Presented By: Snehasmiti Pattanayak
Course: Advanced Digital Marketing Program
Minor Project - 1
Competitor Analysis & Customer Persona
Overview
This document outlines the scope and requirements for Minor Project 1, focusing on Competitor Analysis and Customer Persona development. As a social media specialist, you will delve into three distinct brands, Lenskart, Zoom, and The Whole Truth Foods, to build a robust understanding of their markets, competitive landscapes, and ideal customer profiles. This foundational work is crucial for crafting effective social media strategies and campaigns tailored to each client's unique needs and target audience.
Introduction
Welcome to my first minor project as a new social media specialist at a marketing agency. My goal is to understand three key clients: Lenskart, Zoom, and The Whole Truth Foods, laying the groundwork for effective social media strategies. Key tasks include:
Project Overview: Building a Strong Social Media Foundation
Understanding clients: brand overviews
Official Website | Official Website: www.lenskart.com Apple store: Lenskart : Eyewear 74k - 4.6 star Ratings Play store: Lenskart : Eyeglasses & More 50M+ Downloads, 5k Reviews & 4.5 star Ratings |
Website: Lenkskart linkedIn , 479K Followers | |
Youtube | |
Brand Information - Lenskart
Products | | | |
Product Offerings | Eyeglasses, sunglasses, contact lenses, home eye tests, and accessories. | Premium eyeglasses, sunglasses, lenses, eye testing, and brand collaborations. | Eyeglasses, sunglasses, lenses, eye check-up, budget combos. |
Business Model | E-commerce + 1000+ retail stores + Home eye check-up services. | Strong retail presence with growing online sales. | Retail-focused with online support; mainly South India. |
Target Customers (age, gender, location) | Age: 18–45 Gender: All Location: Urban & Tier 2 cities across India | Age: 25–55 Gender: All Location: Metro and Tier 1 cities | Age: 20–45 Gender: All Location: South Indian cities, expanding to others. |
Unique Selling Point (USP) | Free home eye tests, 3D try-on feature, wide variety at affordable prices. | Backed by Tata brand, advanced eye testing, premium style + quality. | Buy 1 Get 1 offers, quick delivery, affordable eye care. |
Products | | | |
Price | Budget-friendly to mid-range (₹500–₹5,000+). | Mid-range to premium (₹1,500–₹10,000+). | Economical (₹399–₹5000+) |
How does this brand build trust? | 14-day return, 1-year warranty, 24x7 customer support, quality testing. | ISO-certified clinics, Tata reliability, trained optometrists | Transparent pricing, doorstep delivery, in-store trials. |
Selling Channels | Business Model: D2C (Direct-to-Consumer) + B2C Website, mobile app, retail stores, social media, WhatsApp, partner sites | Business Model: B2C Titan website, retail stores, marketplaces (Amazon, Flipkart). | Business Model: D2C + B2C Website, retail stores, WhatsApp, and local promotions. |
Mallika Motiramani
Mallika is a fearless cinematographer and content creator known for her authentic approach to fashion, travel, and fitness. With a tomboyish edge, she prioritises results over trends and advocates for equality from a merit-based perspective. Her style reflects self-reliance and determination, appealing to those who value authenticity.
ABOUT MALLIKA
PERSONALITY
GOALS
INTERESTS
GOALS
NEEDS
BUYING BEHAVIOUR
PAIN POINTS
Demographics
Official Website | Official Website: Zoom meeting Apple store: Zoom Workplace 279k - 4.5 star Ratings Play store: Zoom Workplace 1B+Downloads, 279k Reviews & 4.2 star Ratings |
Website: Zoom, 613K Followers | |
Youtube | |
Brand Information - Zoom Meeting
Products | | | |
Product Offerings | Video conferencing, webinars, chat, whiteboard, Zoom Rooms, events, phone. | Chat, video meetings, file sharing, calendar, Teams Rooms, app integrations | Video meetings, live captions, screen sharing, integrations with Gmail/Calendar. |
Business Model | Freemium + subscription-based (individuals, SMEs, enterprises, education). | Included in Microsoft 365 plans (B2B, B2C, Education). | Freemium + Google Workspace subscriptions (B2C, B2B, Education). |
Target Customers (age, gender, location) | 18–60 yrs, all genders, globally – students, professionals, educators, corporates. | 22–60 yrs, working professionals, educators, enterprises – global. | 18–45 yrs, students, teachers, startups, remote teams – India & global. |
Unique Selling Point (USP) | Easy to use, high video quality, breakout rooms, scalable for all user types. | Deep integration with Microsoft 365, strong for team collaboration, enterprise-grade. | Simple UI, works on any device, strong Google ecosystem integration. |
Products | | | |
Price | Free: 40-min limit/group Pro: ₹13,200/year Business: ₹18,000/year | Free: Basic chat & video Microsoft 365 Business Basic: ₹136/user/month Business Standard: ₹719/user/month | Free: 60-min/group call Workspace Starter: ₹136/user/month Workspace Business Standard: ₹736/user/month |
How does this brand build trust? | Secure encryption, user-friendly, transparent pricing, reliable performance. | Backed by Microsoft, enterprise security, compliance tools, data privacy | Google security, encryption, data protection, widespread familiarity. |
Selling Channels | Business Model: B2B + B2C (freemium model for individuals) Website, mobile apps, channel partners, enterprise sales, cloud marketplaces. | Business Model: B2B + B2C Microsoft website, Office 365, resellers, cloud marketplaces, bundled sales. | Business Model: B2B + B2C Google Workspace site, Gmail/Calendar, Google Partners, Play Store, web apps. |
Priya Sharma
Priya Sharma is a 34-year-old HR Manager at a mid-sized IT firm in Bangalore. With over 10 years of experience in human resources, she’s tech-savvy, organised, and passionate about employee engagement and workplace culture. Priya manages remote and hybrid teams, often relying on tools like Microsoft Teams to streamline communication, manage workflows, and host virtual trainings. She values tools that are reliable, secure, and easy for her team to adopt.
ABOUT PRIYA
PERSONALITY
NEEDS
INTERESTS
GOALS
BUYING BEHAVIOUR
PAIN POINTS
Demographics
🌐 Web & Apps | The whole Truth official Website App (Google Play): Available via Google Play store App (Apple App Store): Available on iOS App Store |
Followers: 56k Followers Posts Frequency: Approximately several high-impact posts monthly (e.g. 5–10 posts per month | |
Youtube | |
Followers: 10k, Total likes : 8.9k |
Brand Information-
Products | | | |
Product Offerings | Protein bars, energy bars, whey protein, peanut butter, muesli, milk & dark chocolates | Sports nutrition & wellness supplements: whey protein, multivitamins, collagen, krill oil, shilajit, more both third-party and private label | Protein bars, plant and whey protein powders, muesli, oats, shakes, peanut butter, energy bars, and healthy breakfast options. |
Business Model | This D2C food brand sells clean-label products primarily through its website, using content-driven marketing to build its reputation. | D2C and B2C marketplaces sell authentic supplements through brand partnerships and direct fulfillment; private-label products are 10–20% less expensive. | D2C and B2C hybrid; sells via its own website and retail partners. |
Target Customers (age, gender, location) | Health-conscious Millennials & Gen Z consumers who prioritise transparency and authenticity over price | Fitness enthusiasts, bodybuilders, wellness-focused consumers across India concerned about authenticity and quality | Health-conscious individuals, fitness enthusiasts, and working professionals aged 18-40 in urban India. |
Products | | | |
USP | Radical transparency (ingredients clear upfront), founder-led storytelling, bold myth-busting content, clean ingredients, minimal packaging | Strict quality control, brand authorisations, lab testing, affordable pricing, direct sourcing (no middlemen) | Clean-label, high-protein, preservative-free, tasty, and nutrition-packed food options. |
Price | The Whole Truth sells clean-label protein bars for Rs. 70 to Rs. 130 each and combo packs from Rs. 450 to Rs. 1,300. Their plant-based and whey protein powders range from Rs. 1,099 to Rs. 4,500, using natural sweeteners like dates and monk fruit. | Nutrabay offers affordable fitness supplements, with protein bars from Rs. 500, whey protein from Rs. 1,199 to Rs. 4,000 for 1kg, and plant proteins starting at Rs. 999, appealing to budget-conscious consumers. | Mid-range, e.g., protein bars from Rs. 299 to Rs. 700, proteins from Rs. 1,099 to Rs. 4,500. |
Selling Channels | Own website, Amazon/Flipkart, quick commerce platforms; offline in select stores emerging | Own website, marketplace, offline stores , mobile app, plus omnichannel expansion plans | Official website, Amazon, Flipkart, BigBasket, Blinkit, retail stores, and select gyms. |
Products | | | |
How does this brand build trust? | Health-conscious Millennials & Gen Z consumers who prioritise transparency and authenticity over price | Fitness enthusiasts, bodybuilders, wellness-focused consumers across India concerned about authenticity and quality | Honest labels, transparent ingredients, no artificial junk, backed by strong founder credibility and VC funding. |
BUYING BEHAVIOR
Riya Rashmi
Riya Rashmi is a former HR professional turned wellness advocate who now champions clean eating and sustainable health habits for busy professionals. With years of corporate experience and a passion for behavioural science, she’s building a wellness-first community to help people make informed food choices in their fast-paced lives. She has also collaborated with The Whole Truth Foods to support her mission of honest and healthy living.
ABOUT RIYA
PERSONALITY
INTERESTS
GOALS & NEEDS
PAIN POINTS
Demographics
Age: 34
Gender: Female
Location: Bengaluru, India
Profession: Chief Health Officer, Wellness Coach, Former HR Leader
Income Level: Upper-middle class
Tech Savviness: High (frequent user of wellness tech and apps)
The competitor analysis and customer persona study provided an in-depth exploration of the operational strategies employed by prominent brands such as Lenskart, Titan Eye+, Specsmakers, Zoom, Microsoft Teams, Google Meet, The Whole Truth Foods, Yoga Bar, and Nutrabay, each of which operates in diverse markets. Spanning industries from eyewear to video communication and clean-label nutrition, these brands leverage specific business models whether Business to Consumer (B2C), Direct to Consumer (D2C), or Business to Business (B2B) to effectively engage their target audiences. They do this through meticulously crafted product offerings, innovative trust-building initiatives, and a dynamic, multi-channel sales approach. Our analysis delved into intricate details such as their diverse product assortments, the demographics of their target audiences, strategic pricing frameworks, and unique selling propositions (USPs) that set them apart. This exploration revealed valuable insights into how these companies nimbly adapt to shifting customer preferences while carving out their unique identities in increasingly competitive environments. The customer personas we developed throughout the research process illuminated the underlying motivations, needs, and obstacles faced by actual users, empowering us to design marketing strategies that are more personalised and closely aligned with our brand's mission. Collectively, these findings establish a robust foundation for crafting customer-centric strategies and cultivating competitive advantages that resonate powerfully with today’s discerning consumers, ultimately driving deeper engagement and loyalty.