1 of 14

Swiggy Case Study — Assignment

upGrad | MICA - Digital Branding & Advertising

Name of Group Members:

2 of 14

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 & Advertising

3 of 14

2

�Raj invites two of his colleagues at his place for friday night weekend hangout. After full day of work they all want to relax . So, they aren’t likely to cook food but want to have some delicacies on their table.��

Use Case for the Primary Audience

1

upGrad | MICA - Digital Branding & Advertising

4 of 14

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.>��Make Swiggy your friday night partner. Order your favorite cuisines from your favorite restaurants at 60% off!

#fridaynightwithswiggy��

Creative Content Message for the Primary Audience

2

upGrad | MICA - Digital Branding & Advertising

5 of 14

2

Channel 1: Instagram

Reason: Food related post have a larger reach on Instagram over other channels. Instagram is majorly used by young user (falls under our target market) who share their daily life activities. The time spend by these users on Instagram also increases during weekends.

So, creating a sales promotion campaign offering exclusive discount will have a positive impact to create a desire in our target audience to order food from Swiggy.

Channel 2: SMS marketing and Push notification

Reason: Direct markeing helps to reach our target customers in a personalised way.Every person loves when someone address them with their names.

Displaying the name of the target user, using the taste of thier weekend plan in the message and offering discounts can push a user to order from Swiggy.

Channels for Primary Audience

3

upGrad | MICA - Digital Branding & Advertising

6 of 14

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.

upGrad | MICA - Digital Branding & Advertising

7 of 14

2

<Enter Your Response - Word Limit: 20-60 words>��After a long time, the son and daughter of an old couple return home. They plan for dinner at their favourite restaurant to cherish their memories of togetherness. But due to heavy rain plan was cancelled. That’s when Swiggy comes in place.��

Use Case for the Secondary Audience

1

upGrad | MICA - Digital Branding & Advertising

8 of 14

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.>��It is expected to be rain. Ohh! It’s raining already, seat back and bring your dinner home. 40% off on your favourite meals.��

Creative Content Message for the Secondary Audience

2

upGrad | MICA - Digital Branding & Advertising

9 of 14

2

Channel 1: Facebok

Reason: Facebook is a platform where all ages of the audience are active. Therefore, running a targeted campaign showcasing the variety of dishes available on swiggy at a discounted rate can create a massive consideration.

Channel 2: TV commercials

Reason: Older people usually spend time watching TV serials, sports and news. To capture their attention, we can run family campaign ads connecting emotionally and showcasing homemade recipes. These types of ads can increase the level of consideration in our target audience.

Channels for Secondary Audience

3

upGrad | MICA - Digital Branding & Advertising

10 of 14

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.

upGrad | MICA - Digital Branding & Advertising

11 of 14

2

<Enter Your Response - Word Limit: 20-60 words>��Tanish is a classic chef and want to start his own food chain but has lack of finance for prime location and no seating space.

��

Use Case for the Tertiary Audience

1

upGrad | MICA - Digital Branding & Advertising

12 of 14

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.>��Apna Jadoo fhaila, swiggy ko bula

��

Creative Content Message for the Tertiary Audience

2

upGrad | MICA - Digital Branding & Advertising

13 of 14

2

Channel 1: Google display advertising

Reason: Because Display advertising give a brand a visual identity and also create interest and build brand awareness and plus point they are cost-effective

Channel 2: Offlive events

Reason: Offline events can be an excellent way for live product demonstration that can help the target audience to get a deep understanding of the product and service, enhancing them to make a quick and correct decision to join Swiggy.

Channels for Tertiary Audience

3

upGrad | MICA - Digital Branding & Advertising

14 of 14

Thank You!

upGrad | MICA - Digital Branding & Advertising