A Project Report on Digital Marketing

strategy of Blink

Submitted in partial fulfillment of the requirement of the degree of

Bachelor of Business Administration

to

J.C. BOSE UNIVERSITY OF SCIENCE & TECHNOLOGY, YMCA,FARIDABAD

by

Risheb Narang

Roll No. BBA/DM/22/L001

(Batch: 2021-24)

Under the Supervision of

Mrs. Samriti Khanna

Head OF Dept.

DEPARTMENT OF MANAGEMENT STUIDES SATYUG

DARSHAN INSTITUTE OF ENGINEERING &
 TECHNOLOGY
FARIDABAD SEP,
2023
 DECLARATION

I hereby declare that this training report entitled “Project report on Digital
Market Strategy of BLINKIT ” byRisheb Narang , being submitted in partial
fulfillment of the requirements for the Degree of Bachelor of Business
Administration in under Department of Management Studies of Satyug Darshan
Institute of Engineering & Technology, Faridabad, during the academic year
2021-24, is a bonafide record of my original work carried out under guidance and
supervision of Mrs.Samriti Khanna, Head Of Dept .and has not been
presented elsewhere.

I further declare that the thesis does not contain any part of any work which has
been submitted for the award of anydegree either in this college/university or in
any other university.

Risheb Narang DM 22 L001

2
CERTIFICATE

This is to certify that this training report entitled “Project report on Digital Market
Strategy of BLINKIT” by Risheb Narang , submitted in partial fulfillment of the
requirement for the Degree of Bachelor of Business Administration in under
Department of Management Studies of Satyug Darshan Institute of Engineering &
Technology, Faridabad, during the academic year 2021-24, is a bonafide record of
work carried out under my guidance and supervision.

I further declare that to the best of my knowledge, the thesis does not contain any part
of any work which has been submitted for the award of any degree either in this
university or in any other university.

Mrs. Samriti Khanna

Head of Dept .

Department of Management Studies, SDIET, FBD.

3
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Internal Faculty Guide, ‘Mrs.

Samriti Khanna for giving me the opportunity to work in this area. It would never
be possible for me to take this thesis to this level without her innovative ideas and her
relentless support and encouragement.
I am willing to express mythanks to all the respondents who gave their valuable
opinion on the topic.
I hereby express my gratitude to my parents & friends for being a strong source of
encouragement and motivation.

Risheb Narang

4
 TABLE OF CONTENT

Chapter No. Chapters Page No.

1 Introduction

2 SEO And SEM OF THE COMPANY

3 INTRODUCTION OF SOCIAL MEDIA

4 STRATEGY OF BLINKIT ON INSTAGRAM

5 STRATEGY OF BLINKIT ON Facebook

6 STRATEGY OF BLINKIT on Whatsapp

7 STRATEGY OF BLINKIT on Youtube

8 STRATEGY OF BLINKIT on X

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 Chapter – 1

Introduction

Blinkit was founded in December 2013 by Albinder Dhindsa and

Saurabh Kumar as Grofers.[18] Having met each other while
working for Cambridge Systematics during the late 2000s, they
teamed up to enter the grocery delivery space. Their goal was to
solve the problems (both on customer as well as merchant end)
associated with the unorganized nature of the sector.[19] The
startup piloted in Delhi NCR before reaching other cities in India.
[citation needed

After seven years of operations as an online grocery delivery

service,[20] Blinkit introduced express grocery delivery in India, by
building dark stores across cities. In July 2021, the company
reported delivering over 7000 groceries in 15 minutes in Gurgaon.
[21]
A month later, in August 2021, it introduced 10-minute delivery
in the top-12 cities, after completing over 20,000 under-15-minute
deliveries per day across 10 cities.[22] On 13 December 2021,
Grofers[23] changed its brand name to Blinkit[24] in line with its
vision to embrace quick-commerce.[25][26][27][28]
In March 2022, Blinkit fired 1,600 employees and ground staff,
nearly 5% if its total workforce, in an effort to cut burn rate.
Following this, Zomato granted a US$150 million loan to Blinkit.
Zomato had acquired a 10% stake in company the year prior.[29]
[30]
Following numerous discussions, on 24 June 2022, Zomato
announced that it would acquire Blinkit for US$568 million in an
all-stock deal.[16] The acquisition was completed on 10 August
2022.[17][31]
Services[edit]

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Blinkit primarily delivers groceries, fresh fruits, vegetables,
meat, stationery, bakery items, personal care, baby care and
pet care products, snacks, flowers, etc.[32]

In August 2021, the company's 10-minute delivery service faced

criticism with concerns raised over the safety of delivery partners.
CEO Albinder Dhindsa, in a tweet, defended the mechanism
behind express delivery and claimed that there had been zero
accidents.[33][34]
In April 2023, hundreds of Blinkit delivery partners in Delhi NCR,
where about half of the company's dark stores were located, went
on a strike after a revision in payout structure resulted in lower
earnings for them. This led to a temporary closure of many dark
stores.

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 Chapter -2

BLINKIT - SEO And SEM Strategy

blinkit.com Traffic and Visitor Engagement

Benchmark website’s performance against your competitors by keeping

track of key indicators of onsite behavior. In February blinkit.com received
7.36M visits with the average session duration 11:01. Compared to January
traffic to blinkit.com has increased by 11.05%.

blinkit.com Website Traffic by Country

See the global distribution of visitors to your competitor’s website and
start tapping into overlooked markets. Blinkit.com's core audience is
located in India followed by United States, and Singapore.
Country

India 98.91% 7.28M 11.31% 88.69%

United 33.68
0.46% 100.0% 0.0%
States K
Singapor 0.14% 10.5K 0.01% 99.99%

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 Country

e
Germany 0.07% 5.28K 81.57% 18.43%
Canada 0.06% 4.43K 100.0% 0.0%

blinkit.com Traffic Share by Device

Quickly understand where a website`s traffic comes from and what
devices visitors prefer to use. On blinkit.com, desktops drive 12.08% of
visits, while 87.92% of visitors come from mobile devices.

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 blinkit.com Website Traffic Journey
Learn where visitors browse before landing on your competitor’s site and where they go after to find new
opportunities for attracting your competition’s audience

On blinkit.com, visitors mainly come from google.com__Google

organic (51.95% of traffic), followed by Direct (29.14%). In most cases,
after visiting blinkit.com, users go to google.com and razorpay.com.

blinkit.com Competitors and Alternatives

Reveal other websites that your audience is interested in. See the list of
domains users are browsing next. Blinkit.com's audience also visits
bigbasket.com, followed by dmart.in, and zeptonow.com.

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 blinkit.com Organic and Paid Website Traffic
Discover how your top competitor’s audience surfs the web so you can tailor your website experience
perfectly at every stage of the customer journey. Blinkit.com’s traffic has increased by 3.76% month-on-
month up to current organic search traffic. In addition, paid search traffic stays the same.

blinkit.com Top Organic Keyword

Organic Research is designed to help you discover competitors' best
keywords. The tool will show you the top keywords driving traffic to
blinkit.com, while also providing the exact search volume, cost-per-
click, search intent, and competition level for each keyword.
India
|

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 blinkit.com Backlink Analytics
Analyze and track blinkit.com’s backlink profile with the fastest
backlink database available
Discover the most valuable backlink portfolio in your niche
Spot toxic links and remove them before they cause harm to your
website
Find your strongest competitors for backlinks

Backlinks and Referring Domains

Uncover the referring domains of your competition, assess their backlink profile expansion, and get a
clear picture of the opportunities you may be missing. In February the number of backlinks to blinkit.com
has dropped by -9.99% and equals 598.44K. The amount of referring domains has dropped by -0.67% and
equals 3.28K.
Backlinks

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 Chapter - 3

Social Media Platforms of Blinkit

Introduction

Blinkit utilizes an assortment of showcasing systems to arrive at its

main interest group. These methodologies incorporate web-based
entertainment showcasing, content promoting, email showcasing,
site improvement (Web optimization), and pay-per-click (PPC)
publicizing.

Blinkit is exceptionally dynamic via virtual entertainment stages

like Instagram, Facebook, and Twitter. The organization utilizes
these stages to share data about its items and administrations, as
well as to run challenges and advancements.

Blinkit likewise delivers a ton of content, for example, blog entries,

infographics, and recordings. This content is intended to teach
and illuminate its ideal interest group about the organization and
its items and administrations.

Blinkit gathers email addresses from its clients and utilizations

these addresses to convey email pamphlets and special messages.
This is an extraordinary method for keeping in contact with clients
and keep them refreshed on the most recent news and offers.

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Blinkit attempts to improve its site for web crawlers so it shows up
high in list items. This assists the organization with drawing in
additional guests to its site and create more leads.

Blinkit likewise utilizes PPC promoting to arrive at its interest

group. PPC promoting is a kind of internet publicizing where you
pay an expense each time somebody taps on your promotion.
This can be an extremely powerful method for arriving at
countless individuals rapidly.

A strong team :

Blinkit has serious areas of strength for an of experienced experts

who are energetic about the organization's main goal. This group
has assisted Blinkit with accomplishing its fast development.

Blinkit's prime supporters, Albinder Dhindsa and Saurabh Kumar,

have an abundance of involvement with the web based business
industry. Dhindsa recently worked at Amazon, while Kumar
recently worked at Flipkart.

Blinkit likewise has areas of strength for an of specialists and item

supervisors who are continually attempting to work on the
organization's foundation.

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 Chapter -4
BLinkit Strategy for Instagram

Instagram plays A vital role in engaging customer attraction

towards Brand

Effective post , Stories , Reels can create a big impact on audience

Define Goals and Objectives : Start by clearly outlining what you

aim to achieve with your Instagram presence. Goals could include
increasing brand awareness, driving website traffic, or boosting
sales.

Know Your Audience : Conduct thorough research to understand

your target audience's demographics, interests, and behaviors.
This knowledge will guide your content creation and engagement
efforts.

Create a Content Strategy : Develop a content calendar outlining

the types of content you'll post, such as product photos, behind-
the-scenes glimpses, user-generated content, and lifestyle shots.
Ensure consistency in tone, style, and messaging.

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Visual Aesthetic : Maintain a visually appealing Instagram feed by
adhering to a cohesive aesthetic. Use consistent filters, colors, and
themes to create a recognizable brand identity.

Engagement Strategy :Regularly engage with your audience by

responding to comments, liking and commenting on relevant
posts, and participating in conversations. Host Instagram contests,
polls, and Q&A sessions to foster interaction.

Influencer Partnerships : Collaborate with influencers whose

values align with your brand to reach a wider audience and gain
credibility. Ensure that influencer partnerships feel authentic and
resonate with your target demographic.

Utilize Instagram Features : Take advantage of Instagram's

various features, including Stories, IGTV, Reels, and Shopping tags,
to diversify your content and engage with your audience in
different ways.

Track and Analyze Performance: Use Instagram Insights or

third-party analytics tools to monitor key metrics such as follower
growth, engagement rate, reach, and website clicks. Use this data
to refine your strategy over time.

By implementing these strategies effectively, Blinkit can maximize

its presence on Instagram and achieve its marketing objectives.

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 Chapter -5

Creating a Facebook strategy for Blinkit would involve several

key components to effectively engage with the audience and

drive business objectives.

Define Objectives :Start by outlining specific and measurable

goals such as increasing brand awareness, driving website traffic,
or boosting sales through Facebook.

Audience Analysis : Conduct research to understand the

demographics, interests, and online behaviors of Blinkit's target
audience to tailor content and messaging effectively.

Content Strategy : Develop a content calendar with a mix of

engaging posts, including product showcases, user-generated
content, behind-the-scenes glimpses, and relevant industry news.
Ensure consistency in posting frequency and maintain a balance
between promotional and informative content.

Visual Identity : Create visually appealing graphics and videos

that align with Blinkit's brand identity to capture attention and
encourage interaction.

Community Engagement : Foster a sense of community by

responding promptly to comments and messages, initiating

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 discussions, and encouraging user-generated content through
contests or polls.

Paid Advertising : Utilize Facebook Ads to target specific

audience segments based on demographics, interests, and
behaviors. Experiment with different ad formats such as carousel
ads, video ads, and sponsored posts to maximize reach and
engagement.

Analytics and Optimization: Regularly monitor key metrics such

as reach, engagement, click-through rate, and conversion rate to
assess the performance of the Facebook strategy. Use insights to
refine content, targeting, and advertising tactics for continuous
improvement.

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 Chapter -6

LinkedIn strategy for Blinkit

Developing a WhatsApp strategy for Blinkit involves several key

elements to ensure effective communication and engagement
with customers

Define Objectives: Clearly outline what Blinkit aims to achieve

through WhatsApp, such as increasing customer engagement,
providing support, driving sales, or sharing updates.

Audience Segmentation: Identify different customer segments

based on demographics, behavior, or preferences to tailor
messaging and offers accordingly.

WhatsApp Business Account Setup: Create a WhatsApp

Business account to access features like automated messages,
labels, and analytics, ensuring professionalism and efficiency in
communication.

Content Strategy: Develop a content calendar with a mix of

informative, promotional, and interactive content. This could

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include order updates, product recommendations, exclusive deals,
polls, and FAQs.

Personalization: Use customers' names and past interactions to

personalize messages, enhancing the user experience and
fostering a sense of connection.

Automation: Implement automated responses for common

queries, order confirmations, and shipping updates to streamline
customer service and improve response times.

Promotions and Offers: Share exclusive discounts, flash sales,

and promotions via WhatsApp to incentivize purchases and drive
traffic to the Blinkit platform.

Feedback Mechanism: Encourage customers to provide feedback

and reviews through WhatsApp surveys or polls, allowing Blinkit
to gather insights for continuous improvement.

Integration with Other Channels: Integrate WhatsApp with

Blinkit's website, app, and social media platforms to provide a
seamless omnichannel experience for customers.

Customer Support: Offer real-time customer support through

WhatsApp chat, resolving issues promptly and building trust and
loyalty among customers.

Analytics and Optimization: Monitor keymetrics such as

message open rates, click-through rates, and response times to
gauge the effectiveness of the WhatsApp strategy and make data-
driven optimizations.

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 Compliance: Ensure compliance with WhatsApp's policies and
regulations, including privacy laws and anti-spam guidelines, to
maintain the integrity of the messaging channel.
By implementing these strategies effectively, Blinkit can leverage
WhatsApp as a powerful tool to engage with customers, drive
sales, and enhance overall brand experience

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 Chapter -7

Developing a YouTube strategy for Blinkit,

a hypothetical company, requires a comprehensive approach to

leverage the platform effectively. Here's a strategy outline worth

Define Objectives

Increase brand awareness.

Drive traffic to Blinkit's website or app.

Engage with the audience and build a community.

Audience Research

Identify target demographics: age, location, interests, behaviors.

Analyze competitors' YouTube channels to understand what

works in the market.

Content Strategy

Create diverse content: product tutorials, behind-the-scenes,

customer testimonials, lifestyle videos related to Blinkit's services.

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 Prioritize engaging, high-quality visuals and storytelling to
captivate the audience.

Plan for consistency in posting schedules to maintain audience

engagement.

SEO Optimization

Research relevant keywords and incorporate them into video

titles, descriptions, and tags.

Optimize thumbnails and video elements for click-through rates

(CTR).

Encourage audience interaction through comments, likes, and

shares to improve visibility.

Collaborations and Partnerships :

Collaborate with influencers or industry experts in the delivery

industry for co-branded content or shout-outs.

Partner with complementary businesses for cross-promotion to

expand reach.

Promotion and Distribution

Share videos across Blinkit's social media channels and email

newsletters.

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 Utilize YouTube advertising (pre-roll ads, display ads) to target
relevant audiences.

Engage with other YouTube communities by commenting on

related videos and participating in discussions.

Analytics and Iteration

Regularly analyze YouTube analytics to track video performance,

audience engagement, and conversion rates.

Use insights to refine future content strategies and optimize

performance.
This comprehensive YouTube strategy for Blinkit focuses on
creating engaging content, optimizing for search visibility,
fostering collaborations, promoting across multiple channels, and
refining based on analytics.

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 Chapter -8

Creating a X strategy for Blinkit

would involve several key elements aimed at maximizing

engagement, visibility, and brand awareness. Here's a
comprehensive strategy:

Define Objectives: Identify specific goals such as increasing

brand awareness, driving website traffic, or promoting specific
products/services.

Audience Analysis: Understand the demographics, interests, and

behaviors of Blinkit's target audience to tailor content effectively.

Content Calendar: Develop a content calendar outlining the

frequency and types of tweets to maintain consistency and
relevance.

Engagement Strategy: Actively engage with followers by

responding to comments, retweeting relevant content, and
participating in industry-related conversations.

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Visual Content: Incorporate eye-catching visuals such as images,
GIFs, and videos to increase engagement and stand out in users'
feeds.

Hashtag Strategy: Research and utilize relevant hashtags to

expand reach and join conversations within Blinkit's industry
niche.

Promotions and Offers: Share exclusive promotions, discounts,

and special offers to incentivize followers and drive sales.

User-Generated Content: Encourage followers to share their

experiences with Blinkit's products/services and repost user-
generated content to foster community engagement.

Influencer Partnerships: Collaborate with influencers and

industry experts to amplify reach and credibility among their
followers.

Trending Topics: Stay updated on trending topics and current

events to capitalize on timely opportunities for relevant content.

Analytics and Optimization: Regularly monitor Twitter analytics

to track perfformance metrics such as engagement rate, reach,
and follower growth. Use insights to refine the strategy for better
results.

Customer Support: Provide prompt and helpful customer

support via Twitter by addressing inquiries, feedback, and
concerns in a timely manner.

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 Cross-Promotion: Cross-promote Blinkit's Twitter account on
other social media platforms, website, and marketing materials to
attract more followers.

Community Building: Foster a sense of community by initiating

conversations, polls, and Q&A sessions to encourage interaction
among followers.
By implementing these strategies, Blinkit can establish a strong
presence on Twitter, foster meaningful connections with its
audience, and achieve its marketing objectives effectively.

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