CURRENT MARKETING MIX-

 Product:
Swiggy is a well-known food and beverage delivery service that serves customers who have placed an
order. It has provided a single point of contact for a wide range of eateries and food parlors. A customer
may now select from virtual menus of neighbouring restaurants and place an online order. Swiggy has
made ordering meals and having them delivered swiftly a breeze for clients. The company receives
roughly 1.59 million orders per day from its estimated 1.28 lakh restaurants on its network. Swiggy isn't
accountable for the food's quality because it only moves it from one person to another.
A complaint usually takes up to the restaurant in question to settle. The company encourages restaurant
advertising and reviews for internet delivery. Swiggy has introduced SwiggySelect, an On-Time-Delivery
option that pays out cash if an order does not come inside the chosen time frame.
How to order from swiggy?
A customer may visit the Swiggy website or download the Swiggy app, browse online menus of
restaurants in his or her neighbourhood, place an order, and, if everything goes well, receive a rapid
delivery. Payment can be paid either online or at the time of delivery.

 Pricing:
Swiggy has a huge crew, which allows it to offer no-minimum-order policies to its consumers. As a
result, the company's customer base has grown significantly. Accel Partners and SAIF Partners invested
$2 million in Swiggy's Series A round. Norwest Venture Partners and an undisclosed investment entity
both contributed $16.5 million in Series B funding.
Swiggy's cost structure comprises website upkeep, employee salaries, maintenance charges, marketing
expenses, refunds, and other costs.
Swiggy's Revenue Model-
1) Delivery costs: Swiggy charges customers a minor delivery fee ranging from Rs. 20 to Rs. 40. Heavy
demand or adverse weather conditions may also have an impact on charges.
2) Advertising: Swiggy employs two types of advertisements:
a) It allows the brand to market itself on the website and app by showing banner
advertisements.
b) Swiggy's mobile app allows businesses to advertise a list of restaurants in 'hot locations' in
exchange for a cash commitment.
3) Commission: Swiggy receives a commission from all establishments where orders are placed. A 15
percent to 25% commission is earned on each order.
4) Swiggy Access: Swiggy has created a cloud kitchen concept in which it leases out kitchen space to
eateries in locations where it does not have a presence. According to a source, Swiggy is looking to
expand its cloud kitchen idea to include 30 restaurants and 36 kitchens in four new locations,
producing around 25% of revenues in two years.
5) Swiggy Super: Swiggy Super is a membership club that entitles customers to unlimited free
deliveries from Swiggy. Customers that sign up for this service are free from paying surge pricing
during peak hours.
6) Affiliate: Citibank, HSBC, and ICICI Bank are just a few of the world's top financial institutions with
whom the business has formed agreements. Credit cards are sold to earn money.

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 Its success is predicated on reducing delivery costs to a minimum. Swiggy, for example, offers free
delivery in Bangalore for orders over Rs 250 and a delivery fee of Rs 35 for orders under Rs 250. It earns
money by taking a percentage from the restaurants' profits.

 Place Distribution:
When Swiggy first opened its doors, it was in major cities such as Bengaluru, Gurgaon, Pune, Chennai,
Delhi, Hyderabad, Kolkata, and Mumbai. There are several cities where Swiggy has created a presence.
Small towns are also included.
Swiggy has headquarters in Bengaluru, Karnataka, with corporate offices in Hyderabad, Telangana, and
Gurgaon, Haryana. Swiggy has created a strong and extensive distribution network to provide rapid and
high-quality service.
It has a one-of-a-kind fleet of folks functioning on the field, with almost 1.30 lakh delivery personnel.
They are responsible for gathering orders from numerous restaurants and delivering them to customers.
Delivery guys use the Swiggy App and their iPhones to track deliveries as they go through the routeing
algorithms. Swiggy has hired Shadow fax Technologies, a third-party delivery company, for part-time
distribution in Delhi and Bengaluru.

 Promotion:
Swiggy recognises the importance of a good marketing strategy and has developed a number of measures
to increase brand awareness. It mostly relies on word-of-mouth advertising, and satisfied customers are its
most effective marketing tools, as they recommend the firm to their friends and family. Swiggy has
established an online marketing approach, promoting innovative and engaging ad campaigns such as
#SingWithSwiggy and #DiwaliGharAayi on social media sites like as Twitter, Facebook, Instagram,
YouTube, and Pinterest.
It has a huge and active Facebook page that posts frequent updates and encourages active participation.
Swiggy has produced innovative videos, such as Swiggy Goes International, that have been well received
by the general audience. The company organises contests to encourage direct consumer connection and
rewards customers with snack packs and vouchers through #SwiggyTuesdays. Prior to its launch in
Mumbai, it partnered with well-known Mumbai Dabbawallas to have a deeper knowledge of the situation,
which it then used as the basis for a promotional strategy to raise brand recognition.

BRAND EXPLORATORY

 Brand Awareness and Brand Image:

They haven't done anything spectacular, but they have attempted to demonstrate the underlying
requirement and how we are transitioning to a digital society. During the 2018 IPL season, Swiggy
released six television ads to combine two of India's favourite pastimes: cricket and food. These
commercials normally last 10 to 15 seconds, and they simply highlight how Indian's resort to Swiggy for
wonderful cuisine on any given occasion. They haven't engaged any well-known artists as brand
ambassadors; instead, their advertising is basic yet convey the message that Swiggy generates happiness.
Overall, Swiggy has done relatively little marketing and promotions, yet they are currently one of India's
leading meal delivery businesses.

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  Brand Positioning:
Swiggy has made food delivery more than just an extension of restaurants, and it has reaped the benefits
handsomely. Swiggy's main positioning strategy is to create an app that allows consumers to get meals
whenever and wherever they want it.
Swiggy's marketing efforts have contributed to the concept that Swiggy makes life easier for its
customers, provides the best customer experience, and seeks to keep every customer, both partner
restaurants and customers, satisfied with its services.
It has the ability to alter people's eating habits. Its slogan is "no customers go hungry," and it allows
consumers to connect with their favourite restaurants with just one click.

Branding Strategy

 Swiggy's marketing strategy includes both online and offline advertisements. Swiggy is active on several
social media sites, including Facebook, Twitter, YouTube, Pinterest, and Instagram. Also it managed to
run initiatives such as “#EatYourVeggie #Secondtomom,#DiwaliGhayAayi”. Swiggy has also invested in
“Tongue-and-cheek ads” e.g., “Match Day Mania”. It also includes regional dialect in their campaigns -
“Swiggy karo, phir jo chahe karo”.
 Swiggy has established an impression that it makes life simple and comfortable for its customers.
 Swiggy has come up with new initiative 'BrandWorks' to co-create delivery brands with its
restaurant partners
 A project where it teams up with restaurant owners to co-create delivery brands. To look at it another
way, the restaurants will be using their kitchens to prepare the foods that will be bundled under the brand.
The delivery-only label will have a lower price point and smaller serving size, and it would not be
provided to routine customers.
 Swiggy presently has 100 of that kind brands on its platform, which were developed in collaboration with
95 franchisees in 13 cities.

Swiggy’s Offerings

 Swiggy Access - Bringing restaurants closer to customers

 Private brands + Restaurant partners
 Sharing kitchen spaces
 Swiggy Pop - Customer retention & acquisition
 Making ordering a meal for one a quick and affordable experience
 Swiggy scheduled - Customer delight and Subscription model
 Plan and order upto 2 - 48 hours in advance
 No delivery charges
 Swiggy Super - Customer delight and Subscription model
 Free delivery and protection from surge pricing
 Wider range of restaurants
 Special offers
 Swiggy Express- Customer delight
 Delivery within 15 to 20 minutes
 Money bank beyond 30 minutes delivery for some cases

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Competitor analysis
 Swiggy faces tough competition in the market
 Competitors- Zomato, Grofers, Fasos, Dunzo
 Both Swiggy and Zomato has been increasing its expenditure through incentives and discounts
 Competitive advantage- the company has cracked the distribution market
 It has a robust logistics network
 Own fleet of delivery boys who are equipped with smartphones and the Swiggy app
 It is more reliable and faster than its competitors- Swiggy Express
 The company focuses on their delivery ecosystem to explore new categories

Zomato vs Swiggy
“With Zomato Market, Zomato entered into the market in 80 cities. Product lines are their preferred method of
action, and they are positioned below so that they can be reached. When they tap, it tends to take individuals to
the listing page, where they can discover what's really available. Whenever the goods are not available within a
week of discovering, the consumer becomes frustrated as they jump from one platform to platform looking for
grocery shopping.
Swiggy, on the other hand, has chosen a better approach, adhering to the conditions are conducive principle and
addressing the most prevalent desires and needs. As a result, the consumer tends to spend low time discovering
and more time getting what they want. Human-Computer Interaction (HCImain )'s aim is to reduce tension when
a user performs a task.
Zomato launched initiatives to aid restaurants and delivery partners. Because the consumer must purchase the
contentious gold monthly subscription, this can be classified as strategic empathy. As a result, a part of the
subscription fee would be made a donation to the restaurant of one ‘s choice. Customers receive the gold benefits
once the restaurants are operational.
Meanwhile, Swiggy started a campaign to endorse various government agencies, non-governmental organisations
(NGOs), as well as other entities, and dispersed food in COVID-19 makeshift camps. The claim was that 20
people could be fed for just Rs.600, which goes back to the "Keeping the User Informed" principle.
“There comes a point where they must choose between business, safety, and what they must encourage. Both
have chosen to take an encouraging strategy to iterating to responding to right questions within just a small real
estate space. Swiggy had also achieved success by repeating back and forth about how much they keep on their

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home button. They placed groceries on same tier as restaurants. In the meantime, Zomato has declined grocery
delivery services because it is exiting the grocery business. Faced with a large appear to be recovering after 4
months. According to ET, an increase in order value has resulted in a 60–65 percent rise in the level of sales. So it
would be safe to say that food delivery is back up and running.”

Point of parity
 Food delivery service
 Restaurant listings
 Similar target market
 Brand techniques and positioning
Point of differentiation
 Reliability and faster delivery
 Robust logistics network
 A robust delivery ecosystem
 Groceries

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