Excellent Marketing Initiatives by Swiggy

Introduction

Continued innovation is one of the keys to stay relevant in the market for any brand. Human- and customer-centric companies are the only ones that are surging today in the cutthroat market environment. Brands are always trying their best to come up with the best idea and initiatives that would make the customer's life easier, and thereby stay loyal to the brands.

Swiggy is one such brand that has won the hearts of millions and is now well known in the Indian subcontinent. Swiggy lives by the IUT mantra of "Swiggy karo, fir jo chae karo".

Let us discuss the excellent marketing initiatives by Swiggy, but before that the birth and growth trajectory of Swiggy.

The Birth and Growth Trajectory of Swiggy

Swiggy was founded in 2014 by three friends: Nandan Reddy, Rahul Jaimini, and Sriharsha Majety. "Swiggy Karo, Fir Jo Chae Karo". Swiggy as a brand started its operation in Bangalore with just 6 delivery people and 25 restaurant partners, and today it has expanded to more than 15 states in India. Swiggy targeted the metropolitan states and then other tier-two cities.

Swiggy is a food delivery giant, but along with this, Swiggy has also expanded its wings in the quick commerce industry, and there are other services like Swiggy Money, Swiggy Fresh, Swiggy Go, Swiggy Access Kitchen, and Swiggy Stores. Swiggy has the motive to provide customers with transparency and simplicity. The Swiggy application is easy to use, and along with this, customers can track their orders throughout the process.

The major competitors are Swiggy, Grubhub, Door Dash, Uber Eats, Foodedeliry.com, Postamtes, Eat Street, and others. Swiggy today is a household name for on-demand food and grocery-related items.

Image − Swiggy food and grocery delivery app or application opened on google play store in smartphone mobile or cell phone device.

Excellent Marketing Initiatives by Swiggy

It is time that we start savoring the marketing strategies of Swiggy that have helped it rise the corporate ladder.

The target market of Swiggy − Swiggy targets consumers between the ages of 18 and 25. Customers who are tech savvy and have a certain income to support themselves Swiggy’s ideal customers are youngsters who cannot cook for themselves, working professionals who want to have good food in between office hours, or are too tired after work to cook for themselves, and families who would want to celebrate special occasions with food from outside.

Some remarkable marketing strategies are −

Search Engine Optimization (SEO)

Swiggy invests a hefty amount of money in its SEO and SEM-related advertising. Swiggy organizationally has a strong hold on the digital world because the Swiggy website has more than 285 thousand pages attached to it, and with this, 63% of the traffic has the word Swiggy in the search criteria. Swiggy as a brand has more than 54 lacs in Indian rupees for the 165 keywords that the brand is ranking for. Swiggy uses both short-tail and long-tail keywords while being in the digital world. Swiggy as a brand has a good hold in the Google Search Console, and the Swiggy application has been installed 50 million times to date. Along with Swiggy, it also has 4.9 million active users monthly. Swiggy uses keywords by including the names of dishes, restaurants, chefs, and others.

Moment Marketing

Swiggy believes in never losing an opportunity. Through the notification pop-up system, every Swiggy application user receives, on average, three notifications from Swiggy. These are humorous, related to the current scenario, and crisp. For example, when it is raining in your area, you can expect a Swiggy pop-up of Chai with Pakora this season. Swiggy also uses hyper-local marketing and food delivery to connect with its customers in the best possible manner.

Marketing Communication Channels

Swiggy uses a mix of traditional as well as digital channels for advertising its products and services. Swiggy shares emails to capture millennials, and the subject lines of those emails are very catchy and enticing. In email marketing, Swiggy achieved new targets. Swiggy has a click-through rate of 7% (CTR) and an open rate of 25% on a user base of a million customers, while the industry is still stuck at 1–1.5%. In television advertisements, Swiggy has used phrases like super-fast delivery, orders of every value delivered at your doorstep without judgment, as a way to rescue yourself from the boring food.

The advertisements by Swiggy are light-hearted and to the point. Generally, a feeling of warmth is generated in the hearts of the viewers. Swiggy also sponsors events, opens up stalls at music festivals, and does charity work for the community at large.

Swiggy and its GIRF

Swiggy once a year comes up with the Swiggy GRIRF deal. This is a deal in which Swiggy and Swiggy-partnered restaurants connect with the restaurants and release irresistible offers.

For example, get up to 50% off at your favorite restaurants when booking your tickets. Restaurant owners are on board with the plan because, with it, they can market their place and get high footfall. Along with this, Swiggy also offers Swiggy One or Swiggy Super to its customers, which is like a premium subscription to get more and better offers.

Business Expansion

Swiggy, as a brand, is not restricting itself to just food delivery businesses. Today, we have Swiggy Gienie, which helps the customer in delivering goods from one place to another; Swiggy Instamart, which helps the customer by delivering goods within 10 minutes to their doorstep; Swiggy Access Kitchen, which helps restaurant owners in serving their customers in places in which the restaurant does not have an outlet; Swiggy Fresh, from which customers can order fresh fruits and vegetables; Swiggy Store, which is an offline store through which customers can buy goods for their daily needs; Swiggy Money, which is the online payments wallets introduced by Swiggy for its customers; Swiggy Go; and others.

All these channels use Swiggy’s marketing strategies to gain customers, and Swiggy is protecting them with its umbrella branding strategy.

Conclusion

Swiggy, by the year 2022, had a market value of 10.7 billion dollars, was present in more than 200 Indian cities, and had more than 2,000 restaurant partners. Swiggy as a brand is today widespread and is coming with solutions that customers need for better and smoother functioning.

Swiggy Accessible Kitchen provides customers with the opportunity to rent kitchen spaces through which they can serve customers even in places where they do not have an outlet. If the market is good, restaurants can have their other chains in that area. Swiggy as a brand is on the go. It is not stopping, and it is not looking back. With customers and their needs in mind, Swiggy is innovating new services to serve them better.