Presented By :

ABHISHEK RANKA
Marketing Plan AAFREEN TALAT
MARIAM ASIF
ADIBA AFTAB
Title and Content Layout with List
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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.
EXECUTIVESUMMARY

▪ Swiggy is a food ordering and

delivery company
▪ Asingle window for ordering
from a wide range of
restaurants
▪ Exclusive fleet of delivery
personnel to pickup orders
fromrestaurants and deliver it
to customers
• Quick Delivery
• Good brand image
• Trained delivery personnel’s
• Responsive customer support
• Wide range of restaurants
offered
• Pioneer in fooddelivery
business
• Growing market
• Increasing market share
• Minimal competition
• Lack of marketleader
• Location basedrestaurant
finder
• Marketing, Brandawareness
• Delivery charges for orders
below Rs250
• Menu andApp price difference
• Unstable and lowcustomer base
• Increasing health consciousness
• Increasing potential competitions
• Laws and government regulations
GOALS

▪ To revolutionize the restaurant-takeaway-delivery business in India

▪ Reliability and consistency inservice
▪ 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
Competitors Collaborators Customers
•Foodpanda All the •-Age 20-30
restaurants - College
listed in theApp Students
•Zomato
- Working
Private Fleet professionals
•TastyKhana
- E-Commerce
Third party savvy
communication -Away from
channels home crowd
Company – Businessmodel

Key BusinessUnits

- Operations
- Marketing
- Fleet management team
- Customer care team
- Analytics and Marketresearch team
CONTEXT

- Flocking population to metro cities

- IT professionals
- Easy food, efficient time goals
- Need of the hour for many
- Busy life, socioeconomicfactors
- 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 Rs250.
▪ Quick delivery and Responsive customer care
▪ Collaborators – are handsomely paid + Incentives
▪ Company – positioning - market niche
TACTICS
TACTICS

▪ Product – Food delivery app, Lightning quick delivery, hassle free,

different modes ofpayment
▪ Service – Delivers food from among the listed restaurants, COD
available, Timesaving.
▪ Brand – Swiggy+ logo – premium, out of the box design,
aggressiveness portraying companypolicy.
▪ The urban dictionary throws the meaning of the word 'swiggy' as
something unbelievably legitand real.
▪ Slogan: When you are hungry, think of us!
TACTICS

▪ Price –Orders below Rs250 will attract an additional delivery

charge of Rs30.
▪ 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 Rs20-30 shall be levied. Eg: Rain
▪ TheApp will be provided as a free version as well as a Premium
version
Free V/SPremium

▪ 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 Rs
2999
▪ 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 july

last week, 2017
▪ The product management team will start working on the allotted
project by june22nd
▪ The technology team is already working on fixing the bugs in theApp
▪ 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