MARKETING STRATERGY OF

SWIGGY

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 CHAPTER 1

INTRODUCTION

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 EXECUTIVE SUMMURY

Services are intangible products where in there cannot be any transfer of

possession or ownership, and they cannot be sold but come into existence at the
time they are consumed or bought. Services cannot be stored or transported. Eg:
accounting, banking, cleaning, consultancy, education, etc. Digital services on the
other hand are services that are anything that can be delivered through an
information infrastructure such as the internet, in various forms i.e. applications,
web pages, social media, etc. In the paper the major focus will be on the various
apps that are available either by 3rd party for delivery purpose or by restaurants
themselves for various purposes like delivery, pointing system, in house app
ordering, etc. Consumer behavior is the study of how individual customers,
groups or organizations select, buy, use, and dispose ideas, goods, and services to
satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions. From this research
paper we would understand the shift of consumer’s behaviors with the
introduction of technology and what are the different kinds of applications that
consumers are satisfied with and what makes them happy and satisfied about the
service. The main objective of the paper is to understand the relation between
facilities and the purchase behavior. Secondly to find the most popular app in the
food delivery industry and understand as to how have technology played an
important role in the restaurant industry

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INTRODUCTION

In today’s world service sector contributes 64.80% in GDP. Swggy is one of the
most popular applications that provide services to the user to discover restaurants.
The rise of digital technology is reshaping the industries. With the increased use
of technology, the numbers of people engaging into the digital sector are rapidly
increasing. Even Consumers are accustomed to shopping or even ordering online
through apps or websites, with maximum convenience and transparency,
expecting the same experience that they would get from the outlet itself. To match
up with the consumer’s expectations apps are providing increased facilities and
services to the customers. This scenario doesn’t exist only in one country but all
across the globe. Being up to date with the customers’ expectations helps firm
retain customer’s to a greater extent. The Figure 1 below shows the average
retention of customers with the help of providing various kinds of facilities to the
customers.

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Figure 1: Retention of Customers with the Help of Digital Technology

Source: http://www.mckinsey.com

Digital technology has just started growing, it will continue to grow at a rapid rate
and with the effect of this so will the various other industries, including the food
delivery industry. In the below figure we can see that the usage of online portals
have been constantly increasing and they are expected to increase at a rapid rate
even in the near future. Our research indicates that online penetration of the total
food-delivery market broke 30 percent in 2016. It is also believed that the
penetration rates will grow further as the market matures, eventually reaching 65
percent per year. As per another research the perceptions of the user regarding the
service quality of ZOMATO is less than his expectations of what an excellent
service should be. So, ZOMATO cannot be categorized an excellent service
provider as per the responses we have received from the users. The recent
innovations in the global market are:

 Mobile ordering.

 iPad order kiosks.

 Facebook ordering.

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 Tabletop e-waiter & checkout.

 Digital menu boards + smartphones

 Games while-u-wait.

 Online coupons.

Indian Food App Scenario With all the boom in digital industry across the globe,
it’s had its impact on the Indian economy too. The online food ordering firms
have sprouted up in bulk. The market size of food in India is expected to reach Rs.
42 lakh crore by 2020, reports BCG. Presently, the Indian food market is around
$350 billion. The space is coming up with a lot of innovation catering to their
customer convenience, satisfaction and retention. This has also built room for a
lot of new players, who are targeting specific groups of people. Many new players
joining the segment with innovative business models such as delivering food for
health conscious people, home cooked meals, etc. Food tech is the hot talk in the
startup town. After technology startups have made their mark in the e-commerce,
taxi & real estate sectors, now the ever-hungry Indian entrepreneurs are looking to
satiate the appetite of others. Food tech is a vast market and food delivery startups
are just a part of it.

Various apps in the Indian market are:

 Food Panda

 Zomato

 Swiggy

 Box8

 Fasoos

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 Fast food delivery apps

Figure3: The various food apps available in India

Services Provided Apps Originated Delivery Online Menu Expanded Delivery

Charges Food Panda Singapore Yes Yes 12000 Restaurants Yes Zomato Portugal
Yes Yes 10000 Restaurants No Beer Café India No Yes 33 Restaurants No Box8
India Yes Yes 60 Stores Yes Fasoos India Yes Yes 125 Centers No Dominos
India Yes Yes 800 outlets No Just Eat Denmark Yes Yes 2000 Restaurants No
Swiggy India Yes Yes 5000 Restaurants Yes Pizza Hut Delivery US Yes Yes
1300 Outlets No Fasoos India Yes Yes 200 Stores No Source: Author created
with the help of secondary data

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 OBJECTIVES OF THE STUDY

Prime Objective

 To study how online food delivery service “Swiggy” has used internet to
place itself in the minds of the customer.

. Secondary Objective

 To know the various factors that influences the consumers to choose online
food delivery services of Swiggy over other food ordering apps

 To know the various promotional tools used by Swiggy to advertise itself

 To study about the core competitors of Swiggy and its competitive

strategies by using SWOT
 To study how Swiggy places it’s advertisements to grow market share
 To know the customer perception towards Swiggy

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SCOPE OF STUDY:

 The study will bring out the what people prefer while buying from
online food apps and how they react to the advertisements of Swiggy
 The study will bring out the extent of impact of Swiggy in the
minds of customer
 The study will help to know how Swiggy has used various
platforms to market and get a good brand image
 This project will also cover the strategies used by Swiggy to create
a distinct place in the minds of its customers over other competitors

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 LIMITATION OF THE STUDY:
 As this study is academic in nature, it suffer them time and cost
constraints.
 As data was collected through personal survey, it suffer from reverse bias.
 Respondent were asked to recall from their memory, hence there are
chance of recall bias.
 The behavior of personal might have changed under the condition of
observation.
 There might have tendencies among the respondent to amplify of their
Reponses under testing condition.

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 COMPANY PROFILE

Swiggy is food ordering and delivering company based in Bangalore. It

provides a single window for ordering from a wide range of restaurants
and have their own exclusive fleet of delivery personnel pick up orders
from restaurants and deliver it to customers.It is a complete food ordering
and delivery solution that connects neighborhood restaurants with urban
foodies.

Swiggy Founders:

Swiggy was founded by Nandan Reddy, Sriharsha Majety, and Rahul

Jaimini in August 2014. Nandan Reddy aged 29 and Sriharsha Majety aged 31
both are both alumni of Birla Institute of Technology and Science (BITS) Pilani
while Rahul Jaimini aged 31 is an alumnus of IIT Kharagpur.

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Nandan Reddy and Sriharsha Majety in 2013, started their first venture
named Bundl, which was a logistics aggregator that connected small and medium
companies to courier service providers. After almost a year in business, they
realized their focus had to change. They had spotted the need for an online
hyperlocal logistics company in the restaurant industry. Then In August 2014, the
duo rolled out the online food ordering and delivery startup Swiggy, along with
Rahul Jaimini.

GOALS

 To revolutionize the restaurant-takeaway-delivery business in India

 Reliability and consistency in service

 Evolve as a leading marketplace

 Increase market share

 Increase brand building and marketing campaigns

 Achieve more than break even in the existing cities

 Expand to six new cities in the next one year

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MARKET STRUCTURE

 Net worth at Rs. 386.25 lakh(2018)

 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.

Swiggy Journey:

Swiggy began its Journey from Bengaluru with six delivery executives and 25
restaurants on its platform. In the time of 3 years, it has scaled up with over 6,000
delivery executives across India in more than 8 cities like Delhi-NCR, Mumbai,
Bengaluru, Hyderabad, Chennai, Kolkata, and Pune.

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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:

Swiggy is backed by one of best investors available in the market. Swiggy has
raised a total of 75.5 million dollars in funding from various investors, including
Bessemer Venture Partners, Norwest Venture, Accel Partners, SAIF Partners,
Harmony Venture Partners, RB Investments and Apoletto.

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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
India’s online food ordering business grew at 150% in 2016 and has an overall GMV of
$ 300 Million. This includes several key players such as Foodpanda, Zomato, Runnr,
Swiggy, UberEats, Areo and others. The pie also includes several startups such as iTiffin,
Eazymeals, Zeppery, Zupermeal, Tinyowl, TastyKhana and more.

Amid this scenario, Swiggy has emerged as a strong player and recently raised a $ 80
million funding in Round E taking its overall funding to $ 155.5 million. As per reports,
the current round of funding has pegged Swiggy at a valuation of $400 million.

1) ZOMATO
Zomato is an Indian restaurant search and discovery service founded in
2008 by Deepinder Goyal and Pankaj Chaddah. It currently operates in 24
countries.[5] It provides information and reviews of restaurants, including
images of menus where the restaurant does not have its own website and
also online delivery services in some countries.

Countries where Zomato is available.

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The restaurant search and discovery platform began its operations under the
name, Foodiebay. In November 2010, the brand was renamed as Zomato.

By 2011, Zomato launched

in Bengaluru, Pune, Chennai, Hyderabad and Ahmedabad. With the introduction
of .xxx domains in 2011, Zomato also launched zomato.xxx, a site dedicated
to food porn. The company launched a print version of the website content
named, "Citibank Zomato Restaurant Guide", in collaboration with Citibank in
May 2012, but it has since been discontinued.

In September 2012, Zomato expanded overseas to the United Arab Emirates, Sri
Lanka, Qatar,the United Kingdom,the Philippines, and South Africa. In 2013, the
company launched in New Zealand, Turkey, Brazil and Indonesia with its website
and apps available in Turkish, Brazilian Portuguese, Indonesian and English.

In April 2014, Zomato launched its services in Portugal, followed by launches

in Canada, Lebanonand Ireland the same year.

The acquisition of Seattle-based food portal Urbanspoon marked the firm's entry
into the United States, Canada and Australia, and brought it into direct
competition with Yelp, Zagat and OpenTable.

In February 2017, Zomato in a company's blog, explained the concept of cloud

kitchen. With its cloud kitchen, the company will help the restaurants to expand
their presence without incurring any fixed costs.

In September 2017, Zomato claimed that the company had "turned profitable" in
the 24 countries it currently operates in. Furthermore, Zomato announced that the
"zero commission model" is to be introduced for partner restaurants.

Zomato narrowed down its losses by 34% to ₹389 Cr for the financial year 2016-
17, from ₹590.1 Cr crore in the previous year 2015-16.

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UBER EATS

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.

FOOD PANDA

Foodpanda (stylized as foodpanda) is a German mobile food

delivery marketplace headquartered in Berlin, Germany, operating in 10
countries and territories . The service allows users to select from local
restaurants and place orders via its mobile applications as well as its websites.
The company has partnered with over 27,095 restaurants in 193 cities and works
with over 15,733 delivery riders. The firm was acquired by Delivery Hero in early
December 2016.Foodpanda's business in India was acquired by Indian cab-
aggregator Ola on 29 December 2017 for an undisclosed amount

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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 to engage with its customers from solving the
grievances to taking the feedback.

Operations

Swiggy operates in more than 25 cities in India. These include: Ahmedabad

Bangalore, Chandigarh, Chennai, Coimbatore, Dehradun, Delhi, Gurgaon, Guwah
ati, Hyderabad, Indore, Jaipur, Kochi, Kolkata, Lucknow, Ludhiana, Mumbai, My
sore, Nagpur, Noida, Pondicherry, Pune, Surat, Vadodara, and Vizag.

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HOW DOES SWIGGY FOOD DELIVERY SYSTEM WORK?

As soon as you have placed your order, the wheels are set into motion. The
Swiggy restaurant partner apperceives instant notification about the order. After
your order, In the meanwhile, the restaurant checks if they
can prepare your order. In case they’re running low on a secret sauce or have
completely sold out a popular
dish you ordered, they inform the Swiggy team, who in turn gets in touch with
you to select another dish. So,
now wondering where your order is? You have got so many ways to find out.
Your order’s being tracked
every second and is visible to you on the Swiggy app. After adding the finishing
touches, the restaurant packs your order and hands it over to the assigned Hunger
Saviour. The Hunger Savior is now given directions so he can navigate to your
destination to deliver your order. The food has left the building! From
the point where you select your order till it’s in your hands. They track your order
at every
step and overcome all the hurdles along the way.

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Recognitions

. In 2016, Outlook Magazine recognized Swiggy as the Startup of The Year.

Swiggy was named the Startup of The Year at the Times Startup of The Year
Awards 2017. In 2018, Swiggy bagged the Startup of The Year awards at Startup
awards and Star Re.imagine Awards]. Its co-founders – Rahul Jaimini and
Nandan Reddy were listed in Forbes 30 under 30

SWIGGY’S OWN STATISTICS

according to Swiggys’ 2018 statistics (better known as StatEATistics – an

analysis of over 50,000 partners across 15 cities in India, serving millions of
customers):

India orders a whopping 17 Chicken Biryanis every minute

Chicken Biryani is the most preferred meal option across the country. In fact, it is
loved so much that Indians will eat it all day long, including at festivals, lunches,
dinners and even at snack time.

Second choice – Chicken Fried Rice

Beaten only by another Chicken cousin, comes the Chicken Fried Rice, the
second largest item to be ordered after Chicken Biryani.

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For the vegetarian guests – any guesses?

Anita orders roti and paneer butter masala. Once again, she unknowingly chose
one of the most popular items on the Swiggy App.

Sweet cravings anyone?

Tender coconut ice cream tops the chart of the most preferred ice creams ordered.
And November 2018 happens to be the month India ordered the most sweets.

India declares National Foods

Based on record-breaking numbers of orders in 2018 by food lovers, Indians

celebrated:

 National Biryani Day 2018– October 28th

 National Sweet Craving Day 2018– November 18th (highest orders of
Cupcakes & Ice-cream)
 National Pizza Day 2018– October 19th
 National Dosa Day 2018 – November 23rd
 National Doughnut Day 2018– November 25th

Earliest order – 6am, last order – 4.37am

Early one morning, at 6am in Coimbatore, one early bird is hungry and wonders if
Swiggy delivers food this early. To his surprise, he finds breakfast options and
places an order, making his, the earliest order placed on the Swiggy app. On the
other hand, at the opposite end of the country, late one night (or should we say
early one morning), someone in Delhi fires up an order at 4.37 am, making this
the last order to be placed.

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Chinese food orders beat Beijing’s population @ 2.18 crores!

While the gastronomers continue to go after Indian cuisine, Chinese food orders
tallied a little more than Beijing’s population. Talk about loving our neighbors!

PYM (Plan Your Meals)

Bangalore, Hyderabad and Kolkata prefer to plan their orders before they change
their minds. Sometimes 36 hours in advance via Swiggy Scheduled!

How do you think Junk foods fared on India’s radar?

Across the country, most searched for items on Swiggy included foods like pizza,
burger and cake.

Mindful Eating

While on the other hand, Indians in Bangalore, Hyderabad and Chennai embraced
mindful eating, with healthy and single-serve meals packed in eco-friendly
packaging. These 3 cities topped the list in ordering the healthiest foods online.

Eat to live or live to eat?

But what happens after the healthy food arrives? Well, that’s another story.
Indians don’t mind sacrificing a few calories here and there, for the sake of
dessert or while celebrating festivals! For example, during Durga Puja, orders for
Mishti Doi and Kalakand grew drastically. Furthermore, popular items like Laddu
and Karanji saw a whopping 400% increase during Ganesh Chaturthi. Holi was
not left far behind, with sales of Gujia increasing nearly 10 times during this
festive week.

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Swiggy for everyone

India’s cuisine is as varied and delightful as it is unique to each city. The lowest
priced order on the Swiggy menu stands at Rs.10 and the highest at nearly
Rs.38,000.

A country of contradictions

India, on the one hand sees a rise in bowl meals, and vegetarian food, but on the
other, there’s chicken biryani, masala dosa and paneer makhani topping the list of
the most ordered items. While there’s a drop in aerated drinks, there’s also a rise
in desserts and ice-creams. However, isn’t this what makes India so colorful?
Vast, different, unpredictable and a foodies paradise?

Here’s summing up the Top of the 2018 Food Charts

(with just one thing in common across the years – India’s love for food)

 India’s most searched food item on Swiggy: Pizza, Chicken, Burger

and Cake
 Most ordered dishes: Chicken Biryani, Masala Dosa, Paneer Butter
Masala, Mutton Biryani, Chicken Fried Rice, Tandoori Chicken and
Dal Makhani
 Favourite international Cuisines: Chinese, continental, and Italian
dishes

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 India’s favorite starters: Chicken 65, Tandoori Chicken, Chicken
Lollipop and Veg Manchurian
 Top breakfast items: Masala Dosa, Idli, Vada, Plain Dosa, Poori,
Pongal, Poha and Upma
 Top Lunch items: Chicken Biryani, Mutton Biryani, Veg Biryani,
Paneer Butter Masala, Masala Dosa, Chicken Fried Rice, Veg Fried
Rice and Curd Rice.
 Top Dinner items: Chicken Biryani, Paneer Butter Masala, Tandoori
Chicken, Dal Makhani, Chicken Fried Rice, Mutton Biryani, Kadai
Paneer and Veg Fried Rice
 Top Snack items: Chicken Biryani, Pav Bhaji, French Fries, Masala
Dosa, Samosa, Vada Pav. Chicken Fried Rice, Garlic Breadsticks
 Top late-night items: Chicken Biryani, Chicken Fried Rice, Dal
Makhani, Tandoori Chicken, French Fries, Jeera Rice, Kadai Paneer
and Butter Chicken

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Promotional activities of Swiggy

Swiggy, a key player in the online food ordering business, recently organized food trails
across Mumbai and Chennai. The event saw people in both the cities get into groups and
traverse the popular food joints. The daylong trail helped people take out time to bring
out the foodie in them. However, this is not the first time when the brand has organized
such food trails. In the past, it has conducted similar events across different cities
including Delhi, Hyderabad, Mumbai, and Pune.
During these food trails, the brand ropes in bloggers and influencers and makes them visit
popular food joints. It helps Swiggy reach out to their consumers and inform them about
the presence of these popular joints on its app. The idea is to simply inform the customers
about Swiggy’s vast network of restaurants and how people can have their favorite food
from the best of the restaurants and joints in their respective citie

Food Trails Organized by Swiggy

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Impressive Growth

Swiggy is a three-year-old brand and is one of the key players in the food ordering
category. It began its operations in Bangalore in 2015 and was mostly restricted to several
pockets of the city in the first year of its operations.

In last 18-24 months, the brand has moved up the value chain in the category and is
present across top 8 metros of the country.
As per published reports, the brand has a strong partner network of 12,000 restaurants
across eight cities in India. Several reports suggest that Swiggy clocked nearly 1 million
orders in 2016.

Swiggy Campaign to target Delhi audience

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Srivats TS, VP Marketing, Swiggy, mentioned that the brand has grown 6X in revenue
and 4X in orders in last 12 months. “We are extremely focused about our consumers and
obsessed towards offering them the best possible experience on the platform. We believe
that it has been the biggest differentiator for Swiggy in the category that pushes the
customer to repeatedly transact on the platform.”

The brand points that its USP is its reliable and fast delivery to the consumers. Srivats
further informed that an average consumer orders nearly 5-6 times a month while some
of their super consumers order between 30-40 times a month.

Swiggy campaign to target Hyderabad audience

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The brand aims to offer food to a varied set of consumers across different cuisines. “This
includes people who want to order affordable food or extravagant food. We want to be
the sole platform for people when it comes to food ordering, be it breakfast, lunch or
dinner. So, we provide every kind of option to the consumer in terms of cuisines, pricing,
restaurants and others,” shared Srivats. Swiggy offers a wide range of cuisines.

Marketing Efforts

Swiggy has a very strong focus towards its marketing and is reaching out to its audience
base via digital, print and BTL activities. Their consumer is the digital and smartphone
savvy Indian, between the age of 18 and 30 years, who is keen on experimenting with
food and is versed with the app usage.

The brand is also working towards reaching out to the audiences who is keen on ordering
but are not avid smartphone users.

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Swiggy's social media campaign

In recent times, Swiggy ran a big campaign around IPL – Swiggy Premier League and
used print campaigns to reach out to the people. It saw a 23% increase in the new user
order and 19% increase in the overall orders during the season.

It has also tied up with Emojifi and created unique food-themed stickers called
Foodiemojis exclusively for Swiggy. The Swiggy stickers are designed in a way that
users can share them in their daily conversations with friends and family on popular chat
apps like WhatsApp, Facebook Messenger, Google Hangout, Hike, etc. They help
hungry food lovers convey their moods through animated stickers like party time, let’s
hang (over a cup of coffee), where is the food (WTF) and order like a boss.

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Swiggy Emoji

The brand has teamed up with Google Local Guides to uncover culinary favourites in
India. Google Local Guides is a community of food lovers and reviewers around the
world who rate, photograph, review and offer suggestions for places on Google Maps. In
partnering with Swiggy, the Local Guides team shared a list of restaurant
recommendations for Swiggy users.

Swiggy, in partnership with a Hyderabad’s thick shake chain, has come up with a shake
named after the brand.

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Further, the brand releases ads at frequent intervals in national dailies and advertises
across key billboards in cities. The have a strong focus on performance marketing and
reaches out to their audiences across all digital channels be it Facebook, Twitter,
YouTube, Instagram and others.

The news has already got the competitors moving into action. Some of them are going
for acquisitions or raising more funds to counter Swiggy. Zomato is considered as the
most intense competitor to Swiggy.

On one hand, Swiggy has grown strongly to move up the value chain, while on the other,
it has been burning cash heavily in order to increase its consumer base. As per reports,
Swiggy posted a 65-fold increase in losses for 2015-16, at about $21.2 Mn (Rs 137.18
Cr) from about $328K (Rs 2.12 Cr) in FY 2014-15. The brand has now tweaked the cost
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to consumer by levying delivery charges and surge charges.

Srivats mentions that at present Swiggy is profitable in two cities, however, the business
plan is strong and the brand aims to be profitable across markets.

The brand plans to change the way India eats and become synonymous with people
ordering food.

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MAKETING MIX OF SWIGGY

Product in the Marketing Mix Of Swiggy :

Swiggy is one of the popular delivery companies that supplies ordered food and
beverage items to its customers. It has created a single window and included a
wide range of food parlours and restaurants under its umbrella.

A customer now can make a choice from visual menus of restaurants in

neighbourhood and order online. Ordering food and getting a swift delivery has
become a hassle-free option from a customer viewpoint because of Swiggy. The
company has estimated seven hundred and fifty restaurants on its platform and
receives nearly seventy thousand orders on monthly basis. Swiggy is not
accountable for the quality of food as it only delivers from one hand to another.

In the case of complaints it usually takes up to the restaurant in question. The

company encourages promotions and ratings of restaurants for online delivery.
Swiggy has launched an On-Time-Delivery service titled Swiggy Select that
guarantees cashback if the order does not reach a customer in stipulated time-
frame.

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Place in the Marketing Mix Of Swiggy :

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. It is a popular app that takes
order for food delivery from listed restaurants on its portal. Swiggy has set up a
strong and widespread distribution network to offer prompt and best results.

It has an exclusive fleet of personnel that includes services of nearly eight

hundred delivery people working on-field. They are involved in picking up orders
from selected restaurant and delivering it to customers. Delivery boys are
equipped with Swiggy App and smartphones that make tracking of a delivery
throughout routeing algorithms easy. Swiggy has hired Shadowfax Technologies,
a third-party delivery company, for part-time distribution in Delhi and Bengaluru.

Price in the Marketing Mix Of Swiggy :

Swiggy has an extensive workforce and this flexibility prompts it to allow its
customer a policy of no minimum order. This has increased its customer base to a
great deal. Swiggy was able to raise 2 million dollars in Series A funding from
Accel Partners and SAIF Partners. During Series B it raised 16.5 million dollars
funding from an undisclosed investment firm and Norwest Venture Partners.
Swiggy has tie-ups with restaurants that offer a minimum of 15% to 25%
commission and this has helped it in increasing its distributive channel and
garnering better revenues. It also charges a minimum delivery fee from its
customer irrespective of a small or high amount order.

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Promotion in the Marketing Mix Of Swiggy :

Swiggy realises the importance of a good marketing strategy and has adopted
several plans to create further brand awareness. It relies heavily on mouth
publicity and satisfied customers is its greatest advertising tools as they
recommend the brand to friends and family. Swiggy has adopted online
marketing strategy and has taken help of social media platforms
like Twitter, Facebook, Instagram, YouTube and Pinterest via innovative and
interesting ad campaigns like #SingWithSwiggy and #DiiwaliGhayAayi.

Its Facebook page is very popular and active as it offers regular updates and
encourages active participation. Swiggy has launched innovative videos that have
become very popular amongst masses like Swiggy Goes International. The
company runs contests to encourage direct participation by customers through
#SwiggyTuesdays and offers to munch bag and coupons as rewards. Ahead of its
launch in Mumbai city, it partnered with popular Dabbawalas of Mumbai to get a
better grasp of the situation and later used it as a promotional strategy to gain
brand exposure.

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SOCIAL MEDIA MARKETING AND CONTENT STRATEGY:

Swiggy’s marketing strategy includes both online a

nd offline marketing campaigns, withthe online mirroring all the offline
campaigns. It promotes its campaigns via Facebook,Twitter, YouTube, Pinterest
and Instagram. The company builds its brand awareness andconnects with its
audience through these channels.

Facebook1. On Facebook: Swiggy

Their Facebook page is quite active with regular updates, averaging to two post a
day. The posts are eyecatching, flavoured with humour and good quality creative.
It’s audience of Swiggy is of 890k fans. The
posts garner active engagement, with week on week increase inthe number of
likes. So, on Facebook they have two kinds of posts in terms of engagement:

Organic Post:
The post which is having original likes and engagement without the use of
Facebook promotions. Almost daily it posts a creative, which is relatable post.

Promoted Post
: These posts are using Facebook promotions by targeting the customers and
audienceto make them more aware of a particular service.Example Whenever
swiggy opens its delivery option to a new state it uses Facebook promotion
totarget the audience of a particular state and make them aware of it.

. They also have another page by the name: Swiggy Delivery partners. With
almost 50K likes on that. Onthis page, they honour all the hard-working delivery
partners by making them feel special and by addressingtheir hard work.

37
Twitter: Swiggy_in
Twitter presence of Swiggy is pretty strong with 59k plus followers and 14k
tweets by giving regularupdates. It also uses its Twitter handle to respond to
customer appreciation or criticism. The company alsoruns engaging contests like
#SwiggyTuesdays with interesting giveaways like coupons and the munching bag.
But definitely it has lesser engagement rate as compared to other social media
platforms.

38
Instagram: Swiggy India
1. When you land up on their Instagram page the first 3 things you see in their
bio section is Lightning fast deliveries, Live order tracking and no minimum order
value with 81k followers and 1800+ posts. By making the perfect use of the
Instagram they regularly put up stories to attract audience and give them updates.
Also, they post food drooling pictures of different

2. They also re-post pictures posted by people and of different restaurants,

basically sharing user generated content.

3 Making the right use of Instagram stories they also ask Questions from their
users and even the followers reply. This helps them in more engagement.

39
Blog:
Swiggy has its own blog where it shares different articles about:1. News and
update: Contains updates about the new features on swiggy app and its
collaboration withdifferent brands.2. Life: Under this category it has views of
different individuals and their experience on their app.3. Snackable: It has
information related to different food products.

Email Marketing:

An email marketing strategy should be a part of every brand’s overall marketing

strategy. Because it
helps the brand build relationships with the prospects and its current customers as
well as acquire the existing customers conveniently through their inbox.

40
Swiggy can come up with different email marketing campaigns satisfying
different objectives. The emails could be about notifying the customers regarding
the delivery of their order or announcing latest offers and features.

It will help foster their sales, increase engagement and drive traffic to their
website or mobile app.

Influencer Marketing Strategy:

Influencer marketing is another one great strategy that Swiggy can look up to.
Influencers &Influencer marketing is the newest trend these days. Brands
have started approaching influencers to market their product because of their
power to create an impact in the minds of people

There are a lot of famous food bloggers across the country who are also great
influencers. Some ofthe popular names include Mumbai Foodie by Ronak Rajani,
Food Talk India by Shuchir Suri &

41
Anjali Batra, My Food Story by Richa Gupta & Delhi Food Guide by
Saadidilli. Swiggy can leverage itself by collaborating with these influencers and
promoting themselves to a wider audience.
▪

Recently they collaborated with And Then I Ate, a food blogger from Bengaluru
which posted stories on swiggy page for a day and took over to different stops of
popular food. So in this way both the influencer as well as swiggy is getting
benefitted.
Google Ads:

Every Digital Marketing strategy is incomplete without Paid Ads. Every brand
practicing digital marketing should invest in both Social Media Marketing Ads
& Google Ads.

Gaining traffic to your website/business page organically is a long-term process.

But with paid ads,the process becomes much faster.

Swiggy should perform Search Ads targeting keywords such as ‘order food

online’, ‘food delivery’, ‘home delivery’ etc. This will help the ad appear more
often because of the accuracy and high relevancy of the keyword with the brand
and will help in getting more orders

42
CONSUMER BUYING PROCESS

1. Problem Recognition

Put simply, before a purchase can ever take place, the customer must have
a reason to believe that what they want, where they want to be or how they
perceive themselves or a situation is different from where they actually
are. The desire is different from the reality – this presents a problem for
the customer.

However, for the marketer, this creates an opportunity. By taking the time
to “create a problem” for the customer, whether they recognize that it
exists already or not, you’re starting the buying process. To do this, start
with content marketing. Share facts and testimonials of what your product
or service can provide. Ask questions to pull the potential customer into
the buying process. Doing this helps a potential customer realize that they
have a need that should be solved.

2. Information Search

Once a problem is recognized, the customer search process begins. They

know there is an issue and they’re looking for a solution. If it’s a new
makeup foundation, they look for foundation; if it’s a new refrigerator
with all the newest technology thrown in, they start looking at refrigerators
– it’s fairly straight forward.

As a marketer, the best way to market to this need is to establish your

brand or the brand of your clients as an industry leader or expert in a

43
specific field. Methods to consider include becoming a Google Trusted
Store or by advertising partnerships and sponsors prominently on all web
materials and collaterals.

Becoming a Google Trusted Store, like CJ Pony Parts – a leading dealer of

Ford Mustang parts – allows you to increase search rankings and to
provide a sense of customer security by displaying your status on your
website.

Increasing your credibility markets to the information search process by

keeps you in front of the customer and ahead of the competition.

3. Evaluation of Alternatives

Just because you stand out among the competition doesn’t mean a
customer will absolutely purchase your product or service. In fact, now
more than ever, customers want to be sure they’ve done thorough research
prior to making a purchase. Because of this, even though they may be sure
of what they want, they’ll still want to compare other options to ensure
their decision is the right one.

Marketing to this couldn’t be easier. Keep them on your site for the
evaluation of alternatives stage. Leading insurance provider Geico allows
customers to compare rates with other insurance providers all under their
own website – even if the competition can offer a cheaper price. This not
only simplifies the process, it establishes a trusting customer relationship,
especially during the evaluation of alternatives stage.

44
4. Purchase Decision

Somewhat surprisingly, the purchase decision falls near the middle of the
six stages of the consumer buying process. At this point, the customer has
explored multiple options, they understand pricing and payment options
and they are deciding whether to move forward with the purchase or not.
That’s right, at this point they could still decide to walk away.

This means it’s time to step up the game in the marketing process by
providing a sense of security while reminding customers of why they
wanted to make the purchase in the first time.

If a customer walks away from the purchase, this is the time to bring them
back. Retargeting or simple email reminders that speak to the need for the
product in question can enforce the purchase decision, even if the
opportunity seems lost. Step four is by far the most important one in the
consumer buying process. This is where profits are either made or lost.

5. Purchase

A need has been created, research has been completed and the customer
has decided to make a purchase. All the stages that lead to a conversion
have been finished. However, this doesn’t mean it’s a sure thing. A
consumer could still be lost.

Marketing to this stage is straightforward: keep it simple. Test your

brand’s purchase process online. Is it complicated? Are there too many
steps? Is the load time too slow? Can a purchase be completed just as
simply on a mobile device as on a desktop computer? Ask these critical
questions and make adjustments. If the purchase process is too difficult,
customers, and therefore revenue, can be easily lost.

45
6. Post-Purchase Evaluation

Just because a purchase has been made, the process has not ended. In fact,
revenues and customer loyalty can be easily lost. After a purchase is made,
it’s inevitable that the customer must decide whether they are satisfied
with the decision that was made or not. They evaluate.

If a customer feels as though an incorrect decision was made, a return

could take place. This can be mitigated by identifying the source of
dissonance, and offering an exchange that is simple and straightforward.
However, even if the customer is satisfied with his or her decision to make
the purchase, whether a future purchase is made from your brand is still in
question. Because of this, sending follow-up surveys and emails that thank
the customer for making a purchase are critical.

Take the time to understand the six stages of the consumer buying process.
Doing this ensures that your marketing strategy addresses each stage and
leads to higher conversions and long-term customer loyalty.

46
Common Factors Influencing Consumer Behaviour

The study of consumer behavior not only helps to understand the past but even
predict the future. The below underlined factors pertaining to the tendencies,
attitude and priorities of people must be given due importance to have a fairly
good understanding of the purchasing patterns of consumers.

1. Purchasing Power

Purchasing power of a consumer plays an important role in influencing the

consumer behavior. The consumers generally analyze their purchasing capacity
before making a decision to buy and products or services. The product may be
excellent, but if it fails to meet the buyers purchasing ability, it will have high
impact on it its sales. Segmenting consumers based on their buying capacity
would help in determining eligible consumers to achieve better results.

Understanding, analyzing and keeping track of consumer behavior is very critical

for a marketing department to retain their position successfully in the market
place.

47
2. Group Influence

Group influence is also seen to affect the decisions made by a consumer. The
primary influential group consisting of family members, classmates, immediate
relatives and the secondary influential group consisting of neighbors and
acquaintances are seen have greater influence on the purchasing decisions of a
consumer.

Say for instance, the mass liking for fast food over home cooked food or the craze
for the SUV’s against small utility vehicle are glaring examples of the same.

3. Personal Preferences

At the personal level, consumer behavior is influenced by various shades of likes,

dislikes, priorities, morals and values. In certain dynamic industries such as
fashion, food and personal care, the personal view and opinion of the consumer
pertaining to style and fun can become the dominant influencing factor.

Though advertisement can help in influencing these factors to some extent, the
personal consumer likes and dislikes exert greater influence on the end purchase
made by a consumer.

48
4. Economic Conditions

Consumer spending decisions are known to be greatly influenced by the

economic situation prevailing in the market. This holds true especially for
purchases made of vehicles, houses and other household appliances.

A positive economic environment is known to make consumers more

confident and willing to indulge in purchases irrespective of their personal
financial liabilities.

5. Marketing Campaigns

Advertisement plays a greater role in influencing the purchasing decisions made

by consumers. They are even known to bring about a great shift in market shares
of competitive industries by influencing the purchasing decisions of consumers.

The Marketing campaigns done on regular basis can influence the consumer
purchasing decision to such an extent that they may opt for one brand over
another or indulge in indulgent or frivolous shopping.

Marketing campaigns if undertaken at regular intervals even help to remind

consumers to shop for not so exciting products such as health products or
insurance policies.

49
 CHAPTER 2
RESEARCH METHODALOGY

50
RESEARCH ANALYSIS

The research will be carried out in the form of a survey. This will include
primary research in addition to secondary research as stated below. The
survey research method will be descriptive research design. Each respondent
will be interviewed through a Questionnaire. The sample will be selected by
a simple random sampling method. The survey will address the following
information area:

Information Areas:

The objective as spelt out can be elaborated into specific information areas to
best studied.

How do customers perceive Swiggy as a stable brand, their perception of

online food ordeting and how do they associate themselves with Swiggy

Are the consumers aware of Swiggy and are they aware of the Company's
strategy of repositioning it to a healthy product by the launch of some of the
new offers?

51
RESEARCH DESIGN

In this project we will use Descriptive Research.

Sometimes an individual wants to know something about a group of

people. Maybe the individual is a would-be senator and wants to know
who they're representing or a surveyor who is looking to see if there is a
need for a mental health program.
Descriptive research is a study designed to depict the participants in an
accurate way. More simply put, descriptive research is all about describing
people who take part in the study.
There are three ways a researcher can go about doing a descriptive
research project, and they are:

 Observational, defined as a method of viewing and recording the

participants
 Case study, defined as an in-depth study of an individual or group
of individuals
 Survey, defined as a brief interview or discussion with an
individual about a specific topic

52
METHODOLOGY

The study is based on primary data. The data were collected through
interview method by using a structured questionnaire. For the purpose of
the study the data have been collected in different places of the city like
malls and other public places

Fifty customers were randomly selected for the study as sample.

Necessary data have also been collected from sources like books,
magazines and internet.

 Primary Data collection via questionnaires and survey of

customers
 Secondary data collection via Internet.
 Target Population: People in the age group of 18-50years residing
in Navi Mumbai.
 Sample Size: 50 people

53
HYPOTHESIS

Once a researcher knows what his problem is, he can make a

guess or number of guesses the guess which researcher make is a
hypothesis which either solve the problem or guide him further
investigation or research

If the hypothesis is proved the solution can be found. If it is

not proved, alternative hypothesis need to be formulated and tested.
In our situation that as per the secondary data it is shows that Parle
G is no. 1 in glucose biscuits segment is our problem which I need
to study. The hypotheses for our survey have been formulated as
follows:

H0: The app”SWIGGY” is not well known amongst the customers

H1: The app”SWIGGY” is well known amongst the customers

54
QUESTIONNAIRE

Questionnaires are a good way to obtain information from a large number of people
and/or people who may not have the time to attend an interview or take part in
experiments. They enable people to take their time, think about it and come back to the
questionnaire later. Participants can state their views or feelings privately without
worrying about the possible reaction of the researcher. Unfortunately, some people may
still be inclined to try to give socially acceptable answers. People should be encouraged
to answer the questions as honestly as possible so as to avoid the researchers drawing
false conclusions from their study. Questionnaires typically contain multiple choice
questions, attitude scales, closed questions and open-ended questions. The drawback
for researchers is that they usually have a fairly low response rate and people do not
always answer all the questions and/or do not answer them correctly.

55
 CHAPTER 3

LITRATURE REVIEW

56
 LITRATURE REVIEW

A research on the changing market for food delivery (Carsten Hirschberg et al

2016) indicates that online’s penetration of the total food-delivery market broke
30 percent in 2016. We believe penetration rates will grow further as the market
matures, eventually reaching 65 percent per year.

According to gloria food the advantage of online ordering and the reasons for the
growth of food delivery app industry are Convenience, Simpler menu to manage,
significant savings, no hassels etc FoodPanda is an introduction to the newest
food sensation that’s here to stay (Shiyin Chan , 2015) Foodpanda is a global
online food delivery marketplace headquartered in Berlin, Germany. Fun fact -
they’re also known as hellofood in other places in the world. Bhavna Singh
(2015) said that Foodpanda has been present in the Indian market since May
2012. Foodpanda first major move was acquisition of TastyKhana, which was
launched in the city of Pune in 2007. Together with TastyKhana and JUST EAT,
it is now present in over 200 cities and partners with over 12,000 restaurants. She
also talked about JUST EAT was launched in Denmark in 2001 and was traded
publicly on the London Stock Exchange. Their Indian business was launched as
Hungry Bangalore in 2006. It was renamed in 2011 when JUST EAT acquired a
majority share in the business. Today, the company partners with over 2,000
restaurants.

According to Deepinder Goyal, Zomato CEO and co-founder told TechCrunch

that he expects to reach 10,000 restaurants in India in a few months. “We have a
sales team of around 300 in India and 5,000-odd advertisers… these partners
know the volume we bring to them so it is quite easy for us to launch this new
service.” According to a recent sectoral report published by IBEF (Indian Brand
Equity Foundation), food has been one of the largest segments in India’s retail
sector, valued at $490 billion in 2013. The Indian food retail market is expected to
57
reach Rs 61 lakh crore ($894.98 billion) by 2020. The Indian food processing
industry accounts for 32 percent of the country’s total food market, one of the
largest industries in India and ranked fifth in terms of production, consumption,
export and expected growth.The online food ordering business in India is in its
nascent stage, but witnessing exponential growth. The organised food business in
India is worth $ 48 billion, of which food delivery is valued at $15 billion.
Investment in food startups, which mainly include food ordering apps, has
increased by 93 percent to $130.3 million, comprising 17 deals till September
2015, as against only five deals in 2014. According to a January 28 report in The
Times of India, Rocket Internet backed Foodpanda has not found a buyer even
with a rock bottom price tag of $10-15 million.The company laid off 300 people
in December 2015, about 15% of its workforce. In September 2015, TinyOwl had
fired 100 employees in its Mumbai and Pune offices. And in October, Zomato
sacked 300 workers. UK based Just Eat entered and exited the market faster than
you would order and receive pizza.

According to Serhat Murat Alagoz & Haluk Hekimoglu (2012), e-commerce

is rapidly growing worldwide, the food industry is also showing a steady growth.
In this research paper they have used the Technology Acceptance Model (TAM)
as a ground to study the acceptance of online food ordering system. Their data
analysis revealed that the attitude towards online food ordering vary according to
the ease and usefulness of online food ordering process and also vary according to
their innovativeness against information technology, their trust in eretailers and
various external influences.

According to H.S. Sethu & Bhavya Saini (2016), their aim was to investigate
the student‟s perception, behavior and satisfaction of online food ordering and
delivery services. Their study reveals that online food purchasing services help
the students in managing their time better. It is also found that ease of availability
of their desired food at any time and at the same time easy access to internet are
the prime reasons for using the services.

58
According to Sheryl E. Kimes (2011), his study found that perceived control and
perceived convenience associated with the online food ordering services were
important for both users and non-users. Non-users need more personal interaction
and also had higher technology anxiety to use the services.

According to Leong Wai Hong (2016), the technological advancement in many

industries have changed the business model to grow. Efficient systems can help
improve the productivity and profitability of a restaurant. The use of online food
delivery system is believed that it can lead the restaurant‟s business grow from
time to time and will help the restaurants to facilitate major business online.

According to Varsha Chavan, et al, (2015), the use of smart device based
interface for customers to view, order and navigate has helped the restaurants in
managing orders from customers immediately. The capabilities of wireless
communication and smart phone technology in fulfilling and improving business
management and service delivery. Their analysis states that this system is
convenient, effective and easy to use, which is expected to improve the overall
restaurant business in coming times.

According to Hong Lan, et al, (2016), online food delivery market is immature
yet; there are some obvious problems that can be seen from consumers‟ negative
comments. In order to solve these problems, we can neither rely merely on the
self-discipline of online food delivery restaurants nor the supervision and
management of online food delivery platforms. Only by taking laws as the
criterion, with the joined efforts of the online food delivery platforms and
restaurants, the government departments concerned, consumers and all parties in
the society, can these problems be solved and a good online take away
environment can be created.

59
 CHAPTER 4
DATA COLLECTION AND
ANAYLYSIS

60
 1) How did you come to know about Swiggy?

Response No of respondents Percentage

Tv commercial 10 20

Newspaper -

Radio -

Social media 35 70

Word of mouth 05 10

total 50 100

Source
source
80
70
70
60
50
40
30
20
20
10
10
0 0
0
Tv commercial Newspaper Radio Social media Word of mouth

Interpretation

Majority of the respondents(60%) came to know about Swiggy through the

internet(social media platforms and followed by TV

61
2) Do you always order from Swiggy?

Response No of respondents Percentage

Yes(mostly) 29 58
Yes(once) 12 24
No 05 10
Very rare 04 08
total 50 100

Awareness
yes(mostly) Yes(once) No very rare

8%

10%

24% 58%

Interpretation-

Many respondents are regular users of Swiggy( 58 %) while others have at least
tried once

62
3) If given a choice ,would you choose Swiggy over other apps?

Response No of respondents Percentage

Yes 40 80

No 10 20

total 50 100

Choice
Choice
90
80
80
70
60
50
40
30
20
20
10
0
Yes No

Interpretation

80% of the respondents would choose Swiggy over other food delivery apps

63
 4)Why do you feel Swiggy is better than other apps?

Response No of respondents Percentage

pricing 23 46

No limit on order 05 10

Timely delivery 22 44

total 50 100

Swiggy
pricing No limit on order Timely delivery

44% 46%

10%

Interpretation-

43% respondents feel pricing is better offered at Swiggy and also 45% feel that
Swiggy does the delivery on time

64
5)Which app do you frequently use to order food?

Response No of respondents Percentage

Zomato 15 30
UBER 03 6
Food Panda 03 6
Swiggy 28 56
Others 01 02
total 50 100

Share
2%

30% Zomato
UBER
Food panda
Swiggy
56%
6% Other

6%

Intrepreatation-

56% of the respondents use Swiggy followed by 29% who use Zomato

65
 6)On a scale of 1-10 ( 1 being the least and 10 the highest) what ratings will you
give to Swiggy overall as a food ordering app

Response No of respondents Percentage

1 - -
2 - -
3 - -
4 1 2
5 2 4
6 7 14
7 14 28
8 18 36
9 4 8
10 4 8
Total 50 100

scale
40 36
35
30 28

25
20
14 scale
15
10 8 8
4
5 2
0 0 0
0
1 2 3 4 5 6 7 8 9 10

Interpretation-

36% of the respondents gave 8/10 to Swiggy and only 1 respondent gave 4/10 to
Swiggy

66
7)Your Gender

Response No of respondents Percentage

male 22 44
female 28 56
total 50 100

Gender

44%
Male
Female
56%

Interpretation –

Majority of the females participated the Survey ( 56%) and only 43% males took
part

67
8)How frequently do you see Swiggy’s advertisemnets on various platforms?

Response No of respondents Percentage

Most of the times 30 60
Almost everyday 13 26
rare 07 14
Very rare - -
total 50 100

Frequency
0%

14%

Most of the times

Most every day
26% Rare
60% Very rare(once in a month)

Intrepretation-

60% of the respondents come across Swiggy’s most of the times and 27% see it
almost every day

68
 9)Where do you see Swiggy’s Advertisements?

Response No of respondents Percentage

Tv 10 20
You tube 27 54
News Paper 01 02
All the above 10 20
None at all 2 04
total 50 100

Platforms

4%
20%
20% TV
YouTube
2% Newspaper
allof the above
None at all

54%

Interpretation-

54% of the respondents see the Ads of Swiggy on YouTube and internet whereas
others see it on TV and newpapers

69
10)Do you get motivated to buy by looking at the advertisements?

Response No of respondents Percentage

Yes 16 32
No 13 26
sometimes 21 42
total 50 100

Attraction

32%
42% Yes
No
Sometimes

26%

Intrepretaion-

41% of the respondents get motivated to buy the products from Swiggy by
looking t it’s advertisements

70
11)Your status

Response No of respondents Percentage

Student 40 80
Working 10 20
Non-working - -
retired - -
total 50 100

Sales
0% 0%

20%

Student
Working
non-working
Retired

80%

Interpretation-

80% of the respondents were youngsters that were studying a course while 20%
of them were working

71
12)Are you a frequent user of food ordering apps?

Response No of respondents Percentage

Yes 20 40

No 15 30

Rarely 15 30

total 50 100

Intrest

30%
40%
Yes
No
Rarely

30%

Interpretation-

40% of respondents are regular users of the food ordering apps,while 29% rarely
use theapps

72
13)Any negative points you would like to mention about Swiggy?

Intrepretation-

Many respondents comaplained about the casual attitude of the delivery boys of
Swiggy and others said it was not up the mark as shown in the advertisements

73
 FINDINGS

1. many respondents are regular users of Swiggy( 58 %) while others have at

least tried once
2. majority of the respondents(60%) came to know about Swiggy through
the internet(social media platforms and followed by TV
3. 80% of the respondents would choose Swiggy over other food delivery
apps
4. 3% respondents feel pricing is better offered at Swiggy and also 45% feel
that Swiggy does the delivery on time
5. 36% of the respondents gave 8/10 to Swiggy and only 1 respondent gave
4/10 to Swiggy
6. 41% of the respondents get motivated to buy the products from Swiggy
by looking t it’s advertisements
7. 40% of respondents are regular users of the food ordering apps,while 29%
rarely use theapps
8. 50 % of the respondents feel that the advertisements are good.
9. . 44 % of the respondents feel that prices are cheap.

So as per the study alternative hypothesis (H1) is accepted and null

hypothesis(H0) is rejected

74
CHAPTER 5
CONCLUSION

75
Conclusions

This project outlines how Swiggy has grown up as a strart up in india

while excelling in the field of Food ordering services on line, it also covers
the marketing stratergy of Swiggy to over come it’s competitiors and how
it utilized the upcoming technological age to gain competetative advantage
over other online food ordering services and it also oulines what the
consumers have to say about the start up which has taken a special place in
the hearts of the consumers at a very fast rate ,euth it’s attractive
advertisements and eyebaalgrabbing offers and promotional techniques
Overall the project has covered all the aspects of Swiggy and how it has
taken over the food ordering industy in avery effective way by becoming
its leader in may sences

76
 CHAPTER 6
SUGGESTIONS

77
Suggestions

 Channels for promotional activities should be increased.

 This survey showed that majority of middle aged and youngsters

preferred the brand, to increase the profit, it should also aim at larger
population as per their requirements

 Standardization should be maintained while delivering

 Educate customer through campaign.

 Train the delivery boys for better service delivery

 Do more market research to improve the services

78
 CHAPTER 7
BIBLOGRAPHY

79
BIBLOGRAPHY

 https://swiggy.com
 https://tech.economictimes.indiatimes.com
 http://www.mckinsey.com

 http://www.amity.edu/gwalior/ajm/paper

 Ashutosh Bhargave, Niranjan Jadhav, Apurva Joshi, Prachi Oke, Prof. Mr.
S. R Lahane (2013) “Digital ordering system for Restaurant using
Android”

 International Journal of Scientific and Research Publications, Volume 3,

Issue 4, April 2013 Christian Grönroos, (1984) "A Service Quality Model
and its Marketing Implications", European Journal of Marketing, Vol. 18
Issue: 4, pp.36-44.

80
CHAPTER 8
ANNEXURE

81
 1)How did you come to know about Swiggy?
o Tv commercial
o Newspaper
o Radio
o Social Media
o Word of Mouth
2) have you ever ordered from Swiggy?
o Yes(mostly)
o Yes(once)
o No
o Very rare

3) If given a choice ,would you choose Swiggy over other apps?

o Yes
o no

4)why DO you feel Swiggy is beteer than other apps?

o Pricing
o No linit on delivery
o Timely delivery
5)which app do you currenly use?
o Zomato
o UBER
o Food Panda
o Swiggy
o Others

6)On a scale of 1-10 ( 1 being the least and 10 the highest) what ratings will you
give to Swiggy overall as a food ordering app

o 1
o 2
o 3
o 4
o 5
o 6
o 7
o 8
o 9
o 10

82
7)Your Gender

o Male
o Female

8)How frequently do you see Swiggy’s advertisemnets on various platforms?

o Most of the Time

o Almost every Day
o Rare
o Very Rare

9)Where do you see Swiggy’s Advertisements?

o TV
o Youtube
o Newspaper
o All the above
o None at all

10)Do you get motivated to buy by looking at the advertisements?

o Yes
o No
o Sometimes
11)Your status
o Student
o Working
o Non Working
o Retired

12)Are you a frequent user of food ordering apps?

o Yes
o No
o Rarely

13)Any negative points you would like to mention about Swiggy?

. . . . . .. . . . . .. . . . . .. . . . . .. . .

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