Swiggy Case Study — Assignment

Full Name of Group Members: Mohit Tandon,

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 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.

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Use Case for the

Primary Audience

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.

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Creative Content
Message for the
Primary Audience

<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!

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Channel 1: Social Media (Facebook, Instagram, YouTube)
Reason The primary users belong to the under 30 agae category, social media like
Channels for
Instagram, YouTube and Facebook are most widely used by this audience by spending
Primary Audience 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.

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 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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Use Case for the

Secondary
Children in a MIDDLE CLASS family feel like that whenever there is some special
Audience 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.

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Creative Content
Message for the
Secondary
Audience
<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.

Swiggy karo aur apno ke sath enjoy karo. Swiggy Kar pyaare !

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Channel 1: Advertisement on TV
Reason: Since this target group isn't a particular age group, gender, city or social class so
Channels for
the channel to advertise to such mass audience can be TV ads.
Secondary
Audience
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.

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 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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Use Case for the

Tertiary Audience

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.

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Creative Content
Message for the
Tertiary Audience

<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

‘Let Your food Delivered at right place and Right Time with Swiggy ‘

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Channel 1: Email Marketing
Reason: Email are a good Way for this kind of Communication. Reaching directly to
Channels for
Businesss you are targetting. Also It can inlclude valuable information You want to share.
Tertiary Audience

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

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 Thank You!

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