Marketing Mix Of Swiggy and 7Ps (Updated 2024)

The Marketing mix of Swiggy analyses the 7Ps of Swiggy, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Swiggy. Swiggy is a top food ordering and delivery company associated with the food and beverage industry. It is an Indian company launched to offer a complete solution to the urban foodie regarding online food ordering, delivery, and food ordering and delivery from the best nearby restaurants. It is a partnership-based company founded in August 2014 by its co-founders, Nandan Reddy, Sriharsha Majesty, and Rahul Jasmine. It faces competition from the following.

• Foodpanda
• Tiny owl
• Zometa
• SpoonJoy
• BOX8
• Deliver

About Swiggy

• Type: Online food ordering and delivery platform
• Industry: Food and beverage
• Founded: July 2014
• Founders: Nandan Reddy, Sriharsha Majety, Rahul Jaimini
• Headquarters: Bangalore, India
• Area served: 500 Indian cities
• Current CEO: Vivek Sunder
• Number of employees: Over 50,000
• Major products: Swiggy, Instamart, Swiggy Genie

Swiggy Product Strategy

Swiggy’s product mix is extensive, catering to various customer needs beyond food ordering and delivery, food ordering and delivery, food ordering and delivery, food ordering and food delivery only.

The new Product Mix of Swiggy in 2024 is as follows (Source).

1. Online Food Ordering: Core service that connects customers with a wide range of restaurants for home delivery.
2. Instamart: A quick grocery delivery service providing essentials, groceries, and other household items within minutes.
3. Swiggy Genie: A pick-up and drop service for items such as documents, parcels, and more across the city.
4. Health Hub: Offers health-conscious meal options with detailed nutritional information, catering to diets like keto, vegan, and gluten-free.

Swiggy Pricing Strategy

“Swiggy app’s pricing strategy exemplifies a multifaceted approach designed to cater to a diverse customer base across India, reflecting a keen understanding of the local market dynamics, consumer behavior, and competitive online food ordering and online food ordering and delivery landscape. This strategy sets prices and creates value for customers and the business. Here’s a breakdown of the marketing mix of Swiggy app’s pricing strategy from a marketing expert’s perspective:

1. Geographic Pricing: Swiggy’s flexible pricing model varies by geographic location. Understanding that India is a diverse country with varying purchasing powers and preferences, Swiggy customizes its delivery charges, discounts, and promotional offers based on the city or region. This approach ensures competitiveness and relevance in local markets.
2. Competitive Pricing: In the fiercely competitive online food delivery sector, Swiggy employs competitive pricing to position itself effectively against rivals like Zomato. By analyzing competitor prices, Swiggy ensures its offerings are attractively priced, sometimes preceding a minimum order value to edge out competitors, thereby enhancing customer acquisition and retention.
3. Promotional Pricing: Swiggy strategically uses promotional pricing to drive sales and customer engagement. This includes time-bound discounts, special offers, and loyalty rewards to boost order volume and encourage repeat business. Such promotions are carefully deployed to avoid price wars, balancing attracting customers and sustaining profitability.
4. Dynamic Pricing: Leveraging technology, Swiggy employs dynamic pricing for delivery charges, which can vary based on factors like order value, distance, and peak times. This flexibility allows Swiggy to optimize pricing in real-time, aligning with customer demand patterns and delivery logistics efficiency.
5. Subscription-Based Services: Swiggy One, a subscription service, exemplifies Swiggy’s innovative approach to pricing. By offering free deliveries, exclusive discounts, and offers for a fixed annual or monthly fee, Swiggy enhances customer loyalty and ensures a steady revenue stream.
6. No Minimum Order Value: A key differentiator in Swiggy’s pricing strategy is the absence of a minimum order value. This policy makes Swiggy accessible to a broader audience, encouraging orders of all sizes and increasing market penetration.
7. Delivery Fee Structure: Swiggy’s delivery fee varies based on order size and distance, with free delivery options for orders above a specific value. This structured approach incentivizes larger orders while ensuring delivery logistics are cost-effective.

Swiggy Place Strategy

Swiggy has spread its presence to a few cities in India, like Bengaluru, Gurgaon, Pune, Chennai, Delhi, Hyderabad, Kolkata, and Mumbai. It has its headquarters in Bengaluru, Karnataka, and its corporate offices in Hyderabad in Telangana and Gurgaon in Haryana. It is a popular app that takes orders for complete online food ordering, delivery, and delivery from listed restaurants on its portal. Swiggy has set up a solid and widespread distribution network to offer prompt and complete food ordering and online food ordering and delivery with the best results.

Here’s the place strategy of Swiggy.

1. Hyperlocal Distribution Strategy: Swiggy operates on a hyperlocal model, connecting customers with nearby restaurants and stores. This approach enables quick deliveries and effectively helps Swiggy tap into local market trends.
2. Direct-to-Consumer Delivery: With a ‘zero-level’ distribution model, Swiggy delivers directly from the restaurant or store to the customer without intermediaries, ensuring faster delivery times and maintaining food quality.
3. Wide Geographic Reach: Swiggy is present in over 500 cities across India, leveraging its extensive network to cater to a broad customer base, from metropolitan areas to smaller cities, thus expanding its market reach.
4. Diversification into Non-Food Deliveries: Expanding beyond food, Swiggy’s place strategy now includes delivering groceries and household items and even providing a courier service (Swiggy Genie), increasing customer utility.
5. Partnership with Restaurants and Stores: Swiggy partners with a wide range of dining establishments and retail stores, charging them a commission for increased sales through its platform. This partnership model has enabled Swiggy to offer its customers various cuisines and products.

Swiggy Promotion Strategy

The Swiggy app realizes the importance of a good marketing mix and strategy and has adopted a marketing mix with several plans to create further brand awareness and satisfy customers. Its excellent advertising tools rely heavily on mouth publicity and satisfied customers, who recommend the brand to friends and family. The Swiggy app has adopted an online marketing mix and strategy. It has more satisfied customers with the help of social media platforms like Twitter, Facebook, Instagram, YouTube, and Pinterest via innovative and exciting ad campaigns like #SingWithSwiggy and #DiiwaliGhayAayi.

Its Facebook page is viral and active, offering regular updates and encouraging the active participation of satisfied customers. Swiggy has launched innovative videos that have become popular amongst the masses like Swiggy Goes International. The company runs contests to encourage direct participation by customers through #SwiggyTuesdays and offers to munch bags and coupons as rewards. Ahead of its launch in Mumbai city, it partnered with popular Dabbawalas of Mumbai to better grasp the situation. It later used it as a food and delivery platform as a promotional strategy to gain brand exposure.

Some Recent Video ads and Print ads for Swiggy are:

Swiggy People Strategy

The “People” component of Swiggy’s Service Marketing Mix focuses on the employees, the time delivery, partners, and the marketing time delivery mix of Swiggy and customer service teams, which play a crucial role in delivering the service. Here are the key points regarding the “People” aspect of the whole marketing time delivery mix and time delivery mix:

1. Diverse Workforce: Swiggy employs a diverse workforce, including technology experts, marketing professionals, operations teams, and customer support staff, who work behind the scenes to ensure smooth operations and service delivery.
2. Delivery Partners: Swiggy’s delivery partners are the backbone of its service, ensuring timely and reliable delivery of orders. The company invests in training and technology to support these partners, offering them flexible work hours and performance-based incentives.
3. Customer Service Team: Swiggy’s customer service team is trained to handle inquiries, complaints, and feedback efficiently, ensuring customer satisfaction. They play a vital role in building and maintaining customer trust and loyalty.
4. Employee Training and Development: Swiggy invests in continuous training and development programs for its employees and delivery partners. These programs aim to enhance their skills, knowledge of safety protocols, and understanding of customer service excellence.
5. Cultural and Ethical Values: The company culture at Swiggy emphasizes respect, integrity, and collaboration. Swiggy strives to maintain high ethical standards in its operations, treating all employees and partners fairly.

Swiggy Process Strategy

The “Process” component of the marketing mix of Swiggy, the app delivery platform’s Service Marketing Mix, highlights the operational, service, and time delivery mechanisms of the Swiggy app delivery platform that ensure a seamless customer experience and time delivery. Here are the key points:

1. Order Placement: Customers can place orders through Swiggy’s user-friendly mobile app or website, where they can browse menus, read reviews, and select items from a wide range of restaurants and stores.
2. Order Processing: Once an order is placed, it is immediately transmitted to the restaurant or store. Swiggy’s system efficiently manages order timing, preparation, and packaging for delivery.
3. Delivery Partner Assignment: Swiggy’s algorithm assigns a delivery partner to the order based on proximity and availability, optimizing delivery times. Delivery partners use the Swiggy partner app to receive and manage delivery assignments.
4. Real-time Tracking: Customers can track their order from preparation to delivery, providing transparency and enhancing the customer experience.
5. Feedback and Rating System: After the order is delivered, customers are encouraged to rate their experience and provide feedback on the food and the delivery service. This feedback is crucial for Swiggy to monitor service quality and continuously improve.
6. Customer Support and Resolution: Swiggy offers a robust customer support system for order-related queries, complaints, and feedback, ensuring issues are promptly addressed and resolved to maintain customer satisfaction.
7. Continuous Improvement: Swiggy regularly updates its processes based on customer feedback, technology advancements, and market trends, aiming to enhance efficiency, reduce delivery times, and improve overall service quality.

Swiggy Physical Evidence Strategy

The “Physical Evidence” component in Swiggy’s Service Marketing Mix pertains to the tangible aspects that customers interact with, contributing to their overall experience and perception of the brand. Here are key points of the swiggy marketing mix that highlight the marketing mix of swiggy, the marketing mix and marketing mix of Swiggy’s physical evidence:

1. Branding and Packaging: Swiggy’s recognizable brand logo and color scheme on packaging materials, delivery bags, and uniforms of delivery partners create a solid visual identity. This consistent branding reinforces brand recall and trust among customers.
2. Website and Mobile App Interface: The design and functionality of Swiggy’s website and app serve as critical physical evidence. Their user-friendly interface, ease of navigation, and aesthetic appeal enhance the customer’s ordering experience.
3. Delivery Vehicles: Swiggy delivery partners use bikes and scooters, often branded with the Swiggy logo, which is visible on the roads. These vehicles are an essential part of Swiggy’s physical presence in cities.
4. Payment and Billing: The digital receipts, order confirmation messages, and payment gateways provide tangible proof of transactions. They are designed to be clear, concise, and branded, adding to the trustworthiness of Swiggy’s service.
5. Customer Service and Support: Though primarily a service touchpoint, the physical materials used in customer support, like chat interfaces, support emails, and even the physical offices from which support operates, contribute to the physical evidence of Swiggy’s service quality and reliability.
6. Marketing Materials: Physical evidence also comes through Swiggy’s marketing efforts, including outdoor advertising, merchandising, and promotional items that customers can physically see in their environment.

Liked this post? Check out the complete series on Marketing Mix