Acquisition project | Swiggy

ICP

Age: 35-50

Gender: Female

Location: Kolkata. Have been here for some time.

Salary: NA. They are homemakers.

Disposable Income: 50K/month

Apps: Whatsapp, Facebook, Instagram, Pinterest, Blinkit, Amazon, Big Basket, Swiggy, Zomato

Social Media: Whatsapp, Facebook, Instagram, Pinterest

Marital Status: Married with kids

Content: They like content which is funny, relates to new recipes especially healthy food, fashion ( what to wear, how to dress up, new designers, shopping guides, fashion influencers, dress designs) , vacation ideas, bollywood news

Follow:

1. Fashion influencers like Megha Kajaria, Saachi Bhasin
2. Food influencers like Sneha Singhee, Kirti Bhoutika
3. Designers, brands - Elahe, Ogaan

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Influencers: Kids, Husband

Blockers: Mother in law, Sister in law

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Competition

1. Big Basket/ Blinkit : Have a wide variety of assortment like books, toys, kitchen equipments, fashion. They also had a first mover advantage which made them get a stronghold
2. Amazon: People in Kolkata plan purchases and are value conscious. There is also a higher propensity to stock up, so people can plan purchases and buy from Amazon where they get better rates. With their same day and next day delivery proposition, they are a strong competition.
3. Local Kirana Stores: The kirana stores now have a significant assortment of premium and organic items like premium chocolates, seeds, organic honey. They have started free home delivery and provide customers with additional benefit of checking items before buying for quality and returning unwanted items. Local fruit and vegetable vendors have also started home delivery and stocking premium items like Avocado, berries etc and give strong competition to us as fruits and vegetables is a good way to transition homemakers to purchase from the platform.

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TAM

The city has a population of 15 mn, 4 mn people are affluent homemakers out which we have only captured 1 mn homemakers.

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Channels of Acquisition

1. Facebook/ Instagram : The key problem to solve here is reducing CAC, which can be done by improving conversion and acquiring high quality users
2. 1. We will experiment with different propositions like price drop, wide variety of categories (Puja, gifting etc) available , organically sourced good quality items.
   2. The ads need to be clickable and easy to grasp.
   3. We will experiment with regional influencers for the same
   4. The landing page needs to be correct.
3. BTL in residential societies: We want to scale the volume of users we acquire and retain them.
4. 1. identify more societies and community places where TG is present
   2. find newer ways of engaging with TG- sponsoring events like Christmas, Saraswati Puja ( to showcase stationery assortment and puja assortment)

Content Loops

1. Hook : savings, saved the day by delivering items on time ( eg: guest came home and tea leaves were over, they got delivered )
2. Content Creator : Influencers, Homemakers (have a challenge that they share their story of experience with Instamart)
3. Distribution Channel : Instagram/ Facebook

Paid Advertising

ICP: Affluent Homemakers

Will find users on Youtube , Facebook and Instagram

Search items: recipes, nutrition plans (what to eat, when to eat etc), home decor

Marketing Pitch:

1. All your needs delivered in minutes ( will include items apart from groceries like puja items)
2. Saviour : Suddenly guests came home, and need tea leaves, Instamart it . have a freedel callout

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Referral

1. AHA Moment: very quick delivery and extreme savings . Referral program to be enabled in Mygate. As it will build trust. People living in the same complex will be reccommending the service. On onboarding, the person should see popular items in that area/ complex, no of customers from that place of interest and the savings they have done.
2. Reward upon each referral is free One Membership for one month as it will enable free delivery at low MOV
3. New Users will get free delivery at 199 and flat 100 off on MOV of Rs 199 for the society
4. The communication will be on MyGate message and Whatsapp Message with referral link landing on IM homepage. The msg will highlight one of two things (depending on the consumer cohort)
5. 1. Savings made
   2. new items discovered

5. We will also have a competition, wherein upon 10 successful referrals, they can win a new blender / sandwich maker

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