Swiggy Case Study — Assignment

Full Name of Group Members:Deepsi Jain, Kirthi S, Parikshit Garg, Shubhi Kedia, Umar Tauheed

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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

Here use case would be to target people who have busy and would prefer to spend some
‘Me Time ’and order their favorite food, targeting people who order foods based on their
moods. The people who like to treat themselves.

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Creative Content
Message for the
Primary Audience

Most awaited pal, enjoy with swiggy.

Telling the we are here for them after a long and tiring day and offering food that cheer
them up

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Channel 1: Social Media
Reason: People spend most of their time on social media. By creating content that is
Channels for
tempting and connecting with marketers, which would direct them to the swiggy app.
Primary Audience

Channel 2: Spotify
Reason: People tend to hear music while traveling back to home from work or post
reaching home for a change.

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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

Use case for the secondary audience it makes our lifestyle easier. Now rather than going
out and spending hours preparing it, instead they can seat with their friends and family and
chit-chat with warm and delicious food.

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Creative Content
Message for the
Secondary
Audience
Long list to purchase or swiggy it

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Channel 1: Print ads and outdoor
Reason: In order to reach a large number of consumers, print advertising requires
Channels for
physically printed media and outdoor for creating a brand and advertising your goods and
Secondary services in ways that online and in-home media cannot.
Audience

Channel 2: Television ads

Reason: More people are reached by TV than by any other conventional medium (i.e.
radio, newspaper, etc.). In addition, many adults still haven't adapted to new technologies.
As a result, if your target market is over fifty, investing in TV advertising may be worthwhile
because it is the most effective way to reach them.

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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

Ease of working with Swiggy.

For restaurants, it takes burdens of food delivery, handling multiple orders efficiently, and
last but one of the most imp target points is increasing customer engagement.

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Creative Content
Message for the
Tertiary Audience

Tagline – Haath milao aur saath chalo

Putting small videos of existing Restro or delivery partners, who spreading good deeds for
swiggy and the perks of being a part of this company

Or a video telling Why and How to join Swiggy Family

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Channel 1: Website article
Reason: to connect and ease the process for potential partners who are likely to join or
Channels for
search about it and this is to be followed by Direct marketing methods like sending emails
Tertiary Audience or calling people who searched o visited the website

Channel 2: Facebook Video Ads

Reason: As we find maximum potential customers over there. It helps in targeted
marketing for such a niche audience in the case of restaurant owners.

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 Thank You!

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