Section 1) Crafting the Core Value Prop

Step 1: Understand your product

What are we in the business of?

Swiggy is a service based business which aims at providing convenience to consumers by offering fast home delivery of restaurant food, groceries and often items you may need (i.e. genie).

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Swiggy is an established player in a market with many competitors, both local and national along with those that solve the consumer issues outside of its direct product category i.e. competition is not just Zomato/Blinkit, Zepto but also Amazon/ Flipkart and your nearby kirana stores or your local restaurant with self-delivery. Risk of commoditization is, thus, quite high as consumers have a wide variety of options to select from

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Key Customer Benefits

• Fast delivery - Solves for last minute needs & cravings
• Reliable Delivery - Consumers are sure to get their order with the correct items
• Offers a vast assortment of options - both from a food del or grocery pov, Swiggy offers a wide selection of items
• Always available for consumers - available almost throughout the day, i.e. 24x7

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Given this is in a competitive market - Swiggy will be a "PUSH" product as you would need to draw consumers away from competition to get them to transact from you

Step 2: Define JTBD for your brand

Given the above competitive landscape and the category that Swiggy operates in - the key vectors for JTBD : Trust, Loyalty, Reliability, Top of Mind Recall, Brand Trust

Step 3: Understand your ICP

ICP for Swiggy

• Solve for personal goals - satisfy cravings, daily grocery needs
• Social goals - Deliver products for social events when orders placed with friends & family. Deliver products for other family members who are not adopters of this service but need help - e.g. parents in a different city
• Financial Goal - you have consumers who prioritize convenience over price and are ready to pay a premium for the same
• Consumers will be between the ages of 18 - 50 years, with core TG within 18-40 years who value convenience and fast service and will be willing to pay a premium.

Primary Goal is the Personal goal - i.e. getting products/ services reliably & conveniently delivered to your home or workplace at a rapid pace. The service should be consistent as requirements are often last minute and not being able to fulfil this need will upset the consumer

Step 4: Articulate Core Value Prop

"For mobile-first consumers from metros to tier 2 cities who need the convenience of delivery of grocery and food items to their home or office for all their personal needs, Swiggy is an online delivery platform that provides convenience to its consumers by offering consistent, reliable delivery of food and groceries from a wide variety of assortments across most hours of the day"

Section 2: Find your Brand Wedge

Evaluating Key Insights

• Category Insights - Consumers now have high demands for consistent performance and reliable delivery without long delays. Crowded competition landscape so there is a need for brands to have high top-of-mind recall
• User Problems -
• • Consumers will need items to be delivered within reasonable timelines, Delivery times for food orders are taking longer.
  • For groceries, consumers often struggle with poor quality items for fruits & vegetables and for non FnVs, many SKUs are often out-of-stock or item availability is limited to few common SKUs
  • Price perception for online food delivery is also taking a hit. People are feeling the rising prices as platform fees, higher MRPs than actuals are being seen for some SKUs with a strikethrough for perceived discounts
• User Non Negotiable:
• • Not getting an item when they badly need it- OOO items or restaurant unavailable on app or App outage - they will churn
  • Facing repeated or egregious delays
  • Facing frequent quality issues
  • Trust - Should not be overcharged or have hidden prices

Step 2: Define Your brand Wedge & Brand Footprint

Basis the above assessment the brand wedge for the brand will be as follows:

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"If the industry perception is that everyone seems to offer the same product offerings and there is no differentiator and the user feels all have similar issues with out-of-stock items, limited product mix and inconsistent pricing, then Swiggy will ensure it offers the best-in-class product mix at great quality with transparency on pricing across online & offline world"

How will your brand look?

Swiggy with its brand offering will be a mass focussed brand that's fun and appealing to its consumer base in metro and urban pockets within the 18-45 age bracket.

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"I am reliable, and trustworthy but never boring"

With the Brand wedge that we have defined for ourselves, we are aiming to

How will your brand speak

"I am witty & friendly but never silly or pushy"

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As an org, Swiggy is a reliable friend/help who will get you all your daily needs whatever they may be and at any time. You can bank on Swiggy for any help that you need

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But Swiggy doesn't take its position too seriously, there is an element of playfulness that appeals to its younger consumer base that appreciates humour, but doesn't want to push that too far.

Step 5: How will your brand behave?

our approach to behavior will be the same as our approach on how we communicate, "I am reliable and trustworthy but never boring"

Section 3: Apply Brand ON & OFF your product

Pre-Purchase & Remarketing

Avenues for customer engagement:

• Social Media - Chiefly, Instagram- Swiggys account is playful and has a lot of memes and local references to topical themes, currently IPL
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  • Both Swiggy & Z have an anchor on a need state with Zomato gaining + points for humanizing the action vs Swiggy's drier need state of being hungry
• YouTube - Inconsistent in their current themes on reliability and options but cover all key campaigns.
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• Media Campaigns - Instamart campaign of SuperPapa anchors on this theme of being reliable fun and available to help just like a father in all their recent campaigns . Echos well with our Brand wedge
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Ordering Journey

Swiggy's App Interface is easy to understand, clean and helps callout key benefit quickly. For instamart is showcases a timestamp for how quickly it can deliver right on the home page to help consumers order easily. It doesn't do that for the Food Delivery app but that may be a possible avenue to explore

Food Delivery

• Swiggy's Food home page focusses on the discounts offered to give better value to consumers. its offering of moving away from % discounts to offering Flat ₹ value discounts helps builds consumer trust as they know exactly what offer they can get vs a range with discounts.

Instamart

• Here the focus screams of fast delivery. There is also an emphasis on frequent item purchases to make decision making easier for users

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Post-Purchase

• Waiting time
• • Order Tracking flows are simple & convey a playfulness with a monetized widget for the delivery partner's icon on the maps
  • There is scope for the brand to explore new ways to engage the consumers here:
  • • Clearly calling out the actual prep time vs an inflated value to ensure "on time delivery" is eroding trust should be avoided
    • Gamifying the wait time to make the wait more palatable
• Delay flow
• • Currently the app has a BOT flow that starts of with basic queries with an agent taking over if the query is unresolved.
  • The agents are sensitized to the needs and concerns of a consumer waiting for an order or concerned for the safe delivery of the order
  • Agents are trained to anchor on Swiggys core focus on reliability but there can be ways to deepen the conviction on the same
• Post-order consumer complaint
• • Clean & simple order flow with reasonable concessions given to ensure consumer trust is maintained with quick refunds for first time consumers or high frequency / value consumers
  • Swiggy also has a strong Trust & Safety team to weed and identify bad players who want to game the system

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