Brand Management

Brand Promotional Strategy of OYO Rooms &

Swiggy
 PERSONAL INFORMATION
PREPARED BY :- Smit Rupareliya (19 fombh11033)

CLASS :- BBA (HONS.)

PREPARED FOR :- Brand Management

Topic :-Brand Promotional Strategy of OYO Rooms & Swiggy

Guided By :- Prof Rashmi Gotecha

 INDEX

SR. NO. Particulars

Introduction
1
2 Theoretical Background
3 Facts & Figures
4 Graphical Presentation
6 Conclusion
7 References
 INTRODUCTION
•It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majetyand Nandan Reddy
decided they wanted to make life easier by changing theway India eats - all with just a tap! With their
idea of 'hyperlocal fooddelivery',

•Later they met Rahul Jaimini, who brought this vision to life with the firstwebsite. And with this,
Swiggy was launched as a food ordering & deliveryplatform.

•It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majetyand Nandan Reddy
decided they wanted to make life easier by changing theway India eats - all with just a tap! With their
idea of 'hyperlocal fooddelivery”.

•It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majetyand Nandan Reddy
decided they wanted to make life easier by changing theway India eats - all with just a tap! With their
idea of 'hyperlocal fooddelivery',Later they met Rahul Jaimini, who brought this vision to life with the
firstwebsite.

•And with this, Swiggy was launched as a food ordering & deliveryplatform.
Theoretical Background Of OYO Rooms

•Oyo Rooms is the largest branded network of hotels. Currently, OYO rooms are operating with
more than 450,000 listings in almost 5,000 cities across India, Malaysia, UAE, Nepal, China, and
Indonesia.

•The man behind the great startup which is popular as OYO Rooms of Oyo rooms is Ritesh
Agrawal. He was born in Bisham in Cuttack, Orissa in the year 1993 on 16th November.

•One of the key tools that their strategy makes use of is 360 degree marketing. This implies that
OYO must have a presence across all forms of digital as well as traditional media.

•Traditional media is inclusive of both print and television, whereas digital media is inclusive

of social media ads, Google ads and OYO’s own website and app.

•In which it has raised for about $ 1.7B. Full Detail in Blog.
 Theoretical Background Of Swiggy

•Swiggy’s main target audience is the 18-35 demographic, which has easy access to a smartphone, is
fluent with using apps to get services and looks towards online platforms to fulfil their daily
necessities. 
•As of July 2019, Swiggy has 139k followers on Instagram, 80k followers on Facebook and 79.8k
followers on Twitter.
•Swiggy spent Rs 778 crore on advertising and marketing in FY19 as compared to Rs 130 crore in the
previous financial year. 
While Swiggy has been engaging digital content almost since its inception, its real thrust started with
their IPL collaborations from 2017 onwards that they have cemented & strengthened over the next few
years.

The uniqueness of the Swiggy marketing and communication strategy has been tight 20-second edits
with simple characters and a cricket commentary voice-over. The most iconic films and their link to
strategy are as follows:
1. Super-Fast Delivery to the Rescue: 
2. No Minimum Order: 
 Facts & Figures of OYO Rooms
2019 was a year that saw us host travellers and city-dwellers in our hotels and vacation homes in 80 countries
around the world.

We hosted over 180 million guests from 120+ nationalities. In December 2019, an average of 750,000 guests
chose to stay at an OYO every night. We continued to delight our guests, and our average ratings on OTA (Online
Travel Agency) platforms were 7.5+/10. 

We are honoured by the opportunity we have been given to serve guests across the world. It also places a huge
responsibility upon every OYOpreneur to deliver on the company’s mission.

Every aspect of OYO’s ecosystem is centred around providing a quality guest experience that is consistent and
deserving of guest loyalty. We continue to make significant investments in data science and analytics to help us
improve the experience at every touchpoint. Our insights drive more than pricing.

The repeat rate and organic demand metrics are a testament to the fact that  customers are loving their
experience at OYO
 Facts & Figures of Swiggy
•Bengaluru-based food delivery platform Swiggy spent Rs 778 crore on advertising andmarketing in FY19 as
compared to Rs 130crore in the previous financial year

•The company has reported Rs 1,297 crore asrevenues for 2018-19, a 177 per cent jumpcompared to the last
financial year,according to financial data accessed bybusiness intelligence platform Tofler.

•The company has further reported a netloss of Rs 2,364 crore during the same fiscalwhich is a 495%
increase from the previousfinancial year's Rs 397 crore.

•Furthermore, the company's total expenses for the fiscalwere reported as Rs 3,638 crore.

•Swiggy spent about Rs 175 crore towardsopening 1,000 cloud kitchens in over a million square feet of space
across 14cities. This, the company claimed, is thebiggest network of cloud kitchens owned by a single
player. Currently, Swiggy clocks nearly 1.4 millionfood orders daily across India, compared to about
700,000 orders per day a year ago.

•The start-up has a presence in over 500cities and towns, 140,000 restaurants on itsplatform and 2.1 lakh
active deliverypartners. It also plans to expand intoanother 100 cities in the next year.
Conclusion
 REFERENCES

Websites
• www.oyorooms.com
• www.wiki.oyo.com
• www.indgov.com
• www.swiggyind.com

Search engines used

• www.google.com
• www.yahoo.com
• www.bing.com