Sub Brand Of

zomato
Content

01 Executive Summary

02 Introduction

03 Brand Identity

04 External Brand Identity

05 Internal Brand Identity

06 Value Proposition

07 Launching Blinkit

08 Appendices and References

08 Reflection on Blinkit
 Executive
01 Summary
Blink it is a new sub-brand of Zomato, India's leading online food delivery
platform. Blink it caters to the growing demand for quick and convenient
food delivery, focusing on a curated selection of restaurants offering a
limited menu of popular dishes at competitive prices.

Target Audience:
Busy professionals and students with limited time for lunch breaks.
Individuals seeking a convenient and affordable meal option.
Customers residing in areas with a high concentration of working professio-
nals and young adults.
Value Proposition:

Faster Delivery: Blink it leverages Zomato's extensive delivery network to

ensure swift deliveries within a targeted timeframe.
Curated Selection: Blink it offers a limited menu of popular dishes from
select restaurants, simplifying the decision-making process for customers.
Competitive Prices: Blink it negotiates special pricing with partner restau-
rants, providing customers with value-for-money meals.
Benefits for Zomato:

Expands Market Share: Blink it captures a new customer segment seeking a

specific type of quick and affordable meal delivery.
Increases Order Frequency: By offering a convenient option for smaller,
more frequent orders, Blink it encourages repeat business from existing
Zomato users.
Optimizes Restaurant Deliveries: Blink it streamlines deliveries for restau-
rants by focusing on a limited menu, potentially improving efficiency.
Conclusion:

Blink it is a strategic sub-brand positioned to capitalize on the growing

demand for swift and budget-friendly food delivery in India. By leveraging
Zomato's existing infrastructure and expertise, Blink it offers a compelling
value proposition to both customers and partner restaurants.
 02 Introduction
THE BASICS

Zomato Delivers for Now

Zomato, your one-stop shop for great restaurant food delivery, is proud to
introduce Blinkit, our exciting new sub-brand focused on instant grocery
delivery.

Why Blinkit?
The way we live is fast-paced, and sometimes you need everyday essen-
tials in a flash. Blinkit leverages Zomato's extensive delivery network to
bring you groceries, snacks, and household items straight to your door in
minutes, not hours.

This isn't just about convenience; it's about aligning with emerging trends.
The quick commerce market is booming, and consumers are craving the
ability to fulfill their immediate needs at lightning speed. Blinkit allows you
to top up your pantry, grab last-minute ingredients for tonight's dinner, or
satisfy a sudden craving, all within the Blinkit app.

With Blinkit, Zomato is expanding its reach to cater to your everyday

needs, offering the same level of service and reliability you've come to
expect from us. So, ditch the long grocery lines and experience the future
of instant deliveries with Blinkit by Zomato.
 Brand Identity:
03 Speed Delivered
Brand identity is a company's visual and emotional representation that
conveys its values, personality, and promise. It includes both internal and
external aspects

Brand
Logo Ethos
External

Internal
Typeface

Culture
Brand

Bra
a nd lity
Co nd Br na
lor so
s r
Pe
 External Brand
04 Identity

Logo
Blinkit utilizes a lowercase wordmark logo, reflecting a youthful and
approachable brand. The simplicity aligns with their focus on ease and
efficiency.
The name "Blinkit" evokes speed and instant gratification. It implies
that you can get your groceries delivered "in the blink of an eye."

Blinkit emphasizes these

qualities through their
lowercase logo.

India's Last Minute App

Tagline is distinctive and captures the brand

positioning as well as what the brand stands
for when they say they'll let customers
express their unique personalities.
Typeface
Blinkit likely uses a clean, modern typeface that complements their
minimalist logo and reinforces their focus on speed and efficiency.

Think sans-serif
fonts like Gilroy.

India's Last Minute App

Think sans-serif
fonts like Open
Sans .

Brand Colors
Blinkit's color palette is likely
vibrant and energetic, possibly
featuring a primary color like teal
or orange

Green signifies freshness as most

of the orders that to be sold fresh
example milk, groceries etc.

A contrasting black for balance.

 Internal Brand
05 Identity

Brand Ethos
Blinkit prioritizes convenience and solving everyday problems.
They believe in the power of technology to simplify life and cater to
immediate needs.

1. Cater to immediate needs.

2. Friendly, reliable, and fast.

3. Power of technology to simplify life

Brand Culture
Blinkit fosters a culture of agility and innovation, constantly seeking
ways to improve speed and efficiency. Collaboration is likely key, with
strong connections between delivery partners, stores, and the Blinkit
app team.

The star charts represent

the position of the stars
as we see them.
Brand Personality
Blinkit strives to be friendly, reliable, and fast. They want to be seen as the
go-to solution for instant grocery needs, removing the stress and time
commitment of traditional grocery shopping.

Brand Purpose
Blinkit aims to revolutionize the way people access groceries, offering an
on-demand solution that fits seamlessly into busy lifestyles. They empower
customers to live in the moment and fulfill their needs instantly.
 Value
06 Proposition
Blinkit's value proposition lies in its ability to seamlessly blend functional
benefits with emotional appeal. It caters to the busy modern lifestyle, offer-
ing a solution that saves time, reduces stress, and empowers customers to
reclaim control over their schedules. The result is a sub-brand that is both
attractive and convenient, making Blinkit a go-to option for instant grocery
needs.

Functional Benefits
Ultra-Fast Delivery: Blinkit's core value proposition is its
speed. They deliver groceries and everyday essentials
straight to your door in minutes, eliminating long gro-
cery store trips and saving customers valuable time.
Wide Selection: Blinkit offers a curated selection of es-
sential items, including groceries, snacks, household
products, and even personal care items. This caters to
a variety of immediate needs without overwhelming
customers with an excessive product range.
Convenience: Blinkit eliminates the hassle of grocery
shopping entirely. Order through their user-friendly
app, skip the checkout line, and have everything deliv-
ered straight to your doorstep.
 Emotional Benefits
Reduced Stress: Blinkit alleviates the stress of forgotten
ingredients, last-minute cravings, or empty pantries.
Their instant delivery ensures peace of mind and allows
customers to focus on more important things.
Time Freedom: By saving time on grocery shopping,
Blinkit empowers customers to reclaim their time. This
allows them to focus on hobbies, spend time with loved
ones, or simply relax without the burden of errands.
Control and Flexibility: Blinkit provides control over gro-
cery shopping. Customers can browse the app at their
leisure, plan meals on the fly, and fulfill immediate needs
without rigid planning.

Customer Journey
Awareness: Customers might encounter Blinkit through Zo-
mato's existing app, social media marketing, or advertise-
ments.
Consideration: Intrigued by the concept of instant delivery,
customers download the Blinkit app and browse the product
selection.
Decision: Faced with a last-minute need or a desire for con-
venience, customers are attracted by Blinkit's speed and
ease of use, placing their first order.
Experience: The customer enjoys a seamless ordering pro-
cess, receives their groceries promptly, and appreciates the
time saved.
Retention: The positive experience with Blinkit fosters brand
loyalty, encouraging repeat orders for future needs.
 Launching
07 Blinkit
A Multi-Faceted Approach
Blinkit's launch will leverage a strategic mix of tactics to capture
consumer attention and establish a strong brand presence.

Pre-Launch Buzz
Leveraging Zomato: Utilize Zomato's existing user base by send-
ing targeted notifications and in-app promotions teasing the
upcoming launch of Blinkit. Highlight the convenience and speed
benefits.

Social Media Blitz: Create a captivating social

media campaign across platforms like Insta-
gram, Facebook, and Twitter. Utilize engaging
visuals, short videos showcasing the app's ease
of use, and potentially run contests or give-
aways to generate excitement.
Influencer Marketing: Partner with relevant mi-
cro-influencers or local celebrities who resonate
with the target audience. These influencers can
experience Blinkit firsthand and share their pos-
itive experiences through sponsored posts or
stories.
Launch Day and Beyond: App Store Optimization: Ensure Blinkit has a
strong presence in app store searches by optimizing its title, description,
and keywords. This increases discoverability for potential users.
Content Marketing: Develop informative blog posts or social media con-
tent highlighting the benefits of instant grocery delivery and how Blinkit
integrates seamlessly into busy lifestyles. Utilize targeted content to ad-
dress specific user needs.
Promotional Offers: Offer attractive introductory discounts or free delivery
incentives to encourage new users to download the app and try Blinkit's
service.
Behavioral Targeting: Employ targeted advertising based on user demo-
graphics and past behavior on Zomato. This allows for personalized
messaging that resonates with individual needs.

Ongoing Management: Data-Driven Optimization: Continuously analyze

user data to understand app usage, identify areas for improvement, and per-
sonalize the Blinkit experience.
Partnerships: Build strong partnerships with local stores and suppliers to
ensure a wide variety of products and maintain consistent stock availability.
Customer Service: Develop a responsive and efficient customer service
system to address user queries promptly and maintain a positive brand
image.
Innovation & Expansion: Continuously innovate and expand Blinkit's service
offerings based on user feedback and market trends. This could include ex-
ploring new product categories or delivery options.
By combining pre-launch hype, strategic marketing techniques, and ongoing
optimization, Blinkit can establish itself as a prominent player in the instant
grocery delivery space. Leveraging Zomato's existing user base and bran-
drecognition will provide a strong foundation for success. Long-term man-
agement will focus on data-driven decision making, building partnerships,
and continuous improvement to ensure Blinkit remains relevant and caters to
evolving customer needs.
 Appendices and
08 References

While this report focuses on the core aspects of

Blinkit's brand identity, launch tactics, and value
proposition, appendices and references.
References:

Include links or citations to relevant sources used in

your report. Here are some potential examples:
A recent industry report on the growth of the quick
commerce market. (https://www.grandviewre-
search.com/press-release/global-e-com-
merce-market)

A Zomato press release announcing the launch of

Blinkit.
Articles or studies on consumer behavior and the
growing demand for convenience. (https://ww-
w.ama.org/topics/consumer-behavior/)
09 Reflection on
Blinkit
Blinkit represents a strategic move by Zomato to
capitalize on the growing trend of instant delivery
services. Their focus on speed, convenience, and a
curated product selection caters to the needs of
busy urban customers. By leveraging Zomato's ex-
isting user base and brand recognition, Blinkit has
the potential to become a leader in the instant gro-
cery delivery space.

The success of Blinkit will depend on several factors,

including:

Maintaining a wide variety of products and ensuring

consistent inventory.
Offering competitive delivery speeds and pricing.
Continuously optimizing the user experience based
on customer feedback.
Adapting to evolving market trends and consumer
preferences.
Overall, Blinkit has a strong foundation for success.
Their well-defined brand identity, strategic launch
tactics, and focus on customer value proposition po-
sition them well to carve out a niche in the growing
quick commerce market.