Identify a use case for each of the target groups?

Here the use cases are specific situations or occasions when a user might find your product or service useful.

Primary Audience

People under 30, who aren't likely to cook or know how to cook themselves, most likely living away from their family/home city, probably want to try new cuisines but are starved for time. They are likely to order most frequently.

Swiggy's objective for the primary group is to increase purchases.

Use Case for the Primary Audience:

Secondary Audience

The secondary target audience for Swiggy isn't restricted to a particular age group, gender, city, or social class. They would mostly comprise families, older couples, and friends'/colleagues' groups.

The brand's objective for the secondary group is to increase the level of their consideration.

Use Case for the Secondary Audience:

Tertiary Audience

This includes stakeholders like Swiggy's restaurant partners, store partners, and delivery fleet.

Finally, the objective of the tertiary group would be to increase the number of delivery partners, restaurant partners, and store partners who register on Swiggy.

Use Case for the Tertiary Audience:

Based on the use case and the objective for each group, devise an inventive content message for each group. This will be the campaign tagline or the key message from the brand.