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Customer Dipsticks

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Customer Attributes' snapshots mentioned along with the ICP prioritization framework

Also includes Influencers & Blockers for the corresponding Customers in their buying process/decision making

Highlighted 2 core ICPs for further deep dive based on the prioritization signals (Anvit &Abhinav)

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Below is a snippet of the above table for easier readability

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Ideal Customer Profile

ICP1

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• Name : Anvit
• Age: 28
• Goals: Living away from home, hence depends on Swiggy for Dinner;
• Income levels: 65K per month
• Location: Indore
• Companies: BCM Kokilaben Dhirubhai Ambani Hospital, Indore
• Marital Status: Unmarried
• Where do they spend time: Is a doctor so pretty hectic schedule 6 days of the week; ~10 hours/day, Remaining 1 day in a week is generally spent at home or steps out briefly for a meal/movie/drive, Most frequently used products: Instagram, OTT
• Pain points: Not a lot of options at the office cafeteria, most tiffin meals do not serve tasty food,
• Current Solution: Skips breakfast; Has lunch at the hospital cafeteria, depends on Swiggy/Zomato for dinner

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ICP2

• Name : Abhinav
• Age: 34
• Goals: Lives with parents, however is a fitness enthusiast hence depends on Swiggy for Healthy salads and protein rich food options; Is into fitness from an Aesthetic angle
• Income levels: 45K per month
• Location: Bhopal
• Company: Punjab National Bank, Bhopal
• Marital Status: Unmarried
• Where do they spend time: Has a standard 9-5 job, a lot of time at his disposal spends an hour everyday at the gym post work, Most frequently used products: Instagram, OTT, Youtube, News apps
• Pain points: Homecooked meals (curries, dal) are high on calories and do not meet his protein intake requirements, hence has to depend on salads, grilled chicken, soups, Idlis, Dosa etc for his weight loss journey
• Current Solution: Has breakfast at home, orders healthy options for lunch via Swiggy, tries to skip dinner completely or maybe a very light meal

Competition Dynamics

Direct Competition: Zomato is the Direct Competition with a similar widespread geographical presence; Few cities have a few local players that do hyperlocal deliveries, Self ordering on Dominos, KFC, Pizza hut app, however the market predominantly is a Duopoly

Indirect Competition : Restaurant Dine-ins , Homemade food and Monthly Tiffin Passes, Self-pickup where in customers call the Restaurant and pick up

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Dine-In Vertical

• To capture the entire gamut of a Meal experience both Swiggy & Zomato have offerings within the Dine-in category as well, Zomato started in 2008 as a Dine-in and Review app, hence has the legacy, trust and obviously data points of 15 years
• Swiggy recently entered into this vertical via acquiring a company Dine-out in 2022

Ratings

Swiggy has 4.3 ratings with ~8Mn votes while Zomato has 4.5 Ratings with ~9.5Mn votes, could also be attributed to Zomato having launched in 2008, while Swiggy started its operations in 2015

Differentiated Offerings

• Zomato has recently launched a new category known as Zomato Everyday with the proposition of Budget friendly meals starting at 89rs along with a 10min delivery promise
• This proposition very closely mimics the need of a Corporate customer balancing prices and fast delivery optimally
• Swiggy doesn't have such an offering yet
• PS: This offering seems to be live in the metro cities only for now
• This could be a big needle mover in terms of market share as this proposition is tailor made for Corporate goers

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Quick Commerce App Integration

• Both Swiggy & Zomato have a Quick commerce vertical under the brand 'Instamart' & 'Blinkit' respectively
• Instamart and Food share the same Customer facing app, however Blinkit has a separate app altogether, however there's an entry point on Zomato which takes you to the app
• Both categories being onto the same app gives an inherent advantage to Swiggy as the Inertia on switching apps is lower and opens up a lot of opportunities for Cross pollination b/w Food & Instamart

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Voice of Customers

https://www.reddit.com/r/mumbai/comments/138dg93/swiggy_vs_zomato_which_one_do_you_prefer_and_why/

• On social media platforms/micro-blogging sites, customer preferences display Negligible Loyalty to any of the apps
• The core TG of customers (Corporate/College goers) state they check both apps simultaneously and whichever is cheaper, they tend to go ahead with that, indicating negligible switching costs

Marketing Strategy

• Over and above the standard ATL/BTL activations, Zomato has also started exploring the Product placement route integrating the brand with quite a few recently launched movies, the most marquee one being Spider-man: Across the Spider verse
• Swiggy on the contrary hasn't yet explored this route and focuses largely on TVC, Print ads, ATL/BTL activations
• 1 Consumer preference insight that emerged from the consumer dipsticks was that they find Zomato's Push notification and social media content copy far more quirky and interesting vs Swiggy
• This also shows up in the Social media followers of their IG handles, Zomato has ~2X followers ; 973k vs 511K on Swiggy

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TAM, SAM & SOM

• Considering a 140cr population and a 70-30 divide for Rural & Urban divide
• Considering 40cr as the base for Urban population and filtering it basis Income groups
• BPL: 30% ; Lower Class: 20%; Lower Middle Class: 25%; Upper Middle Class: 15%; Upper Class: 10%
• Assumption: Categories like BPL, Lower Class & Lower middle class: wouldn't be using a food delivery app
• The remaining 25% contributes to 10cr of population
• Assumption: 60-40 split b/w married/staying with their parents and Bachelors/Spinsters staying alone
• The 6cr individual with an average family size of 4, result in 1.5cr household, which would have a maid or cook themselves hence their frequency must be in 1per week
• The remaining 40% corporate population would have a higher frequency of 2-3 per week; considering 2.5
• Cumulatively this would result in 11cr orders on a weekly basis across the entire food delivery category
• Both Swiggy and Zomato through are serviceable across ~500 cities, they have healthy penetration in majorly cities with >10lacs population, this cuts out to the Top 65 cities which contribute to ~50%(20-22cr) of urban population, hence the SAM would be in the ball park of ~5cr deliveries/ week
• Serviceable Obtainable Market ; Assuming Swiggy will capture 45% share would be ~2.2cr deliveries/ week

Core Value Proposition

Save both Time & Money while enjoying your favourite meals from the best restaurants delivered 'Hot & at Upto 60% off'

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Matured Scaling Stage

Organic Search

• On analyzing Swiggy & Zomato's domains on Semrush, have observed Swiggy' s traffic acquisition cost is >2X that of Zomato ; 9.6 for Swiggy vs 4.2 on Zomato
• Another point of differentiation being Swiggy domain ranks in the Top 100 google results for only 19.8K keywords, while its 950K for Zomato
• This could be attributed to the variance in domain positions for Extremely High volume Keywords such as 'restaurants near me'; Zomato is at position#1 while Swiggy is at #2; For 'restaurants' Zomato ranks at #3, while Swiggy is at #5
• Another high volume keyword being 'cafe near me' Zomato is at #1, while Swiggy's domain doesn't rank at all, neither shows up on Page 1 of Google results

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• On comparing the domain score on Moz, Zomato performs significantly better across all parameters, Domain Authority, Linking Root Domains and Ranking Keywords (1st ss - Swiggy; 2nd ss below - Zomato).
• # Backlinks impact Domain Authority which is also evident by the number of Linking Root Domains, Zomato has ~6X that of Swiggy hence also has a higher position organically on SERPs

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SWIGGY

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ZOMATO

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• Spam score which is basically the % of sites with similar features that Google has penalized or banned, this also detrimentally impacts the SEO score
• Swiggy's SEO score ranking also shows as 'Poor' (source: https://smallseotools.com/website-seo-score-checker/)

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Troubleshoot & How to Improve SEO ranking?

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Backlinks

• Increasing the number of Backlinks would be the topmost priority for Swiggy which would enable the domain to show up more Organically and even the reduce Paid traffic costs
• Swiggy over the last 10 years has captured Terabytes of data and insights on India's food landscape, they can start publishing articles on Interesting facts and insights reflecting how consumption patterns have evolved over the years, how consumption varies by region, consumer cohorts etc. ; These would help in getting a lot of backlinks and improve Domain Authority

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Technical Issues

• No H1 headings Found, detrimentally affecting the SEO score
• Site does not use "robots.txt" file
• Site doesn't use custom 404 Page! Using Custom 404 can increase user experience.
• The Page title length is 74 characters. Most search engines will truncate Page title to 65 characters.
• No H2 headings Found, it highly effects the page SEO.
• Webpage is using 1 inline CSS styles
• Website does not directs www. swiggy.com and swiggy.com to the same URL.
• HTML size is 198.22 Kb and this is above the average web page size of 33 Kb.; This leads to a slower page loading time than average

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(source: smallseotools.com)

Keyword Bids

• Swiggy can start bidding for keywords with high volumes while low-med competition
• Keywords like 'Cafe near me' have high volume but low-moderate difficulty, the CPC is also comparatively lower vs other use case keywords
• They can further leverage the 'Dine-out' vertical and start bidding for such keywords and use cases

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Referral Channel

Status Quo

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• Swiggy' s Referral option is currently available on the 'My Account' page. The major drawback with it being there's miniscule user traffic that goes to this webpage as its not an intermediary step in the overall ordering flow
• The other issue also being it shows on the Bottom of all the Menu Options, hence reducing visibility even further
• The monetary incentive for both the Referrer and Referee isn't very high enough (Referrer gets 50rs while the Referee gets '90rs + Free delivery'; owing to the high depth discounts Swiggy generally operates at for instance 60% off upto 120rs, the aforementioned rewards wouldn't be appealing in the form of a lure
• The sharing workflow is pretty standard as in the app directs to WhatsApp and also filters out the contact list to identify eligible contacts, however there's scope for improvement on the communication copy

Revamping Swiggy' s Referral Program

• What's bragworthy/Customer love for Swiggy? On Social media and other micro-blogging platforms, customers value Swiggy' s consistency in terms of Delivering on time, for a few times when hiccups do happen, Swiggy' s customer support chat team does a quick job in troubleshooting and solving, hence 'Customer Experience' is what makes Swiggy stand out
• Platform Currency: Cashbacks; the other 3 fame, dopamine and access do not apply due to the nature of business
• Who will you ask for Referral? Swiggy has 3 consumer cohorts: P1,P2,P3 ; P1 are the premium consumers, less swayed by discounts, order from gourmet restaurants, occasional ordering frequency etc. ; P2s are the Corporate customers with med-high frequency, discounts are important along with convenience ; P3s are the typical college goers, are deal seekers and bargain hunters, would be swayed to the restaurants offering highest discounts on that particular day, also P1 customers wouldn't be swayed by cashbacks/referral discounts which is the platform currency. Hence P2 & P3 customer segments are apt to target for the Referral program, with an additional lens of Previously High ratings on Orders or <=1% orders being tagged as consumer complaints (IGCC)
• Happy Flow: On a standard ordering flow, there would be 2 instances of Happy Flow or Consumer Delight
• • • Customer Rating screen when BOTH Restaurant meal AND Delivery has been rated >=4
    • When a customer tips the delivery partner specially post delivery

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• Where to nudge the customer for referral? The most balanced property in terms of high traffic and least inertia to the order flow is the 'Tracking screen' post order.
• • • The Referral tile could be shown under the category 'While you wait for your order'
    • Another property that can be leveraged is in the form of push notifications, it gives a lot of customization options in terms of Choosing sub-cohorts of customers, time the notification immediately after a Good rating etc.

• • • Sharing a sample customized push notification copy that could be leveraged; Swiggy already has access to the Invitee list hence that data can be fetched from that ( PS: Generally people save single name contacts for their close friends/family)
    • Also, the Welcome Tile that will go live on the tracking screen
    • The referrals will happen over Whatsapp and majorly 1-1, below is a sample copy that shall go to the Referee

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• The Referrer's can track all their referrals under the My Account section, the same user flow as of status quo. There will be 2 Status visible for each Referee : Discount Unlocked & Completed 1st Order
• • • Discount Unlocked is when the Referee has Registered on the app but hasn't placed the 1st order
    • The Welcome Screen after Registering is shown below (Discount values would change)

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• How to maximize referrals? Staggered rewards in the form of below:
• • • 3rd Referral - Next Order on US ; No T&C's
    • 5th Referral - 12 months Swiggy One + Flat150 on your next order
    • 7th Referral: Boat TWS Headphones + Flat200 on your next order
    • 10th Referral: Samsung Smartwatch + Flat250 on your next order

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