Brands x Platforms PTM playbook for Indian Q-Com to Win the 10-Minute Delivery War

Forget traditional trade. In Blinkit/Zepto/Swiggy Instamart’s era, Planning, Targeting & Monitoring (PTM) is your hyperlocal growth engine.

With 10-minute deliveries, algorithmic visibility wars, and dark stores as your new battleground, old GTM playbooks are obsolete.

Here’s how top brands are reengineering PTM to dominate pin codes, not just shelves:

1. "PLANNING": Hyperlocal Strategy & Digital Resource Allocation

Key Adjustments for Q-commerce:

- Pin Code Clustering: Group delivery pin codes by demand density (e.g., Tier 1 city centers, college zones, IT parks).

- Dark Store Mapping: Identify high-capacity dark stores (e.g., Blinkit’s "Mother Hubs") for priority SKU placement.

- Range Planning by Platform: Customize SKU lists per platform (e.g., impulse buys on Zepto, bulk packs on BB Now).

- Inventory Planning: Sync with quick commerce delivery windows (e.g., 10-min slots, peak hours 5-9 PM).

- Promotion Calendar: Align with platform surge periods (e.g., IPL, rains, weekends).

2. "TARGETING": Brands in sync with Q-Com platforms should focus on  Algorithm-Driven KPIs & Platform-Specific Goals to -

- Target Digital Shelf-

1. Search Ranking: Target top 3 in keyword results (e.g., "biscuits").

2. Image Share: Secure banner space during festivals.

- Hit Basket Penetration: Aim for 5% of orders in target pin codes to include your SKU.

-Boost Platform-Specific Incentives & Margins for "Express Delivery" tags or platform feature placements.

3. "MONITORING": Real-Time Analytics & Agile Correction

With the solid collaboration of Q-Com Platforms, Brands can dive into tactical strategy with the help of analytical firms like RevQ India. This is how it can be done-

- Platform Dashboards: Track hourly sales velocity, stockouts, and search rank.

- Delivery SLA Compliance: Monitor % of orders delivered <15 mins.

Return Rate Alerts: Flag >5% returns (critical for perishables).

- Promo ROI: Measure sales spike during "BOGO" campaigns on Swiggy Instamart.

- Competitor Tracking: Use price-tracking tools for real-time benchmarking.

---> STEP: ACTION ( Ice Cream Example)

1. Plan: Partner with Q-Com platforms & stock in 50 dark stores near high-demand residential clusters.

2. Target: Achieve 15% impulse buys in the "desserts" category. Trend in "Top 10 Frozen" list.

3. Monitor: Track melt complaints & 7 PM–9 PM sales surge. Adjust inventory if OOS >5%.

Are you feeling overwhelmed by the intricate structure of PTM? 

Worry no more, RevQ India has got your back. 

DM to connect!