Minor Project 1: Competitor Analysis and Customer Persona
Fundamentals of Digital Marketing
Pooja KM
List of Tasks
How to duplicate this PPT Template: Watch a Demo Video
Brand information - Lenskart
Official Website | |
YouTube | |
Competitor Research - Lenskart
Product | Lenskart | Competitor 1 Titan Eyeplus | Competitor 2 GKB Opticals |
Product Offerings | eyeglasses, sunglasses, and contact lenses | eyeglasses and sunglasses | eyeglasses, sunglasses, and contact lenses |
Business Model | Omnichannel: E-commerce + Offline stores | both online and offline channels, including exclusive retail stores and e-commerce platforms | both online and offline presence |
Target Customers (age, gender, location) | Age 18–45, fashion‑conscious, value & IT people | Premium buyers, age 25–60, quality & service-focused | Mid‑range consumers, age 20–50. |
Competitor Research - Lenskart
Product | Lenskart | Competitor 1 Titan Eyeplus | Competitor 2 GKB Opticals |
USP | affordable pricing, a wide variety of trendy eyewear, and innovative technology like the virtual try-on feature | trendy and contemporary eyewear, premium quality | high-quality lenses, including digital lenses manufactured with German technology for 100% accuracy |
Price | ₹699 – ₹10,000+ | ₹1,000 – ₹12,000+ | ₹800 – ₹8,000 |
How does this brand build trust? | AI‑fit tech, free eye‑tests, good service reviews, large offline network | Tata-backed legacy, clinical standards | Prioritizing customer satisfaction, offering a wide range of affordable and quality eyewear, and maintaining a strong commitment to ethical conduct and transparency. |
Selling Channels | Website, app, own stores | Tata Eye Plus outlets | GKB retail outlets |
Ideal customer Persona for Lenskart
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Riya Malhotra
Demographics
Age: 27 years
Location: Bangalore
Family Status: Single
Education: Bachelors in Design
Interests
Pain Points
Goals
Buying Behavior
Fashion-conscious, tech-savvy�Prefers products with both style & function�Active on Instagram
Want to explore multiple options to take a decision.�
Wants affordable yet trendy glasses under ₹2000�Seeks durability and comfort for daily wear�Interested in brands that offer virtual try-on
Likely to buy online but visits store if confuse
Brand information - Zoom
Official Website | |
YouTube | |
Competitor Research - Zoom
Product | Zoom | Competitor 1 Microsoft Teams | Competitor 2 Google Meet |
Product Offerings | Video conferencing, webinars, chat, virtual events. | video conferencing, but also including features like webinars, phone systems, and team chat. | Video meetings, live captions, lightweight chat. |
Business Model | Free Tier, Paid Subscriptions, (Basic/Pro/Business/Enterprise), freemium | As part of Microsoft 365 suite, SaaS. | Included in Google Workspace plans, pay per user. |
Target Customers (age, gender, location) | Age 18–60+, remote teams, educators & enterprises. | Enterprises, M365 users, internal teams. | Workspace users, SMBs, educators. |
Competitor Research - Zoom
Product | Zoom | Competitor 1 Microsoft Teams | Competitor 2 Google Meet |
USP | simple, reliable, and user-friendly video conferencing platform. | Deep MS 365 integration, persistent chat, enterprise security | Simple browser-first experience, live captions, easy scheduling |
Price | Free, while paid plans range from around ₹1376 per month and Pro to ₹1999. | free plan, paid plans typically starts around ₹ 115.00 per user per month. | free to ₹ 3000 per user, per month |
How does this brand build trust? | prioritizing a seamless and secure user experience, offering transparent communication about its security measures, and consistently delivering a reliable platform | prioritizing security, compliance, and transparency. | prioritizing security features, providing consistent and reliable performance |
Selling Channels | Website, app marketplaces, third‑party integrations | Microsoft 365 subscriptions, direct Microsoft sales | Google Workspace accounts, web |
Ideal customer Persona for Zoom
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Company preferences and feature enhancements
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Rahul Sharma
Demographics
Age: 35 years
Location: Mumbai
Family Status: Married
Education: MBA in HR
Interests
Pain Points
Goals
Buying Behavior
Manages remote teams�
Tech-savvy, organized, and values clarity in communication as per the Linkedin profile update
Needs a reliable, lag-free platform�
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Ensure smooth internal communication�
Run seamless training
Brand information - Whole Truth Food
Official Website | |
YouTube | |
Product | The Whole Truth | Competitor 1 Yoga Bar | Competitor 2 Oziva |
Product Offerings | Protein bars, nut butter, chocolates, muesli | Protein bars, oats, cereals | Plant-based protein powders, snacks |
Business Model | D2C online, content‑first education, Quick‑commerce | D2C & Q-commerce, acquired by ITC | D2C + B2B supplements |
Target Customers (age, gender, location) | Urban 18–45 fitness/health-conscious | Urban professionals, gym-goers | Wellness-focused, plant-based users |
Whole Truth Food
Competitor Research - Whole Truth Food
Product | The whole Truth | Competitor 1�Yoga Bar | Competitor 2�Oziva |
USP | Clean-label transparency, every ingredient shown up-front; appeals to health-conscious who value brand honesty which justifies premium pricing over Yoga bar. | Clean nutrition & broad portfolio; recent ITC acquisition gives mainstream retail boost | Science-backed plant-based supplements targeting fitness-first users and gym-goers |
Price | ₹80–250 per bar | ₹50–200 | ₹500–1,200 per kg powder |
How does this brand build trust? | Founder's-led, lab transparency, content community | ITC backing, clean ingredient claim | Health & wellness endorsements |
Selling Channels | Website, Quick commerce (Blinkit/Zepto), Amazon, Instagram | Q-commerce, e-commerce, retail | E-commerce site and marketplaces |
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Ideal customer Persona for Whole Truth Food
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Can’t trust labels on most supermarket items�
Looks for protein-rich snacks with no chemicals or sugar�
Avoids processed food entirely
Stay fit and energized
Seeks protein bars with sugar�
Promote conscious brands through her content
Buys during Big Billion Days�
Loyal to transparent brands like Amway and other Nutritional foods
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Mimansha Vikram
Demographics
Age: 34 Years
Location: Bengaluru
Family Status: Married
Education: Certified Nutritionist
Interests
Pain Points
Goals
Buying Behavior
Promotes clean eating & mindful living�
Buys mostly organic and label-verified products�
Reads ingredients carefully
Notes