Flipkart

Assignment 4

Submitted by : Group 9

Manvi Varshney - 143025 Priyadarshi Ankur - 143030

Nehal Parashar - 143026 Priyanshi Aggarwal - 143031
Rajat Singh Bist - 143029 Vipul Chahal - 143059
Brand Repositioning
Bullseye
Brand Mantra: Bias for action; Customer first; Integrity

Points of Parity: Fast Delivery, Multiple Mode of

Payment 

Points of Difference: Customer Service, Better deals

during sale, Flipkart Pay later, Flipkart plus and 30 day
return policy 

Substaniators: Delivery Network, Totally Integrated

System, Third Party Sellers, Constant innovation to
attract more customers

Values: Caring, Action Oriented, Risk taker

Visual Identity: Bright yellow and Blue, Grocery Bag

Brand Architecture
Flipkart Has a house of brand architecture, Walmart is the
master brand in this particular case

There are a lot of brands under the name of walmart,

Some of them are:

Sam's club
ASDA Stores Ltd.
Seiyu Group
Bompreco 
Jet.com
Great Value
Bonobos
Moosejaw
Shoebuy
Modcloth

Sam’s Club
Brand Revitalization

Flipkart changed its logo in

2015 

Adapted and started delivering

essentials during Covid times
 Brand Identity Prism 
1 Physique Personality 2
• Yellow Color (logo) – Optimism, Inclusiveness, Friendly and • Simple and Easy
lively • Reliable and updated
• Riona font – Contemporary and simple but appealing  • Creative
• Online store
• Attractive prices
3 Relationship Culture 4
• Customized • Customer Support
• Bringing buyers and sellers together • Commitment
• Reliable • Respect for customers
• Proximity • Innovation
• Fast paced

5 Reflection Self-Image 6
• For those who needs quality products in very less amount of • Pioneer of return policy and COD
time • Customer centric
• Buy anything at one click • Proactive and up to date
• Fast delivery  • Exclusive products
 Brand Element Critique
Criterion Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage

“Ab har wish hogi poori”,

Easy brand recall and Facilitates brand Create festive season
Memorability “Abhi nai to kabhi nai”, Iconic, yellow & blue
recognition recognition demands, use funny tones
“itne me ITNAAA milega”

Meaningful to the theme of Meaningful to the theme of Meaningful to the theme of Meaningful to the theme of
Meaningfulness Improved brand recognition
the brand the brand the brand the brand

Flipkart is considered one Very likable- visual and

Likability Likable & recognizable Likable Likable & recallable
stop shop verbal appeal

Transferable- open
Transferability Excellent transferability Excellent transferable Limited transferability to varied interpretation Transferable

Fairly adaptable since

redesigning is possible Can typically be
Adaptability Easy to moderate Can be redesigned Can be changed
redesigned 

Vulnerable to being copied

Protectability Trademarked & Protected Trademarked & Protected Trademarked & Protected Trademarked & Protected
or inspired
 BIG IDEA:

Use of Dark Humor to attract the attention of audience

and highlight the tough jobs of delivery men in order to
gain respect for them 
 Not all HEROES wear Capes 
Real heroes don't wear capes. Real superheroes wear uniforms and badges too!

Music: Catchy and Appeal elements: Humor, Execution framework: Slice

culturally indifferent sounds, video of Life

Affective-Conative-Cognitive 
 
Print Ad
 Execution Plan
across Channels
Print Media​
​
Collage of real life delivery boys could be
printed over the full page with their actual
stories shared by people on Social Media. ​
Target Audience: Urban and Semi Urban
Homes
Newspapers: TOI, Dainik Bhaskar, HT
Television Commercial
In order to connect with the customer base,
hardships of a delivery boy will be shown in a
humorous manner. The ad will end with them
delivering packages despite the challenges and the
tagline "Not all superheroes wear capes"
Target Audience: Urban Homes
Social Media
Running the TVC as reel on Social Media
and asking people to share their
funny/unique experiences with the delivery
boys via mail, DMs or stories using
#DeliveryHeroes
Platforms: Instagram, Twitter
Target Audience: People aged between 18-
30 years
Media Plan
Timeline Channel Theme Purpose
October TVC/Social Humorous way to Brand Recall and
Media Reels depict challenges of Engagement October: Driving the message and
delivery boys , can be
themed around IPL getting engagement on Social Media
and Television.
November TVC/Social Diwali and other Brand
Media Reels festivals Recall and Engagement November: Using festival season to
further to build on the previous
December Print Ad Stories of delivery Mass Media catering to month engagement.
boys. Every 15 days wider audience
ad will be printed December: Using the content
with different set of generated by audience to create
stories.
engagement
Thank you!