing according to the latest trends, they will keep getting good
results from their efforts.

Italian cooking is the most favored decision for nourishment in the middle of
dinners at 32 percent, it is nearly trailed by Chinese (24 percent) and fast food
(17 percent).

o Japanese and Hyderabadi cooking appears to have lost the gourmet

diversion by being the last choices favored by foodies.

o Salads and Sandwiches (eight percent), Mughlai (seven percent), multi-

cooking (three percent) and South Indian (two percent) make up whatever is left
of the minimum favored decisions with pastry shop things and frozen yogurt
recording stand out percent of requests set.

This information uncovers that AGRA is known for foodies furthermore

expanding clients of advanced mobile phones plainly shows that for such sort of
versatile nourishment applications will be particularly productive for the
development and foundation of these organizations.

Since, Swiggy is at present serving in just 8 noteworthy urban communities, yet

seeing the enthusiasm of the clients in the application it is attempting to grow its
business sector to all over India step by step.
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BIBLOGRAPHY

 “NARESH. K MALHOTRA” marketing research an applied orientation

 www.REANDRO.com
 www.google.com
 www.liknedin/REANDRO.com
 www.acedmia.com
 www.mca.com
 Research Methodology -C.R.Kothari.
 Personnel and Human Resource Management – P. Subba Rao, Himalaya
Publication
Page | 53

1. Age group:

o 14-20
o 21-29
o 30+

2. Do you order food online: Yes/No From which company do you prefer?

o Swiggy
o Zomato
o Others

3. Do you have the Swiggy application downloaded:

Yes/No

4. How did you get to know about your preferred Delivery service?

o Advertisements on TV & hoardings

o Internet
o Friends or family

5. How often do you order food online?

o Daily
o Weekly
o Every alternate week
o Monthly
o Never

6. How do you prefer to order food?

o Mobile Application
o Website
o On call

7. Does Swiggy make timely deliveries:

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Yes/No

8. Have you ever faced any problems while using the Swiggy application or
while ordering via Swiggy:

Yes/No

9. On a scale of 1-5 how satisfied are you with your experience at Swiggy:

o 1
o 2
o 3
o 4
o 5

10.Who is your target group based on economic status?

o High level
o Middle level
o Above middle level
o Low level

11.Which marketing strategy followed by swiggy?

o Offline marketing
o On line marketing
o Word of mouth
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12.What are the various promotional techniques of swiggy that are attracting
customers?

o Advertisements
o Demos
o Posters
o Others

13.What is the selling process of your food?

o Direct personal sale

o Direct online sale
o Indirect through channels
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