Product and Brand

Management of Swiggy
By Group- 6
Brand Elements

The map marker has

The 'S' monogram is the
particular relavance to
Brand Name – Swiggy Brand Symbols  brand's custom map
company's delivery
marker.
business.

The pumpkin color

The symbol is SIMPLE,  The icon style of the logo palette – Boosts
The logo also invokes a
BOLD & also gives a modern feel appetite, vivid,
strong technological vibe.
MEMORABLE.  to the logo. mouthwatering, and
omnipresent.
Retail
Concept of Store Management System

Swiggy From Catalog 1.0 to Catalog 2.0

Swiggy Control Room

Order Management System

Orchestrator & Timekeeper

 Swiggy's
Marketing Mix • Delivery service • Delivery charge • Headquarters in • WOM
that delivers food from customers Bengaluru, • Social Media
and beverages which ranges from Karnataka Marketing
• Single point of Rs 20- Rs 40 and • Operating in all • Campaigns such
contact for a other amounts major cities as well as
diverse variety of according to as many small #WhatTheFalooda
food parlors and demand and towns while • Inventive Videos
restaurants availability of initially it started • Active
delivery partners with few cities engagement in FB
PRODUCT
PRICE
PLACE
PROMOTION

https://www.youtube.com/watch?v=yux9N1TaiGA
 • Swiggy’s showcasing procedure comprises of
both on the web and disconnected advertising
campaigns
Branding • Facebook, Twitter, Youtube, Pinterest, and
Instagram
strategy  • #EatYourVeggie #Secondtomom,#DiwaliGhayAa
yi
• Tongue-and-cheek ads e.g. Match Day Mania
•  Includes regional dialect in their campaigns
• 'Swiggy karo, phir jo chahe karo'
• Impression that Swiggy makes life simple and
comfortable for its customers
• Swiggy Access initiative
• New initiative 'BrandWorks' to co-create
delivery brands with its restaurant partners
Swiggy
Offerings
 Competitor Analysis and
Point of Differentiation  

• Swiggy faces tough competition

• Competitors- Zomato, Grofers, Fasos, Dunzo
• Both Swiggy and Zomato has been increasing its
expenditure through incentives and discounts 
• Competitive advantage-  Cracking the
distribution market
• Robust logistics network
• own fleet of delivery boys who are equipped with
smartphones and the Swiggy app
• more reliable and faster than its competitors-
Swiggy Express 
• focus on their delivery ecosystem to explore new
categories
 Brand Exploratory
• Brand Awareness and Brand Image
• Launched 6 television commercials
during the IPL season of 2018 to
connect two things that Indians love-
Cricket and Food
• It has a brand image of not providing
discounts but focusing on the quality
of its services
• Swiggy’s signature style has created
tongue-and-cheek ads with simple
storylines and minimum dialogues
• Brand Positioning
• App that allows users to obtain the food
they want, when and when they want
it. 
• Swiggy makes life comfortable and easy
for its clients, offers the finest customer
experience, and strives to keep every
customer delighted with the services,
both partner restaurants and customers.
• Its tagline is "Swiggy Karo, Phir Jo Chahe
Karo!"
 RECOMMENDATIO
NS
• Strengthening Swiggy’s offerings and
working towards enabling greater
convenience for our users
• Achieving the target of managing the work
force and deliver the product in the quickest
time possible
• Increasing Engagement through Social
Media Platforms. Bringing out more
campaigns
• Keep transforming their online marketing
according to the latest trends
• Operational efficiency metrics such as unit
economics, improvement in margins,
lowering customer acquisition costs,
utilization of delivery fleet, increasing order
values will have to continue being key focus
areas to pave path towards profitability