swiggy - marketing plan

The journeyof a successful brand begins with one idea

Have you heard of these brands?

What made them famous?

The worlds most powerful medium

THEIR CUSTOMERS

What business are these brands really in?

Making search easy

Helping people being recognized as innovative

Helping people being perceived as successful

Products have rationalesBrands have emotionales

21st century brands own an emotion

What emotions do these brands own?

With today’s information overload, searching can be frustrating

People like to be recognized as innovative

People desire to be recognized as successful

What emotion should Swiggy own to become a successful 21st century brand?

A three fold study

• Understanding the market

• Re-building the brand

• Brand roll out plan

STAGE 1Market dynamics

Market potential

Online food delivery market is pegged at 12.8 billion27 percent of 40 billion online shoppers order food online regularly

Key competitors

Key brand influencers

RESTAURANTS ONLINE CUSTOMERS

SOCIAL FORUMS FOOD BLOGGERS

Key emotional drivers

CONVENIENCE OPTIMAL CHOICES

OFFERS & DISCOUNTS

HASSLE FREE DELIVERY

Swiggy Solution

Profit Opportunities?70 percent of online shoppers who do not buy food online

Swiggy Solution

What should the consumer stop doing and invest in your brand??Stop going out to restaurants and

start ordering food online

STAGE 2Re-building the brand

Swiggy : Emotional route

Obvious emotion brand should own?Friends & families like to eat together


What business should Swiggy champion?

Swiggy must be in the business of bringing restaurant experiences to home


Rational Benefit?Food from choicest restaurants delivered to door-step


Emotional Benefit?Giving families to enjoy the restaurant taste experiences at the comfort of being at

home


Target Mindset?Customers who like to eat food at restaurants


Desired brand persona?

EFFICIENT CUSTOMER CENTRIC RESPONSIBLE


Branding Idea?Bringing experiences home

STAGE 3Re-branding roll out

Be where your customer is

Popularize the Swiggy app through other popular apps that consumers use

Engage with customers• Promotion activities at corporate,

schools, housing societies, etc

• Use a swiggy mobile van that reaches out to customer’s with offers / discounts

• Invite participation in v-blogging and run contests online

Connect with customers

Interact with customers, focused reviews & offer solutions to concerns

Collaborate with influencers• Collaborate with food and restaurant

bloggers

• Social media collaborations for ads through offers / discounts

• Online partner collaborations

• Event collaborations

Customize your offeringsMix and play with offers

The business models revolves around customers that like offers in combo and bundle

Lets bring experiences home

swiggy - marketing plan

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