Growth Strategy for InsanelyGood by Swiggy

About InsanelyGood

InsanelyGood, a subsidiary of Swiggy, is a high-quality grocery shopping platform that offers consumers over 2000 fresh, authentic, and delicious grocery items by 7 am the next day. The brand is passionate about grocery quality and aims to elevate the quality of life of urban consumers.

Project Assignment

The project assignment was to develop a growth marketing strategy for InsanelyGood, targeting residents of gated societies in Bangalore. The strategy had to be digital and leverage referrals, recommendations, and influencers.

Key Steps:

1. Market Analysis: Defined the market and segmented the target audience based on their grocery spending habits.

2. Value Proposition: Articulated the unique value InsanelyGood offers to its target audience.

3. Marketing Channels: Identified effective online and offline channels to reach the target group.

4. Customer Acquisition: I developed a word-of-mouth strategy for customer acquisition, focusing on WhatsApp and Instagram. Here, I used the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework to guide the strategy.

5. Cost Analysis: Estimated the cost per app install for the campaign.

6. User Retention: Proposed strategies to increase repeat usage among new users.

7. Projections: Built projections for user acquisition and order placement for the first year. Below is my complete Presentation Deck: