Swiggy Case Study — Assignment

Name of Group Members: Karishma Dasgupta, Arun P. Nair,Apeksha Yadav, Mukesh Tripathi, Riya Chawla

© All rights reserved upGrad | MICA - Digital Branding & Advertising

 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.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2
1

Use Case for the

Primary Audience

1) Missing Home Cooked Food ~ Maa ke Haath ka Khaana

2) Hectic day at work, better to order on Swiggy than to cook

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2

Creative Content
Message for the
Primary Audience

<This is the campaign tagline or the key message from the brand. Think of ideas, themes or
appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of
the content already created by Swiggy.>

1. Missing MAA ke haath ka KHAANA ? Order home cooked on Swiggy

2. Why starve? when you have Swiggy— Khana order Karna Hai Easy …
3. Jab Swiggy hai aapke saath, toh fikar ki kya hai baat

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2
3
Channel 1: Social Media (FB, Youtube, Instagram)
Channels for Reason: As our primary target group belongs to those under 30 years of age category,
social media apps like Facebook, Youtube and Instagram are most widely used by this
Primary Audience audience. Their time spent on these platforms is the highest, and reaching out to them will
gain positive results. Platforms such as Youtube and Instagram help us with their various
interaction features like Live, Influencer collaborations, and stories/reels whereas
Facebook enables us a targeted approach that will lead to a specific and larger reach with
higher relevance.

Channel 2: Direct Marketing – Email / Mobile and Display ad

Reason: This group is already an avid Swiggy user. So, using Email and SMS marketing
will enable us to increase the recall value, which will also lead to an increase in in-app
purchases. Display ads appear before the target audience and give them another way to
lead people onto their website or app.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

 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.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2
1

Use Case for the

Secondary Audience

1) Order food for your family and express your love

2) Movie Night At Home~ Order food on Swiggy

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2

Creative Content
Message for the
Secondary Audience

<This is the campaign tagline or the key message from the brand. Think of ideas, themes or
appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of
the content already created by Swiggy.>

1. Reliable Partner for hunger / Missing your family ~Jab Hunger kare pet mein
knock, tab swiggy is always around the clock
2. Kuch Meethe Pal maniye, Swiggy ke saath
3. Movie Night on Friday? Order kare Khaana Swiggy se quickly aur blockbuster ke
ho jao ready!

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2
3
Channel 1: Facebook / SM
Channels for Reason: Retargeting
Since this audience isn’t restricted to a particular gender, age, city or social class;
Secondary Audience Facebook is the most ideal platform for retargeting since its used by older people most
frequently due to its familiarity. Facebook retargeting ads are one of the platform's
powerhouse advertising features. They allow you to reach out to users who are already
familiar with your brand

Channel 2: YT / Mobile / app - Notifications

Reason:
If you use YouTube, you can easily reach your audience, both by creating videos and
advertising on other people's videos.Mobile App Notifications during lunch or dinner hours
tempts customers to order from Swiggy more since it directly targets to their hunger
pangs.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

 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.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2
1

Use Case for the

Tertiary Audience

1) Can earn more consumer trust by collaborating with Swiggy - Ratings and Reviews
for business to grow
2) I can earn good income with part time job as a Swiggy delivery partner

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2

Creative Content
Message for the
Tertiary Audience

<This is the campaign tagline or the key message from the brand. Think of ideas, themes or
appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of
the content already created by Swiggy.>

1) Connect Faster and Grow your Business Grow Trust ~ “Swiggy se ho jao connect aur
business badhao aage without any jhanjhat!”
2) Earn More with Swiggy and support your family quickly
3) Badhein Swiggy Ke Saath, Rakh ke Haath mein Haath

© All rights reserved upGrad | MICA - Digital Branding & Advertising

2
3
Channel 1: Telemarketing
Channels for Reason:
The main benefit of using telemarketing to promote your business is that it allows you to
Tertiary Audience immediately gauge your customer's level of interest in your product or service. Additionally
it allows you to do the following: provide a more interactive and personal sale service.
create an immediate rapport with your customers.

Channel 2: Print / Advocacy

Reason:
Print Ads like Brochures and pamphlets are important since allow businesses to reach
these people and promote their products or services. Print ads are perfect for local
businesses: Local businesses can use print ads to target people in their area. This is a
great way to increase brand awareness and build trust with potential customers.
Advocacy marketing is important because it provides businesses with an authentic way to
connect with their target audience and provide them with evidence of an excellent
product.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

 Thank You!

© All rights reserved upGrad | MICA - Digital Branding & Advertising