Product & Brand Management Group6

Product & Brand Management

Under the guidance of Prof. Rashmi Ranjan Parida

Project Report On

“Product and Brand Management of Swiggy”

Submitted By:
Group 6

Atul MBA20010
Raafeeq Dawara MBA20035
Adityaroop Pathak MBA20061
Bhasvati Chiring MBA20069
Nimisha Goel MBA20086

Indian Institute of Management Jammu

Jammu – 180016
December 2021

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Acknowledgement
We would like to extend our gratitude to Dr Rashmi Ranjan Parida, Assistant Professor, Marketing
area , for his invaluable lessons in Product & Brand Management as well as his aspiring guidance and
illuminating views on several concepts of marketing that helped us develop and progress in this project.
We would also like to thank Mr. Shubhankar Shukla, Associate Product Manager, Swiggy for his
constant guidance to make this project.
We are also grateful to Indian Institute of Management Jammu for providing the opportunity and
resources to work on this project.

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Introduction
Swiggy is India's online food ordering and delivery paradigm. It was founded in July 2014. It is based in
Bangalore, and functions in around 500 Indian cities. The Business Model Canvas of Swiggy is as
follows :-

Whom have we interviewed ?

Shubhankar Shukla, ISB PGP Co'21

Designation: Associate Product Manager, Swiggy

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Brand Elements of Swiggy

 Brand Name – Swiggy
 Brand Symbols


 The 'S' monogram is the brand's custom map marker.
 This map marker has particular relevance to company's delivery business because it gives an
impression that Swiggy is available in all location.
 The symbol is SIMPLE, BOLD & MEMORABLE.
 The logo also invokes a strong technological vibe.
 The icon style of the logo also gives a modern feel to the logo.
 The pumpkin color palette – Boosts appetite, vivid, mouthwatering, and omnipresent.

Retail Concept of Swiggy

1. Building a Store Management System
Swiggy Stores is a marketplace platform that allows small businesses to sell their items, such as
groceries and pharmaceuticals. Accordingly, Step 1 was to build a Store Management System, so as to –
 Allow the operation of multi-category Stores that get data from several sources.
 Ascertain that all information about the Store was appropriately recorded and that it was a
distinct part of their system.
2. From 1.0 to 2.0
Swiggy 1.0 took in menus from restaurants and stored them for use on their platform, but 1.0’s
classification & data ingestion pipeline was designed rightly for food delivery.
That is when Catalogue 2.0 enters the picture, the one that solves for ‘anything-delivery’. Swiggy had to
create the full taxonomy ecosystem as well as the ingestion pipeline via which SKUs (Stock Keeping
Units) could be added to the system in order to make 2.0 into a reality.

3. Swiggy’s command centre

To support human interventions, big data is needed to maintain a huge ecosystem with dynamically
changing attributes and because these were actual stores and not just warehouses where inventory is
self-managed, Swiggy had to build a dynamic control room that could monitor stocks across different
categories in a continuous manner.
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4. Swiggy’s Order Management System

This system on Swiggy’s platform does 3 very simplistic but important things for them which are –
“Offers abstraction: It can function in a consistent manner, regardless of what the ‘anything’ in
‘anything-delivery’ is supposed to be.”
“Allows plug-and-play: It has the ability to handle any new type of delivery order with ease because the
business logic is decoupled from the platform's core.”
“Gives seamless PaaS integration: Customers have the same opportunity to choose their preferred
payment method for Stores orders as they have for food orders.”

5. Swiggy’s scheduler & operator

In the food-delivery business a customer can just sit back and relax after placing an order and just wait
for their order to arrive.
With Stores, things get a little more complicated because we don't know when the four actors in the
system will need to interact.
CURRENT MARKETING MIX-
 Product:
Swiggy is a well-known food and beverage delivery service that serves customers who have
placed an order. It has provided a single point of contact for a wide range of eateries and food
parlors. A customer may now select from virtual menus of neighbouring restaurants and place an
online order. Swiggy has made ordering meals and having them delivered swiftly a breeze for
clients. The company receives roughly 1.59 million orders per day from its estimated 1.28 lakh
restaurants on its network. Swiggy isn't accountable for the food's quality because it only moves
it from one person to another.
A complaint usually takes up to the restaurant in question to settle. The company encourages
restaurant advertising and reviews for internet delivery. Swiggy has introduced SwiggySelect, an
On-Time-Delivery option that pays out cash if an order does not come inside the chosen time
frame.
How to order from swiggy?
A customer may visit the Swiggy website or download the Swiggy app, browse online menus of
restaurants in his or her neighbourhood, place an order, and, if everything goes well, receive a
rapid delivery. Payment can be paid either online or at the time of delivery.
 Pricing:
Swiggy has a huge crew, which allows it to offer no-minimum-order policies to its consumers.
As a result, the company's customer base has grown significantly. Accel Partners and SAIF

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Partners invested $2 million in Swiggy's Series A round. Norwest Venture Partners and an
undisclosed investment entity both contributed $16.5 million in Series B funding.
Swiggy's cost structure comprises website upkeep, employee salaries, maintenance charges,
marketing expenses, refunds, and other costs.
Swiggy's Revenue Model-
1) Delivery costs: Swiggy charges customers a minor delivery fee ranging from Rs. 20 to Rs.
40. Heavy demand or adverse weather conditions may also have an impact on charges.
2) Advertising: Swiggy employs two types of advertisements:
a) It allows the brand to market itself on the website and app by showing banner
advertisements.
b) Swiggy's mobile app allows businesses to advertise a list of restaurants in 'hot
locations' in exchange for a cash commitment.
3) Commission: Swiggy receives a commission from all establishments where orders are
placed. A 15 percent to 25% commission is earned on each order.
4) Swiggy Access: Swiggy has created a cloud kitchen concept in which it leases out kitchen
space to eateries in locations where it does not have a presence. According to a source,
Swiggy is looking to expand its cloud kitchen idea to include 30 restaurants and 36 kitchens
in four new locations, producing around 25% of revenues in two years.
5) Swiggy Super: Swiggy Super is a membership club that entitles customers to unlimited free
deliveries from Swiggy. Customers that sign up for this service are free from paying surge
pricing during peak hours.
6) Affiliate: Citibank, HSBC, and ICICI Bank are just a few of the world's top financial
institutions with whom the business has formed agreements. Credit cards are sold to earn
money.
Its success is predicated on reducing delivery costs to a minimum. Swiggy, for example, offers
free delivery in Bangalore for orders over Rs 250 and a delivery fee of Rs 35 for orders under Rs
250. It earns money by taking a percentage from the restaurants' profits.
 Place Distribution:
When Swiggy first opened its doors, it was in major cities such as Bengaluru, Gurgaon, Pune,
Chennai, Delhi, Hyderabad, Kolkata, and Mumbai. There are several cities where Swiggy has
created a presence. Small towns are also included.
Swiggy has headquarters in Bengaluru, Karnataka, with corporate offices in Hyderabad,
Telangana, and Gurgaon, Haryana. Swiggy has created a strong and extensive distribution
network to provide rapid and high-quality service.
It has a one-of-a-kind fleet of folks functioning on the field, with almost 1.30 lakh delivery
personnel. They are responsible for gathering orders from numerous restaurants and delivering
them to customers. Delivery guys use the Swiggy App and their iPhones to track deliveries as
they go through the routeing algorithms. Swiggy has hired Shadow fax Technologies, a third-
party delivery company, for part-time distribution in Delhi and Bengaluru.

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 Promotion:
Swiggy recognises the importance of a good marketing strategy and has developed a number of
measures to increase brand awareness. It mostly relies on word-of-mouth advertising, and
satisfied customers are its most effective marketing tools, as they recommend the firm to their
friends and family. Swiggy has established an online marketing approach, promoting innovative
and engaging ad campaigns such as #SingWithSwiggy and #DiwaliGharAayi on social media
sites like as Twitter, Facebook, Instagram, YouTube, and Pinterest.
It has a huge and active Facebook page that posts frequent updates and encourages active
participation. Swiggy has produced innovative videos, such as Swiggy Goes International, that
have been well received by the general audience. The company organises contests to encourage
direct consumer connection and rewards customers with snack packs and vouchers through
#SwiggyTuesdays. Prior to its launch in Mumbai, it partnered with well-known Mumbai
Dabbawallas to have a deeper knowledge of the situation, which it then used as the basis for a
promotional strategy to raise brand recognition.

BRAND EXPLORATORY
 Brand Awareness and Brand Image:
They haven't done anything spectacular, but they have attempted to demonstrate the underlying
requirement and how we are transitioning to a digital society. During the 2018 IPL season,
Swiggy released six television ads to combine two of India's favourite pastimes: cricket and
food. These commercials normally last 10 to 15 seconds, and they simply highlight how Indian's
resort to Swiggy for wonderful cuisine on any given occasion. They haven't engaged any well-
known artists as brand ambassadors; instead, their advertising is basic yet convey the message
that Swiggy generates happiness.
Overall, Swiggy has done relatively little marketing and promotions, yet they are currently one
of India's leading meal delivery businesses.
 Brand Positioning:
Swiggy has made food delivery more than just an extension of restaurants, and it has reaped the
benefits handsomely. Swiggy's main positioning strategy is to create an app that allows
consumers to get meals whenever and wherever they want it.
Swiggy's marketing efforts have contributed to the concept that Swiggy makes life easier for its
customers, provides the best customer experience, and seeks to keep every customer, both
partner restaurants and customers, satisfied with its services.
It has the ability to alter people's eating habits. Its slogan is "no customers go hungry," and it
allows consumers to connect with their favourite restaurants with just one click.

Branding Strategy

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Swiggy’s showcasing procedure comprises of both on the web and disconnected advertising
campaigns. Swiggy has presence on the social media platforms - Facebook, Twitter, Youtube,
Pinterest, and Instagram. It also ran campaigns like - “#EatYourVeggie
#Secondtomom,#DiwaliGhayAayi”. Swiggy has also invested in “Tongue-and-cheek ads” e.g.,
“Match Day Mania”. It also includes regional dialect in their campaigns - “Swiggy karo, phir jo
chahe karo”.
Swiggy has established an impression that it makes life simple and comfortable for its customers.
Swiggy’s has come up with new initiative 'BrandWorks' to co-create delivery brands with its
restaurant partners.

Swiggy’s Offerings

 Swiggy Access - Bringing restaurants closer to customers

 Private brands + Restaurant partners
 Sharing kitchen spaces
 Swiggy Pop - Customer retention & acquisition
 Making ordering a meal for one a quick and affordable experience
 Swiggy scheduled - Customer delight and Subscription model
 Plan and order upto 2 - 48 hours in advance
 No delivery charges
 Swiggy Super - Customer delight and Subscription model
 Free delivery and protection from surge pricing
 Wider range of restaurants
 Special offers
 Swiggy Express- Customer delight
 Delivery within 15 to 20 minutes
 Money bank beyond 30 minutes delivery for some cases
Brand equity
Swiggy has perfected the idea of delivering food to consumers instead of consumers providing food to
restaurants. Swiggy became a "go-to app" for people who want food delivered to their door. Swiggy has
grown in popularity between India's millenials.
Swiggy now plans to set up kitchens in collaboration with restaurants in order to generate more revenue.
It also planning to increase its home delivery to Swiggy stores and broaden its delivery service into other
product lines. As per a report, restaurants contend that Swiggy accounts for 50% of their orders and
Zomato accounts for 20% to 25%.
Swiggy evidently has a larger presence in the delivery business and it is one of India's most well-funded
startups. Swiggy's strong brand has become synonymous with fast food in the hearts of consumers, and
enhancing Swiggy's business will be a great approach.
Competitor Analysis and Point of Differentiation  
 Swiggy counters enormous competition in the market
 Competitors- Zomato, Grofers, Fasos, Dunzo
 Both Swiggy and Zomato has been increasing its expenditure through incentives and discounts
 Competitive advantage- the company has cracked the distribution market

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 It has a robust logistics network

 Own fleet of delivery boys who are equipped with smartphones and the Swiggy app
 It is more reliable and faster than its competitors- Swiggy Express
 The company focuses on their delivery ecosystem to explore new categories

Zomato vs Swiggy
“With Zomato Market, Zomato entered into the market in 80 cities. Product lines are their preferred
method of action, and they are positioned below so that they can be reached. When they tap, it tends to
take individuals to the listing page, where they can discover what's really available. Whenever the goods
are not available within a week of discovering, the consumer becomes frustrated as they jump from one
platform to platform looking for grocery shopping.
Swiggy, on the other hand, has chosen a better approach, adhering to the conditions are conducive
principle and addressing the most prevalent desires and needs. As a result, the consumer tends to spend
low time discovering and more time getting what they want. Human-Computer Interaction (HCImain )'s
aim is to reduce tension when a user performs a task.
Zomato launched initiatives to aid restaurants and delivery partners. Because the consumer must
purchase the contentious gold monthly subscription, this can be classified as strategic empathy. As a
result, a part of the subscription fee would be made a donation to the restaurant of one ‘s choice.
Customers receive the gold benefits once the restaurants are operational.
Meanwhile, Swiggy started a campaign to endorse various government agencies, non-governmental
organisations (NGOs), as well as other entities, and dispersed food in COVID-19 makeshift camps. The
claim was that 20 people could be fed for just Rs.600, which goes back to the "Keeping the User
Informed" principle.
“There comes a point where they must choose between business, safety, and what they must encourage.
Both have chosen to take an encouraging strategy to iterating to responding to right questions within just
a small real estate space. Swiggy had also achieved success by repeating back and forth about how much
they keep on their home button. They placed groceries on same tier as restaurants. In the meantime,
Zomato has declined grocery delivery services because it is exiting the grocery business. Faced with a
large appear to be recovering after 4 months. According to ET, an increase in order value has resulted in
a 60–65 percent rise in the level of sales. So it would be safe to say that food delivery is back up and
running.”
Point of parity

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 Food delivery service

 Restaurant listings
 Similar target market
 Brand techniques and positioning
Point of differentiation
 Reliability and faster delivery
 Robust logistics network
 A robust delivery ecosystem
 Groceries
RECOMMENDATIONS
 Swiggy's offerings are being strengthened, and they should be working to provide ease and
convenience for users.
 Meeting expectations of managing the workforce and delivering the product in the shortest
possible time frame by utilising Social Media Platforms. 
 Introducing new campaigns: Continue to transform their online marketing in accordance with the
most recent trends.
 Unit economics, margin improvement, lower customer acquisition costs, delivery fleet
utilisation, and increasing order values will need to remain main focus areas throughout order to
pave the way to profitability.

References
 https://www.swiggy.com/

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 https://brandyuva.in/2019/08/marketing-strategies-of-swiggy.html
 https://thestrategystory.com/2021/06/20/swiggy-business-revenue-model-marketing-
strategy/
 https://www.financialexpress.com/industry/sme/swiggy-to-co-create-delivery-brands-
through-brandworks/1866287/
 https://www.marketing91.com/marketing-strategy-of-swiggy/
 www.zomato.com

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