Swiggy+ Mobile App - Marketing plan

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Swiggy is a food ordering and delivery company based out of Bangalore, India.

Swiggy was inspired by the thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants to the urban foodie.

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EXECUTIVE SUMMARY

▪ Swiggy is a food ordering and delivery company

▪ A single window for ordering from a wide range of restaurants

▪ Exclusive fleet of delivery personnel to pickup orders from restaurants and deliver it to customers

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Task 1

Group A

Group B

Group C

SITUATION ANALYSIS

• Quick Delivery• Good brand image• Trained delivery personnel’s• Responsive customer support• Wide range of restaurants

offered

• Pioneer in food delivery business

• Growing market• Increasing market share• Minimal competition• Lack of market leader

• Location based restaurant finder

• Marketing, Brand awareness• Delivery charges for orders

below Rs 250• Menu and App price difference

• Unstable and low customer base• Increasing health consciousness • Increasing potential competitions• Laws and government regulations

TARGET CUSTOMERS

• 20-30 years old

• College Students

• Working Professionals

• E-Commerce Savvy

• Crowd that is living away from their hometown

GOAL??

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

•- Age 20-30

- College Students

- Working professionals

- E-Commerce savvy

- Away from home crowd

Customers

All the restaurants

listed in the App

Private Fleet

Third party communication

channels

Collaborators

•Foodpanda

•Zomato

•TastyKhana

Competitors

Company – Business model

Key Business Units

- Operations- Marketing- Fleet management team- Customer care team- Analytics and Market research team

CONTEXT

- Flocking population to metro cities

- IT professionals

- Easy food, efficient time goals

- Need of the hour for many

- Busy life, socioeconomic factors

- Market relevance

Value Proposition

▪ Time efficiency, the need of the hour.

▪ A service which is desired by many.

▪ A single window for ordering.

▪ No delivery charge if the order exceeds Rs 250.

▪ Quick delivery and Responsive customer care

▪ Collaborators – are handsomely paid + Incentives

▪ Company – positioning - market niche

POSITIONING

Positioning

▪ PODS -- Different Business model- Quicker delivery time- Private fleet- Variety of modes of payment accepted- COD available

▪ POPS –- Similar service- Similar restaurant listings- Unstable market base-Branding techniques

TACTICS

TACTICS

▪ Product – Food delivery app, Lightning quick delivery, hassle free, different modes of payment

▪ Service – Delivers food from among the listed restaurants, COD available, Time saving.

▪ Brand – Swiggy+ logo – premium, out of the box design, aggressiveness portraying company policy.

▪ The urban dictionary throws the meaning of the word 'swiggy' as something unbelievably legit and real.

▪ Slogan: When you are hungry, think of us!

TACTICS

▪Price – Orders below Rs 250 will attract an additional delivery

charge of Rs 30.

▪ Orders above 250 will not attract any delivery charges

▪ If the order was placed during the time of an unfavourable climate, an additional fee of Rs 20-30 shall be levied. Eg: Rain

▪ The App will be provided as a free version as well as a Premium version

Free V/S Premium

▪ The free version of the app will provide basic services to the consumer.

▪ The app can be downloaded from any of the app stores

▪ The premium version of the app could be upgraded to by paying Rs2999

▪ This will guarantee an assured delivery time, Enhanced and bigger list of restaurants from other localities as well

▪ Unlimited amount of the aforementioned offer will be valid till lifetime

INCENTIVES• For customer – offers, referral money• For collaborators – Incentives, bonus for

quick order preparation, a new platform• For Company personnel- Bonuses

depending on their performance, Celebratory bonus, Timely appraisal

• Swiggy+ will have exclusive offers for the premium members.

• There will be a mail list developed for the above

Communication & Distribution

Communication channels : Blog, Social media, Email list, Advertisements, Door to door area specific marketing – flyers.

Implementation

▪ Infrastructure –An order will be first placed by the customer through our mobile app- This order will be directed to one of the onsite delivery executive- He will go to the restaurant and pick up the order by making a virtual swiggy payment- He picks up the food and delivers it to the customer- Fleet team will be managed by the operations department- Analyst department and their functions- Rating system for customer as well as for the delivery executive- 360 Degree appraisal system for office staff

Implementation

▪ Processes –-Client management and market research team will engage with potential collaborators and fix the deal.-The business unit will be looked after by GM’s of various departments- under them, there are local managers > team players > Delivery executive- Finance, strategy, product management teams work in tandem to introduce newer products- Technology team – engineers will work on app based improvements

Implementation

▪ The communication channel will be completely established by julylast week, 2017

▪ The product management team will start working on the allotted project by june 22nd

▪ The technology team is already working on fixing the bugs in the App

▪ The HR team will conduct campus recruitment in colleges in Bangalore in the coming quarter

▪ The Marketing plan will be completely implemented by the end of this financial year

DISCLAIMER

Created by Vivin R, Christ University – Main campusFor the partial fulfilment of Marketing Management Internship under the guidance of Prof. Sameer Marthur, IIM Lucknow