Service Distribution

Exercise

GROUP 8
Group 8
Agni | Manasi |Sarita | Shubam | Vineet
 Offerings
About Company and Industry
• 4 Verticals comprising Cult.fit, Mind.fit,
Cure.fit is a Health and Fitness company.
The company use to offer offline gym
Cure.Fit  Eat.fit, & Care.fit
• 400 classes In 10 different format
services before the COVID pandemic
from 40 different center's 

COVID forced the company to shut down its centers. Cure.fit transformed its service delivery model by launching live
fitness classes through its app. User can book classes and pay through app itself. This helped company not only in
serving its existing customers but also expanding its customer base.
Cure.fit mobile application provides an easy to use interface to avail and use its offerings. The app graphics and color
scheme is quite appealing and they have used combination of minimalistic icons and images to show the content 

• Information: Information about various offerings needs to be searched, making it difficult for first time users to understand the
offerings
• Consultation: Live care (24x7), option to book appointment is available 
• Order-Taking: Customers can avail and book services online through the app itself 
• Billing: Various billing options available to choose from e.g. 20 day plan, 50 day plan etc
• Payment: Various payment options like Credit & Debit cards, UPI, internet banking and e-wallets are available
•Effectiveness:
- No unusual advertisements, popups or forced sign-in options
- Minimal use of content covering all the major touch-points
enhances the website usability
- Available on every possible media or platform provides the
best experience 
• Recommendations:
- Lack of Chatbot option or any on-screen interaction
- No segregation in between the free and the paid content
- There is no feedback option or any review system 

Pre COVID-
Information

Used different media options like social media, television, print media to inform customers about the offerings.
Medium

Still the advertisement was not providing the information about all the offerings.
Post COVID-
Advertising campaigns are continuing as previous. The information provided on the app is extensive and
customer can easily know and avail all the offerings easily. 
Competitor Analysis
Competitor Point of Difference

Connects with over 50 applications (Fitbit, MapMyRun,

myfitnesspal etc.), Logging simplified feature, Exclusive search option
for 11 million foods

Coach selection & know more option in three branches –

HealthifyMe nutrition, fitness and yoga, corporate offerings with a
Demo option available

It is an award winning company designed by

Noom psychologists and connects dieters to a support group
and a weight-loss coach

Best among is CureFit because it caters to majority of the customer segments, flexible timings, wide range of
service bundles, which other are unable to cover. Therefore, this gives curefit a competitive advantage
 Competitor Analysis

Offerings:
About the Swiggy Genie: On demand Delivery Services: Food, Groceries, Packages,
Swiggy has started delivering groceries and essential
Documents, Pet Supplies, Medicines
items in various parts of India to help people staying
Contact Less Delivery
indoors due to the coronavirus outbreak
Available in Metros, 30 Tier 1, Tier 2 Cities

COVID forced the company to shut down restaurants making countless delivery boys out of job. It transformed its
service delivery model by extending its deliveries to other items(Except Alcohol). The user can order item from nearby
groceries/locations to ensure contactless delivery. Swiggy Genie, its delivery personnel are responsible for the contents
and quality of items they pick up.
These new services are a marked change from Swiggy’s core
business of food delivery. Delivery personnel, who were
previously required to just pick up food orders and ferry them
from restaurants to customers, are now responsible for selecting
the contents of orders as well.
Swiggy Genie’s Flower of Service:
Information:
• Buy Anything: Deliver from store (search the store); Select
the items
• Pick Up & Drop: Choose Pick Address; Choose drop Address;
Add Task photos
Consultation: Live chat (24x7), chat option available
Order-Taking: Customers can avail and book services online
through the app itself 
Billing: Rates differ from city to city. Mumbai Rs 40 for the first
2Km then variable charges per Km. Items Billing, after
confirmation of order.
Payment: DEBIT cards, Credit Cards, Food Cards (Sodexo, Zeta,
Ticket Restaurant), Wallets, Credit Wallet- LazyPay
Safety: Swiggy delivery agents are temperature checked
everyday and trained in safe respiratory practices. Also providing
an optional “leave package by the door”
Effectiveness
• The delivery boys had to be retrained in this pandemic for groceries and items picking,
Swiggy began to virtually train up to 45,000 delivery partners to cultivate new habits.
Swiggy’s operations team prepared videos of step-by-step explainers of these new
processes.
• Before the items are confirmed, the delivery personnel send pictures of the item, after
the users confirms the items are picked up and paid for.
• Social distancing, contactless delivery and sanitised items.
• The average distance of a food order for a delivery-partner is 3.5-4 kilometers. But for
a Swiggy Genie order, distance is defined by the consumer, so there is no limit of
distance as long it is defined inside the city

Recommendations:
• Improve the UI, reduce the repetitive steps, this will reduce the customer attrition rates
• Allow multiple store orders in one delivery

PRE Covid: The advertisement was mostly TV ad campaigns like “Surprise your taste
buds with Swiggy Match Day Mania” along with display advertisements. Healthy
Information

combination of ATF and BTF campaigns.

Medium

Post Covid: The information was mostly deiminated via user generated content and
YouTube how to tutorials. Online Advertisement was sparsely and limited to YouTube
prerolls. However users who already had Swiggy installed received notifications with
the updates, exploration widget was set up. Swiggy set up a social media campaign
#GenieWishlist.
 Competitor
Analysis
• User Interface -  Swiggy Genie, Dunzo and Rapido has a
user friendly and minimalistic user interface. The color
scheme used by Dunzo is not visually appealing.
• Ease of Use - Almost all the apps are easy to use. One
can register just with their mobile numbers.
• Services Offered - Dunzo offers the most number of
services including the Dunzo assistant for which user
has to tell the task and location and task will be done
by the Dunzo assistant.
• Geographic Reach - Swiggy Genie has the highest
geographic reach among all the competitors.
• Advertisement Initiatives– Dunzo has the most
creative advertisement intiatives. Zomato is quite
active on Social Media for viral marketing.
ABOUT COMPANY OFFERINGS
Urban company is an ‘at-home’ service provider. It is a Service  professionals can register themselves and
web-based two sided platform.  Users can hire service professionals from beauticians to
sofa cleaners, carpenters and technicians.
Serves in 18 Indian cities and 4 cities internationally

COVID forced the company to downsize, resulted a fall from 50,000 orders per day to zero orders. It transformed its service
delivery model by including 8- step safety process for each service category. The service professionals were provided with
safety kits and trained them according to WHO prescribed hygiene standards.
• The app is user friendly with easy navigation and eye catching visuals. UC offers make my own package option and
services are recommended based on categories I.e., Best sellers, Trending etc.
• Offers the time flexibility and multiple payment options
• Membership program is available for better discount offers.
 Flower of service of Urban Company
Information Billing
Detailed information on all the services such us Customers cn choose to sign up for homecare
the duration , the number of workers , the membership through which they can have a
services offered in the package, are all
available. 01 different billing policy

06
Consultation
There is no live consultation available. But the
customers cab reach out through contact us
feature that’s available for major cities
02
Payment
Various payment options is available for the
customer like payment through e-wallets, UPI ,
net banking , credit and debit cards. Special

05 03 offers are applied based on the chosen

payment option.

Order taking 04 Safe keeping and

Booking of services can be done through the
app. The customer can choose the desired day
and slot before availing the service
Hospitality
Safety precautions are follwed and customers
are asked to agree to covid related terms and
conditions before payment.
Effectiveness  Pre COVID -
• Detect service availability based on location Urban clap conducted smart salon campaign through
• No ads makes the user journey delightful TVs and digital media
• Ratings and reviews helps in improving the service
Post COVID -
quality
Safety and hygiene advertisement through TV Ads,
• Testimonials helps in gaining consumer's trust. 
and through social media as before COVID. Promoting
a whole new "UC Wellness program" through app
Recommendations  and website to inform customers about WHO
• Live support or help center to address the users
prescribed hygiene standards followed by UC service
query
partners.
Thank You!