Swiggy Case Study — Assignment

Name of Group Members: Suraj Borlepawar

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 Primary Audience

People under 30, who aren’t likely to cook or know how to cook
themselves, most likely living away from their family/home city, and
probably want to try new cuisines, but are starved for time. They are
likely to order most frequently.

Swiggy’s objective for the primary group is to increase

purchases.

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Use Case for the

Primary Audience

Away from home > Don’t feel like cooking > Then order from Swiggy and get your food
delivered quickly on time.

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Creative Content
Message for the
Primary Audience

When you are away from your home & family and don’t feel like cooking satisfy your
hunger by ordering food from Swiggy.
Tagline:- Satisfy your hunger with Swiggy.

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Channel 1: Social Media
Channels for Reason: Most of the target audience is more than likely to have a social media presence
so it would be ideal to show them the ads in social media. For eg:- Someone at work while
Primary Audience on their lunch break checks their instagram account and then Swiggy’s ads pops up
enticing them to order food.

Channel 2: Display Ads

Reason: Most of the target audience more than likely, most of the time would be active
online so it would be great way to grab their attention while they are scrolling through
different websites. For eg:- Someone while reading a blog sees Swiggy’s ad showcasing
its various offerings and enticing the person to order from Swiggy.

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 Secondary Audience

The secondary target audience for Swiggy isn’t restricted to a

particular age group, gender, city, or social class. They would
mostly comprise families, older couples, and
friends’/colleagues’ groups.

The brand’s objective for the secondary group is to increase

the level of their consideration.

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Use Case for the

Secondary
Audience

Anniversaries, Get-togethers, Parties > No matter what the occasion celebrate with
Swiggy > Order food with Swiggy from your favourite restaurants and get amazing offers.

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Creative Content
Message for the
Secondary
Audience
Birthdays, Anniversaries, Get-togethers no matter what the occasion celebrate with
Swiggy by ordering food from your favourite restaurants and get amazing offers.
Tagline:- No matter the occasion celebrate with Swiggy.

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Channel 1: TV commercial
Channels for Reason: TV commercials provide scale and reach, since this audience doesn’t have any
specific target group, this channel would be ideal for Swiggy. For eg:- Swiggy ad playing
Secondary during IPL.
Audience

Channel 2: Advertisement Board

Reason: Similar to TV commercials advertisement boards provide a great reach to a
business. For eg:- Suppose you are travelling from one place to another and spot a huge
billboard showing Swiggy’s ad.

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 Tertiary Audience

This includes stakeholders like Swiggy’s restaurant partners,

store partners and delivery fleet.

Finally, the objective of the tertiary group would be to increase

the number of delivery partners, restaurant partners and
store partners who register on Swiggy.

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Use Case for the

Tertiary Audience

Swiggy takes away the burden of food delivery > Handles multiple orders efficiently >
Helps restaurants thrive and increase customer engagements.

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Creative Content
Message for the
Tertiary Audience

Swiggy makes running a restaurant much easier, it handles multiple orders efficiently and
also takes away the burden of food delivery, Swiggy helps your restaurant thrive
inmmensly and also increase customer engagements.
Tagline:- Swiggy makes running a restaurant much easier.

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Channel 1: Email Marketing
Channels for Reason: Email Marketing is a great way to reach right people at the right time. Its one of
the most effective channel for B2B communication.
Tertiary Audience

Channel 2: Telemarketing
Reason: Telemarketing is a great way to directly reach out to customers and it allows to
better understand their needs, hence Swiggy should use this channel to reach out to the
restaurants.

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 Thank
You!

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© All rights reserved upGrad | MICA - Digital Branding &
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