A STUDY ON MARKETING STRATEGY OF SWIGGY

Project Report submitted in fulfillment of the requirement for the award of the
Degree of
MASTER OF BUSSINESS ADMINISTRATION
Of
BENGALURU CENTRAL UNIVERSITY

By
Dondati Chaithanya

Reg. no. MBA180462

Under the guidance of

Prof. Ravindra R Kulkarni
Presidency College

CENTER FOR MANAGEMENT STUDIES

PRESIDENCY COLLEGE
Bangalore University
2019 – 2020
 GUIDE CERTIFICATE

This is to certify that the Project Report “A Study on Marketing Strategy Of

Swiggy,” submitted by DONDATI CHAITHANYA (registration number
MB180462) to Bengaluru Central University, Bangalore for the award of
Degree of MASTER OF BUSINESS ADMINISTRATION is a record of work
carried out by him under my guidance.

Place: Bangalore Signature

Date:
 DECLARATION BY THE STUDENT

I, hereby, declare that “A Study on Marketing Strategy Of Swiggy” is the result of the
project work carried out by me under the guidance of Professor Ravindra R Kulkarni in
partial fulfillment for the award of Master’s Degree in Business Administration by
Bengaluru Central University.

I also declare that this project is the outcome of my own efforts and that it has not been
submitted to any other University or Institute for the award of any other degree or
Diploma or Certificate.

Place: Name:Dondati Chaithanya

Date: Reg. no. MBA180462
ACKNOWLEDGEMENT

I would like to express my gratitude towards all the people who have helped me with the
successful completion of this project. Without their encouragement, active guidance and
cooperation this project would not have been a success.

I would like to gratefully acknowledge Bangalore University and Presidency College for
this opportunity, for facilitating the completion of this project. I also thank our Dean Dr. R
Venkatramana for his support and my guide Prof. Ravindra R Kulkarni for his active
guidance in successfully completing this project.

I also express my deep gratitude to all who have contributed for the timely completion of
this project.

Dondati Chaithanya
MBA180462
 TABLE OF CONTENT

CHAPTER PARTICULARS PAGE NO.

NO.
1 INTRODUCTION
1.1 Introduction about Educational Technology
1.2 Scope of Educational Technology
1.3 Nature of Educational Technology
1.4 Need and Relevance for the Study
1.5 Statement of the Problem
2 METHODOLOGY

3 TRAINING METHODS AND ACTIVITIES

4 DATA ANALYSIS AND INTERPRETATION

5 STRENGTHS, WEEKNESS, OPPORTUNITIES

AND CHALLENGES (SWOC) OF THE
RESEARCH
6 LEARNING OUTCOMES

7 KEY FINDINGS, EXPERIENCES AND

CONCLUSIONS
8 RECOMMANDATIONS

9 SUPPORTING DOCUMENTS
 CHAPTER – 1

INTRODUCTION
 CHAPTER -1
INTRODUCTION

1.1 ABOUT FOOD INDUSTRY

The Food Industry in India includes different sections like fisheries, ranch, products of the
soil and dessert shop to give some examples. Sustenance Industry in India has become in the
course of the most recent couple of years and it is required to be worth more than US$ 310
billion by 2015.

DETAILS OF FOOD INDUSTRY IN INDIA

India is the second greatest food maker on the planet and it can possibly turn into the biggest
maker of sustenance in the entire world. Food Industry in India incorporates milk and milk
items, ranch, mixed drinks, vegetables and natural products, fisheries, poultry and meat, grain
handling, chocolates, and candy parlor.
The Food Industry in India sent out items worth around US$ 5.8 billion of every
1998 while the all out world sustenance fare remained at US$ 438 billion. This demonstrates
in spite of the fact that India is one of the greatest sustenance makers on the planet, it
represented just 1.5% of the worldwide exchange nourishment as in 1998.

REASONS FOR GROWTH OF THE FOOD INDUSTRY

Expanded urbanization in the nation has given a lift to the nourishment business in India.

Larger part of the ladies in the nation are filling in because of which families have additional
salary which they are spending in purchasing sustenance.

The way of life in the nation has improved because of which there has been an expanded
interest for nourishment.

General stores and shopping centers have opened everywhere throughout the nation and this
has helped in making looking for nourishment a pleasurable encounter.
 The customers can choose, assess and get nourishment things that they like in a mood that is
agreeable. This also has helped the closeout of sustenance items in the nation

MAJOR COMPANIES IN FOOD INDUSTRY

 Nestle India Ltd.
 Kelloggs India
 Cadbury's India Ltd.
 MTR Foods Ltd.
 Hindustan Lever Ltd.
 Godrej Foods
 ITC-Agro
 Coca-Cola
 Britannia
 Amul
 Faasos
 Café Coffee Day
 Heritage Foods

INDIA ONLINE FOOD DELIVERY

India's online food conveyance market is right now displaying hearty development. The
development of the online food conveyance showcase in India has been essentially determined
by expanding dispensable earnings, urbanization and changing buyer ways of life. Expanding the
infiltration of web and cell phones has additionally encouraged the development of the market.
What's more, developing the interest of Indian ladies in the workforce has likewise expanded the
inclination for arranged dinners and a huge youthful populace has extended the client base. The
two greatest players in the Indian online sustenance conveyance market are Swiggy and Zomato.
Other significant players incorporate Food Panda, Uber Eats, Dominos, and so on. The online
food conveyance market is for the most part amassed in the urban areas of the nation with
Bangalore, Delhi and Mumbai as of now speaking to the three biggest markets. Players, be that
as it may, are currently focusing on littler urban areas likewise, as they are unpenetrated and have
a solid development potential contrasted with the metros in the nation. For example, In
November 2018, Swiggy extended its tasks by propelling administrations in 16 new urban areas
notwithstanding the 28 urban communities where it previously had its quality.

IMARC Group's latest report gives a significant comprehension of the India online
nourishment movement market covering all its fundamental edges. This ranges from a huge scale
framework of the market to little scale nuances of the business execution, late floats, key market
drivers and challenges, SWOT assessment, Porter's five forces examination, regard chain
examination, etc. This report is a flat out need to be scrutinized for business visionaries,
theorists, examiners, specialists, business strategists, and all of the people who have any kind of
stake or are needing to intrusion into the India online sustenance movement promote in any
capacity.

MARKET PLATFORM TYPE

Websites
Mobile Apps

MARKET BUSINESS MODEL

Logistics Based Food Delivery
Full Service Food Delivery
Order Focussed Food Delivery

MARKET PAYMENT METHOD

Cash On Delivery
Online

MARKET REGION
East India
North India
South India
West and Central India
E COMMERCE
Online business is the movement of purchasing or selling of items on online administrations
or over the Internet. Electronic trade draws on advancements, for example, versatile business,
electronic supports move, store network the board, Internet showcasing, online exchange
handling, electronic information trade (EDI), stock administration frameworks, and robotized
information gathering frameworks.

Present-day electronic trade normally utilizes the World Wide Web for in any event one
piece of the exchange's life cycle even though the fact that it might likewise utilize different
advancements, for example, email. Run of the mill internet business exchanges incorporate the
acquisition of online books, (for example, Amazon) and music buys (music download as
computerized dissemination, for example, iTunes Store), and to a less degree, altered/customized
online alcohol store stock services.There are three regions of web-based business: web-based
retailing, electronic markets, and online sell-offs. Online business is bolstered by electronic
business.

Online business organizations may likewise utilize a few or the majority of the followings:

 Online looking for retail deals direct to customers by means of Web destinations and
versatile applications, and conversational trade through live talk, chat, and voice
assistants.

 Giving or taking an interest in online commercial centers, which procedure outsider

business-to-customer or purchaser to-shopper deals

 Business-to-business purchasing and selling;

 Assembling and utilizing statistic information through web contacts and internet based
life

 Business-to-business (B2B) electronic information exchange

 Showcasing to forthcoming and built up clients by email or fax (for instance, with
pamphlets)

 Taking part in retail for propelling new items and administrations

 Online money related trades for cash trades or exchanging purposes.

IMPACT ON EMPLOYMENT:
Online business makes new position openings because of data related administrations,
programming application, and computerized items. It additionally causes work misfortunes. The
territories with the best-anticipated activity misfortune are retail, postal, and travel organizations.
The improvement of online business will make employments that require profoundly gifted
laborers to oversee a lot of data, client requests, and generation forms. Interestingly, individuals
with poor specialized abilities can't appreciate wage welfare. Then again, because web-based
business requires adequate stocks that could be conveyed to clients in time, the distribution
center turns into a significant component. Distribution center needs more staff to oversee, direct
and sort out, hence the state of stockroom condition will be worried by representative.

IMPACT ON CUSTOMERS:
web, particularly for purchasing the items which are not sold in close by shops. It could
enable clients to purchase more extensive scope of items and spare clients' time. Buyers
additionally increase control through 0nline shopping. They can inquire about items and think
about costs among retailers. Likewise, online shopping frequently gives deals advancement or
limits code, accordingly, it is more cost compelling for clients. Also, online business gives items'
nitty-gritty data; even the in-store staff can't offer such definite clarification. Clients can likewise
audit and track the request history on the web.

Internet business advancements cut exchange costs by enabling the two makes and shoppers to
avoid through the delegates. This is accomplished by broadening the pursuit zone best value
bargains and by gathering buy. The accomplishment of online business in urban and territorial
levels rely upon how the neighborhood firms and buyers have received to e-commerce.

Be that as it may, internet business needs human cooperation for clients, particularly those who
lean toward vis-à-vis association. Clients are likewise worried about the security of online
exchanges and will in general stay faithful to understood retailers. As of late, apparel retailers,
for example, Tommy Hilfiger have begun adding Virtual Fit stages to their online business
locales to diminish the danger of clients purchasing inappropriate measured garments, in spite,
these differ significantly in their fit for purpose. When the client lament the acquisition of an
item, it includes returning products and discounting process. This procedure is awkward as
clients need to pack and post the products. If the items are costly, enormous or delicate, it alludes
to security issues
IMPACT ON MARKETS AND RETAILERS:
2017, retail internet business deals overall added up to 2.3 trillion US dollars and e-retail
incomes are anticipated to develop to 4.88 trillion US dollars in 2021.[64] Traditional markets
are just anticipated 2% development during a similar time. Physical retailers are battling a result
of the online retailer's capacity to offer lower costs and higher productivity. Numerous bigger
retailers can keep up nearness disconnected and online by connecting physical and online
offerings.

Online business enables clients to defeat land obstructions and enables them to buy items
whenever and from anyplace. On the web and customary markets have various procedures for
directing business. Conventional retailers offer less arrangement of items because of rack space
where. online retailers regularly hold no stock however send clients arranges straightforwardly to
the assembling. The evaluating procedures are additionally extraordinary for conventional and
online retailers. Customary retailers base their costs on store traffic and the expense to keep
stock. Online retailers base costs on the speed of conveyance.

There are two different ways for advertisers to direct business through online business:
completely on the web or online alongside a physical store. Online advertisers can offer lower
costs, more noteworthy item determination, and high productivity rates. Numerous clients lean
toward online markets if the items can be conveyed rapidly at moderately low cost. Nonetheless,
online retailers can't offer the physical experience that conventional retailers can. It tends to be
hard to pass judgment on the nature of an item without the physical experience, which may make
clients experience item or vender vulnerability. Another issue with respect to the online market is
worried about the security of online exchanges. Numerous clients stay faithful to surely
understood retailers as a result of this issue.

Security is an essential issue for internet businesses in created and creating nations. Internet
business security is shielding business' sites and costumers from unapproved get to, use,
adjustment, or decimation. The sort of dangers include pernicious codes, undesirable projects
(promotion products, spyware), phishing, hacking, and digital vandalism. Online business sites
utilize various devices to turn away security dangers. These instruments incorporate firewalls,
encryption programming, advanced declarations, and passwords

TYPES OF ECOMMERCE:
Business-to-Business (B2B)
Business-to-Customer (B2C)
Customer-to-Customer (C2C)
Customer-to-Business (C2B)
Business-to-Administration (B2A)
 TYPES OF DIGITAL CHANNELS:
Online business may happen on retailers' Web locales or mobile applications, or those of
online business commercial centers, for example, on Amazon, or Tmall from Alibaba. Those
channels may likewise be bolstered by conversational business, for example, live visits or
chatbots on Web destinations. Conversational business may likewise be independent, for
example, live visit or chatbots on informing applications and using voice associates

M COMMERCE
The term mobile business was initially instituted in 1997 by Kevin Duffey at the dispatch of
the Global Mobile Commerce Forum, to signify "the conveyance of electronic trade abilities
straightforwardly into the purchaser's hand, anyplace, using remote innovation". Many consider
Mobile Commerce as signifying "a retail outlet in your client's pocket."

MOBILE BANKING:
Banks and other budgetary establishments utilize mobile commerce to enable their clients to
access account data and make exchanges, for example, obtaining stocks, dispatching cash. This
administration is regularly alluded to as mobile banking or m-banking.

LOCATION-BASED SERVICES:
The area of the cell phone client is a significant snippet of data utilized during mobile
commerce or m-commerce transactions. Knowing the area of the client takes into account area
based administrations, for example,

 Local discount offers

 Local Weather

 Tracking and monitoring of people

 Data-driven mashups focusing at a hyper-local level

MOBILE BANKING:
Banks and other financial institutions utilize mobile commerce to enable their clients to
access account data and make exchanges, for example, acquiring stocks, dispatching cash. This
administration is frequently alluded to as mobile banking or m-banking.
INFLUENCE ON YOUTH :
Now a days m-commerce is influenced by many people and everyone attracted to mobile
commerce. It became most important and common to use and mobile technology is helpful and
by this work will become less and won't take much time to do work. most of the people are using
this m-commerce.

SWIGGY

ABOUT SWIGGY:
Swiggy is India's largest and most valuable online food ordering and delivery platform.
Established in 2014, Swiggy is based out of Bangalore, India and, as of March 2019, was
working out of 100 Indian cities. In mid-2019, Swiggy ventured into general product delivery,
under the brand name Swiggy Stores.

In September 2019, Swiggy propelled moment get and drop administration Swiggy Go. The
administration is utilized to get and drop off a differing cluster of things, including clothing and
record or parcel deliveries to business customers and retail clients.

HISTORY:
In 2013 two founders, Sriharsha Majety and Nandan Reddy planned an online business site
called "Bundl" to encourage messenger administration and ship products inside India. Bundle
was immediately delayed, and they moved into the nourishment conveyance showcase. At the
time, the nourishment conveyance division was in strife as a few eminent new businesses, for
example, Foodpanda (later obtained by Ola Cabs), TinyOwl (later procured by Zomato) and Ola
Cafe (later shut) were battling. Majety and Reddy drew nearer Rahul Jaimini, once with Myntra,
and established Swiggy and parent holding organization Bundl Technologies in 2014. The
organization worked out a devoted conveyance arrange and developed quickly, basically
determined by the emphasis on coordinations and securing secret weapons.

INVESTMENTS AND ACQUISITIONS:

By 2015, the company began attracting external investments. The first was a $2 million
investment from Accel and SAIF Partners, along with additional investment from Norwest
Venture Partners. The next year, Swiggy raised $15 million from new and existing investors,
including Bessemer Venture Partners and Harmony Partners.

In 2017, Naspers led an $80 million funding round into Swiggy. Swiggy received $100 million
from China-based Meituan-Dianping and Naspers in 2018 and then later a string of investments
took the company's valuation to over $1 billion.
Swiggy acquired Bengaluru-based Asian food start-up 48East in 2017. Swiggy later acquired
Mumbai-based Scootsy Logistics, a struggling food ,and fashion delivery service. In 2019, the
company invested Rs 31 crore in Mumbai-based ready-to-eat food brand Fingerlix

PARTNERSHIPS:
Swiggy has banded together with Burger King for giving delivery services. It has likewise
joined forces with Google Local Guide to encourage client reviews, and with Sodexo to
empower clients to pay through feast cards. Swiggy has banded together with Indifi
Technologies to encourage a financing program for accomplice cafés.

MISSION:
Mission is to change the way India eats.

VISSION:
It is the primary achievement in Swiggy's vision to raise the personal satisfaction for the
urban shopper by offering unrivaled accommodation, he included. Swiggy Stores will give its
shipper accomplices unequaled access to a blend of center resources for arrive at additionally
existing and new clients

SEGMENTATION:
Swiggy under statistic division essentially focuses on the more youthful age. The division
ages incorporate the young people, who might think that it's extremely advantageous for
nourishment to convey at their doorstep, the following objective gathering are the school going
understudies and furthermore the ones who work at the workplace and think that it's hard to drive
to their preferred café.

The center, be that as it may, has been on the twenty to thirty-year-olds clients and all the brand-
building endeavors have been made to make Swiggy their go-to-application with regards to
nourishment conveyance. Under social division, it has discovered a market fragment who
discover search for accommodation with regards to nourishment and favors remaining at home
and having a fast dinner.

The psychographic division, it focuses on the client who accepts that it is smarter to have
nourishment conveyed to them than go right to the eatery and maintain a strategic distance from
all the traffic in the city. Swiggy targets individuals who need to carry on with an advantageous
way of life.
TARGET:
Swiggy has had the option to take into account the colossal objective crowd and these
spectators have differed attributes, ages, and conduct. Seeing India's market size, Swiggy has an
incredible populace to target however its primary and perfect objective group of spectators is the
ages of 18-35.

These are the individuals who are undergrads, working experts or business people who have a
decent way of life and are living in opulent territories.

POSITIONING:
Swiggy has made the food delivery not only an all-inclusive arm of restaurants and has
benefitted well out of this business. The principle situating technique of Swiggy is an application
that helped clients get the food they need, any place they need.

All the showcasing endeavors made my Swiggy have made a picture that Swiggy makes life
advantageous and simple for its clients and guarantees the best client experience and intends to
keep each client both accomplice eateries and the clients happy with the administrations.

It is positioned to change how individuals eat their food. It has the saying that "no clients go
hungry" and enables clients to associate with their preferred eateries with a tick of the button.

TECHNOLOGY FOCUS:
Swiggy is a food tech organization and has a center coordinations stage and Swiggy
intensely uses innovation to support clients and the cafés outwit administrations. Every one of
the conditions is examined with the assistance of information investigation like the traffic
conditions, anticipate the planning time for the eateries relying upon the number of requests, area
of the conveyance officials to intelligently furnish them with the conveyance time and guarantee
to the end clients.

The accomplice eateries get a depiction of all the key operational measurements and furthermore
all the financials. In the back end, Swiggy has examination motors that mine client information
to decide the inclinations and aides Swiggy collaborate with the correct cafés

CUSTOMER ANALYSIS:
Swiggy has two noteworthy clients, the cafés from which it gathers commission from and
filling in as a conveyance accomplice and different clients are the individuals who request food
through the application. The principle client portions are the individuals who would prefer not to
go out to diners and eateries to purchase food.
Individuals who need to arrange nourishment on the web and need it conveyed in their doorstep.
The ongoing business development is through some staple goods, hardware rose and blessing
shops.

PROMOTION STRATEGY:
Swiggy is presently a very presumed brand and it's a direct result of its quality
administrations as well as because of its phenomenal web-based life system. On Facebook itself,
Swiggy has 174K devotees which are most elevated among the contenders. Each battle of
Swiggy is noteworthy as they are amazingly captivating and is extremely intuitive.

The posts are light, engaging, have great quality and are amusingness based. Battles like
EatYourVeggies, SuperSwiggy, EarnYourCheatMeal convey the thought of eating well by
utilizing clever jokes and plays on words. Swiggy has additionally utilized influencers to
showcase its administrations.

Swiggy likewise demonstrates the number of limits, prizes, and acknowledgment to make brand
devotion among the clients.
 CHAPTER – 2
METHODOLOGY