Here is an attempt to make recommendations for Swiggy, so that the brand can re-position itself in the consumer mindset. Currently Swiggy faces a huge challenge to match customer expectations and they have fairly appalling reviews on customer review forums. Perhaps re-positioning might be a helpful idea. I have made an attempt to look at re-positioning their strategy in the attached presentation

2. Thejourney
of a
successful brand
begins
with one idea

3. Have you heard of
these brands?
What made them
famous?

4. The worlds most powerful medium
THEIR CUSTOMERS

5. What business are these
brands really in?
Making search easy
Helping people being recognized as
innovative
Helping people being perceived as
successful

6. Products have rationalesBrands have emotionales

7. 21st century brands own an emotion

8. What emotions dothese brands own?
With today’s information overload, searching can
be frustrating
People like tobe recognized as innovative
People desire tobe recognized as successful

9. What emotion should Swiggy own to become a
successful21st century brand?

10. A three foldstudy
• Understanding the market
• Re-building the brand
• Brand roll out plan

11. STAGE 1
Marketdynamics

12. Market potential
Online food delivery market is pegged at 12.8 billion27 percent of 40 billion online shoppers order food
online regularly

13. Key competitors

14. Key brand influencers
RESTAURANTS ONLINECUSTOMERS
SOCIALFORUMS FOODBLOGGERS

15. Key emotionaldrivers

16. Swiggy Solution
Profit Opportunities?
70 percentof online shoppers
who do not buy food online

17. Swiggy Solution
What should the consumer stop doing and invest in your
brand??
Stop going out to restaurants and start ordering food
online

18. STAGE 2
Re-building the brand

19. Swiggy : Emotional route
Obvious emotion brand should own?Friends & families like to eat together

20. Swiggy : Emotional route
What business should Swiggy champion?Swiggymustbeinthebusinessofbringingrestaurant
experiencestohome

21. Swiggy : Emotional route
RationalBenefit?Food from choicest restaurants delivered to door-step

22. Swiggy : Emotional route
Emotional Benefit?Givingfamiliestoenjoytherestauranttasteexperiencesatthe
comfortofbeingat home

23. Swiggy : Emotional route
Target Mindset?Customers who like to eat food at restaurants

24. Swiggy : Emotional route
Desired brand persona?

25. Swiggy : Emotional route
Branding Idea?Bringing experiences home

26. STAGE 3
Re-branding roll out

27. Be where your customer is
PopularizetheSwiggyappthroughotherpopularappsthat
consumersuse

28. Engagewith customers
• Promotionactivitiesat corporate,schools,housingsocieties,
etc
• Usea swiggymobilevanthatreachesouttocustomer’swith
offers/ discounts
• Inviteparticipationinv-bloggingandruncontestsonline

29. Connectwithcustomers
Interact withcustomers,focusedreviews&offer solutionsto
concerns

30. Collaborate with influencers
• Collaboratewithfoodandrestaurantbloggers
• Socialmedia collaborationsforadsthroughoffers/
discounts
• Onlinepartnercollaborations
• Eventcollaborations

31. Customizeyour offerings
Mix and play with offers
The business models revolves around customers that
like offers in combo and bundle

32. Lets bring experiences home