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Competitor Analysis and Customer Persona

Fundamentals of

Digital Marketing

Priyanka Kaushik

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Objectives

To identify the relevant social media channels for three popular brands – Lenskart, Zoom, The Whole Truth Foods
To conduct detailed competitor research for these brands by identifying their USPs, sales channels, trust-building methods, and target audience.
To create personas of the ideal customers for each brand, understanding their demographics, goals, interests, pain points, and buying behavior.

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Brand Information – Lenskart

Official Website https://www.lenskart.com/	Founders – Peyush Bansal, Sumeet Kapahi, Amit Chaudhary�Year of Foundation: 2010 Playstore App: 50m+ downloads, 4.5 ratings�Apple Store App: 4.6 ratings
Instagram	India website: https://www.instFounders – Peyushagram.com/lenskart/ 1772 Posts, 1.2M followers, celebrity endorsements and influencer marketing, 7k likes on average Engaging and fashionable content, straight-forward captions and copies�https://www.instagram.com/lenskartsg/ - Singapore account�https://www.instagram.com/lenskartme/ - Middle East account�https://www.instagram.com/lenskartth/ - Thailand
LinkedIn	https://www.linkedin.com/company/lenskart-com/ -- 485k followers, 10k+ employees Posts include customer feedback, awards and recognitions, festive posts, job posts, etc.�
YouTube	https://www.youtube.com/@lenskart -- 317k subscribers, 2.8k videos, 495,337,743 views Lots of celebrity endorsements, interview videos, promotional videos, influencer videos
Facebook	https://www.facebook.com/Lenskartindia/ -- 1.4M likes, 1.5M followers, CTA: Shop now (website link) Fashionable, straight-forward content with celebrity endorsements.

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Competitor Research - Lenskart

Product	Lenskart	Titan Eyeplus	Coolwinks	Ray-Ban	Fastrack	Zenni Optical
Product Offerings	Eyeglasses Sunglasses Contact lenses Eye care products Eyewear accessories Free lens replacements Eye tests/ eye care solutions	Prescription eyeglasses Limited edition sunglasses Contact lenses Eye tests/vision care Eyewear accessories Reading glasses Bifocals	Eyeglasses & prescription frames Sunglasses Contact lenses Blue light glasses Eye care products Accessories	Premium Sunglasses Eyeglasses Eyewear accessories	Sunglasses Eyeglasses Watches & accessories Fashion accessories	Prescription eyeglasses Sunglasses Blue light glasses Children’s glasses Contact lenses
Business Model	D2C	B2C, D2C	D2C	B2B, B2C	B2C	D2C
Target Customers (age, gender, location)	15-35: school students, corporate workers like graphic designers and editors, videogamers, readers who are vision-conscious	25-55: value-conscious, loyal to the brand, and health-focused people	18-40: both men and women in urban and semi-urban areas, price sensitive people	20-45: fashion-conscious youth, professionals, and celebrities	15-28: college students, young professionals, trendsetters who want edgy glasses.	18-40: budget-conscious buyers, online shoppers, first-time glass users, families with regular eyewear requirements

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Competitor Research - Lenskart

Product	Lenskart	Titan Eyeplus	Coolwinks	Ray-Ban	Fastrack	Zenni Optical
USP	Omnichannel experience - eye tests AI 3D try-ons Virtual trials International tie-ups “Home try-on” model Contact lens subscriptions	Professional eye-testing with certified optometrist Premium yet accessible product range Lifetime free service	Online-first affordability Flash sales Fashion-forward youth-friendly frames Easy return policies Value-for-money eyewear	Iconic heritage Endorsed as rebellion and fashion icons Premium quality Global luxury appeal	Bold & edgy branding Trendy colors Frequent new designs synced with watches Mass accessibility	Glasses starting ₹600 Direct-to-consumer model Huge variety of frames, tints, etc. Virtual try-ons Budget-friendly
Price	500-10,000	1000-15,000	399-4000	8,000-25,000	1000-5000	1500-5000

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Competitor Research - Lenskart

Product	Lenskart	Titan Eyeplus	Coolwinks	Ray-Ban	Fastrack	Zenni Optical
How does this brand build trust?	Endorsements by celebrities like Karan Johar, Shreya Chaudhry & Katrina Kaif Easy returns & warranties Home try-ons reduces doubt and builds trust Cause-based campaigns like #seethelove	Backed by TATA Titan brand legacy Doctor presence Lifetime free maintainance Endorsements by trending celebs like Pratibha Ranta In-store eye tests After-sales support	Upfront pricing and discounts E-commerce familiarity Easy returns/ refunds create low-risk perception Appeals to younger buyers	90 years+ strong heritage Worn by pilots, soldiers, celebrities which gives symbolic endorsements Brand lineage	Backed by Titan Relatable branding – cool, edgy, rebellious Low pricing Wide distribution in malls	Extremely low pricing Virtual try-ons Word-of-mouth credibility Heavy reliance on reviews Strong testimonials, influencer mentions Customization options reassure online buyers
Selling channels	Mobile app, website, 1000+ physical stores, marketplaces	Physical stores, own website	E-commerce, website, marketplaces	Ray-Ban stores, website, E-commerce	Titan retail stores, website, marketplaces	Website, e-commerce sites, affiliate marketing

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Ideal Customer Persona 1 for Lenskart

Loves to travel and shop for both essentials & indulgences
Balances modern style with traditional values
Passionate about reading – micro-influencer in the parenting + reading niche
Socially-conscious
Enjoys family outings at malls

Struggles to find stylish reading glasses that don’t look ‘boring’
Durability – her son often breaks her frames
Finds it inconvenient that brands focus on either ‘men’ or ‘women’ eyewear --needs one-stop family solution
Doesn’t want eyewear that looks cheap

Wants to look stylish and confident at work, social gatherings, and while traveling
Seeks value-for-money deals
Wants to upgrade eyewear every 2-3 years

Research-oriented buying at stores
Trust-based decision making
Prefers brands that cater to all

Stylish-but-Traditional Debadrita

Demographics

Age: 35

Location: Maharashtra

Family Status: Married, lives with husband and son

Education: Masters in English literature

Interests

Pain Points

Goals

Buying Behavior

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Ideal Customer Persona 2 for Lenskart

Loves networking and being seen at new places
Invests heavily in personal branding
Enjoys café hopping, traveling for content, and attending lifestyle/fashion events
Obsessed with Instagram aesthetics
Always want to be on-trend and follow celebrity looks

Doesn’t like repeating sunglasses in posts, so needs affordable variety
Dislikes nose marks and loose frames that spoil his selfies and live appearances
Frames must withstand frequent use during travel and events
Needs premium look at affordable pricing

Gain more followers and brand collaborations
Create a signature look with versatile eyewear
Dreams of doing a world tour
Desires trend-first products that help him stand out

Shops online for convenience and variety, visits malls/outlets when content creation is involved
Prioritizes design, shape and fashion
Impulse purchases

Insert an Image here

Fashionable Atif

Demographics

Age: 28

Location: Bengaluru, Karnataka

Family Status: Lives in a joint family, unmarried

Education: Graduate in Commerce

Interests

Pain Points

Goals

Buying Behavior

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Brand Information – Zoom

Official Website https://www.zoom.com/	Founders – Eric Yuan�Year of Foundation: 2011 Playstore App: 1 billion+ downloads, 4.1 ratings�Apple Store App: 4.5 ratings on Business Chart
Instagram	https://www.instagram.com/zoom/ 817 posts, 172k followers, straight-forward promotion-driven posts and reels, how-to reels and AI tips, customer reviews and feedbacks Low engagement rate, content may be too promotional to resonate with audience �
LinkedIn	https://www.linkedin.com/company/zoom/ -- 621k followers, 5k-10k employees, posts include announcements, information about Zoom, events, recognitions, etc. �
YouTube	https://www.youtube.com/@Zoom -- 544k subscribers, 664 videos, 98,473,670 views Product overviews, Tips and tricks for Zoom, weekly series with Zoom’s architect Patrick Kelley, AI companion series
Facebook	https://www.facebook.com/zoom – 552k likes, 686 followers, festive posts, informative posts, AI companion

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Competitor Research - Zoom

Product	Zoom	Microsoft Teams	Google Meet	Skype
Product Offerings	Seamless video conferencing in HD Breakout rooms for team discussions Webinars & events hosting with audience interaction tools like polls Q&A Live reactions Zoom phone and Zoom rooms	All-in-one chat & collaboration hub Seamless Office 365 integration Built-in workflow automation via Power Automate and third-party integrations Enterprise-grade security trusted by big organizations	Instant video meetings directly from Gmail, Calendar or Browser Live captioning Noise cancellation Google AI enhancements Google Workspace integration Easy scalability for startups, schools, etc.	Free global voice & video calls since early 2000s Skype to Phone (mobiles/ landline) Group video calls & messaging with screen sharing Lightweight & user-friendly for casual and personal use
Business Model	B2B, B2C, D2C	B2B, B2C, D2C	B2B, B2C, D2C	B2C, B2B, D2C
Target Customers (age, gender, location)	25-55 years (students, businesses, freelancers, professionals, SMEs, corporates), strong presence in North America, Europe, East Asia, India, Australia	25-55 years (corporates, enterprise teams, government organizations, higher education students, interns) - high usage by males in IT, high usage by females in HR or education sectors	18-45 years (students, professionals, SMEs, corporate teams, educators) - best reach in USA, India, Southeast Asia, Europe, Australia	30-60 years (individuals using for personal or international calls) also used by freelancers. Used mostly in Europe, Middle East, South Asia, USA.

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Competitor Research - Zoom

Product	Zoom	Microsoft Teams	Google Meet	Skype
USP	User-friendly interface High-quality video and audio Breakout rooms & collaboration tools Zoom events and webinars Seamless working across devices like Windows, Mac, iOS, Android	Integration with Microsoft 365 Suite Unified Communication Hub Teams Phone & Collaboration Rooms Enterprise grade security & compliance AI-powered productivity	Google ecosystem integration No software installation required AI-powered features Free for Gmail users	Free video and audio calls globally Low cost international calling to mobiles/landlines Real-time translation Lightweight for casual users Cross-platform support Video meetings without login
Price	Free tier; ₹1147 for Pro	₹3330 for Pro without Audio conferencing	Free tier; ₹1046 for Business Standard	Free tier; ₹1090 for Business Standard

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Competitor Research - Zoom

Product	Zoom	Microsoft Teams	Google Meet	Skype
How does this brand build trust?	Reliable performance Customer-centric communication End-to-end encryption Security updates Reports on transparency	Enterprise-grade security & compliance Microsoft security reputation Compliance certifications	Google’s security infrastructure Compliance certification Visible security features Privacy by default 2-step verification Trusted G-suite platform	Microsoft ownership Encryption of calls Low cost transparent pricing for international calls
Selling Channels	Own website, enterprise partnerships	Direct via Microsoft 365 Website, resellers, enterprise sales	Direct via Google Workspace Website, resellers & Google partners	Direct via Skype Website, App Stores (Google Play, iOS App Store, Microsoft Store), resellers

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Ideal Customer Persona 1 for Zoom

Passionate storyteller, inspired by anime, comics, pop culture
Consumes entertainment actively through books, series, movies
Enjoys solitary walks to think creatively
Prefers one-to-one creative conversations

Attends meetings with literary agents on walks, current platforms aren’t seamless
Too many tools leads to fatigue; wants one clean space
Struggles to appear polished when connecting remotely with publishing houses
Loses patience with tech complexities

Aspires to get his comic series published and recognized by major publishing houses
Wants to nurture strong relationships with literary agents and editors
Seeks simple, reliable, distraction-free collaboration for creative work

Open to upgrading to paid plans if features directly ease creative collaborations
Trial-first adopter
Decisions influenced by what his agents use
Tech adoption mindset

Wordsmith Frank

Demographics

Age: 45

Location: Ohio, United States

Family Status: Single

Education: Degree in Radio & TV communications

Interests

Pain Points

Goals

Buying Behavior

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Ideal Customer Persona 2 for Zoom

Balances motherhood with her photography business
Passionate about natural light photography
Socially active; shares family life/ hacks on Instagram, Pinterest, and parenting blogs
Enjoys DIY crafts and home décor photography

Struggles to manage bookings, client communications, and editing
Finds high-end tools too expensive and complex for her workflow
Manual scheduling causes missed opportunities
Balancing home and work leaves little time for process-heavy tasks

Wants to attract more family-oriented clients in South Florida
Aims to build herself as a trusted photographer mom on Instagram
Seeks brand collab in parenting, photography gear, and lifestyle space
Wants to streamline workflow

Budget-conscious
Value-driven buyer
Needs to test features before committing
Looks at what other ‘mom photographer’ recommend on social media

Photographer Mom Christina

Interests

Pain Points

Goals

Buying Behavior

Demographics

Age: 42

Location: South Florida

Family Status: Married, mom of 5 kids

Education: Bachelors’ in Fine Arts

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Brand Information – Zoom

Official Website https://thewholetruthfoods.com/	Founders: Shashank Mehta�Year of Foundation: 2019 Playstore App: Not available�Apple Store App: Not available
Instagram	https://www.instagram.com/thewholetruthfoods/ �1111 posts, 328k followers, quirky content, informative and interesting content, average Insta engagement rate – 1.15%, active community, visually attractive content
LinkedIn	https://www.linkedin.com/company/thewholetruth/ �56k followers, 51-200 employees, interview reels, informative videos with quirky content, professional engagement
YouTube	https://www.youtube.com/@TheWholeTruthFoodsYT 62.9k subscribers, 263 videos, 26,996,985 views, interesting quirky content, “healthy” vs “whole truth foods” videos
Facebook	https://www.facebook.com/thewholetruthfoods/ -- 8.9k likes, 10k followers, informative posts and reels

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Product	Whole Truth Food	Yoga Bar	Open Secret	True Elements	Happilo	RiteBite Max Protein
Product Offerings	Protein & energy bars, muesli & breakfast cereals Nut butter & spreads Dark chocolate Protein powders	Protein bars Energy bars Cereals & muesli Meal mixes Nut butters & powders	Gourmet protein rich cookies Brownies & chocolate snacks Trail mixes Gift hampers Makhana, etc.	Protein bars, granolas & muesli Breakfast cereals Overnight oats, seed/ mix products	Premium dry fruits and nut mixes Trail mixes Superfood snack packs Healthy gifting	Max protein bar Max protein ultimate Peanut butter bar Caramel bar Variety packs, etc.
Business Model	D2C, B2C	B2C, B2B, D2C	D2C, B2C, B2B	D2C, B2C, B2B	B2C, B2B	B2C, B2B
Target Customers (age, gender, location)	25-40 years, fitness enthusiasts & health-conscious professionals, young parents & families, gym trainers, sportspersons	25-40 years, fitness enthusiasts, gym-goers, diet-conscious women, parents (particularly mothers), yoga doers	25-45 years (mostly mothers), millennials & young adults, corporate gifting buyers	25-45 years (urban wellness seekers), both men and women, fitness conscious individuals & yogis, young families	30-50 years (working professionals & families), corporate purchase managers, households that consume dry fruits	18-40 years, active fitness enthusiasts, young working professionals & students, athletes & body building communities, diet-conscious corporate executives

Competitor Research - Whole Truth Food

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Competitor Research - Whole Truth Food

Product	Whole Truth Food	Yoga Bar	Open Secret	True Elements	Happilo	RiteBite Max Protein
USP	100% clean label transparency-first positioning India’s first date-sweetened dark chocolate Bean-to-bar manufacturing	Nutrition-packed products Clean eating made easy Healthy ingredients Transparent nutritional labelling	Guilt-free indulgence for families “Un-junked” version of popular snacks Premium gifting hampers	100% whole grain promise Certified clean label brand No preservatives, no chemicals	Premium dry fruits High appeal for health-conscious and traditional households Exotic nuts Luxury snacking	Protein-packed snack bars Mass-market positioning Wide variety available Focus on value-for-money protein intake
Price	₹90–₹150 per bar; whey powder ₹3,000–₹3,400/kg	₹50–₹75 per bar; ₹500/kg for flavored oats	₹80–₹100 per 100 g pack; snack gifting packs ₹400+	₹60–₹90 per bar range, depending on variant	₹130–₹400 per standard 200–350 g pouch	₹60–₹90 per bar

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Competitor Research - Whole Truth Food

Product	Whole Truth Food	Yoga Bar	Open Secret	True Elements	Happilo	RiteBite Max Protein
How does this brand build trust?	Founder’s personal story Relying on ‘truth speakers’ rather than celebrity endorsements	Scientific nutrition messaging Clean labels Influencer endorsements	Family or Mother-centric messaging Festive gifting campaigns	Clean label project certificate Farm-to-fork transparency Collabs with nutritionists	Trusted for corporate giftings Ties with e-commerce loyalty programs Consistent quality in mass retail & exports	Science-backed functional positioning Athlete & gym influencer tie-ups Affordable pricing strategy
Selling Channels	Official website, e-commerce platforms	Website, e-commerce like Reliance Fresh, Star Bazaar, etc	Website, e-commerce platforms	Website, e-commerce platforms	Website, marketplaces like Spencer’s, Star Bazaar	Website, e-commerce platforms, local kirana stores, pharmacies, gyms

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Ideal Customer Persona 1 for Whole Truth Food

Gym is part of her identity; she loves working out with her partner
Regularly updates social media with styled looks
Believes in ‘you are what you are’
Spends a lot of time on Instagram, follows fitness influencers, wellness coaches
Loves to travel to new places for photoshoots

Distrust in labels, especially around sugars and preservatives
Wants snacks sweetened with natural options like dates, jaggery, honey
Too many healthy snack brands in the market – hard to know what’s truly healthy
Between gym, family, travel and photoshoots, she seeks ready-to-eat healthy snacks

Becomes the fittest version of herself
Land more modeling assignments, especially fitness-oriented ones
Collaborate with nutrition, fitness, and athleisure brands as an influencer
Maintain a diet and fitness routine

Prefers buying online for convenience
Uses Instagram ads and influencer recommendations as decision triggers
Price conscious but not cheap

Fit n’ Fine Surabhi

Demographics

Age: 31

Location: Asansol, Jharkhand

Family Status: Lives in a family, single

Education: Graduate

Interests

Pain Points

Goals

Buying Behavior

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Ideal Customer Persona 2 for Whole Truth Food

Loves bodybuilding not just by gym but also via yoga, Zumba, dance
Prioritizes diet that complements his workouts but struggles with delicious healthy food
Enjoys posting reels of workouts, dance routines, and yoga
Believes in motivating others
Prefers plant-based or vegetarian options

Hard to find vegetarian snack bars that are both protein-rich and tasty
Gets bored of same flavors in most protein bars
Frustrated by brands that exaggerate protein content or hide additives
Wants affordable options that deliver high-quality nutrition

Become a certified fitness trainer
Attract more clients for his personalized plans
Collaborate with nutrition and fitness brands
Build a strong, lean physique to inspire trust in his clients
Expand his meal or snack options

Buys from local gyms
Shops online from e-commerce stores
Price sensitive but willing to spend on products that prove results and maintain credibility

Fitness Freak Amit

Demographics

Age: 25

Location: Howrah, Kolkata

Family Status: Single

Education: Graduate

Interests

Pain Points

Goals

Buying Behavior

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Final Analysis

Observations
Lenskart has a strong presence, affordability, and variety. Its trust-building methods, such as home eye-tests and free trials, give it an edge over others. The brand can position itself as both functional and aspirational.
Zoom primarily competes on reliability, usability, and professional collaboration features. However, fatigue from too many tech-driven tools may create complexity for less technologically adept users. The brand should emphasize simplicity, affordability for creative professionals, and ease of collaboration.
The Whole Truth Foods holds an advantage in the health food space by offering 100% transparency and great taste, which fills a gap in the industry.
Final Insight
Customers value lifestyle fit, convenience, and authenticity across brands—whether in eyewear, digital tools, or healthy food. Brands that address pain points while aligning with people’s lifestyles are more likely to earn long-term consumer trust.

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Thank You