Swiggy+Case+Study+-+Solution+Template+(1).pptx

Swiggy Case Study — Assignment
© All rights reserved upGrad | MICA - Digital Branding &
Full Name of Group Members: Mohit Tandon,

© All rights reserved
Primary Audience
People under 30, who aren’t likely to cook or know how to cook
themselves, most likely living away from their family/home city, and
probably want to try new cuisines, but are starved for time. They are
likely to order most frequently.
Swiggy’s objective for the primary group is to increase
purchases.
upGrad | MICA - Digital Branding &

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Guy is living alone away from his family. After a long and tiring day he feels like having
good hot food. He watched videos and goes to kitchen seeing that he does not have even
half of the ingredients at his home. He suddenly thinks that kaun banaega yar, chal swiggy
karte h na yar and orders food from swiggy.
Use Case for the
Primary Audience
1

2
<This is the campaign tagline or the key message from the brand. Think of ideas, themes or
appeals aligned with the brand’s positioning. Please make sure you do not replicate any part of the
content already created by Swiggy.>
<Specially in Winters )
Kaun bnaegga, chal swiggy karte h na yar!
Creative Content
Message for the
Primary Audience
2

2
Channel 1: Social Media (Facebook, Instagram, YouTube)
Reason The primary users belong to the under 30 agae category, social media like
Instagram, YouTube and Facebook are most widely used by this audience by spending
hours consuming content on social platforms and reaching out to them on these platforms
will be more beneficial as far as results are concerned.
Channel 2: App NOTIFICATIONS
Reason: Since this target audience is already using swiggy and our objective is to
increase the purchase, the notifications sent before lunch time or dinner time can create
more intent to finish the starvation and therefore increase purchase among our audience.
Channels for
Primary Audience
3

Secondary Audience
The secondary target audience for Swiggy isn’t restricted to a
particular age group, gender, city, or social class. They would
mostly comprise families, older couples, and
friends’/colleagues’ groups.
The brand’s objective for the secondary group is to increase
the level of their consideration.

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Children in a MIDDLE CLASS family feel like that whenever there is some special
occasion or gathering at home mother is always in kitchen cooking food for the guests.
Therefore they use swiggy tto order the food so that their mother is able to enjoy with them
and other guests.
Use Case for the
Secondary
Audience
1

2
content already created by Swiggy.
Swiggy karo aur apno ke sath enjoy karo. Swiggy Kar pyaare !
Creative Content
Message for the
Secondary
Audience
2

2
Channel 1: Advertisement on TV
Reason: Since this target group isn't a particular age group, gender, city or social class so
the channel to advertise to such mass audience can be TV ads.
Radio : Again It can be used for Mass Advertisements
Channel 2 : In app notifications and landing page advertisements leading to CTA
Reason: The notifications will help people to consider swiggy in daily life situations for
ordering the food in those situations. Catering to these situations, The landing pages can
be made. For example creating Cristmas landing page for food offerings at this point of
year.
Channels for
Secondary
Audience
3

Tertiary Audience
This includes stakeholders like Swiggy’s restaurant partners,
store partners and delivery fleet.
Finally, the objective of the tertiary group would be to increase
the number of delivery partners, restaurant partners and
store partners who register on Swiggy.

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There is a food joint in the location which is quite at a distance from various Hotels at a hill
station. Feeling it difficult to deliver at such High demand, The owner of Food joint feels
that he must take his food online with Swiggy and carry on business in a smooth Manner.
Use Case for the
Tertiary Audience
1

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content already
‘Let Your food Delivered at right place and Right Time with Swiggy ‘
Creative Content
Message for the
Tertiary Audience
2

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Channel 1: Email Marketing
Reason: Email are a good Way for this kind of Communication. Reaching directly to
Businesss you are targetting. Also It can inlclude valuable information You want to share.
Channel 2 : Social Media Marketing – facebook, Instagram and You tube videos
It is easy to target food business/store owners and appeal to this tertiary audience in order
to convince them to register as a Swiggy partner
Channels for
Tertiary Audience
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