swiggy - marketing plan
TRANSCRIPT
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The journeyof a successful brand begins with one idea
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Have you heard of these brands?
What made them famous?
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The worlds most powerful medium
THEIR CUSTOMERS
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What business are these brands really in?
Making search easy
Helping people being recognized as innovative
Helping people being perceived as successful
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Products have rationalesBrands have emotionales
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21st century brands own an emotion
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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
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What emotion should Swiggy own to become a successful 21st century brand?
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A three fold study
• Understanding the market
• Re-building the brand
• Brand roll out plan
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STAGE 1Market dynamics
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Market potential
Online food delivery market is pegged at 12.8 billion27 percent of 40 billion online shoppers order food online regularly
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Key competitors
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Key brand influencers
RESTAURANTS ONLINE CUSTOMERS
SOCIAL FORUMS FOOD BLOGGERS
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Key emotional drivers
CONVENIENCE OPTIMAL CHOICES
OFFERS & DISCOUNTS
HASSLE FREE DELIVERY
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Swiggy Solution
Profit Opportunities?70 percent of online shoppers who do not buy food online
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Swiggy Solution
What should the consumer stop doing and invest in your brand??Stop going out to restaurants and
start ordering food online
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STAGE 2Re-building the brand
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Swiggy : Emotional route
Obvious emotion brand should own?Friends & families like to eat together
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Swiggy : Emotional route
What business should Swiggy champion?
Swiggy must be in the business of bringing restaurant experiences to home
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Swiggy : Emotional route
Rational Benefit?Food from choicest restaurants delivered to door-step
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Swiggy : Emotional route
Emotional Benefit?Giving families to enjoy the restaurant taste experiences at the comfort of being at
home
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Swiggy : Emotional route
Target Mindset?Customers who like to eat food at restaurants
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Swiggy : Emotional route
Desired brand persona?
EFFICIENT CUSTOMER CENTRIC RESPONSIBLE
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Swiggy : Emotional route
Branding Idea?Bringing experiences home
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STAGE 3Re-branding roll out
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Be where your customer is
Popularize the Swiggy app through other popular apps that consumers use
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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
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Connect with customers
Interact with customers, focused reviews & offer solutions to concerns
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Collaborate with influencers• Collaborate with food and restaurant
bloggers
• Social media collaborations for ads through offers / discounts
• Online partner collaborations
• Event collaborations
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Customize your offeringsMix and play with offers
The business models revolves around customers that like offers in combo and bundle
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Lets bring experiences home